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Advanced Email Marketing Presentation for Digital World Expo

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Advanced Email Marketing Email Marketing | [email protected] September 2011 This presentation, with expanded notes, is available at: http://www.awayfind.com/ blog
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Page 1: Advanced Email Marketing Presentation for Digital World Expo

Advanced Email Marketing

Email Marketing | [email protected]

2011

This presentation, with expanded notes, is available at:

http://www.awayfind.com/blog

Page 2: Advanced Email Marketing Presentation for Digital World Expo

Advanced Email Marketing

Email Marketing | [email protected]

2011

I AM NOT AN EMAIL MARKETERPS. Anyone who thinks they are should rethink their line of business.

Warning & Disclaimer:

Page 3: Advanced Email Marketing Presentation for Digital World Expo

Advanced Email Marketing

Email Marketing | [email protected]

2011

Email is Still King of the Hill…(Only if you want to make money, that is.)

Page 4: Advanced Email Marketing Presentation for Digital World Expo

Analytics

Email Marketing | [email protected]

2011

How to Read Between the Lines“Be the ball Danny.”Your customers aren’t numbers.K.I.S.S.Look for the anomalies.

Page 5: Advanced Email Marketing Presentation for Digital World Expo

Analytics

Email Marketing | [email protected]

2011

SWAG Predictions(Stupid Wild-Ass Guess)

How could you possibly benefit from trying to guess what the results of a campaign will be?

Page 6: Advanced Email Marketing Presentation for Digital World Expo

Subject Lines

Email Marketing | [email protected]

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

Page 7: Advanced Email Marketing Presentation for Digital World Expo

Subject Lines

Email Marketing | [email protected]

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.

Page 8: Advanced Email Marketing Presentation for Digital World Expo

Subject Lines

Email Marketing | [email protected]

2011

How Not to Write ThemThings that will not help your subject line:Keeping it Short

Page 9: Advanced Email Marketing Presentation for Digital World Expo

Subject Lines

Email Marketing | [email protected]

2011

How Not to Write ThemThings that will not help your subject line:Keeping it Short

Page 10: Advanced Email Marketing Presentation for Digital World Expo

Subject Lines

Email Marketing | [email protected]

2011

How Not to Write ThemThings that will not help your subject line:First Name Merge

Page 11: Advanced Email Marketing Presentation for Digital World Expo

Subject Lines

Email Marketing | [email protected]

2011

How Not to Write ThemThings that will not help your subject line:First Name Merge

Page 12: Advanced Email Marketing Presentation for Digital World Expo

Subject Lines

Email Marketing | [email protected]

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.

Page 13: Advanced Email Marketing Presentation for Digital World Expo

Subject Lines

Email Marketing | [email protected]

2011

How to Write ThemThe subject line is the ad for your ad.

Period.

Page 14: Advanced Email Marketing Presentation for Digital World Expo

Subject Lines

Email Marketing | [email protected]

2011

“People read what they like. Sometimes it’s advertising.—Howard Gossage

How to Write Them

Page 15: Advanced Email Marketing Presentation for Digital World Expo

Copy & Landing Pages

Email Marketing | [email protected]

2011

Does your email or do your landing pages do the selling?

The Trade-off:

Page 16: Advanced Email Marketing Presentation for Digital World Expo

Lifecycle & Trigger Campaigns

Email Marketing | [email protected]

2011

Advanced Personalization“Gartner finds marketers can achieve a 600% lift in campaign performance over traditional outbound programs via event-triggered techniques”

Page 17: Advanced Email Marketing Presentation for Digital World Expo

Lifecycle & Trigger Campaigns

Email Marketing | [email protected]

2011

Triggers

Why isn’t everyone using personalized triggers and lifecycle marketing? #1: Data #2: Organizational willpower

Page 18: Advanced Email Marketing Presentation for Digital World Expo

Best Practices

Email Marketing | [email protected]

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?

Page 19: Advanced Email Marketing Presentation for Digital World Expo

Best Practices

Email Marketing | [email protected]

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.

Page 20: Advanced Email Marketing Presentation for Digital World Expo

Best Practices

Email Marketing | [email protected]

2011

Timing: Does it matter?

Statistical Validity:

http://www.redhillgroup.com/research-toolkit/accuracy-calculator/http://www.surveysystem.com/sscalc.htm#factors

Page 21: Advanced Email Marketing Presentation for Digital World Expo

Best Practices

Email Marketing | [email protected]

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.

Page 22: Advanced Email Marketing Presentation for Digital World Expo

Advanced Options: Agencies

Email Marketing | [email protected]

2011

David vs. GoliathCreative vs. ResultsAll-in-One vs. Specialists

Page 23: Advanced Email Marketing Presentation for Digital World Expo

Must-Read Newsletters

Email Marketing | [email protected]

2011

In no particular order:• MarketingVox.com• MarketingSherpa.com• WhichTestWon.com• Clickz.com

Also: Silverpop.com for great white papers

Page 24: Advanced Email Marketing Presentation for Digital World Expo

Nothing to do with Email

Email Marketing | [email protected]

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:

Page 25: Advanced Email Marketing Presentation for Digital World Expo

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.

Page 26: Advanced Email Marketing Presentation for Digital World Expo

BONUS TAKEAWAY #2

WRITE EMAILS YOU WOULD WANT TO READ.THE CONSUMER IS NOT A MORON. SHE IS YOUR WIFE. HUSBAND. DAUGHTER. YOU!

Page 27: Advanced Email Marketing Presentation for Digital World Expo

Who’s In Charge of Your Day? You or Your Email?

Page 28: Advanced Email Marketing Presentation for Digital World Expo

Email Marketing | [email protected]

AwayFind

Upcoming meetingYour

Family

Deal that is closing

September 2011

Voice

Push

SMS

Get away from your inbox. Let your emails find you.

Page 29: Advanced Email Marketing Presentation for Digital World Expo

Email Marketing | [email protected]

2011

Thank you. Let’s keep in touch…

Brian J Smith

[email protected]

m


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