Blue Sky Factory Webinar Series 9 EMAIL MARKETING PROBLEMS(AND HOW TO FIX THEM IN 2011)                                   ...
Amy Garland       Michelle Oglesby                       DJ WaldowMarketing Mgr   Sr. Client Service Mgr               Dir...
9 EMAIL MARKETING PROBLEMS        (AND HOW TO FIX THEM IN 2011)1.   Nobody reads (or clicks-through) our emails2.   Unsubs...
Problem #1:    Nobody reads (orclicks-through) our emails                        Copyright Blue Sky Factory 2011
Possible Solutions1. Relevant Content2. Engaging Creative3. Segmentation4. Re-engagement campaigns  On our blog, “Re-Engag...
Re-engagement Campaigns1. Identify your audience2. Plan your approach     – Special offer     – Restate Value Proposition ...
Copyright Blue Sky Factory 2011
Takeaway #1: Excellent branding.Takeaway #2: Clear call to action with large button.Takeaway #3: Brief, concise copy.     ...
Copyright Blue Sky Factory 2011
Takeaway #1: Clear call to action with “yes” button.Takeaway #2: Definite timeframe when unsub will occur.Takeaway #3: Res...
Problem #2:  Unsubscribe & spamcomplaints are on the rise                        Copyright Blue Sky Factory 2011
Possible Solutions1. Relevant Content2. Segmentation3. Frequency                      Copyright Blue Sky Factory 2011
Preference Center devoted specifically to   frequency                                                Copyright Blue Sky Fa...
Problem #3: We know it’s bad, but we blast emails                       Copyright Blue Sky Factory 2011
Possible Solutions1. Relevant Content2. Frequency3. Subscriber Preferences                            Copyright Blue Sky F...
Takeaways• Email type & description• Frequency• “See Example”
Problem #4:Our emails are notmaking it to the inbox                         Copyright Blue Sky Factory 2011
Possible Solutions1. Work with Your Email Service Provider (ESP)2. Practice Permission-Based Email Marketing              ...
Work With Your ESP To Improve DeliverabilitySPF, Sender ID, Feedback Loops, Oh My!• Set up authentication records (Sender ...
There are a few things YOU can do• Ask your subscribers to  whitelist your From Address  to help with inbox  deliverabilit...
Permission-Based Email MarketingSend relevant, timely, targeted and valuable emails   to subscribers who have asked to rec...
Permission-Based Email Marketing       Six Core Elements of a       Trust-Based Approach:  1.   Permission  2.   Privacy  ...
Problem #5:Everyone is on mobile. Help!                         Copyright Blue Sky Factory 2011
Everyone (really is) on Mobile!                       Conclusion                     Email Dominates                     M...
Possible Solutions1.   Create a Mobile Version of Your Email2.   Design HTML With Mobile in Mind3.   Refine Call-To-Action...
Create a Mobile Version                          Copyright Blue Sky Factory 2011
Design with Mobile in Mind• K.I.S.S. (Keep it Simple, Silly!)• 300 pixels wide• Refine your call-to-action• Make sure your...
Design HTML With Mobile in Mind                          Copyright Blue Sky Factory 2011
Problem #6: How do we know ifour emails are valuable?                       Copyright Blue Sky Factory 2011
Possible Solutions1.   Reporting & Analytics2.   Social Proof3.   Ask!4.   Reflect: Do You Learn Something?               ...
Reporting & Analytics     Are your subscribers engaging with     you (opening, clicking, sharing,     converting)?        ...
Social Proof               Copyright Blue Sky Factory 2011
Ask. Test. Explain. Reflect.          Ask                TestExplain            Reflect                             Copyri...
Problem #7:How do we add social sharing  to our email campaigns?                         Copyright Blue Sky Factory 2011
Possible SolutionsRead our new eBook (& implement the tips)!             Download now                                    C...
Possible Solutions            HumorIncentive             More tips in the eBook                      Copyright Blue Sky Fa...
Problem #8: We understand that testing isimportant, but what do we test?                          Copyright Blue Sky Facto...
What to Test?                Copyright Blue Sky Factory 2011
Possible Solutions• Subject Line                         • Footer• From Name                            • Unsubscribe butt...
Testing = Chemistry Experiment1. Observation: Open rate is declining2. Hypothesis: Subject lines are boring3. Design Exper...
Basic A|B Winner TestOn our blog, “5 Ideas for Email Subject Line Testing”                                              Co...
Testing Takeaway Test everything, but focus ontests where intelligence gained will result in greatest return.             ...
Problem #9:We’ve been following the “best practices”, but it’s not working                             Copyright Blue Sky ...
Best Practices?1. Subject Line: Do not use free, exclamation   points (!), personalization or ALL CAPS. Keep   subject lin...
Two Thoughts on Best Practices1. Many are outdated and/or   industry-specific.2. Practices that are best for   your busine...
1.Break them.                        2.Test them.Flickr: nationalrural                                 Copyright Blue Sky ...
Beauty is in the Eye of the Beholder(aka, Best Practices is Not a Substitution for an Effective Testing Strategy)         ...
Our Gift to You!16 Tips to Effectively Use Email Marketing and          Social Media Together [eBook]               Downlo...
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9 Email Marketing Problems (& How to Fix Them in 2011)

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No email marketing program is perfect.

