Powered
by
Email

Mana Ionescu @manamica
@manamica #contentjam
Email Kicks Ass

@manamica #contentjam
Your email device is...

Ringing!

79%

use their smartphone for reading email…

and more than for making calls.*

*source...
72%
62%

read email before getting out of bed*
of British women, and

48%

of men,

admitted to pausing sex to check their...
Email Marketing is...
#1 Channel for permission-based marketing:
77% prefer to get marketing messages via email
vs
9% over...
How often
do you
use the
following?

Source:
Exact Target 2012 Channel Preference Survey

@manamica #contentjam
GROW YOUR
LIST

@manamica #contentjam
How do I get more subscribers?
1. Ask
2. Promise
3. Set expectations
4. Deliver on promise
@manamica #contentjam
But....
Don’t cold email

It’s:
Rude
A waste of time
@manamica #contentjam
Before…

After…

@manamica #contentjam
1900% increase.

@manamica #contentjam
Why it works
1. Prominence
2. Value
3. Proof

@manamica #contentjam
GOOD

@manamica #contentjam

@manamica #contentjam
BAD

@manamica #contentjam
GET OPENED
sender name, subject lines and timing

@manamica #contentjam
Sender Name

@manamica #contentjam
Sender Name = Human

Be a
Person
- Sonia Simone

@manamica #contentjam
Hi,
One of the business owners from Goldman
Sachs program took your advice to use her
name in her 'from' email. As a resul...
Subject Lines

@manamica #contentjam
@manamica #contentjam

20
1. Subject lines fewer than 10 characters long had
an open rate of 58%.
2. Personalized subject lines are 22.2% more likel...
Don’t be a bore...
Keep it:

•Short, descriptive,
valuable

•Personalized
•Under 50 characters
Avoid:
Help, Percent off, a...
Tell, Don’t Sell
“…the best subject lines tell what’s inside
and the worst sell what’s inside”

Source: MailChimp Email Ma...
Email Timing

@manamica #contentjam
When To Send: Day of Week

Source: HubSpot, Science of Email Marketing, February 2011

@manamica #contentjam
When To Send: Day of Week

Source: HubSpot, Science of Email Marketing, February 2011

@manamica #contentjam
When To Send: Time of Day

Source: HubSpot, Science of Email Marketing, February 2011

@manamica #contentjam
Other Impacts
@manamica #contentjam
Beat the Spam Filter
1. Don’t Spam!
2. Increase your text to image ratio
3. Make sure your email has an html and text vers...
Google Tabs

Before

After

ISP

Open
Rate

Click Rate

ISP

Open
Rate

Click Rate

Google

27%

9%

Google

26%

3%

Yaho...
Yahoo Email Recycling
What to expect
If your list has a lot of Yahoo
addresses you may see:

•More Bounce-backs
•More Unsu...
GET CLICKED
mobile friendly, magazine, segmentation

@manamica #contentjam
Ouch!

@manamica #contentjam
Mobile Friendly

@manamica #contentjam
Be mobile or be deleted

Source: Bluehornet.com

@manamica #contentjam
The Mobile Inbox 
Your first line of text
matters!

@manamica #contentjam

M
Mobile Email
#FAIL

@manamica #contentjam

M
Responsive Email

 Desktop

Mobile 

@manamica #contentjam

M
Not Responsive…
but still mobile friendly
1. Content on the left
2. Buttons AND Links
3. Big text
4. Use “alt” tags and li...
Make a Magazine

@manamica #contentjam
Magazine: S, M, L
•
•
•
•
•
•

1 Featured Article
Statistic
Event, Video, etc.
Recent Projects
“SEO Horoscope”
Other Links...
Magazine: Curate
•
•
•
•

1 Featured Article
2 Articles from others
Promoted eBook
Tweets, jobs, etc.

@manamica #contentj...
Lots of Links

Source: HubSpot, Science of Email Marketing, February 2011

@manamica #contentjam

M
Lots of Links

Source: HubSpot, Science of Email Marketing, February 2011

@manamica #contentjam

M
Segmentation

@manamica @digimegaphone
@manamica #contentjam
Get Data Smart - Split Your List
“ Database says
feline, female, high
probability she
hates water…” #fail

@manamica #cont...
Get Data Smart - Split Your List

“I’d click on that!
…too bad I ate the
mouse.”

@manamica #contentjam
TESTING &
TRACKING
@manamica #contentjam
Testing

@manamica #contentjam
What to test? Subject Lines? Landing Pages?

