Email Design Best PracticesPeter Scully – Online Marketing Manager
Introduction to Email Marketing•   Maximise customer lifetime value•   Create upsell opportunities•   Generate repeat sale...
Campaign GoalsWhat defines a successful campaign?•   Increased website traffic•   Online sales•   Sales calls•   Website e...
List SegmentationCommon characteristics:   Subscriber Activity•   Location              • New or most recent subscribers• ...
Segmentation Example• Customers who bought clothes for men• Customers who bought clothes for women• Customers who bought c...
Avoiding Spam Filters•   Over use of punctuation!!!!!!!!!•   USING ALL CAPITAL LETTERS•   Using the word ‘test’ in the sub...
Permission, Reputation and TrustPermission is the first step to gaining a good reputation andearning trust.Reputation is r...
Basic Design Principles•   Simple Design Structure•   Consistent branding and layout•   Maximum width – 600px•   Use table...
Creating Call-to-actions• Based around your campaign objectives• Be clear and concise• Use colour and imagery to catch the...
Technical Information•   Avoid using background images•   Use inline styling•   Use Alt tags on all images•   Encode all c...
Browser & Email Client TestingWeb Browsers•   IE 6/7/8•   Firefox•   Safari•   Google Chrome•   Opera
Browser & Email Client TestingEmail Clients•   Outlook (2000 – 2010)•   iOS (iPad, iPhone etc)•   Hotmail•   Apple Mail•  ...
A/B Split Testing• What day of the week gets better open rates?• What time of day works best for your promotional campaign...
Behavioural Merchandising• Highly targeted emails• Personalised recommendations• Can send thousands of unique  emails, per...
Email Marketing Examples
•   No Copy•   No Image Text•   No un-subscribe link•   Poor landing page
• Misleading Subject “FREE  Upgrade to ASOS Premier  starts now”• FREE in the subject line• No branding on the email• £14....
• Sent to a customer who  already has this credit  card• The existing interest rate  is lower then the one  advertised for...
• Clean and elegant design• Product focused• Simple call-to-action
• Fun to read and explore• Interesting design• Good use of navigation  and links to content
• Clear call to action• Good use of images• Clean and elegant design
Thanks for listeningPeter ScullyEgghead Designwww.eggheaddesign.co.ukmarketing@eggheaddesign.co.ukAny Questions?...
Egghead Design - Email Design Best Practices
Egghead Design - Email Design Best Practices
Egghead Design - Email Design Best Practices
Egghead Design - Email Design Best Practices
Egghead Design - Email Design Best Practices
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Egghead Design - Email Design Best Practices

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Egghead Design present Email Design Best Practices. Includes information on campaign planning, list segmentation, email marketing design, A/B Split Testing

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Egghead Design - Email Design Best Practices

  1. 1. Email Design Best PracticesPeter Scully – Online Marketing Manager
  2. 2. Introduction to Email Marketing• Maximise customer lifetime value• Create upsell opportunities• Generate repeat sales and higher conversions• Helps to retain customers• Promotes brand loyalty• Builds an emotional connection with your audience• Can be used with other marketing activities
  3. 3. Campaign GoalsWhat defines a successful campaign?• Increased website traffic• Online sales• Sales calls• Website enquiries• PDF / Whitepaper downloads• Video views• Social media followers / shares• Surveys completed
  4. 4. List SegmentationCommon characteristics: Subscriber Activity• Location • New or most recent subscribers• Gender • Inactive subscribers• Age • People who opened, but did not click• OccupationSales Segmentation:• Existing customers• Prospective customers
  5. 5. Segmentation Example• Customers who bought clothes for men• Customers who bought clothes for women• Customers who bought clothes for childrenFurther Segmentation• Customers who haven’t purchased in the last 6 months• Customers who purchase regularly (every 3 months)• Customers who have never purchased
  6. 6. Avoiding Spam Filters• Over use of punctuation!!!!!!!!!• USING ALL CAPITAL LETTERS• Using the word ‘test’ in the subject line• Sending to multiple recipients within the same company• Designing HTML email’s in Microsoft Word
  7. 7. Permission, Reputation and TrustPermission is the first step to gaining a good reputation andearning trust.Reputation is related to trust. With no reputation, trust is hard toearn. With a good reputation, trust is easier to gain.By earning trust, you can improve your reputation one subscriberat a time.By abusing trust, you will damage your reputation and losepermission.
  8. 8. Basic Design Principles• Simple Design Structure• Consistent branding and layout• Maximum width – 600px• Use tables – not CSS
  9. 9. Creating Call-to-actions• Based around your campaign objectives• Be clear and concise• Use colour and imagery to catch the eye
  10. 10. Technical Information• Avoid using background images• Use inline styling• Use Alt tags on all images• Encode all characters ( & instead of just &)• No javascriptBest Practices• Include an unsubscribe link• Include a browser version
  11. 11. Browser & Email Client TestingWeb Browsers• IE 6/7/8• Firefox• Safari• Google Chrome• Opera
  12. 12. Browser & Email Client TestingEmail Clients• Outlook (2000 – 2010)• iOS (iPad, iPhone etc)• Hotmail• Apple Mail• Yahoo Mail• Gmail• Windows Mail• Android• AOL• Thunderbird
  13. 13. A/B Split Testing• What day of the week gets better open rates?• What time of day works best for your promotional campaigns?• What time of day works best for informative campaigns?• What type of subject line returns the most bounces?• Do you get a better open rate from a personal ‘from address’ rather then a generic one?• Does time of day affect overall click rate?
  14. 14. Behavioural Merchandising• Highly targeted emails• Personalised recommendations• Can send thousands of unique emails, personalised to each subscriber based on behaviour• Increase open rates and upsell opportunities• Generate more revenue
  15. 15. Email Marketing Examples
  16. 16. • No Copy• No Image Text• No un-subscribe link• Poor landing page
  17. 17. • Misleading Subject “FREE Upgrade to ASOS Premier starts now”• FREE in the subject line• No branding on the email• £14.95 a year sign up
  18. 18. • Sent to a customer who already has this credit card• The existing interest rate is lower then the one advertised for new customers
  19. 19. • Clean and elegant design• Product focused• Simple call-to-action
  20. 20. • Fun to read and explore• Interesting design• Good use of navigation and links to content
  21. 21. • Clear call to action• Good use of images• Clean and elegant design
  22. 22. Thanks for listeningPeter ScullyEgghead Designwww.eggheaddesign.co.ukmarketing@eggheaddesign.co.ukAny Questions?...

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