As an email marketer, it's likely you struggle with certain aspects of your campaign, whether it's deliverability, mobile, creative, or other. Identifying the problems is not the issue; it's figuring out what you can do to solve them.

This presentation includes 9 email marketing problems, 9 email marketing solutions, and 9 ways to ensure email marketing success in the New Year.

The 9 email marketing "problems" include:

1. Nobody reads (or clicks-through) our emails
2. Unsubscribe & spam complaints are on the rise
3. We know it's bad, but we blast emails
4. Our emails are not making it to the inbox
5. Everyone is on mobile. Help!
6. How do we know if our emails are valuable?
7. How do we add social sharing to our email campaigns?
8. We understand that testing is important, but what do we test?
9. We've been following the "best practices", but it's not working

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9 Email Marketing Problems (& How to Fix Them in 2011)

  1. 1. Blue Sky Factory Webinar Series 9 EMAIL MARKETING PROBLEMS(AND HOW TO FIX THEM IN 2011) January 13, 2011 at 1pm ET Amy Garland Michelle Oglesby DJ Waldow Copyright Blue Sky Factory 2011
  2. 2. Amy Garland Michelle Oglesby DJ WaldowMarketing Mgr Sr. Client Service Mgr Dir of Community Copyright Blue Sky Factory 2011
  3. 3. 9 EMAIL MARKETING PROBLEMS (AND HOW TO FIX THEM IN 2011)1. Nobody reads (or clicks-through) our emails2. Unsubscribe & spam complaints are on the rise3. We know it’s bad, but we blast emails4. Our emails are not making it to the inbox5. Everyone is on mobile. Help!6. How do we know if our emails are valuable?7. How do we add social sharing to our email campaigns?8. We understand that testing is important, but what do we test?9. We’ve been following the “best practices”, but it’s not working Copyright Blue Sky Factory 2011
  4. 4. Problem #1: Nobody reads (orclicks-through) our emails Copyright Blue Sky Factory 2011
  5. 5. Possible Solutions1. Relevant Content2. Engaging Creative3. Segmentation4. Re-engagement campaigns On our blog, “Re-Engagement Campaigns: Not Often Timely, Yet They Work!” Copyright Blue Sky Factory 2011
  6. 6. Re-engagement Campaigns1. Identify your audience2. Plan your approach – Special offer – Restate Value Proposition – Survey or opinion pollOn our blog, “The Gap Logo Debate And One Huge Missed Opportunity”3. Must include: – Subject Line – Clear call to action – Multiple Requests Copyright Blue Sky Factory 2011
  7. 7. Copyright Blue Sky Factory 2011
  8. 8. Takeaway #1: Excellent branding.Takeaway #2: Clear call to action with large button.Takeaway #3: Brief, concise copy. Copyright Blue Sky Factory 2011
  9. 9. Copyright Blue Sky Factory 2011
  10. 10. Takeaway #1: Clear call to action with “yes” button.Takeaway #2: Definite timeframe when unsub will occur.Takeaway #3: Restatement of value proposition. Copyright Blue Sky Factory 2011
  11. 11. Problem #2: Unsubscribe & spamcomplaints are on the rise Copyright Blue Sky Factory 2011
  12. 12. Possible Solutions1. Relevant Content2. Segmentation3. Frequency Copyright Blue Sky Factory 2011
  13. 13. Preference Center devoted specifically to frequency Copyright Blue Sky Factory 2011
  14. 14. Problem #3: We know it’s bad, but we blast emails Copyright Blue Sky Factory 2011
  15. 15. Possible Solutions1. Relevant Content2. Frequency3. Subscriber Preferences Copyright Blue Sky Factory 2011
  16. 16. Takeaways• Email type & description• Frequency• “See Example”
  17. 17. Problem #4:Our emails are notmaking it to the inbox Copyright Blue Sky Factory 2011
  18. 18. Possible Solutions1. Work with Your Email Service Provider (ESP)2. Practice Permission-Based Email Marketing Copyright Blue Sky Factory 2011
  19. 19. Work With Your ESP To Improve DeliverabilitySPF, Sender ID, Feedback Loops, Oh My!• Set up authentication records (Sender ID, SPF) to help with deliverability.• Monitor your email placement to corporate gateway firewalls (Postini, MessageLabs, Barracuda).• Ensure you are subscribed to all available Feedback Loops (your ESP should do this for you).• Make sure you’re a registered bulk sender to the major ISPs (i.e. AOL, Hotmail, etc.)• Ensure timely processing of bounces & Feedback Loops Copyright Blue Sky Factory 2011
  20. 20. There are a few things YOU can do• Ask your subscribers to whitelist your From Address to help with inbox deliverability.• Use a tool like Return Path’s Sender Score to monitor your IP reputation. Copyright Blue Sky Factory 2011
