View
2.079
Download
4
Tags:
Embed Size (px)
DESCRIPTION
A presentation I gave at IBC that provided a background on email marketing, as well as industry tips and best practices.
Citation preview
Agenda Overview of email marketing Email design best practices
Examples Guidelines
Email copy & content Developing content Words to avoid
Subject lines Subject line writing Words to avoid Subject line activity
Testing Importance An IBC example
Benchmarking List hygiene & maintenance
To get you PUMPED about the potential that email marketing offers for us to communicate
to our brokers, customers, and
prospective members effectively!
Email marketing The use of email in marketing communications Direct promotional emails to acquire new
customers Retention for existing customers
Emails sent to encourage customer loyalty Email to enhance customer relationship
Newsletters Exclusive offers
Electronic equivalent of direct mail, print newsletter, or advertisement Much cheaper Larger ROI Measurable
“Email marketing works because…
…of trust between the sender and recipient.”
…it enables you to send targeted messages and see instant, measurable results.”
…it allows you to send your customers what they want, when they want it.”
…you are reaching customers who have opted in and you know they are interested in what you have to say.”
…there is viral potential.”
…you can prove that it does.”
Email design BPs Email is the black sheep of web design Readers don’t always know what to
expect Utilize your space
Preview panes Space above-the-fold Subject lines
Code like it’s 1999
What makes a good email design?
Legally required details Physical street address, prominent
unsubscribe link, viewing options, permission reminder
Simple HTML Different from web design
Simple or no CSS Maintains visual connection to the
brand Webpage extends a print brand Subscribers make a connection
A clear call-to-action Short URLs
Building the email Use very basic code Email clients have limited support for
modern HTML and CSS Use basic HTML tables to display
content Keep designs to a single or two-column
layout Most important content should always
be above-the-fold Top left is where most look first
Single column emailHeader containing logo or link to parent site
Body content with links to longer stories or articles
Footer which includes links, physical address, unsubcribe link, permissions, deliverability instructions
2-column emailHeader containing logo or link to parent site
Narrow side column to house other features, links, call-to-action, etc.
Body content with links to longer stories
or articles
Footer which includes links, physical
address, unsubcribe link, permissions,
deliverability instructions
Taste Our Penne Alfredo with Chicken & Peas Tonight
Discover Special Offers For One Last Summer Escape
MoneyWhys: Putting your finances in perspective
Increase Your ROI with Customized Marketing Efforts
FREE SHIPPING on Select Lenox® Bridal Gifts!
FREE SHIPPING on Select Lenox® Bridal Gifts!
Test your design Set up various test accounts Test to multiple email clients to identify
problems Gmail, Outlook, Yahoo!, AOL, Hotmail
Test in multiple browsers IE, Firefox
Avoid JavaScript Avoid Background images Host all of your own images Set fixed heights and widths for all tables and
images Make sure all links open in new window Avoid large images above-the-fold Make sure image looks decent w/ images
turned off
Email content & copy Developing content
Make sure content is relevant to audience Keep a content folder to avoid pressing deadlines Everyone in organization should contribute ideas Develop reserve content that won’t lose its relevancy Watch your numbers
Use those reports to learn about your readers’ interests Examine your website’s reports
What sections are most popular? Sign up for competitor newsletters and newsletters
you like Talk to sales reps
Customer interests, issues, questions in the context of your products and services
Ask readers what they’re interested in
Email content & copy Spam words to avoid Beware of…
Exclamation points Quotation marks Dollar signs Percentage signs CAPS Numbers in subject lines
Blue Sky Factory recommends… Keep the “naughty list” close by when writing emails Test your emails to various ISPs; make changes and
retest Use a spam checker! When in doubt, rewrite it
ChecklistOnce you are comfortable with the design and
content, go through one last checklist Does the “From” address display properly? Is the contact info correct and visibly obvious? Does the top of the email provide alternative
display options? Does the email explain why the recipient is
receiving it and give them the chance to opt-out?
Does the email contain text asking readers to add your “From” address to their email address book?
Email subject linesThe best subject lines: Are short Are descriptive Provide readers w/ reasons to explore message
further
Remember: Attempts to stand out via cheesy phrases will not
work Provide valuable, relevant, necessary information 50 characters or less Avoid the three worst words: help, percent,
reminder
Email subject lines Personalization and localization helps Mix up subjects for newsletters
Newsletter half-life Keep subject content fresh Describe what is inside
Only go above 50 characters for extremely targeted audiences and specific circumstances
Work in tandem with “From” address Communicate who you are as a sender
Try framing subject as a question
Guess that open rate!Subject line Open rate Reason
Don’t let 2006 slip away without a tax deductible donation to children and families of Omire
11.6% Too long; uses “donation”
Help Baylor create the ideal college experience
2.5% Uses “help”
Updated time zones & login information
79.1% Required information; use of ampersand
Your April website stats 92.6% Timely, relevant, and useful information
Free hosting for 30 days when we build your website
73.5% “Free” can actually be powerful in a B2B email in which the sender is a trusted named (HP in this case)
Ibxpress survey test Survey delivered in July 2009 to 5,764
new portal users Tested two subject lines using a
sampled campaign 1,510 recipients received subject “Have
your say and a chance to win” 1,472 recipients received subject “IBC is
looking for customer feedback” 2,782 remaining recipients received email
with the winning subject line
Ibxpress survey test
Recipients 1,510
Bounces 266
Delivered 1,242
Opened 258 (20.77%)
Clicks to survey 57 (.42% avg CT rate)
Recipients 1,472
Bounces 255
Delivered 1,215
Opened 292 (24.03%)
Clicks to survey 95 (.57% avg CT rate)
Have your say and a chance to win
IBC is looking for customer feedback
Ibxpress survey test Winning subject sent to remaining 2,782
recipients 24.64% open rate 149 clicks to survey 301 completed survey from initial sends
Reminder sent to those who did NOT complete survey 21.48% open rate 240 clicks to survey
541 total survey respondents = 9.4% conversion rate
Email testing Other things you can test:
Targeting Which segments perform best?
Promotions 20% off vs. free shipping 30% off bs. Multiple purchase discounts
Design Length of content, images, links, layout, etc.
Landing pages
Types: A/B split Multivariate
Email reporting Reporting shows you
Who your email was sent to Who opened your email Who opted-out of your list Who forwarded your email How many inboxes your email bounced from Who clicked on what links What time recipients opened, clicked, etc. What templates/campaigns/messages performed
better What you should do next time to improve
Individual HMO reporting
Benchmarking
Benchmarking Recent studies show that benchmarks are
going out the window You know your customers best You are in control
When you send, how often, how long your messages are, what format, etc.
Every campaign is a test for next time Social media changing email marketing Becnhmark yourself!
List building and hygiene Never purchase or rent a list Build your own house list
Slower, but pays off Bigger response
Co-register with partner site or company and share lists Grow your permission-based email list:
Place signup form on homepage Link to form throughout site Include opt-in link in your email signature Add link to your company invoices Offer incentives for signing up Ask clients and friends to opt-in Add opt-in checkbox to any “Contact Us” forms
Goals for our emktg efforts Reduce our bounce rates Be mindful of timing Stay relevant Test more thoroughly Perform more subject, design, content tests Think more analytically Work closely with web team Research and stay informed MarketingSherpa Benchmark Guide Improve campaigns and apply for awards
Thoughts? Questions?