Getting People to Open Your Email (Blue Sky Factory User Conference)

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Getting People to Open Your Email (Blue Sky Factory User Conference)

  1. 1. Baltimore, Maryland Getting People to Open Your Email November 10, 2010 1:00 - 1:45 pm Session Sharon Mostyn & Doug Broujos
  2. 2. Agenda • Introductions • Sharon Mostyn – E-Commerce Manager, MEDEX Global Solutions • Doug Broujos – COO, Blue Sky Factory • Frame-up the Session • Factors Affecting Open Rates / Best Practices • Wrap-up / Questions & Answers 2
  3. 3. But first, let’s get a perspective 3 2010: “It’s relationships stupid.” 1992: “It’s the economy stupid.”
  4. 4. Get these right first:  Email opt-in process  Set the expectations  Follow-up quickly  Build & maintain trust The Most Important Stuff are the Basics There’s no magic formula to get people to open your email. 4
  5. 5. Pay attention to your subscribers. LISTEN. 5
  6. 6.  “Give me useful stuff”  “Don’t waste my time”  “Don’t annoy me”  “Don’t break my trust” What People Want Stop. Don’t make this so complicated, because it is NOT. 6
  7. 7. MEDEX - Set User Expectations 7 • What am I getting? • When/how often will I get it? • What does it look like? • What else do you have for me?
  8. 8.  Follow the basics  Continuously test (raise the bar)  Plan-Do-Check-Act  Rinse and repeat The Rules are fairly simple Doing everything right will increase your open chances. 8
  9. 9. MEDEX – Testing 9 TEST EVERYTHING! (Just not all at once…)
  10. 10. MEDEX – Subject Lines 10 Open MEDEX March Newsletter Control 12.22% March Newsletter - Hidden Threats Within Your Company Test A 17.41% MEDEX Can Find Hidden Threats Within Your Company Test B 4.65% Test A vs. Control 42.47% Test B vs. Control -61.95% Control: •MEDEX March Newsletter Test Subject Lines: •March Newsletter - Hidden Threats Within Your Company •MEDEX Global Solutions Can Find Hidden Threats Within Your Company
  11. 11. Subject Lines (5 things to watch) 11
  12. 12.  Get personal, really personal  Go beyond the name only  …and why did you collect that signup data? Subject Lines: 5 Things to Do. #1: Make it personal 12 Subject: Let’s Go Shopping Subject: Denise- Towson area Shopping Deals
  13. 13.  Long-winded voicemails are boring. So are subject lines.  Less than 41 characters (sometimes they are cut- off)  Give them a reason to open Subject Lines: 5 Things to Do. #2: Keep it short 13 Subject: Really Cool Buying Opportunities Especially For You Subject: Exclusive Two-Day Sale
  14. 14.  No hard-sell sales pitch  You want emails from friends, relatives, co- workers (think about those)  ALL CAPS, $$$$, !!!!  Kill the spam risk Subject Lines: 5 Things to Do. #3: Earn their respect….fast 14 Subject: WANT TO SAVE $?? SHOP RIGHT NOW!!! Subject: Exclusive Savings-Clothing, Shoes & More
  15. 15.  Grab attention- be compelling  Create urgency, curiosity, exclusivity  Announce, share, inform  Answer quickly: “what’s in it for me?” Subject Lines: 5 Things to Do. #4: Simple is beautiful (and understated) 15 Subject: Volunteer Opportunities Subject: We Need Your Help Now.
  16. 16.  Subject line = email content  Think “preview”  30% people read emails in preview pane only  70% people at work use preview pane  Do not try to fool the subscriber  Complete the connection Subject Lines: 5 Things to Do. #5: Trick or Treat is Over 16
  17. 17. “From Names” 17
  18. 18. Personal- don’t go corporate (DebbieThompson@DebbiesBakery.com) “From Names” affect Open Rates. Just Be Yourself. And Be Consistent. 18 Corporate- don’t get personal (TheChef@DebbiesBakery.com)
  19. 19. MEDEX – From Address 19 Consistency is key. •mktginfo@medexglobal.com •MEDEX Global Solutions •Sharon, MEDEX Global Solutions •MEDEX Global Solutions Marketing
  20. 20. Pre-Header 20
  21. 21. Pre-Headers affect Open Rates. This is important. It all starts here. 21  “Your Daily Baltimore Groupon”  A text preview of your email  Call-to-action The “hook” to open & read more
  22. 22. MEDEX – Review Pane & Pre-Header 22
  23. 23. Other Factors 23
  24. 24. How frequent you send What day you send What time you send The more you test- and adjust- the more your results improve. Other Factors Affecting Open Rates. 24
  25. 25. MEDEX - Deliverability 25 22% Inbox Placement = Unacceptable!
  26. 26. MEDEX – Deliverability (cont’d) 26 96.7% Inbox Placement = Much Better!
  27. 27. MEDEX – Measurement / Analysis 27 • Develop your own metrics – “industry standard” probably doesn’t fit your company… Security Newsletter Open Rate 0.00% 5.00% 10.00% 15.00% 20.00% 25.00% Jan-10 Feb-10 Mar-10 Apr-10 May-10 Jun-10 Jul-10 Aug-10 Sep-10 ASI CMI MEDEX
  28. 28. Q&A Blueskyfactory.com 410.230.0061 www.blueskyfactory.com @blueskyfactory

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