Your SlideShare is downloading. ×
0
August 26, 2010<br />Promoting America State by State: <br />Email Expert Review of Fifty State Tourism Agencies<br />
Dr. Philip Rhodes, Ph.D.<br />Philip holds a Ph.D. in Information Design from the University of Portsmouth. He has extensi...
Agenda<br />
OTOinsights Overview<br />
Established in 1997, One to One Interactive is the first global enterprise to assemble a complete solution for brands, age...
OTOinsights OverviewEstablished in 2002, OTOinsights has conducted over 400 research project in over 30 countries.Speciali...
OTOinsights | Amplifying Engagement<br />Brand Perception <br />Research<br />Information Design<br />Neuromarketing<br />...
 Pre-Cognitive Neurological Engagement
 Cognitive Emotional Tagging
 Usability Testing
 Focus Groups
 In-Depth/Paired Interviews
 Online Surveys
 Expert Evaluations
 Accessibility Audits
Ethnographics
Research/Tracking
Socially Informed/ Multi-Channel Personas
 Engagement Mapping
 Cultural Anthropology
 Trend Spotting
User Needs Analysis
 Information Architecture
 User Scenarios
 Behavioral Use Cases
 Feature Matrix
 Wireframes
 Site Maps
Prototype Development</li></li></ul><li>OTOinsights Clients: Travel<br />8<br />
PART 1 | Context: The US travel landscape<br />
Context: The US travel landscape<br />US travel landscape is significant revenue generator, both in terms of domestic trav...
Predicted that travellers with spend $748.3 billion in 2010</li></li></ul><li>Context: The US travel landscape<br /><ul><l...
US study (July 2010)
1,469 million domestic leisure travelers in 2009
54.9 million international visitors in 2009
$610 billion spent by domestic travelers
$94 billion spent by international visitors</li></ul>How will travel numbers change?<br /><ul><li>Domestic travel predicte...
International travel to the US predicted to increase 3.1% - 5.1% year on year for the next 4 years</li></li></ul><li>Conte...
90 million US residents used the Internet to plan travel in the past year
Sites visited include:
Destination websites
Travel Agency websites
Travel company websites</li></ul>Increased use of the Internet has led to significant decrease in the number of calls to s...
Context: The US travel landscape<br /><ul><li>Email and travel?
The ‘open rate’ for travel related emails is relatively high (approximately 13%, with click-through date of 3%). More so t...
10 million travellers a year respond to travel emails leading to unplanned travel.</li></li></ul><li>PART 2: Review of 53 ...
Methodology<br /><ul><li>Expert Approach
2 experienced customer experienced consultants
Independently reviewed US state travel sites and e-newsletters
Focus
Ease of finding link to sign-up
Information required to sign-up
Timeliness of email response
Quality of e-newsletter</li></li></ul><li>Results | Summary<br /><ul><li>The numbers
36/53 sites had a link to sign-up on the homepage
7/53 had links on deeper pages
10/53 had no e-newsletter
23 sent email confirmation
Only 3 sent the current e-newsletter within 24 hours
A further 6 made the archive of e-newsletters available</li></li></ul><li>Sign-Up Process<br />
Results | Sign-up<br /><ul><li>Key criteria used in the analysis:
Is the sign-up available from the homepage
Is it possible to enter ‘sign-up’ details on the homepage
No additional information required to sign-up e.g. postal address, annual income, etc.
Can the user customise the newsletter to their areas of interest
Is there is a clear confirmation page
Is the user informed what will happen next
Is the user given access to the latest newsletter or an archive of newsletters</li></li></ul><li>Sign-up | The best and wo...
Sign-up | The best and worst<br /><ul><li>Best</li></ul>Texas<br />1. Arkansas<br />3. Missouri<br />3. Maryland<br />3. V...
Sign-Up Process: The Best<br />
The best | Texas<br /><ul><li>Sign-up is clearly shown on the side of the homepage
Only an e-mail address is required
No unnecessary information is requested
Users are able to create an account which will provide them with access to further features
However it is clear that this is optional</li></li></ul><li>The best | Texas<br /><ul><li>Clear confirmation is sent via e...
