Email Marketing pt. 2
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FunTranscript
00:00Okay guys, welcome to Tuesday Training. Happy to see you all today. We're back with email
00:08marketing this week, part two. Before we go into today's agenda, I just want to share
00:13one update with you all. So on the Finish Strong Friday email that goes out each week
00:18between eight and nine on Friday, we're going to share with you the topic for the following
00:23training in that email, along with a link for you guys to ask questions prior to our
00:29training. This helps us gather all the material, if there's screenshots that will be better
00:35to share with you all prior to the call. We just want to make sure we answer your questions
00:40thoroughly. There were questions asked on the previous training that we will address in this
00:44session as well. Please still ask questions in the chat box. If we don't get to them, we'll
00:49just address those as well on the next call too. All right, so today we have back with
00:55us, Sam Grandy, not Grande, like I said last week, Grandy, Digital Marketing Coordinator,
01:03and Blair Williams, Digital Account Coordinator. We're first going to go through a spotlight,
01:09spotlight, an all-star email seller. We're going to, she's going to share some of her experiences.
01:15Then we're going to go through the questions that were asked on the previous training, go
01:19through tips for success, reporting, case study, process, and we're, we'll end with the good to
01:26know information. So first up, we have a spotlight for Lauren Henwood. We're going to share with you
01:36a video with Lauren sharing her experiences selling email marketing. We just thought, hey, it would be
01:42great to showcase someone who is selling email frequently to her advertisers and just get her feedback
01:49on her feelings about email and her experiences with her advertisers. So we're going to show you a video
01:54right now.
02:03One second.
02:17Thank you so much for having me today, Ashley. I'm very excited to be here.
02:20Um, I have been with Beasley for three and a half years and I've been in the business for just about
02:26six and a half years. Um, in terms of, you know, my style and categories that I've had a lot of success
02:32with, definitely automotive and financial are probably my top two. Um, I also do a lot of work
02:38in the home services industry. Um, a lot of work with the beers and soft drinks. Um, and I definitely
02:45have more of a customer focused style, always trying to find, you know, whatever the appropriate tool
02:51is for each customer rather than focusing on one tool and kind of siloing myself. So definitely just
02:57always trying to figure out what, what will work best for the customer and to deliver the best results.
03:02That's great. That's great to hear. And we know that you are very successful in selling email.
03:08So tell us what stands out in email that has really worked for your clients.
03:15Definitely. So the number one thing for me is just how easy it is for customers to understand.
03:22Most of our advertisers, if not all of them are already deploying emails to an in-house list that
03:27they've developed and created over the past several years. So it's something that they're familiar with
03:33and they really understand. So walking them through the premise of how this tool works and how it's
03:38designed and what the reporting looks like is something that they already get. So, um, just kind
03:44of explaining our email product as an extension of what they're already doing and prospecting a new pool
03:50of people. Um, it's something that I think really differentiates us and just makes email marketing a
03:55really simple tool for them to understand. That's great. And you have many clients right now
04:01that you have email solutions for. So tell us, is there one that stands out that has been most
04:08successful? Definitely. So one email marketing case study that, uh, really stands out to me in my
04:16career is an automotive dealership. Who's actually no longer on with me. Um, he ran a series of six
04:22emails over six months. So one email per month. Um, he had over 50 matchbacks over that six month period.
04:29So it consistently built over the six months in the first month, they had three matchbacks. In the
04:35second, they had eight and 12, then 18 and then nine. So, um, it's a really great success story
04:42because it just shows you that if you can earn an advertiser's trust and let them, you know, truly
04:48invest in your email marketing platform, you can deliver incredible results and ultimately show them
04:53that you are targeting exactly who they need to be reaching and deliver, you know, 50 sales over a
04:59six month period, which is pretty amazing. Is there a time that you've had that email marketing just
05:04didn't work? Yes. Um, it was definitely a learning moment for me early in my career and I sold a one
05:13month to deployment email program to a local automotive dealership. And, you know, it was just one of those
05:20situations where I was young in my career and I didn't really have a extensive conversation with
05:28the owner of the dealership about expectations. And he expected one thing and we delivered another.
