effective email marketing as presented at eduweb 2011

Effective Email Marketing

Christopher S. Penn, Director of Strategywww.WhatCounts.com

PLAYBILL

Understudy Notice

The part of DJ Waldow will today be played by Christopher S. Penn.

No Pre-Conference Vendor Email Ad?

Why WhatCounts?

Flexible Deployment Options

Dedicated Account Model

Campaign Production Services

Video Enhanced Email

Lifecycle Marketing

www.WhatCounts.com/eduweb

Fair Warning

social social social social social social social social social social social social social social social social social social social social social social social social social social social social social social social social social social social social social social social social social social social social social social social social social social social social social social social social social social social social social social social social social social social social social social social social social social social social social social social social social social social social social social social social social social social social social social social social social social social social social social social social social social social social

Why email?

$43.62

Prerequisites

Email marketing without

a goal is like driving

without a destination.

Audience

Prospects

Leads

Customers

Evangelists

You have a funnel, yes?

You have analytics, yes?

Google URL Builder

Concepts

Find: Audience

Acquire: Prospects

Convert: Leads

Grow: Customers

Retain: Evangelists

Audience

Prospects

Leads

Customers

Evangelists

Marketing

Sales

Audience

Prospects

Leads

Customers

Evangelists

Marketing

Commitment

Audience

Prospects

Leads

Customers

Evangelists

SocialSearch

Advertising

Email

Audience

Content

80

Audience

Content

80

32,21432,214

32,21432,214

32,214 Audience

Content

80

32,21432,214

32,21432,214

32,214

107

Audience

Content

Content

Conversation

Email Conversion Sale Conversion

socialloop

conversationloop

marketingloop

5 Things Every Email

Marketer Wants

audience

delivery

opens

actions

metricsmore

audience

delivery

opens

actions

metricsmore

make it obvious

733% increase in list growth

make it easy

Ask Everywhere

Text EMAIL to 77007

Free power tips for email marketing and social media every week.

Tell People What To Expect

The best source of new

audience is delighted

current audience.

The Money Button

Awesome content attracts subscribers.

http://amzn.to/kX1sEG

Feed your list with social

Feed your list with social

Make innovative stuff.

Incentivize susbcribers!

180.1% increased reach

audience

delivery

opens

actions

metricsmore

David Sifrynot this kind of ESP

Ultimately, ISPs say what

spam is, not us or Congress.

Didn’t laugh

or

didn’t learn?

Don’t send.

the new whitelist is...

the ship sinker

List: 1,657Opened: 350 (21.5%)Clicked: 125 (7.7%)

Complaints/Flagged as spam: ZEROUnsubscribes: 8 (0.5%)

audience

delivery

opens

actions

metricsmore

The best indicator of

future open rates is past

great email.

HelpAReporter.com

HelpAReporter.com

from:

subject:

Subject lines are really

HEADLINES.

Headlines

AWA Guide for Headlines

Useful

Urgent

Unique

Unambiguous

Headline Writing Guides

http://www.copyblogger.com/how-to-write-headlines-that-work/

http://www.copyblogger.com/10-sure-fire-headline-formulas-that-work/

http://www.copyblogger.com/headline-swipe-file/

http://www.copyblogger.com/headline-swipe-file-3/

Everyone says test. No one

tells you what or how.

Google

Google Wonder Wheel

Google Adwords Keyword Tool

Google Adwords Ad Data

Google Webmaster Tools

Google Analytics Site Search

Cup of Soup Subject Lines

Test using social media!

subject #3 wins

Do Your A/B Testing!

Email Campaign Structure

Imagine how powerful your email would be if you sent valuable offers to people who had money to buy.

audience

delivery

opens

actions

metricsmore

The biggest obstacle to testing? Not knowing what

to test.

The Gold Standard is Dreamweaver

Kompozer.net for a free alternative

what do you test?

LikingC

Reciprocity

Social Proof

ConsistencyD

Authority

Scarcity

http://www.vintageadbrowser.com/

Flickr Creative Commons (commercial use) for images

how do you test?

Inbox Preview Services

Email Client Data

Browser: 697/1900: 36.6% action rateMobile: 34/51: 66.7% action rate

Taguchi multivariate testing

A/B Testing Content

AttentionWizard.com (paid)

Keynote Labs MITE (Windows only)

Keynote Labs MITE (Windows only)

Keynote Labs MITE (Windows only)

The Feedback Loop

audience

delivery

opens

actions

metricsmore

Decide on a goal.

Then measure to it.

Photo Credit: AlanCleaver_2000

Photo credit: SashaW

Photo credit: Make Lemons

If metrics were a road trip,

diagnostics tell you how

it’s going, objectives tell

you if you’re there yet.

Delivery rateOpen rateClick rateUnsubscribe rateComplaint rate

Diagnostic only

Set a Goal and Goal Value

See Conversions & Revenue

How Channels Perform

Individual Campaign Revenue

When is the best time...?

The Most Valuable Subject Line / Message?

A word about

industry averages

Whose financial services “industry average” is right?

CANI: Constant And

Neverending

Improvement

Credit: Tony Robbins

Open Click Convert Revenue

10% 1% 10% $25,000.00

10% 1% 10% $25,000.00

10% 1% 10% $25,000.00

10% 1% 10% $25,000.00

Open Click Convert Revenue

10% 1% 10% $25,000.00

10% 2% 10% $50,000.00

10% 3% 10% $75,000.00

10% 4% 10% $100,000.00

Open Click Convert Revenue

10% 1% 10% $25,000.00

10% 2% 11% $55,000.00

10% 3% 12% $90,000.00

10% 4% 13% $130,000.00

Open Click Convert Revenue

10% 1% 10% $25,000.00

11% 2% 11% $60,500.00

12% 3% 12% $108,000.00

13% 4% 13% $169,000.00

audience

delivery

opens

actions

metricsmore

Lifecycle Marketing

www.WhatCounts.com/eduweb