A Guide to Results-Driven Email Marketing and Automation
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Get the attention you deserve EMAIL MARKETING Mana Ionescu mana@lightspandigit al.com @manamica
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Transcript of A Guide to Results-Driven Email Marketing and Automation
• email has an ROI of 4,300%• email is the second biggest acquisition channel, right
behind organic search• email has more active users than all the social media
platforms combined
WHY?
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Mana [email protected]
@manamica
Crazyegg.com
79% of email recipients….use their smartphone for reading email… a higher percentage than those who use it for making calls…
THE ERA OF THE EMAIL DEVICE
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Adobe – “2013 Digital Publishing Report: Retail Apps & Buying Habits” (2013)
Mana [email protected]
@manamica
91% of consumers…check their email at least once per day on their smartphone, making it the most used functionality.
IT’S EMAIL ALL DAY LONG
5ExactTarget “Mobile Behavior report” (2014)
Mana [email protected]
@manamica
Click to open rates are 40% higher for brands that send exclusively responsive emails versus brands that only send non-responsive emails.
IT’S ALL MOBILE
8Yesmail “Email Marketing Compass: The Season of Mobile” (2015)
Mana [email protected]
@manamica
Sender• Use a friendly name not “customer service” or
“info”Subject Line• Keep it short – 4 to 7 words max
Preview text• Ditch “if you can’t see this click here”• Use this to deliver the “hook”• Use it as an extension of the subject line
MIND THE MOBILE INBOX
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Mana [email protected]
@manamica
TECHNICAL DETAILS MATTER
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Mana [email protected]
@manamica
Images• Set to the right• Fill out “alt” tags with calls to actionCalls to action• Have your main calls to action visible as soon as
one opens the email
Links• Each section headline and image should be
clickable
HOW TO GET PEOPLE TO OPEN YOUR EMAILS
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• Personalization– Personalized subject lines are 22.2% more likely to be opened.
• Deliver on promise– Don’t promise information and deliver sales
• Know your customer– Don’t talk about meat recipes in subject lines of emails going to
vegetarians
USE THE PEOPLE TO PEOPLE RULE
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Mana [email protected]
@manamica
FIND YOUR POWER WORDS
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Word Open % change when first
Open % change when last
[first name,fallback=customer] 14.68%
Invitation 9.45% 7.69%
Introducing 7.36%
We 5.87%Your/You 4.07% 6.20%
Year (eg. 2015) 3.89% 2.84%Update 3.69%
New 3.26%
Source: Campaign Monitor
Mana [email protected]
@manamica
“… the best subject lines tell what’s inside and the worst sell what’s inside…”
TELL DON’T SELL
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• Include a deadline• Feature dates• Add extra energy
– Subject lines that end in exclamation marks do better than those that don’t
URGENCY AND EXCITEMENT
18Source: MailChimp Email Marketing Subject Line Comparison
Mana [email protected]
@manamica
HOW TO GET PEOPLE TO CLICK YOUR EMAILS
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Use the Zeigarnick effect• When information gaps exist without closure, it causes a sense of distress
and suspense.• Invoke the reader’s curiosity and make them feel like they’re missing out
on something valuable or interesting
Social Proof• Include testimonials and customer reviews• Use statistics that show that people like them are “buying” from you
FOMO AND SOCIAL PROOF
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Change “your” to “my”• This small change increased
click-through rate by 90%
BE ONE WITH THEM
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Mana [email protected]
@manamica
THE POWER OF BEHAVIOR-BASED CUSTOMIZATION: MARKETING AUTOMATION
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Mana [email protected]
@manamica
Marketing automation users have seen an average increase of sales revenues by 34%
CUSTOM COMMUNICATION PAYS OFF
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Pardot
MechanicsA system that allows you to collect and categorize user behavior data and trigger custom communication based on this data
Uses• Lead nurturing • Improving conversion rates• Upselling• Improving sales efforts (lead scoring, automating repetitive tasks and
more)
MARKETING AUTOMATION?
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The most valuable features of marketing automation for users are:• lead nurturing (57%), • analytics and reporting (52%), and • list segmentation (39%).
SURVEY SAYS…
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Mana [email protected]
@manamica
Marketo
MechanicsA system that miraculously does the communicating on your behalf
Uses• Lead generation• Fixing a bad website• Replacing sales efforts
MARKETING AUTOMATION IS NOT
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Mana believes in digital marketing done with purpose. Her mission is to bust digital marketing myths and put marketing back in social media marketing. Mana believes in purpose and storytelling as the keys to digital marketing success. At Lightspan, Mana and her team focus on driving traffic to clients’ websites and building profitable connections through social media and content marketing. In March 2014, Mana was awarded the “Chicago Woman Making History” Outstanding Entrepreneur Award by the City of Chicago Treasurer’s Office.
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