Definitive Guide to Engaging Email Marketing Series (Part 1): How to Grow Your List, Break the...
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Transcript of Definitive Guide to Engaging Email Marketing Series (Part 1): How to Grow Your List, Break the...
PART 1
Your Speakers
#DG2EEM
Jon MillerVP Marketing, Marketo
@jonmiller
DJ WaldowWaldow Social
@djwaldow
#RevEngine #DG2EEM @jonmiller @djwaldow
Today’s Topics: Part 1
• What is “Engaging Email”?• Segmentation and Targeting
for Relevance• Tips for Writing Emails That
Get Opened and Clicked• Email Testing and Optimization
And, join us on Sept 4 for Part 2!• Building and Maintaining a Quality List• Trends in Email Deliverability• Conversations, Not Campaigns• Coordinated Across Channels / Email and Social• New Metrics for Email• Trends in Email Technology: Moving Beyond ESP
#RevEngine #DG2EEM @jonmiller @djwaldow
Quick Housekeeping
• Chat box is available if you have any questions
• There will be time for a Q&A at the end • We will be recording the webinar for
future viewing• All attendees will receive a copy of the
slides/recording • Twitter hashtag: #DG2EEM
#RevEngine #DG2EEM @jonmiller @djwaldow
WHAT IS ENGAGING EMAIL?
#RevEngine #DG2EEM @jonmiller @djwaldow
#RevEngine #DG2EEM @jonmiller @djwaldow
#RevEngine #DG2EEM @jonmiller @djwaldow
Most emailed article of the day!
#RevEngine #DG2EEM @jonmiller @djwaldow
When was the last time you…
#RevEngine #DG2EEM @jonmiller @djwaldow
Email Marketing is NOT Dead! #DG2EEM
… but it sure is changing
#RevEngine #DG2EEM @jonmiller @djwaldow
INFORMATION SCARCITY
WE USED TO LIVE IN A WORLD OF
#RevEngine #DG2EEM @jonmiller @djwaldow
ABUNDANCEINFORMATION
#RevEngine #DG2EEM @jonmiller @djwaldowSource: Adbusters, 2011
#RevEngine #DG2EEM @jonmiller @djwaldow
#RevEngine #DG2EEM @jonmiller @djwaldow
Email needs to be
More Engaging!
#RevEngine #DG2EEM @jonmiller @djwaldow
1. Trustworthy2. Always Relevant3. Conversations, Not
Campaigns4. Coordinated Across
Channels5. Strategic
Engaging Email is:
Today, we will focus on #2: Always Relevant
#RevEngine #DG2EEM @jonmiller @djwaldow
Engaging email is trustworthy, relevant, and conversational #DG2EEM
#RevEngine #DG2EEM @jonmiller @djwaldow
ALWAYS RELEVANT: SEGMENTATION AND TARGETING
#RevEngine #DG2EEM @jonmiller @djwaldow
More Targeted Sends are More Engaging
100 1000 10000 1000000
50
100
150
200
250
300
350
400
R² = 0.236284482367016
Email Delivered
Enga
gem
ent S
core
Source: Marketo research
#RevEngine #DG2EEM @jonmiller @djwaldow
The smaller your email send, the more engaging it will be #DG2EEM
#RevEngine #DG2EEM @jonmiller @djwaldow
Demographic Segmentation
• Gender• Age (or birth year)• Geography• Income
• Interests• Job title• Industry• Company size
#RevEngine #DG2EEM @jonmiller @djwaldow
Personalization and Dynamic Content
#RevEngine #DG2EEM @jonmiller @djwaldow
The Key to Relevance is Behavioral TargetingTactics to Increase Email Engagement
#RevEngine #DG2EEM @jonmiller @djwaldow
Example: Topic of Interest Triggers
• Attends event• Downloads content• Click email• Fills out form• Score is changed
#RevEngine #DG2EEM @jonmiller @djwaldow
Standard Nurture Triggered Interests Lift
Open % 21.7% Open % 34.0% 57%
Click to Open % 23.4% Click to Open % 37.1% 59%
Click % 5.1% Click % 12.6% 147%
#RevEngine #DG2EEM @jonmiller @djwaldow
EmailWebsiteSocialCampaignsTransactions
#RevEngine #DG2EEM @jonmiller @djwaldow
The Bottom Line: Market Like Amazon
#RevEngine #DG2EEM @jonmiller @djwaldow
Behavioral targeting can increase engagement by 50% or more #DG2EEM
#RevEngine #DG2EEM @jonmiller @djwaldow
ESPs Only Track Email Behaviors
For sophisticated targeting, ESPs rely on technical databases and complex queries
#RevEngine #DG2EEM @jonmiller @djwaldow
From Dumb List to Smart Database
I can do this myself! No trips to see IT – yay!
#RevEngine #DG2EEM @jonmiller @djwaldow
Marketo Multi-Channel Behavioral Listening
Web, Email, Social, CRM, Campaign History, Transactions
#RevEngine #DG2EEM @jonmiller @djwaldow
Relevant emails require moving from dumb lists to a smart database #DG2EEM
#RevEngine #DG2EEM @jonmiller @djwaldow
ALWAYS RELEVANT: EMAILS THAT GET OPENED & CLICKED
#RevEngine #DG2EEM @jonmiller @djwaldow
the secret to email marketing
#RevEngine #DG2EEM @jonmiller @djwaldow
Send timely, targeted, valuable HUMAN email
#RevEngine #DG2EEM @jonmiller @djwaldow
#RevEngine #DG2EEM @jonmiller @djwaldow
NOT HUMAN
X X X
#RevEngine #DG2EEM @jonmiller @djwaldow
#RevEngine #DG2EEM @jonmiller @djwaldow
NOT HUMAN
X X X
#RevEngine #DG2EEM @jonmiller @djwaldow
#RevEngine #DG2EEM @jonmiller @djwaldow
HUMAN
#RevEngine #DG2EEM @jonmiller @djwaldow
Send timely, targeted, valuable HUMAN email #DG2EEM
#RevEngine #DG2EEM @jonmiller @djwaldow
Want your emails to get opened and acted upon?OF COURSE!
