whereoware - making email work for you

Making email work for you7-29-13

Who we are

• Founded in 1999

• Digital marketing agency focused on gift + home

• 50+ email clients both B2B and B2C

• Eric Dean - President

Some of our clients

What we are covering

• Why email• Building your email list• Choosing your platform• How to start• Email examples• Measuring success

WHY EMAIL

3,550,000,000

Email is not dead

1,110,000,000 500,000,000

http://marketingland.com/infographic-email-isnt-dead-2739

NUMBER OF ACCOUNTS

78% 73% 70%

http://www.slideshare.net/roonitta/study-how-addicted-are-we-to-facebook-mobile

MOST POPULAR ACTIVITY ON SMARTPHONES

Email is not dead

77%

6% 5%

HOW CONSUMERS PREFER TO RECEIVE PERMISSION-BASED MARKETING

http://waldowsocial.com/more-proof-that-email-marketing-is-not-dead/

=

$1 $40http://www.the-dma.org/annualreport/ANNUAL_REPORT-COMPLETE_PDF_WITH_FINANCIALS.pdf

EMAIL ROI SOCIAL ROI

$1

=

$1.50http://www.bzzagent.com/blog/post/roi-social-marketing-150/

What’s it good for

Generate brand awareness

Increase customer retention

Nurture new prospectsGenerate sales

BUILDING YOUR EMAIL LIST

56% of websites hide the opt-in form at the bottom

THE FOLD

Moving it to the top can create a lift between 50-500% lift

Using a pop-over resulted in a 200-400% lift

Point-of-sale collection

Point-of-sale collection

Point-of-sale collection

Only 35 percent of small businesses use an email sign-up sheet at point of sale.

10-15% of likes will sign up for you email list

Refer a friend

10-20% of your customers will put in two or more email addresses

CHOOSING YOUR PLATFORM

Email service providers

Features

Ease of use

Some key questions to ask

Questions to ask ESP 1 ESP 2 ESP 3

Number of subscribers it supports

Number of emails you can send each month

Type of reporting

Template support

A/B testing capability

The ability to segment your list

Automated mailings

HOW TO START

CAN-SPAM reference• Don’t use misleading sender or subject lines• Add your postal addresses to all emails• If your email list isn’t opt-in, include a clear notice

that states the email is an advertisement• Include a clear unsubscribe mechanism• Have a process for handling unsubscribes within a

10-day window• Don’t harvest email addresses or use automated

means to randomly generate addresses• Don’t share your unsubscribes with any other entity

seeking to send emails

The parts of an emailSUBJECT LINE

BODY

FOOTER

The parts of an emailSUBJECT LINE

Understanding value proposition• Why should your customers

purchase from you instead of from a competitor?

• Some common value props:• Newness• Price• Quality• Selection • Service

• Does it have appeal + exclusivity?

• Be clear and concise: what are the benefits to your customers?

Subject line best practices• 50 characters or less• Contains value proposition• Front-loaded• Don’t use misleading sender or subject lines (CAN-

SPAM)

A/B test subject lines

15.2%17.1%15.6%13.5%

Subject line ☞ Save Big with Free Freight on Easter

Free Freight on Easter ✄ Cut Freight Costs with Free Freight

Spring Special: Free Freight on Easter

Open rateABCD

Which subject line won?

A/B test subject lines

15.2%17.1%15.6%13.5%

Subject line ☞ Save Big with Free Freight on Easter

Free Freight on Easter ✄ Cut Freight Costs with Free Freight

Spring Special: Free Freight on Easter

Open rateABCD

Which subject line won?

A/B test subject lines

15.2%17.1%15.6%13.5%

Subject line ☞ Save Big with Free Freight on Easter

Free Freight on Easter ✄ Cut Freight Costs with Free Freight

Spring Special: Free Freight on Easter

Open rateABCD

27% lift

Which subject line won?

A/B test subject lines

13.8%

12.5%

12.6%

14.8%

Subject line

It’s National Fragrance Day! Free Shipping on your favorite scents!

Celebrate National Fragrance Day with FREE SHIPPING!

Happy National Fragrance Day! Free Shipping on us!

FREE SHIPPING for National Fragrance Day!

A

B

CD

Open rate

Which subject line won?

A/B test subject lines

13.8%

12.5%

12.6%

14.8%

Subject line

It’s National Fragrance Day! Free Shipping on your favorite scents!

Celebrate National Fragrance Day with FREE SHIPPING!

Happy National Fragrance Day! Free Shipping on us!

FREE SHIPPING for National Fragrance Day!

A

B

CD

Open rate

Which subject line won?

