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Which is more important - a great subject line or fantastic graphic design and witty content? Based on analysis of millions of B2B emails that have been sent through Pinpointe’s email marketing platform, we’ll cover top writing tips to help you improve email response rates. Topics Covered: • The top 10 best / worst performing email subject lines • Writing tips to improve email response rates • B2B email content • What works / doesn’t work – NetProspex + Pinpointe ‘Fill the Pipeline’ solution Presenters: Craig Stouffer, GM | Pinpointe and Mark Feldman, Marketing VP | NetProspex
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WRITING TIPS TO IMPROVE EMAIL RESPONSE RATES
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Mark Feldman NetProspex VP Marketing [email protected] (781) 290-5714
@markjfeldman blog.netprospex.com
Craig Stouffer Pinpointe On-Demand [email protected] (408) 834-7577
@pinpointe www.twitter.com/pinpointe www.pinpointe.com/blog
EmailMarke+ngWri+ngTipstoImproveEmailResults
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WhatAffectsEmailResponses? SendingReputa+on(EmailMarke+ng201):◦ Properemailseverconfigura2on◦ EmailsServerIPaddressreputa2on◦ Complaintsagainstyourdomain,IPs◦ Bounces(listquality),spamtraphits◦ Correctsenderheader,etc
Readability:Content(Today’sWebinar):◦ Onceit’sdelivered–makesureit’sread!◦ Avoid“Spam‐like”content◦ Effec2veimageuse◦ Effec2vewri2ngstyleandcontentstructure
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EmailWri+ngTipsOverview FocusonB2B.GuidelinesalsoapplytoB2C Wheredothese2psapply?◦ Offer(e.g.downloadwhitepaper)◦ EventInvita2on◦ ‘Stayintouch’campaigns
◦ Businessupdate‐newslePer◦ Everywhere!
Sources:Pinpointeanalysisofmillionsofemails/hundredsofcampaigns
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EmailWri+ngTips:BreakitDown
Focusoneachpartoftheemail: Subject+From Saluta2on Introduc2on:“ThinkAbovetheFold” Body Signature Links–Effec2veUse
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Takeaway:Op+mizeforMobile ShorterContent Call‐to‐Ac2onearlier
MobileandEmail
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TheSubject:Importance “At60milesanhour,theonlythingyouhearinthenewRollsRoyceisthe?ckingofthedashboardclock”…DavidOgilvyre‐wrotethis1042mes!
40%ofreader’sdecisiontoopenisbasedontheemailsubject+‘send‐from’
69%ofrecipientsdecidewhethertoreportemailasspambasedonthesubject(source:ESPC)
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EmailSubjects,Con+nuedAFewGuidingRules:
The50/50Rule: Spend50%ofyour2meonthesubject+Intro
50%oneverythingelse(includingdesign)
The80/20RuleofEmailSubjects 8of10peoplewillskimtheemailsubjectline
<2in10willreadtherest/takeac2on
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9BestPerformingEmailSubjects1. MyCompany Sales & Marketing Monthly Newsletter
2. MyCompany Newsletter – Jan 2010: Teaser Subject/Topic
3. [Webinar]: N Tips to Improve Email Responses
4. MyCompany Webinar: Case Studies - Join Us Feb 15
5. Webinar Topic - Webinar Slides Available
6. This Week’s Phone Call / Meeting (personalized from sales rep)
7. 8 Customer Service Tips that Work
8. Reminder: Storage Survey - Your Input
9. Invitation - Breakfast on Specific Topic
* Source: Pinpointe analysis of several million customer emails
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9WorstPerformingEmailSubjects1. JoinUsforaFREEWebinaronApril22011!
2. ShopEarlyandSave!
3. RegistertoWinYourFREEiPod!!
4. SecuritySpending
5. Post‐TradeShowWebinar:ExpertInsightsIntotheKeyTrendsand
Observa2onsfromtheTradeShowFloorLastWeek
6. EuropeanLakefrontElegance
7. First‐name‐(Company)AnnouncesPartnershipwith(Company2)
8. ProductLaunch:New“Widget”Available
9. FullPressReleaseTitle[…andemailcontainsonlythepressrelease]
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WordsinTopPerformingSubjectLines(>5%clicks)
Survey,weekly,newslePer,specific‐date,issue,bulle2n,edi2on,2ps,monthly,join,video,headlines,latest,updates
WordsMostLikelytobeReportedasSpam
Confirm,Raffle,requested,rewards,10%,coupon,discount,savings,offer
Think:“Rela+onship”vs.“Date”OngoingCommunica+onvs.“1+medeal”
SubjectLinePhrases
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GOOD Short,concise,specific,relevant,benefits Offervalue,resources Non‐hyped Orenindicatesdateorsequence
BAD 1Timevs.Sequen2al “Takevs.Give” Non‐descript/vague
SubjectLines–TakeAway
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Tes+ngSubjectLineLength
Objec+ve Doessubjectlengthimpactresponserates?
