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7 Email Marketing
"Rules" You Must Break	


                               DJ Waldow	

                              @djwaldow	

                             Waldow Social	


       October 18, 2012
DJ Waldow	

WaldowSocial.com	

@djwaldow	





waldowsocial.com/email
waldow
SOCIAL
slideshare.net/djwaldow
Isn’t email DEAD?
Most emailed article of the day
How many of you have...?
Download	

 Report
91%
ü Email trending down (but still in the lead)	

ü Text and social trending up
Download Report
77%
Email is not dead. It’s THRIVING. -
@djwaldow #SocialBrand12
Good. Moving on …
!!!!!
Email Marketing Best Practices	




  You should ALWAYS…
Email Marketing Best Practices	




   You should NEVER…
Flickr: financialaidpodcast
Never use

1	

   “free” or ALL
         CAPS in a
        subject line
Gmail spam “false positives”
Gmail spam “false positives”	





           FREE?
Which subject line
was the winner?
It’s okay to use “free” or ALL CAPS in
a subject line - @djwaldow
#SocialBrand12
2	

       Never send
        an UGLY
          email
A
B
A	

B
A|B Test Methodology: 	


•  Sent 20% old template (A); Sent
   20% new template (B)	

•  Subject, From Name, content &
   date/time of send the same	

•  Ran for 24 hours
Results:	


•  Old template (A): 25.7% open
   rate; 4.2% click-through rate	

•  New template (B): 27.0% open
   rate; 4.7% click-through rate	


        A VIRTUAL TIE!
YUCK!	

  right?
99.2	

 40	

 87
99.2%	

inbox placement
40%	

open rate
87%	

click-to-open rate
Beauty is in the eye of the email
subscriber - @djwaldow
#SocialBrand12
Subject lines

3	

    should always
          be between
       30-50 characters
“Off-the-Court Gear in Tournament Colors”
Sesame Street Asks Obama Campaign To Take Ad
Down, Anderson Cooper vs. Star Jones, Die Hard
Obama Supporter Freaks Out
Sesame Street Asks Obama Campaign To Take Ad
Down, Anderson Cooper vs. Star Jones, Die Hard
Obama Supporter Freaks Out
Get up to 70% off children‘s fashion
Get up to 70% off children
An actual Groupon subject line	




One Oil Change, Three Oil Changes with Inspections,
or a Four-Wheel Alignment (Up to 78% Off) | 10 or
20 Gym Passes (Up to 69% Off) | Salon Package with
Cut, Style, and Two-Color Highlights; Shellac Manicure;
or Acrylic Nails (Up to 51% Off)
An actual Groupon subject line	




One Oil Change, Three Oil Changes with Inspections,
               42 words	

or a Four-Wheel Alignment (Up to 78% Off) | 10 or
20 Gym Passes (Up to 69% Off) | Salon Package with
             421 characters	

Cut, Style, and Two-Color Highlights; Shellac Manicure;
or Acrylic Nails (Up to 51% Off)
It’s okay to write long (or short) email
subject lines - @djwaldow
#SocialBrand12
Never used

4	

    a popup to
       collect email
         addresses
nooooooooooooooo.com
Pre-Popup: 80-100 new emails/month
Pre-Popup: 80-100 new emails/month	





Once popup was installed:	

•  Aug – 388 new emails	

•  Sept – 478 (a 482% increase)
83% list growth from
popups; zero complaints!
Popup accounts for 75-80% of list growth!	

                                                                                	

                                                                                	

   “To this day, after 4 years, I have not heard anything [negative] about it.”	

                          - Patrick Starzan, VP of Marketing & Distribution
ChristopherSPenn.com
ChristopherSPenn.com	

•  30 signups per month prior
   to popup.	

•  Once installed, average shot
   up to 133	

•  As of Feb ’11, trending at
   250 per month.	


733% increase in
subscribers.
It’s okay to use a popup to collect
email address! - @djwaldow
#SocialBrand12
Never send
5	

   an email with
       one big image
It’s okay to send an email with one big
image, but get creative with alt text! -
@djwaldow #SocialBrand12
6	

    Never make
       your unsubscribe
         link obvious
Can you find the unsubscribe?
Can you find the unsubscribe?
Huh?
Unsubscribe	

     OR	

Mark as Spam
It’s okay to make your unsubscribe
button/link obvious! - @djwaldow
#SocialBrand12
Never
7	

   have fun
It’s okay to have some fun with your
email marketing campaigns! -
@djwaldow #SocialBrand12
1	

    2	

     3	

   4	

   5	

   6	

    7	

1.  Never use “free” or ALL CAPS in a subject line	

2.  Never send an UGLY email	

3.  Subject lines should always be between 30-50
   characters	

4.  Never use a popup to collect email addresses	

5.  Never send an email with one big image	

6.  Never make your unsubscribe link obvious	

7.  Never have fun
http://waldowsocial.com/free-email-reviews/
ar.gy/rebelsguide
REMEMBER
Smile. Laugh. Dance. Have Fun.	





       [Read post & watch video]
DJ Waldow	

WaldowSocial.com	

@djwaldow	





waldowsocial.com/email

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7 Email Marketing Rules You Must Break