1. Email Marketing
Andy Crestodina
@crestodina

2. Email Kicks Ass
M

3. Your email device is ringing…
79% use their smartphone
for reading email… a higher
percentage than those who
use it for making calls.
source: Adobe – “2013 Digital Publishing Report: Retail Apps & Buying Habits
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4. Good Morning, Email.
72% of people surveyed in
a MailChimp study read
their emails in bed.
source: MailChimp
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5. #1 Channel for Opt-in Marketing
How do you want your permission-based
promotional messages?
Source: Exact Target 2012 Channel Preference Survey

6. #1 Channel for Sharing
How do you share content with friends & family?
Source: Exact Target 2012 Channel Preference Survey

7. How
often do
you use
the
following?
Source:
Exact Target 2012 Channel
Preference Survey

8. “If you have more MONEY than
brains, you should focus on outbound
marketing.
If you have more BRAINS than money,
you should focus on inbound marketing.”
- Guy Kawasaki

9. Advertising
Content Marketing
Interrupt, Distract
Attract
Outbound
Inbound
Paid
Owned, Earned
Budget
Brains

10. Emails Place
in Content
Marketing

11. Source: Website Traffic Sources

12. LIST GROWTH

13. How do I get more subscribers?
1. Ask
2. Make a promise
3. Set expectations
4. Deliver
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14. POP QUIZ!
Sending unsolicited email is…
a. Illegal
b. Rude
c. Ineffective
d. …all of the above
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15. Before…
After…

16. 1900% increase. Not bad!

17. Why it works
1.Prominence
2.Promise
3.Proof

18. GOOD

19. BAD

20. GET OPENED
sender name, subject lines and timing

21. Sender Name

22. Sender Name = Human
“Be a person.”
- Sonia Simone

23. Hi Andy,
One of the business owners from Goldman
Sachs program took your advice to use her
name in her 'from' email. As a result, her
open rate went from 20% to 39%.
People also responded to the email so it
helped with customer service and client
interaction.
Jason

24. Subject Lines

25. “On the average, five times as many
people read the headline as read the
body copy. When you have written
your headline, you have spent eighty
cents out of your dollar.”
- David Ogilvy

26. BEST for open rates
1. Posts
2. Jobs
3. Survey
4. Week’s
5. E-newsletter
6. Issue
7. Digest
8. Bulletin
9. Edition
Source: HubSpot, Science of Email Marketing, February 2011

27. WORST for deliverability
1. Confirm
2. Features
3. Upgrade
4. Magic
5. Raffle
6. Rewards
7. Requested
8. Follow Up
9. Coupon
Source: HubSpot, Science of Email Marketing, February 2011

28. Tell, Don’t Sell
“…the best subject lines tell what’s inside
and the worst sell what’s inside”
Source: MailChimp Email Marketing Subject Line Comparison

29. Hot or cold, but never warm
Source: HubSpot, Science of Email Marketing, February 2011

30. Speaking of
sentiment…
Source: “What Makes Online Content Viral?”
Berger, Milkman, Wharton Business School

32. 52 Headline Hacks
More here: Headline Hacks

33. Email Timing

34. When To Send: Day of Week
Source: HubSpot, Science of Email Marketing, February 2011

35. When To Send: Day of Week
Source: HubSpot, Science of Email Marketing, February 2011

36. When To Send: Time of Day
Source: HubSpot, Science of Email Marketing, February 2011

37. GET CLICKED
mobile friendly, magazine, segmentation
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38. Mobile Friendly
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39. Be mobile or be deleted
Source: Litmus

40. The Mobile Inbox 
Your first line of text
matters!

41. Mobile Email
#FAIL
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42. Responsive Email
 Desktop
Mobile 

43. Not Responsive…
but still mobile friendly
1. Content on the left
2. Buttons AND Links
3. Big text
4. Use “alt” tags and links
for images
Screens = 320 pixels wide
Fingers = 44 pixels wide

44. Happy Landing! Mobile Website

45. Happier Landing! Responsive Web Design
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46. Make a Magazine
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47. Lots of Links
Source: HubSpot, Science of Email Marketing, February 2011
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48. Lots of Links
Source: HubSpot, Science of Email Marketing, February 2011
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49. Magazine: Curate
•
•
•
•
1 Featured Article
2 Articles from others
Promoted eBook
Tweets, jobs, etc.
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50. Magazine: S, M, L
•
•
•
•
•
•
1 Featured Article
Statistic
Event, Video, etc.
Recent Projects
“SEO Horoscope”
Other Links
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51. TESTING &
TRACKING
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52. Testing
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53. What to test? Subject Lines? Landing Pages?
Source: 2011 MarketingSherpa Email Marketing Benchmark Survey
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54. Measure & Improve: A/B Testing
Source: MailChimp
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55. Tracking

56. This is a 1 x 1 pixel
transparent image…

57. Campaign Tracking

58. Campaign Tracking
Thank you, Email!

59. Google Analytics: Campaign Tracking
Source: Google URL Builder

60. Google Analytics: Campaign Tracking
http://www.site.com/email-advice
?utm_source=Oct-Newsletter
&utm_medium=email
&utm_campaign=email-advice

61. Numbers: Sent, Delivered, Opens and Clicks

62. Rates: Sent, Delivered, Opens and Clicks

63. Measure, Test, Improve
1.Watch your stats
2.Listen for feedback
3.Experiment: landing pages, subject
lines, sender
name, formatting, topics, timing, lay
out

64. BOTTOM LINE

65. Bottom Line
“Send timely, targeted,
relevant, valuable emails
to people who asked for them.”
DJ Waldow
Waldow Social
Source: Internet Marketing for Smart People Radio

66. Template &
Tools

67. Thank you!
Andy Crestodina
@crestodina