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The Best Email Marketing Tips You've Ever Needed to Know

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Presentation delivered at Digital Megaphone's Email Marketing event in Aug. 2013

Presentation delivered at Digital Megaphone's Email Marketing event in Aug. 2013

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  • 1. Email Marketing Power @digimegaphoneMana Ionescu @manamica
  • 2. Email Kicks Ass @manamica @digimegaphone
  • 3. Ringing! 79%use their smartphone for reading email… a higher percentage than those who use it for making calls.* In bed with you! 72%read email before getting out of bed** Your email device is... *source: Adobe – “2013 Digital Publishing Report: Retail Apps & Buying Habits **source: Mailchimp @manamica @digimegaphone
  • 4. #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 Email Marketing is... @manamica @digimegaphone
  • 5. How often do you use the following? Source: Exact Target 2012 Channel Preference Survey @manamica @digimegaphone
  • 6. Emails Place in Content Marketing @manamica @digimegaphone
  • 7. Source: Website Traffic Sources@manamica @digimegaphone
  • 8. LIST GROWTH @manamica @digimegaphone
  • 9. How do I get more subscribers? 1.Ask 2.Make a promise 3. Set expectations 4. Deliver @manamica @digimegaphone
  • 10. POP QUIZ! a.Illegal b.Rude c.Ineffective d.…all of the above Sending unsolicited email is… @manamica @digimegaphone
  • 11. Before…Before… After…After… @manamica @digimegaphone
  • 12. 1900% increase. Not bad!1900% increase. Not bad! @manamica @digimegaphone
  • 13. Why it worksWhy it works 1.Prominence 2.Promise 3.Proof @manamica @digimegaphone
  • 14. GOOD @manamica @digimegaphone
  • 15. BAD @manamica @digimegaphone
  • 16. GET OPENED sender name, subject lines and timing @manamica @digimegaphone
  • 17. Sender Name @manamica @digimegaphone
  • 18. Sender Name = Human - Sonia Simone Be aBe a PersonPerson @manamica @digimegaphone
  • 19. 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 @digimegaphone
  • 20. Subject Lines @manamica @digimegaphone
  • 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 @digimegaphone
  • 22. BEST for open rates •Posts 1.Jobs 2.Survey 3.Week’s 4.E-newsletter 5.Issue 6.Digest 7.Bulletin 8.Edition Source: HubSpot, Science of Email Marketing, February 2011 @manamica @digimegaphone
  • 23. WORST for deliverability •Confirm 1.Features 2.Upgrade 3.Magic 4.Raffle 5.Rewards 6.Requested 7.Follow Up 8.Coupon Source: HubSpot, Science of Email Marketing, February 2011 @manamica @digimegaphone
  • 24. 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 @digimegaphone
  • 25. Hot or cold, but never warm Source: HubSpot, Science of Email Marketing, February 2011 @manamica @digimegaphone
  • 26. Speaking of sentiment… Source: “What Makes Online Content Viral?” Berger, Milkman, Wharton Business School
  • 27. @manamica @digimegaphone
  • 28. Email Timing @manamica @digimegaphone
  • 29. When To Send: Day of Week Source: HubSpot, Science of Email Marketing, February 2011 @manamica @digimegaphone
  • 30. When To Send: Day of Week Source: HubSpot, Science of Email Marketing, February 2011 @manamica @digimegaphone
  • 31. When To Send: Time of Day Source: HubSpot, Science of Email Marketing, February 2011 @manamica @digimegaphone
  • 32. Other Impacts @manamica @digimegaphone
  • 33. 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 @digimegaphone
  • 34. Google Tabs Before After ISP Open Rate Click Rate Google 27% 9% Yahoo 36% 9% Other 36% 11% ISP Open Rate Click Rate Google 26% 3% Yahoo 32% 2% Other 28% 3% @manamica @digimegaphone
  • 35. Yahoo Email Recycling What to expect Yahoo will send bounce back emails alerting senders that the deactivated account no longer exists. Yahoo will unsubscribe these accounts If your list has a lot of Yahoo addresses you may see: •More Bounce-backs •More Unsubscribes Why @manamica @digimegaphone
  • 36. GET CLICKED mobile friendly, magazine, segmentation @manamica @digimegaphone
  • 37. Ouch! @manamica @digimegaphone
  • 38. Mobile Friendly @manamica @digimegaphone
  • 39. Be mobile or be deleted Source: Litmus @manamica @digimegaphone
  • 40. The Mobile Inbox  Your first line of text matters! M@manamica @digimegaphone
  • 41. Mobile Email #FAIL M@manamica @digimegaphone
  • 42. Responsive Email  Desktop Mobile  M@manamica @digimegaphone
  • 43. Not Responsive…Not Responsive… but still mobile friendlybut 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 M@manamica @digimegaphone
  • 44. Make a Magazine @manamica @digimegaphone
  • 45. Lots of Links Source: HubSpot, Science of Email Marketing, February 2011 M
  • 46. Source: HubSpot, Science of Email Marketing, February 2011 Lots of Links M
  • 47. Magazine: Curate • 1 Featured Article • 2 Articles from others • Promoted eBook • Tweets, jobs, etc. M@manamica @digimegaphone
  • 48. Magazine: S, M, L • 1 Featured Article • Statistic • Event, Video, etc. • Recent Projects • “SEO Horoscope” • Other Links M@manamica @digimegaphone
  • 49. Segmentation @manamica @digimegaphone
  • 50. Get Data Smart - Split Your List “Seriously? Database says cat, female, high probability she hates water…” #fail @manamica @digimegaphone
  • 51. Get Data Smart - Split Your List “Hey, I’d click on that! …but I ate the mouse.” @manamica @digimegaphone
  • 52. TESTING & TRACKING @manamica @digimegaphone
  • 53. Testing @manamica @digimegaphone
  • 54. What to test? Subject Lines? Landing Pages?What to test? Subject Lines? Landing Pages? Source: 2011 MarketingSherpa Email Marketing Benchmark Survey
  • 55. Measure & Improve: A/B Testing Source: MailChimp @manamica @digimegaphone
  • 56. Tracking @manamica @digimegaphone
  • 57. This is a 1 x 1 pixel transparent image…
  • 58. Campaign Tracking
  • 59. Campaign Tracking Thank you, Email! @manamica @digimegaphone
  • 60. Numbers: Sent, Delivered, Opens and Clicks @manamica @digimegaphone
  • 61. Rates: Sent, Delivered, Opens and Clicks @manamica @digimegaphone
  • 62. Measure, Test, Improve 1.Watch your stats 2.Listen for feedback 3.Experiment: landing pages, subject lines, sender name, formatting, topics, timing, layout @manamica @digimegaphone
  • 63. BOTTOM LINE @manamica @digimegaphone
  • 64. 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
  • 65. Thank you! @digimegaphone Mana Ionescu @manamica mana@lightspandigital.com LightspanDigital.com