8 Email
Marketing
Tactics
SIGNUP
GOOD
GOOD
BAD
BEST
BEST
WELCOME
SERIES
GOOD
GOOD
BAD
BEST
BEST
BEST
BEST
BEST
PREHEADER
& SUBJECT
LINE
Under Armour, 5/21/13 — Built To Tackle The
Sun & Sand It's Always Sunny Somewhere —
Shop Now | View Online.
Urban Outfitt...
Victoria’s Secret, 4/16/13 — This one's for you,
Angels... You have asked to receive emails from
Victoria's Secret. If you...
West Elm, 2/18/13 — Today only: free shipping
(plus a Presidents Day surprise) Use promo
code FREE4PRES at checkout, some
...
DEFENSIVE
DESIGN
GOOD
BAD
BAD
BEST
Mothercare uses styled alt text and background colors for
most of the effect, but also uses mosaic color blocking to
recre...
MOBILE
FRIENDLY
43% of all emails sent are
now opened and read on a
mobile device.
Return Path
63% of US consumers say
they delete emails
immediately if they are not
optimized for mobile.
Return Path
• Content is presented in one or two
columns
• No horizontal scrolling
• Font sizes are increased
• No zooming required
• ...
• Contrast – carefully consider your color
choices to ensure the text and images
stand out properly against the background...
• Imagery – Images help tell your
brand’s story, so consider taking
the time to choose artful shots that
complement your m...
Using responsive
design, CareerBuilder
experienced a 15%
increase in open-rate
on smartphones and a
21% increase in click-...
GOOD
GOOD
GOOD
BAD
BEST
BEST
BEST
Using responsive
design, CareerBuilder
experienced a 15%
increase in open-rate
on smartphones and a
21% increase in click-...
PERSONAL-
IZATION
68% of marketers say
personalization based on
behavioral data has high impact
on ROI
Source: eConsultancy, February 2013
72% of marketers say
personalization based on
customer preferences has high
impact on ROI
Source: eConsultancy, February 2...
77% of marketers say
personalization based on
purchase history has high impact
on ROI
Source: eConsultancy, February 2013
41% of consumers buy more
from retailers who send
personalized emails based on
past buying behaviors.
Return Path
Consumers are suspicious of
first-name personalization in
subject lines. Open rates are
lower when it’s used as are click
...
Lenovo, welcome email
Kyle, thank you for signing up. Enjoy your
exclusive Lenovo offer.
Michael’s, progressive profiling ...
68% of marketers say
personalization based on
behavioral data has high impact
on ROI
Source: eConsultancy, February 2013
72% of marketers say
personalization based on
customer preferences has high
impact on ROI
Source: eConsultancy, February 2...
77% of marketers say
personalization based on
purchase history has high impact
on ROI
Source: eConsultancy, February 2013
Outperformed a similar email
by nearly 300% in items of
revenue generated.
UNSUBSCRIBE
GOOD
BAD
BEST
MEASURE-
MENT
Email marketing
generates an average
return on investment of
roughly $40 for every
$1 spent on it.
Source: DMA
8 Email Marketing Tactics for Better Results and Strategy
8 Email Marketing Tactics for Better Results and Strategy
8 Email Marketing Tactics for Better Results and Strategy
8 Email Marketing Tactics for Better Results and Strategy
8 Email Marketing Tactics for Better Results and Strategy
8 Email Marketing Tactics for Better Results and Strategy
8 Email Marketing Tactics for Better Results and Strategy
8 Email Marketing Tactics for Better Results and Strategy
8 Email Marketing Tactics for Better Results and Strategy
8 Email Marketing Tactics for Better Results and Strategy
8 Email Marketing Tactics for Better Results and Strategy
8 Email Marketing Tactics for Better Results and Strategy
8 Email Marketing Tactics for Better Results and Strategy
8 Email Marketing Tactics for Better Results and Strategy
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8 Email Marketing Tactics for Better Results and Strategy

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  • image server failed so no images were displayed.
  • Your most valuable subscribers always come from your website, making it a critical email acquisition to optimize.
  • Southwest Airlines present two clear engagement options: email and an app.
  • The email signup form is direct, showing you a sample email, outlining benefits, and asking for just 4 pieces of information in order to sign up.
  • Meineke asks for lots of contact information—email, phone numbers, mailing address—making it clear that they ’re going to send you direct mail and call you as well as email you. They also want car information that they could get themselves if they focused more on just getting you signed up and encouraging you to redeem your signup incentive coupon.
  • EBags has a prominent and simple signup form.
  • During early November, eBags added a seasonal appeal to their signup language to boost optins.
  • Welcome emails are becoming fairly common, but welcome email series are the new differientiator.
