avoiding lumps of coal: effective email marketing for the holidays

Avoiding Lumps of Coal: Effective Email Marketing for the Holidays

Marketo Proprietary and Confidential | © Marketo, Inc. 11/17/2014

Elements of a Great Email

ENGAGEMENT


Personalization


Subject Lines

Follow the Four “U”s:

• 1. Useful: Is the promised message valuable to the reader?

• 2. Ultra-specific: Does the reader know what’s being promised?

• 3. Unique: Is the promised message compelling and remarkable?

• 4. Urgent: Does the reader feel the need to read it now?

- Copyblogger


Demographics

@jlangensand


Targeted Emails are More Relevant


4 Must-Haves for a Successful Email

1. Intriguing and Honest Subject Line

2. Clear Call to Action 3. Human Voice 4. Value Proposition (What’s In It for Me?)

Elements of a Great HOLIDAY Email


Responsive Design – Litmus.com


The Most Popular Time to Send?


Holiday Email Must-Haves

1. Make it Easy and Actionable

2. Vary Your Style a) Subject Lines b) Images c) Time of Day

3. Have Fun!!


Subject: Trick or Treat…


Text-Only


Don’t Overdo It…

Effective A/B Testing • Which Test Won?

• Why Testing Matters?

• 3 Steps for Successful Tests

• Tools For You


• You should test

• Test subject lines

Banners

Button colors

Copy


Testing Builds an Argument

Email 1 Email 2


Testing Keeps You Honest

Email 1 Email 2


46% Increase in conversion and statistically significant


Email 1 Email 2


3 Simple Steps to Successful Testing

1. Define Objectives: What are you trying to achieve?

2. Identify Bottlenecks: What’s stopping you from amazing results?

3. Test Variables: What can you test beyond the obvious?


Define Objectives

• Increase traffic to a certain area?

• Fix the leaky conversion areas?

• Increase registrants for an event?


Identify Bottlenecks

• Increase registrants to an event • Not enough people being driven to the registration page?

• What’s stopping people from filling out the form?

• Is the information they need where they need it?


Beyond Simple Tests

• Emails vs. No Emails

• Frequency of Emails

• Mix of Emails

• Triggered Campaigns vs Regular Sends


Tools For You

https://whichtestwon.com/

http://www.zettasphere.com/abcalculator/





Beyond an Email

• Listening is a skill

• Behavioral-based campaigns

• Beyond the holidays


Listening is a Skill

• Use behavioral filters

• Trigger-based messages


Behavioral-based campaigns

Interest

Social Marketing

Marketing Automation

Email Marketing


Behavior-based Regular Email Campaign

% Opened 34% % Opened 21.7%

Clicked to Open Ratio

37.1% Clicked to Open Ratio

23.4%

% Clicked 12.6% % Clicked 5.1%


Beyond the Holidays

• Determine behavior you want to capture

• Triggered campaigns


Add us on LinkedIn!

https://www.linkedin.com/in/jlangensand https://www.linkedin.com/in/chenphillip

https://www.linkedin.com/in/jlangensand




https://www.linkedin.com/in/chenphillip




Questions?

Thank You!

avoiding lumps of coal: effective email marketing for the holidays

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