We Email

SIX EMAIL MARKETING MYTHS BUSTED

TWEET!

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• Follow us on Twitter: • @WhatCounts • @timbrechlin • @ugigirl

Today’s hashtag: #MythsBusted

TODAY’S SPEAKERS

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TIM BRECHLIN Inbound Marketing Manager, WhatCounts Email: tbrechlin@whatcounts.com Twitter: @timbrechlin

JOY UGI Digital Marketing Coordinator, WhatCounts Email: jugi@whatcounts.com Twitter: @ugigirl

AGENDA

• Introductions • Six Email Marketing Myths Busted • Your Questions Answered

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MYTH THE FIRST

“Once I’ve acquired an email address, I’ve done my job”

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BEYOND ACQUISITION

• While the email is valuable…

• What more can you get?

• Your job never ends

• The more data you have, the better email you can send

• WhatCounts’ progressive profiling has driven SEO improvements, sales engagements and allowed identification of marketing gaps

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MYTH THE SECOND

“Being ‘true to my brand’ means I have to be buttoned-up and dry with my

communications”

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MYTH THE SECOND

“Being ‘true to my brand’ means I have to be buttoned-up and dry with my

communications”

The Truth: Go With What Works (Or Just Get Weird With It)

4 out of 10 people say their inbox is

stuffed with marketing email: If you aren’t being creative, you aren’t trying

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MYTH THE SECOND

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MYTH THE THIRD

“Email is Dead”

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MYTH THE THIRD

“Email is Dead”

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MYTH THE THIRD

“Email is Dead”

The Truth: Follow the Money

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Approx. cost: 1 cent per email Cost of send: $2,400 Revenue: $11,345 ROI: 3.7x

MYTH THE FOURTH

“I Can Make an Impact Without Offering Value”

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MYTH THE FOURTH

“I Can Make an Impact Without Offering Value”

The Truth: Without any value proposition,

You’re not just wasting the subscriber’s time.

You’re wasting yours.

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MYTH THE FIFTH

“Blasting” Email is The Way to Win

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MYTH THE FIFTH

“Blasting” Email is The Way to Win

The Truth: Email isn’t dead. But batch-and-blast is.

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MYTH THE FIFTH

Do you want to get into the inbox?

Then send timely, targeted, relevant email to engaged subscribers.

Sending just a few emails to unengaged subscribers can cause significant drops in inboxing at major ISPs / inbox

providers.

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MYTH THE SIXTH

“There is a ‘best time’ to send email”

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MYTH THE SIXTH

“There is a ‘best time’ to send email”

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MYTH THE SIXTH

“There is a ‘best time’ to send email”

The Truth: What Moves The Needle For You?

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MYTH THE SIXTH

The Truth: You’re not your competitors.

Don’t follow the leader.

Industry averages are worthless.

Do a 168-hour metered send and determine when your list responds

most.

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THE MYTHS

• List acquisition is the be-all, end-all • Your emails must be 100% reflective of your brand • Email is dead • Your emails can have impact without value • “Blasting” emails still works • There’s a “best time to send email”

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THE MYTHS

• List acquisition is the be-all, end-all • Your emails must be 100% reflective of your brand • Email is dead • Your emails can have impact without value • “Blasting” emails still works • There’s a “best time to send email”

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QUESTIONS?

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REACH OUT TO US

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WhatCounts 3630 Peachtree Road, NE Suite 900 Atlanta, GA 30326 1-866-804-0076 www.whatcounts.com Twitter: @whatcounts sales@whatcounts.com