0
Email Marketing
Power
@digimegaphoneMana Ionescu @manamica
Email Kicks Ass
@manamica @digimegaphone
Ringing!
79%use their smartphone for reading email… a higher
percentage than those who use it for making calls.*
In bed wi...
#1 Channel for permission-based marketing:
77% prefer to get marketing messages via email
vs
9% over the phone and
5% via ...
How often
do you
use the
following?
Source:
Exact Target 2012 Channel Preference Survey
@manamica @digimegaphone
Emails Place
in Content
Marketing
@manamica @digimegaphone
Source: Website Traffic Sources@manamica @digimegaphone
LIST GROWTH
@manamica @digimegaphone
How do I get more subscribers?
1.Ask
2.Make a promise
3. Set expectations
4. Deliver
@manamica @digimegaphone
POP QUIZ!
a.Illegal
b.Rude
c.Ineffective
d.…all of the above
Sending unsolicited email is…
@manamica @digimegaphone
Before…Before…
After…After…
@manamica @digimegaphone
1900% increase. Not bad!1900% increase. Not bad!
@manamica @digimegaphone
Why it worksWhy it works
1.Prominence
2.Promise
3.Proof
@manamica @digimegaphone
GOOD
@manamica @digimegaphone
BAD
@manamica @digimegaphone
GET OPENED
sender name, subject lines and timing
@manamica @digimegaphone
Sender Name
@manamica @digimegaphone
Sender Name = Human
- Sonia Simone
Be aBe a
PersonPerson
@manamica @digimegaphone
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 @digimegaphone
1. Subject lines fewer than 10 characters long had an open
rate of 58%.
2. Personalized subject lines are 22.2% more likel...
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, ...
WORST for deliverability
•Confirm
1.Features
2.Upgrade
3.Magic
4.Raffle
5.Rewards
6.Requested
7.Follow Up
8.Coupon
Source:...
Tell, Don’t Sell
“…the best subject lines tell what’s inside
and the worst sell what’s inside”
Source: MailChimp Email Mar...
Hot or cold, but never warm
Source: HubSpot, Science of Email Marketing, February 2011 @manamica @digimegaphone
Speaking of
sentiment…
Source: “What Makes Online Content Viral?”
Berger, Milkman, Wharton Business School
@manamica @digimegaphone
Email Timing
@manamica @digimegaphone
When To Send: Day of Week
Source: HubSpot, Science of Email Marketing, February 2011
@manamica @digimegaphone
When To Send: Day of Week
Source: HubSpot, Science of Email Marketing, February 2011
@manamica @digimegaphone
When To Send: Time of Day
Source: HubSpot, Science of Email Marketing, February 2011
@manamica @digimegaphone
Other Impacts
@manamica @digimegaphone
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
Google 27% 9%
Yahoo 36% 9%
Other 36% 11%
ISP
Open
Rate
Click Rate
Google...
Yahoo Email Recycling
What to expect
Yahoo will send bounce back emails alerting senders that the deactivated account no l...
GET CLICKED
mobile friendly, magazine, segmentation
@manamica @digimegaphone
Ouch!
@manamica @digimegaphone
Mobile Friendly
@manamica @digimegaphone
Be mobile or be deleted
Source: Litmus @manamica @digimegaphone
The Mobile Inbox 
Your first line of text
matters!
M@manamica @digimegaphone
Mobile Email
#FAIL
M@manamica @digimegaphone
Responsive Email
 Desktop
Mobile 
M@manamica @digimegaphone
Not Responsive…Not Responsive…
but still mobile friendlybut still mobile friendly
1. Content on the left
2. Buttons AND Li...
Make a Magazine
@manamica @digimegaphone
Lots of Links
Source: HubSpot, Science of Email Marketing, February 2011
M
Source: HubSpot, Science of Email Marketing, February 2011
Lots of Links
M
Magazine: Curate
• 1 Featured Article
• 2 Articles from others
• Promoted eBook
• Tweets, jobs, etc.
M@manamica @digimegap...
Magazine: S, M, L
• 1 Featured Article
• Statistic
• Event, Video, etc.
• Recent Projects
• “SEO Horoscope”
• Other Links
...
Segmentation
@manamica @digimegaphone
Get Data Smart - Split Your List
“Seriously?
Database says cat,
female, high probability
she hates water…” #fail
@manamica...
Get Data Smart - Split Your List
“Hey, I’d click on that!
…but I ate the mouse.”
@manamica @digimegaphone
TESTING &
TRACKING
@manamica @digimegaphone
Testing
@manamica @digimegaphone
What to test? Subject Lines? Landing Pages?What to test? Subject Lines? Landing Pages?
Source: 2011 MarketingSherpa Email ...
Measure & Improve: A/B Testing
Source: MailChimp
@manamica @digimegaphone
Tracking
@manamica @digimegaphone
This is a 1 x 1 pixel
transparent image…
Campaign Tracking
Campaign Tracking
Thank you, Email!
@manamica @digimegaphone
Numbers: Sent, Delivered, Opens and
Clicks
@manamica @digimegaphone
Rates: Sent, Delivered, Opens and
Clicks
@manamica @digimegaphone
Measure, Test, Improve
1.Watch your stats
2.Listen for feedback
3.Experiment: landing pages, subject
lines, sender name, f...
