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Breaking the Rules of
  Email Marketing

                                 DJ Waldow
                               Waldow Social
  Explore Dallas: February 17, 2012
DJ Waldow
               Founder & CEO


               djwaldow@waldowsocial.com
               919.943.9248




                djwaldow



February 17, 2012
Email Marketing is (NOT) Dead!
WSJ Article: Oct. 10, 2009
Most emailed article of the day!




   WSJ Article: Oct. 10, 2009
How many of
 you have ...
   A little game.
The Value of Email.
FOCUS Study


Email is (still) the top performing marketing channel.
Email is not dead. #Explore via
@djwaldow


  Agreed? Good. Now, let’s move on...
Title(s):
                        Sales Associate
                        Account Manager
                        Director of Best Practices

                        Mantra:
                        Best practices.
                        Best practices.
                        Best practices.
DJ Waldow, circa 2006


                   A bit of history.
Title:
                           Director of Community

                           Mantra:
                           Best practices are practices
                           that are best for you.
DJ Waldow, circa 2009




                A bit of history.
Title:
                         Founder & CEO

                         Mantra:
                         Rules are meant to be broken.
                         (but be sure you test)



DJ Waldow, circa 2012



                  A bit of history.
What email best practices have you heard?
Which do you practice?




       Email Marketing Best Practices
Thou Shall Not (shan’t?)...
1. Send ugly emails
2. Use ALL CAPS or the word
“free” in a subject line.
3. Use popups to collect email
addresses
Thou Shall Not (shan’t?)...



Send ugly emails
A



Breaking the Rules.
B



Breaking the Rules.
A                         B


    Breaking the Rules.
What you’ll need: Phone or Laptop

What you’ll do: Text, Tweet, or Submit online

             A               B




                 Time to vote!
[Live Poll]




Time to vote!
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




                       Methodology
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. Tom?



                           Results
React.
You’ll just have to trust me.




     Incredible results.
Remember:You are not necessarily your
audience #Explore via @djwaldow




                Tweet this.
Thou Shall Not (shan’t?)...


Use popups to collect
     email addresses
Popup
 Quick test.
React.




Popups! Yippee!!!!
Popups.
Popups.
Popups.
Popups.
Popups.
Pre-Popup: 80-100 new emails/month




              Jeff Ginsberg: The Email Guide
Pre-Popup: 80-100 new emails/month

                                Popup + Original opt-in box
                                 • Aug 388
                                 • Sept 478 (a 482% increase)
                                 • Oct 413
                                Popup Only
                                 • Nov 250
                                 • Dec 162
                                 • Jan 174




              Jeff Ginsberg: The Email Guide
Pre-Popup: 80-100 new emails/month

                                Popup + Original opt-in box
                                 • Aug 388
                                 • Sept 478 (a 482% increase)
                                 • Oct 413
                                Popup Only
                                 • Nov 250
                                 • Dec 162
                                 • Jan 174
                                                 Details in this blog post


  Popup accounts for 83% of list growth!
                                                  Zero complaints!


              Jeff Ginsberg: The Email Guide
Thousands of new email
          addresses added every
          day.

          Current list is over 1
          million email addresses.




Patrick Starzan: Funny or Die
Thousands of new email
                                 addresses added every
                                 day.

                                 Current list is over 1
                                 million email addresses.



              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




                 Patrick Starzan: Funny or Die
•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.
                    Flickr: Chris Penn



Details in this blog post & as well as this follow up

    Chris Penn: Awaken Your Superhero
Using popups to collect email addresses can
work! Test. Test. Test. #Explore via @djwaldow




                   Tweet this.
Thou Shall Not (shan’t?)...


Use ALL CAPS or the word
   “free” in a subject line.
Email SPAM words to avoid
Email SPAM words to avoid
FREE! ALL CAPS!!!!!!!!!!




       DJ’s inbox
DJ’s inbox
DJ’s spam folder
Content filtering hasn't been a big component of spam filtering
algorithms for nearly a decade. Sender reputation and
increasingly engagement metrics are way more important.
Any marketer with half-decent permission and list management
practices will be able to use these words and phrases without
worry.
             - Chad White, Research Director at Responsys & author of Retail Email Blog




               Email SPAM words to avoid
Breaking the Rules.
Breaking the Rules.
Using FREE & ALL CAPS in an email subject
line does not mean automatic spam.
#Explore via @djwaldow




                Tweet this.
1. Earn and build trust.
2. Always be testing.
3. Understand your audience.
4. Review your metrics.
5. Don’t believe everything you
read on the Internet.
  5 keys to making “breaking the rules” work
Flickr: financialaidpodcast



