2021 Email Marketing

Transcript

00:00Hi and welcome to email marketing training. In this session we will review all the important

00:14information regarding this solution, so let's get into it. On the agenda today we will review

00:20an overview of email marketing, the importance of email marketing, our email marketing solution

00:26, our capabilities, and additional good-to-know information.

00:33First, it's always important to know and understand our advertisers' perspective. What do advertisers

00:40think when we mention email marketing? Advertisers often think sending emails to their list of

00:45current customers or prospects who subscribe. This is not what we are offering. Our email

00:52marketing solution. We send tactful and targeted emails to new prospects who have agreed to

00:58receive messages through email marketing. Clarifying this in the beginning of the sales call can

01:03have the advertiser be more receptive to hearing you out further. Why email marketing? There

01:10are five main benefits you can share to help your advertiser understand the importance.

01:16First, email marketing is a complimentary activity. People check their emails multiple times an hour

01:23on multiple devices. They check their email while watching tv 69% of the time. They check their email

01:30while on vacation 79% of the time. What this is saying people are always on their email. Number two,

01:37permission-based. 77% of people prefer to get permission-based promotional messages via email

01:43versus direct mail, social, text, and phone. And we'll get into more permission-based information

01:49in a moment. Number three, targeted. Right message to the right audience at the right time. Number four,

01:57measurable and trackable. In-depth analytics and tracking capabilities. And number five, effective.

02:03When it comes to building relationships, email is still the most business-y type of medium. Email tops the

02:10list of active users with nearly three times the amount of users than Facebook and Twitter combined.

02:162.9 billion users. Now let's talk about our solution. Audience-targeted email campaigns. Data and

02:23targeting. Everything starts with data. Data gives us the ability to target the ideal audience. The digital

02:30footprint, whether it's an action or non-action, what happens in a digital day leaves a trail. Our quality data

02:38data is what powers successful campaigns. We have five-plus million pieces of fresh data per month.

02:45And we have 140-plus million consumer and business emails with timestamps and URLs to verify recipients'

02:52consent. And additionally, we have 750 available targets. And we'll go into targets and selects in a

02:59moment. Types of data in our consumer profiles that we tie together. First, email. A hundred percent can

03:06span compliant email through thousands of websites using self-reported data. Cookies onboard consumer

03:12lists to enable desktop and serving. Mobile app network partnerships enable mobile data collection.

03:19Non-digital. We match our digital data email device ID with postal addresses, transactional data.

03:26Social media. We reach people on their favorite social platforms using a blend of data on each person.

03:32When speaking about email marketing, data hygiene is so important. We promote a safe email environment

03:39with the highest possible sending reputation. We remove invalid email addresses to start your campaign

03:45with a clean, validated list. We ensure deliverable email addresses. We clean the data internally.

03:52Real-time scanning technology that constantly monitors to remove invalid email addresses. This data is all

03:59permission-based. We work with and follow the big data companies in our country. And for email addresses,

04:06there are two sign-up methods, opt-in and double opt-in. Our database is a mixture of both.

04:13Let's stay on single opt-in and double opt-in. The only difference is double opt-ins have an additional step,

04:20and the user must confirm their opt-in through an email confirmation. So at single opt-in, it's very easy for

04:27the user. The individual fills out a sign-up form and clicks submit. Done. Now with double opt-in, double

04:34opt-in has an additional step. Individuals fill out a sign-up form on the website and click submit.

04:40The individual then is informed they need to check their email to confirm the sign-up. The subscriber

04:46clicks on the link in the confirmation email to be added to the list, and now they are added. Again, our

04:52database has both double opt-in and single opt-in users. Spam blockers. A common question that comes

04:59up is, how do we know our emails we sell our advertisers get through the spam blockers? It's

05:06important to note that our current email service provider platform technology detects three things.

05:12An email was delivered, an email was opened, and a URL was clicked on. If an email is blocked via hard or

05:19soft bounce, we will resend to a new email address. We cannot guarantee 100% inboxing, but we can guarantee

05:27100% delivery. We optimize aspects such as subject line, text to image ratio, and more to increase

05:35the probability of reaching a recipient's inbox rather than spam. Something good to know, if any email

05:42service provider claims they can guarantee 100% inboxing, that's most likely inaccurate and it's

05:49probably fraudulent. Targeting. Targeting the right audience is crucial to campaign success.

05:56Our database is the most comprehensive in the marketplace today. It contains close to 750 available

06:02selects. We deliver directly to an exclusive email list targeting by geography, interests, behaviors,

06:10demographics, and firmographics, b2b. Every email has a matching postal address for multi-channel marketing

06:16and for analytics, and we match this data to our licensed postal files or overlay. All the different

06:23targeting selects are available to you and your pods. Here is an example of what they look like. Good to know

06:29information about selects. It's always recommended to target a specific audience instead of saturating a large

06:36amount of people in a geographic area. It's recommended to get counts, also known as the number of email

06:43addresses available per your selects. Get this information before submitting a sold order. The more selects you

06:51have for your audience, the less amount of counts that might be available, so just check with your pods.

