Why Your Sucks. And How To Fix it. Thank you for attending! We ll start at 1pm Eastern / 10am Pacific.

Transcription

1 Why Your Sucks And How To Fix it Thank you for attending! We ll start at 1pm Eastern / 10am Pacific.

2 Important Note My sucks, too We can all do better!

3 1. Why AGENDA 2. Six Reasons & FIXES 3. Q&A

4 Part 1 WHY & WHY MARKETING

5 WE LOVE TO HATE IT

6 WHY IT CAN T SUCK STILL the top direct marketing channel for ROI STILL the top daily digital activity across generations Opportunities beyond transactional The Bottom Line

7 S $38 Return for Every $1 Invested in the Channel (DMA National Client Report 2015)

8 WHY IT CAN T SUCK STILL the top direct marketing channel for ROI Still the top daily digital activity across generations Opportunities beyond transactional The Bottom Line

9 S HerCampus Ultimate college life survey

10 WHY IT CAN T SUCK STILL the top direct marketing channel for ROI STILL the top daily digital activity across generations Opportunities beyond transactional The Bottom Line

11 TRANSACTIONAL Gmail, Outlook, Yahoo, Apple Mail, AOL, etc. MARKETING: BombBomb, MailChimp, Constant Contact, etc. > List management > Tracking & analytics > HTML designs > Forms, autoresponders, drips

12 WHY IT CAN T SUCK STILL the top direct marketing channel for ROI STILL the top daily digital activity across generations Opportunities beyond transactional The Bottom Line

13 The Inbox Where business gets done Where communication starts Where some prefer to stay Nearly everyone uses . We need to send better s.

14 Part 2 WHY SUCKS AND HOW TO FIX IT

15 1. IT S NOT SINCERE Easy to send selfish easiest thing to do Ask: What s the benefit to the recipient? Practice: Framework for better communication

16 Every you send trains people to open or delete your next .

17 EMPATHY, VALUE, CALL TO ACTION Empathy Your ability to understand & relate to their feelings. Meeting people where they are. Letting them know it s about them (not about you).

18 EMPATHY, VALUE, CALL TO ACTION Value Your ability to serve with knowledge & expertise. Trying to give them something they can t Google. Making tangible your USP.

19 EMPATHY, VALUE, CALL TO ACTION Call To Action Your ability to make clear the path forward. Walking people through the conversion. Offering the next step strongly and clearly.

20 EXAMPLE: Bad Website Lead S

21 EXAMPLE: Bad Website Lead Thank you so much for signing up on our website. I hope it s been a value and benefit as you re searching for your new home. I also wanted to let you know that I completely understand you not putting in your real contact information. I d do the same thing myself if I just wanted to find a home and not be bothered. But when the time is right for you and you re feel you need someone to help you through this difficult process, find that dream home, and get the best possible price, please put in your correct information and reach out any time. We re here to help you.

22 MECLABS MarketingExperiments.com S

23 2. IT S NOT CLEAR Align your with a business objective based in a customer need. The One Thing Be clear with yourself first Then, make it clear to recipients 1 Why did I get this? 2 What s my opportunity? 3 How do I proceed?

24 EXAMPLE Subject: Get 2 more weeks free Preheader: And get set up for success S RESULTS: 56 clicks (9%) 31 appointments (55%)

25 Subject Line Tips Clear > Clever Try to keep it to 50 characters or so Shorter = higher open, lower engagement Longer = lower open, higher engagement Take advantage of Preheader text Additional inbox real estate (double your characters!)

26 Subject Line Tips S 1. Use the preheader to extend the subject line 2. Use the preheader for a separate, but related message

27 Subject Line Tips S Based on 15,000,000 sends from BombBomb in January 2016

28 Subject Line Tips Video in the Subject Line 8.3% higher open rate S 32.8% higher play rate Based on 15,000,000 sends from BombBomb in January 2016

29 3. IT S NOT TARGETED Have you ever received an Who > How Many Broad, selfish blast sending is like

30 AGAIN Every you send trains people to open or your next . Time & attention are too valuable NOT to target. Non-targeted blast sending exhausts your database & burns future opportunities.

31 Targeting for Better Results % higher open rate S 1 to 1 175% higher open rate LESSON: targeted sends based in relevance build anticipation.

32 4. IT S NOT HYGIENIC Best timely, relevant, anticipated List hygiene clean and current lists Suppression list & spam what they are Gmail Promotions tab because you want to know

33 Exercise for List Hygiene If I picked up the phone Your name Your title or position Your company name His or her relationship to you or your company

34 SUPPRESSION LIST People who can t or don t want to receive your s. Invalid Opt-out Abuse (SPAM!)

35 SPAM A SHARED RESPONSIBILITY No hard rules, every black box differs No one thing, more like a demerit filtering process - High invalid address result - High spam and abuse complaints - Spammy subject lines (odd characters, punctuation, all caps) - Spammy content (links, language, text:image ratio - Generic From addresses (info@, office@, noreply@, etc) - Free accounts (Gmail, Yahoo, Hotmail, Mailinator, etc) CONSEQUENCE: Account Shutdown (0.1%)

36 SPAM A SHARED RESPONSIBILITY > Delivering core to our business > One of a handful of white-listed service providers > Monitor & manage our reputation directly > Supporting latest sender ID protocols, seed s > Screening new customers, some manual approvals > Providing automated suppression for all customers

37 GMAIL PROMOTIONS TAB > THEN: Primary Spam > NOW: Primary, Promotions, Social Updates, Forums Spam > 16% of opens on average are in Gmail (Source: Litmus) > Not all Gmail instances default to tabs (Google Apps, for example) > Of those who got tabs, 21% turned off Promotions (Source: Return Path) > Promotions is inbox placement, good for deliverability overall > Some of this used to go to Spam > Top line BombBomb research shows equal open rates TAKEAWAY: Promotions Tab isn t the problem.

38 5. IT S NOT TRACKED We look for magic bullets like best day and time to send. Every list is different tracking is how you get to know yours. tracking tells you everything you need to know.

39 BASIC DEFINITIONS Open rate: total unique opens / total s delivered Click rate: total clicks / total unique opens Play rate: total video plays / total unique opens

40 Better Follow Up - Segmentation S Make new lists based on actions or non-actions to follow up in a smarter way.

41 Better Follow Up Send to List S

42 Better Follow Up Follow Up 1 to 1 S

43 Better Follow Up Real Time Notifications S

44 Better Follow Up Relationship Score S

45 6. IT S NOT DIFFERENTIATED Your looks the same as it did 5 years ago. Your looks just like his. And hers. And theirs. removes the messenger from the message, but you can put yourself back through simple video. You are your own best differentiator.

46 See the Difference S

47 HOW TO FIX OUR Make it sincere empathy, value, CTA. Make it clear the one thing. Make it targeted no blasting. Make it hygienic lists & suppression. Make it tracked specific people. Make it differentiated simple videos.

48 Part 3 Q&A TYPE IN QUESTIONS BOX

49 GET MORE TRY IT FREE: BombBomb.com/Trial GET MORE TIPS: BombBomb.com/Blog Support.BombBomb.com

50 THANK YOU Please ask questions.

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