Email by the Numbers - Susan DeMatei - WineGlass Marketing
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This document discusses email marketing best practices for the wine industry. It provides tips on growing an email list, maintaining list health, developing an email strategy including segmentation and timing, crafting compelling offers, and designing effective email creative. Graphs and examples demonstrate how to analyze list data and funnel performance. The presentation emphasizes measuring key metrics, testing different approaches, and focusing communications based on what drives sales and engagement for each list segment. The goal is to create emails that motivate subscribers to take action through clear calls to purchase, RSVP or learn more.
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Email by the Numbers - Susan DeMatei - WineGlass Marketing
1. Email by the Numbers
Presented by WineGlass
Marketing
March 1, 2016
2. Susan DeMatei,
Wine Glass Marketing
susan@wineglassmarketing.com
facebook.com/wineglassmarketing
@sdematei
6. What You Need
to Know
• Sign up month/month
• What is your average?
• What is your goal?
• Channels - where are they coming from?
• Sales reps
6
7. What This Might Look Like
7
0.00%
0.50%
1.00%
1.50%
2.00%
2.50%
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3.50%
4.00%
4.50%
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Growth Average
11. Things You Can Do Right Now
Set goal, measure and
incentivize staff
• Capture source and
sales person
• Capture non-buyers
Put online sign up on
home page and every page
Use Social Media to collect
Use Forward to Friend features
11
29. Frequency
• The frequency and
reason for contacting
your database is
important
• Most wineries contact
their database
quarterly, or monthly
29
More than 1x mo 1x month
1x quarter 1-2x year
Source:2013BenchmarkInternetGroup
30. Things You Can Do Right Now
Segment Emails
• Resist the urge to send
to “all”
• Consider segmentation
on past orders, past
experiences or value
Set a frequency for each segment and pay
attention not to send too frequently, or
infrequently
• 4-6 weeks 30
32. • Chart past 12-24 months of emails to
see what is driving sales
• Subject = Open Rate
• Offer = Click through Rate
• If not clear, perform an A/B test
32
What You Need
to Know
36. Things You Can Do Right Now
Clear subject lines with
“active verb”
call-to-action
Clear offers of unique
wines, shipping offers
and discounts
• What does your database respond to?
36
48. Things You Can Do Right Now
Make it simple.
Give links to purchase,
tickets and RSVPs.
Use visual cues as
well as text.
Tie back to the brand/site.
48
50. Susan DeMatei,
Wine Glass Marketing
susan@wineglassmarketing.com
facebook.com/wineglassmarketing
@sdematei
Editor's Notes
2
Email is #1 source of offsite sales: Email marketing was the biggest driver of 2015 Black Friday transactions (25.1% of sales) (Source: Custora)
But:
89% of marketers say that email is their primary channel for lead generation. (Source: Mailigen)
Email is the top source of analytics data for marketers, with 41% using their email marketing performance data. (Source: Forbes)
The top 3 uses of email marketing are newsletters (66%), promotional content (54%), and welcome series emails (42%). (Source: Pardot)
And:
30% of consumers now read their email exclusively on mobile devices (Source: Yesmail)
In 2015 55% of email opens occurred on a mobile device (Source: Litmus)
61% of consumers now read at least some of their emails on a mobile device (Source: Yesmail)
In a recent study of the top 500 online retailers
7.7% put email sign up in the header (2.3% use a form, 5.4% use a link)
44.4% use pop-ups
54.3 below the fold or in the footer (56.4% using a form, 10% using links)
29% of retailers incentivized people to opt-in to their email program
18% offered a flat percentage off of a purchase
5.9% offered a flat dollar amount off of a purchase
5.1% offered free shipping
Source: 250ok.com May 2015
The top 1% of most viral emails generated in excess of 1 forward for every 21 opens
Litmus Email Viral Benchmark Report, June 2015
It is estimated that 25% of your databases “expires” each year
Hubspot, 2015
Assumption =
1000 people a month to a tasting room. With partnerships and promotion increase 10% y/y
Convert 60% of all tasting room traffic to prospect mailing list
It is estimated that 25% of your databases “expires” each year
Hubspot, 2015
Assumption =
1000 people a month to a tasting room. With partnerships and promotion increase 10% y/y
Convert 60% of all tasting room traffic to prospect mailing list
Mail Chimp Feb 1, 2016
Segmented campaigns – 14.64% higher opens
59.99% higher clicks
7.46% less unsubs
Targeted messages and those sent to small audiences are generally at least 90% more viral than untargeted messages and those sent to large audiences
Litmus Email Viral Benchmark Report, June 2015
61% of consumers want to receive weekly promotional emails (28% want them even more frequently.) (Source: Email is not dead)
Mail Chimp“retail” benchmarks:
21.55% open
2.44% ctr
1.12 unsub
According to eROI’s latest Elements of Email survey, 62% of email marketers that include a nav bar find it more effective than or as effective as the main content in driving clicks. In addition, 65% find that it converts better than or as well as the main content of their email.
Buttons increase CTR by 127%
Research shows most people scan email campaigns rather than reading them word-for-word, so using buttons for your call to action means they will stand out to skimmers while text links will often go overlooked.
This is because buttons have a number of unique attributes linked text doesn’t, including:
Size – Often times a button will be much larger in size than a linked piece of text, catching the skimmer’s eye.
Design – Buttons often have design elements that links don’t, such as shadows, gradients and other effects. This can make them ‘pop’ off the page and stand out to skimmers.
Color – Often buttons will have a different color to the background and text, and this contrast draws the eye and makes the reader notice them more.
Whitespace – When a button is set away from other elements in the email, the whitespace around it creates an area free from distraction – leading the reader right to it.
Neilson Norman Group Eyetracker Research 2006
Emails with social sharing buttons see a 158% increase in click through rates. (Source: Nonprofit Hub)
Responsive design results in a nearly 15% increase in unique clicks for mobile users from a 2.7% average to 3.3%. – Litmus and MailChimp “The Science of Email Clicks: The Impact of Responsive Design & Inbox Testing” (December 2014)