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Email Marketing
Andy Crestodina@crestodina
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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
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How do you share content with friends & family?
Source: Exact Target 2012 Channel Preference Survey
#1 Channel for Sharing
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How often do you use the following?
Source: Exact Target 2012 Channel Preference Survey
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“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
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Advertising Content Marketing
Interrupt, Distract Attract
Outbound Inbound
Paid Owned, Earned
Budget Brains
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Emails Place in ContentMarketing
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LIST GROWTH
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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…
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1900% increase. Not bad!
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Why it works
1.Prominence
2.Promise
3.Proof
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GOOD
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BAD
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GET OPENEDsender name, subject lines and timing
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Sender Name
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Sender Name = Human
“Be a person.”- Sonia Simone
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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
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Subject Lines
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“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
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BEST for open rates
1. Posts2. Jobs3. Survey4. Week’s5. E-newsletter6. Issue7. Digest8. Bulletin9. Edition
Source: HubSpot, Science of Email Marketing, February 2011
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WORST for deliverability
1. Confirm2. Features3. Upgrade4. Magic5. Raffle6. Rewards7. Requested8. Follow Up9. Coupon
Source: HubSpot, Science of Email Marketing, February 2011
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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
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Hot or cold, but never warm
Source: HubSpot, Science of Email Marketing, February 2011
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Speaking of sentiment…
Source: “What Makes Online Content Viral?” Berger, Milkman, Wharton Business School
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Email Timing
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When To Send: Day of Week
Source: HubSpot, Science of Email Marketing, February 2011
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When To Send: Day of Week
Source: HubSpot, Science of Email Marketing, February 2011
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When To Send: Time of Day
Source: HubSpot, Science of Email Marketing, February 2011
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GET CLICKEDmobile friendly, magazine, segmentation
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Mobile Friendly
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Be mobile or be deleted
Source: Litmus
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The Mobile Inbox
Your first line of textmatters!
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Mobile Email #FAIL
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Responsive Email
Desktop
Mobile
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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
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Happy Landing! Mobile Website
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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
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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
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Measure & Improve: A/B Testing
Source: MailChimpM
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Tracking
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This is a 1 x 1 pixel transparent image…
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Campaign Tracking
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Campaign Tracking
Thank you, Email!
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Google Analytics: Campaign Tracking
Source: Google URL Builder
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Google Analytics: Campaign Tracking
http://www.site.com/email-advice?utm_source=Oct-Newsletter&utm_medium=email&utm_campaign=email-advice
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Numbers: Sent, Delivered, Opens and Clicks
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Rates: Sent, Delivered, Opens and Clicks
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Measure, Test, Improve
1.Watch your stats
2.Listen for feedback
3.Experiment: landing pages, subject
lines, sender name, formatting,
topics, timing, layout
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BOTTOM LINE
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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
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Template &Tools
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Thank you!
Andy Crestodina@crestodina