Issue 06: From good to great Mail Chimp heart suit Agencies link graphic From good to great: how to be an elite email marketer ISSUE 06 How does a pretty good marketer become a really great one? What separates the 90 percent who can create perfectly fine email campaigns from the 10 percent who consistently succeed? Take link Rockhouse Partners , for example a Nashville based marketing agency that creates email campaigns for event properties. Rockhouse helps its clients in several ways: strategic planning, online advertising, social media, SEO, website optimization, and more. But email is by far the most profitable marketing channel for Rockhouse’s clients including NASCAR, Churchill Downs, The Music City Bowl, and 100 other concert and event venues. In this email and the 3 to follow, we’ll pull back the curtain on how Rockhouse takes email marketing to another level. The story of Rockhouse Shortly after founding Rockhouse Partners with 2 others in 2009, Joe Kustelski visited Mail Chimp in Atlanta. He was looking for the right email marketing solution a tool his team could use to create campaigns that would consistently sell out events for Rockhouse’s clients. Two years and countless successful email campaigns later, Kustelski and his partners sold Rockhouse to the web based ticket service provider Etix. Rockhouse’s core competencies are strategy, data analysis, and measurement. But according to Amanda Severs, Rockhouse’s current director of client services, Mail Chimp is the agency’s secret weapon. It's easy to create mobile optimized, concise, and compelling templates that are highly focused on conversions, she explains. Aiming high in a high stakes market Rockhouse lives in a fiercely competitive world one where there’s no hiding from a failed marketing effort. If a client’s event fails to sell out, revenue is left on the table. Email marketing is Rockhouse’s marketing weapon of choice, but being properly armed is only half the battle. To be effective with email, one must know how to use it. According to Severs, it starts with mastering 3 basic categories: segmentation, personalization, and automation. Typically, new Rockhouse clients are in need of help with all 3. They’re often sending very similar types of campaigns to their entire list on a regular basis, Severs says. You want to be able to craft content that’s relevant to your recipients. Smart segmentation lets you do that. Personalization is equally important to reaching prospects in a powerful and relevant way. One way this is accomplished with Mail Chimp is merge tags. Personalizing emails not just by names, but according to their past purchasing behaviors, for example, gets you a much higher engagement rate, Severs says. And putting some fairly simple automation practices in place can tip the scales dramatically in your favor. Just sending an automated welcome email to new subscribers can lead to significantly large revenue increases, she says. Unlabeled graphic To get missing image descriptions, open the context menu. Personalizing emails not just by names, but according to their past purchasing behaviors, for example, gets you a much higher engagement rate. UP NEXT 07 Severs and her team use the above tools to be uncommonly effective email marketers. The results keep their clients happy and the competition at bay. In the emails that follow, we’ll dive deeper into the details of exactly how they do it. Thanks for reading! KEEP READING link Rockhouse on successful retargeting Unlabeled graphic Unlabeled graphic d 3daf 0a 5 05d 3 4936 b 4df e 6f 876… KEEP READING link Rockhouse on an automated email gone wrong link graphic Copyright 2001 2016 Mail Chimp registered , All Rights Reserved. 675 Ponce De Leon Ave NE bullet Suite 5000 bullet Atlanta, GA 30308 USA link View this email in your browser. link Contact Us link Terms of Use link Privacy Policy link Unsubscribe