Wine & Web: Email Marketing (2012 edition)

Email Marketing (2012 edition)

Orbit Media Studios

@orbiteers #wineweb

1. The Email: Content & Design

2. The List: Growing & Managing

3. Sending: How & When

4. Results: Measure & Improve

Email Marketing

Content & Design

The Email

Make a Magazine

Content & Design: Lots of Links

Source: HubSpot, Science of Email Marketing, February 2011

Content & Design: Lots of Links

Source: HubSpot, Science of Email Marketing, February 2011

Content & Design: Link Tracking

Content & Design: Mobile Friendly

1. Test

2. Left Align Content

3. Landing Page

4. Test

Subject Lines: BEST for open rates

1. Posts2. Jobs3. Survey4. Week’s5. E-newsletter6. Issue7. Digest8. Bulletin9. Edition

Source: HubSpot, Science of Email Marketing, February 2011

Subject Lines: WORST for deliverability

1. Confirm2. Features3. Upgrade4. Magic5. Raffle6. Rewards7. Requested8. Follow Up9. Coupon

Source: HubSpot, Science of Email Marketing, February 2011

Sender Name = Human

Growing & Managing

The List

Growing & Managing: Get Permission

Growing & Managing: Sign Up Form

Prominence, Promise, Privacy, Proof

Source: MarketingProfs.com

Growing & Managing: Keep In Touch

Connect, Reconnect

1. Watch your bounces

2. Reconnect on LinkedIn, Twitter

3. Start a conversation

4. Re-subscribe

How & When

Sending

How To Send: ESPs

Pick an Email Service Provider

1. Deliverability: ReachMail

2. Reporting: MailChimp

3. Price: Mad Mimi

4. Service: Emma

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

When To Send: Frequency

Source: HubSpot, Science of Email Marketing, February 2011

Measure & Improve

Results

Measure & Improve: Iterative Changes

1. Watch the stats

2. Listen for feedback

3. Experiment: topics, timing, layout

4. Respect your list

Web Metrics

Measure & Improve: A/B Testing

Source: MailChimp

Measure & Improve: Sign-up form

Before…

After…

Measure & Improve: Sign-up form

Before and After…

Let’s Summarize

“Send timely, targeted,

relevant, valuable emails

to people who asked for them.”

DJ Waldow

Waldow Social

Source: Internet Marketing for Smart People Radio

Thanks!

@orbiteers #wineweb