Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

Advanced Email Marketing Presentation for Digital World Expo

772 views

Published on

Published in: Technology, Business
  • Be the first to comment

  • Be the first to like this

Advanced Email Marketing Presentation for Digital World Expo

  1. 1. Advanced Email Marketing<br />Email Marketing | brian@awayfind.com<br />September 2011<br />This presentation, with expanded notes, is available at: <br />http://www.awayfind.com/blog<br />
  2. 2. Advanced Email Marketing<br />Email Marketing | brian@awayfind.com<br />September 2011<br />Warning & Disclaimer:<br />I AM NOT AN EMAIL MARKETER<br />PS. Anyone who thinks they are should rethink their line of business.<br />
  3. 3. “Radio is Dead.” <br />Email Marketing | jared@awayfind.com<br />September 2011<br />
  4. 4. Advanced Email Marketing<br />Email Marketing | brian@awayfind.com<br />September 2011<br />Email is Still <br />King of the Hill…<br />(Only if you want to make money, that is.)<br />
  5. 5. Analytics<br />Email Marketing | brian@awayfind.com<br />September 2011<br />How to Read Between the Lines<br />“Be the ball Danny.”<br />Your customers aren’t numbers.<br />K.I.S.S.<br />Look for the anomalies. <br />
  6. 6. Analytics<br />Email Marketing | brian@awayfind.com<br />September 2011<br />SWAG Predictions<br />(Stupid Wild-Ass Guess)<br />How could you possibly benefit from trying to guess what the results of a campaign will be?<br />
  7. 7. Subject Lines<br />Email Marketing | brian@awayfind.com<br />September 2011<br />How Not to Write Them<br />“Never answer the question that is asked of you. Answer the question that you wish had been asked of you.”<br />—Robert Macnamara<br />
  8. 8. Subject Lines<br />Email Marketing | brian@awayfind.com<br />September 2011<br />How Not to Write Them<br /><ul><li>Don’t give it up on the first date.
  9. 9. If you were selling face-to-face, how many words would you want?
  10. 10. First impressions are lasting impressions…or not.</li></li></ul><li>Subject Lines<br />Email Marketing | brian@awayfind.com<br />September 2011<br />How Not to Write Them<br />Things that will not help your subject line:<br />Keeping it Short<br />
  11. 11. Subject Lines<br />Email Marketing | brian@awayfind.com<br />September 2011<br />How Not to Write Them<br />Things that will not help your subject line:<br />Keeping it Short<br />
  12. 12. Subject Lines<br />Email Marketing | brian@awayfind.com<br />September 2011<br />How Not to Write Them<br />Things that will not help your subject line:<br />First Name Merge<br />
  13. 13. Subject Lines<br />Email Marketing | brian@awayfind.com<br />September 2011<br />How Not to Write Them<br />Things that will not help your subject line:<br />First Name Merge<br />
  14. 14. Subject Lines<br />Email Marketing | brian@awayfind.com<br />September 2011<br />How Not to Write Them: Yourself!<br />You wouldn’t…<br /><ul><li>Fill your own cavities.
  15. 15. Change your car’s timing belt.
  16. 16. Neuter your dogs at home.
  17. 17. Do your own taxes (OK, maybe. But not advisable.)</li></ul>If you’re not a copywriter, don’t write copy.<br />Takeaway: Bad copy works. Good copy works better.<br />
  18. 18. Subject Lines<br />Email Marketing | brian@awayfind.com<br />September 2011<br />How to Write Them<br />The subject line is the ad for your ad. <br />Period.<br />
  19. 19. Subject Lines<br />Email Marketing | brian@awayfind.com<br />September 2011<br />How to Write Them<br />“People read what they like. Sometimes it’s advertising.<br />—Howard Gossage<br />
  20. 20. Copy & Landing Pages<br />Email Marketing | brian@awayfind.com<br />September 2011<br />The Trade-off:<br />Does your email or do your landing pages do the selling?<br />
  21. 21. Lifecycle & Trigger Campaigns<br />Email Marketing | brian@awayfind.com<br />September 2011<br />Advanced Personalization<br />“Gartner finds marketers can achieve a 600% lift in campaign performance over traditional outbound programs via event-triggered techniques”<br />
  22. 22. Lifecycle & Trigger Campaigns<br />Email Marketing | brian@awayfind.com<br />September 2011<br />Triggers<br />Why isn’t everyone using personalized triggers and lifecycle marketing?<br /> #1: Data<br /> #2: Organizational willpower<br />
  23. 23. Best Practices<br />Email Marketing | brian@awayfind.com<br />September 2011<br />Best is as Best Does<br />What we know now: It’s not what you’ve been told.<br />The “best practice” of all: TESTING!<br />Why are best practices always changing?<br />
  24. 24. Best Practices<br />Email Marketing | brian@awayfind.com<br />September 2011<br />When to Send!?<br />Day and night.<br />Now and then (Both. No really!)<br />The “3 Magic Times.”<br />The a.m. inbox fight.<br />First in, first out.<br />The 3-Second Rule still applies.<br />
  25. 25. Best Practices<br />Email Marketing | brian@awayfind.com<br />September 2011<br />Timing: Does it matter?<br />Statistical Validity:<br />http://www.redhillgroup.com/research-toolkit/accuracy-calculator/<br />http://www.surveysystem.com/sscalc.htm#factors<br />
  26. 26. Best Practices<br />Email Marketing | brian@awayfind.com<br />September 2011<br />Frequency<br />Rule #1: Send more<br />Rule #2: Send even more<br />Rule #3: Stop sending more only when you see a diminishing return that is devaluing your list more than the increasing incremental revenue.<br />
  27. 27. Advanced Options: Agencies<br />Email Marketing | brian@awayfind.com<br />September 2011<br />David vs. Goliath<br />Creative vs. ResultsAll-in-One vs. Specialists<br />
  28. 28. Must-Read Newsletters<br />Email Marketing | brian@awayfind.com<br />September 2011<br />In no particular order:<br /><ul><li>MarketingVox.com
  29. 29. MarketingSherpa.com
  30. 30. WhichTestWon.com
  31. 31. Clickz.com</li></ul>Also: Silverpop.com for great white papers<br />
  32. 32. Nothing to do with Email<br />Email Marketing | brian@awayfind.com<br />September 2011<br />READ THESE BOOKS THAT HAVE NOTHING TO DO WITH EMAIL:<br /><ul><li>Ogilvy on Advertising by David Ogilvy
  33. 33. Scientific Advertising by Claude Hopkins
  34. 34. Successful Direct Marketing Methods by Bob Stone
  35. 35. Being Direct: Making Advertising Pay by Lester Wunderman
  36. 36. The Clam Plate Orgy by Wilson Bryan Key</li></li></ul><li>All Email is a value Trade-off.You are giving them something in return for the right to email them and (more importantly) for them to take the time to read them.<br />Bonus Takeaway #1<br />
  37. 37. Write emails you would want to read.The Consumer is not a moron. She is your wife. Husband. Daughter. You!<br />Bonus Takeaway #2<br />
  38. 38. Who’s In Charge of Your Day? You or Your Email?<br />
  39. 39. AwayFind<br />Email Marketing | brian@awayfind.com<br />Get away from your inbox. Let your emails find you.<br />Upcoming meeting<br />Deal that is closing<br />Your Family<br />SMS<br />Push<br />September 2011<br />Voice<br />
  40. 40. Email Marketing | brian@awayfind.com<br />September 2011<br /> Thank you. Let’s keep in touch…<br />Brian J Smith<br />brian@awayfind.com<br />

×