email marketing: lee chadwick
Post on 27-May-2015
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Lee
ChadwickLee
Chadwick
MD CommuniGator & WOW analytics
•Recently got back on a bike•Waterski as often as possible
•3 Children between 6 & 14•Learning to play the drums
• Email Marketing Specialists
Delivering over 20 million emails per week
Technology Platform or Managed Service
Either buy it or we will host it for you
Independent and Privately Owned
Based in Surrey, UK
Commercial Terms for all Budgets
Best Practice as well as Technology
Dedicated Account Manager for All
Unlimited Technical Support
The HTML Doctor (actually a nurse)
Who are we…Who are we…
Whos on your website
Campaign management
Electronic Brochures
All designed to bring you marketing insight to act on
3.2 million email designs to R&D
1.Your email probably will not arrive anyway
2.If it does arrive it will be deleted in under 2 seconds
3.Your email audience is too big to appeal to
4.Your Email is designed wrong
(Your measurements are all wrong (I can do 1 and 2 in 5 minutes))
AgendaAgenda 4 things in 40 mins (10 mins each)
1. Your email probably will not arrive anyway
Thing 1Thing 1
2006 --------------------------2012
Its not as easy as you may think
Its not as easy as you may think
• Dodge the SPAM filter
4.5 is the magic number
B2B Mail BlockersB2B Mail Blockers
Spammers spend a lot of
time researching the spam
filter scoring system
They insert words that make
no sense to lower their score
Check before you send –
guarantee your arrival
2. If it does arrive it will be deleted in under 2 seconds
Thing 2Thing 2
The 5 P’s of Marketing:
ProductPrice
Promotion
Any Two From:PermissionPackagingPublicity
PermissionPositioning
Seth Godin – The Purple CowSeth Godin – The Purple Cow
The 6th P = Purple
Cow(Remarkable)
85 billion searches per month
72% of which serves
web 2.0 content
The Design Standard is set
The Ultimate
Check Out the Format
The de facto standard for read and
click Skim It, See It, Click It
Attention in the Inbox
Attention in the Inbox
•Be relevant – ‘what’s in it for them’
•Keep it short
•Use personalisation in the Subject Line
•Be engaging
•Use plain language
•Skip definitive articles (‘A’, ‘The’)
•People don’t like surprises
Subject Line
A Source of Good Subject lines
Relevance is available
if you look
Lee, Email Preferences
and opting out
A Source of Good Subject lines
•Public training - 2% (average over three months)
•Pubic Training – 7% (one time only mistake)
•Now Tell me the Subject Line does not make a difference
The A , B Test
Symbols but be quick
50% of tests - there was no change in the results
50% the campaign results were on average 42% higher when we used symbols in the subject line.
Symbols but be quick
Greatest response from C level contacts
Symbol does not need to be relavant to title
Symbols work different on some mobiles
http://bit.ly/ZRyFyf
•FROM field:
•Defines the relationship with the customer
•Is a key component in the Prioirity Inbox
•Reduces the appearance of spam
•Don’t disguise who you are
•Be consistent
•If customer is familiar with/expects emails from their Account Mgr - use that name
FROM Field
•info@ ; Sales@ ; Marketing@ = Junk
FROM Field
•Remember the Preview Pane:
•Don’t ‘waste it’ on a very large image
•Use meaningful text that people will see
•The average measurement for this area is 300 pixels
•Stick the house keeping somewhere else
First 6 Lines
Disabled Images Ruin Impact
Disabled Images Ruin Impact
Disabled Images Ruin Impact
Disabled Images Ruin Impact
3. Your email audience is too big to appeal to
Thing 3Thing 3
Doncaster Keepmoat – 10,000Doncaster Keepmoat – 10,000
Comedy Store – 1,500Comedy Store – 1,500
O2 Arena – 30,000O2 Arena – 30,000
Visualise your audienceVisualise your audience
Vertical MarketVertical Market
Comedy Store – 1,500Comedy Store – 1,500
Job TitleJob Title
Visualise your audienceVisualise your audience
4. Your Email is designed wrong
Thing 4Thing 4
Retention Newsletters
Rule of Thumb
1.5 1.5 inchinch
1.5 1.5 inchinch
<10% <10% activityactivity
http://browsersize.googlelabs.com/
•Eye tracking surveys measure the activity by watching from the screen on to the eyes
•So, what do they say?
Eye Tracking Effects Layout
•Users scan headings and don’t read text
•Heading and sub heading copy is critical
•Users scan down the left margin
•Large fonts work well
Eye Tracking Effects Layout
Design For Purpose
Click-through traffic: 1.2%
Click-through traffic: 6.2%
Rule of Thumb
1.5 1.5 inchinch
1.5 1.5 inchinch
<10% <10% activityactivity
its the “F” n Email
FNext Time you are proofing a
design remember the F
•You know if they use a mobile or not!
Start Thinking Mobile – for
clicks
5. Your measurements are all wrong
Thing 5Thing 5
So is Your Email Any Good
5 Hot Leads (50 points)5 Hot Leads (50 points)3 Warm Leads (30 points)3 Warm Leads (30 points)20 Cold Leads (15 points)20 Cold Leads (15 points)
7 white papers – read, not 7 white papers – read, not downloadeddownloaded
Conversion is what you need
Conversion is what you need
Top 5 Things to Measure Average
Bounce Rate per Medium ?
Email Non Engagement ?
Post Click Activity ?
Repeat Visit Activity ?
Digital Interactions Per Conversion
?
So is Your Email Any GoodSo is Your Email Any Good
Technology Provides the Plumbing
View in browser is a click
Clicked on an article
Clicked on unsubscribe
The Problem with traditional click through reporting
The Problem with traditional click through reporting
Technology Provides the Plumbing
LS = 22
LS = 32
Clicked on 2 articles in last two emails, inactive in a key email, visited 2 key web pages
Clicked on 3 articles in last two emails, visited 3 key web pages, one yesterday!
The Lead Score is the KeyThe Lead Score is the Key
SocialSocial
SEO / PPCSEO / PPC
Email MarketingEmail Marketing
Your WebsiteYour Website
The Meaning of Digital LifeThe Meaning of Digital Life
25
10
20
Lee
ChadwickLee
Chadwick
www.communigator.co.ukLee.chadwick@communigator.co.uk
@CommuniGatorltd
uk.linkedin.com/pub/lee-chadwick/9/864/839/
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