8 Scary Email Marketing Ideas You Should Do Anyway - Heather Galloway
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The document outlines 8 email marketing ideas, including stalking contacts by monitoring website behavior, sending personalized emails to build relationships, optimizing content for mobile and millennials, using Twitter to test subject lines, adjusting email frequency, maintaining reputation through compliance, prioritizing mobile formatting, and requesting unsubscribes from low-engagement recipients. Each idea is accompanied by tips and strategies for implementation.
8 Scary Email Marketing Ideas You Should Do Anyway - Heather Galloway
- 1. 8 Scary Email Marketing Ideas You Should Do Anyway Heather Galloway AgencyBuzz Coordinator #AgentCon16
- 2. 8 Scary Email Marketing Ideas 1. Stalk your contacts 2. Send emails like a real human being 3. Get cozy with Gen Y 4. Let Twitter pick your subject line 5. Stop sending emails 6. Know your reputation 7. Go mobile already! 8. Ask your contacts to unsubscribe
- 3. 8 Scary Email Marketing Ideas 1. Stalk your contacts 2. Send emails like a real human being 3. Get cozy with Gen Y 4. Let Twitter pick your subject line 5. Stop sending emails 6. Know your reputation 7. Go mobile already! 8. Ask your contacts to unsubscribe
- 4. #1: Stalk Your Contacts • Literally follow your contacts • Behavioral email marketing is king in 2016 • Frequent web viewers • Use email to win them over! • Higher conversions
- 5. Stalk Your Contacts • Activities and Behaviors to “Stalk” • Website visit frequency • Frequently viewed landing pages • Blog views • Time filling out form (without submission) • Messaging Tips • Personal and timely • FAQs and information about that page • Initiate dialogue
- 6. 8 Scary Email Marketing Ideas 1. Stalk your contacts 2. Send emails like a real human being 3. Get cozy with Gen Y 4. Let Twitter pick your subject line 5. Stop sending emails 6. Know your reputation 7. Go mobile already! 8. Ask your contacts to unsubscribe
- 7. #2: Send Emails Like a Real Human Being • Personalized, Not Robotic • Subtlety is key • Don’t over-use personalization tags • 2-3 personalization features per email • Beware of privacy concerns • Content • Use real images • Consider “you” and “I” verbiage • Infuse your personality
- 8. Send Emails Like a Real Human Being • Sender information • From: “Name at Company” [email protected] • NEVER use [email protected] • Direct reply-to address for clients • Continue building the relationship • Introduce CSR or agent • Create a more personal business relationship • Soften your edges
- 9. 8 Scary Email Marketing Ideas 1. Stalk your contacts 2. Send emails like a real human being 3. Get cozy with Gen Y 4. Let Twitter pick your subject line 5. Stop sending emails 6. Know your reputation 7. Go mobile already! 8. Ask your contacts to unsubscribe
- 10. #3: Get Cozy with Gen Y • 80%1 Millennials sleep with their phones nearby • 47%1 recipients who use mobile to weed out emails • 25%2 adults aged 18-29 without health insurance 15 Strategies to Optimize Email Marketing Targeting Millennials, Entrepreneur 25 Important Things Millennials Should Know About Insurance, PropertyCasualty360
- 11. Get Cozy with Gen Y • Email Tips • Keep content easy to digest and scan • Compelling and sharable content • Prominent CTAs • Mobile, mobile, mobile • Debunk Their Top Insurance Myths: • It is essential • It doesn’t cost too much • It covers more than parental protection can • Health and life insurance aren’t the only types • It’s not hard to buy
- 12. 8 Scary Email Marketing Ideas 1. Stalk your contacts 2. Send emails like a real human being 3. Get cozy with Gen Y 4. Let Twitter pick your subject line 5. Stop sending emails 6. Know your reputation 7. Go mobile already! 8. Ask your contacts to unsubscribe
