30 Tips in 30 Minutes

30 Tips in 30 Minutes

November 19, 2015

#Informz30in30

Chris ScavoDigital Marketing Strategist

Chris ClementeInformz Designer

Greg RobinsonDirector of Security, Privacy and

Compliance

Superfan Summit 2015

• Over 175 attendees

• Hands on training and 15 strategy sessions spanning 2 days

• 300 hygiene kits packed for Clean the World: ONE Project

• One rock star

Marketing Track Tips

The importance of personas

• Unification of departmental strategies

• Increased audience insight and analysis

• Personalized content marketing plan for more effective messaging

• Better understanding of prospects/leads

Data – you get out what you put in

• Where are there gaps?

• What do you capture that you currently do not use?

• What do you capture that you do not need?

• What do you know, and what don’t you know?

Better data = better content = deeper connections

• Align organizational goals with subscriber needs

• Refined content strategy

• Design campaigns around member lifecycle

• What content elements work best

• Personalized images, stories, menu options, etc.

Content Pillar = EfficiencyFill your editorial calendar from one single content pillar:

• Blog posts• Infographics• Webinars• Social Media Posts• Videos• Shorter guides• Email content• And more!

EmailMarketing

BenchmarkReport

Blog:OverallEmail

Metrics Blog:Email Client Type Blog:

Timing/Day of Week Blog:

Timing/ Time of

DayBlog:Open

Duration Results Blog:

Results by

CountryBlog:Email

Frequency Results

Webinar:Key

Findings

Add Recording to VimeoAdd Slides

to Slideshare

Add Recording

to YouTube

Infographic:“Recharge”

Theme MiniInfographic

OverallMetrics

MiniInfographicEmail Client

Type

MiniInfographicBest Day of

Week

MiniInfographicBest Time

of Day

MiniInfographic

Open Duration

MiniInfographicResults by

Country

MiniInfographicFrequency

Results

Plan your automated campaigns

• Purpose• Organizational and audience

• Message• Reflect the campaign goal• Relevant, personalized content that “moves”

the subscriber along• Target Audience

• Know your audience and the journey they will take

• Timing• Think about frequency

• Test Plan• Enhance your campaign plan

Campaign Name

Email 1 Email 2 Email 3 Email 4

Purpose Invitation to annual event

2nd Invitation Last Call Attendee Information

Target Audience

All active Members Non Openers Balance of Non Openers & Non Registrants

Registeredmembers

Message Network with your peers!

Same message We will miss you! See you there!

Timing July 1st 2 weeks after original

2 weeks afterresend

5 weeks afterinvite

Test Plan Subject Line &Friendly From

Winning Elements N/A N/A

Words of advice from fellow clients…

• Start small

• Don’t let perfection be your enemy

• Use decision points and notify steps

• Build in check points to ensure information is up to date

• Invite others to test campaigns

• Analyze the data - let your audience tell YOU what they want to know about

Remain relevant by staying engaged

• Automation does not mean set it and forget it

• Evaluate your personas

• Review your content – are you still saying the right things?

• Review engagement metrics

• Stay on top of industry developments

• Are there new laws being passed that affect your members?

• New actions that could affect subscribers?

Design Track Tips

Tip #1There is a difference between

Mobile Optimized and Responsive

MOBILE OPTIMIZED

One column layouts increase legibility and reduces vertical space

One column layouts are more adaptive to various device sizes

Images appear bigger

More accommodating to stories with multiple layouts

RESPONSIVE

Fits to mobile device

Changes multiple column layouts to one column layout

Images, text and buttons appear bigger

Caters exclusively to the mobile experience

Tip #2Use real Hero Images

Sets the theme more than words

More appealing than a long story or welcome message

Can be used as a big call-to-action

Caters to an on-the-go society

Tip #3Graphic design is flat

Few or no gradients, reflections, and outer shadows

Limited color palettes (1-3 colors and/or shades 80/60/20)

Shadows are sharp and angular

Most of all, graphics nowadays lack detail

?

Tip #4Buttons are bigger

} 40px

Tip #5Content is shorter

Appeals to increase in “skim”

Reduces vertical space

Increase reliance in buttons and CMT

Tip #6It’s good to get personal

Use personalization codes

Use warm, inviting language

Who is in the salutations?

Hidden gems: a postscript doesn’t hurt

Tip #7Think modular

Tip #8Represent your images with style

Tip #9Dress iOS links

.classname a {color:#ffffff !important;text-decoration: none !important; }

<span class=“classname”>972-555-9980</span>

Tip #10Fallback your web fonts

Use with a FALLBACK

Tech Track Tips

Who are you, really?

Sender Authentication:

SPFDKIM

(& DMARC for some)

(Un)Predictable Sending Patterns

Frequency

Unexpected Changes in Volume

Sending Speed and Back Off

List quality

Accuracy (COI is best)

Bounce rates (KPI)

Bounce reasons – “Diagnostic-Code”

From Address

WHO @ WHERE.COM ?

Content Considerations

“Naked” Links Broken Links Third Party Links

Targeted Messaging

Know the audienceB2B vs B2C

Leisure

Financial / Healthcare / Government

Targeted Messaging

Relevance = ResultsEMAIL

BLASTING

Two-Way Messaging

NOT

Consent and Relevance

Co-Reg

Unsubscribe rate (KPI)

Complaint rate (KPI)

CCR

Consent | Content | Relevance

Questions? Stay in touch!

[email protected]