WHY EMAIL MARKETING IS STILL KING ANTHONY BOTTOLI презентация

Содержание

“NUMBER ONE GOAL SHOULD BE EMAIL LIST GENERATION.” -MARIE FORLEO B-SCHOOL

Слайд 1WHY EMAIL MARKETING IS STILL KING

ANTHONY BOTTOLI


Слайд 2“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






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.





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






Слайд 7Email generates
MORE customers than Twitter
and Facebook COMBINED.


Слайд 8Percentage of consumers who prefer to communicate with brands via email.



Слайд 94-STEP FORMULA FOR SUCCESS
A great product.
An exemplary user experience.
Builds trust in

your customer base.
Creates brand awareness.






Слайд 10U.X.O.
WHAT IS


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.






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 15CUSTOMERS WILL DO 3 THINGS WITH EMAIL
Read all of it.
Scan it

and archive.
Unsubscribe.






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%

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

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.





GET MORE EMAILS


Слайд 20EXAMPLE #1: THE PAPER STORE


Слайд 21EXAMPLE #2: NATURALS, INC.


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

Слайд 23“SAYING HELLO DOESN’T HAVE AN ROI. IT’S ABOUT BUILDING RELATIONSHIPS.”

-GARY VAYNERCHUK






Слайд 24 THE RULES OF ENGAGEMENT 5 Key Performance Indicators
Deliverability rate (email reach)
Open

rates
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%





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.



Слайд 27BEST TIME TO SEND
Sample size: 1 billion


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

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.






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?





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 32SEGMENTATION EXAMPLE: BTO SPORTS


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.





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).






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)






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

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.

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




1.

2.


Слайд 40“SELLING TO PEOPLE WHO WANT TO HEAR FROM YOU IS MORE

EFFECTIVE THAN INTERRUPTING STRANGERS THAT DON’T .” -SETH GODIN

Слайд 41“YOU DON’T NEED MORE TIME IN YOUR DAY.

YOU NEED TO

DECIDE.”
-SETH GODIN

Слайд 42ABOTTOLI@MIVA.COM


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