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HOW TO GET BETTER EMAIL ENGAGEMENT IN
2015
TWEET!
2
Follow us on Twitter:
@WhatCounts
Today’s hashtag:
#BetterEmail2015
TODAY’S SPEAKERS
3
Amy Garland
Senior Strategic Account Manager,
WhatCounts
Email: agarland@whatcounts.com
Erica Malick
Strategic Account Manager, WhatCounts
Email: emalick@whatcounts.com
THE IMPORTANCE OF SUBSCRIBER
ENGAGEMENT
4
WHAT IS SUBSCRIBER ENGAGEMENT?
When a recipient takes action on your email:
opening, clicking, sharing, forwarding, etc.
5
WHY DOES SUBSCRIBER ENGAGEMENT MATTER?
Greatly affects inbox placement.
(You need your emails to be seen!)
Indicates a successful email marketing program.
(If people aren’t acting on your emails, you’re not
getting any benefits of sending email!)
Gives you a benchmark to measure against.
(How else will you know if you’re improving?)
Indicates you’re doing your job as a marketer.
(What would your boss think if your campaigns weren’t
delivering conversions?)
6
SUBSCRIBER ENGAGEMENT & INBOX PLACEMENT
Inbox Placement: The percentage of your email that is actually
delivered to your subscribers’ inboxes (vs. the spam folder)
• Many ISPs now include subscriber engagement as a factor in
determining where to deliver your mail (inbox vs. spam folder).
• Gmail, Yahoo!, etc., want to see that their users want your mail
before continuing to deliver to the inbox. If not, they’ll send it to
the spam folder.
• They gauge this with their users’ actions on your mail.
• The more opens and clicks, the more chance you have of
getting your message seen.
7
IS IT REALLY THAT IMPORTANT?
Entice users to open. Force them to click.
8
Flickr photo credit: reneerk
“We don’t need anyone to click through. The message is in the
body of the email. We just want people to read…”
9
• Sender:
Banana Republic
• Subject line:
Solve the mystery-reveal your savings.
OPEN ME: TACTICS TO GET YOUR
EMAILS OPENED
10
1111
BUILD THE RELATIONSHIP
11
5 ways to build trust:
1. Provide valuable content
2. Target your messages
3. Listen
4. Follow through
5. Respect their privacy
If your subscribers trust you they are much more likely to not only open
your email, but also click through, share, or convert.
1212
FROM NAME
12
From name is what makes you recognizable to your subscribers.
TEST!:
Use A/B split testing to try out different
options, see what gets the best reaction,
then stick with it.
Consider using:
• Your company name
• A well known representative of your
company
• Anything else specifically recognizable
to your subscriber
13
R
13
SUBJECT LINE
13
A few pointers:
• Keep it short and simple
• Make your point clear
• Give a sense of urgency
• Steer clear of SPAM-like wording
• Consider personalization
• Be clever
• Always check your spelling and
grammar
1414
SUBJECT LINE - A/B SPLIT TESTING
14
5 ideas for testing:
1. Specific versus general
– Attend our Open House on January 24th
– Picture your Future Success
2. Personalization
– Erica, get your Special Snow Day deal from Starbucks
– Get your special deal from Starbucks
3. Company/Branding
– Save 25% off Invitations!
– Save 25% off Wedding Diva invitations!
4. Negative versus Positive
– Winter blues? – Grab a coffee with us
– Get cozy! Grab a coffee with us
5. Urgency
– 2 Days Only – Get Half Off!
– Get Half Off!
15
R
15
PREHEADER TEXT
15
Effective ways to use preheader text:
• Finish your thought
• Give more detail
• Make an offer
• Highlight functional links
• Add personalization
Not only gives your subscriber alternate way to view your email
but complements the subject line and expands on your story
16
R
16
PREHEADER TEXT
16
9 WAYS TO GET MORE CLICKS
17
18
1. PROVIDE VALUABLE CONTENT
1818
Content really is KEY in increasing engagement.
Follow through with what’s promised in the subject line – make it
valuable!
You don’t want your recipients asking themselves… WHO CARES?
Flickr photo credit: peppermintfoa
19
1. PROVIDE VALUABLE CONTENT
1919
Ask yourself the following questions:
• Who is your audience?
• What kind of content interests your audience?
• Does the same content interest everyone in your audience?
• Why are you sending it?
• What do you want the recipients to do upon reading your email
newsletter?
20
1. PROVIDE VALUABLE CONTENT
2020
Look at your click-through rates. Determine what was popular and
then tailor your future campaigns going forward.
Remember:
There is not a clear set of rules; you will only discover what appeals to
your subscribers through testing!
21
R
21
2. GIVE MULTIPLE OPPORTUNITIES TO CLICK THROUGH
21
Give plenty of opportunity for your subscribers to click through your
creative and allow for that conversion.
22
R
22
2. GIVE MULTIPLE OPPORTUNITIES TO CLICK THROUGH
22
Link multiple areas of your email, including the headline, images,
actionable text, and buttons.
23
R
23
3. DESIGN FOR ABOVE THE FOLD
23
Above the fold:
• The section of the email visible to the subscriber without having to scroll
• Designing with this in mind gives your email a higher chance of getting more
click-throughs
The average email user:
• Receives between 50-100 emails
per day.
