5 plays for click-worthy email presenter...2019/11/12 · •ex. [infographic] why abm works (and...

© 2019 eMarketer Inc.

5 Plays for Click-Worthy Email

Marketing

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Mike Madden

Head of Commercial

Demand Generation

Marketo

Nancy Taffera-Santos

SVP Media Solutions & Strategy

eMarketer

Sponsored content presented by

MODERATOR

November 12, 2019

Tech-Talk WebinarBegins at 2:00 PM ET

PRESENTER

© 2019 Adobe. All Rights Reserved. Adobe Confidential.

5 Plays for Click-Worthy Email MarketingMike Madden


A Brief Introduction…

2 3Head of

Commercial Demand Gen,

Adobe Experience Cloud

One (or many) M&M(s) a day

keeps the doctor away

Michael Bolton wants me to keep

my day job

1


Gotcha #1: Writing the Subject Line that ‘Feels Right’


Do These Statements Sound Familiar?

▪ The shorter the subject line, the better

▪ Be simple and to the point

▪ Stay between 35-55 characters

▪ Be creative, funny, different, etc.

▪ Front-load the important words

▪ Personalize with the recipient’s first name

▪ AVOID ALL CAPS

▪ Don’t you dare use the word ‘free’

▪ Ask open ended questions

Brainstorm

Write

Measure


The Challenge Remains – How Do We Make Writing Subject Lines More Formulaic?


Find Subject Line Elements That Scale

[Bracketed Offer]

• Give context to the email offer using [brackets]

• Ex. [Infographic] Why ABM Works (And Why It’s Not Going Anywhere)

• 47% higher CTRs

Personalization

• Add ‘For You’ in [Brackets] for offer

• Ex. [Infographic for You] Why ABM Works (And Why It’s Not Going Anywhere)

• 15% higher open rates, 29% higher CTRs

Length

• 7 words is our sweet spot for maximizing opens and clicks

• Let’s see why…


What Subject Line Length Works Best?

18.3%

17.1%

15.3% 15.2%

12.2%

10.3%

13.7%

8.0% 7.9%

10.1%10.8%

6.6%

10.6%

7.9%

0%

2%

4%

6%

8%

10%

12%

14%

16%

18%

20%

4 Words 5 Words 6 Words 7 Words 8 Words 9 Words 10+ Words

Open Rates Click to Open Rates


7 Words is the ‘Sweet Spot’

Metrics 4 Words 5 Words 6 Words 7 Words 8 Words 9 Words 10+ Words

Sent 100,000 100,000 100,000 100,000 100,000 100,000 100,000

Open % 18.3% 17.1% 15.3% 15.2% 12.2% 10.3% 13.7%

Opens 18,260 17,100 15,300 15,200 12,200 10,300 13,700

Click to Open % 8.0% 7.9% 10.1% 10.8% 6.6% 10.6% 7.9%

Unique Clicks 1,461 1,351 1,545 1,642 805 1,092 1,082


Gotcha #2: Sending Emails to Everyone in the Database


Statements We Know to Be True

▪ Email marketing is an extremely cost-effective, personalized way to get in front of prospects

▪ When done right, email marketing may be the best way to target your database

▪ Emails scale, but only up to a point


▪ Not everyone in your database wants your emails

▪ 25-50% of your database may be inactive

▪ You can pay for emails, but cannot pay to keep them engaged

▪ If you’re not careful, email is dangerous

▪ Sender reputation is real

Other True Statements, Unfortunately


Email Segmentation with a Twist

Email Domain

Title/Persona

Industry

Interest

Engagement

Last Engagement Date is a field that updates with a date time stamp when someone:

Clicks an email

Fills out a form

Visits a page

Becomes a program success

Clicks shared link

Shares content


How to Use Engagement Segmentation

0 days 14 days 3 months 1 year

Last Engagement Date is today. Subscriber

engaged with gated asset on website.

Late stage prospects engaged in past 14 days.

Target with late stage sales message for meeting or demo.

Late stage but hasn’t engaged recently. Will still engage with late

stage content, but not a sales message.

3 years

Reactivation campaign necessary to re-engage leads with valid email addresses, within the

ICP, with the right demographics.

Prospects haven’t engaged in a while.

Need to re-engage with light content.


Gotcha #3: Failing to Connect Email and Web


Your Prospects Are Engaging Everywhere

Social Post Click

Website

Digital AdPricing Page

Vertical Solutions

▪ Listen for key activities, then engage with triggered email:

▪ Pricing page

▪ Contact Me page

▪ Repeat visitor

▪ Heavy asset consumption

▪ Engagement velocity

▪ Multiple people from same account engaging


Why Trigger Emails Based on Web Engagement?

7,675% more efficient at generating an opportunity

833% higher click

through rates

261% higher

open rates

157% higher click

to open rates


Gotcha #4: Following ‘Best Practices’


Personalize everything, they said. It works better, they said. It’s a best practice, they said.


If You Can Send From a Human, Should You?

From Name: Mike Madden

From Email: [email protected]

Reply to: [email protected]

Subject Line: 5 Email Marketing Gotchas & How to Beat Them

From Name: Team Marketo

From Email: [email protected]

Reply to: [email protected]

Subject Line: 5 Email Marketing Gotchas & How to Beat Them

vs

PersonalizedGeneric


The Winner? Well, It Depends…

Early Stage

• 10% higher open rates

• 26% higher click to open rates

• 38% higher CTRs

• 100% statistically significant

Mid Stage

• 3% lower open rate

• 30% higher click to open rate

• 26% higher click through rates


Late Stage

• 4% higher open rate

• 5% higher click to open rate

• 9% higher click through rate



Gotcha #5: Testing Elements That Don’t & Won’t Scale


You Know What’s Fun? A/B Testing

The idea is perfect

Oh yeah, I nailed this one

I hope it works…I don’t think it’s working

Wow, that really didn’t work

Let’s face it…

▪ A/B testing is a RUSH! Few things compare to the thrill of beating the control.

▪ Sometimes, we get a little carried away. Just sometimes…

▪ It’s far too easy to test many elements at once.

▪ With strong process, A/B testing is no longer a gotcha.


Marketo’s Email Testing Workflow

1. Choose one element

to test

2. Ask a question /

write a hypothesis

3. Decide on the sample

group

4. Define what success

looks like

5. Set up the test

6. Aggregate the results

7. Determine the winner

8. Implement

the new control


Single vs. Multivariate Testing

1

2 3

4

5

Single Variable

One element tested at a time

With a clear goal in mind, metrics are cleaner to track

Takes more time, but results are measurable

Multivariate

▪ Multiple elements are tested at once

▪ More challenging to prove an element’s contributions to any change in metrics

▪ Reveals more how elements interact with each other


Key Takeaways – Tests That Scale

▪ Templates or template functionality

▪ HTML vs. Text emails

▪ HTML vs. Image CTA buttons

▪ From Names

▪ First name personalization in the subject line

▪ Rep signatures with or without pictures

▪ Hero image

▪ Social buttons

▪ Share link

▪ P.S. line

▪ Multiple CTAs vs. single CTAs

© 2019 eMarketer Inc.

5 Plays for Click-Worthy Email

Marketing

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Mike Madden

Head of Commercial

Demand Generation

Marketo

Nancy Taffera-Santos

SVP Media Solutions & Strategy

eMarketer

Sponsored content presented by

MODERATOR

November 12, 2019

Tech-Talk WebinarQ&A Session

PRESENTER

5 plays for click-worthy email presenter...2019/11/12 · •ex. [infographic] why abm works (and...

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