the email marketing wake-up call: steps to get better email response and list engagement
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The Email Marketing Wake-up Call:
Steps to get better email response and
list engagement
October 23, 2013
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Today’s Speakers
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Moderator
Thorin McGee Editor in Chief
Target Marketing
Cyndie Shaffstall Founder and CEM
Spider Trainers
Debra Ellis Founder
Wilson & Ellis Consulting
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Please Welcome
#TMGWebinar
Debra Ellis Founder
Wilson & Ellis Consulting
@DebraWEllis
Email Marketing Wake Up Call
Finding the Right Email Mix
© 2013 Wilson & Ellis Consulting
www.wilsonellisconsulting.com
@DebraWEllis
Email Marketing Wake Up Call
Finding the Right Email Mix
Promotional
Educational
Informational
© 2013 Wilson & Ellis Consulting
wilsonellisconsulting.com
@DebraWEllis
Email Marketing Wake Up Call
Email Objectives
Acquisition
Retention
Sales
Service
© 2013 Wilson & Ellis Consulting
wilsonellisconsulting.com
@DebraWEllis
Email Marketing Wake Up Call
Email Objectives
Acquisition
Retention
Sales
Service
© 2013 Wilson & Ellis Consulting
wilsonellisconsulting.com
@DebraWEllis
Email Marketing Wake Up Call
Email Objectives
Acquisition
Retention
Sales
Service
© 2013 Wilson & Ellis Consulting
wilsonellisconsulting.com
@DebraWEllis
Retention
Fight to Keep Customers
Dig deep in analytics
Start the win-back program early
Provide excellent service
React when people change course
© 2013 Wilson & Ellis Consulting
www.wilsonellisconsulting.com
@DebraWEllis
Service
Provide Useful Information
Identifies a problem
Reference material
Provides a solution
© 2013 Wilson & Ellis Consulting
www.wilsonellisconsulting.com
@DebraWEllis
Email Marketing Wake Up Call
© 2013 Wilson & Ellis Consulting
www.wilsonellisconsulting.com
@DebraWEllis
Email Marketing Wake Up Call
© 2013 Wilson & Ellis Consulting
www.wilsonellisconsulting.com
@DebraWEllis
Retention
Make it easy
Analyze behavior
Use the actionable information
Market to Behavior & Preferences
© 2013 Wilson & Ellis Consulting
www.wilsonellisconsulting.com
@DebraWEllis
Email Marketing Wake Up Call
Make it Easy
© 2013 Wilson & Ellis Consulting
www.wilsonellisconsulting.com
@DebraWEllis
Retention
Make it Easy
© 2013 Wilson & Ellis Consulting
www.wilsonellisconsulting.com
@DebraWEllis
Email Marketing Wake Up Call
Personalized vs. Pricing
© 2013 Wilson & Ellis Consulting
www.wilsonellisconsulting.com
@DebraWEllis
Email Marketing Wake Up Call
Personalized vs. Pricing
© 2013 Wilson & Ellis Consulting
www.wilsonellisconsulting.com
@DebraWEllis
Mobile
© 2013 Wilson & Ellis Consulting
www.wilsonellisconsulting.com
@DebraWEllis
Mobile
© 2013 Wilson & Ellis Consulting
www.wilsonellisconsulting.com
@DebraWEllis
Mobile
© 2013 Wilson & Ellis Consulting
www.wilsonellisconsulting.com
@DebraWEllis
Mobile
© 2013 Wilson & Ellis Consulting
www.wilsonellisconsulting.com
@DebraWEllis
Email Marketing Wake Up Call
Crossing Channels
Create web accessible emails
Encourage people to share information
Make sharing easy
Always include a call to action
© 2013 Wilson & Ellis Consulting
www.wilsonellisconsulting.com
@DebraWEllis
Sales
© 2013 Wilson & Ellis Consulting
www.wilsonellisconsulting.com
@DebraWEllis
Email Marketing Wake Up Call
© 2013 Wilson & Ellis Consulting
www.wilsonellisconsulting.com
@DebraWEllis
Email Marketing Wake Up Call
© 2013 Wilson & Ellis Consulting
www.wilsonellisconsulting.com
@DebraWEllis
Email Marketing Wake Up Call
© 2013 Wilson & Ellis Consulting
www.wilsonellisconsulting.com
@DebraWEllis
Deliverability
Spam Triggers
© 2012 Wilson & Ellis Consulting
www.wilsonellisconsulting.com
@DebraWEllis
Spam Triggers
Relationship
Keywords & Phrases
Image to Text Ratio
Reputation
Styling
© 2012 Wilson & Ellis
Consulting www.wilsonellisconsulting.
