Marketing Success. Dan Belhassen greatbignews.com Modernearth.net

Transcription

1 Marketing Success Dan Belhassen greatbignews.com Modernearth.net

2 Introductions Modern Earth Inc. an Internet marketing company Web Design Dan Belhassen Founder & President Mobile SEO Susan Hurrell Director of Marketing Custom Applications Online Learning PPC

3 IMPORTANT DEFINITIONS

4 Important Definitions Open Rate Rate at which your messages are opened Industry Average Open Rate Beauty 33% Creative Services 42% Daily Deals 19% Education & Training 36% Important! opened does not mean read! Restaurant 33% Retail 31% Religion 49%

5 Important Definitions Click Through Rate (CTR) Rate at which recipients are clicking on links. Number of recipients that clicked divided by total number of recipients Industry Average CTR Beauty 3.6% Creative Services 3.5% Daily Deals 1.9% Education & Training 3.4% Restaurant 1.4% Retail 3.4% Religion 3.2%

6 Important Definitions Bounce Rate Unable to deliver an to a recipient. Soft Bounce Temporarily undeliverable Hard Bounce Permanently undeliverable Industry Soft Bounce Hard Bounce Beauty.60%.70% Creative Services 1.1% 1.1% Daily Deals.2%.10% Education & Training.90%.70% Restaurant.40%.40% Retail.50%.40% Religion.30%.30%

7 Important Definitions Subscribe Rate Rate at which your list is growing Based on personal best

8 Important Definitions Subscribe Rate Rate at which your list is growing Based on personal best Active Subscriber Subscriber who is either opening or clicking 50% active / 24% nappers / 26% dormant

9 Subscribe Rate Rate at which your list is growing Based on personal best Important Definitions Active Subscriber Subscriber who is either opening or clicking 50% active / 24% nappers / 26% dormant Unsubscribe Rate Rate at which subscribers are opting out.1% -.2% across industries (per send)

10 Important Definitions Subscribe Rate Rate at which your list is growing Based on personal best Active Subscriber Subscriber who is either opening or clicking 50% active / 24% nappers / 26% dormant Unsubscribe Rate Rate at which subscribers are opting out.1% -.2% across industries (per send) Conversion Rate Multiple definitions Most important: Rate at which subscribers are ultimately taking action

11 Identifying your Segments

12 Identifying your Segments

13 One Large List Easiest / Quickest Typical starting point Better than nothing Hard to target Segmented Lists Many ways to segment More effort / thought

14 One Large List Easiest / Quickest Typical starting point Better than nothing Hard to target Segmented Lists Many ways to segment More effort / thought 15% better opens and clicks!

15 Why does Segmentation Help? Language Customize your language based on who they are, or your relationship Thank a subscriber for attending sessions in the last 3 years Welcome them back since they haven t taken a session in 1 year

16 Why does Segmentation Help? Content Customize your content based on their interest areas Last year you took a digital camera secrets course, now learn even more techniques with a Photoshop secrets class!

17 Why does Segmentation Help? Motivation Do they register at a last minute? Do they register for only classes Tuesday evening? Do they register for exotic classes? Only a few seats left! Announcing Terrific Tuesday Training sessions! Heard of neural reprogramming theory? This class will.

18 Segmentation Strategies Frequency Best (repeat) Registrants Recent Registrants Content Category Computer skills Health & Fitness Family activities Personal Development Business skills Age Demographic Small Kids (parents) Youth (co-marketed) Young Adults Established Adults Golden Adults Geography Zip code

19 Obtaining Segments LERN Follow Best Practices Identify 7 Segments Self Identifying Based on Age Based on History Based on Location

20 Universal Capture! Growing your List Brochure Website Footers Social Media Print Posters Phone Calls In person Post-class Surveys Contests/Incentives

21 Growing your List Buying Lists Consider co-marketing Associations Trading Groups Media Chambers of Commerce Targeted Bloggers

22 Privacy & Anti Spam Growing your List United States (CAN-SPAM) No deceptive subject lines or headers Provide opt-out method Clearly identify as commercial Include physical mailing Recipient expressly consented Canada (CASL) US requirements, plus: Fresh opt-in consent Time limits Track how obtained Potential liability for officers and directors $10M per violation (company) $1M per violation (individual)

23 CONTENT IS KING

24 Components Subject line From address/name body

25 64% of people say they open an based on subject line 55.9% of respondents cited knowing and trusting the sender as the primary reason for opening an . 79% of the respondents said they hit the "report spam" button when they don't know who the sender is Including the company name in the subject line can increase open rates by up to 32 percent to 60 percent over a subject line without branding.

