part because it’s relatively easy to see and measure the noise of social sharing.
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How to Make Your Emails Go Viral презентация
Содержание
- 2. @chadswhite @meladorri #ViralEmail We tend to associate
- 3. However, the much quieter email forward is
- 9. Discover how to get your emails shared.
- 10. The 1-to-1 or 1-to-few nature of email
- 11. Chad White @chadswhite Research Director at Litmus
- 12. Justine Jordan @meladorri Email critic and popular
- 14. To better understand the quiet, often invisible
- 15. To reduce the impact of list size,
- 16. And to understand the drivers of email
- 17. You’ll receive a copy of The Viral
- 18. Benchmarks for Forward-to-Open Rates
- 19. The median email (50th percentile) produced a
- 20. The 99th percentile of viral emails was
- 23. Get more viral email benchmarks and research
- 24. Tactics that Affect Forward-to-Open Rates
- 25. Tactics we’ll explore… Audience Size Segmentation &
- 26. Audience Size Does an email sent to
- 27. Small audience! The median email among those
- 28. And it’s even more stark among the most viral emails @chadswhite @meladorri #ViralEmail
- 29. Segmentation & Triggers Are segmented emails and
- 30. More likely! The emails in the 99th
- 31. San Diego Magazine segmented these event promo
- 32. Personalization Are personalized emails more or less
- 33. More likely! Emails in the 99th percentile
- 34. ‘Share with Your Network’ CTAs Are emails
- 35. More likely! Emails in the 99th percentile
- 36. This highly viral email from Chevy Safe
- 37. Recipients of this segmented email from JustGiving
- 38. See what other email tactics can help
- 39. Topics that Affect Forward-to-Open Rates
- 40. Email topics we’ll explore… Promotions/Deals/Discounts News/Helpful Content Events/Webinars Transactional/Account Change/ Action Required @chadswhite @meladorri #ViralEmail
- 41. Promotions/Deals/Discounts Are emails about promotions, deals, and
- 42. Less likely! Promotions were the most common
- 43. News/Helpful Content Are emails about news and
- 44. Less likely! Although very common in the
- 45. Promotions and helpful content are staples of
- 46. Plan your email content calendar so that
- 47. A really good deal—combined with the announcement
- 48. Presented as an infographic, news that GameChanger’s
- 49. Events/Webinars Are emails about events and webinars
- 50. More likely! Emails in the 99th percentile
- 51. An exciting, controversial topic and a compelling
- 52. Transactional/Account Change Are emails about transactions, account
- 53. More likely! These emails were 4.6 times
- 54. Two Types of Email Forwards… Social forwards
- 55. @chadswhite @meladorri #ViralEmail Whereas most forwards raise
- 56. Collect data surrounding your forward rate to
- 57. Final Thoughts
- 58. When your subscribers forward your emails,
- 59. Forwards are a powerful indicator of the
- 61. If your monthly forward-to-open rate is in
- 62. How to track forwards Litmus Email Analytics
- 63. Track forwards, prints, and geolocation. Litmus Email Analytics START TRACKING NOW →
- 64. See how long each subscriber spent reading
- 65. See who opens in mobile, tablet, desktop, or web-based inboxes. Device Usage
- 66. Works with any ESP 1 2 3
- 67. Free 14-Day Trial GET STARTED →
- 68. The Viral Email To explore all of
@chadswhite @meladorri #ViralEmail We tend to associate ‘going viral’ with social media—in part because it’s relatively easy to see and measure the noise of social sharing.
Слайд 3However, the much quieter email forward is often a much more
powerful influencer.
@chadswhite @meladorri #ViralEmail
Слайд 10The 1-to-1 or 1-to-few nature of email forwards makes them much
more personal and much more trusted—and therefore more likely to drive action.
