Email Still Effective Marketing Tool
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The document discusses email marketing for events. It provides tips on developing an email marketing game plan, creating targeted recipient lists, writing compelling messages, including engaging imagery, crafting strong subject lines, tracking performance metrics, and continually improving email campaigns. Event organizers are encouraged to use email as a cost-effective marketing channel and leverage tools like SaffireMail for sending campaigns.
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Email Still Effective Marketing Tool
- 1. IS EMAIL DEAD? (No! And we’ll tell you why!) Kendra Wright, Saffire Events Jennie Richmond, Rodeo Austin
- 2. Software for Events. Your Event. Online. www.saffireevents.com Presenters Kendra Wright Jennie Richmond President Manager Saffire Events Star of Texas Fair & Rodeo Experience: Experience: • Began building websites • Studied advertising at in 1995 for Fortune 1000 University of Texas company • 6 years of marketing • Started her own online experience with Rodeo consulting company in Austin 1998 • Currently heads up • Loves doing online Membership, Scholarship marketing that persuades and Ticketing departments people to pull out their 7/11/2012 wallets © 2012 – Saffire Events
- 3. Software for Events. Your Event. Online. www.saffireevents.com 7/11/2012 © 2012 – Saffire Events
- 4. Software for Events. Your Event. Online. www.saffireevents.com Email with social media 7/11/2012 © 2012 – Saffire Events
- 5. Software for Events. Your Event. Online. www.saffireevents.com Compelling reasons to email • Email is the top revenue generator for many companies (even above social media) • Email gives some of the fastest results, often within 24 hours • Email is the most cost-effective marketing tool 7/11/2012 © 2012 – Saffire Events
- 6. Software for Events. Your Event. Online. www.saffireevents.com Why We Chose Rodeo Austin • Our first Saffire partner • People love their emails! 7/11/2012 © 2012 – Saffire Events
- 7. Software for Events. Your Event. Online. www.saffireevents.com Guide to Email Marketing Make a Create a list Write the Include good Use a strong Track the Learn and game plan of recipients message imagery subject line performance Repeat 7/11/2012 © 2012 – Saffire Events
- 8. Software for Events. Your Event. Online. www.saffireevents.com Step 1: Make a game plan Make a Create a list Write the Include good Use a strong Track the Learn and game plan of recipients message imagery subject line performance Repeat 7/11/2012 © 2012 – Saffire Events
- 9. Software for Events. Your Event. Online. www.saffireevents.com Set your goals • General goals – What we want to tell people – What people want to hear • Rodeo Austin examples – Inform constituents of events/news/promotions and get them to BUY! – Keep Rodeo Austin top of mind for casual consumers, so they are more likely to come to the event – Let community know about year-round non-profit things Rodeo Austin does 7/11/2012 © 2012 – Saffire Events
- 10. Software for Events. Your Event. Online. www.saffireevents.com What will you say? • Get the team together and brainstorm – Think of all reasons people come to your event – Match topics to reasons • Think of the “Rule of Thirds” – 1/3 talking about yourself and your brand – 1/3 talking about things people might be interested in that aren’t self-promotional – 1/3 just interacting7/11/2012 people with © 2012 – Saffire Events
- 11. Software for Events. Your Event. Online. www.saffireevents.com Flesh out the details Plan for: • When will you say it? – Time of day – Day of week • How often will you say it? • How will you send email? – SaffireMail™ – Other tools 7/11/2012 © 2012 – Saffire Events
- 12. Software for Events. Your Event. Online. www.saffireevents.com How Rodeo Austin does it • 20-25 “year-round” emails per year – No more than 2 per month • Once-a-month email newsletter – Extension of printed newsletter, with offers, announcements and articles – Goal – Inform and sell! • Occasional one-subject blasts – Entertainment line-up, gala, golf tourney, etc. • During event “season” – Today at the rodeo every day 7/11/2012 © 2012 – Saffire Events
