Creating Inbox Magic: Email Marketing Best Practices You Need to Know
Transcript of Creating Inbox Magic: Email Marketing Best Practices You Need to Know
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Creating Inbox Magic: Email Best Practices You Need to Know
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Kate Kotzea Dir. of Marketing
Technology
@katekotzea
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Email marketing has long been associated with a medium to reach
subscribers rather than a strategy to reach and engage the right subscriber
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73% of millennials prefer email, because it’s “part of everyday life”.
-Adestra
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B2B marketing email averaged over a 47% higher CTR than B2C email and has a 23%
higher click-to-open ratio.
-emfluence
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All emails should have a clear purpose, not only to nudge users to do what you want
them to do, but to drive their user experience forward.
- Customer.io
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CREATE A REASON
• Exclusivity • Special content • Behind-the-scenes
• Early product releases • Special offers • Automation
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REPORTING & ANALYTICS
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• Open Rate • Click-through Rate • Deliverability • A/B Testing
• Device opened • Geography • Specific links clicked
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TIE TO BUSINESS GOALS
Email generated REVENUE
Email generated CONVERSIONS
Email ROI
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SEND BEST PRACTICES
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Design & content
Subject lines
When to send
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Design & content
Subject lines
When to send
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Think Mobile First
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Use text & images together. Include the primary content in the email as text, not just a graphic.
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Give the alt tags / labels for your images descriptions that make sense.
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People spend a lot of time worrying about email clients with 1% usage; accessibility is a much bigger issue.
- Rebelmail
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Create Clear Calls to Action. Kj lklkj
In A/B tests, there was 28% increase in CTRs if the call to action was a
button vs. a link. - Campaign Monitor
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BUTTON DESIGN
• Contrasting, non-grey colors • White space around button to stand out • Arrow or other elements to help with next steps
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On average, business email campaigns see a 55% increase in CTRs when a video is called out in the subject line or included in content
- eMarketer
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Showcasing products – 103%
increase in conversion rate
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Design & content
Subject lines
When to send
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Words to Use & Avoid
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Thank you / Thanks
You/Your
Account
Monthly
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Free
$$$
Earn
Guaranteed !!!
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Keep it Short
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A/B Testing
• Highlight only one topic • Keep it familiar (Company June Newsletter, July Newsletter) • Break out topics (Topic 1 | Topic 2 | Topic 3 ) • Create urgency and/or curiosity (Take 50% off)
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Emails with personalized subject lines are 20% more likely to be
opened.
- HubSpot
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Usepreheaders
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Benefits of Preheaders:
Summary of email
Brand connection
Extend your subject line
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-MailChimp
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Emoji usage in email marketing has gone up 7,100% over the last year.
👏👏👏 -Litmus
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56% of brands using emoji in their email subject lines had a higher
unique open rate. ✉️️ + 😍 = ❤️️
-Experian
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When to Use an Emoji
Fits with your brand
Subscribers have updated OS
Strong mobile opens
Use Emojipedia
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Design & content
Subject lines
When to send
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-Experian
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70% of millennials check their email from bed (vs. 52% of the
general survey population).
-Adestra
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Know Your Industry
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DATABASE SEGMENTATION
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A ALWAYS
B
S
BE
SEGMENTING
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Gather New
Information
• Form signups
• New contests
• Integration with other platforms
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Zombie Subscribers
• Unengaged
• Don’t open
• Old addresses
• Deliverability
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Millennials aren’t afraid to mark unwelcome emails as spam, seriously hurting your sender reputation and
your ability to send emails in the future to anyone.
- Litmus
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MARKETING AUTOMATION
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What is marketing
automation?
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Automated Emails Generate:
70.5% higher open rates
152% higher click-through rates
75% of email revenue
- Epsilon Email Institute and DMA
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Companies that excel at lead nurturing generate 50% more sales
ready leads at 33% lower cost.
- Forrester Research
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• Confirmation or thank you
• Account setup next steps
• Account deadlines or expirations
Understand the right
send delay
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Clearly communicate
next steps
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Use plain text – don’t over
design
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Integrate with Business Goals
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THE FUTURE OF EMAIL
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-Adestra
Email is still preferred way of communication
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MESSENGER APPS
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Customer Service
Contests
Ecommerce
Sales Promotion
Ways to Integrate with Apps
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Bots will run automated workflows; send confirmation emails, abandoned cart emails, create newsletter sign ups, all personalized with data from the chat
session.
MORE BOTS
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WEARABLES
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EMAILS ON WEARABLES
Notification – subject line importance Plain text Limited or no tracking
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Email content will be based off of different sources and real-time variables will be generated at moment-of-open
(not send).
AGILE EMAILS
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MORE VIDEO
Apple iOS 10 will again support HTML5. As of November, 53% of emails were opened
on a Apple email app.
-Litmus
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INTERACTIVE EMAILS
Shopping carts Forms Quizzes Accordions Rotating banners
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LOOKALIKE AUDIENCES
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Email marketing has long been associated with a medium to reach
subscribers rather than a strategy to reach and engage the right subscriber
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TAKEAWAYS
• Establish email metrics
• Understand your database
• Do A/B tests
• Look for automation opportunities
• Use animation