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I HATE EMAIL BLASTS 
and you should, too 
Mike McDowell, KPS3 Marketing
© KPS3 2014. Not to be reproduced or used without permission. kps3.com 
I HATE EMAIL BLASTS 
We all love getting bulk emai...
© KPS3 2014. Not to be reproduced or used without permission. kps3.com 
I HATE EMAIL BLASTS 
Not the proper delivery metho...
© KPS3 2014. Not to be reproduced or used without permission. kps3.com 
I HATE EMAIL BLASTS 
We look forward to emails fro...
© KPS3 2014. Not to be reproduced or used without permission. kps3.com 
I HATE EMAIL BLASTS 
Emails from corporations, not...
© KPS3 2014. Not to be reproduced or used without permission. kps3.com 
I HATE EMAIL BLASTS 
Don't you feel special when y...
© KPS3 2014. Not to be reproduced or used without permission. kps3.com 
I HATE EMAIL BLASTS 
Email Blasts Tend to Be: 
• I...
© KPS3 2014. Not to be reproduced or used without permission. kps3.com 
I HATE EMAIL BLASTS 
Help me end the madness!
© KPS3 2014. Not to be reproduced or used without permission. kps3.com 
I HATE EMAIL BLASTS 
Want to know the secret?
© KPS3 2014. Not to be reproduced or used without permission. kps3.com 
I HATE EMAIL BLASTS 
Send timely, targeted emails ...
© KPS3 2014. Not to be reproduced or used without permission. kps3.com 
I HATE EMAIL BLASTS 
Best Practices 
• Segmentatio...
© KPS3 2014. Not to be reproduced or used without permission. kps3.com 
I HATE EMAIL BLASTS 
Segmentation 
• Should never ...
© KPS3 2014. Not to be reproduced or used without permission. kps3.com 
I HATE EMAIL BLASTS 
Bad! (although nice)
© KPS3 2014. Not to be reproduced or used without permission. kps3.com 
I HATE EMAIL BLASTS 
Acquisition 
• Clear opt-in t...
© KPS3 2014. Not to be reproduced or used without permission. kps3.com 
I HATE EMAIL BLASTS 
Acquisition 
• Form on your w...
© KPS3 2014. Not to be reproduced or used without permission. kps3.com 
I HATE EMAIL BLASTS 
Acquisition 
• Nobody has a s...
© KPS3 2014. Not to be reproduced or used without permission. kps3.com 
I HATE EMAIL BLASTS 
Open Rates
© KPS3 2014. Not to be reproduced or used without permission. kps3.com 
I HATE EMAIL BLASTS 
Open Rates 
• Good open rates...
© KPS3 2014. Not to be reproduced or used without permission. kps3.com 
I HATE EMAIL BLASTS 
Subject Lines 
• Straightforw...
© KPS3 2014. Not to be reproduced or used without permission. kps3.com 
I HATE EMAIL BLASTS 
Experiment with Subject Lines...
© KPS3 2014. Not to be reproduced or used without permission. kps3.com 
I HATE EMAIL BLASTS 
Frequency and Timing 
• Can’t...
© KPS3 2014. Not to be reproduced or used without permission. kps3.com 
I HATE EMAIL BLASTS 
Crafting Your Email
© KPS3 2014. Not to be reproduced or used without permission. kps3.com 
I HATE EMAIL BLASTS 
Crafting Your Email 
• What a...
© KPS3 2014. Not to be reproduced or used without permission. kps3.com 
I HATE EMAIL BLASTS 
Crafting Your Email 
• Make i...
© KPS3 2014. Not to be reproduced or used without permission. kps3.com 
I HATE EMAIL BLASTS 
Crafting Your Email 
• Write ...
© KPS3 2014. Not to be reproduced or used without permission. kps3.com 
I HATE EMAIL BLASTS 
Crafting Your Email 
• Test y...
© KPS3 2014. Not to be reproduced or used without permission. kps3.com 
I HATE EMAIL BLASTS 
Mobile 
• 63% of US consumers...
© KPS3 2014. Not to be reproduced or used without permission. kps3.com 
I HATE EMAIL BLASTS 
Measure and Evolve
© KPS3 2014. Not to be reproduced or used without permission. kps3.com 
I HATE EMAIL BLASTS 
Measure and Evolve 
• Set you...
© KPS3 2014. Not to be reproduced or used without permission. kps3.com 
I HATE EMAIL BLASTS 
Delivery Rate 
• The % of peo...
© KPS3 2014. Not to be reproduced or used without permission. kps3.com 
I HATE EMAIL BLASTS 
Open Rate 
• The % of people ...
© KPS3 2014. Not to be reproduced or used without permission. kps3.com 
I HATE EMAIL BLASTS 
Click Through Rate (CTR) 
• T...
© KPS3 2014. Not to be reproduced or used without permission. kps3.com 
I HATE EMAIL BLASTS 
Opt-Out Rate 
• The % of peop...
