5 Email Marketing Tools You've Never Heard of

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eROI: 5 Email Marketing Tools You've Never Heard of - integrating email, social media, and mobile marketing

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5 Email Marketing Tools You've Never Heard of

  1. 1. Optimizing your Email Program for Nurture Marketing, Mobile, Social Media
  2. 2. To do Online Marketing well, marketers need to be good at so much more than Email + Search. -- Social is the new staple (eROI Q4’09 survey: 70% marketers used social media, 15% of their time) -- Mobile is next The Online Marketer’s Challenge
  3. 3. Our world today
  4. 4. History Lesson – starting w/ Email Email invented in 1971 “ In 1971, Ray Tomlinson developed the first ARPANET email application…he chose the "commercial at" symbol to combine the user and host names, providing the naturally meaningful notation "user@host" that is the standard for email…” Source: LivingInternet.com @
  5. 5. History Lesson – Search <ul><li>Jul’03: Yahoo buys Overture; monetizes Search </li></ul><ul><li>Aug’04: Google pays Yahoo $28.5M in exchange for Bid-for-Placement patent settlement. (Google market cap is now $184 Billion). </li></ul>
  6. 6. History Lesson – Social
  7. 7. History Lesson – Mobile
  8. 8. How Email Fits In 2007: Use Email to Build Online Community 2007: RSS to Email (Publishers, Any Business) 2008: Nurture Marketing 2008: Anatomy of an Email 2009: Holiday Email Campaign example 2009: Mobile Optimization 2010: Five new Tools you’ve never heard of
  9. 9. 2007: Use Email to Build Community
  10. 10. Storytelling Drives Results
  11. 11. Community Waiting to be Discovered
  12. 12. Results (14 day campaign) <ul><li>61,000 unique visitors </li></ul><ul><li>2,175 user-generated images uploaded </li></ul><ul><li>150 comments created for 12 Wacom artists </li></ul><ul><li>2,000+ new subscribers to email house list </li></ul><ul><li>Online sales 150% increase over previous year </li></ul>
  13. 13. 2007: RSS-to-Email Publish One to Many: Biggest cost for email marketing is a Marketer’s Time
  14. 14. RSS-to-Email applies to Small Biz
  15. 15. <ul><li>How do they find you? </li></ul><ul><li>Where do they land? </li></ul><ul><li>How do you continue the conversation? </li></ul>2008: Nurture Marketing
  16. 16. Finding Thru Search: Paid vs. Organic
  17. 17. eROI Google Analytics Stats
  18. 18. eROI Leads by Source
  19. 19. eROI Resource Landing Page…Bad
  20. 20. eROI Resource Landing Page…Good
  21. 21. <ul><li>Opt in / Thank you </li></ul><ul><li>Welcome Messaging </li></ul><ul><li>First Touch </li></ul>3 Email Nurture Program Components
  22. 22. Tips for Opt-In <ul><ul><li>Call out your Email Opt-in on every page of your site. </li></ul></ul><ul><ul><li>Don’t expect them to find it. </li></ul></ul><ul><ul><li>Links to samples are effective </li></ul></ul><ul><ul><li>Give subscribers choices! e.g. frequency (daily, weekly, monthly), event alerts, etc... </li></ul></ul><ul><ul><li>Tell them specifically what they’re signing up for & how often they’ll hear from you. Keep that promise. </li></ul></ul><ul><ul><li>Don’t make someone register (user/pass) for email </li></ul></ul><ul><ul><li>Remember, you can get more information later </li></ul></ul>
  23. 23. Examples of Opt-in Questions Good Too Much
  24. 24. CBSSports.com Opt-In: Before/After
  25. 26. CBSSports.com Welcome Email Strategy
  26. 27. Thank you after Opt-In <ul><ul><li>Thank them </li></ul></ul><ul><ul><li>Confirm the action they took </li></ul></ul><ul><ul><li>Give them the info they need </li></ul></ul><ul><ul><li>Continue the dialogue </li></ul></ul>
  27. 28. A Welcome Email is the first email received after an opt-in and/or confirmation of subscription This will likely be your highest open rate ever. Make it count . Welcome Email
  28. 30. Email Anatomy Pre-Header Header Email Body Social Media integration Functional Footer
  29. 31. 2009: Holiday Email - Icebreaker
  30. 32. Campaigns/Frequency 3 months of Oct’09-Dec’09: 38 emails 3 years of Sep’06-Sep’09: 36 emails Total emails sent: Oct’09 – Dec’09 ~500k Sep’06 - Sep’09 ~450k Read Rate Oct-Dec’09 – 25% Read Rate ‘06-Sep’09 – 33% Click Through Rate Oct-Dec’09 – 7.5% Click Through Rate ‘06-Sep’09 – 10.5% Average Opt Out/Campaign Rate – 0.66% Icebreaker Holiday Email Findings
  31. 33. 2009: Mobile Optimization
  32. 34. 2009: Mobile Web for true Engagement, not just impressions <ul><li>Email still the backbone for mobile web apps </li></ul><ul><li>More popular for B2C </li></ul>
  33. 35. 2010: Make Mobile part of Everyday Email
  34. 36. How Email Fits In 2007: Use Email to Build Online Community 2007: RSS to Email (Publishers, Any Business) 2008: Nurture Marketing 2008: Anatomy of an Email 2009: Holiday Email Campaign example 2009: Mobile Optimization 2010: New Apps you’ve never heard of
  35. 37. Tool #1: Flowtown: Append social data to your Lists
  36. 38. Tool #2: Unbounce: Testing and optimizing landing pages
  37. 39. Tool #3: WhichTestWon.com: Email and Landing Page Testing
  38. 40. Tool #4: Email2Mobile: Optimize Email for Mobile + Landing + Analytics
  39. 41. Tool #5: Email on Acid: Content Rendering tool before you send
  40. 42. Thank you. Don’t forget to get a Web/Email Audit right after this. Ryan Buchanan CEO, eROI [email_address]

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