Jessica Best - KCDMA Bootcamp 2019

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This document discusses best practices and strategies for email marketing. It outlines the benefits of email marketing, including its ability to personalize content and track engagement. It then details five things email marketers should always do, like getting subscriber permission and having a testing plan. Five things they should never do are also outlined, such as ignoring the mobile user experience. Finally, some examples of highly successful email campaigns are provided that leveraged pre-headers, video, storytelling, and journey-based messaging.

Marketing

© BARKLEY & JESSICA BEST @BESTOFJESS #KCDMABOOTCAMP19

© BARKLEY & JESSICA BEST @BESTOFJESS #KCDMABOOTCAMP19
Email can send direct:
ü At the time that it’s most relevant to
the recipient
ü With the products/content that are
personalized
ü Can track individual recipient
engagement
ü … and automate your follow up
Email gets delivered:
ü Average email read rate: 25-30%
(compared to < 10% with social)

© BARKLEY & JESSICA BEST @BESTOFJESS #KCDMABOOTCAMP19
Customers prefer email (across generations):
Source: SendGrid & eggstrategy Future of Digital Communications (2017)

© BARKLEY & JESSICA BEST @BESTOFJESS #KCDMABOOTCAMP19
Customers prefer email (across generations):
Source: Adobe (2017)

© BARKLEY & JESSICA BEST @BESTOFJESS #KCDMABOOTCAMP19
Email drives revenue!

© BARKLEY & JESSICA BEST @BESTOFJESS #KCDMABOOTCAMP19
1$ $
28=
So, how do you earn your
$28 return on investment?

© BARKLEY & JESSICA BEST @BESTOFJESS #KCDMABOOTCAMP19
The Anatomy of an Email
1 Subject Line
2 Pre-header
3 Branded graphic header
4 Main message
5 Call-to-Action
6 Supporting Message
7 Footer
2
3
4
5
6
7

© BARKLEY & JESSICA BEST @BESTOFJESS #KCDMABOOTCAMP19
Agenda:
1. The Good (5 Things to Always Do)
2. The Bad (5 Things to Never Do)
3. The WOW, That Rocked!
(a few example campaigns that really worked)

© BARKLEY & JESSICA BEST @BESTOFJESS #KCDMABOOTCAMP19
5 things you should always do
The Good

© BARKLEY & JESSICA BEST @BESTOFJESS #KCDMABOOTCAMP19
ü Subscribers should
opt-in (not opt-out)
ü Set expectations on
frequency, value,
security
Get Permission1

© BARKLEY & JESSICA BEST @BESTOFJESS #KCDMABOOTCAMP19
ü Subscribers should
opt-in (not opt-out)
ü Set expectations on
frequency, value,
security
ü NO harvesting
email addresses
from websites
Get Permission
1

© BARKLEY & JESSICA BEST @BESTOFJESS #KCDMABOOTCAMP19
ü Accurately identity the sender
ü Working opt-out mechanism
ü Include a physical address (or P.O. Box)
ü Message and subject line must have clear intent
ü Don’t commit fraud (duh)
Or else:
ü ISPs can take action
Learn more at ftc.gov
Follow the Law: CAN-SPAM Act of 2003
2

© BARKLEY & JESSICA BEST @BESTOFJESS #KCDMABOOTCAMP19
Follow the Law: CAN-SPAM Act of 2003
2

© BARKLEY & JESSICA BEST @BESTOFJESS #KCDMABOOTCAMP19
ü Integrate with your content marketing calendar
Have a Plan
3

© BARKLEY & JESSICA BEST @BESTOFJESS #KCDMABOOTCAMP19
ü Set goals & define metrics for success
Have a Plan
3

© BARKLEY & JESSICA BEST @BESTOFJESS #KCDMABOOTCAMP19
Have a Testing Plan
4Test & track to learn
Opens < Clicks < Conversions Also, watch your:
ü Subject lines
ü Day of week/time of day
ü Frequency
ü Personalization
ü Discount/price
ü Bounces
ü Unsubscribes
ü Complaints

© BARKLEY & JESSICA BEST @BESTOFJESS #KCDMABOOTCAMP19
Pop Quiz: Which subject line won?
A. Help us solve hunger.
B. Donating 1 million meals.
C. You can help solve hunger.
Most Opens
Most Clicks