@manamica #contentjam
Measure & Improve: A/B Testing

Source: MailChimp

@manamica #contentjam
Tracking

@manamica #contentjam
This is a 1 x 1 pixel
transparent image…

@manamica #contentjam
Campaign Tracking

@manamica #contentjam
Campaign Tracking

Thank you, Email!
@manamica #contentjam
Numbers: Sent, Delivered, Opens and
Clicks

@manamica #contentjam
Rates: Sent, Delivered, Opens and
Clicks

@manamica #contentjam
Measure, Test, Improve
1.Watch your stats
2.Listen for feedback
3.Experiment: landing pages, subject
lines, sender name, f...
BOTTOM LINE

@manamica #contentjam
Bottom Line
“Send timely, targeted,
relevant, valuable emails
to people who asked for them.”
DJ Waldow
Waldow Social

Sour...
Thank you!

Mana Ionescu @manamica
mana@lightspandigital.com
LightspanDigital.com

@manamica #contentjam
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Power Up Your Email Marketing - Presentation from Content Jam, Chicago 2013

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All you want to know about email marketing from Content Jam.

Content Jam is a one-day conference for people who create or curate content for the web. Experts in content strategy and creation, SEO, analytics, promotion, and marketing automation will share their smartest tools and techniques. You’ll learn how to create, manage, promote, share, and measure your content marketing efforts.

You’ll be happy. Your boss will be happy. And most of all, your audience will be happy.

Published in: Technology, Business
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Transcript of "Power Up Your Email Marketing - Presentation from Content Jam, Chicago 2013"

