email marketing: impact engine presentation at 1871 chicago with andy crestodina

Email Marketing

Andy Crestodina@crestodina

Email Kicks Ass

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79% use their smartphone for reading email… a higher percentage than those who use it for making calls.source: Adobe – “2013 Digital Publishing Report: Retail Apps & Buying Habits

Your email device is ringing…

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72% of people surveyed in a MailChimp study read their emails in bed.source: MailChimp

Good Morning, Email.

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How do you want your permission-based promotional messages?

Source: Exact Target 2012 Channel Preference Survey

#1 Channel for Opt-in Marketing

How do you share content with friends & family?

Source: Exact Target 2012 Channel Preference Survey

#1 Channel for Sharing

How often do you use the following?

Source: Exact Target 2012 Channel Preference Survey

“If you have more MONEY than brains, you should focus on outbound marketing.

If you have more BRAINS than money, you should focus on inbound marketing.”

- Guy Kawasaki

Advertising Content Marketing

Interrupt, Distract Attract

Outbound Inbound

Paid Owned, Earned

Budget Brains

Emails Place in ContentMarketing

Source: Website Traffic Sources

LIST GROWTH

How do I get more subscribers?

1.Ask

2.Make a promise

3. Set expectations

4. Deliver

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POP QUIZ!

a.Illegal

b.Rude

c.Ineffective

d.…all of the above

Sending unsolicited email is…

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Before…

After…

1900% increase. Not bad!

Why it works

1.Prominence

2.Promise

3.Proof

GOOD

BAD

GET OPENEDsender name, subject lines and timing

Sender Name

Sender Name = Human

“Be a person.”- Sonia Simone

Hi Andy,

One of the business owners from Goldman Sachs program took your advice to use her name in her 'from' email. As a result, her open rate went from 20% to 39%.

People also responded to the email so it helped with customer service and client interaction.

Jason

Subject Lines

“On the average, five times as many people read the headline as read the body copy. When you have written your headline, you have spent eighty cents out of your dollar.”

- David Ogilvy

BEST for open rates

1. Posts2. Jobs3. Survey4. Week’s5. E-newsletter6. Issue7. Digest8. Bulletin9. Edition

Source: HubSpot, Science of Email Marketing, February 2011

WORST for deliverability

1. Confirm2. Features3. Upgrade4. Magic5. Raffle6. Rewards7. Requested8. Follow Up9. Coupon

Source: HubSpot, Science of Email Marketing, February 2011

Tell, Don’t Sell

“…the best subject lines tell what’s insideand the worst sell what’s inside”

Source: MailChimp Email Marketing Subject Line Comparison

Hot or cold, but never warm

Source: HubSpot, Science of Email Marketing, February 2011

Speaking of sentiment…

Source: “What Makes Online Content Viral?” Berger, Milkman, Wharton Business School

More here: Headline Hacks

52 Headline Hacks

Email Timing

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

GET CLICKEDmobile friendly, magazine, segmentation

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Mobile Friendly

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Be mobile or be deleted

Source: Litmus

The Mobile Inbox

Your first line of textmatters!

Mobile Email #FAIL

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Responsive Email

Desktop

Mobile

Not Responsive…

but still mobile friendly

1. Content on the left2. Buttons AND Links3. Big text4. Use “alt” tags and links

for images

Screens = 320 pixels wideFingers = 44 pixels wide

Happy Landing! Mobile Website

Happier Landing! Responsive Web Design

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Make a Magazine

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Lots of Links

Source: HubSpot, Science of Email Marketing, February 2011 M

Source: HubSpot, Science of Email Marketing, February 2011

Lots of Links

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Magazine: Curate• 1 Featured Article• 2 Articles from others• Promoted eBook• Tweets, jobs, etc.

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Magazine: S, M, L

• 1 Featured Article• Statistic• Event, Video, etc.• Recent Projects• “SEO Horoscope”• Other Links

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TESTING & TRACKING

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Testing

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What to test? Subject Lines? Landing Pages?

Source: 2011 MarketingSherpa Email Marketing Benchmark Survey M

Measure & Improve: A/B Testing

Source: MailChimpM

Tracking

This is a 1 x 1 pixel transparent image…

Campaign Tracking

Campaign Tracking

Thank you, Email!

Google Analytics: Campaign Tracking

Source: Google URL Builder

Google Analytics: Campaign Tracking

http://www.site.com/email-advice?utm_source=Oct-Newsletter&utm_medium=email&utm_campaign=email-advice

Numbers: Sent, Delivered, Opens and Clicks

Rates: Sent, Delivered, Opens and Clicks

Measure, Test, Improve

1.Watch your stats

2.Listen for feedback

3.Experiment: landing pages, subject

lines, sender name, formatting,

topics, timing, layout

BOTTOM LINE

Bottom Line

“Send timely, targeted,

relevant, valuable emails

to people who asked for them.”DJ Waldow

Waldow Social

Source: Internet Marketing for Smart People Radio

Template &Tools

Thank you!

Andy Crestodina@crestodina