Email Marketing Boot Camp from @connectmembers #connectvip

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While digital marketing tools abound, email remains one of the most prominent, effective—and personal—marketing platforms we have for reaching our customers. Shape up your email program by learning best practices for 2013, ideas for design and content, innovative (and inexpensive) tools to try, and common traps to avoid.

Presented at the 4th Annual Data.com Connect Rainmaker Event in Las Vegas, NV. June, 2013.

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Email Marketing Boot Camp from @connectmembers #connectvip

  1. 1. #connectvip @connectmembers facebook.com/connectmembersEmail MarketingBoot CampVanessa MeinckeSr. Email Marketing Manager
  2. 2. #connectvip @connectmembers facebook.com/connectmembers#connectvip @connectmembers facebook.com/connectmembersSafe HarborSafe harbor statement under the Private Securities Litigation Reform Act of 1995: This presentation may contain forward-looking statements that involve risks, uncertainties, and assumptions. If any such uncertainties materialize or if any of theassumptions proves incorrect, the results of salesforce.com, inc. could differ materially from the results expressed or impliedby the forward-looking statements we make. All statements other than statements of historical fact could be deemedforward-looking, including any projections of subscriber growth, earnings, revenues, or other financial items and anystatements regarding strategies or plans of management for future operations, statements of belief, any statementsconcerning new, planned, or upgraded services or technology developments and customer contracts or use of our services.The risks and uncertainties referred to above include – but are not limited to – risks associated with developing and deliveringnew functionality for our service, our new business model, our past operating losses, possible fluctuations in our operatingresults and rate of growth, interruptions or delays in our Web hosting, breach of our security measures, the immature marketin which we operate, our relatively limited operating history, our ability to expand, retain, and motivate our employees andmanage our growth, new releases of our service and successful customer deployment, our limited history reselling non-salesforce.com products, and utilization and selling to larger enterprise customers. Further information on potential factorsthat could affect the financial results of salesforce.com, inc. is included in our annual report on Form 10-K for the fiscal yearended January 31, 2009 and our other filings. These documents are available on the SEC Filings section of the InvestorInformation section of our Web site.Any unreleased services or features referenced in this or other press releases or public statements are not currently availableand may not be delivered on time or at all. Customers who purchase our services should make the purchase decisions basedupon features that are currently available. Salesforce.com, inc. assumes no obligation and does not intend to update theseforward-looking statements.
  3. 3. #connectvip @connectmembers facebook.com/connectmembers#connectvip @connectmembers facebook.com/connectmembersPresenter: Vanessa Meincke§  Has run all transactional and promotional emails forConnect members for the last 3.5 years§  Formerly an Email Project Manager for Responsys
  4. 4. #connectvip @connectmembers facebook.com/connectmembersQuestionsKey Email Terms
  5. 5. #connectvip @connectmembers facebook.com/connectmembers#connectvip @connectmembers facebook.com/connectmembersDefinitions§  ESPEmail service provider§  CTACall to action§  CAN-SPAMControlling the Assault of Non-Solicited Pornography and Marketing Actof 2003
  6. 6. #connectvip @connectmembers facebook.com/connectmembers#connectvip @connectmembers facebook.com/connectmembersDefinitions§  Promotional MessagesAnything that promotes your business, ex. webinar invites, newsletters, specialoffers, coupons. These must include an unsubscribe link.§  Spam TrapAn email address that was once valid, but can been co-opted by Spam watchorganization. If you email this address, youll end up on a spam block list. After12 months of being abandoned, email addresses are subject to being co-optedby Spam monitoring organizations and turned into Spam traps. If you send tothese addresses, you’ll be placed on a block or spam list.§  Transactional MessagesAccount related messages that aren’t for promotional purposes, ex. accountconfirmation, forgotten password, receipts. These do not need to include anunsubscribe link.
