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The Email Marketing Wake-up Call: Steps to get better email response and list engagement
The Email Marketing Wake-up Call: Steps to get better email response and list engagement
The Email Marketing Wake-up Call: Steps to get better email response and list engagement
The Email Marketing Wake-up Call: Steps to get better email response and list engagement
The Email Marketing Wake-up Call: Steps to get better email response and list engagement
The Email Marketing Wake-up Call: Steps to get better email response and list engagement
The Email Marketing Wake-up Call: Steps to get better email response and list engagement
The Email Marketing Wake-up Call: Steps to get better email response and list engagement
The Email Marketing Wake-up Call: Steps to get better email response and list engagement
The Email Marketing Wake-up Call: Steps to get better email response and list engagement
The Email Marketing Wake-up Call: Steps to get better email response and list engagement
The Email Marketing Wake-up Call: Steps to get better email response and list engagement
The Email Marketing Wake-up Call: Steps to get better email response and list engagement
The Email Marketing Wake-up Call: Steps to get better email response and list engagement
The Email Marketing Wake-up Call: Steps to get better email response and list engagement
The Email Marketing Wake-up Call: Steps to get better email response and list engagement
The Email Marketing Wake-up Call: Steps to get better email response and list engagement
The Email Marketing Wake-up Call: Steps to get better email response and list engagement
The Email Marketing Wake-up Call: Steps to get better email response and list engagement
The Email Marketing Wake-up Call: Steps to get better email response and list engagement
The Email Marketing Wake-up Call: Steps to get better email response and list engagement
The Email Marketing Wake-up Call: Steps to get better email response and list engagement
The Email Marketing Wake-up Call: Steps to get better email response and list engagement
The Email Marketing Wake-up Call: Steps to get better email response and list engagement
The Email Marketing Wake-up Call: Steps to get better email response and list engagement
The Email Marketing Wake-up Call: Steps to get better email response and list engagement
The Email Marketing Wake-up Call: Steps to get better email response and list engagement
The Email Marketing Wake-up Call: Steps to get better email response and list engagement
The Email Marketing Wake-up Call: Steps to get better email response and list engagement
The Email Marketing Wake-up Call: Steps to get better email response and list engagement
The Email Marketing Wake-up Call: Steps to get better email response and list engagement
The Email Marketing Wake-up Call: Steps to get better email response and list engagement
The Email Marketing Wake-up Call: Steps to get better email response and list engagement
The Email Marketing Wake-up Call: Steps to get better email response and list engagement
The Email Marketing Wake-up Call: Steps to get better email response and list engagement
The Email Marketing Wake-up Call: Steps to get better email response and list engagement
The Email Marketing Wake-up Call: Steps to get better email response and list engagement
The Email Marketing Wake-up Call: Steps to get better email response and list engagement
The Email Marketing Wake-up Call: Steps to get better email response and list engagement
The Email Marketing Wake-up Call: Steps to get better email response and list engagement
The Email Marketing Wake-up Call: Steps to get better email response and list engagement
The Email Marketing Wake-up Call: Steps to get better email response and list engagement
The Email Marketing Wake-up Call: Steps to get better email response and list engagement
The Email Marketing Wake-up Call: Steps to get better email response and list engagement
The Email Marketing Wake-up Call: Steps to get better email response and list engagement
The Email Marketing Wake-up Call: Steps to get better email response and list engagement
The Email Marketing Wake-up Call: Steps to get better email response and list engagement
The Email Marketing Wake-up Call: Steps to get better email response and list engagement
The Email Marketing Wake-up Call: Steps to get better email response and list engagement
The Email Marketing Wake-up Call: Steps to get better email response and list engagement
