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Multichannel Marketing! 
Power Tools
Fat Fingers and Small Screens! 
Three Strategies for Mobile-Optimized Emails 
#ASCENDSUMMIT2014 
Justine Jordan! 
Director of Marketing, Litmus! 
@meladorri @LitmusApp
Justine Jordan 
@meladorri @litmusapp 
➡ litmus.com/lp/ascendsummit 
#ASCENDSUMMIT2014
#ASCENDSUMMIT2014 // @meladorri
#ASCENDSUMMIT2014 // @meladorri
EMAIL IS NOT 
#ASCENDSUMMIT2014 
JPG 
PPC SEO CPC 
ONE-PAGE WEBSITE 
// @meladorri
EMAIL IS NOT 
#ASCENDSUMMIT2014 
JPG 
ONE-PAGE WEBSITE 
// @meladorri
#ASCENDSUMMIT2014 
YES, 
EMAIL IS 
<make it rain> 
<emotional/happy> 
// @meladorri
#ASCENDSUMMIT2014 
BUT ALSO, 
EMAIL IS 
// @meladorri
Lots of emails suck. 
Especially on mobile. 
#ASCENDSUMMIT2014 
// @meladorri
#ASCENDSUMMIT2014 // @meladorri
#ASCENDSUMMIT2014 
email receipt 
requested from 
an ATM transaction!! 
! 
// @meladorri
#ASCENDSUMMIT2014 // @meladorri
Let’s unsuck email. 
#ASCENDSUMMIT2014 
// @meladorri
DELIVERING 
EXPERIENCES 
#ASCENDSUMMIT2014 
// @meladorri
WHO 
WHAT 
‣ Register for a webinar! 
‣ Read an article! 
‣ Buy something 
WHY 
#ASCENDSUMMIT2014 
WHEN 
‣ Triggered vs. mass! 
‣ Drip or automation! 
‣ Behavioral-based! 
‣ Day and time 
HOW 
WHERE 
‣ Mobile / tablet! 
‣Web browser / webmail! 
‣ Desktop / at work 
‣ Brand awareness! 
‣ Content marketing! 
‣ Influence behavior! 
‣ Drive purchases 
‣ Opens! 
‣ Clicks! 
‣ Conversions 
‣ Internal vs. external! 
‣ B2B vs. B2C! 
‣ Demographics! 
‣ Know your audience! 
‣ bit.ly/email-plan 
// @meladorri
‘WHERE’ HAS BECOME A COMPLICATED QUESTION. 
#ASCENDSUMMIT2014 
// @meladorri
Mobile is big, but how big? 
Webmail 
32% 
Desktop 
25% 
#ASCENDSUMMIT2014 
Mobile 
43% 
Mobile: ! 
Smartphones (iPhone, Android) and tablets 
! 
Desktop:! 
Installed email programs (Outlook, Apple Mail) 
! 
Webmail:! 
Email accessed through a web browser (Gmail, 
Hotmail, Yahoo!) 
Litmus Email Analytics! 
// @meladorri
#ASCENDSUMMIT2014 
MOBILE EMAIL! 
+400% since 2011 
// @ryanmheap @degdigital 
// @meladorri
The unifying characteristic? 
TOUCH. 
#ASCENDSUMMIT2014 
// @meladorri
doesn’t look good, what do you do? 
3.8% 
#ASCENDSUMMIT2014 
If you get a mobile email that 
30.2 
% 
+68% 
13.5 
% 
6.3% 
+15% 
Source: BlueHornet Study: Consumer Views of Email Marketing, 2012 and 2013 
Delete it 
Unsubscribe 
View on computer 
Don't know 
Read anyway 
80.3 
% 
0 25 50 75 100 
// @meladorri
How does a 
poorly designed 
email affect your 
perception of the 
brand? 
#ASCENDSUMMIT2014 
Strongly Negative 
24% 
Slightly Negative 
51% 
Neutral 
25% 
75%! 
‘negative’ 
Source: BlueHornet Study: Consumer Views of Email Marketing, 2012 and 2013 
// @meladorri
31% ! 
of marketers don’t know their 
#ASCENDSUMMIT2014 
mobile email open rate 
source: marketingsherpa.com 
// @meladorri
KNOW THY 
AUDIENCE
70%+ open on mobile <15% open on mobile 
#ASCENDSUMMIT2014 
// @meladorri
Copy, paste, send! 
#ASCENDSUMMIT2014 
// @meladorri
SUBSCRIBER EXPERIENCE 
FROM NAME 
#ASCENDSUMMIT2014 
SUBJECT ! 
LINE 
PREHEADER OPEN TAP/CLICK PAGE/SITE 
// @meladorri
FROM NAME 
SUBJECT ! 
#ASCENDSUMMIT2014 
LINE 
PREHEADER OPEN TAP/CLICK PAGE/SITE 
‣ What is recognizable, trustworthy and relevant? 
‣ Does the subscriber have a relationship with a 
person or the brand? 
// @meladorri
SUBJECT ! 
FROM NAME PREHEADER OPEN TAP/CLICK PAGE/SITE 
LINE 
#ASCENDSUMMIT2014 // @meladorri
SUBJECT ! 
FROM NAME PREHEADER OPEN TAP/CLICK PAGE/SITE 
LINE 
#ASCENDSUMMIT2014 // @meladorri
SUBJECT ! 
FROM NAME PREHEADER OPEN TAP/CLICK PAGE/SITE 
#ASCENDSUMMIT2014 
LINE
SUBJECT ! 
FROM NAME PREHEADER OPEN TAP/CLICK PAGE/SITE 
LINE 
75% 
of emails are displayed with preview text 
#ASCENDSUMMIT2014 
// @meladorri
SUBJECT ! 
FROM NAME PREHEADER OPEN TAP/CLICK PAGE/SITE 
✘ 
#ASCENDSUMMIT2014 
✔ 
✔ 
✔ 
✘ 
LINE 
// @meladorri
SUBJECT ! 
FROM NAME PREHEADER OPEN TAP/CLICK PAGE/SITE 
#ASCENDSUMMIT2014 
LINE 
Preheader text A/B Tests: 
30%+ CTR Boost 
// @meladorri
Android Gmail iPhone 5 iPhone 6 iPhone 6+ 
#ASCENDSUMMIT2014 
// @meladorri
Future proof emails 
for the Apple Watch 
// @meladorri 
FROM NAME 
#ASCENDSUMMIT2014 
SUBJECT ! 
