Digital Email Marketing Strategies
Seth Godin on Marketing
"marketing is no longer about the staff that you make, but about the stories you tell"
Average number of characters on mobile device when receiving an email?
41-50 characters
True or false? Any email marketing vendor of value will not allow you to send to a purchased list.
True
True or false? Creating a consistent learning experience is a step in outlining the design of your marketing emails.
True
An example of lead-nurturing campaigns:
are made through the buyers journey, giving them value that takes them from whichever stage they are (awareness or consideration) to the decision stage, enabling building of trust with your brand.
AIDA model
attention, interest, desire and action
4 Key types of emails: 3. Include a call to action
be direct and to the point, positions the goal of your campaign for the next logical step to take, specific to goal of your campaign
What is behavioral email?
behavior email is the practice of sending automated, targeted emails to your contacts based on the historical interactions they've had with your company across channels
The number of valid email addresses that accepted your company's message is the definition of what metric?
emails delivered
Case study aspect of marketing:
give buyers past success stories the B-to-B that buyers want to see
Contact database
inbound happy marriage between contacts and content
What to do after sending emails?
look at signals your contacts are sending you opens, clicks, and conversations started.
Contact property
what will store the information you have on a specific contact
Someone on your team hands you a list to send out your newest marketing email to. You have been working on this email for a while, and they said the contacts on this list will appreciate the content. As an inbound professional, you know you can't send to a purchased or enriched list of contacts. You need more information about this list in order to send to them. How could you respond to your co-worker?
Do we have permission to send to them?
Right frequency for emails?
Is dependent on the contacts stage in the buyers journey, coupled with the contacts expectation
What are the three foundational pieces of a lead nurturing strategy?
Its timely, efficient and targeted approach
How do I connect with my prospects and turn them into customers in the most helpful way?
Lead Nurturing
If you have an offer that's tageted towards your leads in your database and wouldnt provide as much value to your customers, what could you segment by to send only to your leads?
Lifecycle stage
Fill in the blank: The snippet of copy that's pulled in from the body of your email is the _________.
Preview text
Which of the following is an example of a fundamental (s) of writing effective email copy.
Write for scannability
CAN-SPAM Act
a law that sets the rules for commercial email, establishes requirements for commercial messages, given the right to have you stop emailing them, and spells out tough penalties for violations
Inbound methodology
a method of attracting engaging and delighting people to grow a business that provides value and builds trust. As tech, shifts, inbound guides a company to do business in a human and helpful way
A/B Testing
a method of comparing two versions of something such as a webpage or app against each other to determine which one performs better, allows to focus on data driven analysis vs. a guessing game
When testing an email you need:
a minimum amount of recipients to make sure the test can be conclusive and involves some math to determine the number of people you want on your email list.
Fill in the blank: ________ will give you the number for each email recipient sample size that will help yield conclusive results.
a significance test calculator
Golden rule of email sending
add value not ask for it
Which of the following is NOT a step in creating tests for your marketing emails?
analyze your whole email marketing strategy performance
39% of marketers said that:
automatically sending emails based on triggers is the most effective tactic for improving email engagement
The right email should:
build trust, provide value, guide your contacts and be human and helpful
Lead nurturing aspect 3: Targeting
can craft your emails based on the action or lead your customer takes. Building trust
Elements of a high performing email
clear and straightforward design -- providing value to your reader
Conversion
completion of desired action before click they have to open the email
Fill in the blank: In the _________ stage of the buyer's journey, the potential buyer has defined their problem and is actively researching different solutions.
consideration stage
Your goal is tied directly to the _____________, ______________, _________________ you're producing.
content, purpose, or outcome
Fill in the blank: Inbound is the happy marriage between ___________________.
context and content
Your email metrics are your listening device to refine and improve your marketing emails overtime. what can your metrics help track?
conversations across emails
4 key types of emails to send: 1. Establish Trust
create relevancy and value, conditioning your contacts to open future emails
Segmentation
dividing your contacts into smaller groups based on similarities
4 Key types of emails to send: 2. Provide additional downloads and resources
educate your leads and you gain valuable insight
What is a core piece for inbound marketing, sales and services strategies:
having a database that centrally stores and tracks the information you have on your contacts and their behaviors
Explicit Data
info intentionally stated between contact and company--> willingly shared with the community at large
Implicit Data
information gathered from human behavior
4 key types of emails: 4. break-up emails
make it clear this is the last time a lead will hear from you
Open rate
number of people who have opened your email
Bounce Rate
percentage of emails undeliverable and returned to the sender
Click through rate
percentage of subscribers who clicked on a link in the email
Conversion rate
percentage of subscribers who completed a certain action, such as making a purchase or filling out a form
Population in email testing
population is the total number of contacts you want to send your email to
What are the two buckets that your post-send metrics fall into?
