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New Email Marketing Rules for 2015

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Welcome to our webinar! #DigMktg15 NEWEMAIL MARKETING RULES FOR 2015 Thomas Harpointner CEO & Founder, AIS Media Inc. Your presenter
Lift. Brand Awareness Customer Engagement Conversion Rates Delivered. NEW DIGITAL MARKETING RULES 2015 | #DigMktg15 NEW EMAIL MARKETING RULESFOR2015
Our Offices Digital Marketing Strategy User Experience (UX) Design Lead Generation & Online Sales Programs Digital Marketing (SEO / PPC / Email) Conversion Rate Optimization (CRO) CRM Selection & Implementation Marketing Automation Sales Process Alignment Content Journey Mapping Lead Management Founded 1997 Atlanta Dallas
Award-Winning Design Team NEW EMAIL MARKETING RULESFOR2015
Where You’ve Seen Us NEW EMAIL MARKETING RULESFOR2015
Featured Clients NEW DIGITAL MARKETING RULES 2015 | #DigMktg15 NEW EMAIL MARKETING RULESFOR2015
SOCIAL CRM & MA ANALYTICS SEARCH EMAIL CONTENT DESIGN 7 STRATEGY NEW DIGITAL MARKETING RULES 2015 | #DigMktg15 NEW EMAIL MARKETING RULESFOR2015
Keep Email In The Mix
Why Email?  Cost- effective  Versatile  Immediate  Personal  Trackable NEW DIGITAL MARKETING RULES 2015 | #DigMktg15 NEW EMAIL MARKETING RULESFOR2015
Email remains the “workhorse” of direct digital marketing. – Forrester Research NEW DIGITAL MARKETING RULES 2015 | #DigMktg15 NEW EMAIL MARKETING RULESFOR2015
Email is the most effective way to acquire customers - nearly 40X more effective than Facebook and Twitter combined. NEW DIGITAL MARKETING RULES 2015 | #DigMktg15 NEW EMAIL MARKETING RULESFOR2015
Email is the most effective way to acquire customers - nearly 40X more effective than Facebook and Twitter combined. 91% of U.S. consumers use email daily. -McKinsey & Company NEW DIGITAL MARKETING RULES 2015 | #DigMktg15 NEW EMAIL MARKETING RULESFOR2015
Source: Litmus ROI PER $1 SPENT Email: $44.25 Keyword Ads: $17 Display Ads: $2 NEW DIGITAL MARKETING RULES 2015 | #DigMktg15 NEW EMAIL MARKETING RULESFOR2015
Source: Litmus CONVERSION RATE Email: 4.6% Search: 2.64% Social: 0.48% NEW DIGITAL MARKETING RULES 2015 | #DigMktg15 NEW EMAIL MARKETING RULESFOR2015
Build A Clean List
77% prefer to receive permission based marketing messages through email. Exact Target NEW DIGITAL MARKETING RULES 2015 | #DigMktg15 NEW EMAIL MARKETING RULESFOR2015
Make email list-building a top marketing priority. Disclaimer: Southeast United Dairy Industry Association is an AIS Media client. NEW DIGITAL MARKETING RULES 2015 | #DigMktg15 NEW EMAIL MARKETING RULESFOR2015
Offer real value for subscribing. NEW DIGITAL MARKETING RULES 2015 | #DigMktg15 NEW EMAIL MARKETING RULESFOR2015
Segment & Test
Types of Segmentation GEOGRAPHIC Adding a little local flavor to your emails can help give prospects the feeling that you know and understand their situation BEHAVORIAL Segmenting based on behavior is another easy way to provide relevant and timely information to prospects PURCHASING POWER Position within a company is another valuable way to segment your audience. It ensures that you are providing the right content to drive decisions 50% Open Rate CTR 30% NEW DIGITAL MARKETING RULES 2015 | #DigMktg15 NEW EMAIL MARKETING RULESFOR2015
Source: Litmus NEW DIGITAL MARKETING RULES 2015 | #DigMktg15 NEW EMAIL MARKETING RULESFOR2015
