Advanced Email Marketing Presentation for Digital World Expo

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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 />

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