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Wine & WebEmail MarketingAndy Crestodina@orbiteers #wineweb
Preferred channel forpermission-based promotional…messagesSource:2012 Channel Preferences Survey, February 2012
Howoften doyou usethefollowing?Source:2012 ChannelPreferences Survey,February 2012
Why Email?
SalesyHelpful!
“Focus on the core problem yourbusiness solves and put out lots ofcontent and enthusiasm, and ideasabout how to solve that...
“I urge you to start writing content thatactually is either   1) actionable,   2) a strong opinion, or   3) proven to some...
Make a Magazine
Lots of Links   Source: HubSpot, Science of Email Marketing, February 2011
Lots of Links   Source: HubSpot, Science of Email Marketing, February 2011
Magazine: Curate•   1 Featured Article•   2 Articles from others•   Promoted eBook•   Tweets, jobs, etc.
Magazine: S, M, L•   1 Featured Article•   Statistic•   Event, Video, etc.•   Recent Projects•   “SEO Horoscope”•   Other ...
Be Mobile Friendly
Email Traffic is Mobile TrafficSource: Litmus
Mobile FriendlyEmails1. Left align content2. Buttons AND links3. Landing Page
Landing Page #FAIL
Mobile Website
Responsive Web Design
Subject Lines
“On the average, five times as manypeople read the headline as read thebody copy. When you have writtenyour headline, you ...
BEST for open rates      1. Posts      2. Jobs      3. Survey      4. Week’s      5. E-newsletter      6. Issue      7. Di...
WORST for deliverability       1. Confirm       2. Features       3. Upgrade       4. Magic       5. Raffle       6. Rewar...
Hot or cold, but never warm Source: HubSpot, Science of Email Marketing, February 2011
Speaking ofsentiment…Source: “What Makes Online Content Viral?”Berger, Milkman, Wharton Business School
LIST GROWTH
Before…After…
1900% increase. Not bad!
Why it works1.Prominence2.Promise3.Proof
Why it works1.Prominence2.Promise3.Proof
GOOD
BAD
List Growth
POP QUIZ!Sending unsolicited email is…  a. Illegal  b. Rude  c. Ineffective  d. …all of the above
TIMING
When To Send: Day of Week    Source: HubSpot, Science of Email Marketing, February 2011
When To Send: Day of Week    Source: HubSpot, Science of Email Marketing, February 2011
When To Send: Time of Day    Source: HubSpot, Science of Email Marketing, February 2011
When To Send: Frequency    Source: HubSpot, Science of Email Marketing, February 2011
TEST
Subject Lines vs Landing Pages Source: 2011 MarketingSherpa Email Marketing Benchmark Survey
Measure & Improve: A/B TestingSource: MailChimp
TRACK
Google Analytics: Campaign Tracking                          Source: Google URL Builder
Google Analytics: Campaign Trackinghttp://www.site.com/email-advice?utm_source=Oct-Newsletter&utm_medium=email&utm_campaig...
Campaign Tracking
Campaign Tracking
Measure & Improve1. Watch your stats2. Listen for feedback3. Experiment: topics, timing, layout
BONUS TIPS
Email Service Providers (ESPs)  1. Deliverability: ReachMail  2. Reporting: MailChimp  3. Price: Mad Mimi  4. Add-ons: Con...
Sender Name = Human                “Be a person.”                  - Sonia Simone
Bounced? Reconnect. 1. Watch your bounces 2. Reconnect on LinkedIn, Twitter 3. Start a conversation 4. Re-subscribe
BOTTOM LINE
Bottom Line “Send timely, targeted, relevant, valuable emails to people who asked for them.”                              ...
Wine & WebThank you!Andy Crestodina@orbiteers #wineweb
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Wine & Web Email Marketing

