Content Jam 2017 Email Marketing Master Class JBest

Email Marketing Master Class:
Good to Great, Guaranteed
Jessica Best
@bestofjess | #ContentJam
Email Marketing Master Class

@crestodina #ContentJam
Images go here!

@bestofjess
Email Marketing is…
#ContentJam
Optimization
Content List

@bestofjess
Email Marketing Part I: Nailing the Basics
 What should I expect out of Email Marketing?
 Best practices (and common missteps)
 Applying the basics to your own campaigns
 Email Marketing metrics to watch
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@bestofjess
Why Email Marketing? What can it do for me?
Email can send direct:
 At the time that it’s most relevant to the recipient
 With the products/content that are personalized
 Can track individual recipient engagement
 … and automate your follow up
Email gets read:
 Average email read rate: 25-30%
(compared to < 10% with social)
#ContentJam

@bestofjess
Consumers prefer it.
(Yes, even millennials.)
(And Gen Z)
#ContentJam
Source: Bluecore via eMarketer (2016)

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Email can drive as high as 30-50% of a company’s revenue
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@bestofjess
Email drives the highest return on investment (ROI) of any medium.
#ContentJam
$27.74
ROI

For every $1 you invest in email marketing,
on average, you can earn
$28 in return on investment…
IF you’re doing it right.
@bestofjess #ContentJam
- Direct Marketing
Association

@bestofjess
The Anatomy of an Email
2010
#ContentJam
2017

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The Anatomy of an Email
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2
3
4
5
6
7
1. Subject Line
2. Pre-header
3. Branded graphic header
4. Main message
5. Call-to-Action
6. Supporting Message
7. Footer

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Email Marketing Master Class: From Good to Great
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The Basics:
Best Practices
& Content

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8 Email Marketing Basic Best Practices
Use DATA to be relevant: Personalize.
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1

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Use DATA to be relevant: Segment.
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1

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Make it accessible with images OFF
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2

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Make it accessible on all devices: desktop, tablet, mobile
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3
Source: Adestra Consumer Adoption & Usage Study
(2016)
Business-
to-
Business
Business-
to-
Consumer
60%
mobile
25%
mobile

@bestofjess
Make it accessible on all devices: desktop, tablet, mobile
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3

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Mobile Design Cheat Sheet (for “Non-Designers”)
 Lots of white space between
headlines, body copy, and
calls to action
 At least 40px tall/wide buttons
 Bump up your font size for
mobile devices
#ContentJam

@bestofjess
Mobile Design Cheat Sheet (for “Non-Designers”)
 Limit words in images
(that don’t resize well)
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Make it short.
 Skimmable
 Concise
 CLEAR
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4

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Don’t start from scratch. Email = blog + social + video ++
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5

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Make it part of your content plan.
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5

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Use the subject line + pre-header to get the open.
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6

The dirty, rotten secret of email marketing is:
Just because you sent it,
doesn’t mean it went anywhere.
#deliverability
- @bestofjess

@bestofjess
To help your email get to the inbox, avoid spammy mistakes like:
• Sloppy HTML code
• Typos
• All IMAGE, no text
• Spammy words
#ContentJam
7
• FREE FREE FREE
• Marketing, Pharma, Money
• $ % !!!
• ALL CAPS

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TEST to see if your content will get you filtered as spam.
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7

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Tell stories.
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8

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GRADING THE PROS
What grade would you give these email marketers?
Remember, email marketing should be:
 Personalized, segmented
 Accessible for all readers/devices
 Brief, concise
 Part of a content plan
#ContentJam
 Strategic with subject line and
pre-header copy
 Not spammy in content
 Tells stories

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GRADING THE PROS
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HANDS-ON ACTIVITY: Wireframe your next email
1. What does it look like on desktop? On mobile?
2. How long is it (words, paragraphs, “inches”)?
3. What's the subject line/pre-header?
4. Who will it go to?
5. What's the hook/WIIFM?
6. What data could make this email more relevant?
#ContentJam
3:00

@bestofjess
Email Marketing Metrics to Watch
 Set goals that align with business goals.
Branding | Awareness | Sales
 Define goals and how you’ll determine success
before you start creating.
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Email Marketing Metrics to Watch 1.0
 Opens
 Clicks
 Click-to-Open Ratio
 Bounces
 Unsubscribes
 Complaints
#ContentJam

@bestofjess
Email Marketing Metrics to Watch 2.0
 Open & click rates on
desktop vs. mobile
 Active/Inactive %
 Conversion rate
(and Revenue)
#ContentJam

Your brain can only procure
what your rear can endure.
Don’t tweet this. This means it’s break time.
- Ruby Newell-Legner

