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Guide to Email marketing - Best practice
 

Guide to Email marketing - Best practice

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    Guide to Email marketing - Best practice Guide to Email marketing - Best practice Presentation Transcript

    • Email Marketing
    • 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.
    • Some Best Practice Guidelines First Step: Work out what you are trying to achieve with your email!
    • 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!
    • 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
    • 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
    • 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
    • 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
    • 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
    • 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!
    • 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.
    • 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?
    • 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
    • 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!!?
    • 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?