Think You've Got Email All Figured Out? Think Again! - Kellie Boggs, Bronto Software

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SAFE HARBOR STATEMENT:

Think You’ve Got Email All Figured Out? Think Again!

#brontosummit

• Eye Catching Content

• Wacky Campaign Ideas

• Email Campaign Superstars

• The Keys to Split Testing Success

• Stand-out Subject Lines

AGENDA

A Little Something Different

Eye Catching Content

#brontosummit

• Instead of prompting your subscribers to watch a video, now they can watch the video directly in the email.

• With the launch of iOS 10, Apple brings back support for video, which now allows you to embed them right in the message.

• This is a great way to enhance your user experience and increase engagement.

Per towerdata.com “Four times as many consumers would prefer to watch a video about a product than read about it.”

VIDEO IN EMAIL IS BACK

• Support for HTML 5 is still limited, but the clients that do support it represent over half of the market share.

• Email clients like iOS Client, Apple Mail and the Samsung email play the video right in the email client itself.

• Other email clients like Gmail and the Android devices will display a fallback image.

Source: Email on Acid

EMAIL CLIENT SUPPORT

• If you want to embed video you have to have an alternative.

• This is referred to as a backup or a “fallback.”

• A backup is a must in case the email client doesn’t support video!

Source: Email on Acid

IF THE DEVICE DOES NOT SUPPORT IT, THEN WHAT?

• It depends on your audience and your brand.

• Having the video playing right in the email client can add that “WOW” factor.

• Especially if they aren’t taken outside of their browser to view the video!

• This also increases your chances of your recipients watching your video!

IS VIDEO IN EMAIL RIGHT FOR YOU?

• You can create segments in Bronto to help you make this decision.

• This segments can be created by using “Operating System” (iOS, or Andriod, etc.).

• These counts will help you determine if video in email is worth your efforts!

IS VIDEO IN EMAIL RIGHT FOR YOU?

VIDEO IN EMAIL EXAMPLES

• Holiday Greetings

• News Updates

• Product Demos

• New Product Releases

• Training Courses

• Customer Testimonials

GREAT PLACES FOR VIDEO…

A Little Something Different

More Eye Catching Content

#brontosummit

PROMPTING SUBSCRIBERS TO WATCH A VIDEO

• A tried & true method – it’s universally supported.

• The answer is YES!

• Although they have been around a while they are still engaging.

• They are great alternative to video & are widely supported.

• Allows you to be playful & fun!

ANIMATED GIFS STILL APPEALING?

• This is quick way to spice up your emails!

• It gives the illusion of a video, but only part of the image moves.

• They are great way to catch the eye!

ADD MOTION TO YOUR GIFS

• Use Eye Catching Content:

• Video

• Animated GIF’s

• Remember you want to STAND OUT!

• Don’t be afraid to be different and have fun!

LET’S RECAP…

Give them something new & exciting!

Wacky Campaign Ideas

#brontosummit

DEFINITION OF A WACKY IDEA

• Something this is going to catch your subscribes off guard.

• Make you “memorable.”

• Give them a reason to come back and visit you!

WACKY IDEA:

• Check out this Warby Parker Example!

• The goal of this email to tout their new frames, however they do this through a road trip checklist?!

• This is the definition of FUN!

• With these CTA’s this is great way to increase responses too!

WACKY IDEA:

• This Scratch & Sniff is a great idea especially when you have scented fabrics!

• Check out the animated GIF too!

• Can’t you just smell the flowers right in the email?!

WACKY IDEA:

• Cause Marketing!

• Promote the things that your organization does to make a difference – your subscribers care too!

• This is a great email reiterating their “One to One” commitment.

• You can get a stylish pair of shoe while knowing that you gave a pair of shoes to a child in need!

WACKY IDEA:

• Another way to tout the cause that you are supporting it so make it part of your everyday emails.

• This is a great reminder to your subscribers that you are always mindful of your cause.

• Shop Now

• Buy Now

• Learn More

• Click Here

• Read More

WACKY CTA’S WITH A TWIST

• Instead of the traditional: • Spice it up with:

• Punch Me

• Hit Me

• Don’t Push This Button

• Let’s Roll

• Overload Me

CTA WITH A TWIST

• Showing subscribers what you have that’s right for them is a great way to increase response!

PERSONALIZED ANIMATION

• Personalized animation is a great idea and you don’t see it a lot!

• This really takes first-name personalization to the next level!

• And to think every subscriber got their name displayed on a bracelet.

• What a cool idea!

CONTESTS

• Contests are a great way to engage your audience!

