Avoiding Lumps of Coal: Effective Email Marketing for the Holidays

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Marketo

Check this out and discover how you can make the most of your holiday-themed campaigns (and avoid lumps of email coal).

Technology

Avoiding Lumps of Coal: Effective Email Marketing for the Holidays

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Personalization

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Subject Lines
Follow the Four “U”s:
•1. Useful: Is the promised message valuable to the reader?
•2. Ultra-specific: Does the reader know what’s being promised?
•3. Unique: Is the promised message compelling and remarkable?
•4. Urgent: Does the reader feel the need to read it now?
- Copyblogger

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Demographics
@jlangensand

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Targeted Emails are More Relevant

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4 Must-Haves for a Successful Email
1.Intriguing and Honest Subject Line
2.Clear Call to Action 3. Human Voice 4. Value Proposition (What’s In It for Me?)

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Responsive Design – Litmus.com

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The Most Popular Time to Send?

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Holiday Email Must-Haves
1.Make it Easy and Actionable
2.Vary Your Style
a)Subject Lines
b)Images
c)Time of Day
3.Have Fun!!

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Subject: Trick or Treat…

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Text-Only

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Don’t Overdo It…

Effective A/B Testing
•Which Test Won?
•Why Testing Matters?
•3 Steps for Successful Tests
•Tools For You

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•You should test
•Test subject lines
Banners
Button colors
Copy

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Testing Builds an Argument
Email 1
Email 2

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Testing Keeps You Honest
Email 1
Email 2

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46% Increase in conversion and statistically significant

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Email 1
Email 2

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3 Simple Steps to Successful Testing
1.Define Objectives: What are you trying to achieve?
2.Identify Bottlenecks: What’s stopping you from amazing results?
3.Test Variables: What can you test beyond the obvious?

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Define Objectives
•Increase traffic to a certain area?
•Fix the leaky conversion areas?
•Increase registrants for an event?

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Identify Bottlenecks
•Increase registrants to an event
•Not enough people being driven to the registration page?
•What’s stopping people from filling out the form?
•Is the information they need where they need it?

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Beyond Simple Tests
•Emails vs. No Emails
•Frequency of Emails
•Mix of Emails
•Triggered Campaigns vs Regular Sends

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Tools For You
https://whichtestwon.com/ http://www.zettasphere.com/abcalculator/

Beyond an Email
•Listening is a skill
•Behavioral-based campaigns
•Beyond the holidays

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Listening is a Skill
•Use behavioral filters
•Trigger-based messages

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Behavioral-based campaigns
Interest
Social Marketing
Marketing Automation
Email Marketing

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Marketo Proprietary and Confidential | © Marketo, Inc. 11/17/2014
Behavior-based
Regular Email Campaign
% Opened
34%
% Opened
21.7%
Clicked to Open Ratio
37.1%
Clicked to Open Ratio
23.4%
% Clicked
12.6%
% Clicked
5.1%

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Beyond the Holidays
•Determine behavior you want to capture
•Triggered campaigns

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Marketo Proprietary and Confidential | © Marketo, Inc. 11/17/2014
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1. Avoiding Lumps of Coal: Effective Email Marketing for the Holidays

3. Elements of a Great Email

4. ENGAGEMENT

6. Page 6 Marketo Proprietary and Confidential | © Marketo, Inc. 11/17/2014 Subject Lines Follow the Four “U”s: •1. Useful: Is the promised message valuable to the reader? •2. Ultra-specific: Does the reader know what’s being promised? •3. Unique: Is the promised message compelling and remarkable? •4. Urgent: Does the reader feel the need to read it now? - Copyblogger

9. Page 9 Marketo Proprietary and Confidential | © Marketo, Inc. 11/17/2014 4 Must-Haves for a Successful Email 1.Intriguing and Honest Subject Line 2.Clear Call to Action 3. Human Voice 4. Value Proposition (What’s In It for Me?)

10. Elements of a Great HOLIDAY Email

11. 64%

16. Page 16 Marketo Proprietary and Confidential | © Marketo, Inc. 11/17/2014 Holiday Email Must-Haves 1.Make it Easy and Actionable 2.Vary Your Style a)Subject Lines b)Images c)Time of Day 3.Have Fun!!

22. Effective A/B Testing •Which Test Won? •Why Testing Matters? •3 Steps for Successful Tests •Tools For You

23. Page 23 Marketo Proprietary and Confidential | © Marketo, Inc. 11/17/2014 •You should test •Test subject lines Banners Button colors Copy

28. Page 28 Marketo Proprietary and Confidential | © Marketo, Inc. 11/17/2014 46% Increase in conversion and statistically significant

30. Page 30 Marketo Proprietary and Confidential | © Marketo, Inc. 11/17/2014 3 Simple Steps to Successful Testing 1.Define Objectives: What are you trying to achieve? 2.Identify Bottlenecks: What’s stopping you from amazing results? 3.Test Variables: What can you test beyond the obvious?

31. Page 31 Marketo Proprietary and Confidential | © Marketo, Inc. 11/17/2014 Define Objectives •Increase traffic to a certain area? •Fix the leaky conversion areas? •Increase registrants for an event?

32. Page 32 Marketo Proprietary and Confidential | © Marketo, Inc. 11/17/2014 Identify Bottlenecks •Increase registrants to an event •Not enough people being driven to the registration page? •What’s stopping people from filling out the form? •Is the information they need where they need it?

33. Page 33 Marketo Proprietary and Confidential | © Marketo, Inc. 11/17/2014 Beyond Simple Tests •Emails vs. No Emails •Frequency of Emails •Mix of Emails •Triggered Campaigns vs Regular Sends

34. Page 34 Marketo Proprietary and Confidential | © Marketo, Inc. 11/17/2014 Tools For You https://whichtestwon.com/ http://www.zettasphere.com/abcalculator/

35. Beyond an Email •Listening is a skill •Behavioral-based campaigns •Beyond the holidays

36. Page 36 Marketo Proprietary and Confidential | © Marketo, Inc. 11/17/2014 Listening is a Skill •Use behavioral filters •Trigger-based messages

37. Page 37 Marketo Proprietary and Confidential | © Marketo, Inc. 11/17/2014 Behavioral-based campaigns Interest Social Marketing Marketing Automation Email Marketing

38. Page 38 Marketo Proprietary and Confidential | © Marketo, Inc. 11/17/2014 Behavior-based Regular Email Campaign % Opened 34% % Opened 21.7% Clicked to Open Ratio 37.1% Clicked to Open Ratio 23.4% % Clicked 12.6% % Clicked 5.1%

39. Page 39 Marketo Proprietary and Confidential | © Marketo, Inc. 11/17/2014 Beyond the Holidays •Determine behavior you want to capture •Triggered campaigns

40. Page 40 Marketo Proprietary and Confidential | © Marketo, Inc. 11/17/2014 Add us on LinkedIn! https://www.linkedin.com/in/jlangensand https://www.linkedin.com/in/chenphillip

41. Questions?

42. Thank You!

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