How to Create Great Emails that Get Opened and Clicked
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How to Create Great Emails that Get Opened and Clicked

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Email has a bad rap: it’s been declared dead, called spam, and been sidelined by marketers and creatives alike. But email is one of the highest performing digital marketing channels, and requires ...

Email has a bad rap: it’s been declared dead, called spam, and been sidelined by marketers and creatives alike. But email is one of the highest performing digital marketing channels, and requires its own unique set of content, marketing, and design considerations.

In this webinar, you’ll learn how using performance-driven email design can drive email strategy that delivers results, best practices and principles for creating great emails that get users to take action, and simple strategies and A/B tests to maximize conversions.

Originally presented in conjunction with KISSmetrics on January 16th, 2014.

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https://litmus.com 1900
http://feedly.com 69
http://litmus.com 25
http://kenz.pw 22
http://healthyplate.pl 19
http://www.feedreader.com 13
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https://inoreader.com 8
http://www.limitlesscreations.co.za 6
https://feedly.com 5
http://fever.dertyp.net 4
http://feedreader.com 2
http://www.newsblur.com 2
http://afschar.com 1
http://digg.com 1
https://www.newsblur.com 1
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http://www.feedspot.com 1
http://feedproxy.google.com 1
http://webcache.googleusercontent.com 1
http://ejangi.com 1
https://yoleoreader.com 1
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How to Create Great Emails that Get Opened and Clicked How to Create Great Emails that Get Opened and Clicked Presentation Transcript

