8 Essentials for Effective Emails -...
Transcript of 8 Essentials for Effective Emails -...
![Page 1: 8 Essentials for Effective Emails - DMNews.commedia.dmnews.com/documents/124/8essentials_final_30796.pdf · 2015. 12. 4. · 8 Essentials for Effective Email Marketing Use engaging](https://reader036.fdocuments.us/reader036/viewer/2022071107/5fe124abb2c4f2035b69d1bc/html5/thumbnails/1.jpg)
1
CONFIDENTIAL
Jessica Best, Digital Marketing Evangelist, emfluence
Len Shneyder, Director of Industry Relations, Message Systems
8 Essentials for Effective Emails
May 21, 2015
![Page 2: 8 Essentials for Effective Emails - DMNews.commedia.dmnews.com/documents/124/8essentials_final_30796.pdf · 2015. 12. 4. · 8 Essentials for Effective Email Marketing Use engaging](https://reader036.fdocuments.us/reader036/viewer/2022071107/5fe124abb2c4f2035b69d1bc/html5/thumbnails/2.jpg)
2
A link to the webinar replay will be provided via email following
the presentation
Participate in Today’s Discussion…
Tweet #EmailMarketing
Follow us on Twitter
@messagesystems
@emfluence
@bestofjess
@LenShneyder
Follow us on Linkedin
Message Systems
emfluence
![Page 3: 8 Essentials for Effective Emails - DMNews.commedia.dmnews.com/documents/124/8essentials_final_30796.pdf · 2015. 12. 4. · 8 Essentials for Effective Email Marketing Use engaging](https://reader036.fdocuments.us/reader036/viewer/2022071107/5fe124abb2c4f2035b69d1bc/html5/thumbnails/3.jpg)
3
Len Shneyder
Director of Industry Relations
@LenShneyder
@MessageSystems
Message Systems software powers 25% of the world’s legitimate email.
![Page 4: 8 Essentials for Effective Emails - DMNews.commedia.dmnews.com/documents/124/8essentials_final_30796.pdf · 2015. 12. 4. · 8 Essentials for Effective Email Marketing Use engaging](https://reader036.fdocuments.us/reader036/viewer/2022071107/5fe124abb2c4f2035b69d1bc/html5/thumbnails/4.jpg)
4
Build a solid foundation
Complaint Handling
Domain Throttling
Feedback Loops
Email Authentication
& security
Before ever hitting send…
![Page 5: 8 Essentials for Effective Emails - DMNews.commedia.dmnews.com/documents/124/8essentials_final_30796.pdf · 2015. 12. 4. · 8 Essentials for Effective Email Marketing Use engaging](https://reader036.fdocuments.us/reader036/viewer/2022071107/5fe124abb2c4f2035b69d1bc/html5/thumbnails/5.jpg)
5
So you want to build a good reputation?
Ramp volume
over time
Regular, predictable,
constant
Send to engaged recipients
Start small
![Page 6: 8 Essentials for Effective Emails - DMNews.commedia.dmnews.com/documents/124/8essentials_final_30796.pdf · 2015. 12. 4. · 8 Essentials for Effective Email Marketing Use engaging](https://reader036.fdocuments.us/reader036/viewer/2022071107/5fe124abb2c4f2035b69d1bc/html5/thumbnails/6.jpg)
6
Transactional Messages Promotional/Commercial
Prioritize transactional messages
• Unique IP
• 80/20 content rule (80% transactional content vs. 20% commercial
• Password resets
• Order Confirmations
• Shipping notifications
• Legal/Policy Updates
• Don’t let commercial email back up mission critical transactional messages
• Batch and blast
• Triggered emails
• Data-driven notifications
![Page 7: 8 Essentials for Effective Emails - DMNews.commedia.dmnews.com/documents/124/8essentials_final_30796.pdf · 2015. 12. 4. · 8 Essentials for Effective Email Marketing Use engaging](https://reader036.fdocuments.us/reader036/viewer/2022071107/5fe124abb2c4f2035b69d1bc/html5/thumbnails/7.jpg)
7
Less is more
< = >
