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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21st Century Email Marketing: What you need to know to make email work for you
- 1. 21st Century Email Marketing Christopher S. Penn, VP Strategy and Innovation www.BlueSkyFactory.com
- 2. The problem with industry leading by Fritz Ahlefeldt
- 3. Become a better marketer. blueskyfactory.com/frednmt
- 4. Text EMAIL to 77007 Free power tips for email marketing and social media every week.
- 5. 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? 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
- 6. $43.62
- 9. Audience Marketing Prospects Leads Customers Sales Evangelists
- 10. The very first piece of email spam ever
- 11. Audience Social Search Prospects Advertising Leads Customers Email Evangelists
- 12. 5 things every email marketer wants
- 13. audience more delivery opens actions metrics
- 14. audience more delivery opens actions metrics
- 15. make it obvious
- 16. 733% increase in list growth
- 17. make it easy
- 19. Text EMAIL to 77007 Free power tips for email marketing and social media every week.
- 20. tell people what to expect
- 21. TweetAway Your greatest source of new audience is a delighted existing audience.
- 23. curate.
- 24. innovate.
- 26. incentivize
- 28. audience more delivery opens actions metrics
- 30. David Sifry not this ESP
- 31. TweetAway Ultimately, ISPs say what spam is, not Congress or us.
- 34. the new whitelist is...
- 36. the ship sinker
- 37. List: 1,657 Opened: 350 (21.5%) Clicked: 125 (7.7%) Complaints/Flagged as spam: ZERO Unsubscribes: 8 (0.5%)
- 38. audience more delivery opens actions metrics
- 39. TweetAway Past great email is the best indicator of future open rates.
- 42. WineLibrary.com
- 43. from:
- 44. subject:
- 45. TweetAway Lots of people tell you to test, but no one says what to test.
- 46. Google
- 49. Google Adwords Keyword Tool
- 51. Google Analytics Site Search
- 52. Magazine Covers
- 53. Test using social media!
- 54. subject #1 wins
- 55. Publicaster
- 57. TweetAway Imagine how powerful your email would be if you sent valuable stuff to people who could afford it.
- 58. audience more delivery opens actions metrics
- 61. Taguchi multivariate testing Publicaster
- 62. what do you test? (part 2)
- 68. audience more delivery opens actions metrics
- 69. TweetAway Decide on a goal, then measure to it.
- 72. Photo credit: Make Lemons
- 73. TweetAway If metrics were a road trip, diagnostics tell you how it’s going, objectives tell you if you’re there yet.
- 74. Delivery rate Open rate Click rate Unsubscribe rate Complaint rate Diagnostic only
- 77. GA: Custom Traffic Segments
- 81. Publicaster
- 82. audience more delivery opens actions metrics
- 83. Become a better marketer. blueskyfactory.com/frednmt
Editor's Notes
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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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