Is email marketing dead
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The document outlines Kendra Wright's 7 step process for successful email marketing for event organizations. The steps are: 1) Make a game plan by choosing a team and brainstorming target audiences and content; 2) Build an email list from existing contacts and online/offline signups; 3) Write the email message using an editorial calendar and focusing on clicks; 4) Include good imagery; 5) Use a strong subject line; 6) Track email performance metrics over time; 7) Learn from results and repeat the process. The key is integrating email with social media to maximize outreach.
Is email marketing dead
- 1. saffireevents 息 2013 Saffire Events速 Kendra Wright President, Saffire Events速 Is Email MarketingDead? NO! (Heres Why.)
- 3. saffireevents 息 2013 Saffire Events速 Corporate Portfolio
- 4. saffireevents 息 2013 Saffire Events速 Event Portfolio Rodeo Austin SouthTexas State Fair Rodeo Belton/ 4th of July Celebration BrazosValley Fair Heart O' Texas Fair & Rodeo Amarillo Tri-State Fair FortBend CountyFair Central Texas State Fair Comal CountyFair Okeechobee CountyFair Amador CountyFair Chowchilla Fair Palomino Fest Lea County CoorsCowboy Club WashingtonCountyFair Texas State ForestFestival American Royal Colorado State Fair Napa CountyFair DodgeCity RoundUp Brazoria CountyFair SanAngelo Rogers CountyFair Greater BatonRougeState Fair Central States Black Hills StockShow/Rodeo Los Fresnos Twas the Lights Reno Rodeo Redding Rodeo NorthwestWashington Fair SikestonRodeo Delaware State Fair SangamonCountyFair East Texas Park of East Texas Laramie CountyFair Benton-FranklinFair Carroll CountyFair Pendleton Round-Up PonyExpress Days Arizona National Livestock Show YoloCountyFair California Rodeo Salinas Rio Grande Valley Livestock Show Old Sorehead Trade Days Cuero TurkeyFest Fiesta San Antonio Glenn CountyFair State Fair of Louisiana FourStates Fair MontgomeryCountyFair AgriculturalLearning Center GrantCountyFair NorthTexas State Fair Rooftop Rodeo West End Fair Crabtree Amusements Trinity Valley Exposition Brackenridge Recreation Complex
- 5. saffireevents 息 2013 Saffire Events速 Saffire Association Partners
- 8. saffireevents 息 2013 Saffire Events速 NOT COOL: Oldest Tactic
- 9. saffireevents 息 2013 Saffire Events速 COOL: Most Successful
- 11. saffireevents 息 2013 Saffire Events速
- 12. saffireevents 息 2013 Saffire Events速 Email &Social Media
- 14. saffireevents Most Cost-Effective Top Revenue Generator Fastest Results
- 15. saffireevents 息 2013 Saffire Events速 What Leads to Mobile Purchase?
- 16. saffireevents 息 2013 Saffire Events速 Multi-ScreenMarketing
- 17. saffireevents Really Old Days FairlyOld Days Now
- 19. saffireevents 息 2013 Saffire Events速 Anatomy of Success Big Email List Lots Opened Lots Clicked $$$
- 20. saffireevents 息 2013 Saffire Events速 Elements of Success MAKE A GAME PLAN CREATE A LIST OF RECIPIENTS WRITE THE MESSAGE INCLUDE GOOD IMAGERY USE A STRONG SUBJECT LINE TRACK THE PERFORMANCE LEARN AND REPEAT
- 21. saffireevents 息 2013 Saffire Events速 Step 1: Make Game Plan MAKE A GAME PLAN CREATE A LIST OF RECIPIENTS WRITE THE MESSAGE INCLUDE GOOD IMAGERY USE A STRONG SUBJECT LINE TRACK THE PERFORMANCE LEARN AND REPEAT
- 24. saffireevents 1. Write down the target audiences for your event.
- 25. saffireevents 2. Think of reasons each audience attends your event
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- 28. saffireevents 2. Match topics to reasons
- 29. saffireevents What we want to tell people
- 30. saffireevents What people want to hear
- 31. saffireevents Mindshare With Community Connections Inform Entice Keep About Events, News, Promotions With Many Buying Options Categories of Info to Share
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- 33. saffireevents Plan for: When to send? How often? How willyou send?
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- 38. saffireevents Occasional One Subject Blasts Entertainment line-up, gala, golf tourney, etc.
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- 41. saffireevents Before Event CONSIDER DOUBLING Pre-Event Email Success Builds Daily
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- 43. saffireevents During Event Never Miss a Day Today at the event
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- 52. saffireevents 息 2013 Saffire Events速 Editorial Calendar
- 54. saffireevents 息 2013 Saffire Events速 Step 2: Build a list MAKE A GAME PLAN CREATE A LIST OF RECIPIENTS WRITE THE MESSAGE INCLUDE GOOD IMAGERY USE A STRONG SUBJECT LINE TRACK THE PERFORMANCE LEARN AND REPEAT
- 55. saffireevents 息 2013 Saffire Events速 Starting from scratch Outlook contacts Boardof Directors Volunteers Sponsors Exhibitors Past Purchasers Etc.
