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Think You've Got Email All Figured Out? Think Again! - Kellie Boggs, Bronto Software


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Bronto Summit 2017

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Think You've Got Email All Figured Out? Think Again! - Kellie Boggs, Bronto Software

  1. 1. Copyright © 2017 The following is intended to outline our general product direction. It is intended for information purposes only, and may not be incorporated into any contract. It is not a commitment to deliver any material, code, or functionality, and should not be relied upon in making purchasing decisions. The development, release, and timing of any features or functionality described for Oracle’s products remains at the sole discretion of Oracle. SAFE HARBOR STATEMENT:
  2. 2. Copyright © 2017 Think You’ve Got Email All Figured Out? Think Again! #brontosummit
  3. 3. Copyright © 2017 • Eye Catching Content • Wacky Campaign Ideas • Email Campaign Superstars • The Keys to Split Testing Success • Stand-out Subject Lines AGENDA
  4. 4. Copyright © 2017 A Little Something Different Eye Catching Content #brontosummit
  5. 5. Copyright © 2017 • Instead of prompting your subscribers to watch a video, now they can watch the video directly in the email. • With the launch of iOS 10, Apple brings back support for video, which now allows you to embed them right in the message. • This is a great way to enhance your user experience and increase engagement. Per “Four times as many consumers would prefer to watch a video about a product than read about it.” VIDEO IN EMAIL IS BACK
  6. 6. Copyright © 2017 • Support for HTML 5 is still limited, but the clients that do support it represent over half of the market share. • Email clients like iOS Client, Apple Mail and the Samsung email play the video right in the email client itself. • Other email clients like Gmail and the Android devices will display a fallback image. Source: Email on Acid EMAIL CLIENT SUPPORT
  7. 7. Copyright © 2017 • If you want to embed video you have to have an alternative. • This is referred to as a backup or a “fallback.” • A backup is a must in case the email client doesn’t support video! Source: Email on Acid IF THE DEVICE DOES NOT SUPPORT IT, THEN WHAT?
  8. 8. Copyright © 2017 • It depends on your audience and your brand. • Having the video playing right in the email client can add that “WOW” factor. • Especially if they aren’t taken outside of their browser to view the video! • This also increases your chances of your recipients watching your video! IS VIDEO IN EMAIL RIGHT FOR YOU?
  9. 9. Copyright © 2017 • You can create segments in Bronto to help you make this decision. • This segments can be created by using “Operating System” (iOS, or Andriod, etc.). • These counts will help you determine if video in email is worth your efforts! IS VIDEO IN EMAIL RIGHT FOR YOU?
  10. 10. Copyright © 2017 VIDEO IN EMAIL EXAMPLES
  11. 11. Copyright © 2017 • Holiday Greetings • News Updates • Product Demos • New Product Releases • Training Courses • Customer Testimonials GREAT PLACES FOR VIDEO…
  12. 12. Copyright © 2017 A Little Something Different More Eye Catching Content #brontosummit
  13. 13. Copyright © 2017 PROMPTING SUBSCRIBERS TO WATCH A VIDEO • A tried & true method – it’s universally supported.
  14. 14. Copyright © 2017 • The answer is YES! • Although they have been around a while they are still engaging. • They are great alternative to video & are widely supported. • Allows you to be playful & fun! ANIMATED GIFS STILL APPEALING?
  15. 15. Copyright © 2017 • This is quick way to spice up your emails! • It gives the illusion of a video, but only part of the image moves. • They are great way to catch the eye! ADD MOTION TO YOUR GIFS
  16. 16. Copyright © 2017 • Use Eye Catching Content: • Video • Animated GIF’s • Remember you want to STAND OUT! • Don’t be afraid to be different and have fun! LET’S RECAP…
  17. 17. Copyright © 2017 Give them something new & exciting! Wacky Campaign Ideas #brontosummit
  18. 18. Copyright © 2017 DEFINITION OF A WACKY IDEA • Something this is going to catch your subscribes off guard. • Make you “memorable.” • Give them a reason to come back and visit you!
  19. 19. Copyright © 2017 WACKY IDEA: • Check out this Warby Parker Example! • The goal of this email to tout their new frames, however they do this through a road trip checklist?! • This is the definition of FUN! • With these CTA’s this is great way to increase responses too!
  20. 20. Copyright © 2017 WACKY IDEA: • This Scratch & Sniff is a great idea especially when you have scented fabrics! • Check out the animated GIF too! • Can’t you just smell the flowers right in the email?!
  21. 21. Copyright © 2017 WACKY IDEA: • Cause Marketing! • Promote the things that your organization does to make a difference – your subscribers care too! • This is a great email reiterating their “One to One” commitment. • You can get a stylish pair of shoe while knowing that you gave a pair of shoes to a child in need!
  22. 22. Copyright © 2017 WACKY IDEA: • Another way to tout the cause that you are supporting it so make it part of your everyday emails. • This is a great reminder to your subscribers that you are always mindful of your cause.
  23. 23. Copyright © 2017 • Shop Now • Buy Now • Learn More • Click Here • Read More WACKY CTA’S WITH A TWIST • Instead of the traditional: • Spice it up with: • Punch Me • Hit Me • Don’t Push This Button • Let’s Roll • Overload Me
  24. 24. Copyright © 2017 CTA WITH A TWIST • Showing subscribers what you have that’s right for them is a great way to increase response!
