Download to read offline
Uploaded byEllie Mirman
Email Marketing in an Inbound Age
The document discusses the evolution of email marketing in the context of inbound marketing, emphasizing the importance of building opt-in lists and segmenting audiences over purchasing email lists. It highlights key strategies for effective email campaigns, including creating targeted content, testing various elements, and integrating email with other marketing channels. Ultimately, it outlines best practices to maximize email marketing effectiveness and improve engagement with recipients.
More Related Content
Similar to Email Marketing in an Inbound Age
Email Marketing in an Inbound Age
- 1. Email Marketing in an Inbound Age Ellie Mirman
- 2. AGENDA 1. IsEmail Marketing Inbound or Outbound? 2. You’re Doing It Wrong: Recipients 3. You’re Doing It Wrong: Content 4. 7 Emails More Important Than Your Newsletter 5. You’re Doing It Wrong: Tests 6. Don’t Stop at Email
- 3. Is Email Marketing 1 Inbound or Outbound?
- 4. Marketing is changing has changed
- 5. The Traditional MarketingPlaybook Print TV Radio PR Events Direct Mail Analytics
- 6. 86% skip TVads 44% of direct mail is never opened 91% unsubscribe 200m Say DO NOT CALL
- 7. The New MarketingPlaybook SEO Social Media Blogging Email Marketing Lead Nurturing Social CRM Landing Pages Marketing Automation Marketing Analytics
- 8. What is Inbound Email?
- 9.
- 10.
- 11. You’re Doing itWrong: 2 Recipients
- 12.
- 13. • Reputable emailservice providers don’t allow it • There’s no such thing as a good list for sale • They don’t know you and don’t want your email • Your deliverability and IP reputation will be harmed Every time you email a cold list… PRETEND A KITTEN DIES. Purchased/Rented Lists
- 14. Do It Right:Build Opt-In List
- 15. Do It Right:Build Opt-In List
- 16. Do It Right:Build Opt-In List
- 17.
- 18. Make it EASY 58% WHERE to sign up WHY sign up WHAT you’ll get
- 19. Email Blast tothe Your Database
- 20. Do It Right:Segment Your List
- 21. Do It Right:Segment Your List
- 22. • Geography •Age • Gender • Persona • Organization type • Organization size • Industry • Job function • Seniority • Past purchases • Frequency of purchase or visit • Purchase cycle • Content topic • Content format • Interest level • Education level • Change in behavior • Lifecycle stage • Email type • Satisfaction index • Form abandonment • Social media activity • Number of conversions • Current products What to Segment On
- 23. Marketing Automation =Expiration
- 24. Your List Expiresat ~25% / Year Year 1 Year 2 Year 3 50K 21K
- 25.
- 26. Marketing Automation Expiration 500 Leads 50K list 4% CTR 25% Conversion 42 Leads 21K list 1% CTR 20% Conv
- 27. Do It Right:Fill the Top of the Funnel Blogging SEO Social Media Content
- 28. Do’s and Don’ts:Recipients Do: • Build an Opt-In List • Segment Your List • Fill the Top of the Funnel Don’t: • Purchase/Rent Lists • Blast Your Database • Automate into Expiration
- 29. You’re Doing itWrong: 3 Content
- 30. Focusing on You,Not the Subscriber
- 31.
- 32. Do It Right:Create Killer Content
- 33. Do It Right:Think About Your Personas
- 34. 60% Average landingpage conversion rate
- 35.
- 36. 7 Emails MoreImportant 4 Than Your Newsletter
- 37. Problems with theEmail Newsletter • Too many calls to action • Can’t focus on selling the value of your offer • Not targeted
- 38. 1.) New OfferEmail
- 39. 2.) Thank YouEmail
- 40. Thank You EmailsGet Twice the Response
- 41. 3.) New SubscriberNurturing
- 42.
- 43. Abandonment Nurturing 90%of ecommerce leads go cold within one hour, but when remarketed to, spend 50% more. - MIT Study via SeeWhy
- 44. Not Just forB2C
- 45.
- 46. 6.) Social MediaUpdates
- 47.
- 48. Do’s and Don’ts:Content Do: • Create Killer Content • Think About Personas • Think Beyond Newsletter Don’t: • Focus on You and Your Product • Focus Just on Your Newsletter
- 49. You’re Doing itWrong: 5 Tests
- 50.
- 51. Testing Brings Consistent,Immediate Results
- 52.
- 53. Do It Right:Test Everything, Test Often • Offer • Topic • Format • Length/Size • Name • Landing Page • Description • Length • Image/Preview • Form Placement • Number of Form Fields • Which Form Fields • Form “Submit” Button Text • Sender Name/Address • Consistent vs. Changing • Person vs. Company • Category-Related Name • Audience • Interest • Persona • Recency or Level of Engagement • Other Demographics • Lifecycle Stage • Format • Plain Text vs. HTML • Content in Text vs. Images • Number of Calls to Action • Length of Email • Timing & Frequency • Day of Week • Time of Day • Triggered by Behavior • Timing Around Event • Frequency
- 54. Do It Right:Focus on Metrics that Matter Open Rate Click Through Rate Landing Page Conversion Rate Close Rate
- 55. Do’s and Don’ts:Testing Do: • Test Everything, Test Often • Focus on Metrics That Matter Don’t: • Skip A/B Testing • Focus Only on Your Subject Line • Test Without a Target Metric
- 56. 6 Don’t Stopat Email
- 57.
- 58. Do It Right:Personalize All Channels
- 59. Do It Right:Integrate Email • Email + Social = Expand Reach of Content & Build Following • Email + Blog = Create Campaign Around Offer • Email + Nurturing = Increase Yield of Email Leads • Email + Search = Optimize Email Content for Search Traffic • Email + Analytics = Measure Results & Segment Better • Email + Mobile = Optimize Content for Device
- 60. Do’s and Don’ts:Integration Do: • Optimize, Personalize, and Integrate All Channels Don’t: • Stop at Email
- 61. Do It Right 1. Build an Opt-In List 2. Segment Your List 3. Fill the Top of the Funnel 4. Create Killer Content 5. Think About Your Personas 6. Think Beyond Your Newsletter 7. Test Everything, Test Often 8. Focus on Metrics that Matter 9. Personalize All Channels 10. Integrate Email
- 62.