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

@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

4

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...

http://www.exacttarget.com/subscribers-fans-followers/sff14.aspx


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:

Rude

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


GOOD



BAD


GET OPENEDsender name, subject lines and timing


Sender Name


Sender Name = Human

- Sonia Simone

Be a Be a PersonPerson


Hi,

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.

Jason


Subject Lines

20



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

http://www.adestra.com/2012/07/

22

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

Why


GET CLICKEDmobile friendly, magazine, segmentation


Ouch!


Mobile Friendly


Be mobile or be deleted

Source: Bluehornet.com


The Mobile Inbox

Your first line of textmatters!

M


Mobile Email #FAIL

M


Responsive Email

Desktop

Mobile

M


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

M


Magazine: Curate

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

M


Lots of Links

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

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

Lots of Links

M


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


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 @[email protected]

Date post:	19-Oct-2014
Category:	Technology
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Power Up Your Email Marketing - Presentation from Content Jam, Chicago 2013

Technology