All you want to know about email marketing from Content Jam. Content Jam is a one-day conference for people who create or curate content for the web. Experts in content strategy and creation, SEO, analytics, promotion, and marketing automation will share their smartest tools and techniques. You’ll learn how to create, manage, promote, share, and measure your content marketing efforts. You’ll be happy. Your boss will be happy. And most of all, your audience will be happy.

1. Powered
by
Email
Mana Ionescu @manamica
@manamica #contentjam

2. Email Kicks Ass
@manamica #contentjam

3. Your email device is...
Ringing!
79%
use their smartphone for reading email…
and more than for making calls.*
*source: Adobe – “2013 Digital Publishing Report: Retail Apps & Buying Habits
@manamica #contentjam

4. 72%
62%
read email before getting out of bed*
of British women, and
48%
of men,
admitted to pausing sex to check their mobile phone.**
*source: Mailchimp
**source: DailyMail
4

5. Email Marketing is...
#1 Channel for permission-based marketing:
77% prefer to get marketing messages via email
vs
9% over the phone and
5% via SMS
#1 Channel for sharing:
63% prefer to share content with friends/family via
email
33% via Facebook
29% via phone
Source: Exact Target 2012 Channel Preference Survey
@manamica #contentjam

6. How often
do you
use the
following?
Source:
Exact Target 2012 Channel Preference Survey
@manamica #contentjam

7. GROW YOUR
LIST
@manamica #contentjam

8. How do I get more subscribers?
1. Ask
2. Promise
3. Set expectations
4. Deliver on promise
@manamica #contentjam

9. But....
Don’t cold email
It’s:
Rude
A waste of time
@manamica #contentjam

10. Before…
After…
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11. 1900% increase.
@manamica #contentjam

12. Why it works
1. Prominence
2. Value
3. Proof
@manamica #contentjam

13. GOOD
@manamica #contentjam
@manamica #contentjam

14. BAD
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15. GET OPENED
sender name, subject lines and timing
@manamica #contentjam

16. Sender Name
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17. Sender Name = Human
Be a
Person
- Sonia Simone
@manamica #contentjam

18. Hi,
One of the business owners from Goldman
Sachs program took your advice to use her
name in her 'from' email. As a result, her
open rate went from 20% to 39%.
People also responded to the email so it
helped with customer service and client
interaction.
Jason
@manamica #contentjam

19. Subject Lines
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20. @manamica #contentjam
20

21. 1. Subject lines fewer than 10 characters long had
an open rate of 58%.
2. Personalized subject lines are 22.2% more likely
to be opened.
3. For B2B companies, subject lines that contained
“money,” “revenue,” and “profit” performed the
best.
4. 64% of people say they open an email because
of the subject line.
1. Adestra July 2012 Report
@manamica #contentjam

22. Don’t be a bore...
Keep it:
•Short, descriptive,
valuable
•Personalized
•Under 50 characters
Avoid:
Help, Percent off, and
Reminder
22

23. Tell, Don’t Sell
“…the best subject lines tell what’s inside
and the worst sell what’s inside”
Source: MailChimp Email Marketing Subject Line Comparison
@manamica #contentjam

24. Email Timing
@manamica #contentjam

25. When To Send: Day of Week
Source: HubSpot, Science of Email Marketing, February 2011
@manamica #contentjam

26. When To Send: Day of Week
Source: HubSpot, Science of Email Marketing, February 2011
@manamica #contentjam

27. When To Send: Time of Day
Source: HubSpot, Science of Email Marketing, February 2011
@manamica #contentjam

28. Other Impacts
@manamica #contentjam

29. Beat the Spam Filter
1. Don’t Spam!
2. Increase your text to image ratio
3. Make sure your email has an html and text version
4. Don’t use all caps
5. Avoid certain words that trigger red flags:
free
$
xanax
viagra
free
50%
100%
@manamica #contentjam

30. Google Tabs
Before
After
ISP
Open
Rate
Click Rate
ISP
Open
Rate
Click Rate
Google
27%
9%
Google
26%
3%
Yahoo
36%
9%
Yahoo
32%
2%
Other
36%
11%
Other
28%
3%
@manamica #contentjam

31. Yahoo Email Recycling
What to expect
If your list has a lot of Yahoo
addresses you may see:
•More Bounce-backs
•More Unsubscribes
Why
Yahoo will send bounce back emails alerting senders that the deactivated account no longer exists.
Yahoo will unsubscribe these accounts
@manamica #contentjam

32. GET CLICKED
mobile friendly, magazine, segmentation
@manamica #contentjam

33. Ouch!
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34. Mobile Friendly
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35. Be mobile or be deleted
Source: Bluehornet.com
@manamica #contentjam

36. The Mobile Inbox 
Your first line of text
matters!
@manamica #contentjam
M

37. Mobile Email
#FAIL
@manamica #contentjam
M

38. Responsive Email
 Desktop
Mobile 
@manamica #contentjam
M

39. Not Responsive…
but still mobile friendly
1. Content on the left
2. Buttons AND Links
3. Big text
4. Use “alt” tags and links for
images
Screens = 320 pixels wide
Fingers = 44 pixels wide
@manamica #contentjam
M

40. Make a Magazine
@manamica #contentjam

41. Magazine: S, M, L
•
•
•
•
•
•
1 Featured Article
Statistic
Event, Video, etc.
Recent Projects
“SEO Horoscope”
Other Links
@manamica #contentjam
M

42. Magazine: Curate
•
•
•
•
1 Featured Article
2 Articles from others
Promoted eBook
Tweets, jobs, etc.
@manamica #contentjam
M

43. Lots of Links
Source: HubSpot, Science of Email Marketing, February 2011
@manamica #contentjam
M

44. Lots of Links
Source: HubSpot, Science of Email Marketing, February 2011
@manamica #contentjam
M

45. Segmentation
@manamica @digimegaphone
@manamica #contentjam

46. Get Data Smart - Split Your List
“ Database says
feline, female, high
probability she
hates water…” #fail
@manamica #contentjam

47. Get Data Smart - Split Your List
“I’d click on that!
…too bad I ate the
mouse.”
@manamica #contentjam

48. TESTING &
TRACKING
@manamica #contentjam

49. Testing
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50. What to test? Subject Lines? Landing Pages?
@manamica #contentjam

51. Measure & Improve: A/B Testing
Source: MailChimp
@manamica #contentjam

52. Tracking
@manamica #contentjam

53. This is a 1 x 1 pixel
transparent image…
@manamica #contentjam

54. Campaign Tracking
@manamica #contentjam

55. Campaign Tracking
Thank you, Email!
@manamica #contentjam

56. Numbers: Sent, Delivered, Opens and
Clicks
@manamica #contentjam

57. Rates: Sent, Delivered, Opens and
Clicks
@manamica #contentjam

58. Measure, Test, Improve
1.Watch your stats
2.Listen for feedback
3.Experiment: landing pages, subject
lines, sender name, formatting,
topics, timing, layout
@manamica #contentjam

59. BOTTOM LINE
@manamica #contentjam

60. Bottom Line
“Send timely, targeted,
relevant, valuable emails
to people who asked for them.”
DJ Waldow
Waldow Social
Source: Internet Marketing for Smart People Radio
@manamica #contentjam

61. Thank you!
Mana Ionescu @manamica
mana@lightspandigital.com
LightspanDigital.com
@manamica #contentjam