ASCEND Summit 2014 provided tons of learning opportunities specific to improving your efforts in multichannel marketing.
Want to drill down into marketing channels like SEO, email, affiliate marketing, landing pages and mobile? These four ASCEND sessions cover today's most effective marketing methods, with actionable insights you can use right away.
Featuring: Justine Jordan, Hunter Boyle, Oli Gardner, Brian Massey, Mohammed Ahmed, Tricia Meyer, Sarah Bundy, Jennifer Myers Ward, Geno Prussakov, and Brian Littleton
We've also organized these speakers (and two others - Peter Shankman and Wil Reynolds) into a video package to help you capture the energy, inspiration and actionable takeaways from ASCEND Summit 2014.
Order your Multichannel Marketing Power Tools video today: http://multichannelvideo.ascendsummit.com
2. Fat Fingers and Small Screens!
Three Strategies for Mobile-Optimized Emails
#ASCENDSUMMIT2014
Justine Jordan!
Director of Marketing, Litmus!
@meladorri @LitmusApp
16. WHO
WHAT
‣ Register for a webinar!
‣ Read an article!
‣ Buy something
WHY
#ASCENDSUMMIT2014
WHEN
‣ Triggered vs. mass!
‣ Drip or automation!
‣ Behavioral-based!
‣ Day and time
HOW
WHERE
‣ Mobile / tablet!
‣Web browser / webmail!
‣ Desktop / at work
‣ Brand awareness!
‣ Content marketing!
‣ Influence behavior!
‣ Drive purchases
‣ Opens!
‣ Clicks!
‣ Conversions
‣ Internal vs. external!
‣ B2B vs. B2C!
‣ Demographics!
‣ Know your audience!
‣ bit.ly/email-plan
// @meladorri
17. ‘WHERE’ HAS BECOME A COMPLICATED QUESTION.
#ASCENDSUMMIT2014
// @meladorri
18. Mobile is big, but how big?
Webmail
32%
Desktop
25%
#ASCENDSUMMIT2014
Mobile
43%
Mobile: !
Smartphones (iPhone, Android) and tablets
!
Desktop:!
Installed email programs (Outlook, Apple Mail)
!
Webmail:!
Email accessed through a web browser (Gmail,
Hotmail, Yahoo!)
Litmus Email Analytics!
// @meladorri
21. doesn’t look good, what do you do?
3.8%
#ASCENDSUMMIT2014
If you get a mobile email that
30.2
%
+68%
13.5
%
6.3%
+15%
Source: BlueHornet Study: Consumer Views of Email Marketing, 2012 and 2013
Delete it
Unsubscribe
View on computer
Don't know
Read anyway
80.3
%
0 25 50 75 100
// @meladorri
22. How does a
poorly designed
email affect your
perception of the
brand?
#ASCENDSUMMIT2014
Strongly Negative
24%
Slightly Negative
51%
Neutral
25%
75%!
‘negative’
Source: BlueHornet Study: Consumer Views of Email Marketing, 2012 and 2013
// @meladorri
23. 31% !
of marketers don’t know their
#ASCENDSUMMIT2014
mobile email open rate
source: marketingsherpa.com
// @meladorri
27. SUBSCRIBER EXPERIENCE
FROM NAME
#ASCENDSUMMIT2014
SUBJECT !
LINE
PREHEADER OPEN TAP/CLICK PAGE/SITE
// @meladorri
28. FROM NAME
SUBJECT !
#ASCENDSUMMIT2014
LINE
PREHEADER OPEN TAP/CLICK PAGE/SITE
‣ What is recognizable, trustworthy and relevant?
‣ Does the subscriber have a relationship with a
person or the brand?
