effective email marketing as presented at eduweb 2011
DESCRIPTION
Effective Email Marketing as presented at Eduweb 2011.Learn more at www.WhatCounts.com/eduweb and follow us on Twitter at @whatcounts.TRANSCRIPT
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Effective Email Marketing
Christopher S. Penn, Director of Strategywww.WhatCounts.com
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PLAYBILL
Understudy Notice
The part of DJ Waldow will today be played by Christopher S. Penn.
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No Pre-Conference Vendor Email Ad?
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Why WhatCounts?
Flexible Deployment Options
Dedicated Account Model
Campaign Production Services
Video Enhanced Email
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Lifecycle Marketing
www.WhatCounts.com/eduweb
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Fair Warning
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social social social social social social social social social social social social social social social social social social social social social social social social social social social social social social social social social social social social social social social social social social social social social social social social social social social social social social social social social social social social social social social social social social social social social social social social social social social social social social social social social social social social social social social social social social social social social social social social social social social social social social social social social social social social
Why email?
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$43.62
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Prerequisites
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Email marketing without
a goal is like driving
without a destination.
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Audience
Prospects
Leads
Customers
Evangelists
You have a funnel, yes?
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You have analytics, yes?
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Google URL Builder
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Concepts
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Find: Audience
Acquire: Prospects
Convert: Leads
Grow: Customers
Retain: Evangelists
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Audience
Prospects
Leads
Customers
Evangelists
Marketing
Sales
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Audience
Prospects
Leads
Customers
Evangelists
Marketing
Commitment
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Audience
Prospects
Leads
Customers
Evangelists
SocialSearch
Advertising
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Audience
Content
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80
Audience
Content
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80
32,21432,214
32,21432,214
32,214 Audience
Content
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80
32,21432,214
32,21432,214
32,214
107
Audience
Content
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Content
Conversation
Email Conversion Sale Conversion
socialloop
conversationloop
marketingloop
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5 Things Every Email
Marketer Wants
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audience
delivery
opens
actions
metricsmore
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audience
delivery
opens
actions
metricsmore
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make it obvious
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733% increase in list growth
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make it easy
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Ask Everywhere
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Text EMAIL to 77007
Free power tips for email marketing and social media every week.
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Tell People What To Expect
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The best source of new
audience is delighted
current audience.
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The Money Button
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Awesome content attracts subscribers.
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Feed your list with social
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Feed your list with social
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Make innovative stuff.
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Incentivize susbcribers!
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180.1% increased reach
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audience
delivery
opens
actions
metricsmore
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David Sifrynot this kind of ESP
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Ultimately, ISPs say what
spam is, not us or Congress.
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Didn’t laugh
or
didn’t learn?
Don’t send.
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the new whitelist is...
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the ship sinker
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List: 1,657Opened: 350 (21.5%)Clicked: 125 (7.7%)
Complaints/Flagged as spam: ZEROUnsubscribes: 8 (0.5%)
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audience
delivery
opens
actions
metricsmore
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The best indicator of
future open rates is past
great email.
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HelpAReporter.com
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HelpAReporter.com
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from:
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subject:
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Subject lines are really
HEADLINES.
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Headlines
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AWA Guide for Headlines
Useful
Urgent
Unique
Unambiguous
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Headline Writing Guides
http://www.copyblogger.com/how-to-write-headlines-that-work/
http://www.copyblogger.com/10-sure-fire-headline-formulas-that-work/
http://www.copyblogger.com/headline-swipe-file/
http://www.copyblogger.com/headline-swipe-file-3/
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Everyone says test. No one
tells you what or how.
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Google Wonder Wheel
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Google Adwords Keyword Tool
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Google Adwords Ad Data
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Google Webmaster Tools
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Google Analytics Site Search
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Cup of Soup Subject Lines
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Test using social media!
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subject #3 wins
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Do Your A/B Testing!
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Email Campaign Structure
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Imagine how powerful your email would be if you sent valuable offers to people who had money to buy.
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audience
delivery
opens
actions
metricsmore
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The biggest obstacle to testing? Not knowing what
to test.
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The Gold Standard is Dreamweaver
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Kompozer.net for a free alternative
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what do you test?
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LikingC
Reciprocity
Social Proof
ConsistencyD
Authority
Scarcity
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http://www.vintageadbrowser.com/
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Flickr Creative Commons (commercial use) for images
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how do you test?
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Inbox Preview Services
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Email Client Data
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Browser: 697/1900: 36.6% action rateMobile: 34/51: 66.7% action rate
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Taguchi multivariate testing
A/B Testing Content
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AttentionWizard.com (paid)
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Keynote Labs MITE (Windows only)
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Keynote Labs MITE (Windows only)
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Keynote Labs MITE (Windows only)
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The Feedback Loop
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audience
delivery
opens
actions
metricsmore
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Decide on a goal.
Then measure to it.
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Photo Credit: AlanCleaver_2000
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Photo credit: SashaW
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Photo credit: Make Lemons
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If metrics were a road trip,
diagnostics tell you how
it’s going, objectives tell
you if you’re there yet.
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Delivery rateOpen rateClick rateUnsubscribe rateComplaint rate
Diagnostic only
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Set a Goal and Goal Value
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See Conversions & Revenue
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How Channels Perform
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Individual Campaign Revenue
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When is the best time...?
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The Most Valuable Subject Line / Message?
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A word about
industry averages
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Whose financial services “industry average” is right?
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CANI: Constant And
Neverending
Improvement
Credit: Tony Robbins
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Open Click Convert Revenue
10% 1% 10% $25,000.00
10% 1% 10% $25,000.00
10% 1% 10% $25,000.00
10% 1% 10% $25,000.00
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Open Click Convert Revenue
10% 1% 10% $25,000.00
10% 2% 10% $50,000.00
10% 3% 10% $75,000.00
10% 4% 10% $100,000.00
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Open Click Convert Revenue
10% 1% 10% $25,000.00
10% 2% 11% $55,000.00
10% 3% 12% $90,000.00
10% 4% 13% $130,000.00
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Open Click Convert Revenue
10% 1% 10% $25,000.00
11% 2% 11% $60,500.00
12% 3% 12% $108,000.00
13% 4% 13% $169,000.00
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audience
delivery
opens
actions
metricsmore
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Lifecycle Marketing
www.WhatCounts.com/eduweb