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Jessica Best - KCDMA Bootcamp 2019

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Email Marketing - The Good The Bad The Wow //KCDMA Bootcamp 2019

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Jessica Best - KCDMA Bootcamp 2019

  1. 1. © BARKLEY & JESSICA BEST @BESTOFJESS #KCDMABOOTCAMP19 Email Marketing: the Good, the Bad & the Wow! Email Marketing Do’s (& Don’ts) Jessica Best Director of Data-Driven Marketing Barkley | @bestofjess
  2. 2. © BARKLEY & JESSICA BEST @BESTOFJESS #KCDMABOOTCAMP19
  3. 3. © BARKLEY & JESSICA BEST @BESTOFJESS #KCDMABOOTCAMP19 Email can send direct: ü At the time that it’s most relevant to the recipient ü With the products/content that are personalized ü Can track individual recipient engagement ü … and automate your follow up Email gets delivered: ü Average email read rate: 25-30% (compared to < 10% with social)
  4. 4. © BARKLEY & JESSICA BEST @BESTOFJESS #KCDMABOOTCAMP19 Customers prefer email (across generations): Source: SendGrid & eggstrategy Future of Digital Communications (2017)
  5. 5. © BARKLEY & JESSICA BEST @BESTOFJESS #KCDMABOOTCAMP19 Customers prefer email (across generations): Source: Adobe (2017)
  6. 6. © BARKLEY & JESSICA BEST @BESTOFJESS #KCDMABOOTCAMP19 Email drives revenue!
  7. 7. © BARKLEY & JESSICA BEST @BESTOFJESS #KCDMABOOTCAMP19 1$ $ 28= So, how do you earn your $28 return on investment?
  8. 8. © BARKLEY & JESSICA BEST @BESTOFJESS #KCDMABOOTCAMP19 The Anatomy of an Email 1 Subject Line 2 Pre-header 3 Branded graphic header 4 Main message 5 Call-to-Action 6 Supporting Message 7 Footer 2 3 4 5 6 7
  9. 9. © BARKLEY & JESSICA BEST @BESTOFJESS #KCDMABOOTCAMP19
  10. 10. © BARKLEY & JESSICA BEST @BESTOFJESS #KCDMABOOTCAMP19 Agenda: 1. The Good (5 Things to Always Do) 2. The Bad (5 Things to Never Do) 3. The WOW, That Rocked! (a few example campaigns that really worked)
  11. 11. © BARKLEY & JESSICA BEST @BESTOFJESS #KCDMABOOTCAMP19 5 things you should always do The Good
  12. 12. © BARKLEY & JESSICA BEST @BESTOFJESS #KCDMABOOTCAMP19
  13. 13. © BARKLEY & JESSICA BEST @BESTOFJESS #KCDMABOOTCAMP19
  14. 14. © BARKLEY & JESSICA BEST @BESTOFJESS #KCDMABOOTCAMP19 ü Subscribers should opt-in (not opt-out) ü Set expectations on frequency, value, security Get Permission1
  15. 15. © BARKLEY & JESSICA BEST @BESTOFJESS #KCDMABOOTCAMP19 ü Subscribers should opt-in (not opt-out) ü Set expectations on frequency, value, security ü NO harvesting email addresses from websites Get Permission 1
  16. 16. © BARKLEY & JESSICA BEST @BESTOFJESS #KCDMABOOTCAMP19 ü Accurately identity the sender ü Working opt-out mechanism ü Include a physical address (or P.O. Box) ü Message and subject line must have clear intent ü Don’t commit fraud (duh) Or else: ü ISPs can take action Learn more at ftc.gov Follow the Law: CAN-SPAM Act of 2003 2
  17. 17. © BARKLEY & JESSICA BEST @BESTOFJESS #KCDMABOOTCAMP19 Follow the Law: CAN-SPAM Act of 2003 2
  18. 18. © BARKLEY & JESSICA BEST @BESTOFJESS #KCDMABOOTCAMP19 ü Integrate with your content marketing calendar Have a Plan 3
  19. 19. © BARKLEY & JESSICA BEST @BESTOFJESS #KCDMABOOTCAMP19 ü Set goals & define metrics for success Have a Plan 3
  20. 20. © BARKLEY & JESSICA BEST @BESTOFJESS #KCDMABOOTCAMP19 Have a Testing Plan 4Test & track to learn Opens < Clicks < Conversions Also, watch your: ü Subject lines ü Day of week/time of day ü Frequency ü Personalization ü Discount/price ü Bounces ü Unsubscribes ü Complaints
