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Everything You Wanted to Know About Email Marketing Silverpop
1.
Almost Everything You
Wanted to Know About Email Marketing
2.
You have email
marketing questions. So do we. We also have some answers. Lots of them. 2
3.
How to use
this document: 1. Browse from the start; or 2. Go to a specific section of interest. 3
4.
Permission
4
5.
Permission is the
foundation.
6.
You are correct. The
U.S. CAN-SPAM Act does not require permission to email.
7.
See number 1.
8.
Permission IS required
by law in the EU, Australia, New Zealand, Korea, Canada.
9.
The theory that
relevance trumps permission is just that – a theory.
10.
Recipients will punish
you hard with SPAM complaints if you don’t have permission.
11.
Recipients will still
punish you with SPAM complaints if they don’t remember giving you permission.
12.
ISPs tell you
to gain permission. They monitor/block by engagement and complaints.
13.
Single, Double or
Confirmed Opt-in?
14.
Yes. Any approach
will do.
15.
Single opt-in =
higher completion rate; lower quality.
16.
The vast majority
of companies use the single opt-in method.
17.
Double Opt-in =
An extra step, fewer opt-ins.
18.
Use Double Opt-in
when you use aggressive acquisition methods.
19.
Confirmed Opt-in sends
an email notifying the new subscriber they’ve opted in – and to unsubscribe if in error.
20.
List Rental/Buying
20
21.
Simple really. Don’t
EVER buy email lists.
22.
List rental? Work
with a list broker with a stellar reputation.
23.
Yes, there’s a
difference in the meaning of the words “buy” and “rent.” Learn the difference.
24.
Buy = someone
sells you a list that you send. DON’T DO IT! You are a spammer.
25.
Rent = a
third-party sends your email to people that have given permission. You must then convince them to opt- in to your program.
26.
Don’t expect huge
growth from list rental.
27.
Focus on deeply
qualified leads that will drive a higher percentage of opt-ins.
28.
Map your offering
to the original reason for opt-in. Contest entrants probably don’t buy $200K timeshares.
29.
Never risk your
primary sending IP address with outside names.
30.
Welcome Emails
30
31.
Use a Welcome
Email. Better yet, a Welcome Series.
32.
Better yet –
an onboarding program.
33.
No welcome email?
Then you are leaving to chance the new subscriber experience.
34.
Explain your value.
Link to preferences. Provide an incentive.
35.
Welcome emails help
set expectations. Can solve problems.
36.
Ask progressive survey
questions during the Welcome Series to build your database.
37.
Don’t lead with
a coupon. Let full- price buyers act first!
38.
Classify new users
into active and inactive, and try incenting inactives with a small discount.
39.
Clearly outline your return,
shipping and other key policies.
40.
Ask for the
first order in your final email of the series.
41.
Deliverability
41
42.
Email marketing is
NOT Direct Email. ISPs are NOT the same as the Post Office.
43.
You the marketer
are responsible for your email deliverability – not your email service provider (ESP).
44.
Your ESP helps
you with infrastructure and strategies – but there is no magic bat phone to the ISPs.
45.
Permission is the
foundation to high engagement, low complaint rates.
46.
Even the best
email marketers receive spam complaints. The key is to keep the complaint rate LOW.
47.
Why do I
receive spam or abuse complaints?
48.
Your recipients think
you send too many emails; they are irrelevant; or they don’t remember subscribing.
49.
Most ISPs will
block/filter your emails if you receive more than 3 complaints out of 1,000 they receive from you.
50.
How do we
reduce spam complaints then?
51.
Don’t Hide the
Unsubscribe Link. Make it Easy to Unsubscribe.
52.
Use a highly
recognizable “from” name.
53.
Use a consistent
“from” name.
54.
Don’t use spammy
or potentially deceitful subject lines.
55.
Authenticate your emails.
DKIM. SenderID.
56.
Shared/Pooled or dedicated
IP addresses?
57.
Companies that send
infrequently and low volumes should probably be on a shared IP.
58.
Like your toes
in winter, your sending IP addresses need to be ‘warmed’.
59.
A tiny percentage
of your messages will be ‘blackholed’ by ISPs.
60.
Non-responders will slowly
and silently kill your deliverability stats. Manage them proactively.
61.
Test deliverability statistics
of each new template using a deliverability monitoring service.
62.
