Transcript
• Founded Mass Transmit in 1996
• Developed proprietary email platforms
• Sold to Striata in April, 2015
• 18+ years Email Marketing experience
• Author of “How to Win at B2B Email Marketing”
• IT’S UBIQUITOUS
WHY IS EMAIL STILL DOMINANT?
• PEOPLE CHECK IT Frequently & Respond
• It’s Fast & Measurable
• It’s Cost Effective
• It’s Own-able
• It has a high Return on INvestment
68% rate email as “Good” or “Excellent” at generating ROI
Most marketers allocate Less than 25% of their budget to email
BUT…
• Increase revenue/sales
HARD METRIC
• Generate leads
• Reduce acquisition cost
• Improve conversion rates
• Increase retention
• SHORTEN SALES CYCLE
• To EDUCATE
Soft METRIC
• Improve Sales/Marketing ALignment
• Improve Insights
• To Provide Information
• HIGH DELIVERY RATE
SUCCESS
• HIGH CLICK-THROUGH RATE
• LOW SPAM COMPLAINTS
• HIGH OPEN RATE
• LOW Unsubscribe Rate
• Increased shares, forwards, web site visits
• Who are you sending to?
Questions to ask:
• WhY are you sending the message?
• WHAT DO THEY expect?
• what don’t they want?
• Is the email focused on the goal?
• How will you measure success?
• Makes decision based on price
Financially Driven Buyer
• Price consideration may include Other factors such as Support, options maintenance, upgrades, internal expertise, training
• Makes decision based on How well a Product or service solves existing problems
Solutions Focused Buyer
1. WEBSITE
WHERE TO COLLECT DATA
2. SURVEYS 3. OFFLINE EVENTS
4. ONLINe EVENTS 5. REGISTRATIONS FOR DOWNLOADS 6. Point of Sale
7. Facebook 8. Twitter 9. LinkedIn
10. Videos 11. Sweeps and Promotions 12. Email Signatures
13. Print ADS 14. Direct Mail 15. QR Codes
16. Mobile Apps 17. Mobile text subscriptions 18. Blog
1. Provide Value 2. Disclose Frequency 3. Give the Subscriber control 4. Ensure Privacy
THE OPT-IN PROPOSITION
1. MAKE IT EASY 2. Only collect what you need 3. Validate Opt-IN DATA 4. Send A Confirmation Email
THE OPT-IN FORM
1. Dedicated Page: 58% 2. Home Page: 56% 3. Footer: 38% 4. Header: 15%
Web Site Data Collection:
5. Pop-Up Window: 2%
1. You’ll Risk your Reputation 2. You’ll be labeled a spammer 3. Your deliverability will suffer 4. It’s not effective
DO NOT PURCHASE AN EMAIL LIST
WHAT EMAIL IS NOT:
• A BLAST
• A Digital VERSION OF A pRint Ad or direct mail piece
• A WEB PAGE
• ONE BIG IMAGE
• like ANY OTHER MARKETING CHANNEL
STAGE 1: The INBOX
EMAIL IS EXPERIENCED IN STAGES
STAGE 2: THE EMAIL BODY
Stage 3: The Web Site/Landing Page
ALWAYS DRIVE USERS TOWARDS CONVERSION
FROM NAME
• business name or personal name? Test it.
• don’t exceed 23 characters
• be consistent with from name
• be consistent with from email
SUBJECT LINE • PUT THE MAIN POINT FIRST
• Keep it Short (50 characters or less)
• CREATE INTEREST
• CREATE URgency
• BEWARE PERSONALIZATION
• USE CLEAR LANGUAGE
SUBJECT LINEs to try • Here’s that [RESOURCE] that you were looking for
• This will only take 23 seconds
• only X weeks left to achieve [GOAL]
• AM I Off Base?
