why email isn’t dead

Email Marketing by: Mark O’Renick | January 16, 2013

Dead or Alive?

“With an ROI of around 4,300%, according to the

DMA, email practically pays

for itself.” Pete Burns

what is it(the definition)

What is Email Marketing?

From Wikipedia: Directly communicating a commercial message to a group of people using email. It usually involves using the email to send ads, request business, or solicit sales or donations, and is meant to build loyalty, trust or brand awareness. Email marketing can be done to either a cold list or current customer database.

why it matters(the numbers games)

GTM Strategy

Advertising

Sales Tools

ClientService

Website

Analytics

Social Media

PublicRelations

SearchEngines

Events

R

C

E

DirectMail

Mobile

Email

Widely Used Tactic

eConsultancy: B2B Internet Statistics Compendium January 2013

Email marketing is the #2 most used tactic.

Where Does Email Fit?

eConsultancy: The Multi-Channel Marketer, 2012

Econsultancy and the IAB surveyed to find out “How we WANT to communicate with companies.”

Only 3% wanted their primary contact with companies to be

on Facebook.

72%

28%

Offline Online

email was #1

Reasons We Use Email

eConsultancy: The Multi-Channel Marketer, 2012

Digging Deeper Produces Results

The Trend Toward Mobile

73% increasein emailviews on iPad

34% increasein emailopens on mobile devices

11% decreasein emailopens on web-based email programs

9.5% decreasein emailopens on desktop email clients

eConsultancy: USA Email Marketing Statistics January 2013

Fragmentation Impacts Attention

eConsultancy: USA Email Marketing Statistics January 2013

overall open rates down slightly

Overall Attention Remains Strong

eConsultancy: USA Email Marketing Statistics January 2013

performance varies by a number of

factors

Usage Impacts Metrics

eConsultancy: USA Email Marketing Statistics January 2013

open click % of rate rate total

Performance factors include industry, purpose, audience, list quality, content, design, integration, history, etc.

Usage Impacts Metrics

eConsultancy: USA Email Marketing Statistics January 2013

Open rates peak in the first hour of delivery. 50% of email opens for a marketing campaign happen within the first six hours.

Usage Impacts Metrics

eConsultancy: USA Email Marketing Statistics January 2013

Open rates peak in the morning and then decline from there.

Usage Impacts Metrics

eConsultancy: USA Email Marketing Statistics January 2013

Subject line length impacts open rates and click-through rates differently.

Usage Impacts Metrics

eConsultancy: USA Email Marketing Statistics January 2013

Personalization also impacts open rates and click-through rates differently.

How People Break-Up with Us

eConsultancy: USA Email Marketing Statistics January 2013

Why People Break-Up with Us

eConsultancy: USA Email Marketing Statistics January 2013

Social Integration Challenge

Offline Integration Challenge

eConsultancy: USA Email Marketing Statistics January 2013

how we do it(process and people)

Email Marketing Activities

Strategy Design Coding

Content List Testing

Tracking Analytics

Email Marketing Roles

The Path to Optimization

Nearly half (46%) of B2B marketers who use email marketing say their program could benefit from increased focus and optimization (e.g., A/B testing), while about one quarter of those using display ads, paid search and social media report the same.

eConsultancy: B2B Internet Statistics Compendium January 2013

Steps to improvement

More leads?Inform and educate?Stay in touch with existing clients?Introduce new offerings?Drive sales?

eConsultancy: B2B Internet Statistics Compendium January 2013

#1 Define Your Goals

Steps to improvement

Product or service announcementsSharing educational contentDistributing newsPromoting offersSending invitesDistributing opinions

eConsultancy: B2B Internet Statistics Compendium January 2013

#2 Define Your Strategy

Steps to improvement

Build it through requests and registrations? Buy it from lead directories or database companies?Bridge it from co-sponsored promotions?Blend it using a variety of approaches?

eConsultancy: B2B Internet Statistics Compendium January 2013

#3 Generate Your List

Steps to improvement

Subcription process and toolsSyncing sources of customer dataSegmenting lists based on preferences and strategySelecting variables for customization

eConsultancy: B2B Internet Statistics Compendium January 2013

#4 Manage Your List

Internet Service Provider

Steps to improvement

Purpose of your email?Unique about your audience? Companies (POV)2?Valuable, relevant, timely and interesting?Desired action and response?Integration with other channels?

eConsultancy: B2B Internet Statistics Compendium January 2013

#5 Craft Compelling Content

Steps to improvement

Case studiesSurveysIndustry reportsWebinarsWhitepapersBlog postseBooksWebsite linksVideos

eConsultancy: B2B Internet Statistics Compendium January 2013

#6 Integrate Content Elements

Steps to improvement

Check for SPAM filteringTest for viewing and readabilityBuild with mobile in mindFollow best practices for content and designMonitor analytics for potential problems

eConsultancy: B2B Internet Statistics Compendium January 2013

#7 Optimize Delivery

Browser Testing

1. Include your company’s name in the subject line

2. Limit subject line length (45 to 55 characters max)

3. Include your offer in the subject line

4. Keep subject line consistent to increase familiarity

5. Send from the same person to increase recognition

6. Avoid spam filters by omitting punctuation and all caps

7. Map sender domain properly

8. Use a reputable ISP

Increase Your Odds of Being Read

1. Well-designed HTML

2. Link to text version

3. Optimized for mobile

4. Background colors to optimize readability (dark on light)

5. Summary and link to full content for eNewsletters

6. Keep content brief with offers and critical info up top

7. Easy-to-read blocks with bulleted text

Optimize Design & Layout

1. Make sure testing is statistically sound

2. Integrate email and site analytics to dive deeper

3. Track standard performance (delivery, open, click, CTO)

4. Benchmark data in context

5. Measure constantly and evaluate periodically

6. Align measurement with overall objectives and activities

Analyze for Actionable Insight

1. Run a spam check through the ISP

2. Avoid suspect subject lines (all caps, punctuation, length)

3. Watch HTML code (images too big, uneven ratios, etc.)

4. Avoid large attachments (not at all to big lists)

5. Don’t use triggers (“act now”, “free”, “new”, etc.)

6. Stay away from cheap email marketing software

Kick the CAN-SPAM Down the Road

1. Utilizing marketing automation software or features

2. Integrating with sales CRM

3. Designing lead nurturing campaigns based on events

4. Building high-level personalization based on customer data

5. Managing through privacy and security concerns

6. Engaging in full-scale data management

Digging Deeper Strategically

1. Econsultancy

2. Marketing Sherpa

3. Marketing Profs

4. ClickZ

5. Hubspot

6. Listrak and other ISP

Resources

Summary(it’s almost over)

1. Email marketing is not ‘dead’ and in-fact is a strong component of great content marketing

2. Understanding the email ecosystem and usage trends is critical to continued optimization of the channel

3. Sound strategy, smart design and compelling content set the basis for success

4. Leveraging technology tools properly is key (right tool for the right job)

5. Testing is critical to short-term and long-term program success

Key Takeaways

1. Email marketing is not ‘dead’ and in-fact is a strong component of great content marketing

2. Understanding the email ecosystem and usage trends is critical to continued optimization of the channel

3. Sound strategy, smart design and compelling content set the basis for success

4. Leveraging technology tools properly is key (right tool for the right job)

5. Testing is critical to short-term and long-term program success

Key Takeaways

Salva O’Renick is an interactive content marketing agency focused on helping clients change the way they engage customers to drive business. Visit our website to learn more.

Content Marketing Club is a part of Salva O’Renick’s initiative to create an ongoing conversation about the ever-changing content marketing landscape. Visit our website for more insight.