3. THE RIGHT
MESSAGE
TO THE RIGHT
PERSON
AT THE
RIGHT TIME
WITH THE
RIGHT
FREQUENCY
1 2 3 4
= EMAIL MARKETING SUCCESS
+ + +
Sending…
4. THE RIGHT MESSAGE
Start by asking yourself, what is the
purpose of this email? Or better yet, what
do you want your recipient to do.
1 TO BE SUCCESSFUL IN EMAIL MARKETING, YOU NEED TO BE SENDING…
7. Give before you take.
People do not want to be sold to.
Create trust by sharing valuable
information. Don’t always be selling.
8. 7-word optimal subject line (41 characters)
Subject lines
This is what gets people to open
your email. According to
Marketo, seven-word subjects
lines that have an average
character count of 41 characters
earn optimal engagement.
From Address
This is how your name
appears in someone’s inbox.
NEVER use a “no-reply”
email address.
9. Logo
Hero shot
CTA text link
Secondary message
Contact details
Header / title text
Body copy
CTA button
Social links
REQUIRED: Unsubscribe / legal copy
10. Logo
Hero shot
CTA text link
Secondary message
Contact details
Header / title text
Body copy
CTA button
Social links
REQUIRED: Unsubscribe / legal copy
Quick Tips
• People say they prefer HTML
(designed) emails, but plain-text
emails are proven (via Hubspot) to
have better engagement rates
• Make it easy on yourself and keep
it clean and simple
• Personalize content where possible
• Email should not be treated as
landing pages. You want to tease
your reads to actually click and
then learn more on a website.
• Keep mobile in mind and limit
scroll
11. Logo
Hero shot
CTA text link
Secondary message
Contact details
Header / title text
Body copy
CTA button
Social links
REQUIRED: Unsubscribe / legal copy
Quick Tips
• The most important piece of your
message
• Remember the purpose of your email
and try to limit the number of CTAs
• Use language that describes why a
user should follow a link. Use verbs to
describe what they will do by
interacting with the CTA and, if
possible, create a sense of urgency or
timeliness.
• Use bold colors to add contrast and
draw the eye to the CTA
12. By stepping into your audience’s shoes, it allows
you to focus on the person behind the email
address versus want you want to say about yourself.
2
TO THE RIGHT PERSON
TO BE SUCCESSFUL IN EMAIL MARKETING, YOU NEED TO BE SENDING…
13. People want to be viewed
as competent (but secretly
look for help)
14. People will accept the
status quo until they have
a distinct reason not to
16. FACT: Segmented email campaigns
perform better than non-segmented
14.32% higher Open Rates
100.95% higher Click-Thru-Rates (CTRs)
*SOURCE: https://www.wordstream.com/blog/ws/2017/06/29/email-marketing-statistics
17. Email list segmentation is critical to success.
LOCATION DEMOGRAPHICS INTERESTS &
ENGAGEMENT
CUSTOMER
JOURNEY PHASE
18. Personalize where possible… just make it’s
genuine and you’re talking like a human
According to Marketo, emails with
personalized subject lines are 26% more
likely to be opened
*SOURCE: https://mailchimp.com/resources/research/email-marketing-benchmarks/
19. To do this, keep an eye on analytics,
specifically engagement metrics
3TO BE SUCCESSFUL IN EMAIL MARKETING, YOU NEED TO BE SENDING…
AT THE RIGHT TIME
20. 26 27 28 29 30 31 1
2 3 4 5 6 7 8
9 10 11 12 13 14 15
16 17 18 19 20 21 22
23 24 25 26 27 28 1
M T W T F S S
2 3 4 5 6 7 8
Tuesday is the best
day of the week to
send email
(according to 10
email marketing
studies)
21. Experiment.
Watch your metrics – they are the
window into your recipient’s inbox.
Lots of opens and clicks often means
you’re sending at the right time
23. This can depend on your industry, but the key
component is quality over quantity.
4TO BE SUCCESSFUL IN EMAIL MARKETING, YOU NEED TO BE SENDING…
WITH THE RIGHT FREQUENCY
26. NEVER STOP TESTING
Use data to figure out what’s working (and what’s not), and
apply learnings to future campaigns.
27. What one thing am I testing?
Do I have enough data to know
the result is meaningful?
What metric is the best
measure of success?