- 13. Software for Events. Your Event. Online. www.saffireevents.com Create an editorial calendar 7/11/2012 © 2012 – Saffire Events
- 14. Software for Events. Your Event. Online. www.saffireevents.com When will you say it? • Statistics are clear – Day of week: Tuesday (try Friday for fun!) – Time of day: Mid-morning • Unless you’re big, don’t publicize schedule 7/11/2012 © 2012 – Saffire Events
- 15. Software for Events. Your Event. Online. www.saffireevents.com Step 2: Create a list of recipients Make a Create a list Write the Include good Use a strong Track the Learn and game plan of recipients message imagery subject line performance Repeat 7/11/2012 © 2012 – Saffire Events
- 16. Software for Events. Your Event. Online. www.saffireevents.com How will you email people? • SaffireMail™ is built into Saffire – You can use it even if not Saffire client – Others include Constant Contact & MagnetMail – Look for per-email and monthly, unlimited plans • Email signups from your website go directly into the tool 7/11/2012 © 2012 – Saffire Events
- 17. Software for Events. Your Event. Online. www.saffireevents.com Email signups on every page 7/11/2012 © 2012 – Saffire Events
- 18. Software for Events. Your Event. Online. www.saffireevents.com If you’re starting from scratch • Start now! – Outlook contacts – Board of directors – Volunteers – Sponsors – Exhibitors – Past purchasers – Etc. 7/11/2012 © 2012 – Saffire Events
- 19. Software for Events. Your Event. Online. www.saffireevents.com Ongoing ways to get addresses • Online – When people share an event photo – When they complete an online form – On Facebook, offer Like and email signup – On Twitter, promote by teasing pending campaign • Offline – Door prize or signup at events – Any time they purchase something 7/11/2012 © 2012 – Saffire Events
- 20. Software for Events. Your Event. Online. www.saffireevents.com Step 3: Write the message Make a Create a list Write the Include good Use a strong Track the Learn and game plan of recipients message imagery subject line performance Repeat 7/11/2012 © 2012 – Saffire Events
- 21. Software for Events. Your Event. Online. www.saffireevents.com Write the message • Use ideas from your brainstorming/calendar • Consider a “pyramid” approach – One main story – Two smaller features – Then you can test one against others • Goal: Clicks! 7/11/2012 © 2012 – Saffire Events
- 22. Software for Events. Your Event. Online. www.saffireevents.com The Formula • Headline • Image • Text (short, with links) • Call to action – Consider “Click here to enter now!” 7/11/2012 © 2012 – Saffire Events
- 23. Software for Events. Your Event. Online. www.saffireevents.com Rodeo Austin standards • Professional, branded template • Clear title at the top • Usually 3-5 main topics – Vary with news, sales, promotional piece • Try to keep it short – Links to website for more (HARD!) • Good imagery • Footer with links to website, social media, Text Insider Club 7/11/2012 © 2012 – Saffire Events
- 24. Software for Events. Your Event. Online. www.saffireevents.com 7/11/2012 © 2012 – Saffire Events
- 25. Software for Events. Your Event. Online. www.saffireevents.com 7/11/2012 © 2012 – Saffire Events
- 26. Software for Events. Your Event. Online. www.saffireevents.com 7/11/2012 © 2012 – Saffire Events
- 27. Software for Events. Your Event. Online. www.saffireevents.com 7/11/2012 © 2012 – Saffire Events
- 28. Software for Events. Your Event. Online. www.saffireevents.com 7/11/2012 © 2012 – Saffire Events
- 29. Software for Events. Your Event. Online. www.saffireevents.com Link to social media • Facebook • Twitter • YouTube • Pinterest • Blog Suggest sharing! 7/11/2012 © 2012 – Saffire Events
- 30. Software for Events. Your Event. Online. www.saffireevents.com Step 4: Include good imagery Make a Create a list Write the Include good Use a strong Track the Learn and game plan of recipients message imagery subject line performance Repeat 7/11/2012 © 2012 – Saffire Events
