the best email marketing tips you've ever needed to know
DESCRIPTION
Presentation delivered at Digital Megaphone's Email Marketing event in Aug. 2013TRANSCRIPT
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Email Marketing Power
@digimegaphoneMana Ionescu @manamica
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Email Kicks Ass
@manamica @digimegaphone
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Ringing! 79% use their smartphone for reading email… a higher
percentage than those who use it for making calls.*
In bed with you!
72% read email before getting out of bed**
Your email device is...
*source: Adobe – “2013 Digital Publishing Report: Retail Apps & Buying Habits**source: Mailchimp
@manamica @digimegaphone
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#1 Channel for permission-based marketing:
77% prefer to get marketing messages via emailvs
9% over the phone and 5% via SMS
#1 Channel for sharing:63% prefer to share content with friends/family via
email33% via Facebook
29% via phone
Source: Exact Target 2012 Channel Preference Survey
Email Marketing is...
@manamica @digimegaphone
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How often do you use the following?
Source: Exact Target 2012 Channel Preference Survey @manamica @digimegaphone
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Emails Place in ContentMarketing
@manamica @digimegaphone
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Source: Website Traffic Sources@manamica @digimegaphone
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LIST GROWTH
@manamica @digimegaphone
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How do I get more subscribers?
1.Ask
2.Make a promise
3. Set expectations
4. Deliver
@manamica @digimegaphone
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POP QUIZ!
a.Illegal
b.Rude
c.Ineffective
d.…all of the above
Sending unsolicited email is…
@manamica @digimegaphone
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Before…Before…
After…After…
@manamica @digimegaphone
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1900% increase. Not bad!1900% increase. Not bad!
@manamica @digimegaphone
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Why it worksWhy it works
1.Prominence
2.Promise
3.Proof
@manamica @digimegaphone
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GOOD
@manamica @digimegaphone
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BAD
@manamica @digimegaphone
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GET OPENEDsender name, subject lines and timing
@manamica @digimegaphone
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Sender Name
@manamica @digimegaphone
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Sender Name = Human
- Sonia Simone
Be a Be a PersonPerson
@manamica @digimegaphone
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Hi,
One of the business owners from Goldman Sachs program took your advice to use her name in her 'from' email. As a result, her open rate went from 20% to 39%.
People also responded to the email so it helped with customer service and client interaction.
Jason@manamica @digimegaphone
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Subject Lines
@manamica @digimegaphone
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1.Subject lines fewer than 10 characters long had an open rate of 58%.
2.Personalized subject lines are 22.2% more likely to be opened.
3.For B2B companies, subject lines that contained “money,” “revenue,” and “profit” performed the best.
4.64% of people say they open an email because of the subject line.
1.Adestra July 2012 Report
@manamica @digimegaphone
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BEST for open rates
•Posts1.Jobs2.Survey3.Week’s4.E-newsletter5.Issue6.Digest7.Bulletin8.Edition
Source: HubSpot, Science of Email Marketing, February 2011 @manamica @digimegaphone
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WORST for deliverability
•Confirm1.Features2.Upgrade3.Magic4.Raffle5.Rewards6.Requested7.Follow Up8.Coupon
Source: HubSpot, Science of Email Marketing, February 2011 @manamica @digimegaphone
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Tell, Don’t Sell
“…the best subject lines tell what’s insideand the worst sell what’s inside”
Source: MailChimp Email Marketing Subject Line Comparison@manamica @digimegaphone
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Hot or cold, but never warm
Source: HubSpot, Science of Email Marketing, February 2011 @manamica @digimegaphone
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Speaking of sentiment…
Source: “What Makes Online Content Viral?” Berger, Milkman, Wharton Business School
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@manamica @digimegaphone
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Email Timing
@manamica @digimegaphone
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When To Send: Day of Week
Source: HubSpot, Science of Email Marketing, February 2011
@manamica @digimegaphone
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When To Send: Day of Week
Source: HubSpot, Science of Email Marketing, February 2011
@manamica @digimegaphone
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When To Send: Time of Day
Source: HubSpot, Science of Email Marketing, February 2011
@manamica @digimegaphone
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Other Impacts
@manamica @digimegaphone
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Beat the Spam Filter1. Don’t Spam!
