2016 email marketing best practices - kuala lumpur marketing meetup

Email Marketing: Tips & Tricks to Increase Conversion14.04.2016

How Can I Build More Business with Email?A 2016 EMAIL MARKETING GUIDE

OUTLINE FOR TODAY’S WORKSHOPEmail Marketing Session

• The Greater Context• The Bottom Line: Why It Matters• Usage Stats

• Tips & Tricks• 6-Stage Process• Stage-by-Stage Best Practices

• Samples

• Conclusion• Additional Resources

THE SENDER OF TODAY’S TALKCredentials for the Speaker

15 Years of Hands-On Marketing Experience

Nikki Johnson

LinkedIn Profile: linkedin.com/in/nikkijohnsonhqo

> VP of Copywriting - Hotel / Travel Marketing Agency• TIG Global – Washington, DC

> Founder / CEO / President - My Own Three Companies• HQO SEO, LLC – Washington, DC

• Copywriting / SEO consultancy for small and medium-size businesses

• Plugin Group – Washington, DC• White-label marketing services / partnership with ad agencies

• Galileo Tech Media – New York, NY• Data-driven marketing for Fortune 500 brands and enterprise companies

> Marketing Director - Multilingual, International Firm• Binary.com – Kuala Lumpur / Cyberjaya, Malaysia

A QUICK WORD FROM OUR SPONSORMany Thanks to Binary.com for Hosting This Email Workshop

Now Hiring Like Gangbusters!> Careers Page:

• https://www.binary.com/careers?l=EN

> Open Positions:• https://www.binary.com/open-positions?l=EN

> To Apply: • hr@binary.com

The Greater Context of EmailUnderstanding the Environment

EMAIL MARKETING The Bottom Line • Email marketing is big business

• $1.5 billion per year industry, as of 2010• Growing at a rate of 20% per year• Expected to reach $6.5 billion by 2018

• 122,500,453,020 emails are sent every hour [MarketingProfs, 2014]

• Increasingly more complex environment• Each user has his / her own preferences• Full range of devices are now utilized• Best practices must be rigorously tested

to optimize results for clientele of your business

2015 EMAIL MARKET SHARE

• In the past few years, mobile usage has completely overtaken desktop access!

• 2011: 58% desktop, 8% mobile• 2015: 55% mobile, 19% desktop

• A full range of devices and browsers are now used• Significantly adds to the complexity of optimizing performance

Source: http://blog.hubspot.com/marketing/email-client-market-share

EMAIL MARKETING: WHY IT MATTERS

Source: https://www.helpscout.net/list-building/

Stellar Return on Investment, When Done Right

• Email consistently provides some of the highest rates of return out of all forms of marketing• Cheap to

deploy• Easy to track /

continuously adapt as needed

INTERESTING USAGE STATISTICS• Email marketing is a serious revenue producer,

with a 3800% ROI and $38 for every $1. [Campaign Monitor]

• Email is 40 times more effective at acquiring new customers than Facebook or Twitter. [McKinsey]

• 74% of marketers say targeted personalization increases customer engagement, and generates 58% of all revenue. [eConsultancy & Experian]

• Open rate is highest when companies send two emails per month. [Database Marketing Institute]

• Emails triggered by behavior were responsible for 30% of revenue in 2014, up from 17% in 2013. [DMA]

Source: https://www.campaignmonitor.com/blog/email-marketing/2016/01/70-email-marketing-stats-you-need-to-know/

EMAIL MARKETING PROCESS

1. Plan Your Strategy

2. Collect Target Group Data

3. Set Up the Database

4. Develop the Content

5. Prepare & Send

6. Evaluate Results

6-Stage Cycle

STAGE 1: PLAN YOUR STRATEGYLook Before You Leap • Define Your Objectives, in Order of Importance

• Increase overall sales• Strengthen loyalty, trust, engagement, and sales with

each customer• Increase sales of a particular product / service• Expand size of customer base• Penetrate specific segments of customers

• Structure Your Approach to Meet these Goals• Develop content of your emails

to fulfill these objectives• Approach all other steps of the process

with these goals in mind

TYPES OF EMAILS TO INCORPORATE

• Informational / Educational• Newsletter• Blog Post / Ebook / Report• Video / Webinar / Multimedia Content• Update / Announcement

• Offer• Sale / Money-Driven Deal• Other Special Promotion

• Transactional / Triggered• Registration / Pending Invite• Order Confirmation• Drip Campaign

Many Different Reasons to Engage through Email

STAGE 2: COLLECT TARGET GROUP DATA Capture Receptive Customers • Make it very easy to subscribe

