0
Effective Email Marketing  Christopher S. Penn, Director of Strategy           www.WhatCounts.com
PLAYBILL           Understudy Notice           The part of DJ Waldow           will today be played by            Christop...
No Pre-Conference Vendor Email Ad?
Why WhatCounts?Flexible Deployment Options  Dedicated Account ModelCampaign Production Services   Video Enhanced Email
Lifecycle Marketingwww.WhatCounts.com/eduweb
Fair Warning
social social social social social social social social socialsocial social social social social social social social soci...
$43.62
Prerequisites
Email marketing without a goal is like driving without a destination.
AudienceProspects  LeadsCustomersEvangelists          You have a funnel, yes?
You have analytics, yes?
Google URL Builder
Concepts
Find: AudienceAcquire: Prospects  Convert: LeadsGrow: CustomersRetain: Evangelists
Audience              MarketingProspects  LeadsCustomers       SalesEvangelists
Audience               MarketingProspects  LeadsCustomers     CommitmentEvangelists
Audience       Social                SearchProspects     Advertising  LeadsCustomers       EmailEvangelists
AudienceContent
Audience80     Content
32,21432,214   32,214                    32,214                  32,214                    Audience                       ...
32,21432,214   32,214                    32,214                  32,214                    Audience         107           ...
Conversation                       social                        loop                                  Content            ...
5 Things Every Email  Marketer Wants
audiencemore   delivery       opens       actions       metrics
audiencemore   delivery       opens       actions       metrics
make it obvious
733% increase in list growth
make it easy
Ask Everywhere
Text EMAIL to 77007Free power tips for email marketing   and social media every week.
Tell People What To Expect
The best source of newaudience is delighted  current audience.
The Money Button
Awesome content attracts subscribers.
http://amzn.to/kX1sEG
Feed your list with social
Feed your list with social
Make innovative stuff.
Incentivize susbcribers!
180.1% increased reach
audiencemore   delivery       opens       actions       metrics
David Sifry              not this kind of ESP
Ultimately, ISPs say whatspam is, not us or Congress.
Didn’t laugh     ordidn’t learn? Don’t send.
the new whitelist is...
the ship sinker
List: 1,657      Opened: 350 (21.5%)       Clicked: 125 (7.7%)Complaints/Flagged as spam: ZERO     Unsubscribes: 8 (0.5%)
audiencemore   delivery       opens       actions       metrics
The best indicator offuture open rates is past      great email.
HelpAReporter.com
HelpAReporter.com
from:
subject:
Subject lines are really     HEADLINES.
Headlines
AWA Guide for Headlines     Useful     Urgent     Unique  Unambiguous
Headline Writing Guides   http://www.copyblogger.com/how-to-write-headlines-that-work/http://www.copyblogger.com/10-sure-fi...
Everyone says test. No one  tells you what or how.
Google
Google Wonder Wheel
Google Adwords Keyword Tool
Google Adwords Ad Data
Google Webmaster Tools
Google Analytics Site Search
Cup of Soup Subject Lines
Test using social media!
subject #3 wins
Do Your A/B Testing!
Email Campaign Structure
Imagine how powerful your emailwould be if you sent valuable offers to people who had money to buy.
audiencemore   delivery       opens       actions       metrics
The biggest obstacle totesting? Not knowing what          to test.
The Gold Standard is Dreamweaver
Kompozer.net for a free alternative
what do you test?
C                     Liking    Reciprocity   Authority                        DSocial Proof Scarcity Consistency
http://www.vintageadbrowser.com/
Flickr Creative Commons(commercial use) for images
how do you test?
Inbox Preview Services
Email Client Data
Browser: 697/1900: 36.6% action rate  Mobile: 34/51: 66.7% action rate
Taguchi multivariate testing                 A/B Testing Content
AttentionWizard.com(paid)
Keynote Labs MITE (Windows only)
Keynote Labs MITE (Windows only)
Keynote Labs MITE (Windows only)
The Feedback Loop
audiencemore   delivery       opens       actions       metrics
Decide on a goal.Then measure to it.
Photo Credit: AlanCleaver_2000
Photo credit: SashaW
Photo credit: Make Lemons
If metrics were a road trip,  diagnostics tell you how  it’s going, objectives tell   you if you’re there yet.
Delivery rateOpen rateClick rateUnsubscribe rateComplaint rate     Diagnostic only
Set a Goal and Goal Value
See Conversions & Revenue
How Channels Perform
Individual Campaign Revenue
When is the best time...?
