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DESIGNING FOR YOUR SUBSCRIBERS - Tips and Tricks to Increase Email Marketing ROI
 

DESIGNING FOR YOUR SUBSCRIBERS - Tips and Tricks to Increase Email Marketing ROI

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  • A subscriber’s inbox is a noisy place, filled with the clutter of messages, folders and other distractions. Definition of Spam not only extends to relevance, but also to subscriber expectations surrounding frequency. Think carefully about the subscriber’s relationship with the from name you choose, whether it’s your company name, a business unit, or a sales representative.“A message from the John…” Story – From name was too long in gmail!
  • Old Navy sent out an email with the subject line “20% off all adult purchases”SO – what’s the best subject line? TEST. Do a simple A/B split testing static vs. changing, promo vs. info, etc.
  • Old Navy sent out an email with the subject line “20% off all adult purchases”SO – what’s the best subject line? TEST. Do a simple A/B split testing static vs. changing, promo vs. info, etc.
  • You don’t have to fit every call to action, copy block, and button here! In this space, create an experience subscribers want to continue.
  • ET tracks opens this way.
  • And if they want to view more…is it for the right reasons?
  • “…A well-designed email means nothing if the landing pages don’t work well.” – Chad White
  • Keep imagery consistent with your brand.
  • Keep in mind that the design to the right ISN’T necessarily a bad design – it’s poorly optimized. However, optimization is the first step of email design that the subscriber experiences.
  • *Data collected from over 250 million email recipients using our Fingerprint analysis tool.
  • How our expertise in performance-driven design increased conversions by 88%

DESIGNING FOR YOUR SUBSCRIBERS - Tips and Tricks to Increase Email Marketing ROI DESIGNING FOR YOUR SUBSCRIBERS - Tips and Tricks to Increase Email Marketing ROI Presentation Transcript

