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Advanced Email Marketing
Email Marketing | [email protected]
2011
This presentation, with expanded notes, is available at:
http://www.awayfind.com/blog
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:
Advanced Email Marketing
Email Marketing | [email protected]
2011
Email is Still King of the Hill…(Only if you want to make money, that is.)
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.
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?
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
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.
Subject Lines
Email Marketing | [email protected]
2011
How Not to Write ThemThings that will not help your subject line:Keeping it Short
Subject Lines
Email Marketing | [email protected]
2011
How Not to Write ThemThings that will not help your subject line:Keeping it Short
Subject Lines
Email Marketing | [email protected]
2011
How Not to Write ThemThings that will not help your subject line:First Name Merge
Subject Lines
Email Marketing | [email protected]
2011
How Not to Write ThemThings that will not help your subject line:First Name Merge
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.
Subject Lines
Email Marketing | [email protected]
2011
How to Write ThemThe subject line is the ad for your ad.
Period.
Subject Lines
Email Marketing | [email protected]
2011
“People read what they like. Sometimes it’s advertising.—Howard Gossage
How to Write Them
Copy & Landing Pages
Email Marketing | [email protected]
2011
Does your email or do your landing pages do the selling?
The Trade-off:
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”
Lifecycle & Trigger Campaigns
Email Marketing | [email protected]
2011
Triggers
Why isn’t everyone using personalized triggers and lifecycle marketing? #1: Data #2: Organizational willpower
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?
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.
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
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.
Advanced Options: Agencies
Email Marketing | [email protected]
2011
David vs. GoliathCreative vs. ResultsAll-in-One vs. Specialists
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
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:
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 | [email protected]
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