7 Email Marketing Rules You Must Break

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DJ Waldow, co-author of The Rebel's Guide to Email Marketing, presents "7 Email Marketing Rules You Must Break" in Coralville, IOWA on October 18, 2012 - Social Brand Forum 2012

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7 Email Marketing Rules You Must Break

  1. 1. 7 Email Marketing"Rules" You Must Break DJ Waldow @djwaldow Waldow Social October 18, 2012
  2. 2. DJ Waldow WaldowSocial.com @djwaldow waldowsocial.com/email
  3. 3. waldowSOCIAL
  4. 4. slideshare.net/djwaldow
  5. 5. Isn’t email DEAD?
  6. 6. Most emailed article of the day
  7. 7. How many of you have...?
  8. 8. Download Report
  9. 9. 91%
  10. 10. ü Email trending down (but still in the lead) ü Text and social trending up
  11. 11. Download Report
  12. 12. 77%
  13. 13. Email is not dead. It’s THRIVING. -@djwaldow #SocialBrand12
  14. 14. Good. Moving on …
  15. 15. !!!!!
  16. 16. Email Marketing Best Practices You should ALWAYS…
  17. 17. Email Marketing Best Practices You should NEVER…
  18. 18. Flickr: financialaidpodcast
  19. 19. Never use1 “free” or ALL CAPS in a subject line
  20. 20. Gmail spam “false positives”
  21. 21. Gmail spam “false positives” FREE?
  22. 22. Which subject linewas the winner?
  23. 23. It’s okay to use “free” or ALL CAPS ina subject line - @djwaldow#SocialBrand12
  24. 24. 2 Never send an UGLY email
  25. 25. A
  26. 26. B
  27. 27. A B
  28. 28. A|B Test Methodology: •  Sent 20% old template (A); Sent 20% new template (B) •  Subject, From Name, content & date/time of send the same •  Ran for 24 hours
  29. 29. Results: •  Old template (A): 25.7% open rate; 4.2% click-through rate •  New template (B): 27.0% open rate; 4.7% click-through rate A VIRTUAL TIE!
  30. 30. YUCK! right?
  31. 31. 99.2 40 87
  32. 32. 99.2% inbox placement
  33. 33. 40% open rate
  34. 34. 87% click-to-open rate
  35. 35. Beauty is in the eye of the emailsubscriber - @djwaldow#SocialBrand12
  36. 36. Subject lines3 should always be between 30-50 characters
  37. 37. “Off-the-Court Gear in Tournament Colors”
  38. 38. Sesame Street Asks Obama Campaign To Take AdDown, Anderson Cooper vs. Star Jones, Die HardObama Supporter Freaks Out
  39. 39. Sesame Street Asks Obama Campaign To Take AdDown, Anderson Cooper vs. Star Jones, Die HardObama Supporter Freaks Out
  40. 40. Get up to 70% off children‘s fashion
  41. 41. Get up to 70% off children
  42. 42. An actual Groupon subject line One Oil Change, Three Oil Changes with Inspections,or a Four-Wheel Alignment (Up to 78% Off) | 10 or20 Gym Passes (Up to 69% Off) | Salon Package withCut, Style, and Two-Color Highlights; Shellac Manicure;or Acrylic Nails (Up to 51% Off)
  43. 43. An actual Groupon subject line One Oil Change, Three Oil Changes with Inspections, 42 words or a Four-Wheel Alignment (Up to 78% Off) | 10 or20 Gym Passes (Up to 69% Off) | Salon Package with 421 characters Cut, Style, and Two-Color Highlights; Shellac Manicure;or Acrylic Nails (Up to 51% Off)
  44. 44. It’s okay to write long (or short) emailsubject lines - @djwaldow#SocialBrand12
  45. 45. Never used4 a popup to collect email addresses
  46. 46. nooooooooooooooo.com
  47. 47. Pre-Popup: 80-100 new emails/month
  48. 48. Pre-Popup: 80-100 new emails/month Once popup was installed: •  Aug – 388 new emails •  Sept – 478 (a 482% increase)
  49. 49. 83% list growth frompopups; zero complaints!
  50. 50. Popup accounts for 75-80% of list growth! “To this day, after 4 years, I have not heard anything [negative] about it.” - Patrick Starzan, VP of Marketing & Distribution
  51. 51. ChristopherSPenn.com
  52. 52. ChristopherSPenn.com •  30 signups per month prior to popup. •  Once installed, average shot up to 133 •  As of Feb ’11, trending at 250 per month. 733% increase insubscribers.
  53. 53. It’s okay to use a popup to collectemail address! - @djwaldow#SocialBrand12
  54. 54. Never send5 an email with one big image
  55. 55. It’s okay to send an email with one bigimage, but get creative with alt text! -@djwaldow #SocialBrand12
  56. 56. 6 Never make your unsubscribe link obvious
  57. 57. Can you find the unsubscribe?
  58. 58. Can you find the unsubscribe?
  59. 59. Huh?
  60. 60. Unsubscribe OR Mark as Spam
  61. 61. It’s okay to make your unsubscribebutton/link obvious! - @djwaldow#SocialBrand12
  62. 62. Never7 have fun
  63. 63. It’s okay to have some fun with youremail marketing campaigns! -@djwaldow #SocialBrand12
  64. 64. 1 2 3 4 5 6 7 1.  Never use “free” or ALL CAPS in a subject line 2.  Never send an UGLY email 3.  Subject lines should always be between 30-50 characters 4.  Never use a popup to collect email addresses 5.  Never send an email with one big image 6.  Never make your unsubscribe link obvious 7.  Never have fun
  65. 65. http://waldowsocial.com/free-email-reviews/
  66. 66. ar.gy/rebelsguide
  67. 67. REMEMBER
  68. 68. Smile. Laugh. Dance. Have Fun. [Read post & watch video]
  69. 69. DJ Waldow WaldowSocial.com @djwaldow waldowsocial.com/email

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