Content Jam 2016: Email Marketing: Good to Great, Guaranteed with Jessica Best
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Transcript of Content Jam 2016: Email Marketing: Good to Great, Guaranteed with Jessica Best
Email Marketing Master Class: Good to Great, Guaranteed
Jessica Best @bestofjess | #ContentJam
Email Marketing Master Class
@crestodina #ContentJam
Images go here!
@bestofjess
Email Marketing is…
#ContentJam
Optimization
Content List
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Email Marketing Part I: Nailing the Basics
q What should I expect out of Email Marketing?
q Best practices (and common missteps)
q Applying the basics to your own campaigns
q Email Marketing metrics to watch
#ContentJam
@bestofjess
Why Email Marketing? What can it do for me?
Email can send direct: ü At the time that it’s most relevant to the recipient
ü With the products/content that are personalized
ü Can track individual recipient engagement
ü … and automate your follow up
Email gets read: ü Average email read rate: 25-30%
(compared to < 10% with social)
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@bestofjess
Why Email Marketing? What can it do for me?
Consumers prefer it. (Yes, even millennials.)
(And Gen Z)
#ContentJam
Source:AdestraConsumerAdop2on&UsageStudy(2016)
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Why Email Marketing? What can it do for me?
Email can drive as high as 30-50% of a company’s revenue
#ContentJam
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Why Email Marketing? What can it do for me?
Email drives the highest return on investment (ROI) of any medium.
#ContentJam
$27.74ROI
For every $1 you invest in email marketing, on average, you can earn $28 in return on investment… IF you’re doing it right.
@bestofjess #ContentJam
- Direct Marketing Association
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The Anatomy of an Email
2010 #ContentJam
2016
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The Anatomy of an Email
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1. Subject Line
2. Pre-header
3. Branded graphic header
4. Main message
5. Call-to-Action
6. Supporting Message
7. Footer
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Email Marketing Master Class: From Good to Great
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The Basics: Best Practices
& Content
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8 Email Marketing Basic Best Practices
Use DATA to be relevant: Personalize.
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@bestofjess
8 Email Marketing Basic Best Practices
Use DATA to be relevant: Segment.
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@bestofjess
8 Email Marketing Basic Best Practices
Use DATA to be relevant: Segment.
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@bestofjess
8 Email Marketing Basic Best Practices
Use DATA to be relevant: Segment.
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@bestofjess
8 Email Marketing Basic Best Practices
Make it accessible with images OFF
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@bestofjess
8 Email Marketing Basic Best Practices
Make it accessible on all devices: desktop, tablet, mobile
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Business-to-Business
Desktop 75%
Mobile 25%
Business-to-Consumer
Desktop 45%
Mobile 55%
Source:AdestraConsumerAdop2on&UsageStudy(2016)
@bestofjess
8 Email Marketing Basic Best Practices
Make it accessible on all devices: desktop, tablet, mobile
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Mobile Design Cheat Sheet (for “Non-Designers”)
ü Lots of white space between headlines, body copy, and calls to action
ü At least 40px tall/wide buttons
ü Minimum 13pt font size
#ContentJam
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Mobile Design Cheat Sheet (for “Non-Designers”)
ü Limit words in images (that don’t resize well)
#ContentJam
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8 Email Marketing Basic Best Practices
Make it short.
ü Skimmable
ü Concise
ü CLEAR
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@bestofjess
8 Email Marketing Basic Best Practices
Don’t start from scratch. Email = blog + social + video ++
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@bestofjess
8 Email Marketing Basic Best Practices
Make it part of your content plan.
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@bestofjess
8 Email Marketing Basic Best Practices
Use the subject line + pre-header to get the open.
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The dirty, rotten secret of email marketing is: Just because you sent it, doesn’t mean it went anywhere. #deliverability
@bestofjess #ContentJam
- @bestofjess
@bestofjess
8 Email Marketing Basic Best Practices
To help your email get to the inbox, avoid spammy mistakes like:
• Sloppy HTML code
• Typos
• All IMAGE, no text
• Spammy words
#ContentJam
7 • FREE FREE FREE
• Marketing, Pharma, Money
• $ % !!!
