Email Marketing Still Works | Presented to AAF NOLA 2017

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The document discusses how email marketing is still an effective marketing channel despite the rise of social media. It argues that email provides targeted, personalized messages directly to recipients and sees high open rates compared to other channels. Additionally, email delivers the best return on investment of any marketing channel, at $28 for every $1 spent. The rest of the document provides tips for effective email marketing, including leveraging what email does best like personalization and automation, while also learning from trends in social media like visual and mobile-friendly design.

Marketing

11/10/2017© Barkley & Jessica Best. Reproduction requires permission.

11/10/2017© Barkley & Jessica Best. Reproduction requires permission.
Email can send direct:
 At the time that it’s most relevant to
the recipient
 With the products/content that are
personalized
 Can track individual recipient
engagement
 … and automate your follow up
Email gets delivered:
 Average email read rate: 25-30%
(compared to < 10% with social)

11/10/2017© Barkley & Jessica Best. Reproduction requires permission.
It’s 2017… Why Email?
Source: The Global DMA, 2014
Email drives the best ROI of any
marketing channel:
$28 for every $1 invested.

11/10/2017© Barkley & Jessica Best. Reproduction requires permission.
It’s 2017… Why Email?

11/10/2017© Barkley & Jessica Best. Reproduction requires permission.
SOLD!
So how do we do email marketing well in
a social media world?

11/10/2017© Barkley & Jessica Best. Reproduction requires permission.
Great Email Marketing in 2017…
Effective email marketing in a social
media world uses the channel’s
unique advantages, while learning a
few things from social media.

11/10/2017© Barkley & Jessica Best. Reproduction requires permission.
Great Email Marketing in 2017…
Part I: Do what email can
uniquely do best!

11/10/2017© Barkley & Jessica Best. Reproduction requires permission.
Great Email Marketing is Relevant (Targeted)

11/10/2017© Barkley & Jessica Best. Reproduction requires permission.
Great Email Marketing is Relevant (Personalized)

11/10/2017© Barkley & Jessica Best. Reproduction requires permission.
Great Email Marketing is Relevant (Triggered)

11/10/2017© Barkley & Jessica Best. Reproduction requires permission.
Great Email Marketing is Relevant (Triggered)
Day 1
1st
Donor
Social
Share
1 week
to go
Thank
you!

11/10/2017© Barkley & Jessica Best. Reproduction requires permission.
Great Email Marketing is Relevant (Journey-Based)

11/10/2017© Barkley & Jessica Best. Reproduction requires permission.
Great Email Marketing uses both Subject & Pre-header

11/10/2017© Barkley & Jessica Best. Reproduction requires permission.
Great Email Marketing in 2017…
Part II: Keep up with trends in email
(and devices).

11/10/2017© Barkley & Jessica Best. Reproduction requires permission.
Great Email Marketing is Accessible on Mobile
Business-
to-Business
Desktop
75%
Mobile
25%
Business-
to-
Consumer
Desktop
40% Mobile
60%

11/10/2017© Barkley & Jessica Best. Reproduction requires permission.
Great Email Marketing is Accessible on Mobile

11/10/2017© Barkley & Jessica Best. Reproduction requires permission.
Great Email Marketing is Accessible on Mobile
 Lots of white space between
headlines, body copy, and
calls to action
 At least 40px tall/wide
buttons
 Bump up font sizes for
mobile devices
 TEST IT across devices

11/10/2017© Barkley & Jessica Best. Reproduction requires permission.
Great Email Marketing is Accessible on Mobile
 Limit words in images.
(They don’t resize well.)

11/10/2017© Barkley & Jessica Best. Reproduction requires permission.
Great Email Marketing is Accessible without Images

11/10/2017© Barkley & Jessica Best. Reproduction requires permission.
Great Email Marketing in 2017…
Part III: Learn a few tricks in
a “social media world.”

11/10/2017© Barkley & Jessica Best. Reproduction requires permission.
Great Email Marketing uses Integrated Content

11/10/2017© Barkley & Jessica Best. Reproduction requires permission.
Great Email Marketing Requires Permission

11/10/2017© Barkley & Jessica Best. Reproduction requires permission.
Great Email Marketing is Skimmable

11/10/2017© Barkley & Jessica Best. Reproduction requires permission.
Great Email Marketing is Visual/In-Motion

11/10/2017© Barkley & Jessica Best. Reproduction requires permission.
Great Email Marketing uses Video

11/10/2017© Barkley & Jessica Best. Reproduction requires permission.
Great Email Marketing Tells Stories

11/10/2017© Barkley & Jessica Best. Reproduction requires permission.
Great Email Marketing in 2017…
 Is targeted
 Is personalized
 Is triggered
 Is accessible on mobile
 Is accessible with images off
 Integrates into a single content plan
 Requires permission
 Is skimmable
 Uses animation and video
 Tells stories
Rocks email’s
unique benefits
Learns from
social media

11/10/2017© Barkley & Jessica Best. Reproduction requires permission.
QUESTIONS?

