Post on 19-May-2015
description
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Digital Native Generation?Age 0-13
Born 2001-presentWill He Know What Email Is?
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Digital Millennials Born 1982 to 2000
Age 14-32
Want to communicate instantly through multiple
channels Email, Text, Facebook, Instagram
– Email Seems too slow
"Keeping pace with these ‘mobile millennials' should
be a priority, as their influence and shopping
spend only increases year-over-year."
Generation X (1965 – 1981)33 to 48
Want personal communication! Don’t like to be grouped!
Generation X primarily uses the Internet for shopping and banking
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Baby Boomers 1946 – 1964Work is FIRST. There is No Such Thing as Work – Life BalanceIncreased their preference for using text and social media
when communicating with friends.
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Silent, G.I., Generation1925-1953Age 61-89
80-90% use email
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Know your audience—If your brand’s mobile audience is at or above 10%, it’s time to start optimizing for mobile.
10Email Monday
(Return Path)11
More people read emails
that deal with their
finances and travel
than any other category.
E-MAIL OPEN RATESTravel Industry 4.9% to 32.6% ( avg. 16.2%)
Education Industry6.1%-30.5% ( avg 15% )
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E-MAIL CLICK THRU RATESTravel Industry 0.4% to 5.3% ( avg. 2.3%)
Education Industry0.6%-7.8% ( avg. 3% )
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TIP 1: Creative Ways To Increase Email Sign Ups
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Creative Ways To Build an Email Database
You can place Newsletter subscription forms on your • Facebook page• Email signature• Description of your YouTube videos .
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Promote your subscription form on the top 15 pages of your website.
Make it stand out and provide a clear call to action.
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This small change lead to a 1400% increase in subscriptions. 22
Add to Each Blog Post
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Ask while on the phone: Provide telephone guidelines for employees to explain how to ask for an email list subscription during each call.
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Advertise your email subscriptions in dead zones: Dead zones are places where people have time to spare and can’t go anywhere.
Add Pop Up Email Sign Up
o Pop-ups are annoying
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Add Pop Up Email Sign Up
o Pop-ups are annoyingo They work to build your list. Fasto If your pop-up appears too often, people will start
to have a negative perception of your brand
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Add Pop Up Email Sign Up
o Pop-ups are annoyingo They work to build your list. o If your pop-up appears too often, people will start
to have a negative perception of your brand
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Add Pop Up Email Sign Up
o Pop-ups are annoyingo They work to build your list. o If your pop-up appears too often, people will start
to have a negative perception of your brando Use a well filtered pop-up – or don’t use a pop-up
at all.
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Offer Incentive To Build Sign Ups
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TIP 2:
How do I know if I’m writing a good subject line?
Test Email Subject Lines
Keep it short: 50 characters or less works best. 28-39 had the highest click rate in a study of 200 million emails.
Consumers won’t read past that and most of the wording will likely be cut off on the screen, particularly on mobile devices.
MailChimp 35
Test Email Subject Lines
Incorporate special characters: Travelocity: Flights from $69 Each Way ✈ ✈
Personalization: Experience Rome This Summer Hillary!
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TIP 3: Best Times To Send Email
Best Days by Open Rates
38kissmetrics.com
Best Days By CTR
39kissmetrics.com
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TIP 4: Split Your List to Test
• What day of the week gets you better open rates?
• Does time of day affect overall click rate? • What time of day works best for your
promotional (e-coupons, special sales, "act now!" etc) campaigns?
• Is it better to use your company's name in the "From" line, or a human's name?
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A/B Split Test Ideas
43TIP 5: Robotize Email
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TIP 6: Generous font sizes
• Use text of at least 13px for body copy.
• In order to avoid having to zoom in, try starting at 15-16px (depending on the actual font style) and preview it on your mobile device.
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TIP 7:
One Column Layout
is Preferred
Single-column layout
• Layouts no wider than 640px.
• A single-column ensures no content will be completely lost outside the view when zoomed in.
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TIP 8: Large Buttons for Fat Fingers
• Large call to action (CTA): don’t punish fat fingers!
• Apple’s Guidelines recommend a minimum ‘tappable’ target area of 44×44 points.
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TIP 9: Play With The Subject Lines
• 33% of email recipients open email based on subject line alone.
• Subject lines fewer than 10 characters long had an open rate of 58%.
• 3 Words To Avoid– “Help, % off, and Reminder”
(Adestra July 2012 Report)(Convince & Convert via Salesforce.com)
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• What subject line style works best? – Hard sell? Soft sell?
