Your email marketing sucks (but it doesn't have to)
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This document provides tips and best practices for email marketing. It discusses tracking email campaigns and setting goals. Industry benchmarks for open and click-through rates are presented. The importance of segmenting email lists is covered. Guidelines are given for writing subject lines that perform well and engaging email content. Both plain text and HTML email formats are examined. Case studies demonstrate the impact of these strategies on open and response rates. The key takeaways are to test different approaches, write readable emails, and ensure every campaign has a defined goal.
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Your email marketing sucks (but it doesn't have to)
- 1. Taylor Galipeau Manager of Sales & Marketing Ops Your Email Marketing Sucks But it doesn’t have to!
- 2. Data Junkie Just got engaged! 3 things you “might” want to know
- 4. Data Junkie Just got engaged! NOT an email expert 3 things you “might” want to know
- 5. Agenda 1 ¯¯¯ Tracking & Testing 2 ¯¯¯ Lists 3 ¯¯¯ Subject Lines 4 ¯¯¯ Email Body 5 ¯¯¯ Design 6 ¯¯¯ Wrap Up
- 6. The most important thing to remember when sending email is
- 8. How do I know if my campaigns are successful?
- 9. Start Tracking & Testing Set a goal
- 10. Set a goal!Tracking&Testing Type of Email What’s my goal? Promotional (discount, sales promo) Products purchased. (Care about opens, clicks, coupons used) Event Invite Tickets bought. (Care about opens, clicks, replies, traffic to website from email, tickets purchased) Newsletter (product, blog, community, association) Engagement. (Opens, clicks, replies (?), downloads) Content Email Engagement. (Opens, clicks, replies, downloads, time on website, # blogs viewed)
- 11. Start Tracking & Testing Set a goal Set up email tracking
- 12. UTM CodesTracking&Testing What is a UTM Code? UTM codes are simple pieces of code you add onto a custom URL to track the source, medium and campaign name of the referring campaign. This allows you to track this information in Google Analytics Example https://vendasta.com/?utm_source=one_off_email&utm_medium=email&utm_ca mpaign=SPMA_email_marketing_event UTM Builder: https://ga-dev-tools.appspot.com/campaign-url-builder/
- 14. Start Tracking & Testing Set a goal Set up email tracking Look up industry benchmarks
- 16. Start Tracking & Testing Set a goal Set up email tracking Look up industry benchmarks Set your own benchmarks and get a baseline
- 17. Start Tracking & Testing Set a goal Set up email tracking Look up industry benchmarks Set your own benchmarks and get a baseline Set up a test
- 18. Start Tracking & Testing Set a goal Set up email tracking Look up industry benchmarks Set your own benchmarks and get a baseline Set up a test Repeat
- 19. Email Lists
- 20. Segment, segment, segment!Lists 18x more revenue 39% increased open rate 28% lower unsubscribe rate
- 21. Segment, segment, segment! Where to start? Lists ● Buyer/user personas— know who you’re talking to ○ Industry, job title, size of company
- 22. Segment, segment, segment! Where to start? Lists ● Buyer/user personas— know who you’re talking to ○ Industry, job title, size of company ● Life-cycle stage— know where your recipients are in the buying cycle ○ CRM data: assigned sales rep, funnel stage, creation date, # interactions, # purchases
- 23. Subject Lines
- 24. What you SHOULD NOT do Subject lines that suck ● Anything sneaky ○ ie. RE: Vendasta’s Contract, Hey, Are you busy? ● Use too much punctuation!!! ● Use personal data, if you don’t audit your data ○ OR if you don’t know your audience that well SubjectLines
- 25. What you SHOULD do Subject lines that work ● Use shorter subject lines ○ 30 characters or less have above avg open rates ● Emoji’s ● Keep it relevant SubjectLines
- 26. The only full stack churn management system for SaaS.
