Creating Inbox Magic: Email Marketing Best Practices You Need to Know
- 1. Creating Inbox Magic: Email Best Practices You Need to Know
- 2. Kate Kotzea Dir. of Marketing Technology @katekotzea
- 4. Email marketing has long been associated with a medium to reach subscribers rather than a strategy to reach and engage the right subscriber
- 9. 73% of millennials prefer email, because it’s “part of everyday life”. -Adestra
- 10. B2B marketing email averaged over a 47% higher CTR than B2C email and has a 23% higher click-to-open ratio. -emfluence
- 11. All emails should have a clear purpose, not only to nudge users to do what you want them to do, but to drive their user experience forward. - Customer.io
- 12. CREATE A REASON • Exclusivity • Special content • Behind-the-scenes • Early product releases • Special offers • Automation
- 15. • Open Rate • Click-through Rate • Deliverability • A/B Testing • Device opened • Geography • Specific links clicked
- 16. TIE TO BUSINESS GOALS Email generated REVENUE Email generated CONVERSIONS Email ROI
- 22. Use text & images together. Include the primary content in the email as text, not just a graphic.
- 26. Give the alt tags / labels for your images descriptions that make sense.
- 27. People spend a lot of time worrying about email clients with 1% usage; accessibility is a much bigger issue. - Rebelmail
- 28. Create Clear Calls to Action. Kj lklkj In A/B tests, there was 28% increase in CTRs if the call to action was a button vs. a link. - Campaign Monitor
- 29. BUTTON DESIGN • Contrasting, non-grey colors • White space around button to stand out • Arrow or other elements to help with next steps
- 30. On average, business email campaigns see a 55% increase in CTRs when a video is called out in the subject line or included in content - eMarketer
- 32. Showcasing products – 103% increase in conversion rate
- 35. Words to Use & Avoid
- 36. Thank you / Thanks You/Your Account Monthly
- 38. Keep it Short
- 39. A/B Testing • Highlight only one topic • Keep it familiar (Company June Newsletter, July Newsletter) • Break out topics (Topic 1 | Topic 2 | Topic 3 ) • Create urgency and/or curiosity (Take 50% off)
- 40. Emails with personalized subject lines are 20% more likely to be opened. - HubSpot
- 41. Use preheaders
- 42. Benefits of Preheaders: Summary of email Brand connection Extend your subject line
- 43. -MailChimp
- 44. Emoji usage in email marketing has gone up 7,100% over the last year. 👏👏👏 -Litmus
- 45. 56% of brands using emoji in their email subject lines had a higher unique open rate. ✉️️ + 😍 = ❤️️ -Experian
- 46. When to Use an Emoji Fits with your brand Subscribers have updated OS Strong mobile opens Use Emojipedia
- 49. -Experian
- 50. 70% of millennials check their email from bed (vs. 52% of the general survey population). -Adestra
- 54. Gather New Information • Form signups • New contests • Integration with other platforms
- 56. Zombie Subscribers • Unengaged • Don’t open • Old addresses • Deliverability
- 57. Millennials aren’t afraid to mark unwelcome emails as spam, seriously hurting your sender reputation and your ability to send emails in the future to anyone. - Litmus
- 61. Automated Emails Generate: 70.5% higher open rates 152% higher click-through rates 75% of email revenue - Epsilon Email Institute and DMA
- 62. Companies that excel at lead nurturing generate 50% more sales ready leads at 33% lower cost. - Forrester Research
- 63. • Confirmation or thank you • Account setup next steps • Account deadlines or expirations Understand the right send delay
- 65. Use plain text – don’t over design
- 66. Integrate with Business Goals
- 67. THE FUTURE OF EMAIL
- 69. -Adestra Email is still preferred way of communication
- 70. MESSENGER APPS
- 71. Customer Service Contests Ecommerce Sales Promotion Ways to Integrate with Apps
- 72. Bots will run automated workflows; send confirmation emails, abandoned cart emails, create newsletter sign ups, all personalized with data from the chat session. MORE BOTS
- 73. WEARABLES
- 74. EMAILS ON WEARABLES Notification – subject line importance Plain text Limited or no tracking
- 75. Email content will be based off of different sources and real-time variables will be generated at moment-of-open (not send). AGILE EMAILS
- 77. MORE VIDEO Apple iOS 10 will again support HTML5. As of November, 53% of emails were opened on a Apple email app. -Litmus
- 81. Email marketing has long been associated with a medium to reach subscribers rather than a strategy to reach and engage the right subscriber
- 82. TAKEAWAYS • Establish email metrics • Understand your database • Do A/B tests • Look for automation opportunities • Use animation