Do This, Not That February 2017 BUILDING THE PROGRAMS THAT Jay BUILD Schwedelson YOUR BUSINESS President & CEO Worldata JayS@CorpWD.com @Worldata
Building The Programs That Build Your Business Email Acquisition Email 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
Building The Programs That Build Your Business 1. Help you acquire new customers and leads via Email Email Acquisition Email 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 email efforts and data hygiene 3. Provide email 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
RESEARCH INFORMATION Worldata executes over 40,000 Email, Online and Direct Marketing Campaigns on Behalf of Clients Each Year. We are the largest buyer of permission email media in North America. Our research division, Worldata Research, provides free industry metrics based on these programs. Email Research is based on over 5 Billion transmitted messages annually @worldata
@worldata Words Matter
Open Rate % of Increase When Specific Words Used in Subject Line [4th Qtr 2016] @worldata @Worldata
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 6% @Worldata
I Just Signed Up! I Am Excited About It Are you?
Triggered Emails: In Q4 2016 Triggered Emails (sent as a result of an action taken) had an average open rate of 54%
First Communication Emails received more than 3 Hours after initial sign-up lead to a 20% lower lifetime value of customer via online tools.
Congratulations! You Have Gotten 98% of The People You Are Emailing to Do Something!!!!
Bye. I Hate Your Landing Page.
Landing Page Forms Take Longer Than 45 Seconds to Fill Out Have a 42% Lower Completion Rate
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
Email Marketing is All About Doing All The Little Things. No One Thing You Will Do Will Make All The Difference. For Example
% of Clicks by Button Text Used on Landing Page 25% 20% 15% 10% 5% 0%
Give Your Offer a Chance @worldata
Non-Offer Links Get 52% of Clicks When 3+ Destinations Exist. Huh? @worldata
@worldata
Is the LOGO in your email going to your homepage? You just lost 17% of your clicks. (22% if you are B2B) @worldata
SUBJECT LINE: ORNAMENTS! (More than 125, to be precise) You Have an Offer for a Reason.
@Worldata @worldata Emails that have all primary links going to offer page have 55% higher overall conversion rate.
@worldata? = 11%
Question emails have an 11% higher overall open rate. @worldata @Worldata
To not burn my feet. @worldata @Worldata
And the Winner Is @worldata
Subject Line: 2017 Paint Color of the Year @worldata
I Know You Want to Know The Answer @worldata
YES!!!! Poised Taupe! I knew it! Suspense Subject Lines have a 27% Higher Open Rate on Average (BtoB 22%) @worldata
@worldata @Worldata
@worldata @Worldata
@worldata @Worldata
Participation Awards Rock! @worldata
The What? I need to know! @worldata
@worldata
You Are Creeping Me Out. @worldata
@worldata
So What Else Is Working Right Now?
10 Second Pause: FOR SLIDES: Jay Schwedelson JayS@CorpWD.com Twitter: @Worldata www.worldata.com
Pre-Headers UGGGHHHH HHHHHHH @worldata
85 Characters of Text (Max) Subject Lines have become the from line and the pre-header has become the subject line. @Worldata
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 CORRECT OPTION @worldata @Worldata
Emails that utilize the first line of a preheader for offer related information generate a 23% higher Open Rate than those that don t. @worldata
You will only see this if you test your emails on your mobile device. IT WILL LOOK FINE ON YOUR DESKTOP TEST. UGGGHHHHH MIT and the IAB C mon! @worldata
You will only see this if you test your emails on your mobile device. IT WILL LOOK FINE ON YOUR DESKTOP TEST. @worldata Emails 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!
Bad Pre-Header Cutoff
Emoji s Are Everywhere
@Worldata
We Live in an EMOJI World. It s Only Going to Get Worse.
Brands Using Emoji s in Their Subject Lines Have Increased Open Rates: BtoC = 31% BtoB = 34% @Worldata
Brands Using Emoji s in Their Subject Lines Have Emoji Marketing Has Increased Open Rates: Increased 480% in The Last Year. BtoC = 31% BtoB = 34% @Worldata
We have regressed as a specie. But this stuff actually works.
