Killer email templates made easy Tim Karpisek, EmailGarage

Killer email templates made easyTim Karpisek, EmailGarage

Killer email templates made easy

AGENDA•Who is EmailGarage?•When to design/redesign•Killer email templates in 10 steps •Email templates in a mobile environment

2 Killer email templates made easy

Your technical partnerYour strategic partnerYour tactical partnerYour campaign partner

Who is EmailGarage

What’s a good template?

Killer email templates made easy 4

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When to design/redesign?

External factors


Online strategy

Internal factors

Killer email templates made easy in

10 steps


Step 1

The subject line

Don’t sound like spam


Dear [email protected]

***Check our best deals on...***

mailto:[email protected]



Step 1

The subject line

Draw interest


Clickthrough rates of 56%.Find out how we did it

Step 1

The subject line

Don't make summaries too long


In this issue: Facts and comments – Congress Must Hit the ground Running – What Grows An Economy? – A Brief Word – Paint The Ivory Tower Green

Step 1

The subject line

Use localisation where possible


Are you in Antwerp tonight?Drop by for a drink.


Mail sent from the BDMA


Step 2

Wireframes: the fundaments of your email

• The blueprint of your template• Essential for marketing automation• The bridge between concept and

design• Something you can do yourself

Some tips:- Remember the fold- Images are blocked by default- Limit the size of banners- Use background colors in combination with images- Position your images logically- Use bullet points and paragraphs to structure text- Does your email need a table of content?- Use a footer- Place your elements where they are logical to find


Step 2

Wireframes: the fundaments of your email


Step 2

Wireframes for plain text emails

• Text needs designing• Don’t autocopy from

HTML


Step 3

Balance between copy and images


Step 3

Balance between copy and images


Tower Insurance – blocked images



Step 4

Text snippetsView online

Call to action

Reminder

Safe Sender

Step 5

Use Calls To Action


• Text vs graphic

• Location• Color• Size• Words


Click the frame to play video

Step 6

Social media are your friends!


Step 6

Social media are your friends!

Step #1: Identify the most relevant social networks

- before: web metrics- after: measure your clickthrough

Step #2: Define your social networks

Step #3: Point shared links to:- article summary pages- email online version



ShoelineDedicated facebook

email

46% + followers

• Personalisation• Refer-a-friend• Link to the previous newsletter• Disclaimer/privacy statement• Agenda• Job section• Table of contents• Introduction• User data• Profile update form


Step 7

Other elements

Case – EA sports

Conversation between different game characters about the person that is not active on the forum


Case – Cine 24 horas


We deliver your download

http://adsoftheworld.com/media/ambient/cine_24hr_we_deliver_your_download

Step 8

Other elements


Ground rules:• First confirm

unsubscribe• Then ask for feedback• Don’t hide your

unsubscribe button


Click the frame to play video

Example: Landingpage

rudder


Step 9

Test and test again

Heatmaps

Most viewed+Fasted viewed+Viewing path


Step 9

Test and test again

The basics:- Keep the width under 600 px- Use alt text- Don’t use background images- Include the dimensions of your images- Use inline CSS- Use tables


Step 10

Building

Seth Godin blog - Practically no HTML – Content is the essence


1. Who is using a mobile device?

Email on mobile


2. Which type of device?3. What platform is used?

Design for mobile

1 email design for all?2 separate designs?Or insert a view on mobile link?

Quick tips:- Importance of the subject line and

top fold- Shorten your from name- Avoid wide graphics, columns or

tables- Vertical scrolling OK, horizontal not- Mind your K-size, keep it below 20k


Case: Abercrombie & Fitch


Thanks for listening!

Contact:EmailGarageTim Karpisek – Sales & Marketing [email protected]/timkarpisek

www.luon.comwww.emailgarage.comblog.emailgarage.comtwitter.com/EmailGarage



http://www.luon.com/

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Killer email templates made easy Tim Karpisek, EmailGarage