This document discusses the continued relevance of email marketing. It notes that email is still a primary way for people to receive communications from companies and that email consumption continues to rise, driven by mobile usage. It provides tips for marketers to keep email marketing effective, such as maintaining a clean subscriber database, engaging subscribers with relevant content, and optimizing email campaigns based on subscriber behavior and feedback.
5. Why email is still relevant
You can’t sign up for anything online without an email address.
Americans 3.5x more likely to find life hard without email than without social media.
28% of the average workweek is spent with email.
Email consumption rates continue to rise, driven by mobile.
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“Dark social” sharing.
McKinsey Global Institute, The Social Economy, July 2012
BRW How ‘dark social’ sharing could… May 2014
Pew Research Internet Project, February 2014
8. of US email is spam
89,000,000,000
Spam messages last week across the globe
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Trend Micro Global Spam Map
42%
9. New in 2014 for real in 2017
Canada Anti-Spam Legislation
(CASL)
Encompasses email, SMS and
social media messaging.
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10. New in 2014 for real in 2017
4 Things to Keep Top-of-Mind:
1. Consent
2. Unsubscribe mechanism
3. Identification
4. Information storage and documentation
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11. If you’re following current email best practices,
you’re already probably 95% compliant with CASL.
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18. So what can a marketer do?
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Database - Keep the house clean
Build and maintain a powerful database
Engagement - Focus on your relationship
Engage subscribers with great content, at the right time and in the right format
Optimize - Pay attention to the details
Listen to your subscribers’ behavior and continually optimize
19. Database – Keep the house clean
Garbage in. Garbage out.
Properly set-up and manage your email marketing
database for sustainable high performance.
• Focus on deliverability and NOT list size: Are subscribers
actually receiving your emails?
• Avoid blacklists and spam traps: Keep your list clean to
protect your sender reputation.
• Manage list churn: What % of your database hasn’t
opened an email in 12 months?
• Ask the right questions: Get the information you need
to personalize messaging.
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20. The importance of your database
Cool for the gents Cool for the ladies Cool for both
21. Engagement – Focus on your relationship
There is 4x the amount of spam in an
email inbox as desirable email.
Your customers have no patience for
poor messaging.
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22. Engagement – Focus on your relationship
Define a strategy
Win back dissatisfied or unengaged customers, Increase site visits, Make a purchase
Timing is everything
Send emails based on behavioral triggers and campaign integration.
Content is king
It’s true on the Web and even more true in email.
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23. Engagement – Focus on your relationship
Don’t forget your landing page
An email is only as good as its landing page
Form matters
Digital is becoming an increasingly mobile channel.
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24. Mobile First
65% of emails are read on a
mobile device.
42% of your customers
read your emails on
the toilet!
Venturebeat: http://venturebeat.com/2014/01/22/65-of-all-email-gets-opened-first-on-a-mobile-device-
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and-thats-great-news-for-marketers/
http://socialtimes.com/two-thirds-americans-take-smartphones-bathroom-infographic_b200869
27. Easy stuff you can do tomorrow
AVOID Subject lines: Free, Help, Percent Off, Reminder, ALL CAPS!!!!!!!!
Immediate welcome or thank you confirmation (double opt in)
In your next email: give something to get something
Run a 12 month report: see who hasn’t opened a single one of your emails
• Make it easy for subscribers to update their information
Reject malformed addresses (me@hotmai.lcom)
And role level addresses (sales@company.com)
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28. Thank you.
50 W. Liberty St., Ste. 800, Reno, NV 89501 | 775.883.6000 | noblestudios.com
Hinweis der Redaktion
Noble studies is an amazing example of a successful small business in northern Nevada
Founded 11 years ago in an extra bedroom of Jarrod and Season’s home in Carson City
Michael Thomas joined three years ago when the team was only 11 people
Today Noble Studios has 50 team members and growing another 10% in 2014
To give you a little background… Noble Studios is a full service digital agency located in Reno, Nevada. We work with client across industries, but are very fortunate to live in a tourism-based region and have a true passion for destination marketing. We are also privileged to work with several amazing travel and tourism brands, including Newport Beach.
The Stones may be older than the hills, but they can sell out a stadium and jam for 3 hours. Rumors of emails death are greatly exaggerated.
Facebook, Twitter, Instagram: all need an email address
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28% of workers’ tasks were spent reading and answering email, according to McKinsey
64% of emails were opened on mobile devices in recent data.
Estimates are that up to 80% of sharing of content is being distributed through email and text to small, off the grid user (private, personal) networks—including old-school copy and pasting into email
Email fulfills multiple purposes in marketing
Drive traffic to landing pages -> Get them to Opt into Email -> Nurture them till they are ready to purchase -> Once they have purchased continue communicating with them to retain or upsell customers -> Strive to turn them into brand advocates
Canada: 48%
Some countries in the 90 percents!
