The way people interact with marketing has changed, so your marketing strategies should change too. Here's how to do email marketing effectively in an inbound way.

1. Email Marketing in
an Inbound Age
Ellie Mirman

2. AGENDA
1. Is Email Marketing Inbound or Outbound?
2. You’re Doing It Wrong: Recipients
3. You’re Doing It Wrong: Content
4. 7 Emails More Important Than Your Newsletter
5. You’re Doing It Wrong: Tests
6. Don’t Stop at Email

3. Is Email Marketing
1 Inbound or Outbound?

4. Marketing is changing
has changed

5. The Traditional Marketing Playbook
Print
TV
Radio
PR
Events
Direct Mail
Analytics

6. 86%
skip TV ads
44%
of direct mail is
never opened
91%
unsubscribe
200m
Say DO NOT CALL

7. The New Marketing Playbook
SEO
Social Media
Blogging
Email Marketing
Lead Nurturing
Social CRM
Landing Pages
Marketing Automation
Marketing Analytics

8. What is Inbound
Email?

9. Outbound Email
+

10. Inbound Email
+

11. You’re Doing it Wrong:
2 Recipients

12. Purchased/Rented Lists

13. • Reputable email service providers
don’t allow it
• There’s no such thing as a good
list for sale
• They don’t know you and don’t
want your email
• Your deliverability and IP
reputation will be harmed
Every time you email a cold list…
PRETEND A
KITTEN DIES.
Purchased/Rented Lists

14. Do It Right: Build Opt-In List

15. Do It Right: Build Opt-In List

16. Do It Right: Build Opt-In List

17. Make it EASY

18. Make it EASY
58%
WHERE to sign up
WHY sign up
WHAT you’ll get

19. Email Blast to the Your Database

20. Do It Right: Segment Your List

21. Do It Right: Segment Your List

22. • Geography
• Age
• Gender
• Persona
• Organization type
• Organization size
• Industry
• Job function
• Seniority
• Past purchases
• Frequency of purchase or visit
• Purchase cycle
• Content topic
• Content format
• Interest level
• Education level
• Change in behavior
• Lifecycle stage
• Email type
• Satisfaction index
• Form abandonment
• Social media activity
• Number of conversions
• Current products
What to Segment On

23. Marketing Automation = Expiration

24. Your List Expires at ~25% / Year
Year 1 Year 2 Year 3
50K
21K

25. Attention Expires Too
25

26. Marketing Automation Expiration
500 Leads
50K list
4% CTR
25% Conversion
42 Leads
21K list
1% CTR
20% Conv

27. Do It Right: Fill the Top of the Funnel
Blogging
SEO
Social Media
Content

28. Do’s and Don’ts: Recipients
Do:
• Build an Opt-In List
• Segment Your List
• Fill the Top of the
Funnel
Don’t:
• Purchase/Rent Lists
• Blast Your Database
• Automate into
Expiration

29. You’re Doing it Wrong:
3 Content

30. Focusing on You, Not the Subscriber

31. Wordsmithing Every Word

32. Do It Right: Create Killer Content

33. Do It Right: Think About Your Personas

34. 60% Average landing page
conversion rate

35. 73%
Conversion
Rate

36. 7 Emails More Important
4 Than Your Newsletter

37. Problems with the Email Newsletter
• Too many calls to action
• Can’t focus on selling the value of your offer
• Not targeted

38. 1.) New Offer Email

39. 2.) Thank You Email

40. Thank You Emails Get Twice the Response

41. 3.) New Subscriber Nurturing

42. 4.) Abandonment Nurturing

43. Abandonment Nurturing
90% of ecommerce leads go cold within one
hour, but when remarketed to, spend 50% more.
- MIT Study via SeeWhy

44. Not Just for B2C

45. 5.) Comarketing Email

46. 6.) Social Media Updates

47. 7.) Internal Updates

48. Do’s and Don’ts: Content
Do:
• Create Killer Content
• Think About Personas
• Think Beyond
Newsletter
Don’t:
• Focus on You and Your
Product
• Focus Just on Your
Newsletter

49. You’re Doing it Wrong:
5 Tests

50. NOT Testing

51. Testing Brings Consistent, Immediate Results

52. Obsessing About Subject Lines

53. Do It Right: Test Everything, Test Often
• Offer
• Topic
• Format
• Length/Size
• Name
• Landing Page
• Description
• Length
• Image/Preview
• Form Placement
• Number of Form Fields
• Which Form Fields
• Form “Submit” Button Text
• Sender Name/Address
• Consistent vs. Changing
• Person vs. Company
• Category-Related Name
• Audience
• Interest
• Persona
• Recency or Level of Engagement
• Other Demographics
• Lifecycle Stage
• Format
• Plain Text vs. HTML
• Content in Text vs. Images
• Number of Calls to Action
• Length of Email
• Timing & Frequency
• Day of Week
• Time of Day
• Triggered by Behavior
• Timing Around Event
• Frequency

54. Do It Right: Focus on Metrics that Matter
Open Rate
Click Through Rate
Landing Page Conversion Rate
Close Rate

55. Do’s and Don’ts: Testing
Do:
• Test Everything, Test
Often
• Focus on Metrics That
Matter
Don’t:
• Skip A/B Testing
• Focus Only on Your
Subject Line
• Test Without a Target
Metric

56. 6 Don’t Stop at Email

57. Only Optimizing Email

58. Do It Right: Personalize All Channels

59. Do It Right: Integrate Email
• Email + Social = Expand Reach of Content & Build Following
• Email + Blog = Create Campaign Around Offer
• Email + Nurturing = Increase Yield of Email Leads
• Email + Search = Optimize Email Content for Search Traffic
• Email + Analytics = Measure Results & Segment Better
• Email + Mobile = Optimize Content for Device

60. Do’s and Don’ts: Integration
Do:
• Optimize, Personalize,
and Integrate All
Channels
Don’t:
• Stop at Email

61. Do It Right
1. Build an Opt-In List
2. Segment Your List
3. Fill the Top of the Funnel
4. Create Killer Content
5. Think About Your Personas
6. Think Beyond Your Newsletter
7. Test Everything, Test Often
8. Focus on Metrics that Matter
9. Personalize All Channels
10. Integrate Email

62. THANK YOU.