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Email marketing presentation best practice

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A guide to email marketing best practice.

A guide to email marketing best practice.

Published in: Business, Technology

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Transcript

  • 1. Email Marketing
  • 2. Email Marketing Email marketing strategy should focus the best information for the customer to receive rather than the information that you would like customers to receive.
  • 3. Some Best Practice Guidelines First Step: Work out what you are trying to achieve with your email!
  • 4. Some Best Practice Guidelines
    • Always have an email marketing campaign objective
    • Use email to support strategic objectives
    • Email success is a combination of… Data list 40% Content 40% Design 20%
    • The secret to Email Marketing success is…. Relevancy!
  • 5. Some Best Practice Guidelines
    • Creating Content
    • Write in a pyramid: “Your first 15 words count more than the 15,000 words that follow!”
    • Answer your reader’s questions with headlines
    • Three key qualities of successful headlines…
      • Clarity
      • Relevance
      • Credibility
    • Include:
      • Case studies
      • Whitepapers
  • 6. Some Best Practice Guidelines
    • Content that will trigger Spam Filters
    • Overly formatted ALL CAPS!!
    • Too much marketing copy: “Click here!” “Buy now!!” “Free!”
    • Poorly formatted HTML
    • Spammy topics: Viagra, mortgage, credit cards
  • 7. Some Best Practice Guidelines
    • The From Line is more important than Subject Line
    • Test different From addresses – which has more click-throughs?
    • Do “ Subject Line” Tests to optimise registration e.g.
      • Win the pampering prize of a lifetime worth £10,00
      • Win spa breaks, a personal shopper and more worth £10,000
      • Win a trip to Champney’s and more worth £10,000 with Veet
      • Win a pampered new you worth £10,000
  • 8. Some Best Practice Guidelines
    • Design your Content for the Preview Pane
    • Up to 78% read emails in their preview pane
    • Is there a link to an online alternative?
    • Think about ‘the fold’ (the cut off line dictated by the preview pane)
    • Important to have most important information at the top
  • 9. Some Best Practice Guidelines
    • Design your Content for the Preview Pane
    • Up to 78% read emails in their preview pane
    • Is there a link to an online alternative?
    • Think about ‘the fold’ (the cut off line dictated by the preview pane)
    • Important to have most important information at the top
  • 10. Some Best Practice Guidelines
    • Write Persuasive Content
    • List every feature of product
    • For each feature list the benefit
    • Link the benefit to the feature from the customer’s perspective
    • Use ‘which means that’ to make the link
    • Keep going until you reach the essential benefit – but KEEP SHORT!
  • 11. Some Best Practice Guidelines
    • Top Three Factors Influencing Open Rates
    • Know and trust the sender: 59.2%
    • Subject Line: 41.1%
    • Previously opened and thought valuable: 30.1%
    • Send relevant, valuable & timely emails
    • Quality over Quantity – don’t send emails just because you want to; consider the recipient.
  • 12. Some Best Practice Guidelines
    • The Creative
    • First impressions vital!
    • Do your emails support the brand?
    • Image blocking can take place with some ISPs & E-mail Clients
    • Are all images loading & quickly?
    • Use Alt text for images
    • Do all links work?
  • 13. Some Best Practice Guidelines
    • Email Test
    • Print your emails; remove Subject line and give to colleagues
    • What do they think the call to action is? What is the most important thing?
    • Ensure the landing page of any hyperlinks is relevant
  • 14. Some Best Practice Guidelines
    • The Single Organisation View
    • Our customers think we are one organisation
    • Where possible cross-sell so that the email is more relavant
    Not another email!!?
  • 15. In Summary
    • If you remember nothing else…
    • Length – Keep short, less is more
    • Attention to detail
    • Review and edit copy
    • Ask colleagues to read it
    • CHECK, CHECK, CHECK for mistakes – emails are less trusted when there are errors
    • Is it clear what recipients should do?
    • Are all images linked and loading quickly?
    • Do all links work?
    • Is the landing page relevant?