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Wine & Web: Email Marketing (2012 edition)

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This was from Orbit's monthly "Wine & Web" event on May 22, 2012.

The topic was email marketing and Andy Crestodina presented Orbit's best practices for design, content, sender name, list growth and metrics.

Published in: Technology, Business
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Wine & Web: Email Marketing (2012 edition)

  1. 1. Email Marketing (2012 edition)Orbit Media Studios@orbiteers #wineweb
  2. 2. Email Marketing1. The Email: Content & Design2. The List: Growing & Managing3. Sending: How & When4. Results: Measure & Improve
  3. 3. The EmailContent & Design
  4. 4. Make a Magazine
  5. 5. Content & Design: Lots of Links Source: HubSpot, Science of Email Marketing, February 2011
  6. 6. Content & Design: Lots of Links Source: HubSpot, Science of Email Marketing, February 2011
  7. 7. Content & Design: Link Tracking
  8. 8. Content & Design: Mobile Friendly1. Test2. Left Align Content3. Landing Page4. Test
  9. 9. Subject Lines: BEST for open rates 1. Posts 2. Jobs 3. Survey 4. Week’s 5. E-newsletter 6. Issue 7. Digest 8. Bulletin 9. Edition Source: HubSpot, Science of Email Marketing, February 2011
  10. 10. Subject Lines: 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
  11. 11. Sender Name = Human
  12. 12. The ListGrowing & Managing
  13. 13. Growing & Managing: Get Permission
  14. 14. Growing & Managing: Sign Up FormProminence, Promise, Privacy, Proof Source:MarketingProfs.com
  15. 15. Growing & Managing: Keep In Touch Connect, Reconnect 1. Watch your bounces 2. Reconnect on LinkedIn, Twitter 3. Start a conversation 4. Re-subscribe
  16. 16. SendingHow & When
  17. 17. How To Send: ESPs Pick an Email Service Provider 1. Deliverability: ReachMail 2. Reporting: MailChimp 3. Price: Mad Mimi 4. Service: Emma
  18. 18. When To Send: Day of Week Source: HubSpot, Science of Email Marketing, February 2011
  19. 19. When To Send: Day of Week Source: HubSpot, Science of Email Marketing, February 2011
  20. 20. When To Send: Time of Day Source: HubSpot, Science of Email Marketing, February 2011
  21. 21. When To Send: Frequency Source: HubSpot, Science of Email Marketing, February 2011
  22. 22. ResultsMeasure & Improve
  23. 23. Measure & Improve: Iterative Changes 1. Watch the stats 2. Listen for feedback 3. Experiment: topics, timing, layout 4. Respect your list
  24. 24. Web Metrics
  25. 25. Measure & Improve: A/B TestingSource: MailChimp
  26. 26. Measure & Improve: Sign-up formBefore…After…
  27. 27. Measure & Improve: Sign-up formBefore and After…
  28. 28. Let’s Summarize “Send timely, targeted, relevant, valuable emails to people who asked for them.” DJ Waldow Waldow Social Source: Internet Marketing for Smart People Radio
  29. 29. Thanks!@orbiteers #wineweb

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