com
@DebraWEllis
Deliverability
Spam Triggers
Service Provider
© 2012 Wilson & Ellis Consulting
www.wilsonellisconsulting.com
@DebraWEllis
Service Provider
© 2013 Wilson & Ellis Consulting
www.wilsonellisconsulting.com
@DebraWEllis
Gmail Before
© 2013 Wilson & Ellis Consulting
www.wilsonellisconsulting.com
@DebraWEllis
Gmail After
© 2013 Wilson & Ellis Consulting
www.wilsonellisconsulting.com
@DebraWEllis
Gmail Mobile
© 2013 Wilson & Ellis Consulting
www.wilsonellisconsulting.com
@DebraWEllis
Deliverability
Spam Triggers
Service Provider
Recipient
© 2012 Wilson & Ellis Consulting
www.wilsonellisconsulting.com
@DebraWEllis
Recipient
Volume
Boredom
Lack of Relevance
Relationship
Content
© 2012 Wilson & Ellis Consulting
www.wilsonellisconsulting.com
@DebraWEllis
Tips
Monitor subscriber activity
Focus on building relationships
Provide useful information
Make it easy to cross channels
Optimize your emails for subscribers, deliverability and search
Be relevant
© 2013 Wilson & Ellis Consulting
www.wilsonellisconsulting.com
@DebraWEllis
Thank you!
Debra Ellis
dellis@wilsonellisconsulting.com
© 2013 Wilson & Ellis Consulting
www.wilsonellisconsulting.com
Please Welcome
#TMGWebinar
Cyndie Shaffstall Founder and CEM
Spider Trainers
Results-getting changes you can
make to improve deliverability and
opens of your marketing emails.
WRITE A GREAT SUBJECT LINE
To learn more, get the guidebook at http://spdr.at/tip-1c
Use four to six words
Convey urgency
Value proposition
Be timely
Call to action
Number it
Ask a question
Be clever, use a pun, or
try risqué
Write it last
Test, track, and tweak
Look for inspiration
To learn more, get the guidebook at http://spdr.at/tip-1nc
USE PERSONALIZATION
To learn more, get the guidebook at http://spdr.at/tip-2c
Most studies on the effectiveness of personalization
in email indicate click-thru rates are higher when
the message is personalized — but not when you
personalize the subject line.
To learn more, get the guidebook at http://spdr.at/tip-2nc
It’s rarely that simple.
We recommend you test, track, and tweak.
To learn more, get the guidebook at http://spdr.at/tip-2c
GIVE A GREAT PRESENTATION
To learn more, get the guidebook at http://spdr.at/tip-3nc
The preview text, or preheader, can be an
influential factor in your open rates, especially
for recipients using mobile devices.
To learn more, get the guidebook at http://spdr.at/tip-3c
Think twice before using this prime real estate
for something as unfriendly as:
To learn more, get the guidebook at http://spdr.at/tip-3nc
Most studies show that emails sent from brands or
individuals enjoy higher open rates than when an
email address is used as the from name.
To learn more, get the guidebook at http://spdr.at/tip-3c
Some pundits believe that using a
person’s name (without whom the recipient
has a relationship) is just as bad.
To learn more, get the guidebook at http://spdr.at/tip-3nc
Most email applications offer templates,
but templates rarely represent the uniqueness
of your company, brand, product, or services.
Get professional help.
To learn more, get the guidebook at http://spdr.at/tip-3c
Be responsive.
To learn more, get the guidebook at http://spdr.at/tip-3nc
KEY ELEMENTS
Well-written content
Professional design
Visual connection to the brand
Personalization
Call to action
Permission reminder
Unsubscribe link
Share with a friend link
Legally required content
(CAN-SPAM)
Be selective when adding:
Social-follow links
Links to your website (beyond
those included in the CAN-
SPAM required footer)
Other links
Error-free programming
Well-formed HTML with inline
CSS
Responsive layout
Plain text version and web version
To learn more, get the guidebook at http://spdr.at/tip-3c
OPTIMIZE YOUR CALL TO ACTION (CTA)
To learn more, get the guidebook at http://spdr.at/tip-4nc
With more than one call to action, you run the risk
of diluting your message or worse:
confusing the recipient.
To learn more, get the guidebook at http://spdr.at/tip-4c
Calls to action are great fodder for A/B
and multivariate testing, as long as you
follow the rule of one message, one call to action.
To learn more, get the guidebook at http://spdr.at/tip-4nc
DON’T BECOME A SPAMMER
To learn more, get the guidebook at http://spdr.at/tip-5c
Spam-combatting organizations use a honeypot
— a planted (yet hidden) email address that,
when harvested and emailed,
identifies the sender as a spammer.
