Email Marketing: best practices

D online irect igital Marketing Unleash the rockstar

D online irect igital Marketing

E-mail Marketing History A bit of

Marketing 20 th Century Shout and the Consumers will hear you !

Marketing 21 st Century is gone The world how we knew it, but the principles stayed alive!

Marketing 21 st Century Cheesy... Push Marketing Broadcasting online Broadcasting offline

Marketing 21 st Century The consumer changed

D irect Marketing st Century igital 21 C2C

D irect Marketing st Century igital 21 C2C Information overload

D irect Marketing st Century igital 21 C2C Information overload Techology blocks

D irect Marketing st Century igital 21 C2C Information overload Techology blocks The consumer’s view

D irect Marketing st Century igital 21 C2C...

D irect Marketing st Century igital 21 The consumer talks Blog Landscape back

D irect Marketing st Century igital The consumer 21 talks together Blogs • video sharing • picture sharing • presentation sharing • feeds & wikis • communities B2B • communities C2C • product comparison • podcasts • chat programs/websites

D irect Marketing st Century igital 21 Information overload...

D irect Marketing st Century igital 21 messages per day 3000 Relevance target group • message

D irect Marketing st Century igital 21 Subject line X 3 to 5 sec. before

D irect Marketing st Century igital 21 Technology Blocks...

D irect Marketing st Century igital 21 • SPAM filtering automated ESP / ISP / Spamcop ... • SPAM filtering consumer “report spam” • Different tools Outlook / Hotmail / Gmail / Lotus Notes ... • Different media Offline / web based / mobile

D irect Marketing st Century igital 21 Will not Yo u r m e s s a g e be see n

D irect Marketing st Century igital 21 Blocked images ?????

D irect Marketing st Century igital 21 Good Bad

D irect Marketing st Century igital 21 FOLD unnecessary image ?

D irect Marketing st Century igital 21 C Call to action very visible Alt tags present Text on images where possible Eye influence

D irect Marketing st Century igital 21 The consumer’s view...

D irect Marketing st Century igital 21 is deleted Yo u r m e s s a g e in less than 20 seconds

D irect Marketing st Century igital 21 Step 1 Step 2 Step 3

D irect Marketing st Century igital 21

D irect Marketing st Century igital 21 Remember... • Keep it simple clear call to action good balance design / text simple text (max. 1 paragraph) • SPAM influence subject without capitals subject without special characters avoid certain words from address: no “no - reply” • Design freaks no CSS (max.in - line CSS) ALT tags filled in remove text from images where possible no programming (java / flash/...)

D irect Marketing st Century igital 21 does not end E-mail marketing with the e-mail

D irect Marketing st Century igital 21 Break down in experience: reak Design What’s in it for me ?

D irect Marketing st Century igital 21 Break down in personalisation: Language selection Offer cannot be found on website

Hans Smellinckx Brand Manager Permesso.be +32 (0)2 555 96 04 www.permesso.be Or connect on linkedin!

Email Marketing: best practices

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