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

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Learn Inbound 2019 - 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

  1. 1. v ©Barkley, Inc. and Jessica Best. Confidential and proprietary. Reproduction requires permission. @bestofjess | #LearnInbound v ©Barkley, Inc. and Jessica Best. Confidential and proprietary. Reproduction requires permission. @bestofjess | #LearnInbound Email Marketing Do’s (& Don’ts) Email Marketing: the Good, the Bad & the Wow! Jessica Best VP Data-Driven Marketing @bestofjess | #LearnInbound
  2. 2. v ©Barkley, Inc. and Jessica Best. Confidential and proprietary. Reproduction requires permission. @bestofjess | #LearnInbound v ©Barkley, Inc. and Jessica Best. Confidential and proprietary. Reproduction requires permission. 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 @bestofjess | #LearnInbound
  3. 3. v ©Barkley, Inc. and Jessica Best. Confidential and proprietary. Reproduction requires permission. @bestofjess | #LearnInbound v ©Barkley, Inc. and Jessica Best. Confidential and proprietary. Reproduction requires permission. @bestofjess | #LearnInbound 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%
  4. 4. v ©Barkley, Inc. and Jessica Best. Confidential and proprietary. Reproduction requires permission. @bestofjess | #LearnInbound v ©Barkley, Inc. and Jessica Best. Confidential and proprietary. Reproduction requires permission. 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) @bestofjess | #LearnInbound
  5. 5. v ©Barkley, Inc. and Jessica Best. Confidential and proprietary. Reproduction requires permission. @bestofjess | #LearnInbound v ©Barkley, Inc. and Jessica Best. Confidential and proprietary. Reproduction requires permission. 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 @bestofjess | #LearnInbound
  6. 6. v ©Barkley, Inc. and Jessica Best. Confidential and proprietary. Reproduction requires permission. @bestofjess | #LearnInbound v ©Barkley, Inc. and Jessica Best. Confidential and proprietary. Reproduction requires permission. 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% @bestofjess | #LearnInbound
  7. 7. v ©Barkley, Inc. and Jessica Best. Confidential and proprietary. Reproduction requires permission. @bestofjess | #LearnInbound v ©Barkley, Inc. and Jessica Best. Confidential and proprietary. Reproduction requires permission. 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%) $0.00 (0.00%) @bestofjess | #LearnInbound
  8. 8. v ©Barkley, Inc. and Jessica Best. Confidential and proprietary. Reproduction requires permission. @bestofjess | #LearnInbound v ©Barkley, Inc. and Jessica Best. Confidential and proprietary. Reproduction requires permission. bestofjess | #LearnInbound 1$ $ 38= So, how do you earn your $38 return on investment? Source: Litmus State of Email Report (2018) @bestofjess | #LearnInbound
  9. 9. v ©Barkley, Inc. and Jessica Best. Confidential and proprietary. Reproduction requires permission. @bestofjess | #LearnInbound v ©Barkley, Inc. and Jessica Best. Confidential and proprietary. Reproduction requires permission. @bestofjess | #LearnInbound 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 @bestofjess | #LearnInbound
  10. 10. v ©Barkley, Inc. and Jessica Best. Confidential and proprietary. Reproduction requires permission. @bestofjess | #LearnInbound v ©Barkley, Inc. and Jessica Best. Confidential and proprietary. Reproduction requires permission. @bestofjess | #LearnInbound@bestofjess | #LearnInbound
  11. 11. v ©Barkley, Inc. and Jessica Best. Confidential and proprietary. Reproduction requires permission. @bestofjess | #LearnInbound v ©Barkley, Inc. and Jessica Best. Confidential and proprietary. Reproduction requires permission. @bestofjess | #LearnInbound 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 @bestofjess | #LearnInbound
  12. 12. v ©Barkley, Inc. and Jessica Best. Confidential and proprietary. Reproduction requires permission. @bestofjess | #LearnInbound v ©Barkley, Inc. and Jessica Best. Confidential and proprietary. Reproduction requires permission. @bestofjess | #LearnInbound 5 Things You Should Always Do The Good+ @bestofjess | #LearnInbound
