A Guide to Results-Driven Email Marketing and Automation
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Is email marketing dead? Far from it. But it requires a new way of doing email marketing. In this session Mana will cover what you need to know to: --Grow your list --Create mobile ready emails Over 70% of email views come through mobile devices – make sure you’re emails are optimized for mobile --Improve open and click-through rates --Use marketing automation to move contacts from subscribers to buyers
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A Guide to Results-Driven Email Marketing and Automation
- 1. Get the attention you deserve EMAIL MARKETING Mana Ionescu mana@lightspandigital.com @manamica
- 2. EMAIL MARKETING STILL KICKS ASS 2 Mana Ionescu mana@lightspandigital.com @manamica
- 3. • email has an ROI of 4,300% • email is the second biggest acquisition channel, right behind organic search • email has more active users than all the social media platforms combined WHY? 3 Mana Ionescu mana@lightspandigital.com @manamica Crazyegg.com
- 4. 79% of email recipients…. use their smartphone for reading email… a higher percentage than those who use it for making calls… THE ERA OF THE EMAIL DEVICE 4 Adobe – “2013 Digital Publishing Report: Retail Apps & Buying Habits” (2013) Mana Ionescu mana@lightspandigital.com @manamica
- 5. 91% of consumers… check their email at least once per day on their smartphone, making it the most used functionality. IT’S EMAIL ALL DAY LONG 5 ExactTarget “Mobile Behavior report” (2014) Mana Ionescu mana@lightspandigital.com @manamica
- 6. Mana Ionescu mana@lightspandigital.com @manamica GO MOBILE OR GO HOME 6
- 7. EMAIL TRUMPS ALL OTHER MOBILE ACTIVITIES 7 Mana Ionescu mana@lightspandigital.com @manamica
- 8. Click to open rates are 40% higher for brands that send exclusively responsive emails versus brands that only send non-responsive emails. IT’S ALL MOBILE 8 Yesmail “Email Marketing Compass: The Season of Mobile” (2015) Mana Ionescu mana@lightspandigital.com @manamica
- 9. NOT RESPONSIVE VS RESPONSIVE 9 Mana Ionescu mana@lightspandigital.com @manamica
- 10. Mana Ionescu mana@lightspandigital.com @manamica HOW TO MAKE YOUR EMAILS MOBILE FRIENDLY 10
- 11. Sender • Use a friendly name not “customer service” or “info” Subject Line • Keep it short – 4 to 7 words max Preview text • Ditch “if you can’t see this click here” • Use this to deliver the “hook” • Use it as an extension of the subject line MIND THE MOBILE INBOX 11 Mana Ionescu mana@lightspandigital.com @manamica
- 12. TECHNICAL DETAILS MATTER 12 Mana Ionescu mana@lightspandigital.com @manamica Images • Set to the right • Fill out “alt” tags with calls to action Calls to action • Have your main calls to action visible as soon as one opens the email Links • Each section headline and image should be clickable
- 13. HOW TO GET PEOPLE TO OPEN YOUR EMAILS 13
- 14. FOCUS ON THE SUBJECT LINE 14 Mana Ionescu mana@lightspandigital.com @manamica
- 15. • Personalization – Personalized subject lines are 22.2% more likely to be opened. • Deliver on promise – Don’t promise information and deliver sales • Know your customer – Don’t talk about meat recipes in subject lines of emails going to vegetarians USE THE PEOPLE TO PEOPLE RULE 15 Mana Ionescu mana@lightspandigital.com @manamica
- 16. FIND YOUR POWER WORDS 16 Word Open % change when first Open % change when last [first name,fallback=customer] 14.68% Invitation 9.45% 7.69% Introducing 7.36% We 5.87% Your/You 4.07% 6.20% Year (eg. 2015) 3.89% 2.84% Update 3.69% New 3.26% Source: Campaign Monitor Mana Ionescu mana@lightspandigital.com @manamica
- 17. “… the best subject lines tell what’s inside and the worst sell what’s inside…” TELL DON’T SELL 17
- 18. • Include a deadline • Feature dates • Add extra energy – Subject lines that end in exclamation marks do better than those that don’t URGENCY AND EXCITEMENT 18 Source: MailChimp Email Marketing Subject Line Comparison Mana Ionescu mana@lightspandigital.com @manamica
- 20. More here: Headline Hacks 52 HEADLINE HACKS
- 21. HOW TO GET PEOPLE TO CLICK YOUR EMAILS 21
