beyond the e-newsletter: email marketing that gets results

EMAIL MARKETING THAT GETS RESULTSBEYOND THE E-NEWSLETTER

CITY OF WESTMINSTER, COLORADOPARKS, RECREATION & LIBRARIESOPERATIONS MANAGER

RYAN HEGRENESS

linkedin.com/in/hegreness@hegreness

LIFEGUARD, COUNCILLOR, INSTRUCTOR, EVENTS, INTERN

GRADUATE ASSISTANT, INSTRUCTOR, ATTENDANT

ASSISTANT DIRECTOR—PROGRAMS

MARKETING & ENTERPRISE DEVELOPMENT MANAGER

OPERATIONS MANAGER

ESSEX JUNCTION, VERMONT

ARLINGTON, TEXAS

WESTMINSTER, COLORADO

CLEMSON, SOUTH CAROLINA

MENTOR, MAYFIELD VILLAGE & LAKE COUNTY, OHIO

BEYOND THE E-NEWSLETTER

• EMAIL BY THE NUMBERS

• TYPES OF EMAIL

• DO'S AND DON'TS

• HOW TO GET STARTED • PLATFORMS • TOOLS • TECHNIQUES • EXAMPLES

EMAIL BY THE NUMBERS

4,350,000,0002,580,000,000EMAIL USERS WORLDWIDE

EMAIL ACCOUNTS WORLDWIDE

Radi

cati

Gro

up (2

015)

http

://w

ww

.em

ailis

notd

ead.

com

/

122,500,453,020EMAILS SENT EVERY HOUR

- MarketingProfs (2014)

http://www.emailisnotdead.com/

72%OF CONSUMERS SAY THAT EMAIL IS THEIR

FAVORITE CONDUIT OF COMMUNICATION WITH

COMPANIES.- MarketingSherpa (2015)


43% OF BUSINESS SAY THAT EMAIL IS ONE OF THEIR MOST EFFECTIVE LEAD

GENERATION CHANNELS.Circle Research (2012)


40X EMAIL MARKETING IS NEARLY 40X MORE

EFFECTIVE THAN FACEBOOK AND TWITTER AT ACQUIRING

CUSTOMERS.

McKinsey&Company

http://www.mckinsey.com/business-functions/marketing-and-sales/our-insights/why-marketers-should-keep-sending-you-emails

http://www.mckinsey.com/business-functions/marketing-and-sales/our-insights/why-marketers-should-keep-sending-you-emails

THE SECRET TO SUCCESS IS MAKING EVERY EMAIL COUNT. EMAIL NOT ONLY CONVERTS BETTER THAN THE MOST POPULAR SOCIAL MEDIA, BUT PEOPLE SPEND UP TO 17 PERCENT MORE WHEN THEY DO BUY.

entrepreneur.com

BEYOND THE E-NEWSLETTER: EMAIL MARKETING THAT GETS RESULTS

http://entrepreneur.com

88% OF MARKETERS SAY THAT EMAIL IS

BRINGING THEM A POSITIVE ROI.

2014 State of Marketing


4,300% ROIEVERY $1 SPENT ON EMAIL MARKETING

GENERATES A RETURN OF $44ExactTarget

https://www.entrepreneur.com/article/251752

EMAIL MARKETING OFFERS THE BEST RETURN ON INVESTMENT EVER. ULTIMATELY, EMAIL MARKETING IS AFFORDABLE, WHICH MEANS THAT, EVEN IF A CAMPAIGN BOMBS, THE MARKETER ISN’T IN TROUBLE. IN COMPARISON, GIVEN THEIR HIGH SPEND, FAILED ADVERTISING CAMPAIGNS USING DIRECT MAIL, PRINT ADVERTISING, RADIO AND TV CAN BE DISASTROUS.

entrepreneur.com


http://entrepreneur.com

78.7%

21.3%

96.8%

3.2%

UNIQUE OPENS

CLICK-THROUGH

0.4567%

1 / 220

HARD BOUNCE

0.122%

1 / 820

UNSUBSCRIBE

0.026% 1 / 3,850

COMPLAINT

52%22.0%

26.0%

ENGAGEMENT

GOVERNMENT

74%

26%

HEALTH & FITNESS

78%

22%

96.4%

3.6%

97.3%

2.7%

UNITED STATES

78.7%

21.3%

96.8%

3.2%

UNIQUEOPENS

CLICK-THROUGHRATE (UNIQUE)

