Content Jam 2016: Email Marketing: Good to Great, Guaranteed with Jessica Best

Email Marketing Master Class:
Good to Great, Guaranteed
Jessica Best
@bestofjess | #ContentJam
Email Marketing Master Class

@crestodina #ContentJam
Images go here!

@bestofjess
Email Marketing is…
#ContentJam
Optimization
Content List

@bestofjess
Email Marketing Part I: Nailing the Basics
q  What should I expect out of Email Marketing?
q  Best practices (and common missteps)
q  Applying the basics to your own campaigns
q  Email Marketing metrics to watch
#ContentJam

@bestofjess
Why Email Marketing? What can it do for me?
Email can send direct:
ü  At the time that it’s most relevant to the recipient
ü  With the products/content that are personalized
ü  Can track individual recipient engagement
ü  … and automate your follow up
Email gets read:
ü  Average email read rate: 25-30%
(compared to < 10% with social)
#ContentJam

@bestofjess
Consumers prefer it.
(Yes, even millennials.)
(And Gen Z)
#ContentJam
Source: Adestra Consumer Adop2on & Usage Study (2016)

@bestofjess
Email can drive as high as 30-50% of a company’s revenue
#ContentJam

@bestofjess
Email drives the highest return on investment (ROI) of any medium.
#ContentJam
$27.74
ROI

For every $1 you invest in email marketing,
on average, you can earn
$28 in return on investment…
IF you’re doing it right.
@bestofjess #ContentJam
- Direct Marketing
Association

@bestofjess
The Anatomy of an Email
2010
#ContentJam
2016

@bestofjess
The Anatomy of an Email
#ContentJam
2
3
4
5
6
7
1.  Subject Line
2.  Pre-header
3.  Branded graphic header
4.  Main message
5.  Call-to-Action
6.  Supporting Message
7.  Footer

@bestofjess
Email Marketing Master Class: From Good to Great
#ContentJam
The Basics:
Best Practices
& Content

@bestofjess
8 Email Marketing Basic Best Practices
Use DATA to be relevant: Personalize.
#ContentJam
1

@bestofjess
Use DATA to be relevant: Segment.
#ContentJam
1

@bestofjess
Make it accessible with images OFF
#ContentJam
2

@bestofjess
Make it accessible on all devices: desktop, tablet, mobile
#ContentJam
3
Business-to-
Business
Desktop
75%
Mobile
25%
Business-to-
Consumer
Desktop
45%
Mobile
55%
Source: Adestra Consumer Adop2on & Usage Study
(2016)

@bestofjess
Make it accessible on all devices: desktop, tablet, mobile
#ContentJam
3

@bestofjess
Mobile Design Cheat Sheet (for “Non-Designers”)
ü Lots of white space between
headlines, body copy, and
calls to action
ü At least 40px tall/wide buttons
ü Minimum 13pt font size
#ContentJam

@bestofjess
Mobile Design Cheat Sheet (for “Non-Designers”)
ü Limit words in images
(that don’t resize well)
#ContentJam

@bestofjess
Make it short.
ü Skimmable
ü Concise
ü CLEAR
#ContentJam
4

@bestofjess
Don’t start from scratch. Email = blog + social + video ++
#ContentJam
5

@bestofjess
Make it part of your content plan.
#ContentJam
5

@bestofjess
Use the subject line + pre-header to get the open.
#ContentJam
6

The dirty, rotten secret of email marketing is:
Just because you sent it,
doesn’t mean it went anywhere.
#deliverability
- @bestofjess

@bestofjess
To help your email get to the inbox, avoid spammy mistakes like:
•  Sloppy HTML code
•  Typos
•  All IMAGE, no text
•  Spammy words
#ContentJam
7
•  FREE FREE FREE
•  Marketing, Pharma, Money
•  $ % !!!
•  ALL CAPS

@bestofjess
TEST to see if your content will get you filtered as spam.
#ContentJam
7

