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The anatomy of a great email   christopher barnes v2
The anatomy of a great email   christopher barnes v2
The anatomy of a great email   christopher barnes v2
The anatomy of a great email   christopher barnes v2
The anatomy of a great email   christopher barnes v2
The anatomy of a great email   christopher barnes v2
The anatomy of a great email   christopher barnes v2
The anatomy of a great email   christopher barnes v2
The anatomy of a great email   christopher barnes v2
The anatomy of a great email   christopher barnes v2
The anatomy of a great email   christopher barnes v2
The anatomy of a great email   christopher barnes v2
The anatomy of a great email   christopher barnes v2
The anatomy of a great email   christopher barnes v2
The anatomy of a great email   christopher barnes v2
The anatomy of a great email   christopher barnes v2
The anatomy of a great email   christopher barnes v2
The anatomy of a great email   christopher barnes v2
The anatomy of a great email   christopher barnes v2
The anatomy of a great email   christopher barnes v2
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The anatomy of a great email christopher barnes v2

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An example of how to create a great email that gets delivered and opened

An example of how to create a great email that gets delivered and opened

Published in: Business, Technology
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  • 1. The Anatomy of a Great Email Authorized resellers for www.DialogInteractive.net
  • 2. Source: Annual Economic Impact Study , The Direct Marketing Association, October 2009 First Things First -Why Email? <ul><li>Critical mass: reaches 93% of internet users </li></ul><ul><li>(Jupiter Research) </li></ul><ul><li>Response rates: 10x greater than direct </li></ul><ul><li>mail (DMA) </li></ul><ul><li>Lower costs: 1/10 the cost per communication </li></ul><ul><li>(Andersen) </li></ul><ul><li>Relationship builder: 80% of visitors never </li></ul><ul><li>return (eMarketer) </li></ul><ul><li>Email offers the </li></ul><ul><li>highest ROI of any </li></ul><ul><li>direct marketing </li></ul><ul><li>channel </li></ul><ul><li>- $43.62 for each </li></ul><ul><li>dollar spent in </li></ul><ul><li>2009 </li></ul><ul><li>Internet search </li></ul><ul><li>advertising was </li></ul><ul><li>second at $21.85 </li></ul><ul><li>Non-catalog direct </li></ul><ul><li>mail returned just </li></ul><ul><li>$15.22 </li></ul><ul><li>Projection for email </li></ul><ul><li>in 2011 &gt; $42.08 </li></ul>
  • 3. A Great Email is Permissioned Based-What is Permission Marketing? <ul><li>Anticipated </li></ul><ul><ul><li>- People expect to receive </li></ul></ul><ul><ul><li>your emails </li></ul></ul><ul><li>Personal </li></ul><ul><ul><li>- The email is being sent to </li></ul></ul><ul><ul><li>that person only </li></ul></ul><ul><li>Relevant </li></ul><ul><ul><li>- The content pertains to the </li></ul></ul><ul><ul><li>recipients interests </li></ul></ul>DO THESE PEOPLE REALLY WANT TO HEAR FROM YOU?
  • 4. Email Design &amp; Content <ul><li>How long? </li></ul><ul><li>How short? </li></ul><ul><li>Where to place design elements </li></ul><ul><li>Ensuring it works across all platforms </li></ul><ul><li>Preview pane and image blocking </li></ul><ul><li>Ensuring it works on mobile devices </li></ul><ul><li>Test Your Skills </li></ul>
  • 5. Key part of the message placed ‘above the crease’ #1 Reason for opening #2 Reason to open Don’t waste time- Take the order! Think it won’t help? Test, test, test! Email pre-header: 2 nd subject line opportunity
  • 6. Very nice… IF they get there!
  • 7. Great Email Example A B
  • 8. C D
  • 9. E
  • 10. Creating engagement with email 1. Feature star reviews from customers in your emails Use customer-generated product reviews, customer questions, or even featuring the products that are most highly rated by customers. 2. Add FTAF or Share icons to your emails. The original way to &amp;quot;share with your network&amp;quot; was the forward-to-a-friend (FtoF) feature, and it still works. Studies show consumers use forward to a friend when they want to share an email, in addition to posting to social sites. Recent data from ShareThis - states that subscribers share via email 38 percent of the time, which is the same percentage that people share content via Facebook.
  • 11. Creating engagement with email 3. Add a pre-header message. Include a quick message in your email template similar to Crate and Barrel&apos;s, which says &amp;quot;Did someone forward you this message? Skip the grapevine. Opt in to receive Crate and Barrel email. Click here to hear it first.&amp;quot; 4. Include a poll or survey and post the results on your social media page. 5. Make  your emails audience &amp;quot;special&apos; - by invitation only . People like to feel special, and they like to tell their friends about things that are cool. 6. Incorporate games, or interactive applications in your emails.
  • 12. Preview pane and image blocking. Ensuring it works on mobile devices Email as it came into gmail – images disabled by default!
  • 13. How many of your subscribers are on mobile devices? Ask with opt in at top of email to find out. What does your message look like on these phones?
  • 14. Test Your Skills
  • 15. Testing your program
  • 16. Testing your program Version B got 11.7% more clickthroughs, proving that in email design even subtle changes can have a significant impact.
  • 17. Testing your program
  • 18. Testing your program Version A’s offer-oriented subject line and benefit-oriented email copy generated 13.9% more ecommerce revenue … despite the fact that Version B had 8.3% more opens and a 14.5% higher click rate. Which just goes to show, you have to measure tests beyond the click.
  • 19. <ul><li>Final Takeaways: Keys for a great email </li></ul><ul><li>Permission based </li></ul><ul><li>Optimized Subject and From Line </li></ul><ul><li>Short, Impactful Subject Line </li></ul><ul><li>Use of pre-header for key points </li></ul><ul><li>Key message above the fold </li></ul><ul><li>Optimized for subscriber viewing pda /laptop </li></ul><ul><li>Personalized </li></ul><ul><li>Relevant </li></ul><ul><li>Strong visible call to action </li></ul><ul><li>Subscriber Focused </li></ul><ul><li>Pass along options </li></ul><ul><li>Testing </li></ul>
  • 20. Thank You! www.DialogInteractive.net

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