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