ASCEND Multichannel Marketing Power Tools

Multichannel Marketing!
Power Tools

Fat Fingers and Small Screens!
Three Strategies for Mobile-Optimized Emails
#ASCENDSUMMIT2014
Justine Jordan!
Director of Marketing, Litmus!
@meladorri @LitmusApp

Justine Jordan
@meladorri @litmusapp
➡ litmus.com/lp/ascendsummit
#ASCENDSUMMIT2014

#ASCENDSUMMIT2014 // @meladorri

EMAIL IS NOT
#ASCENDSUMMIT2014
JPG
PPC SEO CPC
ONE-PAGE WEBSITE
// @meladorri

EMAIL IS NOT
#ASCENDSUMMIT2014
JPG
ONE-PAGE WEBSITE
// @meladorri

#ASCENDSUMMIT2014
YES,
EMAIL IS
<make it rain>
<emotional/happy>
// @meladorri

#ASCENDSUMMIT2014
BUT ALSO,
EMAIL IS
// @meladorri

Lots of emails suck.
Especially on mobile.
#ASCENDSUMMIT2014
// @meladorri

#ASCENDSUMMIT2014
email receipt
requested from
an ATM transaction!!
!
// @meladorri

Let’s unsuck email.
#ASCENDSUMMIT2014
// @meladorri

DELIVERING
EXPERIENCES
#ASCENDSUMMIT2014
// @meladorri

WHO
WHAT
‣ Register for a webinar!
‣ Read an article!
‣ Buy something
WHY
#ASCENDSUMMIT2014
WHEN
‣ Triggered vs. mass!
‣ Drip or automation!
‣ Behavioral-based!
‣ Day and time
HOW
WHERE
‣ Mobile / tablet!
‣Web browser / webmail!
‣ Desktop / at work
‣ Brand awareness!
‣ Content marketing!
‣ Influence behavior!
‣ Drive purchases
‣ Opens!
‣ Clicks!
‣ Conversions
‣ Internal vs. external!
‣ B2B vs. B2C!
‣ Demographics!
‣ Know your audience!
‣ bit.ly/email-plan
// @meladorri

‘WHERE’ HAS BECOME A COMPLICATED QUESTION.
#ASCENDSUMMIT2014
// @meladorri

Mobile is big, but how big?
Webmail
32%
Desktop
25%
#ASCENDSUMMIT2014
Mobile
43%
Mobile: !
Smartphones (iPhone, Android) and tablets
!
Desktop:!
Installed email programs (Outlook, Apple Mail)
!
Webmail:!
Email accessed through a web browser (Gmail,
Hotmail, Yahoo!)
Litmus Email Analytics!
// @meladorri

#ASCENDSUMMIT2014
MOBILE EMAIL!
+400% since 2011
// @ryanmheap @degdigital
// @meladorri

The unifying characteristic?
TOUCH.
#ASCENDSUMMIT2014
// @meladorri

doesn’t look good, what do you do?
3.8%
#ASCENDSUMMIT2014
If you get a mobile email that
30.2
%
+68%
13.5
%
6.3%
+15%
Source: BlueHornet Study: Consumer Views of Email Marketing, 2012 and 2013
Delete it
Unsubscribe
View on computer
Don't know
Read anyway
80.3
%
0 25 50 75 100
// @meladorri

How does a
poorly designed
email affect your
perception of the
brand?
#ASCENDSUMMIT2014
Strongly Negative
24%
Slightly Negative
51%
Neutral
25%
75%!
‘negative’
Source: BlueHornet Study: Consumer Views of Email Marketing, 2012 and 2013
// @meladorri

31% !
of marketers don’t know their
#ASCENDSUMMIT2014
mobile email open rate
source: marketingsherpa.com
// @meladorri

70%+ open on mobile <15% open on mobile
#ASCENDSUMMIT2014
// @meladorri

Copy, paste, send!
#ASCENDSUMMIT2014
// @meladorri

SUBSCRIBER EXPERIENCE
FROM NAME
#ASCENDSUMMIT2014
SUBJECT !
LINE
PREHEADER OPEN TAP/CLICK PAGE/SITE
// @meladorri

FROM NAME
SUBJECT !
#ASCENDSUMMIT2014
LINE
PREHEADER OPEN TAP/CLICK PAGE/SITE
‣ What is recognizable, trustworthy and relevant?
‣ Does the subscriber have a relationship with a
person or the brand?
// @meladorri