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27 Clarity is best! The subject line should describe what the body content is about Make it clear enough to help the receiver delete it WHAT? Yes! They should be trained that the subject line is directly related to content Overall open rates will improve over time But what makes a good subject line?

28 Length Matters words / 120 characters In some tests 115% increase in open rates

29 Use timely and key words 'Report' (-23.7% opens, -54.8% CTR) Webinar' (-16.6%, -70.7%.) 'News' (+34.8%, +47.7%) 'Bulletin' (+15.8%, +12.7%) 'Video' (+18.5%, +64.8%)

30 Content is King Money Talks 'Sale' delivers +23.2% opens 'Save' delivers only +3.4% opens Test % off for B2B Avoid Free and half price

31 Sticks and Stones Focus on key benefits Speakers Experiences Results Instead of features Conference seminar workshop

32 Creativity vs Clarity Creative Off the couch and into the action! Tools for design professionals Beyond Zumba freaky fitness Clear Saturday Mountain Biking Tour Photoshop 9 FX House Design Secrets Wall Climbing You ve always wanted to try it! Average 19% Lift for Clarity

33 From Address & Name Make sure your name is visible From Address Name

34 From Address & Name Body Content Layout & Structure Call to Action

35 Sample General template Templated Segmentation

36 Sample GenX template

37 Sample GenY template

38 Headlines Your headlines must: Grab attention in a matter of seconds Earn or regain the trust of your relationship with the recipient make sense to someone outside your internal world (no insider jargon) Make them want to open (or quickly delete) Tell the recipient what is in it for THEM!

39 Calls to Action Tell your recipient what to do! Clearly communicate the next action they should take

40 Use calls to action

41 Use calls to action

42 Use calls to action Everything on one page Classy art

43 Targeted Follow ups Most marketing systems will provide Everyone who opens a promo Everyone who clicks on a link Create a follow up list based on opens and clicks Send a targeted follow up

44 Sample initial promo

45 Sample follow up Targeted Follow ups

46 Maximize Opens But, why guess when you can measure? Take 25% of your list and divide into A/B groups Send subject 1 to group A Send subject 2 to group B Send the winning subject line to the remaining group

47 Maximize Opens But, why guess when you can measure? Take 25% of your list and divide into A/B groups Send subject 1 to group A Send subject 2 to group B Send the winning subject line to the remaining group GRAPHIC: MAKE IT BIGGER! Use your statistics to improve your success

48 But, why guess when you can measure? Maximize Opens Take 25% of your list and divide into A/B groups Send subject 1 to group A Send subject 2 to group B Send the winning subject line to the remaining group Use your statistics to improve your success 17% 23%

49 Maximize Opens Which are better for your audience? Specific deadlines Price (eg: discounts) Urgency Don t miss out on great fall courses! OR Fall course calender now available

50 Moving to Responsive Design 50% s opened on mobile devices in 2013

51 TIMING & FREQUENCY

52 WHEN You must EXPERIMENT and DISCOVER When is the best time to have your audience TAKE ACTION

53 Time of Day opens increased after 12pm Best opens 2pm 5pm

54 Day of Week Tue/Thu highest days Best opens Wed/Thu

55 Click Through Rate Best CTR Thursday Drops off massively on weekend

56 Frequency 35% on consumers cite frequency as top unsubscribe reason Key is to send when you have content Don t be afraid of weekly (and test!)

57 Thank you! greatbignews.com modernearth.net Presentation available at