- Главная
- Разное
- Дизайн
- Бизнес и предпринимательство
- Аналитика
- Образование
- Развлечения
- Красота и здоровье
- Финансы
- Государство
- Путешествия
- Спорт
- Недвижимость
- Армия
- Графика
- Культурология
- Еда и кулинария
- Лингвистика
- Английский язык
- Астрономия
- Алгебра
- Биология
- География
- Детские презентации
- Информатика
- История
- Литература
- Маркетинг
- Математика
- Медицина
- Менеджмент
- Музыка
- МХК
- Немецкий язык
- ОБЖ
- Обществознание
- Окружающий мир
- Педагогика
- Русский язык
- Технология
- Физика
- Философия
- Химия
- Шаблоны, картинки для презентаций
- Экология
- Экономика
- Юриспруденция
WHY EMAIL MARKETING IS STILL KING ANTHONY BOTTOLI презентация
Содержание
- 1. WHY EMAIL MARKETING IS STILL KING ANTHONY BOTTOLI
- 2. “NUMBER ONE GOAL SHOULD BE EMAIL LIST GENERATION.” -MARIE FORLEO B-SCHOOL
- 3. OUR AGENDA TODAY Yes, email is still
- 4. “THE WINNING STRATEGY FOR ENTREPRENEURS AND FORTUNE
- 5. AND NOW, A BIT ABOUT ME Lead
- 6. According to B2C.com, Email Marketing accounts for
- 7. Email generates MORE customers than Twitter and Facebook COMBINED.
- 8. Percentage of consumers who prefer to communicate with brands via email.
- 9. 4-STEP FORMULA FOR SUCCESS A great product.
- 10. U.X.O. WHAT IS
- 11. HOW EMAIL SUPPORTS U.X.O. It entertains
- 14. STORYTELLING IS THE GAME. IT’S WHAT WE
- 15. CUSTOMERS WILL DO 3 THINGS WITH EMAIL
- 16. WHAT ARE WE SHOOTING FOR? Average (Retail)
- 17. MY GOALS WITH EMAIL… Open Rate =
- 18. “GATHER A CROWD OF RAVING FANS FIRST,
- 19. Make email signup an integral part of
- 20. EXAMPLE #1: THE PAPER STORE
- 21. EXAMPLE #2: NATURALS, INC.
- 22. I ATTRACT A CROWD, NOT BECAUSE
- 23. “SAYING HELLO DOESN’T HAVE AN ROI. IT’S
- 24. THE RULES OF ENGAGEMENT 5
- 25. TIMING AFFECTS OPEN RATES 23.8% of all
- 26. MAKE TIMING WORK FOR YOU Some experts
- 27. BEST TIME TO SEND Sample size: 1 billion
- 28. GOOD COPYWRITING WILL GET YOUR EMAILS
- 29. COPY AFFECTS OPEN RATES This is a
- 30. REMEMBER: IT’S ALL ABOUT ENGAGEMENT Nothing happens
- 31. SEGMENT, SEGMENT, SEGMENT Segment your email list
- 32. SEGMENTATION EXAMPLE: BTO SPORTS
- 33. COPYWRITING SECRET SAUCE #1, providing relevant content
- 34. EMAIL HEADLINE EXAMPLES We need your opinion
- 35. SEGMENTATION FOLLOW UP EXAMPLE: BTO SPORTS Day
- 36. FACTORS THAT INCREASE CLICKS Shorter emails –
- 37. OPTIMIZE FOR MOBILE Implement fully responsive email
- 38. OPTIMIZE FOR MOBILE 61% of users are
- 39. EXAMPLE: JULIE’S JEWELS 1. linked text as
- 40. “SELLING TO PEOPLE WHO WANT TO HEAR
- 41. “YOU DON’T NEED MORE TIME IN YOUR
- 42. ABOTTOLI@MIVA.COM
“NUMBER ONE GOAL SHOULD BE EMAIL LIST GENERATION.”
-MARIE FORLEO
B-SCHOOL
Слайд 3OUR AGENDA TODAY
Yes, email is still King (and here’s why).
Common misconceptions.
The
building blocks of successful email.
Know your goals, and test!
Real world successes.
Get into action.
Q&A
Know your goals, and test!
