04 epasta marketings tamara

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  • minYAzahVOOT
  • Erzijnbijna 3x zoveel email accounts als en Facebook+Twitter accounts zijnHet aantal posts op FB en Twitter is goedvoor0,2% van alle email verkeer (spam nietmeegerekend)Het aantalopzoekingen op Google, Yahoo en Bing is goedvoor 1,1% van alle email verkeer (excl spam)Het aantalpageviews op het internet is goedvoor 25% van alle email verkeer (excl spam)Erwordenbijna 4x meer emails verstuurd per dag dan het aantal FB/Twitter updates, Google/Yahoo/Bing searches en Internet pageviewsgecombineerd
  • 04 epasta marketings tamara

    1. 1. Email Marketing:What Works in 2012Tamara Gielen, Plan to Engage@tamaragielen
    2. 2. About Tamara Gielen• 10+ years of experience in email marketing• Author of “Be Relevant” www.b2bemailmarketing.com• Founder of the “Email Marketer’s Club” www.emailmarketersclub.com• Independent Email Marketing @tamaragielen Consultant & Trainer ©2012 Plan To Engage – all rights reserved – www.PlanToEngage.com
    3. 3. About Plan to Engage• Email Marketing Strategy• Email Design & Coding• Campaign Management• Deliverability Support• Email Vendor Selection• Conversion Optimization• Workshops & Training Courseswww.PlanToEngage.com ©2012 Plan To Engage – all rights reserved – www.PlanToEngage.com
    4. 4. The state of emailmarketing
    5. 5. * Approximately 294 billion messages are sent each day. This total excludes 106 billionSource: SmarterTools.com messages that can be classified as spam. ©2012 Plan To Engage – all rights reserved – www.PlanToEngage.com
    6. 6. Email is still one of themost important elementsof a solid online marketing plan
    7. 7. Email is the preferred channel for direct, one-to- one marketing communications with consumers©2012 Plan To Engage – all rights reserved – www.PlanToEngage.com
    8. 8. Email is the preferred channel tocommunicate with brands2011 Survey, Chief Marketing Officer (CMO) Council and Lithium ©2012 Plan To Engage – all rights reserved – www.PlanToEngage.com
    9. 9. Email is a very important in driver ofconsumer buying decisions ©2012 Plan To Engage – all rights reserved – www.PlanToEngage.com
    10. 10. Majority shares content via email ©2012 Plan To Engage – all rights reserved – www.PlanToEngage.com
    11. 11. “Spending on email marketing in the US isexpected to expand to $2 billion by 2014. A nearly 11% compound annual growth rate” Forrester
    12. 12. “64% of marketers are increasing their emailmarketing budget in 2011 -32% are keeping their email marketing budget steady” MarketingSherpa
    13. 13. “If you want to drive retention and repeat usage,there isn’t a better way to do it than email.” Fred Wilson, Managing Partner Union Square Ventures & VC Blogger
    14. 14. Subscribers consistently spend more!
    15. 15. What works in 2012
    16. 16. Permission, permission, permission
    17. 17. No permission, no email• Do you really want them to think you’re this guy?• Because it’s legal doesn’t mean that it’s a best practice• Always ask permission first! ©2012 Plan To Engage – all rights reserved – www.PlanToEngage.com
    18. 18. Permission is not enough…
    19. 19. Make your emails readable
    20. 20. Challenge: image blocking ©2012 Plan To Engage – all rights reserved – www.PlanToEngage.com
    21. 21. Design for images off ©2012 Plan To Engage – all rights reserved – www.PlanToEngage.com
    22. 22. Design for images off ©2012 Plan To Engage – all rights reserved – www.PlanToEngage.com
    23. 23. Use HTML buttons instead of images ©2012 Plan To Engage – all rights reserved – www.PlanToEngage.com
