The Role of Email Marketing in an Inbound Marketing World · 2016-06-20 · About Karen Rubin 2...
Transcript of The Role of Email Marketing in an Inbound Marketing World · 2016-06-20 · About Karen Rubin 2...
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The Role of Email Marketing in an Inbound Marketing World
Karen Rubin
Project Owner
HubSpot
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About Karen Rubin
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Karen Rubin is a project owner at HubSpot, an Internet marketing company whose visionary efforts have changed the nature of internet marketing for small and medium businesses. She has also worked in project and content management for some of the world's top Web 2.0 companies, such as MainStreet.com, Stockpickr.com, iVillage.com and GiftCertificates.com. Karen also is co-star of HubSpot TV, a weekly video podcast about marketing and social media trends. Karen has a degree in Computer Science from Trinity College.
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Marketing is Changing
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1950 - 2000 2000 - 2050
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Outbound Marketing
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Outbound Marketing is Harder
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800-555-1234
Annoying
Salesperson
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Inbound Marketing
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Social MediaMarketing
Search EngineMarketing
ContentMarketing
Conversion Marketing
Lead Nurturing
Sales Support
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Where Does Email Fit In?
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Awareness
Consideration
Decision
List RentalList Purchases
NewslettersLead Nurturing
Lead Nurturing
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House Lists Beat Third-Party Lists
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Future Investment is Inbound
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-25.00%
0.00%
25.00%
50.00%
75.00%
Net Change in Investment (Avg B2B & B2C)
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Opt-In Email = Inbound Marketing
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Awareness
Consideration
Decision
List RentalList Purchases
NewslettersLead Nurturing
Lead Nurturing
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How To Prepare for the Future of Email Marketing
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Tip #1:
Optimizefor
Mobile
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Email Usage
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31%
15%
11%
10%
9%
7%
6%
3%7%
Outlook
Yahoo Mail
MSN / Hotmail
Apple Mail
iPhone
Gmail
Misc. Web Mail
Android
Other
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Avoid Large Images
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Avoid Large Images
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Avoid Heavy Formatting
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How To Optimize for Mobile:
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• Avoid large images
• Avoid tables / columns
• Formatted text is your friend
• Shorter is better
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Tip #2:
BuildSocial
Authority
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Two Huge Developments in Email
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Social Inbox
The “Spam” Filter is Now Social
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Email Inbox Ranking – Before 2011
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Most Messages by Date
Flagrant Spam
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Email Inbox Ranking – After 2011
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Things You Like(People and Brands)
Things You Don’t LikeOr Don’t Know(People and Brands)
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That’s Some Scary Shiitake
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How To Rank Higher in the Email Inbox
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Tip #3:
Optimizefor
Social
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“Follow Me” Module in Your Email
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Share This Email via Social Media
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Where Is the Next Inbox?
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0.00%
25.00%
50.00%
75.00%
100.00%
Personal Email
Corporate Email
Facebook LinkedIn Twitter Blogs YouTube
% of US Business People Who Regularly Check These Inboxes
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Which Comes First? Message or Medium?
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• Start with email, then decide what content / message to send
OR
• Start with message / content, then decide best medium to send
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How To Optimize for Social:
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• Add “Follow Me” module
• Add “Share This” buttons
• Start with content, then decide if email is best way to send message
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We’ve Got Lots To Think About…
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What You Should Do Today:
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1. Stop buying lists / subscribers
2. Mobile optimize your email
3. Social optimize your email
4. Build your social authority
5. Start with the message, then pick the right communication channel
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Thank You / Q&A
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Karen Rubin
Project Owner
HubSpot
@karenrubin
Facebook.com/karen-rubin/9903737
Twitter.com/karenrubin
Linkedin.com/in/karenrubin
www.karen-rubin.com