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Multichannel Marketing!Power Tools
#ASCENDSUMMIT2014
Justine Jordan!Director of Marketing, Litmus!
@meladorri @LitmusApp
Fat Fingers and Small Screens!Three Strategies for Mobile-Optimized Emails
#ASCENDSUMMIT2014
Justine Jordan @meladorri @litmusapp
➡ litmus.com/lp/ascendsummit
#ASCENDSUMMIT2014 // @meladorri
#ASCENDSUMMIT2014 // @meladorri
#ASCENDSUMMIT2014
EMAIL IS NOTJPG
PPC SEO CPC ONE-PAGE WEBSITE
// @meladorri
#ASCENDSUMMIT2014
JPG
ONE-PAGE WEBSITE
// @meladorri
EMAIL IS NOT
#ASCENDSUMMIT2014
EMAIL IS<make it rain>
<emotional/happy>
YES,
// @meladorri
#ASCENDSUMMIT2014
EMAIL ISBUT ALSO,
// @meladorri
#ASCENDSUMMIT2014
Lots of emails suck.Especially on mobile.
// @meladorri
#ASCENDSUMMIT2014 // @meladorri
#ASCENDSUMMIT2014
email receipt requested from an ATM transaction!!!
// @meladorri
#ASCENDSUMMIT2014 // @meladorri
#ASCENDSUMMIT2014
Let’s unsuck email.
// @meladorri
#ASCENDSUMMIT2014
DELIVERINGEXPERIENCES
// @meladorri
#ASCENDSUMMIT2014
‣Register for a webinar!‣Read an article!‣Buy something
WHAT
‣ Triggered vs. mass!‣Drip or automation!‣Behavioral-based!‣Day and time
WHEN
‣Mobile / tablet!‣Web browser / webmail!‣Desktop / at work
WHERE‣Brand awareness!‣Content marketing!‣ Influence behavior!‣Drive purchases
WHY
‣Opens!‣Clicks!‣Conversions
HOW
‣ Internal vs. external!‣ B2B vs. B2C!‣ Demographics!‣ Know your audience!
WHO
‣ bit.ly/email-plan
// @meladorri
#ASCENDSUMMIT2014
‘WHERE’ HAS BECOME A COMPLICATED QUESTION.
// @meladorri
#ASCENDSUMMIT2014
Webmail 32%
Desktop 25%
Mobile 43%
Mobile: !Smartphones (iPhone, Android) and tablets !Desktop:!Installed email programs (Outlook, Apple Mail) !Webmail:!Email accessed through a web browser (Gmail, Hotmail, Yahoo!)
Litmus Email Analytics!
// @meladorri
Mobile is big, but how big?
#ASCENDSUMMIT2014
MOBILE EMAIL!+400% since 2011
// @ryanmheap @degdigital
// @meladorri
#ASCENDSUMMIT2014
The unifying characteristic?
TOUCH.
// @meladorri
#ASCENDSUMMIT2014
Source: BlueHornet Study: Consumer Views of Email Marketing, 2012 and 2013
Delete it
Unsubscribe
View on computer
Don't know
Read anyway
0 25 50 75 100
If you get a mobile email that doesn’t look good, what do you do?
80.3%
30.2%
13.5%
3.8%
6.3%
+68%
+15%
// @meladorri
#ASCENDSUMMIT2014
Strongly Negative 24%
Slightly Negative 51%
Neutral 25%
Source: BlueHornet Study: Consumer Views of Email Marketing, 2012 and 2013
How does a poorly designed email affect your perception of the brand?
75%!‘negative’
// @meladorri
#ASCENDSUMMIT2014
31% !of marketers don’t know their
mobile email open ratesource: marketingsherpa.com
// @meladorri
KNOW THY AUDIENCE
#ASCENDSUMMIT2014
70%+ open on mobile <15% open on mobile
// @meladorri
#ASCENDSUMMIT2014
Copy, paste, send!
