DESIGNING FOR YOUR SUBSCRIBERSTips and Tricks to Increase Email Marketing ROI<br />
PERFORMANCE-DRIVEN DESIGN<br />Design is the visualization of a business plan. More than a pretty picture, great design re...
AGENDA<br />Business Planning Checklist<br />Subscriber Experience<br />Performance Driven Design<br />Design Consideratio...
BUSINESS PLANNING CHECKLIST<br />Why are you sending this email?<br /><ul><li>Drive leads
Increase brand awareness</li></ul>Who are you sending to, and what do you know about them?<br /><ul><li>Internal audience:...
External audience: subscriber behavior by segment</li></ul>What do you want subscribers to do once they receive your email...
Read an article</li></ul>How are you going to measure success?<br /><ul><li>Open/click data
Number of leads generated</li></li></ul><li>SUBSCRIBER EXPERIENCE<br />Consider the entire subscriber experience –  from f...
It all begins with theFrom Name – <br />73% of subscribers click “Report Spam” or “Report Junk” based on this field.<br />...
SUBJECT LINE<br />69% of subscribers click “Report Spam” or “Report Junk” based on this line.*<br />IS YOUR SUBJECT<br /> ...
SUBJECT LINE<br />69% of subscribers click “Report Spam” or “Report Junk” based on this line.*<br />IS YOUR SUBJECT<br /> ...
Images are disabled by default more than 50% of the time.Isyourkey message visible, relevant and enticing in this space?<b...
PREVIEW PANE: IMAGES ON<br />What’s your open rate? Only subscribers that turn images on trigger an open.Are you giving th...
CONSIDER THE SUBSCRIBER EXPERIENCE<br />Is this the message you want to convey?<br />
ABOVE THE FOLD<br />Does your content above the fold provide motivation to respond?  Are you persuading subscribers to scr...
COMPLETE EMAIL<br />Seconds – not minutes – to view an entire email<br />Only 11%* of those who open will scroll below the...
Subscriber experience doesn’t end with the inbox<br />CLICK THROUGH<br />Don’t ignore the transition to your website, land...
Brand Synergy  • Content Hierarchy•Visual Hierarchy Engagement Techniques • Rendering Results  •Tested Quality<br />PERFOR...
Website<br />Email<br />Visual recognition of the brand across all media channels creates a seamless brand experience, cre...
Wireframe<br />Preview Pane<br />Above the Fold<br />Create a content hierarchy, arranging each content element (text and/...
Headlines utilizing size and color hierarchy<br />Secondary calls-to-action<br />Primary call-to-action<br />Maximize resp...
Preheader Teaser Text  <br />Forward to a Colleague<br />In This Issue<br />Read More Link<br />Subscriber Q&A<br />Lifest...
Optimized Design<br />Non-optimized Design<br />Main call-to-action in prime placement <br />HTML text in <br />web safe f...
*Fingerprint from Litmus, February 2010<br />Only comprehensive testing will validate successful rendering of design and e...
NEWSLETTER DESIGN CONSIDERATIONS<br /><ul><li>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</li></li></ul><li>POSTCARD DESIGN CONSIDERATIONS<br /><ul><li>Your...
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</li></li></ul><li>TRANSACTIONAL ...
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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

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