Taking your email marketing efforts to the next level comes down to using the best practices and tools that work for your audience. In this webinar, learn where to best spend your time and resources to improve your results.
You’ll learn how to:
Understand your audience & what they respond to
Test your efforts to find out what works & what doesn’t
Set up key features & strategies to drive results
About our guest: Bryan Caplan is all about helping you build a bigger, better business.
A national speaker for Grow with Google and Constant Contact, award-winning CEO of Bryan Caplan Marketing, and host of the Bigger Better Biz channel on YouTube, Bryan works with entrepreneurs around the world, teaching and coaching on digital marketing topics to help small businesses grow and succeed.
About the session
This webinar focused on providing tips to improve email marketing efforts. The session was not a product demo for constant contact but rather a conversation on best practices and strategies to optimize email marketing. The session covered understanding the audience, testing efforts, setting up key features and strategies, and more.
Key speakers
- Stephanie French, Senior Producer for Webinars at Constant Contact
- Brian Kaplan, CEO of Brian Kaplan Marketing
Agenda
- Understanding the audience and their preferences
- Discussing how to test marketing efforts and look at results
- Setting up key features and strategies to drive results
- Introduction to guest and Q&A session
Takeaways
Understanding your audience is key to successful email marketing
In this webinar, the speakers emphasized the importance of understanding your audience in order to craft successful email marketing campaigns. They stressed that emails should reflect the needs and preferences of your audience for better results.
"In order to get results, you need to make sure you know your audience. If your emails can reflect the needs of your audience in your preferences or their preferences, you can expect to see your results to better benefit your business."
The speakers also suggested using tools like Google Trends to understand the relative popularity of different terms and using this knowledge to craft more effective email subject lines. "What it does is it gives you the relative popularity of different terms. So, for instance, if we have any pizza shop owners, you might be considering, you know, adding a new menu item or highlighting a menu item.”
Testing and reviewing email results are crucial
The webinar also highlighted the importance of testing different aspects of email marketing campaigns and reviewing the results to understand what works and what doesn't. The speakers discussed the value of looking beyond vanity metrics like open and click rates, and instead focusing on conversions and engagement.
"When you're sending emails, you're going to get a wealth of reporting information and that should be informing your future marketing decisions and improving your results."
Furthermore, the speakers stressed the importance of sending emails at the right time to maximize engagement. "Sunday night, when we would send these emails, was one of our best times for driving conversions and race signups. So again, understanding our audience, we were able to help this amazing organization to make a huge comeback."
Personalization and storytelling can drive engagement
Another key takeaway from the webinar was the value of personalization and storytelling in email marketing. The speakers discussed how using the right words and telling compelling stories can help catch the audience’s attention and drive engagement.
"By telling stories, you kind of are giving them a glimpse into who you are. Who's the person behind the curtain running the business?” He further added, “The more personal we can make these stories, not, you know, to the point where it's like TMI, too much information, but personal enough so that you feel like, you know, the person writing.”
Insights surfaced
- Understanding the audience and their preferences is crucial for effective email marketing.
- Testing marketing efforts and looking at results can help in understanding what works and what doesn't.
- Setting up key features and strategies can help in driving results.
- Resending emails to those who didn't open can be an effective strategy.
- Using a welcome email can help in driving engagement and starting a relationship with subscribers.
Key quotes
- "Beyond the basics, it really comes down to doing the right things for your business, your audience."
- "We're going to talk about setting up some key features and strategies that will help you to drive results."
- "We're going to cover both of those today and we definitely have a few strategies that will help you try to tweak that engagement."
- "We call an open, an open rate a vanity metric. So definitely we want to be looking at clicks and engagement instead."
- "In order to get results, you need to make sure you know your audience."
Use Sections to Build Email Campaigns Faster and Improve Engagement Rates
Using Sections while designing your marketing email not only increases your own efficiency but helps you to deliver a more friendly, organized message. Check out some of the key benefits of using sections in email.