© KPS3 2014. Not to be reproduced or used without permission. kps3.com 
I HATE EMAIL BLASTS 
Website Analytics 
• Filter t...
© KPS3 2014. Not to be reproduced or used without permission. kps3.com 
I HATE EMAIL BLASTS 
Who to Use?
© KPS3 2014. Not to be reproduced or used without permission. kps3.com 
I HATE EMAIL BLASTS 
Why Marketers Use Email
© KPS3 2014. Not to be reproduced or used without permission. kps3.com 
I HATE EMAIL BLASTS 
Marketers ruin everything! 
H...
© KPS3 2014. Not to be reproduced or used without permission. kps3.com 
I HATE EMAIL BLASTS 
Questions?
I HATE EMAIL BLASTS 
XX/XX/XXXX 
© KPS3 2014. Not to be reproduced or used without permission. kps3.com
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Email Marketing: Why I hate email blasts and you should too

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Email marketing tips from optimizing open rates and subject lines to crafting an email that helps you reach your objectives.

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Email Marketing: Why I hate email blasts and you should too

  1. 1. I HATE EMAIL BLASTS and you should, too Mike McDowell, KPS3 Marketing
  2. 2. © KPS3 2014. Not to be reproduced or used without permission. kps3.com I HATE EMAIL BLASTS We all love getting bulk email, right?
  3. 3. © KPS3 2014. Not to be reproduced or used without permission. kps3.com I HATE EMAIL BLASTS Not the proper delivery method.
  4. 4. © KPS3 2014. Not to be reproduced or used without permission. kps3.com I HATE EMAIL BLASTS We look forward to emails from friends.
  5. 5. © KPS3 2014. Not to be reproduced or used without permission. kps3.com I HATE EMAIL BLASTS Emails from corporations, not so much.
  6. 6. © KPS3 2014. Not to be reproduced or used without permission. kps3.com I HATE EMAIL BLASTS Don't you feel special when you're included on an email to thousands of people?
  7. 7. © KPS3 2014. Not to be reproduced or used without permission. kps3.com I HATE EMAIL BLASTS Email Blasts Tend to Be: • Impersonal • Lazy • Ineffective
  8. 8. © KPS3 2014. Not to be reproduced or used without permission. kps3.com I HATE EMAIL BLASTS Help me end the madness!
  9. 9. © KPS3 2014. Not to be reproduced or used without permission. kps3.com I HATE EMAIL BLASTS Want to know the secret?
  10. 10. © KPS3 2014. Not to be reproduced or used without permission. kps3.com I HATE EMAIL BLASTS Send timely, targeted emails with a relevant message to people that have asked for them.
  11. 11. © KPS3 2014. Not to be reproduced or used without permission. kps3.com I HATE EMAIL BLASTS Best Practices • Segmentation • Acquisition • Subject Lines • Frequency and Timing • Crafting Your Message • Mobile • Measurement
  12. 12. © KPS3 2014. Not to be reproduced or used without permission. kps3.com I HATE EMAIL BLASTS Segmentation • Should never have just one list • Segment based on what you know • Gender • Geography • Activity (past clicks, purchases, etc) • Geography • Most and last responsive • Self-segmentation
  13. 13. © KPS3 2014. Not to be reproduced or used without permission. kps3.com I HATE EMAIL BLASTS Bad! (although nice)
  14. 14. © KPS3 2014. Not to be reproduced or used without permission. kps3.com I HATE EMAIL BLASTS Acquisition • Clear opt-in to receive email • Double-opt-in keeps list clean • Do not add your contacts • Abide by the law (CAN-SPAM Act) • Always provide an easy and obvious way to opt-out of mailings
  15. 15. © KPS3 2014. Not to be reproduced or used without permission. kps3.com I HATE EMAIL BLASTS Acquisition • Form on your website (do you have one?) • Provide expectation of what is being sent – Company updates, sales and specials, sneak peeks, daily deals, weekly tips… • Opt in with transaction • Opt in with survey or evaluation • This is an informational transaction • You both have something of value to exchange • More info = more value
  16. 16. © KPS3 2014. Not to be reproduced or used without permission. kps3.com I HATE EMAIL BLASTS Acquisition • Nobody has a shortage of email • Don’t take for granted that somebody has asked to receive email from you • Prove your value continuously
  17. 17. © KPS3 2014. Not to be reproduced or used without permission. kps3.com I HATE EMAIL BLASTS Open Rates
  18. 18. © KPS3 2014. Not to be reproduced or used without permission. kps3.com I HATE EMAIL BLASTS Open Rates • Good open rates are dependent on trust and expectation • Many influences that can be adjusted over time • One factor to experiment with is the subject line
  19. 19. © KPS3 2014. Not to be reproduced or used without permission. kps3.com I HATE EMAIL BLASTS Subject Lines • Straightforward beats clever • Keep it brief – 120 characters • Articulate the value behind the click • Happier, more informed, save money, better at business…
  20. 20. © KPS3 2014. Not to be reproduced or used without permission. kps3.com I HATE EMAIL BLASTS Experiment with Subject Lines • A/B testing • Send to winning subject line • See what your lists respond to
