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Mike NorlandHead of Global SMB Marketing,@norland

Why all the email hate?

Everyday People Reasons:

● Privacy (“but it’s MY inbox”)

● Harder to tune out (each email is a “to-do”)

● Often low quality

Marketer Reasons:

● Hard to measure business impact

● Generally, not sexy

Though, I still check email first thing in AM.

Why email?

Attention

Scale

Engagement

Cost

● First thing read in AM; last thing read in PM● Harder to tune out (each email is line item on “to-do” list)

● 3x as many email accounts as Twitter + Facebook● Many companies have thousands of emails in their database

● 4% - 8% click through rate (paid channels generally 0.10% - 2%)● Recipients already familiar your company

● $0 incremental cost per impression● (However, consider the cost of resources needed to execute!)

Metrics Normal Range* How to interpret

Open Rate 30% - 40% Appeal in inbox (keys: subject line, sender name, pre-header)

Click-to-Open Rate 8% - 15% Once opened, was creative effective? (keys: template, value, copy)

Click-Through Rate 4% - 8% Broadest marketing measure (keys: everything together)

Action Rate 1% - 3% Business impact

Unsubscribe Rate < 1% Was the message annoying?

*Can vary based on industry and targeting

Benchmarks for the full email funnel

Mike’s 5 Tips for Email Success

Tip 1: Think design before copy

Tip 2: Simplify

Version B: +12% Open rate

Version B: +13% Open rate

Tip 3: Think about your sender name

TEST 1:

A. From: AdRollB. From: Matt Saydah

TEST 2:

A. From: Matt SaydahB. From: Matt Saydah, AdRoll

Additional Ideas:

Company - AdRollCompany newsletter - AdRoll BlogCompany department - AdRoll SupportTeam member name - Matt SaydahTeam member name and title - Matt Saydah, CEOTeam member name and company - Matt Saydah, AdRollTeam member first name only - MattTeam member first name and company - Matt from AdRoll

Example subject lines:A: “Testing for success: Top tips for unlocking revenue”B: “Soooo…do you like testing things?”C: “Subject Line: Test B”

Tip 4: Look beyond open rate in subject line tests

Tip 5: Retarget with email

Sarah McCredieDirector of Partnerships,@sarahailish

The Other 5 7 Tips…

Mobile/Email Client Copy and Subject lines

Pre-header Text PersonalizationVideos and Gifs

CTA DesignA/B Testing

Mobile/Email Clients

Start with your device/email client breakdown

66% of all emails are opened on a mobile device75% of people delete emails that aren’t optimized for

mobile

Copy

“Stop talking about your list. Stop talking about subscribers. Write as if you’re emailing one person only.

It instantly makes your emails more personal.”

Henneke, Copyblogger.com

“If you can say it more simply, you

should.” Ann Handley

Subject Lines

Emoji’s in Subject Lines 🎉💰💌45% increase in open ratessave spaceconvey emotionadd personalitystand out in a crowded inbox

Test all the things!!!

Pre-header Text

Add a CTA

Personalization

<first name>, You should personalizeyour email content and subject lines!26% increase in open rates

Because people still aren’t...

Customize based on gender

Or customer name/type

Or activity

Videos and Gifs

Show off your product

And how it works

Average 35% increase in click-through rates when embedding video

Call to Action [aka. CTA]

Copy

Placement Design

Main aspects of your CTA

Design for 👍

Looks like a button

A/B Testing

Test all the things!!!

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Thank You!

@sarahailish@norland

webinars@adroll.com