dan hare: “email marketing best practice”
TRANSCRIPT
Dan HareDan Hare
@academyblog@academyblog
[email protected]@communigator.co.uk
Email & Marketing Automation
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I went to CommuniGator's Best Practice Email Marketing Seminar last Thursday with a colleague to refresh our brains on the do's and don'ts and on the back of it we created a new email template, applied some new ideas, ran a split test against the ‘old’ style campaign and then saw 18 times more click-throughs on the new compared to the old.
Mike HarrisonDigital Marketing Manager, Spikes Cavell
2006 ----------------- 2013
Effective email marketing
is not as easy as you may
think
Effective email marketing
is not as easy as you may
think
Deliverability is dull and boring
IP Reputation
AuthenticationDKIM
SPF RecordContent
Engagement
Sending Domain Reputation
Deliverability is dull and boring
IP Reputation
AuthenticationDKIM
SPF RecordContent
Engagement
Sending Domain Reputation
B2B B2C
EngagementEngagement
What is the worst word you can use in an email?
What is the worst word you can use in an email?
ContentContent
Dear [something] - 1.999Dear [something] - 1.999
Dear Sir/Madam - 2.683Dear Sir/Madam - 2.683
Dear Friend - 2.699Dear Friend - 2.699
Free - 0.161Free - 0.161
The next hurdleThe next hurdle
Email Market Share Report
OpensOpens
Top 5 things that affect email performance
Top 5 things taking up time in email marketing
From Address Timing & Frequency
Subject Line Bounces & Unsubscribes
Content Content
Layout Design
Segmentation Data
From AddressFrom Address
Subject LineSubject Line
PreviewPreview
Two seconds...Two seconds...
[email protected] NewsIf you cannot read this email, click here to view it in your browser.
ACME SoftwareLatest NewsIf you cannot read this email, click here to view it in your browser.
Daniel Hare - ACMELatest NewsIf you cannot read this email, click here to view it in your browser.
FromFrom
[email protected] NewsIf you cannot read this email, click here to view it in your browser.
ACME SoftwareLatest NewsIf you cannot read this email, click here to view it in your browser.
Daniel Hare - ACMELatest NewsIf you cannot read this email, click here to view it in your browser.
From Address:From Address:
Relationship?Relationship?
CompanyCompany
BrandBrand
IndividualIndividual
Personalities tend to be stronger
brands than functional entitiesPersonalities tend to be stronger
brands than functional entities
What’s in it for the recipient?What’s in it for the recipient?
SubjectSubject
Latest NewsLatest News
Company Update Company Update
June NewsletterJune Newsletter
REGISTER NOWREGISTER NOW
Last ChanceLast Chance
Take our surveyTake our survey
StructuralStructural SalesySalesy
RelevantRelevant
Timing is criticalTiming is critical
Seth Godin – The Purple Cow
The 6th P = Purple
Cow(Remarkable)The 6th P = Purple
Cow(Remarkable)
Headline & Sub-headlineHeadline & Sub-headline
Harriet Wooding
✪ Super Sub & Skills Starvation ✪
Harriet Wooding
Super Sub & Skills Starvation
10.42%
6.56%
Remarkable
Remarkable
Not Telling
Pubic Training Course
Not Telling
Public Training Course
7.13%
2.02%
Remarkable
Remarkable
Top 5 things that affect email performance
Top 5 things taking up time in email marketing
From Address Timing & Frequency
Subject Line Bounces & Unsubscribes
Content Content
Layout Design
Segmentation Data
Click hereClick here
Read moreRead more
Find out moreFind out more
Best email marketing tipsBest email marketing tips
Discover the best email marketing tips
Discover the best email marketing tips
10 of the best email marketing tips ever
10 of the best email marketing tips ever
Long attention spans
are becoming a
thing of the past
Long attention spans
are becoming a
thing of the past
Top 5 things that affect email performance
Top 5 things taking up time in email marketing
From Address Timing & Frequency
Subject Line Bounces & Unsubscribes
Content Content
Layout Design
Segmentation Data
Disabled Images Ruin
ImpactDisabled Images Ruin
Impact
Enabled is not much better
The Design Standard is setThe Design Standard is set
FFThe “F” in EmailThe “F” in Email
Next Time you are proofing a design remember the F
Next Time you are proofing a design remember the F
18 x more clicks
18 x more clicks
Not as pretty, but that’s not the point
Not as pretty, but that’s not the point
Top 5 things that affect email performance
Top 5 things taking up time in email marketing
From Address Timing & Frequency
Subject Line Bounces & Unsubscribes
Content Content
Layout Design
Segmentation Data
IT Manager, SME, LondonBehaviour: Downloaded WhitepaperObjective: Attend Security Briefing
SegmentationSegmentation
Social
Search
Website
http://www.communigator.co.uk/?utm_source=demo&utm_medium=email&utm_campaign=webinarhttp://www.communigator.co.uk/?utm_source=demo&utm_medium=email&utm_campaign=webinar
http://www.communigator.co.uk/?
utm_source=gatormail&utm_medium=email&utm_campaign=seminar
http://www.communigator.co.uk/?
utm_source=gatormail&utm_medium=email&utm_campaign=seminar
UTMUTM
IPIP
CookieCookie
WhoWho
WhatWhat
WhereWhere
EmailEmail
SearchSearch
SocialSocial
UTM - what brought them here?UTM - what brought them here?
2
Lead Score - what they did
here?Lead Score - what they did
here?
2 2 2 10
2 2 2 10 10
2 2 2 10 10 22
Customers are inconsistentCustomers are inconsistent
For every action, there is an equal and opposite reaction
For every action, there is an equal and opposite reaction
Triggered CampaignsTriggered
Campaigns
For every action, there is an equal and opposite reaction
For every action, there is an equal and opposite reaction
Triggered CampaignsTriggered
Campaigns
Automation beats
determination
Top 5 things that affect email performance
From Address Relationship Reputation
Subject Line Relevant Remarkable
Content Verbage Quantify
Layout Google “F”
Segmentation Behavioural Demographic
Tracking codes: 30 day trial.*
*If you get the codes up within a week!
http://cgt.bz/ Use code: #otemanc
http://cgt.bz/ Use code: #otemanc