Lee Chadwick - OTE Bristol - Email Marketing
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Topic: Email marketing best practice and why you should be investing in marketing automation Learn: - Dealing with the F’in Email - Why your email only has 2 seconds to live - Making the move to marketing automation
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Lee Chadwick - OTE Bristol - Email Marketing
- 2. Lee Chadwick Lee Chadwick MD CommuniGator & WOW analytics •Trying to recruit 8 new staff members •Water-ski as often as possible •3 Children between 6 & 14 •Learning to play the drums
- 3. • Email Marketing Specialists 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 asTechnology Dedicated Account Manager for All UnlimitedTechnical Support The HTML Doctor (actually a nurse) Who are we…Who are we…
- 4. Whos on your website 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 probably will 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)) AgendaAgenda 4 things in 40 mins (10 mins each)
- 6. 1.Your email probably will not arrive anyway Thing 1Thing 1
- 7. 2006 --------------------------2012 Its not as easy as you may thinkIts not as easy as you may think
- 8. •Dodge the SPAM filter 4.5 is the magic number B2B Mail BlockersB2B Mail Blockers
- 9. Spammers spend a lot of time researching the spam filter scoring system They insert words that make no sense to lower their score
- 10. Check before you send – guarantee your arrival
- 12. 2. If it does arrive it will be deleted in under 2 seconds Thing 2Thing 2
- 13. The 5 P’s of Marketing: Product Price Promotion Any Two From: Permission Packaging Publicity Permission Positioning
- 14. Seth Godin – The Purple CowSeth Godin – The Purple Cow The 6th P = Purple Cow(Remarkable)
- 15. 85 billion searches per month 72% of which serves web 2.0 content The Design Standard is set
- 16. The Ultimate
- 17. Check Out the Format The de facto standard for read and click Skim It, See It, Click It
- 18. Attention in the Inbox
- 19. Attention in the Inbox
- 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 Subject Line
- 21. •Lee,Your wife Sharon is cheating on you •Lee,Your Aunt May has left you money in her will The A , B Test
- 22. Beware Bad Data
- 23. A Source of Good Subject lines Relevance is available if you look Lee, Email Preferences and opting out
- 24. A Source of Good Subject lines
- 25. •Seminar: Lifting the Lid on Email Marketing – 22% •We will help make your email marketing better – 13% •Calling all Email Marketers – 7% The A , B Test
- 26. •Public training - 2% (average over three months) •Pubic Training – 7% (one time only mistake) •Now Tell me the Subject Line does not The A , B Test
- 27. Symbols but be quick 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.
- 28. Symbols but be quick Greatest response from C level contacts Symbol does not need to be relavant to title Symbols work different on some mobiles http://bit.ly/ZRyFyf
- 29. •FROM field: •Defines the relationship 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 emails from their Account Mgr - use that name FROM Field
- 30. •info@ ; Sales@ ; Marketing@ = Junk FROM Field
- 31. •Remember the Preview Pane: •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 First 6 Lines
- 32. Disabled Images Ruin Impact
- 33. Disabled Images Ruin Impact
- 34. Disabled Images Ruin Impact
- 35. Disabled Images Ruin Impact
- 36. Now that works Action in a preview pane
- 37. Even the DMA are having a go No pictures
- 38. Preview but no click Now that works
- 40. 3. Your email audience is too big to appeal to Thing 3Thing 3
- 41. Doncaster Keepmoat – 10,000Doncaster Keepmoat – 10,000 Comedy Store – 1,500Comedy Store – 1,500 O2 Arena – 30,000O2 Arena – 30,000 Visualise your audienceVisualise your audience
- 42. Vertical MarketVertical Market Size of CompanySize of Company Job TitleJob Title Visualise your audienceVisualise your audience
- 43. 4.Your Email is designed wrong Thing 4Thing 4
- 46. •Eye tracking surveys measure the activity by watching from the screen on to the eyes •So, what do they say? Eye Tracking Effects Layout
- 47. •Users scan headings and don’t read text •Heading and sub heading copy is critical •Users scan down the left margin •Large fonts work well Eye Tracking Effects Layout
- 48. Design For Purpose Click-through traffic: 1.2% Click-through traffic: 6.2%
- 50. its the “F” n Email F Next Time you are proofing a design remember the F
- 51. its the “F” n Email F
- 52. •You know if they use a mobile or not! Start Thinking Mobile – for clicks
- 54. 5.Your measurements are all wrong Thing 5Thing 5
- 55. Top 5 Things to Measure Average Bounce Rate per Medium ? Email Non Engagement ? Post Click Activity ? Repeat Visit Activity ? Digital Interactions Per Conversion ?
- 56. So is Your Email Any GoodSo is Your Email Any Good 5 Hot Leads (50 points)5 Hot Leads (50 points) 3 Warm Leads (30 points)3 Warm Leads (30 points) 20 Cold Leads (15 points)20 Cold Leads (15 points) 7 white papers – read, not7 white papers – read, not downloadeddownloaded Conversion is what you needConversion is what you need
- 57. So is Your Email Any GoodSo is Your Email Any Good
- 58. Technology Provides the Plumbing View in browser is a click Clicked on an article Clicked on unsubscribe The Problem with traditional click through reporting The Problem with traditional click through reporting
- 59. Technology Provides the Plumbing 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 KeyThe Lead Score is the Key
- 60. Social Social SEO / PPCSEO / PPC Email MarketingEmail Marketing Your WebsiteYour Website The Meaning of Digital LifeThe Meaning of Digital Life 2 5 10 20
- 61. Top 5 Things to Measure Average Bounce Rate per Medium 68% Email Non Engagement 82% Post Click Activity ? Repeat Visit Activity ? Digital Interactions Per Conversion ?