Presentation of 12 email marketing mistakes for April 1 (April Fools) Webinar with Ken Magill. The "mistakes" are at the program level, such as - not using the data you collect for personalization, not providing subscribers with alternatives to unsubscribing, not optimizing emails for blocked images, preview panes and mobile devices, etc.
3. The Fine Print
• What works for one company, may not
work for you
• If you see your company, don’t take it
personally – we all make mistakes
• When in Rome: April Fools/Ken Magill –
let’s have some fun
14. Confirmation Emails – Are Not
“Welcome Emails”
• Primary Purpose is to confirm subscription
• They aren’t a subscriber yet
• Pre-selling; reminding of value proposition –
but should not take the place of welcome email
23. No Data/Preferences Collected
Logical Personalization?:
• Gender
• Marital status
• Age ranges on signup
• Wedding anniversary
• Significant other’s birth date
24. No Recognition of Their Value Proposition
How About Product
Selection & Content
that recognizes I’m:
• Male
• Married
• Kind of old guy
• Married 25 years
25. #5: Not making it easy for subscribers to
do what they want to do
26. Examples of What Subscribers Want to Do
• Change frequency
• Change format preference (HTML to Text)
• Change email address
• Change interests (skiing to snowboarding)
• Add/remove newsletters/emails you offer
• Read your privacy policy
• Find contact information
• Read back issues
• Search
• Read your shipping/return policies
• Unsubscribe
27. This email template needs more than a
shampoo and trim
What’s Missing?
• Navigation
• Locations
• Coupons
• Home Page
• Update Preferences
link
• Change Email Address
• Change Your Reminder
schedule
28. Things from Home Page/Web Site they Could Link to:
• Update Reminders
• Services
• Coupons
• Beauty Deals
• Gift Cards
• Salon Locator
29. Pretty good Email
Admin Footer from
Magilla Marketing
• Change email
• Unsubscribe
• Web Version
• Archives
• Story tips
• Subscribe
• Format
• Ad information
• Contact info
“Hey Ken, Not Bad Man – I’m Buying”
31. Help me Buy
- Use Bullets
- Better images
- Cost?
- Not clear sidebar
is coffee
- How do I get to
$40?
- Deadline is
hidden
32. • “Today, March 27”
• No minimum
• 4-7 Day Delivery
• More details
below
• Select flights right
from the email
• Oakland is my
preferred departure
airport
• “Book a flight” links
• Search link
33. Do the Math
for Your
Subscribers
- % off
- Old price
- New price
- $ Savings
- People are
motivated by
different
“discount”
math
51. Personality is the New Free Shipping
• People want to
buy from people –
Zappos CEO on
Twitter
• Talk to ME
• Entertain me
• Reviews – what
others bought
60. Executives Don’t Care About Open Rates
Email Marketer Executives
• My average open rate is • How much revenue did we
now 23%. generate from email?
• Unique click-through rate is • How has email improved
trending up since the customer retention?
redesign. • How has email helped
• Deliverability is up at reduce our costs to
Hotmail since we stopped communicate with
using the large postcard- customers?
style image. • What impact is email having
• Spam complaints are down on conversion via other
20%. channels?
61. Differentiate Process from Output Metrics
Process Output
• Open rates • Revenue
• Bounces • Orders
• Delivered • Demos/Downloads
• Click-through rates • Sales-qualified leads
Think differently about metrics