05:33Um, and as you guys know, with email marketing, frequency sells. So I will never sell a one month
05:40email program ever again and definitely learn my lesson. You know, we talk about this a lot on these
05:44Tuesday trainings. The hardest part about what we do is tying everything together. How do you tie email
05:50marketing together with everything else that we sell? Definitely. So I always position email
05:57marketing as just simply part of the package. So I have a great example of a local credit union that
06:04I work with. It's a membership based credit union headquartered in Philadelphia and they buy several
06:10different flights throughout the year. And with each flight, I simply build in two emails and a
06:16hundred thousand Omni impressions into each one of those flights. So it's part of the package. They
06:21don't question it. They just simply think it's part of the program. Um, and we are actually the only
06:27partner that they use for their email marketing. So, um, I think just kind of positioning it as part of
06:33the entire package and not really positioning it as an add on has been key for me.
06:38Yeah. This whole conversation with you is very beneficial to a lot of people just to hear from
06:44someone who's comfortable selling email and knows how successful it is based on reports and based on
06:51feedback and is confident to recommend it in most proposals. So I appreciate you doing this with us,
06:58Lauren, very much. Yeah. Thank you for having me. It's, um, like I said, it's a simple, easy tool to sell
07:04and it's easy to understand. And, um, I think it's something that all of our advertisers should be
07:08doing if they have the budget to do so. Awesome. Lauren, thank you so much for all of that.
07:19I know you're out there. I appreciate you, uh, participating in our Tuesday training and I would
07:25love to do this more often. I think it's great. We can learn from each other here, not just, um,
07:31have a presentation every week, but really, you know, get feedback, feedback from people in the
07:36field. So I'll be reaching out to people who want to participate into the, in these Tuesday
07:41trainings, but thank you, Lauren. Thank you. Okay. Next up, we have questions that we, that were asked
07:51in the last session. The first question we have is the difference between single opt-in and double
07:58opt-in. The only difference in double opt-in is the user takes an additional step to confirm their
08:05email address. So let me give you an example. There are many ways to collect data. This is just one
08:09example. So let's say I'm a consumer and I'm on the Home Depot website and I am purchasing something
08:15on Home Depot. At the end of my transaction, there's a little check box that I check that says I would
08:22be willing to receive promotions from local contractors. When I'm, when I complete my transaction,
08:28I am now single opted in. I'm a single opt-in user. Later that day, I check my email from Home Depot
08:36and it's an email wanting me to confirm my email address. Well, once I confirm my email address,
08:41I am now double opt-in user. Our database has both single opt-in and double opt-in together.
08:49So that's the difference there. I do have screenshots that I could share. So if you guys want screenshots,
08:55reach out to me. Next slide, Kim. Spam blockers. Okay. People do use their most used email address for
09:05spam. How do we know our emails we sell clients get through these kind of spam blockers?
09:11All right. First, it's important to note that our current ESP, email service provider,
09:17platform technology detects three things. An email was delivered, an email was opened,
09:22and a URL was clicked on. First, if an email is blocked via hard or soft bounce, we resend to a new email
09:33address. We cannot guarantee 100% inboxing, but we can guarantee 100% delivery. So what do we do to try
09:44and make sure the emails go into an inbox rather than spam? Well, we optimize around aspects such as
09:52subject lines such as text to image ratio and a number of other things to increase the probability of
09:59it going into the inbox rather than spam. This is a good nugget to keep in the back of your mind. If any
10:06email service provider claims they can guarantee 100% inboxing, that is most likely inaccurate. So keep
10:13that in your mind when you're trying to sell against another ESP.
