Email marketing secrets that most marketers don’t know By Elizabeth Yin, October 30, 2014
Jun 14, 2015
Email marketing secrets that most marketers don’t knowBy Elizabeth Yin, October 30, 2014
Who am I?● EIR at 500● CEO/co-founder LaunchBit
(adtech for SaaS, Batch 2, acq by BuySellAds ‘14)
● Xoogler product marketing● BSEE Stanford, MBA MIT
Sloan
Today’s talk is on● Overview of email marketing● Improving your open rate● Improving your click-through-rate
Email marketing means so many different things...
Newsletters are a great business...
...but only if you
● Can get signups specifically for your newsletter
● Have high engagement (open rate / CTR)● Get scale ● Have high value brand advertisers in your
industry
Here are the numbers:● $20-$50CPMs for email ads● $100-$300CPMs for dedicated emails
100k subscriber list w/ daily email (at ave $30CPM) -> $1M revenue per year
But use transactional emails for marketing
● Emails should be ○ Dynamic○ Personalized○ Differentiated
What can transactional emails be used for?
● Keeping your audience engaged● Nurturing leads via drip sequence● Thanking your audience
What “numbers” should I be aiming for?
Letter from a YC founder
A pretty good open rate is 20%
But open rates decline
You need to look at cohorts
What does average open rate mean?
A couple ways to increase your open rate
A/B test subject lines ONLY if...
● You are sending the same transactional/drip emails over and over
● AND you send 100k+ emails per month
Try different subject line formats
Send at a different time
A couple ways to increase your click-through-rate
We analyzed lots of emails...
Most people click on the first or second link (< 5 links)
Put your call to action upfront
Breakdown of the campaigns we analyzed
Doing the math...
People click “evenly” on 5+ link emails
So, reduce your links...
Digest emails “teach” people to click
Non-black fonts have a significant impact on click-through-rate
One-column newsletters have a low impact on click-through-rate