CEO of digital agency, .Com Marketing, helps you step outside of your comfort zone and learn 25 tips to make your Email marketing program more effective in 2014- including improving subject lines, deliverability and avoiding spam filters plus easy to apply content tips and management of e-lists. Learn how to refine your email sign up process to grow your list. Precise e-targeting examples, pros and cons of email providers, comparing open rates with industry averages, how to design email for mobile, adding click to call to an email, reaching a younger audience using Facebook email, and other secrets, tips and ideas on how to maximize email marketing in 2014.

2. Digital Native Generation?
Age 0-13
Born 2001-present
Will He Know What Email Is?
2

3. Digital Millennials
Born 1982 to 2000
Age 14-32
Want to communicate
instantly through multiple
channels Email, Text,
Facebook, Instagram
– Email Seems too slow
"Keeping pace with these
‘mobile millennials' should
be a priority, as their
influence and shopping
spend only increases year3
over-year."

4. Generation X (1965 – 1981)
33 to 48
Want personal communication!
Don’t like to be grouped!
Generation X primarily uses the Internet for shopping
and banking
4

5. Baby Boomers 1946 – 1964
Work is FIRST. There is No Such Thing as Work – Life Balance
Increased their preference for using text and social media
when communicating with friends.
5

6. Silent, G.I.,
Generation
1925-1953
Age 61-89
80-90%
use email
6

7. 7

8. 8

9. Know your audience—
If your brand’s mobile audience is at or
above 10%, it’s time to start optimizing
for mobile.
9

10. Email Monday
10

11. More people read
emails
that deal with their
finances
and travel
than any other
category.
(Return Path)
11

12. E-MAIL OPEN RATES
Travel Industry
4.9% to 32.6% ( avg. 16.2%)
Education Industry
6.1%-30.5% ( avg 15% )
12

13. E-MAIL CLICK THRU RATES
Travel Industry
0.4% to 5.3% ( avg. 2.3%)
Education Industry
0.6%-7.8% ( avg. 3% )
13

14. 14
Blue Hornet 2012

15. 15

16. Creative Ways To
Increase Email Sign Ups
TIP 1:
16

17. Creative Ways To Build an Email Database
You can place Newsletter subscription
forms on your
• Facebook page
• Email signature
• Description of your YouTube videos
.
17

18. 18

19. Facebook Email Sign Up
19

20. Promote your subscription form on
the top 15 pages of your website.
Make it stand out and provide a clear call to action.
20

21. 21

22. This small change lead to a 1400% increase in
subscriptions.
22

23. Add to Each Blog Post
23

24. Ask while on the
phone: Provide
telephone guidelines
for employees to
explain how to ask
for an email list
subscription during
each call.
24

25. 25

26. Advertise your email subscriptions in dead
zones: Dead zones are places where people have
time to spare and can’t go anywhere.
26

27. Add Pop Up Email Sign Up
o Pop-ups are annoying
27

28. Add Pop Up Email Sign Up
o Pop-ups are annoying
o They work to build your list. Fast
o If your pop-up appears too often, people will start
to have a negative perception of your brand
28

29. Add Pop Up Email Sign Up
o Pop-ups are annoying
o They work to build your list.
o If your pop-up appears too often, people will start
to have a negative perception of your brand
29

30. Add Pop Up Email Sign Up
o Pop-ups are annoying
o They work to build your list.
o If your pop-up appears too often, people will start
to have a negative perception of your brand
o Use a well filtered pop-up – or don’t use a pop-up
at all.
30

31. 31

32. Offer Incentive To Build Sign Ups
32

33. 33

34. TIP 2:
How do I know if I’m
writing a good subject
line?
34

35. Test Email Subject Lines
Keep it short: 50 characters or less works best.
28-39 had the highest click rate in a study of
200 million emails.
Consumers won’t read past that and most of the
wording will likely be cut off on the screen,
particularly on mobile devices.
MailChimp 35

36. Test Email Subject Lines
Incorporate special characters:
Travelocity: ✈ Flights from $69 Each Way ✈
Personalization:
Experience Rome This Summer Hillary!
36

37. Best Times
To Send Email
TIP 3:
37

38. Best Days by Open Rates
38
kissmetrics.co
m

39. Best Days By CTR
39
kissmetrics.com

40. TIP 4:
Split Your List to Test
40

41. A/B Split Test Ideas
• What day of the week gets you better open
rates?
• Does time of day affect overall click rate?
• What time of day works best for your
promotional (e-coupons, special sales, "act
now!" etc) campaigns?
• Is it better to use your company's name in the
"From" line, or a human's name?
41

42. Use A/B Split Testing
42

43. TIP 5:
Robotize Email
43

44. 44

45. TIP 6:
Generous font size
45

46. • Use text of at least 13px for body copy.
• In order to avoid having to zoom in, try
starting at 15-16px (depending on the actual
font style) and preview it on your mobile
device.
46

47. TIP 7:
One Column
Layout
is Preferred
47

48. Single-column layout
• Layouts no wider than
640px.
• A single-column ensures
no content will be
completely lost outside
the view when zoomed
in.
48

49. TIP 8:
Large Buttons for Fat
Fingers
49

50. • Large call to action (CTA): don’t punish fat
fingers!
• Apple’s Guidelines recommend a minimum
‘tappable’ target area of 44×44 points.
50

51. TIP 9:
Play With The Subject
Lines
51

52. • 33% of email recipients open email based on
subject line alone.
• Subject lines fewer than 10 characters long
had an open rate of 58%.
• 3 Words To Avoid
– “Help, % off, and Reminder”
(Adestra July 2012 Report)
(Convince & Convert via Salesforce.com)
52