  25. 25. Copyright © 2017 PERSONALIZED ANIMATION • Personalized animation is a great idea and you don’t see it a lot! • This really takes first-name personalization to the next level! • And to think every subscriber got their name displayed on a bracelet. • What a cool idea!
  26. 26. Copyright © 2017 CONTESTS • Contests are a great way to engage your audience! • Ask subscribers to participate and incentivize them for doing so. • This is great way to grow your list & get them back to your site. • The key is to make it simple and engaging!
  27. 27. Copyright © 2017 SURPRISE • Everyone likes surprises right? • Surprise emails are great because you don’t know until you click… • This is great way to make your subscriber engage with your email! • Also, you become less predictable!
  28. 28. Copyright © 2017 A DIFFERENT TYPE OF MYSTERY OFFER • In this example from, the subscriber solves a puzzle to reveal the offer. • This is a great twist on the standard promotional messages that increases engagement.
  29. 29. Copyright © 2017 “SORRY, NOT SORRY” • Apology messages typically have AWESOME open rates & conversion rates! • Don’t be afraid to be playful and have fun.
  30. 30. Copyright © 2017 YOUR OPINION COUNTS • It takes “30 Minutes to Spark Joy” now you got my attention. • Check out how Lululemon used a fun fact to wheel you in. • All to let you know they have extented their return policy to 30 days!
  31. 31. Copyright © 2017 DIFFERENT INDEED • Think outside of the box when it comes to driving traffic to your brick & mortar store!
  32. 32. Copyright © 2017 DAYLIGHT SAVINGS TIME • Relating Daylight Savings time to a pajama sale… A perfect fit!
  33. 33. Copyright © 2017 Boost Sales & Engagement Email Campaign Superstars #brontosummit
  34. 34. Copyright © 2017 EMPLOYEE FOCUS • Big brands are starting to use employees to make their subscribers feel all warm & fuzzy! • These brands are starting to see a benefit from having a human face on their marketing efforts! • Give it a try!
  35. 35. Copyright © 2017 NON-TRADITIONAL HOLIDAYS • Sending non-traditional holidays is a great way to stand out in your reader’s mind! • National Doughnut Day • National Siblings Day • Opposite Day • Or, consider making up your own holiday! Subject line= It’s Opposite Day! Introducing Inside Out! Subject line= 20% off ANY Item! You DONUT want to miss this… Subject line= Celebrate #NationalSiblingsDay with EXTRA special savings
  36. 36. Copyright © 2017 CURRENT EVENTS • Use current events & trending topics to create interests! • Find a way to relate to your customers!
  37. 37. Copyright © 2017 STAFF PICKS • Highlighting products picked by your staff is way to push product without being too forceful!
  38. 38. Copyright © 2017 How to do it the right way! The Keys to Split Testing Success #brontosummit
  39. 39. Copyright © 2017 HOW & WHY TO DO IT • Split testing can help boost your conversation rate as well as boost the performance of your emails. • That is if you do it the right way! • Remember you are looking for big wins! • You should see a large uplift in results to be certain you are seeing real results vs. natural variance in subscriber behavior.
  40. 40. Copyright © 2017 TIP 1: KEEP IT SIMPLE • Keep it simple! • Don’t over-complicate your testing plan. • Start with something you can quickly test. • Ex: Subject Line or Call to Action Button. • Starting simple allows you to build the confidence and allows for more advanced testing down the road.
  41. 41. Copyright © 2017 TIP 2: TEST OTHER CHANNELS • Test beyond your email channel. • Consider testing your blog, your social media outlets, or your google ads, etc. • Also, consider testing a web page. • Split testing can be applied to most situations in which you want to optimize performance. • The key is to use the appropriate metrics for each channel!
  42. 42. Copyright © 2017 TIP 3: DON’T GIVE UP! • Don’t give up if you are not seeing results! • There is always something you can learn from your test, even if you don’t see a dramatic difference.
  43. 43. Copyright © 2017 TIP 4: DETERMINE WHAT YOU WANT TO LEARN • What is it that you want to learn about your audience? • Does personalization in subject lines work? • Does short or long subject lines work best for my audience? • Should I use a question vs. a statement in the subject line? • Once you have determined what you want to learn you can turn that into a spreadsheet for measuring the results.
  44. 44. Copyright © 2017 Stand-out subject lines Stand-Out Subject Lines #brontosummit
  45. 45. Copyright © 2017 • Use emoji's or special characters. • This is a great way to draw attention to your email. • Increase your chances of your email being read! • Do any of these catch your eye? STAND OUT SUBJECT LINES
  46. 46. Copyright © 2017 • They are eye catching! • They allow the eye to pause in a crowded inbox. • They are a great way for you to convey a particular mood or piece of information in a single character. • Widely supported across highly used email clients. WHY USE EMOJI’S YOU ASK?
  47. 47. Copyright © 2017 Without stepping that far outside of the box, you can still create subject lines that stand out! • Pose a question • Use Personalization • Be off-beat • Make it actionable! OTHER WAYS TO STAND OUT
  48. 48. Copyright © 2017 Let’s review those tips! Takeaways for Email Marketing Success #brontosummit
  49. 49. Copyright © 2017 • Use eye catching content • Don’t be afraid to do something “wacky” • Be that email superstar! • Always be testing! • Use subject lines that push the limit! TAKEAWAYS
  50. 50. Copyright © 2017 Thank You @KellieBoggs