EmailSubjectVaria+onstested:(Short,Long) CaseStudiesWebinar:UsingSplitTes2ngtoImproveHTMLEmailResponseRates(Feb4th)
[Webinar]SplitTestCaseStudies(Feb4)
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SubjectLengthvs.ClickRate
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SubjectLengthTakeAway
Shortoutperformedlongby4x
Idealsubjectlinelength:45~55Characters*
StayRelevant,Specific
*BasedonanalysisofthousandsofPinpointecustomercampaigns
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Sendfromsomeonetheywillrecognize
Reinforce“1to1rela2onship”
Legi2mate/validemailaddress(!) Consider:personassend‐from+companyinsubject
GOOD:
“CraigStouffer”[email protected]
“StevenSmith,Pinpointe”[email protected]
UsuallyBAD:
“[email protected]”<[email protected]>
“DoNotReply”<[email protected]>
TheEmailFromField
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ComparingImpactof‘FromField’
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Sendfromsomeonetheywillrecognize
…Orsomeonetheythinktheywillknow(Commonname)
EmailFromFieldTakeAway
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TheOpening:“AbovetheFold”“FOLD or JUMP”: Subject + First 2 ~ 3 lines
You have email subject + 3 lines to get attention… … Use it wisely!
Consider: Can your opening sentence stand on its own?
Think: “The 3 + 30 approach:” Tell the 3 second version of your story first … Then tell the 30 second version
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AbovetheFold‐ExamplesWORKS:
DOESN’T WORK:
Company
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WHAT:(Inthisorder) Theoffer(orthemainpoint/objec2ve) Mainbenefit Responseinstruc2ons
HOW: Dividekeymessageintosec2ons Shortandconcise Linkstolandingpageswithsuppor2ngdetails
TheBody‐Structure
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Domul+plelinksimproveresults?
Compared20newslePercampaigns(*MarkBrownlow)
Analyzed‘teaser’/introtextwith1,2links 2ExamplenewslePerintroparagraphs:
UsingLinksEffec+velyinEmail
Results (Average across 20 campaigns): Average CTR for campaigns with 1 link: 6.8% Average CTR for campaigns with 2 links: 8.57% Improvement: Extra link = +25%
* Source: Mark Brownlow www.email-marketing-reports.com
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TakeAway:UseMoreLinks!
ClickRatevs.#Links
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StayCAN‐SPAMcompliant‐ Alwaysincludeasignature
Don’tforgetphysicaladdress Unsubscribelink Contactemailaddress
TIP:OKto‘adver2ze’belowsignature: Linksinfooter–2ndhighestclickrateoverall Sociallinks(e.g.:TwiPer,Facebook,Blog) Text+linktospecialoffer Offerforfreedemo/trial/etc
TheSignature
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ForToday’sAmendees Pinpointe:
◦ Free‐1monthPinpointeSubscrip2onService
◦ $49‐$550value◦ www.pinpointe.com/get‐started
◦ Couponcode:PPTNPW100
Netprospex:
◦ FreeNetProspextrialaccountwith100contacts◦ Accessto19millionbusinesscontacts
◦ Verifiedemail/phone
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Other/UpcomingWebinars
EmailWri+ngTips(Thisone)
CaseStudies:SplitTes+ngtoImproveResults
EmailMarke+ng201:HowaSPAMFilterWorks
GeongSocialwithEmail
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AboutUs.
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19milliondecisionmakers
User‐generatedcontacts Verified+guaranteed Hard‐bouncereplacement
Alljob2tles&industries Thousandsofnewcontactspermonth
Title,emailaddress,directdial,socialmedia,URL
Buyortrade
WhatSetsNetProspexApart?
www.NetProspex.com [email protected] 888-826-4877
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Recycling:Fast,Easy,Free!
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WhatSetsPinpointeApart?
• “ConstantContactonsteroids!” –Pinpointecustomer
• TheMostFeatureRichEmailMarke2ngSolu2on
• Enterpriseversion:5‐250+users,highvolume
• 6,000+companiesusingPinpointepla}orm
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TrackingandRepor+ng
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ContactInforma+onGotowww.pinpointe.com/get‐started
Usecouponcode:PPTNPW100 (through 2/28/2011)
Joinusforfuturewebinars
Forques2ons,ortorequestatrialaccount,pleasecontact:
PinpointeSales(EmailMarke+ng)
(408)834‐7577,Op2on#2
www.twiPer.com/pinpointewww.pinpointe.com/blog
Mark Feldman NetProspex VP Marketing [email protected] (781) 290-5714
@markjfeldman blog.netprospex.com