![Page 8: 8 Essentials for Effective Emails - DMNews.commedia.dmnews.com/documents/124/8essentials_final_30796.pdf · 2015. 12. 4. · 8 Essentials for Effective Email Marketing Use engaging](https://reader036.fdocuments.us/reader036/viewer/2022071107/5fe124abb2c4f2035b69d1bc/html5/thumbnails/8.jpg)
8
Automate but verify
Things commonly automated:
• Unsubscribes
• Complaint feedback loop processing
• Domain throttling
• Triggered emails based on user behavior
• Password resets
• Shipping & order confirmations
![Page 9: 8 Essentials for Effective Emails - DMNews.commedia.dmnews.com/documents/124/8essentials_final_30796.pdf · 2015. 12. 4. · 8 Essentials for Effective Email Marketing Use engaging](https://reader036.fdocuments.us/reader036/viewer/2022071107/5fe124abb2c4f2035b69d1bc/html5/thumbnails/9.jpg)
9
Monitor your progress & efficacy
• Deliverability Monitoring
• Complaint Tracking
• CTR
• Platform analysis
![Page 10: 8 Essentials for Effective Emails - DMNews.commedia.dmnews.com/documents/124/8essentials_final_30796.pdf · 2015. 12. 4. · 8 Essentials for Effective Email Marketing Use engaging](https://reader036.fdocuments.us/reader036/viewer/2022071107/5fe124abb2c4f2035b69d1bc/html5/thumbnails/10.jpg)
10
Look to the future…
Data integration
SMTP UTF8
IPV6
![Page 11: 8 Essentials for Effective Emails - DMNews.commedia.dmnews.com/documents/124/8essentials_final_30796.pdf · 2015. 12. 4. · 8 Essentials for Effective Email Marketing Use engaging](https://reader036.fdocuments.us/reader036/viewer/2022071107/5fe124abb2c4f2035b69d1bc/html5/thumbnails/11.jpg)
11
The world is a really big small place…
Know your audience… know the laws of the land!
CASL enforcements underway
Russian data localization law
![Page 12: 8 Essentials for Effective Emails - DMNews.commedia.dmnews.com/documents/124/8essentials_final_30796.pdf · 2015. 12. 4. · 8 Essentials for Effective Email Marketing Use engaging](https://reader036.fdocuments.us/reader036/viewer/2022071107/5fe124abb2c4f2035b69d1bc/html5/thumbnails/12.jpg)
12
Thank You!
@LenShneyder
@MessageSystems
www.MessageSystems.Com
www.SparkPost.com
![Page 13: 8 Essentials for Effective Emails - DMNews.commedia.dmnews.com/documents/124/8essentials_final_30796.pdf · 2015. 12. 4. · 8 Essentials for Effective Email Marketing Use engaging](https://reader036.fdocuments.us/reader036/viewer/2022071107/5fe124abb2c4f2035b69d1bc/html5/thumbnails/13.jpg)
Ideas, Insights & Trends for 2015 and Beyond
Jessica Best Digital Marketing Evangelist
8 Essentials for Effective Email Marketing
@emfluence or @bestofjess
![Page 14: 8 Essentials for Effective Emails - DMNews.commedia.dmnews.com/documents/124/8essentials_final_30796.pdf · 2015. 12. 4. · 8 Essentials for Effective Email Marketing Use engaging](https://reader036.fdocuments.us/reader036/viewer/2022071107/5fe124abb2c4f2035b69d1bc/html5/thumbnails/14.jpg)
Email Marketing in a Social Media World
@bestofjess #emailmarketing
![Page 15: 8 Essentials for Effective Emails - DMNews.commedia.dmnews.com/documents/124/8essentials_final_30796.pdf · 2015. 12. 4. · 8 Essentials for Effective Email Marketing Use engaging](https://reader036.fdocuments.us/reader036/viewer/2022071107/5fe124abb2c4f2035b69d1bc/html5/thumbnails/15.jpg)
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 in a Social Media World – Does it Really Still Work?
@bestofjess #emailmarketing
![Page 16: 8 Essentials for Effective Emails - DMNews.commedia.dmnews.com/documents/124/8essentials_final_30796.pdf · 2015. 12. 4. · 8 Essentials for Effective Email Marketing Use engaging](https://reader036.fdocuments.us/reader036/viewer/2022071107/5fe124abb2c4f2035b69d1bc/html5/thumbnails/16.jpg)
It’s 2015… Why Email?