@chadswhite @meladorri #ViralEmail
Слайд 11Chad White @chadswhite
Research Director at Litmus
Author of Email Marketing Rules
Written thousands
of posts and articles on email marketing
Quoted in over 100 publications, including The New York Times, The Wall Street Journal, and USA Today
Quoted in over 100 publications, including The New York Times, The Wall Street Journal, and USA Today
Слайд 12Justine Jordan @meladorri
Email critic and popular industry speaker
Directs all things marketing
at Litmus
Recipient of 2015 EEC Email Marketing Thought Leader of the Year award
Organizer of The Email Design Conference
Recipient of 2015 EEC Email Marketing Thought Leader of the Year award
Organizer of The Email Design Conference
Слайд 14To better understand the quiet, often invisible influence of email forwards,
we used Litmus’ Email Analytics to analyze the forwards generated by more than 400,000 email sends with at least 500 opens between Jan. 2013 and March 2015.
@chadswhite @meladorri #ViralEmail
Слайд 15To reduce the impact of list size, we normalized forward activity
by calculating the forward-to-open rate—that is, what percentage of opens generated a forward.
@chadswhite @meladorri #ViralEmail
Слайд 16And to understand the drivers of email forwarding, we analyzed more
than 200 emails from among the top 1% of viral emails and another 200-plus emails from around the 50th percentile—looking at tactics, topics, and other email elements.
@chadswhite @meladorri #ViralEmail
Слайд 17You’ll receive a copy of The Viral Email Report, slides, and
a recording following the webinar.
@chadswhite @meladorri #ViralEmail
Слайд 19The median email (50th percentile) produced a 0.27% forward-to-open rate. Put
another way, the middle-of-the-pack email generates 1 forward for every 370 opens.
@chadswhite @meladorri #ViralEmail
Слайд 20The 99th percentile of viral emails was 17.6 times more viral
than the median, generating 1 forward for every 21 opens.
@chadswhite @meladorri #ViralEmail
Слайд 23Get more viral email benchmarks and research findings
@chadswhite @meladorri #ViralEmail
DOWNLOAD THE
FREE REPORT →
Слайд 25Tactics we’ll explore…
Audience Size
Segmentation & Triggered Emails
Personalization
“Share with Your Network” Calls-to-Action
@chadswhite
@meladorri #ViralEmail
Слайд 26Audience Size
Does an email sent to a small audience or a
large audience have more viral potential?
@chadswhite @meladorri #ViralEmail
Слайд 27Small audience! The median email among those with 500 to 50,000
opens was forwarded 90% more than the median email among those with more than 50,000 opens.
@chadswhite @meladorri #ViralEmail
Слайд 29Segmentation & Triggers
Are segmented emails and triggered emails more or less
likely to be forwarded?
@chadswhite @meladorri #ViralEmail
Слайд 30More likely! The emails in the 99th percentile were 4.3 times
more likely to be segmented and 2.9 times more likely to be triggered than emails in the 50th percentile.
@chadswhite @meladorri #ViralEmail
Слайд 31San Diego Magazine segmented these event promo emails to attendees of
last year’s event and to attendees of another event they held. Both were among the top 1% of viral emails.
Слайд 32Personalization
Are personalized emails more or less likely to be forwarded?
Note:
We ignored first-name merges and other superficial forms of personalization.
@chadswhite @meladorri #ViralEmail
Слайд 33More likely! Emails in the 99th percentile were 4.5 times more
likely than emails in the 50th percentile to include personalization.
@chadswhite @meladorri #ViralEmail
Слайд 34‘Share with Your Network’ CTAs
Are emails that include SWYN calls-to-action more
or less likely to be forwarded?
@chadswhite @meladorri #ViralEmail
Слайд 35More likely! Emails in the 99th percentile were 13 times more
likely to include a “share with your network” call-to-action than emails in the 50th percentile.
@chadswhite @meladorri #ViralEmail
Слайд 36This highly viral email from Chevy Safe & Fun included a
photo taken at an event, as well as prominent “share with your network” links.
@chadswhite @meladorri #ViralEmail
Слайд 37Recipients of this segmented email from JustGiving were very happy to
spread the word that they were among the top 1% of fundraisers during 2014.
@chadswhite @meladorri #ViralEmail
Слайд 38See what other email tactics can help improve your emails
@chadswhite @meladorri
#ViralEmail
CHECK OUT EMAIL BEST PRACTICES →
Слайд 40Email topics we’ll explore…
Promotions/Deals/Discounts
News/Helpful Content
Events/Webinars
Transactional/Account Change/ Action Required
@chadswhite @meladorri #ViralEmail
Слайд 41Promotions/Deals/Discounts
Are emails about promotions, deals, and discounts more or less likely
to be forwarded?