// @meladorri
#ASCENDSUMMIT2014
FROM NAME SUBJECT !LINE PREHEADER OPEN TAP/CLICK PAGE/SITE
SUBSCRIBER EXPERIENCE
// @meladorri
#ASCENDSUMMIT2014
FROM NAME SUBJECT !LINE
PREHEADER OPEN TAP/CLICK PAGE/SITE
‣ What is recognizable, trustworthy and relevant? ‣ Does the subscriber have a relationship with a
person or the brand?
// @meladorri
#ASCENDSUMMIT2014 // @meladorri
FROM NAME PREHEADER OPEN TAP/CLICK PAGE/SITESUBJECT !LINE
#ASCENDSUMMIT2014 // @meladorri
FROM NAME PREHEADER OPEN TAP/CLICK PAGE/SITESUBJECT !LINE
#ASCENDSUMMIT2014
FROM NAME PREHEADER OPEN TAP/CLICK PAGE/SITESUBJECT !LINE
#ASCENDSUMMIT2014
75% of emails are displayed with preview text
// @meladorri
FROM NAME PREHEADER OPEN TAP/CLICK PAGE/SITESUBJECT !LINE
#ASCENDSUMMIT2014
✔
✔
✔
✘
✘
// @meladorri
FROM NAME PREHEADER OPEN TAP/CLICK PAGE/SITESUBJECT !LINE
#ASCENDSUMMIT2014
Preheader text A/B Tests: 30%+ CTR Boost
// @meladorri
FROM NAME PREHEADER OPEN TAP/CLICK PAGE/SITESUBJECT !LINE
#ASCENDSUMMIT2014
iPhone 5 iPhone 6 iPhone 6+Android Gmail
// @meladorri
#ASCENDSUMMIT2014
Future proof emails for the Apple Watch
// @meladorri
FROM NAME SUBJECT !LINE
PREHEADER
// @meladorri
#ASCENDSUMMIT2014
#SearchLove @meladorri
FROM NAME PREHEADER OPEN TAP/CLICK PAGE/SITE
// @meladorri
SUBJECT !LINE
#ASCENDSUMMIT2014
#EmbraceTheScroll
// @meladorri
FROM NAME PREHEADER OPEN TAP/CLICK PAGE/SITESUBJECT !LINE
#ASCENDSUMMIT2014 // @meladorri
FROM NAME PREHEADER OPEN TAP/CLICK PAGE/SITESUBJECT !LINE
#ASCENDSUMMIT2014
I LIKE…BIG BUTTONS
http://bit.ly/bulletproof-buttons
// @meladorri
#ASCENDSUMMIT2014 // @meladorri
FROM NAME PREHEADER OPEN TAP/CLICK PAGE/SITESUBJECT !LINE
#ASCENDSUMMIT2014
‣ What is your goal?
‣ Can the CTA be achieved on
mobile?
‣ Is it tappable?
‣ How many clicks/taps/actions are
// @meladorri
FROM NAME PREHEADER OPEN TAP/CLICK PAGE/SITESUBJECT !LINE
#ASCENDSUMMIT2014 // @meladorri
#ASCENDSUMMIT2014
strategy #1
mobile first !