UNITED STATES UNIQUE OPENS

MEAN

78.7%

21.3%

MEDIAN

82.4%

17.6%

TOP 1/4

59.1%40.9%

BOTTOM 1/4

92.1%

7.9%

UNITED STATES CLICK-THROUGH RATE (UNIQUE)

MEAN

96.8%

3.2%

MEDIAN

98.6%

1.4%

TOP 1/4

90.8%

9.2%

BOTTOM 1/4

99.8%

0.2%

158%EMAILS WITH SOCIAL SHARING BUTTONS INCREASE CLICK-

THROUGH RATES BY 158%

NonProfitHub.org (2015)

http://nonprofithub.org/nonprofit-marketing-plan/20-marketing-stats-trends-2015/

http://NonProfitHub.org

UNITED STATES HARD BOUNCE

RATE

0.4567%

1 / 220

MEAN

0.018% 1 / 5,550

MEDIAN

0.0000%

TOP 1/4

1.804%

1 / 55

BOTTOM 1/4

HIGHERTHAN AVERAGE

BOUNCE RATE

POORLISTMANAGEMENT

RISING BOUNCE RATE

NOT MEETING EXPECTATIONS

=

=

UNITED STATES UNSUBSCRIBE

RATE

0.122%

1 / 820

MEAN

0.017% 1 / 5,880

MEDIAN

0.0000%

TOP 1/4

0.429%

1 / 230

BOTTOM 1/4

IF YOUR UNSUBSCRIBE RATE RISES OVER TIME OR REMAINS CONSTANT WHILE SPAM COMPLAINTS INCREASE, YOU MIGHT HAVE AN UNCLEAR UNSUBSCRIBE PROCESS OR BE LOSING SUBSCRIBER TRUST.

2016 Email Marketing Metrics Benchmark Study


PROVIDE ALTERNATIVES TO OPTING OUT

• Easily Change Email Addresses

• Easily Change Lists

• Modify Frequency

• Update Preferences

MOST IMPORTANT, DELIVER ON YOUR SUBSCRIBERS’ EXPECTATIONS AFTER THEY OPT IN AND PROVIDE ONGOING VALUE THROUGH CONTENT AND RELEVANT OFFERS.



UNITED STATES COMPLAINT

RATE

0.026% 1 / 3,850

MEAN

0.0000%

MEDIAN

0.0000%

TOP 1/4

0.093% 1 / 1,075

BOTTOM 1/4

IF YOUR EMAIL COMPLAINT RATES ARE TOO HIGH, CONSIDER MAKING YOUR UNSUBSCRIBE LINK MORE PROMINENT.



UNITED STATES DEVICE & EMAIL CLIENT USAGE

Desktop 22%

Mobile 49%

Webmail 29%

30% OF CONSUMERS NOW READ THEIR EMAIL EXCLUSIVELY ON MOBILE DEVICES.

The Mobile Effect (2013)


WHEN DESIGNING MOBILE EMAIL, WE TRY TO FOLLOW THE MANTRA “ONE EYEBALL, ONE THUMB, AND ARM’S-LENGTH.”

MailChimp


UNITED STATES ENGAGEMENT / READ RATE

Read (>7s) 52%

Skimmed (2-7s) 22.0%

Glanced (<2s) 26.0%

3SEMAIL MARKETERS

HAVE ONLY 3 SECONDS (12 WORDS) TO

CAPTURE READERSMovable Ink

http://www.mediapost.com/publications/article/263138/email-marketers-have-only-12-words-to-capture-read.html

http://www.mediapost.com/publications/article/263138/email-marketers-have-only-12-words-to-capture-read.html

78.7%

21.3%

96.8%

3.2%

UNIQUE OPENS CLICK-THROUGH

0.4567%

1 / 220

HARD BOUNCE

0.122%

1 / 820

UNSUBSCRIBE

0.026% 1 / 3,850

COMPLAINT

USAVERAGE

UNIQUE OPENS CLICK-THROUGH

HARD BOUNCE UNSUBSCRIBE COMPLAINT

59.1%40.9%

90.8%

9.2%

0.0000%

0.0000%

0.0000%

GOALS(TOP 1/4)