• Spends between 2-4 seconds with
each email they open.
• Scans your message instead of
reading word-for-word.
• 50% of users who open an email
do not scroll.
24
R
24
3. DESIGN FOR ABOVE THE FOLD
24
25
R
25
4. MAKE IT MOBILE-FRIENDLY
25
The simplest and most effective ways to personalize the content you
are sending to the people on your list
Tips to follow:
• No more than 600 pixels wide
• Simplify navigation
• Stack
• Readable font
• Make button bigger
• Say “yes” to white space
• TEST
26
R
26
4. MAKE IT MOBILE-FRIENDLY
26
27
R
27
5. DESIGN FOR IMAGES OFF
27
According to Litmus.com, about 43%
of Gmail users are viewing their email
with images turned off.
What can you do?
• Utilize alt text
• Use bulletproof buttons
• TEST!
28
R
28
5. DESIGN FOR IMAGES OFF
28
Images Off Images On
29
R
29
5. DESIGN FOR IMAGES OFF
29
Images Off Images On
30303030
6. INTEGRATE WITH SOCIAL MEDIA
Give recipients the ability to interact with
your emails socially by:
1. Adding “Connect with Us” links
2. Including Social Sharing (Facebook
Like, Pin It, Tweet This)
3. Linking Forward to a Friend
31313131
7. ADD WEBSITE NAVIGATION TO ALL EMAILS
• Gives recipients additional way to get to your website
• Offers consistent branding experience
• Audience may not want specific email offer, but this keeps brand top-of-
mind and reminds them of other offerings
32323232
8. INCORPORATE VIDEO IN YOUR EMAILS
Break up the monotony of your messaging by offering a video experience
in your emails.
• General industry consensus is to avoid video played directly in email as very
few mail clients support this.
• Continue to link video screenshot to landing page.
Recommendations:
• Include video screenshot
with an overlaid play
button
• Use animated GIFs
33333333
8. INCORPORATE VIDEO IN YOUR EMAILS
Best practices:
• Test the screenshot image
• Make the video the focus of your email
(minimal text)
• Video should include benefits to
recipients
• Be creative and engaging
• Keep videos short and sweet
• Tailor your video message and tone to
your audience
• Target / personalize the mailing
34343434
9. TEST, TEST, TEST!
Narrow down exactly what your subscribers best respond to. Test
specific words, phrases, etc., for stronger future campaign performance.
• Increase subscriber engagement by testing call-to-action placement, creative
elements, and more.
• Test with your larger sends and use results to optimize triggered emails.
Winning criteria options:
 Opens
 Overall clicks/specific links
 Conversions
 Forwards
 Social Sharing
 Social Clicks
3535353535
4 Ways to Get More Out of Your A/B Split Testing:
1. Test two (or more) templates that are exactly the same with the exception of one
variable.
2. Do this same test at least three times to get a true representation of what your
audience thinks.
3. Test to 100% of your list. Send each version to 50% of your list (if you’re using two
versions). Testing to only 10% is also not going to be a true representation of how
your audience responds to your emails.
4. Learn from your testing. Use the “winning” results, but do so sparingly if need be. i.e.,
don’t use “exclusive” for every single email subject line. Only use this word when
something is truly exclusive and/or you really want your subscribers to take note.
9. TEST, TEST, TEST!
36363636
9. TEST, TEST, TEST!
What to test:
• Language (headers, calls-to-action, opt-out, etc.)
• Content placement (one-column vs. two-columns)
• Call to action (button color, button placement, number of links/buttons,
etc.)
• Images (gender, action vs. stagnant, number of images)
• Placement of links (link up actionable text vs. not linking up text)
• Length of email (including all content vs. forcing subscribers to click to
view content)
3737
Virginia Tech Case
Study:
• Boosted click-to-
open rate by 6%
• Forced the click
through
After: 17% CTORBefore: 11% CTOR
HOW TO SHED UNWANTED “WEIGHT” IN
2015
38
WHY A RE-ENGAGEMENT CAMPAIGN?
39
Quality Over Quantity
1. Higher engagement rate (opens, clicks, conversions)
2. Better inbox placement
• ISPs place weight on your engagement metrics when determining where to deliver your mail
(inbox, spam, or blocking).
• They want to ensure you practice clean list management and are sending only to recipients
who want your mail.
Email re-engagement campaigns give you an email list that:
• Is far more engaged
• Yields a higher click-through rate
• Drives more conversions and customers
• Improves your email deliverability.
– Innovative Marketing Resources
WHY A RE-ENGAGEMENT CAMPAIGN?
40
Return Path “Email Win-Back Program” Study
In email marketing, win-back email campaigns separate entirely inactive subscribers from
less active or seasonally active subscribers, reducing the risk of low inbox placement
across all campaigns. That risk is real, according to the findings:
1. The analysis of 300 million messages sent to 100 million subscribers showed a
strong negative correlation between inbox placement and the volume of mail
sent to inactive subscribers.
2. Brands sending the most mail to unresponsive subscribers had the most mail
blocked or diverted to spam folders, especially at Gmail, whose inbox was the
hardest for mailers included in the study to reach.