@chadswhite @meladorri #ViralEmail
Слайд 42Less likely! Promotions were the most common topic among emails in
the 50th percentile and were 67% less likely to be the topic of the most viral 1% of emails.
@chadswhite @meladorri #ViralEmail
Слайд 43News/Helpful Content
Are emails about news and helpful content more or less
likely to be forwarded?
@chadswhite @meladorri #ViralEmail
Слайд 44Less likely! Although very common in the 99th percentile of viral
emails, news and helpful content was slightly more prevalent among emails in the 50th percentile.
@chadswhite @meladorri #ViralEmail
Слайд 45Promotions and helpful content are staples of email marketing, so subscribers
are only driven
to forward those that are
truly great.
@chadswhite @meladorri #ViralEmail
Слайд 46Plan your email content calendar so that you’re occasionally sending an
awesome deal, exclusive news, or similarly impactful content.
@chadswhite @meladorri #ViralEmail
Слайд 47A really good deal—combined with the announcement of store closings—made this
email from Home Decorators Collection highly viral.
@chadswhite @meladorri #ViralEmail
Слайд 48Presented as an infographic, news that GameChanger’s app had tracked 800
million pitches for amateur teams went viral.
@chadswhite @meladorri #ViralEmail
Слайд 49Events/Webinars
Are emails about events and webinars that require registration or an
RSVP more or less likely to be forwarded?
@chadswhite @meladorri #ViralEmail
Слайд 50More likely! Emails in the 99th percentile were 3.2 times more
likely to be about an event or webinar than emails in the 50th percentile.
@chadswhite @meladorri #ViralEmail
Слайд 51An exciting, controversial topic and a compelling speaker propelled this event
email into the top 1% of most-forwarded emails.
@chadswhite @meladorri #ViralEmail
Слайд 52Transactional/Account Change
Are emails about transactions, account changes, and required actions more
or less likely to be forwarded?
@chadswhite @meladorri #ViralEmail
Слайд 53More likely! These emails were 4.6 times more likely to be
among the 99th percentile of viral emails than among the 50th percentile.
@chadswhite @meladorri #ViralEmail
Слайд 54Two Types of Email Forwards…
Social forwards build awareness and start others
down their own funnels toward conversions.
Advice-seeking forwards help the forwarder decide whether to convert.
Advice-seeking forwards help the forwarder decide whether to convert.
@chadswhite @meladorri #ViralEmail
Слайд 55@chadswhite @meladorri #ViralEmail
Whereas most forwards raise awareness and help convince others
to convert, the forwards of this triggered transactional email from Glo primarily helped the forwarder convert.
Слайд 56Collect data surrounding your forward rate to track improvement
@chadswhite @meladorri #ViralEmail
Free
14-day trial of Litmus. No credit card required.
START TRACKING NOW →
Слайд 58When your subscribers forward your emails, they expand your reach, increase
conversions, and boost your email engagement metrics—which is good for branding, revenue, and deliverability.
@chadswhite @meladorri #ViralEmail
Слайд 59Forwards are a powerful indicator of the overall health of your
email program; they’re a sign that you are fulfilling your subscribers’ needs at the highest level.
@chadswhite @meladorri #ViralEmail
Слайд 61If your monthly forward-to-open rate is in the bottom quartile (less
than 0.11%), then your email program is probably not delivering experiences that are deeply relevant.
@chadswhite @meladorri #ViralEmail
Слайд 62How to track forwards
Litmus Email Analytics detects ‘natural’ forwards—those made by
clicking the ‘forward’ button in your email client.
More insight than using ‘forward to a friend’
More insight than using ‘forward to a friend’
@chadswhite @meladorri #ViralEmail
Слайд 64See how long each subscriber spent reading your message.
Who read,
skimmed, or just glanced at your email?
Engagement
Слайд 68The Viral Email
To explore all of our findings, check out our
full report:
@chadswhite @meladorri #ViralEmail
DOWNLOAD FREE
