email marketing: the good, the bad, the wow in 2015
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5 Things to Always/Never Do in Email Marketing + Those Who WOW
Jessica BestDigital Marketing Evangelist
Email Marketing: the Good, the Bad & the Wow
@emfluence @bestofjess
Email Marketing Still Works
@emfluence @bestofjess
Email can send direct: At the time that it’s most relevant to the recipient
With the products/content that are personalized
Can track individual recipient engagement
… and automate your follow up
Email gets delivered: Average email read rate: 25-30%
(compared to < 10% with social media)
Email Marketing Still Works
@emfluence @bestofjess
It’s 2015… Why Email?
Email Marketing Still Works
@emfluence @bestofjess
It’s 2015… Why Email?
Email Marketing Still Works
@emfluence @bestofjess
So, how do you earn your $28 Return on Investment?
Email Marketing: the Good, the Bad & the WOW
@emfluence @bestofjess
The Good = YES5 things you should always do
Email Marketing: the Good, the Bad & the WOW
@emfluence @bestofjess
Get Permission
Subscribers opt-in (not opt-out)
Set expectations
Email Marketing: the GOOD
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@emfluence @bestofjess
Get Permission
Subscribers opt-in
NO pre-checked boxes
NO harvesting email addresses from websites
Email Marketing: the GOOD
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@emfluence @bestofjess
Follow the Law: CAN-SPAM Act of 2003
Email Marketing: the GOOD
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@emfluence @bestofjess
Follow the Law: CAN-SPAM Act of 2003
Accurately identity the sender
Working opt-out mechanism
Include a physical address (or P.O. Box)
Message, Subject must have clear intent
Don’t commit fraud
Or else:
ISPs can take action
Email Marketing: the GOOD
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@emfluence @bestofjess
Follow the Law: CAN-SPAM Act of 2003
Email Marketing: the GOOD
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@emfluence @bestofjess
Follow the Law: CASL (July 2014)
Applies to any electronic messaging with any recipientin Canada
Requires express consent
Or else…
ISPs, Individuals, or gov’t can take action
Email Marketing: the GOOD
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@emfluence @bestofjess
Have a Plan
Send consistently (at least 1x/month)
Integrate with content marketing calendar
Set goals & define metrics for success
Email Marketing: the GOOD
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Have a Plan – Send Consistently
Email Marketing: the GOOD
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Use Data to Personalize
Email Marketing: the GOOD
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Use Data to Target Segments
Email Marketing: the GOOD
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Test & Track to Learn
Opens < Clicks < Conversions
Subject lines
Day of week
Frequency
Personalization
Discount/price
Email Marketing: the GOOD
Also watch your: Bounces Unsubscribes Spam complaints
@emfluence @bestofjess
Test & Track to Learn
Pop Quiz: Which subject line won?
Email Marketing: the GOOD
@emfluence @bestofjess
Test & Track to Learn
Pop Quiz: Which subject line won?
Email Marketing: the GOOD
@emfluence @bestofjess
Test & Track to Learn
Pop Quiz: Which subject line won?
Email Marketing: the GOOD
A. Help us solve hunger.
B. Donating 1 million meals.
C. You can help solve hunger.
@emfluence @bestofjess
The Bad = NO5 things you should never do
Email Marketing: the Good, the Bad & the WOW
@emfluence @bestofjess
Don’t Start From Scratch
Email = blog + social + video ++
Email Marketing: the BAD
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@emfluence @bestofjess
Don’t Use One Big Image
Email Marketing: the BAD
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Don’t Buy an Email List
Email Marketing: the BAD
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Opens:
9.46%
@emfluence @bestofjess
Don’t Send It From Your InboxUse an Email Service Provider (ESP) to create, deploy & track
Unsubscribe managed
Feedback Loop managed
Keeps your database clean
Tracks results!
Bonus: Replace attachments with (trackable) links
Email Marketing: the BAD
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@emfluence @bestofjess
Don’t Send It From Your Inbox
Email Marketing: the BAD
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@emfluence @bestofjess
Don’t Send It Without a Pre-Send Check See what it looks like in various inboxes
Email Marketing: the BAD
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Don’t Send It Without a Pre-Send Check See if it passes common spam filters
Email Marketing: the BAD
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@emfluence @bestofjess
Don’t Send It Without a Pre-Send Check See if it passes common spam filters
Email Marketing: the BAD
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@emfluence @bestofjess
The WOW!
Email Marketing: the Good, the Bad & the WOW
@emfluence @bestofjess
Cross Promote to Grow2 emails = 60K new likes
Email Marketing: the WOW!
$
@emfluence @bestofjess
Automation Lifts ROI Triggered Emails
Email Marketing: the WOW!
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@emfluence @bestofjess
Automation Lifts ROI Life cycle nurturing
Email Marketing: the WOW!
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@emfluence @bestofjess
Automation Lifts ROI Abandoned cart
Reviews/feedback surveys
Email Marketing: the WOW!
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@emfluence @bestofjess
Automation Lifts ROI Ask for referrals
Email Marketing: the WOW!
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@emfluence @bestofjess
Video/Animation Drives Engagement
Email Marketing: the WOW!
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@emfluence @bestofjess
Video + Animation Drives Engagement
Email Marketing: the WOW!
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@emfluence @bestofjess
Preheaders That $ell “2nd subject line”
View as Webpage
White List request
Email Marketing: the WOW!
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@emfluence @bestofjess
Email Marketing: the WOW!
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5 Things to Always/Never Do in Email Marketing + Those Who WOW
Jessica BestDigital Marketing Evangelist
Email Marketing: the Good, the Bad & the Wow
@emfluence @bestofjess
Email Marketing: the WOW!
Keep mobile in mind$