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The Rebel's Guide to Email Marketing

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If you believe what the email marketing purists say, there are a ton of rules out there – things to always (or never) do. Find out which email marketing “rules” you should consider breaking and why.

Publicada em: Tecnologia, Diversão e humor
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The Rebel's Guide to Email Marketing

  1. 1. The Rebel’s Guide to Email Marketing DJ Waldow | Waldow Social | @djwaldowDJ Waldow | Waldow Social | @djwaldowDJ Waldow | Waldow Social | @djwaldow@djwaldow | #Demand13 Monday, July 1, 13
  2. 2. DJ Waldow | Waldow Social | @djwaldowDJ Waldow | Waldow Social | @djwaldowDJ Waldow | Waldow Social | @djwaldowDJ Waldow | Waldow Social | @djwaldowDJ Waldow | Waldow Social | @djwaldowDJ Waldow | Waldow Social | @djwaldowDJ Waldow | Waldow Social | @djwaldowDJ Waldow | Waldow Social | @djwaldow@djwaldow | #Demand13 Monday, July 1, 13
  3. 3. DJ Waldow | Waldow Social | @djwaldowDJ Waldow | Waldow Social | @djwaldowDJ Waldow | Waldow Social | @djwaldow@djwaldow | #Demand13 Monday, July 1, 13
  4. 4. Email has had a good run as king of communications. But its reign is over. DJ Waldow | Waldow Social | @djwaldowDJ Waldow | Waldow Social | @djwaldowDJ Waldow | Waldow Social | @djwaldow@djwaldow | #Demand13 Monday, July 1, 13
  5. 5. Most emailed article of the day DJ Waldow | Waldow Social | @djwaldowDJ Waldow | Waldow Social | @djwaldowDJ Waldow | Waldow Social | @djwaldow@djwaldow | #Demand13 Monday, July 1, 13
  6. 6. Time for a game! DJ Waldow | Waldow Social | @djwaldowDJ Waldow | Waldow Social | @djwaldowDJ Waldow | Waldow Social | @djwaldow@djwaldow | #Demand13 Monday, July 1, 13
  7. 7. How many of you have...? DJ Waldow | Waldow Social | @djwaldowDJ Waldow | Waldow Social | @djwaldowDJ Waldow | Waldow Social | @djwaldow@djwaldow | #Demand13 Monday, July 1, 13
  8. 8. “Email marketing is NOT dead!” - @djwaldow #Demand13 DJ Waldow | Waldow Social | @djwaldowDJ Waldow | Waldow Social | @djwaldowDJ Waldow | Waldow Social | @djwaldow@djwaldow | #Demand13 Monday, July 1, 13
  9. 9. the secret to email marketing DJ Waldow | Waldow Social | @djwaldowDJ Waldow | Waldow Social | @djwaldowDJ Waldow | Waldow Social | @djwaldow@djwaldow | #Demand13 Monday, July 1, 13
  10. 10. Send timely, targeted, valuable HUMAN email to people who want it DJ Waldow | Waldow Social | @djwaldowDJ Waldow | Waldow Social | @djwaldowDJ Waldow | Waldow Social | @djwaldow@djwaldow | #Demand13 Monday, July 1, 13
  11. 11. DJ Waldow | Waldow Social | @djwaldowDJ Waldow | Waldow Social | @djwaldowDJ Waldow | Waldow Social | @djwaldow@djwaldow | #Demand13 Monday, July 1, 13
  12. 12. DJ Waldow | Waldow Social | @djwaldowDJ Waldow | Waldow Social | @djwaldowDJ Waldow | Waldow Social | @djwaldow@djwaldow | #Demand13 NOT HUMAN X X X Monday, July 1, 13
  13. 13. DJ Waldow | Waldow Social | @djwaldowDJ Waldow | Waldow Social | @djwaldowDJ Waldow | Waldow Social | @djwaldow@djwaldow | #Demand13 Monday, July 1, 13
