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Content Jam 2016: Email Marketing: Good to Great, Guaranteed with Jessica Best

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What if each email you sent earned you a 2000% return on investment? Email marketing (yes, STILL) rocks the highest return on investment of any medium, garnering on average $28 for every $1 you invest. That is, if you do it right. Is your email program up to snuff?
Ok, be honest: Do you even *know* your email ROI? How much revenue do you make per email subscriber? From driving engagement to fine tuning your list and timing, Jessica Best, self-proclaimed email marketing dweeb, will help you get your current strategy in the best shape it can be and then how to grow it to the next level with a larger subscriber base and the trends that garnering a $20-to-$1 return on investement.
WARNING: Any data-phobes who hate measurable marketing, anyone who has perfect email marketing campaigns already, and those guys that send us pharmaceutical ads in Russian need *not* attend.
What you’ll learn:
Optimizing your email marketing lists, content, and strategies for guaranteed improvements to your ROI
Growing your list to grow your revenue
Common mistakes we (still) see savvy email marketers make
What’s working – and what’s pretty darn cool – in email marketing in 2016 and beyond

Published in: Marketing
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Content Jam 2016: Email Marketing: Good to Great, Guaranteed with Jessica Best

  1. 1. Email Marketing Master Class: Good to Great, Guaranteed Jessica Best @bestofjess | #ContentJam Email Marketing Master Class
  2. 2. @crestodina #ContentJam Images go here!
  3. 3. @bestofjess Email Marketing is… #ContentJam Optimization Content List
  4. 4. @bestofjess Email Marketing Part I: Nailing the Basics q  What should I expect out of Email Marketing? q  Best practices (and common missteps) q  Applying the basics to your own campaigns q  Email Marketing metrics to watch #ContentJam
  5. 5. @bestofjess Why Email Marketing? What can it do for me? Email can send direct: ü  At the time that it’s most relevant to the recipient ü  With the products/content that are personalized ü  Can track individual recipient engagement ü  … and automate your follow up Email gets read: ü  Average email read rate: 25-30% (compared to < 10% with social) #ContentJam
  6. 6. @bestofjess Why Email Marketing? What can it do for me? Consumers prefer it. (Yes, even millennials.) (And Gen Z) #ContentJam Source: Adestra Consumer Adop2on & Usage Study (2016)
  7. 7. @bestofjess Why Email Marketing? What can it do for me? Email can drive as high as 30-50% of a company’s revenue #ContentJam
  8. 8. @bestofjess Why Email Marketing? What can it do for me? Email drives the highest return on investment (ROI) of any medium. #ContentJam $27.74 ROI
  9. 9. For every $1 you invest in email marketing, on average, you can earn $28 in return on investment… IF you’re doing it right. @bestofjess #ContentJam - Direct Marketing Association
  10. 10. @bestofjess The Anatomy of an Email 2010 #ContentJam 2016
  11. 11. @bestofjess The Anatomy of an Email #ContentJam 2 3 4 5 6 7 1.  Subject Line 2.  Pre-header 3.  Branded graphic header 4.  Main message 5.  Call-to-Action 6.  Supporting Message 7.  Footer
  12. 12. @bestofjess Email Marketing Master Class: From Good to Great #ContentJam The Basics: Best Practices & Content