aka agnostic, aware, scalable
// @meladorri
#ASCENDSUMMIT2014
‣ Considers the mobile user a priority
‣ One layout for all screen sizes
‣ Single column design; 320-500px
‣ Large text & buttons
‣ Generous white space
‣ Short, concise body copy
Mobile first
// @meladorri
#ASCENDSUMMIT2014
#ASCENDSUMMIT2014
strategy #2
fluid// @meladorri
#ASCENDSUMMIT2014
Email width changes to fit inside the window
‣ Percentage-based widths
‣ Adapts to fit the screen
‣ Text wraps automatically
Fluid
// @meladorri
#ASCENDSUMMIT2014
‣ Shorter learning curve
‣ Best for text-heavy emails
// @meladorri
#ASCENDSUMMIT2014
strategy #3
responsive
// @meladorri
#ASCENDSUMMIT2014 // @meladorri
#ASCENDSUMMIT2014
‣ Resize content: make images fit, make text larger
‣ Hide content on mobile ‣ Stack columns ‣ Move a two-column design
to a one-column designhttps://litmus.com/blog/the-how-to-guide-to-responsive-email-design-infographic
Responsive
// @meladorri
#ASCENDSUMMIT2014
‣ More than a “line of code”
‣ Set of conditional statement that enables specific styles
‣ If the screen size is x, then display y
‣ If the screen size is x, then increase headline size to y
‣ If screen size is x, then show image at 100%
‣ Detects screen size, not device type
Uses media queries to detect screen size and alter content + layout
Responsive email design
// @meladorri
#ASCENDSUMMIT2014
Email: a unique medium with unique considerations
// @meladorri
#ASCENDSUMMIT2014
Blue links in iOS: http://bit.ly/blue-links
// @meladorri
#ASCENDSUMMIT2014
-webkit-text-size-adjust: none;
// @meladorri
#ASCENDSUMMIT2014
image: webdesignerdepot.com
‣ Body copy 16px+
‣ Headlines: 22px+
‣ Buttons: 44px by 44px
‣ White space: 10px+
‣ Tappable touch targets
// @meladorri
#ASCENDSUMMIT2014
// @meladorri
// @meladorri
#ASCENDSUMMIT2014
Dial up the contrast
Bright screen = dead battery
// @meladorri
#ASCENDSUMMIT2014
‣ Mixed media query support
‣ Inconsistent font display
‣ Blocks images
‣ No ALT text
What to know about: Windows Phone
// @meladorri
#ASCENDSUMMIT2014
‣ Media query support
‣ Blocks images
‣ Supports styled ALT text
‣ Does not scale/auto-zoom
‣ No separate app; email joins social,
SMS and voice in the “hub”
#KISSwebinar
What to know about: BlackBerry
// @meladorri
#ASCENDSUMMIT2014
‣ Blocks images by default
‣ Supports ALT text
‣ Mixed support for media queries
‣ Various screen sizes and sometimes
automatic scaling
‣ Primary content focus on left-hand side
What to know about: Android
// @meladorri
#ASCENDSUMMIT2014
Content
// @meladorri
#ASCENDSUMMIT2014
What to know about: iPhone
‣ Automatically scales messages to fit the screen
‣ Excellent support for CSS3 and media queries
‣ Images on by default ‣ Resizes fonts under 13px
// @meladorri
#ASCENDSUMMIT2014
iOS 8 / iPhone 6 Plus
‣ No support for <video> ‣ Superscripts aren’t so super ‣ Landscape email view
// @meladorri
#ASCENDSUMMIT2014
History of iPhone Breakpoints
320px 375px 414px
// @meladorri
#ASCENDSUMMIT2014 // @meladorri
#ASCENDSUMMIT2014
Email is an application, not a device
// @meladorri
#ASCENDSUMMIT2014
Testing is crucial
// @meladorri
#ASCENDSUMMIT2014 // @meladorri
#ASCENDSUMMIT2014
https://github.com/rodriguezcommaj/salted
// @meladorri
#ASCENDSUMMIT2014
Sr. Biz Dev Manager,!AWeber!
@HunterBoyle
Brian MasseyFounder,!
Conversion Sciences!@BMassey
Oli GardnerCo-Founder,!Unbounce!
@OliGardner
Hunter Boyle
Conversion Optimization !Live and Uncut
#ASCENDSUMMIT2014
Help you understand principles that will increase your conversions, with real examples as a model for testing
Our Goal
#ASCENDSUMMIT2014
The elements we’ll focus on today are: !
