The Best Email Marketing Tips You've Ever Needed to Know

Email Marketing
Power
@digimegaphoneMana Ionescu @manamica

Email Kicks Ass
@manamica @digimegaphone

Ringing!
79%use their smartphone for reading email… a higher
percentage than those who use it for making calls.*
In bed with you!
72%read email before getting out of bed**
Your email device is...
*source: Adobe – “2013 Digital Publishing Report: Retail Apps & Buying Habits
**source: Mailchimp

#1 Channel for permission-based marketing:
77% prefer to get marketing messages via email
vs
9% over the phone and
5% via SMS
#1 Channel for sharing:
63% prefer to share content with friends/family via
email
33% via Facebook
29% via phone
Source: Exact Target 2012 Channel Preference Survey
Email Marketing is...

How often
do you
use the
following?
Source:
Exact Target 2012 Channel Preference Survey

Emails Place
in Content
Marketing

Source: Website Traffic Sources@manamica @digimegaphone

LIST GROWTH

How do I get more subscribers?
1.Ask
2.Make a promise
3. Set expectations
4. Deliver

POP QUIZ!
a.Illegal
b.Rude
c.Ineffective
d.…all of the above
Sending unsolicited email is…

Before…Before…
After…After…

1900% increase. Not bad!1900% increase. Not bad!

Why it worksWhy it works
1.Prominence
2.Promise
3.Proof

GET OPENED
sender name, subject lines and timing

Sender Name

Sender Name = Human
- Sonia Simone
Be aBe a
PersonPerson

Hi,
One of the business owners from Goldman
Sachs program took your advice to use her
name in her 'from' email. As a result, her
open rate went from 20% to 39%.
People also responded to the email so it
helped with customer service and client
interaction.
Jason @manamica @digimegaphone

Subject Lines

1. Subject lines fewer than 10 characters long had an open
rate of 58%.
2. Personalized subject lines are 22.2% more likely to be
opened.
3. For B2B companies, subject lines that contained “money,”
“revenue,” and “profit” performed the best.
4.64% of people say they open an email
because of the subject line.
1. Adestra July 2012 Report

BEST for open rates
•Posts
1.Jobs
2.Survey
3.Week’s
4.E-newsletter
5.Issue
6.Digest
7.Bulletin
8.Edition
Source: HubSpot, Science of Email Marketing, February 2011 @manamica @digimegaphone

WORST for deliverability
•Confirm
1.Features
2.Upgrade
3.Magic
4.Raffle
5.Rewards
6.Requested
7.Follow Up
8.Coupon

Tell, Don’t Sell
“…the best subject lines tell what’s inside
and the worst sell what’s inside”
Source: MailChimp Email Marketing Subject Line Comparison

Hot or cold, but never warm

Speaking of
sentiment…
Source: “What Makes Online Content Viral?”
Berger, Milkman, Wharton Business School

Email Timing

When To Send: Day of Week
Source: HubSpot, Science of Email Marketing, February 2011

When To Send: Time of Day

Other Impacts

Beat the Spam Filter
1. Don’t Spam!
2. Increase your text to image ratio
3. Make sure your email has an html and text version
4. Don’t use all caps
5. Avoid certain words that trigger red flags:
free
$
xanax
viagra
free
50%
100%

Google Tabs
Before After
ISP
Open
Rate
Click Rate
Google 27% 9%
Yahoo 36% 9%
Other 36% 11%
ISP
Open
Rate
Click Rate
Google 26% 3%
Yahoo 32% 2%
Other 28% 3%

Yahoo Email Recycling
What to expect
Yahoo will send bounce back emails alerting senders that the deactivated account no longer exists.
Yahoo will unsubscribe these accounts
If your list has a lot of Yahoo
addresses you may see:
•More Bounce-backs
•More Unsubscribes
Why

GET CLICKED
mobile friendly, magazine, segmentation

Ouch!

Mobile Friendly

Be mobile or be deleted
Source: Litmus @manamica @digimegaphone

The Mobile Inbox 
Your first line of text
matters!
M@manamica @digimegaphone

Mobile Email
#FAIL

Responsive Email
 Desktop
Mobile 

Not Responsive…Not Responsive…
but still mobile friendlybut still mobile friendly
1. Content on the left
2. Buttons AND Links
3. Big text
4. Use “alt” tags and links
for images
Screens = 320 pixels wide
Fingers = 44 pixels wide

Make a Magazine

Lots of Links
M

Magazine: Curate
• 1 Featured Article
• 2 Articles from others
• Promoted eBook
• Tweets, jobs, etc.

Magazine: S, M, L
• 1 Featured Article
• Statistic
• Event, Video, etc.
• Recent Projects
• “SEO Horoscope”
• Other Links

Segmentation

Get Data Smart - Split Your List
“Seriously?
Database says cat,
female, high probability
she hates water…” #fail

Get Data Smart - Split Your List
“Hey, I’d click on that!
…but I ate the mouse.”

TESTING &
TRACKING

Testing

What to test? Subject Lines? Landing Pages?What to test? Subject Lines? Landing Pages?
Source: 2011 MarketingSherpa Email Marketing Benchmark Survey

Measure & Improve: A/B Testing
Source: MailChimp

Tracking

This is a 1 x 1 pixel
transparent image…

Campaign Tracking
Thank you, Email!

Numbers: Sent, Delivered, Opens and
Clicks

Rates: Sent, Delivered, Opens and
Clicks

Measure, Test, Improve
1.Watch your stats
2.Listen for feedback
3.Experiment: landing pages, subject
lines, sender name, formatting,
topics, timing, layout

BOTTOM LINE

Bottom Line
“Send timely, targeted,
relevant, valuable emails
to people who asked for them.”
DJ Waldow
Waldow Social
Source: Internet Marketing for Smart People Radio

Thank you!
@digimegaphone
Mana Ionescu @manamica
mana@lightspandigital.com
LightspanDigital.com

The Best Email Marketing Tips You've Ever Needed to Know

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The Best Email Marketing Tips You've Ever Needed to Know