On Being Human: The Importance of Writing More Engaging Emails

© 2014 Marketo, Inc. Marketo Proprietary and Confidential
On Being HUMAN:
The Importance of Writing More
Engaging Emails
DJ Waldow
Digital Marketing Evangelist, Marketo

182.9 BILLIONSource: The Radicati Group

Flickr: thirteenthnile

SUBJECT LINE
Reminder: Please share your views with us about XXXX
FROM NAME
XXXX- DO NOT REPLY

Service Inquiry 77229: 775 LAKEVIEW WAY - RWC

NOT HUMAN

But, HOW (& where) do you
“speak more human?”

1. Email: Subject Lines & Copy
2. Landing Pages
3. Videos
4. Email Signatures
5. Out of Office Auto-Responders
6. LinkedIn Profiles
7. Email Opt-Out Landing Pages
8. Confirmation Emails

Some Creepy Dudes Said Some Creepy Things
To This Reporter. So She Is Calling Them Out.

Welcome To The Upworthiest.
Turn On Your Images And
Buckle Your Seatbelt.

Want to say hi back? Reply to this message!

Just saying hi. Holla back if you are human!

Holla!

Holla!
but of course. y'all are awesome. used this
email in a Marketo presentation the other day.
Will be using it in our Dreamforce deck too!

Holla!
but of course. y'all are awesome. used this
email in a Marketo presentation the other day.
Will be using it in our Dreamforce deck too!
Aww, stop! We're blushing.

Online-Do-Not-Reply@dmv.ca.gov

yes-please-reply@zemanta.com

Mo' Clicks, Mo' Customers

A video marketing
Infographic you say? Yes
puh-lease!
Mo' Clicks, Mo' Customers

So I’ll pick you up at 7?

Creative or Deceptive?

• List type & age
• Day/time of send
• How metrics compare to averages
Campaign Unknowns

• Open Rate: 24.4%
• Click Rate: 2.1%
• Click-to-Open Rate: 9%
• Opt-Out: 1.8%
Key Campaign Metrics

• Open Rate: 24.4%
• Click Rate: 2.1%
• Click-to-Open Rate: 9%
• Opt-Out: 1.8%
• Opportunities created (1st week): 7
Key Campaign Metrics

Positive feedback
outweighed negative by 10x

Good email man. A little long but the best one I've received in
a long time!

Good subject line Jim…got me to open the email.
a long time!

Your email is deceptive and you should never begin a
marketing email with a dishonest subject line. Do you really
expect to have a meaningful relationship that is started with a
lie?
a long time!

Ridiculous. Totally Deceptive. I had no idea what you were
talking about....
a long time!
lie?

Ridiculous. Totally Deceptive. I had no idea what you were
talking about....but oh so effective! Excellent way to catch my
attn. You win. Tell me more.
a long time!
lie?

Don’t use deceptive subject
lines. The subject line must
accurately reflect the content
of the message.
CAN-SPAM ACT OF 2003

an enterprise content management solution provider

[Checklist] Take Stock of Your Document Imaging Solution

9.9% open rate
4.4% click-to-open rate

[Comic strip] The flimsy case for paper-based insurance

19.7% open rate

19.7% open rate (>2x)
40.7% click-to-open rate (~4x)
9.9% open rate

Aerial and sky-based marketing isn’t just the hottest marketing
trend of 2014, it’s also the only way to give your marketing
messages wings. Today's marketers should be allocating
resources to skywriting, blimps, paper airplanes, carrier pigeons,
and owls. If you aren’t investing big in aerial and sky-based
marketing, you may as well be marketing under a rock.

“Darn it! I just invested half of my Marketing budget into Cave-
based marketing! If only I had gotten your e-mail a little bit
sooner!!!!”

Welcome, footer-link clickers!
We’re glad you gave our logo a click. To fill you in, Ryan Solutions is the resort
industry leader in database marketing. That sounds great and all, but you are here
because you clicked on our footer link and likely aren’t a ski resort. So, what does
database marketing mean for you, the non-resort employee? It basically boils down to
one thing.
When resorts use information they know about a guest, they can stop sending so
much irrelevant “stuff” and send messages that are actually useful to you.
That’s one of our big goals, to help resorts know their guests better so they can send
relevant messages. You may not be interested in all of them, but at least you won’t
roll your eyes so much when you get a message that has nothing to do with you.
It doesn’t happen overnight and, frankly, we could use your help. First, be sure to keep
your profile up to date. Second, if you see something you like, take a second to let us
know. If you see something you hate, that’s stuff we want to hear about too. Really.
We’ve worked with over 50 resorts including some you’ve probably heard of:
So, thanks for stopping by. From here, you are welcome to poke around our site to learn
more. If you’ve got bigger fish to fry, we hope you have a great day.

Gregg Blanchard
Communications at RyanSolutions
95% of all RyanSolutions
marketing has human touch*
*95% is in person or on the phone
I realized how much traffic
came from footer. We
needed to speak differently
to that segment.

