Why email isn’t dead
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Email Marketing by: Mark O’Renick | January 16, 2013
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Dead or Alive?
“With an ROI of around 4,300%, according to the
DMA, email practically pays
for itself.” Pete Burns
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what is it(the definition)
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What is Email Marketing?
From Wikipedia: Directly communicating a commercial message to a group of people using email. It usually involves using the email to send ads, request business, or solicit sales or donations, and is meant to build loyalty, trust or brand awareness. Email marketing can be done to either a cold list or current customer database.
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why it matters(the numbers games)
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GTM Strategy
Advertising
Sales Tools
ClientService
Website
Analytics
Social Media
PublicRelations
SearchEngines
Events
R
C
E
DirectMail
Mobile
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Widely Used Tactic
eConsultancy: B2B Internet Statistics Compendium January 2013
Email marketing is the #2 most used tactic.
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Where Does Email Fit?
eConsultancy: The Multi-Channel Marketer, 2012
Econsultancy and the IAB surveyed to find out “How we WANT to communicate with companies.”
Only 3% wanted their primary contact with companies to be
on Facebook.
72%
28%
Offline Online
email was #1
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Reasons We Use Email
eConsultancy: The Multi-Channel Marketer, 2012
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Digging Deeper Produces Results
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The Trend Toward Mobile
73% increasein emailviews on iPad
34% increasein emailopens on mobile devices
11% decreasein emailopens on web-based email programs
9.5% decreasein emailopens on desktop email clients
eConsultancy: USA Email Marketing Statistics January 2013
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Fragmentation Impacts Attention
eConsultancy: USA Email Marketing Statistics January 2013
overall open rates down slightly
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Overall Attention Remains Strong
eConsultancy: USA Email Marketing Statistics January 2013
performance varies by a number of
factors
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Usage Impacts Metrics
eConsultancy: USA Email Marketing Statistics January 2013
open click % of rate rate total
Performance factors include industry, purpose, audience, list quality, content, design, integration, history, etc.
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Usage Impacts Metrics
eConsultancy: USA Email Marketing Statistics January 2013
Open rates peak in the first hour of delivery. 50% of email opens for a marketing campaign happen within the first six hours.
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Usage Impacts Metrics
eConsultancy: USA Email Marketing Statistics January 2013
Open rates peak in the morning and then decline from there.
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Usage Impacts Metrics
eConsultancy: USA Email Marketing Statistics January 2013
Subject line length impacts open rates and click-through rates differently.
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Usage Impacts Metrics
eConsultancy: USA Email Marketing Statistics January 2013
Personalization also impacts open rates and click-through rates differently.
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How People Break-Up with Us
eConsultancy: USA Email Marketing Statistics January 2013
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Why People Break-Up with Us
eConsultancy: USA Email Marketing Statistics January 2013
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Social Integration Challenge
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Offline Integration Challenge
eConsultancy: USA Email Marketing Statistics January 2013
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how we do it(process and people)
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Email Marketing Activities
Strategy Design Coding
Content List Testing
Tracking Analytics
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Email Marketing Roles
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The Path to Optimization
Nearly half (46%) of B2B marketers who use email marketing say their program could benefit from increased focus and optimization (e.g., A/B testing), while about one quarter of those using display ads, paid search and social media report the same.
eConsultancy: B2B Internet Statistics Compendium January 2013
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Steps to improvement
More leads?Inform and educate?Stay in touch with existing clients?Introduce new offerings?Drive sales?
eConsultancy: B2B Internet Statistics Compendium January 2013
#1 Define Your Goals
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Steps to improvement
Product or service announcementsSharing educational contentDistributing newsPromoting offersSending invitesDistributing opinions
eConsultancy: B2B Internet Statistics Compendium January 2013
#2 Define Your Strategy
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Steps to improvement
Build it through requests and registrations? Buy it from lead directories or database companies?Bridge it from co-sponsored promotions?Blend it using a variety of approaches?