• Should your subject line always include your company name?
• Or should it be a long, descriptive subject line detailing what's inside the message?
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TIP 10: Try Text Only Email Messages
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Subject Line: It Worked for Obama
FireFox
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This email converts repeat customers at a rate of around 3%.
Flightfox are a crowdsourced flight search provider.
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TIP 11:
Take A Different Path Using
Info graphics
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TIP 12: Build Lists via free downloads
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File download forms
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TIP 13: Reduce # of Emails Sent To Improve Performance
How much email is too much?
The industry standard is 1-4 emails per month for ideal CTR and lowest Unsubscribe rate.
kissmetrics.com
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TIP14: Use Extra Creative Ways To Build A Following
It's a sad fact, but your email marketing database degrades by about 25% every year. Addresses change, they opt-out, or they abandon that old AOL address.
As a marketer, it's your job to make sure you're constantly adding fresh contacts to your email marketing campaigns
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Ask customers to subscribe as you ring up their orders: Provide a small registration blank next to the cash register or a bowl where they can leave a business card to subscribe (and enter a drawing)
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E-receipts provide an opportunity to further engage customers with your brand and extend the relationship.
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TIP 15: Lead With Call To Action
(2012 Blue Kangaroo Study)72
Include your CTA early on in your email.
7 in 10 people say they made use of a coupon or discount from a marketing email in the prior week.
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TIP 16: Build a Personalized
Center
A subscription center allows subscribers to change their address, pause their subscription, and opt-down (rather than unsubscribe, just choose to hear from you less often).
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Basic email to tell them what I like and dislike. That way, the deals they send me going forward can be more in line with what I'm likely to actually want. 77
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TIP 17: Cart Abandonment Tactics
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Anywhere from 30 – 50% of people who add a product to the cart never end up buying it.
In others, it can be as high as 75%.
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Category Browse Abandon
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TIP 18: Ensure Deliverability
A whopping 66% of Gmail opens occur on mobile devices. With the new change that can effect deliverability
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I was impressed that a brand actually cared enough to tell customers it was changing certain components of its email marketing program.
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TIP 19: Images are in
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TIP 2O:
Add Click To Call Feature
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Pricing for eVoice starts at $9.99 per month for two extensions and up to 300 monthly minutes (each minute beyond that is 5.9 cents).
If someone clicks on the link, they are prompted for their phone number, and a call is initiated.
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TIP 21: Let Customers Speak For Themselves
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Uncommon Goods leverages the power of social proof to beef up its Mother's Day email marketing campaign.
Not only does this email provide recommendations for those struggling to come up with a gift, but it also highlights what other customers have to say about them.
And in case you forgot, user-generated content is wicked important -- so important, in fact, that 8 in 10 people's purchasing decisions are influenced by user-generated content of complete strangers.
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TIP 22: Make Good Byes Easy
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Make the most of your unsubscribe:
When someone is unsubscribing, ask why.
Give them the option to keep in touch, and offer them the ability to “opt-down”, or subscribe to a less frequently-mailed list.
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TIP 23: Separate Buyers From Lookers
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Nurture Marketing, Drip Campaigns, Set and Forget.
• Treat them like gold.• Give them new offers • Give them exclusive informations• You give them surprise bonuses• Nurture them
Cruise Company Drip
A cruise company wants to cross-sell all customers who register for a cruise.
1Send a confirmation email within a day to all the people who book a cruise.
2 Send an email to the customer after five days of booking a cruise informing them about selecting preferred dinner times and the show times.
3Wait 2 days and then send a free offer for a show for repeat customers and offer a discount of 10 percent on tickets for first-time users.
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TIP 24: Personalize Emails
Personalized Emails Deliver 6X Higher Transaction Rates, But 70% Of Brands Fail To Use Them
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TIP 25: Using Facebook
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Facebook Custom Audiences
Upload customer information like email addresses or phone numbers.
Once your contacts are on Facebook, the social network will let you target matched users with ads for your site or Facebook Page
Top Email Providers
• Icontact• Constant Contact• MailChimp• Exact Target • aWeber
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For more email marketing tips and link to pros and cons to the email providers
email me at: bressler@commarketing.com
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Hillary Bressler- CEO/Founder of .Com Marketingbressler@commarketing.com
www.commarketing.com
Phone: 407.774.4604 ext 203
Find My Presentation Onwww.slideshare.net/hillarybressler