The Email Marketing Wake-up Call: Steps to get better email response and list engagement
The Email Marketing Wake-up Call: Steps to get better email response and list engagement
The Email Marketing Wake-up Call: Steps to get better email response and list engagement
The Email Marketing Wake-up Call: Steps to get better email response and list engagement
The Email Marketing Wake-up Call: Steps to get better email response and list engagement
The Email Marketing Wake-up Call: Steps to get better email response and list engagement
The Email Marketing Wake-up Call: Steps to get better email response and list engagement
The Email Marketing Wake-up Call: Steps to get better email response and list engagement
The Email Marketing Wake-up Call: Steps to get better email response and list engagement
The Email Marketing Wake-up Call: Steps to get better email response and list engagement
The Email Marketing Wake-up Call: Steps to get better email response and list engagement
The Email Marketing Wake-up Call: Steps to get better email response and list engagement
The Email Marketing Wake-up Call: Steps to get better email response and list engagement
The Email Marketing Wake-up Call: Steps to get better email response and list engagement
The Email Marketing Wake-up Call: Steps to get better email response and list engagement
The Email Marketing Wake-up Call: Steps to get better email response and list engagement
The Email Marketing Wake-up Call: Steps to get better email response and list engagement
The Email Marketing Wake-up Call: Steps to get better email response and list engagement
The Email Marketing Wake-up Call: Steps to get better email response and list engagement
The Email Marketing Wake-up Call: Steps to get better email response and list engagement
The Email Marketing Wake-up Call: Steps to get better email response and list engagement
The Email Marketing Wake-up Call: Steps to get better email response and list engagement
The Email Marketing Wake-up Call: Steps to get better email response and list engagement
The Email Marketing Wake-up Call: Steps to get better email response and list engagement
The Email Marketing Wake-up Call: Steps to get better email response and list engagement
The Email Marketing Wake-up Call: Steps to get better email response and list engagement
The Email Marketing Wake-up Call: Steps to get better email response and list engagement
The Email Marketing Wake-up Call: Steps to get better email response and list engagement
The Email Marketing Wake-up Call: Steps to get better email response and list engagement
The Email Marketing Wake-up Call: Steps to get better email response and list engagement
The Email Marketing Wake-up Call: Steps to get better email response and list engagement
The Email Marketing Wake-up Call: Steps to get better email response and list engagement
The Email Marketing Wake-up Call: Steps to get better email response and list engagement
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The Email Marketing Wake-up Call: Steps to get better email response and list engagement

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  • 1. The Email Marketing Wake-up Call: Steps to get better email response and list engagement October 23, 2013 A special thank you to: Thank you for joining us – we will be starting at 2:00 PM ET/11:00 AM PT If you are unable to hear music at this time, please make sure that your computer speakers are turned on and that your system has not been muted. #TMGWebinar
  • 2. Today’s Speakers Debra Ellis Cyndie Shaffstall Founder Wilson & Ellis Consulting Founder and CEM Spider Trainers Moderator Thorin McGee Editor in Chief Target Marketing #TMGWebinar
  • 3. Tips for Webinar Attendees • Technical difficulties? Let us know by using the “Q and A” box, or trouble-shoot by clicking the “Help” widget below → Quick tip: Common problems (like loss of sound and/or stall in the slides) can often be fixed by a quick refresh of your browser. • Have a question for today’s speaker? Submit via the “Q and A” box • Please disable pop-up blockers • See what this console can do! Click on the “Tips for Attendees” widget for the complete rundown. Don’t forget to “share” this webinar! #TMGWebinar
  • 4. Please Welcome Debra Ellis Founder Wilson & Ellis Consulting #TMGWebinar
  • 5. Email Marketing Wake Up Call Finding the Right Email Mix © 2013 Wilson & Ellis Consulting www.wilsonellisconsulting. @DebraWEllis
  • 6. Email Marketing Wake Up Call Finding the Right Email Mix  Promotional  Educational  Informational © 2013 Wilson & Ellis Consulting @DebraWEllis
