Power Up Your Email Marketing - Presentation from Content Jam, Chicago 2013
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Transcript of Power Up Your Email Marketing - Presentation from Content Jam, Chicago 2013
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Powered by Email
Mana Ionescu @manamica
@manamica #contentjam
Email Kicks Ass
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Ringing! 79% use their smartphone for reading email…
and more than for making calls.*
Your email device is...
*source: Adobe – “2013 Digital Publishing Report: Retail Apps & Buying Habits
4
72% read email before getting out of bed*
62% of British women, and 48% of men,
admitted to pausing sex to check their mobile phone.**
*source: Mailchimp**source: DailyMail
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#1 Channel for permission-based marketing:
77% prefer to get marketing messages via emailvs
9% over the phone and 5% via SMS
#1 Channel for sharing:63% prefer to share content with friends/family via
email33% via Facebook
29% via phone
Source: Exact Target 2012 Channel Preference Survey
Email Marketing is...
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How often do you use the following?
Source: Exact Target 2012 Channel Preference Survey
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GROW YOUR LIST
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How do I get more subscribers?
1. Ask
2. Promise
3. Set expectations
4. Deliver on promise
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But....
It’s:
Rude
A waste of time
Don’t cold email
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Before…Before…
After…After…
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1900% increase. 1900% increase.
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Why it worksWhy it works
1. Prominence
2. Value
3. Proof
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GOOD
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BAD
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GET OPENEDsender name, subject lines and timing
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Sender Name
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Sender Name = Human
- Sonia Simone
Be a Be a PersonPerson
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Hi,
One of the business owners from Goldman Sachs program took your advice to use her name in her 'from' email. As a result, her open rate went from 20% to 39%.
People also responded to the email so it helped with customer service and client interaction.
Jason
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Subject Lines
20
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1. Subject lines fewer than 10 characters long had an open rate of 58%.
2. Personalized subject lines are 22.2% more likely to be opened.
3. For B2B companies, subject lines that contained “money,” “revenue,” and “profit” performed the best.
4. 64% of people say they open an email because of the subject line.
1.Adestra July 2012 Report
22
Keep it:
•Short, descriptive,
valuable
•Personalized
•Under 50 characters
Avoid:
Help, Percent off, and
Reminder
Don’t be a bore...
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Tell, Don’t Sell
“…the best subject lines tell what’s insideand the worst sell what’s inside”
Source: MailChimp Email Marketing Subject Line Comparison
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Email Timing
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When To Send: Day of Week
Source: HubSpot, Science of Email Marketing, February 2011
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When To Send: Day of Week
Source: HubSpot, Science of Email Marketing, February 2011
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When To Send: Time of Day
Source: HubSpot, Science of Email Marketing, February 2011
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Other Impacts
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Beat the Spam Filter1. Don’t Spam!
2. Increase your text to image ratio
3. Make sure your email has an html and text version
4. Don’t use all caps
5. Avoid certain words that trigger red flags: free$xanaxviagrafree50%100%
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Google Tabs
Before After
ISPOpen Rate
Click Rate
Google 27% 9%
Yahoo 36% 9%
Other 36% 11%
ISPOpen Rate
Click Rate
Google 26% 3%
Yahoo 32% 2%
Other 28% 3%
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Yahoo Email Recycling What to expect
Yahoo will send bounce back emails alerting senders that the deactivated account no longer exists.
Yahoo will unsubscribe these accounts
If your list has a lot of Yahoo addresses you may see:•More Bounce-backs•More Unsubscribes
Why
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GET CLICKEDmobile friendly, magazine, segmentation
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Ouch!
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Mobile Friendly
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Be mobile or be deleted
Source: Bluehornet.com
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The Mobile Inbox
Your first line of textmatters!
M
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Mobile Email #FAIL
M
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Responsive Email
Desktop
Mobile
M
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Not Responsive… Not Responsive… but still mobile friendlybut still mobile friendly
1. Content on the left2. Buttons AND Links3. Big text4. Use “alt” tags and links for
images
Screens = 320 pixels wideFingers = 44 pixels wide M
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Make a Magazine
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Magazine: S, M, L
• 1 Featured Article• Statistic• Event, Video, etc.• Recent Projects• “SEO Horoscope”• Other Links
M
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Magazine: Curate
• 1 Featured Article• 2 Articles from others• Promoted eBook• Tweets, jobs, etc.
M
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Lots of Links
Source: HubSpot, Science of Email Marketing, February 2011 M
@manamica #contentjamSource: HubSpot, Science of Email Marketing, February 2011
Lots of Links
M
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Segmentation
@manamica @digimegaphone
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Get Data Smart - Split Your List
“ Database says feline, female, high probability she hates water…” #fail
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Get Data Smart - Split Your List
“I’d click on that!…too bad I ate the mouse.”
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TESTING & TRACKING
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Testing
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What to test? Subject Lines? Landing Pages?What to test? Subject Lines? Landing Pages?
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Measure & Improve: A/B Testing
Source: MailChimp
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Tracking
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This is a 1 x 1 pixel transparent image…
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Campaign Tracking
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Campaign Tracking
Thank you, Email!
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Numbers: Sent, Delivered, Opens and Clicks
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Rates: Sent, Delivered, Opens and Clicks
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Measure, Test, Improve
1.Watch your stats
2.Listen for feedback
3.Experiment: landing pages, subject
lines, sender name, formatting,
topics, timing, layout
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BOTTOM LINE
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Bottom Line
“Send timely, targeted,
relevant, valuable emails
to people who asked for
them.”DJ Waldow
Waldow Social
Source: Internet Marketing for Smart People Radio