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Email Marketing: What Works in 2012Tamara Gielen, Plan to Engage@tamaragielen

©2012 Plan To Engage – all rights reserved – www.PlanToEngage.com

About Tamara Gielen• 10+ years of experience in

email marketing

• Author of “Be Relevant”www.b2bemailmarketing.com

• Founder of the “Email Marketer’s Club”www.emailmarketersclub.com

• Independent Email Marketing Consultant & Trainer @tamaragielen


About Plan to Engage

• Email Marketing Strategy• Email Design & Coding• Campaign Management• Deliverability Support• Email Vendor Selection• Conversion Optimization• Workshops & Training

Courses

www.PlanToEngage.com

The state of email marketing


* Approximately 294 billion messages are sent each day. This total excludes 106 billion messages that can be classified as spam.Source: SmarterTools.com

Email is still one of the most important elements of a solid online marketing

plan


Email is the preferred channel for direct, one-to-one marketing communications with consumers


Email is the preferred channel to communicate with brands

2011 Survey, Chief Marketing Officer (CMO) Council and Lithium


Email is a very important in driver of consumer buying decisions


Majority shares content via email

“Spending on email marketing in the US is

expected to expand to $2 billion by 2014. A nearly 11% compound annual

growth rate”Forrester

“64% of marketers are increasing their email

marketing budget in 2011 - 32% are keeping their email marketing budget steady”

MarketingSherpa

“If you want to drive retention and repeat usage,

there isn’t a better way to do it than email.”

Fred Wilson, Managing PartnerUnion Square Ventures & VC Blogger

Subscribers consistently spend more!

What works in 2012

Permission, permission, permission


• Do you really want them to think you’re this guy?

• Because it’s legal doesn’t mean that it’s a best practice

• Always ask permission first!

No permission, no email

Permission is not enough…

Make your emails readable


Challenge: image blocking


Design for images off


Design for images off


Use HTML buttons instead of images


Keep It Short!


Get to the point fast


Challenge: faster consumption


Challenge: Smaller Screens


How Important Is This?


It’s The Future!

Source: Litmus.com


Most important platforms


How Do You Adjust Your Designs?

Larger fonts• Body copy: 14px / Headlines: 22px



Larger fonts• Body copy: 14px • Headlines: 22px

Less content• Single column layout• Simpel copy• Clear calls to action



Larger fonts• Body copy: 14px • Headlines: 22px

Less content• Single column layout• Simpel copy• Clear calls to action

Design for the finger!

Sell your newsletter


What’s in it for me?What’s in it for me?



Show what they can expect


Remove all barriers



Take away any friction

Welcome your subscribers


On the thankyou page


Welcome them

Tell them what to expect

Ask for more information

Get them to come back to your website

With a welcome email


Reward them


Educate them

Test, test, test


Testing increases ROI

• Small changes can make a big difference in results• subject line, sender name, offer placement…

• Testers achieve 68% higher return over non-testers (JupiterResearch)

• Good news: most marketers don’t test ;-)


Begin with what impacts ROI most

landing page copy

email offers

subject lines

email creative

landing page creative

text only message

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

43.2%

40.7%

40.0%

34.4%

33.6%

13.8%

32.4%

51.9%

45.0%

59.4%

54.3%

44.8%

24.3%

7.4%

15.0%

6.0%

12.1%

41.4%

High ROI Medium ROI Low ROISource: MarketingSherpa’s Email Marketing Benchmark Guide


What do you want to improve?

Elements Key Metric

Sender and subject lines Open rate

Anything in e-mail body (product, offer, creative) Click-to-open rate

Anything on landing page (product, offer, creative) Click-to-conversion rate

52

Thank [email protected] +32 477 666 930 www.linkedin.com/in/tamaragielen

www.Plan2Engage.me

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04 epasta marketings tamara