8 Essentials for Effective Emails -...

1

CONFIDENTIAL

Jessica Best, Digital Marketing Evangelist, emfluence

Len Shneyder, Director of Industry Relations, Message Systems

8 Essentials for Effective Emails

May 21, 2015

2

A link to the webinar replay will be provided via email following

the presentation

Participate in Today’s Discussion…

Tweet #EmailMarketing

Follow us on Twitter

@messagesystems

@emfluence

@bestofjess

@LenShneyder

Follow us on Linkedin

Message Systems

emfluence

3

Len Shneyder

Director of Industry Relations

@LenShneyder

@MessageSystems

Message Systems software powers 25% of the world’s legitimate email.

4

Build a solid foundation

Complaint Handling

Domain Throttling

Feedback Loops

Email Authentication

& security

Before ever hitting send…

5

So you want to build a good reputation?

Ramp volume

over time

Regular, predictable,

constant

Send to engaged recipients

Start small

6

Transactional Messages Promotional/Commercial

Prioritize transactional messages

• Unique IP

• 80/20 content rule (80% transactional content vs. 20% commercial

• Password resets

• Order Confirmations

• Shipping notifications

• Legal/Policy Updates

• Don’t let commercial email back up mission critical transactional messages

• Batch and blast

• Triggered emails

• Data-driven notifications

7

Less is more

< = >

8

Automate but verify

Things commonly automated:

• Unsubscribes

• Complaint feedback loop processing

• Domain throttling

• Triggered emails based on user behavior

• Password resets

• Shipping & order confirmations

9

Monitor your progress & efficacy

• Deliverability Monitoring

• Complaint Tracking

• CTR

• Platform analysis

10

Look to the future…

Data integration

SMTP UTF8

IPV6

11

The world is a really big small place…

Know your audience… know the laws of the land!

CASL enforcements underway

Russian data localization law

12

Thank You!

@LenShneyder

@MessageSystems

www.MessageSystems.Com

www.SparkPost.com

Ideas, Insights & Trends for 2015 and Beyond

Jessica Best Digital Marketing Evangelist

[email protected]

8 Essentials for Effective Email Marketing

@emfluence or @bestofjess

Email Marketing in a Social Media World

@bestofjess #emailmarketing

Email can send direct: At the time that it’s most relevant to the recipient

With the products/content that are personalized

Can track individual recipient engagement

… and automate your follow up

Email gets delivered: Average email read rate: 25-30%

(compared to < 10% with social media)

Email Marketing in a Social Media World – Does it Really Still Work?


It’s 2015… Why Email?

Email Marketing Still Works


How do you earn your $28 Return on Investment?

Effective email marketing in 2015 is…

Email Marketing Still Works


Effective Email Marketing is… Engaging


@bestofjess #NAMAWebinar

Effective Email Marketing is… Engaging


@bestofjess # emailmarketing

Engaging Email Marketing is Relevant (Data-Driven)



Engaging Email Marketing is Quick to Digest



Engaging Email Marketing is Impactful with Images Turned Off



Effective Email Marketing is… Multi-Media



https://litmus.com/blog/how-to-code-html5-video-background-in-email

Effective Email Marketing is… Accessible – via Mobile


Business-

to-

Business

Business-

to-

Consumer


Deskto

p 62%

Mobile

38%

Deskto

p 47%

Mobile

53%

Effective Email Marketing is… Automated



Next day

2 weeks

6 weeks

10 weeks

12 weeks

Effective Email Marketing is… Automated



Effective Email Marketing is… Growing Your Audience



Effective Email Marketing… Gets Delivered



Source: ReturnPath

Australia Brazil Canada

Spain The U.K. United States France Germany Italy

Inbox Spam Missing

Effective Email Marketing… Gets Delivered



Potential Openers 25%

increase in response

Getting Delivered: What your email platform can do

Throttle

Keep a healthy IP address

Share best practices and trends with you

Monitor your inbox placement



Getting delivered: What YOU can do

Monitor your inbox placement!

Send consistently (at least 1x/month)

Avoid spammy words in the text

Keep a balanced text:image ratio

Ask permission to send



Getting delivered: What YOU can do



Effective Email Marketing is… Cross Promotional



Great Email Marketing in 2015… Tells Stories




Use engaging content (and measure to prove)

Use multi-media

Use responsive or mobile-accessible design

Know your audience (Personalize, Target)

Grow your audience, the right way

Ensure inbox placement to ensure ROI

Have a plan and cross-promote with social

Tell stories


Test it all


The 9th Essential for Effective Email Marketing: TESTING



100% certainty: statistically significant

results

http://www.emarketingplatform.com/the-key-to-ab-testing-scientific-and-significant-results/

Ideas, Insights & Trends for 2015 and Beyond

Jessica Best Digital Marketing Evangelist

[email protected]


@emfluence or @bestofjess

40

Thank you!

Follow us on Twitter:

• @messagesystems

Follow us on Linkedin:

• Message Systems

Visit Us

• www.messagesystems.com

Contact Us

• [email protected]

http://www.messagesystems.com

mailto:[email protected]

8 Essentials for Effective Emails -...

Documents

Transcript of 8 Essentials for Effective Emails -...