Email Marketing Power

@digimegaphoneMana Ionescu @manamica

Email Kicks Ass

@manamica @digimegaphone

Ringing! 79% use their smartphone for reading email… a higher

percentage than those who use it for making calls.*

In bed with you!

72% read email before getting out of bed**

Your email device is...

*source: Adobe – “2013 Digital Publishing Report: Retail Apps & Buying Habits**source: Mailchimp

@manamica @digimegaphone

#1 Channel for permission-based marketing:

77% prefer to get marketing messages via emailvs

9% over the phone and 5% via SMS

#1 Channel for sharing:63% prefer to share content with friends/family via

email33% via Facebook

29% via phone

Source: Exact Target 2012 Channel Preference Survey

Email Marketing is...

@manamica @digimegaphone

How often do you use the following?

Source: Exact Target 2012 Channel Preference Survey @manamica @digimegaphone

Emails Place in ContentMarketing

@manamica @digimegaphone

Source: Website Traffic Sources@manamica @digimegaphone

LIST GROWTH

@manamica @digimegaphone

How do I get more subscribers?

1.Ask

2.Make a promise

3. Set expectations

4. Deliver

@manamica @digimegaphone

POP QUIZ!

a.Illegal

b.Rude

c.Ineffective

d.…all of the above

Sending unsolicited email is…

@manamica @digimegaphone

Before…Before…

After…After…

@manamica @digimegaphone

1900% increase. Not bad!1900% increase. Not bad!

@manamica @digimegaphone

Why it worksWhy it works

1.Prominence

2.Promise

3.Proof

@manamica @digimegaphone

GOOD

@manamica @digimegaphone

BAD

@manamica @digimegaphone

GET OPENEDsender name, subject lines and timing

@manamica @digimegaphone

Sender Name

@manamica @digimegaphone

Sender Name = Human

- Sonia Simone

Be a Be a PersonPerson

@manamica @digimegaphone

Hi,

One of the business owners from Goldman Sachs program took your advice to use her name in her 'from' email. As a result, her open rate went from 20% to 39%.

People also responded to the email so it helped with customer service and client interaction.

Jason@manamica @digimegaphone

Subject Lines

@manamica @digimegaphone

1.Subject lines fewer than 10 characters long had an open rate of 58%.

2.Personalized subject lines are 22.2% more likely to be opened.

3.For B2B companies, subject lines that contained “money,” “revenue,” and “profit” performed the best. 

4.64% of people say they open an email because of the subject line.

1.Adestra July 2012 Report

@manamica @digimegaphone

BEST for open rates

•Posts1.Jobs2.Survey3.Week’s4.E-newsletter5.Issue6.Digest7.Bulletin8.Edition

Source: HubSpot, Science of Email Marketing, February 2011 @manamica @digimegaphone

WORST for deliverability

•Confirm1.Features2.Upgrade3.Magic4.Raffle5.Rewards6.Requested7.Follow Up8.Coupon

Source: HubSpot, Science of Email Marketing, February 2011 @manamica @digimegaphone

Tell, Don’t Sell

“…the best subject lines tell what’s insideand the worst sell what’s inside”

Source: MailChimp Email Marketing Subject Line Comparison@manamica @digimegaphone

Hot or cold, but never warm

Source: HubSpot, Science of Email Marketing, February 2011 @manamica @digimegaphone

Speaking of sentiment…

Source: “What Makes Online Content Viral?” Berger, Milkman, Wharton Business School

@manamica @digimegaphone

Email Timing

@manamica @digimegaphone

When To Send: Day of Week

Source: HubSpot, Science of Email Marketing, February 2011

@manamica @digimegaphone

When To Send: Day of Week

Source: HubSpot, Science of Email Marketing, February 2011

@manamica @digimegaphone

When To Send: Time of Day

Source: HubSpot, Science of Email Marketing, February 2011

@manamica @digimegaphone

Other Impacts

@manamica @digimegaphone

Beat the Spam Filter1. Don’t Spam!

2. Increase your text to image ratio

3. Make sure your email has an html and text version

4. Don’t use all caps

5. Avoid certain words that trigger red flags: free$xanaxviagrafree50%100%

@manamica @digimegaphone

Google Tabs

Before After

ISPOpen Rate

Click Rate

Google 27% 9%

Yahoo 36% 9%

Other 36% 11%

ISPOpen Rate

Click Rate

Google 26% 3%

Yahoo 32% 2%

Other 28% 3%

@manamica @digimegaphone

Yahoo Email Recycling What to expect

Yahoo will send bounce back emails alerting senders that the deactivated account no longer exists.

Yahoo will unsubscribe these accounts

If your list has a lot of Yahoo addresses you may see:•More Bounce-backs•More Unsubscribes

Why

@manamica @digimegaphone

GET CLICKEDmobile friendly, magazine, segmentation

@manamica @digimegaphone

Ouch!

@manamica @digimegaphone

Mobile Friendly

@manamica @digimegaphone

Be mobile or be deleted

Source: Litmus @manamica @digimegaphone

The Mobile Inbox

Your first line of textmatters!

M@manamica @digimegaphone

Mobile Email #FAIL

M@manamica @digimegaphone

Responsive Email

Desktop

Mobile

M@manamica @digimegaphone

Not Responsive… Not Responsive… but still mobile friendlybut still mobile friendly

1. Content on the left2. Buttons AND Links3. Big text4. Use “alt” tags and links

for images

Screens = 320 pixels wideFingers = 44 pixels wide M@manamica @digimegaphone

Make a Magazine

@manamica @digimegaphone

Lots of Links

Source: HubSpot, Science of Email Marketing, February 2011 M

Source: HubSpot, Science of Email Marketing, February 2011

Lots of Links

M

Magazine: Curate

• 1 Featured Article• 2 Articles from others• Promoted eBook• Tweets, jobs, etc.

M@manamica @digimegaphone

Magazine: S, M, L

• 1 Featured Article• Statistic• Event, Video, etc.• Recent Projects• “SEO Horoscope”• Other Links

M@manamica @digimegaphone

Segmentation

@manamica @digimegaphone

Get Data Smart - Split Your List“Seriously? Database says cat, female, high probability she hates water…” #fail

@manamica @digimegaphone

Get Data Smart - Split Your List

“Hey, I’d click on that!…but I ate the mouse.”

@manamica @digimegaphone

TESTING & TRACKING

@manamica @digimegaphone

Testing

@manamica @digimegaphone

What to test? Subject Lines? Landing Pages?What to test? Subject Lines? Landing Pages?

Source: 2011 MarketingSherpa Email Marketing Benchmark Survey

Measure & Improve: A/B Testing

Source: MailChimp

@manamica @digimegaphone

Tracking

@manamica @digimegaphone

This is a 1 x 1 pixel transparent image…

Campaign Tracking

Campaign Tracking

Thank you, Email!

@manamica @digimegaphone

Numbers: Sent, Delivered, Opens and Clicks

@manamica @digimegaphone

Rates: Sent, Delivered, Opens and Clicks

@manamica @digimegaphone

Measure, Test, Improve

1.Watch your stats

2.Listen for feedback

3.Experiment: landing pages,

subject lines, sender name,

formatting, topics, timing, layout

@manamica @digimegaphone

BOTTOM LINE

@manamica @digimegaphone

Bottom Line

“Send timely, targeted,

relevant, valuable emails

to people who asked for

them.”

DJ WaldowWaldow SocialSource: Internet Marketing for Smart People Radio

Thank you!

@digimegaphoneMana Ionescu @manamicamana@lightspandigital.comLightspanDigital.com