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Your Speakers
#DG2EEM
Jon MillerVP Marketing and
Co-Founder@jonmiller
DJ WaldowDigital Marketing
Evangelist@djwaldow
#RevEngine #DG2EEM @jonmiller @djwaldow
Today’s Topics
• What is “Engaging Email”?• Trust: Building and
Maintaining a Quality List• Relevance: Segmentation and
Targeting• Relevance: Tips for Writing
Emails That Get Opened and Clicked
• Conversations, Not Campaigns• Trends in Email Technology:
Moving Beyond ESP
#RevEngine #DG2EEM @jonmiller @djwaldow
Quick Housekeeping
• Chat box is available if you have any questions
• We will be recording the webinar for future viewing
• All attendees will receive a copy of the slides/recording
• Twitter hashtag: #DG2EEM
#RevEngine #DG2EEM @jonmiller @djwaldow
WHAT IS ENGAGING EMAIL?
#RevEngine #DG2EEM @jonmiller @djwaldow
#RevEngine #DG2EEM @jonmiller @djwaldow
#RevEngine #DG2EEM @jonmiller @djwaldow
Most emailed article of the day!
#RevEngine #DG2EEM @jonmiller @djwaldow
In the past …
#RevEngine #DG2EEM @jonmiller @djwaldow
Email Marketing is NOT Dead! #DG2EEM
#RevEngine #DG2EEM @jonmiller @djwaldow
Email Marketing is NOT Dead! #DG2EEM
… but it sure is changing
#RevEngine #DG2EEM @jonmiller @djwaldowSource: Adbusters, 2011
#RevEngine #DG2EEM @jonmiller @djwaldow
#RevEngine #DG2EEM @jonmiller @djwaldow
Email needs to be
More Engaging!
#RevEngine #DG2EEM @jonmiller @djwaldow
Engaging email is trustworthy, relevant, and conversational #DG2EEM
#RevEngine #DG2EEM @jonmiller @djwaldow
TRUST: BUILDING AND MAINTAINING A QUALITY LIST
#RevEngine #DG2EEM @jonmiller @djwaldow
the secret to email marketing
#RevEngine #DG2EEM @jonmiller @djwaldow
TRUST
#RevEngine #DG2EEM @jonmiller @djwaldow
If you haven’t earned your subscribers’ trust, they won’t open or click your email #DG2EEM
#RevEngine #DG2EEM @jonmiller @djwaldow
• Timing• Frequency• Types of Content• Branding• From name and subject lines
TRUST comes from setting and maintaining expectations
#RevEngine #DG2EEM @jonmiller @djwaldow
Pros Cons
Implicit Opt-In
• Low effort• No place for a subscriber to
drop the ball• Quickly leads to a big list
• Consumer has not asked to receive email communications
• Lowest trust and engagement• May be illegal
Explicit Opt-In • Consumer explicitly requests communications
• No dropped balls
• Time delay between subscribing and first message
• Risk of spambots
Explicit Opt-In With Welcome
• Provides opportunity to engage and set expectations
• If email bounces, you know to filter out that address
• Less effort from subscriber may equal less engagement
Double Opt-In • High engagement – they really want your email
• Filters out spambots
• Subscriber may miss confirmation email = lost subscribers
• They want your email, asking again might annoy them
#RevEngine #DG2EEM @jonmiller @djwaldow
Maintain Your List
#RevEngine #DG2EEM @jonmiller @djwaldow
#RevEngine #DG2EEM @jonmiller @djwaldow
#RevEngine #DG2EEM @jonmiller @djwaldow
ALWAYS RELEVANT: SEGMENTATION AND TARGETING
#RevEngine #DG2EEM @jonmiller @djwaldow
More Targeted Sends are More Engaging
100 1000 10000 1000000
50
100
150
200
250
300
350
400
R² = 0.236284482367016
Email Delivered
Enga
gem
ent S
core
Source: Marketo research
#RevEngine #DG2EEM @jonmiller @djwaldow
Key to Relevance is Behavioural TargetingTactics to Increase Email Engagement
#RevEngine #DG2EEM @jonmiller @djwaldow
Example: Topic of Interest Triggers
• Attends event• Downloads content• Click email• Fills out form• Score is changed
#RevEngine #DG2EEM @jonmiller @djwaldow
Standard Nurture Triggered Interests Lift
Open % 21.7% Open % 34.0% 57%
Click to Open % 23.4% Click to Open % 37.1% 59%
Click % 5.1% Click % 12.6% 147%
#RevEngine #DG2EEM @jonmiller @djwaldow
EmailWebsiteSocialCampaignsTransactions
#RevEngine #DG2EEM @jonmiller @djwaldow
The Bottom Line: Market Like Amazon
#RevEngine #DG2EEM @jonmiller @djwaldow
Behavioural targeting can increase engagement by 50% or more #DG2EEM
#RevEngine #DG2EEM @jonmiller @djwaldow
ALWAYS RELEVANT: EMAILS THAT GET OPENED & CLICKED
#RevEngine #DG2EEM @jonmiller @djwaldow
another secret to email marketing
#RevEngine #DG2EEM @jonmiller @djwaldow
Send timely, targeted, valuable HUMAN email
#RevEngine #DG2EEM @jonmiller @djwaldow
#RevEngine #DG2EEM @jonmiller @djwaldow
NOT HUMAN
X X X
#RevEngine #DG2EEM @jonmiller @djwaldow
#RevEngine #DG2EEM @jonmiller @djwaldow
HUMAN
#RevEngine #DG2EEM @jonmiller @djwaldow
Send timely, targeted, valuable HUMAN email #DG2EEM
#RevEngine #DG2EEM @jonmiller @djwaldow
Want your emails to get opened and acted upon?OF COURSE!
