Breaking the Rules of Email Marketing

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Breaking the Rules of Email Marketing. DJ Waldow of Waldow Social believes strongly that rules are meant to be broken (with proper testing, of course). This presentation was given in Dallas on Feb 17, 2012 at Jason Falls's Explore event. This presentation talks about 3 "rules" that have been effectively broken:

1. Sending ugly emails
2. Using ALL CAPS or the word “free” in a subject line.
3. Using popups to collect email addresses

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  • Breaking the Rules of Email Marketing

    1. 1. Breaking the Rules of Email Marketing DJ Waldow Waldow Social Explore Dallas: February 17, 2012
    2. 2. DJ Waldow Founder & CEO djwaldow@waldowsocial.com 919.943.9248 djwaldowFebruary 17, 2012
    3. 3. Email Marketing is (NOT) Dead!
    4. 4. WSJ Article: Oct. 10, 2009
    5. 5. Most emailed article of the day! WSJ Article: Oct. 10, 2009
    6. 6. How many of you have ... A little game.
    7. 7. The Value of Email.
    8. 8. FOCUS StudyEmail is (still) the top performing marketing channel.
    9. 9. Email is not dead. #Explore via@djwaldow Agreed? Good. Now, let’s move on...
    10. 10. Title(s): Sales Associate Account Manager Director of Best Practices Mantra: Best practices. Best practices. Best practices.DJ Waldow, circa 2006 A bit of history.
    11. 11. Title: Director of Community Mantra: Best practices are practices that are best for you.DJ Waldow, circa 2009 A bit of history.
    12. 12. Title: Founder & CEO Mantra: Rules are meant to be broken. (but be sure you test)DJ Waldow, circa 2012 A bit of history.
    13. 13. What email best practices have you heard?Which do you practice? Email Marketing Best Practices
    14. 14. Thou Shall Not (shan’t?)...1. Send ugly emails2. Use ALL CAPS or the word“free” in a subject line.3. Use popups to collect emailaddresses
    15. 15. Thou Shall Not (shan’t?)...Send ugly emails
    16. 16. ABreaking the Rules.
    17. 17. BBreaking the Rules.
    18. 18. A B Breaking the Rules.
    19. 19. What you’ll need: Phone or LaptopWhat you’ll do: Text, Tweet, or Submit online A B Time to vote!
    20. 20. [Live Poll]Time to vote!
    21. 21. 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 Methodology
    22. 22. 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. Tom? Results
    23. 23. React.
    24. 24. You’ll just have to trust me. Incredible results.
    25. 25. Remember:You are not necessarily youraudience #Explore via @djwaldow Tweet this.
    26. 26. Thou Shall Not (shan’t?)...Use popups to collect email addresses
    27. 27. Popup Quick test.
    28. 28. React.Popups! Yippee!!!!
    29. 29. Popups.
    30. 30. Popups.
    31. 31. Popups.
    32. 32. Popups.
    33. 33. Popups.
    34. 34. Pre-Popup: 80-100 new emails/month Jeff Ginsberg: The Email Guide
    35. 35. Pre-Popup: 80-100 new emails/month Popup + Original opt-in box • Aug 388 • Sept 478 (a 482% increase) • Oct 413 Popup Only • Nov 250 • Dec 162 • Jan 174 Jeff Ginsberg: The Email Guide
    36. 36. Pre-Popup: 80-100 new emails/month Popup + Original opt-in box • Aug 388 • Sept 478 (a 482% increase) • Oct 413 Popup Only • Nov 250 • Dec 162 • Jan 174 Details in this blog post Popup accounts for 83% of list growth! Zero complaints! Jeff Ginsberg: The Email Guide
    37. 37. Thousands of new email addresses added every day. Current list is over 1 million email addresses.Patrick Starzan: Funny or Die
    38. 38. Thousands of new email addresses added every day. Current list is over 1 million email addresses. 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 Patrick Starzan: Funny or Die
    39. 39. •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 in subscribers. Flickr: Chris PennDetails in this blog post & as well as this follow up Chris Penn: Awaken Your Superhero
    40. 40. Using popups to collect email addresses canwork! Test. Test. Test. #Explore via @djwaldow Tweet this.
    41. 41. Thou Shall Not (shan’t?)...Use ALL CAPS or the word “free” in a subject line.
    42. 42. Email SPAM words to avoid
    43. 43. Email SPAM words to avoid
    44. 44. FREE! ALL CAPS!!!!!!!!!! DJ’s inbox
    45. 45. DJ’s inbox
    46. 46. DJ’s spam folder
    47. 47. Content filtering hasnt been a big component of spam filteringalgorithms for nearly a decade. Sender reputation andincreasingly engagement metrics are way more important.Any marketer with half-decent permission and list managementpractices will be able to use these words and phrases withoutworry. - Chad White, Research Director at Responsys & author of Retail Email Blog Email SPAM words to avoid
    48. 48. Breaking the Rules.
    49. 49. Breaking the Rules.
    50. 50. Using FREE & ALL CAPS in an email subjectline does not mean automatic spam.#Explore via @djwaldow Tweet this.
    51. 51. 1. Earn and build trust.2. Always be testing.3. Understand your audience.4. Review your metrics.5. Don’t believe everything youread on the Internet. 5 keys to making “breaking the rules” work
    52. 52. Flickr: financialaidpodcastFebruary 17, 2012
    53. 53. DJ Waldow Founder & CEO djwaldow@waldowsocial.com 919.943.9248 djwaldowFebruary 17, 2012

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