email marketing reboot: 10 tactics for inbox domination
TRANSCRIPT
#adrollwebinar
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Mike NorlandHead of Global SMB Marketing,@norland
Why all the email hate?
Everyday People Reasons:
● Privacy (“but it’s MY inbox”)
● Harder to tune out (each email is a “to-do”)
● Often low quality
Marketer Reasons:
● Hard to measure business impact
● Generally, not sexy
Though, I still check email first thing in AM.
Why email?
Attention
Scale
Engagement
Cost
● First thing read in AM; last thing read in PM● Harder to tune out (each email is line item on “to-do” list)
● 3x as many email accounts as Twitter + Facebook● Many companies have thousands of emails in their database
● 4% - 8% click through rate (paid channels generally 0.10% - 2%)● Recipients already familiar your company
● $0 incremental cost per impression● (However, consider the cost of resources needed to execute!)
Metrics Normal Range* How to interpret
Open Rate 30% - 40% Appeal in inbox (keys: subject line, sender name, pre-header)
Click-to-Open Rate 8% - 15% Once opened, was creative effective? (keys: template, value, copy)
Click-Through Rate 4% - 8% Broadest marketing measure (keys: everything together)
Action Rate 1% - 3% Business impact
Unsubscribe Rate < 1% Was the message annoying?
*Can vary based on industry and targeting
Benchmarks for the full email funnel
Mike’s 5 Tips for Email Success
Tip 1: Think design before copy
Tip 2: Simplify
Version B: +12% Open rate
Version B: +13% Open rate
Tip 3: Think about your sender name
TEST 1:
A. From: AdRollB. From: Matt Saydah
TEST 2:
A. From: Matt SaydahB. From: Matt Saydah, AdRoll
Additional Ideas:
Company - AdRollCompany newsletter - AdRoll BlogCompany department - AdRoll SupportTeam member name - Matt SaydahTeam member name and title - Matt Saydah, CEOTeam member name and company - Matt Saydah, AdRollTeam member first name only - MattTeam member first name and company - Matt from AdRoll
Example subject lines:A: “Testing for success: Top tips for unlocking revenue”B: “Soooo…do you like testing things?”C: “Subject Line: Test B”
Tip 4: Look beyond open rate in subject line tests
Tip 5: Retarget with email
Sarah McCredieDirector of Partnerships,@sarahailish
The Other 5 7 Tips…
Mobile/Email Client Copy and Subject lines
Pre-header Text PersonalizationVideos and Gifs
CTA DesignA/B Testing
Mobile/Email Clients
Start with your device/email client breakdown
66% of all emails are opened on a mobile device75% of people delete emails that aren’t optimized for
mobile
Copy
“Stop talking about your list. Stop talking about subscribers. Write as if you’re emailing one person only.
It instantly makes your emails more personal.”
Henneke, Copyblogger.com
“If you can say it more simply, you
should.” Ann Handley
Subject Lines
Emoji’s in Subject Lines 🎉💰💌45% increase in open ratessave spaceconvey emotionadd personalitystand out in a crowded inbox
Test all the things!!!
Pre-header Text
Add a CTA
Personalization
<first name>, You should personalizeyour email content and subject lines!26% increase in open rates
Because people still aren’t...
Customize based on gender
Or customer name/type
Or activity
Videos and Gifs
Show off your product
And how it works
Average 35% increase in click-through rates when embedding video
Call to Action [aka. CTA]
Copy
Placement Design
Main aspects of your CTA
Design for 👍
Looks like a button
A/B Testing
Test all the things!!!