  13. 13. v ©Barkley, Inc. and Jessica Best. Confidential and proprietary. Reproduction requires permission. @bestofjess | #LearnInbound v ©Barkley, Inc. and Jessica Best. Confidential and proprietary. Reproduction requires permission. @bestofjess | #LearnInbound@bestofjess | #LearnInbound
  14. 14. v ©Barkley, Inc. and Jessica Best. Confidential and proprietary. Reproduction requires permission. @bestofjess | #LearnInbound v ©Barkley, Inc. and Jessica Best. Confidential and proprietary. Reproduction requires permission. @bestofjess | #LearnInbound v ©Barkley, Inc. and Jessica Best. Confidential and proprietary. Reproduction requires permission. @bestofjess | #LearnInbound 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% @bestofjess | #LearnInbound
  15. 15. v ©Barkley, Inc. and Jessica Best. Confidential and proprietary. Reproduction requires permission. @bestofjess | #LearnInbound v ©Barkley, Inc. and Jessica Best. Confidential and proprietary. Reproduction requires permission. @bestofjess | #LearnInbound v ©Barkley, Inc. and Jessica Best. Confidential and proprietary. Reproduction requires permission. @bestofjess | #LearnInbound 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 @bestofjess | #LearnInbound
  16. 16. v ©Barkley, Inc. and Jessica Best. Confidential and proprietary. Reproduction requires permission. @bestofjess | #LearnInbound v ©Barkley, Inc. and Jessica Best. Confidential and proprietary. Reproduction requires permission. @bestofjess | #LearnInbound v ©Barkley, Inc. and Jessica Best. Confidential and proprietary. Reproduction requires permission. @bestofjess | #LearnInbound The Good Get Permission • Subscribers should opt in (not opt out) • Set expectations on frequency, value, security 1 @bestofjess | #LearnInbound
  17. 17. v ©Barkley, Inc. and Jessica Best. Confidential and proprietary. Reproduction requires permission. @bestofjess | #LearnInbound v ©Barkley, Inc. and Jessica Best. Confidential and proprietary. Reproduction requires permission. @bestofjess | #LearnInbound v ©Barkley, Inc. and Jessica Best. Confidential and proprietary. Reproduction requires permission. @bestofjess | #LearnInbound Get Permission • Subscribers should opt in (not opt out) • Set expectations on frequency, value, security • No harvesting email addresses from websites The Good 1 @bestofjess | #LearnInbound
  18. 18. v ©Barkley, Inc. and Jessica Best. Confidential and proprietary. Reproduction requires permission. @bestofjess | #LearnInbound v ©Barkley, Inc. and Jessica Best. Confidential and proprietary. Reproduction requires permission. @bestofjess | #LearnInbound v ©Barkley, Inc. and Jessica Best. Confidential and proprietary. Reproduction requires permission. @bestofjess | #LearnInbound 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 @bestofjess | #LearnInbound
  19. 19. v ©Barkley, Inc. and Jessica Best. Confidential and proprietary. Reproduction requires permission. @bestofjess | #LearnInbound v ©Barkley, Inc. and Jessica Best. Confidential and proprietary. Reproduction requires permission. @bestofjess | #LearnInbound v ©Barkley, Inc. and Jessica Best. Confidential and proprietary. Reproduction requires permission. @bestofjess | #LearnInbound Have a Plan Integrate with your content marketing calendar The Good 3 @bestofjess | #LearnInbound
  20. 20. v ©Barkley, Inc. and Jessica Best. Confidential and proprietary. Reproduction requires permission. @bestofjess | #LearnInbound v ©Barkley, Inc. and Jessica Best. Confidential and proprietary. Reproduction requires permission. @bestofjess | #LearnInbound v ©Barkley, Inc. and Jessica Best. Confidential and proprietary. Reproduction requires permission. @bestofjess | #LearnInbound 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) @bestofjess | #LearnInbound
