Learn two ways you can improve your inbox placement for your email marketing campaigns... guaranteed! (Yes, really. It's a math thing.) Plus, take a look at examples of campaigns that are rockin' more than a $28 return on investment.

1. I Want My $28!
Rockin’ Email Marketing ROI
Jessica Best
Digital Marketing Evangelist, emfluence
@bestofjess or @emfluence
@bestofjess • #CMWorld

2. Email Marketing Return On Investment (ROI)
@bestofjess • #CMWorld

3. The Direct Marketing Association reports that for every $1
invested, email marketing, on average, earns $28 in return.
Email Marketing Return On Investment (ROI)
@bestofjess • #CMWorld

4. To increase ROI, we can:
 increase revenue, or
 decrease expenses
Email Marketing Return On Investment (ROI)
@bestofjess • #CMWorld
Campaign List Size Expenses Revenues ROI
Free Shipping offer 100,000 $1450 $31,245 $20.55
Free Product w/Purchase 100,000 $1450 $24,996 $16.24
New Customer Bounce Back 1,000 $85 $3,513 $40.33
ROI =

5. 3 WAYS TO GUARANTEE BETTER ROI
① Improve Inbox Placement
② Re-engage or Trim Inactives
③ Trying & Testing Ideas that ROCK
@bestofjess • #CMWorld

6. 1 Improve Inbox Placement
@bestofjess • #CMWorld

7. THE DIRTY LITTLE SECRET OF
EMAIL MARKETING IS THAT
15% OF YOUR EMAIL NEVER
MAKES IT TO THE INBOX
Jessica Best
@bestofjess
@bestofjess • #CMWorld

8. Source: ReturnPath, 2014
15% of Email Marketing Doesn’t Make the Inbox
@bestofjess • #CMWorld
Australia Brazil Canada
Spain U.K. United States France Germany Italy
Inbox Spam Missing

9. What if you made it through to the Inbox…?
@bestofjess • #CMWorld
Potential
Openers
18%+
increase in response

10. Improve Deliverability
@bestofjess • #CMWorld
Sent Opens Open % Clicks Click % Expenses Revenues ROI
Before 100,000 20,000 20% 5,000 5.0% $1450 $35,000 $23.14
After 100,000 23,500 24% 5,800 5.9% $1450 $41,175 $27.40

11. DELIVERABILITY = TECHNOLOGY + YOU
① What your email platform should do for you
② What YOU can do to improve
@bestofjess • #CMWorld

12. What your email platform should do for you:
 Throttled sending
 Built-in CAN-SPAM compliant address
 Automated/immediate unsubscribe handling
 Feedback loop subscription & complaint handling
Optional:
Certified Sender Status (paid)
Deliverability = Technology + YOU
@bestofjess • #CMWorld

13. What YOU can do for you:
 Create good content
 Maintain a clean, permission-based email list
Deliverability = Technology + YOU
@bestofjess • #CMWorld

14. Deliverability = Create Good Content
@bestofjess • #CMWorld
IMAGES TEXT
(HTML CODE)
 Balance of text:image
(or 500+ characters of text)
 Watch your language
 Go easy on symbols and
using ALL CAPS
 Use clean, email-friendly
HTML code and design

15. THE EMAIL MARKETING DUCK
TEST: IF IT LOOKS LIKE SPAM
AND QUACKS LIKE SPAM…
YOU’RE PROBABLY SPAM.
Jessica Best
@bestofjess
@bestofjess • #CMWorld

16. Emails That Look Like Ducks Spam
@bestofjess • #CMWorld

17. Test Your Content Before You Send
@bestofjess • #CMWorld

18. Monitor Your Inbox Placement After You Send
@bestofjess • #CMWorld

19. Deliverability = Clean, Permission-Based Lists
@bestofjess • #CMWorld

20. 2 Re-engage or Trim Inactives
@bestofjess • #CMWorld

21. Up to 33% of your List
can turnover each year.
(Source: MarketingSherpa)
Re-engagement Campaigns
@bestofjess • #CMWorld
Lost
Year 1
Lost
Year 2
Lost
Year 3
Lost
Year 4
Lost
Year 5
13.5%
remains after
5 years

