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Email Marketing

Jeff Mackey
October 25, 2017
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Email Marketing

Jeff Mackey

October 25, 2017
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Transcript

  1. Nice To Meet You • Jeff Mackey — SIX15 solutions

    / Refine Your Site
 Website design, management, and email marketing • 20+ years experience in IT • IT Advisory Chair for Oxford High School • In Oxford since 2003; wife & 2 kids
  2. What Do You Do? • Do you use social media

    for marketing? • Do you track the ROI of your efforts? • Do you have a list of your customers’ email? • Do you know or care about email?
  3. What Is Email Marketing? Sending email to prospects and customers

    automatically based on a schedule and triggers that you define
  4. What Email Marketing Is Not • Email marketing is not

    what you receive when you buy online ("thank you for your order!")
 
 That is called transactional email • Their primary goal is to notify, not engage
  5. You Should Care Because… • Email is STILL the Internet’s

    killer app • Time spent with email is up 17% year over year • The average click-through rate of email is ~3%
 
 Social media post click-through rate is ~0.5%
  6. What About Social Media? • Facebook has nearly 2 billion

    active users per month, and Twitter has roughly 319 million • Number of email accounts is 4.9 billion & projected to be 5.6 billion by 2019 • Social media posts get refreshed and are easily missed, but you have to open emails to read • You own your email list! You don’t own followers
  7. Email Gets Results • Email converts better than social media:


    
 Social media drives traffic, but email drives sales • For every $1 spent on email marketing, companies made $38+ in return
  8. An Example • Say your website gets 4,500 visitors /

    month… • Say of that, 315 people opt-in to your email list… • And of those 315, 22 people buy something… • If your product or service is $160, that’s an extra $3,520 / month for very little effort
 
 (retail industry average conversion rate of 7%)
  9. Trigger Emails Emails that are sent based on your subscribers’

    behavior (or lack of it) • "Welcome / Thanks for signing up" • "Happy Birthday!" • Abandoned cart reminders
  10. Campaign Emails • Scheduled messages based on a timeframe •

    Educate and expand on lead-magnet freebie • Get them to take the next step in your funnel
  11. Segmentation Sending the right message
 to the right person
 at

    the right time • Location, Industry type, Past purchases, Demographics, are some examples of segments • Personalization increase chances of engagement (i.e. higher click-through rate)
  12. Prerequisites • Know who your customers are (target market) •

    Know what you can do for them (problem you solve for target market) • Have a website • Be comfortable giving before receiving
  13. The Process 1. Create something worthwhile (lead magnet) 2. Set

    up email service; integrate with website 3. Create email signup forms on your website 4. Write thank you email, link to lead magnet 5. Write series of emails for automated campaign
  14. 1. Lead Magnet • What or who is a lead?

    A potential sales contact • You want to attract them — a magnet • It can be anything relevant to your target market:
 
 - exclusive, educational content from your blog
 - eBook PDF
 - case study
 - guide or tool kit
  15. 2. Set Up Email Software • Mailchimp / Drip /

    Campaign Monitor / ConvertKit / Infusionsoft / Constant Contact • Each tool has pros and cons • I recommend Drip for it’s automation features
  16. 3. Sign Up Form • Make it compelling • Images

    help with trust
 
 Pictures of lead magnet help people visualize it • Ask only for information you need:
 
 email address, perhaps first name
  17. 4. The 'Thank You' Email • A short email sent

    when someone signs up • Link to lead magnet • Thank them, remind them what you offer • Tell them there’s more to come, but use unsubscribe links to build trust
  18. 5. The Campaign • Do not attempt to sell anything

    at this point • Schedule emails to expand on lead magnet • Educate, build trust, over 5-email "sends" • Only pitch your product / service at the end, based on their engagement
  19. Measure Engagement • Email delivery rate • View rate •

    Open rate • Click-through rate • Conversion rate
  20. In Summary 1. Get their email address 2. Help them

    first 3. Build their trust 4. Ask for the sale 5. Measure and track engagement
  21. Questions? Let’s keep in touch! Free download:
 
 “Metrics That

    Matter In Your Email Marketing”
 
 refineyoursite.com/emailworks