1. Alignment (Channels/Funnel to Biz Goals) 2. Value Proposition 3. Relevance (Context, Timing) 4. Clarity (Reduced Friction, Distraction) 5. Motivation (Urgency, Incentive)
5 Optimization Principles
#ASCENDSUMMIT2014
Reliance Bank!!Primary traffic driver: SEO/organic !Primary conversion goal: Open account/request info !Previous tests?No
Volunteer #1
#ASCENDSUMMIT2014
Samson Media!!Primary traffic driver: SEO/organic !Primary conversion goal: Email signup/lead !Previous tests? No
Volunteer #2
#ASCENDSUMMIT2014
Southco!!Primary traffic driver: Email !Primary conversion goal: Download !Previous tests? No
Volunteer #3
#ASCENDSUMMIT2014
Doylestown Hospital!!Primary traffic driver: PPC/paid search !Primary conversion goal: Download/contact !Previous tests?No
Volunteer #4
#ASCENDSUMMIT2014
EasyBib!!Primary traffic driver: SEO/organic !Primary conversion goal: Free trial !Previous tests? Yes, mostly headline and copy
Volunteer #5
#ASCENDSUMMIT2014
Pure Water Technology!!Primary traffic driver: PPC/paid search !Primary conversion goal: Free quote/trial !Previous tests? No
Volunteer #6
#ASCENDSUMMIT2014
@HunterBoyle @BMassey@OliGardner
bit.ly/!popupebook
bit.ly/landingpageroiebook
bit.ly/!bestebookever
#ASCENDSUMMIT2014
Mohammed Ahmed!Director of Deliverability, AWeber!
@mohamedataweber
Top Tips for Email Deliverability
#ASCENDSUMMIT2014
History & TrendsUser Engagement is Key Quality over Quantity preferred ISP Reputations Free “From Addresses” are Getting Blocked Free Link Shorteners are Not Effective
#ASCENDSUMMIT2014
Top 10 Tips for!Better Email Deliverability
#ASCENDSUMMIT2014
Deliverability Tip #1 Use Confirmed Opt-In
#ASCENDSUMMIT2014
Deliverability Tip #2 Email Address Books
#ASCENDSUMMIT2014
Deliverability Tip #3 Be Consistent
#ASCENDSUMMIT2014
Deliverability Tip #4 Good List Hygiene
#ASCENDSUMMIT2014
Deliverability Tip #5 Segmentation
#ASCENDSUMMIT2014
Deliverability Tip #6 Enhance Your Subject Line
#ASCENDSUMMIT2014
Deliverability Tip #7 Frequency
#ASCENDSUMMIT2014
Deliverability Tip #8 Avoid Free!
“From” Addresses!and Link Shorteners
#ASCENDSUMMIT2014
#ASCENDSUMMIT2014
Deliverability Tip #9 Easy Unsubscribe Process
#ASCENDSUMMIT2014
#ASCENDSUMMIT2014
Deliverability Tip #10 Provide Relevant Content
#ASCENDSUMMIT2014
aweber.com/deliverability
Download our free guideLooking for more advanced tips?
@Mohamedataweber
www.linkedin.com/in/mohammeda
#ASCENDSUMMIT2014
Panel: Affiliate Marketing Live and Uncut
ebove & beyond@JenMyersWard
Sunshine Rewards@SunshineTricia
AM Navigator@ePrussakov
All Inclusive Marketing@TrustTheExperts
ShareASale@ShareASale
Tricia Meyer
Brian Littleton Sarah Bundy
Geno Prussakov Jen Myers-Ward
#ASCENDSUMMIT2014
Affiliate Marketing Basics!Brian Littleton (@ShareASale)
#ASCENDSUMMIT2014
Affiliate Marketing Basics• 101 – Affiliate Marketing is just advertising fees based on
actual customer purchases • 201 – Affiliate Marketing is product searches, product links,
reviews, and exploring deep links • 301 – Affiliate Marketing is datafeeds, RSS feeds, PHP,
MySQL, and more
#ASCENDSUMMIT2014
How to Get StartedBottom line, relevancy is the number one key. !This isn’t adwords, display rotations, or CPM/Retargeting – this is relevant content chosen BY YOU, to be directed at your audience. Think of the audience concept – your readers are your audience – what will they respond to? !The number one benefit to Affiliate Marketing is the ability to be relevant, and it is also the number one roadblock to activity. !
