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transcript
Advanced Email Marketing
Email Marketing | brian@awayfind.comSeptember
2011
This presentation, with expanded notes, is available at:
http://www.awayfind.com/blog
Advanced Email Marketing
Email Marketing | brian@awayfind.comSeptember
2011
I AM NOT AN EMAIL MARKETERPS. Anyone who thinks they are should rethink their line of business.
Warning & Disclaimer:
Advanced Email Marketing
Email Marketing | brian@awayfind.comSeptember
2011
Email is Still King of the Hill…(Only if you want to make money, that is.)
Analytics
Email Marketing | brian@awayfind.comSeptember
2011
How to Read Between the Lines“Be the ball Danny.”Your customers aren’t numbers.K.I.S.S.Look for the anomalies.
Analytics
Email Marketing | brian@awayfind.comSeptember
2011
SWAG Predictions(Stupid Wild-Ass Guess)
How could you possibly benefit from trying to guess what the results of a campaign will be?
Subject Lines
Email Marketing | brian@awayfind.comSeptember
2011
How Not to Write Them“Never answer the question that is asked of you. Answer the question that you wish had been asked of you.”—Robert Macnamara
Subject Lines
Email Marketing | brian@awayfind.comSeptember
2011
How Not to Write Them• Don’t give it up on the first date.• If you were selling face-to-face, how
many words would you want?• First impressions are lasting
impressions…or not.
Subject Lines
Email Marketing | brian@awayfind.comSeptember
2011
How Not to Write ThemThings that will not help your subject line:Keeping it Short
Subject Lines
Email Marketing | brian@awayfind.comSeptember
2011
How Not to Write ThemThings that will not help your subject line:Keeping it Short
Subject Lines
Email Marketing | brian@awayfind.comSeptember
2011
How Not to Write ThemThings that will not help your subject line:First Name Merge
Subject Lines
Email Marketing | brian@awayfind.comSeptember
2011
How Not to Write ThemThings that will not help your subject line:First Name Merge
Subject Lines
Email Marketing | brian@awayfind.comSeptember
2011
How Not to Write Them: Yourself!You wouldn’t…• Fill your own cavities.• Change your car’s timing belt.• Neuter your dogs at home.• Do your own taxes (OK, maybe. But not
advisable.)
If you’re not a copywriter, don’t write copy.
Takeaway: Bad copy works. Good copy works better.
Subject Lines
Email Marketing | brian@awayfind.comSeptember
2011
How to Write ThemThe subject line is the ad for your ad.
Period.
Subject Lines
Email Marketing | brian@awayfind.comSeptember
2011
“People read what they like. Sometimes it’s advertising.—Howard Gossage
How to Write Them
Copy & Landing Pages
Email Marketing | brian@awayfind.comSeptember
2011
Does your email or do your landing pages do the selling?
The Trade-off:
Lifecycle & Trigger Campaigns
Email Marketing | brian@awayfind.comSeptember
2011
Advanced Personalization“Gartner finds marketers can achieve a 600% lift in campaign performance over traditional outbound programs via event-triggered techniques”
Lifecycle & Trigger Campaigns
Email Marketing | brian@awayfind.comSeptember
2011
Triggers
Why isn’t everyone using personalized triggers and lifecycle marketing? #1: Data #2: Organizational willpower
Best Practices
Email Marketing | brian@awayfind.comSeptember
2011
Best is as Best Does
What we know now: It’s not what you’ve been told.
The “best practice” of all: TESTING!
Why are best practices always changing?
Best Practices
Email Marketing | brian@awayfind.comSeptember
2011
When to Send!?
Day and night.Now and then (Both. No really!)The “3 Magic Times.”The a.m. inbox fight.First in, first out.The 3-Second Rule still applies.
Best Practices
Email Marketing | brian@awayfind.comSeptember
2011
Timing: Does it matter?
Statistical Validity:
http://www.redhillgroup.com/research-toolkit/accuracy-calculator/http://www.surveysystem.com/sscalc.htm#factors
Best Practices
Email Marketing | brian@awayfind.comSeptember
2011
FrequencyRule #1: Send moreRule #2: Send even moreRule #3: Stop sending more only when you see a diminishing return that is devaluing your list more than the increasing incremental revenue.
Advanced Options: Agencies
Email Marketing | brian@awayfind.comSeptember
2011
David vs. GoliathCreative vs. ResultsAll-in-One vs. Specialists
Must-Read Newsletters
Email Marketing | brian@awayfind.comSeptember
2011
In no particular order:• MarketingVox.com• MarketingSherpa.com• WhichTestWon.com• Clickz.com
Also: Silverpop.com for great white papers
Nothing to do with Email
Email Marketing | brian@awayfind.comSeptember
2011
• Ogilvy on Advertising by David Ogilvy• Scientific Advertising by Claude Hopkins• Successful Direct Marketing Methods by Bob
Stone• Being Direct: Making Advertising Pay by
Lester Wunderman• The Clam Plate Orgy by Wilson Bryan Key
READ THESE BOOKS THAT HAVE NOTHING TO DO WITH EMAIL:
BONUS TAKEAWAY #1
ALL EMAIL IS A VALUE TRADE-OFF.YOU ARE GIVING THEM SOMETHING IN RETURN FOR THE RIGHT TO EMAIL THEM AND (MORE IMPORTANTLY) FOR THEM TO TAKE THE TIME TO READ THEM.
BONUS TAKEAWAY #2
WRITE EMAILS YOU WOULD WANT TO READ.THE CONSUMER IS NOT A MORON. SHE IS YOUR WIFE. HUSBAND. DAUGHTER. YOU!
Who’s In Charge of Your Day? You or Your Email?
Email Marketing | brian@awayfind.com
AwayFind
Upcoming meetingYour
Family
Deal that is closing
September 2011
Voice
Push
SMS
Get away from your inbox. Let your emails find you.
Email Marketing | brian@awayfind.comSeptember
2011
Thank you. Let’s keep in touch…
Brian J Smith
brian@awayfind.co
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