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50+ Email Marketing Hacks That Will Double Your Response Rates

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50+ Email Marketing Hacks That Will Double Your Response Rates July 16, 2015 Matt Heinz President @heinzmarketing Heinz Marketing Inc


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Housekeeping Copies of this deck Free Extras! Secrets to Successful Email Marketing Secrets to Successful Content Marketing The Modern Marketer’s Field Guide Email me (matt@heinzmarketing.com) or bring me a business card with what you want


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Email Hacks & Best Practices Planning Process Optimization Measurement Integration


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1. Planning: “No, that is NOT a campaign!”


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Planning Best Practices Campaigns vs programs vs “sends” Know the objective (email is the drill, what is the hole??) What is the customer point of view? What stage of the buyer’s journey are you addressing? What is the customer context (i.e. how and when will the email be received?) How will email integrate with other channels or outreach efforts? Is email really the best channel to drive response? List management (!)


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2. Process: “Why can’t you just send it now?”


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Process Best Practices Have a documented production checklist Have a documented quality assurance process Use Litmus to test multiple delivery formats, clients & channels Optimize for HTML, pain text and image-free viewing Require at least three subject line options in your creative brief Require a creative brief (!) Coordination with sales efforts Sales enablement packages to support follow-up


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3.Optimization: “Counterintuitive usually wins…”


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Optimization Best Practices Test days of the week The “from” line – people vs. buildings vs. “do-not-reply” Resend to unread prospects What are you doing with transactional emails? Format, calls to action, etc. Video embeds (one:many and one:one) Mobile optimization Triggered responses (based on lead scoring or predictive analytics) “You” vs “I” messaging


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Subject Line Best Practices Test (no subject) The pros & cons of “RE:” and “FW:” subject lines Tease, Personalize, Prioritize, Numbers 35-50 characters max to optimize for opens, 70+ characters to optimize for clicks


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Transactional Email Best Practices Does marketing “own” the email? What else does the recipient need to know? WHEN should they get the email? Transaction vs. Experience Out-of-Office Emails


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Other variables to drive response Intro/teaser headers Clarity of call to action Contact information in the salutation PS content PPS content


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4. Measurement: “Did it work?”


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Measurement Best Practices Which metrics really matter? Leading vs lagging indicators Integrated systems tracking post-click conversion Long-tail tracking impact (in isolation & across campaigns) Don’t take inactives too seriously


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5. Integration: “Email does not stand alone…”


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Integration Best Practices Channel coordination: Email, Web, social, offline, events, etc Sales coordination: Scheduling, follow-up materials, email/phone/VM sequences Post-campaign segmentation: Opens, clicks, unresponsives, etc. Progressive profiling


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Other apps worth checking out… MailCharts – What your competitors are sending… TimeTrade – Let prospects schedule meetings with you immediately… unroll.me – Unsubscribe from all of your spam at once… Signals – See exactly who’s engaging with your email in real-time…


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Reminder! Copies of this deck Free Extras! Secrets to Successful Email Marketing Secrets to Successful Content Marketing The Modern Marketer’s Field Guide Email me (matt@heinzmarketing.com) or bring me a business card with what you want


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Thank You!


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