// @meladorri
29. SUBJECT !
FROM NAME PREHEADER OPEN TAP/CLICK PAGE/SITE
LINE
#ASCENDSUMMIT2014 // @meladorri
30. SUBJECT !
FROM NAME PREHEADER OPEN TAP/CLICK PAGE/SITE
LINE
#ASCENDSUMMIT2014 // @meladorri
31. SUBJECT !
FROM NAME PREHEADER OPEN TAP/CLICK PAGE/SITE
#ASCENDSUMMIT2014
LINE
32. SUBJECT !
FROM NAME PREHEADER OPEN TAP/CLICK PAGE/SITE
LINE
75%
of emails are displayed with preview text
#ASCENDSUMMIT2014
// @meladorri
33. SUBJECT !
FROM NAME PREHEADER OPEN TAP/CLICK PAGE/SITE
✘
#ASCENDSUMMIT2014
✔
✔
✔
✘
LINE
// @meladorri
34. SUBJECT !
FROM NAME PREHEADER OPEN TAP/CLICK PAGE/SITE
#ASCENDSUMMIT2014
LINE
Preheader text A/B Tests:
30%+ CTR Boost
// @meladorri
41. SUBJECT !
FROM NAME PREHEADER OPEN TAP/CLICK PAGE/SITE
LINE
#ASCENDSUMMIT2014 // @meladorri
42. SUBJECT !
FROM NAME PREHEADER OPEN TAP/CLICK PAGE/SITE
#ASCENDSUMMIT2014
‣ What is your goal?
‣ Can the CTA be achieved on
mobile?
‣ Is it tappable?
‣ How many clicks/taps/actions are
LINE
// @meladorri
45. Mobile first
‣ Considers the mobile user a priority
‣ One layout for all screen sizes
‣ Single column design; 320-500px
‣ Large text & buttons
‣ Generous white space
‣ Short, concise body copy
#ASCENDSUMMIT2014
// @meladorri
48. #ASCENDSUMMIT2014
Fluid
Email width changes to
fit inside the window
‣ Percentage-based widths
‣ Adapts to fit the screen
‣ Text wraps automatically
// @meladorri
49. ‣ Shorter learning curve
‣ Best for text-heavy emails
#ASCENDSUMMIT2014
// @meladorri
52. Responsive
‣ Resize content: make images fit,
make text larger
‣ Hide content on mobile
‣ Stack columns
‣ Move a two-column design
to a one-column design
https://litmus.com/blog/the-how-to-guide-to-responsive-email-design-infographic
#ASCENDSUMMIT2014
// @meladorri
53. Responsive email design
Uses media queries to detect screen size and alter content + layout
‣ More than a “line of code”
‣ Set of conditional statement that enables specific styles
‣ If the screen size is x, then display y
‣ If the screen size is x, then increase headline size to y
‣ If screen size is x, then show image at 100%
‣ Detects screen size, not device type
#ASCENDSUMMIT2014
// @meladorri
54. Email:
a unique medium
with unique considerations
#ASCENDSUMMIT2014
// @meladorri
60. #ASCENDSUMMIT2014
What to know about: Windows Phone
‣ Mixed media query support
‣ Inconsistent font display
‣ Blocks images
‣ No ALT text
// @meladorri
61. #ASCENDSUMMIT2014
What to know about: BlackBerry
‣ Media query support
‣ Blocks images
‣ Supports styled ALT text
‣ Does not scale/auto-zoom
‣ No separate app; email joins social,
SMS and voice in the “hub”
#KISSwebinar
// @meladorri
62. #ASCENDSUMMIT2014
What to know about: Android
‣ Blocks images by default
‣ Supports ALT text
‣ Mixed support for media queries
‣ Various screen sizes and sometimes
automatic scaling
‣ Primary content focus on left-hand side
// @meladorri
64. #ASCENDSUMMIT2014
What to know about: iPhone
‣ Automatically scales messages
to fit the screen
‣ Excellent support for CSS3 and
media queries
‣ Images on by default
‣ Resizes fonts under 13px
// @meladorri
65. #ASCENDSUMMIT2014
iOS 8 / iPhone 6 Plus
‣ No support for <video>
‣ Superscripts aren’t so super
‣ Landscape email view
// @meladorri
66. History of iPhone Breakpoints
#ASCENDSUMMIT2014
320px 375px 414px
// @meladorri
77. Conversion Optimization !
Live and Uncut
#ASCENDSUMMIT2014
Brian Massey
Sr. Biz Dev Manager,!
