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eMail Best Practices
- 2. AGENDA Why use Constant Contact? Opens and click-throughs Best practices Changing platforms Design with purpose CRM Next steps
- 3. WHY USE AN eMAIL MARKETING PROVIDER?
- 4. The most efficient way to reach our customers Reach large audience Quickly Low out-of-pocket Do it yourself WHY USE AN eMAIL MARKETING PROVIDER?
- 5. Comply with CAN-SPAM Controlling the Assault of Non-Solicited Pornography and Marketing Act of 2003 WHY USE AN eMAIL MARKETING PROVIDER?
- 6. Measurable results Responses Trends Reports Benchmarks WHY USE AN eMAIL MARKETING PROVIDER?
- 7. OPENS & CLICK- THROUGHS
- 8. eMail Marketing. What is it good for? AWARENES OPENS S INTERES CLICK-THROUGHS T SALES OPENS AND CLICK-THROUGHS
- 9. How do we stack up? Event Kallman Planners Worldwide 17% 17% 12% 10% 25% fewer 8% OPENS CLICK-THROUGHS (#opened/#delivered) (#clicked/#delivered) OPENS AND CLICK-THROUGHS
- 10. What does that mean? 13,000 pieces/month X 8% 17% 1,040 “interested” X 12% 12% 1,560 “interested” 8% 520 extra/month CLICK-THROUGHS OPENS AND CLICK-THROUGHS
- 11. Soo…….how do we improve our open and click-through rates? Design Audience Timing Content OPENS AND CLICK-THROUGHS
- 12. CHANGING PLATFORM S
- 13. Don’t picture everyone on a PC CHANGING PLATFORMS
- 14. 52% 53% 51% How eMail has DESKTOP changed 39% 36% 34% 34% 33% 33% MOBILE 30% 31% 28% 29% 27% WEBMAIL 19% 20% 18% Aug 11 Oct 11 Dec 11 Feb 12 Jun 11 Apr 12 CHANGING PLATFORMS
- 15. iPad Smartphone Where is eMail 9% 29% really being read? Gmail 4% iPad Gmail 9% 4% iPhone 21% Webmail Yahoo Hotmail 24% 11% 9% Hotmail Android 9% 8% Apple Mail Outlook June 2012 9% 18% Base: 78m opens Source: Litmus http://emailclientmarketshare.com/ Desktop 27% CHANGING PLATFORMS
- 17. Subject lines: What you think you look like CHANGING PLATFORMS: BEST PRACTICES
- 18. Subject lines: what you really look like Short (35 letters or less) Sender is most important Killer first line CHANGING PLATFORMS: BEST PRACTICES
- 19. Open: what you think you look like CHANGING PLATFORMS
- 20. Open: what you really look like iPhone iOS5 Blackberry Android CHANGING PLATFORMS
- 21. High security=no images Use ALT tags on graphics U.S. Pavilion/ Farnborough Airshow logo Hawaii’s Oceanit representatives meet AIA President Marion Blakey at the Paris Air Show 2011 CHANGING PLATFORMS: BEST PRACTICES
- 22. Big thumbs, little screens! Put in enough space to make buttons easy to push CHANGING PLATFORMS: BEST PRACTICES
- 24. Put the main message and CTA “above the fold” DESIGN WITH PURPOSE: BEST PRACTICES
- 25. It’s okay to be clear and simple DESIGN WITH PURPOSE: BEST PRACTICES
- 26. Act like they’ve already said “yes” target “Please let us know your industry/target geography you are looking to reach so that we can provide you more information based on your request.” DESIGN WITH PURPOSE: BEST PRACTICES
- 27. Use a P.S.—especially for familiar faces P.S. Sales for Adipec are moving faster than ever before. I’d love to get you into one of the last great spots. Contact me today at gilesh@kallman.com while we can still make it work. DESIGN WITH PURPOSE: BEST PRACTICES
- 28. A/B test graphics, subject lines, words, colors, layout, etc.. A A A B B B DESIGN WITH PURPOSE: BEST PRACTICES
- 30. Send different emails to different customers Same show: • Brand new lead • Dormant or competitor’s customer • Continuing exhibitor e-CRM: BEST PRACTICES
- 31. Next steps • Analyze past emails based on lists, timing (related to show), subject lines, etc. • Litmus.com • CRM--MailChimp e-CRM: BEST PRACTICES
- 32. THANK YOU!
Editor's Notes
- Goal: to generate leads (salespeople close sales)
- Reaches large amount of geographically diverse customers inexpensively and quickly. Easily do-it-yourself with minimal preparation. No middle man to get involved with. Outbound vs. inbound (website). For us: Costs about 2% of the out-of-pocket cost of direct mail (what costs us $750 would cost $39,000 out of pocket in a single quarter).
