The document summarizes best practices for email marketing in 3 key points:
1. Email is still a powerful marketing channel, though people now open and engage with emails primarily on mobile devices. Basic strategies like free shipping still work well.
2. Successful email campaigns test different channels and personalize content for different audiences. People expect a personalized experience and relevant content even with high email frequency.
3. Marketers should focus on optimizing emails for mobile, testing different audience segments, and making content more social and entertaining to drive higher engagement in today's email environment.
2. What we’ll cover today
• Some basic truths
• Survey of interesting campaigns
• Best practice – what has changed?
• How email is social
• Five ways to spice it up
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3. Some basic truths
• Email is still quite powerful
• We’re sending – and receiving –
more than ever
• People open emails on their mobile
phones
• Emails last longer in people’s
inboxes People view emails on their
mobile phones
• Bought lists don’t work Source: MarketingSherpa
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7. Best practice – what has changed?
• Free Shipping still
works best
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8. Best practice – what has changed?
• Free Shipping
still works best
• People open
on weekends
Source: Hubspot 8
9. Best practice – what has changed?
• Free Shipping still
works best
• People open on
weekends
• People expect
special treatment
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10. Best practice – what has changed?
• Free Shipping still
works best
• People open on
weekends
• People expect special
treatment
• Frequency doesn’t
matter if it’s relevant
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11. Email is social
• Sharing
emails isn’t
prevalent
• Demonstrate
social
presence
• Still evolving
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12. Five ways to spice it up
1. Go mobile!
mail opens on mobile
devices increased by
34% from April 2011
through September
2011 as compared to
the previous six-month
period.
Source: HubSpot
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13. Five ways to spice it up
1. Go mobile.
2. Go mobile but do
it RIGHT!
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14. Five ways to spice it up
1. Go mobile (x2).
3. Test channel
specific
behaviour.
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15. Five ways to spice it up
1. Go mobile.
3. Test channel specific
behaviour.
4. Nail the personal
factor.
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16. Five ways to spice it up
1. Go mobile.
3. Test channel specific
behaviour.
4. Nail the personal factor.
5. Make it entertaining!
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