The New Rules of Email Marketing with DJ Waldow

The New Rules of Email Marketing
with DJ Waldow

Time for a game!

How many of you have...?

Used email to
communicate data breach

“Password reset emails were
sent to all Evernote users”

Email marketing
is NOT dead!

Send timely,
targeted, valuable
HUMAN email to
people who want it

NOT HUMAN

“Just think of what that extra money could
go toward instead – half an iPad2, a new
business casual outfit for Boston, or a
round of top-shelf drinks at the hotel bar
(oh wait, I guess I’d be the one to benefit
from that).”

HUMAN

“Oh, and I’m drinking a little more
of that bulletproof coffee (just
google it - you won’t believe me).”

First, I love this idea of getting people engaged right
away. Kudos!
Ha! I didn't think anyone would be reading my
answers. P.S. I guess I should always answer those
automatic things as if someone is reading
them...though I think you are the first that has ever
responded!
Oh… you are good! I didn’t expect a response back -
very good.

one more
secret to
email
marketing

“But if you do gain that initial trust,
and more importantly, confirm and
grow it, you can write pretty lame
subject lines and people will still
read your messages.”
--Brian Clark (@copyblogger) … in 2010

FREE BEER

I opened [your email] because I knew
it was your weekly email and I wanted
to see inside -- the subject had no
influence. That's what happens
when you become a trusted
resource or an expected one.
--Meryl K. Evans, “Content Maven for Hire”

!!!!!

Email Marketing Best Practices
You should NEVER…

Never use “free” or ALL
CAPS in a subject line
“ ”

• 9,140,000 results
• “Ultimate list”
• “Top 100”
• 30 words”

Gmail spam “false positives”

Which subject
line was the
winner?

Never send “ugly” emails
DJ Waldow | Waldow Social | @djwaldowDJ Waldow | Waldow Social | @djwaldow
“ ”

inbox placement

open rate

click-to-open rate

Subject lines should always be
between 30 & 50 characters
DJ Waldow | Waldow Social | @djwaldowDJ Waldow | Waldow Social | @djwaldow
“ ”

“Off-the-Court Gear in Tournament Colors”

“Off-the-Court Gear in Tournament Colors”
Off-the-Court Gear in
Tournament Co…

Sesame Street Asks Obama Campaign To Take
Ad Down, Anderson Cooper vs. Star Jones, Die

Sesame Street Asks Obama Campaign To Take
Ad Down, Anderson Cooper vs. Star Jones, Die
Hard Obama Supporter Freaks Out

Get up to 70% off children’s fashion

Get up to 70% off children

One Oil Change, Three Oil Changes with
Inspections, or a Four-Wheel Alignment (Up to
78% Off) | 10 or 20 Gym Passes (Up to 69% Off) |
Salon Package with Cut, Style, and Two-Color
Highlights; Shellac Manicure; or Acrylic Nails (Up
to 51% Off)
An actual Groupon subject line

One Oil Change, Three Oil Changes with
Inspections, or a Four-Wheel Alignment (Up to
78% Off) | 10 or 20 Gym Passes (Up to 69% Off) |
Salon Package with Cut, Style, and Two-Color
Highlights; Shellac Manicure; or Acrylic Nails (Up to
51% Off)
42 words
421 characters

Open Rate (%)
Click to Open Rate (%)
Number of Characters
18.8%
13.5%
22.6%
15.0%
28.5%
15.9%
0%
5%
10%
15%
30%
35%
20%
25%
[%]
11 20 30 40 50 60 70 80 90 100 110 120 130 140

“the longer the subject line,
the lower the open rate
… BUT …
the higher the click-to-open

1. Never use a popup to collect email addresses
2. Never send mostly-text emails
3. Never send mostly-image emails
4. Never make your unsubscribe link obvious
5. Always use double opt-in
6. Never buy a list
7. Never have fun
Some other “rules” to
consider breaking

“Best practices are those that
are best for YOUR audience.”
@djwaldow #VocusWebinar

Obligatory
picture of
my kiddos

Let’s
KIT

* The Secret to Email Marketing
* The Various Components That Make Up an Email
* Why Some Email Marketing “Rules” are Silly
* How Email Marketing and Social Media Go Together Like Batman & Robin
* Why Testing is Critical to Email Marketing
* Measuring Results
ENTER CODE VOCUSWEBINAR FOR 50% OFF!
waldowsocial.com/email-marketing-made-simple

Thanks for attending!
Next webinar:
True Influence
on June 5, 2pm ET
with
Danny Brown

Thanks for attending!
#VocusWebinar @vocus

The Vocus Family
About Vocus
Vocus is a leading provider of cloud marketing software that helps businesses
reach and influence buyers across social networks, online and through media.
Vocus provides an integrated suite that combines social marketing, search
marketing, email marketing and publicity into a comprehensive solution to
help businesses attract, engage and retain customers. Vocus software is used
by more than 120,000 organizations worldwide and is available in seven
languages. Vocus is based in Beltsville, MD with offices in North America,
Europe and Asia. For further information, please visit http://www.vocus.com or
call (800) 345-5572.
PR Suite | Marketing Suite Online News Releases Publicity Facebook Apps Email Marketing
@Vocus @PRWeb @Helpareporter @NorthSocial @iContact

The New Rules of Email Marketing with DJ Waldow

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The New Rules of Email Marketing with DJ Waldow