53. • What subject line style works best?
– Hard sell? Soft sell?
• Should your subject line always include your
company name?
• Or should it be a long, descriptive subject line
detailing what's inside the message?
53

54. TIP 10:
Try Text Only Email
Messages
54

55. Subject Line: It Worked for Obama
55

56. FireFox
Flightfox are a crowdsourced flight search provider.
This email converts repeat customers at a rate of around 3%.
56

57. TIP 11:
Take A Different
Path Using
Info graphics
57

58. 58

59. TIP 12:
Build Lists via free downloads
59

60. 60

61. File download forms
61

62. Reduce # of Emails Sent
To Improve Performance
TIP 13:
62

63. How much email is too much?
The industry
standard is 1-4
emails per
month for ideal
CTR and lowest
Unsubscribe
rate.
kissmetrics.com

64. TIP14:
Use Extra Creative Ways
To Build A Following
64

65. It's a sad fact, but your email marketing
database degrades by about 25% every year.
Addresses change, they opt-out, or they
abandon that old AOL address.
As a marketer, it's your job to make sure you're
constantly adding fresh contacts to your email
marketing campaigns
65

66. Ask customers to
subscribe as you
ring up their
orders: Provide a
small registration
blank next to the
cash register or a
bowl where they
can leave a
business card to
subscribe (and
enter a drawing)
66

67. 67

68. E-receipts provide an opportunity to further
engage customers with your brand and extend
the relationship.
68

69. 69

70. 70

71. Lead With
Call To Action
TIP 15:
71

72. Include your CTA
early on in your
email.
7 in 10 people say
they made use of a
coupon or discount
from a marketing
email in the prior
week.
(2012 Blue Kangaroo Study)
72

73. 73

74. Build a
Personalized
Center
TIP 16:
74

75. A subscription center allows subscribers to
change their address, pause their subscription,
and opt-down (rather than unsubscribe, just
choose to hear from you less often).
75

76. 76

77. Basic email to tell them what I like and dislike.
That way, the deals they send me going forward
can be more in line with what I'm likely to
actually want.
77

78. 78

79. 79

80. TIP 17:
Cart Abandonment
Tactics
80

81. Anywhere from 30 – 50% of
people who add a product to
the cart never end up buying
it.
In others, it can be as high
as 75%.
81

82. 82

83. Category Browse Abandon
83

84. TIP 18:
Ensure Deliverability
84

85. A whopping
66% of Gmail
opens occur
on mobile
devices. With
the new
change that
can effect
deliverability
(Litmus)
85

86. I was
impressed that
a brand
actually cared
enough to tell
customers it
was changing
certain
components of
its email
marketing
program.
86

87. 87

88. 88

89. TIP 19:
Images are in
89

90. 90

91. 91

92. TIP 2O:
Add Click To Call Feature
92

93. Pricing for eVoice
starts at $9.99 per
month for two
extensions and up
to 300 monthly
minutes (each
minute beyond that
is 5.9 cents).
If someone clicks on the link, they are prompted for
their phone number, and a call is initiated.
93

94. TIP 21:
Let Customers Speak
For Themselves
94

95. Uncommon Goods
leverages the power of
social proof to beef up its
Mother's Day email
marketing campaign.
Not only does this email
provide recommendations
for those struggling to
come up with a gift, but it
also highlights what other
customers have to say
about them.
And in case you forgot,
user-generated content is
wicked important -- so
important, in fact, that 8 in
10 people's purchasing
decisions are influenced
by user-generated
content of complete 95

96. TIP 22:
Make Good Byes Easy
96

97. Make the most of your unsubscribe:
When someone is unsubscribing, ask why.
Give them the option to keep in touch, and offer them
the ability to “opt-down”, or subscribe to a less
frequently-mailed list.
97

98. 98

99. 99

100. Separate Buyers From
Lookers
TIP 23:
100

101. Nurture Marketing, Drip
Campaigns, Set and Forget.
• Treat them like gold.
• Give them new offers
• Give them exclusive informations
• You give them surprise bonuses
• Nurture them
101

102. Cruise Company Drip
A cruise company wants to cross-sell all customers who
register for a cruise.
1
Send a confirmation email within a day to all the people who book a cruise.
2
Send an email to the customer after five days of booking a cruise informing
them about selecting preferred dinner times and the show times.
3
Wait 2 days and then send a free offer for a show for repeat customers and offer
a discount of 10 percent on tickets for first-time users.
102

103. TIP 24:
Personalize Emails
103

104. Personalized Emails Deliver 6X Higher Transaction Rates,
But 70% Of Brands Fail To Use Them
104

105. 105

106. Using
Facebook
Email
TIP 25:
106

107. 107

108. 108

109. 109

110. Facebook Custom Audiences
Upload customer information like email addresses or
phone numbers.
Once your contacts are on Facebook, the social network
will let you target matched users with ads for your site or
Facebook Page
110

111. Top Email Providers
•
•
•
•
•
Icontact
Constant Contact
MailChimp
Exact Target
aWeber
111

112. For more email marketing tips and link
to pros and cons to the email
providers email me at:
bressler@commarketing.com
112

113. 113

114. Find My Presentation On
www.slideshare.net/hillarybressler
Hillary Bressler- CEO/Founder of .Com Marketing
bressler@commarketing.com
www.commarketing.com
Phone: 407.774.4604 ext 203