Email Marketing Return on Investment (ROI) If you could select a communication preference from a business which would you choose? All Respondents Age of Respondent Gender 14 to 18 19 to 34 56 to 67 Male Female Email 72.2% 67.6% 73.1% 75.3% 72.6% 71.9% Direct Mail 9.6% 4.9% 5.7% 17.3% 9.3% 9.9% Email & SMS (Both) 9.5% 13.5% 11.9% 3.8% 9.1% 9.9% SMS 4.2% 6.5% 5.5% 1.1% 4.5% 4.0% App (Push Messages) 3.5% 7.0% 3.3% 0.7% 3.8% 3.3% Other 0.5% 0.5% 0.5% 0.4% 0.3% 0.6% None 0.5% - - 1.3% 0.5% 0.4% TOTAL 1251 386 420 445 583 668 Source: Adestra, 2016
Email Marketing Return on Investment (ROI) Email generates a $20+ ROI. Sources: The Direct Marketing Association 2015, econsultancy 2016, Litmus 2016
Email Marketing Conversion Convert = Action Audience To Increase Conversion: Increase Actions or Decrease Audience
3 Ways to Guarantee* Better Email Conversion 1 Improve Inbox Placement 2 Re-Engage or Trim Inactives 3 Trying & Testing Ideas That Convert *Yes, really.
1 Improve Inbox Placement
Improve Inbox Placement Email Marketing Conversion DIRTY LITTLE SECRET of email marketing is that 25% of email marketing never makes it to an inbox Source: ReturnPath, 2016
Improve Inbox Placement Global Inbox Placement Inbox Placement Rate 90% 80% 70% 81% 82% 79% 77% 76% 79% Spam Rate Missing Rate 60% 50% 40% 30% 20% 10% 6% 13% 5% 13% 5% 16% 5% 18% 7% 18% 5% 16% Q2 15 Q3 15 Q4 15 Q1 16 Q2 16 TOTAL Source: ReturnPath, 2016
Improve Inbox Placement How does this affect your results? 100 Subscribers
Improve Inbox Placement How does this affect your results? 15 Open
Improve Inbox Placement How does this affect your results? 25 Don t Get It
Improve Inbox Placement What if you made it through to the inbox? 25 More Get It
Improve Inbox Placement What if you made it through to the inbox? 33% increase in conversion 5 More Open It
Improve Inbox Placement Improve Deliverability LIST SIZE OPENS OPEN % CLICKS CLICK % CONVERSIONS CONVERSION % Before 100,000 20,000 20% 3,000 3% 1,500 1.5% After 100,000 26,670 27% 4,000 4% 2,000 2.0% What your results could be with 100%* inbox placement *Note that 100% is pretty unlikely, but we can always strive for better!
Improve Inbox Placement Deliverability = Technology + You 1 2 What your email platform should do for you What YOU can do to improve
Improve Inbox Placement Deliverability = Technology + You 1 What your email platform should do for you Throttled sending Built-in CAN-SPAM compliant address Automated/immediate unsubscribe handling Automated bounce handling Feedback loop subscription & complaint handling Optional: Certified Sender Status (Paid)
Improve Inbox Placement Deliverability = Technology + You 2 What YOU can do to improve Create good content Maintain a clean, permission-based email list
Improve Inbox Placement Deliverability = Create Good Content text images Balance of images and text (500 character minimum) Watch your language Go easy on symbols and ALL CAPS Use clean, email-friendly HTML code and design
Improve Inbox Placement The Email Marketing Duck Test If it looks like spam, And quacks like spam, It s probably spam.
Improve Inbox Placement Emails That Look Like Ducks Spam
Improve Inbox Placement Test Your Content Before You Send
Improve Inbox Placement Monitor Inbox Placement After Sending
Improve Inbox Placement Deliverability = Clean, Permission-Based Lists
Improve Inbox Placement RECAP: How to Get Into the Inbox 1 Create 2 Don t 3 Create 4 Maintain relevant content that has value quack like SPAM clean, email-friendly code a clean, permission-based email list: Don t surprise subscribers with email
2 Re-Engage/ Trim Inactives
Re-Engage / Trim Inactives Inactives Clog Lists On average, 30-40% of your email list hasn t opened, clicked, or purchased in over a year. Source: Jessica Best, 2017
Re-Engage / Trim Inactives Re-Engage or Trim Inactives (from Most Sends) What you THINK your results are 20% Open Rate What your results actually ARE 20% Opened 40% NEVER open 40% Didn t Open This Time Try to re-engage them with a campaign to increase actions. Trim the rest to take your audience down to those who WILL act.