11/10/2017© Barkley & Jessica Best. Reproduction requires permission.
Why do we care about Marketing Automation?
Automated emails drive 2x the open
rate & 3x the click through rate of
batched email sends.
Source: emfluence, 2016

11/10/2017© Barkley & Jessica Best. Reproduction requires permission.
The Welcome Email

11/10/2017© Barkley & Jessica Best. Reproduction requires permission.
The Birthday Email

11/10/2017© Barkley & Jessica Best. Reproduction requires permission.
The Feedback Email

11/10/2017© Barkley & Jessica Best. Reproduction requires permission.
The Refer-a-Friend (or Colleague) Email

11/10/2017© Barkley & Jessica Best. Reproduction requires permission.
Nurture Email/Series

11/10/2017© Barkley & Jessica Best. Reproduction requires permission.
Onboarding Email Series

11/10/2017© Barkley & Jessica Best. Reproduction requires permission.
Program Nurture Email Series
Day 1
1st
Donor
Social
Share
1 week
to go
Thank
you!

11/10/2017© Barkley & Jessica Best. Reproduction requires permission.
Journey Email Series

11/10/2017© Barkley & Jessica Best. Reproduction requires permission.
Journey Email Series
Source: Gratham University @ emflConf
2016

11/10/2017© Barkley & Jessica Best. Reproduction requires permission.
The Feedback Email 2.0

11/10/2017© Barkley & Jessica Best. Reproduction requires permission.
Inactive Re-engagement Series

11/10/2017© Barkley & Jessica Best. Reproduction requires permission.
Make automation an integrated effort

11/10/2017© Barkley & Jessica Best. Reproduction requires permission.
USE MORE DATA. Make it relevant via personalized content.

11/10/2017© Barkley & Jessica Best. Reproduction requires permission.
USE MORE DATA. Align the timing to your customer’s
journey (not to your marketing timeline).

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Email Marketing Still Works | Presented to AAF NOLA 2017

1. 11/10/2017© Barkley & Jessica Best. Reproduction requires permission. Email Marketing Still Works! Email in a Social Media World Jessica Best Director of Data-Driven Marketing Barkley | jbest@barkleyus.com

3. 11/10/2017© Barkley & Jessica Best. Reproduction requires permission. Email can send direct:  At the time that it’s most relevant to the recipient  With the products/content that are personalized  Can track individual recipient engagement  … and automate your follow up Email gets delivered:  Average email read rate: 25-30% (compared to < 10% with social)

4. 11/10/2017© Barkley & Jessica Best. Reproduction requires permission. It’s 2017… Why Email? Source: The Global DMA, 2014 Email drives the best ROI of any marketing channel: $28 for every $1 invested.

7. 11/10/2017© Barkley & Jessica Best. Reproduction requires permission. SOLD! So how do we do email marketing well in a social media world?

8. 11/10/2017© Barkley & Jessica Best. Reproduction requires permission. Great Email Marketing in 2017… Effective email marketing in a social media world uses the channel’s unique advantages, while learning a few things from social media.

9. 11/10/2017© Barkley & Jessica Best. Reproduction requires permission. Great Email Marketing in 2017… Part I: Do what email can uniquely do best!

13. 11/10/2017© Barkley & Jessica Best. Reproduction requires permission. Great Email Marketing is Relevant (Personalized)

14. 11/10/2017© Barkley & Jessica Best. Reproduction requires permission. Great Email Marketing is Relevant (Personalized)

16. 11/10/2017© Barkley & Jessica Best. Reproduction requires permission. Great Email Marketing is Relevant (Triggered) Day 1 1st Donor Social Share 1 week to go Thank you!