LINE 
PREHEADER 
// @meladorri
SUBJECT ! 
FROM NAME PREHEADER OPEN TAP/CLICK PAGE/SITE 
LINE 
#SearchLove @meladorri 
#ASCENDSUMMIT2014 
// @meladorri
SUBJECT ! 
FROM NAME PREHEADER OPEN TAP/CLICK PAGE/SITE 
#ASCENDSUMMIT2014 
#EmbraceTheScroll 
LINE 
// @meladorri
SUBJECT ! 
FROM NAME PREHEADER OPEN TAP/CLICK PAGE/SITE 
LINE 
#ASCENDSUMMIT2014 // @meladorri
#ASCENDSUMMIT2014 
I LIKE… 
BIG BUTTONS 
http://bit.ly/bulletproof-buttons 
// @meladorri
SUBJECT ! 
FROM NAME PREHEADER OPEN TAP/CLICK PAGE/SITE 
LINE 
#ASCENDSUMMIT2014 // @meladorri
SUBJECT ! 
FROM NAME PREHEADER OPEN TAP/CLICK PAGE/SITE 
#ASCENDSUMMIT2014 
‣ What is your goal? 
‣ Can the CTA be achieved on 
mobile? 
‣ Is it tappable? 
‣ How many clicks/taps/actions are 
LINE 
// @meladorri
#ASCENDSUMMIT2014 // @meladorri
#ASCENDSUMMIT2014 
strategy #1 
mobile first 
! 
aka agnostic, aware, scalable 
// @meladorri
Mobile first 
‣ Considers the mobile user a priority 
‣ One layout for all screen sizes 
‣ Single column design; 320-500px 
‣ Large text & buttons 
‣ Generous white space 
‣ Short, concise body copy 
#ASCENDSUMMIT2014 
// @meladorri
#ASCENDSUMMIT2014
#ASCENDSUMMIT2014 
strategy #2 
fluid 
// @meladorri
#ASCENDSUMMIT2014 
Fluid 
Email width changes to 
fit inside the window 
‣ Percentage-based widths 
‣ Adapts to fit the screen 
‣ Text wraps automatically 
// @meladorri
‣ Shorter learning curve 
‣ Best for text-heavy emails 
#ASCENDSUMMIT2014 
// @meladorri
#ASCENDSUMMIT2014 
strategy #3 
responsive 
// @meladorri
#ASCENDSUMMIT2014 // @meladorri
Responsive 
‣ Resize content: make images fit, 
make text larger 
‣ Hide content on mobile 
‣ Stack columns 
‣ Move a two-column design 
to a one-column design 
https://litmus.com/blog/the-how-to-guide-to-responsive-email-design-infographic 
#ASCENDSUMMIT2014 
// @meladorri
Responsive email design 
Uses media queries to detect screen size and alter content + layout 
‣ More than a “line of code” 
‣ Set of conditional statement that enables specific styles 
‣ If the screen size is x, then display y 
‣ If the screen size is x, then increase headline size to y 
‣ If screen size is x, then show image at 100% 
‣ Detects screen size, not device type 
#ASCENDSUMMIT2014 
// @meladorri
Email: 
a unique medium 
with unique considerations 
#ASCENDSUMMIT2014 
// @meladorri
#ASCENDSUMMIT2014 
Blue links in iOS: http://bit.ly/blue-links 
// @meladorri
#ASCENDSUMMIT2014 
-webkit-text-size-adjust: none; 
// @meladorri
#ASCENDSUMMIT2014 
‣ Body copy 16px+ 
‣ Headlines: 22px+ 
‣ Buttons: 44px by 44px 
‣ White space: 10px+ 
‣ Tappable touch targets 
image: webdesignerdepot.com 
// @meladorri
// @meladorri 
#ASCENDSUMMIT2014 
// @meladorri
#ASCENDSUMMIT2014 
Dial up the contrast 
Bright screen = dead battery 
// @meladorri
#ASCENDSUMMIT2014 
What to know about: Windows Phone 
‣ Mixed media query support 
‣ Inconsistent font display 
‣ Blocks images 
‣ No ALT text 
// @meladorri
#ASCENDSUMMIT2014 
What to know about: BlackBerry 
‣ Media query support 
‣ Blocks images 
‣ Supports styled ALT text 
‣ Does not scale/auto-zoom 
‣ No separate app; email joins social, 
SMS and voice in the “hub” 
#KISSwebinar 
// @meladorri
#ASCENDSUMMIT2014 
What to know about: Android 
‣ Blocks images by default 
‣ Supports ALT text 
‣ Mixed support for media queries 
‣ Various screen sizes and sometimes 
automatic scaling 
‣ Primary content focus on left-hand side 
// @meladorri
Content 
#ASCENDSUMMIT2014 
// @meladorri
#ASCENDSUMMIT2014 
What to know about: iPhone 
‣ Automatically scales messages 
to fit the screen 
‣ Excellent support for CSS3 and 
media queries 
‣ Images on by default 
‣ Resizes fonts under 13px 
// @meladorri
#ASCENDSUMMIT2014 
iOS 8 / iPhone 6 Plus 
‣ No support for <video> 
‣ Superscripts aren’t so super 
‣ Landscape email view 
// @meladorri
History of iPhone Breakpoints 
#ASCENDSUMMIT2014 
320px 375px 414px 
// @meladorri
#ASCENDSUMMIT2014 // @meladorri
Email is an application, not a device 
#ASCENDSUMMIT2014 
// @meladorri
#ASCENDSUMMIT2014 
Testing is crucial 
// @meladorri
#ASCENDSUMMIT2014 // @meladorri
litmus.com/community 
#ASCENDSUMMIT2014 // @meladorri
#ASCENDSUMMIT2014 
reallygoodemails.com 
// @meladorri
responsiveemailresources.com 
#ASCENDSUMMIT2014 
// @meladorri
https://github.com/rodriguezcommaj/salted 
#ASCENDSUMMIT2014 
// @meladorri
litmus.com/scope 
#ASCENDSUMMIT2014 // @meladorri
THANKS! 
justine@litmus.com 
@meladorri 
litmus.com/lp/ascendsummit
Conversion Optimization ! 