Email Marketing Still Works
@bestofjess #emailmarketing
![Page 17: 8 Essentials for Effective Emails - DMNews.commedia.dmnews.com/documents/124/8essentials_final_30796.pdf · 2015. 12. 4. · 8 Essentials for Effective Email Marketing Use engaging](https://reader036.fdocuments.us/reader036/viewer/2022071107/5fe124abb2c4f2035b69d1bc/html5/thumbnails/17.jpg)
It’s 2015… Why Email?
Email Marketing Still Works
@bestofjess #emailmarketing
![Page 18: 8 Essentials for Effective Emails - DMNews.commedia.dmnews.com/documents/124/8essentials_final_30796.pdf · 2015. 12. 4. · 8 Essentials for Effective Email Marketing Use engaging](https://reader036.fdocuments.us/reader036/viewer/2022071107/5fe124abb2c4f2035b69d1bc/html5/thumbnails/18.jpg)
How do you earn your $28 Return on Investment?
Effective email marketing in 2015 is…
Email Marketing Still Works
@bestofjess #emailmarketing
![Page 19: 8 Essentials for Effective Emails - DMNews.commedia.dmnews.com/documents/124/8essentials_final_30796.pdf · 2015. 12. 4. · 8 Essentials for Effective Email Marketing Use engaging](https://reader036.fdocuments.us/reader036/viewer/2022071107/5fe124abb2c4f2035b69d1bc/html5/thumbnails/19.jpg)
Effective Email Marketing is… Engaging
8 Essentials for Effective Email Marketing
@bestofjess #NAMAWebinar
![Page 20: 8 Essentials for Effective Emails - DMNews.commedia.dmnews.com/documents/124/8essentials_final_30796.pdf · 2015. 12. 4. · 8 Essentials for Effective Email Marketing Use engaging](https://reader036.fdocuments.us/reader036/viewer/2022071107/5fe124abb2c4f2035b69d1bc/html5/thumbnails/20.jpg)
Effective Email Marketing is… Engaging
8 Essentials for Effective Email Marketing
@bestofjess # emailmarketing
![Page 21: 8 Essentials for Effective Emails - DMNews.commedia.dmnews.com/documents/124/8essentials_final_30796.pdf · 2015. 12. 4. · 8 Essentials for Effective Email Marketing Use engaging](https://reader036.fdocuments.us/reader036/viewer/2022071107/5fe124abb2c4f2035b69d1bc/html5/thumbnails/21.jpg)
Engaging Email Marketing is Relevant (Data-Driven)
8 Essentials for Effective Email Marketing
@bestofjess #emailmarketing
![Page 22: 8 Essentials for Effective Emails - DMNews.commedia.dmnews.com/documents/124/8essentials_final_30796.pdf · 2015. 12. 4. · 8 Essentials for Effective Email Marketing Use engaging](https://reader036.fdocuments.us/reader036/viewer/2022071107/5fe124abb2c4f2035b69d1bc/html5/thumbnails/22.jpg)
Engaging Email Marketing is Relevant (Data-Driven)
8 Essentials for Effective Email Marketing
@bestofjess #emailmarketing
![Page 23: 8 Essentials for Effective Emails - DMNews.commedia.dmnews.com/documents/124/8essentials_final_30796.pdf · 2015. 12. 4. · 8 Essentials for Effective Email Marketing Use engaging](https://reader036.fdocuments.us/reader036/viewer/2022071107/5fe124abb2c4f2035b69d1bc/html5/thumbnails/23.jpg)
Engaging Email Marketing is Quick to Digest
8 Essentials for Effective Email Marketing
@bestofjess #emailmarketing
![Page 24: 8 Essentials for Effective Emails - DMNews.commedia.dmnews.com/documents/124/8essentials_final_30796.pdf · 2015. 12. 4. · 8 Essentials for Effective Email Marketing Use engaging](https://reader036.fdocuments.us/reader036/viewer/2022071107/5fe124abb2c4f2035b69d1bc/html5/thumbnails/24.jpg)
Engaging Email Marketing is Impactful with Images Turned Off
8 Essentials for Effective Email Marketing
@bestofjess #emailmarketing
![Page 25: 8 Essentials for Effective Emails - DMNews.commedia.dmnews.com/documents/124/8essentials_final_30796.pdf · 2015. 12. 4. · 8 Essentials for Effective Email Marketing Use engaging](https://reader036.fdocuments.us/reader036/viewer/2022071107/5fe124abb2c4f2035b69d1bc/html5/thumbnails/25.jpg)
Effective Email Marketing is… Multi-Media