Upcoming SlideShare
Loading in...5
×

Webinar: Promoting America State by State: Email Expert Review of Fifty State Tourism Agencies

3,290

Published on

“One to One’s deep experience serving travel-related brands provide us with unique insight into critiquing and designing engaging promotional email,” said webinar presenter Dr. Philip Rhodes, Managing Director for OTOinsights. “In this webinar we’ll be visiting the State Tourism Agency websites for all fifty states and then signing up for email; then offering expert analysis of the emails we receive over the following ten-day period.”

Published in: Travel
0 Comments
1 Like
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total Views
3,290
On Slideshare
0
From Embeds
0
Number of Embeds
1
Actions
Shares
0
Downloads
33
Comments
0
Likes
1
Embeds 0
No embeds

No notes for slide
  • Four Attributes of Online Customer Experience:Customized by the End UserAggregated at the Point of UseRelevant to the MomentSocial as a RuleBrand PerceptionProbe for social media behavior when conducting ethnographic research. To developpersonas that help designers create CARS experiences, researchers should incorporateobservations of users engaged in social media activities like blogging and micro blogging.Multi-Channel PersonasDesigning next-generation online experiences willdemand the kind of insight that personas provide. Although many firms already havesingle-channel personas, they’ll need new personas that reflect the complexity of users’multichannel behavior. This means developing personas that provide a full picture of eachcustomer’s journey through physical and interactive touch points, their information andfunctionality needs at each stop along the way, and which devices they use to support theircurrent behaviors.Customer Experience ResearchMulti-touch-point evaluation and analytics will become must-haves. Measuring customerexperience across multiple channels is still a major challenge for most firms.13 But consumerswill increasingly use multiple apps, devices, and sites to complete a single goal — onlineand in conjunction with other channels. In response, customer experience professionals willcreate centralized groups to coordinate metrics and a common framework for measurement.And to make data integration manageable, they will focus on one channel pair at a time.14Experiment and test. To mitigate the risk associated with building increasingly sophisticatedinteractions, customer experience professionals should experiment before rolling out massivechanges to the marketplace. But having an incubation environment on the scale of FidelityLabs or Google Labs isn’t in the budgets of most companies. Instead, customer experienceprofessionals should plan to leverage low-cost usability testing techniques to try out theirexperiments with CARS online experiences. Testing paper prototypes early and often duringthe design process and leveraging remote testing tools to gather feedback can help evolveleading-edge designs at a price most companies can afford.Information DesignCreate atomized content and functionality. In response to rising expectations forcustomized, aggregated interactions, customer experience professionals should beginatomizing online content and functionality so that it’s available for re-use across sites anddevices.
  • Transcript of "Webinar: Promoting America State by State: Email Expert Review of Fifty State Tourism Agencies"

    1. 1. August 26, 2010<br />Promoting America State by State: <br />Email Expert Review of Fifty State Tourism Agencies<br />
    2. 2. Dr. Philip Rhodes, Ph.D.<br />Philip holds a Ph.D. in Information Design from the University of Portsmouth. He has extensive research and teaching experience in hypermedia design and information architecture. He speaks fluent Portuguese, having lived and worked in Brazil. Before joining OTOinsights, he worked with US solution providers Rare Medium and Sapient, as Director of Information Architecture. Specializing in offering user-centric online solutions within the banking, education, and telecommunications sectors. He also taught at several universities in Brazil and the UK, and has been widely published. Philip is both the Managing Director and the Director of Customer Experience Research & Design at OTOinsights, and a Fellow of the Royal Society of Arts.<br />Managing Director & Director of Research<br />
    3. 3. Agenda<br />
    4. 4. OTOinsights Overview<br />
    5. 5. Established in 1997, One to One Interactive is the first global enterprise to assemble a complete solution for brands, agencies, and publishers executing one-to-one marketing strategies. The company employs over 140 professionals in 7 offices located in North America, Latin America, Europe, and Asia.<br />One of the 20 “Hottest Independent Digital Firms” Globally<br />AdAge, 2007<br />One of the Fastest Growing Private Companies<br />Inc Magazine, 2008<br />