Live and Uncut 
#ASCENDSUMMIT2014 
Brian Massey 
Sr. Biz Dev Manager,! 
AWeber! 
@HunterBoyle 
Founder,! 
Conversion Sciences! 
@BMassey 
Oli Gardner 
Co-Founder,! 
Unbounce! 
@OliGardner 
Hunter Boyle
Our Goal 
Help you understand principles that 
will increase your conversions, with 
real examples as a model for testing 
#ASCENDSUMMIT2014
5 Optimization Principles 
The elements we’ll focus on today are: 
! 
1. Alignment (Channels/Funnel to Biz Goals) 
2. Value Proposition 
3. Relevance (Context, Timing) 
4. Clarity (Reduced Friction, Distraction) 
5. Motivation (Urgency, Incentive) 
#ASCENDSUMMIT2014
Volunteer #1 
Reliance Bank! 
! 
Primary traffic driver: 
SEO/organic 
! 
Primary conversion goal: 
Open account/request info 
! 
Previous tests? 
No 
#ASCENDSUMMIT2014
Volunteer #2 
Samson Media! 
! 
Primary traffic driver: 
SEO/organic 
! 
Primary conversion goal: 
Email signup/lead 
! 
Previous tests? 
No 
#ASCENDSUMMIT2014
Volunteer #3 
Southco! 
! 
Primary traffic driver: 
Email 
! 
Primary conversion goal: 
Download 
! 
Previous tests? 
No 
#ASCENDSUMMIT2014
Volunteer #4 
Doylestown Hospital! 
! 
Primary traffic driver: 
PPC/paid search 
! 
Primary conversion goal: 
Download/contact 
! 
Previous tests? 
No 
#ASCENDSUMMIT2014
Volunteer #5 
EasyBib! 
! 
Primary traffic driver: 
SEO/organic 
! 
Primary conversion goal: 
Free trial 
! 
Previous tests? 
Yes, mostly headline and copy 
#ASCENDSUMMIT2014
Volunteer #6 
Pure Water Technology! 
! 
Primary traffic driver: 
PPC/paid search 
! 
Primary conversion goal: 
Free quote/trial 
! 
Previous tests? 
No 
#ASCENDSUMMIT2014
@HunterBoyle @OliGardner @BMassey 
bit.ly/! 
popupebook 
#ASCENDSUMMIT2014 
bit.ly/ 
landingpageroiebook 
bit.ly/! 
bestebookever
Top Tips for Email Deliverability 
#ASCENDSUMMIT2014 
Mohammed Ahmed! 
Director of Deliverability, AWeber! 
@mohamedataweber
History & Trends 
User Engagement is Key 
Quality over Quantity preferred 
ISP Reputations 
Free “From Addresses” are Getting Blocked 
Free Link Shorteners are Not Effective 
#ASCENDSUMMIT2014
Headline 
emailhistory.aweber.com 
#ASCENDSUMMIT2014
#ASCENDSUMMIT2014 
Top 10 Tips for! 
Better Email Deliverability
Deliverability Tip #1 
Use Confirmed Opt-In 
#ASCENDSUMMIT2014
Deliverability Tip #2 
Email Address Books 
#ASCENDSUMMIT2014
Deliverability Tip #3 
#ASCENDSUMMIT2014 
Be Consistent
Deliverability Tip #4 
Good List Hygiene 
#ASCENDSUMMIT2014
Deliverability Tip #5 
#ASCENDSUMMIT2014 
Segmentation
Deliverability Tip #6 
Enhance Your Subject Line 
#ASCENDSUMMIT2014
Deliverability Tip #7 
#ASCENDSUMMIT2014 
Frequency
Deliverability Tip #8 
#ASCENDSUMMIT2014 
Avoid Free! 
“From” Addresses! 
and Link Shorteners
#ASCENDSUMMIT2014
Deliverability Tip #9 
Easy Unsubscribe Process 
#ASCENDSUMMIT2014
#ASCENDSUMMIT2014
Deliverability Tip #10 
Provide Relevant Content 
#ASCENDSUMMIT2014
Looking for more advanced tips? 
Download our free guide 
aweber.com/deliverability 
#ASCENDSUMMIT2014
Headline 
emailhistory.aweber.com 
#ASCENDSUMMIT2014
@Mohamedataweber 
www.linkedin.com/in/mohammeda
Panel: Affiliate Marketing 
Live and Uncut 
#ASCENDSUMMIT2014 
Tricia Meyer 
Sunshine Rewards 
@SunshineTricia 
Brian Littleton Sarah Bundy 
ebove & beyond 
@JenMyersWard 
AM Navigator 
@ePrussakov 
All Inclusive Marketing 
@TrustTheExperts 
ShareASale 
@ShareASale 
Geno Prussakov Jen Myers-Ward
Affiliate Marketing Basics! 
Brian Littleton (@ShareASale) 
#ASCENDSUMMIT2014
Affiliate Marketing Basics 
• 101 – Affiliate Marketing is just advertising fees based on 
actual customer purchases 
• 201 – Affiliate Marketing is product searches, product links, 
reviews, and exploring deep links 
• 301 – Affiliate Marketing is datafeeds, RSS feeds, PHP, 
MySQL, and more 
#ASCENDSUMMIT2014
How to Get Started 
Bottom line, relevancy is the number one key. 
! 
This isn’t adwords, display rotations, or CPM/Retargeting – this is 
relevant content chosen BY YOU, to be directed at your audience. 
Think of the audience concept – your readers are your audience – 
what will they respond to? 
! 
The number one benefit to Affiliate Marketing is the ability to be 
relevant, and it is also the number one roadblock to activity. ! 
#ASCENDSUMMIT2014
What is Available? 
As a blogger, there are really 3 kinds of programs to 
participate in: 
1. Retail products to solve problems 
2. Business products you use to create your blog 
3. Things you do to either run your business or your family. 
Many of the bloggers I know make more money in areas 
2 and 3 as they are more comfortable there than 
#ASCENDSUMMIT2014 
interrupting content sections.!
Get Outside the Box 
Don’t market what everyone else is marketing. Your audience 
isn’t generic – neither are products. 
! 
Promote products that you use, care about, are passionate 
about, or those that you can relay pertinent information to 
your audience. 
