Jessica Best -The Good, the Bad, and the WOW: What Works in Email Marketing in 2019

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©Barkley, Inc. and Jessica Best. Confidential and proprietary. Reproduction requires permission.
@bestofjess | #LearnInbound
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Email Marketing Do’s (& Don’ts)
Email Marketing: the Good,
the Bad & the Wow!
Jessica Best
VP Data-Driven Marketing

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Source: Statista (2018)
In one minute,
there are…
Amount Per Minute
Emails sent 188,000,000
Mobile messages sent 41,600,000
Text messages sent 18,100,000
GIFs served by GIPHY 4,800,000
Videos watched by YouTube users 4,500,000
Search queries via Google 3,800,000
Snaps created by Snapchat users 2,100,000
Swipes on Tinder 1,400,000
Facebook logins 1,000,000
Views on Twitch 1,000,000
Dollars spent online 996,856
Hours of Netflix watched 694,444
Apps downloaded 390,030

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Source: Statista (2019)
% Penetration of
Email in
EU/Ireland
Share of individuals who send or receive emails
94%
93%
93%
91%
89%
86%
69%
71%
69%
69%
48%
45%
45%
76%
72%
72%
72%

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Email can send direct:
• At the time that it’s most relevant to the
recipient
• With the products/content that are
personalized
• Can track individual recipient engagement
• … and automate your follow-up
Email gets delivered:
• Average email read rate: 22-26%
(compared to < 10% with social)

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Customers
prefer email
Source: Adobe (2017 & 2018)
Preferred Method of Contact by Brands
How Consumers Prefer to Receive Offers from Brands
61%
18%
6%
5%
5%
4%
1%
50%
20%
7%
7%
7%
7%
3%
+24% YOY
-17% YOY
+12% YOY
+79% YOY
+43% YOY
+33% YOY
+6% YOY
+200% YOY

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Customers
prefer email
(across generations)
Source: SendGrid & eggstrategy Future of Digital Communications (2017)
Totals
74%
41%
24%
20%
17%
12%
Company to Consumer Interaction Preferences
Q2B: Which of these are your preferred methods for a company to interact with you?
70%
34%
31%
27%
20%
12%
72%
43%
26%
19%
19%
12%
79%
44%
18%
17%
13%
11%

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Email drives revenue!
Medium Sessions % New Sessions New Users
E-commerce
Conversion Rate
Transactions Revenue
CPC 861,218 (66.29%) 58.89% 507,204 (37.11%) 8.04% 69,252 (78.79%)
$1,379,979.10
(83.20%)
Email 365,209 (28.11%) 51.50% 188,082 (24.89%) 4.93% 18,015 (20.50%) $266,387.38 (16.06%)
Display 53,763 (4.14%) 87.31% 46,938 (6.21%) 0.58% 312 (0.35%) $5,684.31 (0.34%)
Social 10,502 (0.81%) 75.65% 7,945 (1.05%) 0.55% 58 (0.07%) $1272.46 (0.08%)
Email 7,808 (0.60%) 64.65% 5,048 (0.67%) 3.25% 254 (0.29%) $5,152.80 (0.31%)
QR Code 247 (0.02%) 77.73% 192 (0.03%) 0.00% 0 (0.00%) $0.00 (0.00%)
FeedBlitz Email 126 (0.01%) 76.19% 96 (0.01%) 4.76% 6 (0.01%) $88.33 (0.01%)
Social 126 (0.01%) 85.71% 108 (0.01%) 0.00% 0 (0.00%) $0.00 (0.00%)
Be-our-guest 87 (0.01%) 85.06% 74 (0.01%) 0.00% 0 (0.00%) $0.00 (0.00%)
Referral 24 (0.00%) 91.67% 22 (0.00%) 0.00% 0 (0.00%) $0.00 (0.00%)

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bestofjess | #LearnInbound
1$ $
38=
So, how do you earn your
$38 return on investment?
Source: Litmus State of Email Report (2018)

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The Anatomy of an Email
Subject Line
Pre-Header
Branded Graphic Header
Main Message
Call-to-Action
Supporting Message
Footer
2
3
4
5
6
7
1
2
3
4
5
6
7

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@bestofjess | #LearnInbound@bestofjess | #LearnInbound

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The Good (5 Things to Always Do)
The Bad (5 Things to Never Do)
The WOW, That Rocked!
(a few example campaigns that really worked)
1
2
3
Agenda

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5 Things You Should Always Do
The Good+

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Inbox Placement is up year-
over-year in Ireland
Source: ReturnPath Email Deliverability Report (2018)
The Good
94%
0%6%
1 2 3
Q3 2017
93%
1% 6%
Q4 2017
91%
1%
8%
Q1 2018
90%
1%
9%
Q2 2018
92%
1%
7%
12-Month
Period
% Change:
+15
%
+1% -16%

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92%
95%
98%
3%
2%
1%
2%
2%
1%
3%
2% 0%
90%
92%
94%
96%
98%
100%
1 2 3
Rates
Sender Score Range
Series4 Series3
Series2 Series1
The Good

