WHY EMAILMARKETING IS
STILL KING
AGENDA
• Is it really king?
• Conversion Rates
• Benchmarks you need to know
• Strategy
• Real World Examples
!
“THE WINNING STRATEGY FOR ENTREPRENEURS
AND FORTUNE 500 COMPANIES ALIKE IS TO
ATTRACT A BASE OF RAVING FANS THAT OPEN, READ, AND CLICK ON THE
EMAILS YOU SEND.” - JACK BORN
CEO OF AW PRO TOOLS
“NUMBER ONE GOAL SHOULD BE EMAIL LIST GENERATION.”
-MARIE FORLEO B-SCHOOL
“IF YOU DON’T HAVE AN EMAIL LIST, GENUINE
PEOPLE WHO ARE INTERESTED IN YOUR BRAND, YOU REALLY
DON’T HAVE A THRIVING BUSINESS THAT YOU
CAN CREATE PROFITS ON AN ON-GOING BASIS.”
-TONY ROBBINS
“IF YOU’RE NOT BUILDING YOUR EMAIL LIST, YOU’RE
AN IDIOT.” -DEREK HALPERN
SOCIAL TRIGGERS
KING OF WHAT?
10
SO YOU WANT TO IMPROVE YOUR GAME
• Strategy
• Know Your Data
THE INDUSTRY BENCHMARKS
• Open Rate = 13% - 24%
• Bounce Rate = 6% - 12%
• Click Through Rate = 5% - 20%
• Opt-out Rate = 0.11% - 0.44%
• Open Rate = 18.01%
• Bounce Rate = 6.95%
• Click Through Rate = 13.99%
• Opt-out Rate = 0.21%
Retail Average:All Industries Averages:
Constant Contact
CONVERSION RATE SHOULD
BE 1-5%
DEFINE YOUR CONVERSION RATE
PURCHASE
DEFINE YOUR CONVERSION RATE
AWARENESS CAMPAIGN
DEFINE YOUR CONVERSION RATE
MEASURE AGAINST ROI
“HAVE YOUR #1 GOAL OF EVERYTHING
BE EMAIL LIST GENERATION”
-MARIE FORLEO B-SCHOOL
HOW TO GROW YOUR EMAIL LIST
• Offer an Incentive for signing up
• Promise of a discount/free item
• Let them know why they should sign up
• Make it easy to find
• Add sign up widget on Facebook
• Visible on your site
• Multiple opportunities to sign up
• Home Page - Checkout - User Registration - Wish List - Customer Service
• Make it easy to Sign Up
• One click, or only ask for relevant info
INCREASE YOUR OPEN RATE
• Subject line length
• Ask a Question
• Put the promo at the start of the phrase
• Urgency i.e. “deal ends at midnight”
• Send it at the right time of day/week
• Qualify your list and send quality content
• Take out the spam words
• Ask gmail users to drag your emails to their primary inbox
INCREASE YOUR OPEN RATE
BEST TIME TO SEND AN EMAILMailChimp
BEST TIME TO SEND AN EMAILMailChimp
IMPROVE YOUR CTR
• A/B Testing
• Length of copy
• Number of images
• Image placement
• Call to action: color/placement/wording/quantity
• Time of Day (early, mid, late), Day of the week (M > F?)
• Plain Text vs. Rich text vs. HTML
IMPROVE YOUR CTR
• Use both contextual text (bold words within HTML) and image CTA's.
• Use linked snippet text as a pre-header above any image that needs to be loaded which extends the proposition from the subject line and explains clearly what the email contains.
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IMPROVE YOUR CTR
• Move away from the traditionally old fashioned publishing schedule of weekly/bi-weekly/monthly - to one based on when you have good content to send.
• Include a "benefit to recipient" clause or “value proposition” in your content selection and publishing guidelines. Each email MUST contain something that is genuinely intended to deliver a palpable reward to recipients.
OPTIMIZE FOR MOBILE
• Implement fully responsive email designs (at the very least mobile optimized)
GMAIL USERS
• 66% opened on phones
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• 19% opened in browsers
• 15% email clients
LOOK AT THE JOURNEY, NOT
THE CLICKS
61% OF USERS ARE UNLIKELY TO RETURN
TO A MOBILE SITE THEY HAD TROUBLE ACCESSING.
40% VISIT A COMPETITOR'S SITE
INSTEAD.
AUTOMATED EMAILS
AUTOMATED EMAILS
AUTOMATED EMAILS
AUTOMATED EMAILS
• Have 24% higher Open Rates compared to Newsletters
• Have 47% higher CTR compared to Newsletters
• Initial Messages perform best. As time goes by the subscribers’ engagement gradually fades.
SEGMENTATION
• If you collect data at sign up, make sure it is relevant
• What are their preferences?
• Use purchase history to develop targeted campaigns
• Strive for a 1:1 relationship/experience
SEGMENTATION IN MM9
FINAL THOUGHTS
• No One Size Fits all solution
• Automated emails
• Segment your user base.
• Subscribe to your competitors emails and see how they do things.
• A/B testing
