04 epasta marketings tamara

Email Marketing:
What Works in 2012
Tamara Gielen, Plan to Engage
@tamaragielen

About Tamara Gielen
• 10+ years of experience in
email marketing

• Author of “Be Relevant”
www.b2bemailmarketing.com

• Founder of the
“Email Marketer’s Club”
www.emailmarketersclub.com

• Independent Email Marketing @tamaragielen
Consultant & Trainer
©2012 Plan To Engage – all rights reserved – www.PlanToEngage.com

About Plan to Engage
• Email Marketing Strategy
• Email Design & Coding
• Campaign Management
• Deliverability Support
• Email Vendor Selection
• Conversion Optimization
• Workshops & Training
Courses

www.PlanToEngage.com


* Approximately 294 billion messages are sent
each day. This total excludes 106 billion
Source: SmarterTools.com messages that can be classified as spam.

Email is still one of the
most important elements
of a solid online marketing
plan

Email is the
preferred
channel for
direct, one-to-
one marketing
communications
with consumers


Email is the preferred channel to
communicate with brands

2011 Survey, Chief Marketing Officer (CMO) Council and Lithium


Email is a very important in driver of
consumer buying decisions


Majority shares content via email


“Spending on email
marketing in the US is
expected to expand to $2
billion by 2014. A nearly
11% compound annual
growth rate”
Forrester

“64% of marketers are
increasing their email
marketing budget in 2011 -
32% are keeping their email
marketing budget steady”
MarketingSherpa

“If you want to drive
retention and repeat usage,
there isn’t a better way to do
it than email.”
Fred Wilson, Managing Partner
Union Square Ventures & VC Blogger

Subscribers consistently spend more!

Permission, permission,
permission

No permission, no email
• Do you really want
them to think you’re
this guy?

• Because it’s legal
doesn’t mean that it’s
a best practice

• Always ask permission
first!

Challenge: image blocking


Design for images off


Use HTML buttons instead of images


Keep It Short!


Get to the point fast


Challenge: faster consumption


Challenge: Smaller Screens


How Important Is This?


It’s The Future!

Source: Litmus.com


Most important platforms


How Do You Adjust Your Designs?
Larger fonts
• Body copy: 14px / Headlines: 22px


Larger fonts
• Body copy: 14px
• Headlines: 22px

Less content
• Single column layout
• Simpel copy
• Clear calls to action


Larger fonts
• Body copy: 14px
• Headlines: 22px

Less content
• Single column layout
• Simpel copy
• Clear calls to action

Design for the finger!


What’s in it for me?
What’s
in it for me?


Show what they can expect


Remove all barriers


Take away any friction


On the thankyou page


With a welcome email
Welcome
them

Tell them
what to
expect

Ask for more
information

Get them to
come back to
your website


Reward them


Educate them


Testing increases ROI
• Small changes can make a big difference in results
• subject line, sender name, offer placement…

• Testers achieve 68% higher return over non-testers
(JupiterResearch)

• Good news: most marketers don’t test ;-)


Begin with what impacts ROI most
0% 20% 40% 60% 80% 100%

landing page copy 43.2% 32.4% 24.3%

email offers 40.7% 51.9% 7.4%

subject lines 40.0% 45.0% 15.0%

email creative 34.4% 59.4% 6.0%

landing page creative 33.6% 54.3% 12.1%

text only message 13.8% 44.8% 41.4%

High ROI Medium ROI Low ROI
Source: MarketingSherpa’s Email Marketing Benchmark Guide


What do you want to improve?

Elements Key Metric
Sender and subject lines Open rate
Anything in e-mail body Click-to-open rate
(product, offer, creative)

Anything on landing page Click-to-conversion rate
(product, offer, creative)


Thank you!
tamara@PlanToEngage.com
+32 477 666 930
www.linkedin.com/in/tamaragielen

www.Plan2Engage.me

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04 epasta marketings tamara

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