Email Marketing Cheat Sheet

EMAIL CHEATSHEET By far, brands stlll prefer to communlcate vla emall. In a recent survey, 77% of consumers sald they prefer to recelve permlsslon-based marketing communicatlons through emall. Further, all age groups named emall as thelr preferred source for communlcatlon. Below Is some Interesting data on taklng your emall strategy to the next level. SPEND TIME ON STRATEGY AVERAGE PERFORMERS TOP PERFORMERS 23% 22% 20% 18% 17% 14% 13% 12% 13% 10% Strategy is the key to reaping email marketing results. Top email performers-those seeing the best results from their email campaigns - spend more time on strategy CREATIVE SEGMENTATION STRATEGY EMAIL LAYOUT REPORTING than their counterparts. & TARGETING & PROCESSING TEST, TEST, TEST SUBJECT LINE MESSAGE / CONTENT LAYOUT & IMAGES / CALL TO ACTION DAY OF THE WEEK SENT ► 15% TIME OF DAY SENT PERSONALIZATION LANDING PAGE TARGET AUDIENCE "FROM" LINE MOBILE LAYOUT & IMAGES Historically, the subject line has been the most tested element in marketing emails; however, many 72% 26% other elements also contribute to your email's success. 30% 32% What Should I Be Testing? The data to the right shows the 34% • percentage of emall marketers currently testing each category. 61% 39% 50% 46% SEND AT THE RIGHT TIME OPEN RATE BASED ON TIME OF DAY WHEN THE EMAIL TIME SCHEDULED WAS ACTUALLY OPENED 20% 15% Determining the best time of day to send is vital to your email's success. Traditionally, marketers have assumed that sending emails during peak open-rate hours is the best option. 10% 5% Schedule your emails earlier or later in the day, so your recipients will be more likely to open them during work hours. Once you choose a time to send, stick with it for 0% consistency. 12AM 6AM 12PM 6PM DESIGN FOR MOBILE 2010 2011 2011 2012 2012 2013 2013 Q3/Q4 Q/Q2 Q3/Q4 Q1/Q2 Q3/Q4 Q1/Q2 Q3/Q4 100% MOBILE PC 80% 60% 75% of smartphone 40% owners say they are highly likely to 20% delete emails they can't read on their phones. Don't let yours end up In the trash. Make sure your emails are mobile-friendly! The number of commercial emails opened on mobile devices is set to surpass PC-based emails by the end of 2013. YOUR EMAIL CAMPAIGN's OVERALL SUCCESS IS DETERMINED BY THE PERCEIVED VALUE YOU DELIVER IN EACH EMAIL. THAT'S WHY UNDERSTANDING THE IMPORTANCE OF EACH ASPECT OF ITS CREATION-FROM SUBJECT LINE TO SEND TIME-IS KEY TO MAXIMIZING YOUR EFFECTIVENESS. Sources: Marketo Definitive Guide to Engaging Email Marketing MarketingCharts.com MarketingLand.com Marketo