Email Marketing Tips, Tricks and Trends From Brands Winning In the Inbox (5/24/16)
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Want to learn the secrets and strategies of rockstar marketers like Tito’s Vodka, Dogfish Head, Mario Batali, and ReturnPath? You'll learn easy-to-implement tips and strategies that you can put to work today, so you can drive excellent results for the rest of the year – and beyond!
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Email Marketing Tips, Tricks and Trends From Brands Winning In the Inbox (5/24/16)
Hinweis der Redaktion
- Intro: I’m Jamie Bradley and I am a content marketing strategist at Emma and we are an email marketing service provider based in Nashville, TN, for those of you that aren’t familiar. In my role here, I get to come in every day and , hopefully, help people send better emails with the content we produce and help us here at Emma send better emails, too. And that’s exactly what we’re here today to chat about today. And the next 60 mins will be jam-packed with the latest stats and some of our favorite examples of brands winning in the inbox and beyond. So, why do we need to talk about email?
- Well - Email is a big deal. And not just because I work for a company that does email marketing. I get to work here because - Email is the number one activity on the entire internet. #1. #2? Using a search engine. That’s pretty crazy. To put it another way? That’s around 2.4 BILLION people that are accessing email. We’re spending a ton of time in this space. The average office worker checks their email 30 times an HOUR. Why?
- Well - because we’re getting a LOT of email. People receive around 125 emails per day. And, for some of you, you’re probably thinking -- is that all? I feel like I get 125 before lunch most days. Needless to say - inboxes are crowded. Luckily, though, if you can have your voice heard in this space, there’s a lot of winning to be had.
- Almost 70% of US internet users report that email is their preferred method of communicating with businesses. And that’s probably why… Only 32% of Restaurants engage in email marketing, which is a shame because 45% of consumers have made a dining decision based on an email. (Benchmark Email Marketing Survey)
- Email actually gets results. In fact, email’s ROI is more than double that of every other digital channel. Specifically, with social media, email converts 3X higher and, it’s not just the frequency with which it converts -- the actual value of the impressions that you’re making is 17% higher. A solid email marketing program is really the hub in the wheel and all of your other efforts are the spokes. Email can’t live in a vacuum, but it can do powerful things when you allow it sit at the center of your efforts.
- And that’s because email helps you get the right message to the right people at the right time. We see this with our customers all the time -- and not just because we’re an email marketing company. We approach email as the center of a really strong overall marketing plan. So -- what does that look like? Email, in of itself -- as I like to say -- is not magical. Simply being present in the inbox is no longer enough. To really win with email, you have to be strategic about how you’re communicating with different segments of your audience and that starts before you ever show up in their inboxes…
- Lightbox forms, like you the one you see here... convert WAY better than your traditional form. That’s not to say you should abandon your traditional sign up form, but if you haven’t implemented a pop-up form on your site, this is the year to do it. It’s not just a trend. These forms average around a 46% uptick in new signs up when implemented. Invision is a B2B technology platform But I love what they’re doing here…they also shill some merch and they know that their audience loves well-designed, free merch, right? It’s a really great way to get fans engaged that isn’t just your standard ask... So, you got them on the list
- But what now? Ok. Let’s unoffcially call the next section the “table stakes” section of today’s presentation. This next little bit of emails, I can’t stress enough, are really the bones of any email program. If you aren’t doing these things, you’re behind. So...what are they? I’m on your list, what do you do now?
- Well, you say hello, of course. If you leave today with ANYTHING, it’s that this year -- if you aren’t sending a mailing the moment I give you my information -- it’s not longer a “nice to have”. 74.4% of people expect to receive a welcome email right when they subscribe. But, you’re not doing this for your health or to keep up with Joneses -- Welcome notes can increase longterm brand engagement by as much as 33% according to chiefmarketer.com This is the email that Invision sends. No, it’s not your standard “Welcome Note”, but the content is relevant and on-message with why I was interested in the first place. They also make the CTA all about Invision. This email is also just beautiful. But Why are these notes so crucial, you may be thinking?
- Now you can automate the process of an extended hello, which is beneficial -- you don’t have to ask for too much up front. So, if you ARE doing a welcome note but aren’t doing a welcome series, you could be missing the boat here, too. You can deliver snippets of value, ask for information and more. And this is probably why retailers, specifically, that send a series of welcome emails see 13% more revenue than those that send just one according to Internet Retailer 500. But B2B brands using automation in similar ways also routinely see a lift in engagement with new prospects.
- Another table stake in the personalized, automated email game is the birthday greeting. They may seem cutesy -- and they can be, sure, but they also are an easy way to draw an audience closer to you and, potentially, see some immediate returns. Birthday emails can lift conversion rates by 60% over non-birthday email messages with the same offer. And I love this example from a really unexpected brand. This isn’t Sephora telling me I get free lipstick. Also, it’s my birthday today...but I digress.
- And we’ve talked about saying hello, but another type of email that should be on your radar and contributes directly to MAINTAINING a healthy list is the “clean up email”. The choices you make with your audience don’t always have to be dictated by key dates attached to your subscribers. Emails like this give your audience an opportunity to self-select in a new way and also help you determine who you should be focusing the most attention on in the coming months. You’ll lose some folks, sure, but you’ll keep the ones that actually want to engage with your brand. Great one from Return Path - a great B2B brand. Also, you can’t tell, but the koala and the little monkey are animated gifs.
