CONTENT + CONTEXT = INBOUND MARKETING

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CONTENT + CONTEXT =

INBOUND EMAIL

MARKETING

We will be starting at 2:00 pm ET.

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Question of the day

Use the hashtag #InboundLearning on Twitter

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8/5

- Designing an inbound email experience

8/12

- How to build inbound emails

8/19

- Review of customer emails

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Mark Kilens

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Niti Shah

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1 Why email design and copy is so important

2 How to optimize your emails

3 A/B testing and other important tools

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WHY EMAIL DESIGN &

COPY IS SO IMPORTANT

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Have you ever gotten a really,

REALLY bad email?

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Maybe the formatting

was atrocious…

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The copy was out of

control…

BUY NOW!

I’m telling you this is

the best thing ever.

Why don’t you

believe me?

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The personalization

was all wrong…

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Bet you deleted that email,

didn’t you?

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Optimizing email design & copy is

key to engagement & conversion.

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SOURCE: SCIENCE OF EMAIL 2014, HUBSPOT

47%

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Over 75% of email revenue is now generated by alternatives to generic

one-size-fits-all campaigns.

Personalized emails see 14%

higher click-through rates and

10% more conversions.

SOURCE: ALCHEMY WORX: ABERDEEN GROUP

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HOW TO OPTIMIZE

YOUR EMAILS

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“What should I optimize in an email?”

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Not to fear! We’ll show you how in

12 simple steps.

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1 Identify a specific goal

12 EMAIL BEST PRACTICES

2 Personalize sender

3 Optimize subject lines

4 Personalize email copy

5 Optimize images

6 Use multiple CTAs

7 Encourage sharing

8 Edit the plain text

9 Optimize for mobile

10 Keep it short

11 Say “you”, not “I”

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IDENTIFY A SPECIFIC GOAL.

• Generate new leads: enable sharing

• Follow up on offer download: kickback email

• Collect audience feedback: surveys

• Increase program awareness: informative copy

• Nurture leads further down the funnel: resources

• Facilitate sales process: CTA such as “call us”

• Educate customers about new features: overview

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Goal:

Generate Leads

Social sharing buttons to generate new leads Main image

communicates exactly what is in the

download

Main CTA is “forward to a colleague” mailto link – NOT to

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Goal:

Follow Up on Offer Download

Utilize kickback emails to go beyond just a simple follow-up Provide download link to thank-you page

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Goal:

Facilitate Sales Process

Use 1 on 1-type CTA: no impersonal

links _{Send from authority}

Short, personal message.

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Goal:

Increase Program Awareness

Is there someone else at the organization that would be a better fit for this email? Encourage forwarding.

Lengthier – if you target more engaged leads they will be more likely to read through this much text.

Main CTA is an informative piece of content that aligns with your product.

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SEND YOUR EMAIL FROM A

PERSON,

NOT A COMPANY.

Increase open rates by

2-5%

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Optimize Subject Lines

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The longer the subject line, the lower the clarity of what’s inside. The lower open rate translates to lower CTR.

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Optimize Subject Lines

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SOURCE: SCIENCE OF EMAIL 2014, HUBSPOT • Clarify what your audience is getting

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Optimize Subject Lines

3

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Optimize Subject Lines

3

• Show your intent

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Optimize Subject Lines

3

• Test which copy performs best for your audience

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Optimize Subject Lines

3

• “Newsletter”: Lowers CTR by 30%

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Optimize Subject Lines

3

• “YOU”: Lowers open rate by 5%

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Optimize Subject Lines

3

• “YOU”: Lowers open rate by 5%

• “Free”: Does not lower deliverability

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3 USE PERSONALIZATION.

4 4

First name

personalization

increases CTR

by

20%.

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First name

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4 USE PERSONALIZATION.

Most relevant download

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Company name

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Sales rep info

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Optimize Images

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SOURCE: SCIENCE OF EMAIL 2014, HUBSPOT • Use an image compressor

to decrease load time.

• Always edit the alt text

• Check how image renders in different email clients

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USE EACH COMPONENT OF YOUR

EMAIL AS A CALL TO ACTION.

