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Email Marketing Success. Dan Belhassen greatBIGnews.com Modernearth.net. Introductions. Modern Earth Inc. an Internet marketing company Dan Belhassen Founder & President Susan Hurrell Director of Marketing. IMPORTANT DEFINITIONS. Important Definitions. Open Rate

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email marketing success

Email Marketing Success

Dan Belhassen

greatBIGnews.com

Modernearth.net

introductions
Introductions

Modern Earth Inc.

an Internet marketing company

Dan Belhassen

Founder & President

Susan HurrellDirector of Marketing

important definitions1
Important Definitions

Open Rate

Rate at which your messages are opened

Important!

“opened” does not mean read!

important definitions2
Important Definitions

Click Through Rate (CTR)

Rate at which recipients are clicking on links.

Number of recipients that clicked

------ divided by ------

total number of recipients

important definitions3
Important Definitions

Bounce Rate

Unable to deliver an email to a recipient.

Soft Bounce

Temporarily undeliverable

Hard Bounce

Permanently undeliverable

important definitions4
Important Definitions

Subscribe Rate

  • Rate at which your list is growing
  • Based on “personal best”
important definitions5
Important Definitions

Subscribe Rate

  • Rate at which your list is growing
  • Based on “personal best”

Active Subscriber

  • Subscriber who is either opening or clicking
  • 50% active / 24% nappers / 26% dormant
important definitions6
Important Definitions

Subscribe Rate

  • Rate at which your list is growing
  • Based on “personal best”

Active Subscriber

  • Subscriber who is either opening or clicking
  • 50% active / 24% nappers / 26% dormant

Unsubscribe Rate

  • Rate at which subscribers are “opting out”
  • .1% - .2% across industries (per send)
important definitions7
Important Definitions

Subscribe Rate

  • Rate at which your list is growing
  • Based on “personal best”

Active Subscriber

  • Subscriber who is either opening or clicking
  • 50% active / 24% nappers / 26% dormant

Unsubscribe Rate

  • Rate at which subscribers are “opting out”
  • .1% - .2% across industries (per send)

Conversion Rate

  • Multiple definitions…
  • Most important: Rate at which subscribers are ultimately “taking action”
slide13

One Large List

  • Easiest / Quickest
  • Typical starting point
  • Better than nothing
  • Hard to target

Segmented Lists

  • Many ways to segment
  • More effort / thought
slide14

One Large List

  • Easiest / Quickest
  • Typical starting point
  • Better than nothing
  • Hard to target

Segmented Lists

  • Many ways to segment
  • More effort / thought

15% better opens and clicks!

why does segmentation help
Why does Segmentation Help?

Language

  • Customize your language based on who they are, or your relationship
  • Thank a subscriber for attending sessions in the last 3 years
  • Welcome them back since they haven’t taken a session in 1 year
why does segmentation help1
Why does Segmentation Help?

Content

  • Customize your content based on their interest areas
  • Last year you took a digital camera secrets course, now learn even more techniques with a Photoshop secrets class!
why does segmentation help2
Why does Segmentation Help?

Motivation

  • Do they register at a last minute?
  • Do they register for only classes Tuesday evening?
  • Do they register for “exotic” classes?
  • Only a few seats left!
  • Announcing Terrific Tuesday Training sessions!
  • Heard of neural reprogramming theory? This class will ….
segmentation strategies
Segmentation Strategies

Frequency

  • Best (repeat) Registrants
  • Recent Registrants

Content Category

  • Computer skills
  • Health & Fitness
  • Family activities
  • Personal Development
  • Business skills

Age Demographic

  • Small Kids (parents)
  • Youth (co-marketed)
  • Young Adults
  • Established Adults
  • Golden Adults

Geography

  • Zip code
obtaining segments
Obtaining Segments

LERN

  • Follow Best Practices
  • Identify 7 Segments

Self Identifying

Based on History

Based on Age

Based on Location

growing your list
Growing your List

Universal Capture!

  • Brochure
  • Website
  • Email Footers
  • Social Media
  • Print Posters
  • Phone Calls
  • In person
  • Post-class Surveys
  • Contests/Incentives
growing your list1
Growing your List

Buying Lists

Consider co-marketing

  • Associations
  • Trading Groups
  • Media
  • Chambers of Commerce
  • Targeted Bloggers
growing your list2
Growing your List

Privacy & Anti Spam

Canada (CASL)

  • US requirements, plus:
  • Fresh opt-In consent
    • Time limits
    • Track how obtained
  • Potential liability for officers and directors
  • $10M per violation (company)
  • $1M per violation (individual)

United States (CAN-SPAM)

  • No deceptive subject lines or headers
  • Provide opt-out method
  • Clearly identify as commercial
  • Include physical mailing
  • Recipient expressly consented
slide24

Components

  • Subject line
  • From address/name
  • Email body
slide25

“55.9% of respondents cited knowing and trusting the sender as the primary reason for opening an email.”