  • Threadless uses on brand imagery in their welcome email…
  • … and includes four calls-to-action to deepen their relationship with the new subscriber.
  • Tide doesn ’t try to engage new subscribers at all, is vague about what they’ll be delivering, and their logo suffers rendering problems.
  • Zulily sends a series of welcome emails, with the first focused on referrals,…
  • … the second on getting to know the new subscriber ’s brand preferences so they can send relevant emails in the future,…
  • … the third focused on getting them to download their mobile app,…
  • … the fourth focused on engaging them on social media, and…
  • … the fifth asking for friend referral again. These welcome emails are interspersed with the promotional emails.
  • emails are still desktop-oriented. They ’re very long, use small text, and have a 5-column wide product grid.
  • emails are still desktop-oriented. They ’re very long, use small text, and have a 5-column wide product grid.
  • Preheader text often appears as snippet text following a subject line on the iPhone, in Gmail and in Outlook new email notifications.
  • Preheaders should support the subject line.
  • These preheaders highlight administrative calls-to-actions or merely repeat the subject line.
  • These preheaders bring a new dimension to the subject line, making the message more broadly appealing.
  • The email clients that block images by default have been struck through, but it ’s changing all the time.
  • … which came in handy when this email was sent because their image server failed so no images were displayed.
  • This is the Anthropologie email with images on…
  • … and this is the same email with images blocked.
  • … and this is with images blocked.
  • The UK retailer uses styled alt text and background colors for most of the effect, but also uses mosaic color blocking to recreate the stroller image.
  • emails are still desktop-oriented. They ’re very long, use small text, and have a 5-column wide product grid.
  • emails are still desktop-oriented. They ’re very long, use small text, and have a 5-column wide product grid.
  • emails are still desktop-oriented. They ’re very long, use small text, and have a 5-column wide product grid.
  • emails are still desktop-oriented. They ’re very long, use small text, and have a 5-column wide product grid.
  • Lowe ’s email is very tablet-friendly. Even their navigation bar is touch-friendly.
  • They limit their product grid to two columns wide, use large text and big buttons.
  • They also use plenty of white space to boost contrast and make the text easier to read.
  • Costco ’s emails are still desktop-oriented. They’re very long, use small text, and have a 5-column wide product grid.
  • Currently the height of mobile-friendliness is responsive design. This is a Starwood email viewed on a wide screen…
  • … and this is the email viewed on a narrow screen. Some of the less important content drops out and calls-to-actions get bigger.
  • The administrative links at the bottom of the email are also touch-friendly.
  • emails are still desktop-oriented. They ’re very long, use small text, and have a 5-column wide product grid.
  • emails are still desktop-oriented. They ’re very long, use small text, and have a 5-column wide product grid.
  • emails are still desktop-oriented. They ’re very long, use small text, and have a 5-column wide product grid.
  • emails are still desktop-oriented. They ’re very long, use small text, and have a 5-column wide product grid.
  • emails are still desktop-oriented. They ’re very long, use small text, and have a 5-column wide product grid.
  • emails are still desktop-oriented. They ’re very long, use small text, and have a 5-column wide product grid.
  • emails are still desktop-oriented. They ’re very long, use small text, and have a 5-column wide product grid.
  • emails are still desktop-oriented. They ’re very long, use small text, and have a 5-column wide product grid.
  • emails are still desktop-oriented. They ’re very long, use small text, and have a 5-column wide product grid.
  • emails are still desktop-oriented. They ’re very long, use small text, and have a 5-column wide product grid.
  • emails are still desktop-oriented. They ’re very long, use small text, and have a 5-column wide product grid.
  • emails are still desktop-oriented. They ’re very long, use small text, and have a 5-column wide product grid.
  • emails are still desktop-oriented. They ’re very long, use small text, and have a 5-column wide product grid.
  • The most subscribers opt out because of too frequent or irrelevant emails, so try to address those issues on your unsubscribe page.
  • Staples lets you change your email address, opt-down to receive fewer emails, or opt out completely. The options are clearly laid out.
  • Uncommon Goods uses a one-click unsubscribe process and the opt-out confirmation page makes no attempt to engage outgoing subscribers in any way. The page, which doesn ’t carry any branding or offer any links to anywhere, is cold and almost hostile.
  • Jetsetter offers folks the opportunity to change their email address, opt-down to receive fewer email, and to update their interests—which addresses three of the top reasons people unsubscribe.
