4-Step Formula for Sending Good Email

Editor's Notes

• #2: It’s a fascinating time to work in marketing. DESCRIPTION OF PRESENTATION – NOT TALKING POINTS A 5-step formula to simplify digital marketing and advertising. Taking a human-centered approach to digital marketing is about finding people where they’re talking and adding value to that conversation – no matter where it’s taking place. This means constantly searching for new and better ways to interact with users, relentlessly breaking down boundaries between platforms to build multi-channel relationships.
• #3: To help simplify. And hopefully you’re take-a-way, “well this isn’t a whole lot different” than what I’m doing now
• #5: To make sure you’re sending the RIGHT content…
• #6: And if you’re answer is YES to more than 1 or 2 of these… send multiple emails.
• #7: Why? Why do those who tell the stories rule the world? Why not those who make the food or those who write the laws? Furthermore, why would we trust storytellers more than people who have been trained to lead? Because we, as humans, are uniquely programmed to understand and remember great stories. Great stories make us care and help build relationships between us and the world around us.
• #8: People do not want to be sold to​
• #9: Subject line character count visibility will vary by web platform, email client, and device (mobile, desktop, etc.)
• #11: Technology is no longer the barrier. Today, the barrier is telling a great story that resonates with your audience.
• #12: Here are some examples of more descriptive, enticing calls-to-action: Shop Fall collection now Access your account Get 50% off today Start testing Learn more Some CTAs, like “buy now” infer a greater commitment on behalf of the subscriber—you’re asking them to spend their money by clicking the button. On the contrary, “shop now” represents a much lower commitment. A while back, we ran some tests to see if high or low commitment language works best. We found that typically, low commitment propositions work better for calls-to-action.
• #13: While this is a very simple concept, it is often forgotten. Many people are more focused on what it is they want to say about themselves, instead of focusing on what their audience are looking for. Be sure to study your target market and use your findings to inform your strategy to meet your objectives. What are their needs, wants, contexted What you spend in digital is less important than how it helps to strengthen the consumer connection.
• #14: ​ From the Harvard Business Review:​ Most B2B sellers think their customers are in the driver’s seat—empowered, armed to the teeth with information, and so clear about their needs that they don’t bother to engage with suppliers until late in the process, when their purchase decision is all but complete.​  ​ Customers don’t see it that way. They may be better informed than ever, but CEB research shows that they’re deeply uncertain and stressed ... Customers are increasingly overwhelmed and often more paralyzed than empowered.​  ​ The solution? Empower customers with good information that adds value to their day.​ https://hbr.org/2017/03/the-new-sales-imperative​
• #15: ​ From a 2013 Ernst and Young survey:​ 89% of business executives polled said quality of service was the single most important criterion for selecting and keeping their core bank, however roughly 73% gave their banks high marks in this area.​  ​ For us to break through the clutter, we must present our solutions in a way that resonates with the recipient and gives them a reason to pay attention. ​ http://www.ey.com/GL/en/Industries/Financial-Services/Banking—Capital-Markets/Successful-corporate-banking—Bank-performance-criteria​
• #16: People have different reasons for deciding to follow your content. Find out what those are, and send people down different curated pathways based on what you know about them
• #17: https://www.wordstream.com/blog/ws/2017/06/29/email-marketing-statistics
• #18: SEGMENT Demographics  Location   Interests  Behavior Phase in the customer cycle 
• #19: https://www.wordstream.com/blog/ws/2017/06/29/email-marketing-statistics
• #22: Lots of opens and clicks often means you’re sending at the right time
• #24: NEVER send an email just because – if you don’t have a purpose that’s relevant towards your audience.
• #27: According to the DMA, the four most important email marketing metrics (as identified by advertisers) are: CTR, Conversion rate, Open rate, and ROI.
• #30: https://mailchimp.com/resources/research/email-marketing-benchmarks/ Open rates are one of the best ways to tell whether your email strategy is working. This number shows what percentage of your audience opens the emails you send them. If you have a great open rate, it usually means your subject lines resonate with your audience.
• #31: https://mailchimp.com/resources/research/email-marketing-benchmarks/ The click rate is a percentage that tells you how many successfully delivered emails got at least 1 click. This number shows whether or not your audience finds the emails you send relevant enough to click through for more.
• #34: Business Services = 3.4% https://www.smartinsights.com/lead-generation/lead-generation-analytics/average-landing-page-conversion-rates-for-lead-generation/
• #36: Taking a human-centered approach to digital marketing is about finding people where they’re talking and adding value to that conversation – no matter where it’s taking place. This means constantly searching for new and better ways to interact with users, relentlessly breaking down boundaries between platforms to build multi-channel relationships.