“64% of people say they open an email based on subject line”

“79% of the respondents said they hit the "report spam" button when they don't know who the sender is”

“Including the company name in the subject line can increase open rates by up to 32 percent to 60 percent over a subject line without branding. “

slide27

Clarity is best!

  • The subject line should describe what the body content is about
  • Make it clear enough to help the receiver delete it
    • WHAT? Yes!
    • They should be trained that the subject line is directly related to content
    • Overall open rates will improve over time
    • But what makes a good subject line?
slide28

Length Matters

    • 15-20 words / 120 characters
    • In some tests 115% increase in open rates
slide29

Use “timely” and “key” words

    • 'Report' (-23.7% opens, -54.8% CTR)
    • ‘Webinar' (-16.6%, -70.7%.)
    • 'News' (+34.8%, +47.7%)
    • 'Bulletin' (+15.8%, +12.7%)
    • 'Video' (+18.5%, +64.8%)
content is king1
Content is King
  • Money Talks
    • 'Sale' delivers +23.2% opens
    • 'Save' delivers only +3.4% opens
    • Test “% off” for B2B
      • Avoid “Free” and “half price”
slide31

Sticks and Stones

  • Focus on key benefits
    • Speakers
    • Experiences
    • Results
  • Instead of features
    • “Conference”
    • “seminar”
    • “workshop”
slide32

Creativity vs Clarity

Creative

  • “Off the couch and into the action!”
  • “Tools for design professionals”
  • “Beyond Zumba – freaky fitness”

Clear

  • Saturday Mountain Biking Tour
  • Photoshop – 9 FX House Design Secrets
  • Wall Climbing – You’ve always wanted to try it!

Average 19% Lift for “Clarity”

from address name
From Address & Name

Make sure your name is visible

  • From Address
  • Name
from address name1
From Address & Name

Body Content

  • Layout & Structure
  • Call to Action
templated segmentation
Templated Segmentation
  • Sample “General” template
headlines
Headlines
  • Your headlines must:
    • Grab attention in a matter of seconds
    • Earn or regain the trust of your relationship with the recipient
    • “make sense” to someone outside your internal world (no insider jargon)
    • Make them want to open (or quickly delete)
    • Tell the recipient what is in it for THEM!
calls to action
Calls to Action
  • Clearly communicate the next action they should take
  • Tell your recipient what to do!
use calls to action2
Use “calls to action”

Classy art

Everything on one page

1

2

3

targeted follow ups
Targeted Follow ups
  • Most email marketing systems will provide
    • Everyone who opens a promo
    • Everyone who clicks on a link
  • Create a follow up list based on opens and clicks
    • Send a targeted follow up
targeted follow ups1
Targeted Follow ups
  • Sample follow up
maximize opens
Maximize Opens
  • But, why guess when you can measure?
  • Take 25% of your list and divide into A/B groups
    • Send subject 1 to group A
    • Send subject 2 to group B
    • Send the “winning” subject line to the remaining group
maximize opens1
Maximize Opens
  • But, why guess when you can measure?
  • Take 25% of your list and divide into A/B groups
    • Send subject 1 to group A
    • Send subject 2 to group B
    • Send the “winning” subject line to the remaining group
    • GRAPHIC: MAKE IT BIGGER!
  • Use your statistics to improve your success
maximize opens2
Maximize Opens
  • But, why guess when you can measure?
  • Take 25% of your list and divide into A/B groups
    • Send subject 1 to group A
    • Send subject 2 to group B
    • Send the “winning” subject line to the remaining group
  • Use your statistics to improve your success

17%

23%

maximize opens3
Maximize Opens
  • Which are better for your audience?
    • Specific deadlines
    • Price (eg: discounts)
    • Urgency
    • Don’t miss out on great fall courses! OR
    • Fall course calender now available
slide50

Moving to…

Responsive Design

  • 50% emails opened on mobile devices in 2013
slide52
WHEN

You must

EXPERIMENT and DISCOVER

When is the best time to have

your audience

TAKE ACTION

time of day
Time of Day
  • Email opens increased after 12pm
  • Best opens 2pm – 5pm
day of week
Day of Week
  • Tue/Thu highest email days
  • Best opens Wed/Thu
click through rate
Click Through Rate
  • Best CTR Thursday
  • Drops off massively on weekend
frequency
Frequency
  • 35% on consumers cite frequency as top unsubscribe reason
  • Key is to send when you have content
  • Don’t be afraid of weekly (and test!)
thank you

Any questions?

Thank you!

greatBIGnews.com

modernearth.net

Presentation available at http://modernearth.net/lern2013