@TwitterHandle • #CMWorld 6 Proven Tactics for Rockin’ Email Marketing ROI Jessica Best Director of Data-Driven Marketing Barkley @bestofjess @bestofjess • #CMWorld
@TwitterHandle • #CMWorld
6 Proven Tactics for Rockin’ Email Marketing ROI
Jessica BestDirector of Data-Driven MarketingBarkley@bestofjess
@bestofjess • #CMWorld
@TwitterHandle • #CMWorld
AGENDA
@TwitterHandle • #CMWorld
AGENDA① Being Ready to Rock② Good to Great, Guaranteed③ Proven Winners: Emails with $20+ ROMI
(Return on Marketing Investment)
@bestofjess • #CMWorld
ROMI
@TwitterHandle • #CMWorld
AGENDA
@TwitterHandle • #CMWorld
1 Be READY to ROCK (ROMI)
@bestofjess • #CMWorld
@TwitterHandle • #CMWorld@TwitterHandle • #CMWorld
• Ask people’s permission to send• Offer value in exchange for an
opt-in (& continue to deliver that value)• Because:
• Seth Godin says so• Live in fear of the ‘Spam’ button
@bestofjess • #CMWorld
Grow your list with permission
@TwitterHandle • #CMWorld
AGENDA
@TwitterHandle • #CMWorld
2 Guaranteed ROMI Boosts
@bestofjess • #CMWorld
@TwitterHandle • #CMWorld
AGENDA
@TwitterHandle • #CMWorld
2 Guaranteed Ways to Boost your ROMI
1. Improve Inbox Placement
2. Address Inactive Subscribers
@bestofjess • #CMWorld
@TwitterHandle • #CMWorld@TwitterHandle • #CMWorld@bestofjess • #CMWorld
THE DIRTY LITTLE SECRET OF EMAIL MARKETING IS THAT
27% OF VALID EMAIL NEVER MAKES IT TO THE INBOX
Jessica Best@bestofjess
Source: ReturnPath, 2016
@TwitterHandle • #CMWorld@TwitterHandle • #CMWorld@bestofjess • #CMWorld
What if you made it through to the Inbox 100%?
Potential Openers
37%+increase in response
@TwitterHandle • #CMWorld@TwitterHandle • #CMWorld@bestofjess • #CMWorld
Know where YOUR emails are going
@TwitterHandle • #CMWorld@TwitterHandle • #CMWorld@bestofjess • #CMWorld
40% OF YOUR EMAIL LIST HASN’T OPENED, CLICKED OR PURCHASED IN OVER A YEAR.
Jessica Best@bestofjess
@TwitterHandle • #CMWorld@TwitterHandle • #CMWorld
Inactives drag down your % metrics (and ROMI)
@bestofjess • #CMWorld
40% NEVER open40%
Didn’t open this time
20%Opened
20%Open rateWhat you
think your
results are
What your results actually are
40%decrease in send cost
Trim Inactives:
@TwitterHandle • #CMWorld@TwitterHandle • #CMWorld
Re-engage Inactive Subscribers
@bestofjess • #CMWorld
@TwitterHandle • #CMWorld
AGENDA
@TwitterHandle • #CMWorld
3 Ideas to Try for $20+ ROMI
@bestofjess • #CMWorld
@TwitterHandle • #CMWorld@TwitterHandle • #CMWorld@bestofjess • #CMWorld
Why We Test to Learn What Works
@TwitterHandle • #CMWorld@TwitterHandle • #CMWorld@bestofjess • #CMWorld
Why We Test to Learn What WorksPop Quiz 2.0: Which subject line won?
A. I Spy a Winner
B. Be a Hallo-winner
C. Trick or $5000 Treat?
@TwitterHandle • #CMWorld@TwitterHandle • #CMWorld@bestofjess • #CMWorld
Why We Test to Learn What WorksPop Quiz 2.0: Which subject line won?
A. Help us solve hunger.
B. Donating 1 million meals.
C. You can help us solve hunger.
Most ClicksMost Opens
@TwitterHandle • #CMWorld@TwitterHandle • #CMWorld@bestofjess • #CMWorld
Why We Test to Learn What WorksPop Quiz 2.0: Which subject line won?
