25 Email Marketing Tips in 2014 That Matter

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CEO of digital agency, .Com Marketing, helps you step outside of your comfort zone and learn 25 tips to make your Email marketing program more effective in 2014- including improving subject lines, deliverability and avoiding spam filters plus easy to apply content tips and management of e-lists.


Learn how to refine your email sign up process to grow your list. Precise e-targeting examples, pros and cons of email providers, comparing open rates with industry averages, how to design email for mobile, adding click to call to an email, reaching a younger audience using Facebook email, and other secrets, tips and ideas on how to maximize email marketing in 2014.

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  • The higher your form conversion rate, the more leads enter your funnel at one blast -- and the more chances to close deals in the near future.
  • A catchy, intriguing, topical subject line introducesa mobile-friendly, plain-text email that’s well-suitedto convey the concise message. Both this email andthe text-heavy emails of the campaign season arereminders that plain text can still be very effective,particularly in the age of mobile.
  • 25 Email Marketing Tips in 2014 That Matter

    1. 1. Digital Native Generation? Age 0-13 Born 2001-present Will He Know What Email Is? 2
    2. 2. Digital Millennials Born 1982 to 2000 Age 14-32 Want to communicate instantly through multiple channels Email, Text, Facebook, Instagram – Email Seems too slow "Keeping pace with these ‘mobile millennials' should be a priority, as their influence and shopping spend only increases year3 over-year."
    3. 3. Generation X (1965 – 1981) 33 to 48 Want personal communication! Don’t like to be grouped! Generation X primarily uses the Internet for shopping and banking 4
    4. 4. Baby Boomers 1946 – 1964 Work is FIRST. There is No Such Thing as Work – Life Balance Increased their preference for using text and social media when communicating with friends. 5
    5. 5. Silent, G.I., Generation 1925-1953 Age 61-89 80-90% use email 6
    6. 6. 7
    7. 7. 8
    8. 8. Know your audience— If your brand’s mobile audience is at or above 10%, it’s time to start optimizing for mobile. 9
    9. 9. Email Monday 10
    10. 10. More people read emails that deal with their finances and travel than any other category. (Return Path) 11
    11. 11. E-MAIL OPEN RATES Travel Industry 4.9% to 32.6% ( avg. 16.2%) Education Industry 6.1%-30.5% ( avg 15% ) 12
    12. 12. E-MAIL CLICK THRU RATES Travel Industry 0.4% to 5.3% ( avg. 2.3%) Education Industry 0.6%-7.8% ( avg. 3% ) 13
    13. 13. 14 Blue Hornet 2012
    14. 14. 15
    15. 15. Creative Ways To Increase Email Sign Ups TIP 1: 16
    16. 16. Creative Ways To Build an Email Database You can place Newsletter subscription forms on your • Facebook page • Email signature • Description of your YouTube videos . 17
    17. 17. 18
    18. 18. Facebook Email Sign Up 19
    19. 19. Promote your subscription form on the top 15 pages of your website. Make it stand out and provide a clear call to action. 20
    20. 20. 21
    21. 21. This small change lead to a 1400% increase in subscriptions. 22
    22. 22. Add to Each Blog Post 23
    23. 23. Ask while on the phone: Provide telephone guidelines for employees to explain how to ask for an email list subscription during each call. 24
    24. 24. 25
    25. 25. Advertise your email subscriptions in dead zones: Dead zones are places where people have time to spare and can’t go anywhere. 26
    26. 26. Add Pop Up Email Sign Up o Pop-ups are annoying 27
    27. 27. Add Pop Up Email Sign Up o Pop-ups are annoying o They work to build your list. Fast o If your pop-up appears too often, people will start to have a negative perception of your brand 28
    28. 28. Add Pop Up Email Sign Up o Pop-ups are annoying o They work to build your list. o If your pop-up appears too often, people will start to have a negative perception of your brand 29
