Effective Email Marketing as presented at Eduweb 2011
-
Upload
christopher-penn -
Category
Business
-
view
1.942 -
download
0
description
Transcript of Effective Email Marketing as presented at Eduweb 2011
Effective Email Marketing
Christopher S. Penn, Director of Strategywww.WhatCounts.com
PLAYBILL
Understudy Notice
The part of DJ Waldow will today be played by Christopher S. Penn.
No Pre-Conference Vendor Email Ad?
Why WhatCounts?
Flexible Deployment Options
Dedicated Account Model
Campaign Production Services
Video Enhanced Email
Lifecycle Marketing
www.WhatCounts.com/eduweb
Fair Warning
social social social social social social social social social social social social social social social social social social social social social social social social social social social social social social social social social social social social social social social social social social social social social social social social social social social social social social social social social social social social social social social social social social social social social social social social social social social social social social social social social social social social social social social social social social social social social social social social social social social social social social social social social social social social
Why email?
$43.62
Prerequisites
Email marketing without
a goal is like driving
without a destination.
Audience
Prospects
Leads
Customers
Evangelists
You have a funnel, yes?
You have analytics, yes?
Google URL Builder
Concepts
Find: Audience
Acquire: Prospects
Convert: Leads
Grow: Customers
Retain: Evangelists
Audience
Prospects
Leads
Customers
Evangelists
Marketing
Sales
Audience
Prospects
Leads
Customers
Evangelists
Marketing
Commitment
Audience
Prospects
Leads
Customers
Evangelists
SocialSearch
Advertising
Audience
Content
80
Audience
Content
80
32,21432,214
32,21432,214
32,214 Audience
Content
80
32,21432,214
32,21432,214
32,214
107
Audience
Content
Content
Conversation
Email Conversion Sale Conversion
socialloop
conversationloop
marketingloop
5 Things Every Email
Marketer Wants
audience
delivery
opens
actions
metricsmore
audience
delivery
opens
actions
metricsmore
make it obvious
733% increase in list growth
make it easy
Ask Everywhere
Text EMAIL to 77007
Free power tips for email marketing and social media every week.
Tell People What To Expect
The best source of new
audience is delighted
current audience.
The Money Button
Awesome content attracts subscribers.
Feed your list with social
Feed your list with social
Make innovative stuff.
Incentivize susbcribers!
180.1% increased reach
audience
delivery
opens
actions
metricsmore
David Sifrynot this kind of ESP
Ultimately, ISPs say what
spam is, not us or Congress.
Didn’t laugh
or
didn’t learn?
Don’t send.
the new whitelist is...
the ship sinker
List: 1,657Opened: 350 (21.5%)Clicked: 125 (7.7%)
Complaints/Flagged as spam: ZEROUnsubscribes: 8 (0.5%)
audience
delivery
opens
actions
metricsmore
The best indicator of
future open rates is past
great email.
HelpAReporter.com
HelpAReporter.com
from:
subject:
Subject lines are really
HEADLINES.
Headlines
AWA Guide for Headlines
Useful
Urgent
Unique
Unambiguous
Headline Writing Guides
http://www.copyblogger.com/how-to-write-headlines-that-work/
http://www.copyblogger.com/10-sure-fire-headline-formulas-that-work/
http://www.copyblogger.com/headline-swipe-file/
http://www.copyblogger.com/headline-swipe-file-3/
Everyone says test. No one
tells you what or how.
Google Wonder Wheel
Google Adwords Keyword Tool
Google Adwords Ad Data
Google Webmaster Tools
Google Analytics Site Search
Cup of Soup Subject Lines
Test using social media!
subject #3 wins
Do Your A/B Testing!
Email Campaign Structure
Imagine how powerful your email would be if you sent valuable offers to people who had money to buy.
audience
delivery
opens
actions
metricsmore
The biggest obstacle to testing? Not knowing what
to test.
The Gold Standard is Dreamweaver
Kompozer.net for a free alternative
what do you test?
LikingC
Reciprocity
Social Proof
ConsistencyD
Authority
Scarcity
http://www.vintageadbrowser.com/
Flickr Creative Commons (commercial use) for images
how do you test?
Inbox Preview Services
Email Client Data
Browser: 697/1900: 36.6% action rateMobile: 34/51: 66.7% action rate
Taguchi multivariate testing
A/B Testing Content
AttentionWizard.com (paid)
Keynote Labs MITE (Windows only)
Keynote Labs MITE (Windows only)
Keynote Labs MITE (Windows only)
The Feedback Loop
audience
delivery
opens
actions
metricsmore
Decide on a goal.
Then measure to it.
Photo Credit: AlanCleaver_2000
Photo credit: SashaW
Photo credit: Make Lemons
If metrics were a road trip,
diagnostics tell you how
it’s going, objectives tell
you if you’re there yet.
Delivery rateOpen rateClick rateUnsubscribe rateComplaint rate
Diagnostic only
Set a Goal and Goal Value
See Conversions & Revenue
How Channels Perform
Individual Campaign Revenue
When is the best time...?
The Most Valuable Subject Line / Message?
A word about
industry averages
Whose financial services “industry average” is right?
CANI: Constant And
Neverending
Improvement
Credit: Tony Robbins
Open Click Convert Revenue
10% 1% 10% $25,000.00
10% 1% 10% $25,000.00
10% 1% 10% $25,000.00
10% 1% 10% $25,000.00
Open Click Convert Revenue
10% 1% 10% $25,000.00
10% 2% 10% $50,000.00
10% 3% 10% $75,000.00
10% 4% 10% $100,000.00
Open Click Convert Revenue
10% 1% 10% $25,000.00
10% 2% 11% $55,000.00
10% 3% 12% $90,000.00
10% 4% 13% $130,000.00
Open Click Convert Revenue
10% 1% 10% $25,000.00
11% 2% 11% $60,500.00
12% 3% 12% $108,000.00
13% 4% 13% $169,000.00
audience
delivery
opens
actions
metricsmore
Lifecycle Marketing
www.WhatCounts.com/eduweb