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Email Marketing: Lee Chadwick
This document discusses email marketing best practices and metrics. It provides tips for overcoming delivery and engagement challenges, including optimizing the subject line with symbols, using the right "FROM" field, designing for the preview pane, and measuring key metrics like bounce rate, non-engagement, post-click activity, and repeat visit activity to determine email effectiveness. It also introduces the concept of assigning a "lead score" to better understand individual recipient behaviors and engagement over time.
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Email Marketing: Lee Chadwick
- 2. MD CommuniGator &WOW analytics • Recently got back on a bike • Waterski as often as possible • 3 Children between 6 & 14 • Learning to play the drums
- 3. • Email MarketingSpecialists Delivering over 20 million emails per week Technology Platform or Managed Service Either buy it or we will host it for you Independent and Privately Owned Based in Surrey, UK Commercial Terms for all Budgets Best Practice as well as Technology Dedicated Account Manager for All Unlimited Technical Support The HTML Doctor (actually a nurse)
- 4. Whos on yourwebsite Campaign management Electronic Brochures All designed to bring you marketing insight to act on 3.2 million email designs to R&D
- 5. 1.Your email probablywill not arrive anyway 2.If it does arrive it will be deleted in under 2 seconds 3.Your email audience is too big to appeal to 4.Your Email is designed wrong (Your measurements are all wrong (I can do 1 and 2 in 5 minutes)) 4 things in 40 mins (10 mins each)
- 6. 1. Your emailprobably will not arrive anyway
- 7.
- 8. •Dodge the SPAM filter 4.5is the magic number B2B Mail Blockers
- 12. 2. If itdoes arrive it will be deleted in under 2 seconds
- 13. The 5 P’sof Marketing: Product Price Promotion Any Two From: Permission Packaging Publicity Permission Positioning
- 14. Seth Godin –The Purple Cow
- 17. Check Out theFormat
- 18. Attention in theInbox
- 20. •Be relevant –‘what’s in it for them’ •Keep it short •Use personalisation in the Subject Line •Be engaging •Use plain language •Skip definitive articles (‘A’, ‘The’) •People don’t like surprises
- 23. •Public training -2% (average over three months) •Pubic Training – 7% (one time only mistake) •Now Tell me the Subject Line does not make a difference
- 24. 50% of tests- there was no change in the results 50% the campaign results were on average 42% higher when we used symbols in the subject line.
- 25. Greatest response fromC level contacts Symbol does not need to be relavant to title Symbols work different on some mobiles http://bit.ly/ZRyFyf
- 26. •FROM field: •Defines therelationship with the customer •Is a key component in the Prioirity Inbox •Reduces the appearance of spam •Don’t disguise who you are •Be consistent •If customer is familiar with/expects
- 27. •info@ ; Sales@; Marketing@ = Junk
- 28. •Remember the PreviewPane: •Don’t ‘waste it’ on a very large image •Use meaningful text that people will see •The average measurement for this area is 300 pixels •Stick the house keeping somewhere else
- 33. 3. Your emailaudience is too big to appeal to
- 36. 4. Your Emailis designed wrong
- 38.
- 39. •Eye tracking surveys measure the activityby watching from the screen on to the eyes •So, what do they say?
- 40. •Users scan headings anddon’t read text •Heading and sub heading copy is critical •Users scan down the left margin •Large fonts work well
- 42.
- 43. its the “F”n Email Next Time you are proofing a design remember the F
- 44. •You know ifthey use a mobile or not!
- 46. 5. Your measurementsare all wrong
- 47. So is YourEmail Any Good 5 Hot Leads (50 points) 3 Warm Leads (30 points) 20 Cold Leads (15 points) 7 white papers – read, not downloaded Conversion is what you need
- 48. Top 5 Thingsto Measure Average Bounce Rate per Medium ? Email Non Engagement ? Post Click Activity ? Repeat Visit Activity ? Digital Interactions Per Conversion ?
- 49. So is YourEmail Any Good
- 50. Technology Provides thePlumbing View in browser is a click Clicked on an article Clicked on unsubscribe The Problem with traditional click through reporting
- 51. Technology Provides thePlumbing LS = 22 LS = 32 Clicked on 2 articles in last two emails, inactive in a key email, visited 2 key web pages Clicked on 3 articles in last two emails, visited 3 key web pages, one yesterday! The Lead Score is the Key
- 52.
- 53.