Email marketing tactics to increase sales for promo distributors
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Did you know that at least 91% of consumers check their email everyday? This makes email the leading communication channel. In this webinar Customer Focus will teach you the latest email marketing tactics to increase sales as a promotional distributor.
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Email marketing tactics to increase sales for promo distributors
- 1. Email Marketing Tactics to Increase Sales for Promo Distributors Presented by Philip Shehadeh & Sarah Wilson Customer Focus Software, Inc.
- 2. Nice to meet you… We’re a technology company dedicated to delivering practical solutions to help promotional product distributors prosper. We are…
- 3. We’re here to help you…
- 4. Why email marketing? Email marketing remains the most exercised marketing tool in both B2B and B2C marketing, and rightly so: For every $1 spent, $44.25 is the average return on email marketing investment.
- 5. Areas Covered How to segment your lists The best time to send an email Key metrics of your email campaign How to improve your click-through-rate The importance of automation How to write subject lines to increase your open rate
- 6. List segmentation By narrowing your focus and sending messages to targeted groups within your lists, your recipients will find your campaigns more relevant—and relevant campaigns get better results.
- 7. Top 4 ways to segment your lists Segment by when they’ve purchased Segment by what they’ve purchased Segment by geography Segment by demographics
- 8. List segmentation results Source: Lyris, Inc.
- 9. The best time to send an email When we look at the typical distribution of optimal send times across a whole system, the peak is at 10AM in the recipients’ own time zones. [data provided by MailChimp] It’s most optimal to send to most subscribers on a weekday.
- 10. The power of A/B Testing A/B testing, also known as split testing, is a way of working out which of two campaign options is the most effective in terms of encouraging opens or clicks.
- 11. Collecting data Data about your emails will come primarily from the bulk email software package that you’re using.
- 12. What data to collect Messages Sent Messages Delivered Hard and Soft Bounces Unsubscribes Messages Opened Click-Throughs
- 13. Open Rates Open Rate determines what percentage of recipients actually open your emails. To calculate Open Rate, divide the number of messages opened by the number of messages delivered: Open Rate = # of messages opened / # of messages delivered
- 14. Click-Through Rates A second key metric, Click- Through Rate (CTR) is the number of click-throughs divided by the number of messages delivered. Click-Through Rate (CTR) = # of click-throughs / # of messages delivered
- 15. Response or Conversion Rate Another key metric to understand is the Response Rate. Response Rate is the number of desired responses, such as purchases, divided by the number of messages delivered: Response Rate = # of actions taken / # of messages delivered
- 16. Unsubscribe Rate The last critical item to track is the Unsubscribe Rate, or the number of unsubscribes divided by the number of messages delivered. Unsubscribe Rate = unsubscribes/ # of messages delivered
- 17. Mastering Metrics The four basic metrics: Open Rate, CTR, Response Rate and Unsubscribe Rate are simple once you’re in the habit. After tracking the results for each email, you will develop an understanding of what response to email campaigns you can expect, and learn to quickly identify if something is going wrong.
- 18. Marketing Automation You can set up drip campaigns to send out emails on time-based intervals. Make sure you are A/B testing your campaign to optimize your schedule and frequency for the highest conversion rates.
- 19. What is marketing automation Marketing automation is a technology platform that helps organizations manage marketing efforts across multiple digital channels, automate manual processes, and track results.
- 20. Subject lines to increase open rate Make it short Choose words carefully State the benefits Run A/B Email testing
- 21. Subject lines to increase open rates Make it short Write short, intriguing, and straight to the point email subject lines. The majority of email providers only display 50 characters for subject lines, so anything after the 50th character goes unseen.
- 22. Subject lines to increase open rates Choose words carefully According to Forbes, some of the top words that trigger the spam filter include the following: Shipping! Today! Here! Available Online!
- 23. Subject lines to increase open rates State the benefits Write subject lines that show readers how they’ll benefit from opening the email.
- 24. Subject lines to increase open rates Run A/B Testing Test your subject lines by splitting the email list in half. Create one subject line for the first half of the list (group A) and write a different subject line for the second half of the list (group B).
- 25. Subject lines to increase open rates Do: set your subscriber’s expectations an clearly state what’s inside the email Don’t: Write your subject lines like advertisements. When it comes to email marketing, the best subject lines tell what’s inside and the worst subject lines sell what’s inside.