#ASCENDSUMMIT2014
Supplement by Using Deals 
I don’t recommend just specifically deals marketing to anyone 
at this point due to the crowded nature of the space. 
! 
Supplementing reviews with available deals is a great plan – 
but if you do it, contact the merchant and get a custom code. 
Find out how they are commissioning coupon sites. 
#ASCENDSUMMIT2014
Affiliate Marketing Examples! 
#ASCENDSUMMIT2014 
Affiliates and Publishers! 
Sarah Bundy (@SVBundy)
Bloggers & Content Writers 
• Content 
• Opinion 
• Social 
• Email 
• Review 
• Deal 
• Trending 
• Magazines 
#ASCENDSUMMIT2014
Coupon / Daily Deal 
Prime placement 
opportunities where 
shoppers want 
those extra savings 
#ASCENDSUMMIT2014
Loyalty / Cash Back 
Reward loyal 
shoppers with cash 
back & incentives 
– at no extra cost to 
you! 
#ASCENDSUMMIT2014
Shopping Comparison 
Who’s got the best 
product, price, 
reviews, 
availability, 
payment, options? 
#ASCENDSUMMIT2014
YouTube / Video 
Leverage video optimizers 
and existing YouTube 
personalities with followers, 
to target new buyers 
#ASCENDSUMMIT2014
Podcasts / Radio 
Tracking codes, 
coupons, exclusive 
URLs, 1-800-numbers, 
etc. 
#ASCENDSUMMIT2014
Mobile 
Downloads, apps, 
forms, fills and 
m-commerce sales 
will drive new 
buyers 
#ASCENDSUMMIT2014
Technologies 
Leverage the power 
of select tools and 
techniques to make 
selling easier. 
#ASCENDSUMMIT2014
Pay-Per-Call 
• PPC 
• Print 
• TV / Radio 
• Consultant 
• Higher Conversion 
• Higher AOV 
#ASCENDSUMMIT2014
Independent Consultants 
• Speakers 
• Authors 
• Trainers 
• VJ Partners 
• Coaches 
! 
#ASCENDSUMMIT2014
Merchant Misconceptions! 
Geno Prussakov (@ePrussakov) 
#ASCENDSUMMIT2014
Merchant Misconception #1! 
An affiliate program is a great way to test things out 
#ASCENDSUMMIT2014
Merchant Misconception #2! 
Affiliate networks will manage the program 
#ASCENDSUMMIT2014 
3 Key Responsibilities 
(of affiliate networks) 
! 
1. Tracking 
2. Reporting 
3. Payments 
They provide the infrastructure, 
but don't steer the ship.
Merchant Misconception #3! 
OPM-managed programs require no involvement 
#ASCENDSUMMIT2014
Merchant Misconception #4! 
TOS and program policies prevent violations 
#ASCENDSUMMIT2014 
Sobering Truth: 
“How often do you read a TOS?” 
43%
Merchant Misconception #4! 
TOS and program policies prevent violations 
#ASCENDSUMMIT2014 
Police!! 
! 
o Trademark use 
o Compliance with FTC 
disclosure requirements 
o Coupon usage 
o Brand placements, etc.
Merchant Misconception #5! 
Number of recruited affiliates is a key metric 
#ASCENDSUMMIT2014 
Recruited 
Stagnant Active 
It’s the number of active 
affiliates that really 
matters!
Affiliate Misconceptions! 
Jennifer Myers-Ward (@JenMyersWard) 
#ASCENDSUMMIT2014
Affiliate Misconception #1! 
Affiliate marketing is an easy “get rich” scheme 
• There’s nothing easy about it, it takes 
dedication, perseverance & relationships. 
• Quality affiliates are able to make money 
through this channel over time. 
#ASCENDSUMMIT2014
Affiliate Misconception #2! 
• Being a successful affiliate takes 
more than just “putting a site up.” 
• How will you generate traffic and 
interest? 
#ASCENDSUMMIT2014 
If you build it, they will come…
Affiliate Misconception #3! 
• Working with 5 to15 targeted 
merchants is optimum. 
• It enables you to build strong 
relationships and stay up to speed. 
#ASCENDSUMMIT2014 
Merchants: the more the merrier
Affiliate Misconception #4! 
I will pick a product and build a blog around it 
• It is important to build valuable content 
around a topic you are passionate 
about. 
• The products you suggest should be of 
value to your readers. 
#ASCENDSUMMIT2014
Affiliate Misconception #5! 
Once I send traffic to a site, I will see sales! 
• On average, about 1- 2% out of 1,000 
clicks translate to sales. 
• It is important to review a merchant’s 
site product price point and buying 
cycle. 
#ASCENDSUMMIT2014
#ASCENDSUMMIT2014 
Jennifer Myers-Ward 
@JenMyersWard! 
jennifer@eboveandbeyond.com 
1-954-778-0047! 
www.eboveandbeyond.com 
@SunshineTricia! 
tricia@sunshinerewards.com! 
www.sunshinerewards.com 
Geno Prussakov 
@ePrussakov! 
geno@amnavigator.com ! 
1-888-588-8866! 
www.amnavigator.com 
Sarah Bundy 
@SVBundy @TrustTheExperts 
sarah@allinclusivemarketing.com! 
1-866-215-1314! 
www.allinclusivemarketing.com 
Brian Littleton 
@ShareASale! 
brian@shareasale.com! 
www.shareasale.com 
Tricia Meyer
About ASCEND 
The first ASCEND Digital Marketing Summit was a runaway success. And 
we couldn't have done it without the support of our speakers, sponsors 
and attendees. 
! 
Industry experts, business innovators and digital influencers from around 
the world congregated in Philadelphia to learn actionable tips and ideas 
from an A-list roster of speakers. 
! 
But the fun didn't stop once the speakers left the stage. We networked 
over hors d'oeuvres inside of an old bank vault, toasted the Philly skyline 
from one of the best views in the city and partied with an astronaut. No, 
really - check out the video! 
Get the full recap here
Content Marketing 
Power Tools 
If content marketing is your top 
priority, these five ASCEND 
sessions will show how to build 
your business with proven tactics, 
the latest trends and tools, and 
sage advice from experts in the 
field. 
$59 - Order Now! 
Multichannel 
Marketing Power 
Tools 
Want to drill down into marketing 
channels like SEO, email, affiliate 
marketing, landing pages and 
mobile? These six ASCEND 
sessions cover today's most 
effective marketing methods, with 
actionable insights you can use 
right away. 
