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Breathing Life (and ROI)
   Back Into Your Email Marketing

Hunter Boyle
Sr. Business Development Manager
AWeber
Session Speaker

               Hunter Boyle
               Sr. Business Development Manager
               AWeber

                Helps SMBs grow with email and social marketing tools

                Former editor & blogger: MarketingExperiments Journal,
               Internet Marketing Report, Industry Standard
@HunterBoyle
                Boston University, San Francisco Comedy College alum

                Loves travel, photography, volunteering, craft beer




                                 2
Constrained?




       3
4
Let's Escape the Mundane: 3 Tools

 Real Experiments

 Real Examples

 Real Conversation




                      5
First …
      A Word About ROI


             6
Same + Old + Things =
  {Same Old Results}
Real Experiments



        8
Experiment 1: Holiday Email Series
Objective: Drive traffic and engagement via microsite and 14-part email series
of daily marketing resources




                                  9
Campaign emails featured templates, designs, ebooks, tools, blog posts and a
holiday marketing webinar. All resources were free.
                                        10
Experiment 1: Results

             33,235 UPVs and 10,878 UVs
             Series generated extremely high engagement responses




      Downloads           Opt Ins           Open Rates         Click Rates




        7,582              3,213            54-83%              25-69%




!   What You Need to Know: Fun and free still qualify as ROI, because high
    engagement plays a major role in conversion rates.




                                      11
Are you creating the kind of
 emails you'd love to get?
Experiment 2: Email Confessions
Objective: Drive traffic and engagement to video microsite




                                  13
Sunday, April 1 – standalone promo

                                    Thursday, July 12 – third feature slot




“Oops! 7 Ways to Screw Up Like an Email Rockstar” (with personalization) was
sent on April 1 – our first Sunday email.
                                        14
Experiment 2: Results

            Email response rates mixed
            Favorable to weekday list averages, but hard to benchmark


       Video Views              Open Rate                  Click Rate

         11,362                  22.4%                      2.1%




!   What You Need to Know: You may not always have metrics to benchmark
    against. Experiment anyway. Inaction is far more costly.




                                      15
Look for inspiration beyond the
   routine – and the inbox
Experiment 3: Clever vs. Clear
Objective: Learn which subject line style performed best




                                  17
Experiment 3: Results

              541% higher average response
              In 5 key engagement metrics, Clear beat Clever every time



    Comments           Traffic        Opt Ins           Likes             Tweets




     +1107%           +617%            +366%           +331%              +315%




!   What You Need to Know: Creativity has its caveats. Use tone and content
    tests to create a house style guide your audience.




                                         18
Start small, build a case with
    low-risk experiments
Real Examples



      20
(Re)Consider Popovers

                                Popover opt in form
                                Time delayed
                                Cookies → 1 display


                                Drives nearly 70%
                                of email opt ins
                                List grew 375% in
                                two years (1/11-1/13)


SocialMediaExaminer.com


                          21
Make Engagement Priority #1
                             Re-engagement test
                             Sent notifications with
                             request to confirm opt ins
                             before migrating list


                             Opt in list went from
                              8,250 to 2,500 … BUT
                             Raw numbers steady
                             Avg. open/click rates
                            rose
                              to 49.5% and 6.8%
60SecondMarketer.com
                             List grew to 4,500 – and
                              is more responsive
                       22
Try Asking Another Way




 Used video annotations to drive opt ins
 Tested an email pitch within the video
 Increased opt ins by 38% vs. annotations

AskTheBuilder.com
                        23
Start A Spin Off Series
                               Autoresponder series
                               Free, educational,
                               personal, high value


                               List doubled in 1 year
                               97,000 subscribers
                               Drove ~50% of blog
                               product first-week sales
                               Drove ~80% of sales
                               of training product
Copyblogger.com


                        24
We need to make
email fun again – if
we want readers to
care about it
Real Conversation
   (aka Q&A)


        26
Thank You!
Hunter Boyle
Sr Biz Dev Manager
AWeber
@hunterboyle
hunterb@aweber.com
http://linkd.in/hunterboyle


                To download a free copy of our ebook,
                Optimize Your Email Campaign, please visit:
                http://bit.ly/optimize-guide