  • 7. Email Marketing Wake Up Call Email Objectives  Acquisition  Retention  Sales  Service © 2013 Wilson & Ellis Consulting @DebraWEllis
  • 8. Email Marketing Wake Up Call Email Objectives  Acquisition  Retention  Sales  Service © 2013 Wilson & Ellis Consulting @DebraWEllis
  • 9. Email Marketing Wake Up Call Email Objectives  Acquisition  Retention  Sales  Service © 2013 Wilson & Ellis Consulting @DebraWEllis
  • 10. Retention Fight to Keep Customers  Dig deep in analytics  Start the win-back program early  Provide excellent service  React when people change course © 2013 Wilson & Ellis Consulting www.wilsonellisconsulting. @DebraWEllis
  • 11. Service Provide Useful Information  Identifies a problem  Reference material  Provides a solution © 2013 Wilson & Ellis Consulting www.wilsonellisconsulting. @DebraWEllis
  • 12. Email Marketing Wake Up Call © 2013 Wilson & Ellis Consulting www.wilsonellisconsulting. @DebraWEllis
  • 13. Email Marketing Wake Up Call © 2013 Wilson & Ellis Consulting www.wilsonellisconsulting. @DebraWEllis
  • 14. Retention Market to Behavior & Preferences  Make it easy  Analyze behavior  Use the actionable information © 2013 Wilson & Ellis Consulting www.wilsonellisconsulting. @DebraWEllis
  • 15. Email Marketing Wake Up Call Make it Easy © 2013 Wilson & Ellis Consulting www.wilsonellisconsulting. @DebraWEllis
  • 16. Retention Make it Easy © 2013 Wilson & Ellis Consulting www.wilsonellisconsulting. @DebraWEllis
  • 17. Email Marketing Wake Up Call Personalized vs. Pricing © 2013 Wilson & Ellis Consulting www.wilsonellisconsulting. @DebraWEllis
  • 18. Email Marketing Wake Up Call Personalized vs. Pricing © 2013 Wilson & Ellis Consulting www.wilsonellisconsulting. @DebraWEllis
  • 19. Mobile © 2013 Wilson & Ellis Consulting www.wilsonellisconsulting. @DebraWEllis
  • 20. Mobile © 2013 Wilson & Ellis Consulting www.wilsonellisconsulting. @DebraWEllis
  • 21. Mobile © 2013 Wilson & Ellis Consulting www.wilsonellisconsulting. @DebraWEllis
  • 22. Mobile © 2013 Wilson & Ellis Consulting www.wilsonellisconsulting. @DebraWEllis
  • 23. Email Marketing Wake Up Call Crossing Channels   Create web accessible emails Encourage people to share information  Make sharing easy  Always include a call to action © 2013 Wilson & Ellis Consulting www.wilsonellisconsulting. @DebraWEllis
  • 24. Sales © 2013 Wilson & Ellis Consulting www.wilsonellisconsulting. @DebraWEllis
  • 25. Email Marketing Wake Up Call © 2013 Wilson & Ellis Consulting www.wilsonellisconsulting. @DebraWEllis
  • 26. Email Marketing Wake Up Call © 2013 Wilson & Ellis Consulting www.wilsonellisconsulting. @DebraWEllis
  • 27. Email Marketing Wake Up Call © 2013 Wilson & Ellis Consulting www.wilsonellisconsulting. @DebraWEllis
  • 28. Deliverability  Spam Triggers © 2012 Wilson & Ellis Consulting www.wilsonellisconsulting. @DebraWEllis
  • 29. Spam Triggers  Relationship  Keywords & Phrases  Image to Text Ratio  Reputation  Styling © 2012 Wilson & Ellis Consulting www.wilsonellisconsulting. @DebraWEllis
  • 30. Deliverability  Spam Triggers  Service Provider © 2012 Wilson & Ellis Consulting www.wilsonellisconsulting. @DebraWEllis
  • 31. Service Provider © 2013 Wilson & Ellis Consulting www.wilsonellisconsulting. @DebraWEllis
  • 32. Gmail Before © 2013 Wilson & Ellis Consulting www.wilsonellisconsulting. @DebraWEllis
  • 33. Gmail After © 2013 Wilson & Ellis Consulting www.wilsonellisconsulting. @DebraWEllis
  • 34. Gmail Mobile © 2013 Wilson & Ellis Consulting www.wilsonellisconsulting. @DebraWEllis
  • 35. Deliverability  Spam Triggers  Service Provider  Recipient © 2012 Wilson & Ellis Consulting www.wilsonellisconsulting. @DebraWEllis
  • 36. Recipient  Volume  Boredom  Lack of Relevance  Relationship  Content © 2012 Wilson & Ellis Consulting www.wilsonellisconsulting. @DebraWEllis
  • 37. Tips  Monitor subscriber activity  Focus on building relationships  Provide useful information  Make it easy to cross channels   Optimize your emails for subscribers, deliverability and search Be relevant © 2013 Wilson & Ellis Consulting www.wilsonellisconsulting. @DebraWEllis
  • 38. Thank you! Debra Ellis dellis@wilsonellisconsulting.com © 2013 Wilson & Ellis Consulting www.wilsonellisconsulting. @DebraWEllis
  • 39. Please Welcome Cyndie Shaffstall Founder and CEM Spider Trainers #TMGWebinar
  • 40. Results-getting changes you can make to improve deliverability and opens of your marketing emails.