Read more on the 2014 study: http://blog.returnpath.com/blog/return-path-2/email-marketers-give-up-
on-inactive-customers-too-soon-return-path-study-finds-v2
TYPES OF RE-ENGAGEMENT CAMPAIGNS
41
Frequency/Type of Campaign
1. Automated re-engagement campaign “set it and forget it”
• Set up a campaign that triggers an email when someone reaches a certain level of inactivity.
• Constantly clean your list with no work after initial setup.
2. Manual sends every 3-6 months (or other predetermined timeframe)
• More manual setup in account
• May allow for more testing and flexibility with send tactics
• Won’t be as accurate with timing to re-connect with subscribers
 Consider a series of 2-3 emails for either option. It’s best to give people a second
or third chance to act.
 The actual timeframe that you designate for a subscriber as inactive is what
makes the most sense for your email program. (e.g., If you send a daily email,
consider 30-60 days. If you send a monthly newsletter, consider 365 days.)
AUTOMATED RE-ENGAGEMENT CAMPAIGN EXAMPLE
4242
270 days: A soft touch to remind
subscribers what you have to offer.
360 days: Stronger, more obvious
calls-to-action to prompt
subscribers to take action either
way and providing a special offer.
450 days: Letting subscribers
know that their subscription has
expired but also reminding them to
stay in touch on social media.
WHAT ARE COMMON RE-ENGAGEMENT MESSAGES?
43
What to say to subscribers? It depends on:
• Your brand & typical communication style
• Number of email in the series
• Subscriber’s level of inactivity
Consider:
1. Softer touch
• We miss you…
• We haven’t heard from you in a while…
• Don’t forget about the great things our emails have to offer…
• Visit our site now to catch up on the latest news…
2. More direct message
• Your subscription is ending. Activate now.
• Click to remain subscribed or click to unsubscribe.
444444
What Crocs does well:
 Direct messaging
 Reminding subscribers of
benefits of receiving emails
 Require verification of
subscription – explicit action
 Offers discount for
verification but you have to
take action first!
454545
What MIT Sloan Management
Review does well:
 Uses first name personalization
 Provides multiple ways to click
through, not just one chance
 Lists benefits of subscription
 Links to subscriber preferences
 Includes opt-out link
 Direct messaging
46464646
REMOVING INACTIVE SUBSCRIBERS
46
Options:
1. People must engage with your messages (open/click) to remain on your
list.
• Once they open/click, remove them from the re-engagement series.
• Everyone who does not take action is removed from your list after the final re-
engagement email.
2. Force subscribers to opt-in in order to remain on your list.
• If they do not click the “yes, keep me subscribed” link, they will be removed.
• Will severely cut down on the number of subscribers but will ensure a very engaged,
quality list.
• May miss interested subscribers if they’re on vacation, are busy at work, etc.
• Passive subscribers may or not remain on your list.
3. Ask subscribers to opt-out to stop hearing from you.
• Anyone who does not take the action to opt-out remains on your list.
• Will keep your list numbers high, but won’t ensure the most engaged list.
• Passive subscribers would remain on your list.
47474747
ADDITIONAL RECOMMENDATIONS
1. Use a strong - very clear and direct - subject line.
2. Follow through with what the subject line promises in the message.
3. Prompt the click-through, even though they have already
opened/engaged with you.
• Will further increase engagement rates
• Gets the quiet subscribers to take additional action with you
4. Continue sending emails as the subscriber is going through the re-
engagement series.
KEY TAKEAWAYS
48
49494949
TOP 5 TAKEAWAYS
49
1. Engagement matters. Use your own email program as a benchmark and
always work to improve your open and click rates.
2. Your emails should always benefit subscribers in some way. From the
subject line to the content provided, the experience should be valuable to
them.
3. Give subscribers many chances to click through your email.
4. Test everything, but be smart about it.
5. Remove the dead weight from your list, but give them a chance (or two) to
engage before doing so.
THANKS FOR ATTENDING!
50
REACH OUT TO US
51
3630 Peachtree Road, NE
Suite 900
Atlanta, GA 30326
Call us! 1-404-995-8600
whatcounts.com
Twitter: @whatcounts
agarland@whatcounts.com
emalick@whatcounts.com

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How to Get Better email Engagement in 2015

  • 1. HOW TO GET BETTER EMAIL ENGAGEMENT IN 2015
  • 2. TWEET! 2 Follow us on Twitter: @WhatCounts Today’s hashtag: #BetterEmail2015
  • 3. TODAY’S SPEAKERS 3 Amy Garland Senior Strategic Account Manager, WhatCounts Email: agarland@whatcounts.com Erica Malick Strategic Account Manager, WhatCounts Email: emalick@whatcounts.com
  • 4. THE IMPORTANCE OF SUBSCRIBER ENGAGEMENT 4
  • 5. WHAT IS SUBSCRIBER ENGAGEMENT? When a recipient takes action on your email: opening, clicking, sharing, forwarding, etc. 5
  • 6. WHY DOES SUBSCRIBER ENGAGEMENT MATTER? Greatly affects inbox placement. (You need your emails to be seen!) Indicates a successful email marketing program. (If people aren’t acting on your emails, you’re not getting any benefits of sending email!) Gives you a benchmark to measure against. (How else will you know if you’re improving?) Indicates you’re doing your job as a marketer. (What would your boss think if your campaigns weren’t delivering conversions?) 6
  • 7. SUBSCRIBER ENGAGEMENT & INBOX PLACEMENT Inbox Placement: The percentage of your email that is actually delivered to your subscribers’ inboxes (vs. the spam folder) • Many ISPs now include subscriber engagement as a factor in determining where to deliver your mail (inbox vs. spam folder). • Gmail, Yahoo!, etc., want to see that their users want your mail before continuing to deliver to the inbox. If not, they’ll send it to the spam folder. • They gauge this with their users’ actions on your mail. • The more opens and clicks, the more chance you have of getting your message seen. 7
  • 8. IS IT REALLY THAT IMPORTANT? Entice users to open. Force them to click. 8 Flickr photo credit: reneerk “We don’t need anyone to click through. The message is in the body of the email. We just want people to read…”
  • 9. 9 • Sender: Banana Republic • Subject line: Solve the mystery-reveal your savings.