  21. 21. v ©Barkley, Inc. and Jessica Best. Confidential and proprietary. Reproduction requires permission. @bestofjess | #LearnInbound v ©Barkley, Inc. and Jessica Best. Confidential and proprietary. Reproduction requires permission. @bestofjess | #LearnInbound v ©Barkley, Inc. and Jessica Best. Confidential and proprietary. Reproduction requires permission. @bestofjess | #LearnInbound 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% @bestofjess | #LearnInbound
  22. 22. v ©Barkley, Inc. and Jessica Best. Confidential and proprietary. Reproduction requires permission. @bestofjess | #LearnInbound v ©Barkley, Inc. and Jessica Best. Confidential and proprietary. Reproduction requires permission. @bestofjess | #LearnInbound v ©Barkley, Inc. and Jessica Best. Confidential and proprietary. Reproduction requires permission. @bestofjess | #LearnInbound 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 @bestofjess | #LearnInbound
  23. 23. v ©Barkley, Inc. and Jessica Best. Confidential and proprietary. Reproduction requires permission. @bestofjess | #LearnInbound v ©Barkley, Inc. and Jessica Best. Confidential and proprietary. Reproduction requires permission. @bestofjess | #LearnInbound v ©Barkley, Inc. and Jessica Best. Confidential and proprietary. Reproduction requires permission. @bestofjess | #LearnInbound Use Email’s Secret Weapon: DATA Personalization + Segmentation + Automation + Optimization The Good 5 A B C @bestofjess | #LearnInbound
  24. 24. v ©Barkley, Inc. and Jessica Best. Confidential and proprietary. Reproduction requires permission. @bestofjess | #LearnInbound v ©Barkley, Inc. and Jessica Best. Confidential and proprietary. Reproduction requires permission. @bestofjess | #LearnInbound v ©Barkley, Inc. and Jessica Best. Confidential and proprietary. Reproduction requires permission. @bestofjess | #LearnInbound The Good 5 Use Email’s Secret Weapon: DATA Personalization + Segmentation + Automation + Optimization @bestofjess | #LearnInbound
  25. 25. v ©Barkley, Inc. and Jessica Best. Confidential and proprietary. Reproduction requires permission. @bestofjess | #LearnInbound v ©Barkley, Inc. and Jessica Best. Confidential and proprietary. Reproduction requires permission. @bestofjess | #LearnInbound v ©Barkley, Inc. and Jessica Best. Confidential and proprietary. Reproduction requires permission. @bestofjess | #LearnInbound The Good 5 Use Email’s Secret Weapon: DATA Personalization + Segmentation + Automation + Optimization @bestofjess | #LearnInbound
  26. 26. v ©Barkley, Inc. and Jessica Best. Confidential and proprietary. Reproduction requires permission. @bestofjess | #LearnInbound v ©Barkley, Inc. and Jessica Best. Confidential and proprietary. Reproduction requires permission. @bestofjess | #LearnInbound v ©Barkley, Inc. and Jessica Best. Confidential and proprietary. Reproduction requires permission. @bestofjess | #LearnInbound The Good 5 • A: Free shipping, no limit • B: Free shipping w/$100 spend • C: Discount to try it out Use Email’s Secret Weapon: DATA Personalization + Segmentation + Automation + Optimization @bestofjess | #LearnInbound
  27. 27. v ©Barkley, Inc. and Jessica Best. Confidential and proprietary. Reproduction requires permission. @bestofjess | #LearnInbound v ©Barkley, Inc. and Jessica Best. Confidential and proprietary. Reproduction requires permission. @bestofjess | #LearnInbound 5 Things You Should Never Do The Bad– @bestofjess | #LearnInbound
  28. 28. v ©Barkley, Inc. and Jessica Best. Confidential and proprietary. Reproduction requires permission. @bestofjess | #LearnInbound v ©Barkley, Inc. and Jessica Best. Confidential and proprietary. Reproduction requires permission. @bestofjess | #LearnInbound v ©Barkley, Inc. and Jessica Best. Confidential and proprietary. Reproduction requires permission. @bestofjess | #LearnInbound 1 Don’t Start from Scratch Email = blog + social + video ++ The Bad @bestofjess | #LearnInbound
  29. 29. v ©Barkley, Inc. and Jessica Best. Confidential and proprietary. Reproduction requires permission. @bestofjess | #LearnInbound v ©Barkley, Inc. and Jessica Best. Confidential and proprietary. Reproduction requires permission. @bestofjess | #LearnInbound v ©Barkley, Inc. and Jessica Best. Confidential and proprietary. Reproduction requires permission. @bestofjess | #LearnInbound 2 Don’t Use One Big Image The Bad @bestofjess | #LearnInbound
