whereoware - making email work for you
DESCRIPTION
Email marketing is the best way to improve customer retention, increase brand awareness, generate sales and nurture new prospects. Learn where to place your email opt-in form, email best practices and how to measure the success of your email marketing campaigns.TRANSCRIPT
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
GET IN TOUCH
Website: www.whereoware.com
Twitter: @whereoware
Facebook: www.facebook.com/whereoware
Blog: www.whereoware.com/blog