The Role of Email Marketing in and Inbound Marketing World

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Presentation given at the 2011 Marketing Sherpa Email Marketing Summit by Karen Rubin

Presentation given at the 2011 Marketing Sherpa Email Marketing Summit by Karen Rubin

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    No notes for slide
  • Dun and Bradstreet/Jigsaw – buying or renting lists
  • Pause – let people take it inExplain the axisHow do people get their house email lists
  • 87% find solo emails somewhat effective or very effective49% find solo emails to 3rd party lists somewhat or very ineffective
  • Growth is on the left, decline is on the right
  • List rentals and purchases are not an inbound approach. This includes going to jigsaw and downloading a bunch of email addresses.
  • Key elements of email marketing are fundamentally changing
  • 80 million smart phones sold in Q4 2010
  • www.eroi.com study
  • 67% of people do not automatically download images in their emailsNo call to action
  • Sending emails at 11AM on Tuesday won’t matter any more. As Marketers, you will need to worry about how your emails are ranking in inboxes the same way you worry about how your website is ranking in search results.
  • Jen Doyle4-5 social sharing buttonsprioritize by those used most often by your usersplace the social sharing buttons in a prominent place

Transcript

  • 1. The Role of Email Marketing in an Inbound Marketing World
    Karen Rubin
    Product Manager
    HubSpot
  • 2. About Karen Rubin
    Karen Rubin is a product manager at HubSpot, an inbound marketing company whose visionary efforts have changed the nature of internet marketing for small and medium businesses. She has also worked in project and content management for some of the world's top web 2.0 companies, such as MainStreet.com, Stockpickr.com, iVillage.com and GiftCertificates.com. Karen also is co-star of HubSpot TV, a weekly video podcast about marketing and social media trends. Karen has a degree in Computer Science from Trinity College.
    2
  • 3. Marketing is Changing
    1950 - 2000
    2000 - 2050
    3
  • 4. Outbound Marketing
    4
  • 5. Outbound Marketing is Harder
    800-555-1234
    Annoying
    Salesperson
    5
  • 6. Inbound Marketing
    Social Media
    Marketing
    Search Engine
    Marketing
    Content
    Marketing
    Conversion Marketing
    Lead Nurturing
    Sales Support
    6
  • 7. Where Does Email Fit In?
    List Rental
    List Purchases
    Awareness
    Newsletters
    Lead Nurturing
    Consideration
    Lead Nurturing
    Decision
    7
  • 8. 8
  • 9. House Lists Beat 3rd Party Lists
    9
  • 10. Future Investment is Inbound
    10
  • 11. Opt-In Email = Inbound Marketing
    List Rental
    List Purchases
    Awareness
    Newsletters
    Lead Nurturing
    Consideration
    Lead Nurturing
    Decision
    11
  • 12. How To Prepare for the Future of Email Marketing
    12
  • 13. Tip #1:
    Optimize
    for
    Mobile
    13
  • 14. Email Usage
    14
  • 15. Avoid Large Images
    15
  • 16. Avoid Large Images
    16
  • 17. Avoid Heavy Formatting
    17
  • 18. How To Optimize for Mobile:
    • Avoid large images
    • 19. Avoid tables / columns
    • 20. Formatted text is your friend
    • 21. Shorter is better
    18
  • 22. Tip #2:
    Build
    Social
    Authority
    19
  • 23. Two Huge Developments in Email
    Social Inbox
    The “Spam” Filter is Now Social
    20
  • 24. Email Inbox Ranking – Before 2011
    Most Messages by Date
    Flagrant Spam
    21
  • 25. Email Inbox Ranking – After 2011
    Things You Like
    (People & Brands)
    Things You Don’t Like
    Or Don’t Know
    (People & Brands)
    22
  • 26. That’s Some Scary Shiitake
    23
  • 27. How To Rank Higher in the Email Inbox
    24
  • 28. Tip #3:
    Optimize
    for
    Social
    25
  • 29. “Follow Me” Module in Your Email
    26
  • 30. Share This Email via Social Media
    27
  • 31. Where Is the Next Inbox?
    28
  • 32. Which Comes First? Message or Medium?
    • Start with email, then decide what content / message to send
    OR
    • Start with message / content, then decide best medium to send
    29
  • 33. How To Optimize for Social:
    • Add “Follow Me” module
    • 34. Add “Share This” buttons
    • 35. Start with content, then decide if email is best way to send message
    30
  • 36. We’ve Got Lots To Think About…
    31
  • 37. What You Should Do Today:
    Stop buying lists / subscribers
    Mobile optimize your email
    Social optimize your email
    Build your social authority
    Start with the message, then pick the right communication channel
    32
  • 38. Thank You / Q&A
    Karen RubinProduct ManagerHubSpot @karenrubin
    krubin@hubspot.com
    Facebook.com/karen-rubin
    Twitter.com/karenrubin
    Linkedin.com/in/karenrubin
    www.karen-rubin.com
    33