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IMC81 Email Marketing Essentials

Ben shares tips and advice on how to be more successful with your email marketing campaign and how to develop an effective email funnel.

Notes

How to be more effective with your email marketing.

Uses for email marketing

  • Regular newsletter
  • Sales promotions
  • Nudge down the funnel
  • Service reminders

Email by the numbers

  • What figures should be looking to achieve from your email campaign?
  • 21% avg. open rate
  • 2.6% avg. click rate
  • Email Statics Source

Selmach Case study

  • More focused emails
  • Increased customer calls
  • 18% to 21% open rate
  • 14% to 30% click rate
  • Above average

Ask for action

  • Include a call to action
  • Link out to your website
  • Include a phone number
  • Draw people to the action

Witley Jones Case study

  • Tricky audience
  • Interesting content or video most clicked
  • Warm up lead before sales call

Email Journey

  • Multi-step email
  • Introduce: people, capability, clients
  • Maintain connection until call
  • Get into their inbox. Expected

Rather Inventive Case Study

  • Weekly email
  • Time consuming
  • Needs automating

Club newsletter

  • Set and forget
  • Upcoming schedule
  • Reminder of webinars
  • Reduce data transfer. All on WP

Email Tools

Email marketing tips

  • Who is it for?
    • Why will they open it?
    • What will they do?
  • Have purpose
    • What is the goal?
    • Why are you doing this?
  • Know your audience
    • Create an email they will want to open
    • Helpful, topical or product focused
    • Make it about them
  • Personalise
    • If possible use their name
    • Can help visibility in the inbox
    • Can increase open rates
  • Use video
    • Include a preview frame or animated GIF
    • Including a person gets more clicks
  • Ask for action
    • Include a call to action
    • Link out to your website
    • Include a phone number
    • Draw people to the action
  • Run experiments
    • Test out different subject lines or content to find out what works best

Further Read

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