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The Role of Email Marketing in and Inbound Marketing World

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Presentation given at the 2011 Marketing Sherpa Email Marketing Summit by Karen Rubin

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The Role of Email Marketing in and Inbound Marketing World

  1. 1. The Role of Email Marketing in an Inbound Marketing World<br />Karen Rubin<br />Product Manager<br />HubSpot<br />
  2. 2. About Karen Rubin<br />Karen Rubin is a product manager at HubSpot, an inbound marketing company whose visionary efforts have changed the nature of internet marketing for small and medium businesses. She has also worked in project and content management for some of the world's top web 2.0 companies, such as MainStreet.com, Stockpickr.com, iVillage.com and GiftCertificates.com. Karen also is co-star of HubSpot TV, a weekly video podcast about marketing and social media trends. Karen has a degree in Computer Science from Trinity College.<br />2<br />
  3. 3. Marketing is Changing<br />1950 - 2000<br />2000 - 2050<br />3<br />
  4. 4. Outbound Marketing<br />4<br />
  5. 5. Outbound Marketing is Harder<br />800-555-1234<br />Annoying<br />Salesperson<br />5<br />
  6. 6. Inbound Marketing<br />Social Media<br />Marketing<br />Search Engine<br />Marketing<br />Content<br />Marketing<br />Conversion Marketing<br />Lead Nurturing<br />Sales Support<br />6<br />
  7. 7. Where Does Email Fit In?<br />List Rental<br />List Purchases<br />Awareness<br />Newsletters<br />Lead Nurturing<br />Consideration<br />Lead Nurturing<br />Decision<br />7<br />
  8. 8. 8<br />
  9. 9. House Lists Beat 3rd Party Lists<br />9<br />
  10. 10. Future Investment is Inbound<br />10<br />
  11. 11. Opt-In Email = Inbound Marketing<br />List Rental<br />List Purchases<br />Awareness<br />Newsletters<br />Lead Nurturing<br />Consideration<br />Lead Nurturing<br />Decision<br />11<br />
  12. 12. How To Prepare for the Future of Email Marketing<br />12<br />
  13. 13. Tip #1:<br />Optimize<br />for<br />Mobile<br />13<br />
  14. 14. Email Usage<br />14<br />
  15. 15. Avoid Large Images<br />15<br />
  16. 16. Avoid Large Images<br />16<br />
  17. 17. Avoid Heavy Formatting<br />17<br />
  18. 18. How To Optimize for Mobile:<br /><ul><li>Avoid large images
  19. 19. Avoid tables / columns
  20. 20. Formatted text is your friend
  21. 21. Shorter is better</li></ul>18<br />
  22. 22. Tip #2:<br />Build<br />Social<br />Authority<br />19<br />
  23. 23. Two Huge Developments in Email<br />Social Inbox<br />The “Spam” Filter is Now Social<br />20<br />
  24. 24. Email Inbox Ranking – Before 2011<br />Most Messages by Date<br />Flagrant Spam<br />21<br />
  25. 25. Email Inbox Ranking – After 2011<br />Things You Like<br />(People & Brands)<br />Things You Don’t Like<br />Or Don’t Know<br />(People & Brands)<br />22<br />
  26. 26. That’s Some Scary Shiitake<br />23<br />
  27. 27. How To Rank Higher in the Email Inbox<br />24<br />
  28. 28. Tip #3:<br />Optimize<br />for<br />Social<br />25<br />
  29. 29. “Follow Me” Module in Your Email<br />26<br />
  30. 30. Share This Email via Social Media<br />27<br />
  31. 31. Where Is the Next Inbox?<br />28<br />
  32. 32. Which Comes First? Message or Medium?<br /><ul><li>Start with email, then decide what content / message to send </li></ul>OR<br /><ul><li>Start with message / content, then decide best medium to send</li></ul>29<br />
  33. 33. How To Optimize for Social:<br /><ul><li>Add “Follow Me” module
  34. 34. Add “Share This” buttons
  35. 35. Start with content, then decide if email is best way to send message</li></ul>30<br />
  36. 36. We’ve Got Lots To Think About…<br />31<br />
  37. 37. What You Should Do Today:<br />Stop buying lists / subscribers<br />Mobile optimize your email<br />Social optimize your email<br />Build your social authority<br />Start with the message, then pick the right communication channel<br />32<br />
  38. 38. Thank You / Q&A<br />Karen RubinProduct ManagerHubSpot @karenrubin<br />krubin@hubspot.com<br />Facebook.com/karen-rubin<br />Twitter.com/karenrubin<br />Linkedin.com/in/karenrubin<br />www.karen-rubin.com<br />33<br />

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