Email Marketing
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Email Marketing
Email marketing challenges
Studies claim the average online attention span hovers around nine seconds.
Photo by: Protographer23
Email is not dead.
It just needs a make-over
Types of Emails: Newsletter / Informational
Types of Emails: Invitation
Type of Emails: Welcome / Direct Sales
Sender and Subject Line
• Between 30 and 40 characters
• No more than 5-6 words
• Supported by the "from" line.
Subject lines: The basics
• Ultra-short abstract of the email content (succinct, honest, informative)
• Plain language, avoid marketers’ jargon and heavy punctuation
• First word in the subject line must be the most important, information-carrying one
• Skip lead articles “the” and “a”, and avoid pronouns “you”, “yours”
• Avoid the “F” word if possible (free)
Subject lines: Digging Deeper
Your Macy’s T-Shirt Order Confirmation
Let’s Celebrate the 75 years of Business at NBC!
Red Cross Leadership Donor Gala
T-Shirt from Macy’s Shipped Today
Invitation: Clinton to speak at NBC Anniversary
Save The Date: March 15 Gala
Not so Good Better
Email Successes
Email Failures
Advice on Writing Good Subject lines• Recognition. Interest. Action.
• Frontload it: [Main message][Subsidiary messages]
• Subject line style should match your brand and audience
• Use the Colon Trick
Email Body
Get to the point… quickly
Or take a risk and be creative.
Don’t assume images will be viewed
• Avoid images for important content
• Add a prominent text-based link to a Web version
• Get on a whitelist.
• Use the alt attribute for all images
• Specify height and width for images
• Test your design with images turned off before sending.
How to prevent this:Trouble viewing this email? View Mobile-Friendly | View in Browser
Include a CLEAR call to action
Enticing Action
Who does it better?
A
B
Who does it better?
Compliance & Compatibility
CAN-SPAM Act: a law that sets the rules for commercial email, establishes requirements for commercial messages, gives recipients the right to have you stop emailing them, and spells out tough penalties for violations.
• Don’t use false or misleading header information.
• Don’t use deceptive subject lines.• Identify the message as an ad. • Tell recipients where you’re located. • Tell recipients how to opt out of
receiving future email from you.
• Honor opt-out requests promptly. • Monitor what others are doing on your
behalf.
The Rules:
Make it easy to unsubscribe
To update/change your email list preferences , please visit:http://www.bostoneventguide.com/mailingmp.htm
Unsubscribe
Who does it better?
A
B
Don’t be confused for spam
Image to text ratioSpam word
triggersSize of email
Words that may trigger spam filters
Free, opportunity, offer, off, your, yours, you, product, reduce, guarantee, grow, stop, stops, special, call, click, subscribe, winner, eliminate, satisfaction, serious, earn, promise, income, savings, selected, removes, credit, loan, act, meet, join, avoid, one time
Never use exclamation point(s) in your subject line, and generally don’t use heavy punctuation
Customized Girl Buy 1 Get 1 50% off Any Women’s Top!!
Who does it better?
Jcrew PRIVATE SALE (it’s super top-secret)
A
B
Design for preview panes
katespade.comlast day! 25% off sale items. online...This message has no content.
Who does it better?
A
Who does it better?
B
A/B Testing
A/B Testing
A/B Testing Example
A
B
C
A/B Testing Example
Email Analytics
Some Definitions:
Open RateClick-through Rate
Bounce-rateOpt-Out
Conversion
Some benchmarks
• Avoid Holidays or Holiday Weeks• Avoid Mondays and Fridays• Run Time experiments (10 - 12)• Depends on audience
When (not) to email
Email Series Lead nurturing
Guideline
Create an Email Series
Email Series Example
Landing Pages
•Video•Photos•Sign up forms•Free offers/downloads
Guideline
Create good landing pages
Who does it better?
A B
Long forms
Landing Page
Case Study:
Due Next Week:
Read: Inbound Marketing Part 1 & 2 (up to 120) Bring in examples of good/bad/ugly emails.
Blog!
Who does it better?
A
Who does it better?
B
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