GET MORE CUSTOMERS WITH MARKETING FUNNELS & MARKETING AUTOMATION
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About The Hub Bastrop • Coworking space • Opened in 2018 • Different membership • Individual: Tuesday – Friday normal business hours access • Family: Tuesday – Friday normal business hours access • Individual: 24/7 access (key) • Family: 24/7 access (key) • Delicious coffee and treats • Learn more at www.BastropHub.com
Why is Email Marketing So Effective? • Low cost • Minimal time once it’s set up • Best ROI --- 3800% ROI on one study by the DMA; McKinsey study said email marketing was more effective than all social media combined • Allows you to have a 1 to 1 relationship with many people
What is Email Marketing & Marketing Automation? • Email Marketing – the targeting of customers through email • Marketing Automation
What Is A Marketing Funnel? A marketing funnel is a way to generate and nurture leads through the sales cycle to become clients and customers.
What is CAN-SPAM? • In 2003, the United States passed the CAN-SPAM act to prevent citizens from receiving unsolicited and disrupting spam messages through email. Here are the major points of the law: • All emails must have: • An obvious unsubscribe link • A truthful and accurate subject line and from email address • The street address of the company sending the email • Warnings for adult content (if applicable) • Additionally: • Emails must be sent through legitimate means to legitimately acquired email addresses • Unsubscribes must take effect within 10 days • Suppression lists must be used properly
Elements of an Email • Sender name • Sender email • Subject Line • Preheader • Content/Body • Call to action • Signature
Elements of an Email • Every element needs to be tested • Every element needs to be scrutinized • A small change in one element could result in a huge change in your overall conversion • Your target audience should be kept in mind for EVERY piece of the campaign
What Makes a Good Email Subject Line? The subject line is one of the most important parts of an email and often dictates whether or not it’s opened. • Urgency • Curiosity • Offers • Personalization • Relevance & Timeliness • Name recognition (of the company) • Cool stories • Social proof Other Stuff: Test emojis, test lengths (especially if you have a high mobile open rate)
Best Email Subject Lines 5 Best Subject Lines: • XYZ Recommended You • Don’t Do This / Don’t Read This • You may want to check your _________ • Did you see this? • [Person’s Name], did you know this happened? See the rest at www.FollowYourArrowMarketing.com/Email-Bastrop
What Makes a Good Call to Action (CTA)? What is a Call to Action? A button or link prompting readers to click. The call to action is very important once the prospect or customer opens the email. The call to action is exactly that it’s calling your prospect or customer to take action (usually clicking on something) • Use action oriented text • Make button large with the text legible • Keep it short • Use you or your • Create urgency • Use bright colors • Add white space • Keep it simple (1 CTA)
Best Calls to Action (CTAs) 5 Best Calls to Action: • Get started • Join _______ • Create account • Schedule a ______ Now • Try for free See the rest at www.FollowYourArrowMarketing.com/Email-Bastrop
When / How Often Should You Send You should always TEST, TEST, and TEST everything. Here are a few good rules of thumb: • Avoid weekends for Business to Business emails – may work for business to consumer • Avoid Mondays and Fridays • Focus on Tuesday, Wednesday, and Thursday between 8am and 1pm (timezone of the receiver) But TEST to find out what is best for your business and customers!
TESTING | TESTING | TESTING • Email marketing, like any other ad campaigns you do, REQUIRES you to do extensive testing • What is AB Split testing? It is holding everything else constant while you test 1 thing.
How to Fail at Email Marketing • Don’t create your own list • Don’t work to build up your list • Don’t segment your list • Don’t test • Give up
Marketing Automation • Marketing automation elements include triggers, actions, timers and more • Segmentation is one of the most important parts of both email marketing and marketing automation • Keeping your list ‘clean’ is crucial
Marketing Automation – Example of a Sequence Wait 3 Send 2 nd email days Did they Load prospect open & into marketing Send first email click on list link? Wait 30 Send 2 nd email days
Marketing Automation – Example of a Sequence Wait 7 Send 3 rd email days Did they Did they open & Notification Call/Text/Email open & click on click on link? link?
Elements of Marketing Automation • Trigger Examples: Added to a list, subscribed to a list, opened email, clicked on email, etc. • Action Examples: Send email, tag, send text, notify someone on team, etc. • Timer Examples: Wait until XX date at XX time, wait a certain amount of time, wait until something happens
Software Programs • Low Cost • Mid-Level • High End • ConstactContact • InfusionSoft • Marketo • MailChimp • ActiveCampaign • Pardot • Aweber • Ontraport • Click Dimensions • Click Funnels
What Software is Right For You? Questions to ask before choosing a email marketing program: How many contacts do you have? • How comfortable are you with design? • Do you want/need it to integrate with other platforms? • Are you going to set up capture forms? •
Questions? Connect with me! LinkedIn: https://www.linkedin.com/in/robynehatfield/ Twitter: https://twitter.com/rhatfield_fyam Facebook: https://www.facebook.com/FollowYourArrowMarketing
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