    6. 6. OTOinsights OverviewEstablished in 2002, OTOinsights has conducted over 400 research project in over 30 countries.Specialists in neuromarketing and customer experience strategy, research and design.Undertake discrete point-in-time projects and strategic engagements.Experience across all platforms including digital (e.g. web, intranets, mobile devices, PDA’s, i-TV, etc.), call centers, retail environments and physical products (e.g. laptops, printers, etc.)OTOinsights Offerings:Amplifying Engagement<br />
    7. 7. OTOinsights | Amplifying Engagement<br />Brand Perception <br />Research<br />Information Design<br />Neuromarketing<br />Research<br />Customer Experience <br />Research<br /><ul><li> Eye-Tracking
    8. 8. Pre-Cognitive Neurological Engagement
    9. 9. Cognitive Emotional Tagging
    10. 10. Usability Testing
    11. 11. Focus Groups
    12. 12. In-Depth/Paired Interviews
    13. 13. Online Surveys
    14. 14. Expert Evaluations
    15. 15. Accessibility Audits
    16. 16. Ethnographics
    17. 17. Research/Tracking
    18. 18. Socially Informed/ Multi-Channel Personas
    19. 19. Engagement Mapping
    20. 20. Cultural Anthropology
    21. 21. Trend Spotting
    22. 22. User Needs Analysis
    23. 23. Information Architecture
    24. 24. User Scenarios
    25. 25. Behavioral Use Cases
    26. 26. Feature Matrix
    27. 27. Wireframes
    28. 28. Site Maps
    29. 29. Prototype Development</li></li></ul><li>OTOinsights Clients: Travel<br />8<br />
    30. 30. PART 1 | Context: The US travel landscape<br />
    31. 31. Context: The US travel landscape<br />US travel landscape is significant revenue generator, both in terms of domestic travellers and international visitors<br />Although 2009 saw reductions in number of travellers (domestic and international), and hence an overall reduction in revenues, 2010 and the next 4-5 years is expected to see continued growth<br />The internet has an increasingly important role to play in the travel landscape, yet how are official state organisations capitalising on that potential growth<br />Travel in the US:<br /><ul><li>Travellers spent a total of $704.4 billion in 2009
    32. 32. Predicted that travellers with spend $748.3 billion in 2010</li></li></ul><li>Context: The US travel landscape<br /><ul><li>How many people are travelling to US states?
    33. 33. US study (July 2010)
    34. 34. 1,469 million domestic leisure travelers in 2009
    35. 35. 54.9 million international visitors in 2009
    36. 36. $610 billion spent by domestic travelers
    37. 37. $94 billion spent by international visitors</li></ul>How will travel numbers change?<br /><ul><li>Domestic travel predicted to increase 1.8% - 3.6% year on year for the next 4 years
    38. 38. International travel to the US predicted to increase 3.1% - 5.1% year on year for the next 4 years</li></li></ul><li>Context: The US travel landscape<br /><ul><li>The Internet and travel?
    39. 39. 90 million US residents used the Internet to plan travel in the past year
    40. 40. Sites visited include:
    41. 41. Destination websites
    42. 42. Travel Agency websites
    43. 43. Travel company websites</li></ul>Increased use of the Internet has led to significant decrease in the number of calls to state and local tourism offices<br />
    44. 44. Context: The US travel landscape<br /><ul><li>Email and travel?
    45. 45. The ‘open rate’ for travel related emails is relatively high (approximately 13%, with click-through date of 3%). More so than e-commerce, insurance, technology and government emails.
    46. 46. 10 million travellers a year respond to travel emails leading to unplanned travel.</li></li></ul><li>PART 2: Review of 53 States (sites/e-newsletters)<br />
    47. 47. Methodology<br /><ul><li>Expert Approach
    48. 48. 2 experienced customer experienced consultants
    49. 49. Independently reviewed US state travel sites and e-newsletters
    50. 50. Focus
    51. 51. Ease of finding link to sign-up
    52. 52. Information required to sign-up
    53. 53. Timeliness of email response
    54. 54. Quality of e-newsletter</li></li></ul><li>Results | Summary<br /><ul><li>The numbers
    55. 55. 36/53 sites had a link to sign-up on the homepage
    56. 56. 7/53 had links on deeper pages
    57. 57. 10/53 had no e-newsletter
    58. 58. 23 sent email confirmation
    59. 59. Only 3 sent the current e-newsletter within 24 hours
    60. 60. A further 6 made the archive of e-newsletters available</li></li></ul><li>Sign-Up Process<br />
    61. 61. Results | Sign-up<br /><ul><li>Key criteria used in the analysis:
    62. 62. Is the sign-up available from the homepage
    63. 63. Is it possible to enter ‘sign-up’ details on the homepage
    64. 64. No additional information required to sign-up e.g. postal address, annual income, etc.
