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Email marketing secrets that most marketers don't know
- 1. Email marketing secrets that most marketers don’t know By Elizabeth Yin, October 30, 2014
- 2. Who am I? ● EIR at 500 ● CEO/co-founder LaunchBit (adtech for SaaS, Batch 2, acq by BuySellAds ‘14) ● Xoogler product marketing ● BSEE Stanford, MBA MIT Sloan
- 3. Today’s talk is on ● Overview of email marketing ● Improving your open rate ● Improving your click-through-rate
- 4. Email marketing means so many different things...
- 5. Newsletters are a great business...
- 6. ...but only if you ● Can get signups specifically for your newsletter ● Have high engagement (open rate / CTR) ● Get scale ● Have high value brand advertisers in your industry
- 7. Here are the numbers: ● $20-$50CPMs for email ads ● $100-$300CPMs for dedicated emails 100k subscriber list w/ daily email (at ave $30CPM) -> $1M revenue per year
- 8. But use transactional emails for marketing ● Emails should be ○ Dynamic ○ Personalized ○ Differentiated
- 9. What can transactional emails be used for? ● Keeping your audience engaged ● Nurturing leads via drip sequence ● Thanking your audience
- 10. What “numbers” should I be aiming for?
- 11. Letter from a YC founder
- 12. A pretty good open rate is 20%
- 13. But open rates decline
- 14. You need to look at cohorts
- 15. What does average open rate mean?
- 16. A couple ways to increase your open rate
- 17. A/B test subject lines ONLY if... ● You are sending the same transactional/drip emails over and over ● AND you send 100k+ emails per month
- 18. Try different subject line formats
- 19. Send at a different time
- 20. A couple ways to increase your click-through- rate
- 21. We analyzed lots of emails...
- 22. Most people click on the first or second link (< 5 links)
- 23. Put your call to action upfront
- 24. Breakdown of the campaigns we analyzed
- 26. People click “evenly” on 5+ link emails
- 27. So, reduce your links...
- 28. Digest emails “teach” people to click
- 29. Non-black fonts have a significant impact on click-through-rate
- 30. One-column newsletters have a low impact on click-through-rate