Has your email marketing become a routine? It happens. When we get too bogged down in patterns, our creative juices can get stagnant. Let's shake things up for 2013. Infuse your campaigns with new flavor as we review clever, fun campaigns that worked (and a few that didn't). You'll come way with ideas and inspiration you can put to work right away to revitalize your ROI.
Presented by Hunter Boyle at MarketingSherpa's Email Summit 2013, Las Vegas
Learn more at: http://www.aweber.com/blog
Youth Involvement in an Innovative Coconut Value Chain by Mwalimu Menza
Breathing Life (and ROI) Back Into Your Email Marketing
1. Breathing Life (and ROI)
Back Into Your Email Marketing
Hunter Boyle
Sr. Business Development Manager
AWeber
2. Session Speaker
Hunter Boyle
Sr. Business Development Manager
AWeber
Helps SMBs grow with email and social marketing tools
Former editor & blogger: MarketingExperiments Journal,
Internet Marketing Report, Industry Standard
@HunterBoyle
Boston University, San Francisco Comedy College alum
Loves travel, photography, volunteering, craft beer
2
9. Experiment 1: Holiday Email Series
Objective: Drive traffic and engagement via microsite and 14-part email series
of daily marketing resources
9
10. Campaign emails featured templates, designs, ebooks, tools, blog posts and a
holiday marketing webinar. All resources were free.
10
11. Experiment 1: Results
33,235 UPVs and 10,878 UVs
Series generated extremely high engagement responses
Downloads Opt Ins Open Rates Click Rates
7,582 3,213 54-83% 25-69%
! What You Need to Know: Fun and free still qualify as ROI, because high
engagement plays a major role in conversion rates.
11
13. Experiment 2: Email Confessions
Objective: Drive traffic and engagement to video microsite
13
14. Sunday, April 1 – standalone promo
Thursday, July 12 – third feature slot
“Oops! 7 Ways to Screw Up Like an Email Rockstar” (with personalization) was
sent on April 1 – our first Sunday email.
14
15. Experiment 2: Results
Email response rates mixed
Favorable to weekday list averages, but hard to benchmark
Video Views Open Rate Click Rate
11,362 22.4% 2.1%
! What You Need to Know: You may not always have metrics to benchmark
against. Experiment anyway. Inaction is far more costly.
15
17. Experiment 3: Clever vs. Clear
Objective: Learn which subject line style performed best
17
18. Experiment 3: Results
541% higher average response
In 5 key engagement metrics, Clear beat Clever every time
Comments Traffic Opt Ins Likes Tweets
+1107% +617% +366% +331% +315%
! What You Need to Know: Creativity has its caveats. Use tone and content
tests to create a house style guide your audience.
18
21. (Re)Consider Popovers
Popover opt in form
Time delayed
Cookies → 1 display
Drives nearly 70%
of email opt ins
List grew 375% in
two years (1/11-1/13)
SocialMediaExaminer.com
21
22. Make Engagement Priority #1
Re-engagement test
Sent notifications with
request to confirm opt ins
before migrating list
Opt in list went from
8,250 to 2,500 … BUT
Raw numbers steady
Avg. open/click rates
rose
to 49.5% and 6.8%
60SecondMarketer.com
List grew to 4,500 – and
is more responsive
22
23. Try Asking Another Way
Used video annotations to drive opt ins
Tested an email pitch within the video
Increased opt ins by 38% vs. annotations
AskTheBuilder.com
23
24. Start A Spin Off Series
Autoresponder series
Free, educational,
personal, high value
List doubled in 1 year
97,000 subscribers
Drove ~50% of blog
product first-week sales
Drove ~80% of sales
of training product
Copyblogger.com
24
25. We need to make
email fun again – if
we want readers to
care about it
27. Thank You!
Hunter Boyle
Sr Biz Dev Manager
AWeber
@hunterboyle
hunterb@aweber.com
http://linkd.in/hunterboyle
To download a free copy of our ebook,
Optimize Your Email Campaign, please visit:
http://bit.ly/optimize-guide