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The Good
Get Permission
• Subscribers should
opt in (not opt out)
• Set expectations on
frequency, value,
security
1

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Get Permission
• Subscribers should
opt in (not opt out)
• Set expectations on
frequency, value,
security
• No harvesting email
addresses from
websites
The Good
1

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Follow the Law: GDPR (E.U.)
• Explicit permission + proof of positive opt-in required
CITE: Concise, Intelligible, Transparent, Easily Accessible
• Clearly state how all data will be used
• Host and transfer customer data responsibly
• Must be able to completely remove a subscriber and
all traces of their data from your database if they request it*
Or else:
• Fines up to €20 million
Learn more at eugdpr.org
The Good
*Pending clarification/litigation
2

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Have a Plan
Integrate with your content marketing calendar
The Good
3

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Have a Plan
Set goals & define metrics for success
The Good
3
ARAG Consumer Performance Map – Outcomes & KPIs
Performance
Outcomes
Drive awareness and understanding of ARAG as a
valuable life tool by end of 2017
Win new proposals by
end of 2017
Build and maintain
customer relationships
by end of 2017
Customer
Journey Stage
Awareness Engagement Conversion Loyalty/Advocacy
Primary
Measurement
Brand Tracker – Aided Awareness, Unaided
Awareness, Perception
Online Revenue and
Conversion Rate
Paid vs. Organic Social
Engagement Rate (FB,
Instagram, Pinterest)
Primary
Measurement
Visits from Traffic
Sources with Marketing
Spend (Social, Direct,
Organic, Display,
Online Video, 3rd Party,
Email, Exchange,
Employer)
Top Content
Engagement on Landing
Pages (Pages/Visit, Avg
Session Length, Legal
Issue Categories, Plan
Comparison, Customer
Reviews, Blog, Video
Shares)
Offline Sales (Direct,
Exchange, 3rd Party)

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Have a Testing Plan
Test and track to learn
Opens < Clicks < Conversions
• Subject lines
• Day of week/time of day
• Frequency
• Personalization
• Discount/price
The Good
4
Also, watch your:
• Bounces
• Unsubscribes
• Complaints
Campaign Subject Line
Unique Open
Rate
Unique Click-
to-Open Rate
Control Body/Control Subject Line/Travel History Take Advantage of this Special Offer from Spirit Airlines 12.96% 2.70%
Test Body/Control Subject Line Take Advantage of this Special Offer from Spirit Airlines 10.24% 3.53%
Test Body/Test Subject Line Fly back to {dynamic city} with this special offer 14.89% 3.61%
Control Body/Control Subject Line/No Travel Take Advantage of this Special Offer from Spirit Airlines 9.93% 2.02%

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Pop Quiz: Which subject line won?
The Good
A. Help us solve hunger.
B. Donating 1 million meals.
C. You can help solve hunger.
Most Opens
Most Clicks

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Use Email’s Secret Weapon: DATA
Personalization + Segmentation + Automation + Optimization
The Good
5
A
B
C

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The Good
5

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The Good
5
• A: Free shipping, no limit
• B: Free shipping w/$100 spend
• C: Discount to try it out

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5 Things You Should Never Do
The Bad–

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1
Don’t Start from Scratch
Email = blog + social + video ++
The Bad

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2
Don’t Use One Big Image
The Bad

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2
Email Client
Market Share
Desktop Defaults Images
Gmail (& Gmail App) On
Apple iPhone On
Outlook (Desktop) Off
Apple iPad On
Apple Mail On
Yahoo! Mail Off
Google Android On
Outlook.com Depends
Email Client
Images by Default
The Bad

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2
TIP: Try Bulletproof Buttons!
The Bad

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4 LPG
Clicks
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The Bad
3
Don’t Buy an Email List
Sent:
25,000
Opens:
9.46%
Clicks:
1.23%

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The Bad
3
Don’t Buy an Email List
If you want to grow your list quickly, instead invest in:
• Media: digital media, sponsored emails, etc.
• SEO/Inbound lead generation
• Register-to-Win (and other email signup) promotions
• In-store (or in-air) sign-up scripts and contests

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The Bad
Don’t Ignore Mobile Users’ Experience
4
Source: Adestra Consumer Adoption & Usage Study (2016)

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The Bad
4
60%
40%
1 2
Business-to-
Consumer
25%
75%
Business-to-
Business

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The Bad
4

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The Bad
Don’t Send Without a Pre-Flight Check
5

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The Wow, That
Kicked A$$!
!

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The Wow
Pre-Headers Can Sell
$

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The Wow
Video/Animation Lifts Engagement
$

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The Wow
Don’t Just Sell. Tell Stories.
$

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The Wow
Journey-Based Emails Drive ROI
$

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The Wow
Give Your Fans a Megaphone
$

Jessica Best -The Good, the Bad, and the WOW: What Works in Email Marketing in 2019

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Jessica Best -The Good, the Bad, and the WOW: What Works in Email Marketing in 2019