email marketing intensive lab notes #digicolab
DESCRIPTION
Guidelines for the Email Marketing Lab Intensive from the 2014 #digicolab conference in San DiegoTRANSCRIPT
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@PHOLLOWS
Email Marketing Intensive
Phil Hollows, CEO
Heather Solos, Community Manager
@FeedBlitzfeedblitz.com
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Interrupt, Question, Clarify!
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Why Care About Email Marketing?
“I get ten times more response to my blog from my email subscribers than I do from anyone else.”
Seth Godin
FeedBlitz Client
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Why Email Marketing Works
• Permission• Commitment• Engagement• Relevance• Timeliness• Persistence
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What We Will Cover Today
• Mobile and Responsive Design• Growing your List: Forms• Basic Metrics• Mailing Frequency• Multiple Lists• Monetization• Automation, Autoresponders and
Transactional Emails
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MOBILE & RESPONSIVE DESIGN
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“Desktop” email on the phone
Don’t Do This to Mobile Readers
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Same email, responsive layout – Legible, effective.
Responsive Design Delivers on Mobile
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FORMS
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Generating List Growth
• Above the fold.• Meaningful incentives.• In the post footer, above the comments.• Respectful popups.• Don’t get complacent: Change and Test!
– Call to action text.– Form location.– Graphic elements.
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METRICS
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Key Metrics
• Sent• Opens – Target 20%• Unsubscribes• Complaints• Hard and Soft Bounces
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MAILING FREQUENCY
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Mailing Frequency
• At least weekly• Consistently• Specials and blasts
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MULTIPLE LISTS
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Generating List Growth
• By topic• By frequency
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MONETIZATION
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Monetization
• Sponsorships• Advertising• Product and event promotions• Closed / paid lists• Product sales
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AUTORESPONDERS AND TRANSACTIONAL EMAILS
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Autoresponders
• A fixed sequence of one or more emails• 1-off
– Thank you for …– Incentive fulfillment
• Multi-step– Email courses– Sales funnels– Guided exploration to drive your traffic,
generate feedback
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Automation with Triggers
• Automatically add / remove subscribers based on events:– When a subscriber joins a list– When they unsubscribe– When they finish an autoresponder series
• Use Case: Maintaining a Master List– Subscribe triggers add to the master– Unsubscribes remove from the master
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Transactional Mailings
• Transactional mailings – 80%+ open rate– You can sell, market.– Promotion can’t overwhelm transaction data.
• Landing pages– Deliver incentives, promote action.
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Parsers – Third Party Integration
• Add subscribers from third party systems– Shopping carts– Form plugins
• How they work– The third party product sends an email to the
parser– The parser interprets the email– Rules in the parser add or remove the subscriber
to the relevant list
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Thank You!
• Contact Us! – [email protected] @phollows– [email protected] @HeatherSolos
• For FeedBlitz clients:– @FeedBlitz– [email protected]– Phone 978.776.9498 (9-5 eastern)