Do This, Not February President & CEO Worldata BUILDING THE PROGRAMS
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1 Do This, Not That February 2017 BUILDING THE PROGRAMS THAT Jay BUILD Schwedelson YOUR BUSINESS President & CEO
2 Building The Programs That Build Your Business Acquisition List Rental and Data Purchase Search Paid Search Engine Media Planning and Buying Cost Per Lead Paid Content Syndication and Co-Registration Programs Data Services Data Hygiene, Append, Data Hosting, Landing Page Development Direct Mail Paid Social Media Online Display Data Hosting List Rental and Data Warehousing Facebook, LinkedIn, Twitter, and more Site Specific with Total Transparency Business to Business and Consumer Data Hosting and Organization
3 Building The Programs That Build Your Business 1. Help you acquire new customers and leads via Acquisition List Rental and Data Purchase Search Paid Search Engine Media Planning and Buying Cost Per Lead (and other Direct Response Media) Paid Content Syndication and Co-Registration Programs Data Services Data Hygiene, Append, Data Hosting, Landing Page Development 2. Audit your current efforts and data hygiene 3. Provide competitive intelligence and audit tools Direct Mail List Rental and Data Warehousing (we are NOT an ESP) Paid Social Media Facebook, LinkedIn, Twitter, and more Online Display Site Specific with Total Transparency Data Hosting Business to Business and Consumer Data Hosting and Organization
4 RESEARCH INFORMATION Worldata executes over 40,000 , Online and Direct Marketing Campaigns on Behalf of Clients Each Year. We are the largest buyer of permission media in North America. Our research division, Worldata Research, provides free industry metrics based on these programs. Research is based on over 5 Billion transmitted messages
5 @worldata Words Matter
6 Open Rate % of Increase When Specific Words Used in Subject Line [4th
7 When Used In a Subject Line Meeting Negative 10% Chat Negative 11% Quick Negative 9% Learn Negative 7% Urgent Positive 37% But Training Negative 8% Remember Negative 12% Might Negative 11% Featured Negative
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16 I Just Signed Up! I Am Excited About It Are you?
17 Triggered s: In Q Triggered s (sent as a result of an action taken) had an average open rate of 54%
18 First Communication s received more than 3 Hours after initial sign-up lead to a 20% lower lifetime value of customer via online tools.
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20 Congratulations! You Have Gotten 98% of The People You Are ing to Do Something!!!!
21 Bye. I Hate Your Landing Page.
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23 Landing Page Forms Take Longer Than 45 Seconds to Fill Out Have a 42% Lower Completion Rate
24 Landing Page Forms Take Longer Than 45 Seconds to Fill Out Have a 42% Lower Completion Rate For Every Additional Must Fill Field You Will Lose 7% of Registrants
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30 Marketing is All About Doing All The Little Things. No One Thing You Will Do Will Make All The Difference. For Example
31 % of Clicks by Button Text Used on Landing Page 25% 20% 15% 10% 5% 0%
32 Give Your Offer a
33 Non-Offer Links Get 52% of Clicks When 3+ Destinations Exist.
34 @worldata
35 Is the LOGO in your going to your homepage? You just lost 17% of your clicks. (22% if you are
36 SUBJECT LINE: ORNAMENTS! (More than 125, to be precise) You Have an Offer for a Reason.
37 s that have all primary links going to offer page have 55% higher overall conversion rate.
38 @worldata? = 11%
39 Question s have an 11% higher overall
40 To not burn
41 And the Winner
42 Subject Line: 2017 Paint Color of the
43 I Know You Want to Know The
44 YES!!!! Poised Taupe! I knew it! Suspense Subject Lines have a 27% Higher Open Rate on Average (BtoB
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48 Participation Awards
49 The What? I need to
50 @worldata
51 You Are Creeping Me
52 @worldata
53 So What Else Is Working Right Now?
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55 10 Second Pause: FOR SLIDES: Jay Schwedelson
56 Pre-Headers UGGGHHHH
57 85 Characters of Text (Max) Subject Lines have become the from line and the pre-header has become the subject
58 We Stink at This! How We Use The Pre-Header: 32% Accidental HTML Code 21% Format Issue Link/Safe Sender 28% No Pre-Header 19% Offer Related THE ONLY
59 s that utilize the first line of a preheader for offer related information generate a 23% higher Open Rate than those that don
60 You will only see this if you test your s on your mobile device. IT WILL LOOK FINE ON YOUR DESKTOP TEST. UGGGHHHHH MIT and the IAB C
61 You will only see this if you test your s on your mobile device. IT WILL LOOK FINE ON YOUR DESKTOP s That Have Accidental HTML Code in Pre-Header Have a 38% LOWER Open Rate BtoC and 42% BtoB From 3 Days Ago UGGGHHHHH MIT and the IAB C mon!
62 Bad Pre-Header Cutoff
63 Emoji s Are Everywhere
64 @Worldata
65 We Live in an EMOJI World. It s Only Going to Get Worse.
66 Brands Using Emoji s in Their Subject Lines Have Increased Open Rates: BtoC = 31% BtoB =
67 Brands Using Emoji s in Their Subject Lines Have Emoji Marketing Has Increased Open Rates: Increased 480% in The Last Year. BtoC = 31% BtoB =
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69 We have regressed as a specie. But this stuff actually works.
