E-mail Marketing 101
How to send successful email campaigns and newsletters.
Alex Cumberland
During this session
How to build a subscriber database.
Message deliverability, and how to hit the inbox.
Improving your campaigns.
Newsletter examples.
Your approach to e-mail marketing.
What I hate about
e-mail marketing
Inbox spam.
X
Deliverability issues.
Campaigns display inconsistently between devices.
X
X
Takes time & effort.
X
Why e-mail marketing?
Regularly communicate with clients to improve retention.
Nurture leads.
Notifications & reminders.
Build a valuable database.
How to make it happen regularly
Setup a calendar and reminders.
1.
Buy an ideas notepad for your desk.
2.
Recycle blog content & post to social media.
3.
How often should you send email campaigns?
How often can you produce content that offers real value to your audience?
Get Consent &
Handle Unsubscribe
How to grow
your database
Website sign-up forms (contact, blog, resources).
Ask new clients during the onboarding process.
Events and workshops.
Software integrations.
Don't do this:
Don't purchase "lists".
X
Don't export from LinkedIn.
X
Get explicit consent in-person or digitally.
Own The Data
How to hit the inbox
Implement authentication.
1.
Check for spam.
2.
Maintain your domain and sender reputation.
3.
Authentication
Check Spam Phrases
Maintain Reputation
Improve your campaigns with data
Open rate.
1.
Click-through.
2.
Unsubscribes.
3.
2020 Stats
Aussie Professional Services
Campaigns sent by Australia-based organisations in 2020 outperformed their counterparts around the world. Open rate, click-through rate, and click-to-open rates were all significantly higher than the global average.
21% OPEN RATE
Highest open rates were recorded Wednesday, Friday & Saturday.
Higest unsubscribe rates were recorded Monday & Wednesday.
2.8% CLICK-THROUGH RATE
0.2% UNSUB RATE
Campaign Examples
Thanks, Any Questions?
E-mail Marketing 101
By Alex Cumberland
E-mail Marketing 101
Send successful email campaigns and newsletters.