  14. 14. DJ Waldow | Waldow Social | @djwaldowDJ Waldow | Waldow Social | @djwaldowDJ Waldow | Waldow Social | @djwaldow@djwaldow | #Demand13 NOT HUMAN X X X Monday, July 1, 13
  15. 15. DJ Waldow | Waldow Social | @djwaldowDJ Waldow | Waldow Social | @djwaldowDJ Waldow | Waldow Social | @djwaldow@djwaldow | #Demand13 Monday, July 1, 13
  16. 16. HUMAN DJ Waldow | Waldow Social | @djwaldowDJ Waldow | Waldow Social | @djwaldowDJ Waldow | Waldow Social | @djwaldow@djwaldow | #Demand13 Monday, July 1, 13
  17. 17. DJ Waldow | Waldow Social | @djwaldowDJ Waldow | Waldow Social | @djwaldowDJ Waldow | Waldow Social | @djwaldow@djwaldow | #Demand13 Monday, July 1, 13
  18. 18. DJ Waldow | Waldow Social | @djwaldowDJ Waldow | Waldow Social | @djwaldowDJ Waldow | Waldow Social | @djwaldow@djwaldow | #Demand13 HUMAN Monday, July 1, 13
  19. 19. DJ Waldow | Waldow Social | @djwaldowDJ Waldow | Waldow Social | @djwaldowDJ Waldow | Waldow Social | @djwaldow@djwaldow | #Demand13 Monday, July 1, 13
  20. 20. First, I love this idea of getting people engaged right away. Kudos! Ha! I didn't think anyone would be reading my answers. P.S. I guess I should always answer those automatic things as if someone is reading them...though I think you are the first that has ever responded! Oh… you are good! I didn’t expect a response back - very good. DJ Waldow | Waldow Social | @djwaldowDJ Waldow | Waldow Social | @djwaldowDJ Waldow | Waldow Social | @djwaldow@djwaldow | #Demand13 Monday, July 1, 13
  21. 21. DJ Waldow | Waldow Social | @djwaldowDJ Waldow | Waldow Social | @djwaldowDJ Waldow | Waldow Social | @djwaldow@djwaldow | #Demand13 HUMAN Monday, July 1, 13
  22. 22. DJ Waldow | Waldow Social | @djwaldowDJ Waldow | Waldow Social | @djwaldowDJ Waldow | Waldow Social | @djwaldow@djwaldow | #Demand13 Monday, July 1, 13
  23. 23. DJ Waldow | Waldow Social | @djwaldowDJ Waldow | Waldow Social | @djwaldowDJ Waldow | Waldow Social | @djwaldow@djwaldow | #Demand13 CMO Monday, July 1, 13
  24. 24. DJ Waldow | Waldow Social | @djwaldowDJ Waldow | Waldow Social | @djwaldowDJ Waldow | Waldow Social | @djwaldow@djwaldow | #Demand13 Monday, July 1, 13
  25. 25. DJ Waldow | Waldow Social | @djwaldowDJ Waldow | Waldow Social | @djwaldowDJ Waldow | Waldow Social | @djwaldow@djwaldow | #Demand13 Monday, July 1, 13
  26. 26. DJ Waldow | Waldow Social | @djwaldowDJ Waldow | Waldow Social | @djwaldowDJ Waldow | Waldow Social | @djwaldow@djwaldow | #Demand13 Monday, July 1, 13
  27. 27. one more secret to email marketing DJ Waldow | Waldow Social | @djwaldowDJ Waldow | Waldow Social | @djwaldowDJ Waldow | Waldow Social | @djwaldow@djwaldow | #Demand13 Monday, July 1, 13
  28. 28. DJ Waldow | Waldow Social | @djwaldowDJ Waldow | Waldow Social | @djwaldowDJ Waldow | Waldow Social | @djwaldow@djwaldow | #Demand13 Monday, July 1, 13
  29. 29. DJ Waldow | Waldow Social | @djwaldowDJ Waldow | Waldow Social | @djwaldowDJ Waldow | Waldow Social | @djwaldow@djwaldow | #Demand13 Monday, July 1, 13
  30. 30. Hey … DJ Waldow | Waldow Social | @djwaldowDJ Waldow | Waldow Social | @djwaldowDJ Waldow | Waldow Social | @djwaldow@djwaldow | #Demand13 Monday, July 1, 13
