Don’t Just Hit Send! Optimizing Email for Today’s Content Driven Marketing
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This document provides an overview and best practices for optimizing email marketing. It discusses email marketing trends like the rise of mobile and social media integration. It also provides tips for email design, content development, list growth, and metrics. The presentation aims to help marketers improve email optimization, messaging, click-through rates, and conversions.
Don’t Just Hit Send! Optimizing Email for Today’s Content Driven Marketing
- 1. Don’t Just Hit Send!Optimizing Email for Today’s Content Driven MarketingPresented by:Brad Gustavesen/VP, [email protected] Barcelos/Dir. Client [email protected] ten24 Web Solutionswww.ten24web.com
- 2. What are we talking about today?B2B email marketing trends & statsWhere is e-mail headed?Where are other marketers spending their time and money?Email as part of integrated marketingEmail as a piece of online marketing strategyImplications and impact in social mediaEmail best practices & optimizationOptimizing and enhancing your messagingTips and tricks to drive clickthrough and conversionAnalytics and measurementHow can you measure your success?What metrics are important?
- 3. Email is only one piece of the big picture EmailSource: http://www.flickr.com/photos/toprankblog/4619284166/
- 4. Email marketing received the most digital investmentSource: Google 2011 B2B Marketing OutlookAttitudes towards email are improving
- 5. B2B marketers’ priorities for email marketing
- 6. What’s changing?Social Media integrationSharing e-mail content across the social environment; Facebook, Twitter, LinkedIn
- 8. ISPs, e-mail clients and users
- 9. Impact of SPAM and deliverability challenges continues
- 10. Priority Inbox
- 11. MobileHow we read and reply to e-mail is changing.13% of e-mail is opened on a mobile device.Optimize email for mobile – increasing email access on phones
- 12. You want to read my email where?!Growing User BaseYear over year growth for mobile users – 59%
- 13. Mobile Only10% of your audience (and growing) is mobile only
- 14. Combination Reader 40% of your audience is mobile & PC. Could be the same message.
- 15. Analysis is KeyReview trends in how users are clicking and where there interests are.
- 16. Key Adjustments
- 17. Use short subject lines
- 18. Sender “names” need to be smallerJanuary 2010 vs. January 2011*ComScore
- 19. PCs, Smartphones and Tablets…oh my!Message flexibility.“Children’s Book” approach
- 20. Design challenges Good news and bad newsOld phones - don’t read e-mail Design ConstraintsThe width challenge... 600 vs. 340Move to single column Changes In InteractionMy clumsy fingersLinks, downloads and forms600+ pixels320 pixels
- 21. Biggest Campaign ChallengesWhere do I get content?
- 22. How often can I develop content?
- 23. What is my audience looking for and how much do they value what I’m sending?So much valuable content can be repurposedThe most effective tactics for developing marketing contentTypes of content to repurpose for emailsVideosCase StudiesPresentationsAdsSurveysEmails
- 24. Being social and connectedIf You’re SocialIf you’re social – design your messaging that way.
- 25. Facebook, Twitter, YouTube linksEnhance What You’re Already DoingAnother method for tracking interest. What are subscribers “like”-ing
- 26. What generates comments?It All IntegratesPromote newsletter
- 27. Fans, followers can become subscribers
- 28. Facebook pages + formsWhat happens when you’re social?Allow subscribers to share the way they want.
- 29. Reduced risk for “sharer” of contentSource: GetResponse Email Marketing and Social Media Integration Report - 6/2010
- 30. Rapidly changing trends… Oh no you didn’t?!Forward to FriendNo one uses “forward to friend” features anymore. They just “forward.”
- 31. Lack of trust. “Did you just spam me!?”Where’s the web version?Can subscribers link to your content?
