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How to Break the Rules of Email Marketing and Still Win

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Despite persistent rumors that email is dead, research shows that email is still the most preferred method of communication. Clearly, email is not dead - but it is evolving and marketers must evolve …

Despite persistent rumors that email is dead, research shows that email is still the most preferred method of communication. Clearly, email is not dead - but it is evolving and marketers must evolve along with it. So why do marketers need to follow so many rules for email? What if you could break those rules and still win? Watch this session with DJ Waldow, Digital Marketing Evangelist at Marketo, to discover how you can grow your business using cutting edge, engaging email content that actually builds a list and establishes trust.

Check out this session from the record-breaking New Rules of Marketing virtual event to learn more about:

• What "engaging email" is and why it's important
• Segmentation and targeting for relevance
• Tips for writing emails that get opened and clicked
• Email testing and optimization

Published in: Technology, Business

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Transcript

  • 1. Most emailed article of the day!
  • 2. Time for a game!
  • 3. “Email marketing is NOT dead!” - @djwaldow
  • 4. the secret to email marketing
  • 5. Send timely, targeted, valuable HUMAN email
  • 6. NOT HUMAN X X X
  • 7. NOT HUMAN X X X
  • 8. HUMAN
  • 9. First, I love this idea of getting people engaged right away. Kudos! Ha! I didn't think anyone would be reading my answers. P.S. I guess I should always answer those automatic things as if someone is reading them...though I think you are the first that has ever responded! Oh… you are good! I didn’t expect a response back - very good.
  • 10. one more secret to email marketing
  • 11. I opened [your email] because I knew it was your weekly email and I wanted to see inside -- the subject had no influence. That’s what happens when you become a trusted resource or an expected one. --Meryl K. Evans, “Content Maven for Hire””
  • 12. !!!!!
  • 13. Email Marketing Best Practices You should ALWAYS…
  • 14. Email Marketing Best Practices You should NEVER…
  • 15. Never use “free” or ALL CAPS in a subject line “RULE” #1
  • 16. • 9,140,000 results • “Ultimate list” • “Top 100” • “30 words”
  • 17. Those three little words... FREE SHIPPING NOW Announcing a once-in-a-lifetime baking adventure Last chance - FREE SHIPPING ends tomorrow Open (please). Read. SAVE up to 65%. FREE subscription to Northeast Flavor magazine Create gorgeous strawberry cupcakes with this FREE GIFT! CHILL. Put a lid on it! Blog & Bake 2013 - a blogger celebration Don't miss out - savings end Thursday Attention sale-lovers! SAVE 20% now ENDS TOMORROW - Free Shipping
  • 18. Those three little words... FREE SHIPPING NOW Announcing a once-in-a-lifetime baking adventure Last chance - FREE SHIPPING ends tomorrow Open (please). Read. SAVE up to 65%. FREE subscription to Northeast Flavor magazine Create gorgeous strawberry cupcakes with this FREE GIFT! CHILL. Put a lid on it! Blog & Bake 2013 - a blogger celebration Don't miss out - savings end Thursday Attention sale-lovers! SAVE 20% now ENDS TOMORROW - Free Shipping
  • 19. Which subject line was the winner?
  • 20. Open rate: Email A: 27.2% Email B: 31.8%
  • 21. Those three little words...FREE SHIPPING NOW
  • 22. 20% open rate 10% click-through rate 1.43% response rate 99.8% deliverability rate Those three little words...FREE SHIPPING NOW
  • 23. It’s okay to use free and ALL CAPS in an email subject line - @djwaldow
  • 24. Never send “ugly” emails “RULE” #2
  • 25. 99.2% inbox placement
  • 26. 40% open rate
  • 27. 87% click-to-open rate
  • 28. “Beauty is in the eye of the subscriber.” - @djwaldow
  • 29. Subject lines should always be between 30 & 50 characters “RULE” #3
  • 30. “Off-the-Court Gear in Tournament Colors”
  • 31. Sesame Street Asks Obama Campaign To Take Ad Down, Anderson Cooper vs. Star Jones, Die
  • 32. Sesame Street Asks Obama Campaign To Take Ad Down, Anderson Cooper vs. Star Jones, Die Hard Obama Supporter Freaks Out
  • 33. Get up to 70% off children’s fashion
  • 34. Get up to 70% off children
  • 35. One Oil Change, Three Oil Changes with Inspections, or a Four-Wheel Alignment (Up to 78% Off) | 10 or 20 Gym Passes (Up to 69% Off) | Salon Package with Cut, Style, and Two-Color Highlights; Shellac Manicure; or Acrylic Nails (Up to 51% Off) An actual Groupon subject line
  • 36. One Oil Change, Three Oil Changes with Inspections, or a Four-Wheel Alignment (Up to 78% Off) | 10 or 20 Gym Passes (Up to 69% Off) | Salon Package with Cut, Style, and Two-Color Highlights; Shellac Manicure; or Acrylic Nails (Up to 51% Off) An actual Groupon subject line 42 words 421 characters
  • 37. An actual Groupon subject line Wine
  • 38. “Email subject lines can be long or short.Test what works best for your audience.” - @djwaldow
  • 39. Never use a popup to collect email addresses. “RULE” #4
  • 40. Source: Scott Stratten (@unmarketing)
  • 41. 82% of the Greatist email list comes from this popover! http://waldowsocial.com/popovers-work/
  • 42. ---------------------14/day --------------------- 145/day
  • 43. “I hate popups too, but they can beVERY effective for growing your email list.” - @djwaldow
  • 44. 1. Never send mostly-text emails 2. Never send mostly-image emails 3. Never make your unsubscribe link obvious 4. Always use double opt-in 5. Never buy a list 6. Never have fun Some other “rules” to consider breaking
  • 45. “Best practices are those that are best for YOUR audience.” @djwaldow