Email marketing presentation for the American Marketing Association AMA Workshops on May 16, 2016 in Charlotte, NC. #AMAWorkshops

1. Adam Q. Holden-Bache @adamholdenbache

2. • Founded Mass Transmit in 1996
• Developed proprietary email platforms
• Sold to Striata in April, 2015
• 18+ years Email Marketing experience
• Author of “How to Win at B2B Email Marketing”

3. b2bemailmarketingbook.com

4. 2015 MarCom
Gold Award
2016 Axiom
Business Books
Gold Award

5. TAKEAWAY
TIP

6. @adamholdenbache
@b2bemailbook

16. BRING
OUT
YOUR
DEAD!

17. BRING
OUT
YOUR
DEAD!
BUT
I’M
NOT
DEAD
YET

20. Emails are sent every minute

22. The average U.S. worker spends
of their time
reading and answering emails

24. There are
emails sent to the
average worker each year

30. • IT’S UBIQUITOUS
WHY IS EMAIL STILL DOMINANT?
• PEOPLE CHECK IT Frequently & Respond
• It’s Fast & Measurable
• It’s Cost Effective
• It’s Own-able
• It has a high Return on INvestment

32. 68% rate email as “Good” or
“Excellent” at generating ROI
Most marketers allocate Less
than 25% of their budget to email
BUT…

42. CAMPAIGN Goals Fall into two Categories:
WHAT IS YOUR
• Soft Metric Goals
• Hard Metric Goals

43. • Increase revenue/sales
HARD METRIC
• Generate leads
• Reduce acquisition cost
• Improve conversion rates
• Increase retention
• SHORTEN SALES CYCLE

44. • To EDUCATE
Soft METRIC
• Improve Sales/Marketing ALignment
• Improve Insights
• To Provide Information

45. • HIGH DELIVERY RATE
SUCCESS
• HIGH CLICK-THROUGH RATE
• LOW SPAM COMPLAINTS
• HIGH OPEN RATE
• LOW Unsubscribe Rate
• Increased shares, forwards, web site visits

46. CONSTANTLY ESTABLISH AND REFINE
BENCHMARKS AND TRY TO IMPROVE
THEM FOR EVERY CAMPAIGN

48. • Existing Customers
Who is your audience?
• Prospects
• Leads
• colleagues
• competition
• Media

50. • Who are you sending to?
Questions to ask:
• WhY are you sending the message?
• WHAT DO THEY expect?
• what don’t they want?
• Is the email focused on the goal?
• How will you measure success?

51. • Financially driven buyer
2 types of buyers
• solutions-focused buyer

52. • Makes decision based on price
Financially Driven Buyer
• Price consideration may include Other
factors such as Support, options
maintenance, upgrades, internal
expertise, training

53. • Makes decision based on How well a Product or
service solves existing problems
Solutions Focused Buyer

55. YOUR EMAIL MARKETING EFFORTS

56. INCREASING EMAIL LIST SIZE SHOULD
BE A TOP PRIORITY FOR Marketers

59. YOUR LIST SIZE IS IRRELEVANT IF YOU
DON’T HAVE QUALITY Subscribers

60. Attract the audience you desire

61. 95% of people who OPT-In to
Email Messages from Brands
consider the MESSAGES useful

62. 1. WEBSITE
WHERE TO COLLECT DATA
2. SURVEYS
3. OFFLINE EVENTS
4. ONLINe EVENTS
5. REGISTRATIONS
FOR DOWNLOADS
6. Point of Sale
7. Facebook
8. Twitter
9. LinkedIn
10. Videos
11. Sweeps and
Promotions
12. Email Signatures
13. Print ADS
14. Direct Mail
15. QR Codes
16. Mobile Apps
17. Mobile text
subscriptions
18. Blog

67. 1. Provide Value
2. Disclose Frequency
3. Give the Subscriber control
4. Ensure Privacy
THE OPT-IN PROPOSITION

69. 1. MAKE IT EASY
2. Only collect what you need
3. Validate Opt-IN DATA
4. Send A Confirmation Email
THE OPT-IN FORM