• Include an email-capture feature on your website

• Display it prominently

• Create link-bait content• Offer a helpful reference / multimedia content,

in exchange for an email address

• Decide upon single v. double opt-in • Based upon your needs

SINGLE V. DOUBLE OPT-IN

• Single Opt-In• Definition:

• User is added to your database right away, and begins receiving emails

• Pros: • Easier on user• Faster way to build a

list• Less lost emails • Simpler to deploy

• Cons: • Greater risk• Less respectful of user

privacy

Advantages and Disadvantages to Both Approaches • Double Opt-In

• Definition: • User receives an email to

confirm interest in further contact

• Pros: • Less risk• Better quality protection• Higher level of engagement

• Cons: • Slower list growth• Percentage of lost

addresses• More complicated to

deploy

SINGLE

DOUBLE

STAGE 3: SET UP THE DATABASE Load Up and Segment Customer Info • Build your customer lists

• Import existing lists• Create new ones, linked to opt-in forms

• Segment customers, for more targeted focus• Build out separate lists based on various

characteristics: • Relationship to your company• Interests• Geographic location / language / culture

• Allows you to deliver much more customized messaging to each set of users

COMPARE EMAIL MARKETING PROVIDERSOne Size Does Not Fit All

SCAN THE REVIEWS, AND TRY FREE TRIALSA Few Helpful Sources of Comparison from 2016 • MarketingTerms.com Price Comparison

• http://www.marketingterms.com/2016-email-marketing-service-price-comparison/

• Top Ten Reviews Email Marketing Reviews• http://email-marketing-service-review.toptenr

eviews.com/

• Business News Daily for Small Businesses• http://

www.businessnewsdaily.com/8276-best-email-marketing-software.html

• Reviews.com 3 Best Free Email Software• http://www.reviews.com/email-marketing-ser

vices/free/

STAGE 4: DEVELOP THE CONTENTCapture Attention Quickly, and Keep It Moving • Keep content short and sweet

• Less is more• Focus customer attention

• Make it engaging• Incorporate images and multimedia• Balance text and graphics

• Incorporate calls to action• Include at least two links• Spread them out throughout the message

SUBJECT LINESThe Make-Or-Break Aspect of Email Marketing • Play Around with a Variety of Styles

• Direct• Playful• Curiosity-Inducing• Personalized• Scarcity• Call to Action

• Avoid Spam Words• Consult this list: http

://www.mequoda.com/articles/audience-development/subject-line-spam-trigger-words/

• Keep It Tight• Mobile users can only see first 50 characters

SPAM TRIGGERSDon’t Get Caught • Use an opt-in process

• Use permission marketing techniques• Avoid “spam traps”

• Email addresses flagged by ISPs as no longer being used by a human

• Do not purchase lists

• Avoid spam trigger words / phishing phrases

• Use spam checkers before sending emails• Free tool: http://www.mailingcheck.com/

• Stay off blacklists, and follow up if flagged• Free checker:

https://www.senderscore.org/blacklistlookup/

TRIGGERED EMAILS Series of Touchpoints, Based on Customer Actions • Think about all actions that your customers

can take that could prompt an email response• Welcome new subscribers• Introduce educational resources• Suggest additional purchases / other actions

• Set up a series of automated emails, in response to specific customer actions

• Use this process to keep in close contact with customers easily• Remain top-of-mind• Offer assistance at all stages of the business

cycle

A/B TESTINGRefine All Aspects of Your Email Content Over Time • Create Two Versions of Each Email Deployed

• Isolate a single variable to test• Subject line approach• Longer v. shorter message• Delivery of call to action

• Take two different approaches to that specific aspect• Vary only one element at a time

• So you can pinpoint the rationale for a difference in results

• Compare Results for the Two Versions• Is there a clear difference in level of engagement?

• Apply Takeaways to Your Next Email• Isolate a new variable, and test two versions• Continuously evolve, based on what works best

STAGE 5: PREPARE & SENDCountdown to Launch • Set up your email content

• Choose a template• Prepare the content within your chosen

provider• Optimize images / graphics

• Test it appropriately• Send a test email to yourself,

to ensure that all looks in perfect order• View it on different devices and

browsers

• When all is ready, blast it out

STAGE 6: EVALUATE RESULTSKey Email Marketing Metrics • Examine key metrics to gauge effectiveness

• Open rate• Bounce rate• Click-through rate• Conversion rate• List growth rate• Email sharing / forwarding• Overall ROI

• Gather takeaways• What worked? What did you learn?• Apply these discoveries to the next round• Continue improving and evolving