    65. 65. Can the user customise the newsletter to their areas of interest
    66. 66. Is there is a clear confirmation page
    67. 67. Is the user informed what will happen next
    68. 68. Is the user given access to the latest newsletter or an archive of newsletters</li></li></ul><li>Sign-up | The best and worst<br />Key <br />Excellent<br />Very poor<br />No email newsletters<br />
    69. 69. Sign-up | The best and worst<br /><ul><li>Best</li></ul>Texas<br />1. Arkansas<br />3. Missouri<br />3. Maryland<br />3. Vermont<br /><ul><li>Worst</li></ul>41. Wisconsin<br />38. New York<br />38. North Dakota<br />38. Georgia<br />34. Virginia<br />Note that 12 states did not offer an e-newsletters<br />
    70. 70. Sign-Up Process: The Best<br />
    71. 71. The best | Texas<br /><ul><li>Sign-up is clearly shown on the side of the homepage
    72. 72. Only an e-mail address is required
    73. 73. No unnecessary information is requested
    74. 74. Users are able to create an account which will provide them with access to further features
    75. 75. However it is clear that this is optional</li></li></ul><li>The best | Texas<br /><ul><li>Clear confirmation is sent via email
    76. 76. The user is provided with more information regarding the e-newsletters
    77. 77. The look and feel of the confirmation email is consistent with the website, with a clear Texas logo
    78. 78. Users are given a link back to the website</li></li></ul><li>The best | Arkansas<br /><ul><li>Sign-up is clearly shown on theside of the homepage
    79. 79. Only name and email addressare required
    80. 80. It is clear that the Zip Codeis not mandatory
    81. 81. Users are able to select their interests in order to customise the email newsletter
    82. 82. Option to select a ‘general newsletter’ is also provided</li></li></ul><li>The best | Arkansas<br /><ul><li>Confirmation page has a clear indication that their subscription was successful
    83. 83. Users are informed that they will receive an email confirmation
    84. 84. Confirmation email received immediately
    85. 85. Website links provided</li></li></ul><li>The best | Missouri<br /><ul><li>The sign-up is clearly shown at the top at the homepage
    86. 86. Users are informed of the benefits of subscribing
    87. 87. Ability to enter email address on the homepage
    88. 88. The user is able to personalise the e-newsletter by checking the relevant boxes
    89. 89. ‘?’ icons provided to assist users</li></li></ul><li>The best | Missouri<br /><ul><li>Clear confirmation screen
    90. 90. Users informed about thecontent of the e-newsletters
    91. 91. The option to unsubscribe is provided
    92. 92. Email confirmation sent
    93. 93. List of interests selected during sign-up
    94. 94. Link back to the website is provided</li></li></ul><li>The best | Maryland<br /><ul><li>The sign up is clearly shown within the ‘What’s Happening’ section which is suitable
    95. 95. Clear heading on the sign up page
    96. 96. Clear indication of frequency of e-newsletters
    97. 97. Ability to view archived newsletters before subscribing
    98. 98. Only email address is requested</li></li></ul><li>The best | Maryland<br /><ul><li>The user can choose which categories they wish to receive information on
    99. 99. Clear indication that the user has subscribed and preferences have been saved</li></li></ul><li>The best | Vermont<br /><ul><li>The sign up button is clearly displayed on the homepage and accompanied by an ‘envelope’ icon
    100. 100. Clear heading on the sign up page
    101. 101. Users are able to select specific interests
    102. 102. However these are limited to ‘up to three’ and selection method not intuitive
    103. 103. Only email address is mandatory</li></li></ul><li>The best | Vermont<br /><ul><li>Clear confirmation page
    104. 104. Users provided with a link to view the latest e-newsletter
    105. 105. Immediate email confirmation sent
    106. 106. However, users are required to confirm subscription by clicking on a link in the email
    107. 107. No indication of this was given on the confirmation page</li></li></ul><li>Sign-Up: The Worst<br />
    108. 108. The worst | Wisconsin<br /><ul><li>Link to the e-newsletter is on the homepage
    109. 109. However it is hidden through use of poorly contrasting colours
    110. 110. Users are asked a lot of unnecessary questions, including:
    111. 111. Screen name, zip code and a password</li></li></ul><li>The worst | Wisconsin<br /><ul><li>The confirmation page “welcomes back” the user
