taghi safaee

Email Marketing

I am Farhad BeheshtiAccount Manager from Anetwork

Hello!

Why Email?1

PEOPLE HAVE DRAMATICALLY CHANGED HOW THEY LIVE AND

WORK.

In traditional marketing, companies focus on finding customers by getting their message in front of as many people as possible.

INBOUND IS ALL ABOUT EMPOWERING VISITORS, LEADS

AND CUSTOMERS WITH HELPFUL, RELEVANT CONTENT

THAT PROVIDES VALUE.

Inbound Methodology

WITH AN ROI OF 38-1, EMAIL MARKETING IS ONE OF THE BEST INVESTMENTS YOUR

BUSINESS CAN MAKE.

Email is a channel that you own. You will always have a 1:1 relationship with your contacts.

THE CORE PRINCIPLES OF EMAIL MARKETING

◉ The rise of mobile devices

◉ The significance of segmentation

◉ The power of personalization

◉ The importance of data-driven analysis and optimization

THE CORE PRINCIPLES OF EMAIL MARKETING

◉ The rise of mobile devices

◉ The significance of segmentation

◉ The power of personalization

◉ The importance of data-driven analysis and optimization

45%

45% of Email messages are opened in mobile devices

THE CORE PRINCIPLES OF EMAIL MARKETING

◉ The rise of mobile devices

◉ The significance of segmentation

◉ The power of personalization

◉ The importance of data-driven analysis and optimization

62%agree or strongly agree.

When asked to rate the statement: “Most of the marketing emails I receive include no content or offers that are of interest to me.”

THE CORE PRINCIPLES OF EMAIL MARKETING

◉ The rise of mobile devices

◉ The significance of segmentation

◉ The power of personalization

◉ The importance of data-driven analysis and optimization

JUST BECAUSE YOUR EMAIL WENT OUT TO 10,000 PEOPLE

DOESN’T MEAN IT HAS TO READ LIKE IT DID.

THE CORE PRINCIPLES OF EMAIL MARKETING

◉ The rise of mobile devices

◉ The significance of segmentation

◉ The power of personalization

◉ The importance of data-driven analysis and optimization

1. Why Email?2. Lifecycle Marketing3. Segmentation4. High-Performing Email5. Email Design6. Email Deliverability7. Lead Nurturing8. Analytics and Optimization

Lifecycle Marketing 2

LIFECYCLE MARKETING

How you communicate with your contacts – from their first point of contact all the way through their lifespan as a paying customer.

LIFECYCLE MARKETING

Inbound Methodology

A sample customer lifecycle

◉Become interested in your company’s type of software

◉Learn about your product

◉Use your product’s demo

◉Love the demo

◉Remove the restrictions on the demo by buying the full version

◉[Months or years in the future] Upgrade to a new version of the software

73%of your leads will not be sales-ready when first

generated

HOW TO USE EMAIL TO DO LIFECYCLE MARKETING

◉ Map the content in your emails to the buyer’s journey

◉ Identify key touch-points in your marketing and sales process

THE BUYER’S JOURNEY

HOW TO USE EMAIL TO DO LIFECYCLE MARKETING

◉ Map the content in your emails to the buyer’s journey

◉ Identify key touch-points in your marketing and sales process

POTENTIAL KEY TOUCHPOINTS

◉ Subscribing to your blog

◉ Filling out a contact form

◉ Requesting a consultation

◉ Downloading E-books

YOUR JOB AS A COMPANY IS NOT COMPLETE SIMPLY

BECAUSE A CUSTOMER HAS PURCHASED.

10Xas much of their first purchase.

Loyal customers are worth up to

THREE CUSTOMER STAGES

New

customersEvangelists

Ongoing

customers

Segmentation 3

BARRIERS TO EFFECTIVE EMAIL MARKETING

Segmented vs. Unsegmented Email Campaigns

WHAT IS A LIST? Lists are the different ways that you break up your contacts into smaller segments based on their similarities.

HOW MARKETERS SEGMENT THEIR CONTACTS

BUYER PERSONASSemi-fictional representations of your ideal customer based on real data and some select

educated speculation about customer demographics, behavior patterns, motivations,

and goals.

EXPLICIT DATA IS INFORMATION THAT IS INTENTIONALLY SHARED BETWEEN A CONTACT AND A COMPANY.