  13. 13. @bestofjess 8 Email Marketing Basic Best Practices Use DATA to be relevant: Personalize. #ContentJam 1
  14. 14. @bestofjess 8 Email Marketing Basic Best Practices Use DATA to be relevant: Segment. #ContentJam 1
  15. 15. @bestofjess 8 Email Marketing Basic Best Practices Use DATA to be relevant: Segment. #ContentJam 1
  16. 16. @bestofjess 8 Email Marketing Basic Best Practices Use DATA to be relevant: Segment. #ContentJam 1
  17. 17. @bestofjess 8 Email Marketing Basic Best Practices Make it accessible with images OFF #ContentJam 2
  18. 18. @bestofjess 8 Email Marketing Basic Best Practices Make it accessible on all devices: desktop, tablet, mobile #ContentJam 3 Business-to- Business Desktop 75% Mobile 25% Business-to- Consumer Desktop 45% Mobile 55% Source: Adestra Consumer Adop2on & Usage Study (2016)
  19. 19. @bestofjess 8 Email Marketing Basic Best Practices Make it accessible on all devices: desktop, tablet, mobile #ContentJam 3
  20. 20. @bestofjess Mobile Design Cheat Sheet (for “Non-Designers”) ü Lots of white space between headlines, body copy, and calls to action ü At least 40px tall/wide buttons ü Minimum 13pt font size #ContentJam
  21. 21. @bestofjess Mobile Design Cheat Sheet (for “Non-Designers”) ü Limit words in images (that don’t resize well) #ContentJam
  22. 22. @bestofjess 8 Email Marketing Basic Best Practices Make it short. ü Skimmable ü Concise ü CLEAR #ContentJam 4
  23. 23. @bestofjess 8 Email Marketing Basic Best Practices Don’t start from scratch. Email = blog + social + video ++ #ContentJam 5
  24. 24. @bestofjess 8 Email Marketing Basic Best Practices Make it part of your content plan. #ContentJam 5
  25. 25. @bestofjess 8 Email Marketing Basic Best Practices Use the subject line + pre-header to get the open. #ContentJam 6
  26. 26. The dirty, rotten secret of email marketing is: Just because you sent it, doesn’t mean it went anywhere. #deliverability @bestofjess #ContentJam - @bestofjess
  27. 27. @bestofjess 8 Email Marketing Basic Best Practices To help your email get to the inbox, avoid spammy mistakes like: •  Sloppy HTML code •  Typos •  All IMAGE, no text •  Spammy words #ContentJam 7 •  FREE FREE FREE •  Marketing, Pharma, Money •  $ % !!! •  ALL CAPS
  28. 28. @bestofjess 8 Email Marketing Basic Best Practices TEST to see if your content will get you filtered as spam. #ContentJam 7
  29. 29. @bestofjess 8 Email Marketing Basic Best Practices Tell stories. #ContentJam 8
  30. 30. @bestofjess 8 Email Marketing Basic Best Practices Tell stories. #ContentJam 8
  31. 31. @bestofjess GRADING THE PROS What grade would you give these email marketers? Remember, email marketing should be: ü  Personalized, segmented ü  Accessible for all readers/devices ü  Brief, concise ü  Part of a content plan #ContentJam ü  Strategic with subject line and pre-header copy ü  Not spammy in content ü  Tells stories
  32. 32. @bestofjess GRADING THE PROS #ContentJam
  33. 33. @bestofjess GRADING THE PROS #ContentJam
  34. 34. @bestofjess GRADING THE PROS #ContentJam
  35. 35. @bestofjess GRADING THE PROS #ContentJam
  36. 36. @bestofjess GRADING THE PROS #ContentJam
  37. 37. @bestofjess GRADING THE PROS #ContentJam
  38. 38. @bestofjess GRADING THE PROS #ContentJam
  39. 39. @bestofjess HANDS-ON ACTIVITY: Wireframe your next email 1.  What does it look like on desktop? On mobile? 2.  How long is it (words, paragraphs, “inches”)? 3.  What's the subject line/pre-header? 4.  Who will it go to? 5.  What's the hook/WIIFM? 6.  What data could make this email more relevant? #ContentJam 3:00