  31. 31. “But if you do gain that initial trust, and more importantly, confirm and grow it, you can write pretty lame subject lines and people will still read your messages.” --Brian Clark (@copyblogger) … in 2010 DJ Waldow | Waldow Social | @djwaldowDJ Waldow | Waldow Social | @djwaldowDJ Waldow | Waldow Social | @djwaldow@djwaldow | #Demand13 Monday, July 1, 13
  32. 32. !!!!! DJ Waldow | Waldow Social | @djwaldowDJ Waldow | Waldow Social | @djwaldowDJ Waldow | Waldow Social | @djwaldow@djwaldow | #Demand13 Monday, July 1, 13
  33. 33. Email Marketing Best Practices You should ALWAYS… DJ Waldow | Waldow Social | @djwaldowDJ Waldow | Waldow Social | @djwaldowDJ Waldow | Waldow Social | @djwaldow@djwaldow | #Demand13 Monday, July 1, 13
  34. 34. Email Marketing Best Practices You should NEVER… DJ Waldow | Waldow Social | @djwaldowDJ Waldow | Waldow Social | @djwaldowDJ Waldow | Waldow Social | @djwaldow@djwaldow | #Demand13 Monday, July 1, 13
  35. 35. Never use “free” or ALL CAPS in a subject line “RULE” #1 DJ Waldow | Waldow Social | @djwaldowDJ Waldow | Waldow Social | @djwaldowDJ Waldow | Waldow Social | @djwaldow@djwaldow | #Demand13 Monday, July 1, 13
  36. 36. • 9,140,000 results • “Ultimate list” • “Top 100” • 30 words” DJ Waldow | Waldow Social | @djwaldowDJ Waldow | Waldow Social | @djwaldowDJ Waldow | Waldow Social | @djwaldow@djwaldow | #Demand13 Monday, July 1, 13
  37. 37. DJ Waldow | Waldow Social | @djwaldowDJ Waldow | Waldow Social | @djwaldowDJ Waldow | Waldow Social | @djwaldow@djwaldow | #Demand13 Monday, July 1, 13
  38. 38. DJ Waldow | Waldow Social | @djwaldowDJ Waldow | Waldow Social | @djwaldowDJ Waldow | Waldow Social | @djwaldow@djwaldow | #Demand13 Monday, July 1, 13
  39. 39. FREE!!! DJ Waldow | Waldow Social | @djwaldowDJ Waldow | Waldow Social | @djwaldowDJ Waldow | Waldow Social | @djwaldow@djwaldow | #Demand13 Monday, July 1, 13
  40. 40. DJ Waldow | Waldow Social | @djwaldowDJ Waldow | Waldow Social | @djwaldowDJ Waldow | Waldow Social | @djwaldow@djwaldow | #Demand13 Those three little words... FREE SHIPPING NOW Announcing a once-in-a-lifetime baking adventure Last chance - FREE SHIPPING ends tomorrow Open (please). Read. SAVE up to 65%. FREE subscription to Northeast Flavor magazine Create gorgeous strawberry cupcakes with this FREE GIFT! CHILL. Put a lid on it! Blog & Bake 2013 - a blogger celebration Don't miss out - savings end Thursday Attention sale-lovers! SAVE 20% now ENDS TOMORROW - Free Shipping Monday, July 1, 13
  41. 41. DJ Waldow | Waldow Social | @djwaldowDJ Waldow | Waldow Social | @djwaldowDJ Waldow | Waldow Social | @djwaldow@djwaldow | #Demand13 Those three little words... FREE SHIPPING NOW Announcing a once-in-a-lifetime baking adventure Last chance - FREE SHIPPING ends tomorrow Open (please). Read. SAVE up to 65%. FREE subscription to Northeast Flavor magazine Create gorgeous strawberry cupcakes with this FREE GIFT! CHILL. Put a lid on it! Blog & Bake 2013 - a blogger celebration Don't miss out - savings end Thursday Attention sale-lovers! SAVE 20% now ENDS TOMORROW - Free Shipping Monday, July 1, 13