  • How to Create Great Emails that Get Opened and Clicked January 16th 2014
  • Who Am I? Justine Jordan Marketing Director, Litmus
  • Twi er @meladorri @litmusapp #KISSwebinar
  • We’ll cover… 1 Making a good first impression 2 Creating an excellent subscriber experience 3 A/B test ideas + examples 4 Lots of best practices along the way #KISSwebinar
  • Why Email? 1 Effective 2 Inexpensive 3 Immediate 4 Measurable 5 (Relatively) easy #KISSwebinar
  • Banner Ads $2 for every $1 spent Source: MediaPost.com
  • Keyword Ads $17 for every $1 spent Source: MediaPost.com
  • Email Marketing $40 for every $1 spent Source: MediaPost.com
  • Email gets more clicks . . . #KISSwebinar
  • . . . and conversions #KISSwebinar
  • You get the point.
  • Email Works. Duh!
  • Email is: A unique medium with unique considerations
  • Email is not: A JPG A print ad A banner ad A one-page web site
  • Emails are not weapons of mass destruction
  • Every email should have a purpose. ➡ What do you want the subscriber to do? ➡ How are you going to measure success? ➡ What are the business goals behind this communication? ➡ Is email the best way to communicate your message? ➡ Who should should receive the message? ➡ Is the message relevant to your subscribers? #KISSwebinar
  • Every email should have a purpose. Why are you sending this email? ✓ Lead generation ✓ Brand awareness ✓ Is it relevant? Who are you sending to, and what do you know about them? ✓ Internal vs. external ✓ B2B vs. B2C ✓ Demographics #KISSwebinar
  • Every email should have a purpose. 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 ✓ Leads generated ✓ Conversions What do you want the subscriber to do? ✓ Is email the best way to communicate your message? #KISSwebinar
  • The email experience From Name Subject Line Preheader Preview/Open Tap/Click Page/Site ??? #KISSwebinar
  • First impressions ma er From Name Subject Line Preheader Preview/Open Tap/Click Page/Site What is recognizable, trustworthy and relevant? Does the subscriber have a relationship with a person or the brand? ???
  • no-reply is a no-go From Name Subject Line Preheader Preview/Open Tap/Click Page/Site ???
  • Be on-brand and relevant From Name Subject Line Preheader Preview/Open Tap/Click Page/Site ??? #KISSwebinar
  • Symbols in subject lines Can increase open rates. Use carefully to support your message rather than detract from value.
  • No such thing as a perfect subject line 1 Free is OK 2 Shorter=be er? 3 Relevance! 4 Useful + specific 5 Test, test, test h ps://litmus.com/blog/how-to-write-the-perfect-subject-line-infographic
  • Preheader = tertiary inbox content From Name Subject Line Preheader Preview/Open Tap/Click Page/Site ???
  • Preheader Best Practices Support your subject line with a creative, useful or helpful preheader. 1 Call to action 2 Reminder 3 Special message / value prop 4 Clickable/measurable #KISSwebinar
  • These are bad preheader examples Repetitive content, unhelpful, potentially negative brand impact
  • These are good preheader examples Helpful, smart, funny, engaging
  • Preheader text case study: Wedding Wire Pre-header text A/B Tests: 30%+ CTR Boost / courtesy @mparkerbyrd
  • Optimizing the “Envelope Fields” From Name
 ~25 characters Subject Line 
 ~35 characters Preheader
 ~85 characters
  • Don’t count on images showing up From Name Subject Line Preheader Preview/Open Tap/Click Page/Site ???
  • Convey your message without images From Name Subject Line Preheader Preview/Open Tap/Click Page/Site ???
  • Be aware, not afraid, of the fold From Name Subject Line Preheader Preview/Open Tap/Click Page/Site ???
  • Content and visual hierarchy ➡ Prioritize important information ➡ Prune extraneous & irrelevant content ➡ Use color, weight, size & placement for emphasis ➡ Bullets are your friends ➡ Use a mix of rational & emotional appeals ➡ Utilize background colors, lists & borders ➡ Use strong & clear calls-to-action
  • Create click opportunities From Name Subject Line Preheader ➡ Linked imagery ➡ Video ➡ Bu ons ➡ Charts ➡ Colored backgrounds ➡ Preheader text ➡ Forward & share Preview/Open Tap/Click Page/Site ???
  • Tell the subscriber what to do! From Name Subject Line Preheader Preview/Open Tap/Click Page/Site ??? #KISSwebinar
  • What is the message? From Name Subject Line Preheader Preview/Open Tap/Click Page/Site ???
  • What should I do? From Name Subject Line Preheader Preview/Open Tap/Click Page/Site ???
  • What should I do? From Name Subject Line Preheader Preview/Open Tap/Click Page/Site ???
  • Call to action best practices 1 Bu ons! 2 Context 3 Active language 4 Size 5 Placement h ps://litmus.com/blog/designing-the-perfect-call-to-action
  • Bulletproof bu ons are visible when images aren’t #KISSwebinar
  • Don’t forget the landing page From Name Subject Line Preheader Preview/Open Tap/Click Page/Site ???
  • Is this a positive experience? From Name Subject Line Preheader Preview/Open Tap/Click Where’s the download? … add to cart? Page/Site ???
  • Don’t forget the text version 1 Create hierarchy with symbols 2 Avoid hard breaks 3 Put links on a new line 4 Tabs, spacing and CAPS to organize content 5 Convey imagery with text #KISSwebinar
  • Don’t forget the text version
  • Designing for purpose Email is the ideal environment for fast, easy and cheap testing BUT what works for one person (or one email) won’t necessarily work for another
  • Testing ideas Time of day Pre-Header Day of week Navigation Subject Lines Content Layout Creative look and feel Length of content Imagery Personalization Call to action Segmentation Be sure your test is repeatable. You need a hypothesis. #KISSwebinar
  • Some tests we’ve run… Subject lines • Specific vs. vague • Buzzy vs. straightforward ! Bu on language / call-to-action • Product vs. content • Additional bu ons (more click opportunities) ! Video thumbnail imagery • Person vs. product ! Content • Headline vs. no headline ! Bu on colors • Green vs. blue #KISSwebinar
  • Some tests we’ve run… Version A: Green bu on Version B: Blue bu on
  • Some tests we’ve run… no change Version A: Green bu on Version B: Blue bu on
  • Some tests we’ve run… Version A: Start testing Version B: Read our overview
  • Some tests we’ve run… 2x clicks Version A: Start testing Version B: Read our overview
  • Some tests we’ve run… Subject line A: Don’t forward this… ! Subject line B: The best way to share emails
  • Some tests we’ve run… Subject line A: Don’t forward this… ! Subject line B: The best way to share emails 54% more clicks
  • Testing can be simple . . . or complex.
  • Which test won? Design A Design B Design C
  • Which test won? Design C ➡ Outperformed Control CTR by 26% ➡ Outperformed Projected revenue of 2nd place by 4% #KISSwebinar
  • Which test won? Design A Design B Design C
  • Which test won? Design B ➡ Outperformed 2nd place by < 2% ➡ Outperformed control CTR by 26% ➡ Outperformed unsubscribe rate by 15.9% #KISSwebinar
  • The uniqueness of email goes beyond design . . .
  • HTML coding / rendering ➡ HTML for email is not HTML for the web ➡ Avoid CSS for positioning or layout ➡ Code like it’s 1999! ➡ Proper syntax is key ➡ Use HTML tables for layout ➡ Use ALT text • Specify widths for table elements • Images should be in their own table cell #KISSwebinar
  • HTML coding / rendering ➡ No JavaScript ➡ No Flash ➡ Limited support for HTML5 or CSS3 ➡ Use inline CSS instead of embedded • (Gmail doesn’t support embedded CSS) ➡ HTML forms (not supported everywhere) ➡ Background images (not supported in Outlook 2007+) ➡ Web-based email clients behave differently based on the browser (IE vs Firefox)
  • Rendering ➡ TEST TEST TEST ➡ Only comprehensive testing will ensure that your email appears the way you want it to in your subscriber’s inbox ➡ Subscribers view emails in many different environments: desktop email clients, web-based email clients and mobile clients. #KISSwebinar
  • Avoid this
  • -TAKEAWAYS - 1 Design for your subscribers 2 For every email, ask: What am I trying to say? How will subscribers take action? Where are they going next? 3 Institute a culture of testing
  • Questions? I (may) have answers.
  • Thanks! Thanks! justine@litmus.com / @meladorri