  • 10. OPEN ME: TACTICS TO GET YOUR EMAILS OPENED 10
  • 11. 1111 BUILD THE RELATIONSHIP 11 5 ways to build trust: 1. Provide valuable content 2. Target your messages 3. Listen 4. Follow through 5. Respect their privacy If your subscribers trust you they are much more likely to not only open your email, but also click through, share, or convert.
  • 12. 1212 FROM NAME 12 From name is what makes you recognizable to your subscribers. TEST!: Use A/B split testing to try out different options, see what gets the best reaction, then stick with it. Consider using: • Your company name • A well known representative of your company • Anything else specifically recognizable to your subscriber
  • 13. 13 R 13 SUBJECT LINE 13 A few pointers: • Keep it short and simple • Make your point clear • Give a sense of urgency • Steer clear of SPAM-like wording • Consider personalization • Be clever • Always check your spelling and grammar
  • 14. 1414 SUBJECT LINE - A/B SPLIT TESTING 14 5 ideas for testing: 1. Specific versus general – Attend our Open House on January 24th – Picture your Future Success 2. Personalization – Erica, get your Special Snow Day deal from Starbucks – Get your special deal from Starbucks 3. Company/Branding – Save 25% off Invitations! – Save 25% off Wedding Diva invitations! 4. Negative versus Positive – Winter blues? – Grab a coffee with us – Get cozy! Grab a coffee with us 5. Urgency – 2 Days Only – Get Half Off! – Get Half Off!
  • 15. 15 R 15 PREHEADER TEXT 15 Effective ways to use preheader text: • Finish your thought • Give more detail • Make an offer • Highlight functional links • Add personalization Not only gives your subscriber alternate way to view your email but complements the subject line and expands on your story
  • 17. 9 WAYS TO GET MORE CLICKS 17
  • 18. 18 1. PROVIDE VALUABLE CONTENT 1818 Content really is KEY in increasing engagement. Follow through with what’s promised in the subject line – make it valuable! You don’t want your recipients asking themselves… WHO CARES? Flickr photo credit: peppermintfoa
  • 19. 19 1. PROVIDE VALUABLE CONTENT 1919 Ask yourself the following questions: • Who is your audience? • What kind of content interests your audience? • Does the same content interest everyone in your audience? • Why are you sending it? • What do you want the recipients to do upon reading your email newsletter?
  • 20. 20 1. PROVIDE VALUABLE CONTENT 2020 Look at your click-through rates. Determine what was popular and then tailor your future campaigns going forward. Remember: There is not a clear set of rules; you will only discover what appeals to your subscribers through testing!
  • 21. 21 R 21 2. GIVE MULTIPLE OPPORTUNITIES TO CLICK THROUGH 21 Give plenty of opportunity for your subscribers to click through your creative and allow for that conversion.
  • 22. 22 R 22 2. GIVE MULTIPLE OPPORTUNITIES TO CLICK THROUGH 22 Link multiple areas of your email, including the headline, images, actionable text, and buttons.
  • 23. 23 R 23 3. DESIGN FOR ABOVE THE FOLD 23 Above the fold: • The section of the email visible to the subscriber without having to scroll • Designing with this in mind gives your email a higher chance of getting more click-throughs The average email user: • Receives between 50-100 emails per day. • Spends between 2-4 seconds with each email they open. • Scans your message instead of reading word-for-word. • 50% of users who open an email do not scroll.
  • 24. 24 R 24 3. DESIGN FOR ABOVE THE FOLD 24
  • 25. 25 R 25 4. MAKE IT MOBILE-FRIENDLY 25 The simplest and most effective ways to personalize the content you are sending to the people on your list Tips to follow: • No more than 600 pixels wide • Simplify navigation • Stack • Readable font • Make button bigger • Say “yes” to white space • TEST
  • 26. 26 R 26 4. MAKE IT MOBILE-FRIENDLY 26
  • 27. 27 R 27 5. DESIGN FOR IMAGES OFF 27 According to Litmus.com, about 43% of Gmail users are viewing their email with images turned off. What can you do? • Utilize alt text • Use bulletproof buttons • TEST!