8 Essentials for Effective Email Marketing
@bestofjess #emailmarketing
![Page 26: 8 Essentials for Effective Emails - DMNews.commedia.dmnews.com/documents/124/8essentials_final_30796.pdf · 2015. 12. 4. · 8 Essentials for Effective Email Marketing Use engaging](https://reader036.fdocuments.us/reader036/viewer/2022071107/5fe124abb2c4f2035b69d1bc/html5/thumbnails/26.jpg)
Effective Email Marketing is… Accessible – via Mobile
8 Essentials for Effective Email Marketing
Business-
to-
Business
Business-
to-
Consumer
@bestofjess #emailmarketing
Deskto
p 62%
Mobile
38%
Deskto
p 47%
Mobile
53%
![Page 27: 8 Essentials for Effective Emails - DMNews.commedia.dmnews.com/documents/124/8essentials_final_30796.pdf · 2015. 12. 4. · 8 Essentials for Effective Email Marketing Use engaging](https://reader036.fdocuments.us/reader036/viewer/2022071107/5fe124abb2c4f2035b69d1bc/html5/thumbnails/27.jpg)
Effective Email Marketing is… Automated
8 Essentials for Effective Email Marketing
@bestofjess #emailmarketing
Next day
2 weeks
6 weeks
10 weeks
12 weeks
![Page 28: 8 Essentials for Effective Emails - DMNews.commedia.dmnews.com/documents/124/8essentials_final_30796.pdf · 2015. 12. 4. · 8 Essentials for Effective Email Marketing Use engaging](https://reader036.fdocuments.us/reader036/viewer/2022071107/5fe124abb2c4f2035b69d1bc/html5/thumbnails/28.jpg)
Effective Email Marketing is… Automated
8 Essentials for Effective Email Marketing
@bestofjess #emailmarketing
![Page 29: 8 Essentials for Effective Emails - DMNews.commedia.dmnews.com/documents/124/8essentials_final_30796.pdf · 2015. 12. 4. · 8 Essentials for Effective Email Marketing Use engaging](https://reader036.fdocuments.us/reader036/viewer/2022071107/5fe124abb2c4f2035b69d1bc/html5/thumbnails/29.jpg)
Effective Email Marketing is… Growing Your Audience
8 Essentials for Effective Email Marketing
@bestofjess #emailmarketing
![Page 30: 8 Essentials for Effective Emails - DMNews.commedia.dmnews.com/documents/124/8essentials_final_30796.pdf · 2015. 12. 4. · 8 Essentials for Effective Email Marketing Use engaging](https://reader036.fdocuments.us/reader036/viewer/2022071107/5fe124abb2c4f2035b69d1bc/html5/thumbnails/30.jpg)
Effective Email Marketing… Gets Delivered
8 Essentials for Effective Email Marketing
@bestofjess #emailmarketing
Source: ReturnPath
Australia Brazil Canada
Spain The U.K. United States France Germany Italy
Inbox Spam Missing
![Page 31: 8 Essentials for Effective Emails - DMNews.commedia.dmnews.com/documents/124/8essentials_final_30796.pdf · 2015. 12. 4. · 8 Essentials for Effective Email Marketing Use engaging](https://reader036.fdocuments.us/reader036/viewer/2022071107/5fe124abb2c4f2035b69d1bc/html5/thumbnails/31.jpg)
Effective Email Marketing… Gets Delivered
8 Essentials for Effective Email Marketing
@bestofjess #emailmarketing
Potential Openers 25%
increase in response
![Page 32: 8 Essentials for Effective Emails - DMNews.commedia.dmnews.com/documents/124/8essentials_final_30796.pdf · 2015. 12. 4. · 8 Essentials for Effective Email Marketing Use engaging](https://reader036.fdocuments.us/reader036/viewer/2022071107/5fe124abb2c4f2035b69d1bc/html5/thumbnails/32.jpg)
Getting Delivered: What your email platform can do
Throttle
Keep a healthy IP address
Share best practices and trends with you
Monitor your inbox placement
8 Essentials for Effective Email Marketing
@bestofjess #emailmarketing
![Page 33: 8 Essentials for Effective Emails - DMNews.commedia.dmnews.com/documents/124/8essentials_final_30796.pdf · 2015. 12. 4. · 8 Essentials for Effective Email Marketing Use engaging](https://reader036.fdocuments.us/reader036/viewer/2022071107/5fe124abb2c4f2035b69d1bc/html5/thumbnails/33.jpg)
Getting delivered: What YOU can do
Monitor your inbox placement!