  40. 40. @bestofjess Email Marketing Metrics to Watch ü  Set goals that align with business goals. Branding | Awareness | Sales ü  Define goals and how you’ll determine success before you start creating. #ContentJam
  41. 41. @bestofjess Email Marketing Metrics to Watch 1.0 ü  Views ü  Clicks ü  Click-to-Open Ratio ü  Bounces ü  Unsubscribes ü  Complaints #ContentJam
  42. 42. @bestofjess Email Marketing Metrics to Watch 2.0 ü  Open & click rates on desktop vs. mobile ü  Active/Inactive % ü  Conversion rate (and Revenue) #ContentJam
  43. 43. Your brain can only procure what your rear can endure. @bestofjess #ContentJam Don’t tweet this. This means it’s break time. - Ruby Newell-Legner
  44. 44. @bestofjess Email Marketing Master Class: From Good to Great #ContentJam Grow Your List to Grow Your Revenue
  45. 45. @bestofjess Email Marketing Part II: Grow Your List to Grow $$ q  Being ready for list growth q  The WRONG way to “grow” q  Organic growth ideas (inexpensive) q  Paid and promotion-based growth ideas (fast) q  Match-Making: Brainstorm the right partners q  Offline tactics to boost online list growth #ContentJam
  46. 46. @bestofjess Be Sure You’re Ready for List Growth: Sign-up Form ü  Offer value in exchange for an email address ü  Set expectations on frequency and privacy ü  Keep it short and easy ü  Make fields long enough for long addresses ü  Use a clear call to action #ContentJam
  47. 47. @bestofjess Be Sure You’re Ready for List Growth: Sign-up Form 4 P’s of Email Sign-up Forms: ü  Prominence ü  Promise (value) ü  Proof (peers) ü  Progressive profiling #ContentJam
  48. 48. @bestofjess Be Sure You’re Ready for List Growth What your email platform should do for you: ü  Clean out bounces regularly (and automatically) ü  Remove unsubscribes and complaints (immediately and automatically) #ContentJam
  49. 49. @bestofjess Be Sure You’re Ready for List Growth What you should be doing: ü  Send regularly (at least 1x/month) ü  Deliver relevant, valuable, engaging content ü  Welcome and “warm up” new readers #ContentJam
  50. 50. @bestofjess Be Sure You’re Ready for List Growth #ContentJam
  51. 51. Before you invite more guests, be sure to clean up your house. #emailmarketing #listhealth @bestofjess #ContentJam - @bestofjess
  52. 52. @bestofjess Be Sure You’re Ready for List Growth #ContentJam Up to 33% of your email list turns over – becomes a bad address – each year. Source: Marketing Sherpa
  53. 53. @bestofjess Be Sure You’re Ready for List Growth #ContentJam 0 5000 10000 15000 20000 25000 30000 High Medium Low Bad Rejected
  54. 54. @bestofjess The WRONG Way to Grow Your List ü  Don’t buy, rent, trade, or borrow lists. Ask permission! ü  Don’t harvest addresses. Scraping or constructing addresses does not equal permission (and is illegal). #ContentJam
  55. 55. @bestofjess The WRONG Way to Grow Your List Don’t be a “spammer” #ContentJam
  56. 56. @bestofjess Get Growing Organically: Ask Everywhere #ContentJam
  57. 57. @bestofjess Get Growing Organically: Ask Everywhere #ContentJam
  58. 58. @bestofjess Get Growing Organically: Ask Everywhere #ContentJam
  59. 59. @bestofjess Get Growing Organically: Lightbox/Modal/Pop Over #ContentJam
  60. 60. @bestofjess Get Growing Organically: Ask for the Referral #ContentJam