• ALL CAPS
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8 Email Marketing Basic Best Practices
TEST to see if your content will get you filtered as spam.
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8 Email Marketing Basic Best Practices
Tell stories.
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@bestofjess
8 Email Marketing Basic Best Practices
Tell stories.
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GRADING THE PROS
What grade would you give these email marketers?
Remember, email marketing should be:
ü Personalized, segmented
ü Accessible for all readers/devices
ü Brief, concise
ü Part of a content plan
#ContentJam
ü Strategic with subject line and pre-header copy
ü Not spammy in content
ü Tells stories
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GRADING THE PROS
#ContentJam
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GRADING THE PROS
#ContentJam
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GRADING THE PROS
#ContentJam
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GRADING THE PROS
#ContentJam
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GRADING THE PROS
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GRADING THE PROS
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GRADING THE PROS
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HANDS-ON ACTIVITY: Wireframe your next email
1. What does it look like on desktop? On mobile?
2. How long is it (words, paragraphs, “inches”)?
3. What's the subject line/pre-header?
4. Who will it go to?
5. What's the hook/WIIFM?
6. What data could make this email more relevant?
#ContentJam
3:00
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Email Marketing Metrics to Watch
ü Set goals that align with business goals. Branding | Awareness | Sales
ü Define goals and how you’ll determine success before you start creating.
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Email Marketing Metrics to Watch 1.0
ü Views
ü Clicks
ü Click-to-Open Ratio
ü Bounces
ü Unsubscribes
ü Complaints
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Email Marketing Metrics to Watch 2.0
ü Open & click rates on desktop vs. mobile
ü Active/Inactive %
ü Conversion rate (and Revenue)
#ContentJam
Your brain can only procure what your rear can endure.
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Don’t tweet this. This means it’s break time.
- Ruby Newell-Legner
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Email Marketing Master Class: From Good to Great
#ContentJam
Grow Your List to Grow Your
Revenue
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Email Marketing Part II: Grow Your List to Grow $$
q Being ready for list growth
q The WRONG way to “grow”
q Organic growth ideas (inexpensive)
q Paid and promotion-based growth ideas (fast)
q Match-Making: Brainstorm the right partners
q Offline tactics to boost online list growth
#ContentJam
@bestofjess
Be Sure You’re Ready for List Growth: Sign-up Form
ü Offer value in exchange for an email address
ü Set expectations on frequency and privacy
ü Keep it short and easy
ü Make fields long enough for long addresses
ü Use a clear call to action
#ContentJam
@bestofjess
Be Sure You’re Ready for List Growth: Sign-up Form
4 P’s of Email Sign-up Forms:
ü Prominence
ü Promise (value)
ü Proof (peers)
ü Progressive profiling
#ContentJam
@bestofjess
Be Sure You’re Ready for List Growth
What your email platform should do for you:
ü Clean out bounces regularly (and automatically)
ü Remove unsubscribes and complaints (immediately and automatically)
#ContentJam
@bestofjess
Be Sure You’re Ready for List Growth
What you should be doing:
ü Send regularly (at least 1x/month)
ü Deliver relevant, valuable, engaging content
ü Welcome and “warm up” new readers
#ContentJam
@bestofjess
Be Sure You’re Ready for List Growth
#ContentJam
Before you invite more guests, be sure to clean up your house. #emailmarketing #listhealth
@bestofjess #ContentJam
- @bestofjess
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Be Sure You’re Ready for List Growth
#ContentJam
Up to 33% of your email list turns over – becomes a bad address – each year.
Source: Marketing Sherpa
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Be Sure You’re Ready for List Growth
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0
5000
10000
15000
20000
25000
30000
High Medium Low Bad Rejected
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The WRONG Way to Grow Your List
ü Don’t buy, rent, trade, or borrow lists. Ask permission!
ü Don’t harvest addresses. Scraping or constructing addresses does not equal permission (and is illegal).