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Wine & Web Email Marketing

  1. 1. Wine & WebEmail MarketingAndy Crestodina@orbiteers #wineweb
  2. 2. Preferred channel forpermission-based promotional…messagesSource:2012 Channel Preferences Survey, February 2012
  3. 3. Howoften doyou usethefollowing?Source:2012 ChannelPreferences Survey,February 2012
  4. 4. Why Email?
  5. 5. SalesyHelpful!
  6. 6. “Focus on the core problem yourbusiness solves and put out lots ofcontent and enthusiasm, and ideasabout how to solve that problem.” - Laura Fitton
  7. 7. “I urge you to start writing content thatactually is either 1) actionable, 2) a strong opinion, or 3) proven to some degree.” -Bill Sebald
  8. 8. Make a Magazine
  9. 9. Lots of Links Source: HubSpot, Science of Email Marketing, February 2011
  10. 10. Lots of Links Source: HubSpot, Science of Email Marketing, February 2011
  11. 11. Magazine: Curate• 1 Featured Article• 2 Articles from others• Promoted eBook• Tweets, jobs, etc.
  12. 12. Magazine: S, M, L• 1 Featured Article• Statistic• Event, Video, etc.• Recent Projects• “SEO Horoscope”• Other Links
  13. 13. Be Mobile Friendly
  14. 14. Email Traffic is Mobile TrafficSource: Litmus
  15. 15. Mobile FriendlyEmails1. Left align content2. Buttons AND links3. Landing Page
  16. 16. Landing Page #FAIL
  17. 17. Mobile Website
  18. 18. Responsive Web Design
  19. 19. Subject Lines
  20. 20. “On the average, five times as manypeople read the headline as read thebody copy. When you have writtenyour headline, you have spent eightycents out of your dollar.” - David Ogilvy
  21. 21. BEST for open rates 1. Posts 2. Jobs 3. Survey 4. Week’s 5. E-newsletter 6. Issue 7. Digest 8. Bulletin 9. EditionSource: HubSpot, Science of Email Marketing, February 2011
  22. 22. WORST for deliverability 1. Confirm 2. Features 3. Upgrade 4. Magic 5. Raffle 6. Rewards 7. Requested 8. Follow Up 9. Coupon Source: HubSpot, Science of Email Marketing, February 2011
  23. 23. Hot or cold, but never warm Source: HubSpot, Science of Email Marketing, February 2011
  24. 24. Speaking ofsentiment…Source: “What Makes Online Content Viral?”Berger, Milkman, Wharton Business School
  25. 25. LIST GROWTH
  26. 26. Before…After…
  27. 27. 1900% increase. Not bad!
  28. 28. Why it works1.Prominence2.Promise3.Proof
  29. 29. Why it works1.Prominence2.Promise3.Proof
  30. 30. GOOD
  31. 31. BAD
  32. 32. List Growth
  33. 33. POP QUIZ!Sending unsolicited email is… a. Illegal b. Rude c. Ineffective d. …all of the above
  34. 34. TIMING
  35. 35. When To Send: Day of Week Source: HubSpot, Science of Email Marketing, February 2011
  36. 36. When To Send: Day of Week Source: HubSpot, Science of Email Marketing, February 2011
  37. 37. When To Send: Time of Day Source: HubSpot, Science of Email Marketing, February 2011
  38. 38. When To Send: Frequency Source: HubSpot, Science of Email Marketing, February 2011
  39. 39. TEST
  40. 40. Subject Lines vs Landing Pages Source: 2011 MarketingSherpa Email Marketing Benchmark Survey
  41. 41. Measure & Improve: A/B TestingSource: MailChimp
  42. 42. TRACK
  43. 43. Google Analytics: Campaign Tracking Source: Google URL Builder
  44. 44. Google Analytics: Campaign Trackinghttp://www.site.com/email-advice?utm_source=Oct-Newsletter&utm_medium=email&utm_campaign=email-advice
  45. 45. Campaign Tracking
  46. 46. Campaign Tracking
  47. 47. Measure & Improve1. Watch your stats2. Listen for feedback3. Experiment: topics, timing, layout
  48. 48. BONUS TIPS
  49. 49. Email Service Providers (ESPs) 1. Deliverability: ReachMail 2. Reporting: MailChimp 3. Price: Mad Mimi 4. Add-ons: Constant Contact 5. Service: Emma
  50. 50. Sender Name = Human “Be a person.” - Sonia Simone
  51. 51. Bounced? Reconnect. 1. Watch your bounces 2. Reconnect on LinkedIn, Twitter 3. Start a conversation 4. Re-subscribe
  52. 52. BOTTOM LINE
  53. 53. Bottom Line “Send timely, targeted, relevant, valuable emails to people who asked for them.” DJ Waldow Waldow Social Source: Internet Marketing for Smart People Radio
  54. 54. Wine & WebThank you!Andy Crestodina@orbiteers #wineweb

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