MivaCon Chicago - Why Email marketing Is Still King

WHY EMAIL MARKETING IS STILL KING

DEVIN COX

AGENDA

• Is it really king?• Conversion Rates • Benchmarks you need to know• Strategy• Real World Examples

“THE WINNING STRATEGY FOR

ENTREPRENEURS AND FORTUNE 500

COMPANIES ALIKE IS TO ATTRACT A BASE OF

RAVING FANS THAT OPEN, READ, AND

CLICK ON THE EMAILS YOU SEND.”

- JACK BORNCEO OF AW PRO TOOLS

“NUMBER ONE GOAL SHOULD BE EMAIL

LIST GENERATION.”-MARIE FORLEO

B-SCHOOL

KING OF WHAT

SO YOU WANT TO IMPROVE YOUR GAME

• Strategy• Know Your Data

THE INDUSTRY BENCHMARKS

Retail Average:

• Open Rate = 13% - 24%• Bounce Rate = 6% - 12%• Click Through Rate = 5% - 20%• Opt-out Rate = 0.11% - 0.44%

All Industries Averages:

• Open Rate = 18.01%• Bounce Rate = 6.95%• Click Through Rate = 13.99%• Opt-out Rate = 0.21%

Constant Contact

CONVERSION RATE SHOULD

BE 1-5%

DEFINE YOUR CONVERSION RATE

AWARENESS CAMPAIGN

MEASURE AGAINST ROI

PURCHASE

“HAVE YOUR #1 GOAL OF

EVERYTHING BE EMAIL LIST GENERATION”

-MARIE FORLEOB-SCHOOL

HOW TO GROW YOUR EMAIL LIST

• Offer an Incentive for signing up

• Promise of a discount/free item

• Let them know why they should sign up

• Make it easy to find

• Add sign up widget on Facebook

• Visible on your site

• Multiple opportunities to sign up

• Home Page - Checkout - User Registration - Wish List - Customer Service

• Make it easy to Sign Up

• One click, or only ask for relevant info

INCREASE YOUR OPEN RATE

• Subject line length• Ask a Question• Put the promo at the start of the phrase• Urgency i.e. “deal ends at midnight”• Send it at the right time of day/week• Qualify your list and send quality content• Take out the spam words

BEST TIME TO SEND AN EMAILMailChimp

IMPROVE YOUR CTR

• A/B Testing• Length of copy• Number of images• Image placement• Call to action: color/placement/wording/quantity• Time of Day (early, mid, late), Day of the week (M > F?)• Plain Text vs. HTML

IMPROVE YOUR CTR

• Use linked snippet text as a pre-header above any image that needs to be loaded which extends the proposition from the subject line and explains clearly what the email contains.

• Use both contextual text (bold words within HTML) and image CTA's.

IMPROVE YOUR CTR

• Move away from the traditionally old fashioned publishing schedule of weekly/bi-weekly/monthly - to one based on when you have good content to send.

• Include a "benefit to recipient" clause or “value proposition” in your content selection and publishing guidelines. Each email MUST contain something that is genuinely intended to deliver a palpable reward to recipients.

OPTIMIZE FOR MOBILE

• Implement fully responsive email designs (at the very least mobile optimized)

• 66 % opened on phones

• 19% opened on browsers

• 15% email clients

GMAIL USERS

LOOK AT THE JOURNEY, NOT

THE CLICKS

61% OF USERS ARE UNLIKELY TO RETURN

TO A MOBILE SITE THEY HAD TROUBLE

ACCESSING

40% VISIT A COMPETITORS

SITE

AUTOMATED EMAILS

• Have 24% higher Open Rates compared to Newsletters

• Have 47% higher CTR compared to Newsletters

• Initial Messages perform best. As time goes by the subscribers’ engagement gradually fades.

SEGMENTATION

• Collect relevant data at checkout• What are their preferences?• Use purchase history to develop targeted

campaigns

SEGMENTATION IN MIVA MERCHANT

FINAL THOUGHTS

• No One Size Fits all solution• Automated emails• Segment your user base.• Subscribe to your competitors emails and see

how they do things.• A/B testing

DOWNLOAD THIS PRESENTATION AT:WWW.SLIDESHARE.NET/MIVAMERCHANT

DEVIN COX