IMPLICIT DATA IS INFORMATION GATHERED FROM USER BEHAVIOR.

Explicit Data• Contact information • Company Information • Form Submission

EXPLICIT AND IMPLICIT

Implicit Data• Email engagement • Web analytic history • Conversion data

Build separate lists for your subscribers, leads and customer. These lists ensure that you send the right person the right message at the right time.

Personas give you a clear picture of who will be receiving your email.

Think about business-specific info your company might need to track.

ENGAGEMENT RATES DECREASE AS MAILING SIZE INCREASES

High-Performing Email 4

THINK BIGGERTHAN CLICKS AND

OPENS.

BEST PRACTICES FOR HIGH-PERFORMING EMAILS

◉ Determine a good primary goal for your email

◉ Optimize your email for opens

◉ Compel your reader to action

BEST PRACTICES FOR HIGH-PERFORMING EMAILS

◉ Determine a good primary goal for your email

◉ Optimize your email for opens

◉ Compel your reader to action

BEST PRACTICES FOR HIGH-PERFORMING EMAILS

◉ Determine a good primary goal for your email

◉ Optimize your email for opens

◉ Compel your reader to action

CRAFTING A GREAT SUBJECT LINE

◉ Shorter is better ◉ Avoid salesy language ◉ Keep it straightforward ◉ Personalize

CHOOSING YOUR FROM NAME AND EMAIL ADDRESS

◉ Use a company address, not a free webmail account◉ Don’t send emails from no-reply◉ Use an address that indicates the purpose of the send ◉ Customer lifecycle should dictate who the email comes

from

Preview text: the snippet of copy that is pulled from the copy

of your email.

BEST PRACTICES FOR HIGH-PERFORMING EMAILS

◉ Determine a good primary goal for your email

◉ Optimize your email for opens

◉ Compel your reader to action

WRITING EFFECTIVE EMAIL COPY

◉ Write for scanability◉ Use the right tone ◉ Personalize ◉ Make it readable on any screen ◉ Proofread, proofread, proofread ◉ Mix it up

PREVENTING ERRORS IN YOUR EMAIL

◉ Send yourself a test. Check it on your computer and your phone

◉ Try to read your email without images. ◉ Click on all of the links ◉ Make sure your unsubscribe link is working ◉ Test your email in popular apps and programs

litmus.com

MAKE EACH COMPONENT OF YOUR EMAIL A CALL-TO-ACTION

◉ Don’t use vague phrases◉ Link images to your offer’s landing page ◉ Hyperlink the appropriate copy in the email ◉ Edit alt-text of images and CTAs

Effect of number of images in marketing emails on CTR.

Example of an Uber receipt

Blog update from Zapier

Blog update from Zapier

Email Design5

“

Design is not just what it looks and feels like. Design is how it works.

- Steve Jobs

EMAIL DESIGN BEST PRACTICES

◉ Pick a primary goal

◉ Write and design the copy

◉ Create a consistent experience

EVERY PART OF YOUR EMAIL SHOULD

SUPPORT THE GOAL YOU’VE SELECTED.

wall-of-text

WRITING EFFECTIVE EMAIL COPY

◉ Write for scannability◉ Use the right tone ◉ Personalize when appropriate ◉ Proofread, proofread, proofread

The Inverted Pyramid

How to reduce information density.

The importance of white space.

EMAIL DESIGN AND WEB DESIGN ARE

DIFFERENT.

Campaign Monitor’s ultimate guide to CSS.

EMAIL IMAGES AND STYLING TIPS

◉ Add alt-text to your images ◉ Avoid creating your email as a single image ◉ Define the width and height of your images

Less is more

DESIGNING FOR MOBILE DEVICES

◉ Use mobile-friendly templates ◉ Move your call-to-action above the fold ◉ Font should be minimum 14pt font ◉ Avoid the “wall-of-text” by using line breaks ◉ Your call-to-action should be at least 44 x 44 pixels

Email Deliverability 6

EMAIL DELIVERABILITY The measurement and understanding of how successful a sender is at getting their marketing message into people’s inboxes.

IF YOU SEND EMAIL THAT PEOPLE DON’T WANT, THAT

DOESN’T ACTUALLY BENEFIT THEM, EVENTUALLY YOU

WON’T GET INTO THEIR INBOX.

