1. Wine & Web
Email Marketing
Andy Crestodina
@orbiteers #wineweb

2. Preferred channel for
permission-based promotional…
messages
Source:2012 Channel Preferences Survey, February 2012

3. How
often do
you use
the
following?
Source:2012 Channel
Preferences Survey,
February 2012

4. Why Email?

5. Salesy
Helpful!

6. “Focus on the core problem your
business solves and put out lots of
content and enthusiasm, and ideas
about how to solve that problem.”
- Laura Fitton

7. “I urge you to start writing content that
actually is either
1) actionable,
2) a strong opinion, or
3) proven to some degree.”
-Bill Sebald

8. Make a Magazine

9. Lots of Links
Source: HubSpot, Science of Email Marketing, February 2011

10. Lots of Links
Source: HubSpot, Science of Email Marketing, February 2011

11. Magazine: Curate
• 1 Featured Article
• 2 Articles from others
• Promoted eBook
• Tweets, jobs, etc.

12. Magazine: S, M, L
• 1 Featured Article
• Statistic
• Event, Video, etc.
• Recent Projects
• “SEO Horoscope”
• Other Links

13. Be Mobile Friendly

14. Email Traffic is Mobile Traffic
Source: Litmus

15. Mobile Friendly
Emails
1. Left align content
2. Buttons AND links
3. Landing Page

16. Landing Page #FAIL

17. Mobile Website

18. Responsive Web Design

19. Subject Lines

20. “On the average, five times as many
people read the headline as read the
body copy. When you have written
your headline, you have spent eighty
cents out of your dollar.”
- David Ogilvy

21. BEST for open rates
1. Posts
2. Jobs
3. Survey
4. Week’s
5. E-newsletter
6. Issue
7. Digest
8. Bulletin
9. Edition
Source: HubSpot, Science of Email Marketing, February 2011

22. WORST for deliverability
1. Confirm
2. Features
3. Upgrade
4. Magic
5. Raffle
6. Rewards
7. Requested
8. Follow Up
9. Coupon
Source: HubSpot, Science of Email Marketing, February 2011

23. Hot or cold, but never warm
Source: HubSpot, Science of Email Marketing, February 2011

24. Speaking of
sentiment…
Source: “What Makes Online Content Viral?”
Berger, Milkman, Wharton Business School

25. LIST GROWTH

26. Before…
After…

27. 1900% increase. Not bad!

28. Why it works
1.Prominence
2.Promise
3.Proof

29. Why it works
1.Prominence
2.Promise
3.Proof

30. GOOD

31. BAD

32. List Growth

33. POP QUIZ!
Sending unsolicited email is…
a. Illegal
b. Rude
c. Ineffective
d. …all of the above

34. TIMING

35. When To Send: Day of Week
Source: HubSpot, Science of Email Marketing, February 2011

36. When To Send: Day of Week
Source: HubSpot, Science of Email Marketing, February 2011

37. When To Send: Time of Day
Source: HubSpot, Science of Email Marketing, February 2011

38. When To Send: Frequency
Source: HubSpot, Science of Email Marketing, February 2011

39. TEST

40. Subject Lines vs Landing Pages
Source: 2011 MarketingSherpa Email Marketing Benchmark Survey

41. Measure & Improve: A/B Testing
Source: MailChimp

42. TRACK

43. Google Analytics: Campaign Tracking
Source: Google URL Builder

44. Google Analytics: Campaign Tracking
http://www.site.com/email-advice
?utm_source=Oct-Newsletter
&utm_medium=email
&utm_campaign=email-advice

45. Campaign Tracking

46. Campaign Tracking

47. Measure & Improve
1. Watch your stats
2. Listen for feedback
3. Experiment: topics, timing, layout

48. BONUS TIPS

49. Email Service Providers (ESPs)
1. Deliverability: ReachMail
2. Reporting: MailChimp
3. Price: Mad Mimi
4. Add-ons: Constant Contact
5. Service: Emma

50. Sender Name = Human
“Be a person.”
- Sonia Simone

51. Bounced? Reconnect.
1. Watch your bounces
2. Reconnect on LinkedIn, Twitter
3. Start a conversation
4. Re-subscribe

52. BOTTOM LINE

53. Bottom Line
“Send timely, targeted,
relevant, valuable emails
to people who asked for them.”
DJ Waldow
Waldow Social
Source: Internet Marketing for Smart People Radio

54. Wine & Web
Thank you!
Andy Crestodina
@orbiteers #wineweb