72. 1. Dedicated Page: 58%
2. Home Page: 56%
3. Footer: 38%
4. Header: 15%
Web Site Data Collection:
5. Pop-Up Window: 2%

73. Pop-ups can increase opt-ins
by 200-400%

76. If you collect the data,
Make sure you use it

77. Allow users to manage their data
Through preference centers

80. Validate your email addresses
before you send
EMAIL VALIDATION

81. EMAIL VALIDATION results

82. 1. You’ll Risk your Reputation
2. You’ll be labeled a spammer
3. Your deliverability will suffer
4. It’s not effective
DO NOT PURCHASE AN EMAIL LIST

83. IT’s Not Just An email address.
You are communicating with a
human being.

85. WHAT EMAIL IS NOT:
• A BLAST
• A Digital VERSION OF A pRint Ad or direct mail piece
• A WEB PAGE
• ONE BIG IMAGE
• like ANY OTHER MARKETING CHANNEL

86. EMAIL IS EXPERIENCED IN STAGES

87. STAGE 1: The INBOX
EMAIL IS EXPERIENCED IN STAGES

88. STAGE 1: The INBOX
GOAL:
GET THE RECIPIENT TO OPEN

89. STAGE 1: The INBOX
EMAIL IS EXPERIENCED IN STAGES
STAGE 2: THE EMAIL BODY

90. STAGE 2:
The EMAIL
BODY
GOAL:
GET the
CLICK

91. STAGE 1: The INBOX
EMAIL IS EXPERIENCED IN STAGES
STAGE 2: THE EMAIL BODY
Stage 3: The Web Site/Landing Page
ALWAYS DRIVE USERS TOWARDS CONVERSION

93. STAGE 3: The WEB Site/Landing page
GOAL: GET THE CONVERSION

94. STAGE 3: The WEB Site/Landing page

95. STAGE 1: The INBOX
EMAIL IS EXPERIENCED IN STAGES
• FROM NAME
• Preheader
• subject line

96. FROM NAME
• business name or personal name? Test it.
• don’t exceed 23 characters
• be consistent with from name
• be consistent with from email

97. SUBJECT LINE
• PUT THE MAIN POINT FIRST
• Keep it Short (50 characters or less)
• CREATE INTEREST
• CREATE URgency
• BEWARE PERSONALIZATION
• USE CLEAR LANGUAGE

99. SUBJECT LINEs to try
• Here’s that [RESOURCE] that you were looking for
• This will only take 23 seconds
• only X weeks left to achieve [GOAL]
• AM I Off Base?
• HEY

100. • PROVIDE A CALL TO ACTION
The PREHEADER
• GENERATE INTEREST
• SUMMARIZE
• ALWAYS SUPPORT THE SUBJECT LINE

101. THE PREHEADER

102. THE PREHEADER

103. THE PREHEADER (WHAT NOT TO DO)

104. STAGE 1: The INBOX
EMAIL IS EXPERIENCED IN STAGES
STAGE 2: THE EMAIL BODY

105. STAGE 2:
The EMAIL
BODY
GOAL:
GET THE
CLICK

106. STAGE 2:
The EMAIL
BODY

107. COPYWRITING Tips
• Talk to your Customers, Not at Them
• Start with the benefit
• Be Helpful
• Lead the Recipient towards a Decision
• Make it long enough, but no longer

109. STAGE 2:
The EMAIL
BODY
GOAL:
GET the
CLICK

110. Subscribers respond POSITIVELY
to messages that
inform and educate

112. STOP USING “CLICK HERE”
(mobile users Don’t click, they tap)

113. • MAKE IT SCANNABLE
DESIGN YOUR COPY
• USE Headers & Subheaders
• Break Apart The Copy
• Use Bullets & Lists
• Use Bold, Italics & Font Size Variations
• Use Color & Whitespace

114. 80% of people are only
Scanning
your email

115. IMAGES
Use images to enhance
(not deliver)
your email message

116. Prepare for images OFF
43% of Gmail users
Read email
Without turning images on

117. Gmail images off

118. The BulletProof Button
• Appears as a button even with images off
• Highlights important CTA
• Works in all email modern clients