Re-Engage / Trim Inactives Re-Engagement Campaigns
Re-Engage / Trim Inactives 3-Point Email Re-Engagement Campaign 1 2 3 We Miss You! Come back and receive [value]. Confirm Now to stay subscribed or miss out on [value]. Sorry To See You Go. Re-Subscribe at any time, here.
Re-Engage / Trim Inactives Re-Engagement Campaigns
Re-Engage / Trim Inactives Re-Engagement Campaigns Cross-Channel In-Store & Point-of-Purchase In-app/Push Notifications Mobile/SMS (Text) Telemarketing Follow-Ups Direct Mail Online Ads / Social Media Retargeting Be sure to ask for an updated email address!
Re-Engage / Trim Inactives Trim Inactives from Most Sends SENT OPENS OPEN % CLICKS CLICK % CONVERSIONS CONVERSION % Pre-Cleanse 100,000 20,000 20% 3,000 3% 1,500 1.5% Post-Cleanse 60,000 20,000 33% 3,000 5% 1,500 2.5% BONUS: Because emails typically cost by volume, trimming your inactives, could trim your ESP costs, saving you money and boosting your ROI. What your conversion rate could be if you stopped wasting sends to inactives
3 Trying & Testing Ideas That ROCK
Trying & Testing Ideas That ROCK Pop Quiz: Which subject line won? A. Two chances to win B. Two chances to WIN C. Start a winning tradition D. Start a winning tradition! KPI to Determine Winner: Email Open Rate
Trying & Testing Ideas That ROCK Pop Quiz: Which subject line won? A. Two chances to win B. Two chances to WIN C. Start a winning tradition D. Start a winning tradition! KPI to Determine Winner: Email Open Rate
Trying & Testing Ideas That ROCK Pop Quiz: Which subject line won? A. I Spy a Winner B. Be a Hallo-Winner C. Trick or $5000 Treat? KPI to Determine Winner: Email Open Rate
Trying & Testing Ideas That ROCK Pop Quiz: Which subject line won? A. I Spy a Winner B. Be a Hallo-Winner C. Trick or $5000 Treat? KPI to Determine Winner: Email Open Rate
Trying & Testing Ideas That ROCK Pop Quiz: Which subject line won? A. Help us solve hunger. B. Donating 1 million meals. C. You can help solve hunger. KPI to Determine Winner: Email Click-Through Rate
Trying & Testing Ideas That ROCK Pop Quiz: Which subject line won? A. Help us solve hunger. B. Donating 1 million meals. MOST OPENS C. You can help solve hunger. KPI to Determine Winner: Email Click-Through Rate
Trying & Testing Ideas That ROCK Pop Quiz: Which subject line won? A. Help us solve hunger. B. Donating 1 million meals. MOST CLICKS MOST OPENS C. You can help solve hunger. KPI to Determine Winner: Email Click-Through Rate
Trying & Testing Ideas That ROCK Ideas with Rockin Conversion Earned rewards break through the clutter
Trying & Testing Ideas That ROCK Ideas with Rockin Conversion Targeting using demographic + behavioral data
Trying & Testing Ideas That ROCK Ideas with Rockin Conversion A bank s onboarding campaign stretches 90 days: The honeymoon period for new customers.
Trying & Testing Ideas That ROCK Ideas with Rockin Conversion Referral Campaigns + Word of Mouth 3X LIFT IN SIGN-UPS!
Trying & Testing Ideas That ROCK RECAP: 5 Things To Do Tomorrow for Better Email Conversion 1 Check 2 Re-engage 3 Test 4 Dream 5 Determine your inbox placement before & after or trim inactive subscribers the optimal frequency to send to your best buyers/subscribers up a Refer-a-Friend Campaign the honeymoon period for upselling/retaining your new customers
You Can t Convert What Your Prospects Don t See Turbo Boosting Your Email Conversion Rate Jessica Best Director of Data-Driven Marketing Barkley @bestofjess
Thank You