$59 - Order Now! 
COMPLETE PACKAGE 
Content + 
Multichannel 
Full-stack marketers and do-it-all 
teams, this comprehensive 
ASCEND package is for you. 
Combining the content and 
multichannel sessions, this 
package includes 11 sessions 
from our renowned presenters, 
covering the most vital areas of 
your digital marketing efforts. 
$99 - Order Now! 
ASCEND Video Packages
Conquer the Digital Marketing Landscape 
Join us this Fall 2015 in the historic and beautiful city of Philadelphia 
and learn how to ASCEND your business to new heights. 
! 
Stay Updated
Tell your friends about ASCEND 
#ASCENDSUMMIT
About AWeber 
AWeber develops and runs an opt-in email marketing service used by over 120,000 small businesses, 
bloggers and entrepreneurs around the globe. Our web-based tools help businesses grow by staying 
in touch with customers and prospects through email. 
! 
Since Tom Kulzer founded AWeber in 1998, many bright, creative problem-solvers have joined the 
team in Chalfont, PA. 
! 
As we enter our 17th year in business, our talented team continues to expand as we accomplish our 
mission of building AWesome tools to support our growing base of customers. Driven by that mission, 
our team uses a set of six core values to guide our decisions and innovation on a daily basis. 
! 
• Create Remarkable Experiences. 
• Execute with Passion. 
• Foster Respect and Cooperation. 
• Listen to What People Say About Us. Invite Feedback. 
• Learn. Educate. Innovate. 
• Don’t Take Ourselves Too Seriously. Have Fun. 
Learn More

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ASCEND Multichannel Marketing Power Tools

  • 2. Fat Fingers and Small Screens! Three Strategies for Mobile-Optimized Emails #ASCENDSUMMIT2014 Justine Jordan! Director of Marketing, Litmus! @meladorri @LitmusApp
  • 3. Justine Jordan @meladorri @litmusapp ➡ litmus.com/lp/ascendsummit #ASCENDSUMMIT2014
  • 6. EMAIL IS NOT #ASCENDSUMMIT2014 JPG PPC SEO CPC ONE-PAGE WEBSITE // @meladorri
  • 7. EMAIL IS NOT #ASCENDSUMMIT2014 JPG ONE-PAGE WEBSITE // @meladorri
  • 8. #ASCENDSUMMIT2014 YES, EMAIL IS <make it rain> <emotional/happy> // @meladorri
  • 9. #ASCENDSUMMIT2014 BUT ALSO, EMAIL IS // @meladorri
  • 10. Lots of emails suck. Especially on mobile. #ASCENDSUMMIT2014 // @meladorri
  • 12. #ASCENDSUMMIT2014 email receipt requested from an ATM transaction!! ! // @meladorri
  • 14. Let’s unsuck email. #ASCENDSUMMIT2014 // @meladorri
  • 16. WHO WHAT ‣ Register for a webinar! ‣ Read an article! ‣ Buy something WHY #ASCENDSUMMIT2014 WHEN ‣ Triggered vs. mass! ‣ Drip or automation! ‣ Behavioral-based! ‣ Day and time HOW WHERE ‣ Mobile / tablet! ‣Web browser / webmail! ‣ Desktop / at work ‣ Brand awareness! ‣ Content marketing! ‣ Influence behavior! ‣ Drive purchases ‣ Opens! ‣ Clicks! ‣ Conversions ‣ Internal vs. external! ‣ B2B vs. B2C! ‣ Demographics! ‣ Know your audience! ‣ bit.ly/email-plan // @meladorri
  • 17. ‘WHERE’ HAS BECOME A COMPLICATED QUESTION. #ASCENDSUMMIT2014 // @meladorri
  • 18. Mobile is big, but how big? Webmail 32% Desktop 25% #ASCENDSUMMIT2014 Mobile 43% Mobile: ! Smartphones (iPhone, Android) and tablets ! Desktop:! Installed email programs (Outlook, Apple Mail) ! Webmail:! Email accessed through a web browser (Gmail, Hotmail, Yahoo!) Litmus Email Analytics! // @meladorri
  • 19. #ASCENDSUMMIT2014 MOBILE EMAIL! +400% since 2011 // @ryanmheap @degdigital // @meladorri
  • 20. The unifying characteristic? TOUCH. #ASCENDSUMMIT2014 // @meladorri
  • 21. doesn’t look good, what do you do? 3.8% #ASCENDSUMMIT2014 If you get a mobile email that 30.2 % +68% 13.5 % 6.3% +15% Source: BlueHornet Study: Consumer Views of Email Marketing, 2012 and 2013 Delete it Unsubscribe View on computer Don't know Read anyway 80.3 % 0 25 50 75 100 // @meladorri
  • 22. How does a poorly designed email affect your perception of the brand? #ASCENDSUMMIT2014 Strongly Negative 24% Slightly Negative 51% Neutral 25% 75%! ‘negative’ Source: BlueHornet Study: Consumer Views of Email Marketing, 2012 and 2013 // @meladorri
  • 23. 31% ! of marketers don’t know their #ASCENDSUMMIT2014 mobile email open rate source: marketingsherpa.com // @meladorri
  • 25. 70%+ open on mobile <15% open on mobile #ASCENDSUMMIT2014 // @meladorri
  • 26. Copy, paste, send! #ASCENDSUMMIT2014 // @meladorri
  • 27. SUBSCRIBER EXPERIENCE FROM NAME #ASCENDSUMMIT2014 SUBJECT ! LINE PREHEADER OPEN TAP/CLICK PAGE/SITE // @meladorri
  • 28. FROM NAME SUBJECT ! #ASCENDSUMMIT2014 LINE PREHEADER OPEN TAP/CLICK PAGE/SITE ‣ What is recognizable, trustworthy and relevant? ‣ Does the subscriber have a relationship with a person or the brand? // @meladorri
