Your SlideShare is downloading. ×
0
Webinar Email Marketing Writingtips 05 27 09v1
Webinar Email Marketing Writingtips 05 27 09v1
Webinar Email Marketing Writingtips 05 27 09v1
Webinar Email Marketing Writingtips 05 27 09v1
Webinar Email Marketing Writingtips 05 27 09v1
Webinar Email Marketing Writingtips 05 27 09v1
Webinar Email Marketing Writingtips 05 27 09v1
Webinar Email Marketing Writingtips 05 27 09v1
Webinar Email Marketing Writingtips 05 27 09v1
Webinar Email Marketing Writingtips 05 27 09v1
Webinar Email Marketing Writingtips 05 27 09v1
Webinar Email Marketing Writingtips 05 27 09v1
Webinar Email Marketing Writingtips 05 27 09v1
Webinar Email Marketing Writingtips 05 27 09v1
Webinar Email Marketing Writingtips 05 27 09v1
Webinar Email Marketing Writingtips 05 27 09v1
Webinar Email Marketing Writingtips 05 27 09v1
Webinar Email Marketing Writingtips 05 27 09v1
Webinar Email Marketing Writingtips 05 27 09v1
Webinar Email Marketing Writingtips 05 27 09v1
Webinar Email Marketing Writingtips 05 27 09v1
Webinar Email Marketing Writingtips 05 27 09v1
Webinar Email Marketing Writingtips 05 27 09v1
Webinar Email Marketing Writingtips 05 27 09v1
Webinar Email Marketing Writingtips 05 27 09v1
Webinar Email Marketing Writingtips 05 27 09v1
Webinar Email Marketing Writingtips 05 27 09v1
Webinar Email Marketing Writingtips 05 27 09v1
Webinar Email Marketing Writingtips 05 27 09v1
Webinar Email Marketing Writingtips 05 27 09v1
Webinar Email Marketing Writingtips 05 27 09v1
Upcoming SlideShare
Loading in...5
×

Thanks for flagging this SlideShare!

Oops! An error has occurred.

×
Saving this for later? Get the SlideShare app to save on your phone or tablet. Read anywhere, anytime – even offline.
Text the download link to your phone
Standard text messaging rates apply

Webinar Email Marketing Writingtips 05 27 09v1

453

Published on

Published in: Business, Technology
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total Views
453
On Slideshare
0
From Embeds
0
Number of Embeds
0
Actions
Shares
0
Downloads
3
Comments
0
Likes
0
Embeds 0
No embeds

Report content
Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
No notes for slide
  • Transcript

