2. • Founded Mass Transmit in 1996
• Developed proprietary email platforms
• Sold to Striata in April, 2015
• 18+ years Email Marketing experience
• Author of “How to Win at B2B Email Marketing”
30. • IT’S UBIQUITOUS
WHY IS EMAIL STILL DOMINANT?
• PEOPLE CHECK IT Frequently & Respond
• It’s Fast & Measurable
• It’s Cost Effective
• It’s Own-able
• It has a high Return on INvestment
31.
32. 68% rate email as “Good” or
“Excellent” at generating ROI
Most marketers allocate Less
than 25% of their budget to email
BUT…
33.
34.
35.
36.
37.
38.
39.
40.
41.
42. CAMPAIGN Goals Fall into two Categories:
WHAT IS YOUR
• Soft Metric Goals
• Hard Metric Goals
44. • To EDUCATE
Soft METRIC
• Improve Sales/Marketing ALignment
• Improve Insights
• To Provide Information
45. • HIGH DELIVERY RATE
SUCCESS
• HIGH CLICK-THROUGH RATE
• LOW SPAM COMPLAINTS
• HIGH OPEN RATE
• LOW Unsubscribe Rate
• Increased shares, forwards, web site visits
48. • Existing Customers
Who is your audience?
• Prospects
• Leads
• colleagues
• competition
• Media
49.
50. • Who are you sending to?
Questions to ask:
• WhY are you sending the message?
• WHAT DO THEY expect?
• what don’t they want?
• Is the email focused on the goal?
• How will you measure success?
52. • Makes decision based on price
Financially Driven Buyer
• Price consideration may include Other
factors such as Support, options
maintenance, upgrades, internal
expertise, training
53. • Makes decision based on How well a Product or
service solves existing problems
Solutions Focused Buyer
61. 95% of people who OPT-In to
Email Messages from Brands
consider the MESSAGES useful
62. 1. WEBSITE
WHERE TO COLLECT DATA
2. SURVEYS
3. OFFLINE EVENTS
4. ONLINe EVENTS
5. REGISTRATIONS
FOR DOWNLOADS
6. Point of Sale
7. Facebook
8. Twitter
9. LinkedIn
10. Videos
11. Sweeps and
Promotions
12. Email Signatures
13. Print ADS
14. Direct Mail
15. QR Codes
16. Mobile Apps
17. Mobile text
subscriptions
18. Blog
63.
64.
65.
66.
67. 1. Provide Value
2. Disclose Frequency
3. Give the Subscriber control
4. Ensure Privacy
THE OPT-IN PROPOSITION
68.
69. 1. MAKE IT EASY
2. Only collect what you need
3. Validate Opt-IN DATA
4. Send A Confirmation Email
THE OPT-IN FORM
70.
71.
72. 1. Dedicated Page: 58%
2. Home Page: 56%
3. Footer: 38%
4. Header: 15%
Web Site Data Collection:
5. Pop-Up Window: 2%
82. 1. You’ll Risk your Reputation
2. You’ll be labeled a spammer
3. Your deliverability will suffer
4. It’s not effective
DO NOT PURCHASE AN EMAIL LIST
83. IT’s Not Just An email address.
You are communicating with a
human being.
84.
85. WHAT EMAIL IS NOT:
• A BLAST
• A Digital VERSION OF A pRint Ad or direct mail piece
• A WEB PAGE
• ONE BIG IMAGE
• like ANY OTHER MARKETING CHANNEL
95. STAGE 1: The INBOX
EMAIL IS EXPERIENCED IN STAGES
• FROM NAME
• Preheader
• subject line
96. FROM NAME
• business name or personal name? Test it.
• don’t exceed 23 characters
• be consistent with from name
• be consistent with from email
97. SUBJECT LINE
• PUT THE MAIN POINT FIRST
• Keep it Short (50 characters or less)
• CREATE INTEREST
• CREATE URgency
• BEWARE PERSONALIZATION
• USE CLEAR LANGUAGE
98.
99. SUBJECT LINEs to try
• Here’s that [RESOURCE] that you were looking for
• This will only take 23 seconds
• only X weeks left to achieve [GOAL]
• AM I Off Base?
• HEY
100. • PROVIDE A CALL TO ACTION
The PREHEADER
• GENERATE INTEREST
• SUMMARIZE
• ALWAYS SUPPORT THE SUBJECT LINE
107. COPYWRITING Tips
• Talk to your Customers, Not at Them
• Start with the benefit
• Be Helpful
• Lead the Recipient towards a Decision
• Make it long enough, but no longer
113. • MAKE IT SCANNABLE
DESIGN YOUR COPY
• USE Headers & Subheaders
• Break Apart The Copy
• Use Bullets & Lists
• Use Bold, Italics & Font Size Variations
• Use Color & Whitespace
125. GIF CASE STUDY: DELL
Results:
• 42% increase in click rate
• 103% increase in conversion rate
• 109% increase in revenue
126. Benefits of using video in email:
• Increased Click-through rates: 55%
• increased time spent with email: 44%
• Increase in Sharing/Forwarding: 41%
• increased conversion rates: 24%
127.
