email extinction?
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Email Extinction?
October 20, 2014
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“EMAIL IS DEAD”
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“EMAIL IS DEAD”Killed by SPAM
Replaced by Social Media Irrelevant for Younger Audiences
Ineffective for Retailers Not Ideal for Team Communication
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A STERLING REPUTATION
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DIRTY SPAM
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“I’m just not getting enough email. I’d really like more.”
- No One Ever
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WHY PEOPLE UNSUBSCRIBE
Source: UnRoll.me - January 2014
TOP BRANDS BY UNSUBSCRIBE RATE
52.5% 45.0% 42.0% 41.6%
Purchased Lists» A practice that should die » Just don’t do it !
!!!» Source: MailChimp - July 20149
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NOT MOBILE FRIENDLY
Sources: YesMail / ExactTarget - August 2014
Mobile Opens Mobile Friendly
64% 48%
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DIGITAL TACTICS RANKED
Source: Ascend2 & Research Partners - September 2014
EmailWebsite/Blogs
SEOSocial Media
ContentPaid SearchMobile/SMSeCommerce
0 15 30 45 6019
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23
42
49
39
23
11
8
9
24
38
43
47
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Most Effective Most Difficult
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RETENTION PROGRAMS RANKED
Source: Gigaom - June 2014
EmailSocial Media
Content MarketingReferral Marketing
SEODisplay AdsMobile AdsVideo Ads
AffiliatePaid Search
0% 15% 30% 45% 60%
4%
6%
7%
8%
12%
13%
26%
32%
37%
56%
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NO ACCIDENT
There’s A Better Way» Design » Mobile Optimization » Automation » Measurement & Testing
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“We don’t make mistakes. We make happy little accidents.”
- Bob Ross
Images in Email» From: » Phoenix Suns
» Subject: » RSVP For An Inside Look
At The Suns Open Practice
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Images in Email» From: » Phoenix Suns
» Subject: » RSVP For An Inside Look
At The Suns Open Practice
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IMAGES IN EMAIL
Source: Litmus - August 2014
43% OF EMAIL RECIPIENTS VIEW EMAIL
WITH IMAGES OFF
Images in Email» From: » Volvo
» Subject: » The feature-rich, Volvo
V60 Sportswagon
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Images in Email» From: » Volvo
» Subject: » The feature-rich, Volvo
V60 Sportswagon
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Defensive Design» Planning ahead for an
images-disabled experience
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Defensive Design» Planning ahead for an
images-disabled experience
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Defensive Design» Planning ahead for an
images-disabled experience
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Defensive Design» Planning ahead for an
images-disabled experience
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“Simplicity is the ultimate sophistication.”
- Leonardo DaVinci
Charity Water
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» Compelling image » Scannable text » Obvious call to action
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SCANNABLE TEXT
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SCANNABLE TEXT
Evernote
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» Helpful message » Large, legible text » Responsive design » Beautiful buttons
Buttons.cm
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Mobile Aware
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» Same email used for different devices
» Scaleable » Spacious » Large buttons, images,
type
Pei Wei
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» Responsive layout » Beautiful image » Well-timed delivery » Useful resources » Obvious call to action
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IMPROVED METRICSEMAIL PERFORMANCE AFTER GOING RESPONSIVE
Click Rate+20%
Click Rate+8%
Click Rate+18%
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CLICK TO OPEN RATES
0%
5%
10%
15%
Responsive Non-Responsive
9.8%11.9%
Source: YesMail - May 2014
Fairytale Brownies
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» Responsive Email Project
How It Works
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» Wrap/Stack » Center/Reposition » Hide » Resize/Scale
The @media Query
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IF THE EMAIL DISPLAYS ON A THIN AND NARROW SCREEN, THEN MAKE THAT EMAIL THIN AND NARROW
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@MEDIA QUERY<style type=”text/css”> @media screen and (max-width: 600px){ *[class].hide{ display:none !important;} *[class].blockwrap{ display:block !important;} *[class].width320{ width:320px !important;} *[class].padding5{ padding:5px !important;} } </style>
<img src=“goaway.jpg” class=“hide”>
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@MEDIA QUERY<style type=”text/css”> @media screen and (max-width: 600px){ *[class].hide{ display:none !important;} *[class].blockwrap{ display:block !important;} *[class].width320{ width:320px !important;} *[class].padding5{ padding:5px !important;} } </style>
<img src=“goaway.jpg” class=“hide”>
Free Responsive Templates - Zurb.com/Playground
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MEDIA QUERY SUPPORT
NOPE
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VIDEOEMAIL.COM
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KNOW YOUR (EMAIL) CLIENTS
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EMAIL PREVIEWS
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BATCH & BLAST!?! PSHHH…
Source: Silverpop - June 2014
TRANSACTIONAL MESSAGES IMPROVED:
OPEN % CLICK % CLICK CONVERSION
4x 60% 52%
B2B Adoption Is Getting Silly
46 Source: SiriusDecisions - April 2014
Transactional Campaigns
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» Introductions » Shopping & Purchases » Events » Customer Service » Lead Nurture » Loyalty » Re-Engagement
Setting Expectations
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» Michaels Welcome
Timely Relevance
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» Hipmunk Fare Alerts
Real Personalization
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» Blue Nile Reminders
Weather Triggered
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» Yeah, that’s right - weather triggered
!» Bonobos Offers
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Data Dependent
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» Email Address » Order Status » Product SKU » Delivery Timing
» Name » Shipping Address » Preferred Payment Details
4 .