122. Bulletproof Button Generator
http://buttons.cm

123. • Increase revenue 109%
Animated GIFs
• Increase click rates 42%
• increase conversion rates 130%
(and people like them a lot)

124. GIF CASE STUDY: DELL

125. GIF CASE STUDY: DELL
Results:
• 42% increase in click rate
• 103% increase in conversion rate
• 109% increase in revenue

126. Benefits of using video in email:
• Increased Click-through rates: 55%
• increased time spent with email: 44%
• Increase in Sharing/Forwarding: 41%
• increased conversion rates: 24%

128. • DON’T SELL, EDUCATE
HOW DO YOU GET THE CLICK?
• SOLVE A PROBLEM
• SAVE, SAVE, SAVE
• ENTERTAIN

129. Use multiple call to actions in the email
CALL to Action
• Button near the top of the content area
• As a text link within the body copy
• Button At the end of the message

131. • Use a color that stands out
CALL to Action Tips
• Make it look clickable
• Keep copy short
• use action words: Get, Reserve, Own, try
• use urgency words: Now, Today, limited
• make the button the next obvious action

132. Finish the sentence: “I want you to…”
CALL to Action Copy:
• Download the e-book
• Register for the webinar
• watch the video
• read the case study

133. Call to Action

134. STAGE 1: The INBOX
EMAIL IS EXPERIENCED IN STAGES
STAGE 2: THE EMAIL BODY
Stage 3: The Web Site/Landing Page
ALWAYS DRIVE USERS TOWARDS CONVERSION

135. STAGE 3: The WEB Site/Landing page
GOAL:
GET THE
CONVERSION

136. STAGE 3: The WEB Site/Landing page
GOAL:
GET THE
CONVERSION

137. Landing Page
• Should be an extension of the email
• Focus on the conversion
• No distractions
• Remove or minimize Navigation
• needs to be mobile optimized
• Don’t leave them stranded

138. STAGE 3: The WEB Site/Landing page

139. • Grow or strengthen brand awareness
Newsletters benefits
• Establish Thought Leadership
• Educate Recipients about Products & Services
• Strengthen existing relationships
• Retain and Upsell current customers
• Increase retention/Reduce Customer churn

140. • Select content that appeals to all audiences
Winning Tactics for Newsletters
• segment and use dynamic content
• get readers to your website
• Include some company news
• Link away

141. Don’t value your
Newsletter more than
You value
The recipient

144. OF SMARTPHONE OWNERS
USE IT TO READ EMAIL
(THAT’s more than use it to make phone calls)

146. Say email is the most popular
Activity on their phone
Social media = 20%
Gaming = 19 %

147. Opens by environment: 2011-2015

148. Desktop opens: 2015

151. will delete an email That doesn’t
display correctly in a mobile inbox

152. Optimize for Mobile
1. Less content
2. Easy to click
3. Stack content (no columns)
4. Remove or link to low priority content
5. Use responsive design

153. RESPONSIVE EMAILS Will detect a reader’s
Screen size and adapt their layout to optimize
The viewing experience.
RESPONSIVE DESIGN

154. Brands that use responsive design
Will see 24% more clicks
Than those who don’t

155. < DEsktop
Mobile >

156. < DEsktop
Mobile >

158. 71% OF MOBILE PURCHASING DECISIONS
ARE MOST INFLUENCED
BY EMAILS FROM COMPANIES

160. There is no
One-size-fits-all
Solution to email
marketing

161. Relevant Emails
Drive 18 Times more revenue
Than broadcast emails

162. Relevance = REsults

163. ACHIEVE RELEVANCE THROUGH
PERSONALIZATION &
SEGMENTATION

164. Personalized emails will improve:
EMAIL PERSONALIZATION
• Open Rates 26%
• Click-through Rates 14%
• Conversion Rates 10%

