Email Marketing Then and Now
What we will cover How it all started Why is it still important Getting your email opened Subject lines Your Database vs Paid How to utilize your database Reporting
1971 Raymond Tomlinson sent a test email to himself through another computer using ARPA - Advanced Research Projects Agency
Traditional Mail
Social Media
Email is dead Peter Drucker Or so they thought!
World Wide Web
Everything requires an email address Online Banking Online shopping Booking a flight Every social media platform that was thought to be the cause of its death Pretty much anything else you need to log into
The latest and the greatest has always been around
Why is it still important
2017 Adobe Consumer Email Survey Most respondents check their work or personal emails at least every few hours 82% work emails are open 60% personal emails are open Of those 83% work emails are read 64% personal emails are read
2016 WBR Digital & Emarsys surveyed 254 retail professionals at companies with annual revenue under 100K
January 2017 Radicati Group
54% of the entire planet is currently using email
Best free Email Services for 2017 Yandex Outlook Gmail ProtonMail Inbox by Gmail AOL iCloud Mail Yahoo Mail.com
Google – 1 billion monthly active users 2016 Google – 1 billion monthly active users 2017 Outlook – 400 million monthly active users Techcrunch.com
February 2017 *Radicati Group
How do I get consumers to open my email? Send it twice Treat their inbox as you would want to be treated Build trust Timing is almost everything Give them what they want Build a reputation
Subject lines
35% of email recipients open an email based on the subject line. Short and sweet Use a personal touch No false promise What's on the inside If the time is right Concise is key
Subject lines continued. It’s all about action Sense of urgency Using numbers Got a question, we have the answer Don’t be afraid to be a little punny DON’T USE ALL CAPS OR OVER USE EXCAMATIONS!!! Make them feel special
Good examples to use For our beloved customers only An exclusive offer for you Our gift to you You’re invited Special invite
Your Database vs. Paid
How to grow your database Just ask for it Use your own email subscribers Have a social contest Have a giveaway on your website
Third Party Data Way to target Data provided by companies on a larger scale The benefit is the sheer volume of user data you can access Way to target Demographic Geographical Behavioral
Reaching new customers What is your goal? Increasing revenue or Reaching new customers
You have a database, now what?
Segmentation Separating your database into a list or small segments by
Jupiter Research Study Marketers who segment their list can improve conversion rates Up to 355% and increase revenue by an amazing 781% Yet only 11% of marketers actually segment their list
*emarketer
Other opportunities
Targeting by Email Address Google Network / Google AdWords Facebook Twitter Other Exchanges
But wait there is more. There is always more. MOBILE
Mobile First
Use mobile ready templates
Have a short subject line
Write a good preheader
Optimize the “From” 68% of Americans say they base their decisions to open an email on the From name
When you receive a newsletter from ADM you would be expecting it to say ADM rather then say Jennifer Love or someone on our staff specifically.
51 seconds Balance Image & Size Average time spent reading a newsletter after opening 51 seconds *CampaignMonitor
Attention Span…
Big Button / Big Fingers Average size of an adult index finger Between 1.6cm and 2cm
Translation…. 45 x 45 px 57 x 57 px
Make the button large enough so they can click the button.
Mobile Optimized
Reporting In the past it has been solely on opens & clicks. Now you need to go beyond that. Subscriber activity Engagement trends Email list health And optimization
KPI – Key Performance Indicators
Thank you Jennifer Love Sales Director Advocate Digital Media 361-333-8033 jlove@advocatedigital.com