Email Marketing Power
@digimegaphoneMana Ionescu @manamica
Email Kicks Ass
@manamica @digimegaphone
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
#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
How often do you use the following?
Source: Exact Target 2012 Channel Preference Survey @manamica @digimegaphone
Emails Place in ContentMarketing
@manamica @digimegaphone
Source: Website Traffic Sources@manamica @digimegaphone
LIST GROWTH
@manamica @digimegaphone
How do I get more subscribers?
1.Ask
2.Make a promise
3. Set expectations
4. Deliver
@manamica @digimegaphone
POP QUIZ!
a.Illegal
b.Rude
c.Ineffective
d.…all of the above
Sending unsolicited email is…
@manamica @digimegaphone
Before…Before…
After…After…
@manamica @digimegaphone
1900% increase. Not bad!1900% increase. Not bad!
@manamica @digimegaphone
Why it worksWhy it works
1.Prominence
2.Promise
3.Proof
@manamica @digimegaphone
GOOD
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BAD
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GET OPENEDsender name, subject lines and timing
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Sender Name
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Sender Name = Human
- Sonia Simone
Be a Be a PersonPerson
@manamica @digimegaphone
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
Subject Lines
@manamica @digimegaphone
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
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
WORST for deliverability
•Confirm1.Features2.Upgrade3.Magic4.Raffle5.Rewards6.Requested7.Follow Up8.Coupon
Source: HubSpot, Science of Email Marketing, February 2011 @manamica @digimegaphone
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
Hot or cold, but never warm
Source: HubSpot, Science of Email Marketing, February 2011 @manamica @digimegaphone
Speaking of sentiment…
Source: “What Makes Online Content Viral?” Berger, Milkman, Wharton Business School
@manamica @digimegaphone
Email Timing
@manamica @digimegaphone
When To Send: Day of Week
Source: HubSpot, Science of Email Marketing, February 2011
@manamica @digimegaphone
When To Send: Day of Week
Source: HubSpot, Science of Email Marketing, February 2011
@manamica @digimegaphone
When To Send: Time of Day
Source: HubSpot, Science of Email Marketing, February 2011
@manamica @digimegaphone
Other Impacts
@manamica @digimegaphone
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
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
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
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GET CLICKEDmobile friendly, magazine, segmentation
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Ouch!
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Mobile Friendly
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Be mobile or be deleted
Source: Litmus @manamica @digimegaphone
The Mobile Inbox
Your first line of textmatters!
M@manamica @digimegaphone
Mobile Email #FAIL
M@manamica @digimegaphone
Responsive Email
Desktop
Mobile
M@manamica @digimegaphone
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
Make a Magazine
@manamica @digimegaphone
Lots of Links
Source: HubSpot, Science of Email Marketing, February 2011 M
Source: HubSpot, Science of Email Marketing, February 2011
Lots of Links
M
Magazine: Curate
• 1 Featured Article• 2 Articles from others• Promoted eBook• Tweets, jobs, etc.
M@manamica @digimegaphone
Magazine: S, M, L
• 1 Featured Article• Statistic• Event, Video, etc.• Recent Projects• “SEO Horoscope”• Other Links
M@manamica @digimegaphone
Segmentation
@manamica @digimegaphone
Get Data Smart - Split Your List“Seriously? Database says cat, female, high probability she hates water…” #fail
@manamica @digimegaphone
Get Data Smart - Split Your List
“Hey, I’d click on that!…but I ate the mouse.”
@manamica @digimegaphone
TESTING & TRACKING
@manamica @digimegaphone
Testing
@manamica @digimegaphone
What to test? Subject Lines? Landing Pages?What to test? Subject Lines? Landing Pages?
Source: 2011 MarketingSherpa Email Marketing Benchmark Survey
Measure & Improve: A/B Testing
Source: MailChimp
@manamica @digimegaphone
Tracking
@manamica @digimegaphone
This is a 1 x 1 pixel transparent image…
Campaign Tracking
Campaign Tracking
Thank you, Email!
@manamica @digimegaphone
Numbers: Sent, Delivered, Opens and Clicks
@manamica @digimegaphone
Rates: Sent, Delivered, Opens and Clicks
@manamica @digimegaphone
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
BOTTOM LINE
@manamica @digimegaphone
Bottom Line
“Send timely, targeted,
relevant, valuable emails
to people who asked for
them.”
DJ WaldowWaldow SocialSource: Internet Marketing for Smart People Radio
Thank you!
@digimegaphoneMana Ionescu @[email protected]