10:16Last question, UTM codes. Why are UTM codes slash query strings important? Well, first,
10:26we set up these for clients to make it easier to track through third party. There are a lot of
10:31advertisers, as we know, and we spoke about that use Google Analytics to track all of their online
10:36metrics. UTM codes help us get credit for all the business and traffic we're driving. We've mentioned
10:42this before, but third party tracking will never match up 100% with our reporting for a number of
10:48reasons. So go into it knowing that so you're not caught off guard. All right, next up, I'm going to hand
10:56it off to Sam. Thank you, Kimberly. Apologies, my neighbor is mowing their lawn. So if you hear that,
11:09I am deeply sorry. So hello again, tips for success. I'm Samantha Grandy. I am the digital marketing
11:16coordinator on the corporate digital team. And I'm just going to go over a couple things that will be
11:21helpful for your email marketing campaigns. Next slide, please. Again, so tips for a successful
11:31campaign. So mobile friendly is a must is our first one. All of our emails are mobile and desktop friendly.
11:39So this isn't something that you guys really need to worry about happening. It's already happening on the
11:44back end, but it's good for your clients to know. Repetition. So repetition is super important in any type
11:53of advertising. Obviously, you know, it helps you stay in that forefront of a consumer's mind. But we also
12:00don't want to overdo it, right? So we don't want to create customer fatigue. So we want to make sure that
12:06we're sending no more than three emails a month. And typically, like, let's say you sell 100,000 emails a month,
12:14I would split that up between 50,000 and 50,000. Next one, subject lines matter. So I'm going to get
12:22into a little bit more of this down the road. But we want to avoid spammy words like free, last chance.
12:30And we want to make sure our subject lines are between 28 and 50 characters. It's kind of the sweet spot.
12:37And then know your audience. So your creative should be relevant, reader friendly, and provide value.
12:44Next slide, please.
12:52So targeting strategy. So it's important to think about your targeting strategy here.
12:57If you want to keep clicking through, Kim.
12:58Yeah.
12:58Okay, perfect.
13:04Perfect. So we determine this essentially when we are deciding the count. So once you guys get your CNA
13:12and you ask for proposal requests, this is when I'll come into a system and figure out who is going
13:17to be our best target market here. So we want to think of questions like, what is this product or
13:23service that they're offering? You know, who is going to benefit the most from this product or service?
13:28And that's how we determine who we're selecting within the account. So for example, let's say like
13:34McDonald's is our client. We probably don't want to select diet or weight loss in our account.
13:40We may want to select other things that make more sense for their business, maybe frequent travelers,
13:45people that enjoy dining out, things like that. Next slide, please.
13:54Yeah, just go ahead and click through. Sorry.
13:57So subject lines matter. So subject lines with the highest open rates are descriptive,
14:02yet simple, and again, are no more than 50 characters. Again, we want to avoid words like free,
14:07last chance, special characters, and using all caps. And we want to focus on customer benefits. So
14:17if it's a luxury shopper, we're going to want to focus on quality. If it's a budget shopper,
14:21we're going to want to focus on value and savings. And again, subject line variables can either raise
14:28or lower these open rates are going to be the length, the keywords. I also included emojis in here.
14:36We recently had a call with their email vendor and they said, you know, if an emoji makes sense for
14:42your business, go ahead and throw it in there just because it catches the user's eye and can
14:47increase those open rates. But we also don't want to go overboard with those. And then personalizations.
14:53So we can add like a little code into your subject line where we can put the person's first name or
14:59the last name or Mrs. Grandy. And again, that's just another thing that attracts someone's eye when
15:08they see their name in their in their email inbox. Next slide, please.
15:14And this is just another example. We want to make sure we're having compelling offers. So
15:22like this example right here, they get $100,000 or not $100,000. Geez, that'd be great.
15:28$10,000 signing bonus if they come on as an RN. And then for this one, they were talking about saving
15:36money on quality plumbing services. And you'll see here, all these open rates are over 10% and all
15:43the click through rates are over 2%. Next slide, please.
15:52So open rates by day, the optimal days to deploy email campaigns are going to be Mondays and Wednesdays.
16:00And this is when we typically deploy most of our campaigns. It's not when we deploy all of them.
