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& WordStream
C,  1 Online Advertising Made Easy
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The New Email Marketing
Today’s Speaker:  Larry Kim

Who Is Larry Kim? 

- Founder & CTO of
WordStream

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Expert

- Sup...
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323 Marketers‘ Most Popular Lead Generation Channels

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Increasingly Complex Email Regulations

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Larry Kim - The New Email Marketing - Stukent Expert Session

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Larry Kim, Founder of Wordstream, shares his knowledge on the new and improved way to do email marketing in the Stukent Expert Session video webinar.

Published in: Marketing
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Larry Kim - The New Email Marketing - Stukent Expert Session

  1. 1. & WordStream C, 1 Online Advertising Made Easy ~ g 3 The New Email Marketing
  2. 2. Today’s Speaker: Larry Kim Who Is Larry Kim? - Founder & CTO of WordStream - Voted Most Influential PPC Expert - Super Power: Mind-Control IPerryMarsha| | & as Wordstream
  3. 3. “C 323 Marketers‘ Most Popular Lead Generation Channels (h. )rv~»: ‘s cm: or u ewr-ed ‘or eat: generation, based on a 5.. r/ cy or 325 rm-mars L * Email Online veqiszralion/ opt-I-i 1--_‘ . SO(: aI networks Content marketing Trade shows/ conievcricos Direct ma~i weomars O. ’ - PVC/ display 1eIc'V‘a1kI‘ling Onime directories Reiargezca ads August 2014 7 ds? ;'-j 70% 58": II‘! 59% 51% 51% $.15; '10“ 59 T. .. .‘. .“"' zou 54% 29% - .39. nov- i rm :1-4. 35* nm. j ‘9% 31% Markelingr. ‘harls. <om I Dull: Source: Chic! Marketer
  4. 4. l)ii4l-o -@ ‘. i'~E‘hs ‘. Wll’f H3; . - . ... .i. ». 'l. Il. ‘ . ... . . -;isL[~. r.. £i: s U5F"5L'>‘E H ‘W, I I-,1;-; y | 1"": ‘,31¢I‘ V. m, ., (§: 'll'L'x ‘ V ‘b hyli‘ i . . ‘ ' _ l| I|IllI-l- , . . la’-M‘. : {fill nouns ® : ii: :'>‘1 USER‘; PIN '-4}: ‘|‘l, .l“ ® . ® In iunuts Eff, “ ® glflliuszns . . . _ H 0 0 D “r. §|__;1;j, ;l, l,l; Hl, _ . _, noun °"’“*‘ 31.. Illll viorus , ,2 ’ win- 7. 31 H _, , ' -4' _, G,, _,_, .‘ -. -y M -. A "A'l‘. ~.,1l‘{i‘.
  5. 5. Marketing Emails Ending Up in Roll-Ups, etc. Welcome aboard! Let's finish making your Rollup. WI4‘I‘hl‘llill4 Vi(1lnv>(li'pl4V’VNn‘ . ,. ... .I. ..-. .m. .v-. . .4011-u C0000 . 1.
  6. 6. on Emails end up in “Promotions” Tab summing: J0"'r"l"¢ unsi-1 Enuyuiuun Joann-mag ROMIIAIIIII . ... ;.. .. Im», ., fll-vn . van-uri mm MI: I bundl 1.» wlnilmxu 111%. -I fly mu -ouunnni wt .2: or. m1ry«.1---um aii. i:m-a- 1» r’*- souia In go in in: oonam Niy 1-rvmmi: «I. -. rm: 1 1.»: 11!. -ul - VI-ll iEMAlL _ lboriibolhtobwliiyuafloglunoot mm. Imgru my loeyi Mo. n. qi: .1nui ow. ..‘ CI-ochot.1'1i11'i. g I mm. supra wnyi v. . . ..1i. im. ng . n.1pv. ;. {ufly 'rt so-m» .1 — — ' mm. m Ion: nan any “ olenulll . In -pun nnulmuotlu-nnunnuuvaxut uvmflfinflunnhutn rm mihunm mam Mir. Irm, 'L'yIli. rdJ '1lY p: u,.1.1- cum. 1
  7. 7. Email CTRs Falling Over Time Click-th rough Rate Data: Epsilon Trends and Benchmarks Reports; Chart: leanne Jennings 8.096 '1 7.0K 5.096 5.096 4.0% 3.096 2.0% I 1.096 0.096 1lrlllfll1l’Tll1ll| lllll1l1l1llI .90‘, Joe Joe Joe .99? 1°? ‘ JO? 29% 3°90 Joeo .2090 3990 .9990 2°90 3°90 1°90 %lrq”»q’»q’o%o°". v%i9 ’a ’o 0 ’¢ '9 '9 <9 <9 G
  8. 8. Increasingly Complex Email Regulations CAN SPAM Aci A Coiiipliance Gu-do lav Business -urw «A . 1.. . Iel W —. ~.7.fiI; .L‘. ?Z3IC. Z'. '.".2L"' Canada's Ani1—Spaui L egislaiuon CANADA'S LAWWSPAMO aw. .. ELECTRONIC THREATS
  9. 9. How to make your: - Email Marketing Generate 10x More Engagement at 1/10”‘ the Cost? ?
  10. 10. T . ’ . _ §. .- . Email-Based PPC Marketing Will Save The Day!
  11. 11. rial s j Custom Audience V: 1‘
  12. 12. Tailored Website Audience in Twitter @LarryKim -Perr Marshall & ¥¥WordStream
  13. 13. New “Tailored Audiences” or “Custom Audiences” . ... ... ... . a facebook audience network .3 : ... ... ... ... ..~. ,.. ... ... .,. ®LarryKim -I-’< -i i 1, I~-. ~l. ii uIi. ill & ‘<8 WordStream