eConsultancy: B2B Internet Statistics Compendium January 2013
#3 Generate Your List
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Steps to improvement
Subcription process and toolsSyncing sources of customer dataSegmenting lists based on preferences and strategySelecting variables for customization
eConsultancy: B2B Internet Statistics Compendium January 2013
#4 Manage Your List
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Internet Service Provider
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Steps to improvement
Purpose of your email?Unique about your audience? Companies (POV)2?Valuable, relevant, timely and interesting?Desired action and response?Integration with other channels?
eConsultancy: B2B Internet Statistics Compendium January 2013
#5 Craft Compelling Content
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Steps to improvement
Case studiesSurveysIndustry reportsWebinarsWhitepapersBlog postseBooksWebsite linksVideos
eConsultancy: B2B Internet Statistics Compendium January 2013
#6 Integrate Content Elements
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Steps to improvement
Check for SPAM filteringTest for viewing and readabilityBuild with mobile in mindFollow best practices for content and designMonitor analytics for potential problems
eConsultancy: B2B Internet Statistics Compendium January 2013
#7 Optimize Delivery
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Browser Testing
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1. Include your company’s name in the subject line
2. Limit subject line length (45 to 55 characters max)
3. Include your offer in the subject line
4. Keep subject line consistent to increase familiarity
5. Send from the same person to increase recognition
6. Avoid spam filters by omitting punctuation and all caps
7. Map sender domain properly
8. Use a reputable ISP
Increase Your Odds of Being Read
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1. Well-designed HTML
2. Link to text version
3. Optimized for mobile
4. Background colors to optimize readability (dark on light)
5. Summary and link to full content for eNewsletters
6. Keep content brief with offers and critical info up top
7. Easy-to-read blocks with bulleted text
Optimize Design & Layout
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1. Make sure testing is statistically sound
2. Integrate email and site analytics to dive deeper
3. Track standard performance (delivery, open, click, CTO)
4. Benchmark data in context
5. Measure constantly and evaluate periodically
6. Align measurement with overall objectives and activities
Analyze for Actionable Insight
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1. Run a spam check through the ISP
2. Avoid suspect subject lines (all caps, punctuation, length)
3. Watch HTML code (images too big, uneven ratios, etc.)
4. Avoid large attachments (not at all to big lists)
5. Don’t use triggers (“act now”, “free”, “new”, etc.)
6. Stay away from cheap email marketing software
Kick the CAN-SPAM Down the Road
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1. Utilizing marketing automation software or features
2. Integrating with sales CRM
3. Designing lead nurturing campaigns based on events
4. Building high-level personalization based on customer data
5. Managing through privacy and security concerns
6. Engaging in full-scale data management
Digging Deeper Strategically
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1. Econsultancy
2. Marketing Sherpa
3. Marketing Profs
4. ClickZ
5. Hubspot
6. Listrak and other ISP
Resources
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Summary(it’s almost over)
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1. Email marketing is not ‘dead’ and in-fact is a strong component of great content marketing
2. Understanding the email ecosystem and usage trends is critical to continued optimization of the channel
3. Sound strategy, smart design and compelling content set the basis for success
4. Leveraging technology tools properly is key (right tool for the right job)
5. Testing is critical to short-term and long-term program success
Key Takeaways
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1. Email marketing is not ‘dead’ and in-fact is a strong component of great content marketing
2. Understanding the email ecosystem and usage trends is critical to continued optimization of the channel
3. Sound strategy, smart design and compelling content set the basis for success
4. Leveraging technology tools properly is key (right tool for the right job)
5. Testing is critical to short-term and long-term program success
Key Takeaways
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Salva O’Renick is an interactive content marketing agency focused on helping clients change the way they engage customers to drive business. Visit our website to learn more.
Content Marketing Club is a part of Salva O’Renick’s initiative to create an ongoing conversation about the ever-changing content marketing landscape. Visit our website for more insight.