  • 29. SUBJECT ! FROM NAME PREHEADER OPEN TAP/CLICK PAGE/SITE LINE #ASCENDSUMMIT2014 // @meladorri
  • 30. SUBJECT ! FROM NAME PREHEADER OPEN TAP/CLICK PAGE/SITE LINE #ASCENDSUMMIT2014 // @meladorri
  • 31. SUBJECT ! FROM NAME PREHEADER OPEN TAP/CLICK PAGE/SITE #ASCENDSUMMIT2014 LINE
  • 32. SUBJECT ! FROM NAME PREHEADER OPEN TAP/CLICK PAGE/SITE LINE 75% of emails are displayed with preview text #ASCENDSUMMIT2014 // @meladorri
  • 33. SUBJECT ! FROM NAME PREHEADER OPEN TAP/CLICK PAGE/SITE ✘ #ASCENDSUMMIT2014 ✔ ✔ ✔ ✘ LINE // @meladorri
  • 34. SUBJECT ! FROM NAME PREHEADER OPEN TAP/CLICK PAGE/SITE #ASCENDSUMMIT2014 LINE Preheader text A/B Tests: 30%+ CTR Boost // @meladorri
  • 35. Android Gmail iPhone 5 iPhone 6 iPhone 6+ #ASCENDSUMMIT2014 // @meladorri
  • 36. Future proof emails for the Apple Watch // @meladorri FROM NAME #ASCENDSUMMIT2014 SUBJECT ! LINE PREHEADER // @meladorri
  • 37. SUBJECT ! FROM NAME PREHEADER OPEN TAP/CLICK PAGE/SITE LINE #SearchLove @meladorri #ASCENDSUMMIT2014 // @meladorri
  • 38. SUBJECT ! FROM NAME PREHEADER OPEN TAP/CLICK PAGE/SITE #ASCENDSUMMIT2014 #EmbraceTheScroll LINE // @meladorri
  • 39. SUBJECT ! FROM NAME PREHEADER OPEN TAP/CLICK PAGE/SITE LINE #ASCENDSUMMIT2014 // @meladorri
  • 40. #ASCENDSUMMIT2014 I LIKE… BIG BUTTONS http://bit.ly/bulletproof-buttons // @meladorri
  • 41. SUBJECT ! FROM NAME PREHEADER OPEN TAP/CLICK PAGE/SITE LINE #ASCENDSUMMIT2014 // @meladorri
  • 42. SUBJECT ! FROM NAME PREHEADER OPEN TAP/CLICK PAGE/SITE #ASCENDSUMMIT2014 ‣ What is your goal? ‣ Can the CTA be achieved on mobile? ‣ Is it tappable? ‣ How many clicks/taps/actions are LINE // @meladorri
  • 44. #ASCENDSUMMIT2014 strategy #1 mobile first ! aka agnostic, aware, scalable // @meladorri
  • 45. Mobile first ‣ Considers the mobile user a priority ‣ One layout for all screen sizes ‣ Single column design; 320-500px ‣ Large text & buttons ‣ Generous white space ‣ Short, concise body copy #ASCENDSUMMIT2014 // @meladorri
  • 47. #ASCENDSUMMIT2014 strategy #2 fluid // @meladorri
  • 48. #ASCENDSUMMIT2014 Fluid Email width changes to fit inside the window ‣ Percentage-based widths ‣ Adapts to fit the screen ‣ Text wraps automatically // @meladorri
  • 49. ‣ Shorter learning curve ‣ Best for text-heavy emails #ASCENDSUMMIT2014 // @meladorri
  • 50. #ASCENDSUMMIT2014 strategy #3 responsive // @meladorri
  • 52. Responsive ‣ Resize content: make images fit, make text larger ‣ Hide content on mobile ‣ Stack columns ‣ Move a two-column design to a one-column design https://litmus.com/blog/the-how-to-guide-to-responsive-email-design-infographic #ASCENDSUMMIT2014 // @meladorri
  • 53. Responsive email design Uses media queries to detect screen size and alter content + layout ‣ More than a “line of code” ‣ Set of conditional statement that enables specific styles ‣ If the screen size is x, then display y ‣ If the screen size is x, then increase headline size to y ‣ If screen size is x, then show image at 100% ‣ Detects screen size, not device type #ASCENDSUMMIT2014 // @meladorri
  • 54. Email: a unique medium with unique considerations #ASCENDSUMMIT2014 // @meladorri
  • 55. #ASCENDSUMMIT2014 Blue links in iOS: http://bit.ly/blue-links // @meladorri
  • 57. #ASCENDSUMMIT2014 ‣ Body copy 16px+ ‣ Headlines: 22px+ ‣ Buttons: 44px by 44px ‣ White space: 10px+ ‣ Tappable touch targets image: webdesignerdepot.com // @meladorri
  • 59. #ASCENDSUMMIT2014 Dial up the contrast Bright screen = dead battery // @meladorri
  • 60. #ASCENDSUMMIT2014 What to know about: Windows Phone ‣ Mixed media query support ‣ Inconsistent font display ‣ Blocks images ‣ No ALT text // @meladorri
  • 61. #ASCENDSUMMIT2014 What to know about: BlackBerry ‣ Media query support ‣ Blocks images ‣ Supports styled ALT text ‣ Does not scale/auto-zoom ‣ No separate app; email joins social, SMS and voice in the “hub” #KISSwebinar // @meladorri
  • 62. #ASCENDSUMMIT2014 What to know about: Android ‣ Blocks images by default ‣ Supports ALT text ‣ Mixed support for media queries ‣ Various screen sizes and sometimes automatic scaling ‣ Primary content focus on left-hand side // @meladorri
  • 64. #ASCENDSUMMIT2014 What to know about: iPhone ‣ Automatically scales messages to fit the screen ‣ Excellent support for CSS3 and media queries ‣ Images on by default ‣ Resizes fonts under 13px // @meladorri
  • 65. #ASCENDSUMMIT2014 iOS 8 / iPhone 6 Plus ‣ No support for <video> ‣ Superscripts aren’t so super ‣ Landscape email view // @meladorri
  • 66. History of iPhone Breakpoints #ASCENDSUMMIT2014 320px 375px 414px // @meladorri
  • 68. Email is an application, not a device #ASCENDSUMMIT2014 // @meladorri