@bestofjess
Tell stories.
#ContentJam
8

@bestofjess
GRADING THE PROS
What grade would you give these email marketers?
Remember, email marketing should be:
ü  Personalized, segmented
ü  Accessible for all readers/devices
ü  Brief, concise
ü  Part of a content plan
#ContentJam
ü  Strategic with subject line and
pre-header copy
ü  Not spammy in content
ü  Tells stories

@bestofjess
GRADING THE PROS
#ContentJam

@bestofjess
HANDS-ON ACTIVITY: Wireframe your next email
1.  What does it look like on desktop? On mobile?
2.  How long is it (words, paragraphs, “inches”)?
3.  What's the subject line/pre-header?
4.  Who will it go to?
5.  What's the hook/WIIFM?
6.  What data could make this email more relevant?
#ContentJam
3:00

@bestofjess
Email Marketing Metrics to Watch
ü  Set goals that align with business goals.
Branding | Awareness | Sales
ü  Define goals and how you’ll determine success
before you start creating.
#ContentJam

@bestofjess
Email Marketing Metrics to Watch 1.0
ü  Views
ü  Clicks
ü  Click-to-Open Ratio
ü  Bounces
ü  Unsubscribes
ü  Complaints
#ContentJam

@bestofjess
Email Marketing Metrics to Watch 2.0
ü  Open & click rates on
desktop vs. mobile
ü  Active/Inactive %
ü  Conversion rate
(and Revenue)
#ContentJam

Your brain can only procure
what your rear can endure.
Don’t tweet this. This means it’s break time.
- Ruby Newell-Legner

@bestofjess
#ContentJam
Grow Your List
to Grow Your
Revenue

@bestofjess
Email Marketing Part II: Grow Your List to Grow $$
q  Being ready for list growth
q  The WRONG way to “grow”
q  Organic growth ideas (inexpensive)
q  Paid and promotion-based growth ideas (fast)
q  Match-Making: Brainstorm the right partners
q  Offline tactics to boost online list growth
#ContentJam

@bestofjess
Be Sure You’re Ready for List Growth: Sign-up Form
ü  Offer value in exchange for an email address
ü  Set expectations on frequency and privacy
ü  Keep it short and easy
ü  Make fields long enough for long addresses
ü  Use a clear call to action
#ContentJam

@bestofjess
Be Sure You’re Ready for List Growth: Sign-up Form
4 P’s of Email Sign-up Forms:
ü  Prominence
ü  Promise (value)
ü  Proof (peers)
ü  Progressive profiling
#ContentJam

@bestofjess
Be Sure You’re Ready for List Growth
What your email platform should do for you:
ü  Clean out bounces regularly
(and automatically)
ü  Remove unsubscribes and complaints
(immediately and automatically)
#ContentJam

@bestofjess
What you should be doing:
ü  Send regularly (at least 1x/month)
ü  Deliver relevant, valuable, engaging content
ü  Welcome and “warm up” new readers
#ContentJam

@bestofjess
#ContentJam

Before you invite more guests,
be sure to clean up your house.
#emailmarketing #listhealth
- @bestofjess

@bestofjess
#ContentJam
Up to 33% of your email list turns over
– becomes a bad address – each year.
Source: Marketing Sherpa

@bestofjess
#ContentJam
0
5000
10000
15000
20000
25000
30000
High Medium Low Bad Rejected

@bestofjess
The WRONG Way to Grow Your List
ü  Don’t buy, rent, trade, or borrow lists. Ask permission!
ü  Don’t harvest addresses. Scraping or constructing addresses does
not equal permission (and is illegal).
#ContentJam

@bestofjess
The WRONG Way to Grow Your List
Don’t be a “spammer”
#ContentJam

@bestofjess
Get Growing Organically: Ask Everywhere
#ContentJam

@bestofjess
Get Growing Organically: Lightbox/Modal/Pop Over
#ContentJam

@bestofjess
Get Growing Organically: Ask for the Referral
#ContentJam

@bestofjess
Offline Boosters to Online Acquisition
#ContentJam

@bestofjess
Turn Up the Speed: Paid Acquisition
ü  Create a strong offer, i.e. a cookie, BOGO, a free exclusive
report, a hefty ebook, etc.
ü  Try Google, Facebook, etc.
ü  Use your current email list to find look-alike audiences
and/or exclude your current readers
ü  Target placement with relevant non-competitive sites
#ContentJam

