email extinction?
DESCRIPTION
"Email is dead." "Brands can no longer derive value from email marketing." "Other communications methods like social media and texting have replaced email." "The inbox will soon be a wasteland." Each one of the statements above has been uttered by consumers, marketers and respected thought leaders alike. But is email marketing really taking its last breath? Or are we just doing it wrong? In a discussion filled with relevant stats, real examples and best practices you need to know, Chris Sietsema of Teach to Fish Digital discusses email's future and what agencies can do to today to improve email marketing programs.TRANSCRIPT
Email Extinction?
October 20, 2014
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“EMAIL IS DEAD”
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“EMAIL IS DEAD”Killed by SPAM
Replaced by Social Media Irrelevant for Younger Audiences
Ineffective for Retailers Not Ideal for Team Communication
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A STERLING REPUTATION
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DIRTY SPAM
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“I’m just not getting enough email. I’d really like more.”
- No One Ever
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WHY PEOPLE UNSUBSCRIBE
Source: UnRoll.me - January 2014
TOP BRANDS BY UNSUBSCRIBE RATE
52.5% 45.0% 42.0% 41.6%
Purchased Lists» A practice that should die » Just don’t do it !
!!!» Source: MailChimp - July 20149
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NOT MOBILE FRIENDLY
Sources: YesMail / ExactTarget - August 2014
Mobile Opens Mobile Friendly
64% 48%
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12
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DIGITAL TACTICS RANKED
Source: Ascend2 & Research Partners - September 2014
EmailWebsite/Blogs
SEOSocial Media
ContentPaid SearchMobile/SMSeCommerce
0 15 30 45 6019
34
23
42
49
39
23
11
8
9
24
38
43
47
48
54
Most Effective Most Difficult
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RETENTION PROGRAMS RANKED
Source: Gigaom - June 2014
EmailSocial Media
Content MarketingReferral Marketing
SEODisplay AdsMobile AdsVideo Ads
AffiliatePaid Search
0% 15% 30% 45% 60%
4%
6%
7%
8%
12%
13%
26%
32%
37%
56%
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NO ACCIDENT
There’s A Better Way» Design » Mobile Optimization » Automation » Measurement & Testing
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“We don’t make mistakes. We make happy little accidents.”
- Bob Ross
Images in Email» From: » Phoenix Suns
» Subject: » RSVP For An Inside Look
At The Suns Open Practice
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Images in Email» From: » Phoenix Suns
» Subject: » RSVP For An Inside Look
At The Suns Open Practice
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IMAGES IN EMAIL
Source: Litmus - August 2014
43% OF EMAIL RECIPIENTS VIEW EMAIL
WITH IMAGES OFF
Images in Email» From: » Volvo
» Subject: » The feature-rich, Volvo
V60 Sportswagon
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Images in Email» From: » Volvo
» Subject: » The feature-rich, Volvo
V60 Sportswagon
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Defensive Design» Planning ahead for an
images-disabled experience
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Defensive Design» Planning ahead for an
images-disabled experience
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Defensive Design» Planning ahead for an
images-disabled experience
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Defensive Design» Planning ahead for an
images-disabled experience
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“Simplicity is the ultimate sophistication.”
- Leonardo DaVinci
Charity Water
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» Compelling image » Scannable text » Obvious call to action
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SCANNABLE TEXT
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SCANNABLE TEXT
Evernote
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» Helpful message » Large, legible text » Responsive design » Beautiful buttons
Buttons.cm
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Mobile Aware
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» Same email used for different devices
» Scaleable » Spacious » Large buttons, images,
type
Pei Wei
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» Responsive layout » Beautiful image » Well-timed delivery » Useful resources » Obvious call to action
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IMPROVED METRICSEMAIL PERFORMANCE AFTER GOING RESPONSIVE
Click Rate+20%
Click Rate+8%
Click Rate+18%
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CLICK TO OPEN RATES
0%
5%
10%
15%
Responsive Non-Responsive
9.8%11.9%
Source: YesMail - May 2014
Fairytale Brownies
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» Responsive Email Project
How It Works
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» Wrap/Stack » Center/Reposition » Hide » Resize/Scale
The @media Query
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IF THE EMAIL DISPLAYS ON A THIN AND NARROW SCREEN, THEN MAKE THAT EMAIL THIN AND NARROW
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@MEDIA QUERY<style type=”text/css”> @media screen and (max-width: 600px){ *[class].hide{ display:none !important;} *[class].blockwrap{ display:block !important;} *[class].width320{ width:320px !important;} *[class].padding5{ padding:5px !important;} } </style>
