Has your email marketing become a routine? It happens. When we get too bogged down in patterns, our creative juices can get stagnant. Let's shake things up for 2013. Infuse your campaigns with new flavor as we review clever, fun campaigns that worked (and a few that didn't). You'll come way with ideas and inspiration you can put to work right away to revitalize your ROI. Presented by Hunter Boyle at MarketingSherpa's Email Summit 2013, Las Vegas

1. Breathing Life (and ROI)
Back Into Your Email Marketing
Hunter Boyle
Sr. Business Development Manager
AWeber

2. Session Speaker
Hunter Boyle
Sr. Business Development Manager
AWeber
 Helps SMBs grow with email and social marketing tools
 Former editor & blogger: MarketingExperiments Journal,
Internet Marketing Report, Industry Standard
@HunterBoyle
 Boston University, San Francisco Comedy College alum
 Loves travel, photography, volunteering, craft beer
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3. Constrained?
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4. 4

5. Let's Escape the Mundane: 3 Tools
 Real Experiments
 Real Examples
 Real Conversation
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6. First …
A Word About ROI
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7. Same + Old + Things =
{Same Old Results}

8. Real Experiments
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9. Experiment 1: Holiday Email Series
Objective: Drive traffic and engagement via microsite and 14-part email series
of daily marketing resources
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10. Campaign emails featured templates, designs, ebooks, tools, blog posts and a
holiday marketing webinar. All resources were free.
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11. Experiment 1: Results
33,235 UPVs and 10,878 UVs
Series generated extremely high engagement responses
Downloads Opt Ins Open Rates Click Rates
7,582 3,213 54-83% 25-69%
! What You Need to Know: Fun and free still qualify as ROI, because high
engagement plays a major role in conversion rates.
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12. Are you creating the kind of
emails you'd love to get?

13. Experiment 2: Email Confessions
Objective: Drive traffic and engagement to video microsite
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14. Sunday, April 1 – standalone promo
Thursday, July 12 – third feature slot
“Oops! 7 Ways to Screw Up Like an Email Rockstar” (with personalization) was
sent on April 1 – our first Sunday email.
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15. Experiment 2: Results
Email response rates mixed
Favorable to weekday list averages, but hard to benchmark
Video Views Open Rate Click Rate
11,362 22.4% 2.1%
! What You Need to Know: You may not always have metrics to benchmark
against. Experiment anyway. Inaction is far more costly.
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16. Look for inspiration beyond the
routine – and the inbox

17. Experiment 3: Clever vs. Clear
Objective: Learn which subject line style performed best
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18. Experiment 3: Results
541% higher average response
In 5 key engagement metrics, Clear beat Clever every time
Comments Traffic Opt Ins Likes Tweets
+1107% +617% +366% +331% +315%
! What You Need to Know: Creativity has its caveats. Use tone and content
tests to create a house style guide your audience.
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19. Start small, build a case with
low-risk experiments

20. Real Examples
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21. (Re)Consider Popovers
 Popover opt in form
 Time delayed
 Cookies → 1 display
 Drives nearly 70%
of email opt ins
 List grew 375% in
two years (1/11-1/13)
SocialMediaExaminer.com
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22. Make Engagement Priority #1
 Re-engagement test
 Sent notifications with
request to confirm opt ins
before migrating list
 Opt in list went from
8,250 to 2,500 … BUT
 Raw numbers steady
 Avg. open/click rates
rose
to 49.5% and 6.8%
60SecondMarketer.com
 List grew to 4,500 – and
is more responsive
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23. Try Asking Another Way
 Used video annotations to drive opt ins
 Tested an email pitch within the video
 Increased opt ins by 38% vs. annotations
AskTheBuilder.com
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24. Start A Spin Off Series
 Autoresponder series
 Free, educational,
personal, high value
 List doubled in 1 year
 97,000 subscribers
 Drove ~50% of blog
product first-week sales
 Drove ~80% of sales
of training product
Copyblogger.com
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25. We need to make
email fun again – if
we want readers to
care about it

26. Real Conversation
(aka Q&A)
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27. Thank You!
Hunter Boyle
Sr Biz Dev Manager
AWeber
@hunterboyle
hunterb@aweber.com
http://linkd.in/hunterboyle
To download a free copy of our ebook,
Optimize Your Email Campaign, please visit:
http://bit.ly/optimize-guide