Workshop session given during NTA Contact in Quebec City, August 2016.

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Contact Quebec 2016
Innovative Right-Time
Email Marketing

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[ Agenda ]
1. The state of email marketing in 2016
2. 10 best practices
3. Tips & tricks for your email marketing
4. Q & A

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Email vs
Social Media

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70%

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[ 1. Email marketing in 2016 ]
Source: IBM Email Marketing BenchMark, July 2016

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Source: IBM Email Marketing BenchMark, July 2016

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Source: IBM Email Marketing BenchMark, July 2016

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[ 1. Email marketing in 2016 ]
Average user receives 147 messages per day, and spends 2.5
hours managing the inbox! (Source: Gmail)

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Of this total, the average user will delete 71, taking up about 5 minutes.
(Source: Gmail)
[ 1. Email marketing in 2016 ]

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On average, 12 of these emails will require more time to answer,
about 90 minutes... per day! (Source: Gmail)
[ 1. Email marketing in 2016 ]

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Newsletters & Promos
Social updates
Direct messages
Group messages
Purchases
Spam
Other
Source: Microsoft
What ends up in your inbox:
[ 1. Email marketing in 2016 ]

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1. Send email at the right time
2. Clean up your database
3. Test, test, test
4. Segment your database
5. Cross-over with social media presence
6. Automate processes
7. Think mobile
8. Explain benefits and frequency
9. Offer an incentive
10.Give options to read online
[ 2. Best Practices]

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Send at the right time

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Send at the right time

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Send at the right time

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Clean up your database

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What people do when they no longer want to read your newsletters…
• 67% will “unsubscribe” from your list
• 17% will delete your email upon reception
• 8% will click on the “spam” button
• 6% will ignore the email
• 2% will install a filter on your desktop or web browser
Source: Litmus
Clean up your database

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Test, test, test
Source: Econsultancy, 2014

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Test, test, test

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Segment your database

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Segment your database

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Automate processes

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Automate processes

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Cross-over with social media

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Think mobile

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Think mobile

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Explain benefits

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Offer an incentive

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Provide reading options online

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1. Use third-party suppliers
2. Promote your newsletter
3. Hire a professional writer
4. Use photos and videos
5. Include a survey
[ 3. Tips & Tricks ]

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[ Use 3rd-Party Suppliers ]

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[ Promote Your Newsletter ]

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[ Promote Your Newsletter ]

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[ Hire A Writer ]

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[ Use Photos & Videos ]

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[ Include A Survey ]
General results from emails sent via Hotel CRM, with generic topics: promos,
marketing, membership-type stuff. Source: Ryan Solutions, June 2016.

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[ Include A Survey ]
Results when emails included a survey...
Source: Ryan Solutions, June 2016.

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[ A few words about C-28 ]

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[ How To Increase Your Database ]
1. Ask your clients for permission
2. Visitors to your website – think popup
3. Promote on digital outposts: website, social media,
email signature, etc.
4. Promote offline

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[ Questions / Comments? ]
Contact me: frederic@gonzomarketing.biz or www.fredericgonzalo.com