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

34

23

42

49

39

23

11

8

9

24

38

43

47

48

54

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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Chris Sietsema» teachtofishdigital.com » @sietsema » 480.570.1636

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