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21st Century Email Marketing: What you need to know to make email work for you
21st Century Email Marketing: What you need to know to make email work for you
21st Century Email Marketing: What you need to know to make email work for you
21st Century Email Marketing: What you need to know to make email work for you
21st Century Email Marketing: What you need to know to make email work for you
21st Century Email Marketing: What you need to know to make email work for you
21st Century Email Marketing: What you need to know to make email work for you
21st Century Email Marketing: What you need to know to make email work for you
21st Century Email Marketing: What you need to know to make email work for you
21st Century Email Marketing: What you need to know to make email work for you
21st Century Email Marketing: What you need to know to make email work for you
21st Century Email Marketing: What you need to know to make email work for you
21st Century Email Marketing: What you need to know to make email work for you
21st Century Email Marketing: What you need to know to make email work for you
21st Century Email Marketing: What you need to know to make email work for you
21st Century Email Marketing: What you need to know to make email work for you
21st Century Email Marketing: What you need to know to make email work for you
21st Century Email Marketing: What you need to know to make email work for you
21st Century Email Marketing: What you need to know to make email work for you
21st Century Email Marketing: What you need to know to make email work for you
21st Century Email Marketing: What you need to know to make email work for you
21st Century Email Marketing: What you need to know to make email work for you
21st Century Email Marketing: What you need to know to make email work for you
21st Century Email Marketing: What you need to know to make email work for you
21st Century Email Marketing: What you need to know to make email work for you
21st Century Email Marketing: What you need to know to make email work for you
21st Century Email Marketing: What you need to know to make email work for you
21st Century Email Marketing: What you need to know to make email work for you
21st Century Email Marketing: What you need to know to make email work for you
21st Century Email Marketing: What you need to know to make email work for you
21st Century Email Marketing: What you need to know to make email work for you
21st Century Email Marketing: What you need to know to make email work for you
21st Century Email Marketing: What you need to know to make email work for you
21st Century Email Marketing: What you need to know to make email work for you
21st Century Email Marketing: What you need to know to make email work for you
21st Century Email Marketing: What you need to know to make email work for you
21st Century Email Marketing: What you need to know to make email work for you
21st Century Email Marketing: What you need to know to make email work for you
21st Century Email Marketing: What you need to know to make email work for you
21st Century Email Marketing: What you need to know to make email work for you
21st Century Email Marketing: What you need to know to make email work for you
21st Century Email Marketing: What you need to know to make email work for you
21st Century Email Marketing: What you need to know to make email work for you
21st Century Email Marketing: What you need to know to make email work for you
21st Century Email Marketing: What you need to know to make email work for you
21st Century Email Marketing: What you need to know to make email work for you
21st Century Email Marketing: What you need to know to make email work for you
21st Century Email Marketing: What you need to know to make email work for you
21st Century Email Marketing: What you need to know to make email work for you
21st Century Email Marketing: What you need to know to make email work for you
21st Century Email Marketing: What you need to know to make email work for you
21st Century Email Marketing: What you need to know to make email work for you
21st Century Email Marketing: What you need to know to make email work for you
21st Century Email Marketing: What you need to know to make email work for you
21st Century Email Marketing: What you need to know to make email work for you
21st Century Email Marketing: What you need to know to make email work for you
21st Century Email Marketing: What you need to know to make email work for you
21st Century Email Marketing: What you need to know to make email work for you
21st Century Email Marketing: What you need to know to make email work for you
21st Century Email Marketing: What you need to know to make email work for you
21st Century Email Marketing: What you need to know to make email work for you
21st Century Email Marketing: What you need to know to make email work for you
21st Century Email Marketing: What you need to know to make email work for you
21st Century Email Marketing: What you need to know to make email work for you
21st Century Email Marketing: What you need to know to make email work for you
21st Century Email Marketing: What you need to know to make email work for you
21st Century Email Marketing: What you need to know to make email work for you
21st Century Email Marketing: What you need to know to make email work for you
21st Century Email Marketing: What you need to know to make email work for you
21st Century Email Marketing: What you need to know to make email work for you
21st Century Email Marketing: What you need to know to make email work for you
21st Century Email Marketing: What you need to know to make email work for you
21st Century Email Marketing: What you need to know to make email work for you
21st Century Email Marketing: What you need to know to make email work for you
21st Century Email Marketing: What you need to know to make email work for you
21st Century Email Marketing: What you need to know to make email work for you
21st Century Email Marketing: What you need to know to make email work for you
21st Century Email Marketing: What you need to know to make email work for you
21st Century Email Marketing: What you need to know to make email work for you
21st Century Email Marketing: What you need to know to make email work for you
21st Century Email Marketing: What you need to know to make email work for you
21st Century Email Marketing: What you need to know to make email work for you
21st Century Email Marketing: What you need to know to make email work for you
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21st Century Email Marketing: What you need to know to make email work for you

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21st Century Email Marketing: What you need to know to make email work for you. Presented by Christopher S. Penn, VP of Strategy and Innovation at Blue Sky Factory.

21st Century Email Marketing: What you need to know to make email work for you. Presented by Christopher S. Penn, VP of Strategy and Innovation at Blue Sky Factory.

