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The Anatomy of an Email
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The Anatomy of an Email

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DJ Waldow, director of community at Blue Sky Factory, gives an email anatomy lesson and "dissects" the various parts of an email. Includes many examples and suggestions to improve.

DJ Waldow, director of community at Blue Sky Factory, gives an email anatomy lesson and "dissects" the various parts of an email. Includes many examples and suggestions to improve.

Published in: Business, Technology

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  • 1. Baltimore, Maryland Blue Sky Factory Driving Email Marketing Performance The Anatomy of an Email September 24, 2009 1:00 to 1:45 PM ET DJ Waldow Director of Community, Blue Sky Factory Copyright 2009 Blue Sky Factory
  • 2. About Blue Sky Factory Blue Sky Factory is both a full & self service ESP. Design, execute, and track your email marketing campaigns with Publicaster ( that’s the name of our application) Copyright 2009 Blue Sky Factory
  • 3. About Blue Sky Factory (bonus) We’re also a fun company with cool people Fruitcakes Talent Copyright 2009 Blue Sky Factory
  • 4. About DJ Waldow DJ Waldow @djwaldow • Married, no children (yet) • Salt Lake City, UT • Dog, 3 cats • U of Michigan, NY Giants • Beer, coffee, people • Former middle school teacher • Director of Community, Blue Sky Factory Copyright 2009 Blue Sky Factory
  • 5. 30 Minutes of Anatomy, 15 Minutes of Q&A • A thorough understanding of the various parts of an email • Examples of "good" and "bad" email designs • Tips and advice on where to spend time when planning email campaigns • Suggestions to increase opens, clicks, and conversion What I’m hoping you’ll leave with today: Copyright 2009 Blue Sky Factory
  • 6. 6 Parts of the Human Body 1. Head (Hair) 2. Face (Eyes, Nose, Mouth) 3. Neck & Upper Body 4. Abdomen (Guts) 5. Legs 6. Feet & Toes 6 Parts of an Email 1. Preheader 2. From Name/Subject Line 3. Header, Navigation, Hook 4. Main Call-to-Action 5. “Other Stuff” 6. Footer Copyright 2009 Blue Sky Factory
  • 7. Image Credit: http://images.mirror.co.uk Human Body Email Face (Eyes, Nose, Mouth) From Name/Subject Line Copyright 2009 Blue Sky Factory
  • 8. The Bad – From Name 1. David Axelrod: Who is David? (also too long) 2. concierge: Am I at a hotel? 3. register.welcome: Lazy. Lazy. Lazy. 4. data: Oops (see #3) 5. tim.westergen: I don’t know who that is. Do you? Copyright 2009 Blue Sky Factory
  • 9. The Good – From Name Perfect. Why? Simple. Company name. Copyright 2009 Blue Sky Factory
  • 10. From Name Takeaway The From Name is a representation of your company and/or brand. Keep it simple. Be proud of it! (Test) Copyright 2009 Blue Sky Factory
  • 11. The Bad – Subject Line 1. Don’t miss this: Spammy! 2. A Message from…: I still don’t know who Tim Westergren is. 3. Your upcoming…: Use the data you have. 4. Your receipt…: See #1 and #3. 5. TwitBacks Newsletter: Boooooring. 6. EasyUpdate…: I have no idea what that is? Brand? 7. djwaldow…: Be careful with first name personalization. Copyright 2009 Blue Sky Factory
  • 12. The Good – Subject Line 1. WEEKEND CLOSEOUTS…: It works. Trust me (they test) 2. 9 hours only!...: Sense of urgency. 3. Save up to 87%: Random number is catchy. 4. Miles or discount…: Intriguing. I have a choice? 5. 3 Minutes, 52 Seconds: Interest piqued (think: video) 6. REI Subscriber Exclusive…: Exclusivity. Copyright 2009 Blue Sky Factory
  • 13. Subject Line Takeaways 1. Length 2. Exclusivity 3. Call-to-Action 4. Sense of Urgency 5. Dare to be Different 6. (Test) Copyright 2009 Blue Sky Factory
  • 14. Image Credit: DJ Waldow (really) Human Body Email Head (Hair) Preheader Copyright 2009 Blue Sky Factory
