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5 Email Rules to Break in 2014
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5 Email Rules to Break in 2014

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Mobile devices have moved email marketing back to the forefront of every marketers marketing plan. Because of this, there are many outdated email rules that should be reconsidered in your 2014 …

Mobile devices have moved email marketing back to the forefront of every marketers marketing plan. Because of this, there are many outdated email rules that should be reconsidered in your 2014 marketing strategy.

Published in: Marketing, Technology, Business

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  • 1. Break  These  5   Outdated  Email   Rules  in  2014   Mobile  devices  have  moved  email  marke1ng  back  to  the   forefront.  Break  these  email  rules  to  help  you  be  successful   in  the  mobile  marke1ng  genera1on.   ©  Penheel  Marke1ng  2014  
  • 2. Break  These  Rules  in  2014   1.  2.  3.  4.  5.  Always  send  email  in  the  middle  of  the  week.   Never  send  an  email  at  the  end  of  the  day.   Never  have  fun  with  email  content.     Never  send  an  email  with  one  large  image.     Keep  the  subject  line  between  30  –  50  characters   ©  Penheel  Marke1ng  2014  
  • 3. Here’s  why.   1        Always  send  email  in  the  middle  of  the  week.         It  seems  to  make  sense,  but  think  about  your  week.  When  are   you  most  busy  and  focused?  The  middle  right?       Get  into  the  habit  of  scheduling  emails  to  arrive  early  in  the  day   or  later  in  the  day  to  maximize  client’s  aRen1on  to  them.     •  85%  of  opens  happen  2  days  aUer  receiving  an  email,  but   •  Only  21%  of  purchases  happen  within  2  days  of  receiving   an  email.     •  32%  of  purchases  take  place  2  weeks  aUer!   •  Monday  emails  had  the  highest  revenue  per  email.     Sources:  Social  Media  Today  &  Sales  Force   ©  Penheel  Marke1ng  2014  
  • 4. Here’s  why.   2        Never  send  an  email  at  the  end  of  the  day.       What  if  your  business  is  on  the  east  coast,  but  you  have  clients   on  the  west  coast  and  east  coast?  Are  you  going  to  send  all   emails  in  the  Noon  –  2:00  p.m.  1meframe  all  the  1me?       Use  common  sense,  but  also  use  your  data  to  see  when   customers  are  opening  emails.  You  can  do  this  with  website   analy1cs  and  email  open  rates.     ©  Penheel  Marke1ng  2014  
  • 5. Here’s  why.   3        Never  have  fun  with  email.       Even  if  you  have  a  conserva1ve  brand,  engaging  in  a  liRle  fun   now  and  again  can  help  increase  engagement  with  customers.       Let’s  say  you’re  in  the  financial  services  industry.  Avoid  poking   fun  at  someone  or  something.  Rather  think  of  ways  to  engage   with  customers  on  social  media  via  your  email  communica1on.       For  example,  it’s  “red  carpet”  season.  Ask  customers  what   movies  they  hope  win  the  big  awards  this  year.  Then  use  those   sta1s1cs  to  share  in  another  post.   ©  Penheel  Marke1ng  2014  
  • 6. Here’s  why.   4        Never  send  an  email  with  one  large  image.       In  the  past,  graphic-­‐centric   emails  may  not  have   rendered  correctly  in  an   email  ISP.  However,  that   has  changed.  Using  image-­‐ centric  emails  oUen   engages  users  via  mobile   faster  than  text-­‐centric   emails.       ©  Penheel  Marke1ng  2014  
  • 7. Here’s  why.   5        Keep  the  subject  line  between  30  –  50  characters.       In  some  instances  in  the  past,  long  subject  lines  caused  email   services  to  count  the  email  as  spam.  However,  good  marketers   know  to  put  the  most  engaging  adjec1ves  at  the  beginning  of   the  email  subject.     Tip:  Think  of  email  subject  lines  like  a   Tweet.  Though  a  tweet  has  140   characters,  it’s  recommended  to  use   fewer  characters  to  allow  for   ReTwee1ng.  The  same  goes  for  subject   lines.  Consider  the  forward  feature  and   adjust  accordingly.       ©  Penheel  Marke1ng  2014   “64%  of  people  say  they   open  an  email  because   of  the  subject  line.”   Source:  Exact  Target  
  • 8. Who  is  Penheel  Marketing?   Social  media  and  digital  marke1ng  consul1ng  firm  for  CPA  firms,  small   businesses,  and  non-­‐profits.     Visit  us  at  hRp://Penheel.com   Blogging   Create  blog  content  quickly     while  gelng  SEO  1ps  and     best  prac1ces  pointers.   Marke&ng  Analy&cs   Website  analy1cs,  online     adver1sing  analy1cs.  See     which  sources  are  genera1ng     the  most  leads.     Email   Send  personalized,  segmented     Emails  based  on  any  informa1on     in  your  contact  database.   ©  Penheel  Marke1ng  2014   Social  Media   Publish  content  to  your  social   accounts,  then  nurture  leads     based  on  their  social  engagement.   Search  Engine  Op&miza&ons   Improve  your  rank  in  search     engines  by  finding  and  tracking     your  most  effec1ve  keywords.   Lead  Management   Track  leads  with  a  complete   1meline-­‐view  of  their  interac1ons     with  your  firm.  
  • 9. Resources   •  7  Myths  of  Email  Marke1ng,  Social  Media  Today.   hRp://socialmediatoday.com/leaderswest/1838336/email-­‐ marke1ng-­‐counterintui1ve-­‐sta1s1cs-­‐infographic   •  All  That  Sizzles  Is  Not  Spam,  Social  Media  Today.   hRp://socialmediatoday.com/ritu-­‐pant/1309906/email-­‐marke1ng-­‐ all-­‐sizzles-­‐not-­‐spam   •  25  Mind-­‐Blowing  Email  Sta1s1cs,  Sales  Force.   hRp://blogs.salesforce.com/company/2013/07/email-­‐marke1ng-­‐ stats.html   •  50  Email  Marke1ng  Tips  and  Stats  for  2014,  Exact  Target.   hRp://www.exacRarget.com/blog/50-­‐email-­‐marke1ng-­‐1ps-­‐and-­‐ stats-­‐for-­‐2014/   •  The  Ideal  Subject  Line  Length.  Size  does  maRer  in  B2C,  Email   Audience.  hRp://www.emailaudience.com/the-­‐ideal-­‐subject-­‐line-­‐ length-­‐size-­‐does-­‐maRer-­‐especially-­‐in-­‐b2c/