Power Up Your Email Marketing - Presentation from Content Jam, Chicago 2013

transcript

@manamica #contentjam

Powered by Email

Mana Ionescu @manamica

Email Kicks Ass

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

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

#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...

How often do you use the following?

Source: Exact Target 2012 Channel Preference Survey

GROW YOUR LIST

How do I get more subscribers?

1. Ask

2. Promise

3. Set expectations

4. Deliver on promise

But....

It’s:

A waste of time

Don’t cold email

Before…Before…

After…After…

1900% increase. 1900% increase.

Why it worksWhy it works

1. Prominence

2. Value

3. Proof

GET OPENEDsender name, subject lines and timing

Sender Name

Sender Name = Human

- Sonia Simone

Be a Be a PersonPerson

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.

Subject Lines

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

Keep it:

•Short, descriptive,

valuable

•Personalized

•Under 50 characters

Avoid:

Help, Percent off, and

Reminder

Don’t be a bore...

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

Email Timing

When To Send: Day of Week

Source: HubSpot, Science of Email Marketing, February 2011

When To Send: Day of Week

When To Send: Time of Day

Other Impacts

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%

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%

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

GET CLICKEDmobile friendly, magazine, segmentation

Mobile Friendly

Be mobile or be deleted

Source: Bluehornet.com

The Mobile Inbox

Your first line of textmatters!

Mobile Email #FAIL

Responsive Email

Desktop

Mobile

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

Make a Magazine

Magazine: S, M, L

• 1 Featured Article• Statistic• Event, Video, etc.• Recent Projects• “SEO Horoscope”• Other Links

Magazine: Curate

• 1 Featured Article• 2 Articles from others• Promoted eBook• Tweets, jobs, etc.

Lots of Links

Source: HubSpot, Science of Email Marketing, February 2011 M

@manamica #contentjamSource: HubSpot, Science of Email Marketing, February 2011

Lots of Links

Segmentation

@manamica @digimegaphone

Get Data Smart - Split Your List

“ Database says feline, female, high probability she hates water…” #fail

Get Data Smart - Split Your List

“I’d click on that!…too bad I ate the mouse.”

TESTING & TRACKING

Testing

What to test? Subject Lines? Landing Pages?What to test? Subject Lines? Landing Pages?

Measure & Improve: A/B Testing

Source: MailChimp

Tracking

This is a 1 x 1 pixel transparent image…

Campaign Tracking

Thank you, Email!

Numbers: Sent, Delivered, Opens and Clicks

Rates: Sent, Delivered, Opens and Clicks

Measure, Test, Improve

1.Watch your stats

2.Listen for feedback

3.Experiment: landing pages, subject

lines, sender name, formatting,

topics, timing, layout

BOTTOM LINE

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

Thank you!

Mana Ionescu @manamicamana@lightspandigital.comLightspanDigital.com

Power Up Your Email Marketing - Presentation from Content Jam, Chicago 2013

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