Marketing. The Unsung Hero In Your Tool Box. Liz Boardman
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1 Marketing The Unsung Hero In Your Tool Box Liz Boardman
2 The Power of conversion rates are 40x that of Facebook and Twitter It is the trigger to starting a customer journey or furthering a relationship Low cost and amazing ROI Talk directly to your target audience Instant results
3 Possible Current Practices Using Outlook for bulk please don t! Sending though a CRM system? Text-only s not ideal Around 80% of people you send to will be only scanning your
4 Service Providers Address book of addresses Send to a bulk of recipients in one go safely Whitelisted to ensure your s are delivered Each has its own set of unique features to offer, some more advanced than others Analytics data allows you to look at stats and create reports Ready-made templates in various styles and formats Some also offer dedicated account managers
5 ESP Name Price Plan Additional Services? Free Trial? YMLP Free up to 1,000 subscribers Mailchimp Free up to 2,000 subscribers Campaign Monitor Constant Contact GetResponse Emma Pure360 Dotmailer Starts from $9 p/m for 500 subscribers More basic but perfect for first time users More per price level Very comprehensive N/A N/A Starts from $20 p/m Very comprehensive Yes Starts from 10 p/m for 1000 subscribers Starts from $49 p/m for 2,500 subscribers Contract-based on no. of sends p/month Contract-based on no. of sends p/month Comprehensive + easy to setup and use Excellent features + university edition Very comprehensive Very comprehensive No No Yes No No
6 A Note About Templates These are simply made up of: - Text - Images - Links to landing pages / your website When you choose a template, just replace the images, text and links with your own and you are 90% there.
7 Best Practice - Templates Footer - registered address, social links Unsubscribe link View in Browser link Don t use all images and no text Think about your plain text version Ensure it is mobile-optimised Call To Action button (wording is important) Limit your copy size create landing pages on your website/ through ESP and link images and articles to these Attachments best avoided as looks like spam & most ESPs don t allow these anyway host on your website
8 View in browser link Clear branding at top Navigation links (mimic the website) Clear top image/message (though this is text, its actually a designed image) Short copy (could include a CTA button underneath) Video Image (links to video online)
9 Links to social channels Unsubscribe link Registered address
10 Simple format and text heavy, yet is still properly structured with a clear call to action so still works
11 Too much text No clear structure - messy
12 An example newsletter template which would work well - Clear Structure - Well-sectioned - Social links - Easy to scan not too much text - Links to the website
13 Your Audience Between 45% and 50% of all marketing s today are opened on a mobile device. 58% of adults check their s in the morning
14 Your Audience: Put yourself in their shoes Build a subscriber list and use a preference centre Think about what day and time to send Subject line is crucial to open rates How much copy would you be willing to read? Clear message with CTA buttons state what you want them to do Most ESPs will offer mobile-friendly templates
15 Useful tools/suggestions Prepare different templates in advance campaign calendar Checklist and process Landing page creator available with many ESPs Pop up box on your website for newsletter signup ESPs host images so upload these in advance
16 Advanced tools & suggestions Many ESPs offer unique vouchers/coupons Personalisation (Dear Mr Jones) Geolocation of recipients (international vs. UK students) A/B split testing ( New vs. Now Available ) Welcome s ( Thanks for signing up )) Automated s (triggered by action or date) Countdown timers
17 To learn more, please come along to: This Afternoon Breakout Sessions: Data Data Data A guide to building your mailing list Using templates, winning subject lines and how to test for better results Tomorrow - Workshops: BETTER MARKETING & COMMUNICATIONS Introductory level, how to develop an marketing strategy and tips and techniques for using Service Providers (ESPs), with a focus on Mailchimp. WINNING MARKETING CAMPAIGNS Intermediate/Advanced level, a step-by-step guide to creating and implementing an effective marketing campaign and get results!
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