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Don't Wander Around the
Woods Without Your Email
Roadmap
WHAT DOES YOUR EMAIL
ROADMAP LOOK LIKE?
OR A BETTER QUESTION –
DO YOU HAVE AN EMAIL
ROADMAP?
Objectives: “Elevator Pitch” (e.g. Direct Sales, Lead Gen, Awareness)
Goals: Specific, Measurable, Actionable, Realistic, Time Bound
Value Proposition: What’s in it for the subscriber?
Messaging: What are we sending? When? Why?
Subscribers: Building permission-based lists, segmentation
Measurement: How are we doing?
Optimization: How can we make it even better?
Objectives Goals
Value
proposition
Messaging Subscribers Measurement Optimization
Email Enhancement Roadmap
Plan your strategy
Start with a plan (Map out your email calendar)
• What’s in it for subscribers? Value proposition
• What’s in it for your organization? Stakeholders
• Define and share your goals
Gather your audience
• Build a quality list
• Thoroughly review the list ensuring you are sending to the
right audience
• Map out a plan with departments that share your
subscribers to ensure you aren’t emailing too frequently
across channels when possible
• Manage volume of sends to avoid email fatigue
Define your message
• Plan when and why you will email your subscribers
Measure your program
Don’t be afraid of making mistakes-optimize as you grow
Do I really look like a guy
with a plan? You know
what I am? I'm a dog
chasing cars. I wouldn't
know what to do with one
if I caught it! You know, I
just... *do* things.”
Turn your goals into a value proposition
1
My goal is to distribute my biweekly newsletter through email
• Value to subscriber = timely, relevant info
• Value to my organization = cost savings, time savings, measurable
2
My goal is to increase foot traffic in my store by 20%
• Value to subscriber = special promotions, coupons, enticements
• Value to organization = more people in store means more sold, increase in sales
3
My goal is to drive up unique visitors to our website
• Value to subscriber = timely, relevant info
• Value to organization = advertising dollars, brand loyalty, measureable
Segment your database
How many ways can you skin your database?
• Constant, loyal customers
• Prospective customers
• Old or “dormant” customers
• Purchase behaviors
• Interests
• Demographics
• Gender
• Age (or birth year)
• Geography
• Income
• Interest
• Job title
• Industry
• Company
What do you send to each?
New Customers Thank you for your purchase
Related products
Site intro
New offers, contest for newbies
Constant, loyal customers Thank you for staying with us
Loyalty programs
Ask to share a review
Related products
Prospective customers Thank you for your subscribing
Survey, questionnaire
Site intro
Targeted content based on interest
Old or “dormant” customers Care and interest
Ask for feedback
Products related to previous purchase
News since last check-in
*Nothing at all*
Use attributes to personalize content in your email
• Renewal notices can use personalization to populate account information
• Event confirmations can populate event information specific to the subscriber
(breakout sessions, room information, table assignments)
• Prospect emails can use subscriber provided data in the email, for example refer to
the type of car in the text intro to a response on auto insurance quotes
Advanced personalization
Hey (%%FIRSTNAME%%), Thank you for attending Dreamforce (%%YEAR%%)…
or
Subscriber 1: Hey (%%FIRSTNAME%%), Thank you for attending Dreamforce (%%YEAR%%)…
Subscriber 2: Hey (%%FIRSTNAME%%), We are sorry you couldn’t attend Dreamforce (%%YEAR%%)…
1. Although over 90% of email recipients will take action within the first 48 hours, wait 7 days to review
results ~ After 24 hours, there is less than a 1 percent chance that your email will be opened and
read
2. On a weekly/monthly basis review bounce rate, opens and clicks – are results as you expected?
3. Compare your results to other industry benchmarks; create your own internal benchmark
4. Observe behavior of your subscribers by reviewing the top 3 links clicked –is behavior in line with the
purpose of the email? Revisit your value proposition!
5. On a quarterly basis review results looking for trends –list growth, attrition, variation in results
6. Never Stop Testing (Subject lines, Calls to Actions, Images, ETC.)
Measure Your Program
How are you doing?
