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.

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

    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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