Breathing Life (and ROI) Back Into Your Email Marketing

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Has your email marketing become a routine? It happens. When we get too bogged down in patterns, our creative juices can get stagnant. Let's shake things up for 2013. Infuse your campaigns with new flavor as we review clever, fun campaigns that worked (and a few that didn't). You'll come way with ideas and inspiration you can put to work right away to revitalize your ROI.

Presented by Hunter Boyle at MarketingSherpa's Email Summit 2013, Las Vegas

Learn more at: http://www.aweber.com/blog

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Breathing Life (and ROI) Back Into Your Email Marketing

  1. 1. Breathing Life (and ROI) Back Into Your Email MarketingHunter BoyleSr. Business Development ManagerAWeber
  2. 2. Session Speaker Hunter Boyle Sr. Business Development Manager AWeber  Helps SMBs grow with email and social marketing tools  Former editor & blogger: MarketingExperiments Journal, Internet Marketing Report, Industry Standard@HunterBoyle  Boston University, San Francisco Comedy College alum  Loves travel, photography, volunteering, craft beer 2
  3. 3. Constrained? 3
  4. 4. 4
  5. 5. Lets Escape the Mundane: 3 Tools Real Experiments Real Examples Real Conversation 5
  6. 6. First … A Word About ROI 6
  7. 7. Same + Old + Things = {Same Old Results}
  8. 8. Real Experiments 8
  9. 9. Experiment 1: Holiday Email SeriesObjective: Drive traffic and engagement via microsite and 14-part email seriesof daily marketing resources 9
  10. 10. Campaign emails featured templates, designs, ebooks, tools, blog posts and aholiday marketing webinar. All resources were free. 10
  11. 11. Experiment 1: Results 33,235 UPVs and 10,878 UVs Series generated extremely high engagement responses Downloads Opt Ins Open Rates Click Rates 7,582 3,213 54-83% 25-69%! What You Need to Know: Fun and free still qualify as ROI, because high engagement plays a major role in conversion rates. 11
  12. 12. Are you creating the kind of emails youd love to get?
  13. 13. Experiment 2: Email ConfessionsObjective: Drive traffic and engagement to video microsite 13
  14. 14. Sunday, April 1 – standalone promo Thursday, July 12 – third feature slot“Oops! 7 Ways to Screw Up Like an Email Rockstar” (with personalization) wassent on April 1 – our first Sunday email. 14
  15. 15. Experiment 2: Results Email response rates mixed Favorable to weekday list averages, but hard to benchmark Video Views Open Rate Click Rate 11,362 22.4% 2.1%! What You Need to Know: You may not always have metrics to benchmark against. Experiment anyway. Inaction is far more costly. 15
  16. 16. Look for inspiration beyond the routine – and the inbox
  17. 17. Experiment 3: Clever vs. ClearObjective: Learn which subject line style performed best 17
  18. 18. Experiment 3: Results 541% higher average response In 5 key engagement metrics, Clear beat Clever every time Comments Traffic Opt Ins Likes Tweets +1107% +617% +366% +331% +315%! What You Need to Know: Creativity has its caveats. Use tone and content tests to create a house style guide your audience. 18
  19. 19. Start small, build a case with low-risk experiments
  20. 20. Real Examples 20
  21. 21. (Re)Consider Popovers  Popover opt in form  Time delayed  Cookies → 1 display  Drives nearly 70% of email opt ins  List grew 375% in two years (1/11-1/13)SocialMediaExaminer.com 21
  22. 22. Make Engagement Priority #1  Re-engagement test  Sent notifications with request to confirm opt ins before migrating list  Opt in list went from 8,250 to 2,500 … BUT  Raw numbers steady  Avg. open/click rates rose to 49.5% and 6.8%60SecondMarketer.com  List grew to 4,500 – and is more responsive 22
  23. 23. Try Asking Another Way Used video annotations to drive opt ins Tested an email pitch within the video Increased opt ins by 38% vs. annotationsAskTheBuilder.com 23
  24. 24. Start A Spin Off Series  Autoresponder series  Free, educational, personal, high value  List doubled in 1 year  97,000 subscribers  Drove ~50% of blog product first-week sales  Drove ~80% of sales of training productCopyblogger.com 24
  25. 25. We need to makeemail fun again – ifwe want readers tocare about it
  26. 26. Real Conversation (aka Q&A) 26
  27. 27. Thank You!Hunter BoyleSr Biz Dev ManagerAWeber@hunterboylehunterb@aweber.comhttp://linkd.in/hunterboyle To download a free copy of our ebook, Optimize Your Email Campaign, please visit: http://bit.ly/optimize-guide

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