BEST PRACTICES FOR BEFORE THE SEND

◉ Sources

◉ Permissions

MEASURING YOUR DELIVERABILITY AFTER THE SEND

◉ Engagement metrics

◉ Contact churn metrics

EMAIL BOUNCE A bounce is an email that for some reason was rejected by the recipients mail server.

MOST COMMON TYPES OF BOUNCES

◉ Recipient bounces

◉ Content bounces

◉ Reputation bounces

BOUNCE CODE

CODES THAT START WITH A FOUR MEAN IT’S A TEMPORARY BOUNCE. YOU CAN TRY AGAIN LATER.

CODES THAT START WITH A FIVE MEAN

THE EMAIL ADDRESS SHOULD NEVER BE

TRIED AGAIN BECAUSE IT WILL

NEVER WORK

RECIPIENT BOUNCES Have a 500 or 550 bounce code. Their message usually tells you this is either no good or never was good. Also called unknown user bounces.

CONTENT BOUNCES

Have a 571 or 554 code. The mail server, anti-spam service, or software protecting the mail server determined that your content was kinda gross.

WHY CONTENT BOUNCES HAPPEN

◉ They didn’t like something you linked to

◉ You didn’t have enough actual text content in the email

◉ Your email copy looks like content that they have previously marked as spam

◉ Your email copy was loaded with spelling errors

REPUTATION BOUNCES

Some system between you and the recipient’s mailbox made a judgment call based on your reputation and refused to deliver the message. The bounce codes are either 571, 554, or sometimes 471.

GETTING MARKED AS SPAM WILL IMPACT YOUR ABILITY TO SEND EMAILS TO PEOPLE

WHO LOVE THEM.

Avoid Sending Spam Email & Improve Your Email Deliverability

◉ Don't buy or rent email lists.◉ Don't email people who have bounced repeatedly◉ Don't use all caps anywhere in your email or its subject

line.◉ Don't embed forms in your emails.◉ Don't use spam trigger words.

Link shorteners are used by spammers to hide where their links will actually end up.

Email service providers will stop showing greymail to subscribers

HOW TO COMBAT GREYMAIL

◉ Send re-engagement campaigns, then stop sending emails to the ones that don’t re-engage

◉ Increasing segmentation◉ Removing contacts from your database who are no

longer engaged

Lead Nurturing7

LEAD NURTURING The process of building relationships with prospects with the goal of earning their business when they are ready.

73%of your leads will not be sales-ready when first

generated

“

MOST MARKETING AUTOMATION IS REALLY EXPERIENCE DESIGN.

- SCOTT BRINKER

BEST PRACTICES FOR LEAD NURTURING

◉ Decide how to use lead nurturing for your business

◉ Learn how to build a great individual workflow

◉ Communicate with your leads based on their behavior

BEST PRACTICES FOR LEAD NURTURING

◉ Decide how to use lead nurturing for your business

◉ Learn how to build a great individual workflow

◉ Communicate with your leads based on their behavior

BEST PRACTICES FOR LEAD NURTURING

◉ Decide how to use lead nurturing for your business

◉ Learn how to build a great individual workflow

◉ Communicate with your leads based on their behavior

THE APPROACH YOU SELECT WILL DEPEND ON SEVERAL FACTORS:

◉ How many leads do you get each month? ◉ Through which channels do you get generate those

leads? ◉ Do you have a sales force? If so, how many reps do you

have? ◉ What is your business model? ◉ How long is your sales cycle?

Nurturing Email Types

BEST PRACTICES FOR LEAD NURTURING

◉ Decide how to use lead nurturing for your business

◉ Learn how to build a great individual workflow

◉ Communicate with your leads based on their behavior

BEHAVIORAL EMAIL Sending targeted emails to your contacts based on their actions and behaviors.

Analytics and Optimization8

Inbound Methodology

53%of organizations chose data-driven marketing as their top

priority for 2016.

THE TYPES OF METRICS YOU SHOULD TRACK

◉ Individual email metrics

◉ Email channel metrics

◉ Email health metrics

THE TYPES OF METRICS YOU SHOULD TRACK

◉ Individual email metrics

◉ Email channel metrics

◉ Email health metrics

OPEN RATE The percentage of people that received your email who actually opened it.

CLICK-THROUGH RATE The percentage of people who clicked on a link in your email after opening it.

CONVERSION RATE The percentage of people who clicked on a link within your email AND completed a desired action.

