Social media is the cool kid on the block. But email is the real powerhouse of digital conversion. According to Pew Research, 92% of online adults use email, with 61% using it on a daily basis. In this session, Kate will share insights on how to make your email marketing campaigns shine in 2017. Be in the know on subject lines (emoji or no emoji?), deliverability, automation, design and content best practices, and list segmentation.

1. Creating Inbox Magic:
Email Best Practices You Need to Know

2. Kate Kotzea
Dir. of Marketing
Technology
@katekotzea

4. Email marketing has long been
associated with a medium to reach
subscribers rather than a strategy to reach
and engage the right subscriber

9. 73% of millennials prefer email,
because it’s “part of everyday life”.
-Adestra

10. B2B marketing email averaged over a 47%
higher CTR than B2C email and has a 23%
higher click-to-open ratio.
-emfluence

11. All emails should have a clear purpose, not
only to nudge users to do what you want
them to do, but to drive their user experience
forward.
- Customer.io

12. CREATE A REASON
• Exclusivity
• Special content
• Behind-the-scenes
• Early product releases
• Special offers
• Automation

14. REPORTING & ANALYTICS

15. • Open Rate
• Click-through Rate
• Deliverability
• A/B Testing
• Device opened
• Geography
• Specific links clicked

16. TIE TO BUSINESS GOALS
Email generated REVENUE
Email generated CONVERSIONS
Email ROI

17. SEND BEST PRACTICES

18. Design &
content
Subject
lines
When to
send

19. Design &
content
Subject
lines
When to
send

20. Think Mobile First

22. Use text & images together.
Include the primary content in the
email as text, not just a graphic.

26. Give the alt tags / labels for your
images descriptions that make sense.

27. People spend a lot of time worrying
about email clients with 1% usage;
accessibility is a much bigger issue.
- Rebelmail

28. Create Clear Calls to Action.
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In A/B tests, there was 28% increase
in CTRs if the call to action was a
button vs. a link.
- Campaign Monitor

29. BUTTON DESIGN
• Contrasting, non-grey colors
• White space around button to stand out
• Arrow or other elements to help with next steps

30. On average, business email campaigns see a
55% increase in CTRs when a video is called
out in the subject line or included in content
- eMarketer

32. Showcasing
products – 103%
increase in
conversion rate

34. Design &
content
Subject
lines
When to
send

35. Words to Use & Avoid

36. Thank you / Thanks
You/Your
Account
Monthly

37. Free
$$$
Earn
Guaranteed
!!!

38. Keep it Short

39. A/B Testing
• Highlight only one topic
• Keep it familiar (Company June Newsletter, July Newsletter)
• Break out topics (Topic 1 | Topic 2 | Topic 3 )
• Create urgency and/or curiosity (Take 50% off)

40. Emails with personalized subject
lines are 20% more likely to be
opened.
- HubSpot

41. Use preheaders

42. Benefits of Preheaders:
Summary of email
Brand connection
Extend your subject line

43. -MailChimp

44. Emoji usage in email marketing has
gone up 7,100% over the last year.
👏👏👏
-Litmus

45. 56% of brands using emoji in their
email subject lines had a higher
unique open rate.
✉️️ + 😍 = ❤️️
-Experian

46. When to Use an Emoji
Fits with your brand
Subscribers have updated OS
Strong mobile opens
Use Emojipedia

47. Design &
content
Subject
lines
When to
send

49. -Experian

50. 70% of millennials check their
email from bed (vs. 52% of the
general survey population).
-Adestra

51. Know Your Industry

52. DATABASE SEGMENTATION

53. A ALWAYS
B
S
BE
SEGMENTING

54. Gather
New
Information
• Form signups
• New contests
• Integration with
other platforms

56. Zombie
Subscribers
• Unengaged
• Don’t open
• Old addresses
• Deliverability

57. Millennials aren’t afraid to mark
unwelcome emails as spam, seriously
hurting your sender reputation and
your ability to send emails in the future
to anyone.
- Litmus

59. MARKETING AUTOMATION

60. What is
marketing
automation?

61. Automated Emails Generate:
70.5% higher open rates
152% higher click-through rates
75% of email revenue
- Epsilon Email Institute and DMA

62. Companies that excel at lead
nurturing generate 50% more sales
ready leads at 33% lower cost.
- Forrester Research

63. • Confirmation or
thank you
• Account setup next
steps
• Account deadlines
or expirations
Understand
the right
send delay

64. Clearly
communicate
next steps

65. Use plain text
– don’t over
design

66. Integrate with Business Goals

67. THE FUTURE OF EMAIL

69. -Adestra
Email is still
preferred way of
communication

70. MESSENGER APPS

71. Customer Service
Contests
Ecommerce
Sales Promotion
Ways to Integrate with Apps

72. Bots will run automated workflows;
send confirmation emails, abandoned
cart emails, create newsletter sign ups,
all personalized with data from the chat
session.
MORE BOTS

73. WEARABLES

74. EMAILS ON
WEARABLES
Notification – subject line
importance
Plain text
Limited or no tracking

75. Email content will be based off of
different sources and real-time variables
will be generated at moment-of-open
(not send).
AGILE EMAILS

77. MORE VIDEO
Apple iOS 10 will again support HTML5. As
of November, 53% of emails were opened
on a Apple email app.
-Litmus

78. INTERACTIVE
EMAILS
Shopping carts
Forms
Quizzes
Accordions
Rotating banners

80. LOOKALIKE AUDIENCES

81. Email marketing has long been
associated with a medium to reach
subscribers rather than a strategy to reach
and engage the right subscriber

82. TAKEAWAYS
• Establish email metrics
• Understand your database
• Do A/B tests
• Look for automation opportunities
• Use animation