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The WRONG Way to Grow Your List
Don’t be a “spammer”
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Get Growing Organically: Ask Everywhere
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Get Growing Organically: Ask Everywhere
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Get Growing Organically: Ask Everywhere
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Get Growing Organically: Lightbox/Modal/Pop Over
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Get Growing Organically: Ask for the Referral
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Offline Boosters to Online Acquisition
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Turn Up the Speed: Paid Acquisition
ü Create a strong offer, i.e. a cookie, BOGO, a free exclusive report, a hefty ebook, etc.
ü Try Google, Facebook, etc.
ü Use your current email list to find look-alike audiences and/or exclude your current readers
ü Target placement with relevant non-competitive sites
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Turn Up the Speed: Paid Acquisition
ü Choose a relevant partner or vendor
ü Place content, don’t just swap lists!
ü Offer value that is relevant to the reader (Swapping offers may not always be a fit)
ü Exclusivity matters
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@bestofjess
Turn Up the Speed: Paid Acquisition
ü Try results-driven placement in email
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HANDS-ON ACTIVITY: Perfect Partner Match Making
1. Partner up with someone next to you.
2. Learn about their product/service & buyer.
3. Brainstorm partners for each other that:
1. Are compliments, not competitors
2. Have similar buyers or prospects
3. Have similar need states
#ContentJam
3:00
@bestofjess
HANDS-ON ACTIVITY: Perfect Partner Match Making
Who were some of your Perfect Partner ideas?
(Be sure to tell us who you are and who you’re targeting!)
#ContentJam
Almost everything will work again if you unplug it for a few minutes… including you.
@bestofjess #ContentJam
Don’t tweet this. This means it’s break time again.
- Anne Lamott
@bestofjess
Email Marketing Master Class: From Good to Great
#ContentJam
Optimize: Turbo-Boosting
Your ROI
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Email Marketing Part III: Turbo-Boosting Your ROI
q 2 guaranteed ways to boost ROI (yes, really!)
q A few other proven winners
q Trends to try
q Campaigns that ROCKED their ROI (2000%+)
#ContentJam
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2 Guaranteed Ways to Improve Email ROI
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Campaign List Size Expenses Revenues ROI Free Shipping Offer 100,000 $1450 $31,245 $20.55
Free Product With Purchase 100,000 $1450 $24,996 $16.24
New Customer Bounce Back 1,000 $85 $3,513 $40.33
revenue - expensesROI = expenses
To Increase ROI: Increase revenue, or
Decrease expenses
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2 Guaranteed Ways to Improve Email ROI
ü Say things
#ContentJam
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#1 Guaranteed Way to Improve Email ROI
#ContentJam
Only 73% of valid email marketing in the U.S. gets to the inbox.
Sent Opens Open % Clicks Click % Expenses Revenue ROI Before 100,000 20,000 20% 5,000 5.0% $1,450 $35,000 $23.14 After 100,000 27,400 27% 6,850 6.9% $1,450 $48,000 $32.10
Your results could show a 37% lift with
100% inbox placement
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Improve Deliverability to Improve Email ROI
#ContentJam
What your email platform does: • Throttled sending • Built-in CAN-SPAM compliant
physical address • Automated/immediate unsubscribe
handling • Feedback loop subscription &
automated complaint handling
What YOU should be doing: • Send good content (that garners strong
engagement) • Ask permission to send to subscribers • Set clear expectations on value and
frequency • Send regularly (at least 1x/month)
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#2 Guaranteed Way to Improve Email ROI
#ContentJam
40%NEVERopen
40%didn’topenthis
3me
20%Opened
20% Open rate What you
think your
results are
What your results actually are
Up to 40% of your email list hasn’t opened, clicked or purchased in over a year.
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Re-engage (or Trim) Inactives to Improve Email ROI
#ContentJam
Sent Opens Open %
Clicks Click %
Expenses Revenue ROI
Pre-Cleanse 100,000 20,000 20% 5,000 5.0% $1,450 $35,000 $23.14 Post-Cleanse 60,000 20,000 33% 5,000 8.3% $1,200 $35,000 $29.17
What your results could be if you trimmed your
inactive contacts
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2 Guaranteed Ways to Improve Email ROI
ü Re-engagement Campaigns
#ContentJam
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2 Guaranteed Ways to Improve Email ROI
#ContentJam
Email 1 Email 2 Email 3
We Miss You! Come back and
receive [ VALUE ]
Confirm now to stay on the list or
miss out on [ VALUE ]
Sorry to see you go. Re-subscribe at any
time, here.