#ASCENDSUMMIT2014
What is Available?As a blogger, there are really 3 kinds of programs to participate in:
1. Retail products to solve problems 2. Business products you use to create your blog 3. Things you do to either run your business or your family.
Many of the bloggers I know make more money in areas 2 and 3 as they are more comfortable there than
interrupting content sections.!
#ASCENDSUMMIT2014
Get Outside the BoxDon’t market what everyone else is marketing. Your audience isn’t generic – neither are products. !Promote products that you use, care about, are passionate about, or those that you can relay pertinent information to your audience.
#ASCENDSUMMIT2014
Supplement by Using DealsI don’t recommend just specifically deals marketing to anyone at this point due to the crowded nature of the space. !Supplementing reviews with available deals is a great plan – but if you do it, contact the merchant and get a custom code. Find out how they are commissioning coupon sites.
#ASCENDSUMMIT2014
Affiliate Marketing Examples!Affiliates and Publishers!
Sarah Bundy (@SVBundy)
#ASCENDSUMMIT2014
Bloggers & Content Writers• Content • Opinion • Social • Email • Review • Deal • Trending • Magazines
#ASCENDSUMMIT2014
Coupon / Daily DealPrime placement opportunities where shoppers want those extra savings
#ASCENDSUMMIT2014
Loyalty / Cash BackReward loyal shoppers with cash back & incentives – at no extra cost to you!
#ASCENDSUMMIT2014
Shopping ComparisonWho’s got the best product, price, reviews, availability, payment, options?
#ASCENDSUMMIT2014
YouTube / VideoLeverage video optimizers and existing YouTube personalities with followers, to target new buyers
#ASCENDSUMMIT2014
Podcasts / RadioTracking codes, coupons, exclusive URLs, 1-800-numbers, etc.
#ASCENDSUMMIT2014
MobileDownloads, apps, forms, fills and m-commerce sales will drive new buyers
#ASCENDSUMMIT2014
TechnologiesLeverage the power of select tools and techniques to make selling easier.
#ASCENDSUMMIT2014
Pay-Per-Call• PPC • Print • TV / Radio • Consultant • Higher Conversion • Higher AOV
#ASCENDSUMMIT2014
Independent Consultants• Speakers • Authors • Trainers • VJ Partners • Coaches !
#ASCENDSUMMIT2014
Merchant Misconceptions!Geno Prussakov (@ePrussakov)
#ASCENDSUMMIT2014
Merchant Misconception #1!An affiliate program is a great way to test things out
#ASCENDSUMMIT2014
3 Key Responsibilities(of affiliate networks) ! 1. Tracking 2. Reporting 3. Payments
They provide the infrastructure, but don't steer the ship.
Merchant Misconception #2!Affiliate networks will manage the program
#ASCENDSUMMIT2014
Merchant Misconception #3!OPM-managed programs require no involvement
#ASCENDSUMMIT2014
Sobering Truth:“How often do you read a TOS?”
43%
Merchant Misconception #4!TOS and program policies prevent violations
#ASCENDSUMMIT2014
Police!!!o Trademark use o Compliance with FTC disclosure requirements o Coupon usage o Brand placements, etc.
Merchant Misconception #4!TOS and program policies prevent violations
#ASCENDSUMMIT2014
Stagnant Active
RecruitedIt’s the number of active
affiliates that really matters!
