Email Marketing (2012 edition) Orbit Media Studios @orbiteers #wineweb
Wine & Web: Email Marketing (2012 edition)
Oct 22, 2014
This was from Orbit's monthly "Wine & Web" event on May 22, 2012.
The topic was email marketing and Andy Crestodina presented Orbit's best practices for design, content, sender name, list growth and metrics.
The topic was email marketing and Andy Crestodina presented Orbit's best practices for design, content, sender name, list growth and metrics.
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Transcript
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
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