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Live from the Internet Summit 2012- Email Marketing

Today’s Email Marketing Presentations will cover:(Be sure to refresh for updates)

Standing Out in the Inbox – Designing Emails that Work

Chris Korbey – Creative Director, Emma
How do we create great email designs that resonate with your audience?
-Great email design made simple – present information in a way that is visual compelling and information that is acurately representative.
-“Kill your darlings” – embrace your inner editor, once you reach something that is simple, stop. Do more with less.
-Illusion changes perception, but encourages us to investigate further.
-With email you have one chance to connect with someone, boring content is boring content.
-Email has a unique ability, it allows anyone to have permission to “talk” to you at any time.
-Less is more, but simple is not necessarily easy.
-10 years ago most people averaged looking at emails for 12 seconds, now it is an average of 8 seconds. You have a short amount of time to capture someone’s attention.
-Simplify your story. If it doesn’t further your story, get rid of it.
-Minimize content, show something compelling and connect with your audience.
-Every hour the average worker checks their emails 30 times.
-Simplify your intent. Tell people what you want them to do.
-Show people content in as few words and pictures as you can.
-Simplify your experience. Market in interesting ways.
-Some markets are able to replicate their website in their email itself, making consumers more familiar with their website itself because they’re familiar. There is no perfect calculation for how it will work for you, just keep it simple.

Keith Tonoka
Keith works for XYDO, a content curation company. They help companies curate 3rd party content their audiences love.

-What is a newsletter?
It’s not boring content, not mobile friendly and not sent once a month or once a quarter.
It does have fresh, relevant content, is mobile friendly and is sent once a week.
-Content is king. 80% of content shouldn’t be about you. It will drive engagement, trust and thought leadership. You have to earn the right to speak about yourself with your customers.
-Understand your audience. Think about their interests, make it about them, don’t be timid. Go beyond what you’re selling – mix your content with interesting things your audience wants to know about.
-Design for engagement. Focus on the content, include social media features and make sure it’s mobile friendly.
-Send it frequently. Every company should send worthwhile information once a week. Pick an atypical day and time to send.
-Content allows you to narrow down how to build a relationship with your users.
-Increease engagement (opens, clicks, shares), build trust, establish thought leadership.

A Lifecycle-Based Approach to Email Marketing – From Acquisition to Retention

Nate Romance – Sr. Manager of Global Practice Managment, ExactTarget
-Strategic Definition and Planning
How do you plan to get from point A to point B? Assess where you are today and look at where you want to go.
-Framework and Considerations
4 dimensions of marketing – interactions, operations, technology and strategy
Value proposition – why would someone what to sign up AND continue to receive emails?
Technology – important components are data ,content, analytics and system integrations.
Data -List out known subscriber data, identify the quality and quantity, matcha data elements/attributes to sends
Information should be easy to find, easy to understand, mobile/social friendly, explanatory (not dense), tell AND show, empowering
Components – executional considerations
Mobile – from the desktop to mobile is important
Interactions – contact strategies – acquire, onboard, engage and retain
To Acquire – online capture (important real estate for signups on your website), purchase process ,social elements (all social media elements are listed throughout to get information to subscribers), customer service, direct mail
Onboard – welcome and confirm, reward for subscription and business,
Engage – from the time to purchase, educate customers on products they’ve purchased and let them know you’re here to help, remind them about accessories to go with product, drive reviews and recommendations of product
Retain – offer special programs, monitor email engagement annually, have reengagement campaigns
-Planning tools
Map a customer lifecyle map and see if there are gaps or how to plug in communications if you aren’t engaging your customers
Launch campaigns in a new campaign matrix – what is the value of the campaign to your business compared to the level of effort needed?
Online program assessment – see how you stack up across all of these dimensions and how to go forward in the future


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