creating inbox magic: email marketing best practices you need to know
Post on 13-Apr-2017
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Creating Inbox Magic: Email Best Practices You Need to Know
Kate Kotzea Dir. of Marketing
Technology
@katekotzea
Email marketing has long been associated with a medium to reach
subscribers rather than a strategy to reach and engage the right subscriber
73% of millennials prefer email, because it’s “part of everyday life”.
-Adestra
B2B marketing email averaged over a 47% higher CTR than B2C email and has a 23%
higher click-to-open ratio.
-emfluence
All emails should have a clear purpose, not only to nudge users to do what you want
them to do, but to drive their user experience forward.
- Customer.io
CREATE A REASON
• Exclusivity • Special content • Behind-the-scenes
• Early product releases • Special offers • Automation
REPORTING & ANALYTICS
• Open Rate • Click-through Rate • Deliverability • A/B Testing
• Device opened • Geography • Specific links clicked
TIE TO BUSINESS GOALS
Email generated REVENUE
Email generated CONVERSIONS
Email ROI
SEND BEST PRACTICES
Design & content
Subject lines
When to send
Design & content
Subject lines
When to send
Think Mobile First
Use text & images together. Include the primary content in the email as text, not just a graphic.
Give the alt tags / labels for your images descriptions that make sense.
People spend a lot of time worrying about email clients with 1% usage; accessibility is a much bigger issue.
- Rebelmail
Create Clear Calls to Action. Kj lklkj
In A/B tests, there was 28% increase in CTRs if the call to action was a
button vs. a link. - Campaign Monitor
BUTTON DESIGN
• Contrasting, non-grey colors • White space around button to stand out • Arrow or other elements to help with next steps
On average, business email campaigns see a 55% increase in CTRs when a video is called out in the subject line or included in content
- eMarketer
Showcasing products – 103%
increase in conversion rate
Design & content
Subject lines
When to send
Words to Use & Avoid
Thank you / Thanks
You/Your
Account
Monthly
Free
$$$
Earn
Guaranteed !!!
Keep it Short
A/B Testing
• Highlight only one topic • Keep it familiar (Company June Newsletter, July Newsletter) • Break out topics (Topic 1 | Topic 2 | Topic 3 ) • Create urgency and/or curiosity (Take 50% off)
Emails with personalized subject lines are 20% more likely to be
opened.
- HubSpot
Usepreheaders
Benefits of Preheaders:
Summary of email
Brand connection
Extend your subject line
-MailChimp
Emoji usage in email marketing has gone up 7,100% over the last year.
👏👏👏 -Litmus
56% of brands using emoji in their email subject lines had a higher
unique open rate. ✉️️ + 😍 = ❤️️
-Experian
When to Use an Emoji
Fits with your brand
Subscribers have updated OS
Strong mobile opens
Use Emojipedia
Design & content
Subject lines
When to send
-Experian
70% of millennials check their email from bed (vs. 52% of the
general survey population).
-Adestra
Know Your Industry
DATABASE SEGMENTATION
A ALWAYS
B
S
BE
SEGMENTING
Gather New
Information
• Form signups
• New contests
• Integration with other platforms
Zombie Subscribers
• Unengaged
• Don’t open
• Old addresses
• Deliverability
Millennials aren’t afraid to mark unwelcome emails as spam, seriously hurting your sender reputation and
your ability to send emails in the future to anyone.
- Litmus
MARKETING AUTOMATION
What is marketing
automation?
Automated Emails Generate:
70.5% higher open rates
152% higher click-through rates
75% of email revenue
- Epsilon Email Institute and DMA
Companies that excel at lead nurturing generate 50% more sales
ready leads at 33% lower cost.
- Forrester Research
• Confirmation or thank you
• Account setup next steps
• Account deadlines or expirations
Understand the right
send delay
Clearly communicate
next steps
Use plain text – don’t over
design
Integrate with Business Goals
THE FUTURE OF EMAIL
-Adestra
Email is still preferred way of communication
MESSENGER APPS
Customer Service
Contests
Ecommerce
Sales Promotion
Ways to Integrate with Apps
Bots will run automated workflows; send confirmation emails, abandoned cart emails, create newsletter sign ups, all personalized with data from the chat
session.
MORE BOTS
WEARABLES
EMAILS ON WEARABLES
Notification – subject line importance Plain text Limited or no tracking
Email content will be based off of different sources and real-time variables will be generated at moment-of-open
(not send).
AGILE EMAILS
MORE VIDEO
Apple iOS 10 will again support HTML5. As of November, 53% of emails were opened
on a Apple email app.
-Litmus
INTERACTIVE EMAILS
Shopping carts Forms Quizzes Accordions Rotating banners
LOOKALIKE AUDIENCES
Email marketing has long been associated with a medium to reach
subscribers rather than a strategy to reach and engage the right subscriber
TAKEAWAYS
• Establish email metrics
• Understand your database
• Do A/B tests
• Look for automation opportunities
• Use animation
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