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Effective Email Marketing as presented at Eduweb 2011

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Effective Email Marketing as presented at Eduweb 2011. …

Effective Email Marketing as presented at Eduweb 2011.

Learn more at www.WhatCounts.com/eduweb and follow us on Twitter at @whatcounts.

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  • 1. Effective Email Marketing Christopher S. Penn, Director of Strategy www.WhatCounts.com
  • 2. PLAYBILL Understudy Notice The part of DJ Waldow will today be played by Christopher S. Penn.
  • 3. No Pre-Conference Vendor Email Ad?
  • 4. Why WhatCounts?Flexible Deployment Options Dedicated Account ModelCampaign Production Services Video Enhanced Email
  • 5. Lifecycle Marketingwww.WhatCounts.com/eduweb
  • 6. Fair Warning
  • 7. 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
  • 8. $43.62
  • 9. Prerequisites
  • 10. Email marketing without a goal is like driving without a destination.
  • 11. AudienceProspects LeadsCustomersEvangelists You have a funnel, yes?
  • 12. You have analytics, yes?
  • 13. Google URL Builder
  • 14. Concepts
  • 15. Find: AudienceAcquire: Prospects Convert: LeadsGrow: CustomersRetain: Evangelists
  • 16. Audience MarketingProspects LeadsCustomers SalesEvangelists
  • 17. Audience MarketingProspects LeadsCustomers CommitmentEvangelists
  • 18. Audience Social SearchProspects Advertising LeadsCustomers EmailEvangelists
  • 19. AudienceContent
  • 20. Audience80 Content
  • 21. 32,21432,214 32,214 32,214 32,214 Audience 80 Content
  • 22. 32,21432,214 32,214 32,214 32,214 Audience 107 80 Content
  • 23. Conversation social loop Content marketing loopconversation loop Email Conversion Sale Conversion
  • 24. 5 Things Every Email Marketer Wants
  • 25. audiencemore delivery opens actions metrics
  • 26. audiencemore delivery opens actions metrics
  • 27. make it obvious
  • 28. 733% increase in list growth
  • 29. make it easy
  • 30. Ask Everywhere
  • 31. Text EMAIL to 77007Free power tips for email marketing and social media every week.
  • 32. Tell People What To Expect
  • 33. The best source of newaudience is delighted current audience.
  • 34. The Money Button
  • 35. Awesome content attracts subscribers.
  • 36. http://amzn.to/kX1sEG
  • 37. Feed your list with social
  • 38. Feed your list with social
  • 39. Make innovative stuff.
  • 40. Incentivize susbcribers!
  • 41. 180.1% increased reach
  • 42. audiencemore delivery opens actions metrics
  • 43. David Sifry not this kind of ESP
  • 44. Ultimately, ISPs say whatspam is, not us or Congress.
  • 45. Didn’t laugh ordidn’t learn? Don’t send.
  • 46. the new whitelist is...
  • 47. the ship sinker
  • 48. List: 1,657 Opened: 350 (21.5%) Clicked: 125 (7.7%)Complaints/Flagged as spam: ZERO Unsubscribes: 8 (0.5%)
  • 49. audiencemore delivery opens actions metrics
  • 50. The best indicator offuture open rates is past great email.
  • 51. HelpAReporter.com
  • 52. HelpAReporter.com
  • 53. from:
  • 54. subject:
  • 55. Subject lines are really HEADLINES.
  • 56. Headlines
  • 57. AWA Guide for Headlines Useful Urgent Unique Unambiguous
  • 58. 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/
  • 59. Everyone says test. No one tells you what or how.
  • 60. Google
  • 61. Google Wonder Wheel
  • 62. Google Adwords Keyword Tool
  • 63. Google Adwords Ad Data
  • 64. Google Webmaster Tools
  • 65. Google Analytics Site Search
  • 66. Cup of Soup Subject Lines
  • 67. Test using social media!
  • 68. subject #3 wins
  • 69. Do Your A/B Testing!
  • 70. Email Campaign Structure
  • 71. Imagine how powerful your emailwould be if you sent valuable offers to people who had money to buy.
  • 72. audiencemore delivery opens actions metrics
  • 73. The biggest obstacle totesting? Not knowing what to test.
  • 74. The Gold Standard is Dreamweaver
  • 75. Kompozer.net for a free alternative
  • 76. what do you test?
  • 77. C  Liking Reciprocity Authority   DSocial Proof Scarcity Consistency
  • 78. http://www.vintageadbrowser.com/
  • 79. Flickr Creative Commons(commercial use) for images
  • 80. how do you test?
  • 81. Inbox Preview Services
  • 82. Email Client Data
  • 83. Browser: 697/1900: 36.6% action rate Mobile: 34/51: 66.7% action rate
  • 84. Taguchi multivariate testing A/B Testing Content
  • 85. AttentionWizard.com(paid)
  • 86. Keynote Labs MITE (Windows only)
  • 87. Keynote Labs MITE (Windows only)
  • 88. Keynote Labs MITE (Windows only)
  • 89. The Feedback Loop
  • 90. audiencemore delivery opens actions metrics
  • 91. Decide on a goal.Then measure to it.
  • 92. Photo Credit: AlanCleaver_2000
  • 93. Photo credit: SashaW
  • 94. Photo credit: Make Lemons
  • 95. If metrics were a road trip, diagnostics tell you how it’s going, objectives tell you if you’re there yet.
  • 96. Delivery rateOpen rateClick rateUnsubscribe rateComplaint rate Diagnostic only
  • 97. Set a Goal and Goal Value
  • 98. See Conversions & Revenue
  • 99. How Channels Perform
  • 100. Individual Campaign Revenue
  • 101. When is the best time...?
  • 102. The Most Valuable Subject Line / Message?
  • 103. A word aboutindustry averages
  • 104. Whose financial services “industry average” is right?
  • 105. CANI: Constant And Neverending Improvement Credit: Tony Robbins
  • 106. Open Click Convert Revenue10% 1% 10% $25,000.0010% 1% 10% $25,000.0010% 1% 10% $25,000.0010% 1% 10% $25,000.00
  • 107. Open Click Convert Revenue10% 1% 10% $25,000.0010% 2% 10% $50,000.0010% 3% 10% $75,000.0010% 4% 10% $100,000.00
  • 108. Open Click Convert Revenue10% 1% 10% $25,000.0010% 2% 11% $55,000.0010% 3% 12% $90,000.0010% 4% 13% $130,000.00
  • 109. Open Click Convert Revenue10% 1% 10% $25,000.0011% 2% 11% $60,500.0012% 3% 12% $108,000.0013% 4% 13% $169,000.00
  • 110. audiencemore delivery opens actions metrics
  • 111. Lifecycle Marketingwww.WhatCounts.com/eduweb

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