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
