Why email isn’t dead

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Email marketing is not ‘dead’ and in fact is a strong component of great content marketing. Understanding the email ecosystem and usage trends is critical to continued optimization of the channel.

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Why email isn’t dead

  1. 1. Email Marketingby: Mark O’Renick | January 16, 2013
  2. 2. Dead or Alive? “With an ROI of around 4,300%, according to the DMA, email practically pays for itself.” Pete Burns
  3. 3. what is it (the definition)
  4. 4. What is Email Marketing?From Wikipedia: Directly communicating a commercialmessage to a group of people using email. It usually involvesusing the email to send ads, request business, or solicit salesor donations, and is meant to build loyalty, trust or brandawareness. Email marketing can be done to either a cold listor current customer database.
  5. 5. why it matters (the numbers games)
  6. 6. GTM Strategy Client Analytics Service Advertising Events Sales Public Tools Relations E R Email C Search Engines Direct Mail Website Mobile Social Media
  7. 7. Widely Used Tactic Email marketing is the #2 most used tactic.eConsultancy: B2B Internet Statistics Compendium January 2013
  8. 8. Where Does Email Fit?Econsultancy and the IAB surveyed to find out“How we WANT to communicate with companies.” email was #1 28% Only 3% wanted 72% their primary contact with companies to be on Facebook. Offline Online eConsultancy: The Multi-Channel Marketer, 2012
  9. 9. Reasons We Use Email eConsultancy: The Multi-Channel Marketer, 2012
  10. 10. Digging Deeper Produces Results
  11. 11. The Trend Toward Mobile 73% 34% 11% 9.5% increase increase decrease decrease in email in email in email in email views on opens on opens on opens on iPad mobile web-based desktop devices email email programs clientseConsultancy: USA Email Marketing Statistics January 2013
  12. 12. Fragmentation Impacts Attention overall open rates down slightlyeConsultancy: USA Email Marketing Statistics January 2013
  13. 13. Overall Attention Remains Strong performance varies by a number of factors eConsultancy: USA Email Marketing Statistics January 2013
  14. 14. Usage Impacts Metrics Performance factors include industry, purpose, audience, list quality, content, design, integration, history, etc. open click % of rate rate totaleConsultancy: USA Email Marketing Statistics January 2013
  15. 15. Usage Impacts Metrics Open rates peak in the first hour of delivery. 50% of email opens for a marketing campaign happen within the first six hours.eConsultancy: USA Email Marketing Statistics January 2013
  16. 16. Usage Impacts Metrics Open rates peak in the morning and then decline from there.eConsultancy: USA Email Marketing Statistics January 2013
  17. 17. Usage Impacts Metrics Subject line length impacts open rates and click-through rates differently.eConsultancy: USA EmailMarketing Statistics January 2013
  18. 18. Usage Impacts Metrics Personalization also impacts open rates and click-through rates differently.eConsultancy: USA EmailMarketing Statistics January 2013
  19. 19. How People Break-Up with UseConsultancy: USA Email Marketing Statistics January 2013
  20. 20. Why People Break-Up with Us eConsultancy: USA Email Marketing Statistics January 2013
  21. 21. Social Integration Challenge
  22. 22. Offline Integration ChallengeeConsultancy: USA Email Marketing Statistics January 2013
  23. 23. how we do it (process and people)
  24. 24. Email Marketing Activities Strategy Design Coding Content List Testing Tracking Analytics
  25. 25. Email Marketing Roles
  26. 26. The Path to OptimizationNearly half (46%) of B2B marketers who use email marketingsay their program could benefit from increased focus andoptimization (e.g., A/B testing), while about one quarter ofthose using display ads, paid search and social media reportthe same.eConsultancy: B2B Internet Statistics Compendium January 2013
  27. 27. Steps to improvement #1 Define Your GoalsMore leads?Inform and educate?Stay in touch with existing clients?Introduce new offerings?Drive sales?eConsultancy: B2B Internet Statistics Compendium January 2013
  28. 28. Steps to improvement #2 Define Your StrategyProduct or service announcementsSharing educational contentDistributing newsPromoting offersSending invitesDistributing opinionseConsultancy: B2B Internet Statistics Compendium January 2013
