1. Marketing
Then and Now

2. What we will cover How it all started Why is it still important
Getting your opened
Subject lines
Your Database vs Paid
How to utilize your database
Reporting

3. 1971
Raymond Tomlinson sent a test to himself through another computer using ARPA - Advanced Research Projects Agency

5. Traditional Mail

6. Social Media

7. is dead
Peter Drucker
Or so they thought!

8. World Wide Web

9. Everything requires an email address
Online Banking
Online shopping
Booking a flight
Every social media platform that was
thought to be the cause of its death
Pretty much anything else you need to log into

10. The latest and the greatest has always been around

11. Why is it still important

12. 2017 Adobe Consumer Email Survey
Most respondents check their work or personal s at least every few hours
82% work s are open
60% personal s are open
Of those
83% work s are read
64% personal s are read

13. 2016 WBR Digital & Emarsys surveyed 254 retail professionals at
companies with annual
revenue under 100K

14. January 2017
Radicati Group

15. 54% of the entire planet is currently using email

16. Best free Email Services for 2017
Yandex
Outlook
Gmail
ProtonMail
Inbox by Gmail
AOL
iCloud Mail
Yahoo
Mail.com

17. Google – 1 billion monthly active users
2016
Google – 1 billion monthly active users
2017
Outlook – 400 million monthly active users
Techcrunch.com

18. February 2017
*Radicati Group

20. How do I get consumers to open my email?
Send it twice
Treat their inbox as you would want to be treated
Build trust
Timing is almost everything
Give them what they want
Build a reputation

21. Subject lines

22. 35% of email recipients open an email based on the subject line.
Short and sweet
Use a personal touch
No false promise
What's on the inside
If the time is right
Concise is key

23. Subject lines continued.
It’s all about action
Sense of urgency
Using numbers
Got a question, we have the answer
Don’t be afraid to be a little punny
DON’T USE ALL CAPS OR OVER USE EXCAMATIONS!!!
Make them feel special

24. Good examples to use For our beloved customers only
An exclusive offer for you
Our gift to you
You’re invited
Special invite

25. Your Database vs. Paid

26. How to grow your database
Just ask for it
Use your own subscribers
Have a social contest
Have a giveaway on your website

27. Third Party Data Way to target
Data provided by companies on a larger scale
The benefit is the sheer volume of user data you can access
Way to target
Demographic
Geographical
Behavioral

28. Reaching new customers
What is your goal?
Increasing revenue or
Reaching new customers

29. You have a database, now what?

30. Segmentation
Separating your database into a list or small segments by

31. Jupiter Research Study
Marketers who segment their list can improve conversion rates
Up to 355% and increase revenue by an amazing 781%
Yet only 11% of marketers actually segment their list

32. *emarketer

33. Other opportunities

34. Targeting by Email Address
Google Network / Google AdWords
Facebook
Twitter
Other Exchanges

35. But wait there is more. There is always more.
MOBILE

36. Mobile First

37. Use mobile ready templates

38. Have a short subject line

39. Write a good preheader

40. Optimize the “From”
68% of Americans say they base their decisions to open an on the From name

41. When you receive a newsletter from
ADM you would be expecting it to
say ADM rather then say Jennifer
Love or someone on our staff
specifically.

42. 51 seconds Balance Image & Size
Average time spent reading a newsletter after opening
51 seconds
*CampaignMonitor

43. Attention Span…

44. Big Button / Big Fingers
Average size of an adult index finger
Between 1.6cm and 2cm

45. Translation….
45 x 45 px
57 x 57 px

46. Make the button large enough so they can click the button.

47. Mobile Optimized

48. Reporting In the past it has been solely on opens & clicks.
Now you need to go beyond that.
Subscriber activity
Engagement trends
list health
And optimization

49. KPI – Key Performance Indicators

50. Thank you Jennifer Love Sales Director Advocate Digital Media