Introduction to Email Marketing tactic as part of a holistic marketing strategy.

1. Thompson Rivers University
Adventure and Sport Marketing
Tactical Email Marketing
#TheWebAdvisors

2. Who Are The Web Advisors
#TheWebAdvisors

3. The Web Advisors
We are an award winning, full-service, collaborative
marketing agency specializing in tourism focused solutions
both on and offline. Our core team has been providing
advanced analysis and strategic solutions for businesses in
the tourism industry, specifically Vancouver Island and
British Columbia for over 25 years.
We offer solutions for:
Marketing Strategy
Email Marketing
SEM – PPC
Social Media Marketing
SEO – Search Engine
Optimization
Website Design & Development
Google Analytics / Usability
Brand Development
Traditional Advertising
#TheWebAdvisors

4. The Web Advisors
Chris Elder
Roots in wilderness guiding and ski resort
operations that developed into marketing
and sales positions with ski resorts, golf
resorts and Board level involvement with
Destination Marketing Organizations
throughout British Columbia.
#TheWebAdvisors

5. Connect With Us
TheWebAdvisors.ca
facebook.com/TheWebAdvisors
twitter.com/thewebadvisors
ca.linkedin.com/in/chrisaelder
#TheWebAdvisors

6. What is Email Marketing?
#TheWebAdvisors

7. Email Marketing
Email Marketing or EDM (Electronic Direct Mail) is a
form of communicating an offer or information to
interested readers using a digital distribution
medium.
It is a powerful marketing channel used within a
holistic marketing strategy.
• Retain and enhance relationship between sender
and reader (Keep Your Clients)
• Acquire new customers (Get New Clients)
#TheWebAdvisors

8. Benefits
95% of online consumers use email. 91% report
checking email at least once a day.
Low Financial Requirement – You can do it yourself
Specific Messaging that is easily traceable to
determine valuable content to reader
#TheWebAdvisors

9. Costs & Considerations
Time for production and maintenance – plan good
content
Software solutions run from free to $150/month+
It’s a busy space – average subscribers receive 416
commercial messages monthly. Be extraordinary.
#TheWebAdvisors

10. Stats To Consider
64% of decision-makers read their email via mobile
devices.
People who buy products through email spend 138%
more than those that do not receive email offers
44% of email recipients made a least one purchase in
previous year based on a promotional email
43% of email recipients click the Spam button based
on the email “from” name or address.
More people read emails that deal with their finances
and travel than any other category
Desktop and smartphone email opens happen most
often between 10am and 4pm
#TheWebAdvisors

11. Best Practices
#TheWebAdvisors

12. Best Practices
Key CTA (call to action) in first 50 characters (84% of
viewers use the email preview pane)
Subject lines fewer than 10 characters long had open
rate of 58%
Optimize for mobile ~50% of emails are opened on
mobile. Don’t forget to optimize for image blocking
#TheWebAdvisors

13. Best Practices
#TheWebAdvisors

14. Best Practices
Key CTA (call to action) in fist 50 characters (84% of
viewers use the email preview pane)
Subject lines fewer than 10 characters long had open
rate of 58%
Optimize for mobile ~50% of emails are opened on
mobile and optimize for image blocking
Ensure opt-in is enabled, valuable and KISS
(Keep It
Stupid Simple)
Know your audience (Marketing 101) and give them
what they want, when they want it.
Share through social media
#TheWebAdvisors

15. #TheWebAdvisors

16. Divide and Conquer
#TheWebAdvisors

17. Segmentation
Segmentation is the practice of dividing your contact list
and your emails into targeted groups (segments) so you can
send group specific messaging.
#TheWebAdvisors

18. Segmentation
Target your audience and you will get better results, but be
cautious of Paralysis by Analysis.
Consider what you offer and are there different ways to
break out that communication that speak to your audience.
Popular segmentations could include:
•
•
•
•
•
•
Gender, Age, Income
Geographic Location
Customer Relationship – existing, previous, prospect
Interests
Subscription Method – online, purchase, tradeshow
Subscription Frequency – daily, weekly, monthly, offer relevance
#TheWebAdvisors

19. Segmentation
#TheWebAdvisors

20. #TheWebAdvisors

21. #TheWebAdvisors

22. The Best Way to Send
#TheWebAdvisors

23. Software and Resources
Don’t send your newsletter emails through your
personal or company email. ISP’s will think you are
spamming and cut you off.
Resources from Free to Mucho $$ exist. Find what’s
right.
MailChimp – Free under 2000 subscribers / 12,000/month
Constant Contact – Free 60 day (100 contacts)
iContact -
$14 - $100+/month
Vertical Response –
GetResponse -
Pay as you go or $10-$150/month
$15 - $150/month
#TheWebAdvisors

24. Software and Resources
Start free and try a number of different providers
OR
Call us, we help clients determine the best system
based on their requirements.
#TheWebAdvisors

25. Thank You
Questions?
#TheWebAdvisors

26. Connect With Us
TheWebAdvisors.ca
facebook.com/TheWebAdvisors
twitter.com/thewebadvisors
ca.linkedin.com/in/chrisaelder
#TheWebAdvisors