Why Email Marketing is Still King: 4 Reasons it Generates More Customers
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This document discusses why email marketing is still effective. It provides statistics showing that email generates more customers than other digital marketing channels. The document outlines best practices for email marketing, including segmenting lists, optimizing for mobile, timing sends, writing engaging subject lines and copy, and focusing on adding value for subscribers. Examples are given of how specific companies have successfully implemented email marketing strategies.
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Why Email Marketing is Still King: 4 Reasons it Generates More Customers
- 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 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
- 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
- 5. AND 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.
- 6. • According 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
- 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. • An exemplary user experience. • Builds trust in your customer base. • Creates brand awareness.
- 10. U.X.O. WHAT IS
- 11. HOW 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.
- 14. STORYTELLING 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
- 15. CUSTOMERS WILL DO 3 THINGS WITH EMAIL • Read all of it. • Scan it and archive. • Unsubscribe.
- 16. WHAT 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%
- 17. MY GOALS WITH EMAIL… • Open Rate = 24% (up from 18.01%) • Click Through Rate = 19% (up from 13.99%) What are yours?
- 18. “GATHER A CROWD OF RAVING FANS FIRST, AND YOU’LL HAVE MORE BUSINESS THAN YOU CAN HANDLE.” -ANTHONY BOTTOLI
- 19. • Make 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
- 20. EXAMPLE #1: THE PAPER STORE
- 21. EXAMPLE #2: NATURALS, INC.
- 22. I 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
- 23. “SAYING HELLO DOESN’T HAVE AN ROI. IT’S ABOUT BUILDING RELATIONSHIPS.” -GARY VAYNERCHUK
- 24. THE RULES OF ENGAGEMENT 5 Key Performance Indicators • Deliverability rate (email reach) • Open rates • Click through rates • Unsubscribes • Revenue generated
- 25. TIMING 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%
- 26. MAKE 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.
- 27. BEST TIME TO SEND Sample size: 1 billion
- 28. GOOD 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
- 29. COPY 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.
- 30. REMEMBER: 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?
- 31. SEGMENT, SEGMENT, SEGMENT • Segment your email list – Demographic – Personal interest – Behavior • Engagement will improve • Unsubscribes will decrease • Because you’re sending relevant content
- 32. SEGMENTATION EXAMPLE: BTO SPORTS
- 33. COPYWRITING 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.
- 34. EMAIL 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).
- 35. SEGMENTATION 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.
- 36. FACTORS 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)
- 37. OPTIMIZE FOR MOBILE • Implement fully responsive email designs (at the very least mobile optimized) • 47% of email is now opened on a mobile device
- 38. OPTIMIZE 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.
- 39. EXAMPLE: 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.
- 40. “SELLING TO PEOPLE WHO WANT TO HEAR FROM YOU IS MORE EFFECTIVE THAN INTERRUPTING STRANGERS THAT DON’T .” -SETH GODIN
- 41. “YOU DON’T NEED MORE TIME IN YOUR DAY. YOU NEED TO DECIDE.” -SETH GODIN
Hinweis der Redaktion
- Hi there, my name is Anthony Bottoli and to start off with here I want to give a warm welcome to those of you who came from near and far to attend MivaCon 2015. I know we’ve got guests from all over the world– which is amazing. It’s wonderful to see all of your smiling faces in the audience here today. How’s everyone DOING!!! Who saw rick, brennan, and john this morning?
- email is still one of the most profitable things we do as business owners, some common misconceptions that typically hold us back from engaging our customers through email, and the actual building blocks of a successful email campaign. how important it is to have some goals to shoot for with regards to your email open rates, click through rates, etc., how important it is to test as you’re optimizing and refining your email campaigns. share with you some case studies of Miva clients that are using email effectively to drive sales, and then we’ll do a bit of Q&A and wrap up.
- Creating effective email campaigns is still one of the most important income producing activities you can do in business.
- email still ranks second only to organic search via Google when it comes to new acquisitions – in fact, email CRUSHES, social media, currently generating 40 times more customers than Twitter or Facebook combined.. And has the highest conversion rate over social and search 3.1% john lawson 94% of online activity is spent sending or reading email – not Facebook posts, not Podcasts, plain, simple, old email.