  42. 42. DJ Waldow | Waldow Social | @djwaldowDJ Waldow | Waldow Social | @djwaldowDJ Waldow | Waldow Social | @djwaldow@djwaldow | #Demand13 Monday, July 1, 13
  43. 43. DJ Waldow | Waldow Social | @djwaldowDJ Waldow | Waldow Social | @djwaldowDJ Waldow | Waldow Social | @djwaldow@djwaldow | #Demand13 Monday, July 1, 13
  44. 44. Which subject line was the winner? DJ Waldow | Waldow Social | @djwaldowDJ Waldow | Waldow Social | @djwaldowDJ Waldow | Waldow Social | @djwaldow@djwaldow | #Demand13 Monday, July 1, 13
  45. 45. DJ Waldow | Waldow Social | @djwaldowDJ Waldow | Waldow Social | @djwaldowDJ Waldow | Waldow Social | @djwaldow@djwaldow | #Demand13 Monday, July 1, 13
  46. 46. DJ Waldow | Waldow Social | @djwaldowDJ Waldow | Waldow Social | @djwaldowDJ Waldow | Waldow Social | @djwaldow@djwaldow | #Demand13 Open rate: Email A: 27.2% Email B: 31.8% Monday, July 1, 13
  47. 47. DJ Waldow | Waldow Social | @djwaldowDJ Waldow | Waldow Social | @djwaldowDJ Waldow | Waldow Social | @djwaldow@djwaldow | #Demand13 Monday, July 1, 13
  48. 48. DJ Waldow | Waldow Social | @djwaldowDJ Waldow | Waldow Social | @djwaldowDJ Waldow | Waldow Social | @djwaldow@djwaldow | #Demand13 Those three little words...FREE SHIPPING NOW Monday, July 1, 13
  49. 49. DJ Waldow | Waldow Social | @djwaldowDJ Waldow | Waldow Social | @djwaldowDJ Waldow | Waldow Social | @djwaldow@djwaldow | #Demand13 Those three little words...FREE SHIPPING NOW 20% open rate 10% click-through rate 1.43% response rate 99.8% deliverability rate Monday, July 1, 13
  50. 50. It’s okay to use free and ALL CAPS in an email subject line - @djwaldow #Demand13 DJ Waldow | Waldow Social | @djwaldowDJ Waldow | Waldow Social | @djwaldowDJ Waldow | Waldow Social | @djwaldow@djwaldow | #Demand13 Monday, July 1, 13
  51. 51. Never send “ugly” emails “RULE” #2 DJ Waldow | Waldow Social | @djwaldowDJ Waldow | Waldow Social | @djwaldowDJ Waldow | Waldow Social | @djwaldow@djwaldow | #Demand13 Monday, July 1, 13
  52. 52. DJ Waldow | Waldow Social | @djwaldowDJ Waldow | Waldow Social | @djwaldowDJ Waldow | Waldow Social | @djwaldow@djwaldow | #Demand13 Monday, July 1, 13
  53. 53. DJ Waldow | Waldow Social | @djwaldowDJ Waldow | Waldow Social | @djwaldowDJ Waldow | Waldow Social | @djwaldow@djwaldow | #Demand13 Monday, July 1, 13
  54. 54. 99.2% inbox placement DJ Waldow | Waldow Social | @djwaldowDJ Waldow | Waldow Social | @djwaldowDJ Waldow | Waldow Social | @djwaldow@djwaldow | #Demand13 Monday, July 1, 13
  55. 55. 40% open rate DJ Waldow | Waldow Social | @djwaldowDJ Waldow | Waldow Social | @djwaldowDJ Waldow | Waldow Social | @djwaldow@djwaldow | #Demand13 Monday, July 1, 13
  56. 56. 87% click-to-open rate DJ Waldow | Waldow Social | @djwaldowDJ Waldow | Waldow Social | @djwaldowDJ Waldow | Waldow Social | @djwaldow@djwaldow | #Demand13 Monday, July 1, 13
  57. 57. “Beauty is in the eye of the subscriber.” - @djwaldow DJ Waldow | Waldow Social | @djwaldowDJ Waldow | Waldow Social | @djwaldowDJ Waldow | Waldow Social | @djwaldow@djwaldow | #Demand13 Monday, July 1, 13