  30. 30. v ©Barkley, Inc. and Jessica Best. Confidential and proprietary. Reproduction requires permission. @bestofjess | #LearnInbound v ©Barkley, Inc. and Jessica Best. Confidential and proprietary. Reproduction requires permission. @bestofjess | #LearnInbound v ©Barkley, Inc. and Jessica Best. Confidential and proprietary. Reproduction requires permission. @bestofjess | #LearnInbound 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 @bestofjess | #LearnInbound
  31. 31. v ©Barkley, Inc. and Jessica Best. Confidential and proprietary. Reproduction requires permission. @bestofjess | #LearnInbound v ©Barkley, Inc. and Jessica Best. Confidential and proprietary. Reproduction requires permission. @bestofjess | #LearnInbound v ©Barkley, Inc. and Jessica Best. Confidential and proprietary. Reproduction requires permission. @bestofjess | #LearnInbound 2 TIP: Try Bulletproof Buttons! The Bad @bestofjess | #LearnInbound
  32. 32. v ©Barkley, Inc. and Jessica Best. Confidential and proprietary. Reproduction requires permission. @bestofjess | #LearnInbound v ©Barkley, Inc. and Jessica Best. Confidential and proprietary. Reproduction requires permission. @bestofjess | #LearnInbound 4 LPG Clicks v ©Barkley, Inc. and Jessica Best. Confidential and proprietary. Reproduction requires permission. @bestofjess | #LearnInbound The Bad 3 Don’t Buy an Email List Sent: 25,000 Opens: 9.46% Clicks: 1.23% @bestofjess | #LearnInbound
  33. 33. v ©Barkley, Inc. and Jessica Best. Confidential and proprietary. Reproduction requires permission. @bestofjess | #LearnInbound v ©Barkley, Inc. and Jessica Best. Confidential and proprietary. Reproduction requires permission. @bestofjess | #LearnInbound v ©Barkley, Inc. and Jessica Best. Confidential and proprietary. Reproduction requires permission. @bestofjess | #LearnInbound 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 @bestofjess | #LearnInbound
  34. 34. v ©Barkley, Inc. and Jessica Best. Confidential and proprietary. Reproduction requires permission. @bestofjess | #LearnInbound v ©Barkley, Inc. and Jessica Best. Confidential and proprietary. Reproduction requires permission. @bestofjess | #LearnInbound v ©Barkley, Inc. and Jessica Best. Confidential and proprietary. Reproduction requires permission. @bestofjess | #LearnInbound The Bad Don’t Ignore Mobile Users’ Experience 4 Source: Adestra Consumer Adoption & Usage Study (2016) @bestofjess | #LearnInbound
  35. 35. v ©Barkley, Inc. and Jessica Best. Confidential and proprietary. Reproduction requires permission. @bestofjess | #LearnInbound v ©Barkley, Inc. and Jessica Best. Confidential and proprietary. Reproduction requires permission. @bestofjess | #LearnInbound v ©Barkley, Inc. and Jessica Best. Confidential and proprietary. Reproduction requires permission. @bestofjess | #LearnInbound The Bad Don’t Ignore Mobile Users’ Experience 4 60% 40% 1 2 Business-to- Consumer 25% 75% Business-to- Business @bestofjess | #LearnInbound
  36. 36. v ©Barkley, Inc. and Jessica Best. Confidential and proprietary. Reproduction requires permission. @bestofjess | #LearnInbound v ©Barkley, Inc. and Jessica Best. Confidential and proprietary. Reproduction requires permission. @bestofjess | #LearnInbound v ©Barkley, Inc. and Jessica Best. Confidential and proprietary. Reproduction requires permission. @bestofjess | #LearnInbound The Bad Don’t Ignore Mobile Users’ Experience 4 @bestofjess | #LearnInbound
  37. 37. v ©Barkley, Inc. and Jessica Best. Confidential and proprietary. Reproduction requires permission. @bestofjess | #LearnInbound v ©Barkley, Inc. and Jessica Best. Confidential and proprietary. Reproduction requires permission. @bestofjess | #LearnInbound v ©Barkley, Inc. and Jessica Best. Confidential and proprietary. Reproduction requires permission. @bestofjess | #LearnInbound The Bad Don’t Send Without a Pre-Flight Check 5 @bestofjess | #LearnInbound
