Email marketing is not ‘dead’ and in fact is a strong component of great content marketing. Understanding the email ecosystem and usage trends is critical to continued optimization of the channel.

1. Email Marketing
by: Mark O’Renick | January 16, 2013

2. Dead or Alive?
“With an ROI of
around 4,300%,
according to the
DMA, email
practically pays
for itself.”
Pete Burns

3. what is it
(the definition)

4. What is Email Marketing?
From Wikipedia: Directly communicating a commercial
message to a group of people using email. It usually involves
using the email to send ads, request business, or solicit sales
or donations, and is meant to build loyalty, trust or brand
awareness. Email marketing can be done to either a cold list
or current customer database.

5. why it matters
(the numbers games)

6. GTM Strategy
Client Analytics
Service
Advertising
Events
Sales Public
Tools Relations
E R
Email C Search
Engines
Direct
Mail Website
Mobile Social
Media

7. Widely Used Tactic
Email marketing is the
#2 most used tactic.
eConsultancy: B2B Internet Statistics Compendium January 2013

8. Where Does Email Fit?
Econsultancy and the IAB surveyed to find out
“How we WANT to communicate with companies.”
email was #1
28%
Only 3% wanted 72%
their primary contact
with companies to be
on Facebook.
Offline Online
eConsultancy: The Multi-Channel Marketer, 2012

9. Reasons We Use Email
eConsultancy: The Multi-Channel Marketer, 2012

10. Digging Deeper Produces Results

11. The Trend Toward Mobile
73% 34% 11% 9.5%
increase increase decrease decrease
in email in email in email in email
views on opens on opens on opens on
iPad mobile web-based desktop
devices email email
programs clients
eConsultancy: USA Email Marketing Statistics January 2013

12. Fragmentation Impacts Attention
overall open rates down slightly
eConsultancy: USA Email Marketing Statistics January 2013

13. Overall Attention Remains Strong
performance
varies by a
number of
factors
eConsultancy: USA Email
Marketing Statistics
January 2013

14. Usage Impacts Metrics
Performance factors include industry, purpose, audience,
list quality, content, design, integration, history, etc.
open click % of
rate rate total
eConsultancy: USA Email Marketing Statistics January 2013

15. Usage Impacts Metrics
Open rates peak in the first hour of delivery. 50% of
email opens for a marketing campaign happen within
the first six hours.
eConsultancy: USA Email Marketing Statistics January 2013

16. Usage Impacts Metrics
Open rates peak in the morning and then decline from there.
eConsultancy: USA Email Marketing Statistics January 2013

17. Usage Impacts Metrics
Subject line length
impacts open rates
and click-through
rates differently.
eConsultancy: USA Email
Marketing Statistics January 2013

18. Usage Impacts Metrics
Personalization also
impacts open rates
and click-through
rates differently.
eConsultancy: USA Email
Marketing Statistics January 2013

19. How People Break-Up with Us
eConsultancy: USA Email Marketing Statistics January 2013

20. Why People Break-Up with Us
eConsultancy: USA Email
Marketing Statistics
January 2013

21. Social Integration Challenge

22. Offline Integration Challenge
eConsultancy: USA Email Marketing Statistics January 2013

23. how we do it
(process and people)

24. Email Marketing Activities
Strategy Design Coding
Content List Testing
Tracking Analytics

25. Email Marketing Roles

26. The Path to Optimization
Nearly half (46%) of B2B marketers who use email marketing
say their program could benefit from increased focus and
optimization (e.g., A/B testing), while about one quarter of
those using display ads, paid search and social media report
the same.
eConsultancy: B2B Internet Statistics Compendium January 2013

27. Steps to improvement
#1 Define Your Goals
More leads?
Inform and educate?
Stay in touch with existing clients?
Introduce new offerings?
Drive sales?
eConsultancy: B2B Internet Statistics Compendium January 2013

28. Steps to improvement
#2 Define Your Strategy
Product or service announcements
Sharing educational content
Distributing news
Promoting offers
Sending invites
Distributing opinions
eConsultancy: B2B Internet Statistics Compendium January 2013