TYPESOF EMAIL


TYPES OF EMAIL

NONTRANSACTIONAL(MARKETING / PROMOTIONAL)TRANSACTIONAL

INFORMATIONAL EMAIL


EMAIL NEWSLETTERWELCOME EMAIL

PROMOTIONAL EMAIL

ANNOUNCEMENTTHANK YOU EMAIL

LEAD NURTURINGSURVEY EMAIL

TYPES OF EMAIL


NONTRANSACTIONAL

OPEN RATE: 21.6%CLICK RATE: 3.3%

TRANSACTIONAL

OPEN RATE: 47.1%CLICK RATE: 8.8%

TYPES OF EMAIL

TRANSACTIONAL EMAILS GENERATE NEARLY 2X THE OPEN RATES OF NONTRANSACTIONAL EMAILS.



MAXIMIZE USE OF TRANSACTIONAL EMAILS WITH A CALL TO ACTION

• Incentivize Related Purchases

• Invite to Join Loyalty Club

• Invite to Join Email List

• Link to Resources on Your Website

• Encourage Social Media Engagement


SPAM (UNWANTED EMAIL)

TRANSACTIONAL

NONTRANSACTIONAL(MARKETING / PROMOTIONAL)

TYPES OF EMAIL

CAN-SPAM ACT OF 2003• FIRST NATIONAL STANDARDS FOR SENDING COMMERCIAL EMAIL • FINES OR CRIMINAL CHARGES POSSIBLE • ENFORCED BY FTC

90% ABOUT 90% OF EMAIL SENT IN

2010 WAS SPAM

https://en.wikipedia.org/wiki/CAN-SPAM_Act_of_2003

https://en.wikipedia.org/wiki/CAN-SPAM_Act_of_2003

CAN-SPAM COMPLIANCE• DON’T USE FALSE OR MISLEADING HEADER INFORMATION • DON’T USE DECEPTIVE SUBJECT LINES • IDENTIFY THE MESSAGE AS AN AD • TELL RECIPIENTS WHERE YOU’RE LOCATED • TELL RECIPIENTS HOW TO OPT-OUT OF FUTURE EMAILS • HONOR OPT-OUT REQUESTS PROMPTLY • MONITOR WHAT OTHERS ARE DOING ON YOUR BEHALF

DEALING WITH

DISASTER


AN APOLOGY

▸ Dear Arlington Parks and Recreation Department customer,

▸ Yesterday afternoon an email titled "Are you ready for the 43rd Annual Fall Craft Fair?" was released to an email list from our user database. The email was accidentally released with a grouping of our user's email addresses visible within the "CC" field. We value our customers, their inboxes and their privacy, and this mistake does not reflect that. I sincerely apologize for the manner in which that email was sent.

▸ I realize that this might have damaged your trust. Personally, I want you to know that we will be addressing this issue as a department to ensure that this error does not happen again. I will be meeting with our staff to evaluate our email practices and to ensure that communications are thoroughly reviewed and appropriately delivered.

▸ Once again, I sincerely apologize for this mistake. If you have emailed us to unsubscribe, your requests are currently being processed. Additionally, there is an unsubscribe link at the bottom of this email. If you would like to speak with me directly, I can be reached at 817-575-8285.


UNFRIENDLY / UNRESPONSIVE

MOBILE FRIENDLY

RESPONSIVE

TYPES OF EMAIL


MOBILE-FRIENDLY EMAIL ATTRIBUTES▸Can be fixed-width but still mobile-optimized (320px). ▸Font sizes don’t change, but are large enough to be readable. ▸Can retain a multi-column layout while allowing for readers to tap and zoom into each individual block of content. ▸Use large, thumb-tappable buttons for calls to action.

Source: MailChimp


RESPONSIVE EMAIL ATTRIBUTES▸Use media queries to adjust email width dependent on the size of the display on which its viewed. ▸Font sizes change from desktop to mobile displays. ▸Layout can be changed from multi- to single-column on the fly. ▸Different elements (image-based buttons) can be hidden and shown dependent on which platform the email is viewed on.