- Lightbox forms, like you the one you see here... convert WAY better than your traditional form. That’s not to say you should abandon your traditional sign up form, but if you haven’t implemented a pop-up form on your site, this is the year to do it. It’s not just a trend. These forms average around a 46% uptick in new signs up when implemented. Invision is a B2B technology platform But I love what they’re doing here…they also shill some merch and they know that their audience loves well-designed, free merch, right? It’s a really great way to get fans engaged that isn’t just your standard ask... So, you got them on the list
- If I’m not actually opening your emails, right? And remember when I mentioned the 125 emails a day? The majority of those are from people or brands that I want to receive messages from. You’ve got competition. People spend a TON of time in the inbox. I’m definitely going to give this email from my colleague Cynthia priority over some other things in my inbox because Cynthia is my boss. If she sends me an email and it says “important” -- that’s going to naturally take priority over your messages. Subject lines that create a sense of urgency and exclusivity, like this example, can give you a 22% higher open rate. Source: Email Institute. However - taking it back to Cynthia being the sender - as much as we talk about subject lines -- the FROM name is actually, arguably, more important sometimes than the subject line and testing your from name is often overlooked by a lot of brands. The two biggest factors influencing open rates are the organization the email is from (64%) and the subject line (47%). (Chadwick Martin Bailey)
- I told you to get personal earlier -- you don’t even have to put my name in it -- just talking directly to me is naturally going to go a long way in getting my attention. Personalized subject lines are 22.2% more like to be opened (Adestra). Address me and be concise and direct. You’re competing with my family, friends and my boss in this inbox. Talk to me directly. The biggest trick to winning is to use tactics in your copy that mimic the types of conversations I’m already having in this space. For example - you know what’s injected into almost ever text conversation I ever have?
- And now over half of all email is opened first on a mobile device. That number is only trending up. We like to say -- you aren’t walking around with a phone anymore. You’re walking around with a mobile inbox with a phone app. Email allows me to be in charge, and it’s your job to get my attention and keep it.
- 90% of smartphone users are using their phones to research and make decisions about your brand long before they’re interacting directly. And they’re doing it on-the-go. If your brand impression in the mobile inbox and the mobile landing page isn’t optimized -- you’re already behind.
- Obviously the wrong style
- And to that end, Patagonia knocks it out of the park, always. This mailing looks great in all forms…80% of people are only scanning, so giving them something “above the fold” that anchors their attention is vital to hooking them in past that initial open. And, again, our brains love visual content and great mobile experiences like the one you see here. Specifically, our brains love
- ...moving images. Videos are a big deal in email - they significantly up a subscribers engagement with your mobile content. About 50 million people in the U.S. now watch video on their mobile phones. 15 percent of all online video hours globally are viewed on tablets and smartphones. (Business Insider)
- Better yet for you and your brand -- people share video. If you want to quickly convey a message to me and get me to tell more people, put a video in your email. You can get the buy-in from consumers and have them do some of the work for you with video. And it’s simply the promise of a video that gets people excited and clicking. None of the examples we’re showing here are of an auto-playing video. Therefore..
- 72% of email marketers polled, in a study by Experian, who have used animated gifs have recorded higher transaction-to-click rates compared with bulk emails to the same customers. You’re not just seeing animated gifs because they’re trendy, you’re seeing them because they’re actually working.
- Animated gif of that lady drinking SHOULD be on the slide. For starters, almost all email clients support this form of media (compared with only 58 percent that support video). The clients you’ll have to shake a frustrated fist at are Outlook 2007/2010 and Windows Mobile 7; when readers view your email through these programs, they’ll only see the first frame as a static image (so make it a compelling one). None of this matters if your content is irrelevant
- GIF AGAIN
- And here’s one of our followup emails - we’re using a gif and video to communicate about our conference. B2B Example. The sponsor gif was a great way to save space and still shoutout all of our awesome sponsors.
- Mocked up in new style
- Mocked up in a new style SO – again – what do people want? They want value. They want a personal experience. They want it to look good on their phones. They want it 15 mins after they wake up. At 2am. At the stop light – that’s your challenge – you have to put it all together! If you deliver valuable, personal content to the on-the-go consumer …. On mobile phones, email marketing generated 26.7% of sales, compared to 20.9% on desktop and 23.1% on tablet. Source: Custora
- This is the next frontier – personalizing pieces of a mailing that might not otherwise. This is the new “hey, first name”
- More subtle…you’d neve rknow
- Not subtle, but even more helpful. Particularly “useful”
- Only 27% of Restaurants Use Location-based marketing (eMarketer) BUT 71% of consumers say they’d be receptive to locaiton-based marketing (eMarketer)…and we see it work all the time. And all you need is my city or zip code. These are EASY data points to gather
- Highlighting the sentence “Jamie, experience the world of yaris ownership” and then this email has nothing to do with that
- Welcome series
- Mocked up on a phone horizontally