Handbook: Email Marketing Advanced Practices
MarketingSherpa's 2011 Email Marketing Advanced Practices Handbook
Proven processes for accelerating email marketing performance
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The 2011 Email Marketing Advanced Practices Handbook includes:
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This publication is sponsored by ClickMail Marketing
Overcome Email Marketing Challenges with LEAPS
Today's email marketers face significant challenges in communicating with their audience. Between distinguishing your brand from the competition, delivering qualified leads and increasing on-line revenue, it can be difficult to determine where your valuable time and resources should be spent, let alone develop an effective email marketing strategy that will contribute to the overall success of your organization.
To help guide email marketers past growing challenges MarketingSherpa recently developed the LEAPS methodology for email marketing, a comprehensive, step-by-step process that will help you address the challenges that are most pertinent to your organization, and propel results for years to come.
The LEAPS methodology is based on:
- 7 years of research surveying more than 10,000 marketers
- Numerous case studies included in the MarketingSherpa Email Marketing newsletter, which provides practical step-by-step guidance for LEAPS
- More than 20 MarketingSherpa Summits providing hands-on training on best practices in email marketing
The LEAPS methodology is new, but its foundation is built on years of experience and know-how and is ready to take you to an advanced stage in email marketing. The new 2011 Email Marketing Advanced Practices Handbook will help you execute effective email communications. Each section is filled with research data, best practices and case studies. The LEAPS methodology is interwoven into the pages of the handbook. Sections significant to the LEAPS methodology will be highlighted for easy recognition.
The idea is that you will continuously experiment in small increments, moving from best practices, to customization and testing, and then repeat the process. The goal is not perfection, but rather ongoing improvement - giving you the freedom to try new tactics while meeting your marketing goals.
LEAPS Methodology: Proven processes for accelerating email marketing performance
The LEAPS methodology is an acronym for the following five key steps:
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Leverage all tactics to build quality lists
- In this section, you’ll learn how to develop a strategy to build a quality list of brand evangelists for your company based on your resources and target audience. First, examine your current subscribers. Discover if they are engaged and receiving information they determine relevant. Design a robust preference page including opt-down options and even ask recipients to unsubscribe. Then turn your attention to adding new subscribers with a mix of offline and on-line tactics right for your brand.
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Engage with relevant content
- Marketers have identified their number one challenge as targeting recipients with highly relevant content. In this segment, you’ll learn the three keys to relevancy: contagious content, segmentation and real-time communications. First, align your internal resources to churn out content consistently and recognize opportunities to streamline processes. Next, combine available data found in your CRM, social CRM and accounting software with your email database to identify niches of opportunities to help customers. Finally, establish processes that allow communications to be sent at their peak of pertinence.
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Act respectfully to ensure deliverability
- All of a marketers effort will be for not, if their messages do not reach the recipient’s inbox. Understanding your relationship with ISPs and how your reputation affects your deliverability success is the first step. Next, take strategic action on your methods for handling complaints, list hygiene, relevant content, and sending permanence to protect your reputation. Maintain best practices from diligent lead capture to legal compliance. Implementing repeatable deliverability processes will give you an edge in the ever changing email landscape.
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Place email in pipeline to quantify ROI
- Email provides instant feedback on campaigns success from open rates, and clickthroughs that marketers crave. True success is measured by the movement of the customer towards conversion in the Sales and Marketing pipeline. In this section you will learn steps to assess and prioritize placement in the path to purchase where email can have the most impact on your bottom line. You will better able to show the value of your email marketing programs to C-suite and marketing leaders.
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Sync email with social media and smartphones
- The two most frequently discussed marketing topics are social media and the fast adoption rates of smartphones. Like other tactics in your marketing tool kit, combining email can create positive synergy and tangible benefits to your program. Learn the evolving best practices to leverage the power of social media for sharing and list growth. Develop email messages meet the new requirements on smaller screens and a mobile lifestyle.
Top 10 Questions Answered in the 2011 Email Marketing Advanced Practices Handbook:
- What are the top strategies for email and social media integration?
- What is the most effective way to grow email lists?
- How can new opt-in tactics deliver a lift in subscribers?
- What are the most significant challenges to email marketing effectiveness?
- Why email remains a killer app?
- How do you create contagious content?
- What are the three dimensions of list growth tactics?
- How can you develop and keep quality lists?
- How do you execute an effective and engaging email campaign?
- What are the best practices for deliverability and measurement?
Who Will Benefit from the 2011 Email Marketing Advanced Practices Handbook?
Anyone who is responsible for or whose job performance is measured by:
- Improving any part of your email marketing program
- Creating high-quality marketing content and messaging
- Email integration and lead generation
- Developing and keeping quality lists
- Marketing segmentation, deliverability and measurement
- Improving marketing and sales pipeline
- Email testing, optimization and metrics
Case Studies Included in the Handbook:
- Combining email, search, social and PR for a content marketing campaign
- New opt-in tactics and welcome series deliver big lift in subscribers
- Cross-sell in confirmation emails: 111% higher conversion rate
- Email invite and Q&A format double survey completion rate: 4 steps
- Marketing down the sales funnel
- "Mind Type" segmenting lifts email donations 42.5%: 6 steps to find subscribers' underlying motivations
- Integrated SMS, social and email promo capitalizes on weather event
- How cutting a house list 95% helped double sales
- Personalized Audio/Video Flash App Grows List 10%
- Email list reactivation incentives: Gift cards vs. whitepaper vs. nothing
- Offer Test: Discount tied to minimum order size boosts sales 25%
- Behavior-based email send times lift opens, CTRs and referrals: Test and results
