Creative ways to construct winning e-mails
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Creative ways to construct winning e-mails

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How to create email campaigns that give better click through, higher sales conversion and great customer brand experience

How to create email campaigns that give better click through, higher sales conversion and great customer brand experience

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Creative ways to construct winning e-mails Creative ways to construct winning e-mails Presentation Transcript

  • Creative ways to construct winning e-mails Serge Van de Zande [email_address]
  • There must be a difference
    • Between high & low click through
    • Between high & low sales conversion
    • Between high & low customer brand experience
    • Between high & low audience e-mail acceptance
    • What are the tricks?
    • What makes the difference between “huge success”
    • and “not bad”
  • There must be a difference
    • Step #1
    • Look at & learn from magazine covers
  • Learn from magazine covers Overkill of messages Attract audience attention Instant interaction + 50 years experience
  • Learn from magazine covers
  • Learn from magazine covers 2 key message + a few supporting 6 equal visual messages Design supporting the message One-size-fits-all design What’s in it for me? = answer at a glance What’s in it for me?= not appealing
  • Learn from magazine covers
  • Learn from magazine covers No images supporting the offer Lack of excitement Multiple invitations to take action Recognizable brand No interaction triggers Copy & image = one message
  • Learn from magazine covers
  • Learn from magazine covers Good balance between image and copy Multiple anchors & scanable design Only relevant words: facts, figures, benefits Less clearer link between image & title Low text accessibility Title is not clear enough, not tangible
  • Construct winning e-mails Step #2 Treat your e-mail like a magazine cover
  • Construct winning e-mails
  • Construct winning e-mails 4,4% CTR 2,8% UNIQUE CTR ROMI = 4,7 9,9% CTR 6,5% UNIQUE CTR ROMI = 10,8
  • Construct winning e-mails
    • Navigation
    • including links to high valued sections & CIC
  • Construct winning e-mails Image + copy + key benefits - only relevant, differentiating facts & figures - use of short headlines
    • Black & white lifestyle images
    • of moving people
    • to support the product
    • pictures, not distract from them
    Support the product offer by value added messages
  • Construct winning e-mails Clear functional information structure
  • Construct winning e-mails Additional text snippets enabling localisation and functional targeting
  • Construct winning e-mails
    • ‘ Fix’ bottom interaction elements
  • Construct winning e-mails
    • Search the world & steal from the best
    • Content relevance is king
    • Respect the communication basics
  • Construct winning e-mails > ATTENTION > DESIRE > ACTION > INTEREST
  • Construct winning e-mails 1 top ‘story’ 2 top interaction triggers ‘ In this issue’; what’s in it for me? Personal intro + txt link + editor in chief Personalised content for your phone Additional news snippets 2 main news items + short secondary messages Scanable design & structure Key message in preview pane
  • Lessons learned
    • YOUR EMAIL = LIKE A MAGAZINE COVER
      • Limit copy to the essence
      • Focus on the key proposition
      • Invite reader to discover & to participate
      • Balance between copy & design
    • KNOW WHO YOU ARE TALKING TO
    • - Create a persona
    • - Talk to thém
    • DEFINE YOUR CAMPAIGN OBJECTIVE
      • Sales promo, informational news, emotional product launch,…
      • Create multiple formats, supporting 1 brand
  • Always keep in mind… Step #3 E-mail your audience. Not yourself. Not your boss.
  • Contact us
    • LUON
    • Serge Van de Zande
    • [email_address]
    • + 32 2 686 01 27
    • + 32 475 72 41 81
    • Visit www.luon.com
    Stay updated on this year's hot marketing issues: visit and take a feed on blog.luon.com All proposed research, recommendations, concepts, artwork and developments are protected by intellectual property rights. They remain the property of LUON at all times. Reproduction in any form without prior written permission is prohibited.
  • About LUON Serge Van de Zande [email_address]
    • WE CREATE CUSTOMER DIALOGUES AND MANAGE CUSTOMER EXPERIENCES
    • ALL DRIVING MEASURABLE SALES RESULTS
  • About LUON
    • OUR MISSION
    • LUON advises clients and helps them optimize their marketing and sales processes. We are committed to turning customer centric thinking into a marketing and business strategy that creates value and drives profitable growth.
    • We call it: pure marketing. absolute sales.
  • Our active customers
  • Contact us
    • LUON
    • Serge Van de Zande
    • [email_address]
    • + 32 2 686 01 27
    • + 32 475 72 41 81
    • Visit www.luon.com
    Stay updated on this year's hot marketing issues: visit and take a feed on blog.luon.com All proposed research, recommendations, concepts, artwork and developments are protected by intellectual property rights. They remain the property of LUON at all times. Reproduction in any form without prior written permission is prohibited.