7 email marketing rules you must break

112
October 18, 2012 7 Email Marketing "Rules" You Must Break DJ Waldow @djwaldow Waldow Social

Upload: dj-waldow

Post on 19-May-2015

2.216 views

Category:

Business


1 download

DESCRIPTION

DJ Waldow, co-author of The Rebel's Guide to Email Marketing, presents "7 Email Marketing Rules You Must Break" in Coralville, IOWA on October 18, 2012 - Social Brand Forum 2012

TRANSCRIPT

Page 1: 7 Email Marketing Rules You Must Break

October 18, 2012

7 Email Marketing "Rules" You Must Break

DJ Waldow @djwaldow

Waldow Social

Page 2: 7 Email Marketing Rules You Must Break

waldowsocial.com/email

DJ Waldow WaldowSocial.com @djwaldow

Page 3: 7 Email Marketing Rules You Must Break

wa l d o wSOCIAL

Page 4: 7 Email Marketing Rules You Must Break
Page 5: 7 Email Marketing Rules You Must Break
Page 6: 7 Email Marketing Rules You Must Break
Page 7: 7 Email Marketing Rules You Must Break
Page 8: 7 Email Marketing Rules You Must Break

slideshare.net/djwaldow

Page 9: 7 Email Marketing Rules You Must Break

Isn’t email DEAD?

Page 10: 7 Email Marketing Rules You Must Break
Page 11: 7 Email Marketing Rules You Must Break
Page 12: 7 Email Marketing Rules You Must Break

Most emailed article of the day

Page 13: 7 Email Marketing Rules You Must Break
Page 14: 7 Email Marketing Rules You Must Break

How many of you have...?

Page 15: 7 Email Marketing Rules You Must Break
Page 16: 7 Email Marketing Rules You Must Break

Download Report

Page 17: 7 Email Marketing Rules You Must Break

91%

Page 18: 7 Email Marketing Rules You Must Break
Page 19: 7 Email Marketing Rules You Must Break

ü Email trending down (but still in the lead) ü Text and social trending up

Page 20: 7 Email Marketing Rules You Must Break

Download Report

Page 21: 7 Email Marketing Rules You Must Break

77%

Page 22: 7 Email Marketing Rules You Must Break

Email is not dead. It’s THRIVING. - @djwaldow #SocialBrand12

Page 23: 7 Email Marketing Rules You Must Break

Good. Moving on …

Page 24: 7 Email Marketing Rules You Must Break
Page 25: 7 Email Marketing Rules You Must Break

!!!!!

Page 26: 7 Email Marketing Rules You Must Break

Email Marketing Best Practices

You should ALWAYS…

Page 27: 7 Email Marketing Rules You Must Break

Email Marketing Best Practices

You should NEVER…

Page 28: 7 Email Marketing Rules You Must Break

Flickr: financialaidpodcast

Page 29: 7 Email Marketing Rules You Must Break

1 Never use

“free” or ALL CAPS in a subject line

Page 30: 7 Email Marketing Rules You Must Break
Page 31: 7 Email Marketing Rules You Must Break
Page 32: 7 Email Marketing Rules You Must Break
Page 33: 7 Email Marketing Rules You Must Break

Gmail spam “false positives”

Page 34: 7 Email Marketing Rules You Must Break

Gmail spam “false positives”

FREE?

Page 35: 7 Email Marketing Rules You Must Break
Page 36: 7 Email Marketing Rules You Must Break
Page 37: 7 Email Marketing Rules You Must Break
Page 38: 7 Email Marketing Rules You Must Break
Page 39: 7 Email Marketing Rules You Must Break

Which subject line was the winner?