  7. 7. #connectvip @connectmembers facebook.com/connectmembersQuestionsTraps to Avoid
  8. 8. #connectvip @connectmembers facebook.com/connectmembers#connectvip @connectmembers facebook.com/connectmembersTraps to Avoid: CAN-SPAM Basics1.  Emails sent from a real email address2.  Accurate subject lines3.  Statement of type of email in message body4.  Opt-Outs/Unsubscribesa.  Shouldnt have to:Pay a fee, provide more info than an email addressb.  Shouldn’t have to do more than:Send a reply email or visit a single web page5.  Physical mailing address6.  Warning of adult material
  9. 9. #connectvip @connectmembers facebook.com/connectmembers#connectvip @connectmembers facebook.com/connectmembersTraps to Avoid: Fear of the Email Break-up§  Don’t continue to mail to those who aren‘t opening orresponding§  ISPs looking at engagement§  Spam traps§  At a minimum, don’t sent to those who havent opened orclicked on your emails in more than a year
  10. 10. #connectvip @connectmembers facebook.com/connectmembers#connectvip @connectmembers facebook.com/connectmembersTraps to Avoid: Relevancy 101§  SPAM: anything a recipient doesnt want to receive§  Hitting “send” for the sake of hitting “send”§  Some recipients with think it easier to hit the “spam” buttonthan to unsubscribe
  11. 11. #connectvip @connectmembers facebook.com/connectmembers#connectvip @connectmembers facebook.com/connectmembersTraps to Avoid: Ignoring the Numbers§  Track what’s happening with your emails and use that toretool§  Choose your key performance indicators and track them§  Look at your unsubscribe rate
  12. 12. #connectvip @connectmembers facebook.com/connectmembers#connectvip @connectmembers facebook.com/connectmembersTraps to Avoid: Failure to Test§  What’s working? What’s not? What’s gotten stale?§  Tests to try: color, copy, tone, images, time of day, time ofweek, call to action§  Best way to get to know your audience
  13. 13. #connectvip @connectmembers facebook.com/connectmembers#connectvip @connectmembers facebook.com/connectmembersTraps to Avoid: Design Disasters§  Is it clear what you want your recipients to do?§  Be sure recipients can easily recognize what’s expected ofthem AND easily act
  14. 14. #connectvip @connectmembers facebook.com/connectmembers#connectvip @connectmembers facebook.com/connectmembersTraps to Avoid: Design Disasters§  Does your email reflect your brand?§  Mirror site navigation and design in your emails
  15. 15. #connectvip @connectmembers facebook.com/connectmembers#connectvip @connectmembers facebook.com/connectmembersTraps to Avoid: Have we met?§  In a sea of emails, are you sure your recipients know whoyou are and what you have to offer?
  16. 16. #connectvip @connectmembers facebook.com/connectmembers#connectvip @connectmembers facebook.com/connectmembersTraps to Avoid: GO, GO, GO!§  Take time to plan your email strategy§  Example below is of a lifecycle marketing program§  Think about what stage your recipients are in
  17. 17. #connectvip @connectmembers facebook.com/connectmembersQuestionsTips
  18. 18. #connectvip @connectmembers facebook.com/connectmembers#connectvip @connectmembers facebook.com/connectmembersTips: Growing Your List from Your Website§  Easy to find, easy to sign up, and on every page
  19. 19. #connectvip @connectmembers facebook.com/connectmembers#connectvip @connectmembers facebook.com/connectmembersTips: Growing Your List from Your Website§  Benefit-based call-to-action, and explain what they’llreceive
  20. 20. #connectvip @connectmembers facebook.com/connectmembers#connectvip @connectmembers facebook.com/connectmembersTips: Growing Your List from Your Website§  Keep it short- the less info you ask for the more likely theyare to provide§  You can send surveys or use click behavior to createprofiles down the line
  21. 21. #connectvip @connectmembers facebook.com/connectmembers#connectvip @connectmembers facebook.com/connectmembersTips: Growing Your List from Your Website§  Protect their privacy§  Often peace of mind for those signing up§  If you don’t share email addresses, consider mentioningthis
  22. 22. #connectvip @connectmembers facebook.com/connectmembers#connectvip @connectmembers facebook.com/connectmembersTips: Growing Your List from Your Website§  Add sign-ups to your blog
