5 Email Marketing Tools You've Never Heard of

Optimizing your Email Program for Nurture Marketing, Mobile, Social Media

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

Our world today

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 @

History Lesson – Search
Jul’03: Yahoo buys Overture; monetizes Search
Aug’04: Google pays Yahoo $28.5M in exchange for Bid-for-Placement patent settlement. (Google market cap is now $184 Billion).

History Lesson – Social

History Lesson – Mobile

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

2007: Use Email to Build Community

Storytelling Drives Results

Community Waiting to be Discovered

Results (14 day campaign)
61,000 unique visitors
2,175 user-generated images uploaded
150 comments created for 12 Wacom artists
2,000+ new subscribers to email house list
Online sales 150% increase over previous year

2007: RSS-to-Email Publish One to Many: Biggest cost for email marketing is a Marketer’s Time

RSS-to-Email applies to Small Biz

How do they find you?
Where do they land?
How do you continue the conversation?
2008: Nurture Marketing

Finding Thru Search: Paid vs. Organic

eROI Google Analytics Stats

eROI Leads by Source

eROI Resource Landing Page…Bad

eROI Resource Landing Page…Good

Opt in / Thank you
Welcome Messaging
First Touch
3 Email Nurture Program Components

Tips for Opt-In
Call out your Email Opt-in on every page of your site.
Don’t expect them to find it.
Links to samples are effective
Give subscribers choices! e.g. frequency (daily, weekly, monthly), event alerts, etc...
Tell them specifically what they’re signing up for & how often they’ll hear from you. Keep that promise.
Don’t make someone register (user/pass) for email
Remember, you can get more information later

Examples of Opt-in Questions Good Too Much

CBSSports.com Opt-In: Before/After

CBSSports.com Welcome Email Strategy

Thank you after Opt-In
Thank them
Confirm the action they took
Give them the info they need
Continue the dialogue

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

Email Anatomy Pre-Header Header Email Body Social Media integration Functional Footer

2009: Holiday Email - Icebreaker

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

2009: Mobile Optimization

2009: Mobile Web for true Engagement, not just impressions
Email still the backbone for mobile web apps
More popular for B2C

2010: Make Mobile part of Everyday Email

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

Tool #1: Flowtown: Append social data to your Lists

Tool #2: Unbounce: Testing and optimizing landing pages

Tool #3: WhichTestWon.com: Email and Landing Page Testing

Tool #4: Email2Mobile: Optimize Email for Mobile + Landing + Analytics

Tool #5: Email on Acid: Content Rendering tool before you send

Thank you. Don’t forget to get a Web/Email Audit right after this. Ryan Buchanan CEO, eROI [email_address]

5 Email Marketing Tools You've Never Heard of

by Ryan Buchanan on May 12, 2010

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