Wine & Web Email Marketing
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Wine & Web Andy Crestodina @orbiteers #wineweb Email Marketing
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Transcript of Wine & Web Email Marketing
Wine & Web
Andy Crestodina@orbiteers #wineweb
Email Marketing
Preferred channel for permission-based promotional… messages
Source:2012 Channel Preferences Survey, February 2012
How often do you use the following?
Source:2012 Channel Preferences Survey, February 2012
Why Email?
SalesyHelpful!
“Focus on the core problem your business solves and put out lots of content and enthusiasm, and ideas about how to solve that problem.”
- Laura Fitton
“I urge you to start writing content that actually is either
1) actionable,2) a strong opinion, or 3) proven to some degree.”
-Bill Sebald
Make a Magazine
Lots of Links
Source: HubSpot, Science of Email Marketing, February 2011
Source: HubSpot, Science of Email Marketing, February 2011
Lots of Links
Magazine: Curate• 1 Featured Article• 2 Articles from others• Promoted eBook• Tweets, jobs, etc.
Magazine: S, M, L
• 1 Featured Article• Statistic• Event, Video, etc.• Recent Projects• “SEO Horoscope”• Other Links
Be Mobile Friendly
Email Traffic is Mobile Traffic
Source: Litmus
1. Left align content2. Buttons AND links3. Landing Page
Mobile FriendlyEmails
Landing Page #FAIL
Mobile Website
Responsive Web Design
Subject Lines
“On the average, five times as many people read the headline as read the body copy. When you have written your headline, you have spent eighty cents out of your dollar.”
- David Ogilvy
BEST for open rates
1. Posts2. Jobs3. Survey4. Week’s5. E-newsletter6. Issue7. Digest8. Bulletin9. Edition
Source: HubSpot, Science of Email Marketing, February 2011
WORST for deliverability
1. Confirm2. Features3. Upgrade4. Magic5. Raffle6. Rewards7. Requested8. Follow Up9. Coupon
Source: HubSpot, Science of Email Marketing, February 2011
Hot or cold, but never warm
Source: HubSpot, Science of Email Marketing, February 2011
Speaking of sentiment…
Source: “What Makes Online Content Viral?” Berger, Milkman, Wharton Business School
LIST GROWTH
Before…
After…
1900% increase. Not bad!
Why it works
1.Prominence
2.Promise
3.Proof
Why it works
1.Prominence
2.Promise
3.Proof
GOOD
BAD
List Growth
POP QUIZ!Sending unsolicited email is…
a.Illegal
b.Rude
c.Ineffective
d.…all of the above
TIMING
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
TEST
Subject Lines vs Landing Pages
Source: 2011 MarketingSherpa Email Marketing Benchmark Survey
Measure & Improve: A/B Testing
Source: MailChimp
TRACK
Google Analytics: Campaign Tracking
Source: Google URL Builder
Google Analytics: Campaign Tracking
http://www.site.com/email-advice?utm_source=Oct-Newsletter&utm_medium=email&utm_campaign=email-advice
Campaign Tracking
Campaign Tracking
Measure & Improve
1. Watch your stats
2. Listen for feedback
3. Experiment: topics, timing, layout
BONUS TIPS
Email Service Providers (ESPs)
1. Deliverability: ReachMail
2. Reporting: MailChimp
3. Price: Mad Mimi
4. Add-ons: Constant Contact
5. Service: Emma
Sender Name = Human
“Be a person.”- Sonia Simone
Bounced? Reconnect.
1. Watch your bounces
2. Reconnect on LinkedIn, Twitter
3. Start a conversation
4. Re-subscribe
BOTTOM LINE
Bottom Line
“Send timely, targeted,
relevant, valuable emails
to people who asked for them.”DJ Waldow
Waldow Social
Source: Internet Marketing for Smart People Radio
Wine & Web
Andy Crestodina@orbiteers #wineweb
Thank you!
