Email Marketing and Optimization
Love it or hate it, email marketing is still one of the highest ROI advertising tactics you can use (Up to 44:1 return according to Campaign Monitor). I choose to love email! It’s extremely versatile, low cost, high converting and can benefit from automation - if you know how to set it up correctly.
There are so many ways email can fit a role in your organization:
Lead generation
Soliciting product reviews
E-receipts
Post-purchase care and upsells
Appointment reminders
Loyalty programs
I’m of the mind that practically any business can benefit from an active email strategy, you just need the right mix. When working with a brand, I help plan a posting strategy, come up with content, measure results, grow subscribers and plan trigger campaigns.
How important is email marketing to you?
Nearly 80%
of businesses say email marketing is important to their strategy.
Less than 10%
of small businesses outsource their email marketing.
More than 50%
of businesses send an email at least once a week.
Information provided by AWeber 2020 Small Business Email Marketing Statistics.
Where I Can Help
My experience in email spans from the technology to the content. I can help source an email service provider, assist with integration, create automated strategies, consult on design and build a roadmap for growth. The companies I’ve helped range from small local Edmonton startups to billion dollar, national brands.
Technology Planning
Looking to set up a new program or change platforms? I will help source different email solutions based on your ambitions and budget. There are some amazing low-cost solutions, but there’s a trade off with functionality. Through conversations about your business, I will make recommendations and help implement the right fit for you.
Subscriber Growth
If you have a program that has stalled in subscriber growth, I will consult on tactics to drive this number up. There are passive techniques, advertising opportunities and physical marketing spaces to promote your program. I will also help develop a value proposition for your program to push higher adoption and retention.
Content Strategy
An email list is a high-value point of leverage for your business, it needs a strategy to ensure you maximize the value and longevity of your subscribers. My experience has spanned numerous industries and lists over a million subscribers; I know how to develop a content strategy to keep your list providing value while minimizing unsubscribes.
Open and Clickthrough Optimization
Seeing the stats that over 77% of business have an click rate less than 10% speaks to how difficult it is to break through in email. I’ve worked with program with over 45% open rates and over 15% click rates because of how focused we were on optimization. Subject lines, call to actions, graphics; these are all critical aspects of email success.
Automated Campaigns
One of the greatest strengths of email is the ability to automate. This can be post-purchase follow ups, abandoned cart reminders, product upsells and specific life-cycle plans. Having worked with major retail chains, I understand how to build smart programs that target customers effectively and drive action.
Expert Advice: Content 101: Email Triggers and Automation
A quick cheat-sheet of different automated campaigns you can get started with right away.
Sales Cycle Planning
I can work with you to plan out the entire flow of the customer journey and where email fits in. It’s easy to overlook the value of email just because so many of us are bothered by spam. But when email connects with intent, it’s value can’t be overstated. I coined the term customer graduation a number of years ago around building a customer loyalty program using email that spanned years into the post purchase. Some products naturally have a path of follow up. Product care, upgrades, servicing; these are all relevant offerings that email is perfect to support.
Want to have your email program audited?
A quick 15 minute discovery will provide clarity on how I can help you get started or take your email marketing to the next level. I have started programs from scratch and managed email lists as large as 1.3 million subscribers. I’m based in Edmonton, but working with teams around the world. Together we’ll take your email program to a new level.
Is your email program performing?
More than 77%
of businesses have an average click through rate below 10%
Less than 7%
of businesses have an email list over 50,000 subscribers.
Information provided by AWeber 2020 Small Business Email Marketing Statistics.
Outsourced Email Marketing
The data shows that businesses care about email marketing, that most prefer to do the work themselves. We can also see from their performance that there is plenty of room for improvement. If it matters and it can be better, it’s time to ask for help!
When I work with customers, I take time to understand your unique needs and set measurable goals for improvement. My approach is also about education so that when the time is right, bringing the work back in house is simple. Whether you’re located in Edmonton like me or abroad, I can consult on the right tactics to elevate your program.
Email is amazing in that it’s so easy to outsource and measure performance. So why wait? Get in touch and let’s find a way to elevate your email program.
