Presentation deck from Marketo's Marketing Nation Summit 2015

1. 50+ Email Marketing Hacks That
Will Double Your Response Rates
April 14, 2015
Matt Heinz
President
@heinzmarketing
Heinz Marketing Inc

2. Page 2
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

3. Page 3
Email Hacks & Best Practices
1. Planning
2. Process
3. Optimization
4. Measurement
5. Integration

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

5. Page 5
Planning Best Practices
1. Campaigns vs programs vs “sends”
2. Know the objective (email is the drill, what is the hole??)
3. What is the customer point of view?
4. What stage of the buyer’s journey are you addressing?
5. What is the customer context (i.e. how and when will the
email be received?)
6. How will email integrate with other channels or outreach
efforts?
7. Is email really the best channel to drive response?
8. List management (!)

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

7. Page 7
Process Best Practices
1. Have a documented production checklist
2. Have a documented quality assurance process
3. Use Litmus to test multiple delivery formats, clients &
channels
4. Optimize for HTML, pain text and image-free viewing
5. Require at least three subject line options in your
creative brief
6. Require a creative brief (!)
7. Coordination with sales efforts
8. Sales enablement packages to support follow-up

8. 3.Optimization:
“Counterintuitive usually
wins…”

9. Page 9
Optimization Best Practices
1. Test days of the week
2. The “from” line – people vs. buildings vs. “do-not-reply”
3. Resend to unread prospects
4. What are you doing with transactional emails?
Format, calls to action, etc.
5. Video embeds (one:many and one:one)
6. Mobile optimization
7. Triggered responses (based on lead scoring or
predictive analytics)
8. “You” vs “I” messaging

10. Page 10
Subject Line Best Practices
1. Test (no subject)
2. The pros & cons of “RE:” and “FW:” subject lines
3. Tease, Personalize, Prioritize, Numbers
4. 35-50 characters max to optimize for opens, 70+
characters to optimize for clicks

11. Page 11
Transactional Email Best Practices
1. Does marketing “own” the email?
2. What else does the recipient need to know?
3. WHEN should they get the email?
4. Transaction vs. Experience
5. Out-of-Office Emails

12. Page 12
Other variables to drive response
1. Intro/teaser headers
2. Clarity of call to action
3. Contact information in the salutation
4. PS content
5. PPS content

13. 4. Measurement:
“Did it work?”

14. Page 14
Measurement Best Practices
1. Which metrics really matter?
2. Leading vs lagging indicators
3. Integrated systems tracking post-click conversion
4. Long-tail tracking impact (in isolation & across
campaigns)
5. Don’t take inactives too seriously

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

16. Page 16
Integration Best Practices
1. Channel coordination: Email, Web, social, offline,
events, etc
2. Sales coordination: Scheduling, follow-up materials,
email/phone/VM sequences
3. Post-campaign segmentation: Opens, clicks,
unresponsives, etc.
4. Progressive profiling

17. Page 17
Other apps worth checking out…
1. MailCharts – What your competitors are sending…
2. TimeTrade – Let prospects schedule meetings with you
immediately…
3. unroll.me – Unsubscribe from all of your spam at once…
4. Signals – See exactly who’s engaging with your email in
real-time…

18. Page 18
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

19. Thank You!