167. EMAIL PERSONALIZATION OPTIONS:
1. SUBJECT LINE
2. MESSAGE BODY COPY
3. IMAGES
4. DESIGN & LAYOUT
5. Content

174. SEGMENTED emails will improve:
EMAIL SEGMENTATION
• Open Rates 14.4%
• Click-through Rates 65%
And will lower:
• Unsubscribes 9%

175. LIST SEGMENTATION STRATEGIES
1. MARKET SEGMENT
2. BEHAVIOR
3. DEMOGRAPHICS
4. PSYCHOGRAPHICS
5. Geography
6. Sales Cycle Stage
7. Very Important Customers
8. Job Role/Title/Position
9. Size of Business
10. Source of Acquired Data
11. By Device
12. By Email Platform

176. Geographic
Segmentation

180. Don’t Be Afraid to send more email as long as you
Deliver value every time
FREQUENCY

182. You may not be emailing enough. Especially if…
FREQUENCY
• some campaigns do abnormally well
• If you see high repeat visits to your web site
• increase of non-email volume to your web site

184. Testing is your secret to
success

185. ALWAYS APPROACH TESTING
WITH A GOAL IN MIND

186. What do you test?
• Subject line
• Message
• Layout and Images
• Call to action
• Offer
• Personalization vs. Non-personalization

187. • A/B Testing
Two types of Testing
• MultiVariate Testing

188. A Methodology in which two variants are
tested to determine how they affect user
behavior.
A/B Testing (Split testing)
Version a = control
Version b = modified version

189. Only 30% of marketers
Conduct a/b testing

190. Allows marketers to test multiple variations
at the same time.
Multivariate testing
Used to determine which combination of
content and creative achieves the best results

192. Steps for Multivariate testing
1. Determine what you want to test
2. Create the variations
3. Run the test
4. Analyze the results

193. Increasing Opens & Clicks
should be secondary to
increasing conversions

194. Increase Opens
1. Subject line
2. From Name
3. From Email
4. Preheader

195. Increase Click-Through
1. Call to Action Copy, Placement and design
2. Creative
3. Layout
4. Message Copy
5. Preview pane View

196. Increase revenue
1. OFFER copy and placement
2. Landing page
3. List segmentation
4. Personalization

197. After the test
1. Review your results
2. Summarize key findings
3. Determine how to implement changes based on
what you’ve learned
4. Implement changes
5. Test some more

198. The only metrics that matter
are the ones
That positively impact
Your business

199. You can’t manage
What you don’t measure,
And If you can’t measure it,
You can’t manage it.

201. • ROI is Media Agnostic
ROI RULES
• Every Resource has value
• only calculate after yielding a return
• Must be calculated in Dollars

202. How to improve ROI
1. Know the value of your goals
2. Design campaigns to be measurable
3. Test and analyze results
4. Focus on decisions that improve ROI

204. DYNAMIC/REAL-TImE Emails
• Includes real-time information
• Changes based on when/where opened
• Hyper-personalized

206. DYNAMIC/REAL-TImE Platforms
• Movable Ink
• Live Intent
• PowerInbox
• REalTime Email by LIveClicker
• NIFTY IMAGES

207. Predective Email Marketing
The practice of extracting information
from existing customer datasets to
determine A patter and predict future
outcomes and trends

209. User-generated content
• Instagram
• Twitter
• Facebook
• Pinterest

213. HTML5 Video
• Featured video in an email
• Video background in an email

214. HTML5 Background Video
• Works in Apple MAIL &
OUtLook 2011 (MAC)
• Fallback image displays
In other email clients

215. Gaming
• Using CSS to create an interactive
Gaming experience

217. IN-EMAIL Transactions

218. REBELMAIL

219. IN-EMAIL
Payments

220. RECAP:
• Plan for success: HAVE A GOAL
• KNOW YOUR AUDIENCE
• Data: Quality over quantity
• DRIVE TO CONVERSION ( Open -> click -> CONVERT)
• optimize for mobile
• Deliver relevance
• testing is your key to success

222. b2bemailmarketingbook.com

223. Adam Q. Holden-Bache
adam@B2bMarketingbook.com
@adamholdenbache
@B2bemailbook