Topic: Email marketing best practice and why you should be investing in marketing automation
Learn:
- Dealing with the F’in Email
- Why your email only has 2 seconds to live
- Making the move to marketing automation
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Lee Chadwick - OTE Bristol - Email Marketing
1.
2. Lee
Chadwick
Lee
Chadwick
MD CommuniGator & WOW analytics
•Trying to recruit 8 new staff members
•Water-ski as often as possible
•3 Children between 6 & 14
•Learning to play the drums
3. • Email Marketing Specialists
Delivering over 20 million
emails per week
Technology Platform or Managed Service
Either buy it or we will host it for you
Independent and Privately Owned
Based in Surrey, UK
Commercial Terms for all Budgets
Best Practice as well asTechnology
Dedicated Account Manager for All
UnlimitedTechnical Support
The HTML Doctor (actually a nurse)
Who are we…Who are we…
4. Whos on your website
Campaign management
Electronic Brochures
All designed to bring you marketing insight to act on
3.2 million email designs to R&D
5. 1.Your email probably will not arrive anyway
2.If it does arrive it will be deleted in under 2
seconds
3.Your email audience is too big to appeal to
4.Your Email is designed wrong
(Your measurements are all wrong (I can do 1 and 2
in 5 minutes))
AgendaAgenda 4 things in 40 mins (10
mins each)
20. •Be relevant – ‘what’s in it for them’
•Keep it short
•Use personalisation in the Subject Line
•Be engaging
•Use plain language
•Skip definitive articles (‘A’,‘The’)
•People don’t like surprises
Subject Line
21. •Lee,Your wife Sharon is
cheating on you
•Lee,Your Aunt May has left
you money in her will
The A , B Test
25. •Seminar: Lifting the Lid on Email
Marketing – 22%
•We will help make your email
marketing better – 13%
•Calling all Email Marketers – 7%
The A , B Test
26. •Public training - 2%
(average over three months)
•Pubic Training – 7%
(one time only mistake)
•Now Tell me the Subject Line does not
The A , B Test
27. Symbols but be quick
50% of tests - there was no change in the
results
50% the campaign results were on
average 42% higher when we used
symbols in the subject line.
28. Symbols but be quick
Greatest response from C level contacts
Symbol does not need to
be relavant to title
Symbols work different on some mobiles
http://bit.ly/ZRyFyf
29. •FROM field:
•Defines the relationship with the customer
•Is a key component in the Prioirity Inbox
•Reduces the appearance of spam
•Don’t disguise who you are
•Be consistent
•If customer is familiar with/expects emails
from their Account Mgr - use that name
FROM Field
31. •Remember the Preview Pane:
•Don’t ‘waste it’ on a
very large image
•Use meaningful text that people will see
•The average measurement for
this area is 300 pixels
•Stick the house keeping somewhere else
First 6 Lines
47. •Users scan headings
and don’t read text
•Heading and sub
heading copy is critical
•Users scan down the
left margin
•Large fonts work well
Eye Tracking
Effects Layout
55. Top 5 Things to Measure Average
Bounce Rate per Medium ?
Email Non Engagement ?
Post Click Activity ?
Repeat Visit Activity ?
Digital Interactions Per
Conversion
?
56. So is Your Email Any GoodSo is Your Email Any Good
5 Hot Leads (50 points)5 Hot Leads (50 points)
3 Warm Leads (30 points)3 Warm Leads (30 points)
20 Cold Leads (15 points)20 Cold Leads (15 points)
7 white papers – read, not7 white papers – read, not
downloadeddownloaded
Conversion is what you needConversion is what you need
57. So is Your Email Any GoodSo is Your Email Any Good
58. Technology Provides the Plumbing
View in browser
is a click
Clicked on
an article
Clicked on
unsubscribe
The Problem with traditional
click through reporting
The Problem with traditional
click through reporting
59. Technology Provides the Plumbing
LS = 22
LS = 32
Clicked on 2 articles in last two
emails, inactive in a key email,
visited 2 key web pages
Clicked on 3 articles in last two
emails, visited 3 key web pages,
one yesterday!
The Lead Score is the KeyThe Lead Score is the Key
60. Social
Social
SEO / PPCSEO / PPC
Email MarketingEmail Marketing
Your WebsiteYour Website
The Meaning of Digital LifeThe Meaning of Digital Life
2
5
10
20
61. Top 5 Things to Measure Average
Bounce Rate per Medium 68%
Email Non Engagement 82%
Post Click Activity ?
Repeat Visit Activity ?
Digital Interactions Per
Conversion
?