Email Marketing: best practices

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What to think about when starting e-mail marketing... some guidelines and do's and don'ts. Plenty of examples. For more information...feel free to contact me! …

What to think about when starting e-mail marketing... some guidelines and do's and don'ts. Plenty of examples. For more information...feel free to contact me!
A presentation by Hans Smellinckx

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Transcript

  • 1. D online irect igital Marketing Unleash the rockstar
  • 2. D online irect igital Marketing
  • 3. D online irect igital Marketing
  • 4. E-mail Marketing History A bit of
  • 5. Marketing 20 th Century Shout and the Consumers will hear you !
  • 6. Marketing 21 st Century is gone The world how we knew it, but the principles stayed alive!
  • 7. Marketing 21 st Century Cheesy... Push Marketing Broadcasting online Broadcasting offline
  • 8. Marketing 21 st Century The consumer changed
  • 9. D irect Marketing st Century igital 21 C2C
  • 10. D irect Marketing st Century igital 21 C2C Information overload
  • 11. D irect Marketing st Century igital 21 C2C Information overload Techology blocks
  • 12. D irect Marketing st Century igital 21 C2C Information overload Techology blocks The consumer’s view
  • 13. D irect Marketing st Century igital 21 C2C...
  • 14. D irect Marketing st Century igital 21 The consumer talks Blog Landscape back
  • 15. 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
  • 16. D irect Marketing st Century igital 21 Information overload...
  • 17. D irect Marketing st Century igital 21 messages per day 3000 Relevance target group • message
  • 18. D irect Marketing st Century igital 21 Subject line X 3 to 5 sec. before
  • 19. D irect Marketing st Century igital 21 Technology Blocks...
  • 20. 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
  • 21. D irect Marketing st Century igital 21 Will not Yo u r m e s s a g e be see n
  • 22. D irect Marketing st Century igital 21 Blocked images ?????
  • 23. D irect Marketing st Century igital 21 Good Bad
  • 24. D irect Marketing st Century igital 21 FOLD unnecessary image ?
  • 25. D irect Marketing st Century igital 21 C Call to action very visible Alt tags present Text on images where possible Eye influence
  • 26. D irect Marketing st Century igital 21 The consumer’s view...
  • 27. D irect Marketing st Century igital 21 is deleted Yo u r m e s s a g e in less than 20 seconds
  • 28. D irect Marketing st Century igital 21 Step 1 Step 2 Step 3
  • 29. D irect Marketing st Century igital 21
  • 30. 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/...)
  • 31. D irect Marketing st Century igital 21 does not end E-mail marketing with the e-mail
  • 32. D irect Marketing st Century igital 21 Break down in experience: reak Design What’s in it for me ?
  • 33. D irect Marketing st Century igital 21 Break down in personalisation: Language selection Offer cannot be found on website
  • 34. Hans Smellinckx Brand Manager Permesso.be +32 (0)2 555 96 04 www.permesso.be Or connect on linkedin!