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Email Marketing

This document provides an overview of email marketing best practices for small businesses. It discusses the benefits of email marketing, such as owning your own subscriber list and using emails to boost sales and strengthen customer relations. It also outlines steps for email marketing success, including compelling reasons for customers to sign up. Additionally, the document covers different types of email content, building a subscriber list, writing effective subject lines, common technical issues, and tips for promoting your email list. The overall message is that email marketing is a powerful tool for small businesses if done properly by following industry best practices.

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214 views16 pages

Email Marketing

This document provides an overview of email marketing best practices for small businesses. It discusses the benefits of email marketing, such as owning your own subscriber list and using emails to boost sales and strengthen customer relations. It also outlines steps for email marketing success, including compelling reasons for customers to sign up. Additionally, the document covers different types of email content, building a subscriber list, writing effective subject lines, common technical issues, and tips for promoting your email list. The overall message is that email marketing is a powerful tool for small businesses if done properly by following industry best practices.

Uploaded by

Major
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPTX, PDF, TXT or read online on Scribd
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EMAIL MARKETING

Adjunct Professor Brandy Evans


BENEFITS OF EMAIL

 Email is yours. You own your own list. There is no algorithm to worry about.
 Email can be used forwards and backwards with your other social media
marketing assets.
 Emails can be used to encourage reviews on Yelp, Google, or even Amazon.
 Emails can be used to boost sales with coupons and special offers.
 Emails can strengthen client relations.
STEPS TO EMAIL MARKETING SUCCESS

 First ask yourself why would a customer sign up for your email list? Reasons might
include:
 A detailed tutorial
 Free eBook
 Insider information
 Special discounts
 Free offers
EMAIL CONTENT TYPES

 Marketing emails encompass a variety of content. Here are some things to consider including
in an email:
 Sales promotions
 Announcements
 Surveys
 List of events
 Photos
 Videos
 Transactional emails are usually automated and triggered by your customer’s activities. Examples
include:
 Welcome messages
 Order tracking
 Received payments
 Registration confirmations
 Operational emails provide important information about your business, such as holiday closures,
maintenance plans, or changes to your service availability.
BUILD YOUR SUBSCRIBER’S LIST

 Make sure your list is always growing with a signup feature on your website.
 Subscription forms should be on your website, blog page and everywhere else you can fit
it.
 If you have a booth at an industry conference, provide an option for people to sign up.
 Create a compelling subject line. Speak to readers directly and promise them something
that stands out.
 Make sure your message sounds like it came from a real person. Make the content
entertaining and have a distinctive voice.
 Segmenting your email lists by reader demographics makes it easier to create a message
that resonates with their needs and interests, which makes them more likely to take up on
offer, engage with you or even to pass it on to other prospective clients.
BUILD YOUR SUBSCRIBER’S LIST

 Make the email personal. When possible, add a personal element to your emails.
Add the recipients name when the email is sent out.
 Keep your emails out of spam folders by first making sure recipients have opted
into your emails. You must be in compliance with the CAN-SPAM Act.
 Avoid using all caps, too many exclamation marks and hyperbolic phrases (ACT
NOW BEFORE TIME RUNS OUT).
 Make sure your emails look clean and crisp. Use short paragraphs, include bullet
points to help people skim information, insert pictures and/or videos.
 Include interesting links and calls to action. Use visually striking buttons with text
that give readers more than one opportunity to interact (Find out more.
Download now.)
BUILD YOUR SUBSCRIBER’S LIST

 Make it easy to unsubscribe.


 Make emails mobile friendly. 66% of emails were opened on a smartphone or tablet.
 Never send anything out without testing it and making sure its working properly. Ensure
that all your links work.
 Beyond testing content on different platforms, you should also experiment with different
subject lines, calls to action, and body text to see what is most engaging to your audience.
Some email tools have built-in A/B testing modules that allow you to compare the results
of different emails.
 Track your data. Pay attention to how many email addresses were undeliverable or what
time of day peopled opened the message. If you are using Google Analytics, tag your
emails with custom campaign tracking, it can show you how the email is driving traffic to
your website and how those visitors behave once they arrive on your website.
BUILD YOUR SUBSCRIBER’S LIST

 Don’t overwhelm your subscribers.


 Provide value. Great email marketing ultimately comes down to giving your
audience something that is valuable to them.
 Successful email marketing is a combination of good planning and analyzing data
to make improvements to your campaigns.
TIPS FOR WRITING A GREAT SUBJECT LINE

 Keep the subject line short. A typical inbox reveals about 60 characters of an
email’s subject line, while a mobile phone shows just 25 to 30 characters. Get right
to the point in about six to eight words.
 Place the most important words at the beginning.
 Eliminate filler words. Don’t waste it on “hello”, “nice to meet you”, and “thank
you”. You can include that in the email’s body.
 Be clear and specific about the topic of the email. This gives the recipient the
chance to prioritize the email’s importance without having to open it.
 Highlight the value you have to offer.
IN-CLASS ASSIGNMENT

Let’s create a subject line for your assigned


attraction’s email newsletter.
TECHNICAL ISSUES WITH EMAIL
MARKETING
 Choose an email provider like Mailchimp or Constant Contact.
 They all typically provide good technical support and a lot of technical help as to
how to build lists, create sign up forms, manage email blasts, unsubscribes, etc.
 Decide if you will send the email out weekly, monthly or bi-monthly.
 Newsletters can be one size fits all, customized or a drip campaign.
 Amazon is good at drip marketing. A few days after you make a purchase,
Amazon sends you an email to “review us”, then you may be sent an email that
says you may also like.
 For customized lists, it helps if you segment your lists into sublists. The more
personalized and the more customized you can make the emails, the better.
PROMOTE YOUR LIST

 How will potential customers and existing customers find out about your lists?
 To grow your list, you want to make sure it’s a prominent action on your website,
easy to find on your social profiles, and a desired action on many of your social
media posts.
 Emails are used to build your brand and ultimately sell more stuff.
 Think about your email lists as forwards and backwards.
 Forwards, think about using email to push customers along the sales funnel. For
example, a customer learns on Facebook that you have an email subscription list.
You then feed that person information about your brand. The customer then clicks
on an offer in your email and makes a purchase.
 Backwards, promote your website and social channels in an email. For example,
you can ask email list fans to watch a video you have on YouTube, thumbs up,
comment or even share it.
EMAIL CHECK LIST

 Research whether your customers might be interested in signing up for an email


newsletter or email notification.
 Sign up for your competitors email lists and monitor how they use email to
market.
 Sign up for the email of similar companies who are doing a great job.
 Set up an email account on one of the big providers such as Constant Contact or
Mailchimp.
 Identify a carrot for your list. Give customers a reason to sign up for your e-
newsletter.
EMAIL CHECKLIST

 Begin sending emails. Start with content that people will want to get in their
email inbox and then brainstorm a forward path and a backward path.
 Measure your email success via subscriber growth, click-throughs, and
unsubscribers to your list.
IN-CLASS ASSIGNMENT

Work on the email marketing worksheet as it


relates to your assigned attraction.
CLASS TAKEAWAY

What’s one key thing you learned?

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