    24. 24. Keep It Short! ©2012 Plan To Engage – all rights reserved – www.PlanToEngage.com
    25. 25. Get to the point fast ©2012 Plan To Engage – all rights reserved – www.PlanToEngage.com
    26. 26. Challenge: faster consumption ©2012 Plan To Engage – all rights reserved – www.PlanToEngage.com
    27. 27. Challenge: Smaller Screens ©2012 Plan To Engage – all rights reserved – www.PlanToEngage.com
    28. 28. How Important Is This? ©2012 Plan To Engage – all rights reserved – www.PlanToEngage.com
    29. 29. It’s The Future! Source: Litmus.com ©2012 Plan To Engage – all rights reserved – www.PlanToEngage.com
    30. 30. Most important platforms ©2012 Plan To Engage – all rights reserved – www.PlanToEngage.com
    31. 31. How Do You Adjust Your Designs?Larger fonts • Body copy: 14px / Headlines: 22px ©2012 Plan To Engage – all rights reserved – www.PlanToEngage.com
    32. 32. How Do You Adjust Your Designs?Larger fonts • Body copy: 14px • Headlines: 22pxLess content • Single column layout • Simpel copy • Clear calls to action ©2012 Plan To Engage – all rights reserved – www.PlanToEngage.com
    33. 33. How Do You Adjust Your Designs?Larger fonts • Body copy: 14px • Headlines: 22pxLess content • Single column layout • Simpel copy • Clear calls to actionDesign for the finger! ©2012 Plan To Engage – all rights reserved – www.PlanToEngage.com
    34. 34. Sell your newsletter
    35. 35. What’s in it for me?What’s in it for me? ©2012 Plan To Engage – all rights reserved – www.PlanToEngage.com
    36. 36. ©2012 Plan To Engage – all rights reserved – www.PlanToEngage.com
    37. 37. Show what they can expect ©2012 Plan To Engage – all rights reserved – www.PlanToEngage.com
    38. 38. Remove all barriers ©2012 Plan To Engage – all rights reserved – www.PlanToEngage.com
    39. 39. ©2012 Plan To Engage – all rights reserved – www.PlanToEngage.com
    40. 40. Take away any friction ©2012 Plan To Engage – all rights reserved – www.PlanToEngage.com
    41. 41. Welcome your subscribers
    42. 42. On the thankyou page ©2012 Plan To Engage – all rights reserved – www.PlanToEngage.com
    43. 43. With a welcome email Welcome them Tell them what to expectAsk for more information Get them tocome back toyour website ©2012 Plan To Engage – all rights reserved – www.PlanToEngage.com
    44. 44. Reward them ©2012 Plan To Engage – all rights reserved – www.PlanToEngage.com
    45. 45. Educate them ©2012 Plan To Engage – all rights reserved – www.PlanToEngage.com
    46. 46. Test, test, test
    47. 47. Testing increases ROI• Small changes can make a big difference in results • subject line, sender name, offer placement…• Testers achieve 68% higher return over non-testers (JupiterResearch)• Good news: most marketers don’t test ;-) ©2012 Plan To Engage – all rights reserved – www.PlanToEngage.com
    48. 48. Begin with what impacts ROI most 0% 20% 40% 60% 80% 100% landing page copy 43.2% 32.4% 24.3% email offers 40.7% 51.9% 7.4% subject lines 40.0% 45.0% 15.0% email creative 34.4% 59.4% 6.0%landing page creative 33.6% 54.3% 12.1% text only message 13.8% 44.8% 41.4% High ROI Medium ROI Low ROI Source: MarketingSherpa’s Email Marketing Benchmark Guide ©2012 Plan To Engage – all rights reserved – www.PlanToEngage.com
    49. 49. What do you want to improve? Elements Key MetricSender and subject lines Open rate Anything in e-mail body Click-to-open rate (product, offer, creative)Anything on landing page Click-to-conversion rate (product, offer, creative) ©2012 Plan To Engage – all rights reserved – www.PlanToEngage.com
    50. 50. Thank you!tamara@PlanToEngage.com+32 477 666 930www.linkedin.com/in/tamaragielen www.Plan2Engage.me 52

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