2016 DIFFERENTIATING FACTORSStand Out, by Leveraging the Latest Trends • Incorporate Personalization

• Also known as “contextual emails”• Made possible through segmentation

• Add Motion• Incorporate video• Try including animated GIFs

• Be Responsive• Use “responsive templates,”

which adapt as needed to any given mobile device

Source: https://blog.aweber.com/email-marketing/4-email-marketing-best-practices-to-stay-relevant-in-2016.htm

SamplesA Few Examples of Effective Emails

Educational Email Marketing Sample

• Concise, relatable benefit of using PayPal

• Engaging use of graphics

• Conversational language

• Friendly way of educating customers

PayPal

Source: http://blog.hubspot.com/blog/tabid/6307/bid/32854/10-Simply-Awesome-Examples-of-Email-Marketing.aspx

Activation Email Marketing Sample

• Cute and simple

• Casual language

• Fun, friendly way of informing customers

Dropbox

Source: http://blog.crazyegg.com/2013/03/20/examples-retention-emails/

Informational Email Marketing Sample

• Highlighting / informing customers about the change at the top of the newsletter

• Playful, fun approach to relating important information

ModCloth

Source: http://blog.hubspot.com/blog/tabid/6307/bid/32854/10-Simply-Awesome-Examples-of-Email-Marketing.aspx

Informational Email Marketing Sample

• A simple welcome message

• Generate long-term results / engagement

Airbnb

Source: http://myemma.com/blog/article/brilliant-examples-of-brands-killing-it-with-email-marketing

Customer Loyalty Email Marketing Sample

• Simple and straightforward

• Hints at exclusivity• Makes the customer feel special

• Encourages loyalty

• Promotes sales, without being pushy

TORY BURCH

Source: http://blog.hubspot.com/blog/tabid/6307/bid/32854/10-Simply-Awesome-Examples-of-Email-Marketing.aspx

Customer Loyalty Email Marketing Sample

• Simple and straightforward

• Hints at exclusivity

• Encourages loyalty and repeat purchases

• Creates sense of urgency

HUNTER HAYES

Source: http://www.gigya.com/blog/3-examples-of-personalized-email-marketing-campaigns/

Animated Email Marketing Sample

• A very clear header

• Out-of-the-box animation

• A good way to increase exposure and engagement by sharing

litmus

Source: https://mailbakery.com/blog/25-wonderful-examples-of-animated-gifs-in-email-marketing-templates/

Animated Email Marketing Sample

• A very clear header

• Out-of-the-box animation

• Promotes sales, without being pushy

SAMBAG

Source: https://mailbakery.com/blog/25-wonderful-examples-of-animated-gifs-in-email-marketing-templates/

Announcement Email Marketing Sample

• Humorous approach

• Three points

• Very clear highlight on Call to Action Button

jetBlue

Source: http://blog.hubspot.com/blog/tabid/6307/bid/32854/10-Simply-Awesome-Examples-of-Email-Marketing.aspx

Announcement Email Marketing Sample

• Pairing sales message with useful content

• Builds branding

cotopaxi

Source: http://myemma.com/blog/article/brilliant-examples-of-brands-killing-it-with-email-marketing

Offer Email Marketing Sample

• Engages curiosity, through the use of an interesting image

• Prompts possible sales

J.CREW FACTORY

Source: http://blog.stamplia.com/buyers/best-email-marketing-examples/

MORE EMAIL MARKETING INFORMATION

• Vero – 40 Tips for Dramatically Better Emails• http://www.getvero.com/resources/guides/email-marketing

-best-practices/

• MailChimp – Email Marketing Field Guide • Online Version:

• http://mailchimp.com/resources/guides/email-marketing-field-guide/html/

• PDF Version: • https://static.mailchimp.com/guides/email-marketing-field-gui

de/package/email-marketing-field-guide.pdf?_ga=1.232350108.226125646.1446169678

• Constant Contact – 125 Email Marketing Resources

• http://blogs.constantcontact.com/email-marketing-best-practices-2/

2016 Resources to Explore in Greater Detail

ADDITIONAL MARKETING RESOURCES From Your Friends at Kuala Lumpur Marketing Meetup

• Join Us for Lots More Free Workshops!• SEO Bootcamp:

• Saturday, May 14, 10 AM – 4 PMBinary.com, Cyberjaya

• Many More Marketing / IT Subjects:• Check the Calendar:

• http://www.meetup.com/Kuala-Lumpur-Marketing-Meetup/

• Follow Us!• Facebook:

• https://www.facebook.com/Kuala-Lumpur-Marketing-Meetup-203684033319402/

• LinkedIn: • https://www.linkedin.com/company/7591769

Thanks for AttendingToday’s Email Marketing Workshop!See You Next Time! Bring a Few of Your Buddies!