Rockin' Email Marketing ROI - Content Marketing World 2016

@TwitterHandle • #CMWorld

6 Proven Tactics for Rockin’ Email Marketing ROI

Jessica BestDirector of Data-Driven MarketingBarkley@bestofjess

@bestofjess • #CMWorld


AGENDA


AGENDA① Being Ready to Rock② Good to Great, Guaranteed③ Proven Winners: Emails with $20+ ROMI

(Return on Marketing Investment)


ROMI


AGENDA


1 Be READY to ROCK (ROMI)


@TwitterHandle • #CMWorld@TwitterHandle • #CMWorld

• Ask people’s permission to send• Offer value in exchange for an

opt-in (& continue to deliver that value)• Because:

• Seth Godin says so• Live in fear of the ‘Spam’ button


Grow your list with permission


AGENDA


2 Guaranteed ROMI Boosts



AGENDA


2 Guaranteed Ways to Boost your ROMI

1. Improve Inbox Placement

2. Address Inactive Subscribers


@TwitterHandle • #CMWorld@TwitterHandle • #CMWorld@bestofjess • #CMWorld

THE DIRTY LITTLE SECRET OF EMAIL MARKETING IS THAT

27% OF VALID EMAIL NEVER MAKES IT TO THE INBOX

Jessica Best@bestofjess

Source: ReturnPath, 2016


What if you made it through to the Inbox 100%?

Potential Openers

37%+increase in response


Know where YOUR emails are going


40% OF YOUR EMAIL LIST HASN’T OPENED, CLICKED OR PURCHASED IN OVER A YEAR.



Inactives drag down your % metrics (and ROMI)


40% NEVER open40%

Didn’t open this time

20%Opened

20%Open rateWhat you

think your

results are

What your results actually are

40%decrease in send cost

Trim Inactives:


Re-engage Inactive Subscribers



AGENDA


3 Ideas to Try for $20+ ROMI



Why We Test to Learn What Works


Why We Test to Learn What WorksPop Quiz 2.0: Which subject line won?

A. I Spy a Winner

B. Be a Hallo-winner

C. Trick or $5000 Treat?



A. Help us solve hunger.

B. Donating 1 million meals.

C. You can help us solve hunger.

Most ClicksMost Opens



A. Look at all the ways you can save!

B. Just one more step to complete your booking…

C. For your upcoming flight… -2.3%

-59.8%



A. See what might be missing from your wellness plan

B. Wellness Plans: Not just about health benefits

C. See what might be missing from your wellness offerings

D. Wellness Plans: Not just about physical health

Brokers

Benefits Directors


Turbo-Boost Your Email ROMI by Testing

Get scientific.

If you slept through stat class in college, try this:

http://getdatadriven.com/ab-significance-test

http://getdatadriven.com/ab-significance-test


AGENDA


Email Campaigns with Rockin’ ROMI① Automation② Requesting referrals③ Animation & Video④ “Two-way” email⑤ Great stories



Automation / Nurture / Drip Series


AUTOMATED EMAILS EARN 2X THE OPEN RATE AND NEARLY

3X THE CLICK-THROUGH RATE OF BATCHED EMAILS.


Source: emfluence (and IBM), 2016


51% OF MARKETERS STILL AREN’T USING EMAIL

AUTOMATION.BECAUSE APPARENTLY WE LIKE TO

TORTURE OURSELVES.Jessica Best

@bestofjess

Source: EmailMonday, 2016


Ask for the Referral


Animation & Relevant Motion


Video “in” Email


Don’t just talk. Listen. Two-way Email.


Tell a great story


AGENDA


4 Measuring Your Worth ROMI



The math. Yes, math. #sorrynotsorry

Campaign List Size Expenses Revenue/$ Values ROMINew Research Webinar 100,000 $1450 $31,245 $20.55Free Research Download 100,000 $1450 $24,996 $16.24New Customer Referral 1,000 $85 $3,513 $40.33

ROMI =

http://www.emailmarketingroi.com/


Revenue from Email


Value of an Email Subscriber

Campaign List Size Expenses Revenues/ $ Values

Revenue per Sub

New Research Webinar 100,000 $1450 $31,245 $0.31Free Research Download 100,000 $1450 $24,996 $0.25New Customer Referral 1,000 $85 $3,513 $4.03… …VALUE OF A SUBSCRIBER $20.00


Jessica BestDirector of Data-Driven MarketingBarkley


Rockin' Email Marketing ROI - Content Marketing World 2016

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