The Most Valuable Subject Line / Message?
A word aboutindustry averages
Whose financial services “industry average” is right?
CANI: Constant And   Neverending  Improvement             Credit: Tony Robbins
Open   Click   Convert   Revenue10%     1%       10%     $25,000.0010%     1%       10%     $25,000.0010%     1%       10%...
Open   Click   Convert    Revenue10%     1%       10%     $25,000.0010%     2%       10%     $50,000.0010%     3%       10...
Open   Click   Convert    Revenue10%     1%       10%     $25,000.0010%     2%       11%     $55,000.0010%     3%       12...
Open   Click   Convert    Revenue10%     1%       10%     $25,000.0011%     2%       11%     $60,500.0012%     3%       12...
audiencemore   delivery       opens       actions       metrics
Lifecycle Marketingwww.WhatCounts.com/eduweb
Eduweb 110802124753-phpapp02
Eduweb 110802124753-phpapp02
Eduweb 110802124753-phpapp02
Eduweb 110802124753-phpapp02
Eduweb 110802124753-phpapp02
Eduweb 110802124753-phpapp02
Eduweb 110802124753-phpapp02
Eduweb 110802124753-phpapp02
Eduweb 110802124753-phpapp02
Eduweb 110802124753-phpapp02
Eduweb 110802124753-phpapp02
Eduweb 110802124753-phpapp02
Eduweb 110802124753-phpapp02
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Transcript of "Eduweb 110802124753-phpapp02"

  1. 1. Effective Email Marketing Christopher S. Penn, Director of Strategy www.WhatCounts.com
  2. 2. PLAYBILL Understudy Notice The part of DJ Waldow will today be played by Christopher S. Penn.
  3. 3. No Pre-Conference Vendor Email Ad?
  4. 4. Why WhatCounts?Flexible Deployment Options Dedicated Account ModelCampaign Production Services Video Enhanced Email
  5. 5. Lifecycle Marketingwww.WhatCounts.com/eduweb
  6. 6. Fair Warning
  7. 7. social social social social social social social social socialsocial social social social social social social social socialsocial social social social social social social social socialsocial social social social social social social social socialsocial social social social social social social social social Why email?social social social social social social social social socialsocial social social social social social social social socialsocial social social social social social social social socialsocial social social social social social social social socialsocial social social social social social social social socialsocial social social social social social social social socialsocial social social social social social social social social
  8. 8. $43.62
  9. 9. Prerequisites
  10. 10. Email marketing without a goal is like driving without a destination.
  11. 11. AudienceProspects LeadsCustomersEvangelists You have a funnel, yes?
  12. 12. You have analytics, yes?
  13. 13. Google URL Builder
  14. 14. Concepts
  15. 15. Find: AudienceAcquire: Prospects Convert: LeadsGrow: CustomersRetain: Evangelists
  16. 16. Audience MarketingProspects LeadsCustomers SalesEvangelists
  17. 17. Audience MarketingProspects LeadsCustomers CommitmentEvangelists
  18. 18. Audience Social SearchProspects Advertising LeadsCustomers EmailEvangelists
  19. 19. AudienceContent
  20. 20. Audience80 Content
  21. 21. 32,21432,214 32,214 32,214 32,214 Audience 80 Content
  22. 22. 32,21432,214 32,214 32,214 32,214 Audience 107 80 Content
  23. 23. Conversation social loop Content marketing loopconversation loop Email Conversion Sale Conversion
  24. 24. 5 Things Every Email Marketer Wants
  25. 25. audiencemore delivery opens actions metrics
  26. 26. audiencemore delivery opens actions metrics
  27. 27. make it obvious
  28. 28. 733% increase in list growth
  29. 29. make it easy
  30. 30. Ask Everywhere
  31. 31. Text EMAIL to 77007Free power tips for email marketing and social media every week.
  32. 32. Tell People What To Expect
  33. 33. The best source of newaudience is delighted current audience.
  34. 34. The Money Button
  35. 35. Awesome content attracts subscribers.
  36. 36. http://amzn.to/kX1sEG
  37. 37. Feed your list with social
  38. 38. Feed your list with social
  39. 39. Make innovative stuff.
  40. 40. Incentivize susbcribers!
  41. 41. 180.1% increased reach
  42. 42. audiencemore delivery opens actions metrics
  43. 43. David Sifry not this kind of ESP
  44. 44. Ultimately, ISPs say whatspam is, not us or Congress.