Merchant Misconception #5!Number of recruited affiliates is a key metric
#ASCENDSUMMIT2014
Affiliate Misconceptions!Jennifer Myers-Ward (@JenMyersWard)
#ASCENDSUMMIT2014
• There’s nothing easy about it, it takes dedication, perseverance & relationships.
• Quality affiliates are able to make money through this channel over time.
Affiliate Misconception #1!Affiliate marketing is an easy “get rich” scheme
#ASCENDSUMMIT2014
• Being a successful affiliate takes more than just “putting a site up.”
• How will you generate traffic and interest?
Affiliate Misconception #2!If you build it, they will come…
#ASCENDSUMMIT2014
• Working with 5 to15 targeted merchants is optimum.
• It enables you to build strong relationships and stay up to speed.
Affiliate Misconception #3!Merchants: the more the merrier
#ASCENDSUMMIT2014
• It is important to build valuable content around a topic you are passionate about.
• The products you suggest should be of value to your readers.
Affiliate Misconception #4!I will pick a product and build a blog around it
#ASCENDSUMMIT2014
• On average, about 1- 2% out of 1,000 clicks translate to sales.
• It is important to review a merchant’s site product price point and buying cycle.
Affiliate Misconception #5!Once I send traffic to a site, I will see sales!
#ASCENDSUMMIT2014
Jennifer Myers-Ward@JenMyersWard!
[email protected] 1-954-778-0047!
www.eboveandbeyond.com
@[email protected]!www.sunshinerewards.com
Geno Prussakov@ePrussakov!
[email protected] ! 1-888-588-8866!
www.amnavigator.com
Sarah Bundy@SVBundy @TrustTheExperts
[email protected]!1-866-215-1314!
www.allinclusivemarketing.com
Brian Littleton@ShareASale!
[email protected]!www.shareasale.com
Tricia Meyer
About ASCENDThe first ASCEND Digital Marketing Summit was a runaway success. And we couldn't have done it without the support of our speakers, sponsors and attendees. !Industry experts, business innovators and digital influencers from around the world congregated in Philadelphia to learn actionable tips and ideas from an A-list roster of speakers. !But the fun didn't stop once the speakers left the stage. We networked over hors d'oeuvres inside of an old bank vault, toasted the Philly skyline from one of the best views in the city and partied with an astronaut. No, really - check out the video!
Get the full recap here
Content Marketing Power Tools
If content marketing is your top priority, these five ASCEND sessions will show how to build your business with proven tactics, the latest trends and tools, and sage advice from experts in the field.
$59 - Order Now!
Multichannel Marketing Power
ToolsWant to drill down into marketing channels like SEO, email, affiliate marketing, landing pages and mobile? These six ASCEND sessions cover today's most effective marketing methods, with actionable insights you can use right away.
$59 - Order Now!
Content + Multichannel
Full-stack marketers and do-it-all teams, this comprehensive ASCEND package is for you. Combining the content and multichannel sessions, this package includes 11 sessions from our renowned presenters, covering the most vital areas of your digital marketing efforts.
$99 - Order Now!
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Tell your friends about ASCEND#ASCENDSUMMIT
About AWeberAWeber develops and runs an opt-in email marketing service used by over 120,000 small businesses, bloggers and entrepreneurs around the globe. Our web-based tools help businesses grow by staying in touch with customers and prospects through email. !Since Tom Kulzer founded AWeber in 1998, many bright, creative problem-solvers have joined the team in Chalfont, PA. !As we enter our 17th year in business, our talented team continues to expand as we accomplish our mission of building AWesome tools to support our growing base of customers. Driven by that mission, our team uses a set of six core values to guide our decisions and innovation on a daily basis. !• Create Remarkable Experiences. • Execute with Passion. • Foster Respect and Cooperation. • Listen to What People Say About Us. Invite Feedback. • Learn. Educate. Innovate. • Don’t Take Ourselves Too Seriously. Have Fun.
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