  • 8 Email Marketing Tactics for Better Results and Strategy

    1. 1. 8 Email Marketing Tactics
    2. 2. SIGNUP
    3. 3. GOOD
    4. 4. GOOD
    5. 5. BAD
    6. 6. BEST
    7. 7. BEST
    8. 8. WELCOME SERIES
    9. 9. GOOD
    10. 10. GOOD
    11. 11. BAD
    12. 12. BEST
    13. 13. BEST
    14. 14. BEST
    15. 15. BEST
    16. 16. BEST
    17. 17. PREHEADER & SUBJECT LINE
    18. 18. Under Armour, 5/21/13 — Built To Tackle The Sun & Sand It's Always Sunny Somewhere — Shop Now | View Online. Urban Outfitters, 5/20/13 — Are you ready to get the party started? Shop Summer Party Essentials GOOD
    19. 19. Victoria’s Secret, 4/16/13 — This one's for you, Angels... You have asked to receive emails from Victoria's Secret. If you have received this email in error, please unsubscribe here. Monterey Bay Aquarium, 5/21/13 — Bid Now for the Oceans: Last Chance! Having trouble reading this message? View it online. Ann Taylor, 5/20/13 — FINAL HOURS! EXTRA 50% Off Sale Final Hours: Take An Extra 50% Off All Sale Styles! BAD
    20. 20. West Elm, 2/18/13 — Today only: free shipping (plus a Presidents Day surprise) Use promo code FREE4PRES at checkout, some exclusions apply Threadless, 4/24/13 — Aerosoiled and 9 more new goofy designs by MADE artist Aaron Jay! Plus, hang out while we interview Aaron Jay at 11:30AM CST. BEST
    21. 21. DEFENSIVE DESIGN
    22. 22. GOOD
    23. 23. BAD
    24. 24. BAD
    25. 25. BEST
    26. 26. Mothercare uses styled alt text and background colors for most of the effect, but also uses mosaic color blocking to recreate the stroller image. BEST
    27. 27. MOBILE FRIENDLY
    28. 28. 43% of all emails sent are now opened and read on a mobile device. Return Path
    29. 29. 63% of US consumers say they delete emails immediately if they are not optimized for mobile. Return Path
    30. 30. • Content is presented in one or two columns • No horizontal scrolling • Font sizes are increased • No zooming required • Links are thumb-friendly buttons • Easy-to-use fields for input (ofen using drop-down pick lists) Responsive design is a set of techniques used to make email readable and usable on any mobile device.
    31. 31. • Contrast – carefully consider your color choices to ensure the text and images stand out properly against the background. • Avoid reversing out small text on a dark background. • Text Size – 13px for body copy. No pinching = 15-16px (depending on font) and preview it on your mobile device. Design for Legibility
    32. 32. • Imagery – Images help tell your brand’s story, so consider taking the time to choose artful shots that complement your message. • Layout – One-column layout works best for mobile. If you have a multi- column layout, plan how elements shift or stack. Design for Legibility
    33. 33. Using responsive design, CareerBuilder experienced a 15% increase in open-rate on smartphones and a 21% increase in click- through!
    34. 34. GOOD
    35. 35. GOOD
    36. 36. GOOD
    37. 37. BAD
    38. 38. BEST
    39. 39. BEST
    40. 40. BEST
    41. 41. Using responsive design, CareerBuilder experienced a 15% increase in open-rate on smartphones and a 21% increase in click- through!
    42. 42. PERSONAL- IZATION
    43. 43. 68% of marketers say personalization based on behavioral data has high impact on ROI Source: eConsultancy, February 2013
    44. 44. 72% of marketers say personalization based on customer preferences has high impact on ROI Source: eConsultancy, February 2013
    45. 45. 77% of marketers say personalization based on purchase history has high impact on ROI Source: eConsultancy, February 2013
    46. 46. 41% of consumers buy more from retailers who send personalized emails based on past buying behaviors. Return Path
    47. 47. Consumers are suspicious of first-name personalization in subject lines. Open rates are lower when it’s used as are click rates.
    48. 48. Lenovo, welcome email Kyle, thank you for signing up. Enjoy your exclusive Lenovo offer. Michael’s, progressive profiling email — Kyle, isn't it time we got to know each other? Olive Garden, birthday email — Kyle, go celebrate your birthday with a free app or dessert! ThinkGeek, 5/17/13 — Kyle, I am your father
    49. 49. 68% of marketers say personalization based on behavioral data has high impact on ROI Source: eConsultancy, February 2013
    50. 50. 72% of marketers say personalization based on customer preferences has high impact on ROI Source: eConsultancy, February 2013
    51. 51. 77% of marketers say personalization based on purchase history has high impact on ROI Source: eConsultancy, February 2013
    52. 52. Outperformed a similar email by nearly 300% in items of revenue generated.
    53. 53. UNSUBSCRIBE
    54. 54. GOOD
    55. 55. BAD
    56. 56. BEST
    57. 57. MEASURE- MENT
    58. 58. Email marketing generates an average return on investment of roughly $40 for every $1 spent on it. Source: DMA
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