The Role of Email Marketing in and Inbound Marketing World
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The Role of Email Marketing in an Inbound Marketing World Karen Rubin Product Manager HubSpot
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Presentation given at the 2011 Marketing Sherpa Email Marketing Summit by Karen Rubin
Transcript of The Role of Email Marketing in and Inbound Marketing World
The Role of Email Marketing in an Inbound Marketing World
Karen RubinProduct ManagerHubSpot
About Karen Rubin
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Karen Rubin is a product manager at HubSpot, an inbound marketing company whose visionary efforts have changed the nature of internet marketing for small and medium businesses. She has also worked in project and content management for some of the world's top web 2.0 companies, such as MainStreet.com, Stockpickr.com, iVillage.com and GiftCertificates.com. Karen also is co-star of HubSpot TV, a weekly video podcast about marketing and social media trends. Karen has a degree in Computer Science from Trinity College.
Marketing is Changing
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1950 - 2000 2000 - 2050
Outbound Marketing
4
Outbound Marketing is Harder
5
800-555-1234AnnoyingSalesperson
Inbound Marketing
6
Social MediaMarketing
Search EngineMarketing
ContentMarketing
Conversion Marketing
Lead Nurturing
Sales Support
Where Does Email Fit In?
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Awareness
Consideration
Decision
List RentalList Purchases
NewslettersLead Nurturing
Lead Nurturing
8
House Lists Beat 3rd Party Lists
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Future Investment is Inbound
10
Websit
e
Searc
h (SEO/P
PC)
Socia
l Media
Telemarketing
Direct
Broad
cast
-25.00%
0.00%
25.00%
50.00%
75.00%
Net Change in Investment (Avg B2B & B2C)
Opt-In Email = Inbound Marketing
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Awareness
Consideration
Decision
List RentalList Purchases
NewslettersLead Nurturing
Lead Nurturing
How To Prepare for the Future of Email Marketing
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Tip #1:
Optimizefor
Mobile
Email Usage
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31%
15%
11%
10%
9%
7%
6%
3%7%
OutlookYahoo MailMSN / HotmailApple MailiPhoneGmailMisc. Web MailAndroidOther
Avoid Large Images
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Avoid Large Images
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Avoid Heavy Formatting
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How To Optimize for Mobile:
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• Avoid large images
• Avoid tables / columns
• Formatted text is your friend
• Shorter is better
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Tip #2:
BuildSocial
Authority
Two Huge Developments in Email
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Social Inbox
The “Spam” Filter is Now Social
Email Inbox Ranking – Before 2011
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Most Messages by Date
Flagrant Spam
Email Inbox Ranking – After 2011
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Things You Like(People & Brands)
Things You Don’t LikeOr Don’t Know(People & Brands)
That’s Some Scary Shiitake
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How To Rank Higher in the Email Inbox
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25
Tip #3:
Optimizefor
Social
“Follow Me” Module in Your Email
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Share This Email via Social Media
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Where Is the Next Inbox?
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Personal
Corporat
e Email
Face
book
Linke
dIn
Blogs
YouTube0.00%
25.00%
50.00%
75.00%
100.00%
% of US Business People Who Regularly Check These Inboxes
Which Comes First? Message or Medium?
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• Start with email, then decide what content / message to send
OR• Start with message / content,
then decide best medium to send
How To Optimize for Social:
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• Add “Follow Me” module
• Add “Share This” buttons
• Start with content, then decide if email is best way to send message
We’ve Got Lots To Think About…
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What You Should Do Today:
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1. Stop buying lists / subscribers
2. Mobile optimize your email
3. Social optimize your email
4. Build your social authority
5. Start with the message, then pick the right communication channel
Thank You / Q&A
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Karen RubinProduct ManagerHubSpot @karenrubin
[email protected]/karen-rubinTwitter.com/karenrubin
Linkedin.com/in/karenrubinwww.karen-rubin.com