  1. 1. Powered by Email Mana Ionescu @manamica @manamica #contentjam
  2. 2. Email Kicks Ass @manamica #contentjam
  3. 3. Your email device is... Ringing! 79% use their smartphone for reading email… and more than for making calls.* *source: Adobe – “2013 Digital Publishing Report: Retail Apps & Buying Habits @manamica #contentjam
  4. 4. 72% 62% read email before getting out of bed* of British women, and 48% of men, admitted to pausing sex to check their mobile phone.** *source: Mailchimp **source: DailyMail 4
  5. 5. Email Marketing is... #1 Channel for permission-based marketing: 77% prefer to get marketing messages via email vs 9% over the phone and 5% via SMS #1 Channel for sharing: 63% prefer to share content with friends/family via email 33% via Facebook 29% via phone Source: Exact Target 2012 Channel Preference Survey @manamica #contentjam
  6. 6. How often do you use the following? Source: Exact Target 2012 Channel Preference Survey @manamica #contentjam
  7. 7. GROW YOUR LIST @manamica #contentjam
  8. 8. How do I get more subscribers? 1. Ask 2. Promise 3. Set expectations 4. Deliver on promise @manamica #contentjam
  9. 9. But.... Don’t cold email It’s: Rude A waste of time @manamica #contentjam
  10. 10. Before… After… @manamica #contentjam
  11. 11. 1900% increase. @manamica #contentjam
  12. 12. Why it works 1. Prominence 2. Value 3. Proof @manamica #contentjam
  13. 13. GOOD @manamica #contentjam @manamica #contentjam
  14. 14. BAD @manamica #contentjam
  15. 15. GET OPENED sender name, subject lines and timing @manamica #contentjam
  16. 16. Sender Name @manamica #contentjam
  17. 17. Sender Name = Human Be a Person - Sonia Simone @manamica #contentjam
  18. 18. Hi, One of the business owners from Goldman Sachs program took your advice to use her name in her 'from' email. As a result, her open rate went from 20% to 39%. People also responded to the email so it helped with customer service and client interaction. Jason @manamica #contentjam
  19. 19. Subject Lines @manamica #contentjam
  20. 20. @manamica #contentjam 20
  21. 21. 1. Subject lines fewer than 10 characters long had an open rate of 58%. 2. Personalized subject lines are 22.2% more likely to be opened. 3. For B2B companies, subject lines that contained “money,” “revenue,” and “profit” performed the best. 4. 64% of people say they open an email because of the subject line. 1. Adestra July 2012 Report @manamica #contentjam
  22. 22. Don’t be a bore... Keep it: •Short, descriptive, valuable •Personalized •Under 50 characters Avoid: Help, Percent off, and Reminder 22
  23. 23. Tell, Don’t Sell “…the best subject lines tell what’s inside and the worst sell what’s inside” Source: MailChimp Email Marketing Subject Line Comparison @manamica #contentjam
  24. 24. Email Timing @manamica #contentjam
  25. 25. When To Send: Day of Week Source: HubSpot, Science of Email Marketing, February 2011 @manamica #contentjam
  26. 26. When To Send: Day of Week Source: HubSpot, Science of Email Marketing, February 2011 @manamica #contentjam
  27. 27. When To Send: Time of Day Source: HubSpot, Science of Email Marketing, February 2011 @manamica #contentjam
  28. 28. Other Impacts @manamica #contentjam
  29. 29. Beat the Spam Filter 1. Don’t Spam! 2. Increase your text to image ratio 3. Make sure your email has an html and text version 4. Don’t use all caps 5. Avoid certain words that trigger red flags: free $ xanax viagra free 50% 100% @manamica #contentjam
  30. 30. Google Tabs Before After ISP Open Rate Click Rate ISP Open Rate Click Rate Google 27% 9% Google 26% 3% Yahoo 36% 9% Yahoo 32% 2% Other 36% 11% Other 28% 3% @manamica #contentjam
  31. 31. Yahoo Email Recycling What to expect If your list has a lot of Yahoo addresses you may see: •More Bounce-backs •More Unsubscribes Why Yahoo will send bounce back emails alerting senders that the deactivated account no longer exists. Yahoo will unsubscribe these accounts @manamica #contentjam
  32. 32. GET CLICKED mobile friendly, magazine, segmentation @manamica #contentjam
  33. 33. Ouch! @manamica #contentjam
  34. 34. Mobile Friendly @manamica #contentjam
  35. 35. Be mobile or be deleted Source: Bluehornet.com @manamica #contentjam
  36. 36. The Mobile Inbox  Your first line of text matters! @manamica #contentjam M
  37. 37. Mobile Email #FAIL @manamica #contentjam M
  38. 38. Responsive Email  Desktop Mobile  @manamica #contentjam M
  39. 39. Not Responsive… but still mobile friendly 1. Content on the left 2. Buttons AND Links 3. Big text 4. Use “alt” tags and links for images Screens = 320 pixels wide Fingers = 44 pixels wide @manamica #contentjam M
  40. 40. Make a Magazine @manamica #contentjam
  41. 41. Magazine: S, M, L • • • • • • 1 Featured Article Statistic Event, Video, etc. Recent Projects “SEO Horoscope” Other Links @manamica #contentjam M
  42. 42. Magazine: Curate • • • • 1 Featured Article 2 Articles from others Promoted eBook Tweets, jobs, etc. @manamica #contentjam M
  43. 43. Lots of Links Source: HubSpot, Science of Email Marketing, February 2011 @manamica #contentjam M
  44. 44. Lots of Links Source: HubSpot, Science of Email Marketing, February 2011 @manamica #contentjam M
  45. 45. Segmentation @manamica @digimegaphone @manamica #contentjam
  46. 46. Get Data Smart - Split Your List “ Database says feline, female, high probability she hates water…” #fail @manamica #contentjam
  47. 47. Get Data Smart - Split Your List “I’d click on that! …too bad I ate the mouse.” @manamica #contentjam
  48. 48. TESTING & TRACKING @manamica #contentjam
  49. 49. Testing @manamica #contentjam
  50. 50. What to test? Subject Lines? Landing Pages? @manamica #contentjam
  51. 51. Measure & Improve: A/B Testing Source: MailChimp @manamica #contentjam
  52. 52. Tracking @manamica #contentjam
  53. 53. This is a 1 x 1 pixel transparent image… @manamica #contentjam
  54. 54. Campaign Tracking @manamica #contentjam
  55. 55. Campaign Tracking Thank you, Email! @manamica #contentjam
  56. 56. Numbers: Sent, Delivered, Opens and Clicks @manamica #contentjam
  57. 57. Rates: Sent, Delivered, Opens and Clicks @manamica #contentjam
  58. 58. Measure, Test, Improve 1.Watch your stats 2.Listen for feedback 3.Experiment: landing pages, subject lines, sender name, formatting, topics, timing, layout @manamica #contentjam
  59. 59. BOTTOM LINE @manamica #contentjam
  60. 60. Bottom Line “Send timely, targeted, relevant, valuable emails to people who asked for them.” DJ Waldow Waldow Social Source: Internet Marketing for Smart People Radio @manamica #contentjam
  61. 61. Thank you! Mana Ionescu @manamica mana@lightspandigital.com LightspanDigital.com @manamica #contentjam
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