Email Marketing: What Works in 2012 (40 characters
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The document discusses best practices for email marketing in 2012. It recommends getting permission from subscribers, keeping emails short and readable on mobile devices, and testing different subject lines, senders, and creative elements to improve key metrics like open and click-through rates. Testing is important as small changes can have a big impact on results. The document also provides tips for selling a newsletter by clearly outlining what subscribers will receive and removing barriers to sign up.
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Email Marketing: What Works in 2012 (40 characters
- 1. Email Marketing: What Works in 2012 Tamara Gielen, Plan to Engage @tamaragielen
- 2. About Tamara Gielen • 10+ years of experience in email marketing • Author of “Be Relevant” www.b2bemailmarketing.com • Founder of the “Email Marketer’s Club” www.emailmarketersclub.com • Independent Email Marketing @tamaragielen Consultant & Trainer ©2012 Plan To Engage – all rights reserved – www.PlanToEngage.com
- 3. About Plan to Engage • Email Marketing Strategy • Email Design & Coding • Campaign Management • Deliverability Support • Email Vendor Selection • Conversion Optimization • Workshops & Training Courses www.PlanToEngage.com ©2012 Plan To Engage – all rights reserved – www.PlanToEngage.com
- 4. The state of email marketing
- 5. * Approximately 294 billion messages are sent each day. This total excludes 106 billion Source: SmarterTools.com messages that can be classified as spam. ©2012 Plan To Engage – all rights reserved – www.PlanToEngage.com
- 6. Email is still one of the most important elements of a solid online marketing plan
- 7. Email is the preferred channel for direct, one-to- one marketing communications with consumers ©2012 Plan To Engage – all rights reserved – www.PlanToEngage.com
- 8. Email is the preferred channel to communicate with brands 2011 Survey, Chief Marketing Officer (CMO) Council and Lithium ©2012 Plan To Engage – all rights reserved – www.PlanToEngage.com
- 9. Email is a very important in driver of consumer buying decisions ©2012 Plan To Engage – all rights reserved – www.PlanToEngage.com
- 10. Majority shares content via email ©2012 Plan To Engage – all rights reserved – www.PlanToEngage.com
- 11. “Spending on email marketing in the US is expected to expand to $2 billion by 2014. A nearly 11% compound annual growth rate” Forrester
- 12. “64% of marketers are increasing their email marketing budget in 2011 - 32% are keeping their email marketing budget steady” MarketingSherpa
- 13. “If you want to drive retention and repeat usage, there isn’t a better way to do it than email.” Fred Wilson, Managing Partner Union Square Ventures & VC Blogger
- 14. Subscribers consistently spend more!
- 15. What works in 2012
- 16. Permission, permission, permission
- 17. No permission, no email • Do you really want them to think you’re this guy? • Because it’s legal doesn’t mean that it’s a best practice • Always ask permission first! ©2012 Plan To Engage – all rights reserved – www.PlanToEngage.com
- 18. Permission is not enough…
- 21. Make your emails readable
- 22. Challenge: image blocking ©2012 Plan To Engage – all rights reserved – www.PlanToEngage.com
- 23. Design for images off ©2012 Plan To Engage – all rights reserved – www.PlanToEngage.com
- 24. Design for images off ©2012 Plan To Engage – all rights reserved – www.PlanToEngage.com
- 25. Use HTML buttons instead of images ©2012 Plan To Engage – all rights reserved – www.PlanToEngage.com
- 26. Keep It Short! ©2012 Plan To Engage – all rights reserved – www.PlanToEngage.com
- 27. Get to the point fast ©2012 Plan To Engage – all rights reserved – www.PlanToEngage.com