16:04But if we can, we would suggest doing that. And again, that's just based on historical data from
16:10what we've seen in the past. And one other thing to keep in mind is holidays. So let's say the 4th of
16:18July falls on a Monday, we probably don't want to deploy it on a Monday because people are busy having
16:24fun and not looking at their email. But we also probably don't want to send it right before the
16:30holiday either because again, people aren't focusing on that. They're getting ready to go on vacation and
16:35maybe finishing projects up at work. So we might want to send a couple days after a holiday ends.
16:42Next slide, please. So open rate by hour. I know I get a lot of questions on what time is my email
16:51going out. So the best time to send emails are going to be at 9am and in the evening around 6pm.
17:00Again, you know, there's other variables that come into play depending on when we get approvals and
17:05things like that. But again, these are going to be the best time to deploy your emails. Next slide, please.
17:12And so good to know. So we just want you guys to be aware of some of the exclusions and
17:22sensitive advertisers that come into play with email marketing. And we typically see this across
17:27the board with, you know, our targeted display and other avenues that we work through. Now we can
17:34partner with these sensitive advertisers. Obviously, we send political emails. I've seen a couple plastic
17:41surgery ones before, but we want to make sure they're all following the correct policies and
17:48making sure there's no nudity. You know, we're making sure we're not sending out emails to people
17:52that are under 21 if it's liquor, things like that. And if you guys ever have any questions on,
17:59and this might be good, it might not be, you can always send me or Blair an email and we can check
18:03with our vendor to make sure it's good to go. And that's it. All right. Hi, everyone. Hi again.
18:15I know we talked two weeks ago. Again, I'm Blair Williams. I'm part of the corporate digital team
18:19as well. I'm based in Tampa, and I'm going to be going over the results reporting and process today.
18:25So the overall process, as Sam mentioned, after we get our accounts selected, make sure we have that
18:35audience, make sure we have enough impressions to deliver. So once we hit that threshold, say we
18:40want to send 50,000 impressions, we meet that threshold with our accounts. We got that all figured
18:45out. Our next steps would be to fill out the media request form, the email portion of it, and basically
18:53fill out all the information. It's very, very easy. You just fill out pretty much every single
19:02information that's in there, go through that, put the creative and content information in there as well.
19:10When you do submit this media request form to the team, make sure you submit it at least seven days,
19:17seven business days prior to the deployment. This just gives us time to get the order submitted and
19:23go back with the creative revisions and whatnot. And then the overall reporting recap will come to you
19:3110 days, 10 business days after the deployment. This is just for email though. So if you do have
19:38retargeting display or omni display, those will come later on. It just depends when, when those
19:46specifically end, but 10 business days you can definitely receive after deployment, you will
19:51receive the email recap report. So for the creative process for this, this slide is just to make
20:01everything a little bit simple and show you just a simplified process. We do kind of choose from a
20:07template when we do have new creative. Of course, the client can provide their own creative and their own
20:12banners, which makes it obviously much easier. We listed the banner sizes on this slide as well. So
20:20when you do have the client that wants to provide their own banners, the sizes are shown. So you will
20:28know exactly what to tell them what to provide. But when we do create the process, when we do create the
20:34email from the beginning and need to start from new creative, we usually start from a template.
20:42We have, you know, you can choose from one of the templates, you can simplify the template. So it
20:47doesn't have to be exactly what is shown with the templates, you can take out images, you can take out
20:53a copy box. So it doesn't have to be exactly the template that you see, we can simplify it, we can,
20:57you know, kind of work from there. But it's always easier to start from one of these templates.
21:02You can see that it's a $150 email creative fee. And when we do create new creative for an email,
21:10it does take five to seven business days. And this doesn't include the revision process.
21:16With new email creative, we ask that you provide images, the copy, click URLs, etc, pretty much
21:24everything that we need to, you know, build out the email creative. So it makes our job easier,
21:31it will make your job easier. So you don't have to go back and forth with the client.
21:34If we just get everything up front. So if they have specific images, specific
21:39copy, they want to use a specific offer, we ask that you provide all of that upfront. So the whole
21:47creative process will be much easier, and we don't have to go back and forth with a bunch of revisions.