A. Look at all the ways you can save!
B. Just one more step to complete your booking…
C. For your upcoming flight… -2.3%
-59.8%
@TwitterHandle • #CMWorld@TwitterHandle • #CMWorld@bestofjess • #CMWorld
Why We Test to Learn What WorksPop Quiz 2.0: Which subject line won?
A. See what might be missing from your wellness plan
B. Wellness Plans: Not just about health benefits
C. See what might be missing from your wellness offerings
D. Wellness Plans: Not just about physical health
Brokers
Benefits Directors
@TwitterHandle • #CMWorld@TwitterHandle • #CMWorld@bestofjess • #CMWorld
Turbo-Boost Your Email ROMI by Testing
Get scientific.
If you slept through stat class in college, try this:
http://getdatadriven.com/ab-significance-test
@TwitterHandle • #CMWorld
AGENDA
@TwitterHandle • #CMWorld
Email Campaigns with Rockin’ ROMI① Automation② Requesting referrals③ Animation & Video④ “Two-way” email⑤ Great stories
@bestofjess • #CMWorld
@TwitterHandle • #CMWorld@TwitterHandle • #CMWorld@bestofjess • #CMWorld
Automation / Nurture / Drip Series
@TwitterHandle • #CMWorld@TwitterHandle • #CMWorld@bestofjess • #CMWorld
AUTOMATED EMAILS EARN 2X THE OPEN RATE AND NEARLY
3X THE CLICK-THROUGH RATE OF BATCHED EMAILS.
Jessica Best@bestofjess
Source: emfluence (and IBM), 2016
@TwitterHandle • #CMWorld@TwitterHandle • #CMWorld@bestofjess • #CMWorld
51% OF MARKETERS STILL AREN’T USING EMAIL
AUTOMATION.BECAUSE APPARENTLY WE LIKE TO
TORTURE OURSELVES.Jessica Best
@bestofjess
Source: EmailMonday, 2016
@TwitterHandle • #CMWorld@TwitterHandle • #CMWorld@bestofjess • #CMWorld
Ask for the Referral
@TwitterHandle • #CMWorld@TwitterHandle • #CMWorld@bestofjess • #CMWorld
Animation & Relevant Motion
@TwitterHandle • #CMWorld@TwitterHandle • #CMWorld@bestofjess • #CMWorld
Video “in” Email
@TwitterHandle • #CMWorld@TwitterHandle • #CMWorld@bestofjess • #CMWorld
Don’t just talk. Listen. Two-way Email.
@TwitterHandle • #CMWorld@TwitterHandle • #CMWorld@bestofjess • #CMWorld
Tell a great story
@TwitterHandle • #CMWorld@TwitterHandle • #CMWorld@bestofjess • #CMWorld
Tell a great story
@TwitterHandle • #CMWorld
AGENDA
@TwitterHandle • #CMWorld
4 Measuring Your Worth ROMI
@bestofjess • #CMWorld
@TwitterHandle • #CMWorld@TwitterHandle • #CMWorld@bestofjess • #CMWorld
The math. Yes, math. #sorrynotsorry
Campaign List Size Expenses Revenue/$ Values ROMINew Research Webinar 100,000 $1450 $31,245 $20.55Free Research Download 100,000 $1450 $24,996 $16.24New Customer Referral 1,000 $85 $3,513 $40.33
ROMI =
http://www.emailmarketingroi.com/
@TwitterHandle • #CMWorld@TwitterHandle • #CMWorld@bestofjess • #CMWorld
Revenue from Email
@TwitterHandle • #CMWorld@TwitterHandle • #CMWorld@bestofjess • #CMWorld
Value of an Email Subscriber
Campaign List Size Expenses Revenues/ $ Values
Revenue per Sub
New Research Webinar 100,000 $1450 $31,245 $0.31Free Research Download 100,000 $1450 $24,996 $0.25New Customer Referral 1,000 $85 $3,513 $4.03… …VALUE OF A SUBSCRIBER $20.00
@TwitterHandle • #CMWorld
Jessica BestDirector of Data-Driven MarketingBarkley
@bestofjess • #CMWorld