    112. 112. The user is referred to by the screen name rather than their own name
    113. 113. The ‘save changes' link has no purpose for users that have just subscribed
    114. 114. Required to confirm via email link
    115. 115. Users have been forced into creating an account</li></li></ul><li>The worst | New York<br /><ul><li>Link to newsletter at the top of the homepage
    116. 116. However link is hidden due to small font and not accompanied by an icon
    117. 117. Account creation required
    118. 118. ZIP code is mandatory
    119. 119. User must go through many pages in order to sign up (three steps)</li></li></ul><li>The worst | New York<br /><ul><li>Confirmation page states that an email had been sent in order to confirm subscription
    120. 120. However no email was received</li></li></ul><li>The worst | North Dakota<br /><ul><li>Link to sign-up on the homepage
    121. 121. However, lots of mandatory information required in order to subscribe
    122. 122. e.g. address, password required, ‘how did you hear about us?’
    123. 123. Required to create an account in order to receive the e-newsletter</li></li></ul><li>The worst | North Dakota<br /><ul><li>‘Thank you’ message on the confirmation page gives the user the impression that they are now a member and have completed the subscription process
    124. 124. However a delayed email was received 5 minutes later requesting confirmation by clicking on a link
    125. 125. No indication of next steps</li></li></ul><li>The worst | Georgia<br /><ul><li>No link to subscribe on the homepage, had to conduct a search to find it
    126. 126. Once the user clicks on a search result, the sign up link is still very hidden at the bottom of a text heavy page</li></li></ul><li>The worst | Georgia<br /><ul><li>Appears as though the user is taken to another site as the logo has changed
    127. 127. Broken link in the centre of the page – it does not do anything
    128. 128. Right column ‘email entry’ field works correctly
    129. 129. However there is no confirmation page, just a message which appears in the right column
    130. 130. No confirmation email</li></li></ul><li>The worst | Virginia<br /><ul><li>Link on homepage
    131. 131. However link is below the fold of the page
    132. 132. Once the user clicks ‘subscribe’ they are returned to the top of the page without any indication that anything has changed
    133. 133. Only if the user scrolls down will they realise that they have completed the subscription
    134. 134. No confirmation email sent</li></li></ul><li>E-mail Newsletters<br />
    135. 135. Results | e-mail newsletter<br /><ul><li>Key criteria used in the analysis:
    136. 136. Are links to the site provided and are they clear
    137. 137. Are links provided to social networking sites
    138. 138. Is the e-mail personalised
    139. 139. Is there a specific and catchy subject line
    140. 140. Is there an option to unsubscribe
    141. 141. Is a real address, phone number or other similar details about the sender provided
    142. 142. Is there consistency with the e-newsletter and the website</li></li></ul><li>E-mail newsletter | The best and worst<br />17 email newsletters review<br />Key <br />Excellent<br />Very poor<br />
    143. 143. E-mail newsletter | The best and worst<br /><ul><li>Best</li></ul>Arizona<br />1. Tennessee<br />Oklahoma<br />4. Kentucky<br />4. Minnesota<br /><ul><li>Worst</li></ul>17. Florida<br />16. Vermont<br />12. New Mexico<br />12. North Carolina<br />12. North Dakota<br />Only 17 e-newsletters were reviewed<br />
    144. 144. E-mail Newsletters: The Best<br />
    145. 145. The best | Arizona<br /><ul><li>The e-newsletter has consistent look and feel and navigation with the site
    146. 146. The logo is a link to the website
    147. 147. The social media links are prominently displayed at the top of the page
    148. 148. There is also a link to a photo competition, which adds a level of interest</li></li></ul><li>The best | Arizona<br /><ul><li>Headings are clear and the links provided are unambiguous
    149. 149. The images are large and excellent quality
    150. 150. Contact information is clearly provided at the bottom of the page
    151. 151. There is a clear link to ‘unsubscribe’</li></li></ul><li>The best | Tennessee<br /><ul><li>The logo is obvious and takes the user to the main site
    152. 152. The aesthetic is visually appealing and consistent with the main site
