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Email Extinction? 
October 20, 2014
3 
“EMAIL IS DEAD”
4 
“EMAIL IS DEAD” 
Killed by SPAM 
Replaced by Social Media 
Irrelevant for Younger Audiences 
Ineffective for Retailers ...
5 
A STERLING REPUTATION
6 
DIRTY SPAM
7 
“I’m just not getting 
enough email. 
I’d really like more.” 
- No One Ever
8 
WHY PEOPLE UNSUBSCRIBE 
TOP BRANDS BY UNSUBSCRIBE RATE 
52.5% 45.0% 42.0% 41.6% 
Source: UnRoll.me - January 2014
Purchased Lists 
» A practice that should die 
» Just don’t do it 
! 
! 
! 
! 
» Source: MailChimp - July 2014 
9
10
10
11 
NOT MOBILE FRIENDLY 
Mobile Opens Mobile Friendly 
64% 48% 
Sources: YesMail / ExactTarget - August 2014
12
12
13 
DIGITAL TACTICS RANKED 
Email 
Website/Blogs 
SEO 
Social Media 
Content 
Paid Search 
Mobile/SMS 
eCommerce 
19 
Most...
14 
RETENTION PROGRAMS RANKED 
8% 
7% 
6% 
4% 
13% 
12% 
26% 
32% 
Source: Gigaom - June 2014 
Email 
Social Media 
Conten...
15 
NO ACCIDENT
There’s A Better Way 
» Design 
» Mobile Optimization 
» Automation 
» Measurement & Testing 
16
17 
“We don’t make mistakes. 
We make happy little accidents.” 
- Bob Ross
Images in Email 
» From: 
» Phoenix Suns 
» Subject: 
» RSVP For An Inside Look 
At The Suns Open 
Practice 
18
Images in Email 
» From: 
» Phoenix Suns 
» Subject: 
» RSVP For An Inside Look 
At The Suns Open 
Practice 
18
19 
IMAGES IN EMAIL 
43% OF EMAIL 
RECIPIENTS VIEW EMAIL 
WITH IMAGES OFF 
Source: Litmus - August 2014
Images in Email 
» From: 
» Volvo 
» Subject: 
» The feature-rich, Volvo 
V60 Sportswagon 
20
Images in Email 
» From: 
» Volvo 
» Subject: 
» The feature-rich, Volvo 
V60 Sportswagon 
20
Defensive Design 
» Planning ahead for an 
images-disabled experience 
21
Defensive Design 
» Planning ahead for an 
images-disabled experience 
21
Defensive Design 
» Planning ahead for an 
images-disabled experience 
21
Defensive Design 
» Planning ahead for an 
images-disabled experience 
21
23 
“Simplicity is the ultimate 
sophistication.” 
- Leonardo DaVinci
Charity Water 
» Compelling image 
» Scannable text 
» Obvious call to action 
24
25 
SCANNABLE TEXT
25 
SCANNABLE TEXT
Evernote 
» Helpful message 
» Large, legible text 
» Responsive design 
» Beautiful buttons 
26
Buttons.cm 
27
Mobile Aware 
» Same email used for 
different devices 
» Scaleable 
» Spacious 
» Large buttons, images, 
type 
28
Pei Wei 
» Responsive layout 
» Beautiful image 
» Well-timed delivery 
» Useful resources 
» Obvious call to action 
29
30 
IMPROVED METRICS 
EMAIL PERFORMANCE AFTER GOING RESPONSIVE 
+20% 
Click Rate 
+8% 
Click Rate 
+18% 
Click Rate
31 
CLICK TO OPEN RATES 
15% 
10% 
5% 
0% 
9.8% 
11.9% 
Responsive Non-Responsive 
Source: YesMail - May 2014
Fairytale Brownies 
» Responsive Email 
Project 
32
How It Works 
» Wrap/Stack 
» Center/Reposition 
» Hide 
» Resize/Scale 
34
The @media Query 
35 
IF THE EMAIL DISPLAYS ON A THIN AND NARROW SCREEN, 
THEN MAKE THAT EMAIL THIN AND NARROW
36 
@MEDIA QUERY 
<style type=”text/css”> 
@media screen and (max-width: 600px){ 
*[class].hide{ display:none !important;}...
36 
@MEDIA QUERY 
<style type=”text/css”> 
@media screen and (max-width: 600px){ 
*[class].hide{ display:none !important;}...
Free Responsive Templates - Zurb.com/Playground 
37
38 
MEDIA QUERY SUPPORT 
NOPE
39
41 
VIDEOEMAIL.COM
42 
KNOW YOUR (EMAIL) CLIENTS
43 
EMAIL PREVIEWS
44
45 
BATCH & BLAST!?! PSHHH… 
TRANSACTIONAL MESSAGES IMPROVED: 
OPEN % CLICK % CLICK 
Source: Silverpop - June 2014 
CONVER...