- 31. Software for Events. Your Event. Online. www.saffireevents.com Include good imagery • What makes a good image? – Ones that make people click! • How much of the email should be images? 7/11/2012 © 2012 – Saffire Events
- 32. Software for Events. Your Event. Online. www.saffireevents.com 7/11/2012 © 2012 – Saffire Events
- 33. Software for Events. Your Event. Online. www.saffireevents.com Step 5: Use a strong subject line Make a Create a list Write the Include good Use a strong Track the Learn and game plan of recipients message imagery subject line performance Repeat 7/11/2012 © 2012 – Saffire Events
- 34. Software for Events. Your Event. Online. www.saffireevents.com Step 5: Use a strong subject line • Good content links to CLICKS, but a good subject line (sent at right time) leads to OPENS! • What makes a good subject line? – Include something recognizable – Use action words – Not too spammy – 50 characters or less • Turn into Tweet, with 120 characters, # and shortened URL • Turn into Facebook,7/11/2012150 characters, graphic and with © 2012 – Saffire Events no #
- 35. Software for Events. Your Event. Online. www.saffireevents.com Step 6: Track the performance Make a Create a list Write the Include good Use a strong Track the Learn and game plan of recipients message imagery subject line performance Repeat 7/11/2012 © 2012 – Saffire Events
- 36. Software for Events. Your Event. Online. www.saffireevents.com Track the performance Kendra’s Law: If you’re not measuring your marketing, you’re not marketing! 7/11/2012 © 2012 – Saffire Events
- 37. Software for Events. Your Event. Online. www.saffireevents.com What to track Per email • Open rate • Click-through rate (CTR) • Response rate – web visits, revenue Over time • House-file size • Churn (percentage who leave your list) • Revenue/email • Cost/email 7/11/2012 © 2012 – Saffire Events
- 38. Software for Events. Your Event. Online. www.saffireevents.com Sample open rates • Varies by client – 9-15% on low end; 30-35% on high end Who has the highest open rate? • Good subject line • Clients who sell online • Clients with a strong brand • Sent at right time/day (Tuesday mid-morning) 7/11/2012 © 2012 – Saffire Events
- 39. Software for Events. Your Event. Online. www.saffireevents.com Sample click rates • Around 10-20% (not as much variance) • Depends on call to action, so use action words – Get More Info! – Sign Up! – Buy Now! – More Photos! • Don’t tell the whole story. 7/11/2012 © 2012 – Saffire Events
- 40. Software for Events. Your Event. Online. www.saffireevents.com Step 7: Learn and repeat Make a Create a list Write the Include good Use a strong Track the Learn and game plan of recipients message imagery subject line performance Repeat 7/11/2012 © 2012 – Saffire Events
- 41. Software for Events. Your Event. Online. www.saffireevents.com Step 7: Learn and repeat • What emails have you sent that have been most effective? • Have your emails affected your revenue or website visits? • What trends have you noticed or implemented? • What would you tell smaller events about the “best bang for the buck” on email marketing? 7/11/2012 © 2012 – Saffire Events
- 42. Software for Events. Your Event. Online. www.saffireevents.com SaffireMail™ pricing Note: Grey pricing above is for non-Saffire customers 7/11/2012 © 2012 – Saffire Events
- 43. Software for Events. Your Event. Online. www.saffireevents.com Limited time offer Sign up for SaffireMail™ GET 2 FREE MONTHS • Respond to webinar invite to sign up or get help – We’ll help you move your addresses – We’ll help you set up your site so addresses automatically go into SaffireMail – We’ll help you with an email template (nominal fee for non-Saffire customers) • Enter promo code 2freemonths by 7/11/2012 © 2012 – Saffire Events 7/20/2012
- 44. Software for Events. Your Event. Online. www.saffireevents.com Thanks for you time! Questions? 7/11/2012 © 2012 – Saffire Events
Editor's Notes
- Hi, I’m Kendra Wright, and today, we’re going to talk to you about marketing your event via mobile. I’ll tell you more about our company in a minute, but first a little housekeeping…
- Let’s each introduce ourselves.
