Embed Size (px)
Citation preview
21st Century Email Marketing
Christopher S. Penn, VP Strategy and Innovationwww.BlueSkyFactory.com
by Fritz Ahlefeldt
The problem withindustry leading
blueskyfactory.com/marcom
Become a better marketer.
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
If you don’t have a goal, you’re measuring mileage on a road trip
with no destination.
TweetAway
Audience
Prospects
Leads
Customers
Evangelists
funnel
web analytics
web analytics
Got FISA?
Conceptual
Audience
Prospects
Leads
Customers
Evangelists
Audience
Prospects
Leads
Customers
Evangelists
Marketing
Sales
Audience
Prospects
Leads
Customers
Evangelists
Marketing
Commitment
Audience
Prospects
Leads
Customers
Evangelists
SocialSearch
Advertising
5 things every email marketer wants
audiencedeliveryopensactionsmetricsm
ore
audiencedeliveryopensactionsmetricsm
ore
make it obvious
733% increase in list growth
make it easy
make it everywhere
Text EMAIL to 77007
Free power tips for email marketing and social media every week.
tellpeoplewhat
toexpect
Your greatest source of new audience is a delighted existing audience.
TweetAway
curate.
recruit
innovate
http://www.blueskyfactory.com/fbsign
incentivize
180.1% increased reach
audiencedeliveryopensactionsmetricsm
ore
David Sifry
not this ESP
Ultimately, ISPs say what spam is, not Congress or us.
TweetAway
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%)
audiencedeliveryopensactionsmetricsm
ore
Past great email is the best indicator of future open rates.
TweetAway
HelpAReporter.com
HelpAReporter.com
WineLibrary.com
from:
subject:
Subject lines is a stupid phrase. Call them what they are:
Headlines.
TweetAway
Magazine Covers
AWA Guidelines for Headlines
UsefulUrgentUnique
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/
Lots of people tell you to test, but no one says what to test.
TweetAway
Google Wonder Wheel
Google Wonder Wheel
Google Adwords Keyword Tool
Google Adwords Ad Data
Google Webmaster Tools
Google Analytics Site Search
Test using social media!
subject #1 wins
Publicaster
campaign structure
Imagine how powerful your email would be if you sent valuable stuff to
people who could afford it.
TweetAway
audiencedeliveryopensactionsmetricsm
ore
The biggest obstacle to multivariate testing is the
creative process itself.
what do you test?
http://blog.blueskyfactory.com/creativeanddesign/gestalt-principles-of-email-design-similarity/
http://blog.blueskyfactory.com/best-practice/how-to-increase-your-email-marketing-reach-
by-288/
http://www.vintageadbrowser.com/
tools
Publicaster Inbox Preview
Browser: 697/1900: 36.6% action rateMobile: 34/51: 66.7% action rate
Taguchi multivariate testing
Publicaster
T
The Gold Standard is Dreamweaver
Kompozer.net for a free alternative
Flickr Creative Commons (commercial use) for images
AttentionWizard.com (paid)
Adobe Browser LabBrowsershots.org
Keynote Labs MITE (Windows only)
Keynote Labs MITE (Windows only)
Keynote Labs MITE (Windows only)
Publicaster Send Report
audiencedeliveryopensactionsmetricsm
ore
Decide on a goal, then measure to it.
TweetAway
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.
TweetAway
Delivery rateOpen rateClick rateUnsubscribe rateComplaint rate
Diagnostic only
Google Analytics Settings
GA: Goal Conversions
GA: Custom Traffic Segments
GA: Campaign Report
GA: Custom Report
GA: Custom Report
Publicaster
audiencedeliveryopensactionsmetricsm
ore
blueskyfactory.com/marcom
Become a better marketer.
