CONTENT + CONTEXT = INBOUND EMAIL MARKETING We will be starting at 2:00 pm ET. Use the Question Pane in GoToWebinar to Ask Questions! 1 Use the hashtag #InboundLearning on Twitter 2 Question of the day
#INBOUNDLEARNING
WEBINAR SCHEDULE 8/5 - Designing an inbound email experience 8/12 - How to build inbound emails 8/19 - Review of customer emails
Mark Kilens @MarkKilens
Niti Shah @NitiFromBoston
AGENDA 1 Why email design and copy is so important 2 How to optimize your emails 3 A/B testing and other important tools
1 WHY EMAIL DESIGN & COPY IS SO IMPORTANT.
Have you ever gotten a really, REALLY bad email?
Maybe the formatting was atrocious
The copy was out of control BUY NOW! I m telling you this is the best thing ever. Why don t you believe me?
The personalization was all wrong Dear Ann
Bet you deleted that email, didn t you?
Optimizing email design & copy is key to engagement & conversion.
OPTIMIZING FOR MOBILE IS A MUST. 47%
3 PERSONALIZATION PAYS OFF. Over 75% of email revenue is now generated by alternatives to generic one-size-fits-all campaigns. Personalized emails see 14% higher click-through rates and 10% more conversions. SOURCE: ALCHEMY WORX: ABERDEEN GROUP
2 HOW TO OPTIMIZE YOUR EMAILS.
What should I optimize in an email? EVERYTHING!
Not to fear! We ll show you how in 12 simple steps.
12 EMAIL BEST PRACTICES 1 Identify a specific goal 2 Personalize sender 3 Optimize subject lines 4 Personalize email copy 5 Optimize images 6 Use multiple CTAs 7 Encourage sharing 8 Edit the plain text 9 Optimize for mobile 10 Keep it short 11 Say you, not I 12 Focus on benefits
1 IDENTIFY A SPECIFIC GOAL. Generate new leads: enable sharing Follow up on offer download: kickback email Collect audience feedback: surveys Increase program awareness: informative copy Nurture leads further down the funnel: resources Facilitate sales process: CTA such as call us Educate customers about new features: overview
Goal: Generate Leads Main image communicates exactly what is in the download Main CTA is forward to a colleague mailto link NOT to download. Social sharing buttons to generate new leads
Provide download link to thank-you page Goal: Follow Up on Offer Download Utilize kickback emails to go beyond just a simple follow-up
Goal: Facilitate Sales Process Short, personal message. Use 1 on 1- type CTA: no impersonal links Send from authority
Goal: Increase Program Awareness Lengthier if you target more engaged leads they will be more likely to read through this much text. Main CTA is an informative piece of content that aligns with your product. Is there someone else at the organization that would be a better fit for this email? Encourage forwarding.
2 SEND YOUR EMAIL FROM A PERSON, NOT A COMPANY. Increase open rates by 2-5%
3 Optimize Subject Lines The longer the subject line, the lower the clarity of what s inside. The lower open rate translates to lower CTR. SOURCE: SCIENCE OF EMAIL 2014, HUBSPO
3 Optimize Subject Lines Clarify what your audience is getting
3 Optimize Subject Lines Clarify what your audience is getting Show your intent
3 Optimize Subject Lines Clarify what your audience is getting Show your intent Test which copy performs best for your audience
3 Optimize Subject Lines Clarify what your audience is getting Show your intent Test which copy performs best for your audience Newsletter : Lowers CTR by 30%
3 Optimize Subject Lines Clarify what your audience is getting Show your intent Test which copy performs best for your audience Newsletter : Lowers CTR by 30% YOU : Lowers open rate by 5%
3 Optimize Subject Lines Clarify what your audience is getting Show your intent Test which copy performs best for your audience Newsletter : Lowers CTR by 30% YOU : Lowers open rate by 5% Free : Does not lower deliverability
3 Optimize Subject Lines Clarify what your audience is getting Show your intent Test which copy performs best for your audience Newsletter : Lowers CTR by 30% YOU : Lowers open rate by 5% Free : Does not lower deliverability Free : Lowers open rate by 10%