3-Part Re-Engagement Series
Automated emails earn 2x the open rate of batched sends, and nearly 3x the click-through rate.
@bestofjess #ContentJam
- @emfluence
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Turbo-Boost Your Email ROI with Automation
#ContentJam
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Turbo-Boost Your Email ROI with Automation
#ContentJam
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Turbo-Boost Your Email ROI with Re-Targeting
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Turbo-Boost Your Email ROI with Re-targeting
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Turbo-Boost Your Email ROI by Testing
ü Content / Copy / Subject Lines
ü Design
ü Offers
ü Segmentation / Personalization
ü New potential partners
#ContentJam
@bestofjess
POP QUIZ: Which Subject Line Won?
a. Two chances to win
b. Two chances to WIN
c. Start a winning tradition
d. Start a winning tradition!
#ContentJam
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POP QUIZ: Which Subject Line Won?
a. I Spy a Winner
b. Be A Hallo-Winner
c. Trick or $5,000 Treat?
#ContentJam
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POP QUIZ: Which Subject Line Won?
a. Help us solve hunger.
b. Donating 1 million meals.
c. You can help solve hunger.
#ContentJam
Most Opens
Most Clicks
@bestofjess
Turbo-Boost Your Email ROI by Testing
How to test effectively?
Get scientific.
If you slept through stat class in college, try this >>
#ContentJam
http://getdatadriven.com/ab-significance-test
@bestofjess
Email Marketing Trends to Try
ü Relevant motion can drive up engagement 3x+!
ü What motion uniquely represents your brand, product or benefit?
#ContentJam
@bestofjess
Email Marketing Trends to Try
ü Relevant motion can drive up engagement 3x+!
ü What motion uniquely represents your brand, product or benefit?
ü HINT: Spastic movement isn’t relevant motion.
#ContentJam
@bestofjess
Email Marketing Trends to Try
ü “Video” in email can drive response rates up 3-5x, especially when mentioned in the subject line.
ü For compatibility, better to “fake” the video.
#ContentJam
@bestofjess
Email Marketing Trends to Try
#ContentJam
@bestofjess
Email Marketing Trends to Try
ü Live or “real-time” content updates
#ContentJam
@bestofjess
Email Marketing Trends to Try
ü Earned and “earned” rewards
#ContentJam
@bestofjess
Email Marketing Campaigns that Rocked $20+ ROI
ü Spirit Airlines Daily Deals 2.8% avg conversion rate = $100+ ROI for every $1 spent on email marketing!
#ContentJam
@bestofjess
Email Marketing Campaigns that Rocked $20+ ROI
ü CommunityAmerica Credit Union’s 90-day Onboarding
#ContentJam
Nextday 2weeks 6weeks 10weeks
12weeks
@bestofjess
Email Marketing Campaigns that Rocked $20+ ROI
ü Referral programs
#ContentJam
9-13% conversion
@bestofjess
Email Marketing Campaigns that Rocked $20+ ROI
ü Time / day test shows Cyber Monday’s true colors:
Sunday’s sneak peek drove 19% more action!
#ContentJam
@bestofjess
Email Marketing Campaigns that Rocked $20+ ROI
ü Coffee Roaster racks up sales with a new product announcement and by telling a good story.
#ContentJam
Over a $20 ROI … without a coupon!
@bestofjess
Email Marketing Campaigns that Rocked $20+ ROI
ü An eCommerce site uses their best deal of the year as a re-engagement campaign for inactives.
ROI was $27.40
Re-engaged nearly 4% of inactives
#ContentJam
Go forth and make great email marketing! Thank you
Jessica Best @bestofjess | #ContentJam
@bestofjess
GRADING THE PROS, PART II
What grade would you give these email marketers?
Remember, great email marketing:
ü Is permission-based
ü Garners a $20+ ROI
ü Gains new subscribers faster than old ones fall off
#ContentJam
ü Uses automation to nurture, not blast
ü Integrates rich media
ü Supports and is supported by other marketing channels