- 56. saffireevents 息 2013 Saffire Events速 Email signups on everypage
- 57. saffireevents 息 2013 Saffire Events速 Ongoing - Online When people share anevent photo When they complete an online form On Facebook, offer Likeand email signup On Twitter, promote by teasing pending campaign
- 58. saffireevents 息 2013 Saffire Events速 Ongoing - Offline Door prizeorsignup at events Anytime they purchase something
- 59. saffireevents Have a Facebook Contest Goal = Email addresses Use a platform thatyou dont own To get email addresses you do!
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- 63. saffireevents 息 2013 Saffire Events速 Step 3: Write it MAKE A GAME PLAN CREATE A LIST OF RECIPIENTS WRITE THE MESSAGE INCLUDE GOOD IMAGERY USE A STRONG SUBJECT LINE TRACK THE PERFORMANCE LEARN AND REPEAT
- 64. saffireevents 息 2013 Saffire Events速 Use Your Calendar!
- 65. saffireevents Dont Tellthe Whole Story
- 67. saffireevents 息 2013 Saffire Events速 one main story two smaller features TEST AGAINST EACH OTHER two smaller features Consider a Pyramid
- 68. saffireevents The Formula Headline Image Text(short,with links) Callto action e.g.,Click here to enter now!
- 69. saffireevents 息 2013 Saffire Events速 Encourage Sharing!
- 70. saffireevents 息 2013 Saffire Events速 Step 4: Include good imagery MAKE A GAME PLAN CREATE A LIST OF RECIPIENTS WRITE THE MESSAGE INCLUDE GOOD IMAGERY USE A STRONG SUBJECT LINE TRACK THE PERFORMANCE LEARN AND REPEAT
- 71. saffireevents One that makes you click! What makes a good image?
- 72. saffireevents 息 2013 Saffire Events速 Step 5: Strong subject line MAKE A GAME PLAN CREATE A LIST OF RECIPIENTS WRITE THE MESSAGE INCLUDE GOOD IMAGERY USE A STRONG SUBJECT LINE TRACK THE PERFORMANCE LEARN AND REPEAT
- 73. saffireevents Good content and images CLICKS Good subject line OPENS!
- 74. saffireevents 息 2013 Saffire Events速 Good subject lines Something recognizable Action words Not too spammy 50 characters or less
- 75. saffireevents 息 2013 Saffire Events速 BONUS POINTS Turn into Tweet 120 characters, #and shortened URL Turn into Facebook post 150 characters,image and no #
- 76. saffireevents 息 2013 Saffire Events速 Step 6: Track the performance MAKE A GAME PLAN CREATE A LIST OF RECIPIENTS WRITE THE MESSAGE INCLUDE GOOD IMAGERY USE A STRONG SUBJECT LINE TRACK THE PERFORMANCE LEARN AND REPEAT
- 77. saffireevents Youre not Marketing! If youre not measuring,
- 81. saffireevents Responserate web visits, revenue
- 84. saffireevents Churn (% who leave your list)
- 87. saffireevents & Sample OPEN RATESVaries a lot by client 9-15% on low end 30-35% on high end
- 88. saffireevents 息 2013 Saffire Events速 Highest open rates Good subject line Clients who sell online Clients with a strong brand Sent at the right time/day Tuesday mid-morning, evenings & weekends
- 89. saffireevents & Sample CLICK RATESNot as much variance by client Around 10-20%
- 90. saffireevents 息 2013 Saffire Events速 Calls to Action = Clicks Use action words Get MoreInfo! Sign Up! Buy Now! MorePhotos! Dont tell the whole story
- 91. saffireevents 息 2013 Saffire Events速 Step 7: Learn and repeat MAKE A GAME PLAN CREATE A LIST OF RECIPIENTS WRITE THE MESSAGE INCLUDE GOOD IMAGERY USE A STRONG SUBJECT LINE TRACK THE PERFORMANCE LEARN AND REPEAT
- 92. saffireevents MOST SUCCESSFUL? Which ones have been DO MORE! LEAST SUCCESSFUL? Which ones have been TWEAK THEM!
- 93. saffireevents Learn and repeat How have they affectedwebsite visits or revenue? What trends have you noticed that are actionable?
- 94. saffireevents 息 2013 Saffire Events速 To review Createan editorial calendar Prioritize email, especially during your event In this order, focus on integrating with social media Facebook, Twitter,YouTube,Pinterest/Instagram Improve your tracking