- Stops us before we can get into trouble—saves us from ourselves.Tests SPAMy emails before they go outManages unsubscribesControlling the Assault of Non-Solicited Pornography and Marketing Act of 2003
- Opens, clickthroughs. A/B testing: subject line, time sent, day sent, graphics/no graphics, colors, logosWe’d have to hire someone to give us the metrics that Constant Contact delivers effortlessly. Outlook is meant for one-on-one communications, not email marketing.Sending mass emails from Outlook account can be dangerous and can get our server shut down if it’s flagged.
- SALES AND MARKETING FUNNEL
- Our bounce rate is too high—17% compared with their 13%. These rates compare opened/clicked emails with the total number delivered (i.e., bounced or returned emails are not included).
- GUESS HOW MANY PIECES WE SEND OUT A MONTHWe actually send about 15,000 pieces out per month, but our bounce rate is so high—17%--that only 13,000 get delivered520 extra interested recipients per month (total of 6240 per year).If even only a third of those clicks are emails to sales reps (“Contact for more information”), divided by the eight sales reps (Jodi, Giles, JED, Rodrigo, Carolina, Mike, Justin, Christine) who make outbound sales calls—that is almost 20 extra qualified leads per month per person.
- Most alarming is the timeframe in which this happened—less than 12 months
- This chart looks different depending on the source (Gmail actually claims to have the largest number of users in the world).Mobile email usage increased 82% year-over-year from March 2011 to March 2012. Smartphone ownership tripled from 2010 to 2012. Currently 44% of all Americans age 12 and over own a smartphone, representing half of all cell phone owners. As of August 2012, there were 234 million mobile users in the US. Apple devices account for 85% of all opened mobile email. (Mass Transmit)
- The ultimate goal is to achieve a high level of emotional affinity or have recipients come to expect valuable and timely information from you. People are busy. Keep the message straightforward and avoid using splashy promotional phrases, CAPS, or exclamation marks in your subject lines. Subject lines framed as questions can often perform better. Clever or not, the subject line should tell readers what they'll get when they open the email. (Hubspot)If possible, keep your subject line to 50 characters or less to be readable in the email pane (except for highly targeted audiences; the reader apparently appreciates the additional information in the subject line. (Mail Chimp)
- Note how the two logos, which are side-by-side in Outlook, are stacked when viewed on the Blackberry. When viewing on an Android system, only the first logo is seen at all (the USP logo is evidently off to the right—but hidden).Keep that in mind when designing your logo placement—put the logo that will generate the most attention (i.e., the show logo) in the upper left corner so it appears on top when that happens.
- Companies with high security email (think: just about defense company, government agency, etc.) limit graphics in emails. ALT tags give users an idea of what they can’t otherwise see at all–and make an image searchable by Google, Bing, etc. (keep in mind that all Constant Contacts also have URLs).
- If your main call-to-action falls below the fold, then as many as 70% of recipients won’t see it. Also, any call-to-action should be repeated at least 3 times throughout the email.What action should I take, and what's in it for me if I do? MORE:Keep Your Email 500-650 Pixels Wide: If you go wider than 650 pixels, then you’re asking users to scroll horizontally to read your entire message. That’s a no-no.Put Your Logo in the Upper Left-Hand Side of the Email: Eye tracking studies have found that people instinctively look for logos in the upper left-hand side of emails. Put your logo in the upper left-hand side to ensure it gets the most visibility.Conduct a 5-Second Test: Send a copy of the email to a friend or business associate. Can they quickly tell what your call-to-action is? If so, you’re golden. If not, keep working. (hubspot)Add social media badges near the top
- Love this eMail. The subject line was, “Quick question.”
- “Let us know what you’re interested in so we can provide you more information.” That’s awesome (even with the typos on the rest of it).The lines invite you to fill in what you need.
- A “P.S.” is often the most highly-read part of any letter. Use it to convey a brief reminder of the offer, response method and reason for urgency
- Divide one list alphabetically in half (i.e., don’t pull two different lists). Send the same email to each, but change ONE thing. You can quickly see what brings back a higher return (in Constant Contact reports) and, because the emails are easy to identify, over the long haul as well.
- Would you explain to a long-time customer what our U.S. Pavilion is? Would you presume a new lead intuitively knows what it is?
- Find the sweet spot of sending emails:Day of weekTime of day (don’t forget about time zone differences)How long after a great show?How far before a new show?44% say sending emails on Tuesday results in better open rates.53% say Friday is the worst day for email open rates.53% have had the most success sending emails between 8 am and 12 pm.“Litmus can even tell you if your subscribers printed or forwarded your message. And they track natural forwards (someone using the ‘forward’ button in their email client), not those done via a web form. No other tool is able to track this metric.” There are many other metrics Litmus.com provides, not the least of which is to display your email across about 20 different platforms from iPhones (iOS5) to Gmail to Androids to Outlook. Determine what direction to go in with email marketing providers—stay with Constant Contact, use CRM’s MailChimp, iContact, or something else.