17. 11/10/2017© Barkley & Jessica Best. Reproduction requires permission. Great Email Marketing is Relevant (Journey-Based)

18. 11/10/2017© Barkley & Jessica Best. Reproduction requires permission. Great Email Marketing is Relevant (Journey-Based)

19. 11/10/2017© Barkley & Jessica Best. Reproduction requires permission. Great Email Marketing uses both Subject & Pre-header

20. 11/10/2017© Barkley & Jessica Best. Reproduction requires permission. Great Email Marketing uses both Subject & Pre-header

22. 11/10/2017© Barkley & Jessica Best. Reproduction requires permission. Great Email Marketing in 2017… Part II: Keep up with trends in email (and devices).

23. 11/10/2017© Barkley & Jessica Best. Reproduction requires permission. Great Email Marketing is Accessible on Mobile Business- to-Business Desktop 75% Mobile 25% Business- to- Consumer Desktop 40% Mobile 60%

25. 11/10/2017© Barkley & Jessica Best. Reproduction requires permission. Great Email Marketing is Accessible on Mobile  Lots of white space between headlines, body copy, and calls to action  At least 40px tall/wide buttons  Bump up font sizes for mobile devices  TEST IT across devices

26. 11/10/2017© Barkley & Jessica Best. Reproduction requires permission. Great Email Marketing is Accessible on Mobile  Limit words in images. (They don’t resize well.)

27. 11/10/2017© Barkley & Jessica Best. Reproduction requires permission. Great Email Marketing is Accessible without Images

28. 11/10/2017© Barkley & Jessica Best. Reproduction requires permission. Great Email Marketing in 2017… Part III: Learn a few tricks in a “social media world.”

38. 11/10/2017© Barkley & Jessica Best. Reproduction requires permission. Great Email Marketing in 2017…  Is targeted  Is personalized  Is triggered  Is accessible on mobile  Is accessible with images off  Integrates into a single content plan  Requires permission  Is skimmable  Uses animation and video  Tells stories Rocks email’s unique benefits Learns from social media

40. 11/10/2017© Barkley & Jessica Best. Reproduction requires permission. Email Marketing Still Works! Email in a Social Media World Jessica Best Director of Data-Driven Marketing Barkley | jbest@barkleyus.com

41. 11/10/2017© Barkley & Jessica Best. Reproduction requires permission. Why do we care about Marketing Automation? Automated emails drive 2x the open rate & 3x the click through rate of batched email sends. Source: emfluence, 2016

48. 11/10/2017© Barkley & Jessica Best. Reproduction requires permission. Program Nurture Email Series Day 1 1st Donor Social Share 1 week to go Thank you!

51. 11/10/2017© Barkley & Jessica Best. Reproduction requires permission. Journey Email Series Source: Gratham University @ emflConf 2016

55. 11/10/2017© Barkley & Jessica Best. Reproduction requires permission. USE MORE DATA. Make it relevant via personalized content.

56. 11/10/2017© Barkley & Jessica Best. Reproduction requires permission. USE MORE DATA. Align the timing to your customer’s journey (not to your marketing timeline).

Editor's Notes

We do what email can uniquely do (use data/personalize) We learn what’s working from our social media brethren (stories, motion/video)
Why? Because data can “listen” to every customer, every minute, for every use case. And automation can use each of those data points about what, why, when to make everything we do personalized and therefore more RELEVANT to our prospects and customers. In fact, the MORE tailored to the customer, the more we become a SERVICE more than a SALES team, the better our results! With that… here is the 101, 201, and 301…
Why test? Are we always going to have a control group? (yes) Prove to me that the investment that we’re making here (and possible expansion) is worth it! I couldn’t start without a test. Why 6 emails? Why 60 days after they graduate basic training? Our research showed that most FIs success with 5-9 over first 90 days. These folks are special: They may open an account and not use for over a year. They can’t look at email while they’re in basic training (8-12 weeks based on branch of service/ship date/graduation date). KNOW your audience. Email #2 is dynamic based on ship date and #3, 4, 5 & 6 are all sparked by the graduation date.
We’re starting to map a customer’s or donor’s “Journey”… put on our empathy hats. What do THEY need now?
Bass Pro – 5 years later sales to boat owners… Grantham University starts with 3 emails in 5 days; 6 emails in 17 days, then 3 emails in 13 days… but then goes for 6 years through enrollment, school, and alumni status
How do you define inactive? 90-days, 9 months, 13 months? Haven’t opened, clicked… purchased/donated?

Email Marketing Still Works | Presented to AAF NOLA 2017

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Email Marketing Still Works | Presented to AAF NOLA 2017

Editor's Notes