  23. 23. #connectvip @connectmembers facebook.com/connectmembers#connectvip @connectmembers facebook.com/connectmembersTips: Growing Your List Beyond Your Website§  Tablet-based email opt-in at trade shows and customerevents
  24. 24. #connectvip @connectmembers facebook.com/connectmembers#connectvip @connectmembers facebook.com/connectmembersTips: Growing Your List Beyond Your Website§  SMS text your email address to a short code to sign up(Feedburner, Sundrop Mobile)
  25. 25. #connectvip @connectmembers facebook.com/connectmembers#connectvip @connectmembers facebook.com/connectmembersTips: Growing Your List Beyond Your Website§  Host or co-host an event or webinar§  It’s all about the cross-registration
  26. 26. #connectvip @connectmembers facebook.com/connectmembers#connectvip @connectmembers facebook.com/connectmembersTips: Growing Your List Beyond Your Website§  Add a signup form to your Facebook page
  27. 27. #connectvip @connectmembers facebook.com/connectmembersQuestionsTrends
  28. 28. #connectvip @connectmembers facebook.com/connectmembers#connectvip @connectmembers facebook.com/connectmembersTrends: Mobile§  Responsive Email Design
  29. 29. #connectvip @connectmembers facebook.com/connectmembers#connectvip @connectmembers facebook.com/connectmembersTrends: Mobile§  Design Tips–  Email width: 500-600pxmaximum
  30. 30. #connectvip @connectmembers facebook.com/connectmembers#connectvip @connectmembers facebook.com/connectmembersTrends: Mobile§  Design Tips–  Email width: 500-600pxmaximum–  Clickable areas: 22x44pxminimum
  31. 31. #connectvip @connectmembers facebook.com/connectmembers#connectvip @connectmembers facebook.com/connectmembersTrends: Mobile§  Design Tips–  Email width: 500-600pxmaximum–  Clickable areas: 22x44pxminimum–  Font size: 13px minimum
  32. 32. #connectvip @connectmembers facebook.com/connectmembers#connectvip @connectmembers facebook.com/connectmembersTrends: Mobile§  Design Tips–  Email width: 500-600pxmaximum–  Clickable areas: 22x44pxminimum–  Font size: 13px minimum–  Subject Lines:40 characters or less
  33. 33. #connectvip @connectmembers facebook.com/connectmembers#connectvip @connectmembers facebook.com/connectmembersTrends: Mobile§  Design Tips–  Email width: 500-600pxmaximum–  Clickable areas: 22x44pxminimum–  Font size: 13px minimum–  Subject Lines:40 characters or less–  Use the Pre-header
  34. 34. #connectvip @connectmembers facebook.com/connectmembers#connectvip @connectmembers facebook.com/connectmembersTrends: Mobile§  Design Tips–  Email width: 500-600pxmaximum–  Clickable areas: 22x44pxminimum–  Font size: 13px minimum–  Subject Lines:40 characters or less–  Use the Pre-header–  Single column design
  35. 35. #connectvip @connectmembers facebook.com/connectmembers#connectvip @connectmembers facebook.com/connectmembersTrends: Mobile§  Design Tips–  Email width: 500-600pxmaximum–  Clickable areas: 22x44pxminimum–  Font size: 13px minimum–  Subject Lines:40 characters or less–  Use the Pre-header–  Single column design
  36. 36. #connectvip @connectmembers facebook.com/connectmembers#connectvip @connectmembers facebook.com/connectmembersTrends: Triggered Campaigns§  Programs based on recipient activity–  Welcome: recipientsgiven you their emailaddress, now what?What value will youprovide?
  37. 37. #connectvip @connectmembers facebook.com/connectmembers#connectvip @connectmembers facebook.com/connectmembersTrends: Triggered Campaigns§  Programs based on recipient activity–  Welcome–  Anniversary: greatway to show yourappreciation
  38. 38. #connectvip @connectmembers facebook.com/connectmembers#connectvip @connectmembers facebook.com/connectmembersTriggered Campaigns§  Programs based on recipient activity–  Welcome–  Anniversary–  Birthday: stick toasking for only birthday and birth month
  39. 39. #connectvip @connectmembers facebook.com/connectmembers#connectvip @connectmembers facebook.com/connectmembersTriggered Campaigns§  Programs based on recipient activity–  Welcome–  Anniversary–  Birthday–  Abandon Cart: try asupport tactic, “Doyou need assistancecompleting yourorder?”