- 26. Email Marketing Tactics to Increase Sales for Promo Distributors
- 27. Thank you Visit our website: www.customerfocus.com Like us on facebook: https://www.facebook.com/tradeonly Follow our blog!: http://www.customerfocus.com/usa/blog
- 28. Contact us If you have any questions, feel free to reach out to us! www.customerfocus.com Philip@customerfocus.com Sarah.wilson@customerfocus.com
Notes de l'éditeur
- Good morning. We want to thank you for joining us. Today we’re going to discuss email marketing tactics to increase sales for promo distributors. I’m Philip Shehadeh, VP of Sales and Marketing here at Customer Focus. And I’m Sarah Wilson, the Digital Marketing Specialist at Customer Focus…….
- For over 10 years we’ve made it out mission to bring best in class business management software and websites to the promotion products industry. We have customers all over the world and we never stop innovating, developing and learning
- Long story short…we’re here to help you. We don’t want you to end up looking like this guy ;)
- One reason email marketing has value for business owners is that it's an easy way to start reaching consumers on mobile without investing a lot in new technology or software. Email marketing isn't something marketers do just because they can and it's easy. The tactic is very effective at helping business owners and consumers stay connected. To sum up the best reason to use email marketing: It's easy, effective, and inexpensive. Email marketing allows business owners to reach a large number of consumers at a rate of pennies per message. For small-business owners on a budget, this makes it a better choice than traditional marketing channels like TV, radio, or direct mail. The point of all this is that email may be an old tactic, but it remains a vital one. It's relatively easy to get started with email marketing, so there's no excuse for business owners to not be taking advantage of the tactic.
- Today we’ll cover how to segment your lists, the best time to send an email, key metrics to track, how to improve your click through rate, the importance of automation, and how to write a compelling subject line.
- The message here is: One size does NOT fit all. When it comes to segmenting your lists, recognizing the differences in your buyers is a must. Look for specific attributes that you know about an individual to segment your lists, then tailor the content and offers specifically to those individuals, groups, etc.
- Here's the reality: most businesses, whether B2B or B2C, don't cater to just one type of customer, even if they do only sell one product or service. There is no one-size-fits-all customer, and there are usually several ideal customers for any given business.
- Just take a look at the following data from the Lyris Annual Email Optimizer Report. When asked to indicate their top three results, 39% of marketers who segmented their email lists experienced higher open rates, 28% experienced lower unsubscribe rates, and 24% experienced better deliverability and greater revenue. And as you can see, the list goes on. Here's another reality: Your email database is made up of contacts who are at varied stages of interaction with your business. This means your contacts are at different points in the sales cycle, and they require different types of information and communication depending on which point they're at.
- The best time to send varies with the demographics of your recipients, and getting your email in front of your contacts when they are most likely to see it will help improve your open rates. Sunday is the best day to send to the fewest number of subscribers, while Monday through Friday are all quite similar in terms of the percentage of email addresses that have that day as optimal. There’s no one time during the day when everyone (or even half of everyone) drops what they’re doing and says, "Now is the time, and this is the place, to check all of my emails and engage with them." That’s just not going to happen
- In an A/B test you set up two variations of the one campaign and send them to a small percentage of your total recipients. Half of the test group is sent Version A and the other half gets Version B. The result, measured by the most opens or clicks, determines the winning campaign and that version is sent to the remaining subscribers. This is a great way for you to understand what your customers (in general) like or prefer. The first step in setting up an effective A/B test is to decide what you’ll test. While you may want to test more than one thing, it’s important to only test one thing at a time to get accurate results. Things you might consider testing include: Call to action (Example: “Buy Now!” vs. “See Plans & Pricing”) Subject line (Example: “Product XYZ on Sale” vs. “Discounts on Product XYZ”) Testimonials to include (or whether to include them at all) The layout of the message (Example: single column vs. two column, or different placement for different elements) Personalization (Example: “Mr. Smith” vs. “Joe”) Body text Headline Closing text Images The specific offer (Example: “Save 20%” vs. “Get free shipping”)
- ConstantContact or VerticalResponse - provide reports with key data points for each of your mailings. Check your existing package to see what it can do. [mention constant contact integration with CF
- In order to understand how well your emails are doing, or resonating with your customers, you need to understand key metrics to track. Someone in your business needs to keep an Excel spreadsheet or some other function that will allow you to track your results.
