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The Science of Email Marketing

The Science of Email Marketing. Presented by Jordan Hatch @jordanhatch #icon2012. Scientists do things differently. They’re out to either prove or disprove commonly accepted theories. What Can or Can’t You Control?. We Can Control. We Can’t Control. Email being opened

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The Science of Email Marketing

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  1. The Science of Email Marketing Presented by Jordan Hatch @jordanhatch #icon2012

  2. Scientists do things differently They’re out to either prove or disprove commonly accepted theories

  3. What Can or Can’t You Control? We Can Control We Can’t Control Email being opened Email getting clicked Email getting forwarded Reply to email Email being shared Following on social media Opt-outs Spam complaints • When you send • What you send • How often you send

  4. The Path To A Click

  5. The Path To A Click

  6. The Path To A Click

  7. The Path To A Click

  8. The Path To A Click

  9. The Path To A Click

  10. It Takes A Bunch Of Yesses But only one No

  11. You Can Influence What You Can’t Control

  12. Theories vs. Facts Theory Fact 35% of my list are Hotmail addresses My average open rate is 15% My spam complaint ratio is less than 0.1% 85% of the emails sent daily are Spam • It’s best to send emails on Tuesday • A 15% Open Rate is good • Your Click-thru Rate should be at least 5% • You should only send plain text emails

  13. Scientists Question Theories and Prove / Disprove Them With Facts

  14. 7,084,724,610

  15. YMMV

  16. 2011’s Webform Submissions By Day of Week

  17. Total Emails Sent By Day of Week

  18. Open Rates By Sent Date and Time

  19. Click Rates By Sent Date and Time

  20. 5 Best Day & Time Combos to Send *Honorable Mention – Any day at 10am EST (except Tuesday… See next slide)

  21. 5 Worst Day & Time Combos to Send *Honorable Mention – Any day at 9am EST

  22. Emotion vs. Logic

  23. For Example…

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