  • 28. 28 R 28 5. DESIGN FOR IMAGES OFF 28 Images Off Images On
  • 29. 29 R 29 5. DESIGN FOR IMAGES OFF 29 Images Off Images On
  • 30. 30303030 6. INTEGRATE WITH SOCIAL MEDIA Give recipients the ability to interact with your emails socially by: 1. Adding “Connect with Us” links 2. Including Social Sharing (Facebook Like, Pin It, Tweet This) 3. Linking Forward to a Friend
  • 31. 31313131 7. ADD WEBSITE NAVIGATION TO ALL EMAILS • Gives recipients additional way to get to your website • Offers consistent branding experience • Audience may not want specific email offer, but this keeps brand top-of- mind and reminds them of other offerings
  • 32. 32323232 8. INCORPORATE VIDEO IN YOUR EMAILS Break up the monotony of your messaging by offering a video experience in your emails. • General industry consensus is to avoid video played directly in email as very few mail clients support this. • Continue to link video screenshot to landing page. Recommendations: • Include video screenshot with an overlaid play button • Use animated GIFs
  • 33. 33333333 8. INCORPORATE VIDEO IN YOUR EMAILS Best practices: • Test the screenshot image • Make the video the focus of your email (minimal text) • Video should include benefits to recipients • Be creative and engaging • Keep videos short and sweet • Tailor your video message and tone to your audience • Target / personalize the mailing
  • 34. 34343434 9. TEST, TEST, TEST! Narrow down exactly what your subscribers best respond to. Test specific words, phrases, etc., for stronger future campaign performance. • Increase subscriber engagement by testing call-to-action placement, creative elements, and more. • Test with your larger sends and use results to optimize triggered emails. Winning criteria options:  Opens  Overall clicks/specific links  Conversions  Forwards  Social Sharing  Social Clicks
  • 35. 3535353535 4 Ways to Get More Out of Your A/B Split Testing: 1. Test two (or more) templates that are exactly the same with the exception of one variable. 2. Do this same test at least three times to get a true representation of what your audience thinks. 3. Test to 100% of your list. Send each version to 50% of your list (if you’re using two versions). Testing to only 10% is also not going to be a true representation of how your audience responds to your emails. 4. Learn from your testing. Use the “winning” results, but do so sparingly if need be. i.e., don’t use “exclusive” for every single email subject line. Only use this word when something is truly exclusive and/or you really want your subscribers to take note. 9. TEST, TEST, TEST!
  • 36. 36363636 9. TEST, TEST, TEST! What to test: • Language (headers, calls-to-action, opt-out, etc.) • Content placement (one-column vs. two-columns) • Call to action (button color, button placement, number of links/buttons, etc.) • Images (gender, action vs. stagnant, number of images) • Placement of links (link up actionable text vs. not linking up text) • Length of email (including all content vs. forcing subscribers to click to view content)
  • 37. 3737 Virginia Tech Case Study: • Boosted click-to- open rate by 6% • Forced the click through After: 17% CTORBefore: 11% CTOR
  • 38. HOW TO SHED UNWANTED “WEIGHT” IN 2015 38
  • 39. WHY A RE-ENGAGEMENT CAMPAIGN? 39 Quality Over Quantity 1. Higher engagement rate (opens, clicks, conversions) 2. Better inbox placement • ISPs place weight on your engagement metrics when determining where to deliver your mail (inbox, spam, or blocking). • They want to ensure you practice clean list management and are sending only to recipients who want your mail. Email re-engagement campaigns give you an email list that: • Is far more engaged • Yields a higher click-through rate • Drives more conversions and customers • Improves your email deliverability. – Innovative Marketing Resources
  • 40. WHY A RE-ENGAGEMENT CAMPAIGN? 40 Return Path “Email Win-Back Program” Study In email marketing, win-back email campaigns separate entirely inactive subscribers from less active or seasonally active subscribers, reducing the risk of low inbox placement across all campaigns. That risk is real, according to the findings: 1. The analysis of 300 million messages sent to 100 million subscribers showed a strong negative correlation between inbox placement and the volume of mail sent to inactive subscribers. 2. Brands sending the most mail to unresponsive subscribers had the most mail blocked or diverted to spam folders, especially at Gmail, whose inbox was the hardest for mailers included in the study to reach. Read more on the 2014 study: http://blog.returnpath.com/blog/return-path-2/email-marketers-give-up- on-inactive-customers-too-soon-return-path-study-finds-v2
  • 41. TYPES OF RE-ENGAGEMENT CAMPAIGNS 41 Frequency/Type of Campaign 1. Automated re-engagement campaign “set it and forget it” • Set up a campaign that triggers an email when someone reaches a certain level of inactivity. • Constantly clean your list with no work after initial setup. 2. Manual sends every 3-6 months (or other predetermined timeframe) • More manual setup in account • May allow for more testing and flexibility with send tactics • Won’t be as accurate with timing to re-connect with subscribers  Consider a series of 2-3 emails for either option. It’s best to give people a second or third chance to act.  The actual timeframe that you designate for a subscriber as inactive is what makes the most sense for your email program. (e.g., If you send a daily email, consider 30-60 days. If you send a monthly newsletter, consider 365 days.)