  14. 14. Power of Social Remarketing 3 Engagement Rates! 2 Conversion Rates! So Push HARD OFFERS (Sign-Ups, Consultations, Downloads, etc. ) @LarryKim -PL’! I‘yl/ iii! -. i1.11i & w WordStream
  15. 15. The Evolution of Display Ad Targeting 4. Keyword Targeting (e. g. Articles containing “Health Insurance") 5. Website Targeting (e. g. Inc. Magazine or Home E: Garden Weekly) 2. Remarketing Ie. g. People who visited the “buy" page of your website) 1. Identity 3. Interests & Market Segments (e_g_ specific emails, (e. g. Business Services, Photography) or phone numbers)
  16. 16. People-Based Marketing is Like Email Marketing But Better @ Email Marketing @Peop| e-Based Marketing -e Limit number of blasts to R Fixed reduce unsubscribes -—- .5-2% unsubscribes each blast F Fixed -4- People Need to opt into your list a Fixed — Tons of unqualified emails on the list awed @LarryKi'm -Pei‘rylVl; ii‘sli; i|l <5 "&WordStream
  17. 17. Identity Marketing Using Custom Audiences in Social Ads - . G Identity based marketing opens up a TON new and exciting advertising use cases! 1E0LarryKim , —.1i III. -1 & ‘&WoitIStir-.1111
  18. 18. This is a True Story The Wordstream Blog A shodg sivuvn oi’ suvdn uvluulnrig smarts Mandatory Googlav Gmail Integration Quietly I Sholved @La"'YK! "" . PerryM; —irsha| | & ¥-¥WordStream
  19. 19. Shared the Article on My Social Media Lavry mm a ‘ .5oogr. «5mn ‘. v _‘ my ilfll C->LarryKim IPerryMarsha| | & uewordstream
  20. 20. Promoted Post to My List of Influencers y Ads x m«, x.. .gr : V Brawn utloled audlenua ’ @LarryKim lpvl I '~-i. HHl': all & S WordStream
  21. 21. Eflfi| jxmuu1n: :uIui: viAvmni-uvrnuarln-Iruanux Google+ Is No Longer A Requirement For CreatingA Google Account After 2 V2 years of mandatory social accnunl creation. new users are now given a "No thanks‘ choice when signing on lot [Email and other Google products Story Picked Up in Marketing Land in 2 Hours + awn run: In oi : .»¢»- mam. re w mi. - 2.». .. urn -um! snag. may srnovanvu rnqwumonl our a. ind m. . 'hovIoopIvNI4>d~mvgnqV‘wV¢vI’i£-ai= vl0I: :vi: vlAGoo9n-pvfi um. » m. m.. m,. m . . . .: rIuuvInrn1'liM ; @LarryKim . pi; 'l'ly'i/1.li‘»ll. l|] & ‘%WordSiream
  22. 22. +500 Press Pickups in 48 Hours FRIDAY SATURDAY MONDAY W'*"'| '— 9n9a<399f‘ lfohacker Gm mm A Vdntwolod I M mmiww T . , , l.. .. .4 mum-an-. .u E33 @LarryKim -[’J(, nyM. ii'sli. i|l at Vvkfiwordstream
  23. 23. Custom Audience Social "W" PWMUTE Ads ROI Analysis: EVERY-'T"! .EH - 500 High Value Press Pickups + Links - Massive Brand Exposure - +100k Site Visitors Total Cost: $50 _ _ ‘:3 _ A ‘ Total minutes BIIIICUWUSIV INFIUENTVQIQ TWITTER USERS @LarryKim F-"PerMarsha| l & Wodtream
  24. 24. YOU'RE ST| ll DOING YOUR PITOHINO . h S; .; .. BY SE-NUING OUT EMMIS? 3 -PM I y'TVi. ii xiifiill & ‘~53 WordStream
  25. 25. _ ,4 _ . , , . ~ This Stupid Marketing . V - Funnel is a Ridiculously . _ ’ Dated Concept , ;_, m_, ,‘, L,, ,, / You can bypass this funnel entirely! U T ‘ @LaryKim ryMarh| | & %WordStream
  26. 26. Call Buttons are Game Changers Desktop Search Mobile Conversion Funnel Conversion Funnel . Sees Ad . Clicks on Ad 1- 5995 Ad . ViStS Website 2. Calls Business Landing Page ed _ L d C t d | r— 3. Lead Captur ea ap me No Leaky Landing Page! Golden Rule of Mobile: “Calls to businesses are worth +3x more than clicks to websites" @LarryKim -Perryl/ lai‘sli: —ill 61 ‘&WordStream
  27. 27. Hal Billin Use FB 0 Mobile Only E-“PerryMarshal| & WordStream
  28. 28. New Facebook Social Direct Response Ad Formats a lemon” f ’ . -«. 7 *3" _ . h. I '-W l — . .;: ::. .- x . ‘A ~1- . ". -,7l'r 1 __‘_. -.
  29. 29. Twitter Lead Generation Card Format j Adi L U A User's Name, Email T and Twitter Name are IIADVOIDS novrocownt automatically emailed A or posted to you!
  30. 30. Google Customer Match in AdWords, Gmail and YouTube '0 REMARKETING LIST v Website visitors Ty Mobile app users . List of email addresses you've Customer emails 4 couecmd a ' (

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