  • 15. Preheader Options • Snippet Text • Whitelisting/Address Book Instructions • View Images • Call-to-Action • Mobile Device • F2F and/or SWYSN • Advertising Copyright 2009 Blue Sky Factory
  • 16. The Bad Too much preheaderNo preheader Copyright 2009 Blue Sky Factory
  • 17. The Good • (2) Calls-to-action • Mobile/Text • View with Images • Fun icons • Bonus: “secondary preheader” above navigation bar Copyright 2009 Blue Sky Factory
  • 18. Preheader Takeaways • Include it, but don’t over do it • Size matters • Be different • Include call(s)-to-action • Whitelisting option overrated? • (Test) Copyright 2009 Blue Sky Factory
  • 19. More Preheader Information Reportlet: Many Retailers Not Optimizing Preheader Text Download the study Copyright 2009 Blue Sky Factory
  • 20. Human Body Email Neck & Upper Body Header, Navigation, Hook Copyright 2009 Blue Sky Factory
  • 21. The Bad Copyright 2009 Blue Sky Factory
  • 22. The Bad • Header: Weak • Navigation: None. • Hook: Appears to be “Hello DJ.” Copyright 2009 Blue Sky Factory
  • 23. The Good Fabric.com email – Images Off Copyright 2009 Blue Sky Factory
  • 24. The Good Fabric.com email – Images On • Bulletproof buttons • Clearance in red • Clear header • Hooks everywhere Copyright 2009 Blue Sky Factory
  • 25. Header, Navigation, Hook Takeaways 1. Make it Pop (credit: Lisa Harmon) 2. Bulletproof Buttons (credit: Lisa Harmon) 3. Whitespace, but not too much 4. Clear hooks 5. Play with the colors 6. (Test) Copyright 2009 Blue Sky Factory
  • 26. Image Credit: http://pix.motivatedphotos.com Human Body Email Abdomen (Guts) Main Call-to-Action Copyright 2009 Blue Sky Factory
  • 27. The Bad Copyright 2009 Blue Sky Factory
  • 28. The Bad Copyright 2009 Blue Sky Factory
  • 29. The Bad Copyright 2009 Blue Sky Factory
  • 30. The Bad Copyright 2009 Blue Sky Factory
  • 31. The Bad Copyright 2009 Blue Sky Factory
  • 32. The Good Copyright 2009 Blue Sky Factory
  • 33. The Good (and Main Call-to-Action Takeaways) 1. Consistency: Subject, Preheader, Image, Call-to-Action 2. Bulletproof Button (credit: Lisa Harmon) 3. Image/Text Balance 4. Colors 5. Animated gif 6. Many options to click 7. Clean Copyright 2009 Blue Sky Factory
  • 34. Image Credit: Flickr - derpunk Human Body Email Legs “Other Stuff” Copyright 2009 Blue Sky Factory
  • 35. The Bad Copyright 2009 Blue Sky Factory
  • 36. The Good Image Credit: RetailEmailBlog Copyright 2009 Blue Sky Factory
  • 37. The Good Image Credit: RetailEmailBlog Copyright 2009 Blue Sky Factory
  • 38. “Other Stuff” Takeaways 1. Bulletproof Button (credit: Lisa Harmon) 2. Image/Text Balance 3. Colors 4. White space 5. Many options to click 6. Clean Note: Very similar to “Main Call-to-Action” Takeaways Copyright 2009 Blue Sky Factory
  • 39. Image Credit: Flickr (vernhart) Human Body Email Feet & Toes Footer Copyright 2009 Blue Sky Factory
  • 40. The Bad Copyright 2009 Blue Sky Factory
  • 41. The Good Copyright 2009 Blue Sky Factory
  • 42. Footer Takeaways • Unsubscribe • Manage Preferences / Update Account • SWYN / F2F / Other Social • Tertiary Calls-to-Action • Don’t Make Them Work For It • Simple, Straightforward Copyright 2009 Blue Sky Factory
  • 43. “…delivering anticipated, personal and relevant messages to people who actually want to get them.” S. Godin (1999) Send Timely, Targeted, Relevant Emails To Subscribers Who Have Asked For Them If You’ve Learned Nothing Else Today, Know This “Secret” Copyright 2009 Blue Sky Factory
  • 44. Flickr Photo: a2gemma Copyright 2009 Blue Sky Factory
  • 45. @djwaldow http://djwaldow.com/ http://lmgtfy.com/?q=DJ Waldow @blueskyfactory http://blog.blueskyfactory.com/ http://www.blueskyfactory.com/ http://lmgtfy.com/?q=Blue Sky Factory Let’s Talk Copyright 2009 Blue Sky Factory