  • 69. #ASCENDSUMMIT2014 Testing is crucial // @meladorri
  • 76. THANKS! justine@litmus.com @meladorri litmus.com/lp/ascendsummit
  • 77. Conversion Optimization ! Live and Uncut #ASCENDSUMMIT2014 Brian Massey Sr. Biz Dev Manager,! AWeber! @HunterBoyle Founder,! Conversion Sciences! @BMassey Oli Gardner Co-Founder,! Unbounce! @OliGardner Hunter Boyle
  • 78. Our Goal Help you understand principles that will increase your conversions, with real examples as a model for testing #ASCENDSUMMIT2014
  • 79. 5 Optimization Principles The elements we’ll focus on today are: ! 1. Alignment (Channels/Funnel to Biz Goals) 2. Value Proposition 3. Relevance (Context, Timing) 4. Clarity (Reduced Friction, Distraction) 5. Motivation (Urgency, Incentive) #ASCENDSUMMIT2014
  • 80. Volunteer #1 Reliance Bank! ! Primary traffic driver: SEO/organic ! Primary conversion goal: Open account/request info ! Previous tests? No #ASCENDSUMMIT2014
  • 81. Volunteer #2 Samson Media! ! Primary traffic driver: SEO/organic ! Primary conversion goal: Email signup/lead ! Previous tests? No #ASCENDSUMMIT2014
  • 82. Volunteer #3 Southco! ! Primary traffic driver: Email ! Primary conversion goal: Download ! Previous tests? No #ASCENDSUMMIT2014
  • 83. Volunteer #4 Doylestown Hospital! ! Primary traffic driver: PPC/paid search ! Primary conversion goal: Download/contact ! Previous tests? No #ASCENDSUMMIT2014
  • 84. Volunteer #5 EasyBib! ! Primary traffic driver: SEO/organic ! Primary conversion goal: Free trial ! Previous tests? Yes, mostly headline and copy #ASCENDSUMMIT2014
  • 85. Volunteer #6 Pure Water Technology! ! Primary traffic driver: PPC/paid search ! Primary conversion goal: Free quote/trial ! Previous tests? No #ASCENDSUMMIT2014
  • 86. @HunterBoyle @OliGardner @BMassey bit.ly/! popupebook #ASCENDSUMMIT2014 bit.ly/ landingpageroiebook bit.ly/! bestebookever
  • 87. Top Tips for Email Deliverability #ASCENDSUMMIT2014 Mohammed Ahmed! Director of Deliverability, AWeber! @mohamedataweber
  • 88. History & Trends User Engagement is Key Quality over Quantity preferred ISP Reputations Free “From Addresses” are Getting Blocked Free Link Shorteners are Not Effective #ASCENDSUMMIT2014
  • 90. #ASCENDSUMMIT2014 Top 10 Tips for! Better Email Deliverability
  • 91. Deliverability Tip #1 Use Confirmed Opt-In #ASCENDSUMMIT2014
  • 92. Deliverability Tip #2 Email Address Books #ASCENDSUMMIT2014
  • 93. Deliverability Tip #3 #ASCENDSUMMIT2014 Be Consistent
  • 94. Deliverability Tip #4 Good List Hygiene #ASCENDSUMMIT2014
  • 95. Deliverability Tip #5 #ASCENDSUMMIT2014 Segmentation
  • 96. Deliverability Tip #6 Enhance Your Subject Line #ASCENDSUMMIT2014
  • 97. Deliverability Tip #7 #ASCENDSUMMIT2014 Frequency
  • 98. Deliverability Tip #8 #ASCENDSUMMIT2014 Avoid Free! “From” Addresses! and Link Shorteners
  • 100. Deliverability Tip #9 Easy Unsubscribe Process #ASCENDSUMMIT2014
  • 102. Deliverability Tip #10 Provide Relevant Content #ASCENDSUMMIT2014
  • 103. Looking for more advanced tips? Download our free guide aweber.com/deliverability #ASCENDSUMMIT2014
  • 106. Panel: Affiliate Marketing Live and Uncut #ASCENDSUMMIT2014 Tricia Meyer Sunshine Rewards @SunshineTricia Brian Littleton Sarah Bundy ebove & beyond @JenMyersWard AM Navigator @ePrussakov All Inclusive Marketing @TrustTheExperts ShareASale @ShareASale Geno Prussakov Jen Myers-Ward
  • 107. Affiliate Marketing Basics! Brian Littleton (@ShareASale) #ASCENDSUMMIT2014
  • 108. Affiliate Marketing Basics • 101 – Affiliate Marketing is just advertising fees based on actual customer purchases • 201 – Affiliate Marketing is product searches, product links, reviews, and exploring deep links • 301 – Affiliate Marketing is datafeeds, RSS feeds, PHP, MySQL, and more #ASCENDSUMMIT2014
  • 109. How to Get Started Bottom line, relevancy is the number one key. ! This isn’t adwords, display rotations, or CPM/Retargeting – this is relevant content chosen BY YOU, to be directed at your audience. Think of the audience concept – your readers are your audience – what will they respond to? ! The number one benefit to Affiliate Marketing is the ability to be relevant, and it is also the number one roadblock to activity. ! #ASCENDSUMMIT2014
  • 110. What is Available? As a blogger, there are really 3 kinds of programs to participate in: 1. Retail products to solve problems 2. Business products you use to create your blog 3. Things you do to either run your business or your family. Many of the bloggers I know make more money in areas 2 and 3 as they are more comfortable there than #ASCENDSUMMIT2014 interrupting content sections.!