Source: MailChimp

https://mailbakery.com/blog/the-6-best-practices-for-responsive-html-email-design/

UNITED STATES DEVICE & EMAIL CLIENT USAGE

Desktop 22%

Mobile 49%

Webmail 29%

30% OF CONSUMERS NOW READ THEIR EMAIL EXCLUSIVELY ON MOBILE DEVICES.

The Mobile Effect (2013)


WHEN DESIGNING MOBILE EMAIL, WE TRY TO FOLLOW THE MANTRA “ONE EYEBALL, ONE THUMB, AND ARM’S-LENGTH.”

MailChimp



SEGMENTEDBROADCAST

TYPES OF EMAIL

EVERYONE

EVERYONE

• SUMMER CAMPS • EVENT CALENDAR • POOL PASSES • PRIVATE GOLF INSTRUCTION • PRESCHOOL DANCE • SENIOR BANQUET • NEW LATIN DANCE CLASSES • WATER AEROBICS • SOCCER CAMP • SUMMER BASKETBALL • PAVILION RENTAL INFO • YOUTH GOLF CAMP • SCIENCE CAMP

EVERYONE SENIORS ART


• SUMMER CAMPS • EVENT CALENDAR • POOL PASSES • PRIVATE GOLF INSTRUCTION • PRESCHOOL DANCE • SENIOR BANQUET • NEW LATIN DANCE CLASSES • WATER AEROBICS • SOCCER CAMP • SUMMER BASKETBALL • PAVILION RENTAL INFO • YOUTH GOLF CAMP • SCIENCE CAMP

• EVENT CALENDAR • SENIOR BANQUET • WATER AEROBICS • FRIDAY BINGO • MONDAY MOVIES • SENIOR TRIPS • WALKING CLUB

• PRESCHOOL PAINTING • POTTERY 101 • INTRO TO WATERCOLOR • ART EXHIBIT AT REC CENTER • CHARCOAL DRAWING • HIGH SCHOOL ART CAMP • YOUNG REMBRANDT


TYPES OF EMAIL

SEGMENTED

CLICK-THROUGH RATE: 8%

BROADCAST

CLICK-THROUGH RATE: 3%

RELEVANT EMAILS DRIVE 18 TIMES MORE REVENUE THAN BROADCAST EMAILS.

mailigen.com


http://mailigen.com

34% GREATER EMAIL RELEVANCE

Mailigen (2015)

http://www.mailigen.com/blog/infographic-segmented-emails-is-what-the-future-holds/

MARKETERS WHO SEGMENTED THEIR LISTS EXPERIENCED:

39% INCREASED OPEN RATES

Mailigen (2015)



28% LOWER UNSUBSCRIBE

RATESMailigen (2015)



760% INCREASE IN EMAIL REVENUE

Campaign Monitor

https://www.campaignmonitor.com/blog/email-marketing/2015/08/become-an-email-automation-hero/



PERSONALIZEDUNPERSONALIZED

TYPES OF EMAIL

EVERYONE

MIKE JIM SUSAN

26% EMAILS WITH PERSONALIZED SUBJECT

LINES ARE 26% MORE LIKELY TO BE OPENED

Campaign Monitor



AUTOMATEDUNAUTOMATED

TYPES OF EMAIL

MIKE JIM SUSAN

BIRTHDAY: 2/7/1968

NO CHILDERN UNDER 18

INTERESTS: SENIOR PROG. EVENTS

PARTICIPATION: LAP SWIM/ TENNIS INSTRUCTION

WEB ACTIVITY: GOLF

MIKE

BIRTHDAY: 9/17/1987

PRESCHOOL AGE CHILD

INTERESTS: PRESCHOOL PROG. GOLF / EVENTS PARTICIPATION: GOLF INSTR.

