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Optimizing Email

Leveraging targeted, measured email to ensure key audiences are receiving, seeing, opening, and acting on important calls to action.
by Seth Stuck on 19 June 2014

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Transcript of Optimizing Email

Optimizing
Email

Leveraging targeted, measured email to ensure key audiences are receiving, seeing, opening, and acting on important calls to action.


Tools of the Trade
MailChimp (
email marketing
)
Eventbrite (
event management
)
Survey Monkey (
surveys
)
Cision (
media directory
)
Salesforce (
customer relationship manager
)
Google analytics (
web metrics
)
Why Target?
Cut through the noise
Earn trust, build credibility
Measure results in a meaningful way
Data-driven adjustments
Drive results!
Timing is Everything
What to Target
Relevant audience (
Segment!
)
Content for that audience (
Provide value
)
Balance of quality and quantity (
Respect their time
)
Best day of week/time of day (
Don't be afraid to test!
)
Palatable format (
Design for mobile!
)
Data
-driven adjustments
Design for Mobile
56% of Americans have a smartphone
88% of smartphone owners open email on mobile device
75% “highly likely” to delete emails they cant read on phone
Smartphone is the primary device for opening emails for 52%
61% will leave non-mobile site
@GeorgiaDOAS
@TCBrawler

Subscribers
, page likes, followers…

Opens
, impressions, page views…

Clicks
, comments, post likes…

Forwards
, shares, reblogs…

RSVP, purchase, sign-up…

(Trans)action

Endorsement

Engagement

Visibility

Reach

Hierarchy of Web Metrics
Indications you're off track
Less than a 90% delivery rate
Less than a 20% open rate
Less than a 10% click rate
Lots of people unsubscribing or "complaining"
In MailChimp, low member and/or list ratings
No change in desired response
How to Segment
Segment by engagement (specific activity or overall)
Segment by interest
Segment by priority - focus on the big fish most
Segment by location & demographics
Create targeted, relevant content that matters to them that increases
your
conversion rate
Any Questions?
In Summary:
Build clean lists and segment them
Target valuable, succinct content to relevant segments
Help your chances by optimizing for mobile and sending at the best times
Use tools that will help you measure and adjust your efforts
Above all else:
Provide value
See the full transcript