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WHY EMAIL MARKETING IS STILL KING ANTHONY BOTTOLI
“NUMBER ONE GOAL SHOULD BE EMAIL LIST GENERATION.”-MARIE FORLEOB-SCHOOL
OUR AGENDA TODAY Yes, email is still King (and here’s why). Common misconceptions. The building blocks of successful email. Know your goals, and test! Real world successes. Get into action. Q&A
“THE WINNING STRATEGY FOR ENTREPRENEURS AND FORTUNE 500 COMPANIES ALIKE IS TO ATTRACT A BASE OF RAVING FANS THAT OPEN, READ, AND CLICK ON THE EMAILS YOU SEND.” - JACK BORN CEO OF AW PRO TOOLS
AND NOW, A BIT ABOUT ME Lead Generation Specialist At Miva Merchant 2 small businesses over the past 10 years. 1 retail/wholesale, 14 locations in So. Cal 1 primarily online, with back end phone sales. I’ve written email campaigns that have generated over 2.1 million in sales in just over 4 years.
According to B2C.com, Email Marketing accounts for 7% of all new customer acquisitions, organic search via Google accounts for 16% Email generates 40 times more customers than Twitter and Facebook combined – Media Bistro 1/21/14 94% of Online Activity is Sending or Reading Email hostpapa.com 75% of all online adults say email is their preferred marketing method hostpapa.com
Email generates MORE customers than Twitter and Facebook COMBINED.
Percentage of consumers who prefer to communicate with brands via email.
4-STEP FORMULA FOR SUCCESS A great product. An exemplary user experience. Builds trust in your customer base. Creates brand awareness.
U.X.O. WHAT IS
HOW EMAIL SUPPORTS U.X.O. It entertains and adds value. It helps you get to know your customers. It helps your customers get to know YOU.
STORYTELLING IS THE GAME. IT’S WHAT WE ALL DO. IT’S WHY NIKE IS NIKE, IT’S WHY APPLE IS APPLE. IT’S WHY WALT DISNEY BUILT DISNEY WORLD AND IT’S WHY VINCE MCMAHON MAKES A BILLION DOLLARS. -GARY VAYNERCHUK
CUSTOMERS WILL DO 3 THINGS WITH EMAIL Read all of it. Scan it and archive. Unsubscribe.
WHAT ARE WE SHOOTING FOR? Average (Retail) Open Rate = 13% - 24% Bounce Rate = 6% - 12% Click Through Rate = 5% - 20% Opt-out Rate = 0.11% - 0.44% Average (All Industries) Open Rate = 18.01% Bounce Rate = 6.95% Click Through Rate = 13.99% Opt-out Rate = 0.21%
MY GOALS WITH EMAIL… Open Rate = 24% (up from 18.01%) Click Through Rate = 19% (up from 13.99%) What are yours?
“GATHER A CROWD OF RAVING FANS FIRST, AND YOU’LL HAVE MORE BUSINESS THAN YOU CAN HANDLE.” -ANTHONY BOTTOLI
Make email signup an integral part of your web presence. Clear signup form on your home page. At checkout, wish list, customer service. Utilize social media. Offer incentives. Remember, your purpose is to add value. GET MORE EMAILS
EXAMPLE #1: THE PAPER STORE
EXAMPLE #2: NATURALS, INC.
I ATTRACT A CROWD, NOT BECAUSE I’M AN EXTROVERT OR I’M OVER THE TOP OR I’M OOZING WITH CHARISMA. IT’S BECAUSE I CARE. -GARY VAYNERCHUK
“SAYING HELLO DOESN’T HAVE AN ROI. IT’S ABOUT BUILDING RELATIONSHIPS.” -GARY VAYNERCHUK
THE RULES OF ENGAGEMENT5 Key Performance Indicators Deliverability rate (email reach) Open rates Click through rates Unsubscribes Revenue generated
TIMING AFFECTS OPEN RATES 23.8% of all email opens occur during the first hour after delivery. 24 hours after the send, chance of open drops below 1%
MAKE TIMING WORK FOR YOU Some experts say 4:30am CST is the best time to send email. Others say 2-5 pm is the optimal time to send. AB test this. Most people agree that Tue-Thurs are best Big Tip: Weekends are great for low dollar offers.
BEST TIME TO SEND Sample size: 1 billion
GOOD COPYWRITING WILL GET YOUR EMAILS READ, OVER AND OVER (AND OVER) AGAIN. IT WILL CREATE LEGIONS OF FOLLOWERS AND STUFF YOUR POCKETS WITH CASH. -ANONYMOUS
COPY AFFECTS OPEN RATES This is a function of: A. How interested your list is in what you have to say. B. How engaging you are as a writer.
REMEMBER: IT’S ALL ABOUT ENGAGEMENT Nothing happens until the email gets opened You’ve got to stand out and get attention At the core of this is understanding your audience What do they really care about?
SEGMENT, SEGMENT, SEGMENT Segment your email list Demographic Personal interest Behavior Engagement will improve Unsubscribes will decrease Because you’re sending relevant content
SEGMENTATION EXAMPLE: BTO SPORTS
COPYWRITING SECRET SAUCE #1, providing relevant content positions you as an expert – a trusted advisor in your customer’s minds (reciprocity) #2, by adding value to their lives, you create a feeling of reciprocity, i.e., your customers feel they “owe” you something.
EMAIL HEADLINE EXAMPLES We need your opinion about [THIS]. How knowledgeable are you about hygiene? [Quiz] Complimentary add on to your leaf blower (inside). This will be back in stock soon…promise! [Poll] Can cheese be made at home? 13 5 minute mozzarella cheese recipes (yum). You won’t believe what’s 25% off today (ends at midnight).
SEGMENTATION FOLLOW UP EXAMPLE: BTO SPORTS Day 1: Day 4: Day 7: Brand New ATLAS Neck Braces Released + Protection & More .... Day 13: Where Are You Going Riding This Weekend? [Poll] [Poll Results In] 13 Extreme Weekend Rides. [Expert Panel] 6 Essential Gear Upgrades For Extreme Riding Conditions.
FACTORS THAT INCREASE CLICKS Shorter emails – above the fold. Links in the email happen in the body of the email and the close/P.S. Hyperlink key phrases and CTA’s. Images work – make them clickable. Plain text vs. html (test)
OPTIMIZE FOR MOBILE Implement fully responsive email designs (at the very least mobile optimized) 47% of email is now opened on a mobile device
OPTIMIZE FOR MOBILE 61% of users are unlikely to return to a mobile site they had trouble accessing 40% will go shopping on a competitor’s site.
EXAMPLE: JULIE’S JEWELS 1. linked text as a pre-header above any image that needs to be loaded 2. Image CTA’s 3. Product links 1. 2.
“SELLING TO PEOPLE WHO WANT TO HEAR FROM YOU IS MORE EFFECTIVE THAN INTERRUPTING STRANGERS THAT DON’T .”-SETH GODIN
“YOU DON’T NEED MORE TIME IN YOUR DAY. YOU NEED TO DECIDE.” -SETH GODIN