Email Marketing: Why I hate email blasts and you should too

I HATE EMAIL BLASTS
and you should, too
Mike McDowell, KPS3 Marketing

© KPS3 2014. Not to be reproduced or used without permission. kps3.com
I HATE EMAIL BLASTS
We all love getting bulk email, right?

I HATE EMAIL BLASTS
Not the proper delivery method.

I HATE EMAIL BLASTS
We look forward to emails from friends.

I HATE EMAIL BLASTS
Emails from corporations, not so much.

I HATE EMAIL BLASTS
Don't you feel special when you're included
on an email to thousands
of people?

I HATE EMAIL BLASTS
Email Blasts Tend to Be:
• Impersonal
• Lazy
• Ineffective

I HATE EMAIL BLASTS
Help me end the madness!

I HATE EMAIL BLASTS
Want to know the secret?

I HATE EMAIL BLASTS
Send timely, targeted emails with a relevant
message to people that have asked for them.

I HATE EMAIL BLASTS
Best Practices
• Segmentation
• Acquisition
• Subject Lines
• Frequency and Timing
• Crafting Your Message
• Mobile
• Measurement

I HATE EMAIL BLASTS
Segmentation
• Should never have just one list
• Segment based on what you know
• Gender
• Geography
• Activity (past clicks, purchases, etc)
• Geography
• Most and last responsive
• Self-segmentation

I HATE EMAIL BLASTS
Bad! (although nice)

I HATE EMAIL BLASTS
Acquisition
• Clear opt-in to receive email
• Double-opt-in keeps list clean
• Do not add your contacts
• Abide by the law (CAN-SPAM Act)
• Always provide an easy and obvious way to opt-out
of mailings

I HATE EMAIL BLASTS
Acquisition
• Form on your website (do you have one?)
• Provide expectation of what is being sent
– Company updates, sales and specials, sneak peeks, daily deals,
weekly tips…
• Opt in with transaction
• Opt in with survey or evaluation
• This is an informational transaction
• You both have something of value to exchange
• More info = more value

I HATE EMAIL BLASTS
Acquisition
• Nobody has a shortage of email
• Don’t take for granted that somebody has asked
to receive email from you
• Prove your value continuously

I HATE EMAIL BLASTS
Open Rates

I HATE EMAIL BLASTS
Open Rates
• Good open rates are dependent on trust and
expectation
• Many influences that can be adjusted over time
• One factor to experiment with is the subject line

I HATE EMAIL BLASTS
Subject Lines
• Straightforward beats clever
• Keep it brief – 120 characters
• Articulate the value behind the click
• Happier, more informed, save money, better at business…

I HATE EMAIL BLASTS
Experiment with Subject Lines
• A/B testing
• Send to winning subject line
• See what your lists respond to

I HATE EMAIL BLASTS
Frequency and Timing
• Can’t send too much?
• More frequent = less content
• Consistency for regular mailings
• Once a week, Saturday mornings, etc
• Test. Each list will be different
• Weekends are working
• Mobile (more on that in a bit)

I HATE EMAIL BLASTS
Crafting Your Email

I HATE EMAIL BLASTS
Crafting Your Email
• What are your objectives?
• Develop an editorial calendar
• Be useful – don’t send needy emails
• Provide value: entertainment, information, etc

I HATE EMAIL BLASTS
Crafting Your Email
• Make it scan-able
• You do NOT have their undivided attention
• Sub-headings
• Photos/graphics to tell the story
• Short paragraphs (edit, edit, edit)
• “Read More” links to full content
• Links to your website
• Kill the traditional email newsletter

I HATE EMAIL BLASTS
Crafting Your Email
• Write more conversationally
• Use the word “you” frequently
• Write like a friend
• Have clear calls to action
• If selling, have clear deadlines
• Visually, mirror your brand look and feel
• Readers will feel more familiar off the bat

I HATE EMAIL BLASTS
Crafting Your Email
• Test your email across platforms
• Litmus

I HATE EMAIL BLASTS
Mobile
• 63% of US consumers: “I delete an email
immediately if not formatted for mobile”
• 88% of people check email on their phone every
day
• More than 50% of consumers that made a
purchase on their phone did so in response to a
marketing email
• Your design should be responsive
• Mobile = more opens on weekends

I HATE EMAIL BLASTS
Measure and Evolve

I HATE EMAIL BLASTS
Measure and Evolve
• Set your benchmarks
• http://mailchimp.com/resources/research/email-marketing-
benchmarks/
• Most 3rd party email companies provide free basic
analytics
• Here’s what you’re looking at:

I HATE EMAIL BLASTS
Delivery Rate
• The % of people that received the email
compared to the number you sent to
• 90-95%
• Bounce means they didn’t receive it
• Hard bounce = bad email address
• Soft bounce = undeliverable because of receiving email
server (spam, full mailbox, etc)

I HATE EMAIL BLASTS
Open Rate
• The % of people that opened the email compared
to the number that received it
• 15-20%
• Will vary based on all the things we talked about
today (expectation, subject line, timing, etc)

I HATE EMAIL BLASTS
Click Through Rate (CTR)
• The % of people that clicked on a link in the
email compared to the number that opened it
• 3-5%
• More links typically lead to more clicks
• Need to have a call to action for people to click on
and content to click to
• Pay attention to what type of content gets the
most clicks

I HATE EMAIL BLASTS
Opt-Out Rate
• The % of people that elected to be removed from
receiving future email
• 1%
• You want the number of opt-outs to stay low and
be infrequent
• If you’re following best practices, opt outs won’t
be a problem

I HATE EMAIL BLASTS
Website Analytics
• Filter traffic by those that entered the site via a
link from your email
• Learn from their behavior
• What pages are they going to?
• What are they interested in?
• Are they better customers?

I HATE EMAIL BLASTS
Who to Use?

I HATE EMAIL BLASTS
Why Marketers Use Email

I HATE EMAIL BLASTS
Marketers ruin everything!
Help me salvage email.

I HATE EMAIL BLASTS
Questions?

I HATE EMAIL BLASTS
XX/XX/XXXX

Email Marketing: Why I hate email blasts and you should too

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Email Marketing: Why I hate email blasts and you should too