@bestofjess
#ContentJam
Grow Your List
to Grow Your
Revenue

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Email Marketing Part II: Grow Your List to Grow $$
 Being ready for list growth
 The WRONG way to “grow”
 Organic growth ideas (inexpensive)
 Paid and promotion-based growth ideas (fast)
 Match-Making: Brainstorm the right partners
 Offline tactics to boost online list growth
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Be Sure You’re Ready for List Growth: Sign-up Form
 Offer value in exchange for an email address
 Set expectations on frequency and privacy
 Keep it short and easy
 Make fields long enough for long addresses
 Use a clear call to action
#ContentJam

@bestofjess
Be Sure You’re Ready for List Growth: Sign-up Form
4 P’s of Email Sign-up Forms:
 Prominence
 Promise (value)
 Proof (peers)
 Progressive profiling
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@bestofjess
Be Sure You’re Ready for List Growth
What your email platform should do for you:
 Clean out bounces regularly
(and automatically)
 Remove unsubscribes and complaints
(immediately and automatically)
#ContentJam

@bestofjess
What you should be doing:
 Send regularly (at least 1x/month)
 Deliver relevant, valuable, engaging content
 Welcome and “warm up” new readers
#ContentJam

@bestofjess
#ContentJam

Before you invite more guests,
be sure to clean up your house.
#emailmarketing #listhealth
- @bestofjess

@bestofjess
#ContentJam
Up to 33% of your email list turns over
– becomes a bad address – each year.
Source: Marketing Sherpa

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#ContentJam
0
5000
10000
15000
20000
25000
30000
High Medium Low Bad Rejected

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The WRONG Way to Grow Your List
 Don’t buy, rent, trade, or borrow lists. Ask permission!
 Don’t harvest addresses. Scraping or constructing addresses does
not equal permission (and is illegal).
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The WRONG Way to Grow Your List
Don’t be a “spammer”
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Get Growing Organically: Ask Everywhere
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Get Growing Organically: Lightbox/Modal/Pop Over
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Get Growing Organically: Ask for the Referral
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Offline Boosters to Online Acquisition
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Turn Up the Speed: Paid Acquisition
 Create a strong offer, i.e. a cookie, BOGO, a free exclusive
report, a hefty ebook, etc.
 Try Google, Facebook, etc.
 Use your current email list to find look-a-like audiences
and/or exclude your current readers or customers
 Target placement with relevant non-competitive sites
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 Choose a relevant partner or vendor
 Place content, don’t just swap lists!
 Offer value that is relevant to the reader
(Swapping offers may not always be a fit)
 Exclusivity matters
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 Try results-driven placement in email
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HANDS-ON ACTIVITY: Perfect Partner Match Making
1. Partner up with someone next to you.
2. Learn about their product/service & buyer.
3. Brainstorm partners for each other that:
1. Are complements, not competitors
2. Have similar buyers or prospects
3. Have similar need states
#ContentJam
3:00

@bestofjess
HANDS-ON ACTIVITY: Perfect Partner Match Making
Who were some of your Perfect Partner ideas?
(Be sure to tell us who you are and who you’re targeting!)
#ContentJam

Almost everything will work again
if you unplug it for a few minutes…
including you.
Don’t tweet this. This means it’s break time again.
- Anne Lamott

@bestofjess
#ContentJam
Optimize:
Turbo-Boosting
Your ROI

@bestofjess
Email Marketing Part III: Turbo-Boosting Your ROI
 2 guaranteed ways to boost ROI (yes, really!)
 A few other proven winners
 Trends to try
 Campaigns that ROCKED their ROI (2000%+)
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2 Guaranteed Ways to Improve Email ROI
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Campaign List Size Expenses Revenues ROI
Free Shipping Offer 100,000 $1450 $31,245 $20.55
Free Product With Purchase 100,000 $1450 $24,996 $16.24
New Customer Bounce Back 1,000 $85 $3,513 $40.33
revenue - expenses
ROI = expenses
To Increase ROI:
Increase revenue, or
Decrease expenses

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#ContentJam

@bestofjess
#1 Guaranteed Way to Improve Email ROI
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Only 77% of valid email marketing in the U.S. gets to the inbox.
Sent Opens Open % Clicks Click % Expenses Revenue ROI
Before 100,000 20,000 20% 5,000 5.0% $1,450 $35,000 $23.14
After 100,000 27,400 27% 6,850 6.9% $1,450 $48,000 $32.10
Your results could
show a 37% lift with
100% inbox placement

@bestofjess
Improve Deliverability to Improve Email ROI
#ContentJam
What your email platform does:
• Throttled sending
• Built-in CAN-SPAM compliant
physical address
• Automated/immediate unsubscribe
handling
• Feedback loop subscription &
automated complaint handling
What YOU should be doing:
• Send good content (that garners strong
engagement)
• Ask permission to send to subscribers
• Set clear expectations on value and
frequency
• Send regularly (at least 1x/month)

@bestofjess
#2 Guaranteed Way to Improve Email ROI
#ContentJam
40%
NEVER
open
40% didn’t
open this
time
20%
Opened
20%
Open
Up to 40% of your email list hasn’t opened, clicked or purchased in over a year.