  • 42. AUTOMATED RE-ENGAGEMENT CAMPAIGN EXAMPLE 4242 270 days: A soft touch to remind subscribers what you have to offer. 360 days: Stronger, more obvious calls-to-action to prompt subscribers to take action either way and providing a special offer. 450 days: Letting subscribers know that their subscription has expired but also reminding them to stay in touch on social media.
  • 43. WHAT ARE COMMON RE-ENGAGEMENT MESSAGES? 43 What to say to subscribers? It depends on: • Your brand & typical communication style • Number of email in the series • Subscriber’s level of inactivity Consider: 1. Softer touch • We miss you… • We haven’t heard from you in a while… • Don’t forget about the great things our emails have to offer… • Visit our site now to catch up on the latest news… 2. More direct message • Your subscription is ending. Activate now. • Click to remain subscribed or click to unsubscribe.
  • 44. 444444 What Crocs does well:  Direct messaging  Reminding subscribers of benefits of receiving emails  Require verification of subscription – explicit action  Offers discount for verification but you have to take action first!
  • 45. 454545 What MIT Sloan Management Review does well:  Uses first name personalization  Provides multiple ways to click through, not just one chance  Lists benefits of subscription  Links to subscriber preferences  Includes opt-out link  Direct messaging
  • 46. 46464646 REMOVING INACTIVE SUBSCRIBERS 46 Options: 1. People must engage with your messages (open/click) to remain on your list. • Once they open/click, remove them from the re-engagement series. • Everyone who does not take action is removed from your list after the final re- engagement email. 2. Force subscribers to opt-in in order to remain on your list. • If they do not click the “yes, keep me subscribed” link, they will be removed. • Will severely cut down on the number of subscribers but will ensure a very engaged, quality list. • May miss interested subscribers if they’re on vacation, are busy at work, etc. • Passive subscribers may or not remain on your list. 3. Ask subscribers to opt-out to stop hearing from you. • Anyone who does not take the action to opt-out remains on your list. • Will keep your list numbers high, but won’t ensure the most engaged list. • Passive subscribers would remain on your list.
  • 47. 47474747 ADDITIONAL RECOMMENDATIONS 1. Use a strong - very clear and direct - subject line. 2. Follow through with what the subject line promises in the message. 3. Prompt the click-through, even though they have already opened/engaged with you. • Will further increase engagement rates • Gets the quiet subscribers to take additional action with you 4. Continue sending emails as the subscriber is going through the re- engagement series.
  • 49. 49494949 TOP 5 TAKEAWAYS 49 1. Engagement matters. Use your own email program as a benchmark and always work to improve your open and click rates. 2. Your emails should always benefit subscribers in some way. From the subject line to the content provided, the experience should be valuable to them. 3. Give subscribers many chances to click through your email. 4. Test everything, but be smart about it. 5. Remove the dead weight from your list, but give them a chance (or two) to engage before doing so.
  • 51. REACH OUT TO US 51 3630 Peachtree Road, NE Suite 900 Atlanta, GA 30326 Call us! 1-404-995-8600 whatcounts.com Twitter: @whatcounts agarland@whatcounts.com emalick@whatcounts.com

Hinweis der Redaktion

  1. With email users inboxes getting flooded every single day with emails, it is important that you stand out in all of this.. First of all you want to not only make it into the inbox, but once you do that, how do you get your subscribers to act? The first step is getting them to open, and then really want them to follow through with a click. Opens tend to be telling of a few things, which I am going to go into in these next few slides.
  2. So, the first this is your relationship with your subscribers. It’s super important that your subscribers trust you, they trust your brand… if you have their trust they are much more likely to not only open your message, but also click through, share or convert. Provide valuable content (send them content that is going to solve a problem for them, make their life easier) Target your messages (segment your sending to make communications more relevant to subscribers) Listen (monitor your reply to address, ask for feedback, and always respond) Follow through with any expectations and honor their preferences (how often do they want to receive email? Consider allowing them to chose to receive your emails on a weekly, monthly, or quarterly basis. Offer these options on your opt-in form, and then reinforce them in your welcome email and preference center). Respect their privacy (make your privacy policy available, and never share their information with anyone. Here I’ve included an example of one of our clients, Virginia Tech.. They're subscribers know who the email is coming from, and they are offering valuable content to their subscribers.
  3. Your From Name is important because it is what makes your mail recognizable to your subscribers. Even if you already have that relationship previously established, if recipients do not know the sender, they are most likely going to your email. It’s also important to note here that the ISPs are also monitoring this as well… you have to demonstrate the email is coming from a trusted source in order to make it past spam filters. If you’ve been using the same from name, and then all of a sudden you introduce a new one without any sort of transition period, this could cause your email to not be seen by your subscribers.