BOTTOM LINE
@manamica @digimegaphone
Bottom Line
“Send timely, targeted,
relevant, valuable emails
to people who asked for them.”
DJ Waldow
Waldow Social
Sourc...
Thank you!
@digimegaphone
Mana Ionescu @manamica
mana@lightspandigital.com
LightspanDigital.com
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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

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

  1. 1. Email Marketing Power @digimegaphoneMana Ionescu @manamica
  2. 2. Email Kicks Ass @manamica @digimegaphone
  3. 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. 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. 5. How often do you use the following? Source: Exact Target 2012 Channel Preference Survey @manamica @digimegaphone
  6. 6. Emails Place in Content Marketing @manamica @digimegaphone
  7. 7. Source: Website Traffic Sources@manamica @digimegaphone
  8. 8. LIST GROWTH @manamica @digimegaphone
  9. 9. How do I get more subscribers? 1.Ask 2.Make a promise 3. Set expectations 4. Deliver @manamica @digimegaphone
  10. 10. POP QUIZ! a.Illegal b.Rude c.Ineffective d.…all of the above Sending unsolicited email is… @manamica @digimegaphone
  11. 11. Before…Before… After…After… @manamica @digimegaphone
  12. 12. 1900% increase. Not bad!1900% increase. Not bad! @manamica @digimegaphone
  13. 13. Why it worksWhy it works 1.Prominence 2.Promise 3.Proof @manamica @digimegaphone
  14. 14. GOOD @manamica @digimegaphone
  15. 15. BAD @manamica @digimegaphone
  16. 16. GET OPENED sender name, subject lines and timing @manamica @digimegaphone
  17. 17. Sender Name @manamica @digimegaphone
  18. 18. Sender Name = Human - Sonia Simone Be aBe a PersonPerson @manamica @digimegaphone
  19. 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. 20. Subject Lines @manamica @digimegaphone
  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 @digimegaphone
  22. 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. 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. 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. 25. Hot or cold, but never warm Source: HubSpot, Science of Email Marketing, February 2011 @manamica @digimegaphone
  26. 26. Speaking of sentiment… Source: “What Makes Online Content Viral?” Berger, Milkman, Wharton Business School
  27. 27. @manamica @digimegaphone
  28. 28. Email Timing @manamica @digimegaphone
  29. 29. When To Send: Day of Week Source: HubSpot, Science of Email Marketing, February 2011 @manamica @digimegaphone
  30. 30. When To Send: Day of Week Source: HubSpot, Science of Email Marketing, February 2011 @manamica @digimegaphone
  31. 31. When To Send: Time of Day Source: HubSpot, Science of Email Marketing, February 2011 @manamica @digimegaphone
  32. 32. Other Impacts @manamica @digimegaphone
  33. 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. 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. 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. 36. GET CLICKED mobile friendly, magazine, segmentation @manamica @digimegaphone
  37. 37. Ouch! @manamica @digimegaphone
  38. 38. Mobile Friendly @manamica @digimegaphone
  39. 39. Be mobile or be deleted Source: Litmus @manamica @digimegaphone
  40. 40. The Mobile Inbox  Your first line of text matters! M@manamica @digimegaphone
  41. 41. Mobile Email #FAIL M@manamica @digimegaphone
  42. 42. Responsive Email  Desktop Mobile  M@manamica @digimegaphone
  43. 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. 44. Make a Magazine @manamica @digimegaphone
  45. 45. Lots of Links Source: HubSpot, Science of Email Marketing, February 2011 M
  46. 46. Source: HubSpot, Science of Email Marketing, February 2011 Lots of Links M
  47. 47. Magazine: Curate • 1 Featured Article • 2 Articles from others • Promoted eBook • Tweets, jobs, etc. M@manamica @digimegaphone
  48. 48. Magazine: S, M, L • 1 Featured Article • Statistic • Event, Video, etc. • Recent Projects • “SEO Horoscope” • Other Links M@manamica @digimegaphone
  49. 49. Segmentation @manamica @digimegaphone
  50. 50. Get Data Smart - Split Your List “Seriously? Database says cat, female, high probability she hates water…” #fail @manamica @digimegaphone
  51. 51. Get Data Smart - Split Your List “Hey, I’d click on that! …but I ate the mouse.” @manamica @digimegaphone
  52. 52. TESTING & TRACKING @manamica @digimegaphone
  53. 53. Testing @manamica @digimegaphone
  54. 54. What to test? Subject Lines? Landing Pages?What to test? Subject Lines? Landing Pages? Source: 2011 MarketingSherpa Email Marketing Benchmark Survey
  55. 55. Measure & Improve: A/B Testing Source: MailChimp @manamica @digimegaphone
  56. 56. Tracking @manamica @digimegaphone
  57. 57. This is a 1 x 1 pixel transparent image…
  58. 58. Campaign Tracking
  59. 59. Campaign Tracking Thank you, Email! @manamica @digimegaphone
  60. 60. Numbers: Sent, Delivered, Opens and Clicks @manamica @digimegaphone
  61. 61. Rates: Sent, Delivered, Opens and Clicks @manamica @digimegaphone
  62. 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. 63. BOTTOM LINE @manamica @digimegaphone
  64. 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. 65. Thank you! @digimegaphone Mana Ionescu @manamica mana@lightspandigital.com LightspanDigital.com
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