1. It still works! Let’s learn why and how you can make it work!
Marketing
It still works! Let’s learn why and how you can make it work!
Spring 2016

2. Customer Acquisition by Email has quadrupled in the last 4 years
Spring 2016
Source: Custora

3. Preferred channel for permission based
Spring 2016

4. Most of the $690 million Obama raised online came from fundraising e-mails.
Spring 2016

5. Email Marketing for Retailers
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6. Information Entrepreneurs
Provide content of value and interest to an audience and make offers through an list.
Example:
Ramit Sethi: I Will Teach You To Be Rich
Marie Forleo: The B-School
AppSumo: Deals for entrepreneurs
Spring 2016

7. Why does email marketing work?
Cost-effective
Valuable content will build loyal followers
More followers (“fans”) builds word of mouth referrals
Easy to track, test, and optimize
Higher engagement means higher conversion rates
Spring 2016

8. Why External Management?
Keeping the list current and “clean”
Managing and recording permissions
A/B testing
Professional design
Staying current with best practices
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9. External Providers
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10. Digital Marketing Permission Types
Opt-In: Recipient proactively agreed to receive marketing content (e.g. RSS feed)
Opt-Out: Recipient receives marketing content and needs to take action to stop receiving content
(e.g. conference notifications)
Very important to preventing delivery issues…
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11. First Goal: Get into Inbox
Can–Spam Act 2003
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12. Most common reasons emails bounce:
Recipient’s inbox is full
address does not exist
The mail server at the ISP is temporarily down or unreachable
The mail server is blocking the message due to content-based or blacklist-based filtering
Spring 2016

13. Blacklisted!
Blacklist – List of Internet Protocol (IP) addresses (the numbers that operate as an online address for your Web server) that have been reported as sending unsolicited .
If you get blacklisted, contact the blacklist administrator and ask how to be removed. In most cases, if you can provide evidence that you are only sending messages to persons who have requested them
You can check whether your sending IP addresses are on any blacklists at and
Spring 2016

14. Email Marketing Strategies
Getting added to recipients’ address books
“An increasing number of ISPs are starting to block all from being delivered that are not approved in advance by recipients. In order to remind your customers to take the step of adding your From Address to their address book, we recommend that companies add a single, explanatory sentence at the top of their s.”
- iContact
Example: To ensure delivery of this newsletter, please add to your address book.
Spring 2016

15. Email Clients’ Impact on Inbox
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16. Email Clients’ Impact on Inbox
Target, optimize and test! Target and segment your list, so recipients only get mailings relevant to them. Optimize your subject line, call to action, and mailing body to boost opens and clicks. Test and tailor until you get consistent high engagement levels.
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17. Second Goal: Get Opened
Writing Effective Subject Lines
Three words to avoid
Help, Percent Off, Reminder
Personalization, Localization is good
50 characters or less
In Creativity vs. Clarity, Clarity wins
TEST, TEST, TEST
Best practices case studies by AWeber and MailChimp
Spring 2016

18. Creativity vs. Clarity Subject lines written creatively included:
* AWeber’s AWesome Anthony A.
* Getting Earth-Friendly Beyond .
* Threadless’ Frequency Alert: Hot or Not?
While subject lines written with clarity included:
* Grow Your List 99% Faster: How One Site Did It.
* 43 Free Animated GIFs For Your Campaign.
* Timing: A Look At 6 Marketers.
Spring 2016

19. Building your email List
Website visitors – give them something of value in exchange for joining
Discount
White paper/special report
Free sample (one song of an album, one chapter of a book)
Pop-ups work REALLY well (even though we all hate them)
Tradeshows
Seminars
Point-of-Sale Sign-up
Customer Lists
One-to-One
Word-of-mouth: Make share-worthy content
**AVOID PURCHASED LISTS THAT ARE NOT SPECIFICALLY TARGETED TO YOUR AUDIENCE
Spring 2016

20. Email Marketing Strategies - Sample
Spring 2016

21. Email Marketing Strategies - Sample
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22. Case Study: The Skimm Started in 2012, now has 1.5 million readers
Raised $7.9 million
Uses Skimmbassadors to recruit readers
Video
Spring 2016

23. Summary: It works! Why? Keys to effective email marketing
Internal vs. External Managements
List development sources
Effective subject lines
Avoiding bounces, blacklists, spam lists, etc
Effective content
Spring 2016