21:51So yeah, that's pretty much that. The results, the main, you know, the main thing that we want to
21:59point out that Sam already mentioned, our average open rate is 10 to 15%, which is pretty good. And
22:05the average CCR is usually 2% as well. So that's what we, you know, we pretty much guarantee that
22:13with all of our emails. If you want to go to the next slide.
22:19So making sense of the data. So this basically, we just kind of want to tell you that, you know,
22:24this is real-time reporting. And yeah, there you go. This is real-time reporting. So
22:31we are gathering, we do like that 10-day window after we provide you the report because,
22:37you know, we are gathering our data and clicks and whatnot still 10 days prior to, I mean,
22:43after deployment. So it is real-time data. Your client will get measurable information and all
22:51the data is up to date. So go on to the next slide. And this should have the email campaign results.
22:58Yep. So this is just a example of a email and display campaign that went out earlier this year
23:07in May of 2020. So we provided something that was, you know, during this year, we want to keep it
23:14relevant as possible. So when you do receive the report, this is basically what you will see.
23:20All the reports will look the same. So we'll give you the email creative and then we'll show you the
23:27target audience and then the subject line. And then pretty much all the data that's shown underneath
23:31there. You can see that this one had an open rate of 14.64%, which is, you know,
23:37um, we guarantee the 10%, but this one was way higher. And then we had the, um,
23:43the 2.22% of the clicks. So it's just, you know, this was, this one was, um, a very successful
23:51campaign, but we do always guarantee that 10% open rate. Um, then we always show the top three
23:58URLs of what was clicked the most within the email. Um, we'll give a description of
24:05pretty much, um, what image or what area was clicked. And then we'll give you the amount of clicks
24:10and then the percentage of the clicks. And then for the display results, if your campaign does have,
24:15um, display, we'll get, we'll put some creative on there. We will put the dates and then the
24:23impressions order, um, the total amount of clicks and the CTR right there. So this is pretty much
24:27what your, your report will look like. Um, again, we wanted to keep it relevant. So this was a campaign
24:32that was successful and was for during this year. So yeah, I think that's pretty much it. Thank you.
24:39Thank you, Blair. Thank you, Sam. A lot of great information. So the last two weeks we have gone
24:45over email and I just want to summarize what some of the, some of the things we've shared first email
24:51marketing, the big six, why is email marketing important? It's a complimentary activity. It's
24:57permission based, it's targeted, accountable, cost efficient, and it's effective. Having data allows
25:05us to target the right audience at the right time and our data is safe and reliable. We can target
25:13geographically, interests, behaviors, demographics, and firmographics. Once we send the email, we can
25:22then retarget via display, display ads, redrop to openers, clicks, clickers, or lookalike audiences.
25:30And we can purchase a postal list. How do we approve ROI? Well, we have matchback reporting analysis and
25:38we have UTM codes and our average open rate is 10 to 15 percent and our average click-through rate is 2 percent.
25:48Last thing I want to share with you guys is the good to know information. Last week we talked about
25:54our FUSE enhancement around start dates that will automatically reflect turnaround times.
26:01For the pods, social sales, and the creative team, this will be in effect starting tomorrow throughout
26:08September 23rd. It'll all be launched for all teams by September 23rd, so look out for that.
26:14And just a reminder, when you have an urgent request, submit a FUSE ticket first with all required
26:20information and then work with your DSM or DSS to complete the urgent request form. And someone on
26:28the team will get back within three hours to discuss next steps. Just make sure that the team has
26:33everything they need to work on the urgent request, of course. And that's all we have this week, guys.
26:42Of course, you could go to Academy, find the recording of this session. I'll send the recap email tomorrow
26:47with the link to the recording. And then on Friday, you'll see the topic for the next week and also
26:54a link to request all of your questions there. If you have additional questions before that,
26:59reach out to me and I appreciate you guys tuning in this week. Thank you so much. Bye.