Opt-in Forms
62
63.
Capture the data
required to deliver relevant emails.
64.
Move opt-in forms
on the bottom of your home page to the top/above the fold.
65.
Do it now.
We’ll wait. Oh, IT, Ecommerce, etc. doesn’t want to give up that real estate?
66.
Tell the roadblockers
this: Companies that move their opt-in forms up typically see opt-in conversions increase 50% to 500%!
67.
Allow users to
opt-in with existing social network credentials, and capture that rich data!
68.
From and Subject
Lines 68
69.
Yes, from or
sender names matter? A lot. So choose wisely. 69
70.
Use your most
recognized and trusted brand name. Don’t veer. 70
71.
Yes, use different
sender names for different email streams. But always incorporate your brand name. 71
72.
Brand X (newsletters@brandx.com) Like that.
Wasn’t that easy! 72
73.
Resist the urge
to use a person’s name. 73
74.
But I see
everybody doing that these days. Is that your reason for doing it – everybody is? 74
75.
Do you know
who John Doe is? I didn’t think so. So why use a person’s name? 75
76.
Yes, there are
exceptions. If the person’s name is also a recognized brand in itself. 76
77.
Personal names are
also okay if you're automating email streams on behalf of a salesforce. 77
78.
Subject lines can
make a huge difference. But your brand/sender name is still the most important thing.
79.
Subject lines drive
opens – AND clicks and conversions. 79
80.
Short. Medium. Long.
Any length subject line length works. 80
81.
Research studies suggest
that longer subject lines outperform short and medium length. 81
82.
But, keep the
key information within the first 40-50 characters. 82
83.
“Free” Use it.
It works. Look in your inbox if you don’t believe us.
84.
Test subject lines
all the time. It is the easiest thing to test. 84
85.
‘From’ names are
just as easy to test, but DON’T. 85
86.
Pay attention to
automated SPAM scoring tools. 86
87.
Creative
87
88.
Use personality and
a real human’s voice WITHIN the email body. 88
89.
Feature pictures of
actual employees within the emails. 89
90.
Related: Avoid cheesy
stock photos of perfect people, shaking hands, lightbulbs, globes, etc. 90
91.
Use “alt” tags
to provide context when images don’t automatically load. 91
92.
Use “bulletproof buttons”
– HTML text and tables behind you CTA image. 92
93.
Keep key customer
actions in the same location across templates. 93
94.
Show more than
you tell. 94
95.
Designing Emails for
Mobile 95
96.
Take a “mobile
first” approach. Go ahead, Google what that means… 96
97.
OK, so design
your emails and landing pages to be friendly for mobile devices. Period. 97
98.
Smartphones are everywhere,
and people have email in their pocket. 98
99.
The finger is
the new mouse, just 40 pixels wider. 99
100.
Don’t make a
user side scroll or zoom to read your content. 100
101.
How Do We
Measure Success? 101
102.
Think in terms
of “process” or “operational” and “output” or “success” metrics. 102
103.
Output/Success: Measures against
goals and objectives, i.e., conversion, reven ue, retention, cost savings. 103
104.
Process/Operational: Measures
email tactics , i.e., opens, clicks, unsubscribes, s pam complaints. 104
105.
Except perhaps if
you are a publisher. 105
106.
Open rates DON’T
matter 106
107.
Are you crazy?
People have to open their emails to click and take action. 107
108.
You are correct.
But just because recipients open an email, doesn’t mean they’ll take action. 108
109.
Opens and clicks
are irrelevant, conversion matters. 109
110.
Did more people
buy or sign up for your event? 110
111.
Focus your email
metrics on those that support achieving key company objectives. 111
112.
Ever met someone
that got a raise for increasing open rates? 112
113.
I didn’t think
so. Focus on: conversion; revenue; engagement; cost savings. These things matter. 113
114.
Metrics Benchmarks
114
115.
There are no
average open rates. Industry matters. 115
116.
Still want to
know? OK. How does 23% sound? Happy now? 116
117.
Go ahead, tell
your boss you are “average.” We’ll wait. 117
118.
Thought so. How’s that
raise looking again? 118
119.
There’s average, lower
quartile and upper quartile in each industry. Higher is better. 119
120.
Oh yeah, we
have a benchmark report. You should grade yourself. 120
121.
The real metric:
interaction. 121
122.
Frequency
122
123.
