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TRANSCRIPT
Email Marketing
I am Farhad BeheshtiAccount Manager from Anetwork
Hello!
Why Email?1
PEOPLE HAVE DRAMATICALLY CHANGED HOW THEY LIVE AND
WORK.
In traditional marketing, companies focus on finding customers by getting their message in front of as many people as possible.
INBOUND IS ALL ABOUT EMPOWERING VISITORS, LEADS
AND CUSTOMERS WITH HELPFUL, RELEVANT CONTENT
THAT PROVIDES VALUE.
Inbound Methodology
WITH AN ROI OF 38-1, EMAIL MARKETING IS ONE OF THE BEST INVESTMENTS YOUR
BUSINESS CAN MAKE.
Email is a channel that you own. You will always have a 1:1 relationship with your contacts.
THE CORE PRINCIPLES OF EMAIL MARKETING
◉ The rise of mobile devices
◉ The significance of segmentation
◉ The power of personalization
◉ The importance of data-driven analysis and optimization
THE CORE PRINCIPLES OF EMAIL MARKETING
◉ The rise of mobile devices
◉ The significance of segmentation
◉ The power of personalization
◉ The importance of data-driven analysis and optimization
45%
45% of Email messages are opened in mobile devices
THE CORE PRINCIPLES OF EMAIL MARKETING
◉ The rise of mobile devices
◉ The significance of segmentation
◉ The power of personalization
◉ The importance of data-driven analysis and optimization
62%agree or strongly agree.
When asked to rate the statement: “Most of the marketing emails I receive include no content or offers that are of interest to me.”
THE CORE PRINCIPLES OF EMAIL MARKETING
◉ The rise of mobile devices
◉ The significance of segmentation
◉ The power of personalization
◉ The importance of data-driven analysis and optimization
JUST BECAUSE YOUR EMAIL WENT OUT TO 10,000 PEOPLE
DOESN’T MEAN IT HAS TO READ LIKE IT DID.
THE CORE PRINCIPLES OF EMAIL MARKETING
◉ The rise of mobile devices
◉ The significance of segmentation
◉ The power of personalization
◉ The importance of data-driven analysis and optimization
1. Why Email?2. Lifecycle Marketing3. Segmentation4. High-Performing Email5. Email Design6. Email Deliverability7. Lead Nurturing8. Analytics and Optimization
Lifecycle Marketing 2
LIFECYCLE MARKETING
How you communicate with your contacts – from their first point of contact all the way through their lifespan as a paying customer.
LIFECYCLE MARKETING
Inbound Methodology
A sample customer lifecycle
◉Become interested in your company’s type of software
◉Learn about your product
◉Use your product’s demo
◉Love the demo
◉Remove the restrictions on the demo by buying the full version
◉[Months or years in the future] Upgrade to a new version of the software
73%of your leads will not be sales-ready when first
generated
HOW TO USE EMAIL TO DO LIFECYCLE MARKETING
◉ Map the content in your emails to the buyer’s journey
◉ Identify key touch-points in your marketing and sales process
THE BUYER’S JOURNEY
HOW TO USE EMAIL TO DO LIFECYCLE MARKETING
◉ Map the content in your emails to the buyer’s journey
◉ Identify key touch-points in your marketing and sales process
POTENTIAL KEY TOUCHPOINTS
◉ Subscribing to your blog
◉ Filling out a contact form
◉ Requesting a consultation
◉ Downloading E-books
YOUR JOB AS A COMPANY IS NOT COMPLETE SIMPLY
BECAUSE A CUSTOMER HAS PURCHASED.
10Xas much of their first purchase.
Loyal customers are worth up to
THREE CUSTOMER STAGES
New
customersEvangelists
Ongoing
customers
Segmentation 3
BARRIERS TO EFFECTIVE EMAIL MARKETING
Segmented vs. Unsegmented Email Campaigns
WHAT IS A LIST? Lists are the different ways that you break up your contacts into smaller segments based on their similarities.
HOW MARKETERS SEGMENT THEIR CONTACTS
BUYER PERSONASSemi-fictional representations of your ideal customer based on real data and some select
educated speculation about customer demographics, behavior patterns, motivations,
and goals.
EXPLICIT DATA IS INFORMATION THAT IS INTENTIONALLY SHARED BETWEEN A CONTACT AND A COMPANY.
