Tips & Tricks – Top ideas for 2012                      © Experian CheetahMail 2007. All rights reserved.                 ...
Over the next 45 mins» Restrictions» Design tips and tricks» Mobile» Horizontal???» Top ideas for 2012» KPN Klantencase» Q...
Restrictions of ……                     © Experian CheetahMail 2007. All rights reserved.                               Con...
Restrictions are just challenges!                       © Experian CheetahMail 2007. All rights reserved.                ...
Email design – tips and tricksGeneral tips!» Keep it fresh – Change creative every  6 months to a year» Creative updates p...
Email design – tips and tricksGeneral tips!» Present the main message (promotions,  articles etc.) clearly at the top» Use...
Email design – tips and tricksGeneral tips!» The entire template design should  be encased in a 1-pixel border.» Incorpora...
Mobile         © Experian CheetahMail 2007. All rights reserved.                   Confidential and proprietary.          ...
Mobile  State of the industry» More than half of       What type of mobile phone do you own?  online customers own  smart/...
Mobile Utilization in EmailTop Ten Email Clients Overall1. Outlook 2000/2002/2003    2. Live Hotmail    3. Yahoo! Mail    ...
Mobile Screen Optimization(iPhone, Android, Palm, etc.) 400-500 pixels width (good balance between mobile and desktop) Abo...
Mobile Screen Optimization  (iPhone, Android, Palm, etc.)Standard version                                                 ...
Mobile Screen Optimization  (iPhone, Android, Palm, etc.)Standard version                                                 ...
How?       Mobile version                                   Standard version                © Experian CheetahMail 2007. A...
Introducing the Media Query!                    © Experian CheetahMail 2007. All rights reserved.                         ...
Introducing the Media Query!          Standard version                                                       Mobile versio...
© Experian CheetahMail 2007. All rights reserved.          Confidential and proprietary.             17                   ...
Horizontal email designThe maximum width can be 2000 pixelsThe new above-the-fold is measure 720 pixels in “width” from th...
720 pixels wide                                                                         horizontalThe horizontal email’s “...
horizontalHorizontal email design This type of layout works great with retail/product oriented emails.                    ...
horizontalHorizontal email design Horizontal emails work well on mobile devices if each content       section is organized...
Top ideas for 2012                     © Experian CheetahMail 2007. All rights reserved.                               Con...
Listen to what consumers are responding toHigher transaction rates (TTC)Subscribers respond to flashSales which draw (CTO)...
Take technology to the floor                     © Experian CheetahMail 2007. All rights reserved.                        ...
The first impression is the last impressionTransaction emails generate higher  Open ratesTransaction rates soar abovepromo...
Are you awake???                   © Experian CheetahMail 2007. All rights reserved.                             Confident...
How much did you catch?? Horizontal emails are accepted in all email clients: A: True B: False C: Only Outlook 2007/2010 ...
How much did you catch?? Which of the below measurementsis a best practice for the width of a standard email: A: 2000 pix...
How much did you catch?? Users interact with more of the email on horizontal designs,than vertical:                      ...
How much did you catch?? When thinking of a new email design, what should run throughyour mind:                       © E...
Email-marketing als driver onder groei    © Experian CheetahMail 2007. All rights reserved.              Confidential and ...
© Experian CheetahMail 2007. All rights reserved.                               Confidential and proprietary.             ...
Visie & Strategie Software Online                                                         Software komt uit ‘the cloud’  ...
Doel ’07-’09 naar ’10-’11+ 150% groei in nieuwe klanten                                                                   ...
Online diensten zijn nieuwProduct bevindt zich in de early adopter fase.Voor veel klanten dus nog onbekend terrein        ...
Uitdaging:Informatie overload bij de klant                                                          Nieuwe diensten eisen...
Aansluiting bij de klant met email-marketingop basis van 3 pijlers:Personalisatie                  Innovatie              ...
Personaliseer in subjectline         © Experian CheetahMail 2007. All rights reserved.                   Confidential and ...
Eenvoud: in 3 clicks naar een     persoonlijke bestellingStap 1                 Stap 2                                    ...
Innovatie: Video in e-mailOnderscheid met vernieuwing         © Experian CheetahMail 2007. All rights reserved.           ...
Binding: Hou de klant geboeid  Opnieuw en opnieuw              © Experian CheetahMail 2007. All rights reserved.          ...
Questions  © Experian CheetahMail 2007. All rights reserved.            Confidential and proprietary.             42
Follow upTo receive:» Free email design audit» This presentation» CheetahMail Email Best  Practices document» Visit our st...
© Experian CheetahMail 2007. All rights reserved.                       .          Confidential and proprietary.          ...
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EMMC 11: De Must Haves waar geen E-Mail Marketeer zonder kan! - Kevin Brown en Koen van Deudekom

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Presentatie van Kevin Brown van Experian en Koen van Deudekom van KPN op de E-mailmarketing Conferentie 2011 in Utrecht over de Must Haves waar geen E-Mail Marketeer zonder kan!