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  • \n
  • In all of the standard marketing material for every company, we say that we are industry leading. The problem is, if your industry is headed off a cliff, industry leading isn’t such a good thing.\n
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  • 2009 Direct Marketing Association\n
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  • Think about your average funnel\n\n
  • Marketing brings people to the table. Sales makes them eat.\n\n
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  • Think about your average funnel\n\n
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  • This is the money button, the audience builder but you need to have something worth sharing\n
  • be an aggregator of value\n
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  • Make tools.\n
  • provide incentives\n
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  • Deliverability is a huge subject and one in which a hefty chunk of what happens is out of your control, or probably should be if you want to focus on building your business.\n
  • Get an ESP. Any ESP.\n
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  • Don’t send crap email. Don’t send to crap lists.\n
  • Don’t send crap email. Don’t send to crap lists.\n
  • Engagement is the new whitelist. ISPs are now looking at engagement - who opens, who clicks, how many opens, how many clicks, how many people flag as spam.\n
  • A word on unsubscribes - make them obvious in your emails so that people use a real unsubscribe mechanism.\n
  • If you don’t make unsubscribing obvious and easy, you risk people using the spam button instead - and that’s really, really bad.\n
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  • can you spot the CTA?\n
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  • Bryan Peterson\n
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  • Here’s another objective metric, a target metric: lose weight.\n
  • Think about this like fitness metrics: treadmill speed, heart rate, number of miles run, calories eaten, etc. These are things you want to measure as contributors to your progress towards your goal, but \n
  • Where we tend to go very wrong with diagnostic metrics is treating them like end goals. If we view, for example, distance run on a treadmill as the absolute measure of measures, we will at some point not care how we achieve it as long as we do. You can turn your treadmill on, put your cat on it, and have the meter at the end of an hour say 6 miles run, if that’s the end goal. You’ve lost sight of the true end goal, which is losing X pounds.\n
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  • First we set up a goal. This requires some working knowledge of Google Analytics and a form on your site that has a thank you page. We put the Goal URL of your thank you page in and assign the value to be your average EPL.\n
  • We can see immediately based on our average EPL what our forecasted net earnings should be from activity on the web site.\n
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  • If you’re using more advanced features of Google Analytics, like campaigns, you can see the dollar value of the campaigns and determine what’s really working for you and what isn’t.\n
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  • Transcript

    • 1. 21st Century Email MarketingChristopher S. Penn, VP Strategy and Innovation www.BlueSkyFactory.com
    • 2. The problem withindustry leading by Fritz Ahlefeldt
    • 3. Become a better marketer.blueskyfactory.com/frednmt
    • 4. Text EMAIL to 77007Free power tips for email marketing and social media every week.
    • 5. social social social social social social social social socialsocial social social social social social social social socialsocial social social social social social social social socialsocial social social social social social social Why email? social socialsocial social social social social social social social socialsocial social social social social social social social socialsocial social social social social social social social socialsocial social social social social social social
    • 6. $43.62
    • 7. AudienceProspects LeadsCustomersEvangelists
    • 8. Audience MarketingProspects LeadsCustomers SalesEvangelists
    • 9. The very first piece of email spam ever
    • 10. Audience Social SearchProspects Advertising LeadsCustomers EmailEvangelists
    • 11. 5 things every email marketer wants
    • 12. audiencemore delivery opens actions metrics
    • 13. audiencemore delivery opens actions metrics
    • 14. make it obvious
    • 15. 733% increase in list growth
    • 16. make it easy
    • 17. make it everywhere
    • 18. Text EMAIL to 77007Free power tips for email marketing and social media every week.
    • 19. tellpeople what toexpect
    • 20. TweetAwayYour greatest source of new audience is a delighted existing audience.
    • 21. curate.
    • 22. innovate.
    • 23. http://www.blueskyfactory.com/fbsign
    • 24. incentivize
    • 25. 180.1% increased reach
    • 26. audiencemore delivery opens actions metrics
    • 27. David Sifry not this ESP
    • 28. TweetAwayUltimately, ISPs say what spam is, not Congress or us.
    • 29. the new whitelist is...
    • 30. the ship sinker
    • 31. List: 1,657 Opened: 350 (21.5%) Clicked: 125 (7.7%)Complaints/Flagged as spam: ZERO Unsubscribes: 8 (0.5%)
    • 32. audiencemore delivery opens actions metrics
    • 33. TweetAwayPast great email is the best indicator of future open rates.
    • 34. HelpAReporter.com
    • 35. HelpAReporter.com
    • 36. WineLibrary.com
    • 37. from:
    • 38. subject:
    • 39. TweetAwayLots of people tell you to test, but no one says what to test.
    • 40. Google
    • 41. Google Wonder Wheel
    • 42. Google Wonder Wheel
    • 43. Google Adwords Keyword Tool
    • 44. Google Webmaster Tools
    • 45. Google Analytics Site Search
    • 46. Magazine Covers
    • 47. Test using social media!
    • 48. subject #1 wins
    • 49. Publicaster
    • 50. campaign structure
    • 51. TweetAway Imagine how powerful your emailwould be if you sent valuable stuff to people who could afford it.
    • 52. audiencemore delivery opens actions metrics
    • 53. Publicaster Inbox Preview
    • 54. Taguchi multivariate testing Publicaster
    • 55. what do you test? (part 2)
    • 56. http://ar.gy/vintage
    • 57. audiencemore delivery opens actions metrics
    • 58. TweetAwayDecide on a goal, then measure to it.
    • 59. Photo Credit: AlanCleaver_2000
    • 60. Photo credit: SashaW
    • 61. Photo credit: Make Lemons
    • 62. TweetAway If metrics were a road trip, diagnostics tell you how it’s going,objectives tell you if you’re there yet.
    • 63. Delivery rateOpen rateClick rateUnsubscribe rateComplaint rate Diagnostic only
    • 64. Google Analytics Settings
    • 65. GA: Goal Conversions
    • 66. GA: Custom Traffic Segments
    • 67. GA: Campaign Report
    • 68. GA: Custom Report
    • 69. GA: Custom Report
    • 70. Publicaster
    • 71. audiencemore delivery opens actions metrics
    • 72. Become a better marketer.blueskyfactory.com/frednmt

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