- To be successful at any level in business, you first need a great product and an exemplary user experience. Accomplishing these 2 things will build trust in your customer base, which ultimately will lead to brand awareness – and eventual market domination. Great in theory, I know, but how do we get there?
- There’s never been a more important time in business history for the concept I’ll cover next: User Experience Optimization, or UXO. we’re moving into a world of UXO is king means you’ve got to embrace creating CONTENT. Real, relatable, preferably fun and engaging content. And if you’re saying to yourself “I’m not a content person, I’m not a marketer” then you better BECOME ONE – or FIND ONE. Because a big shift that is happening right now is the merging of content and commerce, or what we call Native Commerce. And how does this relate to email?
- Stores that will win in the next 5, 10, 15 years are going to provide a unique experience – they should look and function more like a gift shop inside of a museum or a theme park than a big box store like Wal Mart – and that’s the theory behind UXO. It helps to begin thinking of email as your direct engagement with your customers. Not just as a tool to send out offers, promotions – not just to sell them in other words, but to entertain them, add value, get to know them, and most importantly, allow them to get to know YOU. Now, many of you out there are probably doing WAY less of this than you could be.
- As store owners, don’t forget to be like this guy.
- And this guy.
- And in my experience, this happens because we think if we bombard our customers with email, they’ll shut down and become unresponsive. And if you’re spamming them, that’s true. If you’re sending them boring irrelevant content, that could be true. But if you’re entertaining them, adding value, truly trying to get to know them, and letting them get to know you, then one of three things will happen.
- They’ll read ALL of it. And become huge fans. They’ll scan it and archive what they want to pay attention to and come back to it later. Or…they’ll unsubscribe. But my point here is that you can’t worry that they’ll unsubscribe. Fact is, if they’re truly a customer, and they see that you’re making your best effort to show them that you care, then they’ll at least scan and archive some of your email. And the one’s that’ll unsubscribe, will unsubscribe no matter WHAT YOU DO….so let them. So, my suggestion is be bold with email. But come from the right place as well, again, with the intent to add value to your customer base. That way when you do decide to send out a promo offer, they’ll be much more likely to listen.
- So, before we dive headfirst into the nuances of a full blown email campaign, it’s important to know what we’re shooting for…and what to track. On this slide, you’ll see industry averages for open rates, bounce rates, click through rates, and opt-out rates.
- I set personal goals for myself of a 24% open rate on my emails, and a click through rate of 19%, up from industry averages of 18.01% and 13.99%. Fun to shoot for, I don’t always hit them, but it keeps me motivated.
- One last point on the subject of what we’re tracking - as you can see, revenue generated is not listed on here. And that’s because although revenue is ultimately what you’re looking for, it’s not advisable to make it the goal of your campaign. Remember, it’s about ENGAGEMENT. Gather a crowd of raving fans, and you’ll have more business than you can handle.
- Incentive examples Remember, your purpose here is to add value, get to know them, and allow them to get to know you.
- But keep in mind, and I’ve seen this happen far to often, in fact I was guilty of it myself for many years. It’s not about acquiring a bunch of emails, it’s really about get the RIGHT people to sign up for your list and ENGAGING THEM WHEN YOU DO, in other words, showing them that you care.
- How do we know they are engaged 5 key performance indicators that you need to measure: Deliverability rate, open rates, click through rates, & revenue generated. In this next section, we’re going to focus on 2 that I believe give you the best sense of how “engaged” your list is – Open rates and click through rates.
- There are 2 main factors that affect open rates. The timing of your email – i.e. when you send it, and the content or ‘copy’ of your email, i.e. what you actually say and how relevant it is to your audience. So let’s make a few points about timing before we move on here. 23.8% of all email opens occur during the first hour after delivery, and that percentage then decreases rapidly…24 hours after the send, you’ve got less than a 1% chance that someone is going to open your email. This is common sense. Today, the average person receives 147 emails per day and deletes 48% of those. So your best bet is to send email during what we call “email purging times” which is typically first thing in the morning for most people.
