50+ email marketing hacks that will double your response rates

50+ Email Marketing Hacks That Will Double Your Response Rates Matt Heinz President @heinzmarketing Heinz Marketing Inc... • Secrets to Successful Email Marketing • Secrets to Successful

50+ Email Marketing Hacks That Will Double Your Response Rates

Matt Heinz President

@heinzmarketing Heinz Marketing Inc

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Housekeeping

• Copies of this deck

• Free Extras!

• Secrets to Successful Email Marketing

• Secrets to Successful Content Marketing

• The Modern Marketer’s Field Guide

• Email me ( matt@heinzmarketing.com ) or bring me a

business card with what you want

Email Hacks & Best Practices

1 Planning

2 Process

3 Optimization

4 Measurement

5 Integration

1 Planning:

“No, that is NOT a

campaign!”

Planning Best Practices

1 Campaigns vs programs vs “sends”

2 Know the objective (email is the drill, what is the hole??)

3 What is the customer point of view?

4 What stage of the buyer’s journey are you addressing?

5 What is the customer context (i.e how and when will the

email be received?)

6 How will email integrate with other channels or outreach

efforts?

7 Is email really the best channel to drive response?

8 List management (!)

2 Process:

“Why can’t you just send

it now?”

Process Best Practices

1 Have a documented production checklist

2 Have a documented quality assurance process

3 Use Litmus to test multiple delivery formats, clients &

channels

4 Optimize for HTML, pain text and image-free viewing

5 Require at least three subject line options in your

creative brief

6 Require a creative brief (!)

7 Coordination with sales efforts

8 Sales enablement packages to support follow-up

“Counterintuitive usually

wins…”

Optimization Best Practices

1 Test days of the week

2 The “from” line – people vs buildings vs “do-not-reply”

3 Resend to unread prospects

4 What are you doing with transactional emails?

Format, calls to action, etc.

5 Video embeds (one:many and one:one)

6 Mobile optimization

7 Triggered responses (based on lead scoring or

predictive analytics)

8 “You” vs “I” messaging

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Subject Line Best Practices

1 Test (no subject)

2 The pros & cons of “RE:” and “FW:” subject lines

3 Tease, Personalize, Prioritize, Numbers

4 35-50 characters max to optimize for opens, 70+

characters to optimize for clicks

@heinzmarketing #mktgnation

Transactional Email Best Practices

1 Does marketing “own” the email?

2 What else does the recipient need to know?

3 WHEN should they get the email?

4 Transaction vs Experience

5 Out-of-Office Emails

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Other variables to drive response

1 Intro/teaser headers

2 Clarity of call to action

3 Contact information in the salutation

4 PS content

5 PPS content

@heinzmarketing #mktgnation

4 Measurement:

“Did it work?”

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Measurement Best Practices

1 Which metrics really matter?

2 Leading vs lagging indicators

3 Integrated systems tracking post-click conversion

4 Long-tail tracking impact (in isolation & across

campaigns)

5 Don’t take inactives too seriously

@heinzmarketing #mktgnation

5 Integration:

“Email does not stand

alone…”

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Integration Best Practices

1 Channel coordination: Email, Web, social, offline,

events, etc

2 Sales coordination: Scheduling, follow-up materials,

email/phone/VM sequences

3 Post-campaign segmentation: Opens, clicks,

unresponsives, etc

4 Progressive profiling

@heinzmarketing #mktgnation

Other apps worth checking out…

1 MailCharts – What your competitors are sending…

2 TimeTrade – Let prospects schedule meetings with you

immediately…

3 unroll.me – Unsubscribe from all of your spam at once…

4 BombBomb

5 MailLift

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Reminder!

• Copies of this deck

• Free Extras!

• Secrets to Successful Email Marketing

• Secrets to Successful Content Marketing

• The Modern Marketer’s Field Guide

• Email me ( matt@heinzmarketing.com ) or bring me a

business card with what you want

Thank You!