<img src=“goaway.jpg” class=“hide”>
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@MEDIA QUERY<style type=”text/css”> @media screen and (max-width: 600px){ *[class].hide{ display:none !important;} *[class].blockwrap{ display:block !important;} *[class].width320{ width:320px !important;} *[class].padding5{ padding:5px !important;} } </style>
<img src=“goaway.jpg” class=“hide”>
Free Responsive Templates - Zurb.com/Playground
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MEDIA QUERY SUPPORT
NOPE
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VIDEOEMAIL.COM
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KNOW YOUR (EMAIL) CLIENTS
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EMAIL PREVIEWS
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BATCH & BLAST!?! PSHHH…
Source: Silverpop - June 2014
TRANSACTIONAL MESSAGES IMPROVED:
OPEN % CLICK % CLICK CONVERSION
4x 60% 52%
B2B Adoption Is Getting Silly
46 Source: SiriusDecisions - April 2014
Transactional Campaigns
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» Introductions » Shopping & Purchases » Events » Customer Service » Lead Nurture » Loyalty » Re-Engagement
Setting Expectations
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» Michaels Welcome
Timely Relevance
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» Hipmunk Fare Alerts
Real Personalization
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» Blue Nile Reminders
Weather Triggered
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» Yeah, that’s right - weather triggered
!» Bonobos Offers
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Data Dependent
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» Email Address » Order Status » Product SKU » Delivery Timing
» Name » Shipping Address » Preferred Payment Details
4 .
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THE AUTOMATED PROCESS
1 2
3
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“If I had eight hours to chop down a tree, I would spend six sharpening my ax.”
- Abraham Lincoln
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MAPPING THE STORY
Automation Providers
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SharpSpring for Agencies
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» Anonymous ID » ZoomInfo Reverse IP Lookup
» Tracks Page Visits and Asset Views/Downloads
» Lead Scoring » Multiple Device Tracking » Aggregate Data from Web,
Email, Social & Adwords
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“We’ve been so busy keepin’ up with the Jones. Four-car garage, and we’re still buildin’ on. Maybe it’s time we got back to the basics of love.”
- Waylon Jennings
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METRIC
BETTER METRIC
OPEN RATE = OPENS / DELIVERED
OPENS PER UNIQUE = TOTAL OPENS / UNIQUE OPENS
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METRIC
BETTER METRIC
CLICK RATE = CLICKS / DELIVEREDCLICK CONVERSION = CLICKS / OPENS
CORE CLICK CONVERSION = “IMPORTANT” CLICKS / OPENS(NOT INCLUDING WEB VERSION, UNSUBSCRIBE, FORWARD, ETC.)
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METRIC
BETTER METRIC
UNSUBSCRIBE RATE = UNSUBSCRIBES / DELIVERED
EVASION RATE = UNSUBSCRIBES / CLICKS
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EMAIL’S HALO EFFECT
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DEAD ON ARRIVAL
Source: ReturnPath - September 2014
PERMISSION-BASED MESSAGES
11%6%
83%ReceivedSpamBlocked
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KNOW BEFORE YOU GO
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EMAIL METRICS
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ANALYTICS PARADIGM
HISTORY FUTURE
CLIENT VIEW AGENCY VIEW
MO
NTH
1 M
ONT
H 2
MO
NTH
3
A Ridiculous Quantity of Questions
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» How many opened the email?
» Who opened the email?
» Who clicked the email?
» What percent of of those that opened also clicked?
» What did people click?
» What percentage of the list actually received the email?
» What are the most popular email clients?
» What portion of our audience is opening via smartphones?
» Did anyone forward/share the email?
» Is there a better time to send the email?
» Are there opportunities to improve our subject line?
» What should our “from” name be?
» Was the primary call to action utilized?
» Are there complimentary or supporting elements that deserve higher priority?
» How many unsubscribed?
» Did the email garner any complaints?
» How can the list be segmented?
» How much revenue/sales did we drive?
» What is the revenue per recipient?
» How should the layout be modified?
» Are the visuals utilized truly compelling?
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“He who knows best knows how little he knows.”
- Thomas Jefferson
Basic Testing Protocol
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DELIVERY TIMEFRAME A/B TESTING ELEMENT METRIC
Send #1 Subject Line Open Rate
Send #2 “From” Name Open Rate
Send #3 Primary/Support Content Click Rate
Send #4 Graphics / Layout Click Rate
Send #5 Call to Action Click Rate / Revenue
Send #6 Offer Click Rate / Revenue
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NEXT LEVEL TESTING
Small Bites, OK?
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Chris Sietsema» teachtofishdigital.com » @sietsema » 480.570.1636
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