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21st Century Email Marketing as presented at MARCOM Forum
- 1. 21st Century Email Marketing Christopher S. Penn, VP Strategy and Innovation www.BlueSkyFactory.com
- 2. The problem with industry leading by Fritz Ahlefeldt
- 3. Become a better marketer. blueskyfactory.com/marcom
- 4. Fair Warning
- 5. social social social social social social social social social social social social social social social social social social social social social social social social social social social social social social social social social social social social social social social social social social social social social Why email? social social social social social social social social social social social social social social social social social social social social social social social social social social social social social social social social social social social social social social social social social social social social social social social social social social social social social social social social social social social social social social social
- 6. $43.62
- 9. TweetAway If you don’t have a goal, you’re measuring mileage on a road trip with no destination.
- 11. web analytics
- 12. web analytics
- 13. Got FISA?
- 14. Conceptual
- 16. Audience Marketing Prospects Leads Customers Sales Evangelists
- 17. Audience Marketing Prospects Leads Customers Commitment Evangelists
- 18. Audience Social Search Prospects Advertising Leads Customers Email Evangelists
- 19. 5 things every email marketer wants
- 20. audience more delivery opens actions metrics
- 21. audience more delivery opens actions metrics
- 22. make it obvious
- 23. 733% increase in list growth
- 24. make it easy
- 26. Text EMAIL to 77007 Free power tips for email marketing and social media every week.
- 27. tell people what to expect
- 28. TweetAway Your greatest source of new audience is a delighted existing audience.
- 30. curate.
- 31. recruit
- 32. innovate
- 34. incentivize
- 36. audience more delivery opens actions metrics
- 38. David Sifry not this ESP
- 39. TweetAway Ultimately, ISPs say what spam is, not Congress or us.
- 42. the new whitelist is...
- 44. the ship sinker
- 45. List: 1,657 Opened: 350 (21.5%) Clicked: 125 (7.7%) Complaints/Flagged as spam: ZERO Unsubscribes: 8 (0.5%)
- 46. audience more delivery opens actions metrics
- 47. TweetAway Past great email is the best indicator of future open rates.
- 50. WineLibrary.com
- 51. from:
- 52. subject:
- 53. TweetAway Subject lines is a stupid phrase. Call them what they are: Headlines.
- 54. Magazine Covers
- 55. AWA Guidelines for Headlines Useful Urgent Unique Unambiguous
- 56. Headline Writing Guides http://www.copyblogger.com/how-to-write-headlines-that-work/ http://www.copyblogger.com/10-sure-fire-headline-formulas-that-work/ http://www.copyblogger.com/headline-swipe-file/ http://www.copyblogger.com/headline-swipe-file-3/
- 57. TweetAway Lots of people tell you to test, but no one says what to test.
- 58. Google
- 61. Google Adwords Keyword Tool
- 62. Google Adwords Ad Data
- 64. Google Analytics Site Search
- 65. Test using social media!
- 66. subject #1 wins
- 67. Publicaster
- 69. TweetAway Imagine how powerful your email would be if you sent valuable stuff to people who could afford it.
- 70. audience more delivery opens actions metrics
- 71. The biggest obstacle to multivariate testing is the creative process itself.
- 72. what do you test?
- 75. http://blog.blueskyfactory.com/creativeanddesign/ gestalt-principles-of-email-design-similarity/
- 76. http://blog.blueskyfactory.com/ best-practice/how-to-increase- your-email-marketing-reach- by-288/
- 79. tools
- 83. Browser: 697/1900: 36.6% action rate Mobile: 34/51: 66.7% action rate
- 84. Taguchi multivariate testing Publicaster
- 85. T
- 86. The Gold Standard is Dreamweaver
- 87. Kompozer.net for a free alternative
- 88. Flickr Creative Commons (commercial use) for images
- 91. Adobe Browser Lab Browsershots.org
- 92. Keynote Labs MITE (Windows only)
- 93. Keynote Labs MITE (Windows only)
- 94. Keynote Labs MITE (Windows only)
- 96. audience more delivery opens actions metrics
- 97. TweetAway Decide on a goal, then measure to it.
- 100. Photo credit: Make Lemons
- 101. TweetAway If metrics were a road trip, diagnostics tell you how it’s going, objectives tell you if you’re there yet.
- 102. Delivery rate Open rate Click rate Unsubscribe rate Complaint rate Diagnostic only
- 104. GA: Goal Conversions
- 105. GA: Custom Traffic Segments
- 106. GA: Campaign Report
- 107. GA: Custom Report
- 108. GA: Custom Report
- 109. Publicaster
- 110. audience more delivery opens actions metrics
- 111. Become a better marketer. blueskyfactory.com/marcom