  45. 45. Didn’t laugh ordidn’t learn? Don’t send.
  46. 46. the new whitelist is...
  47. 47. the ship sinker
  48. 48. List: 1,657 Opened: 350 (21.5%) Clicked: 125 (7.7%)Complaints/Flagged as spam: ZERO Unsubscribes: 8 (0.5%)
  49. 49. audiencemore delivery opens actions metrics
  50. 50. The best indicator offuture open rates is past great email.
  51. 51. HelpAReporter.com
  52. 52. HelpAReporter.com
  53. 53. from:
  54. 54. subject:
  55. 55. Subject lines are really HEADLINES.
  56. 56. Headlines
  57. 57. AWA Guide for Headlines Useful Urgent Unique Unambiguous
  58. 58. Headline Writing Guides http://www.copyblogger.com/how-to-write-headlines-that-work/http://www.copyblogger.com/10-sure-fire-headline-formulas-that-work/ http://www.copyblogger.com/headline-swipe-file/ http://www.copyblogger.com/headline-swipe-file-3/
  59. 59. Everyone says test. No one tells you what or how.
  60. 60. Google
  61. 61. Google Wonder Wheel
  62. 62. Google Adwords Keyword Tool
  63. 63. Google Adwords Ad Data
  64. 64. Google Webmaster Tools
  65. 65. Google Analytics Site Search
  66. 66. Cup of Soup Subject Lines
  67. 67. Test using social media!
  68. 68. subject #3 wins
  69. 69. Do Your A/B Testing!
  70. 70. Email Campaign Structure
  71. 71. Imagine how powerful your emailwould be if you sent valuable offers to people who had money to buy.
  72. 72. audiencemore delivery opens actions metrics
  73. 73. The biggest obstacle totesting? Not knowing what to test.
  74. 74. The Gold Standard is Dreamweaver
  75. 75. Kompozer.net for a free alternative
  76. 76. what do you test?
  77. 77. C  Liking Reciprocity Authority   DSocial Proof Scarcity Consistency
  78. 78. http://www.vintageadbrowser.com/
  79. 79. Flickr Creative Commons(commercial use) for images
  80. 80. how do you test?
  81. 81. Inbox Preview Services
  82. 82. Email Client Data
  83. 83. Browser: 697/1900: 36.6% action rate Mobile: 34/51: 66.7% action rate
  84. 84. Taguchi multivariate testing A/B Testing Content
  85. 85. AttentionWizard.com(paid)
  86. 86. Keynote Labs MITE (Windows only)
  87. 87. Keynote Labs MITE (Windows only)
  88. 88. Keynote Labs MITE (Windows only)
  89. 89. The Feedback Loop
  90. 90. audiencemore delivery opens actions metrics
  91. 91. Decide on a goal.Then measure to it.
  92. 92. Photo Credit: AlanCleaver_2000
  93. 93. Photo credit: SashaW
  94. 94. Photo credit: Make Lemons
  95. 95. If metrics were a road trip, diagnostics tell you how it’s going, objectives tell you if you’re there yet.
  96. 96. Delivery rateOpen rateClick rateUnsubscribe rateComplaint rate Diagnostic only
  97. 97. Set a Goal and Goal Value
  98. 98. See Conversions & Revenue
  99. 99. How Channels Perform
  100. 100. Individual Campaign Revenue
  101. 101. When is the best time...?
  102. 102. The Most Valuable Subject Line / Message?
  103. 103. A word aboutindustry averages
  104. 104. Whose financial services “industry average” is right?
  105. 105. CANI: Constant And Neverending Improvement Credit: Tony Robbins
  106. 106. Open Click Convert Revenue10% 1% 10% $25,000.0010% 1% 10% $25,000.0010% 1% 10% $25,000.0010% 1% 10% $25,000.00
  107. 107. Open Click Convert Revenue10% 1% 10% $25,000.0010% 2% 10% $50,000.0010% 3% 10% $75,000.0010% 4% 10% $100,000.00
  108. 108. Open Click Convert Revenue10% 1% 10% $25,000.0010% 2% 11% $55,000.0010% 3% 12% $90,000.0010% 4% 13% $130,000.00
  109. 109. Open Click Convert Revenue10% 1% 10% $25,000.0011% 2% 11% $60,500.0012% 3% 12% $108,000.0013% 4% 13% $169,000.00
  110. 110. audiencemore delivery opens actions metrics
  111. 111. Lifecycle Marketingwww.WhatCounts.com/eduweb
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