Email marketing workshop on the Swansea (Wales-GB) conference Where Watters Meet, October 2013

1. E-MAIL MARKETING
Adriano Pozaric
Turizam Info magazine
WHERE WATERS MEET
Swansea, 17. october 2013.

2. E-MAIL MARKETING
History of E-mail
E-mail Basics
Mailchimp
WHERE WATERS MEET /// Swansea, 17. october 2013.

3. JOSEPHINE COCHRANE
Cochran's Crescent Washing Machine
Illinois, 1886.
WHERE WATERS MEET /// Swansea, 17. october 2013.

4. WHERE WATERS MEET /// Swansea, 17. october 2013.

5. 1965. MIT’s CTSS Mail
1971. the first ARPANET mail
1993. reffered as E-mail
WHERE WATERS MEET /// Swansea, 17. october 2013.

6. iContact Survey
WHERE WATERS MEET /// Swansea, 17. october 2013.

7. March 2013. > 2.5 Trillions of messages daily
WHERE WATERS MEET /// Swansea, 17. october 2013.
0
1
1
2
2
4/2012 5/2012 6/2012 7/2012 8/2012 9/2012 10/2012 11/2012 12/2012 1/2013 2/1203 3/2013
Legitimate Email Spam
Source: McAfee threats reports 1Q2013
Global Email Volume (in Trillions of message)

8. Steps to Email Success
WHERE WATERS MEET /// Swansea, 17. october 2013.
Get to the Inbox
Be Interesting
Put Data / Analytics to Use

9. Email Goals
WHERE WATERS MEET /// Swansea, 17. october 2013.
Win Sales
Qualify Leads
Educate Customers
Build Relationship

10. Deliverability
WHERE WATERS MEET /// Swansea, 17. october 2013.
“In today’s email landscape,
only 81% of all permission-based email
makes it to the world’s inboxes.”

11. Deliverability Tips
WHERE WATERS MEET /// Swansea, 17. october 2013.
Use a Reputable Provider
Avoid “Spammy” Content
Get Opened / Clicked Regularly

12. Inboxing’ is Note Enough: Be Interesting
WHERE WATERS MEET /// Swansea, 17. october 2013.

13. Subject Lines
WHERE WATERS MEET /// Swansea, 17. october 2013.

14. Subject Lines
WHERE WATERS MEET /// Swansea, 17. october 2013.
http://www.marketingprofs.com/charts/2013/11228/the-most-effective-keywords-in-email-subject-lines

15. Subject Lines
WHERE WATERS MEET /// Swansea, 17. october 2013.
http://www.marketingprofs.com/charts/2013/11228/the-most-effective-keywords-in-email-subject-lines

16. Subject Lines
WHERE WATERS MEET /// Swansea, 17. october 2013.
http://www.marketingprofs.com/charts/2013/11228/the-most-effective-keywords-in-email-subject-lines

17. Effective Subject Lines
WHERE WATERS MEET /// Swansea, 17. october 2013.
Do
Write and Re-Write
Keep it Short and to the Point
Mix it up
Don’t
Sacrifice Clarity for Cleverness
Mislead

18. Short and Simple
WHERE WATERS MEET /// Swansea, 17. october 2013.

19. Subject Line Red Flags
WHERE WATERS MEET /// Swansea, 17. october 2013.
ALL CAPS
Free Offer
Best, Lowest, Cheapest
No Subject Line
!!!!!

20. First Sentence Matters
WHERE WATERS MEET /// Swansea, 17. october 2013.
NO YES

21. Design
Images Carry ComplementYour Message
WHERE WATERS MEET /// Swansea, 17. october 2013.

22. Design
Images ComplementYour Message
WHERE WATERS MEET /// Swansea, 17. october 2013.

23. Message > Design
WHERE WATERS MEET /// Swansea, 17. october 2013.
Subject Line:
“Hey”
Call To Action:
Donate $5 or more
Results:
Raised +$2.5 million

24. Call to Action
WHERE WATERS MEET /// Swansea, 17. october 2013.

25. Call to Action
WHERE WATERS MEET /// Swansea, 17. october 2013.
Be Action Packed
Make your Calls-to-Action Just That. Never “Click here to...”
Don’t Disappoint
Only link to worthwhile pages / content
Stand Alone
Keep links obvius. Break them out of body paragraphs
or make them buttons.

26. Link Ideas
WHERE WATERS MEET /// Swansea, 17. october 2013.
Programs
Landin Pages
Articles on website
Case Studies
White Papers
Sign Up

27. Analytics
WHERE WATERS MEET /// Swansea, 17. october 2013.
Opens
Does Not Necessarily Reflect Engagement
Clicks
Easy to Accurately Track
Best Indicator of Interest
Clickers Should BeYour First Follow-Up

28. Click-to-Open Ratio
WHERE WATERS MEET /// Swansea, 17. october 2013.
Unique Clicks
Unique Opens
= Click-to-Open Ratio

29. AB Split Testing
WHERE WATERS MEET /// Swansea, 17. october 2013.

30. MAILCHIMP
WHERE WATERS MEET /// Swansea, 17. october 2013.

31. WHERE WATERS MEET /// Swansea, 17. october 2013.

32. WHERE WATERS MEET /// Swansea, 17. october 2013.

33. WHERE WATERS MEET /// Swansea, 17. october 2013.

34. WHERE WATERS MEET /// Swansea, 17. october 2013.

35. WHERE WATERS MEET /// Swansea, 17. october 2013.
www.mailchimp.com
Adriano Požarić
Turizam Info Magazine
adriano.pozaric@turizaminfo.com