5 email marketing tools you've never heard of
DESCRIPTION
eROI: 5 Email Marketing Tools You've Never Heard of - integrating email, social media, and mobile marketingTRANSCRIPT
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Optimizing your Email Program for Nurture Marketing, Mobile, Social Media
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To do Online Marketing well, marketers need to be good at so much more than Email + Search.
-- Social is the new staple (eROI Q4’09 survey:
70% marketers used social media, 15% of their time)
-- Mobile is next
The Online Marketer’s Challenge
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Our world today
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History Lesson – starting w/ EmailEmail invented in 1971
“In 1971, Ray Tomlinson developed the first ARPANET email application…he chose the "commercial at" symbol to combine the user and host names, providing the naturally meaningful notation "user@host" that is the standard for email…”
Source: LivingInternet.com
@
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History Lesson – Search
1. Jul’03: Yahoo buys Overture; monetizes Search
2. Aug’04: Google pays Yahoo $28.5M in exchange for Bid-for-Placement patent settlement. (Google market cap is now $184 Billion).
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History Lesson – Social
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History Lesson – Mobile
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How Email Fits In 2007: Use Email to Build Online Community2007: RSS to Email (Publishers, Any Business)2008: Nurture Marketing2008: Anatomy of an Email2009: Holiday Email Campaign example2009: Mobile Optimization2010: Five new Tools you’ve never heard of
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2007: Use Email to Build Community
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Storytelling Drives Results
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Community Waiting to be Discovered
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Results (14 day campaign)
1. 61,000 unique visitors2. 2,175 user-generated images uploaded3. 150 comments created for 12 Wacom artists4. 2,000+ new subscribers to email house list5. Online sales 150% increase over previous year
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2007: RSS-to-Email
Publish One to Many:
Biggest cost for email marketing is a Marketer’s Time
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RSS-to-Email applies to Small Biz
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1. How do they find you?
2. Where do they land?
3. How do you continue the conversation?
2008: Nurture Marketing
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Finding Thru Search: Paid vs. Organic
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eROI Google Analytics Stats
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eROI Leads by Source
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eROI Resource Landing Page…Bad
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eROI Resource Landing Page…Good
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1. Opt in / Thank you
2. Welcome Messaging
3. First Touch
3 Email Nurture Program Components
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Tips for Opt-In
1. Call out your Email Opt-in on every page of your site.2. Don’t expect them to find it.3. Links to samples are effective4. Give subscribers choices! e.g. frequency (daily, weekly,
monthly), event alerts, etc...
5. Tell them specifically what they’re signing up for & how often they’ll hear from you. Keep that promise.
6. Don’t make someone register (user/pass) for email7. Remember, you can get more information later
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Examples of Opt-in Questions
Good
Too Much
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CBSSports.com Opt-In: Before/After
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CBSSports.com Welcome Email Strategy
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Thank you after Opt-In
• Thank them
• Confirm the action they took
• Give them the info they need
• Continue the dialogue
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A Welcome Email is the first email received after an opt-
in and/or confirmation of subscription
This will likely be your highest open rate ever.
Make it count.
Welcome Email
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Email Anatomy
Pre-HeaderHeader
Email Body
Social Media integrationFunctional Footer
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2009: Holiday Email - Icebreaker
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Campaigns/Frequency3 months of Oct’09-Dec’09: 38 emails3 years of Sep’06-Sep’09: 36 emails
Total emails sent: Oct’09 – Dec’09 ~500kSep’06 - Sep’09 ~450k
Read Rate Oct-Dec’09 – 25%Read Rate ‘06-Sep’09 – 33%
Click Through Rate Oct-Dec’09 – 7.5%Click Through Rate ‘06-Sep’09 – 10.5%
Average Opt Out/Campaign Rate – 0.66%
Icebreaker Holiday Email Findings
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2009: Mobile Optimization
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2009: Mobile Web for true Engagement, not just impressions
• Email still the backbone for mobile web apps• More popular for B2C
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2010: Make Mobile part of Everyday Email
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How Email Fits In 2007: Use Email to Build Online Community2007: RSS to Email (Publishers, Any Business)2008: Nurture Marketing2008: Anatomy of an Email2009: Holiday Email Campaign example2009: Mobile Optimization2010: New Apps you’ve never heard of
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Tool #1: Flowtown: Append social data to your Lists
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Tool #2: Unbounce: Testing and optimizing landing pages
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Tool #3: WhichTestWon.com:Email and Landing Page Testing
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Tool #4: Email2Mobile: Optimize Email for Mobile + Landing + Analytics
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Tool #5: Email on Acid: Content Rendering tool before you send
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Thank you.Don’t forget to get a Web/Email Audit right after this.
Ryan BuchananCEO, eROI