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MivaCon Chicago - Why Email marketing Is Still King

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In the brave new world of Social Media Marketing, email is still far and away the biggest ROI driver. Find out how to use email marketing to propel your business.

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MivaCon Chicago - Why Email marketing Is Still King

  1. 1. WHY EMAIL MARKETING IS STILL KING DEVIN COX
  2. 2. AGENDA • Is it really king? • Conversion Rates • Benchmarks you need to know • Strategy • Real World Examples
  3. 3. “THE WINNING STRATEGY FOR ENTREPRENEURS AND FORTUNE 500 COMPANIES ALIKE IS TO ATTRACT A BASE OF RAVING FANS THAT OPEN, READ, AND CLICK ON THE EMAILS YOU SEND.” - JACK BORN CEO OF AW PRO TOOLS
  4. 4. “NUMBER ONE GOAL SHOULD BE EMAIL LIST GENERATION.” -MARIE FORLEO B-SCHOOL
  5. 5. KING OF WHAT
  6. 6. SO YOU WANT TO IMPROVE YOUR GAME • Strategy • Know Your Data
  7. 7. THE INDUSTRY BENCHMARKS Retail Average: All Industries Averages: • Open Rate = 13% - 24% • Bounce Rate = 6% - 12% • Click Through Rate = 5% - 20% • Opt-out Rate = 0.11% - 0.44% • Open Rate = 18.01% • Bounce Rate = 6.95% • Click Through Rate = 13.99% • Opt-out Rate = 0.21% Constant Contact
  8. 8. CONVERSION RATE SHOULD BE 1-5%
  9. 9. DEFINE YOUR CONVERSION RATE PURCHASE MEASURE AGAINST ROI AWARENESS CAMPAIGN
  10. 10. “HAVE YOUR #1 GOAL OF EVERYTHING BE EMAIL LIST GENERATION” -MARIE FORLEO B-SCHOOL
  11. 11. HOW TO GROW YOUR EMAIL LIST • Offer an Incentive for signing up • Promise of a discount/free item • Let them know why they should sign up • Make it easy to find • Add sign up widget on Facebook • Visible on your site • Multiple opportunities to sign up • Home Page - Checkout - User Registration - Wish List - Customer Service • Make it easy to Sign Up • One click, or only ask for relevant info
  12. 12. INCREASE YOUR OPEN RATE • Subject line length • Ask a Question • Put the promo at the start of the phrase • Urgency i.e. “deal ends at midnight” • Send it at the right time of day/week • Qualify your list and send quality content • Take out the spam words
  13. 13. BEST TIME TO SEND AN EMAIL MailChimp
  14. 14. IMPROVE YOUR CTR • A/B Testing • Length of copy • Number of images • Image placement • Call to action: color/placement/wording/quantity • Time of Day (early, mid, late), Day of the week (M > F?) • Plain Text vs. HTML
  15. 15. IMPROVE YOUR CTR • Use linked snippet text as a pre-header above any image that needs to be loaded which extends the proposition from the subject line and explains clearly what the email contains. • Use both contextual text (bold words within HTML) and image CTA's.
  16. 16. IMPROVE YOUR CTR • Move away from the traditionally old fashioned publishing schedule of weekly/bi-weekly/monthly - to one based on when you have good content to send. • Include a "benefit to recipient" clause or “value proposition” in your content selection and publishing guidelines. Each email MUST contain something that is genuinely intended to deliver a palpable reward to recipients.
  17. 17. OPTIMIZE FOR MOBILE • Implement fully responsive email designs (at the very least mobile optimized)
  18. 18. GMAIL USERS • 66 % opened on phones • 19% opened on browsers • 15% email clients
  19. 19. LOOK AT THE JOURNEY, NOT THE CLICKS
  20. 20. 61% OF USERS ARE UNLIKELY TO RETURN TO A MOBILE SITE THEY HAD TROUBLE ACCESSING
  21. 21. 40% VISIT A COMPETITORS SITE
  22. 22. AUTOMATED EMAILS • Have 24% higher Open Rates compared to Newsletters • Have 47% higher CTR compared to Newsletters • Initial Messages perform best. As time goes by the subscribers’ engagement gradually fades.
  23. 23. SEGMENTATION • Collect relevant data at checkout • What are their preferences? • Use purchase history to develop targeted campaigns
  24. 24. SEGMENTATION IN MIVA MERCHANT
  25. 25. FINAL THOUGHTS • No One Size Fits all solution • Automated emails • Segment your user base. • Subscribe to your competitors emails and see how they do things. • A/B testing
  26. 26. DEVIN COX DOWNLOAD THIS PRESENTATION AT: WWW.SLIDESHARE.NET/MIVAMERCHANT

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