Email: Your Direct Path to Driving Audience & Customers by Daniel R. McCarthy
- 1. Drive Business With A Direct Connection Dan McCarthy CEO, Taunton Press
- 2. Break through the stream
- 3. 72% of consumers say that email is their favored conduit of communication with companies they do business with. 61% say they like to receive promotional emails weekly. 122 billion emails sent every hour 250+ million US consumers with email addresses
- 6. HOW TAUNTON USES EMAIL
- 8. The Audience Engagement Pyramid PRODUCT MEMBERS SUBSCRIBERS SOCIAL EMAIL WEBSITE PROSPECT 15,000 20,000 150,000 250,000 350,000 1 million ~30 Million
- 9. 2.5 million email subscribers 1.3 million eletter subscribers who get 4 emails per month. 1.2 million promotable email names who get 9 emails per month. OUR MARKETING UNIVERSE
- 11. ¡°Last chance to save 20% off magazine subscriptions¡± ¡°Warm Up Dinner with Tropical Fruit¡±
- 12. Open Rate Click % Transaction % TOTAL 28% 4.2% 0.03% E-Letters 37% 8.0% 0.02% Subscription acquisition 22% 1.6% 0.05% Subscription renewal 57% 6.4% 1.18% Membership 28% 2.4% 0.06% Product 24% 2.1% 0.04% Triggered 20% 2.9% 0.01% THE METRICS
- 13. THE BASIC EMAIL TOOL KIT
- 14. The Best Email Marketing Software of 2015 -- PC Magazine
- 16. EMAIL CHECKLIST ? BUILD YOUR LIST ? SEND TO PEOPLE WHO HAVE GIVEN YOU PERMISSION ? GIVE YOUR SUBSCRIBERS AN OPPORTUNITY TO SUPPORT YOU ? SEND EMAILS REGULARLY ? SUBJECT LINES MATTER ? CURIOSITY ¨C URGENCY ¨C RELEVANCE ¨C VALUE ¨C EMOTION ? ¡°OPEN ME QUICK! I EXPIRE AT 6PM, PAYDAY TREAT.¡±
- 18. Industry Open Rate Click Rate Architecture and Construction 25.2% 3.2% Arts and Artists 27.9% 3.0% Consulting 20.0% 2.6% Creative Services/Agency 23.3% 3.0% Home and Garden 25.8% 4.2% Media and Publishing 22.8% 4.8% INDUSTRY COMPS SOURCE: MAILCHIMP 3/16
- 19. ¡°EMAIL MARKETING FOR DUMMIES CHEAT SHEET¡± ? I have explicit permission to send the e-mail. ? I pinpointed the main objective. ? My From line clearly identifies my business. ? My Subject line prompts my audience to open my e-mail. ? I'm sending my e-mail from an e-mail address that my audience will recognize. ? My e-mail content is easy to scan. ? My headlines are short, clear, and concise. ? My paragraphs are short summaries of larger bodies of information. ? My e-mail contains a strong call to action. ? My images help to tell the story of my e-mail. ? My e-mail has white space that makes the text easy to read. ? My e-mail content is valuable enough to save or share. ? My e-mail contains an offer that is valuable to my audience. ? I checked all links to make sure they work properly. ? I'm prepared to handle inbound responses. ? I'm sending at a time when my audience is likely to notice.
- 21. CASE STUDY: SCOTT BERKUN ? Fresh content ? Consistent focus on list building ? Predictable, regular emails ? Clearly identify outcomes ? Enlist the audience as fans, promoters and customers
- 24. CASE STUDY: SCOTT BERKUN SUBJECT LINE: ¡°Creativity Is Not An Accident + Best of The Month¡± EMAIL PART I: ? The benefit ¨C fresh content
- 25. CASE STUDY: SCOTT BERKUN EMAIL PART II: ? Content highlights ? Promotion
- 26. CASE STUDY: SCOTT BERKUN EMAIL PART III: ? ENGAGEMENT
- 27. CASE STUDY: SCOTT BERKUN EMAIL PART IV: ? Promotion
- 28. CASE STUDY: SCOTT BERKUN EMAIL PART V: ? FINE PRINT
- 29. THANK YOU