B2B Adoption Is Getting Silly 
46 Source: SiriusDecisions - April 2014
Transactional Campaigns 
» Introductions 
» Shopping & Purchases 
» Events 
» Customer Service 
» Lead Nurture 
» Loyalty ...
Setting Expectations 
» Michaels Welcome 
48
Timely Relevance 
» Hipmunk Fare Alerts 
49
Real Personalization 
» Blue Nile Reminders 
50
Weather Triggered 
» Yeah, that’s right - 
weather triggered 
! 
» Bonobos Offers 
51
52
Data Dependent 
» Email Address 
» Order Status 
53 
» Product SKU 
» Delivery Timing 
» Name 
» Shipping Address 
» Prefe...
4 . 
54 
THE AUTOMATED PROCESS 
1 2 
3
55 
“If I had eight hours to chop 
down a tree, I would spend six 
sharpening my ax.” 
- Abraham Lincoln
56 
MAPPING THE STORY
Automation Providers 
57
SharpSpring for Agencies 
» Anonymous ID 
58 
» ZoomInfo Reverse IP Lookup 
» Tracks Page Visits and Asset 
Views/Download...
59 
“We’ve been so busy keepin’ up with the Jones. 
Four-car garage, and we’re still buildin’ on. 
Maybe it’s time we got ...
60 
METRIC 
OPEN RATE = OPENS / DELIVERED 
BETTER METRIC 
OPENS PER UNIQUE = TOTAL OPENS / UNIQUE OPENS
61 
METRIC 
CLICK RATE = CLICKS / DELIVERED 
CLICK CONVERSION = CLICKS / OPENS 
BETTER METRIC 
CORE CLICK CONVERSION = “IM...
62 
METRIC 
UNSUBSCRIBE RATE = UNSUBSCRIBES / DELIVERED 
BETTER METRIC 
EVASION RATE = UNSUBSCRIBES / CLICKS
63 
EMAIL’S HALO EFFECT
64 
DEAD ON ARRIVAL 
PERMISSION-BASED MESSAGES 
6% 11% 
83% 
Received 
Spam 
Blocked 
Source: ReturnPath - September 2014
65 
KNOW BEFORE YOU GO
66 
EMAIL METRICS
67 
ANALYTICS PARADIGM 
MONTH 3 
CLIENT VIEW AGENCY VIEW 
HISTORY FUTURE
A Ridiculous Quantity of Questions 
» How many opened the email? 
» Who opened the email? 
» Who clicked the email? 
» Wha...
69 
“He who knows best knows 
how little he knows.” 
- Thomas Jefferson
Basic Testing Protocol 
70 
DELIVERY TIMEFRAME A/B TESTING ELEMENT METRIC 
Send #1 Subject Line Open Rate 
Send #2 “From” ...
71 
NEXT LEVEL TESTING
Small Bites, OK? 
72
The Email Email 
» TheEmailEmail.com 
! 
» Monthly email marketing 
insight, news and tips 
» Please don’t subscribe 
if y...
Chris Sietsema 
» teachtofishdigital.com 
» @sietsema 
» 480.570.1636 
74
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Email Extinction?

"Email is dead."
"Brands can no longer derive value from email marketing."
"Other communications methods like social media and texting have replaced email."
"The inbox will soon be a wasteland."

Each one of the statements above has been uttered by consumers, marketers and respected thought leaders alike. But is email marketing really taking its last breath? Or are we just doing it wrong?

In a discussion filled with relevant stats, real examples and best practices you need to know, Chris Sietsema of Teach to Fish Digital discusses email's future and what agencies can do to today to improve email marketing programs.

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Email Extinction?