2. Increase your text to image ratio
3. Make sure your email has an html and text version
4. Don’t use all caps
5. Avoid certain words that trigger red flags: free$xanaxviagrafree50%100%
@manamica @digimegaphone
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Google Tabs
Before After
ISPOpen Rate
Click Rate
Google 27% 9%
Yahoo 36% 9%
Other 36% 11%
ISPOpen Rate
Click Rate
Google 26% 3%
Yahoo 32% 2%
Other 28% 3%
@manamica @digimegaphone
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Yahoo Email Recycling What to expect
Yahoo will send bounce back emails alerting senders that the deactivated account no longer exists.
Yahoo will unsubscribe these accounts
If your list has a lot of Yahoo addresses you may see:•More Bounce-backs•More Unsubscribes
Why
@manamica @digimegaphone
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GET CLICKEDmobile friendly, magazine, segmentation
@manamica @digimegaphone
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Ouch!
@manamica @digimegaphone
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Mobile Friendly
@manamica @digimegaphone
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Be mobile or be deleted
Source: Litmus @manamica @digimegaphone
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The Mobile Inbox
Your first line of textmatters!
M@manamica @digimegaphone
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Mobile Email #FAIL
M@manamica @digimegaphone
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Responsive Email
Desktop
Mobile
M@manamica @digimegaphone
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Not Responsive… Not Responsive… but still mobile friendlybut still mobile friendly
1. Content on the left2. Buttons AND Links3. Big text4. Use “alt” tags and links
for images
Screens = 320 pixels wideFingers = 44 pixels wide M@manamica @digimegaphone
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Make a Magazine
@manamica @digimegaphone
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Lots of Links
Source: HubSpot, Science of Email Marketing, February 2011 M
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Source: HubSpot, Science of Email Marketing, February 2011
Lots of Links
M
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Magazine: Curate
• 1 Featured Article• 2 Articles from others• Promoted eBook• Tweets, jobs, etc.
M@manamica @digimegaphone
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Magazine: S, M, L
• 1 Featured Article• Statistic• Event, Video, etc.• Recent Projects• “SEO Horoscope”• Other Links
M@manamica @digimegaphone
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Segmentation
@manamica @digimegaphone
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Get Data Smart - Split Your List“Seriously? Database says cat, female, high probability she hates water…” #fail
@manamica @digimegaphone
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Get Data Smart - Split Your List
“Hey, I’d click on that!…but I ate the mouse.”
@manamica @digimegaphone
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TESTING & TRACKING
@manamica @digimegaphone
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Testing
@manamica @digimegaphone
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What to test? Subject Lines? Landing Pages?What to test? Subject Lines? Landing Pages?
Source: 2011 MarketingSherpa Email Marketing Benchmark Survey
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Measure & Improve: A/B Testing
Source: MailChimp
@manamica @digimegaphone
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Tracking
@manamica @digimegaphone
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This is a 1 x 1 pixel transparent image…
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Campaign Tracking
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Campaign Tracking
Thank you, Email!
@manamica @digimegaphone
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Numbers: Sent, Delivered, Opens and Clicks
@manamica @digimegaphone
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Rates: Sent, Delivered, Opens and Clicks
@manamica @digimegaphone
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Measure, Test, Improve
1.Watch your stats
2.Listen for feedback
3.Experiment: landing pages,
subject lines, sender name,
formatting, topics, timing, layout
@manamica @digimegaphone
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BOTTOM LINE
@manamica @digimegaphone
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Bottom Line
“Send timely, targeted,
relevant, valuable emails
to people who asked for
them.”
DJ WaldowWaldow SocialSource: Internet Marketing for Smart People Radio