Make sure it does one (or more) of these four things:1. Solve his problem2. Save her money3. Make her smarter4. Entertain him
Educate, Don’t Sell
#RevEngine #DG2EEM @jonmiller @djwaldow
Let’s talk subject lines
#RevEngine #DG2EEM @jonmiller @djwaldow
#RevEngine #DG2EEM @jonmiller @djwaldow
#RevEngine #DG2EEM @jonmiller @djwaldow
#RevEngine #DG2EEM @jonmiller @djwaldow
#RevEngine #DG2EEM @jonmiller @djwaldow
It’s okay to use free and ALL CAP in a subject line. Test what works best for YOUR audience! #DG2EEM
#RevEngine #DG2EEM @jonmiller @djwaldow
What’s the optimal length for an email
subject line?
#RevEngine #DG2EEM @jonmiller @djwaldow
“Off-the-Court Gear in Tournament Colors”
#RevEngine #DG2EEM @jonmiller @djwaldow
#RevEngine #DG2EEM @jonmiller @djwaldow
Sesame Street Asks Obama Campaign To Take Ad Down, Anderson Cooper vs. Star Jones, Die
#RevEngine #DG2EEM @jonmiller @djwaldow
Sesame Street Asks Obama Campaign To Take Ad Down, Anderson Cooper vs. Star Jones, Die Hard Obama Supporter Freaks Out
#RevEngine #DG2EEM @jonmiller @djwaldow
Get up to 70% off children’s fashion
#RevEngine #DG2EEM @jonmiller @djwaldow
Get up to 70% off children
#RevEngine #DG2EEM @jonmiller @djwaldow
One Oil Change, Three Oil Changes with Inspections, or a Four-Wheel Alignment (Up to 78% Off) | 10 or 20 Gym Passes (Up to 69% Off) | Salon Package with Cut, Style, and Two-Color Highlights; Shellac Manicure; or Acrylic Nails (Up to 51% Off)
An actual Groupon subject line
#RevEngine #DG2EEM @jonmiller @djwaldow
An actual Groupon subject line
Wine
#RevEngine #DG2EEM @jonmiller @djwaldow
#RevEngine #DG2EEM @jonmiller @djwaldow
There is no “optimal” length for an email subject line. YOUR audience determines that! #DG2EEM
#RevEngine #DG2EEM @jonmiller @djwaldow
Let’s talk from names
• Company or Brand Name
• Product or Service• Personal Name• With a Phone Number• Campaign-based• Gimmicky
#RevEngine #DG2EEM @jonmiller @djwaldow
ALWAYS RELEVANT: EMAIL DESIGN
#RevEngine #DG2EEM @jonmiller @djwaldow
Does what your email looks like matter?
#RevEngine #DG2EEM @jonmiller @djwaldow
99.2%inbox placement
#RevEngine #DG2EEM @jonmiller @djwaldow
40%open rate
#RevEngine #DG2EEM @jonmiller @djwaldow
87%click-to-open rate
#RevEngine #DG2EEM @jonmiller @djwaldow
Beauty is in the eye of the subscriber #DG2EEM
#RevEngine #DG2EEM @jonmiller @djwaldow
Design for Images OFF (and on)
#RevEngine #DG2EEM @jonmiller @djwaldow
Design for Mobile
#RevEngine #DG2EEM @jonmiller @djwaldow
Mobile Design Options
Scalable• Clickable and the type is
readable, even when reduced 50% in size.
• Avoid large widths and includes big type and big buttons.
Responsive• The layout of a page responds
based on the proportions of the screen on which it’s presented.
Pay as much attention to the pre-header as you do your subject line
#RevEngine #DG2EEM @jonmiller @djwaldow
ALWAYS RELEVANT: EMAIL TESTING & OPTIMIZATION
#RevEngine #DG2EEM @jonmiller @djwaldow
#RevEngine #DG2EEM @jonmiller @djwaldow
Eight Tips for Pro Testing
• Start simple• Test one element at a time• Control for time of day and day of the week• Keep a log of all your tests• Make sure testing is part of your day-to-day processes• Run tests on groups that are small, but large enough
to determine a clear winner• Don't forget that small differences can be significant• Listen to what your tests tell you
#RevEngine #DG2EEM @jonmiller @djwaldow
10 Tweetable Takeaways
1. Email Marketing is NOT dead – but it sure is changing
2. Engaging email is trustworthy, relevant, and conversational
3. The smaller your email send, the more engaging it will be
4. Behavioral targeting can increase engagement by 50% or more
5. Relevant emails require moving from dumb lists to a smart database
6. Send timely, targeted, valuable HUMAN email
7. It’s okay to use free and ALL CAP in a subject line. Test what works best for YOUR audience!
8. There is no “optimal” length for an email subject line. YOUR audience determines that!
9. Beauty is in the eye of the subscriber
10. Listen to what your tests tell you
@jonmiller@djwaldow
#DG2EEM
Questions?
#DG2EEM
Jon MillerVP Marketing, Marketo
@jonmiller
DJ WaldowWaldow Social
@djwaldow