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EMMC 11: De Must Haves waar geen E-Mail Marketeer zonder kan! - Kevin Brown en Koen van Deudekom

  1. 1. Tips & Tricks – Top ideas for 2012 © Experian CheetahMail 2007. All rights reserved. Confidential and proprietary. 1
  2. 2. Over the next 45 mins» Restrictions» Design tips and tricks» Mobile» Horizontal???» Top ideas for 2012» KPN Klantencase» Questions ???» Follow up © Experian CheetahMail 2007. All rights reserved. Confidential and proprietary. 2
  3. 3. Restrictions of …… © Experian CheetahMail 2007. All rights reserved. Confidential and proprietary. 3
  4. 4. Restrictions are just challenges!  © Experian CheetahMail 2007. All rights reserved. Confidential and proprietary. 4
  5. 5. Email design – tips and tricksGeneral tips!» Keep it fresh – Change creative every 6 months to a year» Creative updates proven to lift response rates (we’ve seen up to 25%)» Emails can be designed with width of up to 720 pixels» Maximize email real estate – Limit white space. © Experian CheetahMail 2007. All rights reserved. Confidential and proprietary. 5
  6. 6. Email design – tips and tricksGeneral tips!» Present the main message (promotions, articles etc.) clearly at the top» Use visual elements (typography, colors, images, etc. to separate different areas).» Offer clear “Calls to action”. © Experian CheetahMail 2007. All rights reserved. Confidential and proprietary. 6
  7. 7. Email design – tips and tricksGeneral tips!» The entire template design should be encased in a 1-pixel border.» Incorporate a main navigation bar into your template.» Consider adding more organic shapes into your template design. © Experian CheetahMail 2007. All rights reserved. Confidential and proprietary. 7
  8. 8. Mobile © Experian CheetahMail 2007. All rights reserved. Confidential and proprietary. 8
  9. 9. Mobile State of the industry» More than half of What type of mobile phone do you own? online customers own smart/web-enabled phone.» 64% of those have phone compatible with 3G compared to 48% in 2009. © Experian CheetahMail 2007. All rights reserved. Confidential and proprietary. 9
  10. 10. Mobile Utilization in EmailTop Ten Email Clients Overall1. Outlook 2000/2002/2003 2. Live Hotmail 3. Yahoo! Mail 4. Apple Mail 2/3/4 5. Outlook 2007 6. Apple iPhone 7. Yahoo! Mail Classic 8. Gmail 9. Windows Live Mail 2008 10. Thunderbird » Close to 10% of total opens have been on a mobile device » At a campaign level, mobile opens range from about 2-19% » iPhone: 6.44% (an increase from the 4% in February 2010) » Android: 1.01% » iPad: 0.96% » Blackberry: 0.05% » Symbian: 0.02% © Experian CheetahMail 2007. All rights reserved. Confidential and proprietary. 10
  11. 11. Mobile Screen Optimization(iPhone, Android, Palm, etc.) 400-500 pixels width (good balance between mobile and desktop) Above-the-fold area is 320 pixels high (on average) Use a stacked content structure for easy scrolling and rendering Format copy into 320 pixels columns for easy, horizontal scrolling Increase font size to 13-15 points for easier reading © Experian CheetahMail 2007. All rights reserved. Confidential and proprietary. 11 11
  12. 12. Mobile Screen Optimization (iPhone, Android, Palm, etc.)Standard version Single column layout allows for easy scrolling. Mobile version © Experian CheetahMail 2007. All rights reserved. Confidential and proprietary. 12 12
  13. 13. Mobile Screen Optimization (iPhone, Android, Palm, etc.)Standard version Simplified navigation and larger text size increases the usability of the email on a mobile device Mobile version © Experian CheetahMail 2007. All rights reserved. Confidential and proprietary. 13 13
  14. 14. How? Mobile version Standard version © Experian CheetahMail 2007. All rights reserved. Confidential and proprietary. 14 14
  15. 15. Introducing the Media Query! © Experian CheetahMail 2007. All rights reserved. Confidential and proprietary. 15
  16. 16. Introducing the Media Query! Standard version Mobile version © Experian CheetahMail 2007. All rights reserved. Confidential and proprietary. 16 16
  17. 17. © Experian CheetahMail 2007. All rights reserved. Confidential and proprietary. 17 17
  18. 18. Horizontal email designThe maximum width can be 2000 pixelsThe new above-the-fold is measure 720 pixels in “width” from the left borderKeep priority content and navigation within this 720 x 420 pixel spaceTesting has shown that users interact with the entire emailUse graphical treatments to keep the user scrolling over to the right © Experian CheetahMail 2007. All rights reserved. Confidential and proprietary. 18 18
  19. 19. 720 pixels wide horizontalThe horizontal email’s “above-the-fold” section. © Experian CheetahMail 2007. All rights reserved. Confidential and proprietary. 19 19
  20. 20. horizontalHorizontal email design This type of layout works great with retail/product oriented emails. © Experian CheetahMail 2007. All rights reserved. Confidential and proprietary. 20 20