IMPLICIT DATA IS INFORMATION GATHERED FROM USER BEHAVIOR.
Explicit Data• Contact information • Company Information • Form Submission
EXPLICIT AND IMPLICIT
Implicit Data• Email engagement • Web analytic history • Conversion data
Build separate lists for your subscribers, leads and customer. These lists ensure that you send the right person the right message at the right time.
Personas give you a clear picture of who will be receiving your email.
Think about business-specific info your company might need to track.
ENGAGEMENT RATES DECREASE AS MAILING SIZE INCREASES
High-Performing Email 4
THINK BIGGERTHAN CLICKS AND
OPENS.
BEST PRACTICES FOR HIGH-PERFORMING EMAILS
◉ Determine a good primary goal for your email
◉ Optimize your email for opens
◉ Compel your reader to action
BEST PRACTICES FOR HIGH-PERFORMING EMAILS
◉ Determine a good primary goal for your email
◉ Optimize your email for opens
◉ Compel your reader to action
BEST PRACTICES FOR HIGH-PERFORMING EMAILS
◉ Determine a good primary goal for your email
◉ Optimize your email for opens
◉ Compel your reader to action
CRAFTING A GREAT SUBJECT LINE
◉ Shorter is better ◉ Avoid salesy language ◉ Keep it straightforward ◉ Personalize
CHOOSING YOUR FROM NAME AND EMAIL ADDRESS
◉ Use a company address, not a free webmail account◉ Don’t send emails from no-reply◉ Use an address that indicates the purpose of the send ◉ Customer lifecycle should dictate who the email comes
from
Preview text: the snippet of copy that is pulled from the copy
of your email.
BEST PRACTICES FOR HIGH-PERFORMING EMAILS
◉ Determine a good primary goal for your email
◉ Optimize your email for opens
◉ Compel your reader to action
WRITING EFFECTIVE EMAIL COPY
◉ Write for scanability◉ Use the right tone ◉ Personalize ◉ Make it readable on any screen ◉ Proofread, proofread, proofread ◉ Mix it up
PREVENTING ERRORS IN YOUR EMAIL
◉ Send yourself a test. Check it on your computer and your phone
◉ Try to read your email without images. ◉ Click on all of the links ◉ Make sure your unsubscribe link is working ◉ Test your email in popular apps and programs
litmus.com
MAKE EACH COMPONENT OF YOUR EMAIL A CALL-TO-ACTION
◉ Don’t use vague phrases◉ Link images to your offer’s landing page ◉ Hyperlink the appropriate copy in the email ◉ Edit alt-text of images and CTAs
Effect of number of images in marketing emails on CTR.
Example of an Uber receipt
Blog update from Zapier
Blog update from Zapier
Email Design5
“
Design is not just what it looks and feels like. Design is how it works.
- Steve Jobs
EMAIL DESIGN BEST PRACTICES
◉ Pick a primary goal
◉ Write and design the copy
◉ Create a consistent experience
EVERY PART OF YOUR EMAIL SHOULD
SUPPORT THE GOAL YOU’VE SELECTED.
wall-of-text
WRITING EFFECTIVE EMAIL COPY
◉ Write for scannability◉ Use the right tone ◉ Personalize when appropriate ◉ Proofread, proofread, proofread
The Inverted Pyramid
How to reduce information density.
The importance of white space.
EMAIL DESIGN AND WEB DESIGN ARE
DIFFERENT.
Campaign Monitor’s ultimate guide to CSS.
EMAIL IMAGES AND STYLING TIPS
◉ Add alt-text to your images ◉ Avoid creating your email as a single image ◉ Define the width and height of your images
Less is more
DESIGNING FOR MOBILE DEVICES
◉ Use mobile-friendly templates ◉ Move your call-to-action above the fold ◉ Font should be minimum 14pt font ◉ Avoid the “wall-of-text” by using line breaks ◉ Your call-to-action should be at least 44 x 44 pixels
Email Deliverability 6
EMAIL DELIVERABILITY The measurement and understanding of how successful a sender is at getting their marketing message into people’s inboxes.
IF YOU SEND EMAIL THAT PEOPLE DON’T WANT, THAT
DOESN’T ACTUALLY BENEFIT THEM, EVENTUALLY YOU
WON’T GET INTO THEIR INBOX.