  • DESIGNING FOR YOUR SUBSCRIBERSTips and Tricks to Increase Email Marketing ROI
  • PERFORMANCE-DRIVEN DESIGN
    Design is the visualization of a business plan. More than a pretty picture, great design requires an actionable plan and measureable goals.
    Design should acknowledge the subscriber experience.Put yourself in your subscriber’s shoes and understand how they will interact with your communications.
    Design and technology are seamlessly integrated.Emails should be designed and coded to display properly in the various ways a subscriber will view it. A comprehensive testing strategy is essential to ensure success.
  • AGENDA
    Business Planning Checklist
    Subscriber Experience
    Performance Driven Design
    Design Considerations
    The Mobile Inbox
    General Coding Considerations
    What elements are supported in email?
    Tools for creating HTML
    Email client-specific recommendations
  • BUSINESS PLANNING CHECKLIST
    Why are you sending this email?
    • Drive leads
    • Increase brand awareness
    Who are you sending to, and what do you know about them?
    • Internal audience: sales reps and C-suite executives
    • External audience: subscriber behavior by segment
    What do you want subscribers to do once they receive your email?
    • Register for a webinar
    • Read an article
    How are you going to measure success?
    • Open/click data
    • Number of leads generated
  • SUBSCRIBER EXPERIENCE
    Consider the entire subscriber experience – from first impression to final click.
    Each individual phase influences the decision to open and engage with your email.
    Your email design is experienced in stages – not as a static page.
    FROM NAME
    SUBJECT LINE
    PREVIEW PANE
    ABOVE THE FOLD
    COMPLETE EMAIL
    CLICK THROUGH
  • It all begins with theFrom Name –
    73% of subscribers click “Report Spam” or “Report Junk” based on this field.
    *Email Sender and Provider Coalition
    FROM NAME
    IS YOUR FROM
    NAME EASILY
    RECOGNIZABLE?
  • SUBJECT LINE
    69% of subscribers click “Report Spam” or “Report Junk” based on this line.*
    IS YOUR SUBJECT
    LINE RELEVANT
    AND INTERESTING?
    *Email Sender and Provider Coalition
  • SUBJECT LINE
    69% of subscribers click “Report Spam” or “Report Junk” based on this line.*
    IS YOUR SUBJECT
    LINE RELEVANT
    AND INTERESTING?
  • Images are disabled by default more than 50% of the time.Isyourkey message visible, relevant and enticing in this space?
    PREVIEW PANE: IMAGES OFF
    WHAT IS YOUR
    EMAIL SAYING
    WITH IMAGES OFF?
  • PREVIEW PANE: IMAGES ON
    What’s your open rate? Only subscribers that turn images on trigger an open.Are you giving them a reason to keep reading?
    AVERAGE PREVIEW
    PANE DIMENSIONS:
    300px by 300px
  • CONSIDER THE SUBSCRIBER EXPERIENCE
    Is this the message you want to convey?
  • ABOVE THE FOLD
    Does your content above the fold provide motivation to respond? Are you persuading subscribers to scroll?
    DON’T CRAM
    EVERYTHING
    ABOVE THE FOLD…
    INTRODUCE CONTENT
    ABOVE THE FOLD
  • COMPLETE EMAIL
    Seconds – not minutes – to view an entire email
    Only 11%* of those who open will scroll below the fold!
    EVEN IN THIS VIEW
    THE ENTIRE EMAIL IS NOT ONSCREEN AT ONCE
    *The Nielsen Norman Group
  • Subscriber experience doesn’t end with the inbox
    CLICK THROUGH
    Don’t ignore the transition to your website, landing page, or other marketing collateral.
    Ensure the products in your email are available on your site - better yet, map the individual products from the email to a product page.
  • Brand Synergy • Content Hierarchy•Visual Hierarchy Engagement Techniques • Rendering Results •Tested Quality
    PERFORMANCE DRIVEN DESIGN
  • Website
    Email
    Visual recognition of the brand across all media channels creates a seamless brand experience, creating trust to engage and transact.
    BRAND SYNERGY
  • Wireframe
    Preview Pane
    Above the Fold
    Create a content hierarchy, arranging each content element (text and/or image) and associated call to action with appropriate weight.
    CONTENT HIERARCHY
  • Headlines utilizing size and color hierarchy
    Secondary calls-to-action
    Primary call-to-action
    Maximize response by creating a visual hierarchy, using design techniques to guide the subscriber's eye through your email based on the content hierarchy.
    VISUAL HIERARCHY
    “Quick Bites” or summaries
  • Preheader Teaser Text
    Forward to a Colleague
    In This Issue
    Read More Link
    Subscriber Q&A
    Lifestyle Imagery
    Use of Background Color
    Link to External Video
    Recovery Module
    Use design techniques to engage the subscriber through a mix of emotive and rational imagery and content. Smart use of images, borders, buttons, links, charts, colored backgrounds, etc.should be applied and tested.
    ENGAGEMENT TECHNIQUES
  • Optimized Design
    Non-optimized Design
    Main call-to-action in prime placement
    HTML text in
    web safe fonts
    If an email is created primarily with images,
    it will not display effectively when images are blocked.
    Designed with image-blocking and preview pane viewing in mind.
    Ensure your design efforts are viewed as intended once they hit the inbox. Emails that are created with the subscriber experience in mind will have a greater chance of success.
    RENDERING RESULTS
  • *Fingerprint from Litmus, February 2010
    Only comprehensive testing will validate successful rendering of design and ensure functional performance prior to sending to the subscriber inbox.
    TESTED QUALITY
    *ExactTarget via Fingerprint from Litmus, Feb. 2010
  • NEWSLETTER DESIGN CONSIDERATIONS
    • Include a Table of Contents or In This Issue Section
    • Include a 3-4 sentence teaser for articles with a “Read More” link instead of including the full article
    • Introduce your main call-to-action within the preview pane and other important content above the fold
    • Develop a visual hierarchy for headings, subheading, and body copy for easy scan-ability
    • Use images selectively to eye track to engagement areas
  • POSTCARD DESIGN CONSIDERATIONS
    • Your message should have a singular focus; don’t let your postcard become a newsletter
    • Make that message the Hero in your design
    • Introduce your main call-to-action within the preview pane and other important content above the fold
    • Consider the placement and inclusion of secondary messaging that supports your main focus
  • TRANSACTIONAL DESIGN CONSIDERATIONS
    • Position content front and center; keep it simple
    • Don’t include too much cross-sell information (follow the 70/30 rule)
    • Use a higher text to image ratio
    • Use font colors and sizes to create a visual hierarchy
    • Send a branded HTML email instead of Plain Text
  • THE MOBILE INBOX
    • Smartphone users use mobile email primarily for triage
    • There are no standards in place for displaying emails on smartphones
    • Most mobile devices display a “stripped down” version of the HTML portion of an email, NOT the plain-text version
    • Optimizing your emails with HTML text in web-safe fonts will benefit smartphone users as well
    • Consider including a link in your email to view a mobile friendly version of your email
  • DESIGN RESOURCES
  • EXACTTARGET DESIGN RESOURCES
    Design Tipsfor Outlook 2007
    Email MarketingDesign & Rendering:
    The New Essentials
    Email Design Checklist
    Email Designfor Lotus Notes
    CareerBuilder.com
    Case Study
  • EXACTTARGET DESIGN RESOURCES
    Design Team Blog
    New posts weekly!
    blog.exacttarget.com
    MarketingExperiments
    Maximize Agency ROIthrough testing
    Design Team Tweets
    @ETDesign
    twitter.com/etdesign
  • DESIGN CENTER ON 3SIXTY
    Resources
    FAQs
    Creative Library
    Template Source Code
    Free Button Libraries
    3sixty > University > Design Center
  • DESIGN SERVICES
  • EXACTTARGET DESIGN SERVICES
    Performance & Design Assessment
    Strategic Newsletter Design
    Design Best Practices Training
    Program-Specific Template Design
    Branded Template Build
    Custom Design Packages
    Visit ExactTarget.com for more info!
  • THANK YOU!