  4. Crafting a great subject line can be tricky, but it’s important to make sure that you use something that will quickly grab the attention of your subscribers and get them to open your message. The slightest difference in your subject line can be the reason your email stays out of the junk folder. Keep it short and simple – put the offer/information up front. Short 8-10 word lines that give them the information they need to know. If its too complicated, changes are people will delete it thinking they don’t have time to read the email. Make your point clear – what benefit are you providing.. The “what’s in it for me” factor. Give a sense of urgency – what will they be missing out on? Maybe you say “free shipping – 2 days only” Steer clear of SPAM like wording whenever possible – so SPAM filters can be triggered for a number of reasons causing your email to skip your recipients inbox and land instead in their SPAM box. When looking at subject lines, certain words can cause this such as free, credit, trial.. Really there's a ton, but you want to experiment with different wording to find out what works and what doesn’t. (Should I mention that our platform has a free tool that scores this?) Consider using personalization – use the data you are collecting from your subscribers. If you have it why not put it to good use, when subscribers see their name here it makes them think you not only took the time, but that they are receiving something exclusive to them. Be clever – ask them a question… Add a symbol.. Just stand out! Always checked your spelling and grammar – I know this seems obvious, but there's nothing more embarrassing, as appearing like you don’t have the time or interest to check the message you are sending to your subscribers, with the expectation for them to take action. It may seem like common sense, but really, it’s the easiest thing you can do to help yourself. I included a subject line that I really loved, and personally caught my opinion. It is from keep.com, and it says “You’re too cute to pay for shipping”. I thought it was pretty clever… and I opened it!
  5. Your subject line is an easy element to test. You can use your email service provider’s A/B split test feature to include a few different options and see what your subscribers respond to. Then, use this information to optimize future campaigns. Specific versus general –You’d be surprised at how changing the approach here can bring different results. Personalization – this one seems obvious, and it kind of it.. But if you have the data, why not use it to your advantage? Company/Branding – by including your company name in there somewhere may have an affect on who opens Negative versus Positive – you might want to try to be uplifting, encouraging, rather than straight forward and direct. Urgency – maybe adding a due date to your subject line will increase your opens? Which more than often, it works!
  6. Using preheader text gives your subscribers an alternate way to view your email, prompt them to share the message or whitelist the sender, or, most importantly serve as a way to get more opens. Have you ever noticed that, when viewing your Gmail inbox or email on your iPhone, you can see the subject line along with the first line or two of your email? That’s preheader text you’re seeing. Finish your thought – expand on the original idea you presented to them in the subject line Give more details – give a few words about added benefits to go along with your main message Make an offer – use this space to include a specific deal, or a coupon. Add in personalization – instead of in the subject line, why not try it in the preheader for a change.. You never know what might work best. You can also use a subscribers location here, perhaps you are promoting a specific store in their area.. Any of that data you have is valuable and here is where you can make it count. Here are a few examples. B&B offers a discount in their subject line, and then their preheader gives additional discounts and more detail Ulta is offering a discount on a product they know I’ve purchased before… so they are targetting me and then in their preheader they also use personalization. “exclusively for erica.malick” And then DWS they are using a clever little subject line and then in their preheader, giving specific detail related to their bonus pts program. So you can see there are a number of different ways you can utilize preheader text and tailor them for any email you might be sending.
  7. Here I just wanted to demonstrate exactly where your preheader can be found… so within your inbox, the preheader is located to the right of your subject line. And then within your actualy email the preheader is located the area at the very top of your email, above the header.
  8. Now that we’ve talked about opens and how they can affect overall engagement, Amy and I are going to go into Clicks, and we thought we would kind of take a little bit of a different approach, and so were giving you “9 different ways to get more clicks”
  9. Number one – is Provide valuable conte.t You’ve probably heard us say this before if you’ve ever attended past webinars or read any of our blog posts, but Content really is KEY in increasing engagement with your subscribers. You want to make sure that you are following through with what you’ve promised in the subject line – make it worth their while… make it valuable. You don’t want your recipients asking themselves… WHO CARES? So how do you combat this?
  10. First, you really want to take a step back. Look at the big picture. And ask yourself the following questions: Who is your audience? What kind of content interests your audience? Does the same content interest everyone in your audience? Why are you sending it? And What do you want the recipients to do upon reading your email newsletter?
  11. Going along with content…. Click-through rates are a great way to find out what content your recipients like best. You can use this metric to determind what was popular and then tailor your future campaigns going forward. Look back at certain campaign where you did well and really think about how your content was set up and what made it successful. Ask your account manager how to determine your CTR if you are not already sure how. There is not a clear set of rules; you will only discover what appeals to your subscribers through testing! I know we talked about A/B split testing back in Opens, but you can and should use that here as well. Experiment with different content layouts, switch up the length of your emails, where you place your images within the test, are you using clickable text links versus buttons… maybe try the number of images in your email, change up the colors.
  12. #2 is Giving multiple opps to click through. So, basically you want to make sure that you are taking advantage of every opportunity for your subscribers be able to click on different areas of your creative and allow for that conversion. One of our clients Yugster is a great example of how you can do this well for e-commerce. Here, a customer can click on the image, buttons, and header for each individual product. They really are optimizing click through and giving their subscribers several ways to convert. You have to consider that some people are more visual than others, so they are always going to click on images, while others are looking for that text or button. You don’t want to miss any opportunity to make that conversion.