Write For Your Audience
Content Checklist 1. Relevant to the audience 2. Compelling subject line 3. High-quality images 4. One central idea 5. Clear CTA NEW DIGITAL MARKETING RULES 2015 | #DigMktg15 NEW EMAIL MARKETING RULESFOR2015
TIP #1 Deliver real value 1.Will subscribers gain knowledge? 2.Will it solve a pressing problem? 3.Is it worth their time? NEW DIGITAL MARKETING RULES 2015 | #DigMktg15 NEW EMAIL MARKETING RULESFOR2015
TIP #2 Use high-quality visuals to captivate your audience. NEW DIGITAL MARKETING RULES 2015 | #DigMktg15 NEW EMAIL MARKETING RULESFOR2015
NEW DIGITAL MARKETING RULES 2015 | #DigMktg15
TIP #3 Design & write with multiple screens in mind. NEW DIGITAL MARKETING RULES 2015 | #DigMktg15 NEW EMAIL MARKETING RULESFOR2015
TIP #4 Keep messaging short, concise and deliver immediate value. NEW DIGITAL MARKETING RULES 2015 | #DigMktg15 NEW EMAIL MARKETING RULESFOR2015
TIP #5 Use a clear call- to- action (CTA) NEW DIGITAL MARKETING RULES 2015 | #DigMktg15 NEW EMAIL MARKETING RULESFOR2015
TIP #6 Keep subject lines to 50 characters or less. NEW DIGITAL MARKETING RULES 2015 | #DigMktg15 NEW EMAIL MARKETING RULESFOR2015
64% say they open an email because of the subject line. – Salesforce TIP #6 Keep subject lines to 50 characters or less. NEW DIGITAL MARKETING RULES 2015 | #DigMktg15 NEW EMAIL MARKETING RULESFOR2015
Stay Responsive
NEW DIGITAL MARKETING RULES 2015 | #DigMktg15 NEW EMAIL MARKETING RULESFOR2015
NEW DIGITAL MARKETING RULES 2015 | #DigMktg15 Old mouse Are your emails touch-friendly? NEW EMAIL MARKETING RULESFOR2015
NEW DIGITAL MARKETING RULES 2015 | #DigMktg15 Old mouse Are your emails touch-friendly? New mouse NEW EMAIL MARKETING RULESFOR2015
0% 10% 20% 30% 40% 50% 60% 70% 80% Desktop-Centrick Mobile-Aware Responsive Mobile Friendly Emails How are B2C brands sending their promotional emails? NEW DIGITAL MARKETING RULES 2015 | #DigMktg15
VS NEW DIGITAL MARKETING RULES 2015 | #DigMktg15 NEW EMAIL MARKETING RULESFOR2015
Responsive Design Propels Email Performance 80.8% 19.2% Mobile vs. Desktop Open Rates Mobile Desktop NEW DIGITAL MARKETING RULES 2015 | #DigMktg15 Sour e: Hubspot NEW EMAIL MARKETING RULESFOR2015
NEW DIGITAL MARKETING RULES 2015 | #DigMktg15 Design with context in mind. NEW EMAIL MARKETING RULESFOR2015
Make Email Sharable
*Source: WebDAM (2014) Emails with social sharing buttons increase click- through rates (CTRs) 158% NEW DIGITAL MARKETING RULES 2015 | #DigMktg15 NEW EMAIL MARKETING RULESFOR2015
Link to landing pages NEW DIGITAL MARKETING RULES 2015 | #DigMktg15 NEW EMAIL MARKETING RULESFOR2015
Time Every Send
Email Opens by Time of Day Subscribers are likely to open email after 12pm and the most active hours are 2-5pm. NEW DIGITAL MARKETING RULES 2015 | #DigMktg15 NEW EMAIL MARKETING RULESFOR2015
Email Opens by Day of Week Tuesday & Thursday are the highest-volume days NEW DIGITAL MARKETING RULES 2015 | #DigMktg15 NEW EMAIL MARKETING RULESFOR2015
Call: 404.751.1043 | Email: info@aismedia.com NEW DIGITAL MARKETING RULES 2015 | #DigMktg15 6-Part Series • Subject line • Email collateral • Landing page • Analytics Webinar Attendees Only FREE EXCLUSIVELY FOR WEBINAR ATTENDEES Email Campaign Conversion Analysis NEW EMAIL MARKETING RULESFOR2015

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New Email Marketing Rules for 2015