29. Steps to improvement
#3 Generate Your List
Build it through requests and registrations?
Buy it from lead directories or database companies?
Bridge it from co-sponsored promotions?
Blend it using a variety of approaches?
eConsultancy: B2B Internet Statistics Compendium January 2013

30. Steps to improvement
#4 Manage Your List
Subcription process and tools
Syncing sources of customer data
Segmenting lists based on preferences and strategy
Selecting variables for customization
eConsultancy: B2B Internet Statistics Compendium January 2013

31. Internet Service Provider

32. Steps to improvement
#5 Craft Compelling Content
Purpose of your email?
Unique about your audience?
Companies (POV)2?
Valuable, relevant, timely and interesting?
Desired action and response?
Integration with other channels?
eConsultancy: B2B Internet Statistics Compendium January 2013

33. Steps to improvement
#6 Integrate Content Elements
Case studies
Surveys
Industry reports
Webinars
Whitepapers
Blog posts
eBooks
Website links
Videos
eConsultancy: B2B Internet Statistics Compendium January 2013

34. Steps to improvement
#7 Optimize Delivery
Check for SPAM filtering
Test for viewing and readability
Build with mobile in mind
Follow best practices for content and design
Monitor analytics for potential problems
eConsultancy: B2B Internet Statistics Compendium January 2013

35. Browser Testing

36. Increase Your Odds of Being Read
1. Include your company’s name in the subject line
2. Limit subject line length (45 to 55 characters max)
3. Include your offer in the subject line
4. Keep subject line consistent to increase familiarity
5. Send from the same person to increase recognition
6. Avoid spam filters by omitting punctuation and all caps
7. Map sender domain properly
8. Use a reputable ISP

37. Optimize Design & Layout
1. Well-designed HTML
2. Link to text version
3. Optimized for mobile
4. Background colors to optimize readability (dark on light)
5. Summary and link to full content for eNewsletters
6. Keep content brief with offers and critical info up top
7. Easy-to-read blocks with bulleted text

38. Analyze for Actionable Insight
1. Make sure testing is statistically sound
2. Integrate email and site analytics to dive deeper
3. Track standard performance (delivery, open, click, CTO)
4. Benchmark data in context
5. Measure constantly and evaluate periodically
6. Align measurement with overall objectives and activities

39. Kick the CAN-SPAM Down the Road
1. Run a spam check through the ISP
2. Avoid suspect subject lines (all caps, punctuation, length)
3. Watch HTML code (images too big, uneven ratios, etc.)
4. Avoid large attachments (not at all to big lists)
5. Don’t use triggers (“act now”, “free”, “new”, etc.)
6. Stay away from cheap email marketing software

40. Digging Deeper Strategically
1. Utilizing marketing automation software or features
2. Integrating with sales CRM
3. Designing lead nurturing campaigns based on events
4. Building high-level personalization based on customer data
5. Managing through privacy and security concerns
6. Engaging in full-scale data management

41. Resources
1. Econsultancy
2. Marketing Sherpa
3. Marketing Profs
4. ClickZ
5. Hubspot
6. Listrak and other ISP

42. Summary
(it’s almost over)

43. Key Takeaways
1. Email marketing is not ‘dead’ and in-fact is a strong component
of great content marketing
2. Understanding the email ecosystem and usage trends is critical
to continued optimization of the channel
3. Sound strategy, smart design and compelling content set the
basis for success
4. Leveraging technology tools properly is key (right tool for the
right job)
5. Testing is critical to short-term and long-term program success

44. Key Takeaways
1. Email marketing is not ‘dead’ and in-fact is a strong component
of great content marketing
2. Understanding the email ecosystem and usage trends is critical
to continued optimization of the channel
3. Sound strategy, smart design and compelling content set the
basis for success
4. Leveraging technology tools properly is key (right tool for the
right job)
5. Testing is critical to short-term and long-term program success

45. Salva O’Renick is an interactive content
marketing agency focused on helping
clients change the way they engage
customers to drive business. Visit our
website to learn more.
Content Marketing Club is a part of Salva
O’Renick’s initiative to create an ongoing
conversation about the ever-changing
content marketing landscape. Visit our
website for more insight.