How to use email marketing effectively
Notes
Uses for email marketing
- Regular newsletter
- Sales promotions
- Nudge down the funnel
What is a good open rate?
20% seems to be about right
(via mailchimp.com/resources/email-marketing- benchmarks/)
Selmach case study
More focused emails Increased customer calls
Plan
- Set out the goals
- Who emails where aimed at Sketch or Wireframe
- Plan ahead
From 18% to 21% open rate
From 14% to 30% click rate (7% to recipients) Above average 😀
Witley Jones case study
- Tricky audience
- Customers mention email content
- Interesting content or video most clicked
Communion Case study
- Use email to follow-up downloads
- communionarchitects.com/resources/
- Worth watching my interview with Michelle L Evans on developing sold out marketing funnels
Email Tools
- mailchimp.com – Bulk email sending (free plan)
- campaignmonitor.com – Bulk email sending
- autopilothq.com – Marketing automation tool
- mail-tester.com – Email deliverability testing site (free)
- litmus.com – Email testing and deliverability
- Gif Brewery – Video to GIF converter
Email marketing tips
- Streamline
- Clean your list, remove the duds
- Segment your list. Send only to those who want/need it
Personalise
- If possible use their name Can help visibility in the inbox Can increase open rates
- Use a named email rather than a generic one to increase open rates
- Interesting or challenging subject line
- Ask a question Intrigue
- Tell the reader exactly what your email contains
What is the goal?
- Why are you doing this?
- Have purpose
- Include a still or animated GIF
- Including a person seems to get more clicks
- Use video
- Ask for action
- Include a call to action
- Link out to your website Include a phone number
- Draw people to the action
Built trust
- Aim to create an unmissable email
- Make it easy to unsubscribe
- Make it clear why you are contacting them Send consistently
Run experiments
Test out different subject lines or content to find out what works best