- 28. Challenge: faster consumption ©2012 Plan To Engage – all rights reserved – www.PlanToEngage.com
- 29. Challenge: Smaller Screens ©2012 Plan To Engage – all rights reserved – www.PlanToEngage.com
- 30. How Important Is This? ©2012 Plan To Engage – all rights reserved – www.PlanToEngage.com
- 31. It’s The Future! Source: Litmus.com ©2012 Plan To Engage – all rights reserved – www.PlanToEngage.com
- 32. Most important platforms ©2012 Plan To Engage – all rights reserved – www.PlanToEngage.com
- 33. How Do You Adjust Your Designs? Larger fonts • Body copy: 14px / Headlines: 22px ©2012 Plan To Engage – all rights reserved – www.PlanToEngage.com
- 34. How Do You Adjust Your Designs? Larger fonts • Body copy: 14px • Headlines: 22px Less content • Single column layout • Simpel copy • Clear calls to action ©2012 Plan To Engage – all rights reserved – www.PlanToEngage.com
- 35. How Do You Adjust Your Designs? Larger fonts • Body copy: 14px • Headlines: 22px Less content • Single column layout • Simpel copy • Clear calls to action Design for the finger! ©2012 Plan To Engage – all rights reserved – www.PlanToEngage.com
- 37. What’s in it for me? What’s in it for me? ©2012 Plan To Engage – all rights reserved – www.PlanToEngage.com
- 38. ©2012 Plan To Engage – all rights reserved – www.PlanToEngage.com
- 39. Show what they can expect ©2012 Plan To Engage – all rights reserved – www.PlanToEngage.com
- 40. Remove all barriers ©2012 Plan To Engage – all rights reserved – www.PlanToEngage.com
- 41. ©2012 Plan To Engage – all rights reserved – www.PlanToEngage.com
- 42. Take away any friction ©2012 Plan To Engage – all rights reserved – www.PlanToEngage.com
- 44. On the thankyou page ©2012 Plan To Engage – all rights reserved – www.PlanToEngage.com
- 45. With a welcome email Welcome them Tell them what to expect Ask for more information Get them to come back to your website ©2012 Plan To Engage – all rights reserved – www.PlanToEngage.com
- 46. Reward them ©2012 Plan To Engage – all rights reserved – www.PlanToEngage.com
- 47. Educate them ©2012 Plan To Engage – all rights reserved – www.PlanToEngage.com
- 48. Test, test, test
- 49. Testing increases ROI • Small changes can make a big difference in results • subject line, sender name, offer placement… • Testers achieve 68% higher return over non-testers (JupiterResearch) • Good news: most marketers don’t test ;-) ©2012 Plan To Engage – all rights reserved – www.PlanToEngage.com
- 50. Begin with what impacts ROI most 0% 20% 40% 60% 80% 100% landing page copy 43.2% 32.4% 24.3% email offers 40.7% 51.9% 7.4% subject lines 40.0% 45.0% 15.0% email creative 34.4% 59.4% 6.0% landing page creative 33.6% 54.3% 12.1% text only message 13.8% 44.8% 41.4% High ROI Medium ROI Low ROI Source: MarketingSherpa’s Email Marketing Benchmark Guide ©2012 Plan To Engage – all rights reserved – www.PlanToEngage.com
- 51. What do you want to improve? Elements Key Metric Sender and subject lines Open rate Anything in e-mail body Click-to-open rate (product, offer, creative) Anything on landing page Click-to-conversion rate (product, offer, creative) ©2012 Plan To Engage – all rights reserved – www.PlanToEngage.com
- 52. Thank you! tamara@PlanToEngage.com +32 477 666 930 www.linkedin.com/in/tamaragielen www.Plan2Engage.me 52
Notas del editor
- minYAzahVOOT
- Erzijnbijna 3x zoveel email accounts als en Facebook+Twitter accounts zijnHet aantal posts op FB en Twitter is goedvoor0,2% van alle email verkeer (spam nietmeegerekend)Het aantalopzoekingen op Google, Yahoo en Bing is goedvoor 1,1% van alle email verkeer (excl spam)Het aantalpageviews op het internet is goedvoor 25% van alle email verkeer (excl spam)Erwordenbijna 4x meer emails verstuurd per dag dan het aantal FB/Twitter updates, Google/Yahoo/Bing searches en Internet pageviewsgecombineerd