  • 111. Get Outside the Box Don’t market what everyone else is marketing. Your audience isn’t generic – neither are products. ! Promote products that you use, care about, are passionate about, or those that you can relay pertinent information to your audience. #ASCENDSUMMIT2014
  • 112. Supplement by Using Deals I don’t recommend just specifically deals marketing to anyone at this point due to the crowded nature of the space. ! Supplementing reviews with available deals is a great plan – but if you do it, contact the merchant and get a custom code. Find out how they are commissioning coupon sites. #ASCENDSUMMIT2014
  • 113. Affiliate Marketing Examples! #ASCENDSUMMIT2014 Affiliates and Publishers! Sarah Bundy (@SVBundy)
  • 114. Bloggers & Content Writers • Content • Opinion • Social • Email • Review • Deal • Trending • Magazines #ASCENDSUMMIT2014
  • 115. Coupon / Daily Deal Prime placement opportunities where shoppers want those extra savings #ASCENDSUMMIT2014
  • 116. Loyalty / Cash Back Reward loyal shoppers with cash back & incentives – at no extra cost to you! #ASCENDSUMMIT2014
  • 117. Shopping Comparison Who’s got the best product, price, reviews, availability, payment, options? #ASCENDSUMMIT2014
  • 118. YouTube / Video Leverage video optimizers and existing YouTube personalities with followers, to target new buyers #ASCENDSUMMIT2014
  • 119. Podcasts / Radio Tracking codes, coupons, exclusive URLs, 1-800-numbers, etc. #ASCENDSUMMIT2014
  • 120. Mobile Downloads, apps, forms, fills and m-commerce sales will drive new buyers #ASCENDSUMMIT2014
  • 121. Technologies Leverage the power of select tools and techniques to make selling easier. #ASCENDSUMMIT2014
  • 122. Pay-Per-Call • PPC • Print • TV / Radio • Consultant • Higher Conversion • Higher AOV #ASCENDSUMMIT2014
  • 123. Independent Consultants • Speakers • Authors • Trainers • VJ Partners • Coaches ! #ASCENDSUMMIT2014
  • 124. Merchant Misconceptions! Geno Prussakov (@ePrussakov) #ASCENDSUMMIT2014
  • 125. Merchant Misconception #1! An affiliate program is a great way to test things out #ASCENDSUMMIT2014
  • 126. Merchant Misconception #2! Affiliate networks will manage the program #ASCENDSUMMIT2014 3 Key Responsibilities (of affiliate networks) ! 1. Tracking 2. Reporting 3. Payments They provide the infrastructure, but don't steer the ship.
  • 127. Merchant Misconception #3! OPM-managed programs require no involvement #ASCENDSUMMIT2014
  • 128. Merchant Misconception #4! TOS and program policies prevent violations #ASCENDSUMMIT2014 Sobering Truth: “How often do you read a TOS?” 43%
  • 129. Merchant Misconception #4! TOS and program policies prevent violations #ASCENDSUMMIT2014 Police!! ! o Trademark use o Compliance with FTC disclosure requirements o Coupon usage o Brand placements, etc.
  • 130. Merchant Misconception #5! Number of recruited affiliates is a key metric #ASCENDSUMMIT2014 Recruited Stagnant Active It’s the number of active affiliates that really matters!
  • 131. Affiliate Misconceptions! Jennifer Myers-Ward (@JenMyersWard) #ASCENDSUMMIT2014
  • 132. Affiliate Misconception #1! Affiliate marketing is an easy “get rich” scheme • There’s nothing easy about it, it takes dedication, perseverance & relationships. • Quality affiliates are able to make money through this channel over time. #ASCENDSUMMIT2014
  • 133. Affiliate Misconception #2! • Being a successful affiliate takes more than just “putting a site up.” • How will you generate traffic and interest? #ASCENDSUMMIT2014 If you build it, they will come…
  • 134. Affiliate Misconception #3! • Working with 5 to15 targeted merchants is optimum. • It enables you to build strong relationships and stay up to speed. #ASCENDSUMMIT2014 Merchants: the more the merrier
  • 135. Affiliate Misconception #4! I will pick a product and build a blog around it • It is important to build valuable content around a topic you are passionate about. • The products you suggest should be of value to your readers. #ASCENDSUMMIT2014
  • 136. Affiliate Misconception #5! Once I send traffic to a site, I will see sales! • On average, about 1- 2% out of 1,000 clicks translate to sales. • It is important to review a merchant’s site product price point and buying cycle. #ASCENDSUMMIT2014
  • 137. #ASCENDSUMMIT2014 Jennifer Myers-Ward @JenMyersWard! jennifer@eboveandbeyond.com 1-954-778-0047! www.eboveandbeyond.com @SunshineTricia! tricia@sunshinerewards.com! www.sunshinerewards.com Geno Prussakov @ePrussakov! geno@amnavigator.com ! 1-888-588-8866! www.amnavigator.com Sarah Bundy @SVBundy @TrustTheExperts sarah@allinclusivemarketing.com! 1-866-215-1314! www.allinclusivemarketing.com Brian Littleton @ShareASale! brian@shareasale.com! www.shareasale.com Tricia Meyer
  • 138. About ASCEND The first ASCEND Digital Marketing Summit was a runaway success. And we couldn't have done it without the support of our speakers, sponsors and attendees. ! Industry experts, business innovators and digital influencers from around the world congregated in Philadelphia to learn actionable tips and ideas from an A-list roster of speakers. ! But the fun didn't stop once the speakers left the stage. We networked over hors d'oeuvres inside of an old bank vault, toasted the Philly skyline from one of the best views in the city and partied with an astronaut. No, really - check out the video! Get the full recap here
  • 139. Content Marketing Power Tools If content marketing is your top priority, these five ASCEND sessions will show how to build your business with proven tactics, the latest trends and tools, and sage advice from experts in the field. $59 - Order Now! Multichannel Marketing Power Tools Want to drill down into marketing channels like SEO, email, affiliate marketing, landing pages and mobile? These six ASCEND sessions cover today's most effective marketing methods, with actionable insights you can use right away. $59 - Order Now! COMPLETE PACKAGE Content + Multichannel Full-stack marketers and do-it-all teams, this comprehensive ASCEND package is for you. Combining the content and multichannel sessions, this package includes 11 sessions from our renowned presenters, covering the most vital areas of your digital marketing efforts. $99 - Order Now! ASCEND Video Packages
  • 140. Conquer the Digital Marketing Landscape Join us this Fall 2015 in the historic and beautiful city of Philadelphia and learn how to ASCEND your business to new heights. ! Stay Updated
  • 141. Tell your friends about ASCEND #ASCENDSUMMIT
  • 142. About AWeber AWeber develops and runs an opt-in email marketing service used by over 120,000 small businesses, bloggers and entrepreneurs around the globe. Our web-based tools help businesses grow by staying in touch with customers and prospects through email. ! Since Tom Kulzer founded AWeber in 1998, many bright, creative problem-solvers have joined the team in Chalfont, PA. ! As we enter our 17th year in business, our talented team continues to expand as we accomplish our mission of building AWesome tools to support our growing base of customers. Driven by that mission, our team uses a set of six core values to guide our decisions and innovation on a daily basis. ! • Create Remarkable Experiences. • Execute with Passion. • Foster Respect and Cooperation. • Listen to What People Say About Us. Invite Feedback. • Learn. Educate. Innovate. • Don’t Take Ourselves Too Seriously. Have Fun. Learn More