1. Marketing

2. LESSON OVERVIEW
In this lesson we will go over marketing and how to create effective marketing campaigns to get the highest amount of conversions.
We will learn how to utilise tools out there like Mailchimp.

3. Email Marketing can be more effective than social media
If done right, it can be up to 40x more effective
2.5 Billion Addresses
The numbers are higher, more likely to get conversions.
The most personal type of marketing.
Reliable data – subscribe lists

4. Define your email goals.
Do you want to:
Increase sales
Drive Traffic to website/store
Increase event attendance
Generate more data through referrals

5. Check your competitors’ email
Have you signed up to your competitors mailing lists?
Check to see what kind of s they are sending out, see if they are specific to you or generic.
Note the content (relationship building or goal oriented), time they were sent and who (see if you are part of a segmented list) – After a few months you’ll notice a pattern.

6. What type of email are you sending?
Newsletter? – brand awareness, habitual communication, different types of content
Digest? – based around a list of links
Dedicated? – Focused on one single topic
Lead Nurturing? – Keeps leads up to date and works to convert
Transactional? – order confirmations, login info, thank you s etc.

7. Write a good subject line
Firstly look at spam s – try and avoid anything that looks like their subject lines.
A subject line must be under 50 characters: aim for 20 – 30 characters for highest conversions.
Appeal to readers – what would entice them
Look at competitors subject lines

8. Task 1: Look at your inbox – analyse subject lines and the s you have received from companies (eg. Groupon) (10 minutes)

9. Task 2: Write your own subject lines (10 minutes)

10. Task 2: Sign up to subjectline
Task 2: Sign up to subjectline.com and input your own subject line, amend until you get a score out of 100.

11. Timing your s
s get the best result within an hour of being delivered.
Think of your target audience – what time would suit them?
Usually s are noticed more in the afternoon.
Top click hours are: 8/9am & 3/8pm
Top open hours are: 8/9am & 3/4pm
Think Timezones

12. Don’t… SHOUT AT YOUR CUSTOMERS Make grammatical mistakes
Have a vague subject line
Exclude unsubscribe options

13. Avoid Spam Title your email Good Spelling
Always send a plain text alongside
Try to avoid words and phrases like (especially in the subject line):
Dear Friend, Free, No obligation, No Risk, Click here, Order now, No catch, Money Back guarantee, Click to be removed,

14. Integrate Social Media
Include social sharing abilities within your to extend reach – depending on the type of you create, this could be very effective.

15. Make your email responsive
~64% s are opened on mobile.
Luckily mailchimp is automatically responsive!

16. Creating your list
On your marketing channels you’ll need to build a list of subscribers to send your to.
Create an obvious subscribe form
Use incentives
State the benefits of signing up

17. Creating your list

18. Content
Remember the 60:40 rule – 60% Text, 40% Image

21. Task 2: Plan an – consider: subject line, content (images, text), CTA’s etc… Sketch out the layout, use moqups or use word to place the content.

22. Choose your Tool
For this lesson we are going to use mailchimp. If you decide mailchimp isn’t for you, have a look at:
Mailingmanager, on Acid, Campaign Monitor, Litmus, Sendy or google marketing and choose for yourself.

23. Using Mailchimp

24. Task 3: Use Mailchimp to build your and send your to me : (30 mins)