- You can see it’s not, just by the numbers of accounts and messages sent every day!
- We always say the phone call from rodeo Austin changed the trajectory of our company. They were our first Saffire website, and they’ve been a great partner. One thing people always ask us about is Rodeo Austin emails. So we’re going to show you some of them and give you a little inside scoop about their email marketing strategy.
- But first, let’s talk in general about how to do email marketing. Here are some things we think are keys to success.We’re going to go through each of them and give you recommendations about how to do them successfully.
- The first step is to have a game plan.
- I think what news you will share can be done in a brainstorming session with stakeholders. The goal is to get as many potential topics of interest to CUSTOMERS as possible. It can’t be all news you want to share. It should be news people want to read! Example: We want to share what new clients we have and websites we launch. But people don’t click on those near as much as behind the scenes, photos, recipes, etc.JENNIE, THE QUESTIONS ARE GOING TO BE FOR YOU
- Here are some questions to ask yourself. Don’t worry, we’ll go through the answers.
- Jennie
- This is a format I’ve loved and used for years. It’s super simple (and I can send it to you – just request it). Just put the dates down the left and the mediums across the top. Then start filling in things from your brainstorming session.
- Kendra – You can get statistics from your tool, so you should test, but Tuesdays mid-morning is the best time historically.Big events like Rodeo Austin can have a monthly newsletter, but especially for smaller events, we don’t recommend a publicized schedule. It’s the kiss of death for not having news at the moment you’re “supposed” to send it. Instead have an internal calendar.
- There are several tools, but the main thing is that you have your email signups from your website go directly into your chosen tool. This is one less thing to do when you have news to share!
- The most important place to collect addresses on an ongoing basis is from your website. These people have self-selected that they like receiving information electronically.Don’t:LINK to an email signup (include it on the page)Put it on just the HOMEPAGE (put it on every page)
- I’m always surprised that events don’t have email lists that they email on a regular basis. Does anyone here not email yet?
- If your website is interactive, you should give people the chance to self-identify every time they interact with your site. Then think of the other places you interact with potential customers, and start capturing them there too.
- Now you take your ideas you’ve put into your calendar, and pick the one(s) to send, and write your story – but don’t put the whole thing in your email. Put a few sentences, and link to your website or blog, where people might get “sucked in” to learn more. I love including more than one article, so you can test them against each other. Then have an office pool as to which one will get the most clicks – I bet you’re surprised!
- So what’s the format? Simple. You just need a headline, some imagery, text and a call to action. Some research shows that Click Here gets lots more clicks, but I’d include it not as the link – make the link be the actual action you want them to take.
- Jennie
- Jennie, I’m thinking you can explain these.
- Don’t forget to integrate your email with not only your website, but with your social media where appropriate (at least with a general link on each email).
- Research on what makes people click online images shows that the least likely photos to attract info are ones where there are no people, better are ones with people not looking at the camera, but the best are ones with people looking at the camera. Why? They ENGAGE! Try it!Early in my career, I was a writer, so it’s very dismaying to me that I work on a medium where people don’t read. But I work it by having short, punchy copy and lots of pictures.
- This is a great email! How did it do for you, Jennie?
- We talked about how your goal in your content is to get clicks to your website, blog or Facebook. But none of this means anything if people don’t open it in the first place! Make sure you have a good subject line!What is a good open rate?
- There is so much to learn from looking at your statistics.
- Lastly, you want to learn from your statistics and do more of what customers engage with!Jennie, I think you should talk about your member pre-sale and line-up announcements, where your open rates are double typical, and your clicks are up to 10 times as high! For daily emails, clicks and opens tend to go up every day during the event (so start them early?). I think be honest that revenue and site visits varies, but you always feel like there’s a cumulative benefit to communicating with customers. As far as trends, I’d talk about how your enews used to be totally separate from Behind the Chutes, but now it’s integrated – a sign of the times! Not sure what else here.As far as what to tell smaller events, talk about the budget for email vs. other marketing mediums to say it’s worth it!