Despite persistent rumors that email is dead, research shows that email is still the most preferred method of communication. Clearly, email is not dead - but it is evolving and marketers must evolve along with it. So why do marketers need to follow so many rules for email? What if you could break those rules and still win? Watch this session with DJ Waldow, Digital Marketing Evangelist at Marketo, to discover how you can grow your business using cutting edge, engaging email content that actually builds a list and establishes trust. Check out this session from the record-breaking New Rules of Marketing virtual event to learn more about: • What "engaging email" is and why it's important • Segmentation and targeting for relevance • Tips for writing emails that get opened and clicked • Email testing and optimization

4. Most emailed article of the day!

5. Time for a game!

6. “Email marketing is NOT dead!” - @djwaldow

7. the secret
to email
marketing

8. Send timely,
targeted, valuable
HUMAN email

10. NOT HUMAN
X X X

12. NOT HUMAN
X X X

14. HUMAN

16. First, I love this idea of getting people engaged right away.
Kudos!
Ha! I didn't think anyone would be reading my answers. P.S.
I guess I should always answer those automatic things as if
someone is reading them...though I think you are the first
that has ever responded!
Oh… you are good! I didn’t expect a response back - very good.

19. one more
secret to
email
marketing

21. I opened [your email] because I knew it
was your weekly email and I wanted to
see inside -- the subject had no influence.
That’s what happens when you become
a trusted resource or an expected one.
--Meryl K. Evans, “Content Maven for Hire””

22. !!!!!

23. Email Marketing Best Practices
You should ALWAYS…

24. Email Marketing Best Practices
You should NEVER…

25. Never use “free” or ALL CAPS
in a subject line
“RULE” #1

26. • 9,140,000 results
• “Ultimate list”
• “Top 100”
• “30 words”

29. Those three little words... FREE SHIPPING NOW
Announcing a once-in-a-lifetime baking adventure
Last chance - FREE SHIPPING ends tomorrow
Open (please). Read. SAVE up to 65%.
FREE subscription to Northeast Flavor magazine
Create gorgeous strawberry cupcakes with this FREE GIFT!
CHILL.
Put a lid on it!
Blog & Bake 2013 - a blogger celebration
Don't miss out - savings end Thursday
Attention sale-lovers! SAVE 20% now
ENDS TOMORROW - Free Shipping

30. Those three little words... FREE SHIPPING NOW
Announcing a once-in-a-lifetime baking adventure
Last chance - FREE SHIPPING ends tomorrow
Open (please). Read. SAVE up to 65%.
FREE subscription to Northeast Flavor magazine
Create gorgeous strawberry cupcakes with this FREE GIFT!
CHILL.
Put a lid on it!
Blog & Bake 2013 - a blogger celebration
Don't miss out - savings end Thursday
Attention sale-lovers! SAVE 20% now
ENDS TOMORROW - Free Shipping

33. Which subject line
was the winner?

35. Open rate:
Email A: 27.2%
Email B: 31.8%

37. Those three little words...FREE SHIPPING NOW

38. 20% open rate
10% click-through rate
1.43% response rate
99.8% deliverability rate
Those three little words...FREE SHIPPING NOW

39. It’s okay to use free and ALL CAPS
in an email subject line - @djwaldow

40. Never send “ugly” emails
“RULE” #2

43. 99.2%
inbox placement

44. 40%
open rate

45. 87%
click-to-open rate

46. “Beauty is in the eye of the subscriber.” - @djwaldow

47. Subject lines should always be
between 30 & 50 characters
“RULE” #3

48. “Off-the-Court Gear in Tournament Colors”

50. Sesame Street Asks Obama Campaign To Take Ad Down, Anderson Cooper vs. Star Jones, Die

51. Sesame Street Asks Obama Campaign To Take Ad Down, Anderson Cooper vs. Star Jones, Die
Hard Obama Supporter Freaks Out

52. Get up to 70% off children’s fashion

53. Get up to 70% off children

54. One Oil Change, Three Oil Changes with Inspections, or a Four-Wheel Alignment (Up to 78%
Off) | 10 or 20 Gym Passes (Up to 69% Off) | Salon Package with Cut, Style, and Two-Color
Highlights; Shellac Manicure; or Acrylic Nails (Up to 51% Off)
An actual Groupon subject line

55. One Oil Change, Three Oil Changes with Inspections, or a Four-Wheel Alignment (Up to 78%
Off) | 10 or 20 Gym Passes (Up to 69% Off) | Salon Package with Cut, Style, and Two-Color
Highlights; Shellac Manicure; or Acrylic Nails (Up to 51% Off)
An actual Groupon subject line
42 words
421 characters

56. An actual Groupon subject line
Wine

58. “Email subject lines can be long or short.Test what
works best for your audience.” - @djwaldow

59. Never use a popup to
collect email addresses.
“RULE” #4

62. Source: Scott Stratten (@unmarketing)

63. 82% of the Greatist email list
comes from this popover!
http://waldowsocial.com/popovers-work/

67. ---------------------14/day ---------------------
145/day

68. “I hate popups too, but they can beVERY effective
for growing your email list.” - @djwaldow

69. 1. Never send mostly-text emails
2. Never send mostly-image emails
3. Never make your unsubscribe link obvious
4. Always use double opt-in
5. Never buy a list
6. Never have fun
Some other “rules” to
consider breaking

70. “Best practices are those that
are best for YOUR audience.”
@djwaldow