1. Dan HareDan Hare
@academyblog@academyblog
daniel.hare@communigator.co.uk
daniel.hare@communigator.co.uk

2. Dan HareDan Hare
@academyblog@academyblog
daniel.hare@communigator.co.uk
daniel.hare@communigator.co.uk
Email & Marketing Automation

3. GatorMailGatorMail GatorLeadsGatorLeads GatorSocialGatorSocial GatorDocsGatorDocs GatorEventsGatorEvents
GatorExpressGatorExpress GatorInsightsGatorInsights
GatorCRMGatorCRM GatorDataGatorData GatorSurveys
GatorSurveys

4. I went to CommuniGator's Best Practice Email
Marketing Seminar last Thursday with a colleague
to refresh our brains on the do's and don'ts and on
the back of it we created a new email template,
applied some new ideas, ran a split test against the
‘old’ style campaign and then saw 18 times more
click-throughs on the new compared to the old.
Mike Harrison
Digital Marketing Manager, Spikes Cavell

5. 2006 ----------------- 2013
Effective email marketing is
not as easy as you may think
Effective email marketing is
not as easy as you may think

6. Deliverability is dull and boring
IP Reputation
Authentication
DKIM
SPF Record
Content
Engagement
Sending Domain Reputation

7. Deliverability is dull and boring
IP Reputation
Authentication
DKIM
SPF Record
Content
Engagement
Sending Domain Reputation

8. B2B B2C
EngagementEngagement

9. What is the worst word you can
use in an email?
What is the worst word you can
use in an email?
ContentContent

10. Dear [something] - 1.999Dear [something] - 1.999
Dear Sir/Madam - 2.683Dear Sir/Madam - 2.683
Dear Friend - 2.699Dear Friend - 2.699
Free - 0.161Free - 0.161

11. The next hurdleThe next hurdle

12. Email Market Share Report

13. OpensOpens

14. Top 5 things that affect
email performance
Top 5 things taking up time
in email marketing
From Address Timing & Frequency
Subject Line Bounces & Unsubscribes
Content Content
Layout Design
Segmentation Data

15. From AddressFrom Address
Subject LineSubject Line
PreviewPreview
Two seconds...Two seconds...
alerts@acmesoftware.co.uk
Latest News
If you cannot read this email, click here
to view it in your browser.
ACME Software
Latest News
If you cannot read this email, click here
to view it in your browser.
Daniel Hare - ACME
Latest News
If you cannot read this email, click here
FromFrom

16. alerts@acmesoftware.co.uk
Latest News
If you cannot read this email, click here
to view it in your browser.
ACME Software
Latest News
If you cannot read this email, click here
to view it in your browser.
Daniel Hare - ACME
Latest News
If you cannot read this email, click here
From Address:From Address:
Relationship?Relationship?
CompanyCompany
BrandBrand
IndividualIndividual

18. Personalities tend to be stronger brands
than functional entities
Personalities tend to be stronger brands
than functional entities

19. Reply to:Reply to:
amy.johnson@amy.johnson@
sales@sales@
marketing@marketing@
donotreply@donotreply@

20. What’s in it for the recipient?What’s in it for the recipient?
SubjectSubject

21. Latest NewsLatest News
Company UpdateCompany Update
June NewsletterJune Newsletter
REGISTER NOWREGISTER NOW
Last ChanceLast Chance
Take our surveyTake our survey
StructuralStructural SalesySalesy

22. RelevantRelevant

23. Timing is criticalTiming is critical

24. Seth Godin – The Purple Cow
The 6th P = Purple
Cow(Remarkable)
The 6th P = Purple
Cow(Remarkable)

25. Headline & Sub-headline
Headline & Sub-headline

26. Harriet Wooding
✪ Super Sub & Skills Starvation ✪
Harriet Wooding
Super Sub & Skills Starvation
10.42%
6.56%
RemarkableRemarkable

27. Not Telling
Pubic Training Course
Not Telling
Public Training Course
7.13%
2.02%
RemarkableRemarkable

28. Top 5 things that affect
email performance
Top 5 things taking up time
in email marketing
From Address Timing & Frequency
Subject Line Bounces & Unsubscribes
Content Content
Layout Design
Segmentation Data

29. Click hereClick here
Read moreRead more
Find out moreFind out more
Best email marketing tipsBest email marketing tips
Discover the best email marketing tipsDiscover the best email marketing tips
10 of the best email marketing tips ever10 of the best email marketing tips ever

31. Long attention spans
are becoming a
thing of the past
Long attention spans
are becoming a
thing of the past

32. Top 5 things that affect
email performance
Top 5 things taking up time
in email marketing
From Address Timing & Frequency
Subject Line Bounces & Unsubscribes
Content Content
Layout Design
Segmentation Data

35. Disabled Images Ruin ImpactDisabled Images Ruin Impact

39. Enabled is not much better

40. The Design Standard is setThe Design Standard is set

42. F
The “F” in EmailThe “F” in Email
Next Time you are
proofing a design
remember the F
Next Time you are
proofing a design
remember the F

43. 18 x more clicks18 x more clicks
Not as pretty, but
that’s not the point
Not as pretty, but
that’s not the point

44. Top 5 things that affect
email performance
Top 5 things taking up time
in email marketing
From Address Timing & Frequency
Subject Line Bounces & Unsubscribes
Content Content
Layout Design
Segmentation Data

45. IT Manager, SME, London
Behaviour: Downloaded Whitepaper
Objective: Attend Security Briefing
SegmentationSegmentation

46. Social
Search
Email
Website

47. http://www.communigator.co.uk/?utm_source=demo&utm_medium=email&utm_campaign=webinarhttp://www.communigator.co.uk/?utm_source=demo&utm_medium=email&utm_campaign=webinar
http://www.communigator.co.uk/?
utm_source=gatormail&
utm_medium=email&
utm_campaign=seminar
http://www.communigator.co.uk/?
utm_source=gatormail&
utm_medium=email&
utm_campaign=seminar

49. UTMUTM
IPIP
CookieCookie
WhoWho
WhatWhat
WhereWhere
EmailEmail
SearchSearch
SocialSocial
UTM - what brought them here?UTM - what brought them here?

50. 2
Lead Score - what they did here?Lead Score - what they did here?

51. 2 2 2 10

52. 2 2 2 10 10

53. 2 2 2 10 10 22

55. Customers are inconsistentCustomers are inconsistent

57. For every action,
there is an equal
and opposite
reaction
For every action,
there is an equal
and opposite
reaction
Triggered
Campaigns
Triggered
Campaigns

58. For every action,
there is an equal
and opposite
reaction
For every action,
there is an equal
and opposite
reaction
Triggered
Campaigns
Triggered
Campaigns

59. Automation beats
determination

60. Top 5 things that affect email performance
From Address Relationship Reputation
Subject Line Relevant Remarkable
Content Verbage Quantify
Layout Google “F”
Segmentation Behavioural Demographic

62. Tracking codes: 30 day trial.*
*If you get the codes up within a week!
http://cgt.bz/
Use code: #otemanc
http://cgt.bz/
Use code: #otemanc