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04 epasta marketings tamara

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  • Erzijnbijna 3x zoveel email accounts als en Facebook+Twitter accounts zijnHet aantal posts op FB en Twitter is goedvoor0,2% van alle email verkeer (spam nietmeegerekend)Het aantalopzoekingen op Google, Yahoo en Bing is goedvoor 1,1% van alle email verkeer (excl spam)Het aantalpageviews op het internet is goedvoor 25% van alle email verkeer (excl spam)Erwordenbijna 4x meer emails verstuurd per dag dan het aantal FB/Twitter updates, Google/Yahoo/Bing searches en Internet pageviewsgecombineerd

04 epasta marketings   tamara 04 epasta marketings tamara Presentation Transcript

  • Email Marketing:What Works in 2012Tamara Gielen, Plan to Engage@tamaragielen
  • About Tamara Gielen• 10+ years of experience in email marketing• Author of “Be Relevant” www.b2bemailmarketing.com• Founder of the “Email Marketer’s Club” www.emailmarketersclub.com• Independent Email Marketing @tamaragielen Consultant & Trainer ©2012 Plan To Engage – all rights reserved – www.PlanToEngage.com
  • About Plan to Engage• Email Marketing Strategy• Email Design & Coding• Campaign Management• Deliverability Support• Email Vendor Selection• Conversion Optimization• Workshops & Training Courseswww.PlanToEngage.com ©2012 Plan To Engage – all rights reserved – www.PlanToEngage.com
  • The state of emailmarketing
  • * Approximately 294 billion messages are sent each day. This total excludes 106 billionSource: SmarterTools.com messages that can be classified as spam. ©2012 Plan To Engage – all rights reserved – www.PlanToEngage.com
  • Email is still one of themost important elementsof a solid online marketing plan
  • Email is the preferred channel for direct, one-to- one marketing communications with consumers©2012 Plan To Engage – all rights reserved – www.PlanToEngage.com
  • Email is the preferred channel tocommunicate with brands2011 Survey, Chief Marketing Officer (CMO) Council and Lithium ©2012 Plan To Engage – all rights reserved – www.PlanToEngage.com
  • Email is a very important in driver ofconsumer buying decisions ©2012 Plan To Engage – all rights reserved – www.PlanToEngage.com
  • Majority shares content via email ©2012 Plan To Engage – all rights reserved – www.PlanToEngage.com
  • “Spending on email marketing in the US isexpected to expand to $2 billion by 2014. A nearly 11% compound annual growth rate” Forrester
  • “64% of marketers are increasing their emailmarketing budget in 2011 -32% are keeping their email marketing budget steady” MarketingSherpa
  • “If you want to drive retention and repeat usage,there isn’t a better way to do it than email.” Fred Wilson, Managing Partner Union Square Ventures & VC Blogger
  • Subscribers consistently spend more!
  • What works in 2012
  • Permission, permission, permission
  • No permission, no email• Do you really want them to think you’re this guy?• Because it’s legal doesn’t mean that it’s a best practice• Always ask permission first! ©2012 Plan To Engage – all rights reserved – www.PlanToEngage.com
  • Permission is not enough…
  • Make your emails readable
  • Challenge: image blocking ©2012 Plan To Engage – all rights reserved – www.PlanToEngage.com
  • Design for images off ©2012 Plan To Engage – all rights reserved – www.PlanToEngage.com
  • Design for images off ©2012 Plan To Engage – all rights reserved – www.PlanToEngage.com
  • Use HTML buttons instead of images ©2012 Plan To Engage – all rights reserved – www.PlanToEngage.com
  • Keep It Short! ©2012 Plan To Engage – all rights reserved – www.PlanToEngage.com
  • Get to the point fast ©2012 Plan To Engage – all rights reserved – www.PlanToEngage.com
  • Challenge: faster consumption ©2012 Plan To Engage – all rights reserved – www.PlanToEngage.com
  • Challenge: Smaller Screens ©2012 Plan To Engage – all rights reserved – www.PlanToEngage.com
  • How Important Is This? ©2012 Plan To Engage – all rights reserved – www.PlanToEngage.com
  • It’s The Future! Source: Litmus.com ©2012 Plan To Engage – all rights reserved – www.PlanToEngage.com
  • Most important platforms ©2012 Plan To Engage – all rights reserved – www.PlanToEngage.com
  • How Do You Adjust Your Designs?Larger fonts • Body copy: 14px / Headlines: 22px ©2012 Plan To Engage – all rights reserved – www.PlanToEngage.com
  • How Do You Adjust Your Designs?Larger fonts • Body copy: 14px • Headlines: 22pxLess content • Single column layout • Simpel copy • Clear calls to action ©2012 Plan To Engage – all rights reserved – www.PlanToEngage.com
  • How Do You Adjust Your Designs?Larger fonts • Body copy: 14px • Headlines: 22pxLess content • Single column layout • Simpel copy • Clear calls to actionDesign for the finger! ©2012 Plan To Engage – all rights reserved – www.PlanToEngage.com
  • Sell your newsletter
  • What’s in it for me?What’s in it for me? ©2012 Plan To Engage – all rights reserved – www.PlanToEngage.com
  • ©2012 Plan To Engage – all rights reserved – www.PlanToEngage.com
  • Show what they can expect ©2012 Plan To Engage – all rights reserved – www.PlanToEngage.com
  • Remove all barriers ©2012 Plan To Engage – all rights reserved – www.PlanToEngage.com
  • ©2012 Plan To Engage – all rights reserved – www.PlanToEngage.com
  • Take away any friction ©2012 Plan To Engage – all rights reserved – www.PlanToEngage.com
  • Welcome your subscribers
  • On the thankyou page ©2012 Plan To Engage – all rights reserved – www.PlanToEngage.com
  • With a welcome email Welcome them Tell them what to expectAsk for more information Get them tocome back toyour website ©2012 Plan To Engage – all rights reserved – www.PlanToEngage.com
  • Reward them ©2012 Plan To Engage – all rights reserved – www.PlanToEngage.com
  • Educate them ©2012 Plan To Engage – all rights reserved – www.PlanToEngage.com
  • Test, test, test
  • Testing increases ROI• Small changes can make a big difference in results • subject line, sender name, offer placement…• Testers achieve 68% higher return over non-testers (JupiterResearch)• Good news: most marketers don’t test ;-) ©2012 Plan To Engage – all rights reserved – www.PlanToEngage.com
  • Begin with what impacts ROI most 0% 20% 40% 60% 80% 100% landing page copy 43.2% 32.4% 24.3% email offers 40.7% 51.9% 7.4% subject lines 40.0% 45.0% 15.0% email creative 34.4% 59.4% 6.0%landing page creative 33.6% 54.3% 12.1% text only message 13.8% 44.8% 41.4% High ROI Medium ROI Low ROI Source: MarketingSherpa’s Email Marketing Benchmark Guide ©2012 Plan To Engage – all rights reserved – www.PlanToEngage.com
  • What do you want to improve? Elements Key MetricSender and subject lines Open rate Anything in e-mail body Click-to-open rate (product, offer, creative)Anything on landing page Click-to-conversion rate (product, offer, creative) ©2012 Plan To Engage – all rights reserved – www.PlanToEngage.com
  • Thank you!tamara@PlanToEngage.com+32 477 666 930www.linkedin.com/in/tamaragielen www.Plan2Engage.me 52