To learn more, get the guidebook at http://spdr.at/tip-5nc
These addresses, or spamtraps, do not bounce;
instead they are delivered to the monitoring
company in order to identify the sender.
To learn more, get the guidebook at http://spdr.at/tip-5c
Avoid purchasing or renting lists.
To learn more, get the guidebook at http://spdr.at/tip-5nc
Customers who receive targeted emails
based upon their preferences are
more receptive to the message.
To learn more, get the guidebook at http://spdr.at/tip-5c
PROTECT YOUR SENDER REPUTATION
To learn more, get the guidebook at http://spdr.at/tip-6nc
Sending to spamtraps or accumulating bounces
and spam complaints all contribute to
your sender reputation.
To learn more, get the guidebook at http://spdr.at/tip-6c
Sender reputation is not yours alone to bear
— it is associated with the IP address
of the mail server you are using.
To learn more, get the guidebook at http://spdr.at/tip-6nc
Six elements to your sender reputation
Volume — Keep traffic to an
even keel.
Lots of unknown recipients
— Send to people with whom
you have developed a
relationship.
Complaint rates — Should
not exceed more than 1 per
thousand.
Spamtrap hits — Avoid at all
costs.
Consistency — Find an ESP
and stick with it.
Management — Be
responsible for the
acquisition and ongoing
maintenance of your list.
To learn more, get the guidebook at http://spdr.at/tip-6c
USE SENDER AUTHENTICATION
To learn more, get the guidebook at http://spdr.at/tip-7nc
Spoofing is when the sender’s address and/or other
parts of the email header are modified in order to
appear as though the email is being sent from a
different source (usually a more-reputable source).
To learn more, get the guidebook at http://spdr.at/tip-7c
Sender Policy Framework (SPF) is an
email-validation system you can use to prevent
spam by detecting email spoofing by
verifying the sender’s IP address.
To learn more, get the guidebook at http://spdr.at/tip-7nc
CELEBRATE UNSUBSCRIBES
To learn more, get the guidebook at http://spdr.at/tip-8c
Repeatedly sending emails to people who are
not engaged or who mark you as a spammer,
will affect your future deliverability.
To learn more, get the guidebook at http://spdr.at/tip-8nc
Inactive leads are a liability.
Kick ’em to the curb.
To learn more, get the guidebook at http://spdr.at/tip-8c
TEST EVERYTHING
To learn more, get the guidebook at http://spdr.at/tip-9nc
Deciding what engagements to test and measure
will be based upon the goals for each component
of your campaign and for your entire campaign.
To learn more, get the guidebook at http://spdr.at/tip-9c
In an A/B test, two versions (A and B) are
compared, which are identical except for one
variation
that might impact a user’s behavior.
To learn more, get the guidebook at http://spdr.at/tip-9nc
Multivariate testing (MVT) is when you test two or
more design or content changes at the same time.
To learn more, get the guidebook at http://spdr.at/tip-9c
MONITOR YOUR ANALYTICS
To learn more, get the guidebook at http://spdr.at/tip-10nc
Explicit data are demographics such as title,
gender, location, and so on.
Implicit data are what you can collect over time;
behavior such as links clicked, resources
downloaded, pages visited, and the like.
To learn more, get the guidebook at http://spdr.at/tip-10c
Pre-open metrics are:
Deliver
Bounce rate (email)
Bounce rate (website)
Day and time of send
Location
To learn more, get the guidebook at http://spdr.at/tip-10nc
Post-open metrics are:
Open
Glance, skim, and read
Click (download, view,
etc.)
Opt-out (unsubscribe)
Forward to a friend
Delete
Socially engage
Visit website
To learn more, get the guidebook at http://spdr.at/tip-10c
As experts in drip and nurture marketing,
Spider Trainers is chosen by companies to amplify lead
and demand generation while setting standards for
design, development, and deployment.
To learn more, get the guidebook at http://spdr.at/spider-trainers
Contact us:
Chuck Meyer
Client relations manager
651 702 3793
cmeyer@spidertrainers.com
http://www.spidertrainers.com
Spider Trainers designs, develops, and
deploys custom blast, drip, and nurture
campaigns.
Visit our resource center to learn more:
Profiling Personas
20+ Ideas for Automated Marketing
Prospects, Leads, & Subscribers
Marketing Metrics
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Great Big Book of Things Marketers Count
Great Big Book of Things Marketers Say
To learn more, get the guidebook at http://spdr.at/spider-trainers
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