1. The Email Marketing Wake-up Call:
Steps to get better email response and
list engagement
October 23, 2013
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2. Today’s Speakers
Debra Ellis
Cyndie Shaffstall
Founder
Wilson & Ellis Consulting
Founder and CEM
Spider Trainers
Moderator
Thorin McGee
Editor in Chief
Target Marketing
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4. Please Welcome
Debra Ellis
Founder
Wilson & Ellis Consulting
#TMGWebinar

5. Email Marketing Wake Up Call
Finding the Right Email Mix
© 2013 Wilson & Ellis
Consulting
www.wilsonellisconsulting.
@DebraWEllis

6. Email Marketing Wake Up Call
Finding the Right Email Mix
 Promotional
 Educational
 Informational
© 2013 Wilson & Ellis
Consulting
@DebraWEllis

7. Email Marketing Wake Up Call
Email Objectives
 Acquisition
 Retention
 Sales
 Service
© 2013 Wilson & Ellis
Consulting
@DebraWEllis

8. Email Marketing Wake Up Call
Email Objectives
 Acquisition
 Retention
 Sales
 Service
© 2013 Wilson & Ellis
Consulting
@DebraWEllis

9. Email Marketing Wake Up Call
Email Objectives
 Acquisition
 Retention
 Sales
 Service
© 2013 Wilson & Ellis
Consulting
@DebraWEllis

10. Retention
Fight to Keep Customers

Dig deep in analytics

Start the win-back program early

Provide excellent service

React when people change course
© 2013 Wilson & Ellis
Consulting
www.wilsonellisconsulting.
@DebraWEllis

11. Service
Provide Useful Information

Identifies a problem

Reference material

Provides a solution
© 2013 Wilson & Ellis
Consulting
www.wilsonellisconsulting.
@DebraWEllis

12. Email Marketing Wake Up Call
© 2013 Wilson & Ellis
Consulting
www.wilsonellisconsulting.
@DebraWEllis

13. Email Marketing Wake Up Call
© 2013 Wilson & Ellis
Consulting
www.wilsonellisconsulting.
@DebraWEllis

14. Retention
Market to Behavior & Preferences

Make it easy

Analyze behavior

Use the actionable information
© 2013 Wilson & Ellis
Consulting
www.wilsonellisconsulting.
@DebraWEllis

15. Email Marketing Wake Up Call
Make it Easy
© 2013 Wilson & Ellis
Consulting
www.wilsonellisconsulting.
@DebraWEllis

16. Retention
Make it Easy
© 2013 Wilson & Ellis
Consulting
www.wilsonellisconsulting.
@DebraWEllis

17. Email Marketing Wake Up Call
Personalized vs. Pricing
© 2013 Wilson & Ellis
Consulting
www.wilsonellisconsulting.
@DebraWEllis

18. Email Marketing Wake Up Call
Personalized vs. Pricing
© 2013 Wilson & Ellis
Consulting
www.wilsonellisconsulting.
@DebraWEllis

19. Mobile
© 2013 Wilson & Ellis
Consulting
www.wilsonellisconsulting.
@DebraWEllis

20. Mobile
© 2013 Wilson & Ellis
Consulting
www.wilsonellisconsulting.
@DebraWEllis

21. Mobile
© 2013 Wilson & Ellis
Consulting
www.wilsonellisconsulting.
@DebraWEllis

22. Mobile
© 2013 Wilson & Ellis
Consulting
www.wilsonellisconsulting.
@DebraWEllis

23. Email Marketing Wake Up Call
Crossing Channels


Create web accessible emails
Encourage people to share
information

Make sharing easy

Always include a call to action
© 2013 Wilson & Ellis
Consulting
www.wilsonellisconsulting.
@DebraWEllis

24. Sales
© 2013 Wilson & Ellis
Consulting
www.wilsonellisconsulting.
@DebraWEllis

25. Email Marketing Wake Up Call
© 2013 Wilson & Ellis
Consulting
www.wilsonellisconsulting.
@DebraWEllis

26. Email Marketing Wake Up Call
© 2013 Wilson & Ellis
Consulting
www.wilsonellisconsulting.
@DebraWEllis

27. Email Marketing Wake Up Call
© 2013 Wilson & Ellis
Consulting
www.wilsonellisconsulting.
@DebraWEllis

28. Deliverability

Spam Triggers
© 2012 Wilson & Ellis
Consulting
www.wilsonellisconsulting.
@DebraWEllis

29. Spam Triggers

Relationship

Keywords & Phrases

Image to Text Ratio

Reputation

Styling
© 2012 Wilson & Ellis
Consulting
www.wilsonellisconsulting.
@DebraWEllis

30. Deliverability

Spam Triggers

Service Provider
© 2012 Wilson & Ellis
Consulting
www.wilsonellisconsulting.
@DebraWEllis