© BARKLEY & JESSICA BEST @BESTOFJESS #KCDMABOOTCAMP19
Use Email’s Secret Weapon: DATA
5Personalization + Segmentation + Automation + Optimization
A
B
C

© BARKLEY & JESSICA BEST @BESTOFJESS #KCDMABOOTCAMP19
Use Email’s Secret Weapon: DATA
5Personalization + Segmentation + Automation + Optimization

© BARKLEY & JESSICA BEST @BESTOFJESS #KCDMABOOTCAMP19
• A: Free shipping, no limit
• B: Free shipping w/$100 spend
• C: Discount to try it out
Use Email’s Secret Weapon: DATA
5Personalization + Segmentation + Automation + Optimization

© BARKLEY & JESSICA BEST @BESTOFJESS #KCDMABOOTCAMP19
5 things you should never do
The Bad

© BARKLEY & JESSICA BEST @BESTOFJESS #KCDMABOOTCAMP19
Email = blog + social + video ++
Don’t Start from Scratch1

© BARKLEY & JESSICA BEST @BESTOFJESS #KCDMABOOTCAMP19
Don’t Use One Big Image2

© BARKLEY & JESSICA BEST @BESTOFJESS #KCDMABOOTCAMP19
TIP: Try Bulletproof Buttons!2

© BARKLEY & JESSICA BEST @BESTOFJESS #KCDMABOOTCAMP19
Don’t Buy an Email List3
Sent:
25,000
Opens:
9.46%
Clicks:
1.23%

© BARKLEY & JESSICA BEST @BESTOFJESS #KCDMABOOTCAMP19
Don’t Buy an Email List3If you want to grow your list quickly, instead invest in:
ü Media: digital media, sponsored emails, etc.
ü SEO/Inbound lead generation
ü Register-to-Win (and other email signup) promotions
ü In-store (or in-air) sign up scripts and contests

© BARKLEY & JESSICA BEST @BESTOFJESS #KCDMABOOTCAMP19
Don’t Ignore Mobile Users’ Experience
4
Source: Adestra Consumer Adoption & Usage Study (2016)

© BARKLEY & JESSICA BEST @BESTOFJESS #KCDMABOOTCAMP19
Don’t Ignore Mobile Users’ Experience
4

© BARKLEY & JESSICA BEST @BESTOFJESS #KCDMABOOTCAMP19
Don’t Send Without a Pre-Flight Check
5

© BARKLEY & JESSICA BEST @BESTOFJESS #KCDMABOOTCAMP19
The Wow, That Kicked A$$!

© BARKLEY & JESSICA BEST @BESTOFJESS #KCDMABOOTCAMP19
Pre-Headers Can Sell
$

© BARKLEY & JESSICA BEST @BESTOFJESS #KCDMABOOTCAMP19
Video/Animation Lifts Engagement
$

© BARKLEY & JESSICA BEST @BESTOFJESS #KCDMABOOTCAMP19
Don’t Just Sell. Tell Stories.
$

© BARKLEY & JESSICA BEST @BESTOFJESS #KCDMABOOTCAMP19
Journey-Based Emails Drive ROI
$

© BARKLEY & JESSICA BEST @BESTOFJESS #KCDMABOOTCAMP19
Give Your Fans a Megaphone
$

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1. © BARKLEY & JESSICA BEST @BESTOFJESS #KCDMABOOTCAMP19 Email Marketing: the Good, the Bad & the Wow! Email Marketing Do’s (& Don’ts) Jessica Best Director of Data-Driven Marketing Barkley | @bestofjess

3. © BARKLEY & JESSICA BEST @BESTOFJESS #KCDMABOOTCAMP19 Email can send direct: ü At the time that it’s most relevant to the recipient ü With the products/content that are personalized ü Can track individual recipient engagement ü … and automate your follow up Email gets delivered: ü Average email read rate: 25-30% (compared to < 10% with social)

4. © BARKLEY & JESSICA BEST @BESTOFJESS #KCDMABOOTCAMP19 Customers prefer email (across generations): Source: SendGrid & eggstrategy Future of Digital Communications (2017)