- 22. Use the Zeigarnick effect • When information gaps exist without closure, it causes a sense of distress and suspense. • Invoke the reader’s curiosity and make them feel like they’re missing out on something valuable or interesting Social Proof • Include testimonials and customer reviews • Use statistics that show that people like them are “buying” from you FOMO AND SOCIAL PROOF 22
- 23. Change “your” to “my” • This small change increased click-through rate by 90% BE ONE WITH THEM 23 Mana Ionescu mana@lightspandigital.com @manamica
- 24. 8-12 WORDS PER URL = BEST CLICK-THROUGH RATES 24 Mana Ionescu mana@lightspandigital.com @manamica
- 25. THE POWER OF BEHAVIOR- BASED CUSTOMIZATION: MARKETING AUTOMATION 25
- 26. Mana Ionescu mana@lightspandigital.com @manamica Marketing automation users have seen an average increase of sales revenues by 34% CUSTOM COMMUNICATION PAYS OFF 26 Pardot
- 27. Mechanics A system that allows you to collect and categorize user behavior data and trigger custom communication based on this data Uses • Lead nurturing • Improving conversion rates • Upselling • Improving sales efforts (lead scoring, automating repetitive tasks and more) MARKETING AUTOMATION? 27
- 28. The most valuable features of marketing automation for users are: • lead nurturing (57%), • analytics and reporting (52%), and • list segmentation (39%). SURVEY SAYS… 28 Mana Ionescu mana@lightspandigital.com @manamica Marketo
- 29. Mechanics A system that miraculously does the communicating on your behalf Uses • Lead generation • Fixing a bad website • Replacing sales efforts MARKETING AUTOMATION IS NOT 29
- 30. KNOW YOUR BUYER’S JOURNEY 30 Mana Ionescu mana@lightspandigital.com @manamica
- 31. CHART YOUR COMMUNICATION 31 Mana Ionescu mana@lightspandigital.com @manamica
- 33. Mana believes in digital marketing done with purpose. Her mission is to bust digital marketing myths and put marketing back in social media marketing. Mana believes in purpose and storytelling as the keys to digital marketing success. At Lightspan, Mana and her team focus on driving traffic to clients’ websites and building profitable connections through social media and content marketing. In March 2014, Mana was awarded the “Chicago Woman Making History” Outstanding Entrepreneur Award by the City of Chicago Treasurer’s Office. 33 Mana Ionescu President Name email address Twitter
Notas do Editor
- http://blog.crazyegg.com/2014/12/01/4-email-marketing-studies/ http://blog.crazyegg.com/2013/10/28/ecommerce-email-marketing-isnt-dead/
- in a study published in the Wall Street Journal, researchers tested how powerful social proof was as a powerful driver of human behaviour. They used 4 different messages to try and convince people to use fans instead of air conditioning: Message 1: Informed the customer that they could be saving $54/month on their utility bill. Message 2: Told customers that they could prevent the release of 262 pounds of greenhouse gasses every month. Message 3: Encouraged customers that saving energy was a socially responsible thing to do. Message 4: Let customers know that 77 percent of their neighbors were already actively using fans to save energy. The study found that Message 4, the one that invoked the positive social proof, was the most effective. It was even more effective in getting people to take action than the messages about saving money or protecting the environment.
- in a study published in the Wall Street Journal, researchers tested how powerful social proof was as a powerful driver of human behaviour. They used 4 different messages to try and convince people to use fans instead of air conditioning: Message 1: Informed the customer that they could be saving $54/month on their utility bill. Message 2: Told customers that they could prevent the release of 262 pounds of greenhouse gasses every month. Message 3: Encouraged customers that saving energy was a socially responsible thing to do. Message 4: Let customers know that 77 percent of their neighbors were already actively using fans to save energy. The study found that Message 4, the one that invoked the positive social proof, was the most effective. It was even more effective in getting people to take action than the messages about saving money or protecting the environment. https://www.campaignmonitor.com/blog/email-marketing/2014/07/improve-email-click-through-rate-psychology/
- http://blog.crazyegg.com/2014/12/01/4-email-marketing-studies/