5 Ways To Turn eCommerce Transaction Emails Into More Revenue
On Being HUMAN: The Importance of Writing More Engaging Emails (and more!)
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© 2014 Marketo, Inc. Marketo Proprietary and Confidential On Being HUMAN: The Importance of Writing More Engaging Emails (and more! ) DJ Waldow June 2014
description
Want to get more return on your email marketing - and overall marketing - campaigns? Try this: BE MORE HUMAN. This presentation share a TON of examples of how to be more engaging and human in your emails and marketing overall.
Transcript of On Being HUMAN: The Importance of Writing More Engaging Emails (and more!)
On Being HUMAN: The Importance of Writing More
Engaging Emails (and more!)
DJ WaldowJune 2014
182.9 BILLIONSource: The Radicati Group
Flickr: thirteenthnile
SUBJECT LINEReminder: Please share your views with us about XXXX
FROM NAMEXXXX- DO NOT REPLY
Service Inquiry 77229: 775 LAKEVIEW WAY - RWC
NOT HUMAN
But, HOW (& where) do you “speak more human?”
1. Email: Subject Lines & Copy2. Landing Pages3. Videos4. Email Signatures5. Out of Office Auto-Responders6. LinkedIn Profiles7. Email Opt-Out Landing Pages8. Confirmation Emails
1. Email: Subject Lines & Copy2. Landing Pages3. Videos4. Email Signatures5. Out of Office Auto-Responders6. LinkedIn Profiles7. Email Opt-Out Landing Pages8. Confirmation Emails
Some Creepy Dudes Said Some Creepy Things To This Reporter. So She Is Calling Them Out.
Welcome To The Upworthiest.Turn On Your Images And
Buckle Your Seatbelt.
Want to say hi back? Reply to this message!
Just saying hi. Holla back if you are human!
Just saying hi. Holla back if you are human!
Holla!
Just saying hi. Holla back if you are human!
Holla!
but of course. y'all are awesome. used this email in a Marketo presentation the other day. Will be using it in our Dreamforce deck too!
Just saying hi. Holla back if you are human!
Holla!
but of course. y'all are awesome. used this email in a Marketo presentation the other day. Will be using it in our Dreamforce deck too!
Aww, stop! We're blushing.
Mo' Clicks, Mo' Customers
A video marketing Infographic you say? Yes puh-lease!
Gotcha! We know you're not tracking video metrics.
So I’ll pick you up at 7?
Creative or Deceptive?
Campaign Unknowns
• List type & age
• Day/time of send
• How metrics compare to averages
Key Campaign Metrics
• Open Rate: 24.4%
• Click Rate: 2.1%
• Click-to-Open Rate: 9%
• Opt-Out: 1.8%
Key Campaign Metrics
• Open Rate: 24.4%
• Click Rate: 2.1%
• Click-to-Open Rate: 9%
• Opt-Out: 1.8%
• Opportunities created (1st week): 7
Positive feedback
outweighed negative by 10x
Good email man. A little long but the best one I've received in a long time!
Good subject line Jim…got me to open the email.
Good email man. A little long but the best one I've received in a long time!
Your email is deceptive and you should never begin a marketing email with a dishonest subject line. Do you really expect to have a meaningful relationship that is started with a lie?
Good email man. A little long but the best one I've received in a long time!
Good subject line Jim…got me to open the email.
Ridiculous. Totally Deceptive. I had no idea what you were talking about....
Good email man. A little long but the best one I've received in a long time!
Your email is deceptive and you should never begin a marketing email with a dishonest subject line. Do you really expect to have a meaningful relationship that is started with a lie?
Good subject line Jim…got me to open the email.
Ridiculous. Totally Deceptive. I had no idea what you were talking about....but oh so effective! Excellent way to catch my attn. You win. Tell me more.
Good email man. A little long but the best one I've received in a long time!
Your email is deceptive and you should never begin a marketing email with a dishonest subject line. Do you really expect to have a meaningful relationship that is started with a lie?
Good subject line Jim…got me to open the email.
Creative or Deceptive?
Don’t use deceptive subject lines. The subject line must accurately reflect the content of the message.
CAN-SPAM ACT OF 2003
[Checklist] Take Stock of Your Document Imaging Solution
[Checklist] Take Stock of Your Document Imaging Solution
9.9% open rate4.4% click-to-open rate
[Comic strip] The flimsy case for paper-based insurance
[Comic strip] The flimsy case for paper-based insurance
19.7% open rate40.7% click-to-open rate
[Comic strip] The flimsy case for paper-based insurance
19.7% open rate (>2x)40.7% click-to-open rate (~4x)
[Checklist] Take Stock of Your Document Imaging Solution
9.9% open rate4.4% click-to-open rate
Aerial and sky-based marketing isn’t just the hottest marketing
trend of 2014, it’s also the only way to give your marketing
messages wings. Today's marketers should be allocating
resources to skywriting, blimps, paper airplanes, carrier pigeons,
and owls. If you aren’t investing big in aerial and sky-based
marketing, you may as well be marketing under a rock.