February 17, 2012
DJ Waldow
               Founder & CEO


               djwaldow@waldowsocial.com
               919.943.9248




                djwaldow



February 17, 2012

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Breaking the Rules of Email Marketing

  • 1. Breaking the Rules of Email Marketing DJ Waldow Waldow Social Explore Dallas: February 17, 2012
  • 2. DJ Waldow Founder & CEO djwaldow@waldowsocial.com 919.943.9248 djwaldow February 17, 2012
  • 3. Email Marketing is (NOT) Dead!
  • 4. WSJ Article: Oct. 10, 2009
  • 5. Most emailed article of the day! WSJ Article: Oct. 10, 2009
  • 6. How many of you have ... A little game.
  • 7. The Value of Email.
  • 8. FOCUS Study Email is (still) the top performing marketing channel.
  • 9. Email is not dead. #Explore via @djwaldow Agreed? Good. Now, let’s move on...
  • 10. Title(s): Sales Associate Account Manager Director of Best Practices Mantra: Best practices. Best practices. Best practices. DJ Waldow, circa 2006 A bit of history.
  • 11. Title: Director of Community Mantra: Best practices are practices that are best for you. DJ Waldow, circa 2009 A bit of history.
  • 12. Title: Founder & CEO Mantra: Rules are meant to be broken. (but be sure you test) DJ Waldow, circa 2012 A bit of history.
  • 13. What email best practices have you heard? Which do you practice? Email Marketing Best Practices
  • 14. Thou Shall Not (shan’t?)... 1. Send ugly emails 2. Use ALL CAPS or the word “free” in a subject line. 3. Use popups to collect email addresses
  • 15. Thou Shall Not (shan’t?)... Send ugly emails
  • 18. A B Breaking the Rules.
  • 19. What you’ll need: Phone or Laptop What you’ll do: Text, Tweet, or Submit online A B Time to vote!
  • 21. 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 Methodology
  • 22. 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. Tom? Results
  • 24. You’ll just have to trust me. Incredible results.
  • 25. Remember:You are not necessarily your audience #Explore via @djwaldow Tweet this.
  • 26. Thou Shall Not (shan’t?)... Use popups to collect email addresses
  • 34. Pre-Popup: 80-100 new emails/month Jeff Ginsberg: The Email Guide
  • 35. Pre-Popup: 80-100 new emails/month Popup + Original opt-in box • Aug 388 • Sept 478 (a 482% increase) • Oct 413 Popup Only • Nov 250 • Dec 162 • Jan 174 Jeff Ginsberg: The Email Guide
  • 36. Pre-Popup: 80-100 new emails/month Popup + Original opt-in box • Aug 388 • Sept 478 (a 482% increase) • Oct 413 Popup Only • Nov 250 • Dec 162 • Jan 174 Details in this blog post Popup accounts for 83% of list growth! Zero complaints! Jeff Ginsberg: The Email Guide
  • 37. Thousands of new email addresses added every day. Current list is over 1 million email addresses. Patrick Starzan: Funny or Die
  • 38. Thousands of new email addresses added every day. Current list is over 1 million email addresses. 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 Patrick Starzan: Funny or Die
  • 39. •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. Flickr: Chris Penn Details in this blog post & as well as this follow up Chris Penn: Awaken Your Superhero
  • 40. Using popups to collect email addresses can work! Test. Test. Test. #Explore via @djwaldow Tweet this.
  • 41. Thou Shall Not (shan’t?)... Use ALL CAPS or the word “free” in a subject line.
  • 42. Email SPAM words to avoid
  • 43. Email SPAM words to avoid
  • 44. FREE! ALL CAPS!!!!!!!!!! DJ’s inbox
  • 47. Content filtering hasn't been a big component of spam filtering algorithms for nearly a decade. Sender reputation and increasingly engagement metrics are way more important. Any marketer with half-decent permission and list management practices will be able to use these words and phrases without worry. - Chad White, Research Director at Responsys & author of Retail Email Blog Email SPAM words to avoid
  • 50. Using FREE & ALL CAPS in an email subject line does not mean automatic spam. #Explore via @djwaldow Tweet this.
  • 51. 1. Earn and build trust. 2. Always be testing. 3. Understand your audience. 4. Review your metrics. 5. Don’t believe everything you read on the Internet. 5 keys to making “breaking the rules” work
  • 53. DJ Waldow Founder & CEO djwaldow@waldowsocial.com 919.943.9248 djwaldow February 17, 2012

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