What to Measure
Email program metrics Email engagement metrics
• Delivery rate
• Open rate
• Click-through rate
• Click to open rate
• Total click-throughs
• Unsubscribes
• Device Data
• Total website visitors
• Total repeat visitors
• Total new email subscribers
• Total transactions on website
• Total transactions by type
• Average transactions per visitor
• Total referrals
• Average time onsite per visitor
Quality > Quantity
Never Send an Email “Just Because”
Protecting your reputation
• Avoid high bounce rates
• Don’t send to old lists to see if any addresses are salvageable
• Email address lists go bad quickly
• Inactive email addresses are at risk for being new spam traps
• Hitting spam traps = damaging your sending reputation
• Upload hard bounces on sends to new lists to avoid repeatedly emailing bounced addresses
• Avoid “report spam complaints
• Honor unsubscribes
• Honor user permission
• Don’t email too frequently
• Avoid spamcop reports/blacklists
• Send to clean lists with explicitly opted-in status
• Avoid spammy words in content (use content detective)
Senders Content
Text
Images
Text-image ratio
Links
Spam words
Responsive design
Spam laws
List
Signup
Permission
Welcome
Data sources
Unknown users
Spam traps
Segmenting
Aging
Hygiene
Infrastructure
MTA
IP address
DNs
Delivery plan
Cadence
Frequency
Volume
SENT
Spammers
Security
Spoofing
Phishing
Authentication
SPF
DKIM
DMAR C
Reputation
60+ ISP criteria
IP history
Whitelist
Blacklist
Shared IP
Blocking and missing
ISP firewalls
Unknown user rate
Spam
Bouncing
Unknown address
Undeliverable
Mailbox full
Auto reply
INBOXFiltering
Classification
Automatic
Personal
Graymail
JUNK
Subscribers
Competition
Similar offers
Social updates
Notifications
Changing interests
DELIVERED
ISPs
(+) Engagement
Reads
Opens
Clicks
Shares
Gmail tabs
Rendering
Tagging
Images on
HTML errors
Email clients
Mobile devices
(-) Engagement
Ignore/delete
Unsubscribers
Complaints
SRD rate
Feedback loops
Email delivery
Thank you

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Don't Wander Around the Woods Without Your Email Roadmap

  • 1. Don't Wander Around the Woods Without Your Email Roadmap
  • 2. WHAT DOES YOUR EMAIL ROADMAP LOOK LIKE?
  • 3. OR A BETTER QUESTION – DO YOU HAVE AN EMAIL ROADMAP?
  • 4. Objectives: “Elevator Pitch” (e.g. Direct Sales, Lead Gen, Awareness) Goals: Specific, Measurable, Actionable, Realistic, Time Bound Value Proposition: What’s in it for the subscriber? Messaging: What are we sending? When? Why? Subscribers: Building permission-based lists, segmentation Measurement: How are we doing? Optimization: How can we make it even better? Objectives Goals Value proposition Messaging Subscribers Measurement Optimization Email Enhancement Roadmap
  • 5. Plan your strategy Start with a plan (Map out your email calendar) • What’s in it for subscribers? Value proposition • What’s in it for your organization? Stakeholders • Define and share your goals Gather your audience • Build a quality list • Thoroughly review the list ensuring you are sending to the right audience • Map out a plan with departments that share your subscribers to ensure you aren’t emailing too frequently across channels when possible • Manage volume of sends to avoid email fatigue Define your message • Plan when and why you will email your subscribers Measure your program Don’t be afraid of making mistakes-optimize as you grow Do I really look like a guy with a plan? You know what I am? I'm a dog chasing cars. I wouldn't know what to do with one if I caught it! You know, I just... *do* things.”
  • 6. Turn your goals into a value proposition 1 My goal is to distribute my biweekly newsletter through email • Value to subscriber = timely, relevant info • Value to my organization = cost savings, time savings, measurable 2 My goal is to increase foot traffic in my store by 20% • Value to subscriber = special promotions, coupons, enticements • Value to organization = more people in store means more sold, increase in sales 3 My goal is to drive up unique visitors to our website • Value to subscriber = timely, relevant info • Value to organization = advertising dollars, brand loyalty, measureable
  • 7. Segment your database How many ways can you skin your database? • Constant, loyal customers • Prospective customers • Old or “dormant” customers • Purchase behaviors • Interests • Demographics • Gender • Age (or birth year) • Geography • Income • Interest • Job title • Industry • Company
  • 8. What do you send to each? New Customers Thank you for your purchase Related products Site intro New offers, contest for newbies Constant, loyal customers Thank you for staying with us Loyalty programs Ask to share a review Related products Prospective customers Thank you for your subscribing Survey, questionnaire Site intro Targeted content based on interest Old or “dormant” customers Care and interest Ask for feedback Products related to previous purchase News since last check-in *Nothing at all*
  • 9. Use attributes to personalize content in your email • Renewal notices can use personalization to populate account information • Event confirmations can populate event information specific to the subscriber (breakout sessions, room information, table assignments) • Prospect emails can use subscriber provided data in the email, for example refer to the type of car in the text intro to a response on auto insurance quotes Advanced personalization Hey (%%FIRSTNAME%%), Thank you for attending Dreamforce (%%YEAR%%)… or Subscriber 1: Hey (%%FIRSTNAME%%), Thank you for attending Dreamforce (%%YEAR%%)… Subscriber 2: Hey (%%FIRSTNAME%%), We are sorry you couldn’t attend Dreamforce (%%YEAR%%)…
  • 10. 1. Although over 90% of email recipients will take action within the first 48 hours, wait 7 days to review results ~ After 24 hours, there is less than a 1 percent chance that your email will be opened and read 2. On a weekly/monthly basis review bounce rate, opens and clicks – are results as you expected? 3. Compare your results to other industry benchmarks; create your own internal benchmark 4. Observe behavior of your subscribers by reviewing the top 3 links clicked –is behavior in line with the purpose of the email? Revisit your value proposition! 5. On a quarterly basis review results looking for trends –list growth, attrition, variation in results 6. Never Stop Testing (Subject lines, Calls to Actions, Images, ETC.) Measure Your Program How are you doing?