  29. 29. Steps to improvement #3 Generate Your ListBuild it through requests and registrations?Buy it from lead directories or database companies?Bridge it from co-sponsored promotions?Blend it using a variety of approaches?eConsultancy: B2B Internet Statistics Compendium January 2013
  30. 30. Steps to improvement #4 Manage Your ListSubcription process and toolsSyncing sources of customer dataSegmenting lists based on preferences and strategySelecting variables for customizationeConsultancy: B2B Internet Statistics Compendium January 2013
  31. 31. Internet Service Provider
  32. 32. Steps to improvement #5 Craft Compelling ContentPurpose of your email?Unique about your audience?Companies (POV)2?Valuable, relevant, timely and interesting?Desired action and response?Integration with other channels?eConsultancy: B2B Internet Statistics Compendium January 2013
  33. 33. Steps to improvement #6 Integrate Content ElementsCase studiesSurveysIndustry reportsWebinarsWhitepapersBlog postseBooksWebsite linksVideoseConsultancy: B2B Internet Statistics Compendium January 2013
  34. 34. Steps to improvement #7 Optimize DeliveryCheck for SPAM filteringTest for viewing and readabilityBuild with mobile in mindFollow best practices for content and designMonitor analytics for potential problemseConsultancy: B2B Internet Statistics Compendium January 2013
  35. 35. Browser Testing
  36. 36. Increase Your Odds of Being Read1. Include your company’s name in the subject line2. Limit subject line length (45 to 55 characters max)3. Include your offer in the subject line4. Keep subject line consistent to increase familiarity5. Send from the same person to increase recognition6. Avoid spam filters by omitting punctuation and all caps7. Map sender domain properly8. Use a reputable ISP
  37. 37. Optimize Design & Layout1. Well-designed HTML2. Link to text version3. Optimized for mobile4. Background colors to optimize readability (dark on light)5. Summary and link to full content for eNewsletters6. Keep content brief with offers and critical info up top7. Easy-to-read blocks with bulleted text
  38. 38. Analyze for Actionable Insight1. Make sure testing is statistically sound2. Integrate email and site analytics to dive deeper3. Track standard performance (delivery, open, click, CTO)4. Benchmark data in context5. Measure constantly and evaluate periodically6. Align measurement with overall objectives and activities
  39. 39. Kick the CAN-SPAM Down the Road1. Run a spam check through the ISP2. Avoid suspect subject lines (all caps, punctuation, length)3. Watch HTML code (images too big, uneven ratios, etc.)4. Avoid large attachments (not at all to big lists)5. Don’t use triggers (“act now”, “free”, “new”, etc.)6. Stay away from cheap email marketing software
  40. 40. Digging Deeper Strategically1. Utilizing marketing automation software or features2. Integrating with sales CRM3. Designing lead nurturing campaigns based on events4. Building high-level personalization based on customer data5. Managing through privacy and security concerns6. Engaging in full-scale data management
  41. 41. Resources1. Econsultancy2. Marketing Sherpa3. Marketing Profs4. ClickZ5. Hubspot6. Listrak and other ISP
  42. 42. Summary (it’s almost over)
  43. 43. Key Takeaways1. Email marketing is not ‘dead’ and in-fact is a strong component of great content marketing2. Understanding the email ecosystem and usage trends is critical to continued optimization of the channel3. Sound strategy, smart design and compelling content set the basis for success4. Leveraging technology tools properly is key (right tool for the right job)5. Testing is critical to short-term and long-term program success
  44. 44. Key Takeaways1. Email marketing is not ‘dead’ and in-fact is a strong component of great content marketing2. Understanding the email ecosystem and usage trends is critical to continued optimization of the channel3. Sound strategy, smart design and compelling content set the basis for success4. Leveraging technology tools properly is key (right tool for the right job)5. Testing is critical to short-term and long-term program success
  45. 45. Salva O’Renick is an interactive contentmarketing agency focused on helpingclients change the way they engagecustomers to drive business. Visit ourwebsite to learn more.Content Marketing Club is a part of SalvaO’Renick’s initiative to create an ongoingconversation about the ever-changingcontent marketing landscape. Visit ourwebsite for more insight.

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