5 ways to get more emails opened - the cleaning …...by narrowing your focus and sending messages...

@DarrenHepburn www.newzapp.com

5 ways to get more emails opened


Who is this guy?

London School of Economics Jersey Airport

Swansea Bay Tourism Visit Isle of Man

Sporting Traveller Real Africa

Speaker Top Trumps

Darren Hepburn

Email Marketer 12 years

Pubs Owned 4

Email Campaigns 1000+

Bon Jovi Concerts 13

Holidays Per Year 2

Geek Rating 100%

Lots of great stats will be here


Spam

Why is it called Spam?

The Monty Python sketch in the

cafe with the singing Vikings

Unsolicited

Commercial Email

You are 6 times more likely to get a click-through from an email campaign than you are from a tweet.


Spam

World’s First Spam Gary Thuerk, a marketer for the Digital Equipment

Corporation, sent 400 emails on the 3rd May 1978

Gary claims to have sold $13 million dollars worth

off this campaign

Gary’s email would probably pass through modern

filters

DIGITAL WILL BE GIVING A PRODUCT PRESENTATION OF THE NEWEST

MEMBERS OF THE DECSYSTEM-20 FAMILY; THE DECSYSTEM-2020, 2020T,

2060, AND 2060T. THE DECSYSTEM-20 FAMILY OF COMPUTERS HAS EVOLVED

FROM THE TENEX OPERATING SYSTEM AND THE DECSYSTEM-10 <PDP-10>

COMPUTER ARCHITECTURE. BOTH THE DECSYSTEM-2060T AND 2020T OFFER

FULL ARPANET SUPPORT UNDER THE TOPS-20 OPERATING SYSTEM. THE

DECSYSTEM-2060 IS AN UPWARD EXTENSION OF THE CURRENT DECSYSTEM

2040 AND 2050 FAMILY. THE DECSYSTEM-2020 IS A NEW LOW END MEMBER

OF THE DECSYSTEM-20 FAMILY AND FULLY SOFTWARE COMPATIBLE WITH

ALL OF THE OTHER DECSYSTEM-20 MODELS.

WE INVITE YOU TO COME SEE THE 2020 AND HEAR ABOUT THE DECSYSTEM-

20 FAMILY AT THE TWO PRODUCT PRESENTATIONS WE WILL BE GIVING IN

CALIFORNIA THIS MONTH. THE LOCATIONS WILL BE:

TUESDAY, MAY 9, 1978 - 2 PM HYATT HOUSE (NEAR THE L.A. AIRPORT) LOS

ANGELES, CA

THURSDAY, MAY 11, 1978 - 2 PM DUNFEY'S ROYAL COACH SAN MATEO, CA (4

MILES SOUTH OF S.F. AIRPORT AT BAYSHORE, RT 101 AND RT 92)

A 2020 WILL BE THERE FOR YOU TO VIEW. ALSO TERMINALS ON-LINE TO

OTHER DECSYSTEM-20 SYSTEMS THROUGH THE ARPANET. IF YOU ARE

UNABLE TO ATTEND, PLEASE FEEL FREE TO CONTACT THE NEAREST DEC

OFFICE FOR MORE INFORMATION ABOUT THE EXCITING DECSYSTEM-20

FAMILY.

4.2% of visitors from email buy something compared to 2.5% from search

engines and 0.6% from social media.


www.mail-tester.com


www.mail-tester.com 77% of email ROI comes from

segmented and triggered campaigns.


“Quick Question”

How long should my emails be?

Email marketing drives more conversions than any other marketing

channel, including search and social.


“Quick Question” Marketers averaged a 46% increase in new signups when they

implemented a pop up box.

No longer than A4

We get on average over 100

emails a day

Think of your email like a Taxi.

It’s part of the journey, not the destination.


“Quick Question” Email marketing drives more conversions than any other marketing

channel, including search and social.

Write your email for Scanners

• Create bulleted lists.

• Write in short paragraphs.

• Less text more VIDEO!!

• Create plenty of white space.

• Highlight key points in bold.


Second Filter

The Second Filter

53% of emails are opened on mobile

devices where images are on by default.


Second Filter

Email

Social Media

News & Articles

Instant Messaging

Online Shopping

Watching movies / online videos

83%

70%

62%

51%

41%

37%

MOST POPULAR ACTIVITY ON MOBILE

Via statista, an online statistics portal. Taken from a global online survey in June 2015. The most popular activities on mobile internet devices.

72% of people prefer to receive promotional content

via email, compared to 17% who prefer social media.


Second Filter

34%

42%

24%

What’s the first thing you look at when deciding to

open an email?

Subject Line From Name Preview Text

Email was the biggest driver of Black Friday transactions, with 25% of sales

originating from the channel.


Second Filter

Your 8 seconds start… NOW!

Welcome to November… #SoapBox

Question & Intrigue.

Who – What – Why.

Be personal.

Treat it like a Tweet.

What made you open an email?

Including the word “newsletter” in your email subject line decreases the

click-through rate by up to 30%


www.mail-tester.com


www.phrasee.co Subject lines under 50 characters improve open and click

rates on an email campaign.



When should I send my email?

35% of respondents said that receiving emails too

often was their main reason for unsubscribing.



58% read emails

on holiday

57% read emails in the bathroom 32% read emails

when commuting

63% read emails at the weekend

The average person looks at

their mobile 85 times a day.

70% read emails in bed


“Quick Question” 1

4%

18

%

18

%

19

%

14

%

8%

9%

0%

2%

4%

6%

8%

10%

12%

14%

16%

18%

20%

9.8%

16.7%

25.7%

25.6%

10.9%

3.8%

2.1%

5.4%

10pm - 12am

7pm - 9pm

4pm - 6pm

1pm - 3pm

10am - 12am

7am - 9am

4am - 6am

1am - 3am

59% of respondents confirmed donating to Hillary Clinton’s campaign as a

result of her email marketing.

54,763 emails received from 4332 companies.

The most active day was Thursday and the average subject line

was 50 characters long.

22,477 emails were mobile-optimised, accounting for 41% of

emails.

13,623 email subject included some form of promotion,

accounting for 25% of emails.

Via MailCharts Via MailCharts


Social Media Open rates for urgency-based subject lines including “last chance,” and

“expiring” are often elevated.

Email Marketing

is Dead…

Usual Suspects:

Twitter

LinkedIn

Facebook


Social Media Open rates for urgency-based subject lines including “last chance,” and


Make sure your

email marketing is

easy to share.


Segmentation


44% of email recipients made at least one

purchase last year based on a promotion.


Targeted


Segmentation Emails that include social sharing buttons

have a 158% higher click-through rate.


Segmentation

Bristol City

Open rates for urgency-based subject lines including “last chance,” and



Segmentation

By narrowing your focus and sending messages to targeted

groups within your lists, your recipients will find your campaigns

more relevant.

Relevant campaigns get better results.

Unsubscribes are 25.1% lower on segmented

emails compared to non-segmented campaigns.


Segmentation

Great holiday deals that are too good to

miss!

City Breaks that will blow your mind Hey Darren, fancy a trip to Las Vegas to

see BON JOVI?

Great holiday deals that are too good to

miss!

City Breaks that will blow your mind

From 1.29 billion emails tracked in September

33% were opened on an Apple iPhone.


Segmentation 74.4% of new subscribers expect a welcome

email whilst only 42% of companies send them.


Thank You

5 ways to get more emails opened - the cleaning …...by narrowing your focus and sending messages...

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