- Now, not everyone agrees with me here, in fact there are some folks that say 2-5pm in the afternoon is the optimal time to send. I would suggest you AB test this. You owe it to yourself to figure out what your customer will respond most positively to. Most everyone agrees that mid week, Tuesday through Thursday are the best days to send email, however, one thing I did learn recently is that Weekends are best for low dollar offers. It’s worth testing for sure.
- But really, let’s say your email does arrive on a Tuesday at 8am and your customer is in the middle of an email “purge” and she’s got 113 other emails in her inbox and she’s only got 25 minutes… That’s when the real game begins, and where the real pros will win time and time again – with everyone else left shaking their heads in disbelief. The #1 thing that will get your emails read is good copy.
- YES, Copy affects open rates. Tremendously. And 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. How interested your list is in what you have to say is a direct result of how well you understand what their specific likes, dislikes, needs, wants, desires, objectives etcetera are, and how effectively you engage them around those likes, dislikes, needs, etc.
- Remember, nothing happens until an email gets opened! You’ve got to stand out from the crowd, and get attention, which begins by understanding your audience…
- You can segment your list a variety of ways, but 3 that are quite common are Demographic, Personal interests, and behavior. Once again, we can get really technical here, but I prefer a common sense approach. Human beings like to be listened to, heard, and understood. Your buyers are no different. The more specific your communication is to their particular needs and interests, the more they will engage you, pay attention to you, and eventually buy from you. All because you took the time to care just a little bit more than the next store owner.
- Here’s an example of a Miva client that has done a number of things very well. #1, they clearly understand their clients and have a number of different ways in which they segment them. Notice how how personalized and relatable their “newsletter preference center” is for a new client. I don’t even ride a motorcycle and I found myself excited signing up for this one.
- Research can go a long way into discovering subjects that your readership will find interesting. A colleague of mine will scour Youtube, Digg.com, Amazon.com, and Google to find fresh, relevant content from which to engage his audience on subject matter directly related to the product he’s selling. These topics, if addressed properly, make “selling” products, i.e., when he chooses to make offers via email, convert at a much higher rate. Why is this? #1, by providing relevant content he positions himself as an expert, or a trusted advisor in his customer’s minds. #2, by adding value to their lives, he creates a feeling of reciprocity, i.e., his customers feel they “owe” him something!
- Now, it’s not just the relevant content that gets him paid, it’s also the fact that he’s a relatively entertaining fellow, and he follows a formula for success. Here are some examples of the engaging headlines he and I have written.
- Here’s an example of how copywriting can be combined with list segmentation to get to know your audience and then sell to them more effectively. CostalToolWarehouse Example: Woodworking Tools, Welding Tools, Weekend Warrior Tools, Pro Tools Target example re: discovering through data mining that their customers are pregnant before they’ve publicly announced it.
- So now that they’ve opened the email, the next challenge is to get them to take a secondary action, i.e., click through to read or buy something. Remember, your intention here isn’t to get people to buy something with every email you send out, but it IS to get them to click through to your blog, website, etc. It’s important to realize here that the more positive actions you can get your customers to take, and reading and clicking on things are positive actions by the way, the more likely they’ll eventually pull out their credit cards and pay you for something. And here are some best practices in that regard. Shorter emails are better. You don’t want to bombard or overwhelm. Perhaps even experiment with different formatting. Put links in the email. Underline and hyperlink key phrases, especially calls to action. Creating a sense of mystery and what’s behind the door works, as do images. Make them clickable. I’ve seen massive jumps in click through by overlaying a “play” button on images.
- And optimize for mobile. It’s a no brainer these days. Not going to say much more about that.
- In closing, here are 2 examples of 2 MIVA clients with effective email campaigns, and my analysis of what they’re doing right. #1, they’ve got linked text at the top of the email (above any image that needs to be loaded – for those folks that want to click through and get to it). #2, they’ve got clickable image CTA’s in the middle of the email. #3, and finally they’ve got text based product links at the bottom of the email.