Transform your emailmarketing in 30mins or less        Brenden Rawson        Sign-Up.to – Email Marketing        www.signu...
Transform your emailmarketing in 30mins or less Subject lines: How to get your emails opened.       Spilt testing: Why, wh...
Is email still relevant?
The marketing cycle              CollectAnalyse                    Create      Share             Send
Subject lines:How to get your emails openedThe most important copy you’ll write asit will influence clicks as well as opens
Subject lines:How to get your emails opened    1.   Avoid using exclamation marks & percentages    2.   Be careful with th...
Subject lines:How to get your emails openedCall to action:    Example:    “24 hours left to take advantage of our special ...
Subject lines:How to get your emails openedTone:  • Keep it inline with your brand!  • Mention current affairs like the up...
Subject lines:    How to get your emails opened   Tone:Example:“Celebrate Australia Day in style with our new range”“It ma...
Subject lines:How to get your emails openedPersonalisation:  • Go one step further to convince your subscribers to open   ...
Split testing:Why, when and how•Test one hypothesis each time•Test as often as you can•Allow enough time to gather results
Split testing: Why, when and howSubject lines:   • You want to make sure your emails are being opened before     anything ...
Split testing:Why, when and howTesting:  1.   Create test cases  2.   Select testing percentage or list  3.   Select/decid...
Split testing:Why, when and howTesting:Example:
Split testing:Why, when and howTesting:Example:
Split testing:Why, when and howTesting:Example:
Split testing:Why, when and howTesting:Example:
Split testing:Why, when and howTesting:Example:
Split testing:Why, when and howTesting:Example:
Split testing:Why, when and howContent:  Now you know how to get your emails opened – get subscribers  to take action!  • ...
Split testing:Why, when and howContent:Example:
Open rates:How does it compare?For this example we are going to groupall campaign stats under the heading             ‘Ope...
Open rates: How does it compare?Opens:                  When your email is opened                        (images loaded an...
• Campaign open rates
Open rates:  How does it compare?• Account average open rates• Industry average open rates
Open rates:  How does it compare?• Annual average open rates
Open rates:   How does it compare?Annual average            Account average
Open rates:  How does it compare?Boosting open rates       So now you know what they are and have a yard stick for the    ...
Open rates:  How does it compare?Boosting open rates       • Use the same ‘From name’ & ‘From email address’ every time   ...
Other mediums:Are you missing out?Traditional marketing is not limited to one medium, you               have TV, radio and...
Other mediums: Are you missing out?Facebook      • You can share links, images and content. Perfect for the online        ...
Other mediums:  Are you missing out?Twitter       • Short, attention grabbing headlines with links to the online         v...
Other mediums: Are you missing out?SMS      • Don’t dismiss the power of SMS      • The platform is available to all mobil...
Transform your emailmarketing in 30mins or less        Brenden Rawson        Sign-Up.to – Email Marketing        www.signu...
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Sign-Up.to - Transform your email marketing in 30mins or less

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Slides from a presentation by Brenden Rawson from Sign-Up.to at the Brisbane Web Design Meetup - July 2012. The presentation covered subject lines, split testing, open rates and other mediums.
Find out more online at www.signupto.com.au or get in touch at enquires@sign-up.to

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  • First time I’ve given this presentation so please forgive any mistakes I’m sure to make.
  • I’ll ask a few questions after each section and then move on
  • SMS: 660BillionEmail: 277 BillionFacebook: 901 MillionLinkedIn: 161 Million
  • The permission marketing cycleNo coincidence that these are the exact titles of sections in Sign-Up.to
  • It all starts with the subject lineIf your email isn’t being opened, nothing else you do matters.
  • cialis, xanax, valium, vicodin, Viagra, levitra, rolex, watches, university degrees
  • At Sign-Up.to we’re pretty relaxed and friendly so that’s the tone we maintain – this may not be appropriate if you’re a corporate lawyer.
  • People can be sometimes be cynical about receiving personalised email as it is often obvious that a campaign has been sent out in bulk.Do some testing and see what works for you.
  • People can be sometimes be cynical about receiving personalised email as it is often obvious that a campaign has been sent out in bulk.Do some testing and see what works for you.
  • Keep your tests simple, test one hypothesis each time - test just the subject line, then work on just the intro paragraph and then perhaps just a ‘call to action’ variantTesting can be more time consuming but try and test as often as you can – the more you know about your database habits the more you’ll get out of your email marketing. Your ESP should offer you tools to help with this.It’s tempting to just short tests to get your campaign out quicker. Try to resist this – stretch out your testing period to a few hours or more to get the most in (the bigger the sample data the more accurate the results will be).
  • *Next for larger versions
  • This account would have great subject lines and/or a quality list.Their content isn’t that engaging or they lack ‘Call to Actions’ and perhaps this is resulting in people getting bored and unsubscribing.
  • You can be added to a ‘safe senders’ list & people recognise your emailsWhether you email daily, weekly or monthly – try and send the same time and day (do your homework and test what days and times work for you)Utilise a spam testing service to make sure your emails are being flagged as spam and are actually arriving in those inboxes (ask your provider – SUT has this built-in)This may seem obvious but are you sending them information they’re likely to be interested in? – Include ‘Call to Actions’ to specifically ask them to click for more info-Purposely provide snippets of content to encourage your subs to take action and ‘read more’. You can then measure interest and drive traffic to your website and social media pages
  • Sign-Up.to - Transform your email marketing in 30mins or less