  40. 40. #connectvip @connectmembers facebook.com/connectmembers#connectvip @connectmembers facebook.com/connectmembersTriggered Campaigns§  Programs based on recipient activity–  Welcome–  Anniversary–  Birthday–  Abandon Cart–  Reengagement: plotour your touchpoints & test to seewhat works best
  41. 41. #connectvip @connectmembers facebook.com/connectmembers#connectvip @connectmembers facebook.com/connectmembersTriggered Campaigns§  Programs based on recipient activity–  Welcome–  Anniversary–  Birthday–  Abandon Cart–  Reengagement: varywhat you say & theoffer you use
  42. 42. #connectvip @connectmembers facebook.com/connectmembers#connectvip @connectmembers facebook.com/connectmembersTrends: Social§  Encourage interactions through social channels§  Be sure to include your channel links in your emails
  43. 43. #connectvip @connectmembers facebook.com/connectmembers#connectvip @connectmembers facebook.com/connectmembersTrends: Video§  HTML5 has ways to integrate video in email and marketersare slowly beginning to use§  Only works on iOS devices or in Hotmail§  Use a placeholder image that links to an external player
  44. 44. #connectvip @connectmembers facebook.com/connectmembers#connectvip @connectmembers facebook.com/connectmembersTrends: Decline of “the fold”§  So many devices at our disposal, the fold is no longer thestandard point it once was§  Feeling that people are getting used to scrolling
  45. 45. #connectvip @connectmembers facebook.com/connectmembers#connectvip @connectmembers facebook.com/connectmembersTrends: Special Characters§  One of the biggest trends of the last year§  Tends to be the domain of retailers, but worth testing§  Make sure it makes sense for your message & don’t over doit
  46. 46. #connectvip @connectmembers facebook.com/connectmembersQuestionsTools to Try
  47. 47. #connectvip @connectmembers facebook.com/connectmembers#connectvip @connectmembers facebook.com/connectmembersTools to Try: ScopeWhat it does:–  Allows you to view the source code for an email you receiveWhat it costs:–  FreeHow it works:–  Great for HTML inspiration for emails you love–  Comes as a “bookmarklet” that you drag and drop onto your toolbar–  Open the email you’d like to see, click the “bookmarklet”–  Works only with Gmailhttp://litmus.com/scope/
  48. 48. #connectvip @connectmembers facebook.com/connectmembers#connectvip @connectmembers facebook.com/connectmembersTools to Try: Scope
  49. 49. #connectvip @connectmembers facebook.com/connectmembers#connectvip @connectmembers facebook.com/connectmembersTools to Try: Email Spam TestWhat it does:–  Tests your email against a Spam filterWhat it costs:–  FreeHow it works:–  Copy and paste your email source code, subject line, and textversion into their UI to see resultshttp://www.emailspamtest.com/#
  50. 50. #connectvip @connectmembers facebook.com/connectmembers#connectvip @connectmembers facebook.com/connectmembersTools to Try: Email Spam Test
  51. 51. #connectvip @connectmembers facebook.com/connectmembers#connectvip @connectmembers facebook.com/connectmembersTools to Try: LitmusWhat it does:–  See how your email looks in 34 different inboxes (Gmail, Outlook,Yahoo, etc.)What it costs:–  $49-299 a monthHow it works:–  Enter your HTML code and your email address, and Litmus will runthe tests and email you when the results are readyhttps://litmus.com/email-testing
  52. 52. #connectvip @connectmembers facebook.com/connectmembers#connectvip @connectmembers facebook.com/connectmembersTools to Try: Litmus
  53. 53. #connectvip @connectmembers facebook.com/connectmembers#connectvip @connectmembers facebook.com/connectmembersTools to Try: Email on AcidWhat it does:–  Variety of tools including email rendering, mosaics, and analyticsWhat it costs:–  Free for rendering in Outlook and Google–  $35 a month for Email Previews in 48 different inboxes, HTML Optimization,SPAM Testing, and Web Page Previews–  $60-70/month with Mozify & AnalyticsHow it works:–  Mozify creates readable versions of your emails with images disabled–  Analytics allows you to track opens, clicks, forwards, deletes, subscriberengagement, geographical location, etc.http://www.emailonacid.com/
  54. 54. #connectvip @connectmembers facebook.com/connectmembers#connectvip @connectmembers facebook.com/connectmembersTools to Try: Email on Acid- MozifyOriginal email:
  55. 55. #connectvip @connectmembers facebook.com/connectmembers#connectvip @connectmembers facebook.com/connectmembersTools to Try: Email on Acid- MozifyImage disabled:
  56. 56. #connectvip @connectmembers facebook.com/connectmembers#connectvip @connectmembers facebook.com/connectmembersTools to Try: Email on Acid- MozifyImages disabled with Mozify:
  57. 57. #connectvip @connectmembers facebook.com/connectmembers#connectvip @connectmembers facebook.com/connectmembersTools to Try: Sender ScoreWhat it does:–  Provides information about how a senders reputation compares toother email sendersWhat it costs:–  FreeHow it works:–  Enter your IP address to generate a score which indicates if you’rehaving deliverability issueshttps://www.senderscore.org/
  58. 58. #connectvip @connectmembers facebook.com/connectmembers#connectvip @connectmembers facebook.com/connectmembersTools to Try: Sender Score
  59. 59. #connectvip @connectmembers facebook.com/connectmembers#connectvip @connectmembers facebook.com/connectmembersTools to Try: Campaign MonitorWhat it does:–  Creates responsive-designed emailsWhat is costs:–  FreeHow it works:–  Allows you to create simple to complex emails and newsletters witha responsive designhttps://templates.campaignmonitor.com/build
  60. 60. #connectvip @connectmembers facebook.com/connectmembers#connectvip @connectmembers facebook.com/connectmembersTools to Try: Campaign Monitor
  61. 61. #connectvip @connectmembers facebook.com/connectmembersQuestionsThank You

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