Why Your Email SucksAnd How To Fix it

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We’ll start at 1pm Eastern / 10am Pacific.

Important NoteMy email sucks, too

We can all do better!

1. Why EMAIL

AGENDA 2. Six Reasons & FIXES

3. Q&A

& WHY EMAIL MARKETINGWHY EMAILPart

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EMAIL: WE LOVE TO HATE IT

STILL the top daily digital activity across generations

Opportunities beyond transactional email

The Bottom Line

STILL the top direct marketing channel for ROI

WHY IT CAN’T SUCK

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$38 Return for Every $1 Invested in the Channel (DMA National Client Email Report 2015)

STILL the top direct marketing channel for ROI

Opportunities beyond transactional email

The Bottom Line

Still the top daily digital activity across generations

WHY IT CAN’T SUCK

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HerCampus “Ultimate college life survey”

STILL the top direct marketing channel for ROI

Opportunities beyond transactional email

The Bottom Line

STILL the top daily digital activity across generations

WHY IT CAN’T SUCK

TRANSACTIONAL EMAIL:Gmail, Outlook, Yahoo, Apple Mail, AOL, etc.

EMAIL MARKETING: BombBomb, MailChimp, Constant Contact, etc.

> List management > Tracking & analytics > HTML email designs > Forms, autoresponders, drips

STILL the top direct marketing channel for ROI

Opportunities beyond transactional email

The Bottom Line

STILL the top daily digital activity across generations

WHY IT CAN’T SUCK

The Email InboxWhere business gets done Where communication starts Where some prefer to stay

Nearly everyone uses email.

We need to send better emails.

AND HOW TO FIX ITWHY EMAIL SUCKSPart

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1. IT’S NOT SINCEREEasy to send selfish email – easiest thing to do Ask: “What’s the benefit to the recipient?” Practice: Framework for better communication

Every email you send trains peopleto open or delete your next email.

EMPATHY, VALUE, CALL TO ACTION

Empathy Your ability to understand & relate to their feelings. Meeting people where they are. Letting them know it’s about them (not about you).

EMPATHY, VALUE, CALL TO ACTION

Value Your ability to serve with knowledge & expertise. Trying to give them something they can’t Google. Making tangible your USP.

EMPATHY, VALUE, CALL TO ACTION

Call To Action Your ability to make clear the path forward. Walking people through the conversion. Offering the next step strongly and clearly.

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EXAMPLE:Bad Website Lead

EXAMPLE:Bad Website Lead Thank you so much for signing up on our website. I hope it’s been a

value and benefit as you’re searching for your new home.

I also wanted to let you know that I completely understand you not putting in your real contact information. I’d do the same thing myself if I just wanted to find a home and not be bothered.

But when the time is right for you and you’re feel you need someone to help you through this difficult process, find that dream home, and get the best possible price, please put in your correct information and reach out any time. We’re here to help you.

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MECLABS | MarketingExperiments.com

2. IT’S NOT CLEAR Align your email with a business objective based in a customer need. The One Thing

Be clear with yourself first Then, make it clear to recipients 1 Why did I get this? 2 What’s my opportunity? 3 How do I proceed?

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EXAMPLE Subject:

Get 2 more weeks free Preheader: And get set up for success  

RESULTS:56 clicks (9%)31 appointments (55%)

Subject Line Tips

Clear > Clever

Try to keep it to 50 characters or so

Shorter = higher open, lower engagement Longer = lower open, higher engagement

Take advantage of “Preheader” textAdditional inbox real estate (double your characters!)

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Subject Line Tips

1.  Use the preheader to extend the subject line

2.  Use the preheader for a separate, but related message

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Subject Line Tips

Based on 15,000,000 email sends from BombBomb in January 2016

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“Video” in the Subject Line

8.3% higher open rate

32.8% higher play rate

Based on 15,000,000 email sends from BombBomb in January 2016

Subject Line Tips

3. IT’S NOT TARGETEDHave you ever received an email … Who > How Many Broad, selfish “blast” sending is like …

AGAIN Every email you send trains peopleto open or your next email. Time & attention are too valuable NOT to target. Non-targeted “blast” sending exhausts your database & burns future opportunities.

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Targeting for Better Results 1-10 133% higher open rate

1 to 1 175% higher open rate LESSON: targeted sends based in relevance build anticipation.

4. IT’S NOT HYGIENICBest email – timely, relevant, anticipated List hygiene – clean and current lists Suppression list & spam – what they are Gmail “Promotions” tab – because you want to know

Exercise for List Hygiene

“If I picked up the phone”

Your name Your title or position Your company name His or her relationship to you or your company

SUPPRESSION LIST

Invalid Opt-out Abuse (SPAM!)

People who can’t or don’t want to receive your emails.

SPAM – A SHARED RESPONSIBILITYNo hard rules, every black box differs

No one thing, more like a “demerit” filtering process -  High invalid address result -  High spam and abuse complaints -  Spammy subject lines (odd characters, punctuation, all caps) -  Spammy content (links, language, text:image ratio -  Generic “From” addresses (info@, office@, noreply@, etc) -  Free email accounts (Gmail, Yahoo, Hotmail, Mailinator, etc)

CONSEQUENCE: Account Shutdown (0.1%)

SPAM – A SHARED RESPONSIBILITY> Delivering email – core to our business > One of a handful of white-listed email service providers > Monitor & manage our reputation directly > Supporting latest sender ID protocols, seed emails > Screening new customers, some manual approvals > Providing automated suppression for all customers

GMAIL PROMOTIONS TAB> THEN: Primary | Spam > NOW: Primary, Promotions, Social | Updates, Forums | Spam > 16% of email opens on average are in Gmail (Source: Litmus)

> Not all Gmail instances default to tabs (Google Apps, for example)

> Of those who got tabs, 21% turned off Promotions (Source: Return Path)

> Promotions is inbox placement, good for deliverability overall > Some of this email used to go to Spam > Top line BombBomb research shows equal open rates TAKEAWAY: Promotions Tab isn’t the problem.

5. IT’S NOT TRACKEDWe look for magic bullets like “best day and time to send.” Every list is different – tracking is how you get to know yours. Email tracking tells you everything you need to know.

BASIC DEFINITIONS

Open rate: total unique opens / total emails delivered Click rate: total clicks / total unique opens Play rate: total video plays / total unique opens

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Better Follow Up - Segmentation

Make new lists based on actions or non-actions to follow up in a smarter way.

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Better Follow Up – Send to List

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Better Follow Up – Follow Up 1 to 1

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Better Follow Up – Real Time Notifications

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Better Follow Up – Relationship Score

6. IT’S NOT DIFFERENTIATEDYour email looks the same as it did 5 years ago. Your email looks just like his. And hers. And theirs. Email removes the messenger from the message, but you can put yourself back through simple video. You are your own best differentiator.

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See the Difference

HOW TO FIX OUR EMAILMake it sincere – empathy, value, CTA. Make it clear – the one thing. Make it targeted – no “blasting.” Make it hygienic – lists & suppression. Make it tracked – specific people. Make it differentiated – simple videos.

TYPE IN “QUESTIONS” BOXQ&APart

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THANK YOUPlease ask questions.