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50+ email marketing hacks & best practices to double your response rates

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Presentation deck from Hubspot Inbound 2014 break-out session.

Published in: Business

50+ email marketing hacks & best practices to double your response rates

  1. 1. #INBOUND1 4 25 Email Marketing Hacks & Best Practices to Double Your Response Rates Matt Heinz President, Heinz Marketing
  2. 2. Housekeeping 1 Copies of this deck 2 Free Extras! – Secrets to Successful Email Marketing – Secrets to Successful Content Marketing – The Modern Marketer’s Field Guide 3 Email me (matt@heinzmarketing.com) or bring me a business card with what you want
  3. 3. Email Hacks & Best Practices 1 Planning 2 Process 3 Optimization 4 Measurement 5 Integration
  4. 4. Planning: “No, that is NOT a campaign!” #INBOUND14
  5. 5. #INBOUND14 Planning Best Practices 1 Campaigns vs programs vs “sends” 2 Know the objective (email is the drill, what is the hole??) 3 What is the customer point of view? 4 What stage of the buyer’s journey are you addressing? 5 What is the customer context (i.e. how and when will the email be received?) 6 How will email integrate with other channels or outreach efforts? 7 Is email really the best channel to drive response? 8 List management (!)
  6. 6. #INBOUND14 2 Process: “Why can’t you just send it now?”
  7. 7. #INBOUND14 Process Best Practices 1 Have a documented production checklist 2 Have a documented quality assurance process 3 Use Litmus to test multiple delivery formats, clients & channels 4 Optimize for HTML, pain text and image-free viewing 5 Require at least three subject line options in your creative brief 6 Require a creative brief (!) 7 Coordination with sales efforts 8 Sales enablement packages to support follow-up
  8. 8. #INBOUND14 3 Optimization: “Counterintuitive usually wins…”
  9. 9. #INBOUND14 Optimization Best Practices 1 Test days of the week 2 The “from” line – people vs. buildings vs. “do-not-reply” 3 Resend to unread prospects 4 What are you doing with transactional emails? – Format, calls to action, etc. 5 Video embeds (one:many and one:one) 6 Mobile optimization 7 Triggered responses (based on lead scoring or predictive analytics) 8 “You” vs “I” messaging
  10. 10. #INBOUND14 Subject Line Best Practices 1 Test (no subject) 2 The pros & cons of “RE:” and “FW:” subject lines 3 Tease, Personalize, Prioritize, Numbers 4 35-50 characters max to optimize for opens, 70+ characters to optimize for clicks
  11. 11. #INBOUND14 Transactional Email Best Practices 1 Does marketing “own” the email? 2 What else does the recipient need to know? 3 WHEN should they get the email? 4 Transaction vs. Experience 5 Out-of-Office Emails
  12. 12. #INBOUND14 Other variables to drive response 1 Intro/teaser headers 2 Clarity of call to action 3 Contact information in the salutation 4 PS content 5 PPS content
  13. 13. #INBOUND14 4 Measurement: “Did it work?”
  14. 14. #INBOUND14 Measurement Best Practices 1 Which metrics really matter? 2 Leading vs lagging indicators 3 Integrated systems tracking post-click conversion 4 Long-tail tracking impact (in isolation & across campaigns) 5 Don’t take inactives too seriously
  15. 15. #INBOUND14 5 Integration: “Email does not stand alone…”
  16. 16. #INBOUND14 Integration Best Practices 1 Channel coordination: Email, Web, social, offline, events, etc 2 Sales coordination: Scheduling, follow-up materials, email/phone/VM sequences 3 Post-campaign segmentation: Opens, clicks, unresponsives, etc. 4 Progressive profiling
  17. 17. #INBOUND14 Other apps worth checking out… • MailCharts – What your competitors are sending… • TimeTrade – Let prospects schedule meetings with you immediately… • unroll.me – Unsubscribe from all of your spam at once… • Signals – See exactly who’s engaging with your email in real-time…
  18. 18. Reminder! 1 Copies of this deck 2 Free Extras! – Secrets to Successful Email Marketing – Secrets to Successful Content Marketing – The Modern Marketer’s Field Guide 3 Email me (matt@heinzmarketing.com) or bring me a business card with what you want
  19. 19. #INBOUND14 Thank You!

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