• HEY
• PROVIDE A CALL TO ACTION
The PREHEADER
• GENERATE INTEREST
• SUMMARIZE
• ALWAYS SUPPORT THE SUBJECT LINE
COPYWRITING Tips • Talk to your Customers, Not at Them • Start with the benefit • Be Helpful • Lead the Recipient towards a Decision • Make it long enough, but no longer
• MAKE IT SCANNABLE
DESIGN YOUR COPY • USE Headers & Subheaders • Break Apart The Copy • Use Bullets & Lists • Use Bold, Italics & Font Size Variations • Use Color & Whitespace
The BulletProof Button • Appears as a button even with images off • Highlights important CTA • Works in all email modern clients
• Increase revenue 109%
Animated GIFs • Increase click rates 42%
• increase conversion rates 130%
(and people like them a lot)
GIF CASE STUDY: DELL
Results:
• 42% increase in click rate • 103% increase in conversion rate
• 109% increase in revenue
Benefits of using video in email: • Increased Click-through rates: 55%
• increased time spent with email: 44%
• Increase in Sharing/Forwarding: 41%
• increased conversion rates: 24%
Use multiple call to actions in the email
CALL to Action
• Button near the top of the content area
• As a text link within the body copy
• Button At the end of the message
• Use a color that stands out
CALL to Action Tips
• Make it look clickable
• Keep copy short
• use action words: Get, Reserve, Own, try
• use urgency words: Now, Today, limited
• make the button the next obvious action
Finish the sentence: “I want you to…”
CALL to Action Copy:
• Download the e-book
• Register for the webinar
• watch the video
• read the case study
STAGE 1: The INBOX
EMAIL IS EXPERIENCED IN STAGES
STAGE 2: THE EMAIL BODY
Stage 3: The Web Site/Landing Page
ALWAYS DRIVE USERS TOWARDS CONVERSION
Landing Page • Should be an extension of the email • Focus on the conversion • No distractions • Remove or minimize Navigation • needs to be mobile optimized
• Don’t leave them stranded
• Grow or strengthen brand awareness
Newsletters benefits
• Establish Thought Leadership
• Educate Recipients about Products & Services
• Strengthen existing relationships
• Retain and Upsell current customers
• Increase retention/Reduce Customer churn
• Select content that appeals to all audiences
Winning Tactics for Newsletters
• segment and use dynamic content
• get readers to your website
• Include some company news
• Link away
Optimize for Mobile
1. Less content 2. Easy to click 3. Stack content (no columns)
4. Remove or link to low priority content
5. Use responsive design
RESPONSIVE EMAILS Will detect a reader’s Screen size and adapt their layout to optimize The viewing experience.
RESPONSIVE DESIGN
Personalized emails will improve:
EMAIL PERSONALIZATION
• Open Rates 26%
• Click-through Rates 14%
• Conversion Rates 10%
EMAIL PERSONALIZATION OPTIONS:
1. SUBJECT LINE 2. MESSAGE BODY COPY 3. IMAGES
4. DESIGN & LAYOUT
5. Content
SEGMENTED emails will improve:
EMAIL SEGMENTATION
• Open Rates 14.4%
• Click-through Rates 65%
And will lower:
• Unsubscribes 9%
LIST SEGMENTATION STRATEGIES
1. MARKET SEGMENT 2. BEHAVIOR
3. DEMOGRAPHICS
4. PSYCHOGRAPHICS
5. Geography
6. Sales Cycle Stage
7. Very Important Customers 8. Job Role/Title/Position
9. Size of Business
10. Source of Acquired Data
11. By Device
12. By Email Platform
You may not be emailing enough. Especially if…
FREQUENCY
• some campaigns do abnormally well
• If you see high repeat visits to your web site • increase of non-email volume to your web site
What do you test?
• Subject line
• Message
• Layout and Images
• Call to action
• Offer
• Personalization vs. Non-personalization
A Methodology in which two variants are tested to determine how they affect user behavior.
A/B Testing (Split testing)
Version a = control Version b = modified version
Allows marketers to test multiple variations at the same time.
Multivariate testing
Used to determine which combination of content and creative achieves the best results
Steps for Multivariate testing
1. Determine what you want to test 2. Create the variations 3. Run the test
4. Analyze the results
Increase Click-Through
1. Call to Action Copy, Placement and design
2. Creative
3. Layout
4. Message Copy
5. Preview pane View
After the test
1. Review your results
2. Summarize key findings
3. Determine how to implement changes based on what you’ve learned
4. Implement changes
5. Test some more
• ROI is Media Agnostic
ROI RULES
• Every Resource has value
• only calculate after yielding a return
• Must be calculated in Dollars
How to improve ROI
1. Know the value of your goals
2. Design campaigns to be measurable
3. Test and analyze results
4. Focus on decisions that improve ROI
DYNAMIC/REAL-TImE Emails
• Includes real-time information
• Changes based on when/where opened
• Hyper-personalized
DYNAMIC/REAL-TImE Platforms
• Movable Ink
• Live Intent
• PowerInbox
• REalTime Email by LIveClicker
• NIFTY IMAGES
Predective Email Marketing
The practice of extracting information from existing customer datasets to determine A patter and predict future outcomes and trends
HTML5 Background Video
• Works in Apple MAIL & OUtLook 2011 (MAC)
• Fallback image displays In other email clients
RECAP:
• Plan for success: HAVE A GOAL • KNOW YOUR AUDIENCE • Data: Quality over quantity • DRIVE TO CONVERSION ( Open -> click -> CONVERT) • optimize for mobile • Deliver relevance • testing is your key to success
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