Email Marketing Secrets Of The Inbox - Tech Thursdays Series

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A presentation for the Greensboro Chamber Tech Thursdays Series on email marketing including list growth tactics, subscriber management,effective campaign design, benchmarks. Sponsored by: BEM, Greensboro Chamber, Microsoft, and the GTCC Small Business Center.

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  • Email is private
  • Kind of emails you get back from list members, explain their relevance and suggest how you should treat them. Don’t ignore negative customer feedback or make it difficult to send it in, explaining why
  • At the end of the day subscribers still rule. Why? Spam compliants will shut down ur account. Opt-outs will reduce your effectiveness. Social Media has opened a new channel for customers to denounce you publicly. What do you do about it?
  • If you segment this won’t happen.
  • If you segment this won’t happen.
  • If you segment this won’t happen.
  • Email Marketing Secrets Of The Inbox - Tech Thursdays Series

    1. 1. Tech ThursdaysTech Thursdays Series Marketing Sponsored by
    2. 2. DESIGN MARKETING TECHNOLOGY Email Marketing Success Secrets in the Inbox Rob Ainbinder
    3. 3. About
    4. 4. BEM Facts
    5. 5. Partnerships and Certifications
    6. 6. The Company We Keep
    7. 7. Awards and Recognitions
    8. 8. Today’s Delivery Schedule• Subscriber Management• List Segmentation• 7 List Growth Ideas• Effective Campaign Design• Conversion Tracking Strategies• Key Industry Benchmark Metrics• Latest Trends• One Request
    9. 9. Something to Remember
    10. 10. DESIGN MARKETING TECHNOLOGY Subscriber Management
    11. 11. Subscriber Management
    12. 12. Subscriber Management
    13. 13. Subscriber Management• Listen• Reachable• Human
    14. 14. Subscriber Management• Subscribers (Still) Rule
    15. 15. DESIGN MARKETING TECHNOLOGY List Segmentation
    16. 16. List Segmentation• Since 2003
    17. 17. List Segmentation11 Models = BBQ Heaven
    18. 18. List Segmentation• New! Rock Hill, SC• Not so heavenly 2+ hr drive 
    19. 19. List Segmentation
    20. 20. List Segmentation
    21. 21. List Segmentation• Increased Relevance• Higher Open Rates• Higher Click Through
    22. 22. DESIGN MARKETING TECHNOLOGY List Growth Tactics
    23. 23. List Growth Tactics
    24. 24. List Growth Tactics• Sign-up on your website• Face-to-face sign-up sheet• A link to your sign up form in your email signature• A link on your checkout/thank you page• “send to a friend”• And two more…
    25. 25. List Growth Tactics
    26. 26. List Growth Tactics
    27. 27. DESIGN MARKETING TECHNOLOGY Effective Campaign Design
    28. 28. Effective Campaign Design
    29. 29. Effective Campaign Design
    30. 30. Effective Campaign Design
    31. 31. Effective Campaign Design
    32. 32. Effective Campaign Design• Headline• Branding• Images• Copy• Call to Action/Offer
    33. 33. Effective Campaign Design
    34. 34. DESIGN MARKETING TECHNOLOGY Conversion Tracking Strategies
    35. 35. Conversion Tracking Strategies
    36. 36. Conversion Tracking Strategies Pre-click Post-click
    37. 37. Conversion Tracking Strategies
    38. 38. Conversion Tracking Strategies
    39. 39. DESIGN MARKETING TECHNOLOGY Key Benchmark Metrics
    40. 40. Key Benchmark MetricsFrom the latest (Q4 2011)• Open rates (24.8%) increased quarter over quarter (11.6%) and year over year (12.2%).• Click rates decreased 0.4 percentage points (8.1% overall) from last quarter to 5.2%. They are in line with this same time last year (5.1%) and remain established over the last two years.
    41. 41. Key Benchmark MetricsGreat News About Triggered Email• Triggered email open rates are 96% higher than regular campaign messages• Triggered click rates are 125% higher than “blasts”.For the entire report, email me:rob.ainbinder@beminteractive.com
    42. 42. DESIGN MARKETING TECHNOLOGY Latest Trends
    43. 43. Latest Trends
    44. 44. Latest Trends
    45. 45. DESIGN MARKETING TECHNOLOGY Resources & Upcoming Events
    46. 46. Upcoming BEM Education Center Workshops• Office 365• Facebook & Google+ for Business• Top 10 Business Apps for Your iPad or Tablet• Email Marketing using ExactTarget®• Search Marketing: Making SEO & Google Adwords Work for Your Business• Mobile Web: Trends & Strategies
    47. 47. Stay In TouchSign up for our monthlynewsletter.• Digital marketing trends• Insights & more…
    48. 48. Stay In Touch
    49. 49. DESIGN MARKETING TECHNOLOGY Questions

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