Page 40: 7 Email Marketing Rules You Must Break
Page 41: 7 Email Marketing Rules You Must Break
Page 42: 7 Email Marketing Rules You Must Break
Page 43: 7 Email Marketing Rules You Must Break

It’s okay to use “free” or ALL CAPS in a subject line - @djwaldow #SocialBrand12

Page 44: 7 Email Marketing Rules You Must Break

2 Never send an UGLY

email

Page 45: 7 Email Marketing Rules You Must Break

A

Page 46: 7 Email Marketing Rules You Must Break

B

Page 47: 7 Email Marketing Rules You Must Break

A

B

Page 48: 7 Email Marketing Rules You Must Break

•  Sent 20% old template (A); Sent 20% new template (B)

•  Subject, From Name, content &

date/time of send the same •  Ran for 24 hours

A|B Test Methodology:

Page 49: 7 Email Marketing Rules You Must Break

•  Old template (A): 25.7% open rate; 4.2% click-through rate

•  New template (B): 27.0% open rate; 4.7% click-through rate

Results:

A VIRTUAL TIE!

Page 50: 7 Email Marketing Rules You Must Break
Page 51: 7 Email Marketing Rules You Must Break
Page 52: 7 Email Marketing Rules You Must Break

YUCK! right?

Page 53: 7 Email Marketing Rules You Must Break

99.2 40 87

Page 54: 7 Email Marketing Rules You Must Break

99.2% inbox placement

Page 55: 7 Email Marketing Rules You Must Break

40% open rate

Page 56: 7 Email Marketing Rules You Must Break

87% click-to-open rate

Page 57: 7 Email Marketing Rules You Must Break

Beauty is in the eye of the email subscriber - @djwaldow #SocialBrand12

Page 58: 7 Email Marketing Rules You Must Break

3 Subject lines

should always be between

30-50 characters

Page 59: 7 Email Marketing Rules You Must Break

“Off-the-Court Gear in Tournament Colors”

Page 60: 7 Email Marketing Rules You Must Break
Page 61: 7 Email Marketing Rules You Must Break

Sesame Street Asks Obama Campaign To Take Ad Down, Anderson Cooper vs. Star Jones, Die Hard Obama Supporter Freaks Out

Page 62: 7 Email Marketing Rules You Must Break

Sesame Street Asks Obama Campaign To Take Ad Down, Anderson Cooper vs. Star Jones, Die Hard Obama Supporter Freaks Out

Page 63: 7 Email Marketing Rules You Must Break

Get up to 70% off children‘s fashion

Page 64: 7 Email Marketing Rules You Must Break

Get up to 70% off children

Page 65: 7 Email Marketing Rules You Must Break

One Oil Change, Three Oil Changes with Inspections, or a Four-Wheel Alignment (Up to 78% Off) | 10 or 20 Gym Passes (Up to 69% Off) | Salon Package with Cut, Style, and Two-Color Highlights; Shellac Manicure; or Acrylic Nails (Up to 51% Off)

An actual Groupon subject line

Page 66: 7 Email Marketing Rules You Must Break

One Oil Change, Three Oil Changes with Inspections, or a Four-Wheel Alignment (Up to 78% Off) | 10 or 20 Gym Passes (Up to 69% Off) | Salon Package with Cut, Style, and Two-Color Highlights; Shellac Manicure; or Acrylic Nails (Up to 51% Off)

An actual Groupon subject line

42 words 421 characters

Page 67: 7 Email Marketing Rules You Must Break
Page 68: 7 Email Marketing Rules You Must Break

It’s okay to write long (or short) email subject lines - @djwaldow #SocialBrand12

Page 69: 7 Email Marketing Rules You Must Break

4 Never used a popup to

collect email addresses

Page 70: 7 Email Marketing Rules You Must Break
Page 71: 7 Email Marketing Rules You Must Break
Page 72: 7 Email Marketing Rules You Must Break
Page 73: 7 Email Marketing Rules You Must Break
Page 74: 7 Email Marketing Rules You Must Break
Page 75: 7 Email Marketing Rules You Must Break

nooooooooooooooo.com

Page 76: 7 Email Marketing Rules You Must Break

Pre-Popup: 80-100 new emails/month

Page 77: 7 Email Marketing Rules You Must Break

Pre-Popup: 80-100 new emails/month

Once popup was installed: •  Aug – 388 new emails •  Sept – 478 (a 482% increase)

Page 78: 7 Email Marketing Rules You Must Break

83% list growth from popups; zero complaints!