70 They can be subtle
71 87% of All s Received (BtoB and BtoC) Can View Emoji s/symbols It Seems Silly But So Is The Fact That Dancing With The Stars is in Season
72 % of Use When an Emoji Appears in Subject Line Checkout GetEmoji.com and Emojipedia.com
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74 Timing is Everything
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77 s Delivered Prior to Peak Open Hour Will Achieve a 19% Higher Overall Open Rate
78 Content Was King Relevance is King Now
79 Married Newlywed Dating Just Met Wants Number Bad Date Broke Up
80 Married Newlywed Dating Just Met Wants Number Bad Date Every Status of Your Relationship With The Contacts In Your Database Broke Up
81 People Who Opened One of Your s in the Last 30 Days are 425% More Likely to Respond Than Those Who Have Not. Would you talk differently to someone you married vs. someone you haven t dated in
82 Send More . Would you rather have 22% open rates on 5 s or 25% open rates on 2
83 Less Time = More
84 Subject Lines With Minutes in Subject Line Have 17% Higher Open Rate
85 @worldata
86 @worldata
87 Asking for a few minutes is ok but telling them time is running out is way
88 Urgency + Exclusivity=
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90 It s Not Just For You JUST FOR = 17% Increase in Open Rates Just For CFO s Just For Our Customers Just For HR Professionals Just For Serious Investors
91 JUST FOR = 17% Increase in Open Rates
92 #1 Thing That Drives Response Rates Sense of Urgency Consumer s that have some form of a DATE in subject line will generate a 37% higher Open Rate Business s that have some form of a DATE in subject line will generate a 39% higher Open Rate 2 Days Until Offer Expires Registration Ends Today Last Chance to Save Free Webinar on April
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94 SUBJECT LINE: Early Bird Ends Tomorrow!
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96 FAIL!!!!
97 Quick Tip
98 When using 3 rd Party Content (i.e. Industry Report) as your offer highlight it in the Subject Line Increases Open Rate by 31%
99 It Went Out Or Did it?
100 Just because you set it up to go at 7am doesn t mean it really
101 Just because you set it up to go at 7am doesn t mean it really did Seed yourself at the start and end of each file sent.
102 Multi- Touch
103 Multi-Touch Campaigns Are a REQUIREMENT!
104 2x vs. Single Send BtoB = 31% Higher Overall Response Rate BtoC = 26% Higher Overall Response Rate 3x vs. Single Send BtoB = 56% Higher Overall Response Rate BtoC = 44% Higher Overall Response
105 2x vs. Single Send BtoB = 31% Higher Overall Response Rate BtoC = 26% Higher Overall Response Rate DON T CHANGE THE 3x OFFER!!!! vs. Single Send BtoB = 56% Higher Overall Response Rate BtoC = 44% Higher Overall Response
106 10 Second Pause: FOR SLIDES: Jay Schwedelson
107 The History of FREE
108 FREE was top performing subject line word!
109 FREE was top performing subject line word! FREE became among the most filtered words
110 FREE was top performing subject line word! FREE became among the most filtered words FREE is back as a top performing subject line word!
111 FREE is ok for - Amazon, Marvel, Walgreens, NFL, etc
112 Free and Complimentary are NOT the same! Using Free will generate a 2X open rate increase vs
113 Hi jay I mean JAY I Mean Jay
114 First Letter Capitalized (NO Last Name) = Best Possible Open Rate
115 BtoB Personalization In Subject Line Lifting Open Rates by 28% That is a 32% increase since last
116 BtoC Personalization In Subject Line Lifting Open Rates by
117 @worldata C mon
118 Hi! NEVER
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120 When I See Mistakes Like This I Instantly Get Happy and Think That This is 100% Going Into a
121 Quick Tip
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123 Landing Pages that have the same PRIMARY IMAGE as the originating generated a 28% higher overall conversion rate
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125 Clicks After Offer Expires 26% of All Clicks Will Occur AFTER Primary Offer Expires. The Lifetime Value of New Customers Who Respond to an AFTER Primary Offer Date Expires is 210% Higher (245% Higher BtoB) Than Those that Respond During Regular Offer
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127 THIS DRIVES ME CRAZY! I Clicked on one of your s!
128 VIP
129 Invitation s Are Surging in Performance BtoC - Lifting Open Rates by 25% BtoB - Lifting Open Rates by 19% That is a 38% increase since last
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134 Quick Tip
135 Exclusive Subject Lines Increase Open Rates by 22%
136 Paragraphs (blocks of text) To Prospects: Over 50 Words in Single Paragraph Leads to 34% Lower Overall Click-Through Rate To Customers: Over 100 Words in Single Paragraph Leads to 23% Lower Overall Click-Through
137 Free Stuff for
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139 4 Million Subject Lines Checked! Shhh..It s Free!
140 + JAY SCHWEDELSON PRESIDENT & CEO WORLDATA Questions, Slides and Thank You!
CREATE YOUR CONTENT STRATEGY & LAUNCH PLAN Amanda Genther Inc. & Irresistible Offerings
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