  38. 38. v ©Barkley, Inc. and Jessica Best. Confidential and proprietary. Reproduction requires permission. @bestofjess | #LearnInbound v ©Barkley, Inc. and Jessica Best. Confidential and proprietary. Reproduction requires permission. @bestofjess | #LearnInbound v ©Barkley, Inc. and Jessica Best. Confidential and proprietary. Reproduction requires permission. @bestofjess | #LearnInbound The Bad Don’t Send Without a Pre-Flight Check 5 @bestofjess | #LearnInbound
  39. 39. v ©Barkley, Inc. and Jessica Best. Confidential and proprietary. Reproduction requires permission. @bestofjess | #LearnInbound v ©Barkley, Inc. and Jessica Best. Confidential and proprietary. Reproduction requires permission. @bestofjess | #LearnInbound The Wow, That Kicked A$$! ! @bestofjess | #LearnInbound
  40. 40. v ©Barkley, Inc. and Jessica Best. Confidential and proprietary. Reproduction requires permission. @bestofjess | #LearnInbound v ©Barkley, Inc. and Jessica Best. Confidential and proprietary. Reproduction requires permission. @bestofjess | #LearnInbound v ©Barkley, Inc. and Jessica Best. Confidential and proprietary. Reproduction requires permission. @bestofjess | #LearnInbound The Wow Pre-Headers Can Sell $ @bestofjess | #LearnInbound
  41. 41. v ©Barkley, Inc. and Jessica Best. Confidential and proprietary. Reproduction requires permission. @bestofjess | #LearnInbound v ©Barkley, Inc. and Jessica Best. Confidential and proprietary. Reproduction requires permission. @bestofjess | #LearnInbound v ©Barkley, Inc. and Jessica Best. Confidential and proprietary. Reproduction requires permission. @bestofjess | #LearnInbound The Wow Video/Animation Lifts Engagement $ @bestofjess | #LearnInbound
  42. 42. v ©Barkley, Inc. and Jessica Best. Confidential and proprietary. Reproduction requires permission. @bestofjess | #LearnInbound v ©Barkley, Inc. and Jessica Best. Confidential and proprietary. Reproduction requires permission. @bestofjess | #LearnInbound v ©Barkley, Inc. and Jessica Best. Confidential and proprietary. Reproduction requires permission. @bestofjess | #LearnInbound The Wow Don’t Just Sell. Tell Stories. $ @bestofjess | #LearnInbound
  43. 43. v ©Barkley, Inc. and Jessica Best. Confidential and proprietary. Reproduction requires permission. @bestofjess | #LearnInbound v ©Barkley, Inc. and Jessica Best. Confidential and proprietary. Reproduction requires permission. @bestofjess | #LearnInbound v ©Barkley, Inc. and Jessica Best. Confidential and proprietary. Reproduction requires permission. @bestofjess | #LearnInbound The Wow Journey-Based Emails Drive ROI $ @bestofjess | #LearnInbound
  44. 44. v ©Barkley, Inc. and Jessica Best. Confidential and proprietary. Reproduction requires permission. @bestofjess | #LearnInbound v ©Barkley, Inc. and Jessica Best. Confidential and proprietary. Reproduction requires permission. @bestofjess | #LearnInbound v ©Barkley, Inc. and Jessica Best. Confidential and proprietary. Reproduction requires permission. @bestofjess | #LearnInbound The Wow Journey-Based Emails Drive ROI $ @bestofjess | #LearnInbound
  45. 45. v ©Barkley, Inc. and Jessica Best. Confidential and proprietary. Reproduction requires permission. @bestofjess | #LearnInbound v ©Barkley, Inc. and Jessica Best. Confidential and proprietary. Reproduction requires permission. @bestofjess | #LearnInbound v ©Barkley, Inc. and Jessica Best. Confidential and proprietary. Reproduction requires permission. @bestofjess | #LearnInbound The Wow Give Your Fans a Megaphone $ @bestofjess | #LearnInbound
  46. 46. v ©Barkley, Inc. and Jessica Best. Confidential and proprietary. Reproduction requires permission. @bestofjess | #LearnInbound v ©Barkley, Inc. and Jessica Best. Confidential and proprietary. Reproduction requires permission. @bestofjess | #LearnInbound Email Marketing Do’s (& Don’ts) Email Marketing: the Good, the Bad & the Wow! Jessica Best VP Data-Driven Marketing @bestofjess | #LearnInbound

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