Deadly Sins of Email Marketing 2016

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Presented by Kelly Noble Mirabella



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FEATURED SPEAKER Kelly (Noble) Mirabella Stellar Media Marketing Social Media Marketing Consultant & Trainer Phone: 720.515.6137 | [email protected] Twitter: @Stellar247 www.StellarMediaMarketing.com

MODERATOR Eryn Branham Pinpointe On-Demand, Inc. [email protected] 800-920-7227

Social media manager, consultant and trainer. Helping professionals learn how to use social media for over eight years.

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Adding anyone and everyone to your list

Sin One: Adding everyone to your email list

• NO: Do not add everyone you are connected to on various social networks to your email list.

• NO: Adding everyone who gives you a business card to your email list.

• NO: Email Address book dump • NO: The purchasing of email list.

The Fix

The Fix

•Ask •Give to get

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Not giving people an easy way to unsubscribe

Sin Two: Making it hard to unsubscribe

•It is the law. • The law vs. best practice • The link must work for 30 days

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Not including your mailing address

Sin Three: Not including your mailing address

•Why? - Its the law.

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Using an ISP over ESP to send out your marketing emails

Sin Four: Using the wrong system (aka using a ISP)

• Slow or no delivery • Higher risk of being marked as spam • Little to no personalization • Large attachments can only hurt you • Hard to abide by the law • Impossible to track ROI • Very hard to segment

The Fix

The Fix

•Use a professional service (ESP)

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Using boring, misleading or irrelevant subject lines

2 questions people will ask themselves when they receive an email:

Do I know you Do I care

Sin Five: bad subject linesWhat does not work:

The top 7 worst performing words in email subject lines via Adestra

1. Subscription 2.Early Bird 3.Industry 4.Report 5.Intelligence 6.Learn 7.Whitepaper

The Fix

The Fix: Top 5 best performing words in a subject line

1. Thank you 2. Subject lines that operate topics with pipes (*|*|*|*|) 3. Monthly 4. Thanks 5. Bulletin or Golden (tied for 5th)

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Using info@ email addresses to send out emails

Sin Six: choosing the wrong from email address

•Do I know you and do I care? • How will your subscribers best recognize you?

60% of consumers say the "from" line most often determines whether they open an email or delete it.

Source: DoubleClick

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Not setting expectations

Sin Seven: Not setting expectations

•How often will you send emails? •What type of information can subscribers expect? •Are you changing up your strategy?

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Not paying attention to analytics & reports

Sin Eight: Not paying attention to analytics & reports

•How do you know if something is working if you do not pay attention to the reports?

• Open Rates • Click Through Rates (Action Rates) • Best time and day to send •What information is most important to your audience?

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Overfilling or giving too many choices in your emails

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Writing Like A Used Car Salesman

Sin Ten: Writing Like A Used Car Salesman

• Who likes being sold to? • Words to avoid

Common spam triggers

• Going crazy with exclamation points!!!!!! • USING ALL CAPS–IT’S LIKE YELLING IN EMAIL. • Coloring fonts bright red or green • Using the word “test” in the subject line • Creating an HTML email that’s nothing but one big image, with little

or no text (don’t just make an image and send that) • Using words like “sale” “Marketing” or “Free” • Avoid using too many $$$$$$


Questions

Kelly (Noble) Mirabella Stellar Media Marketing Social Media Marketing Consultant & Trainer Phone: 720.515.6137 | [email protected] Twitter: @Stellar247 www.StellarMediaMarketing.com




http://www.stellarmediamarketing.com/


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Deadly Sins of Email Marketing 2016

Marketing

Transcript of Deadly Sins of Email Marketing 2016