@bestofjess
ü  Choose a relevant partner or vendor
ü  Place content, don’t just swap lists!
ü  Offer value that is relevant to the reader
(Swapping offers may not always be a fit)
ü  Exclusivity matters
#ContentJam

@bestofjess
ü  Try results-driven placement in email
#ContentJam

@bestofjess
HANDS-ON ACTIVITY: Perfect Partner Match Making
1.  Partner up with someone next to you.
2.  Learn about their product/service & buyer.
3.  Brainstorm partners for each other that:
1.  Are compliments, not competitors
2.  Have similar buyers or prospects
3.  Have similar need states
#ContentJam
3:00

@bestofjess
HANDS-ON ACTIVITY: Perfect Partner Match Making
Who were some of your Perfect Partner ideas?
(Be sure to tell us who you are and who you’re targeting!)
#ContentJam

Almost everything will work again
if you unplug it for a few minutes…
including you.
Don’t tweet this. This means it’s break time again.
- Anne Lamott

@bestofjess
#ContentJam
Optimize:
Turbo-Boosting
Your ROI

@bestofjess
Email Marketing Part III: Turbo-Boosting Your ROI
q  2 guaranteed ways to boost ROI (yes, really!)
q  A few other proven winners
q  Trends to try
q  Campaigns that ROCKED their ROI (2000%+)
#ContentJam

@bestofjess
2 Guaranteed Ways to Improve Email ROI
#ContentJam
Campaign List Size Expenses Revenues ROI
Free Shipping Offer 100,000 $1450 $31,245 $20.55
Free Product With Purchase 100,000 $1450 $24,996 $16.24
New Customer Bounce Back 1,000 $85 $3,513 $40.33
revenue - expenses
ROI= expenses
To Increase ROI:
Increase revenue, or
Decrease expenses

@bestofjess
ü  Say things
#ContentJam

@bestofjess
#1 Guaranteed Way to Improve Email ROI
#ContentJam
Only 73% of valid email marketing in the U.S. gets to the inbox.
Sent Opens Open % Clicks Click % Expenses Revenue ROI
Before 100,000 20,000 20% 5,000 5.0% $1,450 $35,000 $23.14
After 100,000 27,400 27% 6,850 6.9% $1,450 $48,000 $32.10
Your results could
show a 37% lift with
100% inbox placement

@bestofjess
Improve Deliverability to Improve Email ROI
#ContentJam
What your email platform does:
•  Throttled sending
•  Built-in CAN-SPAM compliant
physical address
•  Automated/immediate unsubscribe
handling
•  Feedback loop subscription &
automated complaint handling
What YOU should be doing:
•  Send good content (that garners strong
engagement)
•  Ask permission to send to subscribers
•  Set clear expectations on value and
frequency
•  Send regularly (at least 1x/month)

@bestofjess
#2 Guaranteed Way to Improve Email ROI
#ContentJam
40%
NEVER
open
40% didn’t
open this
3me
20%
Opened
20%
Open rate
What you
think your
results are
What yourresultsactually are
Up to 40% of your email list hasn’t opened, clicked or purchased in over a year.