  21. 21. © KPS3 2014. Not to be reproduced or used without permission. kps3.com I HATE EMAIL BLASTS Frequency and Timing • Can’t send too much? • More frequent = less content • Consistency for regular mailings • Once a week, Saturday mornings, etc • Test. Each list will be different • Weekends are working • Mobile (more on that in a bit)
  22. 22. © KPS3 2014. Not to be reproduced or used without permission. kps3.com I HATE EMAIL BLASTS Crafting Your Email
  23. 23. © KPS3 2014. Not to be reproduced or used without permission. kps3.com I HATE EMAIL BLASTS Crafting Your Email • What are your objectives? • Develop an editorial calendar • Be useful – don’t send needy emails • Provide value: entertainment, information, etc
  24. 24. © KPS3 2014. Not to be reproduced or used without permission. kps3.com I HATE EMAIL BLASTS Crafting Your Email • Make it scan-able • You do NOT have their undivided attention • Sub-headings • Photos/graphics to tell the story • Short paragraphs (edit, edit, edit) • “Read More” links to full content • Links to your website • Kill the traditional email newsletter
  25. 25. © KPS3 2014. Not to be reproduced or used without permission. kps3.com I HATE EMAIL BLASTS Crafting Your Email • Write more conversationally • Use the word “you” frequently • Write like a friend • Have clear calls to action • If selling, have clear deadlines • Visually, mirror your brand look and feel • Readers will feel more familiar off the bat
  26. 26. © KPS3 2014. Not to be reproduced or used without permission. kps3.com I HATE EMAIL BLASTS Crafting Your Email • Test your email across platforms • Litmus
  27. 27. © KPS3 2014. Not to be reproduced or used without permission. kps3.com I HATE EMAIL BLASTS Mobile • 63% of US consumers: “I delete an email immediately if not formatted for mobile” • 88% of people check email on their phone every day • More than 50% of consumers that made a purchase on their phone did so in response to a marketing email • Your design should be responsive • Mobile = more opens on weekends
  28. 28. © KPS3 2014. Not to be reproduced or used without permission. kps3.com I HATE EMAIL BLASTS Measure and Evolve
  29. 29. © KPS3 2014. Not to be reproduced or used without permission. kps3.com I HATE EMAIL BLASTS Measure and Evolve • Set your benchmarks • http://mailchimp.com/resources/research/email-marketing- benchmarks/ • Most 3rd party email companies provide free basic analytics • Here’s what you’re looking at:
  30. 30. © KPS3 2014. Not to be reproduced or used without permission. kps3.com I HATE EMAIL BLASTS Delivery Rate • The % of people that received the email compared to the number you sent to • 90-95% • Bounce means they didn’t receive it • Hard bounce = bad email address • Soft bounce = undeliverable because of receiving email server (spam, full mailbox, etc)
  31. 31. © KPS3 2014. Not to be reproduced or used without permission. kps3.com I HATE EMAIL BLASTS Open Rate • The % of people that opened the email compared to the number that received it • 15-20% • Will vary based on all the things we talked about today (expectation, subject line, timing, etc)
  32. 32. © KPS3 2014. Not to be reproduced or used without permission. kps3.com I HATE EMAIL BLASTS Click Through Rate (CTR) • The % of people that clicked on a link in the email compared to the number that opened it • 3-5% • More links typically lead to more clicks • Need to have a call to action for people to click on and content to click to • Pay attention to what type of content gets the most clicks
  33. 33. © KPS3 2014. Not to be reproduced or used without permission. kps3.com I HATE EMAIL BLASTS Opt-Out Rate • The % of people that elected to be removed from receiving future email • 1% • You want the number of opt-outs to stay low and be infrequent • If you’re following best practices, opt outs won’t be a problem
  34. 34. © KPS3 2014. Not to be reproduced or used without permission. kps3.com I HATE EMAIL BLASTS Website Analytics • Filter traffic by those that entered the site via a link from your email • Learn from their behavior • What pages are they going to? • What are they interested in? • Are they better customers?
  35. 35. © KPS3 2014. Not to be reproduced or used without permission. kps3.com I HATE EMAIL BLASTS Who to Use?
  36. 36. © KPS3 2014. Not to be reproduced or used without permission. kps3.com I HATE EMAIL BLASTS Why Marketers Use Email
  37. 37. © KPS3 2014. Not to be reproduced or used without permission. kps3.com I HATE EMAIL BLASTS Marketers ruin everything! Help me salvage email.
  38. 38. © KPS3 2014. Not to be reproduced or used without permission. kps3.com I HATE EMAIL BLASTS Questions?
  39. 39. I HATE EMAIL BLASTS XX/XX/XXXX © KPS3 2014. Not to be reproduced or used without permission. kps3.com

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