5. © BARKLEY & JESSICA BEST @BESTOFJESS #KCDMABOOTCAMP19 Customers prefer email (across generations): Source: Adobe (2017)

8. © BARKLEY & JESSICA BEST @BESTOFJESS #KCDMABOOTCAMP19 The Anatomy of an Email 1 Subject Line 2 Pre-header 3 Branded graphic header 4 Main message 5 Call-to-Action 6 Supporting Message 7 Footer 2 3 4 5 6 7

10. © BARKLEY & JESSICA BEST @BESTOFJESS #KCDMABOOTCAMP19 Agenda: 1. The Good (5 Things to Always Do) 2. The Bad (5 Things to Never Do) 3. The WOW, That Rocked! (a few example campaigns that really worked)

14. © BARKLEY & JESSICA BEST @BESTOFJESS #KCDMABOOTCAMP19 ü Subscribers should opt-in (not opt-out) ü Set expectations on frequency, value, security Get Permission1

15. © BARKLEY & JESSICA BEST @BESTOFJESS #KCDMABOOTCAMP19 ü Subscribers should opt-in (not opt-out) ü Set expectations on frequency, value, security ü NO harvesting email addresses from websites Get Permission 1

16. © BARKLEY & JESSICA BEST @BESTOFJESS #KCDMABOOTCAMP19 ü Accurately identity the sender ü Working opt-out mechanism ü Include a physical address (or P.O. Box) ü Message and subject line must have clear intent ü Don’t commit fraud (duh) Or else: ü ISPs can take action Learn more at ftc.gov Follow the Law: CAN-SPAM Act of 2003 2

20. © BARKLEY & JESSICA BEST @BESTOFJESS #KCDMABOOTCAMP19 Have a Testing Plan 4Test & track to learn Opens < Clicks < Conversions Also, watch your: ü Subject lines ü Day of week/time of day ü Frequency ü Personalization ü Discount/price ü Bounces ü Unsubscribes ü Complaints

21. © BARKLEY & JESSICA BEST @BESTOFJESS #KCDMABOOTCAMP19 Pop Quiz: Which subject line won? A. Help us solve hunger. B. Donating 1 million meals. C. You can help solve hunger. Most Opens Most Clicks

22. © BARKLEY & JESSICA BEST @BESTOFJESS #KCDMABOOTCAMP19 Use Email’s Secret Weapon: DATA 5Personalization + Segmentation + Automation + Optimization A B C

23. © BARKLEY & JESSICA BEST @BESTOFJESS #KCDMABOOTCAMP19 Use Email’s Secret Weapon: DATA 5Personalization + Segmentation + Automation + Optimization

24. © BARKLEY & JESSICA BEST @BESTOFJESS #KCDMABOOTCAMP19 Use Email’s Secret Weapon: DATA 5Personalization + Segmentation + Automation + Optimization

25. © BARKLEY & JESSICA BEST @BESTOFJESS #KCDMABOOTCAMP19 • A: Free shipping, no limit • B: Free shipping w/$100 spend • C: Discount to try it out Use Email’s Secret Weapon: DATA 5Personalization + Segmentation + Automation + Optimization

30. © BARKLEY & JESSICA BEST @BESTOFJESS #KCDMABOOTCAMP19 Don’t Buy an Email List3 Sent: 25,000 Opens: 9.46% Clicks: 1.23%

31. © BARKLEY & JESSICA BEST @BESTOFJESS #KCDMABOOTCAMP19 Don’t Buy an Email List3If you want to grow your list quickly, instead invest in: ü Media: digital media, sponsored emails, etc. ü SEO/Inbound lead generation ü Register-to-Win (and other email signup) promotions ü In-store (or in-air) sign up scripts and contests

32. © BARKLEY & JESSICA BEST @BESTOFJESS #KCDMABOOTCAMP19 Don’t Ignore Mobile Users’ Experience 4 Source: Adestra Consumer Adoption & Usage Study (2016)

44. © BARKLEY & JESSICA BEST @BESTOFJESS #KCDMABOOTCAMP19 Email Marketing: the Good, the Bad & the Wow Email Marketing Do’s (& Don’ts) Jessica Best Director of Data-Driven Marketing Barkley | @bestofjess

Jessica Best - KCDMA Bootcamp 2019

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