@bestofjess
Re-engage (or Trim) Inactives to Improve Email ROI
#ContentJam
Sent Opens Open
%
Clicks Click
%
Expenses Revenue ROI
Pre-Cleanse 100,000 20,000 20% 5,000 5.0% $1,450 $35,000 $23.14
Post-Cleanse 60,000 20,000 33% 5,000 8.3% $1,200 $35,000 $29.17
What your results could
be if you trimmed your
inactive contacts

@bestofjess
ü  Re-engagement Campaigns
#ContentJam

@bestofjess
#ContentJam
Email 1 Email 2 Email 3
We Miss You!
Come back and
receive [ VALUE ]
Confirm now
to stay on the list or
miss out on
[ VALUE ]
Sorry to see you go.
Re-subscribe at any
time, here.
3-Part Re-Engagement Series

Automated emails earn 2x the open rate
of batched sends, and nearly 3x the
click-through rate.
- @emfluence

@bestofjess
Turbo-Boost Your Email ROI with Automation
#ContentJam

@bestofjess
Turbo-Boost Your Email ROI with Re-Targeting
#ContentJam

@bestofjess
Turbo-Boost Your Email ROI with Re-targeting
#ContentJam

@bestofjess
Turbo-Boost Your Email ROI by Testing
ü  Content / Copy / Subject Lines
ü  Design
ü  Offers
ü  Segmentation / Personalization
ü  New potential partners
#ContentJam

@bestofjess
POP QUIZ: Which Subject Line Won?
a.  Two chances to win
b.  Two chances to WIN
c.  Start a winning tradition
d.  Start a winning tradition!
#ContentJam

@bestofjess
a.  I Spy a Winner
b.  Be A Hallo-Winner
c.  Trick or $5,000 Treat?
#ContentJam

@bestofjess
a.  Help us solve hunger.
b.  Donating 1 million meals.
c.  You can help solve hunger.
#ContentJam
Most Opens
Most Clicks

@bestofjess
Turbo-Boost Your Email ROI by Testing
How to test effectively?
Get scientific.
If you slept through stat
class in college, try this >>
#ContentJam
http://getdatadriven.com/ab-significance-test

@bestofjess
Email Marketing Trends to Try
ü  Relevant motion can drive
up engagement 3x+!
ü  What motion uniquely
represents your brand, product
or benefit?
#ContentJam

@bestofjess
ü  Relevant motion can drive
up engagement 3x+!
ü  What motion uniquely
represents your brand, product
or benefit?
ü  HINT: Spastic movement
isn’t relevant motion.
#ContentJam

@bestofjess
ü  “Video” in email can
drive response rates up
3-5x, especially when
mentioned in the subject line.
ü  For compatibility, better to
“fake” the video.
#ContentJam

@bestofjess
#ContentJam

@bestofjess
ü  Live or “real-time”
content updates
#ContentJam

@bestofjess
ü  Earned and “earned” rewards
#ContentJam

@bestofjess
Email Marketing Campaigns that Rocked $20+ ROI
ü  Spirit Airlines Daily Deals
2.8% avg conversion rate =
$100+ ROI for every $1 spent
on email marketing!
#ContentJam

@bestofjess
ü  CommunityAmerica Credit Union’s 90-day Onboarding
#ContentJam
Next day 2 weeks 6 weeks
10
weeks
12
weeks

@bestofjess
ü  Referral programs
#ContentJam
9-13% conversion

@bestofjess
ü  Time / day test shows
Cyber Monday’s true colors:
Sunday’s sneak peek drove
19% more action!
#ContentJam

@bestofjess
ü  Coffee Roaster racks up sales with
a new product announcement
and by telling a good story.
#ContentJam
Over a $20 ROI
… without a coupon!

@bestofjess
ü  An eCommerce site uses their best
deal of the year as a re-engagement
campaign for inactives.
ROI was $27.40
Re-engaged nearly 4% of inactives
#ContentJam

Go forth and make
great email marketing!
Thank you
Jessica Best
@bestofjess | #ContentJam

@bestofjess
GRADING THE PROS, PART II
What grade would you give these email marketers?
Remember, great email marketing:
ü  Is permission-based
ü  Garners a $20+ ROI
ü  Gains new subscribers
faster than old ones fall off
#ContentJam
ü  Uses automation to nurture, not blast
ü  Integrates rich media
ü  Supports and is supported by other
marketing channels

Content Jam 2016: Email Marketing: Good to Great, Guaranteed with Jessica Best

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Content Jam 2016: Email Marketing: Good to Great, Guaranteed with Jessica Best