- 32. How can they get around their own email client / technology?Too Much TechnologyForms, videos are cutting edge, but…
- 33. Aren’t likely to work and damage your credibility.Connecting Your E-mail Campaign & WebsiteUse e-mail to feature more valuable content that is best delivered on your websiteBrowser Appropriate ContentYouTube / video links
- 34. PDFs and file downloadsGather More DataPolls & Surveys
- 35. Registration and order formsAnalyzingReview where subscribersand what content theywant to consumeSource: http://www.instantevaluatereports.com/VisitorsDemo/index.html
- 36. Let’s talk layoutThe Pre-HeaderThe “Movie Trailer” of your messaging
- 37. “So, why do I want to read this?”
- 38. Call-To-Action
- 39. Impact on clickthrough and conversion
- 40. A/B Test: 5% more conversionsLet’s talk layoutAbove The FoldDesigning for the preview pane
- 41. The most important content – the first 3”
- 42. Difficult to write and difficult to designNo call to action. Nothing to do.
- 43. Let’s talk layoutWebsite IntegrationNavigational consistency
- 45. Provide alternatives to main e-mailcontentLet’s talk layoutContact UsE-mail looks great, how can I follow up?
- 46. Are the next steps clear?Where’s the phone number?
- 47. So you got my attention?ObjectiveWhy are you sending this?What’s the most important thing you want a subscriber to do?Ex: whitepaper download, buy something
- 48. Clean MessagingCluttered design is confusing, hard to measure and too easy to delete
- 49. Filling the HopperDon’t cram the message - save for tomorrow.Great ExpectationsSubscriber ExpectationsWhat expectations were set at subscription?
- 50. Delivering The Right ContentWhere customers subscribe determines…How much they know about your company?Have you done business before?Comparing Profiles to Your Content SourcesAnalyze your subscriber data for insight into the type of content to generateMost effective list growth tactics
- 51. Doesn’t anyone love me?Revitalize your list building efforts1. Optimize Existing Subscription ChannelsReview existing subscription channels.
- 52. Analytics and statistics from those channels.
- 53. Review trends over time.2. Look for new opportunities onlineIs your site fully optimized?
- 54. Are opt-in options placed on your web forms?
- 55. Do all pages include subscription form?3. Look at offline opportunitiesHow are you dealing with leads from tradeshows?
- 56. Look at the data-funnel within your CRM / lead management chain? Are those subscribers ending up in your list, if appropriate?Who are you people anyway?Tracking Who’s Who?Do you know where everyone came from? Easiest form of segmentationLarge Database vs. Complete DatabaseIncorporating customer data and information into your subscriber list Periodic Review & MaintenanceReviewing what you have and how you can use it
- 57. Most common questions – one answerHow many subscribers should I have?
- 58. How often should I send?
- 59. What’s the best time to send?
- 60. What’s a good open rate?Answer: I have no idea. Let’s test it!
- 61. What metrics are most important to B2B marketers
- 62. Benchmark your own email campaigns…
- 63. Talking testing…Keeping it simple.One message. Two versions.Worry about multi-variate when you get a pay raise. Seriously. Measure and follow up.Testing and not measuring = criminalTake time to review before next mailing / campaign Follow trendsHelpful for unsubscribes, clickthroughs and conversions. Not sure? Test it.Analytics and data is a great way to win arguments (and get that raise!)
- 64. Final tips and tricksFollow the CompetitionSubscribe to your competitors newsletters using a web serviceSubscriber to leading B2C and content providers (ex: Groupon, Daily Candy) Images are so temptingLet content lead – design should followBeautifully designed messages look great until you want to download them. Connect immediatelyFollow Up is HugeWhen someone subscribes say “Thanks”.Yes, a real e-mail with no images
- 65. Repeat after me…Unsubscribes are ok! Don’t worry - people still love you. I won’t forget that e-mail marketing worksConsistency is key to any e-mail marketing program. Forget about using it as a tool and it can’t work.Simplicity = GoodSimplicity is easy to manage, analyze and drives business.
- 66. Thank you!Questions?Brad Gustavesen/VP, [email protected] Barcelos/Dir. Client [email protected] ten24 Web Solutionswww.ten24web.com