A creative approach to email marketing


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  • Last month social psycologist Robert Cialdini, author of the brilliant book Influence: The Psychology of Persuasion (of which a milion copies have already been sold) gave an
  • A creative approach to email marketing

    1. Thinking creatively about email<br />Mike Teasdale<br />mike@harvestdigital.com<br />@miketeasdale<br />
    2. Joined up digital thinking…<br />
    3. But paid search is getting more expensive<br />
    4. While email is still growing fast<br />2009<br />2010<br />2011<br />2012<br />2013<br />Source: radicati.com, Email Statistics Report, 2009-2013<br />
    5. It’s time we took email more seriously<br />
    6. And recognised how hard it is to get it right<br />
    7. Here’s the main reason it’s hard…<br />
    8. Do we even know what spam is?<br />
    9. Spam is whatever your customers think it is.<br />Consumer research – known versus unknown sender<br />Marketing Sherpa, November 2007<br />
    10. Spam = boring stuff<br />
    11. Perhaps we need to learn email etiquette? <br />
    12. Rule one:make a good first impression<br />
    13. Subject line<br />From field<br />Auto-preview screen<br />Email’s golden triangle<br />
    14. Subject lines<br />Subject line tests - uplift in CTR<br /><ul><li>Astropop: space is yours (100)
    15. Play Astropop for EUR19.95 (122)
    16. Discover the perfect taste (100)
    17. Don’t forget to buy a present for yourself (105)
    18. Win a case of your favourite tipple (146)</li></li></ul><li>All the reader wants to know is…<br />WHAT’S IN IT FOR ME?<br />
    19. You can put Free in a subject line!<br />
    20. From field – well worth testing<br />Testing uplift in CTR<br />From: PriceMinister (100)<br />From: Alexandra at Priceminister (135)<br />From: Wanadoo (100)<br />From: Caroline at Wanadoo (188)<br />
    21. Rule two:make it personal<br />
    22. Relevance comes from…<br />Triggers, like registrations<br />Understanding the customer’s life cycle<br />Personalisation<br />Following behavioural cues, like web browsing<br />
    23. I <br />Choose<br />I Want<br />I Buy<br />I <br />Become <br />Aware<br />I Use<br />I Need<br />I Enjoy<br />Sony Welcome programme<br />|23<br />
    24. Survey information said:<br />Within the 1st 30 days of ownership Digital Still Camera users want added memory, camera accessories, batteries, shooting kits, advice etc.<br />Within the 2nd 30 days of ownership Digital Still Camera users are more likely to be interested in PRINTING their photos <br />|24<br />
    25. Messages or Programmes?<br />Welcome Message<br /><ul><li>Thank you</li></ul>Welcome programme<br /><ul><li>Thank you
    26. How was it for you?
    27. How’s the new camera?
    28. Want some help?
    29. Need some memory?
    30. How about printing?</li></ul>|25<br />
    31. It pays to be relevant<br />Source: David Daniels, Jupiter Research <br />
    32. And personalisation also improves CTRs<br />
    33. Rule three:ask questions(it’s a conversation!)<br />
    34. Switch statements make relevance easy to achieve<br />masthead<br />contents<br />Personalised intro<br />Segment one: Customers –Here’s stuff about your local restaurant<br />Switch statement delivers a relevant message to each group<br />Cross-sell<br />Segment two: Prospects – Here’s a generic offer<br />Lead story #2<br />Member get member<br />User generated content<br />unsubscribe<br />
    35. £4m revenue in 2006<br />|31<br />
    36. Rule four:being persuasive doesn’t mean being ‘salesy’<br />
    37. ‘The psychology of persuasion’, Robert Cialdini<br />
    38. Six principles of persuasion<br />Consensus<br />Authority<br />Commitment / consistency<br />Scarcity<br />Likeability<br />Reciprocation<br />
    39. What’s the value of a mint?<br />No mints = control<br />One mint with bill: tip rises 3.3%<br />Two mints with bill: tip rises 14%<br />One mint + personal mint: tip rises 23%<br />
    40. Rule four:learn when to shut up<br />
    41. (Thanks to Catherine Toole from Sticky Content for this)<br />
    42. Rule five:keep it simple<br />
    43. Assemble the creative assets<br />|45<br />
    44. Craft the copy<br />|46<br />
    45. |47<br />
    46. “We literally made the decision to go to sale on the Thursday morning, and by Friday lunchtime, it looked like we were on for the biggest single day in Howies history!” <br />www.nonlineblogging.com<br />|48<br />
    47. Rule six:keep it even simpler<br />
    48. Who likes this book?<br />
    49. Ruleseven:Keep it short and scannable<br />
    50. Get rid of half the words on each page, then get rid of half of what's left. <br />Don't Make Me Think!: A Common Sense Approach to Web Usability <br />Steve Krug, 2006  <br />
    51. Body copy style – usability research<br />“How people read on the web” - classic usability testing by Jakob Nielsen<br />Same site written 4 different ways<br />Each site then tested against basic usability principles<br />|56<br />
    52. How people read on the web<br />Results of usability research for Sun.com<br />|57<br />Source: Neilsen/Morkes<br />
    53. Get rid of half the words...<br />Source: Neilsen/Morkes<br />|58<br />
    54. Scanability?<br />Source: Neilsen/Morkes<br />|59<br />
    55. Don’t boast<br />Source: Neilsen/Morkes<br />|60<br />
    56. Best Combination<br />Source: Neilsen/Morkes<br />|61<br />
    57. In summary<br />|62<br />Source: Neilsen/Morkes<br />
    58. Eye tracking on emails<br />Heading and subhead copy critical<br /><ul><li>First 2-3 words most important
    59. Make hyperlinked</li></ul>Large fonts work well<br />Images often missed<br /><ul><li>Use text link calls-to-action</li></ul>Readers scan down the left of an Email<br />First part of para important<br /><ul><li>F shape eyetrack</li></ul>Email intros skipped<br /><ul><li>Use to personalise and engagee.g. with hyperlinks</li></li></ul><li>Rule eight:don’t mumble<br />
    60. Auto-preview issues<br />
    61. Images switched off<br />
    62. Images on<br />
    63. Images off<br />
    64. Rule nine:watch out for the fold<br />
    65. Working around window sizes<br />http://browsersize.googlelabs.com/<br />
    66. http://browsersize.googlelabs.com/<br />
    67. Is this link below the fold?<br />
    68. Yes – for >60% of internet users<br />
    69. Designing for the fold<br />
    70. Rule ten:think community, not customers<br />
    71. Icanhascheezeburger.com<br />
    72. The lolcats customer engagement funnel<br />Rate photo<br />Share/steal photo<br />Comment on photo<br />Re-caption photo<br />Submit photo<br />
    73. Rule eleven:everything is starting to join up<br />
    74. Email and social media are making friends<br />http://rapportive.com/ - plugin to Gmail via Firefox / Chrome<br />
    75. Rule eleven:content is still king<br />
    76. Be interesting!<br />Just a stock cube?<br /><ul><li> Recipes
    77. Tips and tricks
    78. Video demonstrations
    79. Competitions</li></li></ul><li>Thank you.<br />Mike Teasdale<br /> mike@harvestdigital.com<br />@miketeasdale<br />