    29. 29. Add Pop Up Email Sign Up o Pop-ups are annoying o They work to build your list. o If your pop-up appears too often, people will start to have a negative perception of your brand o Use a well filtered pop-up – or don’t use a pop-up at all. 30
    30. 30. 31
    31. 31. Offer Incentive To Build Sign Ups 32
    32. 32. 33
    33. 33. TIP 2: How do I know if I’m writing a good subject line? 34
    34. 34. Test Email Subject Lines Keep it short: 50 characters or less works best. 28-39 had the highest click rate in a study of 200 million emails. Consumers won’t read past that and most of the wording will likely be cut off on the screen, particularly on mobile devices. MailChimp 35
    35. 35. Test Email Subject Lines Incorporate special characters: Travelocity: ✈ Flights from $69 Each Way ✈ Personalization: Experience Rome This Summer Hillary! 36
    36. 36. Best Times To Send Email TIP 3: 37
    37. 37. Best Days by Open Rates 38 kissmetrics.co m
    38. 38. Best Days By CTR 39 kissmetrics.com
    39. 39. TIP 4: Split Your List to Test 40
    40. 40. A/B Split Test Ideas • What day of the week gets you better open rates? • Does time of day affect overall click rate? • What time of day works best for your promotional (e-coupons, special sales, "act now!" etc) campaigns? • Is it better to use your company's name in the "From" line, or a human's name? 41
    41. 41. Use A/B Split Testing 42
    42. 42. TIP 5: Robotize Email 43
    43. 43. 44
    44. 44. TIP 6: Generous font size 45
    45. 45. • Use text of at least 13px for body copy. • In order to avoid having to zoom in, try starting at 15-16px (depending on the actual font style) and preview it on your mobile device. 46
    46. 46. TIP 7: One Column Layout is Preferred 47
    47. 47. Single-column layout • Layouts no wider than 640px. • A single-column ensures no content will be completely lost outside the view when zoomed in. 48
    48. 48. TIP 8: Large Buttons for Fat Fingers 49
    49. 49. • Large call to action (CTA): don’t punish fat fingers! • Apple’s Guidelines recommend a minimum ‘tappable’ target area of 44×44 points. 50
    50. 50. TIP 9: Play With The Subject Lines 51
    51. 51. • 33% of email recipients open email based on subject line alone. • Subject lines fewer than 10 characters long had an open rate of 58%. • 3 Words To Avoid – “Help, % off, and Reminder” (Adestra July 2012 Report) (Convince & Convert via Salesforce.com) 52
    52. 52. • What subject line style works best? – Hard sell? Soft sell? • Should your subject line always include your company name? • Or should it be a long, descriptive subject line detailing what's inside the message? 53
    53. 53. TIP 10: Try Text Only Email Messages 54
    54. 54. Subject Line: It Worked for Obama 55
    55. 55. FireFox Flightfox are a crowdsourced flight search provider. This email converts repeat customers at a rate of around 3%. 56
    56. 56. TIP 11: Take A Different Path Using Info graphics 57
    57. 57. 58
    58. 58. TIP 12: Build Lists via free downloads 59
    59. 59. 60
    60. 60. File download forms 61
    61. 61. Reduce # of Emails Sent To Improve Performance TIP 13: 62
    62. 62. How much email is too much? The industry standard is 1-4 emails per month for ideal CTR and lowest Unsubscribe rate. kissmetrics.com
    63. 63. TIP14: Use Extra Creative Ways To Build A Following 64
    64. 64. It's a sad fact, but your email marketing database degrades by about 25% every year. Addresses change, they opt-out, or they abandon that old AOL address. As a marketer, it's your job to make sure you're constantly adding fresh contacts to your email marketing campaigns 65
    65. 65. Ask customers to subscribe as you ring up their orders: Provide a small registration blank next to the cash register or a bowl where they can leave a business card to subscribe (and enter a drawing) 66
    66. 66. 67
    67. 67. E-receipts provide an opportunity to further engage customers with your brand and extend the relationship. 68
    68. 68. 69
    69. 69. 70
    70. 70. Lead With Call To Action TIP 15: 71
