21st Century Email Marketing as presented at MARCOM Forum
by Christopher Penn on Jun 03, 2011
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Ben Thomas
21st Century Email Marketing as presented at MARCOM Forum — Presentation Transcript
- 21st Century Email MarketingChristopher S. Penn, VP Strategy and Innovation www.BlueSkyFactory.com
- The problem withindustry leading by Fritz Ahlefeldt
- Become a better marketer.blueskyfactory.com/marcom
- Fair Warning
- 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
- $43.62
- Prerequisites
- TweetAway If you don’t have a goal, you’remeasuring mileage on a road trip with no destination.
- AudienceProspects LeadsCustomersEvangelists funnel
- web analytics
- web analytics
- GotFISA?
- Conceptual
- AudienceProspects LeadsCustomersEvangelists
- Audience MarketingProspects LeadsCustomers SalesEvangelists
- Audience MarketingProspects LeadsCustomers CommitmentEvangelists
- Audience Social SearchProspects Advertising LeadsCustomers EmailEvangelists
- 5 things every email marketer wants
- audiencemore delivery opens actions metrics
- audiencemore delivery opens actions metrics
- make it obvious
- 733% increase in list growth
- make it easy
- make it everywhere
- Text EMAIL to 77007Free power tips for email marketing and social media every week.
- tellpeople what toexpect
- TweetAwayYour greatest source of new audience is a delighted existing audience.
- curate.
- recruit
- innovate
- http://www.blueskyfactory.com/fbsign
- incentivize
- 180.1% increased reach
- audiencemore delivery opens actions metrics
- David Sifry not this ESP
- TweetAwayUltimately, ISPs say what spam is, not Congress or us.
- the new whitelist is...
- the ship sinker
- List: 1,657 Opened: 350 (21.5%) Clicked: 125 (7.7%)Complaints/Flagged as spam: ZERO Unsubscribes: 8 (0.5%)
- audiencemore delivery opens actions metrics
- TweetAwayPast great email is the best indicator of future open rates.
- HelpAReporter.com
- HelpAReporter.com
- WineLibrary.com
- from:
- subject:
- TweetAwaySubject lines is a stupid phrase. Call them what they are: Headlines.
- Magazine Covers
- AWA Guidelines for Headlines Useful Urgent Unique Unambiguous
- 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/
- TweetAwayLots of people tell you to test, but no one says what to test.
- Google Wonder Wheel
- Google Wonder Wheel
- Google Adwords Keyword Tool
- Google Adwords Ad Data
- Google Webmaster Tools
- Google Analytics Site Search
- Test using social media!
- subject #1 wins
- Publicaster
- campaign structure
- TweetAway Imagine how powerful your emailwould be if you sent valuable stuff to people who could afford it.
- audiencemore delivery opens actions metrics
- The biggest obstacle tomultivariate testing is the creative process itself.
- what do you test?
- http://blog.blueskyfactory.com/creativeanddesign/ gestalt-principles-of-email-design-similarity/
- http://blog.blueskyfactory.com/best-practice/how-to-increase- your-email-marketing-reach- by-288/
- http://www.vintageadbrowser.com/
- tools
- Publicaster Inbox Preview
- Browser: 697/1900: 36.6% action rate Mobile: 34/51: 66.7% action rate
- Taguchi multivariate testing Publicaster
- T
- The Gold Standard is Dreamweaver
- Kompozer.net for a free alternative
- Flickr Creative Commons(commercial use) for images
- AttentionWizard.com(paid)
- Adobe Browser Lab Browsershots.org
- Keynote Labs MITE (Windows only)
- Keynote Labs MITE (Windows only)
- Keynote Labs MITE (Windows only)
- Publicaster Send Report
- audiencemore delivery opens actions metrics
- TweetAwayDecide on a goal, then measure to it.
- Photo Credit: AlanCleaver_2000
- Photo credit: SashaW
- Photo credit: Make Lemons
- TweetAway If metrics were a road trip, diagnostics tell you how it’s going,objectives tell you if you’re there yet.
- Delivery rateOpen rateClick rateUnsubscribe rateComplaint rate Diagnostic only
- Google Analytics Settings
- GA: Goal Conversions
- GA: Custom Traffic Segments
- GA: Campaign Report
- GA: Custom Report
- GA: Custom Report
- Publicaster
- audiencemore delivery opens actions metrics
- Become a better marketer.blueskyfactory.com/marcom