21st Century Email Marketing as presented at MARCOM Forum

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21st Century Email Marketing as presented at MARCOM Forum

  1. 1. 21st Century Email MarketingChristopher S. Penn, VP Strategy and Innovation www.BlueSkyFactory.com
  2. 2. The problem withindustry leading by Fritz Ahlefeldt
  3. 3. Become a better marketer.blueskyfactory.com/marcom
  4. 4. Fair Warning
  5. 5. social social social social social social social social socialsocial social social social social social social social socialsocial social social social social social social social socialsocial social social social social social social social socialsocial social social social social social social social social Why email?social social social social social social social social socialsocial social social social social social social social socialsocial social social social social social social social socialsocial social social social social social social social socialsocial social social social social social social social socialsocial social social social social social social social socialsocial social social social social social social social social
  6. 6. $43.62
  7. 7. Prerequisites
  8. 8. TweetAway If you don’t have a goal, you’remeasuring mileage on a road trip with no destination.
  9. 9. AudienceProspects LeadsCustomersEvangelists funnel
  10. 10. web analytics
  11. 11. web analytics
  12. 12. GotFISA?
  13. 13. Conceptual
  14. 14. AudienceProspects LeadsCustomersEvangelists
  15. 15. Audience MarketingProspects LeadsCustomers SalesEvangelists
  16. 16. Audience MarketingProspects LeadsCustomers CommitmentEvangelists
  17. 17. Audience Social SearchProspects Advertising LeadsCustomers EmailEvangelists
  18. 18. 5 things every email marketer wants
  19. 19. audiencemore delivery opens actions metrics
  20. 20. audiencemore delivery opens actions metrics
  21. 21. make it obvious
  22. 22. 733% increase in list growth
  23. 23. make it easy
  24. 24. make it everywhere
  25. 25. Text EMAIL to 77007Free power tips for email marketing and social media every week.
  26. 26. tellpeople what toexpect
  27. 27. TweetAwayYour greatest source of new audience is a delighted existing audience.
  28. 28. curate.
  29. 29. recruit
  30. 30. innovate
  31. 31. http://www.blueskyfactory.com/fbsign
  32. 32. incentivize
  33. 33. 180.1% increased reach
  34. 34. audiencemore delivery opens actions metrics
  35. 35. David Sifry not this ESP
  36. 36. TweetAwayUltimately, ISPs say what spam is, not Congress or us.
  37. 37. the new whitelist is...
  38. 38. the ship sinker
  39. 39. List: 1,657 Opened: 350 (21.5%) Clicked: 125 (7.7%)Complaints/Flagged as spam: ZERO Unsubscribes: 8 (0.5%)
  40. 40. audiencemore delivery opens actions metrics
  41. 41. TweetAwayPast great email is the best indicator of future open rates.
  42. 42. HelpAReporter.com
  43. 43. HelpAReporter.com
  44. 44. WineLibrary.com
  45. 45. from:
  46. 46. subject:
  47. 47. TweetAwaySubject lines is a stupid phrase. Call them what they are: Headlines.
  48. 48. Magazine Covers
  49. 49. AWA Guidelines for Headlines Useful Urgent Unique Unambiguous
  50. 50. Headline Writing Guides http://www.copyblogger.com/how-to-write-headlines-that-work/http://www.copyblogger.com/10-sure-fire-headline-formulas-that-work/ http://www.copyblogger.com/headline-swipe-file/ http://www.copyblogger.com/headline-swipe-file-3/
  51. 51. TweetAwayLots of people tell you to test, but no one says what to test.
  52. 52. Google
  53. 53. Google Wonder Wheel
  54. 54. Google Wonder Wheel
  55. 55. Google Adwords Keyword Tool
  56. 56. Google Adwords Ad Data
  57. 57. Google Webmaster Tools
  58. 58. Google Analytics Site Search
  59. 59. Test using social media!
  60. 60. subject #1 wins
  61. 61. Publicaster
  62. 62. campaign structure
  63. 63. TweetAway Imagine how powerful your emailwould be if you sent valuable stuff to people who could afford it.
  64. 64. audiencemore delivery opens actions metrics
  65. 65. The biggest obstacle tomultivariate testing is the creative process itself.
  66. 66. what do you test?
  67. 67. http://blog.blueskyfactory.com/creativeanddesign/ gestalt-principles-of-email-design-similarity/
  68. 68. http://blog.blueskyfactory.com/best-practice/how-to-increase- your-email-marketing-reach- by-288/
  69. 69. http://www.vintageadbrowser.com/
  70. 70. tools
  71. 71. Publicaster Inbox Preview
  72. 72. Browser: 697/1900: 36.6% action rate Mobile: 34/51: 66.7% action rate
  73. 73. Taguchi multivariate testing Publicaster
  74. 74. T
  75. 75. The Gold Standard is Dreamweaver
  76. 76. Kompozer.net for a free alternative
  77. 77. Flickr Creative Commons(commercial use) for images
  78. 78. AttentionWizard.com(paid)
  79. 79. Adobe Browser Lab Browsershots.org
  80. 80. Keynote Labs MITE (Windows only)
  81. 81. Keynote Labs MITE (Windows only)
  82. 82. Keynote Labs MITE (Windows only)
  83. 83. Publicaster Send Report
  84. 84. audiencemore delivery opens actions metrics
  85. 85. TweetAwayDecide on a goal, then measure to it.
  86. 86. Photo Credit: AlanCleaver_2000
  87. 87. Photo credit: SashaW
  88. 88. Photo credit: Make Lemons
  89. 89. TweetAway If metrics were a road trip, diagnostics tell you how it’s going,objectives tell you if you’re there yet.
  90. 90. Delivery rateOpen rateClick rateUnsubscribe rateComplaint rate Diagnostic only
  91. 91. Google Analytics Settings
  92. 92. GA: Goal Conversions
  93. 93. GA: Custom Traffic Segments
  94. 94. GA: Campaign Report
  95. 95. GA: Custom Report
  96. 96. GA: Custom Report
  97. 97. Publicaster
  98. 98. audiencemore delivery opens actions metrics
  99. 99. Become a better marketer.blueskyfactory.com/marcom

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