But Spam isn’t anything new.
Image source: http://nbcolympictalk.files.wordpress.com/2013/12/sidney-crosby.jpg
$1M - $10M fine per violation, answer isn’t to ignore Canada (23 million visits and $26B in travel spend in US in 2013!)
Consent: affirmative, express & implied (expires after 6 months / 2 years); no opt out! Must opt in. Talk about Double Opt in; Include a description of messages you’ll be sending; Include your name and contact info (all of it); promise that can unsubscribe at any time.
Identification: clear id of senders and any other party involved in transmission (partners)
Unsubscribe mechanism: each message include a clear, prominent, “readily performed” method. Most email platforms’ unsubscribe methods meet the requirements. And making it easy is just the nice thing to do.
Storage and documentation: requires storage of type of opt in (email, landing page, signup, paper, etc.); example of signup webpage; date recipient opted in; connecting IP address, if applicable
And if you’re not already gathering this data in your database, that means your email program is probably far from optimized
$1M - $10M fine per violation, answer isn’t to ignore Canada (23 million visits and $26B in travel spend in US in 2013!)
Consent: affirmative, express & implied (expires after 6 months / 2 years); no opt out! Must opt in. Talk about Double Opt in; Include a description of messages you’ll be sending; Include your name and contact info (all of it); promise that can unsubscribe at any time.
Identification: clear id of senders and any other party involved in transmission (partners)
Unsubscribe mechanism: each message include a clear, prominent, “readily performed” method. Most email platforms’ unsubscribe methods meet the requirements. And making it easy is just the nice thing to do.
Storage and documentation: requires storage of type of opt in (email, landing page, signup, paper, etc.); example of signup webpage; date recipient opted in; connecting IP address, if applicable
And if you’re not already gathering this data in your database, that means your email program is probably far from optimized
It is SO easy to mark as SPAM:
Essentially, in one step: mark as spam and unscubscribing
It’s like they’re breaking up with you through a friend AND talking shit about you. Ouch.
Bad news, no predictable magic tricks.
Customers / recipients need to indicate you don’t belong in the promotions tab (more about this in the Pain Points session tomorrow)
But your sender score or rating, is going to have a greater affect, ongoing.
Dynamic RSS feed based emails will most likely end up in promotions tab (or junk or spam folders)
It’s not just you: brands like GoPro, United Airlines and even Google Play ended up in promotions tab
The old days: server sent the email to your client with Authentication: Yeo, you’re the Academy of Sciences, your IP record checks out, you’re in!
Internet Service providers control spam and content at the pipe level
A more recent layer of inbox protection: How many emails are you sending / month?
How many are unsubscribing from your emails?
How many of your emails are getting flagged as spam?
ESPs are trying to help us avoid trouble with post masters and tools to help their clients manage their reputations.
This is a glance at the last 3 weeks before the Tabbed inbox was launched and the first few weeks after launch
Gmail’s weekday open rates dropped from about 13%+ to just over 12%--and held steady
Gmail’s open rates are DOWN about twice as much as other ESPs’
Being compliant and having a solid email program is like maintaining a happy marriage…
Ru
54% of Millennials will give data to a business if it meant they don’t waste my time with offers that are not relevant,
Understanding the Millennials, SDL, 2014
According to a recent report from Simple Relevance, Only 10% of emails that US marketers are sending are personalized.
http://m.marketingprofs.com/charts/2014/26122/the-email-strategies-of-20-top-retailers?adref=nlt100114
At a minimum, gather Gender,
Location (don’t send an offer for this weekend if they live 2,500 miles away)
Past behavior, visits or purchases
Birthday!
Define Strategy: set a goal for a campaign, for every send
Timing: If you’re promoting it in another channel, promote it in email—and give your subscribers better access, offers
Content: original content adds more value for your subscribers, Images can be great (but they generally will put you in the promotions tab)
Landing pages: if your email is mobile responsive, so should your landing page
It should look as awesome as your email and look like it came from the same brand
Multiple landing pages based on who in your database clicks is a great strategy (Marketo and Hubspot make this easy)
Mobile aware works too, but increasingly, we’re expecting email and landing pages and websites to look awesome on our smartphones.
Acquisition: where most are focusing, exclusively—this is the bear minimum
Most overlooked - Behavior: What are they doing once they click through: are their behaviors aligned with your goals? It doesn’t have to be a purchase—it can be loyalty (time on site and pages visited), engagement (they viewed and shared a video)
Outcome: This is where you’ll measure ROI of email, not just did they get my email
We call this Tip to Tail Analytics.
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