    • 1. <ul><li>Email Marketing </li></ul><ul><li>Writing Tips to Improve Email Results </li></ul><ul><li>May 27-28, 2009 </li></ul>Gary Halliwell NetProspex CEO [email_address] (888) 826-4877 www.twitter.com/netprospex www.netprospex.com/blog Craig Stouffer, Pinpointe Email Marketing [email_address] (408) 834-7577 x125 www.twitter.com/pinpointe www.pinpointe.com/blog
    • 2. Email Writing Tips <ul><li>Overview </li></ul><ul><li>Focus on B2B. Guidelines apply well to B2C too </li></ul><ul><li>Where do these tips apply? </li></ul><ul><ul><li>Offer (e.g. download whitepaper) </li></ul></ul><ul><ul><li>Event Invitation (e.g. Webinar, seminar, lunch-n-learn) </li></ul></ul><ul><ul><li>Outreach (e.g. ‘stay in touch’ campaigns) </li></ul></ul><ul><ul><li>Business update (i.e., newsletter format) </li></ul></ul><ul><ul><li>Everywhere! </li></ul></ul><ul><li>Sources: Pinpointe analysis of millions of emails / hundreds of campaigns </li></ul>
    • 3. Email Writing Tips: Break it Down <ul><li>Focus on Each part of the Email </li></ul><ul><li>Subject + From </li></ul><ul><li>Salutation </li></ul><ul><li>Introduction: “Think Above the Fold” </li></ul><ul><li>Body </li></ul><ul><li>Signature </li></ul><ul><li>Other Considerations </li></ul><ul><li>Graphics – Impact? </li></ul><ul><li>Links – Effective Use </li></ul>
    • 4. Importance of Email Subjects <ul><li>At least 40% of the readers’ decision to open or take action is based on the email subject + ‘send-from’ </li></ul><ul><li>Tip : 69% of recipients decide whether to report email as spam based on the subject line (source: ESPC) </li></ul><ul><li>The 50/50 Rule: </li></ul><ul><ul><li>Spend 50% of your time on the subject + Intro </li></ul></ul><ul><ul><li>50% on everything else (including design) </li></ul></ul><ul><li>The 80/20 Rule of Email Subjects </li></ul><ul><ul><li>8 of 10 people will skim/read your email subject line </li></ul></ul><ul><ul><li>Less than 2 in 10 will read the rest / take action </li></ul></ul>
    • 5. 10 Best Performing Email Subjects <ul><li>MyCompany Sales & Marketing Monthly Newsletter </li></ul><ul><li>MyCompany Newsletter - January 2009: Teaser Subject/Topic </li></ul><ul><li>[Webinar]: N Tips to Improve Email Responses </li></ul><ul><li>MyCompany Webinar: Case Studies - Join Us Feb 15 </li></ul><ul><li>Webinar Topic - Webinar Slides Available </li></ul><ul><li>This Week’s Phone Call / Meeting (Personalized note from sales rep) </li></ul><ul><li>John - 8 Customer Service Tips that Work </li></ul><ul><li>Exciting Update from MyCompany - IBM Approved Supplier </li></ul><ul><li>Reminder: Storage Survey - Your Input </li></ul><ul><li>Invitation - Breakfast on Specific Topic </li></ul><ul><li>* Source: Pinpointe analysis of several million customer emails </li></ul>
    • 6. 9 Worst Performing Email Subjects <ul><li>Join Us for a FREE Webinar on April 2 2009! </li></ul><ul><li>Shop Early and Save! </li></ul><ul><li>Register to Win Your FREE iPod!! </li></ul><ul><li>Security Spending </li></ul><ul><li>Post-Trade Show Webinar: Expert Insights Into the Key Trends and Observations from the Trade Show Floor Last Week </li></ul><ul><li>European Lakefront Elegance </li></ul><ul><li>(Company) Announces Partnership to Work with (Other Company) </li></ul><ul><li>Product Launch: New “Widget” Available </li></ul><ul><li>Full Press Release Title “(Company) Announces New Widgets” </li></ul>
    • 7. Email Subject Length Experiment <ul><li>Pinpointe Campaign – webinar invite / split test / 2 versions </li></ul><ul><li>Short : “[Webinar] Split Test Case Studies (Feb 4)” </li></ul><ul><li>Long : “[Pinpointe] Case Studies Webinar: Using Split Testing to Improve HTML Email Response Rates (Feb 4th) - Please Join Us” </li></ul>
    • 8. <ul><li>GOOD </li></ul><ul><li>Popular, specific and * relevant * keywords </li></ul><ul><li>Offer value, resources </li></ul><ul><li>Honest / Non-hyped </li></ul><ul><li>Length: 50 ~ 55 characters </li></ul><ul><li>Clearly stated benefit(s) </li></ul><ul><li>Lead-in with a teaser / Ask a question </li></ul><ul><li>BAD </li></ul><ul><li>Pushy / salesy - Ask for an order </li></ul><ul><li>Non-descript / vague / (sometimes meaningless) </li></ul><ul><li>70+ Characters </li></ul>Best / Worst Subjects: Observations