GYMNASTICS / DANCE

WEB ACTIVITY: AQUATICS / SUMMER CAMPS

JIM

BIRTHDAY: 6/22/1976

MIDDLE & HIGH SCHOOL KIDS

INTERESTS: ATHLETICS / EDUCATION / EVENTS PARTICIPATION: SOCCER / BASKETBALL / CHEER

WEB ACTIVITY: TRAVEL / GOLF / PAVILION RENT

SUSAN

MIKE JIM SUSAN

• EVENT CALENDAR • POOL PASSES • PRIVATE GOLF INSTRUCTION • SENIOR BANQUET • WATER AEROBICS • SENIOR TRIPS • TENNIS INSTRUCTION

• SUMMER CAMPS • PRESCHOOL PAINTING • EVENT CALENDAR • POOL PASSES • PRIVATE GOLF INSTRUCTION • PRESCHOOL DANCE

• EVENT CALENDAR • SOCCER CAMP • SUMMER BASKETBALL • PAVILION RENTAL INFO • HIGH SCHOOL ART • SCIENCE CAMP • DESTINATION TRAVEL

81%OF US ONLINE SHOPPERS THAT ARE MORE LIKELY TO

MAKE ADDITIONAL PURCHASES AS A RESULT OF

EMAILS BASED ON PURCHASING BEHAVIOR.

-Harris Interactive


* 481% higher transaction rate

* 342% higher revenue per email

* 179% higher unique click rates

https://www.campaignmonitor.com/blog/email-marketing/2015/11/birthday-email-marketing-guide/

$

BIRTHDAY EMAILS ARE SOME OF THE MOST EFFECTIVE EMAILS YOU CAN SEND!


TYPES OF EMAIL

AUTOMATEDSCHEDULED

WELCOME EMAIL 2 EMAIL 3 EMAIL 47 DAYS 7 DAYS 7 DAYS

WELCOME EMAIL 2 EMAIL 3 EMAIL 4

7 DA

YS

4 DAYS

7 DA

YS

4 DAYS

7 DA

YS

4 DAYS

4 DAYS

WELCOME EMAIL 2 EMAIL 3 EMAIL 47 DAYS 7 DAYS 7 DAYS

THANKYOUREMINDER FINAL

REMINDEROFFER

UNOPENED

OFFER

OPENED

UNOPENED

OFFER

OPENED

UNOPENED

REDEEMED

OFFER

THANKYOU

OPENED

UNOPENED

REDEEMED

OFFER

THANKYOU

OPENED

UNOPENED

REMINDER

REDEEMED

OFFER

THANKYOU

OPENED

UNOPENED

REMINDER

REDEEMED

OFFER

OFFER

THANKYOU

OPENED

UNOPENED

REMINDER

REDEEMED FINAL REMINDER

OFFER

OFFER

DON’TDO

DON’T‣ Don't do it because you think it is expected

‣ Don’t do it because you always have

‣ Don’t do it because your staff insists on it

DO‣ Do have a purpose

‣ Do stand your ground

DON’T‣ Don't send to anyone that has not opted-in

‣ Don't send to people that don't care

‣ Don't send to people that don't open

DO‣ Do send to people that opted-in

‣ Do send to people that care

DON’T‣ Don't send SPAM

‣ Don't send ugly emails ‣ Don’t use too much text

‣ Don’t forget mobile

‣ Don't send everything in one email

‣ Don’t send information that isn’t relevant

DO‣ Do send beautiful emails

‣ Do send concise emails

‣ Do send relevant emails

DON’T‣ Don’t send emails too far in advance

‣ Don’t send emails too late

‣ Don't guess on delivery time

‣ Don't inundate recipients

DO‣ Do be timely

‣ Do be strategic

‣ Do be respectful

HOW TO GET STARTED

PLATFORMS

TECHNIQUES

SIGN UP FORMS

A / B TESTING

BEYOND THE E-NEWSLETTER

WELCOME EMAIL


ONBOARDING EMAIL

https://www.getvero.com/resources/guides/lifecycle-marketing/onboarding-emails/

REMINDER EMAIL


ANNIVERSARY OF A DATE


STATUS/PROJECTUPDATES

TAILORED CONTENT

FEEDBACK

ORDER CONFIRMATION

/ RECEIPTS

ABANDONED CART

UPDATE PROFILE

EMAIL MARKETING THAT GETS RESULTSBEYOND THE E-NEWSLETTER

QUESTIONS?