@bestofjess
Re-engage (or Trim) Inactives to Improve Email ROI
#ContentJam
Sent Opens Open
%
Clicks Click
%
Expenses Revenue ROI
Pre-Cleanse 100,000 20,000 20% 5,000 5.0% $1,450 $35,000 $23.14
Post-Cleanse 60,000 20,000 33% 5,000 8.3% $1,200 $35,000 $29.17
What your results could
be if you trimmed your
inactive contacts

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 Re-engagement Campaigns
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#ContentJam
Email 1 Email 2 Email 3
We Miss You!
Come back now
and receive
[ VALUE ]
Confirm now
to stay on the list or
miss out on
[ VALUE ]
Sorry to see you go.
Re-subscribe at any
time, here.
3-Part Re-Engagement Series

Automated emails earn 2x the open rate
of batched sends, and nearly 3x the
click-through rate.
- @emfluence

@bestofjess
Turbo-Boost Your Email ROI with Automation
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Turbo-Boost Your Email ROI with Re-Targeting
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Turbo-Boost Your Email ROI with Re-targeting
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Turbo-Boost Your Email ROI by Testing
 Content / Copy / Subject Lines
 Design
 Offers
 Segmentation / Personalization
 New potential partners
#ContentJam

@bestofjess
POP QUIZ: Which Subject Line Won?
a. Two chances to win
b. Two chances to WIN
c. Start a winning tradition
d. Start a winning tradition!
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a. I Spy a Winner
b. Be A Hallo-Winner
c. Trick or $5,000 Treat?
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a. Help us solve hunger.
b. Donating 1 million meals.
c. You can help solve hunger.
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Most Opens
Most Clicks

@bestofjess
Turbo-Boost Your Email ROI by Testing
How to test effectively?
Get scientific.
If you slept through stat
class in college, try this >>
#ContentJam
https://www.kissmetrics.com/growth-tools/ab-significance-test/

@bestofjess
Email Marketing Trends to Try
 Relevant motion can drive
up engagement 3x+!
 What motion uniquely
represents your brand, product
or benefit?
#ContentJam

@bestofjess
 Relevant motion can drive
up engagement 3x+!
 What motion uniquely
represents your brand, product
or benefit?
 HINT: Spastic movement
isn’t relevant motion.
#ContentJam

@bestofjess
 “Video” in email can
drive response rates up
3-5x, especially when
mentioned in the subject line.
 For compatibility, better to
“fake” the video.
#ContentJam

@bestofjess
#ContentJam

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 Live or “real-time”
content updates
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 Earned and “earned” rewards
#ContentJam

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Email Marketing Campaigns that Rocked $20+ ROI
 CommunityAmerica Credit Union’s 90-day Onboarding
#ContentJam
Next day 2 weeks 6 weeks
10
weeks
12
weeks

@bestofjess
 Referral programs
#ContentJam
9-13% conversion

@bestofjess
 Time / day test shows
Cyber Monday’s true colors:
Sunday’s sneak peek drove
19% more action!
#ContentJam

@bestofjess
 Coffee Roaster racks up sales with
a new product announcement
and by telling a good story.
#ContentJam
Over a $20 ROI
… without a coupon!

@bestofjess
 Be timely, when it’s your turn
 Try for cultural references
without news jacking things you
have no “Editorial Authority” on
 90% lift in open, 85% lift in
average revenue from a promo
email for $360+ ROMI
#ContentJam

@bestofjess
 Sometimes wacky works:
There is NO copy in this email,
but it garnered a 140% lift in
average open rate, 80% lift in
click-to-open ratio.
 Plus, it garnered $400:$1
ROMI, which helped win this
email 2 different awards!
#ContentJam

@bestofjess
 An eCommerce site uses their best
deal of the year as a re-engagement
campaign for inactives.
ROI was $27.40
Re-engaged nearly 4% of inactives
#ContentJam

Go forth and make
great email marketing!
Thank you
Jessica Best jbest@barkleyus.com
@bestofjess | #ContentJam

@bestofjess
GRADING THE PROS, PART II
What grade would you give these email marketers?
Remember, great email marketing:
 Is permission-based
 Garners a $20+ ROI
 Gains new subscribers
faster than old ones fall off
#ContentJam
 Uses automation to nurture, not blast
 Integrates rich media
 Supports and is supported by other
marketing channels

Content Jam 2017 Email Marketing Master Class JBest

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