All About Email: An Essential Guide to Email Marketing Success
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© 2012 Marketo, Inc. Marketo Proprietary and Confidential All About Email: An Essential Guide to Email Marketing Success Jessica Langensand Marketing Programs Manager Marketo @jlangensand
Transcript of All About Email: An Essential Guide to Email Marketing Success
© 2012 Marketo, Inc. Marketo Proprietary and Confidential
All About Email: An Essential Guide to Email Marketing Success
Jessica LangensandMarketing Programs ManagerMarketo
@jlangensand
Page 2© 2012 Marketo, Inc. Marketo Proprietary and Confidential
3.2 Billion
Page 3© 2012 Marketo, Inc. Marketo Proprietary and ConfidentialSource: Adbusters, 2011
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ENGAGEMENT
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The Power of Personalization
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Tokens
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Data Subject Line: Your 2013 FitBit Activity
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Demographics
Government Healthcare
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Targeted Emails are More Relevant
100 1000 10000 1000000
50
100
150
200
250
300
350
400
Email Send Size
Enga
gem
ent S
core
Source: 100s of Marketo campaigns
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Behavioral Triggers
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The Key to Relevance is Behavioral TargetingTop Tactics to Increase Email Engagement
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Nurturing Based on Behaviors
• Attends event• Downloads content• Click email• Fills out form• Score is changed
Social
Content
MS CRM
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Using a subscriber’s behavior as a cue is the best way to capture their attention
@jlangensand
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Following Up
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Browsing History
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Abandoned Cart
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How to Create Well-Designed Emails
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The Fundamentals
• Font
• Text Size
• Color
• Branding
• Images
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Subject Lines
Follow the Four “U”s:
1. Useful: Is the promised message valuable to the reader?
2. Ultra-specific: Does the reader know what’s being promised?
3. Unique: Is the promised message compelling and remarkable?
4. Urgent: Does the reader feel the need to read it now?
- Copyblogger
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64%
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Mobile vs. Desktop
As of Dec 2013, mobile opens have surpassed desktop (accounting for 51%)
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Responsive Design – CampaignMonitor.com
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Responsive Design – Litmus.com
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Image Alt Tags
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Image Alt Tags
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Image Alt Tags
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Remove Extra Calls to Action
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Remove Extra Calls to Action
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4 Must-Haves for a Successful Email
1.Intriguing and Honest Subject Line
2.Clear Call to Action
3. Human Voice
4. Value Proposition (What’s In It for Me?)
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The key to getting results, is to show the subscriber ‘What’s In It for Me’ (WIIFM)
@jlangensand
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Testing for Success
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WhichTestWon.com
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“From” Line
A/B test showed significantly higher opens and clicks (4% higher opens, 3% higher click-through)
when sent from a Sales Rep…
vs. Marketo Premium Content
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Banners
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Banners
10% CTR 5% CTR
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Buttons
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Buttons
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Buttons
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Buttons
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Buttons
21% Lift in Conversion
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Button Placement
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Button Placement
6% Higher CTR
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A/B testing isn’t about what you like, it’s about what your audience responds to
@jlangensand
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THANK YOU!
Jessica LangensandMarketing Programs ManagerMarketo
[email protected]@jlangensand