43 USE PERSONALIZATION. First name personalization increases CTR by 20%.
4 USE PERSONALIZATION. First name
4 USE PERSONALIZATION. Most relevant download
4 USE PERSONALIZATION. Company name
4 USE PERSONALIZATION. Sales rep info
5 Optimize Images Use an image compressor to decrease load time. Always edit the alt text Check how image renders in different email clients
6 USE EACH COMPONENT OF YOUR EMAIL AS A CALL TO ACTION. Edit alt-text of images + CTAs
6 USE EACH COMPONENT OF YOUR EMAIL AS A CALL TO ACTION. Edit alt-text of images + CTAs Add CTA to Signature
8 USE EACH COMPONENT OF YOUR 6 EMAIL AS A CALL TO ACTION. Edit alt-text of images + CTAs Link images to landing pages Add CTA to Signature
6 USE EACH COMPONENT OF YOUR EMAIL AS A CALL TO ACTION. Edit alt-text of images + CTAs Link images to landing pages Add CTA to signature Modify preview text
7 ENCOURAGE SHARING TO GENERATE MORE LEADS.
7 ENCOURAGE SHARING TO GENERATE MORE LEADS. Use a tracking URL
7 ENCOURAGE SHARING TO GENERATE MORE LEADS. Use a tracking URL Personalize message when possible
7 ENCOURAGE SHARING TO GENERATE MORE LEADS.
7 ENCOURAGE SHARING TO GENERATE MORE LEADS.
7 ENCOURAGE SHARING TO GENERATE MORE LEADS.
7 ENCOURAGE SHARING TO GENERATE MORE LEADS. Examples mailto links Social sharing buttons FLICKR USER BEN GREY
8 EDIT THE PLAIN TEXT. Use options tab Remove excess copy & links Clarify CTAs Simplify signature
9 OPTIMIZE FOR MOBILE Does the logo work on a smaller screen? Is the text legible? Does it zoom properly? Do images display correctly? Is the Call-to-Action functional?
9 OPTIMIZE FOR MOBILE Use responsive templates
9 OPTIMIZE FOR MOBILE Use responsive templates Preview in mobile
9 OPTIMIZE FOR MOBILE Use responsive templates Preview in mobile Set image to percentage of screen if desired
9 OPTIMIZE FOR MOBILE Use responsive templates Preview in mobile Set image to percentage of screen if desired CTA is clickable
10 KEEP IT SHORT Law of diminishing returns: the longer the email, the less likely it is to get fully read! Optimize for mobile, on-the-go reading Use the two swipe test: view your email in mobile, can you read the whole email with two swipes?
11 SPEAK DIRECTLY TO A PERSON.
12 FOCUS ON BENEFITS, NOT FEATURES.
3 A/B TESTING & OTHER IMPORTANT TOOLS.
A/B TESTING
A/B TESTING LETS YOU FIGURE OUT WHAT S EFFECTIVE FOR YOUR AUDIENCE RUN A/B TESTS FOR: Subject line optimization Email design Content Positioning Images Copy CTAs
SETTING UP YOUR A/B TEST 1. Create control email
SETTING UP YOUR A/B TEST 1. Create control email 2. Create A/B Test
SETTING UP YOUR A/B TEST 1. Create control email 2. Create A/B Test 3. Change one component in the B variation
SETTING UP YOUR A/B TEST 1. Create control email 2. Create A/B Test 3. Change one component in the B variation 4. Set A/B test winner for correct variable
SETTING UP YOUR A/B TEST 1. Create control email 2. Create A/B Test 3. Change one component in the B variation 4. Set A/B test winner for correct variable 5. Set A/B split and test time
INBOUND CAMPAIGNS
ADD YOUR EMAILS TO A CAMPAIGN
SEE THE IMPACT YOUR EMAIL HAD IN A MARKETING CAMPAIGN
DRILL DOWN TO SEE WHICH EMAIL SEGMENTS PERFORMED BEST
EMAIL ANALYTICS
ANALYZE YOUR RESULTS Measure stats such as: Delivery rates
12 ANALYZE YOUR RESULTS Measure stats such as: Delivery rates Open rates
12 ANALYZE YOUR RESULTS Measure stats such as: Delivery rates Open rates Click-through rates
12 ANALYZE YOUR RESULTS Measure stats such as: Delivery rates Open rates Click-through rates Contact churn
12 ANALYZE YOUR RESULTS Measure stats such as: Delivery rates Open rates Click-through rates Contact churn Hard/soft bounces
12 ANALYZE YOUR RESULTS Analyze segment behavior: URL click popularity Unsubscribes vs, email preference changes Social shares by channel CTA click rate
NEXT STEPS 1 Every audience is unique. Optimize for YOUR segments. 2 Keep subject lines and copy clear and concise. 3 Optimize for different screens, devices, and email clients. 4 Use A/B testing, analytics and campaigns to measure effectiveness and make key decisions.
RESOURCES 1. How to Optimize Your Emails for Mobile Devices 2. 10 Examples of Brilliant Email Marketing 3. Essential Crash Course on Email Marketing 4. How to Create Email Newsletters That Don t Suck
QUESTIONS?
THANK YOU.