Real world successes.
Get into action.
Q&A
Слайд 4“THE WINNING STRATEGY FOR ENTREPRENEURS AND FORTUNE 500 COMPANIES ALIKE IS
TO ATTRACT A BASE OF RAVING FANS THAT OPEN, READ, AND CLICK ON THE EMAILS YOU SEND.”
- JACK BORN
CEO OF AW PRO TOOLS
Слайд 5AND NOW, A BIT ABOUT ME
Lead Generation Specialist At Miva Merchant
2
small businesses over the past 10 years.
1 retail/wholesale, 14 locations in So. Cal
1 primarily online, with back end phone sales.
I’ve written email campaigns that have generated over 2.1 million in sales in just over 4 years.
1 retail/wholesale, 14 locations in So. Cal
1 primarily online, with back end phone sales.
I’ve written email campaigns that have generated over 2.1 million in sales in just over 4 years.
Слайд 6According to B2C.com, Email Marketing accounts for 7% of all new
customer acquisitions, organic search via Google accounts for 16%
Email generates 40 times more customers than Twitter and Facebook combined – Media Bistro 1/21/14
94% of Online Activity is Sending or Reading Email hostpapa.com
75% of all online adults say email is their preferred marketing method hostpapa.com
Email generates 40 times more customers than Twitter and Facebook combined – Media Bistro 1/21/14
94% of Online Activity is Sending or Reading Email hostpapa.com
75% of all online adults say email is their preferred marketing method hostpapa.com
Слайд 94-STEP FORMULA FOR SUCCESS
A great product.
An exemplary user experience.
Builds trust in
your customer base.
Creates brand awareness.
Creates brand awareness.
Слайд 11HOW EMAIL SUPPORTS U.X.O.
It entertains and adds value.
It helps you get
to know your customers.
It helps your customers get to know YOU.
It helps your customers get to know YOU.
Слайд 14STORYTELLING IS THE GAME. IT’S WHAT WE ALL DO. IT’S WHY
NIKE IS NIKE, IT’S WHY APPLE IS APPLE. IT’S WHY WALT DISNEY BUILT DISNEY WORLD AND IT’S WHY VINCE MCMAHON MAKES A BILLION DOLLARS.
-GARY VAYNERCHUK
Слайд 16WHAT ARE WE SHOOTING FOR?
Average (Retail)
Open Rate = 13% - 24%
Bounce
Rate = 6% - 12%
Click Through Rate = 5% - 20%
Opt-out Rate = 0.11% - 0.44%
Click Through Rate = 5% - 20%
Opt-out Rate = 0.11% - 0.44%
Average (All Industries)
Open Rate = 18.01%
Bounce Rate = 6.95%
Click Through Rate = 13.99%
Opt-out Rate = 0.21%
Слайд 17MY GOALS WITH EMAIL…
Open Rate = 24% (up from 18.01%)
Click Through
Rate = 19% (up from 13.99%)
What are yours?
Слайд 18“GATHER A CROWD OF RAVING FANS FIRST, AND YOU’LL HAVE MORE
BUSINESS THAN YOU CAN HANDLE.”
-ANTHONY BOTTOLI
-ANTHONY BOTTOLI
Слайд 19Make email signup an integral part of your web presence.
Clear signup
form on your home page.
At checkout, wish list, customer service.
Utilize social media.
Offer incentives.
Remember, your purpose is to add value.
At checkout, wish list, customer service.
Utilize social media.
Offer incentives.
Remember, your purpose is to add value.
GET MORE EMAILS
Слайд 22I ATTRACT A CROWD, NOT
BECAUSE I’M AN EXTROVERT
OR I’M
OVER THE TOP OR I’M
OOZING WITH CHARISMA.
IT’S BECAUSE I CARE.
-GARY VAYNERCHUK
OOZING WITH CHARISMA.
IT’S BECAUSE I CARE.
-GARY VAYNERCHUK
Слайд 24 THE RULES OF ENGAGEMENT
5 Key Performance Indicators
Deliverability rate (email reach)
Open
rates
Click through rates
Unsubscribes
Revenue generated
Click through rates
Unsubscribes
Revenue generated
Слайд 25TIMING AFFECTS OPEN RATES
23.8% of all email opens occur during the
first hour after delivery.