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Breathing Life (and ROI) Back Into Your Email Marketing

  • 1. Breathing Life (and ROI) Back Into Your Email Marketing Hunter Boyle Sr. Business Development Manager AWeber
  • 2. Session Speaker Hunter Boyle Sr. Business Development Manager AWeber  Helps SMBs grow with email and social marketing tools  Former editor & blogger: MarketingExperiments Journal, Internet Marketing Report, Industry Standard @HunterBoyle  Boston University, San Francisco Comedy College alum  Loves travel, photography, volunteering, craft beer 2
  • 4. 4
  • 5. Let's Escape the Mundane: 3 Tools  Real Experiments  Real Examples  Real Conversation 5
  • 6. First … A Word About ROI 6
  • 7. Same + Old + Things = {Same Old Results}
  • 9. Experiment 1: Holiday Email Series Objective: Drive traffic and engagement via microsite and 14-part email series of daily marketing resources 9
  • 10. Campaign emails featured templates, designs, ebooks, tools, blog posts and a holiday marketing webinar. All resources were free. 10
  • 11. Experiment 1: Results 33,235 UPVs and 10,878 UVs Series generated extremely high engagement responses Downloads Opt Ins Open Rates Click Rates 7,582 3,213 54-83% 25-69% ! What You Need to Know: Fun and free still qualify as ROI, because high engagement plays a major role in conversion rates. 11
  • 12. Are you creating the kind of emails you'd love to get?
  • 13. Experiment 2: Email Confessions Objective: Drive traffic and engagement to video microsite 13
  • 14. Sunday, April 1 – standalone promo Thursday, July 12 – third feature slot “Oops! 7 Ways to Screw Up Like an Email Rockstar” (with personalization) was sent on April 1 – our first Sunday email. 14
  • 15. Experiment 2: Results Email response rates mixed Favorable to weekday list averages, but hard to benchmark Video Views Open Rate Click Rate 11,362 22.4% 2.1% ! What You Need to Know: You may not always have metrics to benchmark against. Experiment anyway. Inaction is far more costly. 15
  • 16. Look for inspiration beyond the routine – and the inbox
  • 17. Experiment 3: Clever vs. Clear Objective: Learn which subject line style performed best 17
  • 18. Experiment 3: Results 541% higher average response In 5 key engagement metrics, Clear beat Clever every time Comments Traffic Opt Ins Likes Tweets +1107% +617% +366% +331% +315% ! What You Need to Know: Creativity has its caveats. Use tone and content tests to create a house style guide your audience. 18
  • 19. Start small, build a case with low-risk experiments
  • 21. (Re)Consider Popovers  Popover opt in form  Time delayed  Cookies → 1 display  Drives nearly 70% of email opt ins  List grew 375% in two years (1/11-1/13) SocialMediaExaminer.com 21
  • 22. Make Engagement Priority #1  Re-engagement test  Sent notifications with request to confirm opt ins before migrating list  Opt in list went from 8,250 to 2,500 … BUT  Raw numbers steady  Avg. open/click rates rose to 49.5% and 6.8% 60SecondMarketer.com  List grew to 4,500 – and is more responsive 22
  • 23. Try Asking Another Way  Used video annotations to drive opt ins  Tested an email pitch within the video  Increased opt ins by 38% vs. annotations AskTheBuilder.com 23
  • 24. Start A Spin Off Series  Autoresponder series  Free, educational, personal, high value  List doubled in 1 year  97,000 subscribers  Drove ~50% of blog product first-week sales  Drove ~80% of sales of training product Copyblogger.com 24
  • 25. We need to make email fun again – if we want readers to care about it
  • 26. Real Conversation (aka Q&A) 26
  • 27. Thank You! Hunter Boyle Sr Biz Dev Manager AWeber @hunterboyle hunterb@aweber.com http://linkd.in/hunterboyle To download a free copy of our ebook, Optimize Your Email Campaign, please visit: http://bit.ly/optimize-guide