Dan Hare: “Email marketing best practice”

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  • DAN
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  • You can carry on trying to cope or we can show you how to automate.
  • Dan Hare: “Email marketing best practice”

    1. 1. Dan HareDan Hare @academyblog@academyblog daniel.hare@communigator.co.uk daniel.hare@communigator.co.uk
    2. 2. Dan HareDan Hare @academyblog@academyblog daniel.hare@communigator.co.uk daniel.hare@communigator.co.uk Email & Marketing Automation
    3. 3. GatorMailGatorMail GatorLeadsGatorLeads GatorSocialGatorSocial GatorDocsGatorDocs GatorEventsGatorEvents GatorExpressGatorExpress GatorInsightsGatorInsights GatorCRMGatorCRM GatorDataGatorData GatorSurveys GatorSurveys
    4. 4. I went to CommuniGator's Best Practice Email Marketing Seminar last Thursday with a colleague to refresh our brains on the do's and don'ts and on the back of it we created a new email template, applied some new ideas, ran a split test against the ‘old’ style campaign and then saw 18 times more click-throughs on the new compared to the old. Mike Harrison Digital Marketing Manager, Spikes Cavell
    5. 5. 2006 ----------------- 2013 Effective email marketing is not as easy as you may think Effective email marketing is not as easy as you may think
    6. 6. Deliverability is dull and boring IP Reputation Authentication DKIM SPF Record Content Engagement Sending Domain Reputation
    7. 7. Deliverability is dull and boring IP Reputation Authentication DKIM SPF Record Content Engagement Sending Domain Reputation
    8. 8. B2B B2C EngagementEngagement
    9. 9. What is the worst word you can use in an email? What is the worst word you can use in an email? ContentContent
    10. 10. Dear [something] - 1.999Dear [something] - 1.999 Dear Sir/Madam - 2.683Dear Sir/Madam - 2.683 Dear Friend - 2.699Dear Friend - 2.699 Free - 0.161Free - 0.161
    11. 11. The next hurdleThe next hurdle
    12. 12. Email Market Share Report
    13. 13. OpensOpens
    14. 14. Top 5 things that affect email performance Top 5 things taking up time in email marketing From Address Timing & Frequency Subject Line Bounces & Unsubscribes Content Content Layout Design Segmentation Data
    15. 15. From AddressFrom Address Subject LineSubject Line PreviewPreview Two seconds...Two seconds... alerts@acmesoftware.co.uk Latest News If you cannot read this email, click here to view it in your browser. ACME Software Latest News If you cannot read this email, click here to view it in your browser. Daniel Hare - ACME Latest News If you cannot read this email, click here FromFrom
    16. 16. alerts@acmesoftware.co.uk Latest News If you cannot read this email, click here to view it in your browser. ACME Software Latest News If you cannot read this email, click here to view it in your browser. Daniel Hare - ACME Latest News If you cannot read this email, click here From Address:From Address: Relationship?Relationship? CompanyCompany BrandBrand IndividualIndividual
    17. 17. Personalities tend to be stronger brands than functional entities Personalities tend to be stronger brands than functional entities
    18. 18. Reply to:Reply to: amy.johnson@amy.johnson@ sales@sales@ marketing@marketing@ donotreply@donotreply@
    19. 19. What’s in it for the recipient?What’s in it for the recipient? SubjectSubject
    20. 20. Latest NewsLatest News Company UpdateCompany Update June NewsletterJune Newsletter REGISTER NOWREGISTER NOW Last ChanceLast Chance Take our surveyTake our survey StructuralStructural SalesySalesy
    21. 21. RelevantRelevant
    22. 22. Timing is criticalTiming is critical
    23. 23. Seth Godin – The Purple Cow The 6th P = Purple Cow(Remarkable) The 6th P = Purple Cow(Remarkable)
    24. 24. Headline & Sub-headline Headline & Sub-headline
    25. 25. Harriet Wooding ✪ Super Sub & Skills Starvation ✪ Harriet Wooding Super Sub & Skills Starvation 10.42% 6.56% RemarkableRemarkable
    26. 26. Not Telling Pubic Training Course Not Telling Public Training Course 7.13% 2.02% RemarkableRemarkable
    27. 27. Top 5 things that affect email performance Top 5 things taking up time in email marketing From Address Timing & Frequency Subject Line Bounces & Unsubscribes Content Content Layout Design Segmentation Data
    28. 28. Click hereClick here Read moreRead more Find out moreFind out more Best email marketing tipsBest email marketing tips Discover the best email marketing tipsDiscover the best email marketing tips 10 of the best email marketing tips ever10 of the best email marketing tips ever
    29. 29. Long attention spans are becoming a thing of the past Long attention spans are becoming a thing of the past
    30. 30. Top 5 things that affect email performance Top 5 things taking up time in email marketing From Address Timing & Frequency Subject Line Bounces & Unsubscribes Content Content Layout Design Segmentation Data
    31. 31. Disabled Images Ruin ImpactDisabled Images Ruin Impact
    32. 32. Enabled is not much better
    33. 33. The Design Standard is setThe Design Standard is set
    34. 34. F The “F” in EmailThe “F” in Email Next Time you are proofing a design remember the F Next Time you are proofing a design remember the F
    35. 35. 18 x more clicks18 x more clicks Not as pretty, but that’s not the point Not as pretty, but that’s not the point
    36. 36. Top 5 things that affect email performance Top 5 things taking up time in email marketing From Address Timing & Frequency Subject Line Bounces & Unsubscribes Content Content Layout Design Segmentation Data
    37. 37. IT Manager, SME, London Behaviour: Downloaded Whitepaper Objective: Attend Security Briefing SegmentationSegmentation
    38. 38. Social Search Email Website
    39. 39. http://www.communigator.co.uk/?utm_source=demo&utm_medium=email&utm_campaign=webinarhttp://www.communigator.co.uk/?utm_source=demo&utm_medium=email&utm_campaign=webinar http://www.communigator.co.uk/? utm_source=gatormail& utm_medium=email& utm_campaign=seminar http://www.communigator.co.uk/? utm_source=gatormail& utm_medium=email& utm_campaign=seminar
    40. 40. UTMUTM IPIP CookieCookie WhoWho WhatWhat WhereWhere EmailEmail SearchSearch SocialSocial UTM - what brought them here?UTM - what brought them here?
    41. 41. 2 Lead Score - what they did here?Lead Score - what they did here?
    42. 42. 2 2 2 10
    43. 43. 2 2 2 10 10
    44. 44. 2 2 2 10 10 22
    45. 45. Customers are inconsistentCustomers are inconsistent
    46. 46. For every action, there is an equal and opposite reaction For every action, there is an equal and opposite reaction Triggered Campaigns Triggered Campaigns
    47. 47. For every action, there is an equal and opposite reaction For every action, there is an equal and opposite reaction Triggered Campaigns Triggered Campaigns
    48. 48. Automation beats determination
    49. 49. Top 5 things that affect email performance From Address Relationship Reputation Subject Line Relevant Remarkable Content Verbage Quantify Layout Google “F” Segmentation Behavioural Demographic
    50. 50. Tracking codes: 30 day trial.* *If you get the codes up within a week! http://cgt.bz/ Use code: #otemanc http://cgt.bz/ Use code: #otemanc

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