128. • DON’T SELL, EDUCATE
HOW DO YOU GET THE CLICK?
• SOLVE A PROBLEM
• SAVE, SAVE, SAVE
• ENTERTAIN
129. Use multiple call to actions in the email
CALL to Action
• Button near the top of the content area
• As a text link within the body copy
• Button At the end of the message
130.
131. • Use a color that stands out
CALL to Action Tips
• Make it look clickable
• Keep copy short
• use action words: Get, Reserve, Own, try
• use urgency words: Now, Today, limited
• make the button the next obvious action
132. Finish the sentence: “I want you to…”
CALL to Action Copy:
• Download the e-book
• Register for the webinar
• watch the video
• read the case study
134. STAGE 1: The INBOX
EMAIL IS EXPERIENCED IN STAGES
STAGE 2: THE EMAIL BODY
Stage 3: The Web Site/Landing Page
ALWAYS DRIVE USERS TOWARDS CONVERSION
135. STAGE 3: The WEB Site/Landing page
GOAL:
GET THE
CONVERSION
136. STAGE 3: The WEB Site/Landing page
GOAL:
GET THE
CONVERSION
137. Landing Page
• Should be an extension of the email
• Focus on the conversion
• No distractions
• Remove or minimize Navigation
• needs to be mobile optimized
• Don’t leave them stranded
139. • Grow or strengthen brand awareness
Newsletters benefits
• Establish Thought Leadership
• Educate Recipients about Products & Services
• Strengthen existing relationships
• Retain and Upsell current customers
• Increase retention/Reduce Customer churn
140. • Select content that appeals to all audiences
Winning Tactics for Newsletters
• segment and use dynamic content
• get readers to your website
• Include some company news
• Link away
151. will delete an email That doesn’t
display correctly in a mobile inbox
152. Optimize for Mobile
1. Less content
2. Easy to click
3. Stack content (no columns)
4. Remove or link to low priority content
5. Use responsive design
153. RESPONSIVE EMAILS Will detect a reader’s
Screen size and adapt their layout to optimize
The viewing experience.
RESPONSIVE DESIGN
154. Brands that use responsive design
Will see 24% more clicks
Than those who don’t
174. SEGMENTED emails will improve:
EMAIL SEGMENTATION
• Open Rates 14.4%
• Click-through Rates 65%
And will lower:
• Unsubscribes 9%
175. LIST SEGMENTATION STRATEGIES
1. MARKET SEGMENT
2. BEHAVIOR
3. DEMOGRAPHICS
4. PSYCHOGRAPHICS
5. Geography
6. Sales Cycle Stage
7. Very Important Customers
8. Job Role/Title/Position
9. Size of Business
10. Source of Acquired Data
11. By Device
12. By Email Platform
180. Don’t Be Afraid to send more email as long as you
Deliver value every time
FREQUENCY
181.
182. You may not be emailing enough. Especially if…
FREQUENCY
• some campaigns do abnormally well
• If you see high repeat visits to your web site
• increase of non-email volume to your web site
188. A Methodology in which two variants are
tested to determine how they affect user
behavior.
A/B Testing (Split testing)
Version a = control
Version b = modified version
190. Allows marketers to test multiple variations
at the same time.
Multivariate testing
Used to determine which combination of
content and creative achieves the best results
191.
192. Steps for Multivariate testing
1. Determine what you want to test
2. Create the variations
3. Run the test
4. Analyze the results
193. Increasing Opens & Clicks
should be secondary to
increasing conversions
194. Increase Opens
1. Subject line
2. From Name
3. From Email
4. Preheader
196. Increase revenue
1. OFFER copy and placement
2. Landing page
3. List segmentation
4. Personalization
197. After the test
1. Review your results
2. Summarize key findings
3. Determine how to implement changes based on
what you’ve learned
4. Implement changes
5. Test some more
198. The only metrics that matter
are the ones
That positively impact
Your business
199. You can’t manage
What you don’t measure,
And If you can’t measure it,
You can’t manage it.
200.
201. • ROI is Media Agnostic
ROI RULES
• Every Resource has value
• only calculate after yielding a return
• Must be calculated in Dollars
202. How to improve ROI
1. Know the value of your goals
2. Design campaigns to be measurable
3. Test and analyze results
4. Focus on decisions that improve ROI
203.
204. DYNAMIC/REAL-TImE Emails
• Includes real-time information
• Changes based on when/where opened
• Hyper-personalized
205.
206. DYNAMIC/REAL-TImE Platforms
• Movable Ink
• Live Intent
• PowerInbox
• REalTime Email by LIveClicker
• NIFTY IMAGES
207. Predective Email Marketing
The practice of extracting information
from existing customer datasets to
determine A patter and predict future
outcomes and trends
220. RECAP:
• Plan for success: HAVE A GOAL
• KNOW YOUR AUDIENCE
• Data: Quality over quantity
• DRIVE TO CONVERSION ( Open -> click -> CONVERT)
• optimize for mobile
• Deliver relevance
• testing is your key to success