  • 11. What to Measure Email program metrics Email engagement metrics • Delivery rate • Open rate • Click-through rate • Click to open rate • Total click-throughs • Unsubscribes • Device Data • Total website visitors • Total repeat visitors • Total new email subscribers • Total transactions on website • Total transactions by type • Average transactions per visitor • Total referrals • Average time onsite per visitor
  • 12. Quality > Quantity Never Send an Email “Just Because”
  • 13. Protecting your reputation • Avoid high bounce rates • Don’t send to old lists to see if any addresses are salvageable • Email address lists go bad quickly • Inactive email addresses are at risk for being new spam traps • Hitting spam traps = damaging your sending reputation • Upload hard bounces on sends to new lists to avoid repeatedly emailing bounced addresses • Avoid “report spam complaints • Honor unsubscribes • Honor user permission • Don’t email too frequently • Avoid spamcop reports/blacklists • Send to clean lists with explicitly opted-in status • Avoid spammy words in content (use content detective)
  • 14. Senders Content Text Images Text-image ratio Links Spam words Responsive design Spam laws List Signup Permission Welcome Data sources Unknown users Spam traps Segmenting Aging Hygiene Infrastructure MTA IP address DNs Delivery plan Cadence Frequency Volume SENT Spammers Security Spoofing Phishing Authentication SPF DKIM DMAR C Reputation 60+ ISP criteria IP history Whitelist Blacklist Shared IP Blocking and missing ISP firewalls Unknown user rate Spam Bouncing Unknown address Undeliverable Mailbox full Auto reply INBOXFiltering Classification Automatic Personal Graymail JUNK Subscribers Competition Similar offers Social updates Notifications Changing interests DELIVERED ISPs (+) Engagement Reads Opens Clicks Shares Gmail tabs Rendering Tagging Images on HTML errors Email clients Mobile devices (-) Engagement Ignore/delete Unsubscribers Complaints SRD rate Feedback loops Email delivery

Editor's Notes

  1. I find a lot of marketers struggle to answer both of these questions…the answer is either yes I have one but it’s not finished or No I don’t have one. What should it include?
  2. As marketers we get into a routine and steps are missed…especially when you’re launching a new campaign or revisiting a new campaign 3 minutes to capture the receivers attention – how do you plane on doing that so that you’re successful and their satisfied?
  3. The Dark Knight is one of my favorite movies. I especially like the Hospital scene. After threatening to blow up the hospital to force everyone to evacuate, the Joker sneaks into Harvey’s room dressed as a nurse, in attempts to convince him to “introduce a little anarchy”. Do things – is that really the right approach? Strategy is the key to reaping email marketing results. Top email performers—those seeing the best results from their email campaigns — spend more time on strategy than their counterparts.
  4. Deliver targeted, relevant communications Send to targeted audience in a time-efficient way
  5. Different recipients deserve different content – don’t become a stale marketer
  6. Different recipients deserve different content – use the data that you have to personalize the message
  7. Watch your metrics – they are the window into your recipients inbox Using data to better understand their audience. Email analytics that go beyond opens and clicks can help you paint a more complete picture of your subscriber base and how they engage with your message, providing you with more opportunities to improve your campaigns, and send more targeted messages. The metric you may not have heard of is click to open rate (CTOR) which essentially measures the effectiveness of the content of your email. It is calculated by the number of unique clicks divided by the number of unique opens. Device data: device data to identify what percentage of your audience reads your email on mobile, compared to opening your emails on desktop or webmail. That not only helps you make design decisions on whether or not you need to optimize your emails for mobile audiences—
  8.  Quality always trumps quantity
  9. Relevant emails require moving from dumb lists to a smart database