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 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 Cha...
#1 Channel for Sharing
How do you share content with friends & family?

Source: Exact Target 2012 Channel Preference Surve...
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 shou...
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 ...
Subject Lines
“On the average, five times as many
people read the headline as read the
body copy. When you have written
your headline, y...
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:...
WORST for deliverability
1. Confirm
2. Features
3. Upgrade
4. Magic
5. Raffle
6. Rewards
7. Requested
8. Follow Up
9. Coup...
Tell, Don’t Sell
“…the best subject lines tell what’s inside
and the worst sell what’s inside”

Source: MailChimp Email Ma...
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 li...
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...
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_cam...
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, ...
BOTTOM LINE
Bottom Line
“Send timely, targeted,

relevant, valuable emails
to people who asked for them.”
DJ Waldow
Waldow Social

Sou...
Template &
Tools
Thank you!
Andy Crestodina
@crestodina
Email Marketing: Impact Engine presentation at 1871 Chicago with Andy Crestodina
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Transcript of "Email Marketing: Impact Engine presentation at 1871 Chicago with Andy Crestodina"

  1. 1. Email Marketing Andy Crestodina @crestodina
  2. 2. Email Kicks Ass M
  3. 3. 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
  4. 4. Good Morning, Email. 72% of people surveyed in a MailChimp study read their emails in bed. source: MailChimp M
  5. 5. #1 Channel for Opt-in Marketing How do you want your permission-based promotional messages? Source: Exact Target 2012 Channel Preference Survey
  6. 6. #1 Channel for Sharing How do you share content with friends & family? Source: Exact Target 2012 Channel Preference Survey
  7. 7. How often do you use the following? Source: Exact Target 2012 Channel Preference Survey
  8. 8. “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
  9. 9. Advertising Content Marketing Interrupt, Distract Attract Outbound Inbound Paid Owned, Earned Budget Brains
  10. 10. Emails Place in Content Marketing
  11. 11. Source: Website Traffic Sources
  12. 12. LIST GROWTH
  13. 13. How do I get more subscribers? 1. Ask 2. Make a promise 3. Set expectations 4. Deliver M
  14. 14. POP QUIZ! Sending unsolicited email is… a. Illegal b. Rude c. Ineffective d. …all of the above M
  15. 15. Before… After…
  16. 16. 1900% increase. Not bad!
  17. 17. Why it works 1.Prominence 2.Promise 3.Proof
  18. 18. GOOD
  19. 19. BAD
  20. 20. GET OPENED sender name, subject lines and timing
  21. 21. Sender Name
  22. 22. Sender Name = Human “Be a person.” - Sonia Simone
  23. 23. 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
  24. 24. Subject Lines
  25. 25. “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
  26. 26. 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
  27. 27. 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
  28. 28. 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
  29. 29. Hot or cold, but never warm Source: HubSpot, Science of Email Marketing, February 2011
  30. 30. Speaking of sentiment… Source: “What Makes Online Content Viral?” Berger, Milkman, Wharton Business School
  31. 31. 52 Headline Hacks More here: Headline Hacks
  32. 32. Email Timing
  33. 33. When To Send: Day of Week Source: HubSpot, Science of Email Marketing, February 2011
  34. 34. When To Send: Day of Week Source: HubSpot, Science of Email Marketing, February 2011
  35. 35. When To Send: Time of Day Source: HubSpot, Science of Email Marketing, February 2011
  36. 36. GET CLICKED mobile friendly, magazine, segmentation M
  37. 37. Mobile Friendly M
  38. 38. Be mobile or be deleted Source: Litmus
  39. 39. The Mobile Inbox  Your first line of text matters!
  40. 40. Mobile Email #FAIL M
  41. 41. Responsive Email  Desktop Mobile 
  42. 42. 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
  43. 43. Happy Landing! Mobile Website
  44. 44. Happier Landing! Responsive Web Design M
  45. 45. Make a Magazine M
  46. 46. Lots of Links Source: HubSpot, Science of Email Marketing, February 2011 M
  47. 47. Lots of Links Source: HubSpot, Science of Email Marketing, February 2011 M
  48. 48. Magazine: Curate • • • • 1 Featured Article 2 Articles from others Promoted eBook Tweets, jobs, etc. M
  49. 49. Magazine: S, M, L • • • • • • 1 Featured Article Statistic Event, Video, etc. Recent Projects “SEO Horoscope” Other Links M
  50. 50. TESTING & TRACKING M
  51. 51. Testing M
  52. 52. What to test? Subject Lines? Landing Pages? Source: 2011 MarketingSherpa Email Marketing Benchmark Survey M
  53. 53. Measure & Improve: A/B Testing Source: MailChimp M
  54. 54. Tracking
  55. 55. This is a 1 x 1 pixel transparent image…
  56. 56. Campaign Tracking
  57. 57. Campaign Tracking Thank you, Email!
  58. 58. Google Analytics: Campaign Tracking Source: Google URL Builder
  59. 59. Google Analytics: Campaign Tracking http://www.site.com/email-advice ?utm_source=Oct-Newsletter &utm_medium=email &utm_campaign=email-advice
  60. 60. Numbers: Sent, Delivered, Opens and Clicks
  61. 61. Rates: Sent, Delivered, Opens and Clicks
  62. 62. Measure, Test, Improve 1.Watch your stats 2.Listen for feedback 3.Experiment: landing pages, subject lines, sender name, formatting, topics, timing, lay out
  63. 63. BOTTOM LINE
  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. Template & Tools
  66. 66. Thank you! Andy Crestodina @crestodina
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