A/B test subject lines

13.8%

12.5%

12.6%

14.8%

18% lift

Subject line

It’s National Fragrance Day! Free Shipping on your favorite scents!

Celebrate National Fragrance Day with FREE SHIPPING!

Happy National Fragrance Day! Free Shipping on us!

FREE SHIPPING for National Fragrance Day!

A

B

CD

Open rate

Which subject line won?

The parts of an emailSUBJECT LINE

BODY

Content

Layout

Body best practices

• It is clear who the email is from

• Top left portion is optimized

• Contains value proposition

• Contains a single descriptive call-to-action

• If your email list isn’t opt-in, state the email is an advertisement. (CAN-SPAM)

Body best practices

• It is clear who the email is from

• Top left portion is optimized

• Contains value proposition

• Contains a single descriptive call-to-action

• If your email list isn’t opt-in, state the email is an advertisement. (CAN-SPAM)

Body best practices

• It is clear who the email is from

• Top left portion is optimized

• Contains value proposition

• Contains a single descriptive call-to-action

• If your email list isn’t opt-in, state the email is an advertisement. (CAN-SPAM)

Body best practices

• It is clear who the email is from

• Top left portion is optimized

• Contains value proposition

• Contains a single descriptive call-to-action

• If your email list isn’t opt-in, state the email is an advertisement. (CAN-SPAM)

Layout best practices

• Has a good eye path

Layout

S-curve

Layout best practices

• Has a good eye path

• 600 pixels wideLayout 450 px

Layout best practices

• Has a good eye path

• 600 pixels wide• Combats

image blocking

Layout

poor use of alt-text

Critique the email

• It is clear who the email is from

• Top left portion is optimized

• Contains value proposition

• Contains a single descriptive call-to-action

• Good eye path

Critique the email

• It is clear who the email is from

• Top left portion is optimized

• Contains value proposition

• Contains a single descriptive call-to-action

• Good eye path

Critique the email

• It is clear who the email is from

• Top left portion is optimized

• Contains value proposition

• Contains a single descriptive call-to-action

• Good eye path

Critique the email

• It is clear who the email is from

• Top left portion is optimized

• Contains value proposition

• Contains a single descriptive call-to-action

• Good eye path

Critique the email

• It is clear who the email is from

• Top left portion is optimized

• Contains value proposition

• Contains a single descriptive call-to-action

• Good eye path

Critique the email

• It is clear who the email is from

• Top left portion is optimized

• Contains value proposition

• Contains a single descriptive call-to-action

• Good eye path

Critique the email

• It is clear who the email is from

• Top left portion is optimized

• Contains value proposition

• Contains a single descriptive call-to-action

• Good eye path

Critique the email

• It is clear who the email is from

• Top left portion is optimized

• Contains value proposition

• Contains a single descriptive call-to-action

• Good eye path

Critique the email

• It is clear who the email is from

• Top left portion is optimized

• Contains value proposition

• Contains a single descriptive call-to-action

• Good eye path

Critique the email

• It is clear who the email is from

• Top left portion is optimized

• Contains value proposition

• Contains a single descriptive call-to-action

• Good eye path

The parts of an emailSUBJECT LINE

BODY

FOOTER

Footer example

• Include a clear unsubscribe mechanism (CAN-SPAM)

Footer example

• Include a clear unsubscribe mechanism (CAN-SPAM)

• Add your postal addresses to all emails (CAN-SPAM)

NO BRAINER EMAILS

Welcome emails

• Branding info• Thanks/welcome• What to expect• Offer/incentive• Call-to-action

Welcome emails

• Branding info• Thanks/welcome• What to expect• Offer/incentive• Call-to-action

Welcome emails

• Branding info• Thanks/welcome• What to expect• Offer/incentive• Call-to-action

Welcome emails

• Branding info• Thanks/welcome• What to expect• Offer/incentive• Call-to-action

Welcome emails

• Branding info• Thanks/welcome• What to expect• Offer/incentive• Call-to-action

Welcome emails

Welcome emails

Welcome emails

Welcome emails

Welcome emails

Welcome emails

Best sellers

New product

Sales/promotions

MEASURE, MEASURE, MEASURE

Measuring success

c

Benchmarks

.214%17.5% 2.7%

OPEN RATES

CLICKRATES

UNSUBSCRIBERATES

Key takeaways

• Email works• Start building your email list

today• Choose your ESP based on

your needs over the next 3-5 years

• Understand + use your value proposition

• Measure everything

Questions

Eric Dean

President

edean@whereoware.com

GET IN TOUCH

Website: www.whereoware.com

Twitter: @whereoware

Facebook: www.facebook.com/whereoware

Blog: www.whereoware.com/blog