- 13. #4: Let Twitter Pick Your Subject Line • Quick way to narrow down subject line choices before split testing • Results within one hour • Interactive Twitter activity – “Choose Your Story” • Weed out underperforming options quickly • Words of caution
- 14. Let Twitter Pick Your Subject Line Quick How-To: 1.3-5 subject lines 2.Test 3.Review analytics 4. Refine 5.Split test top two lines
- 15. 8 Scary Email Marketing Ideas 1. Stalk your contacts 2. Send emails like a real human being 3. Get cozy with Gen Y 4. Let Twitter pick your subject line 5. Stop sending emails 6. Know your reputation 7. Go mobile already! 8. Ask your contacts to unsubscribe
- 16. #5: Stop Sending Emails • 69% unsubscribes • 12.2 insurance average • 5 total average • 8.29% average open rate for insurance industry • 36.09% average click-to-open rate for insurance industry • Stick to regular schedules • There can be too much of a good thing 1The State of Email Marketing by Industry – January 2016, GetResponse
- 17. Stop Sending Emails Conduct a frequency test 1. What are you going to change? 2. Who are you going to test? 3. What are your current email stats? 4. Schedule and send email(s) based on step 1 5. Analyze your stats – compare to step 1 hypothesis
- 18. 8 Scary Email Marketing Ideas 1. Stalk your contacts 2. Send emails like a real human being 3. Get cozy with Gen Y 4. Let Twitter pick your subject line 5. Stop sending emails 6. Know your reputation 7. Go mobile already! 8. Ask your contacts to unsubscribe
- 19. #6: Know Your Reputation • CAN Spam and spam 101 • Beyond sender score • Are you blacklisted? • Are you up to date with SPF, DKIM, and DMARC? • ISP feedback logs are valuable resources • Top four ISPs and deliverability Typically managed by 3rd party webmail clients
- 20. Know Your Reputation • 29%1 of insurance marketers do not review deliverability • Immediate acknowledgement of subscribers • Consistent schedules and volumes • Scrub bulk address • Double opt ins • Avoid URL shorteners 1The State of Email Marketing by Industry – January 2016, GetResponse
- 21. 8 Scary Email Marketing Ideas 1. Stalk your contacts 2. Send emails like a real human being 3. Get cozy with Gen Y 4. Let Twitter pick your subject line 5. Stop sending emails 6. Know your reputation 7. Go mobile already! 8. Ask your contacts to unsubscribe
- 22. #7: Go Mobile Already! • 66% emails opened on mobile devices • 42% readers using mobile devices to triage inboxes • 75% smartphone users delete emails if they can’t read them • 146% increase in conversions with fewer graphics and copy 66% Of Emails Are Opened On Mobile – Here’s How to Go Mobile-First, GetResponse 18 Key Hacks to Make Your Email Mobile-Friendly, Salesforce Canada
- 23. Go Mobile Already! •Layout •CTAs •Avoid GET A QUOTE Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor. Headline 600px
- 24. 8 Scary Email Marketing Ideas 1. Stalk your contacts 2. Send emails like a real human being 3. Get cozy with Gen Y 4. Let Twitter pick your subject line 5. Stop sending emails 6. Know your reputation 7. Go mobile already! 8. Ask your contacts to unsubscribe
- 25. #8: Ask Your Contacts to Unsubscribe • List bloat • Purge your list • Segment: contacts with lowered engagement rates and reachability • Opt out campaign
- 26. Ask Your Contacts to Unsubscribe • Tips for the opt-out campaign • Focus on subject line • Steer away from your normal messaging and copy • Avoid damage to your domain reputation • Honor your word to stop emailing • EX: Fab, 2013:
- 27. 8 Scary Email Marketing Ideas 1. Stalk your contacts 2. Send emails like a real human being 3. Get cozy with Gen Y 4. Let Twitter pick your subject line 5. Stop sending emails 6. Know your reputation 7. Go mobile already! 8. Ask your contacts to unsubscribe
