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Email Marketing: The Good, the Bad, the WOW in 2015

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emfluence
emfluence

Email marketing could make you $28 for every $1 you invest... if you're doing it right. Jessica shares 5 things to always do, 5 things to never do and examples from those who WOW with their email tactics.

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5 Things to Always/Never Do in Email Marketing + Those Who WOW Jessica Best Digital Marketing Evangelist jbest@emfluence.com Email Marketing: the Good, the Bad & the Wow
@emfluence @bestofjess Email Marketing Still Works
@emfluence @bestofjess Email can send direct:  At the time that it’s most relevant to the recipient  With the products/content that are personalized  Can track individual recipient engagement  … and automate your follow up Email gets delivered:  Average email read rate: 25-30% (compared to < 10% with social media) Email Marketing Still Works
@emfluence @bestofjess It’s 2015… Why Email? Email Marketing Still Works
@emfluence @bestofjess It’s 2015… Why Email? Email Marketing Still Works
@emfluence @bestofjess So, how do you earn your $28 Return on Investment? Email Marketing: the Good, the Bad & the WOW
@emfluence @bestofjess The Good = YES 5 things you should always do Email Marketing: the Good, the Bad & the WOW
@emfluence @bestofjess Get Permission  Subscribers opt-in (not opt-out)  Set expectations Email Marketing: the GOOD 1
@emfluence @bestofjess Get Permission  Subscribers opt-in  NO pre-checked boxes  NO harvesting email addresses from websites Email Marketing: the GOOD 1
@emfluence @bestofjess Follow the Law: CAN-SPAM Act of 2003 Email Marketing: the GOOD 2
@emfluence @bestofjess Follow the Law: CAN-SPAM Act of 2003  Accurately identity the sender  Working opt-out mechanism  Include a physical address (or P.O. Box)  Message, Subject must have clear intent  Don’t commit fraud Or else:  ISPs can take action Email Marketing: the GOOD 2
@emfluence @bestofjess Follow the Law: CAN-SPAM Act of 2003 Email Marketing: the GOOD 2
@emfluence @bestofjess Follow the Law: CASL (July 2014)  Applies to any electronic messaging with any recipient in Canada  Requires express consent Or else…  ISPs, Individuals, or gov’t can take action Email Marketing: the GOOD 2
@emfluence @bestofjess Have a Plan  Send consistently (at least 1x/month)  Integrate with content marketing calendar  Set goals & define metrics for success Email Marketing: the GOOD 3
@emfluence @bestofjess Have a Plan – Send Consistently Email Marketing: the GOOD 3
@emfluence @bestofjess Use Data to Personalize Email Marketing: the GOOD 4
@emfluence @bestofjess Use Data to Target Segments Email Marketing: the GOOD 5
@emfluence @bestofjess Test & Track to Learn Opens < Clicks < Conversions  Subject lines  Day of week  Frequency  Personalization  Discount/price Email Marketing: the GOOD Also watch your:  Bounces  Unsubscribes  Spam complaints
@emfluence @bestofjess Test & Track to Learn Pop Quiz: Which subject line won? Email Marketing: the GOOD
@emfluence @bestofjess Test & Track to Learn Pop Quiz: Which subject line won? Email Marketing: the GOOD
@emfluence @bestofjess Test & Track to Learn Pop Quiz: Which subject line won? Email Marketing: the GOOD A. Help us solve hunger. B. Donating 1 million meals. C. You can help solve hunger.
@emfluence @bestofjess The Bad = NO 5 things you should never do Email Marketing: the Good, the Bad & the WOW
@emfluence @bestofjess Don’t Start From Scratch Email = blog + social + video ++ Email Marketing: the BAD 1
@emfluence @bestofjess Don’t Use One Big Image Email Marketing: the BAD 2
@emfluence @bestofjess Don’t Buy an Email List Email Marketing: the BAD 3 Opens: 9.46%
@emfluence @bestofjess Don’t Send It From Your Inbox Use an Email Service Provider (ESP) to create, deploy & track  Unsubscribe managed  Feedback Loop managed  Keeps your database clean  Tracks results!  Bonus: Replace attachments with (trackable) links Email Marketing: the BAD 4
@emfluence @bestofjess Don’t Send It From Your Inbox Email Marketing: the BAD 4 
@emfluence @bestofjess Don’t Send It Without a Pre-Send Check  See what it looks like in various inboxes Email Marketing: the BAD 5
@emfluence @bestofjess Don’t Send It Without a Pre-Send Check  See if it passes common spam filters Email Marketing: the BAD 5
@emfluence @bestofjess Don’t Send It Without a Pre-Send Check  See if it passes common spam filters Email Marketing: the BAD 5
@emfluence @bestofjess The WOW! Email Marketing: the Good, the Bad & the WOW
@emfluence @bestofjess Cross Promote to Grow 2 emails = 60K new likes Email Marketing: the WOW! $
@emfluence @bestofjess Automation Lifts ROI  Triggered Emails Email Marketing: the WOW! $
@emfluence @bestofjess Automation Lifts ROI  Life cycle nurturing Email Marketing: the WOW! $
@emfluence @bestofjess Automation Lifts ROI  Abandoned cart  Reviews/feedback surveys Email Marketing: the WOW! $
@emfluence @bestofjess Automation Lifts ROI  Ask for referrals Email Marketing: the WOW! $
@emfluence @bestofjess Video/Animation Drives Engagement Email Marketing: the WOW! $
@emfluence @bestofjess Video + Animation Drives Engagement Email Marketing: the WOW! $
@emfluence @bestofjess Preheaders That $ell  “2nd subject line”  View as Webpage  White List request Email Marketing: the WOW! $
@emfluence @bestofjess Email Marketing: the WOW! $
5 Things to Always/Never Do in Email Marketing + Those Who WOW Jessica Best Digital Marketing Evangelist jbest@emfluence.com Email Marketing: the Good, the Bad & the Wow
@emfluence @bestofjess Email Marketing: the WOW! Keep mobile in mind $

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