  21. 21. Permission-Based Email MarketingSend relevant, timely, targeted and valuable emails to subscribers who have asked to receive them (i.e. permission). Copyright Blue Sky Factory 2011
  22. 22. Permission-Based Email Marketing Six Core Elements of a Trust-Based Approach: 1. Permission 2. Privacy 3. Reputation 4. Preferences 5. Expectations 6. ComplianceWatch our webinar, “6 Core Elements of Permission-Based Email Marketing” Copyright Blue Sky Factory 2011
  23. 23. Problem #5:Everyone is on mobile. Help! Copyright Blue Sky Factory 2011
  24. 24. Everyone (really is) on Mobile! Conclusion Email Dominates Mobile Web Time Copyright Blue Sky Factory 2011
  25. 25. Possible Solutions1. Create a Mobile Version of Your Email2. Design HTML With Mobile in Mind3. Refine Call-To-Action4. Test. Test. Test! Copyright Blue Sky Factory 2011
  26. 26. Create a Mobile Version Copyright Blue Sky Factory 2011
  27. 27. Design with Mobile in Mind• K.I.S.S. (Keep it Simple, Silly!)• 300 pixels wide• Refine your call-to-action• Make sure your subject line & preheader work together• Test!On our blog, “5 Tips to Optimize Mobile Email Marketing” Copyright Blue Sky Factory 2011
  28. 28. Design HTML With Mobile in Mind Copyright Blue Sky Factory 2011
  29. 29. Problem #6: How do we know ifour emails are valuable? Copyright Blue Sky Factory 2011
  30. 30. Possible Solutions1. Reporting & Analytics2. Social Proof3. Ask!4. Reflect: Do You Learn Something? Copyright Blue Sky Factory 2011
  31. 31. Reporting & Analytics Are your subscribers engaging with you (opening, clicking, sharing, converting)? Copyright Blue Sky Factory 2011
  32. 32. Social Proof Copyright Blue Sky Factory 2011
  33. 33. Ask. Test. Explain. Reflect. Ask TestExplain Reflect Copyright Blue Sky Factory 2011
  34. 34. Problem #7:How do we add social sharing to our email campaigns? Copyright Blue Sky Factory 2011
  35. 35. Possible SolutionsRead our new eBook (& implement the tips)! Download now Copyright Blue Sky Factory 2011
  36. 36. Possible Solutions HumorIncentive More tips in the eBook Copyright Blue Sky Factory 2011
  37. 37. Problem #8: We understand that testing isimportant, but what do we test? Copyright Blue Sky Factory 2011
  38. 38. What to Test? Copyright Blue Sky Factory 2011
  39. 39. Possible Solutions• Subject Line • Footer• From Name • Unsubscribe button/link• Preheader • SWYN (Share With Your Network) TEST EVERYTHING!• Top Nav / Header• Above the Fold• Main Call to Action• Secondary/Tertiary Calls to Action • Day of Week • Time of Day • Frequency • Copy / Imagery• Sides Nav(s) • Rendering Copyright Blue Sky Factory 2011
  40. 40. Testing = Chemistry Experiment1. Observation: Open rate is declining2. Hypothesis: Subject lines are boring3. Design Experiment: Craft subject line A|B split test4. Test Hypothesis: Send 3 emails, each with different subject line to 5% of list respectively5. Accept or Reject Hypothesis: Send winning email based on highest open rate Copyright Blue Sky Factory 2011
  41. 41. Basic A|B Winner TestOn our blog, “5 Ideas for Email Subject Line Testing” Copyright Blue Sky Factory 2011
  42. 42. Testing Takeaway Test everything, but focus ontests where intelligence gained will result in greatest return. Copyright Blue Sky Factory 2011
  43. 43. Problem #9:We’ve been following the “best practices”, but it’s not working Copyright Blue Sky Factory 2011
  44. 44. Best Practices?1. Subject Line: Do not use free, exclamation points (!), personalization or ALL CAPS. Keep subject lines short.2. Copy: Be sure you have a good balance of text to image. Do not send one big image. Keep copy short & to the point. Copyright Blue Sky Factory 2011
  45. 45. Two Thoughts on Best Practices1. Many are outdated and/or industry-specific.2. Practices that are best for your business, your subscribers. Copyright Blue Sky Factory 2011
  46. 46. 1.Break them. 2.Test them.Flickr: nationalrural Copyright Blue Sky Factory 2011
  47. 47. Beauty is in the Eye of the Beholder(aka, Best Practices is Not a Substitution for an Effective Testing Strategy) Save $150! Register online & enter discount code: SPKVIP Copyright Blue Sky Factory 2011
  48. 48. Our Gift to You!16 Tips to Effectively Use Email Marketing and Social Media Together [eBook] Download now Copyright Blue Sky Factory 2011

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