  61. 61. @bestofjess Offline Boosters to Online Acquisition #ContentJam
  62. 62. @bestofjess Turn Up the Speed: Paid Acquisition ü  Create a strong offer, i.e. a cookie, BOGO, a free exclusive report, a hefty ebook, etc. ü  Try Google, Facebook, etc. ü  Use your current email list to find look-alike audiences and/or exclude your current readers ü  Target placement with relevant non-competitive sites #ContentJam
  63. 63. @bestofjess Turn Up the Speed: Paid Acquisition ü  Choose a relevant partner or vendor ü  Place content, don’t just swap lists! ü  Offer value that is relevant to the reader (Swapping offers may not always be a fit) ü  Exclusivity matters #ContentJam
  64. 64. @bestofjess Turn Up the Speed: Paid Acquisition ü  Try results-driven placement in email #ContentJam
  65. 65. @bestofjess HANDS-ON ACTIVITY: Perfect Partner Match Making 1.  Partner up with someone next to you. 2.  Learn about their product/service & buyer. 3.  Brainstorm partners for each other that: 1.  Are compliments, not competitors 2.  Have similar buyers or prospects 3.  Have similar need states #ContentJam 3:00
  66. 66. @bestofjess HANDS-ON ACTIVITY: Perfect Partner Match Making Who were some of your Perfect Partner ideas? (Be sure to tell us who you are and who you’re targeting!) #ContentJam
  67. 67. Almost everything will work again if you unplug it for a few minutes… including you. @bestofjess #ContentJam Don’t tweet this. This means it’s break time again. - Anne Lamott
  68. 68. @bestofjess Email Marketing Master Class: From Good to Great #ContentJam Optimize: Turbo-Boosting Your ROI
  69. 69. @bestofjess Email Marketing Part III: Turbo-Boosting Your ROI q  2 guaranteed ways to boost ROI (yes, really!) q  A few other proven winners q  Trends to try q  Campaigns that ROCKED their ROI (2000%+) #ContentJam
  70. 70. @bestofjess 2 Guaranteed Ways to Improve Email ROI #ContentJam Campaign List Size Expenses Revenues ROI Free Shipping Offer 100,000 $1450 $31,245 $20.55 Free Product With Purchase 100,000 $1450 $24,996 $16.24 New Customer Bounce Back 1,000 $85 $3,513 $40.33 revenue - expenses ROI= expenses To Increase ROI: Increase revenue, or Decrease expenses
  71. 71. @bestofjess 2 Guaranteed Ways to Improve Email ROI ü  Say things #ContentJam
  72. 72. @bestofjess #1 Guaranteed Way to Improve Email ROI #ContentJam Only 73% of valid email marketing in the U.S. gets to the inbox. Sent Opens Open % Clicks Click % Expenses Revenue ROI Before 100,000 20,000 20% 5,000 5.0% $1,450 $35,000 $23.14 After 100,000 27,400 27% 6,850 6.9% $1,450 $48,000 $32.10 Your results could show a 37% lift with 100% inbox placement
  73. 73. @bestofjess Improve Deliverability to Improve Email ROI #ContentJam What your email platform does: •  Throttled sending •  Built-in CAN-SPAM compliant physical address •  Automated/immediate unsubscribe handling •  Feedback loop subscription & automated complaint handling What YOU should be doing: •  Send good content (that garners strong engagement) •  Ask permission to send to subscribers •  Set clear expectations on value and frequency •  Send regularly (at least 1x/month)
  74. 74. @bestofjess #2 Guaranteed Way to Improve Email ROI #ContentJam 40% NEVER open 40% didn’t open this 3me 20% Opened 20% Open rate What you think your results are What yourresultsactually are Up to 40% of your email list hasn’t opened, clicked or purchased in over a year.
