How to create the best email marketing content strategy

Transcript: Good morning uh first and foremost really quickly just want to create some context how many people in this auditorium have no idea who I am raise your hands that hurts actually if we can keep the lights on that be amazing I'd rather see the faces I figured that was the case so I'm going to take a few minutes to give you context of where I come from and then we can go into the the spiel and then I guess we'll do some Q&A I was born in Belarus in the former Soviet Union I came to America when I was three years old and I was extremely poor as you could imagine my family lived in a studio apartment in Queens New York with a with eight family members my dad got a job at a liquor store getting paid $2 an hour and that's where our American dream started he eventually saved up all his money over five years and bought a small liquor store in New Jersey which is where we moved where I grew up I was always a business kid salesman selling lemonade baseball cards whatever I could do to make money... See more →

Key quotes:

• "We use other marketing tactics to reach out to parties not yet in the awareness or consideration phase.” Tonya Bruin, CEO of To Do-Done 6) Leverage the latest trends“With digital, there’s an increasingly smaller window between ‘bleeding edge’ and ‘everybody’s doing it.’ For example, customers already expect emails to be more personalized, segmented, and easy to read than they were, say, a year ago."
• "Ensure sure each email has a purpose — maybe it’s to build brand awareness, let your audience know about a new product, or to drive traffic back to your site."
• "ELOQUII personalizes and tests subject lines, content modules, regional and merchandise preferences, etc all in the vein of trying to increase inbox relevancy for each customer and generate incremental revenue and/or LTV."
• "A great reactivation campaign consists of four touch points over a 12-month period including messages like “we miss you!” and some sort of offer or incentive for the customer to re-engage."

Key quotes:

• "I am sure you have all dealt with a similar type of email marketing because you are busy modern people who have no time to waste on useless communication."
• "Use all the information that you have gathered about your contacts through progressive profiling, surveys or speaking to them to help you plan and create the type of email campaign that will catch their attention."
• "Before I open the email in my inbox I try and imagine myself as one of the people the email is targeted at (this, of course, requires you to have a very good idea of who your target audience is which is where buyer personas and insights about your existing contacts come in handy)."
• "There is no need for me to tell you that whether someone will open your email depends a lot on the subject line and the preview text you have created for this email."
• "Consider what device your audience is most likely to open the email on and optimise your Calls to Action for mobile reading to improve their experience and your click-through rates."

Key quotes:

• "This approach to writing emails will set you up for a more personal (and higher-converting) experience, because each element moves the reader through a story and a purpose.” “The best marketing strategy ever: CARE.” — Gary Vaynerchuk Your Content should be helpful, educational, relevant and entertaining."
• "Earn = Educate + Entertain Steve Arnold, Founder & CEO of MarketHub shared his words with me: “If you want to improve the odds of getting your messages delivered to the primary inbox of your audience, make sure you’re only sending messages to people who are likely to engage with them."

Key quotes:

• "A welcome sequence communicates your brand story, your “why,” and what to expect in terms of product, content, and offers."
• "Your welcome email is their first encounter with you, and if they’re feeling your vibe and brand from the get-go, they’ll likely be a rabid fan and customer."
• "§ End with: Let them know you have one more email left for them (and hint that it’s FULL of goodies made just for them) and link to other places they can follow you online if it makes sense! When people join your email list, they’re telling you that they’re interested in what you have to offer and they’re inviting you into their inbox."
• "You should be spending just as much time (if not more!) crafting the actual subject line because if you don’t get your customer to open your email, they won’t see the contents."
• "What is the one most important thing you want them to do based on the email you’re sending? Follow Val (or sign up for her newsletter), because she frequently analyzes emails from small businesses and start-ups as “tear-downs” and gives critical feedback."

Key quotes:

• "Furthermore, 40% of them said that email newsletters are important to the success of their content marketing strategies."
• "HANDPICKED RELATED CONTENT: A well-crafted email marketing strategy can help you drive conversions and boost your revenue."
• "It’s evident that a good email marketing strategy can make you more money."
• "To craft a successful email marketing strategy, it’s important to send emails to your target audience."
• "HANDPICKED RELATED CONTENT: Once you have your email list, segment it based on relevant parameters."
• "Segmentation is at the core of any successful email marketing strategy."