Wine & Web: Email Marketing (2012 edition)
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Email Marketing (2012 edition) Orbit Media Studios @orbiteers #wineweb
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This was from Orbit's monthly "Wine & Web" event on May 22, 2012.The topic was email marketing and Andy Crestodina presented Orbit's best practices for design, content, sender name, list growth and metrics.
Transcript of Wine & Web: Email Marketing (2012 edition)
Email Marketing (2012 edition)
Orbit Media Studios
@orbiteers #wineweb
1. The Email: Content & Design
2. The List: Growing & Managing
3. Sending: How & When
4. Results: Measure & Improve
Email Marketing
Content & Design
The Email
Make a Magazine
Content & Design: Lots of Links
Source: HubSpot, Science of Email Marketing, February 2011
Content & Design: Lots of Links
Source: HubSpot, Science of Email Marketing, February 2011
Content & Design: Link Tracking
Content & Design: Mobile Friendly
1. Test
2. Left Align Content
3. Landing Page
4. Test
Subject Lines: BEST for open rates
1. Posts2. Jobs3. Survey4. Week’s5. E-newsletter6. Issue7. Digest8. Bulletin9. Edition
Source: HubSpot, Science of Email Marketing, February 2011
Subject Lines: WORST for deliverability
1. Confirm2. Features3. Upgrade4. Magic5. Raffle6. Rewards7. Requested8. Follow Up9. Coupon
Source: HubSpot, Science of Email Marketing, February 2011
Sender Name = Human
Growing & Managing
The List
Growing & Managing: Get Permission
Growing & Managing: Sign Up Form
Prominence, Promise, Privacy, Proof
Source: MarketingProfs.com
Growing & Managing: Keep In Touch
Connect, Reconnect
1. Watch your bounces
2. Reconnect on LinkedIn, Twitter
3. Start a conversation
4. Re-subscribe
How & When
Sending
How To Send: ESPs
Pick an Email Service Provider
1. Deliverability: ReachMail
2. Reporting: MailChimp
3. Price: Mad Mimi
4. Service: Emma
When To Send: Day of Week
Source: HubSpot, Science of Email Marketing, February 2011
When To Send: Day of Week
Source: HubSpot, Science of Email Marketing, February 2011
When To Send: Time of Day
Source: HubSpot, Science of Email Marketing, February 2011
When To Send: Frequency
Source: HubSpot, Science of Email Marketing, February 2011
Measure & Improve
Results
Measure & Improve: Iterative Changes
1. Watch the stats
2. Listen for feedback
3. Experiment: topics, timing, layout
4. Respect your list
Web Metrics
Measure & Improve: A/B Testing
Source: MailChimp
Measure & Improve: Sign-up form
Before…
After…
Measure & Improve: Sign-up form
Before and After…
Let’s Summarize
“Send timely, targeted,
relevant, valuable emails
to people who asked for them.”
DJ Waldow
Waldow Social
Source: Internet Marketing for Smart People Radio
Thanks!
@orbiteers #wineweb
