50+ Email Marketing Hacks That Will Double Your Response Rates

50+ Email Marketing Hacks That Will Double Your Response Rates

July 16, 2015

Matt HeinzPresident@heinzmarketingHeinz Marketing Inc

Housekeeping• Copies of this deck• Free Extras!

• Secrets to Successful Email Marketing• Secrets to Successful Content Marketing• The Modern Marketer’s Field Guide

• Email me ([email protected]) or bring me a business card with what you want

mailto:[email protected]

Email Hacks & Best Practices

1. Planning2. Process3. Optimization4. Measurement5. Integration

@heinzmarketing #mktgnation

1. Planning:“No, that is NOT a

campaign!”

Planning Best Practices1. Campaigns vs programs vs “sends”2. Know the objective (email is the drill, what is the hole??)3. What is the customer point of view?4. What stage of the buyer’s journey are you addressing?5. What is the customer context (i.e. how and when will the

email be received?)6. How will email integrate with other channels or outreach

efforts?7. Is email really the best channel to drive response?8. List management (!)


2. Process:“Why can’t you just

send it now?”

Process Best Practices1. Have a documented production checklist2. Have a documented quality assurance process3. Use Litmus to test multiple delivery formats, clients &

channels4. Optimize for HTML, pain text and image-free viewing5. Require at least three subject line options in your

creative brief6. Require a creative brief (!)7. Coordination with sales efforts8. Sales enablement packages to support follow-up


3.Optimization:

“Counterintuitive usually wins…”

Optimization Best Practices1. Test days of the week2. The “from” line – people vs. buildings vs. “do-not-reply”3. Resend to unread prospects4. What are you doing with transactional emails?

Format, calls to action, etc.

5. Video embeds (one:many and one:one)6. Mobile optimization7. Triggered responses (based on lead scoring or

predictive analytics)8. “You” vs “I” messaging


Subject Line Best Practices

1. Test (no subject)2. The pros & cons of “RE:” and “FW:” subject lines3. Tease, Personalize, Prioritize, Numbers4. 35-50 characters max to optimize for opens, 70+

characters to optimize for clicks


Transactional Email Best Practices1. Does marketing “own” the email?2. What else does the recipient need to know?3. WHEN should they get the email?4. Transaction vs. Experience5. Out-of-Office Emails


Other variables to drive response1. Intro/teaser headers2. Clarity of call to action3. Contact information in the salutation4. PS content5. PPS content


4. Measurement:

“Did it work?”

Measurement Best Practices

1. Which metrics really matter?2. Leading vs lagging indicators3. Integrated systems tracking post-click conversion4. Long-tail tracking impact (in isolation & across

campaigns)5. Don’t take inactives too seriously


5. Integration:“Email does not stand

alone…”

Integration Best Practices

1. Channel coordination: Email, Web, social, offline, events, etc

2. Sales coordination: Scheduling, follow-up materials, email/phone/VM sequences

3. Post-campaign segmentation: Opens, clicks, unresponsives, etc.

4. Progressive profiling


Other apps worth checking out…

1. MailCharts – What your competitors are sending…2. TimeTrade – Let prospects schedule meetings with you

immediately…3. unroll.me – Unsubscribe from all of your spam at once…4. BombBomb5. MailLift


Reminder!• Copies of this deck• Free Extras!

• Secrets to Successful Email Marketing• Secrets to Successful Content Marketing• The Modern Marketer’s Field Guide

• Email me ([email protected]) or bring me a business card with what you want

mailto:[email protected]

Thank You!

50+ Email Marketing Hacks That Will Double Your Response Rates

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