- 28. Thank You Share your thoughts with us using #AgentCon16 Heather Galloway AgencyBuzz Coordinator
Editor's Notes
- #5: Frequent Web-Viewers Are Preparing Themselves to Purchase Your Product/Service Action-Induced Behavior + Personal Messaging + Timely Send = Higher Conversions
- #11: Gen Y Characteristics Likely to Share Content via Email and Social Media Wants to Research Everything Before Purchasing Prefers Nonverbal Communication Surprisingly Very Receptive of Targeted, Relevant Content Most Underinsured Generation
- #14: Words of Caution Your Social Media Followers May Vary from Email Contacts Day & Time of Use Could Affect Results Best to Use to Narrow Down Options for AB/Split Testing
- #15: Quick How-To: Come Up With 3-5 Subject Lines Test Notify Your Followers About Test Pick Day/Time When Followers are Most Active Reveal All Within 1 Hour to Limit Variables Review Analytics General Rule: Clicks Refine Email Subject Lines Split-Test Top 2 Lines
- #17: Quick Stats1 69% - Unsubscribes Based On High Frequency Campaigns 12.2 – Average Emails Sent Out Monthly for Insurance Industry 5 – Average Emails Sent Out Monthly Across All Industries 8.29% - Average Open Rate for Insurance Industry 36.09% - Average Click-to-Open Rate for Insurance Industry Stick to Regular Schedules There Can Be Too Much of a Good Thing
- #18: Conduct a “Frequency Test” What Are You Going to Change? Increase Email Sends Decrease Sends What Do You Expect Will Happen? Who Are You Going to Test? Relevant, Segmented List Indicative of Your Recipients as a Whole Don’t Send a Prospect Drip Test to a List of Established Customers What Are Your Current Email Stats? This Are Your “Baseline” Stats Schedule & Send Email(s) Based on Step 1 Analyze Your Stats – Compare to Step 1 Hypothesis
- #20: Remember CAN Spam & Spam 101 Beyond Sender Score Are You Blacklisted? Are You Up-to-Date with SPF, DKIM, and DMARC? ISP Feedback Logs Are Valuable Resources Top 4 ISPs and Deliverability Clicks Are Not Tracked Bad: Delete Without Opening, Move to Junk Folder Good: Open, Mark as “Not Spam,” Add to Address Book, Move to a Folder, Reply
- #21: 29%1 of Insurance Marketers Do Not Review Deliverability Immediate Acknowledgement of Subscribers Consistent Schedules & Volumes “Scrub” Bulk Address Lists Before Adding to Database Contests/Giveaways “Dummy” Quote Submissions Double Opt-Ins Avoid URL Shorteners & Hyperlink Text
- #23: Quick Stats1 66% - Emails Opened on Mobile Devices 42% - Readers Using Mobile Devices to “Triage” Inboxes 75% - Smartphone Users Delete Emails If They Can’t Read Them 146% - Increase in Conversions with Fewer Graphics & Copy Keep Subject Lines Shorter for Mobile Devices Content Should Be Short and Scanable Make Important Messages Bold & Easy to Find
- #24: Layout: 1-2 Columns 600px wide CTAs: Prominent Lower Left-Hand Corner Minimum 44x44 pixels Colors High in Contrast Avoid Lists of Links More Than 2 Columns Linking to Sites that Aren’t Mobile Navigation Bars
- #26: List Bloat – a large, pumped up list with very low engagement and conversion rates “Purging” Your List of Under-Engaged Contacts Improves its Quality Higher: Open Rates, CTRs, Conversions, Deliverability Lower: Opt-Outs, Bounces, Abuse Reports Segment: Contacts With Lowered Engagement Rates and Reachability Opt-Out Campaign Re-Engaged with Carefully Crafted Message Remove “Bad Eggs” in Your List Improve Brand Trustworthiness
- #27: Tips for the Opt-Out Campaign Focus on Subject Line – Get Creative and Fun! Steer Away from Your “Normal” Messaging & Copy Avoid Damage to Your Domain Reputation: Do Not Email 100% Stale Addresses Honor Your Word to Stop Emailing