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The NEW New Rules of The NEW New Rules of EmailEmailINNOVATIONS, SECRETS AND INNOVATIONS, SECRETS AND STRATEGIES TO BOOST RESULTSSTRATEGIES TO BOOST RESULTSFlorida Direct Marketing Florida Direct Marketing AssociationAssociationMarch 15, 2012March 15, 2012Karen Talavera, President Synchronicity Karen Talavera, President Synchronicity MarketingMarketing
• Nationally-recognized email marketing expert, educator, writer, speaker and consultant
• DMA Email Marketing lead training instructor since 1999
• Member Email Experience Council, Only Influencers• Top 100 Women in Ecommerce 2012 (WE magazine)• President and Founder, Synchronicity Marketing
– Founded 2003– Email Marketing Strategy, Training & Consulting– Based in south Florida serving clients worldwide
Your Speaker: Karen Talavera
Our Agenda
Email Marketing 2012: The NEW New Rules
Welcome Aboard: List Growth & Subscriber Retention Strategies
Getting the Open: Subject Line Secrets and Lies
Good-bye Vanilla: Content Options and New Creative Tactics for more flavorful marketing email
What Do You Mean by the NEW New Rules?
How Does This Apply to Email?
Welcoming Them Aboard so they Want to Stay
List Growth & Subscriber Retention
The #1 Way to Grow Your Email List
ASK!
NEW New Rule #1
Website
Paper (order form, etc.)
Phone (customer orders, etc.)
In Person (POS, check in, etc.)
You’re Probably Already Doing These
But Are You Using ?
Free consults/ discovery sessions (strategy sessions, breakthrough sessions) immediately engage and qualify interest
“Selling by Way of Serving first”
How about this?
And what about ?
Make sure there is an ONGOING value exchangeMake sure there is an ONGOING value exchange
Live by WIIFM
WIIFM?
NEW New Rule #2
Show and Prepare
Improve subscriber sign-up rate by asking only for the bare minimum
NEW New Rule #3
Asking Too Much
Better but Still Heavy
Remove Sign-Up Roadblocks
Ideal KISS
Remember:
Once you have the email address, you can go back to ask for more data or a complete profile later
Reassure and provide choice/flexibility to retain
NEW New Rule #4
Reassure
How you will use their email address
How you will protect their privacy
How you will use their email address
How you will protect their privacy
Reassurance
Beyond Reassurance: Choice & Control
Add an Opt-Down to your Unsub Pages
List Growth & Subscriber Retention Key Takeaways
In summary:1. Leave no stone unturned2. WIIFM3. Set expectations4. Create comfort5. Alleviate anxiety (pre-pave the
subscriber experience)6. Create trust with reassurance, choice and
control
New Research Reveals What Makes People Open
Subject Line Secrets and Lies
NEW New Rule #5
Average Marketing Email Open Rates According to Epsilon's Email Trends &
Benchmarks Report
New Research on Subject Lines In 2011 Alchemy Worx tested and
analyzed common assumptions about subject lines Short (< 35 characters) outperform long Single vs. Multi-proposition
Analyzed 205 million delivered emails across their entire client base
Total of 646 subject lines examinedSource:
Subject Line Length Analysis
The longer the subject line the lower the open rate, but the higher the click-to-open rate
Source:
Subject Line Length Findings Subject Lines (SLs) under 60 or more than 70
characters generate the highest response
Shorter SLs generate higher open rates, an initial measure of interest, but much lower click-to-open ratios
Longer SLs generate a higher click-to-open ratio, an indication of ongoing interest and true response
Open and click-to-open rates intersect at about 60-70 characters, a “dead zone” where neither metric is optimized
Source:
So if Longer Might Be Better . . . What Do You Say? Multiple vs. Single Propositions (topics)
Longer subject lines can accommodate multiple vs. single propositions, which increase relevancy
Get detailed (about the offer, benefit, or content) Use length to get specific enough for subscribers to
decide how relevant each message is to them The more relevant they consider the message, the more
likely they are to take response action beyond the open
Use separators between major points if multi-proposition
Single vs. Multi-Proposition
Single – often but not always shorter; longer can work for specificity
Multi – can be short, but at any length must get to the point
v
v
Subject Line Key Takeaways
They act as a relevance filter The more information you can get into the subject line, the
higher the percentage of your relevant target market will open
Length not as much an indicator of response performance as specificity
Keep them in perspective With “average” open rates around 22%, the vast majority
of email does not get opened no matter who you are or what you do
Innovations and tactics that get them to engage
New Content & Creative Strategies
NEW New Rule #6
Content from Two Perspectives
Three Flavors of Email
Performance of Triggered Blows Broadcast Out of the Water!
