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Getting People to Open Your Email (Blue Sky Factory User Conference)
Getting People to Open Your Email (Blue Sky Factory User Conference)
Getting People to Open Your Email (Blue Sky Factory User Conference)
Getting People to Open Your Email (Blue Sky Factory User Conference)
Getting People to Open Your Email (Blue Sky Factory User Conference)
Getting People to Open Your Email (Blue Sky Factory User Conference)
Getting People to Open Your Email (Blue Sky Factory User Conference)
Getting People to Open Your Email (Blue Sky Factory User Conference)
Getting People to Open Your Email (Blue Sky Factory User Conference)
Getting People to Open Your Email (Blue Sky Factory User Conference)
Getting People to Open Your Email (Blue Sky Factory User Conference)
Getting People to Open Your Email (Blue Sky Factory User Conference)
Getting People to Open Your Email (Blue Sky Factory User Conference)
Getting People to Open Your Email (Blue Sky Factory User Conference)
Getting People to Open Your Email (Blue Sky Factory User Conference)
Getting People to Open Your Email (Blue Sky Factory User Conference)
Getting People to Open Your Email (Blue Sky Factory User Conference)
Getting People to Open Your Email (Blue Sky Factory User Conference)
Getting People to Open Your Email (Blue Sky Factory User Conference)
Getting People to Open Your Email (Blue Sky Factory User Conference)
Getting People to Open Your Email (Blue Sky Factory User Conference)
Getting People to Open Your Email (Blue Sky Factory User Conference)
Getting People to Open Your Email (Blue Sky Factory User Conference)
Getting People to Open Your Email (Blue Sky Factory User Conference)
Getting People to Open Your Email (Blue Sky Factory User Conference)
Getting People to Open Your Email (Blue Sky Factory User Conference)
Getting People to Open Your Email (Blue Sky Factory User Conference)
Getting People to Open Your Email (Blue Sky Factory User Conference)
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Getting People to Open Your Email (Blue Sky Factory User Conference)

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  • 1. Baltimore, Maryland Getting People to Open Your Email November 10, 2010 1:00 - 1:45 pm Session Sharon Mostyn & Doug Broujos
  • 2. Agenda • Introductions • Sharon Mostyn – E-Commerce Manager, MEDEX Global Solutions • Doug Broujos – COO, Blue Sky Factory • Frame-up the Session • Factors Affecting Open Rates / Best Practices • Wrap-up / Questions & Answers 2
  • 3. But first, let’s get a perspective 3 2010: “It’s relationships stupid.” 1992: “It’s the economy stupid.”
  • 4. Get these right first:  Email opt-in process  Set the expectations  Follow-up quickly  Build & maintain trust The Most Important Stuff are the Basics There’s no magic formula to get people to open your email. 4
  • 5. Pay attention to your subscribers. LISTEN. 5
  • 6.  “Give me useful stuff”  “Don’t waste my time”  “Don’t annoy me”  “Don’t break my trust” What People Want Stop. Don’t make this so complicated, because it is NOT. 6
  • 7. MEDEX - Set User Expectations 7 • What am I getting? • When/how often will I get it? • What does it look like? • What else do you have for me?
  • 8.  Follow the basics  Continuously test (raise the bar)  Plan-Do-Check-Act  Rinse and repeat The Rules are fairly simple Doing everything right will increase your open chances. 8
  • 9. MEDEX – Testing 9 TEST EVERYTHING! (Just not all at once…)
  • 10. MEDEX – Subject Lines 10 Open MEDEX March Newsletter Control 12.22% March Newsletter - Hidden Threats Within Your Company Test A 17.41% MEDEX Can Find Hidden Threats Within Your Company Test B 4.65% Test A vs. Control 42.47% Test B vs. Control -61.95% Control: •MEDEX March Newsletter Test Subject Lines: •March Newsletter - Hidden Threats Within Your Company •MEDEX Global Solutions Can Find Hidden Threats Within Your Company
  • 11. Subject Lines (5 things to watch) 11
  • 12.  Get personal, really personal  Go beyond the name only  …and why did you collect that signup data? Subject Lines: 5 Things to Do. #1: Make it personal 12 Subject: Let’s Go Shopping Subject: Denise- Towson area Shopping Deals
  • 13.  Long-winded voicemails are boring. So are subject lines.  Less than 41 characters (sometimes they are cut- off)  Give them a reason to open Subject Lines: 5 Things to Do. #2: Keep it short 13 Subject: Really Cool Buying Opportunities Especially For You Subject: Exclusive Two-Day Sale
  • 14.  No hard-sell sales pitch  You want emails from friends, relatives, co- workers (think about those)  ALL CAPS, $$$$, !!!!  Kill the spam risk Subject Lines: 5 Things to Do. #3: Earn their respect….fast 14 Subject: WANT TO SAVE $?? SHOP RIGHT NOW!!! Subject: Exclusive Savings-Clothing, Shoes & More
  • 15.  Grab attention- be compelling  Create urgency, curiosity, exclusivity  Announce, share, inform  Answer quickly: “what’s in it for me?” Subject Lines: 5 Things to Do. #4: Simple is beautiful (and understated) 15 Subject: Volunteer Opportunities Subject: We Need Your Help Now.
  • 16.  Subject line = email content  Think “preview”  30% people read emails in preview pane only  70% people at work use preview pane  Do not try to fool the subscriber  Complete the connection Subject Lines: 5 Things to Do. #5: Trick or Treat is Over 16
  • 17. “From Names” 17
  • 18. Personal- don’t go corporate (DebbieThompson@DebbiesBakery.com) “From Names” affect Open Rates. Just Be Yourself. And Be Consistent. 18 Corporate- don’t get personal (TheChef@DebbiesBakery.com)
  • 19. MEDEX – From Address 19 Consistency is key. •mktginfo@medexglobal.com •MEDEX Global Solutions •Sharon, MEDEX Global Solutions •MEDEX Global Solutions Marketing
  • 20. Pre-Header 20
  • 21. Pre-Headers affect Open Rates. This is important. It all starts here. 21  “Your Daily Baltimore Groupon”  A text preview of your email  Call-to-action The “hook” to open & read more
  • 22. MEDEX – Review Pane & Pre-Header 22
  • 23. Other Factors 23
  • 24. How frequent you send What day you send What time you send The more you test- and adjust- the more your results improve. Other Factors Affecting Open Rates. 24
  • 25. MEDEX - Deliverability 25 22% Inbox Placement = Unacceptable!
  • 26. MEDEX – Deliverability (cont’d) 26 96.7% Inbox Placement = Much Better!
  • 27. MEDEX – Measurement / Analysis 27 • Develop your own metrics – “industry standard” probably doesn’t fit your company… Security Newsletter Open Rate 0.00% 5.00% 10.00% 15.00% 20.00% 25.00% Jan-10 Feb-10 Mar-10 Apr-10 May-10 Jun-10 Jul-10 Aug-10 Sep-10 ASI CMI MEDEX
  • 28. Q&A Blueskyfactory.com 410.230.0061 www.blueskyfactory.com @blueskyfactory

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