Envato Talks: Learn About the Power of Email Marketing for Any Business

How to Master Email Marketing - 5 Survival Tips for Any Business

Transcript

1. @_dan_bruce #EnvatoTalks How to Master Email Marketing 5 Survival Tips for any Business
2. Getting better (and tougher) with age Email: The Digital Veteran “58 percent of adults check email first thing in the morning” (Ezanga) “Email conversion rates are 40x those of Facebook and Twitter” (McKinsey & Company) “Email users open an average of just five emails per inbox visit” (Experian) “You have only 2 seconds to get your message across…” “…the average time allocated to a newsletter after opening it was only 51 seconds” (Campaign Monitor)
3. 1. Start with the Right Toolkit Startup/growth hacking Customer journey/automation $ $$ $$$ + post click integration & auto tagging
4. Triggered Broadcast Newsletter Catalogue / Listings Announcement Sales and Offers Events Transactional Welcome / onboarding offers Lead nurture Offer reminder Anniversary Post purchase / post event upsell Education series / short course Registration confirmation Purchase / shipping confirmation Statement / balance Search / basket abandonment Leave a review Feedback (surveys, NPS) Test & learn Automate Bulk Avg. 20% Open Rate* 1:1 Avg. 45% Open Rate* SELL NOTIFY & INFORM * http://www.silverpop.com/marketing-resources/white-papers/all/2014/email-metrics-benchmark-study-2014
5. Marketing Opt-in Purchases Onsite Behavior Profile Data Enrich List User Accounts 2. Know who (and what) you can Email ✔ Broadcasts ✔ Automation ✔ Transactional Emails ✗ Broadcasts ✗ Automation ✔ Transactional Emails
6. Broadcast
7. Triggered
8. Triggered
9. Transactional
10. 3. Modular Template & Content Plan
11. Weekly Monthly
12. Use a Drag & Drop Editor #shamelessplug* *http://themeforest.net/item/dop-modern-email-template-online-editor-access/9998728
13. 4. Define Key Goals Upfront… Desired Action Example Goal Metric Regularly read website content •  Grow traffic/repeat traffic m-o-m •  Increase advertising revenue? •  Open / click rate •  Sessions (new/repeat) •  Time on site, Bounce rate Keep my product/service top of mind •  Increase brand awareness •  Nurture brand reputation / WOM •  Open rate •  Social shares and forwards •  Unsubscribe/SPAM Online purchase, subscription or donation •  Increase email revenue by x •  Grow customer value •  Click > purchase •  Campaign revenue •  Purchase frequency & basket size Move lead through buying cycle •  Secure x number of recipients to sign up to webinar or downloaded ebook •  Open / click rate •  Number of recipients opt-in and request details (eg. Call back) •  Number of subsequent emails delivered in drip campaign
14. Match Goals to Quality & Volume Active Buyer Repeat Visitor Active Onsite / In store Broadcasts Recommendations Triggered Upsell Loyalty Offers Relevancy
15. …and Don’t be a Dick
16. Lapsed Customer Inactive Onsite Not returned after x period Broadcasts Offers Incentives Unsubscribe? LOOK! Awareness
17. 5. Monitor Email Health Sudden drop in open rate High unsubscribe rate Above threshold SPAM reports
18. 76% 78% 80% 82% 84% 86% 88% 90% 92% 94% 96% 98% 100% 4/05/15 6/05/15 8/05/15 10/05/15 12/05/15 14/05/15 16/05/15 18/05/15 20/05/15 22/05/15 24/05/15 26/05/15 28/05/15 30/05/15 1/06/15 3/06/15 5/06/15 7/06/15 9/06/15 11/06/15 13/06/15 15/06/15 17/06/15 19/06/15 Email Quality Score Invited to ‘opt-up’ % Quality Score = 1- (unsubscribed/clicked) Envato Offers Quality Score
19. Track Against Your ESP’s SPAM Threshold Envato Market Newsletter July 2015 Total emails delivered 442,833 Total abuse reports 18 Abuse rate 0.004% Target Threshold… Keep below 0.1% Warning 0.2% Account suspension 0.5% “Most ESPs and ISPs say a reasonable threshold for abuse complaints is 0.1 percent, which means 1 out of every 1,000 people reported your campaign as junk.” (Mailchimp) *Mailchimp: http://customer.io/blog/Normal-spam-complaint-rates.html *Campaign Monitor: http://help.campaignmonitor.com/topic.aspx?t=143
20. Cheers! danielbruce.me Tweet: @_dan_bruce linkedin.com/in/brudan