getting people to open your email (blue sky factory user conference)

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Baltimore, Maryland

Getting People to Open Your Email

November 10, 20101:00 - 1:45 pm Session

Sharon Mostyn & Doug Broujos

Agenda

• Introductions

• Sharon Mostyn – E-Commerce Manager,

MEDEX Global Solutions

• Doug Broujos – COO, Blue Sky Factory

• Frame-up the Session

• Factors Affecting Open Rates / Best Practices

• Wrap-up / Questions & Answers

2

But first, let’s get a perspective

3

2010: “It’s relationships stupid.”

1992: “It’s the economy stupid.”

Get these right first:

Email opt-in process

Set the expectations

Follow-up quickly

Build & maintain trust

The Most Important Stuff are the Basics

There’s no magic formula to get people to open your email.

4

Pay attention to your subscribers. LISTEN.

5

“Give me useful stuff”

“Don’t waste my time”

“Don’t annoy me”

“Don’t break my trust”

What People Want

Stop. Don’t make this so complicated, because it is NOT.

6

MEDEX - Set User Expectations

7

• What am I getting? • When/how often will I get it?• What does it look like?• What else do you have for me?

Follow the basics

Continuously test (raise the bar)

Plan-Do-Check-Act

Rinse and repeat

The Rules are fairly simple

Doing everything right will increase your open chances.

8

MEDEX – Testing

9

TEST EVERYTHING! (Just not all at once…)

MEDEX – Subject Lines

10

Open

MEDEX March Newsletter Control 12.22%

March Newsletter - Hidden Threats Within Your Company Test A 17.41%

MEDEX Can Find Hidden Threats Within Your Company Test B 4.65%

Test A vs. Control 42.47%

Test B vs. Control -61.95%

Control: •MEDEX March Newsletter

Test Subject Lines:•March Newsletter - Hidden Threats Within Your Company•MEDEX Global Solutions Can Find Hidden Threats Within Your Company

Subject Lines

(5 things to watch)

11

Get personal, really personal

Go beyond the name only

…and why did you collect that signup data?

Subject Lines: 5 Things to Do.

#1: Make it personal

12

Subject: Let’s Go Shopping

Subject: Denise- Towson area Shopping Deals

Long-winded voicemails are boring. So are subject lines.

Less than 41 characters (sometimes they are cut-off)

Give them a reason to open

Subject Lines: 5 Things to Do.

#2: Keep it short

13

Subject: Really Cool Buying Opportunities Especially For You

Subject: Exclusive Two-Day Sale

No hard-sell sales pitch

You want emails from friends, relatives, co-workers (think about those)

ALL CAPS, $$$$, !!!!

Kill the spam risk

Subject Lines: 5 Things to Do.

#3: Earn their respect….fast

14

Subject: WANT TO SAVE $?? SHOP RIGHT NOW!!!

Subject: Exclusive Savings-Clothing, Shoes & More

Grab attention- be compelling

Create urgency, curiosity, exclusivity

Announce, share, inform

Answer quickly: “what’s in it for me?”

Subject Lines: 5 Things to Do.

#4: Simple is beautiful (and understated)

15

Subject: Volunteer Opportunities

Subject: We Need Your Help Now.

Subject line = email content

Think “preview” 30% people read emails in preview pane only

70% people at work use preview pane

Do not try to fool the subscriber

Complete the connection

Subject Lines: 5 Things to Do.

#5: Trick or Treat is Over

16

“From Names”

17

Personal- don’t go corporate(DebbieThompson@DebbiesBakery.com)

“From Names” affect Open Rates.

Just Be Yourself. And Be Consistent.

18

Corporate- don’t get personal(TheChef@DebbiesBakery.com)

MEDEX – From Address

19

Consistency is key.

•mktginfo@medexglobal.com•MEDEX Global Solutions•Sharon, MEDEX Global Solutions•MEDEX Global Solutions Marketing

Pre-Header

20

Pre-Headers affect Open Rates.

This is important. It all starts here.

21

“Your Daily Baltimore Groupon”

A text preview of your email

Call-to-action The “hook” to open & read more

MEDEX – Review Pane & Pre-Header

22

Other Factors

23

How frequent you send

What day you send

What time you send

The more you test- and adjust- the more your results improve.

Other Factors Affecting Open Rates.

24

MEDEX - Deliverability

25

22% Inbox Placement = Unacceptable!

MEDEX – Deliverability (cont’d)

26

96.7% Inbox Placement = Much Better!

MEDEX – Measurement / Analysis

27

• Develop your own metrics – “industry standard” probably doesn’t fit your company…

Security Newsletter Open Rate

0.00%

5.00%

10.00%

15.00%

20.00%

25.00%

Jan-10 Feb-10 Mar-10 Apr-10 May-10 Jun-10 Jul-10 Aug-10 Sep-10

ASI CMI MEDEX

Q&ABlueskyfactory.com

410.230.0061

www.blueskyfactory.com @blueskyfactory

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