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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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.

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.

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.

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.

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.

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

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

by Niels van Meerte Janse

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

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