22. UP TO 40% OF YOUR EMAIL
LIST HASN’T OPENED,
CLICKED OR PURCHASED
IN OVER A YEAR.
Jessica Best
@bestofjess
@bestofjess • #CMWorld

23. Keep those that re-engage! Those that don’t… have to go.
Trim Inactives
@bestofjess • #CMWorld
Re-engage 1-2% and increase revenues.
Trim the rest and save the expense of sending to inactives.
40%
NEVER
open
40% Didn’t
open this
time
20%
Opened
20%
Open
rate

24. Trim Inactives
@bestofjess • #CMWorld
Sent Opens Open % Clicks Click % Expenses Revenues ROI
Pre-Cleanse 100,000 20,000 20% 5,000 5.0% $1450 $35,000 $23.14
Post-Cleanse 60,000 20,000 33% 5,000 8.3% $1200 $35,000 $29.17

25. Re-engagement Campaigns
@bestofjess • #CMWorld

26. 3-Point Email Re-engagement Campaign
@bestofjess • #CMWorld
Email 1
Email 2
Email 3
1. We Miss You!
Come back and
receive [ VALUE ]
2. Confirm now to
stay subscribed or
miss out on [ VALUE ]
3. Sorry to see you go.
Re-subscribe at any time,
here.

27. Re-engagement Campaigns
@bestofjess • #CMWorld

28. Re-engagement Campaigns – Cross Channel
@bestofjess • #CMWorld
 In-store & point-of-purchase
 Telemarketing follow ups
 Direct mail
 Online ads/social media outreach
Be sure to ask for an updated email address so you can
reconnect via your most cost-efficient medium!

29. 3 Trying & Testing Ideas that ROCK
@bestofjess • #CMWorld

30. Why We Test to Learn What Works
@bestofjess • #CMWorld
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!

31. Why We Test to Learn What Works
@bestofjess • #CMWorld
Pop Quiz: Which subject line won?
A. I Spy a Winner
B. Be a Hallo-winner
C. Trick or $5000 Treat?

32. Why We Test to Learn What Works
@bestofjess • #CMWorld
Pop Quiz: Which subject line won?
A. Help us solve hunger.
B. Donating 1 million meals.
C. You can help us solve hunger.

33. Ideas With Rockin’ Email ROI
@bestofjess • #CMWorld
BONUS TIP: Subtle use of
Animated GIF to “celebrate”
“Earned” rewards break through the clutter

34. Ideas With Rockin’ Email ROI
@bestofjess • #CMWorld
Targeting = demographic + behavioral

35. Ideas With Rockin’ Email ROI
@bestofjess • #CMWorld
A bank’s onboarding campaign stretches 90 days: the
“honeymoon” period for new customers.
Next
day
2
weeks
6
weeks
10
weeks
12
weeks

36. Ideas With Rockin’ Email ROI
@bestofjess • #CMWorld
A luxury car company uses auto-magic email and survey
follow up for happier customers (service) & nurtured sales.

37. Ideas With Rockin’ Email ROI
@bestofjess • #CMWorld
Event Marketing + Pups + Giving Back

38. Ideas With Rockin’ Email ROI
@bestofjess • #CMWorld
Referral campaigns & WOM
9-13% conversion

39. Ideas With Rockin’ Email ROI
@bestofjess • #CMWorld
Coffee Roaster racks up ROI with
a new product announcement
and by telling a good story
Over a $20 ROI for this email…
without a coupon!

40. Ideas With Rockin’ Email ROI
@bestofjess • #CMWorld
Time/day test shows Cyber
Monday’s true colors… Sunday’s
sneak peek drove 19% more
action!

41. Ideas With Rockin’ Email ROI
@bestofjess • #CMWorld
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%!

42. Jessica Best
Digital Marketing Evangelist
emfluence
@bestofjess • #CMWorld

43. Good Content Drives Action
@bestofjess • #CMWorld
Your content should be:
 Engaging (tested)
 Timely (automated)
 Relevant (segmented)
 Consistent and consistently good
& Individual Inbox Placement

44. Good Content Drives Action: Automation
@bestofjess • #CMWorld

45. Segmentation
@bestofjess • #CMWorld