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Transcript of 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
Survey Monkey (
customer relationship manager
Google analytics (
Cut through the noise
Earn trust, build credibility
Measure results in a meaningful way
Timing is Everything
What to Target
Relevant audience (
Content for that audience (
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!
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
, page likes, followers…
, impressions, page views…
, comments, post likes…
, shares, reblogs…
RSVP, purchase, sign-up…
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
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: