Email Design Best PracticesPeter Scully – Online Marketing Manager
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
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
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
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
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
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.
Basic Design Principles• Simple Design Structure• Consistent branding and layout• Maximum width – 600px• Use tables – not CSS
Creating Call-to-actions• Based around your campaign objectives• Be clear and concise• Use colour and imagery to catch the eye
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• Yahoo Mail• Gmail• Windows Mail• Android• AOL• Thunderbird
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?
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