BEST PRACTICES FOR BEFORE THE SEND
◉ Sources
◉ Permissions
MEASURING YOUR DELIVERABILITY AFTER THE SEND
◉ Engagement metrics
◉ Contact churn metrics
EMAIL BOUNCE A bounce is an email that for some reason was rejected by the recipients mail server.
MOST COMMON TYPES OF BOUNCES
◉ Recipient bounces
◉ Content bounces
◉ Reputation bounces
BOUNCE CODE
CODES THAT START WITH A FOUR MEAN IT’S A TEMPORARY BOUNCE. YOU CAN TRY AGAIN LATER.
CODES THAT START WITH A FIVE MEAN
THE EMAIL ADDRESS SHOULD NEVER BE
TRIED AGAIN BECAUSE IT WILL
NEVER WORK
RECIPIENT BOUNCES Have a 500 or 550 bounce code. Their message usually tells you this is either no good or never was good. Also called unknown user bounces.
CONTENT BOUNCES
Have a 571 or 554 code. The mail server, anti-spam service, or software protecting the mail server determined that your content was kinda gross.
WHY CONTENT BOUNCES HAPPEN
◉ They didn’t like something you linked to
◉ You didn’t have enough actual text content in the email
◉ Your email copy looks like content that they have previously marked as spam
◉ Your email copy was loaded with spelling errors
REPUTATION BOUNCES
Some system between you and the recipient’s mailbox made a judgment call based on your reputation and refused to deliver the message. The bounce codes are either 571, 554, or sometimes 471.
GETTING MARKED AS SPAM WILL IMPACT YOUR ABILITY TO SEND EMAILS TO PEOPLE
WHO LOVE THEM.
Avoid Sending Spam Email & Improve Your Email Deliverability
◉ Don't buy or rent email lists.◉ Don't email people who have bounced repeatedly◉ Don't use all caps anywhere in your email or its subject
line.◉ Don't embed forms in your emails.◉ Don't use spam trigger words.
Link shorteners are used by spammers to hide where their links will actually end up.
Email service providers will stop showing greymail to subscribers
HOW TO COMBAT GREYMAIL
◉ Send re-engagement campaigns, then stop sending emails to the ones that don’t re-engage
◉ Increasing segmentation◉ Removing contacts from your database who are no
longer engaged
Lead Nurturing7
LEAD NURTURING The process of building relationships with prospects with the goal of earning their business when they are ready.
73%of your leads will not be sales-ready when first
generated
“
MOST MARKETING AUTOMATION IS REALLY EXPERIENCE DESIGN.
- SCOTT BRINKER
BEST PRACTICES FOR LEAD NURTURING
◉ Decide how to use lead nurturing for your business
◉ Learn how to build a great individual workflow
◉ Communicate with your leads based on their behavior
BEST PRACTICES FOR LEAD NURTURING
◉ Decide how to use lead nurturing for your business
◉ Learn how to build a great individual workflow
◉ Communicate with your leads based on their behavior
BEST PRACTICES FOR LEAD NURTURING
◉ Decide how to use lead nurturing for your business
◉ Learn how to build a great individual workflow
◉ Communicate with your leads based on their behavior
THE APPROACH YOU SELECT WILL DEPEND ON SEVERAL FACTORS:
◉ How many leads do you get each month? ◉ Through which channels do you get generate those
leads? ◉ Do you have a sales force? If so, how many reps do you
have? ◉ What is your business model? ◉ How long is your sales cycle?
Nurturing Email Types
BEST PRACTICES FOR LEAD NURTURING
◉ Decide how to use lead nurturing for your business
◉ Learn how to build a great individual workflow
◉ Communicate with your leads based on their behavior
BEHAVIORAL EMAIL Sending targeted emails to your contacts based on their actions and behaviors.
Analytics and Optimization8
Inbound Methodology
53%of organizations chose data-driven marketing as their top
priority for 2016.
THE TYPES OF METRICS YOU SHOULD TRACK
◉ Individual email metrics
◉ Email channel metrics
◉ Email health metrics
THE TYPES OF METRICS YOU SHOULD TRACK
◉ Individual email metrics
◉ Email channel metrics
◉ Email health metrics
OPEN RATE The percentage of people that received your email who actually opened it.
CLICK-THROUGH RATE The percentage of people who clicked on a link in your email after opening it.
CONVERSION RATE The percentage of people who clicked on a link within your email AND completed a desired action.