28. 10 Instant ideas
Test #1: Send at different times of days
Test #2: Different language in subject lines
Test #3: Length of subject lines
Test #4: Personalize the subject line
Test #5: Change first line of your email
Test #6: Longer vs shorter emails
Test #7: Varying levels of personalization is body copy
Test #8: Your CTA language
Test #9: Your CTA formatting – links vs buttons
Test #10: Use of certain images
29. The average open rate for
all industries is 20.81%
Business and Finance: 20.47%
Insurance: 20.99%
*SOURCE: https://mailchimp.com/resources/research/email-marketing-benchmarks/
30. The average click-thru-rate for
all industries is 2.43%
Business and Finance: 2.59%
Insurance: 2.09%
*SOURCE: https://mailchimp.com/resources/research/email-marketing-benchmarks/
32. TOTAL
EMAILS OPENED
2,047
TOTAL VISITS TO
DESTINATION LANDING PAGE
=
53
CLICK-THRU-RATE
INDUSTRY BENCHMARK*
X
2.59%
*SOURCE: https://mailchimp.com/resources/research/email-marketing-benchmarks/
33. TOTAL VISITS TO
DESTINATION LANDING PAGE
53
TOTAL FORM SUBMISSIONS
(LEADS)
=
1.8
FORM CONVERSION RATE
INDUSTRY BENCHMARK*
X
3.4%
*SOURCE: https://www.smartinsights.com/lead-generation/lead-generation-
analytics/average-landing-page-conversion-rates-for-lead-generation/
34. • Create remarketable email
content
• Encourage others to share or
forward
• Reinvigorate a stale email list
with an opt-in campaign
EMAIL SOCIAL MEDIAWEBSITE TRAD MARKETING
• Promote online content with
free give-a-ways
• Promote lead-gen offers
• Add a CTA button to top of
Facebook page
• Create a new lead-gen offer –
gated content
• Create a free online tool or
resource
• Improve website forms – limit
the amount of required fields
• Guest write on other websites
• Use social proof and
testimonials about content
• Collect emails at trade shows
• Host in-person events
• Host an online webinar
Your email marketing database degrades by 22.5%
every year, according to Hubspot
HOW TO BUILD DISTRIBUTION LIST
35. Taking a human-centered approach by finding
people where they’re talking and adding value to
that conversation – no matter where it’s taking
place. This means constantly searching for new
and better ways to interact with users,
relentlessly breaking down boundaries between
platforms to build multi-channel relationships.
DIGITAL MARKETING SUCCESS
It’s a fascinating time to work in marketing.
DESCRIPTION OF PRESENTATION – NOT TALKING POINTS
A 5-step formula to simplify digital marketing and advertising. Taking a human-centered approach to digital marketing is about finding people where they’re talking and adding value to that conversation – no matter where it’s taking place. This means constantly searching for new and better ways to interact with users, relentlessly breaking down boundaries between platforms to build multi-channel relationships.
To help simplify. And hopefully you’re take-a-way, “well this isn’t a whole lot different” than what I’m doing now
To make sure you’re sending the RIGHT content…
And if you’re answer is YES to more than 1 or 2 of these… send multiple emails.
Why? Why do those who tell the stories rule the world? Why not those who make the food or those who write the laws? Furthermore, why would we trust storytellers more than people who have been trained to lead?
Because we, as humans, are uniquely programmed to understand and remember great stories. Great stories make us care and help build relationships between us and the world around us.
People do not want to be sold to
Subject line character count visibility will vary by web platform, email client, and device (mobile, desktop, etc.)
Technology is no longer the barrier. Today, the barrier is telling a great story that resonates with your audience.
Here are some examples of more descriptive, enticing calls-to-action:
Shop Fall collection now
Access your account
Get 50% off today
Start testing
Learn more
Some CTAs, like “buy now” infer a greater commitment on behalf of the subscriber—you’re asking them to spend their money by clicking the button. On the contrary, “shop now” represents a much lower commitment. A while back, we ran some tests to see if high or low commitment language works best. We found that typically, low commitment propositions work better for calls-to-action.
While this is a very simple concept, it is often forgotten. Many people are more focused on what it is they want to say about themselves, instead of focusing on what their audience are looking for.
Be sure to study your target market and use your findings to inform your strategy to meet your objectives. What are their needs, wants, contexted
What you spend in digital is less important than how it helps to strengthen the consumer connection.
From the Harvard Business Review:
Most B2B sellers think their customers are in the driver’s seat—empowered, armed to the teeth with information, and so clear about their needs that they don’t bother to engage with suppliers until late in the process, when their purchase decision is all but complete.
Customers don’t see it that way. They may be better informed than ever, but CEB research shows that they’re deeply uncertain and stressed ... Customers are increasingly overwhelmed and often more paralyzed than empowered.
The solution? Empower customers with good information that adds value to their day.
https://hbr.org/2017/03/the-new-sales-imperative
From a 2013 Ernst and Young survey:
89% of business executives polled said quality of service was the single most important criterion for selecting and keeping their core bank, however roughly 73% gave their banks high marks in this area.
For us to break through the clutter, we must present our solutions in a way that resonates with the recipient and gives them a reason to pay attention.
http://www.ey.com/GL/en/Industries/Financial-Services/Banking—Capital-Markets/Successful-corporate-banking—Bank-performance-criteria
People have different reasons for deciding to follow your content. Find out what those are, and send people down different curated pathways based on what you know about them
Lots of opens and clicks often means you’re sending at the right time
NEVER send an email just because – if you don’t have a purpose that’s relevant towards your audience.
According to the DMA, the four most important email marketing metrics (as identified by advertisers) are:
CTR,
Conversion rate,
Open rate, and
ROI.
https://mailchimp.com/resources/research/email-marketing-benchmarks/
Open rates are one of the best ways to tell whether your email strategy is working. This number shows what percentage of your audience opens the emails you send them. If you have a great open rate, it usually means your subject lines resonate with your audience.
https://mailchimp.com/resources/research/email-marketing-benchmarks/
The click rate is a percentage that tells you how many successfully delivered emails got at least 1 click. This number shows whether or not your audience finds the emails you send relevant enough to click through for more.
Business Services = 3.4%
https://www.smartinsights.com/lead-generation/lead-generation-analytics/average-landing-page-conversion-rates-for-lead-generation/
Taking a human-centered approach to digital marketing is about finding people where they’re talking and adding value to that conversation – no matter where it’s taking place. This means constantly searching for new and better ways to interact with users, relentlessly breaking down boundaries between platforms to build multi-channel relationships.
