Matt Heinz
President
@heinzmarketing
Heinz Marketing Inc
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50+ Email Marketing Hacks That Will Double Your Response Rates презентация
Содержание
- 1. 50+ Email Marketing Hacks That Will Double Your Response Rates
- 2. Housekeeping Copies of this deck Free Extras!
- 3. Email Hacks & Best Practices Planning Process Optimization Measurement Integration
- 4. 1. Planning: “No, that is NOT a campaign!”
- 5. Planning Best Practices Campaigns vs programs vs
- 6. 2. Process: “Why can’t you just send it now?”
- 7. Process Best Practices Have a documented production
- 8. 3.Optimization: “Counterintuitive usually wins…”
- 9. Optimization Best Practices Test days of the
- 10. Subject Line Best Practices Test (no subject)
- 11. Transactional Email Best Practices Does marketing “own”
- 12. Other variables to drive response Intro/teaser headers
- 13. 4. Measurement: “Did it work?”
- 14. Measurement Best Practices Which metrics really matter?
- 15. 5. Integration: “Email does not stand alone…”
- 16. Integration Best Practices Channel coordination: Email, Web,
- 17. Other apps worth checking out… MailCharts –
- 18. Reminder! Copies of this deck Free Extras!
- 19. Thank You!
Housekeeping Copies of this deck Free Extras! Secrets to Successful Email Marketing Secrets to Successful Content Marketing The Modern Marketer’s Field Guide Email me (matt@heinzmarketing.com) or bring me a business card
Слайд 150+ Email Marketing Hacks That Will Double Your Response Rates
July 16,
2015
Слайд 2Housekeeping
Copies of this deck
Free Extras!
Secrets to Successful Email Marketing
Secrets to Successful
Content Marketing
The Modern Marketer’s Field Guide
Email me (matt@heinzmarketing.com) or bring me a business card with what you want
The Modern Marketer’s Field Guide
Email me (matt@heinzmarketing.com) or bring me a business card with what you want
Слайд 5Planning Best Practices
Campaigns vs programs vs “sends”
Know the objective (email is
the drill, what is the hole??)
What is the customer point of view?
What stage of the buyer’s journey are you addressing?
What is the customer context (i.e. how and when will the email be received?)
How will email integrate with other channels or outreach efforts?
Is email really the best channel to drive response?
List management (!)
What is the customer point of view?
What stage of the buyer’s journey are you addressing?
What is the customer context (i.e. how and when will the email be received?)
How will email integrate with other channels or outreach efforts?
Is email really the best channel to drive response?
List management (!)
Слайд 7Process Best Practices
Have a documented production checklist
Have a documented quality assurance
process
Use Litmus to test multiple delivery formats, clients & channels
Optimize for HTML, pain text and image-free viewing
Require at least three subject line options in your creative brief
Require a creative brief (!)
Coordination with sales efforts
Sales enablement packages to support follow-up
Use Litmus to test multiple delivery formats, clients & channels
Optimize for HTML, pain text and image-free viewing
Require at least three subject line options in your creative brief
Require a creative brief (!)
Coordination with sales efforts
Sales enablement packages to support follow-up
Слайд 9Optimization Best Practices
Test days of the week
The “from” line – people
vs. buildings vs. “do-not-reply”
Resend to unread prospects
What are you doing with transactional emails?
Format, calls to action, etc.
Video embeds (one:many and one:one)
Mobile optimization
Triggered responses (based on lead scoring or predictive analytics)
“You” vs “I” messaging
Resend to unread prospects
What are you doing with transactional emails?
Format, calls to action, etc.
Video embeds (one:many and one:one)
Mobile optimization
Triggered responses (based on lead scoring or predictive analytics)
“You” vs “I” messaging
Слайд 10Subject Line Best Practices
Test (no subject)
The pros & cons of “RE:”
and “FW:” subject lines
Tease, Personalize, Prioritize, Numbers
35-50 characters max to optimize for opens, 70+ characters to optimize for clicks
Tease, Personalize, Prioritize, Numbers
35-50 characters max to optimize for opens, 70+ characters to optimize for clicks
Слайд 11Transactional Email Best Practices
Does marketing “own” the email?
What else does the
recipient need to know?
WHEN should they get the email?
Transaction vs. Experience
Out-of-Office Emails
WHEN should they get the email?
Transaction vs. Experience
Out-of-Office Emails
Слайд 12Other variables to drive response
Intro/teaser headers
Clarity of call to action
Contact information
in the salutation
PS content
PPS content
PS content
PPS content
Слайд 14Measurement Best Practices
Which metrics really matter?
Leading vs lagging indicators
Integrated systems tracking
post-click conversion
Long-tail tracking impact (in isolation & across campaigns)
Don’t take inactives too seriously
Long-tail tracking impact (in isolation & across campaigns)
Don’t take inactives too seriously
Слайд 16Integration Best Practices
Channel coordination: Email, Web, social, offline, events, etc
Sales coordination:
Scheduling, follow-up materials, email/phone/VM sequences
Post-campaign segmentation: Opens, clicks, unresponsives, etc.
Progressive profiling
Post-campaign segmentation: Opens, clicks, unresponsives, etc.
Progressive profiling
Слайд 17Other apps worth checking out…
MailCharts – What your competitors are sending…
TimeTrade
– Let prospects schedule meetings with you immediately…
unroll.me – Unsubscribe from all of your spam at once…
Signals – See exactly who’s engaging with your email in real-time…
unroll.me – Unsubscribe from all of your spam at once…
Signals – See exactly who’s engaging with your email in real-time…
Слайд 18Reminder!
Copies of this deck
Free Extras!
Secrets to Successful Email Marketing
Secrets to Successful
Content Marketing
The Modern Marketer’s Field Guide
Email me (matt@heinzmarketing.com) or bring me a business card with what you want
The Modern Marketer’s Field Guide
Email me (matt@heinzmarketing.com) or bring me a business card with what you want