"If there are any tracks left to be had in your general vicinity, stop
reading this email.”
"Our fearless tech leader, Ben Zeeb, also happens to be a trail runner. If
you think he's crazy, you're not alone.”
"My pasty white skin and permanent chill has me craving some
sunshine, the beach and a cold drink.”
"Your guest data is as clean as behind your ears should be. Your mom
would be proud."
"...more than 50% open rates. Girl scouts selling Thin Mints door-
to-door don't even get those numbers.”
Some examples of “human” from RyanSolutions

Source: Social Fresh

Subject: An important message from Captain Obvious

• >1,000 visitors to the campaign
landing page (78% click through
rate on video)
• 72% completion rate of video
content (90% of viewers that
watched beyond 10 seconds
watched until the very end)
Stats after 7 Days …

• 24% conversion rate from watching
video to submitting data collection form
for access to the associated case study
• >200 new MQLs generated from
combination of form completions AND
updated lead scores from video viewing
engagement data
Stats after 7 Days …

Sent from my iPhone

DJ Waldow
Digital Marketing Evangelist at Marketo
#iPhone5s #damnautocorrect

DJ Waldow
Sent from my iPhone, which I've named George II.

DJ Waldow
This was sent from my iPhone. Please rest assured that any
typos, spellos, or other examples of fat finger syndrome are
due to the device and should in no way impact your perception
of the consideration that this message was given.

DJ Waldow
This was sent from my iPhone. Please rest assured that any
typos, spellos, or other examples of fat finger syndrome are
due to the device and should in no way impact your perception
of the consideration that this message was given.
my iPhern. Sory fer eny typeos.
Read more funny email signatures here

Hello. Thank you for your email. I am at [insert event name]
returning [insert date], my response will be delayed.
Thanks for your email. I am currently out of the office on
vacation. Responses to email will be limited until I return,
[insert date].
Hi, I am currently out on PTO with limited access to
email. If this is urgent, please contact XXX
(xxx@xxx.com) or YYY (yyy@yyy.com). Otherwise, I will
get back to your message when I return on
Thursday, March 13.

You know, I've been preaching this "BE HUMAN" theme for email marketers
(and marketers in general) for some time now. So I guess it's a *bit* odd that
this "out of office email autoresponder" is ... well ... automated. HOWEVER, it
was written by a human (me).
Instead of the normal, "I am out of the office and will have limited access to
email while gone" blah blah blah ...
I created this video - just for you!
http://www.youtube.com/watch?v=I5FI-yp7M4Q&feature=youtu.be
(hit reply)
Smile.
Laugh.
Dance.

HAPPY {{my.Winter Holiday:default=HOLIDAYS}}!!!
I'm going to be enjoying the company of family, friends, and
some fine single malt scotch until the 2nd of January in the
year 2014 AD. So, please excuse my delay in response.
If this is of the utmost urgency, then reaching out to
customermarketing@marketo.com may yield some fine
results.
Otherwise, I'll talk to ya in 2014!!!
Rick Siegfried
Sr. Specialist, Customer Marketing

Until 12/2, I am researching amazing new content marketing executions that may
include:
- an infographic with tips for savory gravy-making
- a series of short Instagram videos on how the Pilgrims could have solved their
problems with social media
- a point/counterpoint blog post on whether cranberries should be fresh or canned
- a podcast exploring why the Detroit Lions always play on Thanksgiving, despite
their irrelevance
While I sketch out these sure to be white-hot concepts, I'll be mostly unavailable
and not checking messages and such.
Happy Thanksgiving to my USA friends. To others, apologies that this out-of-office
message is both confusing and parochial.
Best regards,
jay
Jay Baer

Don't tell anyone, but I've escaped Minnesnowta!
Yes, for a week I will be somewhere warm, sunny, sandy and
South of the border. Hopefully getting a tan, some snorkeling
and a whole lot of nothing else. No need to worry about me
though, I'll slog through it.
One a more responsible note, urgent requests, consulting or a
speaking opportunities can go to …
Thank you,
Lee Odden, CEO
TopRank Online Marketing
http://www.toprankmarketing.com

How about once a week? Let’s take is slow, Bonobos.
Once a month. I like you, Bonobos. LIKE.
It’s not you. It’s me, Bonobos. I need a 30-day break.
Unsubscribe. *Sniff*. It’s over, Bonobos.

“With the above form, however, Bonobos has
consistently saved 25% of these opt-out
bound subscribers, converting them into a
lower-cadence frequency option and keeping
them on the list. Combined with other
efforts, including frequency
modeling, Bonobos was able to reduce
attrition by 86%.” Source

Does HUMAN work for every
company, every brand?

I think it does.

That being said, TEST IT. See if it works
for YOUR audience.
(Then report back)

And … that’s a wrap.

On Being Human: The Importance of Writing More Engaging Emails

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