Transcript increase revenue using EMAIL MARKETING How to

@NotJustPR
#ParcMenaiBizClub
How to:
increase revenue using
EMAIL MARKETING
Not Just PR | Park Menai Business Club | 26th Nov 2015
How to: Increase revenue using email marketing
In this presentation you’ll learn:
 5 key benefits of email marketing for your business
 How to start building a good quality email list
 An easy way to create engaging emails
 How to measure campaign effectiveness
Not Just PR | Park Menai Business Club | 26th Nov 2015
Why use email marketing?
5 KEY BENEFITS
OF EMAIL
MARKETING
• Low cost/wide reach
• High RoI
• Customer Lifetime Value
• Measurable
• Simple to do!
Not Just PR | Park Menai Business Club | 26th Nov 2015
Why use email marketing?
Not Just PR | Park Menai Business Club | 26th Nov 2015
Email vs Social
How do they compare?
• Email is 40x more effective for
customer acquisition than
social media
• Email conversion rates are 3x
higher than social media
• On a daily basis, consumers
interact with about 11 brands
through email, compared to 9
on Facebook and 8 on Twitter
Not Just PR | Park Menai Business Club | 26th Nov 2015
List building
Give your audience a reason to want to sign up
• Such as exclusive invites to events, special offers and
valuable content
Make it effortless!
• Make it prominent
• Keep it simple (name and email to start with)
• Create landing pages with a single call-to-action
Not Just PR | Park Menai Business Club | 26th Nov 2015
Already have data? Great!!
Carry out a data cleanse
• May cost a small fee but very useful. Reduce bounce-backs
and risk of blacklisting
Ask recipients to opt-in
• Explain exactly why they are receiving an email from you
• Tell them what you can offer in your
newsletter/communications
• Invite them to confirm that they’d like to receive future
updates
Not Just PR | Park Menai Business Club | 26th Nov 2015
To pop-up or not to pop-up?!
• Very effective for increasing the amount of
subscribers
to your
Think
of a pop-up
aslist
an extension of your entire brand
• Infuriating
and will
your audience
experience,
and irritate
then consider
how it is aligned
otherwith
communications.
• Tend to be with
moreyour
aligned
B2C businesses
If you decide against using pop-ups, consider designing a
simple landing page to capture emails in relation to specific
campaigns that you run elsewhere instead.
Not Just PR | Park Menai Business Club | 26th Nov 2015
Why use landing pages?
Blue Fox Technology
• Creates e-consultation and digital interactive mapping
software for local authority planning departments
• They sent an email to existing contacts describing the
launch of a new version of their software
• The email included a link to “find out more”
• What do you link to?
Not Just PR | Park Menai Business Club | 26th Nov 2015
Don’t rely on digital data capture alone
• Collect name and email details to enter a prize draw
• Make an effort to collect business cards when networking
• Programme the question into every potential
client/customer touch point: “May I have your email?”
• Avoid buying data – expensive, low value/poor fit
• DO NOT “scrape” from the Internet
Not Just PR | Park Menai Business Club | 26th Nov 2015
Don’t rely on digital data capture alone
Not Just PR | Park Menai Business Club | 26th Nov 2015
Don’t be Spammy
Use a double opt-in:
• A lot of email marketing software does this automatically
• It may reduce the number of subscribers
• BUT your emails are only reaching the people who are
genuinely interested
• Why waste time and money on uninterested people?
Not Just PR | Park Menai Business Club | 26th Nov 2015
Create Compelling Email Content
Remember, your aim with your email campaign is to:
• Build a relationship with your customers
• Inspire trust and loyalty
• Increase sales!
To do all this you need to make the whole experience easy to
digest, seamless and enjoyable.
Not Just PR | Park Menai Business Club | 26th Nov 2015
Planning your Campaign
• Don’t think about your first email in isolation
• Plan content 6-12 months in advance and fit it around your
business’ own calendar of events or demand patterns
• Consider the whole campaign and where it fits in with your
marketing strategy and overall company aims and objectives
Aim to create balanced emails which include both
some useful or insightful content and a clear call
to action
Not Just PR | Park Menai Business Club | 26th Nov 2015
Automate, automate!
• Automatically send “thank you” emails
• Schedule campaigns
• Trigger email series by subscriber sign-up
• Great for warm-up campaigns or online courses
• Repeat campaigns for different lists
Not Just PR | Park Menai Business Club | 26th Nov 2015
The NJPR No-Fuss Email Strategy
Basic Structure:
• Design a branded email template
• Use short teasers of blog content, linking back to your
main website
• Content should ‘set the scene’ and come across as
genuine rather than salesy
• Mix editorial with more sales-orientated items
Not Just PR | Park Menai Business Club | 26th Nov 2015
The NJPR No-Fuss Email Strategy
Promotional Content:
• Special offers should be clearly displayed within email
content
• The call-to-action should tell recipients exactly how to
take up the offer
• Non-promotional content should highlight emotional and
tangible value
Not Just PR | Park Menai Business Club | 26th Nov 2015
Measure and Improve
One of the biggest benefits of email marketing is the power it
gives you to track, monitor and refine your campaigns.
Some important measures/statistics to check:
 Open Rate
 Click Through Rate
 Return on Investment (track clicks through Google Analytics
to purchases or enquiries)
 A/B split testing
Not Just PR | Park Menai Business Club | 26th Nov 2015
Case Study - Measurement
Celtic Royal Hotel Email Campaign
Email design/content via blog cost £200, £50 to send
•
•
•
•
•
At least three Christmas package bookings, total value £747
Almost 200% Return on Investment
28% open rate (average for sector 18%)
3.6% click rate (average 0.9%)
Email read in UK, US, Spain, Germany and Australia
Email content is repurposed for Celtic Royal’s blog pages and
social media channels, providing additional benefits to the
client (traffic and SEO)
Not Just PR | Park Menai Business Club | 26th Nov 2015
Dynamic Content and Automation
As you become more experienced with email marketing you
can start to introduce dynamic content to really improve the
effectiveness of your campaigns.
You can add:
• Personalisation
• Targeted content
Run at least 6 months of basic email marketing before moving
on to dynamic content – walk before you run!
Not Just PR | Park Menai Business Club | 26th Nov 2015
Summary
Just to recap, in this presentation we:
• Explained the main benefits of email marketing
• Shared tips to help you build a quality email database
• Showed you our ‘no-fuss’ strategy to create engaging
emails
• Discussed ways to measure campaign effectiveness
• Touched on how you can take your email marketing to
the next level using dynamic content
Not Just PR | Park Menai Business Club | 26th Nov 2015
Quick takeaways
• Email is simple and inexpensive to use and measure
• You can automate many elements of it – the effort is
more in the planning than the delivery
• It delivers greater RoI than social media, and quicker
returns
• Perfect for spreading brand awareness and generating
loyalty
• Easy to fit into your marketing – reuse content for
blogs, social media and print
Not Just PR | Park Menai Business Club | 26th Nov 2015
Thank You!
We’d really appreciate your feedback 
www.notjustpr.co.uk
Carlton House
68 Conway Road, Colwyn Bay
Conwy, LL29 7LD
Not Just PR | Park Menai Business Club | 26th Nov 2015