1.
Email Extinction?
October 20, 2014

2.
3
“EMAIL IS DEAD”

3.
4
“EMAIL IS DEAD”
Killed by SPAM
Replaced by Social Media
Irrelevant for Younger Audiences
Ineffective for Retailers
Not Ideal for Team Communication

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5
A STERLING REPUTATION

5.
6
DIRTY SPAM

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7
“I’m just not getting
enough email.
I’d really like more.”
- No One Ever

7.
8
WHY PEOPLE UNSUBSCRIBE
TOP BRANDS BY UNSUBSCRIBE RATE
52.5% 45.0% 42.0% 41.6%
Source: UnRoll.me - January 2014

8.
Purchased Lists
» A practice that should die
» Just don’t do it
!
!
!
!
» Source: MailChimp - July 2014
9

9.
10

10.
10

11.
11
NOT MOBILE FRIENDLY
Mobile Opens Mobile Friendly
64% 48%
Sources: YesMail / ExactTarget - August 2014

12.
12

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12

14.
13
DIGITAL TACTICS RANKED
Email
Website/Blogs
SEO
Social Media
Content
Paid Search
Mobile/SMS
eCommerce
19
Most Effective Most Difficult
34
23
24
23
43
42
48
49
39
11
8
9
38
47
54
0 15 30 45 60
Source: Ascend2 & Research Partners - September 2014

15.
14
RETENTION PROGRAMS RANKED
8%
7%
6%
4%
13%
12%
26%
32%
Source: Gigaom - June 2014
Email
Social Media
Content Marketing
Referral Marketing
SEO
Display Ads
Mobile Ads
Video Ads
Affiliate
Paid Search
37%
56%
0% 15% 30% 45% 60%

16.
15
NO ACCIDENT

17.
There’s A Better Way
» Design
» Mobile Optimization
» Automation
» Measurement & Testing
16

18.
17
“We don’t make mistakes.
We make happy little accidents.”
- Bob Ross

19.
Images in Email
» From:
» Phoenix Suns
» Subject:
» RSVP For An Inside Look
At The Suns Open
Practice
18

20.
Images in Email
» From:
» Phoenix Suns
» Subject:
» RSVP For An Inside Look
At The Suns Open
Practice
18

21.
19
IMAGES IN EMAIL
43% OF EMAIL
RECIPIENTS VIEW EMAIL
WITH IMAGES OFF
Source: Litmus - August 2014

22.
Images in Email
» From:
» Volvo
» Subject:
» The feature-rich, Volvo
V60 Sportswagon
20

23.
Images in Email
» From:
» Volvo
» Subject:
» The feature-rich, Volvo
V60 Sportswagon
20

24.
Defensive Design
» Planning ahead for an
images-disabled experience
21

25.
Defensive Design
» Planning ahead for an
images-disabled experience
21

26.
Defensive Design
» Planning ahead for an
images-disabled experience
21

27.
Defensive Design
» Planning ahead for an
images-disabled experience
21

28.
23
“Simplicity is the ultimate
sophistication.”
- Leonardo DaVinci

29.
Charity Water
» Compelling image
» Scannable text
» Obvious call to action
24

30.
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SCANNABLE TEXT

31.
25
SCANNABLE TEXT

32.
Evernote
» Helpful message
» Large, legible text
» Responsive design
» Beautiful buttons
26

33.
Buttons.cm
27

34.
Mobile Aware
» Same email used for
different devices
» Scaleable
» Spacious
» Large buttons, images,
type
28

35.
Pei Wei
» Responsive layout
» Beautiful image
» Well-timed delivery
» Useful resources
» Obvious call to action
29

36.
30
IMPROVED METRICS
EMAIL PERFORMANCE AFTER GOING RESPONSIVE
+20%
Click Rate
+8%
Click Rate
+18%
Click Rate

37.
31
CLICK TO OPEN RATES
15%
10%
5%
0%
9.8%
11.9%
Responsive Non-Responsive
Source: YesMail - May 2014

38.
Fairytale Brownies
» Responsive Email
Project
32

39.
How It Works
» Wrap/Stack
» Center/Reposition
» Hide
» Resize/Scale
34

40.
The @media Query
35
IF THE EMAIL DISPLAYS ON A THIN AND NARROW SCREEN,
THEN MAKE THAT EMAIL THIN AND NARROW

41.
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@MEDIA QUERY
<style type=”text/css”>
@media screen and (max-width: 600px){
*[class].hide{ display:none !important;}
*[class].blockwrap{ display:block !important;}
*[class].width320{ width:320px !important;}
*[class].padding5{ padding:5px !important;}
}
</style>
<img src=“goaway.jpg” class=“hide”>

42.
36
@MEDIA QUERY
<style type=”text/css”>
@media screen and (max-width: 600px){
*[class].hide{ display:none !important;}
*[class].blockwrap{ display:block !important;}
*[class].width320{ width:320px !important;}
*[class].padding5{ padding:5px !important;}
}
</style>
<img src=“goaway.jpg” class=“hide”>

