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The Science of Email Marketing 2012
The evolution of email.




         Dan Zarrella
         Social Media Scientist
#EmailSci
The Science of Email Marketing
Challenges
The Science of Email Marketing
The Science of Email Marketing
The Science of Email Marketing
The Science of Email Marketing
The Science of Email Marketing
The Science of Email Marketing
Takeaway:
Email marketing
must evolve.
Content
Filtering
The Science of Email Marketing
The Science of Email Marketing
Takeaway:
Tell me what
I get from your emails.
The Science of Email Marketing
The Science of Email Marketing
Takeaway:
Beware of
sales-y jargon.
The Science of Email Marketing
Takeaway:
Send passionate
emails.
The Science of Email Marketing
The Science of Email Marketing
The Science of Email Marketing
The Science of Email Marketing
The Science of Email Marketing
Takeaway:
If you must, use
brackets not parenthesis.
The Science of Email Marketing
The Science of Email Marketing
Takeaway:
Personalize
your emails.
The Science of Email Marketing
The Science of Email Marketing
The Science of Email Marketing
Takeaway:
Send visual
emails.
The Science of Email Marketing
The Science of Email Marketing
Takeaway:
Link your
emails well.
The Science of Email Marketing
The Science of Email Marketing
Takeaway:
Segment to be “particularly”
and “specifically” relevant.
The Science of Email Marketing
Timing
Email = Homework
The Science of Email Marketing
The Science of Email Marketing
The Science of Email Marketing
Takeaway:
Your newest subscribers
are your best.
vs
The Science of Email Marketing
The Science of Email Marketing
Takeaway:
Experiment sending
on weekends.
The Science of Email Marketing
The Science of Email Marketing
Takeaway:
Email early in
the morning.
The Science of Email Marketing
The Science of Email Marketing
The Science of Email Marketing
Subscribers
The Science of Email Marketing
The Science of Email Marketing
The Science of Email Marketing
The Science of Email Marketing
The Science of Email Marketing
The Science of Email Marketing
The Science of Email Marketing
Takeaway:
Give visitors something
for subscribing.
The Science of Email Marketing
Takeaway:
Use subscriber-only
special offers.
The Science of Email Marketing
The Science of Email Marketing
Takeaway:
Experiment with action-
based buttons.
The Science of Email Marketing
The Science of Email Marketing
Thank you!

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