  58. 58. Subject lines should always be between 30 & 50 characters “RULE” #3 DJ Waldow | Waldow Social | @djwaldowDJ Waldow | Waldow Social | @djwaldowDJ Waldow | Waldow Social | @djwaldow@djwaldow | #Demand13 Monday, July 1, 13
  59. 59. “Off-the-Court Gear in Tournament Colors” DJ Waldow | Waldow Social | @djwaldowDJ Waldow | Waldow Social | @djwaldowDJ Waldow | Waldow Social | @djwaldow@djwaldow | #Demand13 Monday, July 1, 13
  60. 60. DJ Waldow | Waldow Social | @djwaldowDJ Waldow | Waldow Social | @djwaldowDJ Waldow | Waldow Social | @djwaldow@djwaldow | #Demand13 Monday, July 1, 13
  61. 61. Sesame Street Asks Obama Campaign To Take Ad Down,Anderson Cooper vs. Star Jones, Die DJ Waldow | Waldow Social | @djwaldowDJ Waldow | Waldow Social | @djwaldowDJ Waldow | Waldow Social | @djwaldow@djwaldow | #Demand13 Monday, July 1, 13
  62. 62. Sesame Street Asks Obama Campaign To Take Ad Down,Anderson Cooper vs. Star Jones, Die Hard Obama Supporter Freaks Out DJ Waldow | Waldow Social | @djwaldowDJ Waldow | Waldow Social | @djwaldowDJ Waldow | Waldow Social | @djwaldow@djwaldow | #Demand13 Monday, July 1, 13
  63. 63. Get up to 70% off children’s fashion DJ Waldow | Waldow Social | @djwaldowDJ Waldow | Waldow Social | @djwaldowDJ Waldow | Waldow Social | @djwaldow@djwaldow | #Demand13 Monday, July 1, 13
  64. 64. Get up to 70% off children DJ Waldow | Waldow Social | @djwaldowDJ Waldow | Waldow Social | @djwaldowDJ Waldow | Waldow Social | @djwaldow@djwaldow | #Demand13 Monday, July 1, 13
  65. 65. One Oil Change,Three Oil Changes with Inspections, or a Four-Wheel Alignment (Up to 78% Off) | 10 or 20 Gym Passes (Up to 69% Off) | Salon Package with Cut, Style, and Two-Color Highlights; Shellac Manicure; or Acrylic Nails (Up to 51% Off) An actual Groupon subject line DJ Waldow | Waldow Social | @djwaldowDJ Waldow | Waldow Social | @djwaldowDJ Waldow | Waldow Social | @djwaldow@djwaldow | #Demand13 Monday, July 1, 13
  66. 66. One Oil Change,Three Oil Changes with Inspections, or a Four-Wheel Alignment (Up to 78% Off) | 10 or 20 Gym Passes (Up to 69% Off) | Salon Package with Cut, Style, and Two-Color Highlights; Shellac Manicure; or Acrylic Nails (Up to 51% Off) An actual Groupon subject line 42 words 421 characters DJ Waldow | Waldow Social | @djwaldowDJ Waldow | Waldow Social | @djwaldowDJ Waldow | Waldow Social | @djwaldow@djwaldow | #Demand13 Monday, July 1, 13
  67. 67. An actual Groupon subject line Wine DJ Waldow | Waldow Social | @djwaldowDJ Waldow | Waldow Social | @djwaldowDJ Waldow | Waldow Social | @djwaldow@djwaldow | #Demand13 Monday, July 1, 13
  68. 68. DJ Waldow | Waldow Social | @djwaldowDJ Waldow | Waldow Social | @djwaldowDJ Waldow | Waldow Social | @djwaldow@djwaldow | #Demand13 Monday, July 1, 13
  69. 69. “Email subject lines can be long or short.Test what works best for your audience.” - @djwaldow DJ Waldow | Waldow Social | @djwaldowDJ Waldow | Waldow Social | @djwaldowDJ Waldow | Waldow Social | @djwaldow@djwaldow | #Demand13 Monday, July 1, 13