    71. 71. Include your CTA early on in your email. 7 in 10 people say they made use of a coupon or discount from a marketing email in the prior week. (2012 Blue Kangaroo Study) 72
    72. 72. 73
    73. 73. Build a Personalized Center TIP 16: 74
    74. 74. A subscription center allows subscribers to change their address, pause their subscription, and opt-down (rather than unsubscribe, just choose to hear from you less often). 75
    75. 75. 76
    76. 76. Basic email to tell them what I like and dislike. That way, the deals they send me going forward can be more in line with what I'm likely to actually want. 77
    77. 77. 78
    78. 78. 79
    79. 79. TIP 17: Cart Abandonment Tactics 80
    80. 80. Anywhere from 30 – 50% of people who add a product to the cart never end up buying it. In others, it can be as high as 75%. 81
    81. 81. 82
    82. 82. Category Browse Abandon 83
    83. 83. TIP 18: Ensure Deliverability 84
    84. 84. A whopping 66% of Gmail opens occur on mobile devices. With the new change that can effect deliverability (Litmus) 85
    85. 85. I was impressed that a brand actually cared enough to tell customers it was changing certain components of its email marketing program. 86
    86. 86. 87
    87. 87. 88
    88. 88. TIP 19: Images are in 89
    89. 89. 90
    90. 90. 91
    91. 91. TIP 2O: Add Click To Call Feature 92
    92. 92. Pricing for eVoice starts at $9.99 per month for two extensions and up to 300 monthly minutes (each minute beyond that is 5.9 cents). If someone clicks on the link, they are prompted for their phone number, and a call is initiated. 93
    93. 93. TIP 21: Let Customers Speak For Themselves 94
    94. 94. Uncommon Goods leverages the power of social proof to beef up its Mother's Day email marketing campaign. Not only does this email provide recommendations for those struggling to come up with a gift, but it also highlights what other customers have to say about them. And in case you forgot, user-generated content is wicked important -- so important, in fact, that 8 in 10 people's purchasing decisions are influenced by user-generated content of complete 95
    95. 95. TIP 22: Make Good Byes Easy 96
    96. 96. Make the most of your unsubscribe: When someone is unsubscribing, ask why. Give them the option to keep in touch, and offer them the ability to “opt-down”, or subscribe to a less frequently-mailed list. 97
    97. 97. 98
    98. 98. 99
    99. 99. Separate Buyers From Lookers TIP 23: 100
    100. 100. Nurture Marketing, Drip Campaigns, Set and Forget. • Treat them like gold. • Give them new offers • Give them exclusive informations • You give them surprise bonuses • Nurture them 101
    101. 101. Cruise Company Drip A cruise company wants to cross-sell all customers who register for a cruise. 1 Send a confirmation email within a day to all the people who book a cruise. 2 Send an email to the customer after five days of booking a cruise informing them about selecting preferred dinner times and the show times. 3 Wait 2 days and then send a free offer for a show for repeat customers and offer a discount of 10 percent on tickets for first-time users. 102
    102. 102. TIP 24: Personalize Emails 103
    103. 103. Personalized Emails Deliver 6X Higher Transaction Rates, But 70% Of Brands Fail To Use Them 104
    104. 104. 105
    105. 105. Using Facebook Email TIP 25: 106
    106. 106. 107
    107. 107. 108
    108. 108. 109
    109. 109. Facebook Custom Audiences Upload customer information like email addresses or phone numbers. Once your contacts are on Facebook, the social network will let you target matched users with ads for your site or Facebook Page 110
    110. 110. Top Email Providers • • • • • Icontact Constant Contact MailChimp Exact Target aWeber 111
    111. 111. For more email marketing tips and link to pros and cons to the email providers email me at: bressler@commarketing.com 112
    112. 112. 113
    113. 113. Find My Presentation On www.slideshare.net/hillarybressler Hillary Bressler- CEO/Founder of .Com Marketing bressler@commarketing.com www.commarketing.com Phone: 407.774.4604 ext 203

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