- 27. SubjectLines Subject line: Your VP of Sales is screwing you Download Now
- 28. SubjectLines Subject line: Are really you satisfied with a net dollar churn of only x%? Book A Call Today
- 29. Email Body
- 30. “Hey” vs “Hi” Hey Taylor, I wanted to get in touch as your competitor Chat Meter was present at our show last year and we didn't want VendAsta to miss out on any more market share in 2018. We have just launched the highly anticipated Brand Marketing Summit in San Francisco (May 30th-31st) and have already senior speakers from Levi’s, National Geographic, Bank of America, Farmers Insurance, Truth Initiative and the Mobile Marketing Association. In total we are expecting over 300 CMOs and strategic level marketers from world class brands joining us. It would be great to discuss how we can collaborate - are you free at 09.00 EDT tomorrow? Speak soon, EmailBody
- 31. “Hey” vs “Hi” Hey Taylor, I wanted to get in touch as your competitor Chat Meter was present at our show last year and we didn't want VendAsta to miss out on any more market share in 2018. We have just launched the highly anticipated Brand Marketing Summit in San Francisco (May 30th-31st) and have already senior speakers from Levi’s, National Geographic, Bank of America, Farmers Insurance, Truth Initiative and the Mobile Marketing Association. In total we are expecting over 300 CMOs and strategic level marketers from world class brands joining us. It would be great to discuss how we can collaborate - are you free at 09.00 EDT tomorrow? Speak soon, EmailBody Don’t even want to read this! What is their goal here?!
- 32. “Hey” vs “Hi” Hey Taylor, I wanted to get in touch as your competitor Chat Meter was present at our show last year and we didn't want VendAsta to miss out on any more market share in 2018. We have just launched the highly anticipated Brand Marketing Summit in San Francisco (May 30th-31st) and have already senior speakers from Levi’s, National Geographic, Bank of America, Farmers Insurance, Truth Initiative and the Mobile Marketing Association. In total we are expecting over 300 CMOs and strategic level marketers from world class brands joining us. It would be great to discuss how we can collaborate - are you free at 09.00 EDT tomorrow? Speak soon, EmailBody Hi Taylor, Is your marketing department working on 2018 conference planning? This would be a great opportunity to sync up with some of North America’s biggest brands. Chatmeter was present at our show: Brand Marketing Summit last year and we didn't want you to miss out on any more market share. Here are the details: ● May 30th-31st in San Francisco ● Speakers from: ○ Levi’s ○ National Geographic ○ Mobile Marketing Association. ○ And MORE ○ 300+ CMOs and strategic level marketers from world class brands attending I’ll send a follow up email next week to see what you think.
- 33. Email Design
- 34. Plain Text vs HTMLDesign What is HTML format? HTML email generally have visual graphics and are often designed using a template with HTML code. What is plain text format? Plain text emails are a lot simpler, typically including only written text, without any visual graphics.
- 36. Vendasta Case Study Content Nurture Campaign ● By the numbers: ○ Some emails saw an increase in CTR of up to 5% ○ Other emails saw NO CHANGE in CTR ○ In a year since switching we’ve had 600+ convo’s Design
- 38. CS-Cart Case Study Autoresponder Campaign ● By the numbers: ○ HTML emails had a 42% open rate ○ Plain text emails saw a 78% open rate ○ Less design is more likely to get you out of the promo’s tab in Gmail Design
- 39. Plain Text vs HTMLDesign
- 40. Action Items Try segmenting your list by buyer persona or funnel stage. Get rid of click batey subject lines. Test something NEW. Make your emails more readable. Bullet points, bolded text, shorter paragraphs. Test out a plain text version of an HTML email. Make sure every email you send has a goal!
- 41. IOT — This Friday @ Vendasta
- 42. ?
Editor's Notes
- 5 mins
- https://mailchimp.com/resources/research/email-marketing-benchmarks/
- http://www.mailigen.com/blog/infographic-segmented-emails-is-what-the-future-holds/
- https://blog.hubspot.com/sales/subject-line-stats-open-rates-slideshare
- - We created a fake company called stop churn (website, email account, salesperson) - Aimed directly at a problem we thought would catch our executives eye
- https://blog.hubspot.com/sales/ideal-length-sales-email
- Add gif of email Chris sent