SUBJECT !
FROM NAME PREHEADER OPEN TAP/CLICK PAGE/SITE
LINE

SUBJECT !
#ASCENDSUMMIT2014
LINE

SUBJECT !
LINE
75%
of emails are displayed with preview text
#ASCENDSUMMIT2014
// @meladorri

SUBJECT !
✘
#ASCENDSUMMIT2014
✔
✔
✔
✘
LINE
// @meladorri

SUBJECT !
#ASCENDSUMMIT2014
LINE
Preheader text A/B Tests:
30%+ CTR Boost
// @meladorri

Android Gmail iPhone 5 iPhone 6 iPhone 6+
#ASCENDSUMMIT2014
// @meladorri

Future proof emails
for the Apple Watch
// @meladorri
FROM NAME
#ASCENDSUMMIT2014
SUBJECT !
LINE
PREHEADER
// @meladorri

SUBJECT !
LINE
#SearchLove @meladorri
#ASCENDSUMMIT2014
// @meladorri

SUBJECT !
#ASCENDSUMMIT2014
#EmbraceTheScroll
LINE
// @meladorri

#ASCENDSUMMIT2014
I LIKE…
BIG BUTTONS
http://bit.ly/bulletproof-buttons
// @meladorri

SUBJECT !
#ASCENDSUMMIT2014
‣ What is your goal?
‣ Can the CTA be achieved on
mobile?
‣ Is it tappable?
‣ How many clicks/taps/actions are
LINE
// @meladorri

#ASCENDSUMMIT2014
strategy #1
mobile first
!
aka agnostic, aware, scalable
// @meladorri

Mobile first
‣ Considers the mobile user a priority
‣ One layout for all screen sizes
‣ Single column design; 320-500px
‣ Large text & buttons
‣ Generous white space
‣ Short, concise body copy
#ASCENDSUMMIT2014
// @meladorri

#ASCENDSUMMIT2014
strategy #2
fluid
// @meladorri

#ASCENDSUMMIT2014
Fluid
Email width changes to
fit inside the window
‣ Percentage-based widths
‣ Adapts to fit the screen
‣ Text wraps automatically
// @meladorri

‣ Shorter learning curve
‣ Best for text-heavy emails
#ASCENDSUMMIT2014
// @meladorri

#ASCENDSUMMIT2014
strategy #3
responsive
// @meladorri

Responsive
‣ Resize content: make images fit,
make text larger
‣ Hide content on mobile
‣ Stack columns
‣ Move a two-column design
to a one-column design
https://litmus.com/blog/the-how-to-guide-to-responsive-email-design-infographic
#ASCENDSUMMIT2014
// @meladorri

Responsive email design
Uses media queries to detect screen size and alter content + layout
‣ More than a “line of code”
‣ Set of conditional statement that enables specific styles
‣ If the screen size is x, then display y
‣ If the screen size is x, then increase headline size to y
‣ If screen size is x, then show image at 100%
‣ Detects screen size, not device type
#ASCENDSUMMIT2014
// @meladorri

Email:
a unique medium
with unique considerations
#ASCENDSUMMIT2014
// @meladorri

#ASCENDSUMMIT2014
Blue links in iOS: http://bit.ly/blue-links
// @meladorri

#ASCENDSUMMIT2014
-webkit-text-size-adjust: none;
// @meladorri

#ASCENDSUMMIT2014
‣ Body copy 16px+
‣ Headlines: 22px+
‣ Buttons: 44px by 44px
‣ White space: 10px+
‣ Tappable touch targets
image: webdesignerdepot.com
// @meladorri

// @meladorri
#ASCENDSUMMIT2014
// @meladorri

#ASCENDSUMMIT2014
Dial up the contrast
Bright screen = dead battery
// @meladorri

#ASCENDSUMMIT2014
What to know about: Windows Phone
‣ Mixed media query support
‣ Inconsistent font display
‣ Blocks images
‣ No ALT text
// @meladorri

#ASCENDSUMMIT2014
What to know about: BlackBerry
‣ Media query support
‣ Blocks images
‣ Supports styled ALT text
‣ Does not scale/auto-zoom
‣ No separate app; email joins social,
SMS and voice in the “hub”
#KISSwebinar
// @meladorri

#ASCENDSUMMIT2014
What to know about: Android
‣ Blocks images by default
‣ Supports ALT text
‣ Mixed support for media queries
‣ Various screen sizes and sometimes
automatic scaling
‣ Primary content focus on left-hand side
// @meladorri