  70. 70. Never use a popup to collect email addresses. “RULE” #4 DJ Waldow | Waldow Social | @djwaldowDJ Waldow | Waldow Social | @djwaldowDJ Waldow | Waldow Social | @djwaldow@djwaldow | #Demand13 Monday, July 1, 13
  71. 71. DJ Waldow | Waldow Social | @djwaldowDJ Waldow | Waldow Social | @djwaldowDJ Waldow | Waldow Social | @djwaldow@djwaldow | #Demand13 Monday, July 1, 13
  72. 72. DJ Waldow | Waldow Social | @djwaldowDJ Waldow | Waldow Social | @djwaldowDJ Waldow | Waldow Social | @djwaldow@djwaldow | #Demand13 Monday, July 1, 13
  73. 73. DJ Waldow | Waldow Social | @djwaldowDJ Waldow | Waldow Social | @djwaldowDJ Waldow | Waldow Social | @djwaldow@djwaldow | #Demand13 nooooooooooooooo.com! Source: Scott Stratten (@unmarketing) Monday, July 1, 13
  74. 74. DJ Waldow | Waldow Social | @djwaldowDJ Waldow | Waldow Social | @djwaldowDJ Waldow | Waldow Social | @djwaldow@djwaldow | #Demand13 ChristopherSPenn.com Monday, July 1, 13
  75. 75. DJ Waldow | Waldow Social | @djwaldowDJ Waldow | Waldow Social | @djwaldowDJ Waldow | Waldow Social | @djwaldow@djwaldow | #Demand13 Monday, July 1, 13
  76. 76. DJ Waldow | Waldow Social | @djwaldowDJ Waldow | Waldow Social | @djwaldowDJ Waldow | Waldow Social | @djwaldow@djwaldow | #Demand13 82% of the Greatist email list comes from this popover! http://waldowsocial.com/popovers-work/ Monday, July 1, 13
  77. 77. DJ Waldow | Waldow Social | @djwaldowDJ Waldow | Waldow Social | @djwaldowDJ Waldow | Waldow Social | @djwaldow@djwaldow | #Demand13 Monday, July 1, 13
  78. 78. DJ Waldow | Waldow Social | @djwaldowDJ Waldow | Waldow Social | @djwaldowDJ Waldow | Waldow Social | @djwaldow@djwaldow | #Demand13 ---------------------14/day --------------------- 145/day Monday, July 1, 13
  79. 79. “I hate popups too, but they can beVERY effective for growing your email list.” - @djwaldow DJ Waldow | Waldow Social | @djwaldowDJ Waldow | Waldow Social | @djwaldowDJ Waldow | Waldow Social | @djwaldow@djwaldow | #Demand13 Monday, July 1, 13
  80. 80. 1. Never send mostly-text emails 2. Never send mostly-image emails 3. Never make your unsubscribe link obvious 4. Always use double opt-in 5. Never buy a list 6. Never have fun Some other “rules” to consider breaking DJ Waldow | Waldow Social | @djwaldowDJ Waldow | Waldow Social | @djwaldowDJ Waldow | Waldow Social | @djwaldow@djwaldow | #Demand13 Monday, July 1, 13
  81. 81. “Best practices are those that are best for YOUR audience.” @djwaldow #Demand13 DJ Waldow | Waldow Social | @djwaldowDJ Waldow | Waldow Social | @djwaldowDJ Waldow | Waldow Social | @djwaldow@djwaldow | #Demand13 Monday, July 1, 13
  82. 82. DJ Waldow | Waldow Social | @djwaldowDJ Waldow | Waldow Social | @djwaldowDJ Waldow | Waldow Social | @djwaldow@djwaldow | #Demand13 DJ Waldow Monday, July 1, 13
  83. 83. DJ Waldow | Waldow Social | @djwaldowDJ Waldow | Waldow Social | @djwaldowDJ Waldow | Waldow Social | @djwaldow@djwaldow | #Demand13 Monday, July 1, 13
  84. 84. DJ Waldow | Waldow Social | @djwaldowDJ Waldow | Waldow Social | @djwaldowDJ Waldow | Waldow Social | @djwaldow@djwaldow | #Demand13 Monday, July 1, 13

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