    1. 1. Transform your emailmarketing in 30mins or less Brenden Rawson Sign-Up.to – Email Marketing www.signupto.com.au @urbanbrenden @signupoz
    2. 2. Transform your emailmarketing in 30mins or less Subject lines: How to get your emails opened. Spilt testing: Why, when & how. Open rates: How does it compare. Other mediums: Are you missing out?
    3. 3. Is email still relevant?
    4. 4. The marketing cycle CollectAnalyse Create Share Send
    5. 5. Subject lines:How to get your emails openedThe most important copy you’ll write asit will influence clicks as well as opens
    6. 6. Subject lines:How to get your emails opened 1. Avoid using exclamation marks & percentages 2. Be careful with the use of ‘Hot words’ such as ‘free’ or ‘money off’ as they can be sometimes be picked up by email providers as spam 3. Avoid having lengthy subject lines. You’re more likely to get a reaction from short snappy ones. Try and keep them no longer than 60 characters.
    7. 7. Subject lines:How to get your emails openedCall to action: Example: “24 hours left to take advantage of our special offer” *Remember to be honest. You’ll only do damage if there is no offer or it’s valid for another week.
    8. 8. Subject lines:How to get your emails openedTone: • Keep it inline with your brand! • Mention current affairs like the up-coming public holidays, the weather or something as simple as the day of the week.
    9. 9. Subject lines: How to get your emails opened Tone:Example:“Celebrate Australia Day in style with our new range”“It may be raining outside but it’s warm and toasty in our store”“Our 2-4-1 will cure your Mondayitis”“Humpday – You’re halfway there: book your tickets for the w/end”“TGIF – You’ve done it. Celebrate with us this afternoon”
    10. 10. Subject lines:How to get your emails openedPersonalisation: • Go one step further to convince your subscribers to open your email Example: “Hey Brenden – A special offer for our loyal customers” *Again remembering to be honest.
    11. 11. Split testing:Why, when and how•Test one hypothesis each time•Test as often as you can•Allow enough time to gather results
    12. 12. Split testing: Why, when and howSubject lines: • You want to make sure your emails are being opened before anything else • The same subject matter, phrased differently • A good starting point is a standard direct approach, something creative and something personalisedExample:
    13. 13. Split testing:Why, when and howTesting: 1. Create test cases 2. Select testing percentage or list 3. Select/decide test (opens or clicks) 4. Set testing period 5. Collect results 6. Send remaining percentage or full list to winner
    14. 14. Split testing:Why, when and howTesting:Example:
    15. 15. Split testing:Why, when and howTesting:Example:
    16. 16. Split testing:Why, when and howTesting:Example:
    17. 17. Split testing:Why, when and howTesting:Example:
    18. 18. Split testing:Why, when and howTesting:Example:
    19. 19. Split testing:Why, when and howTesting:Example:
    20. 20. Split testing:Why, when and howContent: Now you know how to get your emails opened – get subscribers to take action! • Test different introduction paragraphs • Test different ‘Call to Action’ styles or locations • Compare image links (buttons) to text links
    21. 21. Split testing:Why, when and howContent:Example:
    22. 22. Open rates:How does it compare?For this example we are going to groupall campaign stats under the heading ‘Open rates’
    23. 23. Open rates: How does it compare?Opens: When your email is opened (images loaded and/or links clicked)Clicks: Total/unique links clicked within a email campaignUnsubscribes: When a user unsubscribes from a link within the email campaign
    24. 24. • Campaign open rates
    25. 25. Open rates: How does it compare?• Account average open rates• Industry average open rates
    26. 26. Open rates: How does it compare?• Annual average open rates
    27. 27. Open rates: How does it compare?Annual average Account average
    28. 28. Open rates: How does it compare?Boosting open rates So now you know what they are and have a yard stick for the results you should be getting. How can I do better?
    29. 29. Open rates: How does it compare?Boosting open rates • Use the same ‘From name’ & ‘From email address’ every time • Have a sending routine • Spam test your emails • Engage with your subscribers
    30. 30. Other mediums:Are you missing out?Traditional marketing is not limited to one medium, you have TV, radio and print. The same can be said for digital marketing. Expand your message to SMS & Social media.
    31. 31. Other mediums: Are you missing out?Facebook • You can share links, images and content. Perfect for the online view of your email campaign • Likable and Sharable
    32. 32. Other mediums: Are you missing out?Twitter • Short, attention grabbing headlines with links to the online view of your email campaign • Great for sharing and starting a conversation with your followers
    33. 33. Other mediums: Are you missing out?SMS • Don’t dismiss the power of SMS • The platform is available to all mobiles, not just smart phones • You’re almost guaranteed delivery • Messages are displayed front and centre on the device • Your messages are timely and portable
    34. 34. Transform your emailmarketing in 30mins or less Brenden Rawson Sign-Up.to – Email Marketing www.signupto.com.au @urbanbrenden @signupoz

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