- All of the hard work you put into an email is worth nothing unless people are actually opening it. So this is where a captivating subject line comes into play. But we’ll talk about that a little later. So open rate is literally how many people are opening your email.
- Your click-through rate is the number of unique individuals who click on one or more links in your e-mail expressed as a percentage of total tracked opens. So you captivated them with an entising subject line, your content and CTA are great, so the next thing you want your customer to do it click on the links you provided within your email. Whether it goes to purchase an item, visit your website, read a blog etc,
- Okay so once they clicked on your CTA, whats next. Well they will end up either on your website or some other landing page and hopefully make the purchase or download that you wanted them to.
- Eeeek this is something that unfortunately we all have to deal with. For one reason or another, you’ll probably always have at least a few unsubscribers per email. But this is normal, so don’t worry. Just as long as you’re not seeing huge numbers of unsubscribers every time you sent an email out then you’re okay.
- As you test new ideas and work to optimize your online communications, try things multiple times to determine what really works with your list. There’s no quick or easy solution to having effective email campaigns. It takes time and a little patience. You literally have to get inside the minds of your customer. We’re all consumers here, so we essentially know what works and what doesn’t work. I like to put myself in their shoes and think “would I be motivated to open this email”…or “click on this link”. Once you start thinking that way things will become much easier.
- Remember that old saying that consumers need seven touch-points to remember your brand? Well, that’s true with modern marketing too. You can’t just send one email and expect results. Develop your customer relationships through regular contact. Create email automation campaigns to send out segmented, personalized emails on a regular basis. A marketing automation platform lets you track how a potential buyer interacts with your brand (e.g., email clicks, website visits, content downloads, and more). These digital clues give you unparalleled insight into your prospect’s readiness to buy, and allow you to deliver timely marketing messages that accelerate a buyer’s decision-making process. The best marketing makes every prospect, lead, and customer feel noticed. Marketing automation gives you data to make each communication personal. Interact with potential buyers and current customers in meaningful ways, respond to them personally, and deliver the value they want – when they want it.
- Have you ever received an email to download an Ebook, for example. And maybe you opened that email but didn’t click on the download button. Well marketing automation see’s that you opened that email and triggers an automatic response (that you set up), to remind you that theres still time to download that eboook. It’s a great tool to remind customers of things and ease them through the sales process. This will allow you to track and respond to digital body language, build a strong relationship with your audience and accelerate your sales funnel
- It’s been said many times that you shouldn’t judge a book by its cover. But when it comes to email, no one seems to have a problem with making a snap decision. The words you choose for your email subject lines can have a big impact on whether or not the hard work you’ve put into your email will pay off. Spending a little extra time on your subject line will help you boost email open rates, avoid the junk folder, and get your message in front of the right people.
- Write short, intriguing, and straight to the point email subject lines. The majority of email providers only display 50 characters for subject lines, so anything after the 50th character goes unseen. These characters include letters, numbers, spaces, and punctuation, so it’s important to make the most of them. Ensure they pack a powerful enough punch to get the recipient to open your email to see what the body of the message contains.
- Some words trigger the spam filter, which sends your email straight to the junk folder, where it is usually left unseen. Know what words trigger the spam filter so you can avoid using them in your subject lines so you make sure your email makes it to inboxes. As you’ll notice, each of these have exclamation points next to them, which Forbes explains comes from spammers. e don’t suggest using any of these words. Instead, look for words that carry the same meaning to portray what you want to.
- We are all busy and all get bombarded with hundreds of emails and notifications wanting our attention, so it’s common to wonder “What’s in it for me?” when you get an email. Readers want to know upfront what they get out of opening and reading your email. You can also use the email subject line to tell them what you want them to do after reading your email. An example is “Shop now for big savings.” You want them to shop now, and they benefit from doing so by saving money. I’m not sure if any of you have been on Facebook lately, but I’m always suckered into reading random blog posts and articles on there, because the topics are so intriguing.
- The body of the email is the same for both groups. Monitor the open rates of the two different groups to see if one subject line receives a higher open rate than the other. If you do have a higher open rate with one group, try to mimic the characteristics of that subject line when writing subject lines for future campaigns. When you write effective subjects lines, you can increase the open rates of your email marketing campaigns and use this tool to help boost your sales. Sticking to the rules on the length, choosing the right words, and avoiding words that set off the spam filters help ensure your subject lines are more effective and your content gets in front of more eyes.