  21. 21. horizontalHorizontal email design Horizontal emails work well on mobile devices if each content section is organized in 320 pixel wide segments. © Experian CheetahMail 2007. All rights reserved. Confidential and proprietary. 21 21
  22. 22. Top ideas for 2012 © Experian CheetahMail 2007. All rights reserved. Confidential and proprietary. 22
  23. 23. Listen to what consumers are responding toHigher transaction rates (TTC)Subscribers respond to flashSales which draw (CTO) © Experian CheetahMail 2007. All rights reserved. Confidential and proprietary. 23
  24. 24. Take technology to the floor © Experian CheetahMail 2007. All rights reserved. Confidential and proprietary. 24
  25. 25. The first impression is the last impressionTransaction emails generate higher Open ratesTransaction rates soar abovepromotional emails © Experian CheetahMail 2007. All rights reserved. Confidential and proprietary. 25
  26. 26. Are you awake??? © Experian CheetahMail 2007. All rights reserved. Confidential and proprietary. 26
  27. 27. How much did you catch?? Horizontal emails are accepted in all email clients: A: True B: False C: Only Outlook 2007/2010 © Experian CheetahMail 2007. All rights reserved. Confidential and proprietary. 27 27
  28. 28. How much did you catch?? Which of the below measurementsis a best practice for the width of a standard email: A: 2000 pixels B: 10 inches C: 720 pixels D: Both B and C © Experian CheetahMail 2007. All rights reserved. Confidential and proprietary. 28 28
  29. 29. How much did you catch?? Users interact with more of the email on horizontal designs,than vertical: © Experian CheetahMail 2007. All rights reserved. Confidential and proprietary. 29 29
  30. 30. How much did you catch?? When thinking of a new email design, what should run throughyour mind: © Experian CheetahMail 2007. All rights reserved. Confidential and proprietary. 30 30
  31. 31. Email-marketing als driver onder groei © Experian CheetahMail 2007. All rights reserved. Confidential and proprietary. 31 Koen van Deudekom Copyright KPN B.V.
  32. 32. © Experian CheetahMail 2007. All rights reserved. Confidential and proprietary. 32Copyright KPN B.V.
  33. 33. Visie & Strategie Software Online  Software komt uit ‘the cloud’  Software Online gestart in 2006  Focus op lange termijn groei © Experian CheetahMail 2007. All rights reserved. Confidential and proprietary. 33  Van Telco naar ICT spelerCopyright KPN B.V.
  34. 34. Doel ’07-’09 naar ’10-’11+ 150% groei in nieuwe klanten Feiten:  15 online diensten  SaaS, Hosting & Werkplekoplossingen  2009: 30K klanten © Experian CheetahMail 2007. All rights reserved. Confidential and proprietary.  2010: 50K klanten 34  2011: ….? Copyright KPN B.V.
  35. 35. Online diensten zijn nieuwProduct bevindt zich in de early adopter fase.Voor veel klanten dus nog onbekend terrein  Onbekend doet twijfelen  Drempels moeten weggenomen worden:  Informatieverstrekking  Vertrouwen geven © Experian CheetahMail 2007. All rights reserved. 35  Laagdrempelig uitproberen Confidential and proprietary. Copyright KPN B.V.
  36. 36. Uitdaging:Informatie overload bij de klant  Nieuwe diensten eisen uitleg  Aandacht van de klant wordt van alle klanten geclaimd  Klanten selecteert snel om informatie overload te voorkomen © Experian CheetahMail 2007. All rights reserved. Confidential and proprietary. 36 Copyright KPN B.V.
  37. 37. Aansluiting bij de klant met email-marketingop basis van 3 pijlers:Personalisatie Innovatie BindingBenader de klant zo Onderscheid je met Hou de klant geboeid.persoonlijk mogelijk vernieuwing om aandacht © Experian CheetahMail 2007. All rights reserved. Opnieuw en opnieuw! 37om op te vallen te krijgen Confidential and proprietary. Copyright KPN B.V.
  38. 38. Personaliseer in subjectline © Experian CheetahMail 2007. All rights reserved. Confidential and proprietary. 38
  39. 39. Eenvoud: in 3 clicks naar een persoonlijke bestellingStap 1 Stap 2 Stap 3 © Experian CheetahMail 2007. All rights reserved. Confidential and proprietary. 39 Copyright KPN B.V.
  40. 40. Innovatie: Video in e-mailOnderscheid met vernieuwing © Experian CheetahMail 2007. All rights reserved. Confidential and proprietary. 40 Copyright KPN B.V.
  41. 41. Binding: Hou de klant geboeid Opnieuw en opnieuw © Experian CheetahMail 2007. All rights reserved. Confidential and proprietary. 41Maandtopper Nieuwsbrief Copyright KPN B.V.
  42. 42. Questions © Experian CheetahMail 2007. All rights reserved. Confidential and proprietary. 42
  43. 43. Follow upTo receive:» Free email design audit» This presentation» CheetahMail Email Best Practices document» Visit our stand or» Email: kbrown@cheetahmail.com © Experian CheetahMail 2007. All rights reserved. Confidential and proprietary. 43
  44. 44. © Experian CheetahMail 2007. All rights reserved. . Confidential and proprietary. 44

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