    153. 153. The social media links are clearly displayed at the top of the page
    154. 154. Contact information is clearly provided
    155. 155. There is a clear link to unsubscribe at the foot of the page</li></li></ul><li>The best | Oklahoma<br /><ul><li>Simple and clear presentation with key information provided
    156. 156. The ‘play’ icon reaffirms that the link will take the user to a video
    157. 157. Consistent look and feel to the website
    158. 158. Logo provides a link to the site
    159. 159. Includes multiple social media tools to share the page</li></li></ul><li>The best | Oklahoma<br /><ul><li>Clear contact information is provided
    160. 160. The unsubscribe option is located at the bottom as would be expected by users
    161. 161. However it is slightly hidden within a paragraph of text</li></li></ul><li>The best | Kentucky<br /><ul><li>The heading and logo are clear and provide a link back to the main site
    162. 162. Branding is consistent with the site
    163. 163. The sections are well divided and the colour contrast aids page scanability
    164. 164. Each article also has a link to further information on the main site </li></li></ul><li>The best | Kentucky<br /><ul><li>The separate ‘Upcoming Events’ section is useful and displays the dates and key information
    165. 165. There are social media links both to share the newsletter and take the user to the Kentucky Tourism social networking pages
    166. 166. Option to unsubscribe is ‘one-click’ and takes the user to a confirmation</li></li></ul><li>The best | Minnesota<br /><ul><li>There is consistency with the website in terms of branding and look and feel
    167. 167. The logo is a link to the website
    168. 168. The layout and visual style of the newsletter is clean and it is simple to scan through
    169. 169. Each of the headings is a link to the related article
    170. 170. Short description of each article and an accompanying image</li></li></ul><li>The best | Minnesota<br /><ul><li>There are links to their Facebook and Twitter as well as other useful links on the left
    171. 171. There is a clear link to ‘unsubscribe’</li></li></ul><li>E-mail Newsletters: The Worst<br />
    172. 172. The worst | Florida<br /><ul><li>Unable to see images on the email newsletter (even when images are enabled)
    173. 173. The link to ‘see online version’ leads to an error page
    174. 174. Lack of a visible link to the website
    175. 175. No links to social networking sites
    176. 176. Lack of consistency with the website – unable to see if there is any branding</li></li></ul><li>The worst | Vermont<br /><ul><li>Poor contrast of grey text on a green background on the title of the ‘in this issue’ section
    177. 177. There is no option to unsubscribe from the newsletters
    178. 178. There are no contact details provided
    179. 179. The August issue is not available and the sample is the ‘July’ issue (even though we are now almost in September)</li></li></ul><li>The worst | Vermont<br /><ul><li>The newsletter was poorly formatted when viewed in Google Chrome
    180. 180. The newsletter was not sent via email upon completing the subscription process</li></li></ul><li>The worst | New Mexico<br /><ul><li>There is no option to unsubscribe from the e-newsletter from this page
    181. 181. ‘In this issue’ links take the user to what appears to be the full version of the newsletter
    182. 182. However, ‘hot deals’ leads to a different page
    183. 183. There are no social network links on this cover page</li></li></ul><li>The worst | New Mexico<br /><ul><li>The actual newsletter is very long and requires the user to scroll a lot
    184. 184. The newsletter is very text heavy, especially on the second half of the page
    185. 185. The newsletter was not sent via email upon completing the subscription process</li></li></ul><li>The worst | North Carolina<br /><ul><li>The logo is not a link to the website
    186. 186. There is a link to ‘subscribe’ at the top of the page
    187. 187. No links to social networking sites are provided
    188. 188. ‘Opt out’ is not visible and another link to ‘subscribe’ is positioned at the front of the footer
    189. 189. No contact information is provided</li></li></ul><li>The worst | North Dakota<br /><ul><li>Logo is not a link to the website
    190. 190. The option provided to unsubscribe is labeled ‘instant removal’
    191. 191. The text ‘instant removal’ does not look like a link
