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We Email
SIX EMAIL MARKETING MYTHS BUSTED
TWEET!
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• Follow us on Twitter: • @WhatCounts • @timbrechlin • @ugigirl
Today’s hashtag: #MythsBusted
TODAY’S SPEAKERS
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TIM BRECHLIN Inbound Marketing Manager, WhatCounts Email: [email protected] Twitter: @timbrechlin
JOY UGI Digital Marketing Coordinator, WhatCounts Email: [email protected] Twitter: @ugigirl
AGENDA
• Introductions • Six Email Marketing Myths Busted • Your Questions Answered
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MYTH THE FIRST
“Once I’ve acquired an email address, I’ve done my job”
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BEYOND ACQUISITION
• While the email is valuable…
• What more can you get?
• Your job never ends
• The more data you have, the better email you can send
• WhatCounts’ progressive profiling has driven SEO improvements, sales engagements and allowed identification of marketing gaps
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MYTH THE SECOND
“Being ‘true to my brand’ means I have to be buttoned-up and dry with my
communications”
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MYTH THE SECOND
“Being ‘true to my brand’ means I have to be buttoned-up and dry with my
communications”
The Truth: Go With What Works (Or Just Get Weird With It)
4 out of 10 people say their inbox is
stuffed with marketing email: If you aren’t being creative, you aren’t trying
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MYTH THE SECOND
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MYTH THE THIRD
“Email is Dead”
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MYTH THE THIRD
“Email is Dead”
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MYTH THE THIRD
“Email is Dead”
The Truth: Follow the Money
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Approx. cost: 1 cent per email Cost of send: $2,400 Revenue: $11,345 ROI: 3.7x
MYTH THE FOURTH
“I Can Make an Impact Without Offering Value”
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MYTH THE FOURTH
“I Can Make an Impact Without Offering Value”
The Truth: Without any value proposition,
You’re not just wasting the subscriber’s time.
You’re wasting yours.
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MYTH THE FIFTH
“Blasting” Email is The Way to Win
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MYTH THE FIFTH
“Blasting” Email is The Way to Win
The Truth: Email isn’t dead. But batch-and-blast is.
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MYTH THE FIFTH
Do you want to get into the inbox?
Then send timely, targeted, relevant email to engaged subscribers.
Sending just a few emails to unengaged subscribers can cause significant drops in inboxing at major ISPs / inbox
providers.
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MYTH THE SIXTH
“There is a ‘best time’ to send email”
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MYTH THE SIXTH
“There is a ‘best time’ to send email”
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MYTH THE SIXTH
“There is a ‘best time’ to send email”
The Truth: What Moves The Needle For You?
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MYTH THE SIXTH
The Truth: You’re not your competitors.
Don’t follow the leader.
Industry averages are worthless.
Do a 168-hour metered send and determine when your list responds
most.
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THE MYTHS
• List acquisition is the be-all, end-all • Your emails must be 100% reflective of your brand • Email is dead • Your emails can have impact without value • “Blasting” emails still works • There’s a “best time to send email”
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THE MYTHS
• List acquisition is the be-all, end-all • Your emails must be 100% reflective of your brand • Email is dead • Your emails can have impact without value • “Blasting” emails still works • There’s a “best time to send email”
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QUESTIONS?
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REACH OUT TO US
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WhatCounts 3630 Peachtree Road, NE Suite 900 Atlanta, GA 30326 1-866-804-0076 www.whatcounts.com Twitter: @whatcounts [email protected]