  13. You should always link up different areas of your email such as the headline, images, buttons, etc. Also, consider linking your preheader up here.. It can serve as an additional CTA and way for your suscribers to click through above the fold. Here are two good examples of our clients – Scrubs and Beyond and Johns Hopkins Development and Alumni Scrubs and Beyond uses multiple areas where the subscriber can click through, including their logo, header, navigation links, and images, including a link to a video. JHU does a great job. Their CTAs are very clear, they have their header linked up, that top banner of images is clickable, and they have several places to click to register.
  14. #3 is Designing Above the fold. That is the part of the email visible to the subscribers without them having to scroll, and when you design with this in mind it gives your email a higher chance of click through. The measurement is somewhat general… 300-500 pixels is usually what they say for desktop email, but can be a smaller area when viewed in webmail and mobile clients. We’re not saying jam everything and anything in this area, but definitely always include your brand logo, maybe an eye catching image and headline. As a general rule of thumb, when designing an email it is always important to consider visual hierarchy, presenting the important stuff up front, and giving your recipients incentive to scroll through the rest of your email. MIT is a client of ours who does a great job of making their CTAs big and bold above the fold. They always use red links, so here even with images off, the user can easily spot a clickable link.
  15. Here are a few examples that I actually received in my own email. I picked some of my favorite companies, products. You’ll see here that most of them do a good job with putting their main CTAs at the top. Sephora links up their headline and those images are also clickable. They also have their site navigation at the top, which Amy will go into more detail about. Fitbit also has a clickable headline above the fold, all their images are clickable, but I would have liked the actual product being featured to be more prominent, the buy now button is below the fold. The Skim is one of my favorite emails to get, not only is it simple, but I like how you can click on the main image CTA and be taken right to their site. A lot of the time I don’t have time to read through their entire email, so I enjoy the daily quotes they include above the fold. If you aren’t getting their emails, definitely check them out. I appreciate the simplicity and their content is pretty awesome.
  16. Research has proven that many people are reading their emails on a mobile device, and that number is growing. Think about it: We’ve all opened that email on our iphone or andoid, and the text is so small you can’t read it, the buttons nearly impossible to click, and it just not an enjoyable experience… you’ll read it later on your desktop, right? NO. Designing with mobile in mind is truly the simplest and most effective way to personalize the content you are sending to the people on your list. Tips to follow: No more than 600 pixels wide – generally this is the guidline, because designing any smaller, things will get lost when viewed in certain browsers Simplify navigation – users do not treat email the same way they treat websites… instead they scan. So while you want to stay true to your brand, you do not need to exactly replicate the design from your landing page. Stack – so rather than scale down great images, buttons, and main CTAs, try stacking them horizontally. (example) Readble font – generally you want to use a min of 13 pixels as smaller fonts can get scaled and mess with your layout. Also think about contract, what colors will look good against others on your device. Make button bigger – you want your user to be able to hit the button with their finger without any problem and having to worry theyre going to be taken somewhere else Say “yes” to white space – white space is your friends! Give your content room to breath… you don’t want everything jumbled into one space TEST – I feel like I keep repeating myself, but again, you want to test everything. Specifically when designing for mobile because there are so many different devices/browsers
  17. Here are two examples our agency has done for existing clients, True Citrus and Cookies by Design. They are completely responsive, which means they will arrange themselves differently no matter what device they are being viewed on. They are also modular, which goes back to what I said in the previous slide about making things stackable. Modular design means they are coded in a way they can be used for multiple campaigns. You can take the modules, and arrange them in different orders, duplicate modules, delete modules.. It’s completely flexible. If this is something your company might need help with, reach out to you SAM and they can put you in touch with our creative team.
  18. #5 is design for images off. One of the largest problems for email marketers because there are certain email clients that automatically block images, the biggest one being Outlook, while other people have them off for personal preference. So your subscribers will either have to click allow for images, mark as a trusted address, or update their setting. Regardless of the reason, its really worth spending the time thinking about how you can combat this to get your subscribers to follow through on your intended actions. Recently, about a year ago, Gmail made a change to automatically show images in emails, however, according to Litmus, still 43% of Gmail users are still choosing to view their email with images turned off. By comparing open rates before and after Gmail’s switch to automatic image downloads, they could tell how many people viewed emails without displaying images. When Gmail still blocked image downloads, 57% of Gmail users turned images on. When images are off these are some great way to make sure your CTAs are being seen. So what can you do – you can use alt text, which is pretty common.. Or you can use bullet proof buttons, which I’ll go into more detail in the next slide. And then, it goes without saying, you should always test your emails and how they will render in different email browsers.
  19. So, I think alt text is something we all are of or already use, right? It’s a word or a short phrase that can be inserted into your html coding that tells your viewer the contents of the image. But what are bullet proof buttons you might ask? They are a way of building a button that can be seen when images are off using code instead of images. Here is an example of one of our clients Commerce Science’s emails. You can see the images on version on the left, and on the right is images off. Here they are using a mix of bullet proof buttons and alt text for their different CTAs. In the images off version, where is says “purchase or edit order now” that’s a bullet proof button.
  20. I thought I’d include one more client example. Just Born is a great client of ours, and you can see that they’ve used a bullet proof button in this email. When images are turned off, although you can’t so those awesome images of the different candies, there's no way you can miss that bright yellow button. The rest is basically text, so you know exactly what they are promoting and the links are still prominent.