THE TYPES OF METRICS YOU SHOULD TRACK

◉ Individual email metrics

◉ Email channel metrics

◉ Email health metrics

GOALS FOR YOUR EMAIL CHANNEL METRICS

• How people engage with your emails. • How email impacts your ability to move people through your

funnel. • How effectively you can use email to drive traffic to specific

events • How your email database is growing or decaying.

22.5%of your email marketing database will decay every year,

on average

THE TYPES OF METRICS YOU SHOULD TRACK

◉ Individual email metrics

◉ Email channel metrics

◉ Email health metrics

MY OPEN RATE IS LOWER THAN EXPECTED.

PROBLEM SOLUTION

MY OPEN RATE IS LOWER THAN EXPECTED.

PROBLEM SOLUTION

Bad subscriber expectations

• Give people more options

• Set better expectations

MY OPEN RATE IS LOWER THAN EXPECTED.

PROBLEM SOLUTION

Bad subject line Write a short, to-the-

point, non-salesy subject line

MY OPEN RATE IS LOWER THAN EXPECTED.

PROBLEM SOLUTION

These contacts are not engaged

Send them a specific offer that will entice them to re-

engage

MY OPEN RATE IS LOWER THAN EXPECTED.

PROBLEM SOLUTION

Your offer isn’t relevant

This is often a function of poor segmentation. Look

to the Buyer’s Journey and Buyer Personas to improve

your email.

MY OPEN RATE IS LOWER THAN EXPECTED.

PROBLEM SOLUTION

You have deliverability issues

You never made it into the inbox in the first place. Go

to Email Deliverability chapter

MY OPEN RATE IS HIGH BUT MY CLICK RATE IS LOW.

PROBLEM SOLUTION

MY OPEN RATE IS HIGH BUT MY CLICK RATE IS LOW.

PROBLEM SOLUTION

The CTA isn’t prominent enough

Make sure your CTA is prominent, well-placed, attention-grabbing and

action-oriented

MY OPEN RATE IS HIGH BUT MY CLICK RATE IS LOW.

PROBLEM SOLUTION

Your email is trying to do too many things

When someone opens an email, it should be crystal

clear what they are supposed to do.

MY OPEN RATE IS HIGH BUT MY CLICK RATE IS LOW.

PROBLEM SOLUTION

Subject line and content of the email are not aligned

Don’t bait and switch you readers

MY OPEN RATE IS HIGH BUT MY CLICK RATE IS LOW.

PROBLEM SOLUTION

Your email is not optimized for mobile

Use mobile-responsive templates, and design

your emails with mobile in mind

MY CLICK RATE IS HIGH BY CONVERSION RATE IS LOW

PROBLEM SOLUTION

MY CLICK RATE IS HIGH BY CONVERSION RATE IS LOW

PROBLEM SOLUTION

Poor alignment between content in email and offer

on landing page

Clearly and accurately demonstrate the value of

your offer through the entire user experience,

from inbox to conversion

MY CLICK RATE IS HIGH BY CONVERSION RATE IS LOW

PROBLEM SOLUTION

You have a bad landing page

Use landing page best practices • A clear and compelling headline •

Visual emphasis on value of offer • No navigation or menu links • A form whose length mirrors the value of

the offer

OPTIMIZATION

Setting up a test

1.Segment

your

database

2. identify

opportunitis

in your

funnel

3. Design

experiments

4.Prioritize

the

experiments

EMAILS ARE NOT GETTING OPENED

Hypothesis #1:

Your emails are ending up in the Gmail promotions tab

Solution:

To avoid getting marked as a promotion:

• Emails should sound personal

• Remove images

• Avoid using sales-y language

EMAILS ARE NOT GETTING OPENED

https://litmus.com/gmail-tabs

EMAILS ARE NOT GETTING OPENED

Hypothesis #2:

Your subject line contains characters and words that trigger the

recipients spam filter.

Solution:

Improve your subject line

Avoid emojis

Remove sales-y words

Align subject line with email content

EMAILS ARE NOT GETTING OPENED

EMAILS ARE NOT GETTING OPENED

Hypothesis #3:

Your emails are arriving at the recipients inbox at a time that does

not suit them to open itHypothesis #4:

The subject line is not compelling.Hypothesis #5:

You’re sending too many emails.

KISSMETRICS A/B TEST SIGNIFICANCE CALCULATOR

Any questions ?farhad.be@gmail.com

Thanks!