  1. 1. Email Extinction? October 20, 2014
  2. 2. 3 “EMAIL IS DEAD”
  3. 3. 4 “EMAIL IS DEAD” Killed by SPAM Replaced by Social Media Irrelevant for Younger Audiences Ineffective for Retailers Not Ideal for Team Communication
  4. 4. 5 A STERLING REPUTATION
  5. 5. 6 DIRTY SPAM
  6. 6. 7 “I’m just not getting enough email. I’d really like more.” - No One Ever
  7. 7. 8 WHY PEOPLE UNSUBSCRIBE TOP BRANDS BY UNSUBSCRIBE RATE 52.5% 45.0% 42.0% 41.6% Source: UnRoll.me - January 2014
  8. 8. Purchased Lists » A practice that should die » Just don’t do it ! ! ! ! » Source: MailChimp - July 2014 9
  9. 9. 10
  10. 10. 10
  11. 11. 11 NOT MOBILE FRIENDLY Mobile Opens Mobile Friendly 64% 48% Sources: YesMail / ExactTarget - August 2014
  12. 12. 12
  13. 13. 12
  14. 14. 13 DIGITAL TACTICS RANKED Email Website/Blogs SEO Social Media Content Paid Search Mobile/SMS eCommerce 19 Most Effective Most Difficult 34 23 24 23 43 42 48 49 39 11 8 9 38 47 54 0 15 30 45 60 Source: Ascend2 & Research Partners - September 2014
  15. 15. 14 RETENTION PROGRAMS RANKED 8% 7% 6% 4% 13% 12% 26% 32% Source: Gigaom - June 2014 Email Social Media Content Marketing Referral Marketing SEO Display Ads Mobile Ads Video Ads Affiliate Paid Search 37% 56% 0% 15% 30% 45% 60%
  16. 16. 15 NO ACCIDENT
  17. 17. There’s A Better Way » Design » Mobile Optimization » Automation » Measurement & Testing 16
  18. 18. 17 “We don’t make mistakes. We make happy little accidents.” - Bob Ross
  19. 19. Images in Email » From: » Phoenix Suns » Subject: » RSVP For An Inside Look At The Suns Open Practice 18
  20. 20. Images in Email » From: » Phoenix Suns » Subject: » RSVP For An Inside Look At The Suns Open Practice 18
  21. 21. 19 IMAGES IN EMAIL 43% OF EMAIL RECIPIENTS VIEW EMAIL WITH IMAGES OFF Source: Litmus - August 2014
  22. 22. Images in Email » From: » Volvo » Subject: » The feature-rich, Volvo V60 Sportswagon 20
  23. 23. Images in Email » From: » Volvo » Subject: » The feature-rich, Volvo V60 Sportswagon 20
  24. 24. Defensive Design » Planning ahead for an images-disabled experience 21
  25. 25. Defensive Design » Planning ahead for an images-disabled experience 21
  26. 26. Defensive Design » Planning ahead for an images-disabled experience 21
  27. 27. Defensive Design » Planning ahead for an images-disabled experience 21
  28. 28. 23 “Simplicity is the ultimate sophistication.” - Leonardo DaVinci
  29. 29. Charity Water » Compelling image » Scannable text » Obvious call to action 24
  30. 30. 25 SCANNABLE TEXT
  31. 31. 25 SCANNABLE TEXT
  32. 32. Evernote » Helpful message » Large, legible text » Responsive design » Beautiful buttons 26
  33. 33. Buttons.cm 27
  34. 34. Mobile Aware » Same email used for different devices » Scaleable » Spacious » Large buttons, images, type 28
  35. 35. Pei Wei » Responsive layout » Beautiful image » Well-timed delivery » Useful resources » Obvious call to action 29
  36. 36. 30 IMPROVED METRICS EMAIL PERFORMANCE AFTER GOING RESPONSIVE +20% Click Rate +8% Click Rate +18% Click Rate
  37. 37. 31 CLICK TO OPEN RATES 15% 10% 5% 0% 9.8% 11.9% Responsive Non-Responsive Source: YesMail - May 2014
  38. 38. Fairytale Brownies » Responsive Email Project 32
  39. 39. How It Works » Wrap/Stack » Center/Reposition » Hide » Resize/Scale 34
  40. 40. The @media Query 35 IF THE EMAIL DISPLAYS ON A THIN AND NARROW SCREEN, THEN MAKE THAT EMAIL THIN AND NARROW
  41. 41. 36 @MEDIA QUERY <style type=”text/css”> @media screen and (max-width: 600px){ *[class].hide{ display:none !important;} *[class].blockwrap{ display:block !important;} *[class].width320{ width:320px !important;} *[class].padding5{ padding:5px !important;} } </style> <img src=“goaway.jpg” class=“hide”>
  42. 42. 36 @MEDIA QUERY <style type=”text/css”> @media screen and (max-width: 600px){ *[class].hide{ display:none !important;} *[class].blockwrap{ display:block !important;} *[class].width320{ width:320px !important;} *[class].padding5{ padding:5px !important;} } </style> <img src=“goaway.jpg” class=“hide”>