They can be subtle
87% of All Emails 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 23 @Worldata
% of Use When an Emoji Appears in Subject Line Checkout GetEmoji.com and Emojipedia.com
Timing is Everything
Emails Delivered Prior to Peak Open Hour Will Achieve a 19% Higher Overall Open Rate
Content Was King Relevance is King Now
Married Newlywed Dating Just Met Wants Number Bad Date Broke Up Hatred @worldata
Married Newlywed Dating Just Met Wants Number Bad Date Every Status of Your Relationship With The Contacts In Your Email Database Broke Up Hatred @worldata
People Who Opened One of Your Emails 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 6 months? @worldata @Worldata
Send More Email. Would you rather have 22% open rates on 5 emails or 25% open rates on 2 emails? @worldata
Less Time = More Opens @worldata
Subject Lines With Minutes in Subject Line Have 17% Higher Open Rate on Average @worldata @Worldata
@worldata
@worldata
Asking for a few minutes is ok but telling them time is running out is way better @worldata
Urgency + Exclusivity= Everything @worldata
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
JUST FOR = 17% Increase in Open Rates
#1 Thing That Drives Email Response Rates Sense of Urgency Consumer Emails that have some form of a DATE in subject line will generate a 37% higher Open Rate Business Emails 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 11th @Worldata
SUBJECT LINE: Early Bird Ends Tomorrow!
FAIL!!!!
Quick Tip
When using 3 rd Party Content (i.e. Industry Report) as your offer highlight it in the Subject Line Increases Open Rate by 31%
It Went Out Or Did it?
Just because you set it up to go at 7am doesn t mean it really did @Worldata
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.
Multi- Touch
Multi-Touch Email Campaigns Are a REQUIREMENT!
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 Rate @Worldata
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 Rate @Worldata
10 Second Pause: FOR SLIDES: Jay Schwedelson JayS@CorpWD.com Twitter: @Worldata www.worldata.com
The History of FREE
2002 2006 FREE was top performing subject line word!
2002 2006 FREE was top performing subject line word! 2007 2011 FREE became among the most filtered words
2002 2006 FREE was top performing subject line word! 2007 2011 FREE became among the most filtered words 2012 2017+ FREE is back as a top performing subject line word!
FREE is ok for - Amazon, Marvel, Walgreens, NFL, etc
Free and Complimentary are NOT the same! Using Free will generate a 2X open rate increase vs Complimentary @Worldata
Hi jay I mean JAY I Mean Jay
First Letter Capitalized (NO Last Name) = Best Possible Open Rate
BtoB Personalization In Subject Line Lifting Open Rates by 28% That is a 32% increase since last year @Worldata
BtoC Personalization In Subject Line Lifting Open Rates by 22% @Worldata
@worldata C mon
Hi! NEVER OK @worldata
When I See Mistakes Like This I Instantly Get Happy and Think That This is 100% Going Into a PowerPoint. @Worldata
Quick Tip
Landing Pages that have the same PRIMARY IMAGE as the originating email generated a 28% higher overall conversion rate
Clicks After Offer Expires 26% of All Clicks Will Occur AFTER Primary Offer Expires. The Lifetime Value of New Customers Who Respond to an Email AFTER Primary Offer Date Expires is 210% Higher (245% Higher BtoB) Than Those that Respond During Regular Offer Period. @Worldata
THIS DRIVES ME CRAZY! I Clicked on one of your emails!
VIP
Invitation Emails Are Surging in Performance BtoC - Lifting Open Rates by 25% BtoB - Lifting Open Rates by 19% That is a 38% increase since last year @Worldata
Quick Tip
Email Exclusive Subject Lines Increase Open Rates by 22%
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 Rate @Worldata
Free Stuff for YOU!!! @Worldata
4 Million Subject Lines Checked! Shhh..It s Free!
+ JAY SCHWEDELSON PRESIDENT & CEO WORLDATA Questions, Slides and Calendar: JayS@CorpWD.com @Worldata Thank You!