21st Century Email Marketing

Christopher S. Penn, VP Strategy and Innovationwww.BlueSkyFactory.com

by Fritz Ahlefeldt

The problem withindustry leading

blueskyfactory.com/marcom

Become a better marketer.

Fair Warning

social social social social social social social social social social social social social social social social social social social social social social social social social social social social social social social social social social social social social social social social social social social social social social social social social social social social social social social social social social social social social social social social social social social social social social social social social social social social social social social social social social social social social social social social social social social social social social social social social social social social social social social social social social social social

Why email?

$43.62

Prerequisites

If you don’t have a goal, you’re measuring mileage on a road trip

with no destination.

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Audience

Prospects

Leads

Customers

Evangelists

funnel

web analytics

web analytics

Got FISA?

Conceptual

Audience

Prospects

Leads

Customers

Evangelists

Audience

Prospects

Leads

Customers

Evangelists

Marketing

Sales

Audience

Prospects

Leads

Customers

Evangelists

Marketing

Commitment

Audience

Prospects

Leads

Customers

Evangelists

SocialSearch

Advertising

Email

5 things every email marketer wants

audiencedeliveryopensactionsmetricsm

ore

audiencedeliveryopensactionsmetricsm

ore

make it obvious

733% increase in list growth

make it easy

make it everywhere

Text EMAIL to 77007

Free power tips for email marketing and social media every week.

tellpeoplewhat

toexpect

Your greatest source of new audience is a delighted existing audience.

TweetAway

curate.

recruit

innovate

http://www.blueskyfactory.com/fbsign

incentivize

180.1% increased reach

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ore

David Sifry

not this ESP

Ultimately, ISPs say what spam is, not Congress or us.

TweetAway

the new whitelist is...

the ship sinker

List: 1,657Opened: 350 (21.5%)Clicked: 125 (7.7%)

Complaints/Flagged as spam: ZEROUnsubscribes: 8 (0.5%)

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ore

Past great email is the best indicator of future open rates.

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HelpAReporter.com

HelpAReporter.com

WineLibrary.com

from:

subject:

Subject lines is a stupid phrase. Call them what they are:

Headlines.

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Magazine Covers

AWA Guidelines for Headlines

UsefulUrgentUnique

Unambiguous

Headline Writing Guides

http://www.copyblogger.com/how-to-write-headlines-that-work/

http://www.copyblogger.com/10-sure-fire-headline-formulas-that-work/

http://www.copyblogger.com/headline-swipe-file/

http://www.copyblogger.com/headline-swipe-file-3/

Lots of people tell you to test, but no one says what to test.

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Google

Google Wonder Wheel

Google Wonder Wheel

Google Adwords Keyword Tool

Google Adwords Ad Data

Google Webmaster Tools

Google Analytics Site Search

Test using social media!

subject #1 wins

Publicaster

campaign structure

Imagine how powerful your email would be if you sent valuable stuff to

people who could afford it.

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ore

The biggest obstacle to multivariate testing is the

creative process itself.

what do you test?

http://blog.blueskyfactory.com/creativeanddesign/gestalt-principles-of-email-design-similarity/

http://blog.blueskyfactory.com/best-practice/how-to-increase-your-email-marketing-reach-

by-288/

http://www.vintageadbrowser.com/

tools

Publicaster Inbox Preview

Browser: 697/1900: 36.6% action rateMobile: 34/51: 66.7% action rate

Taguchi multivariate testing

Publicaster

T

The Gold Standard is Dreamweaver

Kompozer.net for a free alternative

Flickr Creative Commons (commercial use) for images

AttentionWizard.com (paid)

Adobe Browser LabBrowsershots.org

Keynote Labs MITE (Windows only)

Keynote Labs MITE (Windows only)

Keynote Labs MITE (Windows only)

Publicaster Send Report

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ore

Decide on a goal, then measure to it.

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Photo Credit: AlanCleaver_2000

Photo credit: SashaW

Photo credit: Make Lemons

If metrics were a road trip, diagnostics tell you how it’s going,

objectives tell you if you’re there yet.

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Delivery rateOpen rateClick rateUnsubscribe rateComplaint rate

Diagnostic only

Google Analytics Settings

GA: Goal Conversions

GA: Custom Traffic Segments

GA: Campaign Report

GA: Custom Report

GA: Custom Report

Publicaster

audiencedeliveryopensactionsmetricsm

ore

blueskyfactory.com/marcom

Become a better marketer.