    • 9. <ul><li>Keep it personal - Reinforce “1 to 1 relationship” </li></ul><ul><li>“ Usually” better to use name+company vs. Company </li></ul><ul><li>Legitimate / valid email address (!) </li></ul><ul><li>Consider: person as send-from + Company in subject </li></ul><ul><li>GOOD: </li></ul><ul><li>“ Craig Stouffer, Pinpointe” < [email_address] > </li></ul><ul><li>BAD: </li></ul><ul><li>“ [email_address] ” <info@company.com> </li></ul><ul><li>“ Do Not Reply” <Prospect_list@company.com> </li></ul>The Email From Field
    • 10. The Opening: “Above the Fold” <ul><li>“ FOLD” : The “First 3 lines / 300 pixels (Preview pane) </li></ul><ul><li>You have email subject + 3 lines to get attention… </li></ul><ul><li>… Use it wisely! </li></ul><ul><li>Consider: </li></ul><ul><li>Can your opening sentence stand on its own? </li></ul><ul><li>Think: “The 5 + 30 approach:” </li></ul><ul><ul><li>Tell the 5 second version of your story first </li></ul></ul><ul><ul><li>… Then tell the 30 second version </li></ul></ul>
    • 11. “ Above the Fold” – Good/Bad Examples WORKS: DOESN’T WORK: Company
    • 12. <ul><li>WHAT: </li></ul><ul><li>The offer (or the main point / objective) </li></ul><ul><li>Main benefit </li></ul><ul><li>Response instructions </li></ul><ul><li>HOW: </li></ul><ul><li>Divide key message into sections </li></ul><ul><li>Short vs. Long? </li></ul><ul><ul><li>Generally, short and concise works best </li></ul></ul><ul><ul><li>Exception – complicated offering / big ticket item </li></ul></ul><ul><li>Consider: Shorter paragraph with link to landing page(s) with supporting details </li></ul>The Body - Structure
    • 13. <ul><li>Newsletters, quick updates, event invites, any outreach </li></ul><ul><li>Stay CAN-SPAM compliant- </li></ul><ul><ul><li>Always include a signature </li></ul></ul><ul><ul><li>Don’t forget physical address </li></ul></ul><ul><ul><li>phone </li></ul></ul><ul><ul><li>Contact email address </li></ul></ul><ul><li>TIP : Try this: OK to ‘advertize’ below the signature: </li></ul><ul><ul><li>Social links (eg: twitter, Facebook, Blog) </li></ul></ul><ul><ul><li>Text + link to special offer </li></ul></ul><ul><ul><li>Offer for free demo / trial / etc </li></ul></ul>The Signature
    • 14. Images and Attachments <ul><li>Almost an inverse relationship between use and response in B2B communications </li></ul><ul><li>50% of Email clients: Images disabled by default </li></ul><ul><li>How will your email will look w/o images? </li></ul>
    • 15. <ul><li>Tips for using images in B2B: </li></ul><ul><li>Use sparingly </li></ul><ul><li>Event/Asset Registration? </li></ul><ul><ul><li>Adding a ‘Register Now’ button increased responses 22% </li></ul></ul><ul><ul><li>(use ALT Text) (source: Pinpointe testing) </li></ul></ul><ul><li>Offering a whitepaper / webinar / report? </li></ul><ul><ul><li>Add thumbnail of report to increase responses by 25% </li></ul></ul><ul><li>Avoid attachments. Link to document </li></ul>Images and Attachments
    • 16. <ul><li>Do multiple links improve results? </li></ul><ul><li>Compared 20 newsletter campaigns (*Mark Brownlow) </li></ul><ul><li>Analyzed the ‘teaser’ / intro text with 1, 2 links </li></ul><ul><li>2 Example newsletter intro paragraphs: </li></ul>Using Links Effectively in Email <ul><li>Results (Average across 20 campaigns): </li></ul><ul><li>Average CTR for campaigns with 1 link: 6.8% </li></ul><ul><li>Average CTR for campaigns with 2 links: 8.57% </li></ul><ul><li>Improvement: Extra link = +25% </li></ul><ul><ul><li>* Source: Mark Brownlow www.email-marketing-reports.com </li></ul></ul>
    • 17. <ul><li>Is there a correlation between: </li></ul><ul><ul><li>Distance between ‘call-to-action’ links, and </li></ul></ul><ul><ul><li>Click-to-open rate? </li></ul></ul><ul><li>Test (20 different email newsletters) </li></ul><ul><ul><li>‘ Teaser’ intro with 2 links: in-content link and end link </li></ul></ul><ul><ul><li>Correlated distance between links in words and click rates </li></ul></ul><ul><ul><li>5-7 lines of text / 2 paragraphs for all variations </li></ul></ul>Using Links Effectively in Email <ul><ul><li>* Source: Mark Brownlow www.email-marketing-reports.com </li></ul></ul>
