Embed Size (px)
Citation preview
Email Marketing
Andy Crestodina@crestodina
Email Kicks Ass
M
79% use their smartphone for reading email… a higher percentage than those who use it for making calls.source: Adobe – “2013 Digital Publishing Report: Retail Apps & Buying Habits
Your email device is ringing…
M
72% of people surveyed in a MailChimp study read their emails in bed.source: MailChimp
Good Morning, Email.
M
How do you want your permission-based promotional messages?
Source: Exact Target 2012 Channel Preference Survey
#1 Channel for Opt-in Marketing
How do you share content with friends & family?
Source: Exact Target 2012 Channel Preference Survey
#1 Channel for Sharing
How often do you use the following?
Source: Exact Target 2012 Channel Preference Survey
“If you have more MONEY than brains, you should focus on outbound marketing.
If you have more BRAINS than money, you should focus on inbound marketing.”
- Guy Kawasaki
Advertising Content Marketing
Interrupt, Distract Attract
Outbound Inbound
Paid Owned, Earned
Budget Brains
Emails Place in ContentMarketing
LIST GROWTH
How do I get more subscribers?
1.Ask
2.Make a promise
3. Set expectations
4. Deliver
M
POP QUIZ!
a.Illegal
b.Rude
c.Ineffective
d.…all of the above
Sending unsolicited email is…
M
Before…
After…
1900% increase. Not bad!
Why it works
1.Prominence
2.Promise
3.Proof
GOOD
BAD
GET OPENEDsender name, subject lines and timing
Sender Name
Sender Name = Human
“Be a person.”- Sonia Simone
Hi Andy,
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
Subject Lines
“On the average, five times as many people read the headline as read the body copy. When you have written your headline, you have spent eighty cents out of your dollar.”
- David Ogilvy
BEST for open rates
1. Posts2. Jobs3. Survey4. Week’s5. E-newsletter6. Issue7. Digest8. Bulletin9. Edition
Source: HubSpot, Science of Email Marketing, February 2011
WORST for deliverability
1. Confirm2. Features3. Upgrade4. Magic5. Raffle6. Rewards7. Requested8. Follow Up9. Coupon
Source: HubSpot, Science of Email Marketing, February 2011
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
Hot or cold, but never warm
Source: HubSpot, Science of Email Marketing, February 2011
Speaking of sentiment…
Source: “What Makes Online Content Viral?” Berger, Milkman, Wharton Business School
Email Timing
When To Send: Day of Week
Source: HubSpot, Science of Email Marketing, February 2011
When To Send: Day of Week
Source: HubSpot, Science of Email Marketing, February 2011
When To Send: Time of Day
Source: HubSpot, Science of Email Marketing, February 2011
GET CLICKEDmobile friendly, magazine, segmentation
M
Mobile Friendly
M
Be mobile or be deleted
Source: Litmus
The Mobile Inbox
Your first line of textmatters!
Mobile Email #FAIL
M
Responsive Email
Desktop
Mobile
Not Responsive…
but 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
Happy Landing! Mobile Website
Happier Landing! Responsive Web Design
M
Make a Magazine
M
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
Magazine: S, M, L
• 1 Featured Article• Statistic• Event, Video, etc.• Recent Projects• “SEO Horoscope”• Other Links
M
TESTING & TRACKING
M
Testing
M
What to test? Subject Lines? Landing Pages?
Source: 2011 MarketingSherpa Email Marketing Benchmark Survey M
Measure & Improve: A/B Testing
Source: MailChimpM
Tracking
This is a 1 x 1 pixel transparent image…
Campaign Tracking
Campaign Tracking
Thank you, Email!
Google Analytics: Campaign Tracking
Source: Google URL Builder
Google Analytics: Campaign Tracking
http://www.site.com/email-advice?utm_source=Oct-Newsletter&utm_medium=email&utm_campaign=email-advice
Numbers: Sent, Delivered, Opens and Clicks
Rates: Sent, Delivered, Opens and Clicks
Measure, Test, Improve
1.Watch your stats
2.Listen for feedback
3.Experiment: landing pages, subject
lines, sender name, formatting,
topics, timing, layout
BOTTOM LINE
Bottom Line
“Send timely, targeted,
relevant, valuable emails
to people who asked for them.”DJ Waldow
Waldow Social
Source: Internet Marketing for Smart People Radio
Template &Tools
Thank you!
Andy Crestodina@crestodina