“Darn it! I just invested half of my Marketing budget into Cave-based marketing! If only I had gotten your e-mail a little bit sooner!!!!”
1. Email: Subject Lines & Copy2. Landing Pages3. Videos4. Email Signatures5. Out of Office Auto-Responders6. LinkedIn Profiles7. Email Opt-Out Landing Pages8. Confirmation Emails
Welcome, footer-link clickers!We’re glad you gave our logo a click. To fill you in, Ryan Solutions is the resort industry leader in database marketing. That sounds great and all, but you are here because you clicked on our footer link and likely aren’t a ski resort. So, what does database marketing mean for you, the non-resort employee? It basically boils down to one thing.
When resorts use information they know about a guest, they can stop sending so much irrelevant “stuff” and send messages that are actually useful to you.
That’s one of our big goals, to help resorts know their guests better so they can send relevant messages. You may not be interested in all of them, but at least you won’t roll your eyes so much when you get a message that has nothing to do with you. It doesn’t happen overnight and, frankly, we could use your help. First, be sure to keep your profile up to date. Second, if you see something you like, take a second to let us know. If you see something you hate, that’s stuff we want to hear about too. Really.
We’ve worked with over 50 resorts including some you’ve probably heard of:
So, thanks for stopping by. From here, you are welcome to poke around our site to learn more. If you’ve got bigger fish to fry, we hope you have a great day.
Gregg BlanchardCommunications at RyanSolutions
95% of all RyanSolutions marketing has human touch*
*95% is in person or on the phone
I realized how much traffic came from footer. We needed to speak differently to that segment.
"If there are any tracks left to be had in your general vicinity, stop reading this email.”
"Our fearless tech leader, Ben Zeeb, also happens to be a trail runner. If you think he's crazy, you're not alone.”
"My pasty white skin and permanent chill has me craving some sunshine, the beach and a cold drink.”
"Your guest data is as clean as behind your ears should be. Your mom would be proud."
"...more than 50% open rates. Girl scouts selling Thin Mints door-to-door don't even get those numbers.”
Some examples of “human” from RyanSolutions
Source: Social Fresh
Source: Social Fresh
Source: Social Fresh
1. Email: Subject Lines & Copy2. Landing Pages3. Videos4. Email Signatures5. Out of Office Auto-Responders6. LinkedIn Profiles7. Email Opt-Out Landing Pages8. Confirmation Emails
Subject: An important message from Captain Obvious
• >1,000 visitors to the campaign landing page (78% click through rate on video)
• 72% completion rate of video content (90% of viewers that watched beyond 10 seconds watched until the very end)
Stats after 7 Days …
• 24% conversion rate from watching video to submitting data collection form for access to the associated case study
• >200 new MQLs generated from combination of form completions AND updated lead scores from video viewing engagement data
Stats after 7 Days …
1. Email: Subject Lines & Copy2. Landing Pages3. Videos4. Email Signatures5. Out of Office Auto-Responders6. LinkedIn Profiles7. Email Opt-Out Landing Pages8. Confirmation Emails
Sent from my iPhone
DJ WaldowCurrently rediscovering my PASSION. DetailsFind me using "djwaldow" on most social networks#MacBookAir
Sent from my iPhone, which I've named George II.
DJ WaldowCurrently rediscovering my PASSION. DetailsFind me using "djwaldow" on most social networks#MacBookAir
Sent from my iPhone, which I've named George II.
This was sent from my iPhone. Please rest assured that any typos, spellos, or other examples of fat finger syndrome are due to the device and should in no way impact your perception of the consideration that this message was given.
DJ WaldowCurrently rediscovering my PASSION. DetailsFind me using "djwaldow" on most social networks#MacBookAir
Sent from my iPhone, which I've named George II.
This was sent from my iPhone. Please rest assured that any typos, spellos, or other examples of fat finger syndrome are due to the device and should in no way impact your perception of the consideration that this message was given.
my iPhern. Sory fer eny typeos.
Read more funny email signatures here
DJ WaldowCurrently rediscovering my PASSION. DetailsFind me using "djwaldow" on most social networks#MacBookAir
1. Email: Subject Lines & Copy2. Landing Pages3. Videos4. Email Signatures5. Out of Office Auto-Responders6. LinkedIn Profiles7. Email Opt-Out Landing Pages8. Confirmation Emails
Hello. Thank you for your email. I am at [insert event name] returning [insert date], my response will be delayed.
