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Email Marketing for the Holiday Season
1. Email Marketing for the Holiday Season
Lisa Jeffries
Email: Lisa@RaleighwoodMedia.com
Phone: 919-229-9725
Online: RaleighwoodMedia.com | Facebook.com/Raleighwood | @RMG_REG
2. My experience:
10 years in email
marketing
8 years in HTML for
email
List sizes from 20-
350,000
#WelcomeToRaleighwood
My industries:
Retail
Hospitality
Technology
Media
Services
3. 1.Email is still #1 in ROI
2014 Email Marketing Industry Census
Surveyed 1,100+ email marketers
“68% of companies rated email as ‘excellent’ or ‘good’ for ROI…
companies are attributing 23% of their total sales to the email
marketing channel”; spending just 16% of their marketing
budget on email
Direct Marketing Association & Experian
4,300% ROI increase
For every $1 spent, $44.25 is average return on investment
4. 2. Trust data, not your gut
According to MEC Labs (a research lab focused on
how people make choices), 17% of marketers
don’t track or analyze email metrics for their
organization
Many platforms are free for smaller, less frequent
senders (Mailchimp = >2,000 @ 6x)
All CRMs are not created equal
5. Thanks to all the marketers who are using email marketing platforms, we
know how recipients are viewing email...
Of 4,579 tech business email subscribers:
29.1% iPhone
19.7% Gmail
10.7% Apple Mail 8
8.5% Outlook 2013 + 8.1% Outlook 2010
Of 2,562 restaurant patron subscribers:
Desktop: 47.2%
Mobile: 52.8%
3. Speaking of data… get mobile
6. Having a design that looks just as good on
mobile devices and tablets as it does on
desktop is known as “responsive design”
Building these by hand is incredibly hard, and
not all email clients respond the same
My favorites: Mailchimp, Campaign Monitor
4. Stop building emails from scratch
7. Use your “non-negotiables” at point of sale to
always work on adding fresh contacts
Build opt-ins at many points
Contest with care and use a buddy system
Regularly perform quality audits
And build in fail-safes to your website!
5. Great lists = great open rates
8. How many emails do you send a year? Use your
signature to your advantage.
Ask for valuable details, not their life story.
Don’t assume your audience wants, or needs, to
hear from you daily
Give readers options in the footer
Upgrade your opt-out with an opt-down option
6. Manage expectations at each step
9. Your audience is now 24/7, thanks to their mobile
devices (remember that stat we shared earlier?)
Know if your audience is mostly at-work, or otherwise
Use your data to test
Some tools like MailChimp will optimize your send
time!
7. Best time to send? It depends.
10. Balance frequency and subscriber
engagement
Build loyalty one email at a time
Know when to follow-up and when to let it be
(take note, Lowe’s)
Know why they open, too.
8. Add value or face crappy stats
11. 9. Think Like a Reader
Write from the perspective of the recipient
What are their needs and wants (vs. yours)?
Always include the most important information
during the busy holiday season:
Business Hours, Contact Info, Location
Look like a pro: Canva.com
12. 10. Make Things Easy
Set your reply address
Include your name and phone number
Write out your social media handles & link to
them
Let people know what to expect & why it’s valuable
13. 11. Editorial Calendar
Always work backwards from deadlines and
holidays
Black out any dates you’ll be closed or
unresponsive
What dates can you capitalize on?
Gift cards, extended hours, Black Friday/Small
Business Saturday/Cyber Monday sales and events
14. Recycle your email, blog, and social media
content between each platform.
Worried about reruns? Your audience is missing
most of what you post on other channels.
Stop asking your audience to print special offers.
12. Go green!
15. Report
Analyze your stats with each send, and review overall
list data, too.
Read up
Subject lines still matter: keep them short and avoid
the word “newsletter”
Repeat
13. Report. Read up. Repeat.
75% of readers across 5 major platforms
According to Mailchimp, iOS and Mail might be deceptively high:
iOS devices and Mail both have images turned on by default, so they are always downloaded when an email is opened (including the one pixel image we use to track opens). Most other clients have images turned off by default which can result in an inflated percentage of iPhone users showing up in your User Agents stats.
http://www.mailchimp.com (easy to use, nice templates, different way to thinking about “lists”)
http://www.campaignmonitor.com (robust list segmenting and suppression features)
http://www.mailchimp.com (easy to use, nice templates, different way to thinking about “lists”)
http://www.campaignmonitor.com (robust list segmenting and suppression features)
http://www.mailchimp.com (easy to use, nice templates, different way to thinking about “lists”)
http://www.campaignmonitor.com (robust list segmenting and suppression features)
http://www.mailchimp.com (easy to use, nice templates, different way to thinking about “lists”)
http://www.campaignmonitor.com (robust list segmenting and suppression features)
http://www.mailchimp.com (easy to use, nice templates, different way to thinking about “lists”)
http://www.campaignmonitor.com (robust list segmenting and suppression features)
http://www.mailchimp.com (easy to use, nice templates, different way to thinking about “lists”)
http://www.campaignmonitor.com (robust list segmenting and suppression features)
http://www.mailchimp.com (easy to use, nice templates, different way to thinking about “lists”)
http://www.campaignmonitor.com (robust list segmenting and suppression features)
http://www.mailchimp.com (easy to use, nice templates, different way to thinking about “lists”)
http://www.campaignmonitor.com (robust list segmenting and suppression features)