Your email marketing sucks (but it doesn't have to)

1. Taylor Galipeau
Manager of Sales & Marketing Ops
Your Email
Marketing Sucks
But it doesn’t have to!

2. Data Junkie Just got engaged!
3 things you “might” want to
know

4. Data Junkie Just got engaged! NOT an email expert
3 things you “might” want to
know

5. Agenda
1
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Tracking & Testing
2
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Lists
3
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Subject Lines
4
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Email Body
5
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Design
6
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Wrap Up

6. The most important
thing to remember
when sending email is

7. Tracking & Testing

8. How do I know if my campaigns
are successful?

9. Start Tracking & Testing
Set a goal

10. Set a goal!Tracking&Testing
Type of Email What’s my goal?
Promotional (discount, sales promo) Products purchased. (Care about opens, clicks,
coupons used)
Event Invite Tickets bought. (Care about opens, clicks, replies,
traffic to website from email, tickets purchased)
Newsletter (product, blog, community, association) Engagement. (Opens, clicks, replies (?),
downloads)
Content Email Engagement. (Opens, clicks, replies, downloads,
time on website, # blogs viewed)

11. Start Tracking & Testing
Set a goal Set up email
tracking

12. UTM CodesTracking&Testing
What is a UTM Code? UTM codes are simple pieces of code you add
onto a custom URL to track the source, medium and campaign name of
the referring campaign. This allows you to track this information in
Google Analytics
Example
https://vendasta.com/?utm_source=one_off_email&utm_medium=email&utm_ca
mpaign=SPMA_email_marketing_event
UTM Builder:
https://ga-dev-tools.appspot.com/campaign-url-builder/

13. Email TrackingTracking&Testing

14. Start Tracking & Testing
Set a goal Set up email
tracking
Look up
industry
benchmarks

15. Industry benchmarksTracking&Testing

16. Start Tracking & Testing
Set a goal Set up email
tracking
Look up
industry
benchmarks
Set your own
benchmarks
and get a
baseline

17. Start Tracking & Testing
Set a goal Set up email
tracking
Look up
industry
benchmarks
Set your own
benchmarks
and get a
baseline
Set up a test

18. Start Tracking & Testing
Set a goal Set up email
tracking
Look up
industry
benchmarks
Set your own
benchmarks
and get a
baseline
Set up a test Repeat

19. Email Lists

20. Segment, segment, segment!Lists
18x
more
revenue
39%
increased
open rate
28%
lower
unsubscribe
rate

21. Segment, segment, segment!
Where to start?
Lists
● Buyer/user personas— know who you’re talking to
○ Industry, job title, size of company

22. Segment, segment, segment!
Where to start?
Lists
● Buyer/user personas— know who you’re talking to
○ Industry, job title, size of company
● Life-cycle stage— know where your recipients are in the
buying cycle
○ CRM data: assigned sales rep, funnel stage, creation
date, # interactions, # purchases

23. Subject Lines

24. What you SHOULD NOT do
Subject lines that suck
● Anything sneaky
○ ie. RE: Vendasta’s Contract, Hey, Are you busy?
● Use too much punctuation!!!
● Use personal data, if you don’t audit your data
○ OR if you don’t know your audience that well
SubjectLines

25. What you SHOULD do
Subject lines that work
● Use shorter subject lines
○ 30 characters or less have above avg open rates
● Emoji’s
● Keep it relevant
SubjectLines

26. The only full stack churn management system for SaaS.

27. SubjectLines Subject line:
Your VP of Sales is screwing you
Download Now

28. SubjectLines Subject line:
Are really you satisfied with a net dollar churn of only x%?
Book A Call Today

29. Email Body

30. “Hey” vs “Hi”
Hey Taylor,
I wanted to get in touch as your competitor Chat
Meter was present at our show last year and we
didn't want VendAsta to miss out on any more
market share in 2018.
We have just launched the highly anticipated Brand
Marketing Summit in San Francisco (May 30th-31st)
and have already senior speakers from Levi’s,
National Geographic, Bank of America, Farmers
Insurance, Truth Initiative and the Mobile
Marketing Association.
In total we are expecting over 300 CMOs and
strategic level marketers from world class brands
joining us.
It would be great to discuss how we can
collaborate - are you free at 09.00 EDT tomorrow?
Speak soon,
EmailBody

31. “Hey” vs “Hi”
Hey Taylor,
I wanted to get in touch as your competitor Chat
Meter was present at our show last year and we
didn't want VendAsta to miss out on any more
market share in 2018.
We have just launched the highly anticipated Brand
Marketing Summit in San Francisco (May 30th-31st)
and have already senior speakers from Levi’s,
National Geographic, Bank of America, Farmers
Insurance, Truth Initiative and the Mobile
Marketing Association.
In total we are expecting over 300 CMOs and
strategic level marketers from world class brands
joining us.
It would be great to discuss how we can
collaborate - are you free at 09.00 EDT tomorrow?
Speak soon,
EmailBody
Don’t even
want to
read this!
What is
their goal
here?!

32. “Hey” vs “Hi”
Hey Taylor,
I wanted to get in touch as your competitor Chat
Meter was present at our show last year and we
didn't want VendAsta to miss out on any more
market share in 2018.
We have just launched the highly anticipated Brand
Marketing Summit in San Francisco (May 30th-31st)
and have already senior speakers from Levi’s,
National Geographic, Bank of America, Farmers
Insurance, Truth Initiative and the Mobile
Marketing Association.
In total we are expecting over 300 CMOs and
strategic level marketers from world class brands
joining us.
It would be great to discuss how we can
collaborate - are you free at 09.00 EDT tomorrow?
Speak soon,
EmailBody
Hi Taylor,
Is your marketing department working on 2018
conference planning? This would be a great
opportunity to sync up with some of North
America’s biggest brands.
Chatmeter was present at our show: Brand
Marketing Summit last year and we didn't want you
to miss out on any more market share.
Here are the details:
● May 30th-31st in San Francisco
● Speakers from:
○ Levi’s
○ National Geographic
○ Mobile Marketing Association.
○ And MORE
○ 300+ CMOs and strategic level
marketers from world class brands
attending
I’ll send a follow up email next week to see what
you think.

33. Email Design

34. Plain Text vs HTMLDesign
What is HTML format? HTML email generally have visual graphics and
are often designed using a template with HTML code.
What is plain text format? Plain text emails are a lot simpler, typically
including only written text, without any visual graphics.

35. Vendasta Case StudyDesign

36. Vendasta Case Study
Content Nurture Campaign
● By the numbers:
○ Some emails saw an increase in CTR of up to 5%
○ Other emails saw NO CHANGE in CTR
○ In a year since switching we’ve had 600+ convo’s
Design

37. CS-Cart Case StudyDesign

38. CS-Cart Case Study
Autoresponder Campaign
● By the numbers:
○ HTML emails had a 42% open rate
○ Plain text emails saw a 78% open rate
○ Less design is more likely to get you out of the promo’s
tab in Gmail
Design

39. Plain Text vs HTMLDesign

40. Action Items
Try segmenting your list by
buyer persona or funnel stage.
Get rid of click batey subject
lines. Test something NEW.
Make your emails more
readable. Bullet points, bolded
text, shorter paragraphs.
Test out a plain text version
of an HTML email.
Make sure every email you
send has a goal!

41. IOT — This Friday @ Vendasta

42. ?