THE TYPES OF METRICS YOU SHOULD TRACK
◉ Individual email metrics
◉ Email channel metrics
◉ Email health metrics
GOALS FOR YOUR EMAIL CHANNEL METRICS
• How people engage with your emails. • How email impacts your ability to move people through your
funnel. • How effectively you can use email to drive traffic to specific
events • How your email database is growing or decaying.
22.5%of your email marketing database will decay every year,
on average
THE TYPES OF METRICS YOU SHOULD TRACK
◉ Individual email metrics
◉ Email channel metrics
◉ Email health metrics
MY OPEN RATE IS LOWER THAN EXPECTED.
PROBLEM SOLUTION
MY OPEN RATE IS LOWER THAN EXPECTED.
PROBLEM SOLUTION
Bad subscriber expectations
• Give people more options
• Set better expectations
MY OPEN RATE IS LOWER THAN EXPECTED.
PROBLEM SOLUTION
Bad subject line Write a short, to-the-
point, non-salesy subject line
MY OPEN RATE IS LOWER THAN EXPECTED.
PROBLEM SOLUTION
These contacts are not engaged
Send them a specific offer that will entice them to re-
engage
MY OPEN RATE IS LOWER THAN EXPECTED.
PROBLEM SOLUTION
Your offer isn’t relevant
This is often a function of poor segmentation. Look
to the Buyer’s Journey and Buyer Personas to improve
your email.
MY OPEN RATE IS LOWER THAN EXPECTED.
PROBLEM SOLUTION
You have deliverability issues
You never made it into the inbox in the first place. Go
to Email Deliverability chapter
MY OPEN RATE IS HIGH BUT MY CLICK RATE IS LOW.
PROBLEM SOLUTION
MY OPEN RATE IS HIGH BUT MY CLICK RATE IS LOW.
PROBLEM SOLUTION
The CTA isn’t prominent enough
Make sure your CTA is prominent, well-placed, attention-grabbing and
action-oriented
MY OPEN RATE IS HIGH BUT MY CLICK RATE IS LOW.
PROBLEM SOLUTION
Your email is trying to do too many things
When someone opens an email, it should be crystal
clear what they are supposed to do.
MY OPEN RATE IS HIGH BUT MY CLICK RATE IS LOW.
PROBLEM SOLUTION
Subject line and content of the email are not aligned
Don’t bait and switch you readers
MY OPEN RATE IS HIGH BUT MY CLICK RATE IS LOW.
PROBLEM SOLUTION
Your email is not optimized for mobile
Use mobile-responsive templates, and design
your emails with mobile in mind
MY CLICK RATE IS HIGH BY CONVERSION RATE IS LOW
PROBLEM SOLUTION
MY CLICK RATE IS HIGH BY CONVERSION RATE IS LOW
PROBLEM SOLUTION
Poor alignment between content in email and offer
on landing page
Clearly and accurately demonstrate the value of
your offer through the entire user experience,
from inbox to conversion
MY CLICK RATE IS HIGH BY CONVERSION RATE IS LOW
PROBLEM SOLUTION
You have a bad landing page
Use landing page best practices • A clear and compelling headline •
Visual emphasis on value of offer • No navigation or menu links • A form whose length mirrors the value of
the offer
OPTIMIZATION
Setting up a test
1.Segment
your
database
2. identify
opportunitis
in your
funnel
3. Design
experiments
4.Prioritize
the
experiments
EMAILS ARE NOT GETTING OPENED
Hypothesis #1:
Your emails are ending up in the Gmail promotions tab
Solution:
To avoid getting marked as a promotion:
• Emails should sound personal
• Remove images
• Avoid using sales-y language
EMAILS ARE NOT GETTING OPENED
https://litmus.com/gmail-tabs
EMAILS ARE NOT GETTING OPENED
Hypothesis #2:
Your subject line contains characters and words that trigger the
recipients spam filter.
Solution:
Improve your subject line
Avoid emojis
Remove sales-y words
Align subject line with email content
EMAILS ARE NOT GETTING OPENED
EMAILS ARE NOT GETTING OPENED
Hypothesis #3:
Your emails are arriving at the recipients inbox at a time that does
not suit them to open itHypothesis #4:
The subject line is not compelling.Hypothesis #5:
You’re sending too many emails.
KISSMETRICS A/B TEST SIGNIFICANCE CALCULATOR
Any questions [email protected]
Thanks!