  • 1. Welcome to our webinar! #DigMktg15 NEWEMAIL MARKETING RULES FOR 2015 Thomas Harpointner CEO & Founder, AIS Media Inc. Your presenter
  • 2. Lift. Brand Awareness Customer Engagement Conversion Rates Delivered. NEW DIGITAL MARKETING RULES 2015 | #DigMktg15 NEW EMAIL MARKETING RULESFOR2015
  • 3. Our Offices Digital Marketing Strategy User Experience (UX) Design Lead Generation & Online Sales Programs Digital Marketing (SEO / PPC / Email) Conversion Rate Optimization (CRO) CRM Selection & Implementation Marketing Automation Sales Process Alignment Content Journey Mapping Lead Management Founded 1997 Atlanta Dallas
  • 4. Award-Winning Design Team NEW EMAIL MARKETING RULESFOR2015
  • 5. Where You’ve Seen Us NEW EMAIL MARKETING RULESFOR2015
  • 6. Featured Clients NEW DIGITAL MARKETING RULES 2015 | #DigMktg15 NEW EMAIL MARKETING RULESFOR2015
  • 7. SOCIAL CRM & MA ANALYTICS SEARCH EMAIL CONTENT DESIGN 7 STRATEGY NEW DIGITAL MARKETING RULES 2015 | #DigMktg15 NEW EMAIL MARKETING RULESFOR2015
  • 9. Why Email?  Cost- effective  Versatile  Immediate  Personal  Trackable NEW DIGITAL MARKETING RULES 2015 | #DigMktg15 NEW EMAIL MARKETING RULESFOR2015
  • 10. Email remains the “workhorse” of direct digital marketing. – Forrester Research NEW DIGITAL MARKETING RULES 2015 | #DigMktg15 NEW EMAIL MARKETING RULESFOR2015
  • 11. Email is the most effective way to acquire customers - nearly 40X more effective than Facebook and Twitter combined. NEW DIGITAL MARKETING RULES 2015 | #DigMktg15 NEW EMAIL MARKETING RULESFOR2015
  • 12. Email is the most effective way to acquire customers - nearly 40X more effective than Facebook and Twitter combined. 91% of U.S. consumers use email daily. -McKinsey & Company NEW DIGITAL MARKETING RULES 2015 | #DigMktg15 NEW EMAIL MARKETING RULESFOR2015
  • 13. Source: Litmus ROI PER $1 SPENT Email: $44.25 Keyword Ads: $17 Display Ads: $2 NEW DIGITAL MARKETING RULES 2015 | #DigMktg15 NEW EMAIL MARKETING RULESFOR2015
  • 14. Source: Litmus CONVERSION RATE Email: 4.6% Search: 2.64% Social: 0.48% NEW DIGITAL MARKETING RULES 2015 | #DigMktg15 NEW EMAIL MARKETING RULESFOR2015
  • 16. 77% prefer to receive permission based marketing messages through email. Exact Target NEW DIGITAL MARKETING RULES 2015 | #DigMktg15 NEW EMAIL MARKETING RULESFOR2015
  • 17. Make email list-building a top marketing priority. Disclaimer: Southeast United Dairy Industry Association is an AIS Media client. NEW DIGITAL MARKETING RULES 2015 | #DigMktg15 NEW EMAIL MARKETING RULESFOR2015
  • 18. Offer real value for subscribing. NEW DIGITAL MARKETING RULES 2015 | #DigMktg15 NEW EMAIL MARKETING RULESFOR2015
  • 20. Types of Segmentation GEOGRAPHIC Adding a little local flavor to your emails can help give prospects the feeling that you know and understand their situation BEHAVORIAL Segmenting based on behavior is another easy way to provide relevant and timely information to prospects PURCHASING POWER Position within a company is another valuable way to segment your audience. It ensures that you are providing the right content to drive decisions 50% Open Rate CTR 30% NEW DIGITAL MARKETING RULES 2015 | #DigMktg15 NEW EMAIL MARKETING RULESFOR2015
  • 21. Source: Litmus NEW DIGITAL MARKETING RULES 2015 | #DigMktg15 NEW EMAIL MARKETING RULESFOR2015