AWeber!
@HunterBoyle
Founder,!
Conversion Sciences!
@BMassey
Oli Gardner
Co-Founder,!
Unbounce!
@OliGardner
Hunter Boyle
78. Our Goal
Help you understand principles that
will increase your conversions, with
real examples as a model for testing
#ASCENDSUMMIT2014
79. 5 Optimization Principles
The elements we’ll focus on today are:
!
1. Alignment (Channels/Funnel to Biz Goals)
2. Value Proposition
3. Relevance (Context, Timing)
4. Clarity (Reduced Friction, Distraction)
5. Motivation (Urgency, Incentive)
#ASCENDSUMMIT2014
80. Volunteer #1
Reliance Bank!
!
Primary traffic driver:
SEO/organic
!
Primary conversion goal:
Open account/request info
!
Previous tests?
No
#ASCENDSUMMIT2014
87. Top Tips for Email Deliverability
#ASCENDSUMMIT2014
Mohammed Ahmed!
Director of Deliverability, AWeber!
@mohamedataweber
88. History & Trends
User Engagement is Key
Quality over Quantity preferred
ISP Reputations
Free “From Addresses” are Getting Blocked
Free Link Shorteners are Not Effective
#ASCENDSUMMIT2014
106. Panel: Affiliate Marketing
Live and Uncut
#ASCENDSUMMIT2014
Tricia Meyer
Sunshine Rewards
@SunshineTricia
Brian Littleton Sarah Bundy
ebove & beyond
@JenMyersWard
AM Navigator
@ePrussakov
All Inclusive Marketing
@TrustTheExperts
ShareASale
@ShareASale
Geno Prussakov Jen Myers-Ward
108. Affiliate Marketing Basics
• 101 – Affiliate Marketing is just advertising fees based on
actual customer purchases
• 201 – Affiliate Marketing is product searches, product links,
reviews, and exploring deep links
• 301 – Affiliate Marketing is datafeeds, RSS feeds, PHP,
MySQL, and more
#ASCENDSUMMIT2014
109. How to Get Started
Bottom line, relevancy is the number one key.
!
This isn’t adwords, display rotations, or CPM/Retargeting – this is
relevant content chosen BY YOU, to be directed at your audience.
Think of the audience concept – your readers are your audience –
what will they respond to?
!
The number one benefit to Affiliate Marketing is the ability to be
relevant, and it is also the number one roadblock to activity. !
#ASCENDSUMMIT2014
110. What is Available?
As a blogger, there are really 3 kinds of programs to
participate in:
1. Retail products to solve problems
2. Business products you use to create your blog
3. Things you do to either run your business or your family.
Many of the bloggers I know make more money in areas
2 and 3 as they are more comfortable there than
#ASCENDSUMMIT2014
interrupting content sections.!
111. Get Outside the Box
Don’t market what everyone else is marketing. Your audience
isn’t generic – neither are products.
!
Promote products that you use, care about, are passionate
about, or those that you can relay pertinent information to
your audience.
#ASCENDSUMMIT2014
112. Supplement by Using Deals
I don’t recommend just specifically deals marketing to anyone
at this point due to the crowded nature of the space.
!
Supplementing reviews with available deals is a great plan –
but if you do it, contact the merchant and get a custom code.
Find out how they are commissioning coupon sites.
#ASCENDSUMMIT2014
126. Merchant Misconception #2!
Affiliate networks will manage the program
#ASCENDSUMMIT2014
3 Key Responsibilities
(of affiliate networks)
!
1. Tracking
2. Reporting
3. Payments
They provide the infrastructure,
but don't steer the ship.
128. Merchant Misconception #4!
TOS and program policies prevent violations
#ASCENDSUMMIT2014
Sobering Truth:
“How often do you read a TOS?”
