Email Marketing: Impact Engine presentation at 1871 Chicago with Andy Crestodina
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Email Marketing: Impact Engine presentation at 1871 Chicago with Andy Crestodina

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Email Marketing: Impact Engine presentation at 1871 Chicago with Andy Crestodina Email Marketing: Impact Engine presentation at 1871 Chicago with Andy Crestodina Presentation Transcript

  • Email Marketing Andy Crestodina @crestodina
  • Email Kicks Ass M
  • Your email device is ringing… 79% use their smartphone for reading email… a higher percentage than those who use it for making calls. source: Adobe – “2013 Digital Publishing Report: Retail Apps & Buying Habits M
  • Good Morning, Email. 72% of people surveyed in a MailChimp study read their emails in bed. source: MailChimp M
  • #1 Channel for Opt-in Marketing How do you want your permission-based promotional messages? Source: Exact Target 2012 Channel Preference Survey
  • #1 Channel for Sharing How do you share content with friends & family? Source: Exact Target 2012 Channel Preference Survey
  • How often do you use the following? Source: Exact Target 2012 Channel Preference Survey
  • “If you have more MONEY than brains, you should focus on outbound marketing. If you have more BRAINS than money, you should focus on inbound marketing.” - Guy Kawasaki
  • Advertising Content Marketing Interrupt, Distract Attract Outbound Inbound Paid Owned, Earned Budget Brains
  • Emails Place in Content Marketing
  • Source: Website Traffic Sources
  • LIST GROWTH
  • How do I get more subscribers? 1. Ask 2. Make a promise 3. Set expectations 4. Deliver M
  • POP QUIZ! Sending unsolicited email is… a. Illegal b. Rude c. Ineffective d. …all of the above M
  • Before… After…
  • 1900% increase. Not bad!
  • Why it works 1.Prominence 2.Promise 3.Proof
  • GOOD
  • BAD
  • GET OPENED sender name, subject lines and timing
  • Sender Name
  • Sender Name = Human “Be a person.” - Sonia Simone
  • Hi Andy, 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
  • Subject Lines
  • “On the average, five times as many people read the headline as read the body copy. When you have written your headline, you have spent eighty cents out of your dollar.” - David Ogilvy
  • BEST for open rates 1. Posts 2. Jobs 3. Survey 4. Week’s 5. E-newsletter 6. Issue 7. Digest 8. Bulletin 9. Edition Source: HubSpot, Science of Email Marketing, February 2011
  • WORST for deliverability 1. Confirm 2. Features 3. Upgrade 4. Magic 5. Raffle 6. Rewards 7. Requested 8. Follow Up 9. Coupon Source: HubSpot, Science of Email Marketing, February 2011
  • 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
  • Hot or cold, but never warm Source: HubSpot, Science of Email Marketing, February 2011
  • Speaking of sentiment… Source: “What Makes Online Content Viral?” Berger, Milkman, Wharton Business School
  • 52 Headline Hacks More here: Headline Hacks
  • Email Timing
  • When To Send: Day of Week Source: HubSpot, Science of Email Marketing, February 2011
  • When To Send: Day of Week Source: HubSpot, Science of Email Marketing, February 2011
  • When To Send: Time of Day Source: HubSpot, Science of Email Marketing, February 2011
  • GET CLICKED mobile friendly, magazine, segmentation M
  • Mobile Friendly M
  • Be mobile or be deleted Source: Litmus
  • The Mobile Inbox  Your first line of text matters!
  • Mobile Email #FAIL M
  • Responsive Email  Desktop Mobile 
  • 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
  • Happy Landing! Mobile Website
  • Happier Landing! Responsive Web Design M
  • Make a Magazine M
  • Lots of Links Source: HubSpot, Science of Email Marketing, February 2011 M
  • Lots of Links Source: HubSpot, Science of Email Marketing, February 2011 M
  • Magazine: Curate • • • • 1 Featured Article 2 Articles from others Promoted eBook Tweets, jobs, etc. M
  • Magazine: S, M, L • • • • • • 1 Featured Article Statistic Event, Video, etc. Recent Projects “SEO Horoscope” Other Links M
  • TESTING & TRACKING M
  • Testing M
  • What to test? Subject Lines? Landing Pages? Source: 2011 MarketingSherpa Email Marketing Benchmark Survey M
  • Measure & Improve: A/B Testing Source: MailChimp M
  • Tracking
  • This is a 1 x 1 pixel transparent image…
  • Campaign Tracking
  • Campaign Tracking Thank you, Email!
  • Google Analytics: Campaign Tracking Source: Google URL Builder
  • Google Analytics: Campaign Tracking http://www.site.com/email-advice ?utm_source=Oct-Newsletter &utm_medium=email &utm_campaign=email-advice
  • Numbers: Sent, Delivered, Opens and Clicks
  • Rates: Sent, Delivered, Opens and Clicks
  • Measure, Test, Improve 1.Watch your stats 2.Listen for feedback 3.Experiment: landing pages, subject lines, sender name, formatting, topics, timing, lay out
  • BOTTOM LINE
  • 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
  • Template & Tools
  • Thank you! Andy Crestodina @crestodina