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Masters of Marketing: 7 Email Habits You Should Break Today

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In our latest edition of Masters of Marketing, AgencyBuzz Produc Manager Heather Cherry discussed bad email habits to break and how to avoid them.

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Masters of Marketing: 7 Email Habits You Should Break Today

  1. 1. Masters of Marketing 7 Email Habits You Should Break Today Heather Cherry AgencyBuzz Product Manager
  2. 2. Welcome to Masters of Marketing! • Find a recording of this webinar at https://resources.getitc.com/masters-of-marketing • Ask questions in the webinar chat box. • Join the conversation on Twitter with the hashtag #MastersMktg (follow us at @InsTechCorp!) • Join us next time on Thursday, September 19th for Strategic Benchmarking for Digital Marketing hosted by SEO Consultant Dylan Brooks.
  3. 3. Falling for Purchased Email Lists
  4. 4. The Dangerous Myth of Buying Lists • ESP Reputation Damage • Prohibited by Most Reputable Email Marketing Providers • Quality Over Quantity • More Impactful Campaigns “Aside from the legal implications…there’s no benefit to stunting your highest performing channel with data that doesn’t convert.” - Tink Taylor President & Founder, dotmailer
  5. 5. Completely Ignore Subscriber List Decay
  6. 6. Subscriber List Decay • Natural Database Degradation • 2.1%1 Average Per Month • List Decay Rate: (# Subscribers) – (# Bounce + # Opt-Out) (# Subscribers) • List Growth Rate: (# New Subscribers) – (# Bounce + # Opt-Out) (# Total Subscribers) • Aim for Growth Rate to Exceed Decay Rate • Keep Current Subscribers • Get New Subscribers 5,000 Subscribers Monthly Loss: 105 Annual Loss: 1,260 Depletion ETA: 4 Years 1 Marketing Sherpas
  7. 7. Letting Automation Foster “Email Insanity”
  8. 8. Automation and “Email Insanity” • Email Marketing is Always Evolving • Adapt to Agency and Industry Changes • Frequent + Consistent Check-Ins • Gain Insights • Campaign Metrics • A/B Split Testing • Subscriber Surveys • Strategy • Refresh Content • Adjust Segmentation • Provide Variety • Beware of the Shock Factor “Test consistently to seek maximum relevance with your subscribers. Try something different. - Erik Harbison Chief Marketing Officer, AWeber
  9. 9. Talking About Yourself Instead of Providing Value
  10. 10. Talking About Yourself • It’s Not About You, It’s About Your Subscribers • Provide Value While Being Interesting • Highlight Benefits, Not Features • Answer a Question or Solve a Problem • Be Better Than Google • Provide Tangible Materials “The more value you can provide your customers in your email campaigns, the more they’ll look forward to getting your emails each month.” - Stephanie French Chief Marketing Officer, Constant Contact
  11. 11. Thinking First Name Tags Count as Personalization
  12. 12. More Than a Name… • More Than a Name…Personalization Tags • Send Relevant Emails • Lean on Data • Demographics • Purchase History • Referral/Lead Source • Engagement History • Segmentation Insights “Personalized emails deliver six times higher transaction rates than non- personalized emails.” - Experian Marketing Study
  13. 13. Trying to Do Everything All at Once
  14. 14. Trying to Do All of the Things • You Can Do Anything, But Not Everything • Time, Resources, Money • Have a Clear Plan + Schedule • Inbox Flooding • Set Attainable Goals “In your own program, make the active choice to innovate your email program instead of choosing to do nothing at all and accept what you're given.” - Ryan Phelan Email Thought Leader
  15. 15. Using a One Size Fits All Approach for Every Campaign
  16. 16. Using the Same Approach to All Emails • One Size Does Not Fit All • Subscriber Needs • Campaign Goals (CTA) • Individual Journeys • Multiple Versions of the Same Campaign “Marketing content needs to adapt to individual customers’ precise interests. You can’t just send email blasts with one- size-fits-all messages.” - Campaign Monitor
  17. 17. Thank you for joining us! Find a recording of this webinar at https://resources.getitc.com/masters-of-marketing Join us next time on Thursday, September 19th for Strategic Benchmarking for Digital Marketing hosted by SEO Consultant Dylan Brooks.

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