43%
129. Merchant Misconception #4!
TOS and program policies prevent violations
#ASCENDSUMMIT2014
Police!!
!
o Trademark use
o Compliance with FTC
disclosure requirements
o Coupon usage
o Brand placements, etc.
130. Merchant Misconception #5!
Number of recruited affiliates is a key metric
#ASCENDSUMMIT2014
Recruited
Stagnant Active
It’s the number of active
affiliates that really
matters!
132. Affiliate Misconception #1!
Affiliate marketing is an easy “get rich” scheme
• There’s nothing easy about it, it takes
dedication, perseverance & relationships.
• Quality affiliates are able to make money
through this channel over time.
#ASCENDSUMMIT2014
133. Affiliate Misconception #2!
• Being a successful affiliate takes
more than just “putting a site up.”
• How will you generate traffic and
interest?
#ASCENDSUMMIT2014
If you build it, they will come…
134. Affiliate Misconception #3!
• Working with 5 to15 targeted
merchants is optimum.
• It enables you to build strong
relationships and stay up to speed.
#ASCENDSUMMIT2014
Merchants: the more the merrier
135. Affiliate Misconception #4!
I will pick a product and build a blog around it
• It is important to build valuable content
around a topic you are passionate
about.
• The products you suggest should be of
value to your readers.
#ASCENDSUMMIT2014
136. Affiliate Misconception #5!
Once I send traffic to a site, I will see sales!
• On average, about 1- 2% out of 1,000
clicks translate to sales.
• It is important to review a merchant’s
site product price point and buying
cycle.
#ASCENDSUMMIT2014
138. About ASCEND
The first ASCEND Digital Marketing Summit was a runaway success. And
we couldn't have done it without the support of our speakers, sponsors
and attendees.
!
Industry experts, business innovators and digital influencers from around
the world congregated in Philadelphia to learn actionable tips and ideas
from an A-list roster of speakers.
!
But the fun didn't stop once the speakers left the stage. We networked
over hors d'oeuvres inside of an old bank vault, toasted the Philly skyline
from one of the best views in the city and partied with an astronaut. No,
really - check out the video!
Get the full recap here
139. Content Marketing
Power Tools
If content marketing is your top
priority, these five ASCEND
sessions will show how to build
your business with proven tactics,
the latest trends and tools, and
sage advice from experts in the
field.
$59 - Order Now!
Multichannel
Marketing Power
Tools
Want to drill down into marketing
channels like SEO, email, affiliate
marketing, landing pages and
mobile? These six ASCEND
sessions cover today's most
effective marketing methods, with
actionable insights you can use
right away.
$59 - Order Now!
COMPLETE PACKAGE
Content +
Multichannel
Full-stack marketers and do-it-all
teams, this comprehensive
ASCEND package is for you.
Combining the content and
multichannel sessions, this
package includes 11 sessions
from our renowned presenters,
covering the most vital areas of
your digital marketing efforts.
$99 - Order Now!
ASCEND Video Packages
140. Conquer the Digital Marketing Landscape
Join us this Fall 2015 in the historic and beautiful city of Philadelphia
and learn how to ASCEND your business to new heights.
!
Stay Updated
142. About AWeber
AWeber develops and runs an opt-in email marketing service used by over 120,000 small businesses,
bloggers and entrepreneurs around the globe. Our web-based tools help businesses grow by staying
in touch with customers and prospects through email.
!
Since Tom Kulzer founded AWeber in 1998, many bright, creative problem-solvers have joined the
team in Chalfont, PA.
!
As we enter our 17th year in business, our talented team continues to expand as we accomplish our
mission of building AWesome tools to support our growing base of customers. Driven by that mission,
our team uses a set of six core values to guide our decisions and innovation on a daily basis.
!
• Create Remarkable Experiences.
• Execute with Passion.
• Foster Respect and Cooperation.
• Listen to What People Say About Us. Invite Feedback.
• Learn. Educate. Innovate.
• Don’t Take Ourselves Too Seriously. Have Fun.
Learn More