  43. 43. Free Responsive Templates - Zurb.com/Playground 37
  44. 44. 38 MEDIA QUERY SUPPORT NOPE
  45. 45. 39
  46. 46. 41 VIDEOEMAIL.COM
  47. 47. 42 KNOW YOUR (EMAIL) CLIENTS
  48. 48. 43 EMAIL PREVIEWS
  49. 49. 44
  50. 50. 45 BATCH & BLAST!?! PSHHH… TRANSACTIONAL MESSAGES IMPROVED: OPEN % CLICK % CLICK Source: Silverpop - June 2014 CONVERSION 4x 60% 52%
  51. 51. B2B Adoption Is Getting Silly 46 Source: SiriusDecisions - April 2014
  52. 52. Transactional Campaigns » Introductions » Shopping & Purchases » Events » Customer Service » Lead Nurture » Loyalty » Re-Engagement 47
  53. 53. Setting Expectations » Michaels Welcome 48
  54. 54. Timely Relevance » Hipmunk Fare Alerts 49
  55. 55. Real Personalization » Blue Nile Reminders 50
  56. 56. Weather Triggered » Yeah, that’s right - weather triggered ! » Bonobos Offers 51
  57. 57. 52
  58. 58. Data Dependent » Email Address » Order Status 53 » Product SKU » Delivery Timing » Name » Shipping Address » Preferred Payment Details
  59. 59. 4 . 54 THE AUTOMATED PROCESS 1 2 3
  60. 60. 55 “If I had eight hours to chop down a tree, I would spend six sharpening my ax.” - Abraham Lincoln
  61. 61. 56 MAPPING THE STORY
  62. 62. Automation Providers 57
  63. 63. SharpSpring for Agencies » Anonymous ID 58 » ZoomInfo Reverse IP Lookup » Tracks Page Visits and Asset Views/Downloads » Lead Scoring » Multiple Device Tracking » Aggregate Data from Web, Email, Social & Adwords
  64. 64. 59 “We’ve been so busy keepin’ up with the Jones. Four-car garage, and we’re still buildin’ on. Maybe it’s time we got back to the basics of love.” - Waylon Jennings
  65. 65. 60 METRIC OPEN RATE = OPENS / DELIVERED BETTER METRIC OPENS PER UNIQUE = TOTAL OPENS / UNIQUE OPENS
  66. 66. 61 METRIC CLICK RATE = CLICKS / DELIVERED CLICK CONVERSION = CLICKS / OPENS BETTER METRIC CORE CLICK CONVERSION = “IMPORTANT” CLICKS / OPENS (NOT INCLUDING WEB VERSION, UNSUBSCRIBE, FORWARD, ETC.)
  67. 67. 62 METRIC UNSUBSCRIBE RATE = UNSUBSCRIBES / DELIVERED BETTER METRIC EVASION RATE = UNSUBSCRIBES / CLICKS
  68. 68. 63 EMAIL’S HALO EFFECT
  69. 69. 64 DEAD ON ARRIVAL PERMISSION-BASED MESSAGES 6% 11% 83% Received Spam Blocked Source: ReturnPath - September 2014
  70. 70. 65 KNOW BEFORE YOU GO
  71. 71. 66 EMAIL METRICS
  72. 72. 67 ANALYTICS PARADIGM MONTH 3 CLIENT VIEW AGENCY VIEW HISTORY FUTURE
  73. 73. A Ridiculous Quantity of Questions » How many opened the email? » Who opened the email? » Who clicked the email? » What percent of of those that opened also clicked? » What did people click? » What percentage of the list actually received the 68 email? » What are the most popular email clients? » What portion of our audience is opening via smartphones? » Did anyone forward/share the email? » Is there a better time to send the email? » Are there opportunities to improve our subject line? » What should our “from” name be? » Was the primary call to action utilized? » Are there complimentary or supporting elements that deserve higher priority? » How many unsubscribed? » Did the email garner any complaints? » How can the list be segmented? » How much revenue/sales did we drive? » What is the revenue per recipient? » How should the layout be modified? » Are the visuals utilized truly compelling?
  74. 74. 69 “He who knows best knows how little he knows.” - Thomas Jefferson
  75. 75. Basic Testing Protocol 70 DELIVERY TIMEFRAME A/B TESTING ELEMENT METRIC Send #1 Subject Line Open Rate Send #2 “From” Name Open Rate Send #3 Primary/Support Content Click Rate Send #4 Graphics / Layout Click Rate Send #5 Call to Action Click Rate / Revenue Send #6 Offer Click Rate / Revenue
  76. 76. 71 NEXT LEVEL TESTING
  77. 77. Small Bites, OK? 72
  78. 78. The Email Email » TheEmailEmail.com ! » Monthly email marketing insight, news and tips » Please don’t subscribe if you are not interested in receiving the most important updates affecting our industry 73
  79. 79. Chris Sietsema » teachtofishdigital.com » @sietsema » 480.570.1636 74

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