Triggered email messages can generate 10 times the revenue and 20+ times the profit of broadcast campaigns
Customer Email Program Example
Hewlett Packard monthly newsletter
– HP Newsgram sent to all registered customers
– Clearly-displayed issue month and table of contents
– Value-added:
o Free projects
o Interactivity, video
o HP Daily Surprise
o Cross-sells HP products too
Other HP Email Message Types
HP deploys a good mix of newsletter, sales promotions (deals), and holiday greeting emails
Even Triggered Email
Upgrade offers like this are frequently time or date-triggered
Apply and Align Messaging to the Customer Lifecycle
Each stage of the customer lifecycle naturally lends itself to specific email messages
Use them to shift and direct the dialog
Mix it Up
Storyboard your entire email program Some message frequency and sequencing can
be planned, but allow for triggered Create a flowchart illustrating message types,
timing, frequency
Don’t be “the friend who only calls when you need something” Although accustomed to heavy promotional
message volume from retailers, consumers also want conversation, community, news and fun
Compelling Email Content Ideas Evolve, supplement or refresh your static HTML
or plain text email with Animation Video Temporally-relevant campaigns Dynamic Content
Movement and multi-media = more clicks
Time, place and quantity-specific content = greater relevancy = more clicks
Animation
Use minimally and strategically
Movement is eye-catching
Can enable more content than static images
Video in Email – Two Approaches
• Link to self- or web-hosted• Preferred for now due to spam blocking, filtering, image
rendering and streaming video support issues
• Streaming video into inbox• Video or animation streams into the message over an
open connection to the Internet• Requires no plug-ins or media players on subscriber end, works with any
ESP• Requires HTML5-based message design• Current environments supporting video in email:
• Windows Live Mail (Hotmail) (H.264)• Apple iPad mail client (H.264)• Blackberry (BOLT 2.1) (OGG Theora)• Apple iPhone mail client (H.264)• Apple Mail 4 (H.264)• Thunderbird (OGG Theora)
• Leading current solution: Liveclicker (www.liveclicker.com)
Self- or Web-Hosted Video
Video in email tips: Alert them that the
email contains video Subject line and headlines Put video front and center Play/pause console should
be visible Host in your domain or Host on your YouTube
channel for longer shelf life
Streaming Video into Message
Liveclicker’s Video Email Express is integrated with several ESPs Generates simple
HTML code for inclusion in email
They host and deliver video content
Style Campaign also handles video in email (sans audio)
Example courtesy of StyleCampaign.com
Temporally-Relevant Content
Beyond seasonality and holidays, leverage major events, news But, tread
cautiously or know your audience
Dynamic Content
Big and getting bigger Content served can be based either on:
database-attributes (i.e. gender) Aka “custom publishing” in which you predestine certain
content for certain users based on database profile attributes
real-time response behavior (open on mobile) Use location, time and device to sense what should be
served Aka evolutionary optimization
Not just for email content – can define landing pages too
Time-Based Dynamic Content
Movable Ink’s technology allows emails like this one (to a conference attendee) to display live
counts of people attending the event
To have an offer that changes by the date or time
Example courtesy of Movable Ink
Other Dynamic Content Approaches
This retail message displays location-specific
store information Real-time
inventory updates
Time-based offer updates
Example courtesy of Movable Ink
Content Key Takeaways
When it comes to your email program, serve a multi-course meal, not the same dish over and over again
Greater message variety = less predictability = higher interest and engagement Continuity programs create high trust, so some email
should come on a regular schedule (newsletter) However the unpredictable gets noticed more
Static HTML is fine, but with HTML5 video in email is again possible
One size-fits-all is out. Triggered and dynamic content will dominate email of the future
Want More NEW Rules of Email? Join me Wednesday March 28th at 11:00 AM
for a free training callThe NEW Rules of Email
Email Marketing Innovations, Tactics and Secrets you MUST Know to Generate Sales, Revenue and
Business Growth in 2012 and Beyond
Sign up for call details at
www.synchronicitymarketing.com/newrulesofemail
Site and Blog www.synchronicitymarketing.comwww.synchronicitymarketing.com
Email: [email protected]
Facebook: www.facebook.com/SynchronicityMarketing
LinkedIn: www.linkedin.com/in/KarenTalavera
Twitter: @SyncMarketing
Phone: 561.967.9665
Thank You! Thank You! Questions?Questions?