The best frequency
is the one that delivers the best combination of revenue, LCV and acceptable churn. 123
124.
The more behavior-based
the content, the less you need to worry about frequency. 124
125.
Ignore frequency controls
for your most behavior-driven emails. 125
126.
Manage frequency across
ALL campaigns from your brand. See it from the customer’s viewpoint. 126
127.
Test frequency. This
is your only answer. 127
128.
Re-test frequency every
90 days to keep your approach fresh. 128
129.
When to Send
129
130.
The best day
to send email? Monday. Tuesday. Wednesday. Thursday. Friday. Saturday. Sunday. 130
131.
Everybody has their
own opinion… 131
132.
Send based on
historical recipient open and click times. 132
133.
Consider multiple time
zones within a list. 133
134.
Weekends rock for
some brands. Give it a try… 134
135.
Inactives / Reactivation
135
136.
Inactives are a
HUGE problem for almost every company. 136
137.
The average company
can expect that between 30%-50% of their email database is inactive. 137
138.
So how do
you define an inactive subscriber? 138
139.
Inactives combine timeframe
+ email activity + purchase/offline behavior. 139
140.
For example, no
email opens and clicks or purchases for 6 months. 140
141.
But every company
must develop a definition that makes sense for their business. 141
142.
Determine who your
Inactives are. Then target them differently. 142
143.
ISP algorithms are
watching whether your recipients are opening and clicking. 143
144.
Sending “we want
you back” emails to inactives typically only activates up a few percent. 144
145.
Proactively re-engage or
purge inactives while adding new records to maintain audience. 145
146.
Wanna drive your
metrics through the roof? Kill inactives mercilessly. 146
147.
Reactivate via a
2-3 step program with escalating offers. No action = purged record or, reduced frequency. 147
148.
Tell the user
you're taking them off the list, and give them a way to prevent it. 148
149.
Reactivation programs are
not the answer. But do them anyway. 149
150.
Preference Centers
150
151.
Implement a world-class
preference center.
152.
Seriously. Implement a
world- class preference center.
153.
Ask for what
you need to segment, provide relevant content.
154.
Empower new subscribers
through choice. 154
155.
Step 1) Capture
birth date. Step 2) Send Happy Birthday emails. Step 3) Print Money. 155
156.
What’s the right
number of form fields? 8 156
157.
Just kidding. Use
common sense. Test It. Balance data needs with lower form completion rates. 157
158.
Be radical. Consider
a database keyed on something other than email. 158
159.
Use existing social
credentials during sign up. 159
160.
Let users control
which communications they receive and each one’s frequency. 160
161.
Support recipient choice,
and know that some will opt-out of everything if you act shady. 161
162.
Don’t force a
full opt-out. Offer subscribers the option to pause communications? 162
163.
Testing
163
164.
Test. Test Again. Test
everything. Test, test, test.
165.
But why? Because
testing is the only real answer to all your darn questions. 165
166.
Where should I
start? 166
167.
Most email marketers
start with subject lines because of the ease of testing. 167
168.
When testing, use
your ultimate goal (revenue and other conversions) to determine winners. 168
169.
What else can
we test: pre-header text, layout, copy, personalization, offers, buttons, timing – pretty much everything. 169
170.
Only conduct true
A/B tests – random splits in parallel. 170
171.
Test 10% of
your list with each variant, then send the winner to the other 80%. 171
172.
Use A/B testing
to prove or disprove pre-defined assumptions. 172
173.
Don’t go crazy
testing ‘from’ names. In that case, consistency wins. 173
174.
Misc./Resources/Final Notes
174
175.
Stop saying (and
thinking in terms of) ‘e-blast’. 175
176.
ESPs are different.
Find the one that is right for YOU.
177.
Balance existing need
with future plans, and pick a vendor who works for both. 177
178.
Pay attention to
4-5 KPIs send- over-send, week-over-week and year-over-year. 178
179.
Spend less time
modifying lists in Excel, and more time building rules-driven programs. 179
180.
There are no
short cuts.
181.
Don’t agree with
these Slides? Then Yes, it depends and test it.
182.
Contributors Loren McDonald @LorenMcDonald lmcdonald@silverpop.com Dave Walters @_DaveWalters dwalters@silverpop.com
183.
Thank you!
On Twitter: @Silverpop www.slideshare.net/silverpop www.silverpop.com
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