06:57Getting that information can take one to three business days to receive the counts you're looking for.

07:03If there is a specific audience not found in our system, it's important to know we can reach a similar

07:10audience based on net worth, interest, and home value. Capabilities. Once the targeted email is deployed,

07:17there are three different tactics we can add on to the campaign. First one, retarget via display ads.

07:25Display ads will be served to those users who opened an email within your deployment and backfill with a

07:30look-alike audience. An audience who shares the same attributes as the audience who engaged.

07:36Number two, postalists. Purchase the addresses, no names, of the email deployment file, and it can be

07:43used for analytics purposes or to send direct mail. And number three, redrop. Deliver the same email ad

07:51to the people who recently engaged with your first email ad, openers and clickers, one week after they

07:59received the first email. Remember, frequency creates familiarity and influences the purchase of the

08:05brand. We also can suppress a previous order if your goal is to reach a whole new audience within

08:11your account. There are two ways we can show an advertiser their return on investment. Number one,

08:17matchback analysis. The advertiser provides a file of clients that they have acquired since the email

08:24deployment. And we will run those against our database and flag the matches. The advertiser

08:30should provide the file 60 to 90 days after deployment. This is the easiest way to show an

08:35advertiser that your campaign played a role in generating leads and sales. Please note the file must include

08:42at least one of the following email, address, and zip code. And the second way, UTM codes. A code that you can

08:51attach to a URL in order to track a source, medium, and campaign name. The advertiser would need to set

08:57up the UTM codes and send us their unique URL to use in the email. Tips for success. When talking to your

09:06advertisers about email marketing, here are some tips for success you can share. First, mobile friendly is

09:11a must. All emails need to be designed to show on a mobile device. By 2013, mobile device open rates surpassed

09:18desktop at 51% versus 45%. Repetition is instrumental to any successful marketing campaign. Engaging users

09:27over time builds brand awareness and loyalty. You'll never see a TV commercial run just once. The same

09:33rules apply with email. Subject line matters. Avoid words like free, last chance, and offer in the subject

09:41line. Otherwise, chances are your messages is going to go straight to the junk folder. The ideal subject

09:46line length is between 28 to 50 characters. Know your audience. Your creative should be relevant,

09:53reader-friendly, and provide value for your ideal audience. Here's an example of a compelling offer

10:01and campaign results. First subject line, $10,000 emergency room RN sign-up bonus in York. Targeting nurses,

10:11email count, $46,000. And the results, open rate, 13.45%, click-through rate, 2.15%.

10:21The next one on the right, subject line, save more on quality plumbing services. Targeting,

10:27single-family home, year-built, household income, length of residence. Email count, $50,000. Results,

10:3414.19% open rate, and 2.33% click-through. Our average open rate is 10 to 15%. Some more insight

10:46here. Based on an evaluation of more than 2,100 April 2019 auto campaigns, the optimal days to deploy

10:54email campaigns resulting in higher open rates are Mondays and Wednesdays. For sales and promotional

11:02advertisement, keep holidays in mind. Memorial Day, Fourth of July, Labor Day, Black Friday, Christmas,

11:08regardless of what day it falls on. Some good-to-know information here. I just want to point out,

11:14and I think it's important to mention, there are sensitive categories when deploying email campaigns.

11:20The guidelines are frequently changing, so always check with your pods if you have questions on any

11:25specific category. Data and transparency. We offer in-depth knowledge and real-time reporting

11:32necessary to make informed decisions. Here are some benefits. Up-to-the-minute tracking and

11:38analytics, in-depth custom reporting, transparency for your advertiser, draw conclusions and optimize

11:44campaigns better for performance, and provides a measurable return on investment. Okay, so let's

11:50review what we talked about in this session. In summary, email marketing is the big six. A complimentary

11:57activity, permission-based, targeted, accountable, cost-efficient, and effective. Having data allows

12:04us to target the right audience at the right time. Our data is safe and reliable. Audience-targeted campaigns

12:12can be targeted by geography, interests, behaviors, demographics, firmographics, B2B. Once the targeted email is

12:20deployed, we can re-target via display, ads, re-drop to openers, clickers, and look-alike audience, and

12:28purchase a postal list. The big three. When proving return on investment, we can, number one, match back

12:36analysis, and number two, UTM codes. Because of our targeting capabilities, the quality of our data, and the

12:43safety and reliability of our data, our campaign results have an average open rate of 10 to 15% and an average

12:51click-through rate of 2%.

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