Content
#ASCENDSUMMIT2014
// @meladorri

#ASCENDSUMMIT2014
What to know about: iPhone
‣ Automatically scales messages
to fit the screen
‣ Excellent support for CSS3 and
media queries
‣ Images on by default
‣ Resizes fonts under 13px
// @meladorri

#ASCENDSUMMIT2014
iOS 8 / iPhone 6 Plus
‣ No support for <video>
‣ Superscripts aren’t so super
‣ Landscape email view
// @meladorri

History of iPhone Breakpoints
#ASCENDSUMMIT2014
320px 375px 414px
// @meladorri

Email is an application, not a device
#ASCENDSUMMIT2014
// @meladorri

#ASCENDSUMMIT2014
Testing is crucial
// @meladorri

litmus.com/community

#ASCENDSUMMIT2014
reallygoodemails.com
// @meladorri

responsiveemailresources.com
#ASCENDSUMMIT2014
// @meladorri

https://github.com/rodriguezcommaj/salted
#ASCENDSUMMIT2014
// @meladorri

litmus.com/scope

THANKS!
justine@litmus.com
@meladorri
litmus.com/lp/ascendsummit

Conversion Optimization !
Live and Uncut
#ASCENDSUMMIT2014
Brian Massey
Sr. Biz Dev Manager,!
AWeber!
@HunterBoyle
Founder,!
Conversion Sciences!
@BMassey
Oli Gardner
Co-Founder,!
Unbounce!
@OliGardner
Hunter Boyle

Our Goal
Help you understand principles that
will increase your conversions, with
real examples as a model for testing
#ASCENDSUMMIT2014

5 Optimization Principles
The elements we’ll focus on today are:
!
1. Alignment (Channels/Funnel to Biz Goals)
2. Value Proposition
3. Relevance (Context, Timing)
4. Clarity (Reduced Friction, Distraction)
5. Motivation (Urgency, Incentive)
#ASCENDSUMMIT2014

Volunteer #1
Reliance Bank!
!
Primary traffic driver:
SEO/organic
!
Primary conversion goal:
Open account/request info
!
Previous tests?
No
#ASCENDSUMMIT2014

Volunteer #2
Samson Media!
!
SEO/organic
!
Email signup/lead
!
Previous tests?
No
#ASCENDSUMMIT2014

Volunteer #3
Southco!
!
Email
!
Download
!
Previous tests?
No
#ASCENDSUMMIT2014

Volunteer #4
Doylestown Hospital!
!
PPC/paid search
!
Download/contact
!
Previous tests?
No
#ASCENDSUMMIT2014

Volunteer #5
EasyBib!
!
SEO/organic
!
Free trial
!
Previous tests?
Yes, mostly headline and copy
#ASCENDSUMMIT2014

Volunteer #6
Pure Water Technology!
!
PPC/paid search
!
Free quote/trial
!
Previous tests?
No
#ASCENDSUMMIT2014

@HunterBoyle @OliGardner @BMassey
bit.ly/!
popupebook
#ASCENDSUMMIT2014
bit.ly/
landingpageroiebook
bit.ly/!
bestebookever

Top Tips for Email Deliverability
#ASCENDSUMMIT2014
Mohammed Ahmed!
Director of Deliverability, AWeber!
@mohamedataweber

History & Trends
User Engagement is Key
Quality over Quantity preferred
ISP Reputations
Free “From Addresses” are Getting Blocked
Free Link Shorteners are Not Effective
#ASCENDSUMMIT2014

Headline
emailhistory.aweber.com
#ASCENDSUMMIT2014

#ASCENDSUMMIT2014
Top 10 Tips for!
Better Email Deliverability

Deliverability Tip #1
Use Confirmed Opt-In
#ASCENDSUMMIT2014

Email Address Books
#ASCENDSUMMIT2014

#ASCENDSUMMIT2014
Be Consistent

Good List Hygiene
#ASCENDSUMMIT2014

#ASCENDSUMMIT2014
Segmentation

Enhance Your Subject Line
#ASCENDSUMMIT2014

#ASCENDSUMMIT2014
Frequency

#ASCENDSUMMIT2014
Avoid Free!
“From” Addresses!
and Link Shorteners

Easy Unsubscribe Process
#ASCENDSUMMIT2014

Provide Relevant Content
#ASCENDSUMMIT2014

Looking for more advanced tips?
Download our free guide
aweber.com/deliverability
#ASCENDSUMMIT2014