Page 79: 7 Email Marketing Rules You Must Break
Page 80: 7 Email Marketing Rules You Must Break

Popup accounts for 75-80% of list growth!

“To this day, after 4 years, I have not heard anything [negative] about it.” - Patrick Starzan, VP of Marketing & Distribution

Page 81: 7 Email Marketing Rules You Must Break

ChristopherSPenn.com

Page 82: 7 Email Marketing Rules You Must Break

ChristopherSPenn.com •  30 signups per month prior

to popup. •  Once installed, average shot

up to 133 •  As of Feb ’11, trending at

250 per month.

733% increase in subscribers.

Page 83: 7 Email Marketing Rules You Must Break
Page 84: 7 Email Marketing Rules You Must Break

It’s okay to use a popup to collect email address! - @djwaldow #SocialBrand12

Page 85: 7 Email Marketing Rules You Must Break

5 Never send an email with one big image

Page 86: 7 Email Marketing Rules You Must Break
Page 87: 7 Email Marketing Rules You Must Break
Page 88: 7 Email Marketing Rules You Must Break
Page 89: 7 Email Marketing Rules You Must Break
Page 90: 7 Email Marketing Rules You Must Break

It’s okay to send an email with one big image, but get creative with alt text! - @djwaldow #SocialBrand12

Page 91: 7 Email Marketing Rules You Must Break

6 Never make your unsubscribe

link obvious

Page 92: 7 Email Marketing Rules You Must Break

Can you find the unsubscribe?

Page 93: 7 Email Marketing Rules You Must Break

Can you find the unsubscribe?

Page 94: 7 Email Marketing Rules You Must Break

Huh?

Page 95: 7 Email Marketing Rules You Must Break
Page 96: 7 Email Marketing Rules You Must Break
Page 97: 7 Email Marketing Rules You Must Break
Page 98: 7 Email Marketing Rules You Must Break
Page 99: 7 Email Marketing Rules You Must Break

Unsubscribe

OR

Mark as Spam

Page 100: 7 Email Marketing Rules You Must Break

It’s okay to make your unsubscribe button/link obvious! - @djwaldow #SocialBrand12

Page 101: 7 Email Marketing Rules You Must Break

7 Never have fun

Page 102: 7 Email Marketing Rules You Must Break
Page 103: 7 Email Marketing Rules You Must Break
Page 104: 7 Email Marketing Rules You Must Break
Page 105: 7 Email Marketing Rules You Must Break
Page 106: 7 Email Marketing Rules You Must Break

It’s okay to have some fun with your email marketing campaigns! - @djwaldow #SocialBrand12

Page 107: 7 Email Marketing Rules You Must Break

1.  Never use “free” or ALL CAPS in a subject line

2.  Never send an UGLY email

3.  Subject lines should always be between 30-50

characters

4.  Never use a popup to collect email addresses

5.  Never send an email with one big image

6.  Never make your unsubscribe link obvious

7.  Never have fun

1 2 3 4 5 6 7

Page 108: 7 Email Marketing Rules You Must Break

http://waldowsocial.com/free-email-reviews/

Page 109: 7 Email Marketing Rules You Must Break

ar.gy/rebelsguide

Page 110: 7 Email Marketing Rules You Must Break

REMEMBER

Page 111: 7 Email Marketing Rules You Must Break

Smile. Laugh. Dance. Have Fun.

[Read post & watch video]

Page 112: 7 Email Marketing Rules You Must Break

waldowsocial.com/email

DJ Waldow WaldowSocial.com @djwaldow