Weitere ähnliche Inhalte
Ähnlich wie Everything You Wanted to Know About Email Marketing Silverpop (20)
Kürzlich hochgeladen (20)
Everything You Wanted to Know About Email Marketing Silverpop
- 2. You have email marketing questions. So do we.
We also have some answers.
Lots of them.
2
- 3. How to use this document:
1. Browse from the start; or
2. Go to a specific section of interest.
3
- 12. ISPs tell you to gain permission.
They monitor/block by
engagement and complaints.
- 19. Confirmed Opt-in sends an email
notifying the new subscriber
they’ve opted in – and to
unsubscribe if in error.
- 23. Yes, there’s a difference in the
meaning of the words “buy” and
“rent.” Learn the difference.
- 24. Buy = someone sells you a list that
you send.
DON’T DO IT! You are a spammer.
- 25. Rent = a third-party sends your email
to people that have given permission.
You must then convince them to opt-
in to your program.
- 27. Focus on deeply qualified leads
that will drive a higher percentage
of opt-ins.
- 28. Map your offering to the original
reason for opt-in. Contest entrants
probably don’t buy $200K
timeshares.
- 38. Classify new users into active and
inactive, and try incenting
inactives with a small discount.
- 40. Ask for the first order in your final
email of the series.
- 43. You the marketer are responsible
for your email deliverability – not
your email service provider (ESP).
- 44. Your ESP helps you with
infrastructure and strategies – but
there is no magic bat phone to the
ISPs.
- 46. Even the best email marketers
receive spam complaints. The key
is to keep the complaint rate LOW.
- 47. Why do I receive spam or abuse
complaints?
- 48. Your recipients think you send too
many emails; they are irrelevant;
or they don’t remember
subscribing.
- 49. Most ISPs will block/filter your
emails if you receive more than 3
complaints out of 1,000 they
receive from you.
- 58. Like your toes in winter, your
sending IP addresses need to be
‘warmed’.
- 65. Do it now. We’ll wait. Oh, IT,
Ecommerce, etc. doesn’t want to
give up that real estate?
- 66. Tell the roadblockers this:
Companies that move their opt-in
forms up typically see opt-in
conversions increase 50% to 500%!
- 67. Allow users to opt-in with existing
social network credentials, and
capture that rich data!
- 69. Yes, from or sender names
matter? A lot. So choose wisely.
69
- 70. Use your most recognized and
trusted brand name. Don’t veer.
70
- 71. Yes, use different sender names
for different email streams. But
always incorporate your brand
name.
71
- 74. But I see everybody doing that
these days. Is that your reason for
doing it – everybody is?
74
- 75. Do you know who John Doe is? I
didn’t think so. So why use a
person’s name?
75
- 76. Yes, there are exceptions. If the
person’s name is also a recognized
brand in itself.
76
- 77. Personal names are also okay if
you're automating email streams
on behalf of a salesforce.
77
- 78. Subject lines can make a huge
difference. But your brand/sender
name is still the most important
thing.
- 82. But, keep the key information
within the first 40-50 characters.
82
- 83. “Free” Use it. It works. Look in
your inbox if you don’t believe us.
- 91. Use “alt” tags to provide context
when images don’t automatically
load.
91
- 96. Take a “mobile first” approach. Go
ahead, Google what that means…
96
- 97. OK, so design your emails and
landing pages to be friendly for
mobile devices. Period.
97
- 100. Don’t make a user side scroll or
zoom to read your content.
100
- 102. Think in terms of “process” or
“operational” and “output” or
“success” metrics.
102
- 107. Are you crazy? People have to
open their emails to click and take
action.
107
- 108. You are correct. But just because
recipients open an email, doesn’t
mean they’ll take action.
108
- 111. Focus your email metrics on those
that support achieving key
company objectives.
111
- 113. I didn’t think so. Focus on:
conversion; revenue;
engagement; cost savings. These
things matter.
113
- 120. Oh yeah, we have a benchmark
report. You should grade yourself.
120
- 123. The best frequency is the one that
delivers the best combination of
revenue, LCV and acceptable
churn.
123
- 130. The best day to send email?
Monday. Tuesday. Wednesday.
Thursday. Friday. Saturday.
Sunday.
130
- 132. Send based on historical recipient
open and click times.
132
- 137. The average company can expect
that between 30%-50% of their
email database is inactive.
137
- 138. So how do you define an inactive
subscriber?
138
- 141. But every company must develop
a definition that makes sense for
their business.
141
- 144. Sending “we want you back”
emails to inactives typically only
activates up a few percent.
144
- 147. Reactivate via a 2-3 step program
with escalating offers. No action =
purged record or, reduced
frequency.
147
- 148. Tell the user you're taking them
off the list, and give them a way to
prevent it.
148
- 153. Ask for what you need to
segment, provide relevant content.
- 155. Step 1) Capture birth date.
Step 2) Send Happy Birthday emails.
Step 3) Print Money.
155
- 157. Just kidding. Use common sense.
Test It. Balance data needs with
lower form completion rates.
157
- 160. Let users control which
communications they receive and
each one’s frequency.
160
- 162. Don’t force a full opt-out. Offer
subscribers the option to pause
communications?
162
- 165. But why? Because testing is the
only real answer to all your darn
questions.
165
- 168. When testing, use your ultimate
goal (revenue and other
conversions) to determine
winners.
168
- 169. What else can we test: pre-header
text, layout, copy,
personalization, offers, buttons,
timing – pretty much everything.
169
- 171. Test 10% of your list with each
variant, then send the winner to
the other 80%.
171
- 173. Don’t go crazy testing ‘from’
names. In that case, consistency
wins.
173
- 178. Pay attention to 4-5 KPIs send-
over-send, week-over-week and
year-over-year.
178
- 179. Spend less time modifying lists in
Excel, and more time building
rules-driven programs.
179
- 183. Thank you!
On Twitter: @Silverpop
www.slideshare.net/silverpop
www.silverpop.com