    • 18. <ul><li>Results: </li></ul><ul><ul><li>Optimal click-rate occurs with 10~22 words between links </li></ul></ul>Links: Correlation <ul><li>Recommendations: </li></ul><ul><ul><li>Try embedded in-context link + trainer link (e.g. “Read more”) </li></ul></ul><ul><ul><li>Test test test… see what works in your environment </li></ul></ul>
    • 19. Top Performers - Examples
    • 20. Poor Performers - Examples Company
    • 21. <ul><li>B2B communication </li></ul><ul><li>Offer / invite – attend educational training </li></ul><ul><li>Goal: Get customer on phone with sales team </li></ul><ul><li>Problem: Terrible response rates (<4%!) </li></ul><ul><li>Solution: Analyze, assess and tune-up email content </li></ul><ul><li>Results: </li></ul><ul><ul><li>+220% increase in opens </li></ul></ul><ul><ul><li>+240% increase in clicks </li></ul></ul><ul><ul><li>Increased phone call volume (not quantified) </li></ul></ul><ul><ul><li>Approximately 40% increase in qualified candidates/business </li></ul></ul>Case Study Example
    • 22. Case Study: Offer to Join Course <ul><li>What’s wrong with this? </li></ul><ul><li>Call-to-action at the bottom(!) </li></ul><ul><li>Impersonal </li></ul><ul><li>… long list… </li></ul><ul><li>A Few Recommendations: </li></ul><ul><li>Reduced title font size </li></ul><ul><li>Added benefits section under objectives </li></ul><ul><li>Add ‘personal’ tone – send from president </li></ul><ul><li>Tighten top so Objective fits in the ‘fold’ </li></ul><ul><li>Include website link / CTA in top / fold </li></ul><ul><li>Shorten overview.. Use ‘ read more’ links </li></ul><ul><li>Subject: Course: Financial Statement Analysis </li></ul><ul><li>Add link to site on ‘Analysis of…’ </li></ul><ul><li>Result : 40% more business </li></ul>
    • 23. <ul><li>NetProspex / Pinpointe </li></ul><ul><li>Product Offerings </li></ul>
    • 24. <ul><ul><li>5 MM+ decision makers </li></ul></ul><ul><ul><li>User-generated </li></ul></ul><ul><ul><li>250,000 new per month </li></ul></ul><ul><ul><li>100% Validated </li></ul></ul><ul><ul><li>All job titles & industries </li></ul></ul><ul><ul><li>Title, email & phone </li></ul></ul><ul><ul><li>Buy or recycle </li></ul></ul>What Sets NetProspex Apart?
    • 25. Recycling: Fast, Easy, Free!
    • 26. What Sets Pinpointe Apart? <ul><ul><li>On-Demand Hosted Email Service Provider </li></ul></ul><ul><ul><li>Service B2B companies: </li></ul></ul><ul><ul><ul><li>Sophisticated email marketing needs </li></ul></ul></ul><ul><ul><ul><li>Not ready to use / fund complex marketing automation </li></ul></ul></ul><ul><ul><li>Feature Rich: Easy-to-use, WYSIWYG Editor, reporting, service </li></ul></ul><ul><ul><li>Permit non-opt-in B2B lists from qualified vendors </li></ul></ul><ul><ul><li>Provide strategic advice, guidance to improve results </li></ul></ul><ul><ul><li>More than 5,000 companies using Pinpointe platform </li></ul></ul>
    • 27. Delivery & Tracking (Pinpointe Dashboard)
    • 28. Delivery & Tracking (Pinpointe Dashboard)
    • 29. NetProspex / Pinpointe Solution <ul><li>Set up Trial Account with Pinpointe / NetProspex </li></ul><ul><li>Get up to 100 NetProspex records </li></ul><ul><li>Use trade-in credits to get more contacts </li></ul><ul><li>Pinpointe will create trial account and: </li></ul><ul><ul><li>Upload records </li></ul></ul><ul><ul><li>Send up to 2,000 emails </li></ul></ul>
    • 30. Contact Information For questions, or to request a trial account, please contact: Mark Feldman NetProspex (Lists/Contacts) [email_address] (888) 826-4877 www.twitter.com/netprospex www.netprospex.com/blog Craig Stouffer Pinpointe (Email Marketing) [email_address] (408) 834-7577 x125 www.twitter.com/pinpointe www.pinpointe.com/blog
    • 31. <ul><li>1. Bans false / misleading header information </li></ul><ul><li>2. Prohibits deceptive subject lines </li></ul><ul><li>3. Requires opt-out method for recipients(*) </li></ul><ul><li>4. Requires that unsolicited commercial email be identified as an advertisement </li></ul><ul><li>5. Email must includes the sender's valid physical postal address (P.O. box is now OK) </li></ul><ul><li>See the FTC Web site at www.ftc.gov /spam </li></ul><ul><li>Or call toll-free, </li></ul><ul><li>1-877-FTC-HELP </li></ul><ul><li>1-877-382-4357 </li></ul>CAN-SPAM - Provisions

    ×