Email Marketing:

simple strategies for success

Beth Kahlich
Online Marketing Trainer
and Consultant
Dallas Search Engine Academy
www.seoTrainingDallas.com
@BethKahlich

agenda
Real marketing
Collecting Contacts
What do you write
about?
Three Seconds to
Open
Measuring Results
Email Marketing Hot
3

Email Is Marketing

at its core, marketing is about

eliciting a physical and measureable

RESPONSE

its pretty simple

1. Define an audience

3. Elicit a physical,
measurable response

2. run a campaign that

targets those people

when youre really marketing

real marketing helps remove

emotion and assumption from
the decision-making process

when youre really marketing

if that doesnt work, stop doing that.

if this works, do more of this.

when youre really marketing

a NO isnt a failure, its great

insight and data at very low cost

email is hard to beat for real marketing value

Lots of physical, measurable response
Easy to brand with colors, logos, etc
4x the ROI of direct mail*
Helps to measure and monetize social media
Authentic engagement with a one-to-many tool
Highly visible, delivered right to the inbox!
* Direct Marketing Association

2013

flip the funnel

This applies to ALL kinds

of digital marketing!

traditional marketing

new marketing

find

find

convert
keep

convert

keep
Flip The Funnel: Retention is the New Acquisition
-- Joe Jaffe (@jaffejuice)

10

how can you grow your list?

on registration
forms

11

at register

with the
check at
end of the
meal

or t
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how can you grow youry alist?
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what to write about what you KNOW

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discounts +
coupons

downloads

B2B services

event
invites

support
a cause

hints + tips

2013

how much is enough

LESS IS
FOCUS.
MORE.
Keep it short

Pictures are key, but keep them small

Videos get clicked

14

2013

a picture is worth

15

2013

repurpose and reuse

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2013

e
v
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3
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ly
n
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S e c ond s !

UBJECT OR HEADLINE
winning the battle of priorities

[dont do this] March Newsletter

[do this instead] Tomorrow: Need 3 Hammers Can You Help?
[dont do this] Joes Pet Store Newsletter
[do this instead] 3 Tips: help your dog beat the heat
[dont do this] Childrens Classes
[do this instead] Limited Spaces available for Childrens Classes

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WHEN TO SEND & POST

H
IG
H
A
Y
B
D
E
C
N
A
DO NOT BE ROM
!
S
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E
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best day

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best time

PRACTICAL

ADVIC

Many but not all may not see your images

text links get more clicks than buttons
place your logo left or center in email
include company name in text
key action must be above scroll line
do not give too many choices
make all images clickable (and with text labels)
test it on yourself!
(and on your mobile device)

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DIFFERENT EMAIL MARKETING TOOLS

Drip campaigns vs. auto responders
Online Editing and HTML issues
test, Test, TEST
Opt-in list best practice
Deliverability rates
no service is 100%

challenges with ultra-secure solutions (i.e. SpamArrest)

**small percentage of your list

21

2013

CHANGES AT
GOOGLE
- Multiple opens will not be
measured
- Important to focus on
- Clicks
- Website Activities
- Conversions
- Images are Now
Automatically Loaded
Better Experience for the
Subscriber

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MEASURE

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make it easy and obvious

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One click away

Above the scroll line
Left or center, avoid right
Not just a graphic, include text link
as well
Not in a list of other options
Make sure you measure response

Mobile Friendly Emails - My Case Study

goal: increase
click-throughs
tactic: use new mobilefriendly template
used one-column format
results: 7.5% to 14.6%
increase in clicks

Follow
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Get the M
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