31. Service Provider
© 2013 Wilson & Ellis
Consulting
www.wilsonellisconsulting.
@DebraWEllis

32. Gmail Before
© 2013 Wilson & Ellis
Consulting
www.wilsonellisconsulting.
@DebraWEllis

33. Gmail After
© 2013 Wilson & Ellis
Consulting
www.wilsonellisconsulting.
@DebraWEllis

34. Gmail Mobile
© 2013 Wilson & Ellis
Consulting
www.wilsonellisconsulting.
@DebraWEllis

35. Deliverability

Spam Triggers

Service Provider

Recipient
© 2012 Wilson & Ellis
Consulting
www.wilsonellisconsulting.
@DebraWEllis

36. Recipient

Volume

Boredom

Lack of Relevance

Relationship

Content
© 2012 Wilson & Ellis
Consulting
www.wilsonellisconsulting.
@DebraWEllis

37. Tips

Monitor subscriber activity

Focus on building relationships

Provide useful information

Make it easy to cross channels


Optimize your emails for subscribers,
deliverability and search
Be relevant
© 2013 Wilson & Ellis
Consulting
www.wilsonellisconsulting.
@DebraWEllis

38. Thank you!
Debra Ellis
dellis@wilsonellisconsulting.com
© 2013 Wilson & Ellis
Consulting
www.wilsonellisconsulting.
@DebraWEllis

39. Please Welcome
Cyndie Shaffstall
Founder and CEM
Spider Trainers
#TMGWebinar

40. Results-getting changes you can
make to improve deliverability and
opens of your marketing emails.

41. WRITE A GREAT SUBJECT LINE
To learn more, get the guidebook at http://spdr.at/tip-1c

42.  Use four to six words
 Ask a question
 Convey urgency
 Value proposition
 Be clever, use a pun, or
try risqué
 Be timely
 Write it last
 Call to action
 Test, track, and tweak
 Number it
 Look for inspiration
To learn more, get the guidebook at http://spdr.at/tip-1nc

43. USE PERSONALIZATION
To learn more, get the guidebook at http://spdr.at/tip-2c

44. Most studies on the effectiveness of personalization
in email indicate click-thru rates are higher when
the message is personalized — but not when you
personalize the subject line.
To learn more, get the guidebook at http://spdr.at/tip-2nc

45. It’s rarely that simple.
We recommend you test, track, and tweak.
To learn more, get the guidebook at http://spdr.at/tip-2c

46. GIVE A GREAT PRESENTATION
To learn more, get the guidebook at http://spdr.at/tip-3nc

47. The preview text, or preheader, can be an
influential factor in your open rates, especially
for recipients using mobile devices.
To learn more, get the guidebook at http://spdr.at/tip-3c

48. Think twice before using this prime real estate
for something as unfriendly as:
To learn more, get the guidebook at http://spdr.at/tip-3nc

49. Most studies show that emails sent from brands or
individuals enjoy higher open rates than when an
email address is used as the from name.
To learn more, get the guidebook at http://spdr.at/tip-3c

50. Some pundits believe that using a
person’s name (without whom the recipient
has a relationship) is just as bad.
To learn more, get the guidebook at http://spdr.at/tip-3nc

51. Most email applications offer templates,
but templates rarely represent the uniqueness
of your company, brand, product, or services.
Get professional help.
To learn more, get the guidebook at http://spdr.at/tip-3c

52. Be responsive.
To learn more, get the guidebook at http://spdr.at/tip-3nc

53. KEY ELEMENTS









Well-written content
Professional design
Visual connection to the brand
Personalization
Call to action
Permission reminder
Unsubscribe link
Share with a friend link
Legally required content
(CAN-SPAM)
 Be selective when adding:
 Social-follow links
 Links to your website (beyond
those included in the CANSPAM required footer)
 Other links
 Error-free programming
 Well-formed HTML with inline
CSS
 Responsive layout
 Plain text version and web version
To learn more, get the guidebook at http://spdr.at/tip-3c

54. OPTIMIZE YOUR CALL TO ACTION (CTA)
To learn more, get the guidebook at http://spdr.at/tip-4nc

55. With more than one call to action, you run the risk
of diluting your message or worse:
confusing the recipient.
To learn more, get the guidebook at http://spdr.at/tip-4c

56. Calls to action are great fodder for A/B
and multivariate testing, as long as you
follow the rule of one message, one call to action.
To learn more, get the guidebook at http://spdr.at/tip-4nc

57. DON’T BECOME A SPAMMER
To learn more, get the guidebook at http://spdr.at/tip-5c

58. Spam-combatting organizations use a honeypot
— a planted (yet hidden) email address that,
when harvested and emailed,
identifies the sender as a spammer.
To learn more, get the guidebook at http://spdr.at/tip-5nc