  21. 21. © BARKLEY & JESSICA BEST @BESTOFJESS #KCDMABOOTCAMP19 Pop Quiz: Which subject line won? A. Help us solve hunger. B. Donating 1 million meals. C. You can help solve hunger. Most Opens Most Clicks
  22. 22. © BARKLEY & JESSICA BEST @BESTOFJESS #KCDMABOOTCAMP19 Use Email’s Secret Weapon: DATA 5Personalization + Segmentation + Automation + Optimization A B C
  23. 23. © BARKLEY & JESSICA BEST @BESTOFJESS #KCDMABOOTCAMP19 Use Email’s Secret Weapon: DATA 5Personalization + Segmentation + Automation + Optimization
  24. 24. © BARKLEY & JESSICA BEST @BESTOFJESS #KCDMABOOTCAMP19 Use Email’s Secret Weapon: DATA 5Personalization + Segmentation + Automation + Optimization
  25. 25. © BARKLEY & JESSICA BEST @BESTOFJESS #KCDMABOOTCAMP19 • A: Free shipping, no limit • B: Free shipping w/$100 spend • C: Discount to try it out Use Email’s Secret Weapon: DATA 5Personalization + Segmentation + Automation + Optimization
  26. 26. © BARKLEY & JESSICA BEST @BESTOFJESS #KCDMABOOTCAMP19 5 things you should never do The Bad
  27. 27. © BARKLEY & JESSICA BEST @BESTOFJESS #KCDMABOOTCAMP19 Email = blog + social + video ++ Don’t Start from Scratch1
  28. 28. © BARKLEY & JESSICA BEST @BESTOFJESS #KCDMABOOTCAMP19 Don’t Use One Big Image2
  29. 29. © BARKLEY & JESSICA BEST @BESTOFJESS #KCDMABOOTCAMP19 TIP: Try Bulletproof Buttons!2
  30. 30. © BARKLEY & JESSICA BEST @BESTOFJESS #KCDMABOOTCAMP19 Don’t Buy an Email List3 Sent: 25,000 Opens: 9.46% Clicks: 1.23%
  31. 31. © BARKLEY & JESSICA BEST @BESTOFJESS #KCDMABOOTCAMP19 Don’t Buy an Email List3If you want to grow your list quickly, instead invest in: ü Media: digital media, sponsored emails, etc. ü SEO/Inbound lead generation ü Register-to-Win (and other email signup) promotions ü In-store (or in-air) sign up scripts and contests
  32. 32. © BARKLEY & JESSICA BEST @BESTOFJESS #KCDMABOOTCAMP19 Don’t Ignore Mobile Users’ Experience 4 Source: Adestra Consumer Adoption & Usage Study (2016)
  33. 33. © BARKLEY & JESSICA BEST @BESTOFJESS #KCDMABOOTCAMP19 Don’t Ignore Mobile Users’ Experience 4
  34. 34. © BARKLEY & JESSICA BEST @BESTOFJESS #KCDMABOOTCAMP19 Don’t Ignore Mobile Users’ Experience 4
  35. 35. © BARKLEY & JESSICA BEST @BESTOFJESS #KCDMABOOTCAMP19 Don’t Send Without a Pre-Flight Check 5
  36. 36. © BARKLEY & JESSICA BEST @BESTOFJESS #KCDMABOOTCAMP19 Don’t Send Without a Pre-Flight Check 5
  37. 37. © BARKLEY & JESSICA BEST @BESTOFJESS #KCDMABOOTCAMP19 The Wow, That Kicked A$$!
  38. 38. © BARKLEY & JESSICA BEST @BESTOFJESS #KCDMABOOTCAMP19 Pre-Headers Can Sell $
  39. 39. © BARKLEY & JESSICA BEST @BESTOFJESS #KCDMABOOTCAMP19 Video/Animation Lifts Engagement $
  40. 40. © BARKLEY & JESSICA BEST @BESTOFJESS #KCDMABOOTCAMP19 Don’t Just Sell. Tell Stories. $
  41. 41. © BARKLEY & JESSICA BEST @BESTOFJESS #KCDMABOOTCAMP19 Journey-Based Emails Drive ROI $
  42. 42. © BARKLEY & JESSICA BEST @BESTOFJESS #KCDMABOOTCAMP19 Journey-Based Emails Drive ROI $
  43. 43. © BARKLEY & JESSICA BEST @BESTOFJESS #KCDMABOOTCAMP19 Give Your Fans a Megaphone $
  44. 44. © BARKLEY & JESSICA BEST @BESTOFJESS #KCDMABOOTCAMP19 Email Marketing: the Good, the Bad & the Wow Email Marketing Do’s (& Don’ts) Jessica Best Director of Data-Driven Marketing Barkley | @bestofjess

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