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THE AUTOMATED PROCESS
1 2
3
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“If I had eight hours to chop down a tree, I would spend six sharpening my ax.”
- Abraham Lincoln
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MAPPING THE STORY
Automation Providers
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SharpSpring for Agencies
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» Anonymous ID » ZoomInfo Reverse IP Lookup
» Tracks Page Visits and Asset Views/Downloads
» Lead Scoring » Multiple Device Tracking » Aggregate Data from Web,
Email, Social & Adwords
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“We’ve been so busy keepin’ up with the Jones. Four-car garage, and we’re still buildin’ on. Maybe it’s time we got back to the basics of love.”
- Waylon Jennings
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METRIC
BETTER METRIC
OPEN RATE = OPENS / DELIVERED
OPENS PER UNIQUE = TOTAL OPENS / UNIQUE OPENS
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METRIC
BETTER METRIC
CLICK RATE = CLICKS / DELIVEREDCLICK CONVERSION = CLICKS / OPENS
CORE CLICK CONVERSION = “IMPORTANT” CLICKS / OPENS(NOT INCLUDING WEB VERSION, UNSUBSCRIBE, FORWARD, ETC.)
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METRIC
BETTER METRIC
UNSUBSCRIBE RATE = UNSUBSCRIBES / DELIVERED
EVASION RATE = UNSUBSCRIBES / CLICKS
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EMAIL’S HALO EFFECT
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DEAD ON ARRIVAL
Source: ReturnPath - September 2014
PERMISSION-BASED MESSAGES
11%6%
83%ReceivedSpamBlocked
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KNOW BEFORE YOU GO
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EMAIL METRICS
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ANALYTICS PARADIGM
HISTORY FUTURE
CLIENT VIEW AGENCY VIEW
MO
NTH
1 M
ONT
H 2
MO
NTH
3
A Ridiculous Quantity of Questions
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» How many opened the email?
» Who opened the email?
» Who clicked the email?
» What percent of of those that opened also clicked?
» What did people click?
» What percentage of the list actually received the email?
» What are the most popular email clients?
» What portion of our audience is opening via smartphones?
» Did anyone forward/share the email?
» Is there a better time to send the email?
» Are there opportunities to improve our subject line?
» What should our “from” name be?
» Was the primary call to action utilized?
» Are there complimentary or supporting elements that deserve higher priority?
» How many unsubscribed?
» Did the email garner any complaints?
» How can the list be segmented?
» How much revenue/sales did we drive?
» What is the revenue per recipient?
» How should the layout be modified?
» Are the visuals utilized truly compelling?
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“He who knows best knows how little he knows.”
- Thomas Jefferson
Basic Testing Protocol
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DELIVERY TIMEFRAME A/B TESTING ELEMENT METRIC
Send #1 Subject Line Open Rate
Send #2 “From” Name Open Rate
Send #3 Primary/Support Content Click Rate
Send #4 Graphics / Layout Click Rate
Send #5 Call to Action Click Rate / Revenue
Send #6 Offer Click Rate / Revenue
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NEXT LEVEL TESTING
Small Bites, OK?
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The Email Email» TheEmailEmail.com !» Monthly email marketing
insight, news and tips » Please don’t subscribe
if you are not interested in receiving the most important updates affecting our industry
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Chris Sietsema» teachtofishdigital.com » @sietsema » 480.570.1636
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