@Mohamedataweber
www.linkedin.com/in/mohammeda

Panel: Affiliate Marketing
Live and Uncut
#ASCENDSUMMIT2014
Tricia Meyer
Sunshine Rewards
@SunshineTricia
Brian Littleton Sarah Bundy
ebove & beyond
@JenMyersWard
AM Navigator
@ePrussakov
All Inclusive Marketing
@TrustTheExperts
ShareASale
@ShareASale
Geno Prussakov Jen Myers-Ward

Affiliate Marketing Basics!
Brian Littleton (@ShareASale)
#ASCENDSUMMIT2014

Affiliate Marketing Basics
• 101 – Affiliate Marketing is just advertising fees based on
actual customer purchases
• 201 – Affiliate Marketing is product searches, product links,
reviews, and exploring deep links
• 301 – Affiliate Marketing is datafeeds, RSS feeds, PHP,
MySQL, and more
#ASCENDSUMMIT2014

How to Get Started
Bottom line, relevancy is the number one key.
!
This isn’t adwords, display rotations, or CPM/Retargeting – this is
relevant content chosen BY YOU, to be directed at your audience.
Think of the audience concept – your readers are your audience –
what will they respond to?
!
The number one benefit to Affiliate Marketing is the ability to be
relevant, and it is also the number one roadblock to activity. !
#ASCENDSUMMIT2014

What is Available?
As a blogger, there are really 3 kinds of programs to
participate in:
1. Retail products to solve problems
2. Business products you use to create your blog
3. Things you do to either run your business or your family.
Many of the bloggers I know make more money in areas
2 and 3 as they are more comfortable there than
#ASCENDSUMMIT2014
interrupting content sections.!

Get Outside the Box
Don’t market what everyone else is marketing. Your audience
isn’t generic – neither are products.
!
Promote products that you use, care about, are passionate
about, or those that you can relay pertinent information to
your audience.
#ASCENDSUMMIT2014

Supplement by Using Deals
I don’t recommend just specifically deals marketing to anyone
at this point due to the crowded nature of the space.
!
Supplementing reviews with available deals is a great plan –
but if you do it, contact the merchant and get a custom code.
Find out how they are commissioning coupon sites.
#ASCENDSUMMIT2014

Affiliate Marketing Examples!
#ASCENDSUMMIT2014
Affiliates and Publishers!
Sarah Bundy (@SVBundy)

Bloggers & Content Writers
• Content
• Opinion
• Social
• Email
• Review
• Deal
• Trending
• Magazines
#ASCENDSUMMIT2014

Coupon / Daily Deal
Prime placement
opportunities where
shoppers want
those extra savings
#ASCENDSUMMIT2014

Loyalty / Cash Back
Reward loyal
shoppers with cash
back & incentives
– at no extra cost to
you!
#ASCENDSUMMIT2014

Shopping Comparison
Who’s got the best
product, price,
reviews,
availability,
payment, options?
#ASCENDSUMMIT2014

YouTube / Video
Leverage video optimizers
and existing YouTube
personalities with followers,
to target new buyers
#ASCENDSUMMIT2014

Podcasts / Radio
Tracking codes,
coupons, exclusive
URLs, 1-800-numbers,
etc.
#ASCENDSUMMIT2014

Mobile
Downloads, apps,
forms, fills and
m-commerce sales
will drive new
buyers
#ASCENDSUMMIT2014

Technologies
Leverage the power
of select tools and
techniques to make
selling easier.
#ASCENDSUMMIT2014

Pay-Per-Call
• PPC
• Print
• TV / Radio
• Consultant
• Higher Conversion
• Higher AOV
#ASCENDSUMMIT2014

Independent Consultants
• Speakers
• Authors
• Trainers
• VJ Partners
• Coaches
!
#ASCENDSUMMIT2014

Merchant Misconceptions!
Geno Prussakov (@ePrussakov)
#ASCENDSUMMIT2014

Merchant Misconception #1!
An affiliate program is a great way to test things out
#ASCENDSUMMIT2014

Affiliate networks will manage the program
#ASCENDSUMMIT2014
3 Key Responsibilities
(of affiliate networks)
!
1. Tracking
2. Reporting
3. Payments
They provide the infrastructure,
but don't steer the ship.

OPM-managed programs require no involvement
#ASCENDSUMMIT2014

TOS and program policies prevent violations
#ASCENDSUMMIT2014
Sobering Truth:
“How often do you read a TOS?”
43%

TOS and program policies prevent violations
#ASCENDSUMMIT2014
Police!!
!
o Trademark use
o Compliance with FTC
disclosure requirements
o Coupon usage
o Brand placements, etc.

