The Science of Email Marketing 2012 The evolution of email.

Dan Zarrella

Social Media Scientist

#EmailSci

Challenges

Takeaway:

Email marketing

must evolve.

Content

Filtering

Takeaway:

Tell me what

I get from your emails.

Takeaway:

Beware of

sales-y jargon.

Takeaway:

Send passionate

emails.

Takeaway: If you must, use

brackets not parenthesis.

Takeaway:

Personalize

your emails.

Takeaway:

Send visual

emails.

Takeaway:

Link your

emails well.

Takeaway: Segment to be “particularly”

and “specifically” relevant.

Timing

Email = Homework

Takeaway:

Your newest subscribers

are your best.

vs

Takeaway:

Experiment sending

on weekends.

Takeaway:

Email early in

the morning.

Subscribers

Takeaway:

Give visitors something

for subscribing.

Takeaway:

Use subscriber-only

special offers.

Takeaway:

Experiment with action-

based buttons.

Thank you!