  • 41. WRITE A GREAT SUBJECT LINE To learn more, get the guidebook at http://spdr.at/tip-1c
  • 42.  Use four to six words  Ask a question  Convey urgency  Value proposition  Be clever, use a pun, or try risqué  Be timely  Write it last  Call to action  Test, track, and tweak  Number it  Look for inspiration To learn more, get the guidebook at http://spdr.at/tip-1nc
  • 43. USE PERSONALIZATION To learn more, get the guidebook at http://spdr.at/tip-2c
  • 44. Most studies on the effectiveness of personalization in email indicate click-thru rates are higher when the message is personalized — but not when you personalize the subject line. To learn more, get the guidebook at http://spdr.at/tip-2nc
  • 45. It’s rarely that simple. We recommend you test, track, and tweak. To learn more, get the guidebook at http://spdr.at/tip-2c
  • 46. GIVE A GREAT PRESENTATION To learn more, get the guidebook at http://spdr.at/tip-3nc
  • 47. The preview text, or preheader, can be an influential factor in your open rates, especially for recipients using mobile devices. To learn more, get the guidebook at http://spdr.at/tip-3c
  • 48. Think twice before using this prime real estate for something as unfriendly as: To learn more, get the guidebook at http://spdr.at/tip-3nc
  • 49. Most studies show that emails sent from brands or individuals enjoy higher open rates than when an email address is used as the from name. To learn more, get the guidebook at http://spdr.at/tip-3c
  • 50. Some pundits believe that using a person’s name (without whom the recipient has a relationship) is just as bad. To learn more, get the guidebook at http://spdr.at/tip-3nc
  • 51. Most email applications offer templates, but templates rarely represent the uniqueness of your company, brand, product, or services. Get professional help. To learn more, get the guidebook at http://spdr.at/tip-3c
  • 52. Be responsive. To learn more, get the guidebook at http://spdr.at/tip-3nc
  • 53. KEY ELEMENTS          Well-written content Professional design Visual connection to the brand Personalization Call to action Permission reminder Unsubscribe link Share with a friend link Legally required content (CAN-SPAM)  Be selective when adding:  Social-follow links  Links to your website (beyond those included in the CANSPAM required footer)  Other links  Error-free programming  Well-formed HTML with inline CSS  Responsive layout  Plain text version and web version To learn more, get the guidebook at http://spdr.at/tip-3c
  • 54. OPTIMIZE YOUR CALL TO ACTION (CTA) To learn more, get the guidebook at http://spdr.at/tip-4nc
  • 55. With more than one call to action, you run the risk of diluting your message or worse: confusing the recipient. To learn more, get the guidebook at http://spdr.at/tip-4c
  • 56. Calls to action are great fodder for A/B and multivariate testing, as long as you follow the rule of one message, one call to action. To learn more, get the guidebook at http://spdr.at/tip-4nc
  • 57. DON’T BECOME A SPAMMER To learn more, get the guidebook at http://spdr.at/tip-5c
  • 58. Spam-combatting organizations use a honeypot — a planted (yet hidden) email address that, when harvested and emailed, identifies the sender as a spammer. To learn more, get the guidebook at http://spdr.at/tip-5nc
  • 59. These addresses, or spamtraps, do not bounce; instead they are delivered to the monitoring company in order to identify the sender. To learn more, get the guidebook at http://spdr.at/tip-5c
  • 60. Avoid purchasing or renting lists. To learn more, get the guidebook at http://spdr.at/tip-5nc
  • 61. Customers who receive targeted emails based upon their preferences are more receptive to the message. To learn more, get the guidebook at http://spdr.at/tip-5c
  • 62. PROTECT YOUR SENDER REPUTATION To learn more, get the guidebook at http://spdr.at/tip-6nc
  • 63. Sending to spamtraps or accumulating bounces and spam complaints all contribute to your sender reputation. To learn more, get the guidebook at http://spdr.at/tip-6c
  • 64. Sender reputation is not yours alone to bear — it is associated with the IP address of the mail server you are using. To learn more, get the guidebook at http://spdr.at/tip-6nc