Number of recruited affiliates is a key metric
#ASCENDSUMMIT2014
Recruited
Stagnant Active
It’s the number of active
affiliates that really
matters!

Affiliate Misconceptions!
Jennifer Myers-Ward (@JenMyersWard)
#ASCENDSUMMIT2014

Affiliate Misconception #1!
Affiliate marketing is an easy “get rich” scheme
• There’s nothing easy about it, it takes
dedication, perseverance & relationships.
• Quality affiliates are able to make money
through this channel over time.
#ASCENDSUMMIT2014

• Being a successful affiliate takes
more than just “putting a site up.”
• How will you generate traffic and
interest?
#ASCENDSUMMIT2014
If you build it, they will come…

• Working with 5 to15 targeted
merchants is optimum.
• It enables you to build strong
relationships and stay up to speed.
#ASCENDSUMMIT2014
Merchants: the more the merrier

I will pick a product and build a blog around it
• It is important to build valuable content
around a topic you are passionate
about.
• The products you suggest should be of
value to your readers.
#ASCENDSUMMIT2014

Once I send traffic to a site, I will see sales!
• On average, about 1- 2% out of 1,000
clicks translate to sales.
• It is important to review a merchant’s
site product price point and buying
cycle.
#ASCENDSUMMIT2014

#ASCENDSUMMIT2014
Jennifer Myers-Ward
@JenMyersWard!
jennifer@eboveandbeyond.com
1-954-778-0047!
www.eboveandbeyond.com
@SunshineTricia!
tricia@sunshinerewards.com!
www.sunshinerewards.com
Geno Prussakov
@ePrussakov!
geno@amnavigator.com !
1-888-588-8866!
www.amnavigator.com
Sarah Bundy
@SVBundy @TrustTheExperts
sarah@allinclusivemarketing.com!
1-866-215-1314!
www.allinclusivemarketing.com
Brian Littleton
@ShareASale!
brian@shareasale.com!
www.shareasale.com
Tricia Meyer

About ASCEND
The first ASCEND Digital Marketing Summit was a runaway success. And
we couldn't have done it without the support of our speakers, sponsors
and attendees.
!
Industry experts, business innovators and digital influencers from around
the world congregated in Philadelphia to learn actionable tips and ideas
from an A-list roster of speakers.
!
But the fun didn't stop once the speakers left the stage. We networked
over hors d'oeuvres inside of an old bank vault, toasted the Philly skyline
from one of the best views in the city and partied with an astronaut. No,
really - check out the video!
Get the full recap here

Content Marketing
Power Tools
If content marketing is your top
priority, these five ASCEND
sessions will show how to build
your business with proven tactics,
the latest trends and tools, and
sage advice from experts in the
field.
$59 - Order Now!
Multichannel
Marketing Power
Tools
Want to drill down into marketing
channels like SEO, email, affiliate
marketing, landing pages and
mobile? These six ASCEND
sessions cover today's most
effective marketing methods, with
actionable insights you can use
right away.
$59 - Order Now!
COMPLETE PACKAGE
Content +
Multichannel
Full-stack marketers and do-it-all
teams, this comprehensive
ASCEND package is for you.
Combining the content and
multichannel sessions, this
package includes 11 sessions
from our renowned presenters,
covering the most vital areas of
your digital marketing efforts.
$99 - Order Now!
ASCEND Video Packages

Conquer the Digital Marketing Landscape
Join us this Fall 2015 in the historic and beautiful city of Philadelphia
and learn how to ASCEND your business to new heights.
!
Stay Updated

Tell your friends about ASCEND
#ASCENDSUMMIT

About AWeber
AWeber develops and runs an opt-in email marketing service used by over 120,000 small businesses,
bloggers and entrepreneurs around the globe. Our web-based tools help businesses grow by staying
in touch with customers and prospects through email.
!
Since Tom Kulzer founded AWeber in 1998, many bright, creative problem-solvers have joined the
team in Chalfont, PA.
!
As we enter our 17th year in business, our talented team continues to expand as we accomplish our
mission of building AWesome tools to support our growing base of customers. Driven by that mission,
our team uses a set of six core values to guide our decisions and innovation on a daily basis.
!
• Create Remarkable Experiences.
• Execute with Passion.
• Foster Respect and Cooperation.
• Listen to What People Say About Us. Invite Feedback.
• Learn. Educate. Innovate.
• Don’t Take Ourselves Too Seriously. Have Fun.
Learn More

ASCEND Multichannel Marketing Power Tools

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