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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

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

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