Make sure it does one (or more) of these four things:1. Solve his problem2. Save her money3. Make her smarter4. Entertain him
Educate, Don’t Sell
#RevEngine #DG2EEM @jonmiller @djwaldow
#RevEngine #DG2EEM @jonmiller @djwaldow
#RevEngine #DG2EEM @jonmiller @djwaldow
#RevEngine #DG2EEM @jonmiller @djwaldow
It’s okay to use free and ALL CAPS in a subject line. Test what works best for YOUR audience! #DG2EEM
#RevEngine #DG2EEM @jonmiller @djwaldow
What’s the optimal length for an email
subject line?
#RevEngine #DG2EEM @jonmiller @djwaldow
One Oil Change, Three Oil Changes with Inspections, or a Four-Wheel Alignment (Up to 78% Off) | 10 or 20 Gym Passes (Up to 69% Off) | Salon Package with Cut, Style, and Two-Color Highlights; Shellac Manicure; or Acrylic Nails (Up to 51% Off)
An actual Groupon subject line
#RevEngine #DG2EEM @jonmiller @djwaldow
An actual Groupon subject line
Wine
#RevEngine #DG2EEM @jonmiller @djwaldow
#RevEngine #DG2EEM @jonmiller @djwaldow
There is no “optimal” length for an email subject line. YOUR audience determines that! #DG2EEM
#RevEngine #DG2EEM @jonmiller @djwaldow
CONVERSATIONS, NOT CAMPAIGNS
#RevEngine #DG2EEM @jonmiller @djwaldow
#RevEngine #DG2EEM @jonmiller @djwaldow
When it comes to email marketing, nobody wants to get blasted #DG2EEM
#RevEngine #DG2EEM @jonmiller @djwaldow
Hi, are you ready to buy?Hi, now are you ready to buy?Hi, how about now?Hi, you must be ready to buy?Hi again, are you ready to buy?What about now?Seriously, not ready yet?Hi, are you ready to buy?
#RevEngine #DG2EEM @jonmiller @djwaldow
What is an engaging conversation?• Listens and adapts• Communications
flow one to the next
#RevEngine #DG2EEM @jonmiller @djwaldow
Welcome! Here’s what to expectCheck out this articleHere’s a cool videoSee our latest offeringShare this with friendsHere’s what others like!Download our new bookHappy birthdayHi, are you ready to buy?More cool contentJoin us at our eventYou like X, check out YFun ways to learn moreTake this surveyYou haven’t bought yet, here’s a 10% discount
#RevEngine #DG2EEM @jonmiller @djwaldow
GRADUATING FROM ESP TO MARKETING AUTOMATION
#RevEngine #DG2EEM @jonmiller @djwaldow
Traditional ESPs are Built for Batch Email
Rely on batch lists and technical databases and complex queries
Designed to send mass emails to an entire list at once
#RevEngine #DG2EEM @jonmiller @djwaldow
From Dumb List to Smart Database
#RevEngine #DG2EEM @jonmiller @djwaldow
From Dumb List to Smart Database
#RevEngine #DG2EEM @jonmiller @djwaldow
From Dumb List to Smart Database
#RevEngine #DG2EEM @jonmiller @djwaldow
From Dumb List to Smart Database
I can do this myself! No trips to see IT – yay!
#RevEngine #DG2EEM @jonmiller @djwaldow
What about Conversations?
#RevEngine #DG2EEM @jonmiller @djwaldow
#RevEngine #DG2EEM @jonmiller @djwaldow
#RevEngine #DG2EEM @jonmiller @djwaldow
When it comes to email automation, flow charts don’t flow: they’re confusing, error-prone, and inflexible #DG2EEM
#RevEngine #DG2EEM @jonmiller @djwaldow
#RevEngine #DG2EEM @jonmiller @djwaldow
The power of automation
#RevEngine #DG2EEM @jonmiller @djwaldow
#RevEngine #DG2EEM @jonmiller @djwaldow
MarketingAutomation
#RevEngine #DG2EEM @jonmiller @djwaldow
10 Tweetable Takeaways
1. Email Marketing is NOT dead – but it sure is changing
2. Engaging email is trustworthy, relevant, and conversational
3. If you haven’t earned your subscribers’ trust, they won’t open or click your email; set and consistently maintain expectations
4. The smaller your email send, the more engaging it will be
5. Behavioural targeting can increase engagement by 50% or more
6. Send timely, targeted, valuable HUMAN email
7. It’s okay to use free and ALL CAP in a subject line. There is no optimal length. Test what works best for YOUR audience!
8. When it comes to email marketing, nobody wants to get blasted
9. Flow charts don’t flow for email: they’re confusing, error-prone, and inflexible
10. It’s time to graduate from traditional Email Service Providers to Marketing Automation
@jonmiller@djwaldow
#DG2EEM