43.
Free Responsive Templates - Zurb.com/Playground
37

44.
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MEDIA QUERY SUPPORT
NOPE

45.
39

46.
41
VIDEOEMAIL.COM

47.
42
KNOW YOUR (EMAIL) CLIENTS

48.
43
EMAIL PREVIEWS

49.
44

50.
45
BATCH & BLAST!?! PSHHH…
TRANSACTIONAL MESSAGES IMPROVED:
OPEN % CLICK % CLICK
Source: Silverpop - June 2014
CONVERSION
4x 60% 52%

51.
B2B Adoption Is Getting Silly
46 Source: SiriusDecisions - April 2014

52.
Transactional Campaigns
» Introductions
» Shopping & Purchases
» Events
» Customer Service
» Lead Nurture
» Loyalty
» Re-Engagement
47

53.
Setting Expectations
» Michaels Welcome
48

54.
Timely Relevance
» Hipmunk Fare Alerts
49

55.
Real Personalization
» Blue Nile Reminders
50

56.
Weather Triggered
» Yeah, that’s right -
weather triggered
!
» Bonobos Offers
51

57.
52

58.
Data Dependent
» Email Address
» Order Status
53
» Product SKU
» Delivery Timing
» Name
» Shipping Address
» Preferred Payment Details

59.
4 .
54
THE AUTOMATED PROCESS
1 2
3

60.
55
“If I had eight hours to chop
down a tree, I would spend six
sharpening my ax.”
- Abraham Lincoln

61.
56
MAPPING THE STORY

62.
Automation Providers
57

63.
SharpSpring for Agencies
» Anonymous ID
58
» ZoomInfo Reverse IP Lookup
» Tracks Page Visits and Asset
Views/Downloads
» Lead Scoring
» Multiple Device Tracking
» Aggregate Data from Web,
Email, Social & Adwords

64.
59
“We’ve been so busy keepin’ up with the Jones.
Four-car garage, and we’re still buildin’ on.
Maybe it’s time we got back to the basics of love.”
- Waylon Jennings

65.
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METRIC
OPEN RATE = OPENS / DELIVERED
BETTER METRIC
OPENS PER UNIQUE = TOTAL OPENS / UNIQUE OPENS

66.
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METRIC
CLICK RATE = CLICKS / DELIVERED
CLICK CONVERSION = CLICKS / OPENS
BETTER METRIC
CORE CLICK CONVERSION = “IMPORTANT” CLICKS / OPENS
(NOT INCLUDING WEB VERSION, UNSUBSCRIBE, FORWARD, ETC.)

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62
METRIC
UNSUBSCRIBE RATE = UNSUBSCRIBES / DELIVERED
BETTER METRIC
EVASION RATE = UNSUBSCRIBES / CLICKS

68.
63
EMAIL’S HALO EFFECT

69.
64
DEAD ON ARRIVAL
PERMISSION-BASED MESSAGES
6% 11%
83%
Received
Spam
Blocked
Source: ReturnPath - September 2014

70.
65
KNOW BEFORE YOU GO

71.
66
EMAIL METRICS

72.
67
ANALYTICS PARADIGM
MONTH 3
CLIENT VIEW AGENCY VIEW
HISTORY FUTURE

73.
A Ridiculous Quantity of Questions
» How many opened the email?
» Who opened the email?
» Who clicked the email?
» What percent of of those that opened also clicked?
» What did people click?
» What percentage of the list actually received the
68
email?
» What are the most popular email clients?
» What portion of our audience is opening via
smartphones?
» Did anyone forward/share the email?
» Is there a better time to send the email?
» Are there opportunities to improve our subject line?
» What should our “from” name be?
» Was the primary call to action utilized?
» Are there complimentary or supporting elements
that deserve higher priority?
» How many unsubscribed?
» Did the email garner any complaints?
» How can the list be segmented?
» How much revenue/sales did we drive?
» What is the revenue per recipient?
» How should the layout be modified?
» Are the visuals utilized truly compelling?

74.
69
“He who knows best knows
how little he knows.”
- Thomas Jefferson

75.
Basic Testing Protocol
70
DELIVERY TIMEFRAME A/B TESTING ELEMENT METRIC
Send #1 Subject Line Open Rate
Send #2 “From” Name Open Rate
Send #3 Primary/Support Content Click Rate
Send #4 Graphics / Layout Click Rate
Send #5 Call to Action Click Rate / Revenue
Send #6 Offer Click Rate / Revenue

76.
71
NEXT LEVEL TESTING

77.
Small Bites, OK?
72

78.
The Email Email
» TheEmailEmail.com
!
» Monthly email marketing
insight, news and tips
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if you are not interested in
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important updates
affecting our industry 73

79.
Chris Sietsema
» teachtofishdigital.com
» @sietsema
» 480.570.1636
74