Thomas Edison is credited with saying: “Genius is one per cent inspiration, ninety-nine per cent perspiration”. In email marketing, send volume is the workhorse of your campaign, it carries the burden and delivers the critical volume of sales needed for success. However, the workhorse depends upon being driven in the right direction. In this webinar, Dela will discuss 3 email marketing best practices you need to think twice about and shares which are the most important things to think about if you want to make a success of your email campaigns.

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Brought to you by:
Approach with caution: 3 email best
practices to think twice about
Dela Quist: CEO Alchemy Worx
uk.linkedin.com/in/delaquist @delaquist

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• A big thank you to our sponsors:
• Twitter hashtag: #IEMS
• Sign up to the IEMS newsletter:
www.internationalemailmarketingsummit.com
Welcome to the 2nd edition of IEMS!

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Why Listen To Me?

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When It Comes To Email People Are People
B2B B2C

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Assumptions
• You work for a company or brand that you care
about
• Opt-in Email Program
• You are trying to make money for or promote your
company or client
• You don’t do anything stupid

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A/B Split Test Before You Send

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Not All Opens Are the Same
Purchase To Open Ratio Over Time

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Purchase From Time Of Deployment

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Purchase From Time Of Last Click

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Opens & Clicks Over Time

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How To Create An Effective Test Methodology
• Have a clear sense of what you want to improve or optimise - Are
you interested in improving opens, clicks or sales? It is not
uncommon for the SL with the least opens to generate more click
and/or sales.
• Own the results – Make sure that whoever conducts the tests goes
on the record and documents which SL they predict will win (or
lose) and, more importantly, why.
• Aim to develop a methodology for creating subject lines – Do not
reinvent the wheel every time you send an email out, which is
what happens if you focus on creating the “perfect” subject line;
you are much more likely to deliver consistent results if you have a
proven and well tested methodology.

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Optimise For Open Rates

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High Open Rates = Low Volumes
Source: EDS Analyst

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The Open Rate Paradox
Data from EDS Analyst

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3 Ways To Improve Revenue
Data from EDS Analyst

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Subject Line Length – No of Characters

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Top Tips For Improving Performance
• Focus on numbers and NOT Rates
• Make Sure To Include A General Email To The Whole List
• Emails do NOT have to be opened for your brand values
to register

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Remove Inactives Or Mail Them Less

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This Kind Of Chart Is NOT Based On Real Data

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Active Subscribers Alone Won’t Pay The Rent
Spend 400%
more/subscriber
but only represent
17.23% of revenue
Spend 75%
less/subscriber
but represent
53.88% of revenue

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•A 100g potato with skin has
535 mcg of potassium
• % of potassium in the skin is
about 7%
• % of potassium in the skin is
about 0.39%
• The skin has a much higher
% of potassium.
• But there is actually more
potassium in the flesh – 391
mcg in the potato v 144 mcg in
the skin
ROI Is For The Show
(But Numbers Are For The Dough)
Sourced from the Silverpop blog

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No Email = No Engagement

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mailings
mailings

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Being on the list is an expression of
interest

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Churn – No Longer Use /
Rarely Check The Address

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Honey Traps The Stuff Of Legend

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Thank You & Stay in touch
www.alchemyworx.com
@alchemyworx
linkedin.com/company/alchemy-worx
www
@delaquist
uk.linkedin.com/in/delaquist
alchemyworx.com/delaquist_ebook
dela@alchemyworx.com