Effective Email Marketing as presented at Eduweb 2011
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Effective Email Marketing as presented at Eduweb 2011. Learn more at www.WhatCounts.com/eduweb and follow us on Twitter at @whatcounts.
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Effective Email Marketing as presented at Eduweb 2011
- 1. Effective Email Marketing Christopher S. Penn, Director of Strategy www.WhatCounts.com
- 2. PLAYBILL Understudy Notice The part of DJ Waldow will today be played by Christopher S. Penn.
- 3. No Pre-Conference Vendor Email Ad?
- 4. Why WhatCounts? Flexible Deployment Options Dedicated Account Model Campaign Production Services Video Enhanced Email
- 6. Fair Warning
- 7. social social social social social social social social social social social social social social social social social social social social social social social social social social social social social social social social social social social social social social social social social social social social social Why email? social social social social social social social social social social social social social social social social social social social social social social social social social social social social social social social social social social social social social social social social social social social social social social social social social social social social social social social social social social social social social social social
- 8. $43.62
- 10. Prerequisites
- 11. Email marketing without a goal is like driving without a destination.
- 12. Audience Prospects Leads Customers Evangelists You have a funnel, yes?
- 13. You have analytics, yes?
- 15. Concepts
- 16. Find: Audience Acquire: Prospects Convert: Leads Grow: Customers Retain: Evangelists
- 17. Audience Marketing Prospects Leads Customers Sales Evangelists
- 18. Audience Marketing Prospects Leads Customers Commitment Evangelists
- 19. Audience Social Search Prospects Advertising Leads Customers Email Evangelists
- 20. Audience Content
- 21. Audience 80 Content
- 22. 32,214 32,214 32,214 32,214 32,214 Audience 80 Content
- 23. 32,214 32,214 32,214 32,214 32,214 Audience 107 80 Content
- 24. Conversation social loop Content marketing loop conversation loop Email Conversion Sale Conversion
- 25. 5 Things Every Email Marketer Wants
- 26. audience more delivery opens actions metrics
- 27. audience more delivery opens actions metrics
- 28. make it obvious
- 29. 733% increase in list growth
- 30. make it easy
- 31. Ask Everywhere
- 32. Text EMAIL to 77007 Free power tips for email marketing and social media every week.
- 33. Tell People What To Expect
- 34. The best source of new audience is delighted current audience.
- 35. The Money Button
- 36. Awesome content attracts subscribers.
- 38. Feed your list with social
- 39. Feed your list with social
- 43. audience more delivery opens actions metrics
- 45. David Sifry not this kind of ESP
- 46. Ultimately, ISPs say what spam is, not us or Congress.
- 48. Didn’t laugh or didn’t learn? Don’t send.
- 50. the new whitelist is...
- 52. the ship sinker
- 53. List: 1,657 Opened: 350 (21.5%) Clicked: 125 (7.7%) Complaints/Flagged as spam: ZERO Unsubscribes: 8 (0.5%)
- 54. audience more delivery opens actions metrics
- 55. The best indicator of future open rates is past great email.
- 58. from:
- 59. subject:
- 60. Subject lines are really HEADLINES.
- 61. Headlines
- 62. AWA Guide for Headlines Useful Urgent Unique Unambiguous
- 63. Headline Writing Guides http://www.copyblogger.com/how-to-write-headlines-that-work/ http://www.copyblogger.com/10-sure-fire-headline-formulas-that-work/ http://www.copyblogger.com/headline-swipe-file/ http://www.copyblogger.com/headline-swipe-file-3/
- 64. Everyone says test. No one tells you what or how.
- 65. Google
- 67. Google Adwords Keyword Tool
- 68. Google Adwords Ad Data
- 70. Google Analytics Site Search
- 71. Cup of Soup Subject Lines
- 72. Test using social media!
- 73. subject #3 wins
- 74. Do Your A/B Testing!
- 76. Imagine how powerful your email would be if you sent valuable offers to people who had money to buy.
- 77. audience more delivery opens actions metrics
- 78. The biggest obstacle to testing? Not knowing what to test.
- 79. The Gold Standard is Dreamweaver
- 80. Kompozer.net for a free alternative
- 81. what do you test?
- 86. C Liking Reciprocity Authority D Social Proof Scarcity Consistency
- 89. Flickr Creative Commons (commercial use) for images
- 90. how do you test?
- 94. Browser: 697/1900: 36.6% action rate Mobile: 34/51: 66.7% action rate
- 95. Taguchi multivariate testing A/B Testing Content
- 98. Keynote Labs MITE (Windows only)
- 99. Keynote Labs MITE (Windows only)
- 100. Keynote Labs MITE (Windows only)
- 101. The Feedback Loop
- 102. audience more delivery opens actions metrics
- 103. Decide on a goal. Then measure to it.
- 105. Photo credit: SashaW
- 106. Photo credit: Make Lemons
- 107. If metrics were a road trip, diagnostics tell you how it’s going, objectives tell you if you’re there yet.
- 108. Delivery rate Open rate Click rate Unsubscribe rate Complaint rate Diagnostic only
- 109. Set a Goal and Goal Value
- 110. See Conversions & Revenue
- 111. How Channels Perform
- 113. When is the best time...?
- 114. The Most Valuable Subject Line / Message?
- 115. A word about industry averages
- 116. Whose financial services “industry average” is right?
- 117. CANI: Constant And Neverending Improvement Credit: Tony Robbins
- 118. Open Click Convert Revenue 10% 1% 10% $25,000.00 10% 1% 10% $25,000.00 10% 1% 10% $25,000.00 10% 1% 10% $25,000.00
- 119. Open Click Convert Revenue 10% 1% 10% $25,000.00 10% 2% 10% $50,000.00 10% 3% 10% $75,000.00 10% 4% 10% $100,000.00
- 120. Open Click Convert Revenue 10% 1% 10% $25,000.00 10% 2% 11% $55,000.00 10% 3% 12% $90,000.00 10% 4% 13% $130,000.00
- 121. Open Click Convert Revenue 10% 1% 10% $25,000.00 11% 2% 11% $60,500.00 12% 3% 12% $108,000.00 13% 4% 13% $169,000.00
- 122. audience more delivery opens actions metrics