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Edit alt-text of images + CTAs

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USE EACH COMPONENT OF YOUR

EMAIL AS A CALL TO ACTION.

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8 USE EACH COMPONENT OF YOUR

EMAIL AS A CALL TO ACTION.

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Link images to landing pages Add CTA to Signature

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Link images to landing pages

Modify preview text Add CTA to signature

USE EACH COMPONENT OF YOUR

EMAIL AS A CALL TO ACTION.

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ENCOURAGE SHARING TO GENERATE

MORE LEADS.

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ENCOURAGE SHARING TO GENERATE

MORE LEADS.

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ENCOURAGE SHARING TO GENERATE

MORE LEADS.

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Use a tracking URL

Personalize message when possible

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ENCOURAGE SHARING TO GENERATE

MORE LEADS.

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ENCOURAGE SHARING TO GENERATE

MORE LEADS.

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ENCOURAGE SHARING TO GENERATE

MORE LEADS.

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**NOTE: If you’re viewing this deck on a PC, the numbers appear to not be centered. Don’t adjust them! This is to account for the reformatting that occurs when moving from a mac to a pc—they’ll look centered when recorded!

Examples

FLICKR USER BEN GREY

mailto links

Social sharing buttons

ENCOURAGE SHARING TO GENERATE

MORE LEADS.

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EDIT THE PLAIN TEXT.

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• Use options tab

• Remove excess copy & links

• Clarify CTAs

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Do images

display correctly? Is the text legible?

Does it zoom properly?

Is the Call-to-Action functional? Does the logo work on a smaller screen?

OPTIMIZE FOR MOBILE

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OPTIMIZE FOR MOBILE

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• Use responsive templates

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OPTIMIZE FOR MOBILE

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OPTIMIZE FOR MOBILE

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• Preview in mobile

• Set image to percentage of screen if desired

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OPTIMIZE FOR MOBILE

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• Preview in mobile

• Set image to

percentage of screen if desired

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KEEP IT SHORT

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• Law of diminishing returns: the longer the email, the less likely it is to get fully read!

• Optimize for mobile, on-the-go reading

• Use the “two swipe” test: view your email in mobile, can you read the whole email with two swipes?

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SPEAK DIRECTLY TO A PERSON.

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FOCUS ON BENEFITS, NOT FEATURES.

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A/B TESTING & OTHER

IMPORTANT TOOLS

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RUN A/B TESTS FOR:

• Subject line optimization

• Email design

• Content

• Positioning

• Images

• Copy

• CTAs

A/B TESTING LETS YOU FIGURE OUT

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SETTING UP YOUR A/B TEST

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SETTING UP YOUR A/B TEST

1. Create control email

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SETTING UP YOUR A/B TEST

2. Create A/B Test

3. Change one component in the B variation

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SETTING UP YOUR A/B TEST

2. Create A/B Test

4. Set A/B test winner for correct variable

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SETTING UP YOUR A/B TEST

2. Create A/B Test

4. Set A/B test winner for correct variable

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SEE THE IMPACT YOUR EMAIL HAD

IN A MARKETING CAMPAIGN

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DRILL DOWN TO SEE WHICH EMAIL

SEGMENTS PERFORMED BEST

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ANALYZE YOUR RESULTS

Measure stats such as:

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• Delivery rates

• Open rates

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• Delivery rates

• Open rates

• Click-through rates

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• Delivery rates

• Open rates

• Contact churn

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• Delivery rates

• Open rates

• Contact churn

• Hard/soft bounces

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Analyze segment behavior:

• URL click popularity

• Unsubscribes vs, email preference changes

• Social shares by channel

• CTA click rate

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NEXT STEPS

1 Every audience is unique. Optimize for YOUR segments.

2 Keep subject lines and copy clear and concise.

3 Optimize for different screens, devices, and email clients.

4 Use A/B testing, analytics and campaigns to measure effectiveness and make key decisions.

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1. How to Optimize Your Emails for Mobile Devices 2. 10 Examples of Brilliant Email Marketing

3. Essential Crash Course on Email Marketing

4. How to Create Email Newsletters That Don’t Suck

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