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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  • Dun and Bradstreet/Jigsaw – buying or renting lists
  • Pause – let people take it inExplain the axisHow do people get their house email lists
  • 87% find solo emails somewhat effective or very effective49% find solo emails to 3rd party lists somewhat or very ineffective
  • Growth is on the left, decline is on the right
  • List rentals and purchases are not an inbound approach. This includes going to jigsaw and downloading a bunch of email addresses.
  • Key elements of email marketing are fundamentally changing
  • 80 million smart phones sold in Q4 2010
  • study
  • 67% of people do not automatically download images in their emailsNo call to action
  • Sending emails at 11AM on Tuesday won’t matter any more. As Marketers, you will need to worry about how your emails are ranking in inboxes the same way you worry about how your website is ranking in search results.
  • Jen Doyle4-5 social sharing buttonsprioritize by those used most often by your usersplace the social sharing buttons in a prominent place
  • 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,, and 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 /><br /><br /><br /><br /><br />33<br />