  • 23. Content Checklist 1. Relevant to the audience 2. Compelling subject line 3. High-quality images 4. One central idea 5. Clear CTA NEW DIGITAL MARKETING RULES 2015 | #DigMktg15 NEW EMAIL MARKETING RULESFOR2015
  • 24. TIP #1 Deliver real value 1.Will subscribers gain knowledge? 2.Will it solve a pressing problem? 3.Is it worth their time? NEW DIGITAL MARKETING RULES 2015 | #DigMktg15 NEW EMAIL MARKETING RULESFOR2015
  • 25. TIP #2 Use high-quality visuals to captivate your audience. NEW DIGITAL MARKETING RULES 2015 | #DigMktg15 NEW EMAIL MARKETING RULESFOR2015
  • 26. NEW DIGITAL MARKETING RULES 2015 | #DigMktg15
  • 27. TIP #3 Design & write with multiple screens in mind. NEW DIGITAL MARKETING RULES 2015 | #DigMktg15 NEW EMAIL MARKETING RULESFOR2015
  • 28. TIP #4 Keep messaging short, concise and deliver immediate value. NEW DIGITAL MARKETING RULES 2015 | #DigMktg15 NEW EMAIL MARKETING RULESFOR2015
  • 29. TIP #5 Use a clear call- to- action (CTA) NEW DIGITAL MARKETING RULES 2015 | #DigMktg15 NEW EMAIL MARKETING RULESFOR2015
  • 30. TIP #6 Keep subject lines to 50 characters or less. NEW DIGITAL MARKETING RULES 2015 | #DigMktg15 NEW EMAIL MARKETING RULESFOR2015
  • 31. 64% say they open an email because of the subject line. – Salesforce TIP #6 Keep subject lines to 50 characters or less. NEW DIGITAL MARKETING RULES 2015 | #DigMktg15 NEW EMAIL MARKETING RULESFOR2015
  • 33. NEW DIGITAL MARKETING RULES 2015 | #DigMktg15 NEW EMAIL MARKETING RULESFOR2015
  • 34. NEW DIGITAL MARKETING RULES 2015 | #DigMktg15 Old mouse Are your emails touch-friendly? NEW EMAIL MARKETING RULESFOR2015
  • 35. NEW DIGITAL MARKETING RULES 2015 | #DigMktg15 Old mouse Are your emails touch-friendly? New mouse NEW EMAIL MARKETING RULESFOR2015
  • 36. 0% 10% 20% 30% 40% 50% 60% 70% 80% Desktop-Centrick Mobile-Aware Responsive Mobile Friendly Emails How are B2C brands sending their promotional emails? NEW DIGITAL MARKETING RULES 2015 | #DigMktg15
  • 37. VS NEW DIGITAL MARKETING RULES 2015 | #DigMktg15 NEW EMAIL MARKETING RULESFOR2015
  • 38. Responsive Design Propels Email Performance 80.8% 19.2% Mobile vs. Desktop Open Rates Mobile Desktop NEW DIGITAL MARKETING RULES 2015 | #DigMktg15 Sour e: Hubspot NEW EMAIL MARKETING RULESFOR2015
  • 39. NEW DIGITAL MARKETING RULES 2015 | #DigMktg15 Design with context in mind. NEW EMAIL MARKETING RULESFOR2015
  • 41. *Source: WebDAM (2014) Emails with social sharing buttons increase click- through rates (CTRs) 158% NEW DIGITAL MARKETING RULES 2015 | #DigMktg15 NEW EMAIL MARKETING RULESFOR2015
  • 42. Link to landing pages NEW DIGITAL MARKETING RULES 2015 | #DigMktg15 NEW EMAIL MARKETING RULESFOR2015
  • 44. Email Opens by Time of Day Subscribers are likely to open email after 12pm and the most active hours are 2-5pm. NEW DIGITAL MARKETING RULES 2015 | #DigMktg15 NEW EMAIL MARKETING RULESFOR2015
  • 45. Email Opens by Day of Week Tuesday & Thursday are the highest-volume days NEW DIGITAL MARKETING RULES 2015 | #DigMktg15 NEW EMAIL MARKETING RULESFOR2015
  • 46. Call: 404.751.1043 | Email: info@aismedia.com NEW DIGITAL MARKETING RULES 2015 | #DigMktg15 6-Part Series • Subject line • Email collateral • Landing page • Analytics Webinar Attendees Only FREE EXCLUSIVELY FOR WEBINAR ATTENDEES Email Campaign Conversion Analysis NEW EMAIL MARKETING RULESFOR2015