• Ask subscribers to participate and incentivize them for doing so.

• This is great way to grow your list & get them back to your site.

• The key is to make it simple and engaging!

SURPRISE

• Everyone likes surprises right?

• Surprise emails are great because you don’t know until you click…

• This is great way to make your subscriber engage with your email!

• Also, you become less predictable!

A DIFFERENT TYPE OF MYSTERY OFFER

• In this example from Ice.com, the subscriber solves a puzzle to reveal the offer.

• This is a great twist on the standard promotional messages that increases engagement.

“SORRY, NOT SORRY”

• Apology messages typically have AWESOME open rates & conversion rates!

• Don’t be afraid to be playful and have fun.

YOUR OPINION COUNTS

• It takes “30 Minutes to Spark Joy” now you got my attention.

• Check out how Lululemon used a fun fact to wheel you in.

• All to let you know they have extented their return policy to 30 days!

DIFFERENT INDEED

• Think outside of the box when it comes to driving traffic to your brick & mortar store!

DAYLIGHT SAVINGS TIME

• Relating Daylight Savings time to a pajama sale… A perfect fit!

Boost Sales & Engagement

Email Campaign Superstars

#brontosummit

EMPLOYEE FOCUS

• Big brands are starting to use employees to make their subscribers feel all warm & fuzzy!

• These brands are starting to see a benefit from having a human face on their marketing efforts!

• Give it a try!

NON-TRADITIONAL HOLIDAYS

• Sending non-traditional holidays is a great way to stand out in your reader’s mind!

• National Doughnut Day

• National Siblings Day

• Opposite Day

• Or, consider making up your own holiday! Subject line= It’s Opposite Day! Introducing

Inside Out!

Subject line= 20% off ANY Item! You

DONUT want to miss this…

Subject line= Celebrate

#NationalSiblingsDay with EXTRA special

savings

CURRENT EVENTS

• Use current events & trending topics to create interests!

• Find a way to relate to your customers!

STAFF PICKS

• Highlighting products picked by your staff is way to push product without being too forceful!

How to do it the right way!

The Keys to Split Testing Success

#brontosummit

HOW & WHY TO DO IT

• Split testing can help boost your conversation rate as well as boost the performance of your emails.

• That is if you do it the right way!

• Remember you are looking for big wins!

• You should see a large uplift in results to be certain you are seeing real results vs. natural variance in subscriber behavior.

TIP 1: KEEP IT SIMPLE

• Keep it simple!

• Don’t over-complicate your testing plan.

• Start with something you can quickly test.

• Ex: Subject Line or Call to Action Button.

• Starting simple allows you to build the confidence and allows for more advanced testing down the road.

TIP 2: TEST OTHER CHANNELS

• Test beyond your email channel.

• Consider testing your blog, your social media outlets, or your google ads, etc.

• Also, consider testing a web page.

• Split testing can be applied to most situations in which you want to optimize performance.

• The key is to use the appropriate metrics for each channel!

TIP 3: DON’T GIVE UP!

• Don’t give up if you are not seeing results!

• There is always something you can learn from your test, even if you don’t see a dramatic difference.

TIP 4: DETERMINE WHAT YOU WANT TO LEARN

• What is it that you want to learn about your audience?

• Does personalization in subject lines work?

• Does short or long subject lines work best for my audience?

• Should I use a question vs. a statement in the subject line?

• Once you have determined what you want to learn you can turn that into a spreadsheet for measuring the results.

Stand-out subject lines

Stand-Out Subject Lines

#brontosummit

• Use emoji's or special characters.

• This is a great way to draw attention to your email.

• Increase your chances of your email being read!

• Do any of these catch your eye?

STAND OUT SUBJECT LINES

• They are eye catching!

• They allow the eye to pause in a crowded inbox.

• They are a great way for you to convey a particular mood or piece of information in a single character.

• Widely supported across highly used email clients.

WHY USE EMOJI’S YOU ASK?

Without stepping that far outside of the box, you can still create subject lines that stand out!

• Pose a question

• Use Personalization

• Be off-beat

• Make it actionable!

OTHER WAYS TO STAND OUT

Let’s review those tips!

Takeaways for Email Marketing Success

#brontosummit

• Use eye catching content

• Don’t be afraid to do something “wacky”

• Be that email superstar!

• Always be testing!

• Use subject lines that push the limit!

TAKEAWAYS

Thank You

kellie.boggs@bronto.com@KellieBoggs

Think You've Got Email All Figured Out? Think Again! - Kellie Boggs, Bronto Software

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