24 hours after the send, chance of open drops below 1%
24 hours after the send, chance of open drops below 1%
Слайд 26MAKE TIMING WORK FOR YOU
Some experts say 4:30am CST is the
best time to send email.
Others say 2-5 pm is the optimal time to send.
AB test this.
Most people agree that Tue-Thurs are best
Big Tip: Weekends are great for low dollar offers.
Others say 2-5 pm is the optimal time to send.
AB test this.
Most people agree that Tue-Thurs are best
Big Tip: Weekends are great for low dollar offers.
Слайд 28GOOD COPYWRITING WILL GET
YOUR EMAILS READ, OVER AND
OVER (AND
OVER) AGAIN.
IT WILL CREATE LEGIONS OF
FOLLOWERS AND STUFF YOUR
POCKETS WITH CASH.
-ANONYMOUS
-ANONYMOUS
Слайд 29COPY AFFECTS OPEN RATES
This is a function of:
A. How interested your
list is in what you have to say.
B. How engaging you are as a writer.
B. How engaging you are as a writer.
Слайд 30REMEMBER: IT’S ALL ABOUT ENGAGEMENT
Nothing happens until the email gets opened
You’ve
got to stand out and get attention
At the core of this is understanding your audience
What do they really care about?
At the core of this is understanding your audience
What do they really care about?
Слайд 31SEGMENT, SEGMENT, SEGMENT
Segment your email list
Demographic
Personal interest
Behavior
Engagement will improve
Unsubscribes will decrease
Because
you’re sending relevant content
Слайд 33COPYWRITING SECRET SAUCE
#1, providing relevant content positions you as an expert
– a trusted advisor in your customer’s minds (reciprocity)
#2, by adding value to their lives, you create a feeling of reciprocity, i.e., your customers feel they “owe” you something.
#2, by adding value to their lives, you create a feeling of reciprocity, i.e., your customers feel they “owe” you something.
Слайд 34EMAIL HEADLINE EXAMPLES
We need your opinion about [THIS].
How knowledgeable are you
about hygiene? [Quiz]
Complimentary add on to your leaf blower (inside).
This will be back in stock soon…promise!
[Poll] Can cheese be made at home?
13 5 minute mozzarella cheese recipes (yum).
You won’t believe what’s 25% off today (ends at midnight).
Complimentary add on to your leaf blower (inside).
This will be back in stock soon…promise!
[Poll] Can cheese be made at home?
13 5 minute mozzarella cheese recipes (yum).
You won’t believe what’s 25% off today (ends at midnight).
Слайд 35SEGMENTATION FOLLOW UP EXAMPLE: BTO SPORTS
Day 1:
Day 4:
Day 7:
Brand New ATLAS
Neck Braces Released + Protection & More ....
Day 13:
Where Are You Going Riding This Weekend? [Poll]
[Poll Results In] 13 Extreme Weekend Rides.
[Expert Panel] 6 Essential Gear Upgrades For Extreme Riding Conditions.
Слайд 36FACTORS THAT INCREASE CLICKS
Shorter emails – above the fold.
Links in the
email happen in the body of the email and the close/P.S.
Hyperlink key phrases and CTA’s.
Images work – make them clickable.
Plain text vs. html (test)
Hyperlink key phrases and CTA’s.
Images work – make them clickable.
Plain text vs. html (test)
Слайд 37OPTIMIZE FOR MOBILE
Implement fully responsive email designs (at the very least
mobile optimized)
47% of email is now opened on a mobile device
47% of email is now opened on a mobile device
Слайд 38OPTIMIZE FOR MOBILE
61% of users are unlikely to return to a
mobile site they had trouble accessing
40% will go shopping on a competitor’s site.
40% will go shopping on a competitor’s site.
Слайд 39EXAMPLE: JULIE’S JEWELS
1. linked text as a pre-header above any image
that needs to be loaded
2. Image CTA’s
3. Product links
2. Image CTA’s
3. Product links
1.
2.
Слайд 40“SELLING TO PEOPLE WHO WANT TO HEAR FROM YOU IS MORE
EFFECTIVE THAN INTERRUPTING STRANGERS THAT DON’T .”
-SETH GODIN