    192. 192. Many broken links e.g. ‘read more news stories’ links to a 404 error page</li></li></ul><li>The worst | North Dakota<br /><ul><li>It is stated that the newsletter is available both in text and HTML format, however the option to chose is not provided</li></li></ul><li>PART 3: Insights & Conclusions<br />
    193. 193. Conclusions<br />Best Practice Sign Up:<br /><ul><li>Include Sign-up on the homepage
    194. 194. Sign up should be located towards the top of the page (at least above the fold)
    195. 195. Should be accompanied by an image or icon e.g. an envelope to draw attention
    196. 196. Ensure sign-up requires minimal data entry e.g. name and email address
    197. 197. Include a short sentence stating the benefits of signing up e.g. promotions, stay up to date with news and events etc</li></li></ul><li>Conclusions<br />Best Practice Sign Up:<br /><ul><li>Do not require any unnecessary information to be entered (such as postal address or annual income)
    198. 198. Do not require users to ‘create an account’ or ‘become a member’ of the site</li></li></ul><li>Conclusions<br />Best Practice Sign Up:<br /><ul><li>Consider including a short second step/page allowing users to customise the newsletter by selecting specific areas of interest
    199. 199. Provide a ‘select all’ tick box or ‘general newsletter’ opt in
    200. 200. Provide a link to the latest newsletter or an archive so that users know what to expect before subscribing
    201. 201. Do not require users to re-enter information e.g. do not request name / email address a second time</li></li></ul><li>Conclusions<br />Best Practice Sign Up:<br /><ul><li>Include a clear indication on the website that the subscription process is complete and has been successful
    202. 202. Ideally include a clear, separate confirmation page with different content
    203. 203. Include a clear thank you message on this page
    204. 204. Provide an indication of what the user can expect next i.e. email confirmation</li></li></ul><li>Conclusions<br />Best Practice Sign Up:<br /><ul><li>Send email confirmation immediately
    205. 205. User should not need to ‘reconfirm’ the subscription
    206. 206. Ensure consistency with site i.e. branding and logo, etc.
    207. 207. Include information about newsletters e.g. frequency and type of content
    208. 208. Include a link back to the website
    209. 209. Include a link to unsubscribe
    210. 210. Include contact details</li></li></ul><li>Conclusions<br />Best Practice E-Newsletter: <br /><ul><li>Include a clear and catchy subject line so that the user immediately recognises the email
    211. 211. Ensure consistency with the site in terms of branding e.g. logo, layout, etc.
    212. 212. Include links to the site and ensure that they are clear e.g. logo and url address
    213. 213. Do not include hidden links e.g. decorative images or plain text</li></li></ul><li>Conclusions<br />Best Practice E-Newsletter:<br /><ul><li>Include links to social networking sites
    214. 214. To share the e-newsletter
    215. 215. Links to the states social network site for tourism e.g. Facebook page
    216. 216. Ensure that the e-mail is personalised – use of first name, etc.
    217. 217. There must be a clear option to ‘unsubscribe’
    218. 218. This must not be hidden within text
    219. 219. Do not use terms such as ‘remove’ or ‘opt out’</li></li></ul><li>Conclusions<br />Best Practice E-Newsletter: (Notes)<br /><ul><li>Provide a real address, phone number or other similar contact details about the sender
    220. 220. Do not include excessive amount of text
    221. 221. Limit the length of the e-newsletter, do not cause the user to vertically scroll excessively</li></li></ul><li>Questions?<br />Dr. Philip Rhodes:prhodes@onetooneinteractive.com<br />For copies of the presentation or further info on OTOinsights services please email: <br />marketing@onetooneinteractive.com<br />Follow OTOinsights on Twitter:<br />http://twitter.com/OTOinsights <br />http://twitter.com/fhios<br />
    222. 222. Future Webinars from One To One Interactive<br />Join us for our next Webinar <br />on September 23rd at 11 AM Eastern Time:<br />“Search Best Practices: How to Dominate Search in 2011”<br />With Greg Slama, Search Marketing Specialist at OTOi<br />Register at: http://bit.ly/aQd5gv <br />
    1. A particular slide catching your eye?

      Clipping is a handy way to collect important slides you want to go back to later.

    ×