  75. 75. @bestofjess Re-engage (or Trim) Inactives to Improve Email ROI #ContentJam Sent Opens Open % Clicks Click % Expenses Revenue ROI Pre-Cleanse 100,000 20,000 20% 5,000 5.0% $1,450 $35,000 $23.14 Post-Cleanse 60,000 20,000 33% 5,000 8.3% $1,200 $35,000 $29.17 What your results could be if you trimmed your inactive contacts
  76. 76. @bestofjess 2 Guaranteed Ways to Improve Email ROI ü  Re-engagement Campaigns #ContentJam
  77. 77. @bestofjess 2 Guaranteed Ways to Improve Email ROI #ContentJam Email 1 Email 2 Email 3 We Miss You! Come back and receive [ VALUE ] Confirm now to stay on the list or miss out on [ VALUE ] Sorry to see you go. Re-subscribe at any time, here. 3-Part Re-Engagement Series
  78. 78. Automated emails earn 2x the open rate of batched sends, and nearly 3x the click-through rate. @bestofjess #ContentJam - @emfluence
  79. 79. @bestofjess Turbo-Boost Your Email ROI with Automation #ContentJam
  80. 80. @bestofjess Turbo-Boost Your Email ROI with Automation #ContentJam
  81. 81. @bestofjess Turbo-Boost Your Email ROI with Re-Targeting #ContentJam
  82. 82. @bestofjess Turbo-Boost Your Email ROI with Re-targeting #ContentJam
  83. 83. @bestofjess Turbo-Boost Your Email ROI by Testing ü  Content / Copy / Subject Lines ü  Design ü  Offers ü  Segmentation / Personalization ü  New potential partners #ContentJam
  84. 84. @bestofjess POP QUIZ: Which Subject Line Won? a.  Two chances to win b.  Two chances to WIN c.  Start a winning tradition d.  Start a winning tradition! #ContentJam
  85. 85. @bestofjess POP QUIZ: Which Subject Line Won? a.  I Spy a Winner b.  Be A Hallo-Winner c.  Trick or $5,000 Treat? #ContentJam
  86. 86. @bestofjess POP QUIZ: Which Subject Line Won? a.  Help us solve hunger. b.  Donating 1 million meals. c.  You can help solve hunger. #ContentJam Most Opens Most Clicks
  87. 87. @bestofjess Turbo-Boost Your Email ROI by Testing How to test effectively? Get scientific. If you slept through stat class in college, try this >> #ContentJam http://getdatadriven.com/ab-significance-test
  88. 88. @bestofjess Email Marketing Trends to Try ü  Relevant motion can drive up engagement 3x+! ü  What motion uniquely represents your brand, product or benefit? #ContentJam
  89. 89. @bestofjess Email Marketing Trends to Try ü  Relevant motion can drive up engagement 3x+! ü  What motion uniquely represents your brand, product or benefit? ü  HINT: Spastic movement isn’t relevant motion. #ContentJam
  90. 90. @bestofjess Email Marketing Trends to Try ü  “Video” in email can drive response rates up 3-5x, especially when mentioned in the subject line. ü  For compatibility, better to “fake” the video. #ContentJam
  91. 91. @bestofjess Email Marketing Trends to Try #ContentJam
  92. 92. @bestofjess Email Marketing Trends to Try ü  Live or “real-time” content updates #ContentJam
  93. 93. @bestofjess Email Marketing Trends to Try ü  Earned and “earned” rewards #ContentJam
  94. 94. @bestofjess Email Marketing Campaigns that Rocked $20+ ROI ü  Spirit Airlines Daily Deals 2.8% avg conversion rate = $100+ ROI for every $1 spent on email marketing! #ContentJam
  95. 95. @bestofjess Email Marketing Campaigns that Rocked $20+ ROI ü  CommunityAmerica Credit Union’s 90-day Onboarding #ContentJam Next day 2 weeks 6 weeks 10 weeks 12 weeks
  96. 96. @bestofjess Email Marketing Campaigns that Rocked $20+ ROI ü  Referral programs #ContentJam 9-13% conversion
  97. 97. @bestofjess Email Marketing Campaigns that Rocked $20+ ROI ü  Time / day test shows Cyber Monday’s true colors: Sunday’s sneak peek drove 19% more action! #ContentJam
  98. 98. @bestofjess Email Marketing Campaigns that Rocked $20+ ROI ü  Coffee Roaster racks up sales with a new product announcement and by telling a good story. #ContentJam Over a $20 ROI … without a coupon!
  99. 99. @bestofjess Email Marketing Campaigns that Rocked $20+ ROI ü  An eCommerce site uses their best deal of the year as a re-engagement campaign for inactives. ROI was $27.40 Re-engaged nearly 4% of inactives #ContentJam
  100. 100. Go forth and make great email marketing! Thank you Jessica Best @bestofjess | #ContentJam
  101. 101. @bestofjess GRADING THE PROS, PART II What grade would you give these email marketers? Remember, great email marketing: ü  Is permission-based ü  Garners a $20+ ROI ü  Gains new subscribers faster than old ones fall off #ContentJam ü  Uses automation to nurture, not blast ü  Integrates rich media ü  Supports and is supported by other marketing channels

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