  • 65. Six elements to your sender reputation  Volume — Keep traffic to an even keel.  Spamtrap hits — Avoid at all costs.  Lots of unknown recipients  Consistency — Find an ESP — Send to people with whom and stick with it. you have developed a  Management — Be relationship. responsible for the  Complaint rates — Should acquisition and ongoing not exceed more than 1 per maintenance of your list. thousand. To learn more, get the guidebook at http://spdr.at/tip-6c
  • 66. USE SENDER AUTHENTICATION To learn more, get the guidebook at http://spdr.at/tip-7nc
  • 67. Spoofing is when the sender’s address and/or other parts of the email header are modified in order to appear as though the email is being sent from a different source (usually a more-reputable source). To learn more, get the guidebook at http://spdr.at/tip-7c
  • 68. Sender Policy Framework (SPF) is an email-validation system you can use to prevent spam by detecting email spoofing by verifying the sender’s IP address. To learn more, get the guidebook at http://spdr.at/tip-7nc
  • 69. CELEBRATE UNSUBSCRIBES To learn more, get the guidebook at http://spdr.at/tip-8c
  • 70. Repeatedly sending emails to people who are not engaged or who mark you as a spammer, will affect your future deliverability. To learn more, get the guidebook at http://spdr.at/tip-8nc
  • 71. Inactive leads are a liability. Kick ’em to the curb. To learn more, get the guidebook at http://spdr.at/tip-8c
  • 72. TEST EVERYTHING To learn more, get the guidebook at http://spdr.at/tip-9nc
  • 73. Deciding what engagements to test and measure will be based upon the goals for each component of your campaign and for your entire campaign. To learn more, get the guidebook at http://spdr.at/tip-9c
  • 74. In an A/B test, two versions (A and B) are compared, which are identical except for one variation that might impact a user’s behavior. To learn more, get the guidebook at http://spdr.at/tip-9nc
  • 75. Multivariate testing (MVT) is when you test two or more design or content changes at the same time. To learn more, get the guidebook at http://spdr.at/tip-9c
  • 76. MONITOR YOUR ANALYTICS To learn more, get the guidebook at http://spdr.at/tip-10nc
  • 77. Explicit data are demographics such as title, gender, location, and so on. Implicit data are what you can collect over time; behavior such as links clicked, resources downloaded, pages visited, and the like. To learn more, get the guidebook at http://spdr.at/tip-10c
  • 78. Pre-open metrics are:  Deliver  Day and time of send  Bounce rate (email)  Location  Bounce rate (website) To learn more, get the guidebook at http://spdr.at/tip-10nc
  • 79. Post-open metrics are:  Open  Forward to a friend  Glance, skim, and read  Delete  Click (download, view, etc.)  Print  Opt-out (unsubscribe)  Visit website  Socially engage To learn more, get the guidebook at http://spdr.at/tip-10c
  • 80. As experts in drip and nurture marketing, Spider Trainers is chosen by companies to amplify lead and demand generation while setting standards for design, development, and deployment. To learn more, get the guidebook at http://spdr.at/spider-trainers
  • 81. Chuck Meyer Spider Trainers designs, develops, and deploys custom blast, drip, and nurture campaigns. Client relations manager Visit our resource center to learn more: 651 702 3793  Profiling Personas cmeyer@spidertrainers.com  20+ Ideas for Automated Marketing  Prospects, Leads, & Subscribers  Marketing Metrics  Drip-marketing Toolkit  Great Big Book of Things Marketers Count  Great Big Book of Things Marketers Say Contact us: http://www.spidertrainers.com To learn more, get the guidebook at http://spdr.at/spider-trainers
  • 82. Question & Answer Session If you haven’t done so already, please take this time to submit questions to our speakers using the “Q&A” box on your console. #TMGWebinar
  • 83. Thank You Thank you for taking the time to attend our webinar today. For additional information about our webinar series, check out the following Web site: www.targetmarketingmag.com/webinar Please take a moment to fill out our feedback survey. (It will open in a new browser window/tab momentarily!) #TMGWebinar

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