segmented and non-segmented
In the email world, consent can be defined as any time you collect verifiable permission from an email recipient to send them email. What is one way you can collect consent?
selecting a checkbox to grant consent
buyer persona
semi ficitional representation of your ideal customer based on real data and some selected educated speculation about customer demographics, behavior, patterns motivations and goals
Segmentation
sending a person the right message at the right time. 77% of email ROI came from segmented, targeted and triggered companies
When sending the right email, there are three key things you'll need to understand: why you are sending that email, your goal, and the value you're delivering to the person on the other end of the send. This gives you the foundation to
set the right template for your emails to send the most contextual message to the appropriate segments.
Marketing automation
software that exists with the goal of automating your marketing actions
What are the three ways to look at your contacts list through?
sources/ permissions and expectations
Where to start a lead nurturing campaign:
start small, don't necessarily need a funnel thats going to last a full sales cycle from the get-go, start from the top of the funnel then add on layers and optimize over time.
2 key actions someone takes on your email
the open and the click
Behavior email
the practice of sending automated, targeted emails to your contacts based on the historical interactions they've had with your company across channels
Lead Nurturing
the process of building relationships with your prospects with the goal of earning their business when they're ready to
Lead nurturing
the process of building relationships with your prospects with the goal of earning their business when they're ready to
Each year your contacts database will decay, so to successfully cater to the needs and interests of your contacts, what do you need to begin with?
the right contacts and database
Consistent analysis helps you discover:
trends
Personalization
use personalization to make a client feel special and that meets their specific needs.
Subject line optimization
use words sparingly to optimize email clicks like "Announcement" "New Offer" "New guide"
Over emailing
we acquire an email address and abuse it, engage at the time that makes the most sense, frequency to much at once can make clients feel they do not know the difference between what is important and what is not.
When deciding to run an A/B test, your team discusses the length of time you want to run your test for. What should you and your team do to define the time range?
we should review past emails we've sent to see where open and clicks start to drop off, then identify the time frame we want to test in.
When you and your business are going to run a test what is the one thing you need to have to get started?
you will need to have a purpose to run your test
What is the buyers journey
1. Awareness stage 2. Consideration stage 3. Decision stage
Subscriber growth rate
rate at which new subscribers are added to the list overtime
So how do you know how many people to run a test with?
Hubspot requires at least 1,000 people to run a test.
Testable elements for click rates:
1. Email body copy 2. Email body design 3. Email body images 4. Email CTA 5. Email signature
Outlining a test for marketing emails:
1. defining a goal of your test 2. evaluate the segment of recipients you're sending to 3. Design your test 4. Review and start your test.
Testable elements for open rates
1. number of emails you send to a list 2. Subject line 3. Preview Test
Building the right segmentation strategy requires what 3 elements:
1. the right content 2. the right time 3. the right audience they also receive less unsubscribes by 9.37 percent
What are the odds of an inbound lead becoming qualified are how many times greater when contacted within 5 minutes vs. 30 minutes?
21x greater
50/50 test
50% get version A of your test and 50% of your testing group get version B
Inbound methodology stages
Attract- engage - delight
You received an email this morning where the content didn't align with the subject or the context in which you were receiving it. It was a jarring experience for you. What was this email not doing?
Creating the right email by bringing content and context together
One of the most common mistakes people make when running an email test?
Ending a test too soon.
What is one of the common mistakes when running an A/B tests?
Ending them too early
True or False: you should send your companies email from a generic email address like [email protected]
FALSE
True or False: you have to use an A/B testing tool to run your tests?
False
True or false? Analysis is only important in your inbound email marketing strategy.
False
True or false? The email body copy, the body design/layout, the body images, the CTA, and the email signature are all elements that can affect the open rate of your email.
False
When creating your overall lead nurturing strategy, what is something you want to keep in mind and make a part of your strategy?
Treating your contacts the way you want to be treated and showing them value
True or false? On average, for every dollar spent on email, it has consistently produced anywhere from a $40-44 return.
True
True or false? When you take a specific action on a website around a certain topic, and an email is triggered to you that follows up with additional educational content around that topic, this is an example of sending the right email.
True
True or false? Your email outline is the actual template you'll use for every email.
True
True or False: Should you on average focus on testing only one variable at a time?
True: focus on testing one variable of your email so that you can accurately measure the results