Send consistently (at least 1x/month)
Avoid spammy words in the text
Keep a balanced text:image ratio
Ask permission to send
8 Essentials for Effective Email Marketing
@bestofjess #emailmarketing
![Page 34: 8 Essentials for Effective Emails - DMNews.commedia.dmnews.com/documents/124/8essentials_final_30796.pdf · 2015. 12. 4. · 8 Essentials for Effective Email Marketing Use engaging](https://reader036.fdocuments.us/reader036/viewer/2022071107/5fe124abb2c4f2035b69d1bc/html5/thumbnails/34.jpg)
Getting delivered: What YOU can do
8 Essentials for Effective Email Marketing
@bestofjess #emailmarketing
![Page 35: 8 Essentials for Effective Emails - DMNews.commedia.dmnews.com/documents/124/8essentials_final_30796.pdf · 2015. 12. 4. · 8 Essentials for Effective Email Marketing Use engaging](https://reader036.fdocuments.us/reader036/viewer/2022071107/5fe124abb2c4f2035b69d1bc/html5/thumbnails/35.jpg)
Effective Email Marketing is… Cross Promotional
8 Essentials for Effective Email Marketing
@bestofjess #emailmarketing
![Page 36: 8 Essentials for Effective Emails - DMNews.commedia.dmnews.com/documents/124/8essentials_final_30796.pdf · 2015. 12. 4. · 8 Essentials for Effective Email Marketing Use engaging](https://reader036.fdocuments.us/reader036/viewer/2022071107/5fe124abb2c4f2035b69d1bc/html5/thumbnails/36.jpg)
Great Email Marketing in 2015… Tells Stories
8 Essentials for Effective Email Marketing
@bestofjess #emailmarketing
![Page 37: 8 Essentials for Effective Emails - DMNews.commedia.dmnews.com/documents/124/8essentials_final_30796.pdf · 2015. 12. 4. · 8 Essentials for Effective Email Marketing Use engaging](https://reader036.fdocuments.us/reader036/viewer/2022071107/5fe124abb2c4f2035b69d1bc/html5/thumbnails/37.jpg)
8 Essentials for Effective Email Marketing
Use engaging content (and measure to prove)
Use multi-media
Use responsive or mobile-accessible design
Know your audience (Personalize, Target)
Grow your audience, the right way
Ensure inbox placement to ensure ROI
Have a plan and cross-promote with social
Tell stories
8 Essentials for Effective Email Marketing
Test it all
@bestofjess #emailmarketing
![Page 38: 8 Essentials for Effective Emails - DMNews.commedia.dmnews.com/documents/124/8essentials_final_30796.pdf · 2015. 12. 4. · 8 Essentials for Effective Email Marketing Use engaging](https://reader036.fdocuments.us/reader036/viewer/2022071107/5fe124abb2c4f2035b69d1bc/html5/thumbnails/38.jpg)
The 9th Essential for Effective Email Marketing: TESTING
8 Essentials for Effective Email Marketing
@bestofjess #emailmarketing
100% certainty: statistically significant
results
![Page 39: 8 Essentials for Effective Emails - DMNews.commedia.dmnews.com/documents/124/8essentials_final_30796.pdf · 2015. 12. 4. · 8 Essentials for Effective Email Marketing Use engaging](https://reader036.fdocuments.us/reader036/viewer/2022071107/5fe124abb2c4f2035b69d1bc/html5/thumbnails/39.jpg)
Ideas, Insights & Trends for 2015 and Beyond
Jessica Best Digital Marketing Evangelist
8 Essentials for Effective Email Marketing
@emfluence or @bestofjess
![Page 40: 8 Essentials for Effective Emails - DMNews.commedia.dmnews.com/documents/124/8essentials_final_30796.pdf · 2015. 12. 4. · 8 Essentials for Effective Email Marketing Use engaging](https://reader036.fdocuments.us/reader036/viewer/2022071107/5fe124abb2c4f2035b69d1bc/html5/thumbnails/40.jpg)
40
Thank you!
Follow us on Twitter:
• @messagesystems
Follow us on Linkedin:
• Message Systems
Visit Us
• www.messagesystems.com
Contact Us