59. These addresses, or spamtraps, do not bounce;
instead they are delivered to the monitoring
company in order to identify the sender.
To learn more, get the guidebook at http://spdr.at/tip-5c

60. Avoid purchasing or renting lists.
To learn more, get the guidebook at http://spdr.at/tip-5nc

61. Customers who receive targeted emails
based upon their preferences are
more receptive to the message.
To learn more, get the guidebook at http://spdr.at/tip-5c

62. PROTECT YOUR SENDER REPUTATION
To learn more, get the guidebook at http://spdr.at/tip-6nc

63. Sending to spamtraps or accumulating bounces
and spam complaints all contribute to
your sender reputation.
To learn more, get the guidebook at http://spdr.at/tip-6c

64. Sender reputation is not yours alone to bear
— it is associated with the IP address
of the mail server you are using.
To learn more, get the guidebook at http://spdr.at/tip-6nc

65. Six elements to your sender reputation
 Volume — Keep traffic to an
even keel.
 Spamtrap hits — Avoid at all
costs.
 Lots of unknown recipients  Consistency — Find an ESP
— Send to people with whom
and stick with it.
you have developed a
 Management — Be
relationship.
responsible for the
 Complaint rates — Should
acquisition and ongoing
not exceed more than 1 per
maintenance of your list.
thousand.
To learn more, get the guidebook at http://spdr.at/tip-6c

66. USE SENDER AUTHENTICATION
To learn more, get the guidebook at http://spdr.at/tip-7nc

67. Spoofing is when the sender’s address and/or other
parts of the email header are modified in order to
appear as though the email is being sent from a
different source (usually a more-reputable source).
To learn more, get the guidebook at http://spdr.at/tip-7c

68. Sender Policy Framework (SPF) is an
email-validation system you can use to prevent
spam by detecting email spoofing by
verifying the sender’s IP address.
To learn more, get the guidebook at http://spdr.at/tip-7nc

69. CELEBRATE UNSUBSCRIBES
To learn more, get the guidebook at http://spdr.at/tip-8c

70. Repeatedly sending emails to people who are
not engaged or who mark you as a spammer,
will affect your future deliverability.
To learn more, get the guidebook at http://spdr.at/tip-8nc

71. Inactive leads are a liability.
Kick ’em to the curb.
To learn more, get the guidebook at http://spdr.at/tip-8c

72. TEST EVERYTHING
To learn more, get the guidebook at http://spdr.at/tip-9nc

73. Deciding what engagements to test and measure
will be based upon the goals for each component
of your campaign and for your entire campaign.
To learn more, get the guidebook at http://spdr.at/tip-9c

74. In an A/B test, two versions (A and B) are
compared, which are identical except for one
variation
that might impact a user’s behavior.
To learn more, get the guidebook at http://spdr.at/tip-9nc

75. Multivariate testing (MVT) is when you test two or
more design or content changes at the same time.
To learn more, get the guidebook at http://spdr.at/tip-9c

76. MONITOR YOUR ANALYTICS
To learn more, get the guidebook at http://spdr.at/tip-10nc

77. Explicit data are demographics such as title,
gender, location, and so on.
Implicit data are what you can collect over time;
behavior such as links clicked, resources
downloaded, pages visited, and the like.
To learn more, get the guidebook at http://spdr.at/tip-10c

78. Pre-open metrics are:
 Deliver
 Day and time of send
 Bounce rate (email)
 Location
 Bounce rate (website)
To learn more, get the guidebook at http://spdr.at/tip-10nc

79. Post-open metrics are:
 Open
 Forward to a friend
 Glance, skim, and read
 Delete
 Click (download, view,
etc.)
 Print
 Opt-out (unsubscribe)
 Visit website
 Socially engage
To learn more, get the guidebook at http://spdr.at/tip-10c

80. As experts in drip and nurture marketing,
Spider Trainers is chosen by companies to amplify lead
and demand generation while setting standards for
design, development, and deployment.
To learn more, get the guidebook at http://spdr.at/spider-trainers

81. Chuck Meyer
Spider Trainers designs, develops, and
deploys custom blast, drip, and nurture
campaigns.
Client relations manager
Visit our resource center to learn more:
651 702 3793

Profiling Personas
cmeyer@spidertrainers.com

20+ Ideas for Automated Marketing

Prospects, Leads, & Subscribers

Marketing Metrics

Drip-marketing Toolkit

Great Big Book of Things Marketers Count

Great Big Book of Things Marketers Say
Contact us:
http://www.spidertrainers.com
To learn more, get the guidebook at http://spdr.at/spider-trainers

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