Thanks for your email. I am currently out of the office on vacation. Responses to email will be limited until I return, [insert date].
Hi, I am currently out on PTO with limited access to email. If this is urgent, please contact XXX ([email protected]) or YYY ([email protected]). Otherwise, I will get back to your message when I return on Thursday, March 13.
You know, I've been preaching this "BE HUMAN" theme for email marketers (and marketers in general) for some time now. So I guess it's a *bit* odd that this "out of office email autoresponder" is ... well ... automated. HOWEVER, it was written by a human (me).
Instead of the normal, "I am out of the office and will have limited access to email while gone" blah blah blah ...
I created this video - just for you!
http://www.youtube.com/watch?v=I5FI-yp7M4Q&feature=youtu.be
(hit reply)
Smile.Laugh.Dance.
Oui, Oui
As you read this, I am eyeballs deep in chocolate, baguettes, and museums. The family and I are doing a little sightseeing in Amsterdam, Antwerp, Paris, and the Dordogne region. I am also speaking at Facebook Congress in The Netherlands, as well as Content Marketing Conference Europe (my cunning vacation underwriting plan).
Note that my Mom is pet and house sitting, so any thoughts you may have of robbing me will be foiled. She's a tough old bird.
Oui, Oui
Getting ready for this trip, the biggest issues were convincing a pre-teen jock that you can't just wear basketball shorts and flip flops everywhere in France. Also, sorting out the myriad options for international voice, texting, and data coverage. Thanks to ATT for making that as easy as trigonometry.
I did successfully navigate that information thicket, and I'll be checking email (ish).
For quicker responses not sullied by a keyboard slick with foie gras, give these great folks a try:
North Pole
I am currently at the North Pole helping Santa and his elves put together a social support program to answer all the good little boys and girls who are tweeting their Christmas lists this year!
I am out of the office until Monday, December 9. If Santa allows it, I will respond to emails.
If it is an emergency, dial 911 and apply direct pressure. Otherwise, contact my right hand man, Michael Hunter at [email removed for this status].
Ho, ho, ho!"
Heather Dopson
No creativity at 4AMI'm sitting here at 4 AM trying to compose this out-of-office message. That might not seem like an impossible task to you early birds. But I'm allergic to mornings. (Is 4 AM morning? Or is it evening? I should go back to bed so I can drift off pondering that...)
Since I'm coming up empty on crack-of-dawn creativity, I'll keep this simple. I'm up early because I'm flying to San Francisco as I'll be at Dreamforce '13 this week.
(Are you here, too? I'm sure we'll see each other. (Ha! I kid! There's a mid-sized village of people here. If you're here, let's be more intentional about meeting... ))
All that to say: I am reading email (of course), but I'll be slow on response.
So this is officially called an auto-responder. But unofficially, it's called setting expectations.
Talk to you soon! -ish!
Your friend,
Ann
My Kayak doesn't get email
Hey there,
I'm currently kayaking in the Sea of Cortez and as such not reading email - a kayak is unstable enough without the weight of a sat phone!
I'll be back at it Jan 6th …
John Jantch
1. Email: Subject Lines & Copy2. Landing Pages3. Videos4. Email Signatures5. Out of Office Auto-Responders6. LinkedIn Profiles7. Email Opt-Out Landing Pages8. Confirmation Emails
1. Email: Subject Lines & Copy2. Landing Pages3. Videos4. Email Signatures5. Out of Office Auto-Responders6. LinkedIn Profiles7. Email Opt-Out Landing Pages8. Confirmation Emails
Watch video online
How about once a week? Let’s take is slow, Bonobos.
Once a month. I like you, Bonobos. LIKE.
It’s not you. It’s me, Bonobos. I need a 30-day break.
Unsubscribe. *Sniff*. It’s over, Bonobos.
“With the above form, however, Bonobos has consistently saved 25% of these opt-out
bound subscribers, converting them into a lower-cadence frequency option and keeping them on the list. Combined with other efforts, including frequency modeling, Bonobos was
able to reduce attrition by 86%.”Source
1. Email: Subject Lines & Copy2. Landing Pages3. Videos4. Email Signatures5. Out of Office Auto-Responders6. LinkedIn Profiles7. Email Opt-Out Landing Pages8. Confirmation Emails
Does HUMAN work for every company, every brand?
I think it does.
That being said, TEST IT. See if it works
for YOUR audience.
(Then report back)
DJ Waldowsocialbutterflyguy.com
