0
Creative & layout to
maximise click-through rates
Examining the 5 most common mistakes in email design
& why they impact o...
One simple goal
Emails need to be seen
3 objectives:
1.Get the email opened
2.Get the message
understood
3.Get the link cl...
User behaviour
Understand how
users read/see
email:
• Subject line
• Preview pane
Is it a “Cold” email
or a newsletter?
Clever email & not-so-clever users
• Images turned off
• Inboxes/Filters that learn
• Spam/blacklisting
• Unsubscribing
– ...
Barriers to conversion
Types of barrier:
• Quality of Data
• HTML Coding
• Email broadcast systems
• And CREATIVE...
29/01...
MISTAKE NO. 1
Large header banners
Large header banner
• Design for the preview
pane
• Keep important content
“above the fold”
• Ask
– Is it meaningful?
– Ca...
MISTAKE NO. 2
Unclear calls to action
Unclearcall to action
• Display above the fold
• Make it prominent
• Avoid conflict
• Show it is clickable
– underlined li...
MISTAKE NO. 3
Too many images
Who wantstheir email to look likethis?
Images turned off
Too many images
• Images don’t display offline
• Imbalance of images and text adds
to spam rating
If it doesn’t have to be...
MISTAKE NO. 4
Hard to read copy
Hard to read copy
Make content scannable
• Ensure it’s easy to read
– Font style
– High contrast
• Break up text with:
– H...
MISTAKE NO. 5
Underutilised subject lines
Underutilised subject lines
The subject line is seen by everybody
• Make certain it’s integral to email
message
• Keep it ...
TESTING
A/B test example
Version A Version B
Header Banner
Call to Action
Images
Copy
A/B Test
Want to know how and why big B2B
brands invest in th...
Version B
Double the
open rate
Triple the
unique clicks
A/BTest – the results
Version A Version B
What was the most popular link?
58% of
clicks
were to
this link
A/B Test – the surprise
Summary
1. Larger Header Banner
2. Unclear calls to action
3. Too many images
4. Hard to read copy
5. Underutilised subjec...
In conclusion
Get your email
Seen
Opened
Understood
Clicked
Test and prepare to be surprised!
29/01/15 22
Thank you
www.baseone.co.uk
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Email marketing effectiveness

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Susanne Wraight, email usability expert at Base One, examines the 5 most common mistakes in email design & why they impact on click-through rates

Published in: Business, Technology
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  • Only appreciate tail when its open
    No point having a killer offer if no-one reads the email
    Open – full argument of why email is important
    Understood – it’s free/it’s time limited/it’s exclusive? Avoid disappointment
    Clicked – ready to commit
  • Who uses outlook?
    Who uses preview pane?
    Habits in how we use email
    Users are making judgements:
    From someone I know/trust?
    Interesting
    Important?
    Cold email has more to prove – trust for newsletters
  • B2B considerations - Who uses Outlook?
    Images turned off – how many see your email like this?
    If you don’t read & delete enough times some email inboxes learn that you aren’t interested & move future emails to junk
    Server IP address that gets blocked – so applies to all emails sent from that server – other departments suffer not just you!
    Process
    Doesn’t look authentic
    Doesn’t work
  • Is it pushing content down the page?
    Does it need to be that big?
    Does it only serve a purpose when you look at the email as a whole?
    Want to be sure you know who the email is from – with images (logo) turned off
    After questions – might still need a banner but not such a big one.
  • Conflict – splitting users with multiple calls to action?
    Do buttons work?
    Transparency – you’ll see a form, a download, a webpage, etc...
  • Email from Adobe
  • Mobile – image size is an issue
    Background images & gradients don’t work in key email clients (i.e. Outlook)
  • Neilsen Norman Email Newsletter study (2010) - only 25% of users read, not skimmed, parts of email
    Avoid italics – not as easy to read online
  • 50-60 characters ideal
    Related to the email as a whole - Easy to search for
    Not thought of last
    Company name = trust
    Spam – congratulations, free, debt, credit (Porn, Viagra, Large)
    Can use personalisation but not just for the sake of it
  • 300 recipients, via silverpop, link back to website
    David Thomas, Base One Creative Director presents guide to effective visual branding.
    A – 78 characters
    B – 68 characters
  • Open rate
    A – 14.81%
    B – 28.15%
    Click through rate
    A – 3%
    B – 8.2%
    Per delivered
  • URL link – 58%
    Text link – 25%
    Button – 8%
    Header Banner – 8%
  • Larger Header Banner
    Unclear calls to action
    Too many images
    Hard to read copy
    Underutilised subject lines
  • Larger Header Banner
    Unclear calls to action
    Too many images
    Hard to read copy
    Underutilised subject lines
  • Transcript of "Email marketing effectiveness"

    1. 1. Creative & layout to maximise click-through rates Examining the 5 most common mistakes in email design & why they impact on click-through rates
    2. 2. One simple goal Emails need to be seen 3 objectives: 1.Get the email opened 2.Get the message understood 3.Get the link clicked
    3. 3. User behaviour Understand how users read/see email: • Subject line • Preview pane Is it a “Cold” email or a newsletter?
    4. 4. Clever email & not-so-clever users • Images turned off • Inboxes/Filters that learn • Spam/blacklisting • Unsubscribing – Easier to delete or move to spam – Bad unsubscribe processes 29/01/15 4
    5. 5. Barriers to conversion Types of barrier: • Quality of Data • HTML Coding • Email broadcast systems • And CREATIVE... 29/01/15 5
    6. 6. MISTAKE NO. 1 Large header banners
    7. 7. Large header banner • Design for the preview pane • Keep important content “above the fold” • Ask – Is it meaningful? – Can you get the message get across without it? – Does it have to be an image?
    8. 8. MISTAKE NO. 2 Unclear calls to action
    9. 9. Unclearcall to action • Display above the fold • Make it prominent • Avoid conflict • Show it is clickable – underlined link – button • Be transparent – Describe exactly what links click through to 29/01/15 9
    10. 10. MISTAKE NO. 3 Too many images
    11. 11. Who wantstheir email to look likethis? Images turned off
    12. 12. Too many images • Images don’t display offline • Imbalance of images and text adds to spam rating If it doesn’t have to be an image don’t make it one 29/01/15 12
    13. 13. MISTAKE NO. 4 Hard to read copy
    14. 14. Hard to read copy Make content scannable • Ensure it’s easy to read – Font style – High contrast • Break up text with: – Headlines – Bullets – Hyperlinks – Bold
    15. 15. MISTAKE NO. 5 Underutilised subject lines
    16. 16. Underutilised subject lines The subject line is seen by everybody • Make certain it’s integral to email message • Keep it short • Mention company name • Avoid spammy words and UPPERCASE words 29/01/15
    17. 17. TESTING A/B test example
    18. 18. Version A Version B Header Banner Call to Action Images Copy A/B Test Want to know how and why big B2B brands invest in their visual styling? Investing In Visual Property: a useful, downloadable Base One guide
    19. 19. Version B Double the open rate Triple the unique clicks A/BTest – the results Version A Version B
    20. 20. What was the most popular link? 58% of clicks were to this link A/B Test – the surprise
    21. 21. Summary 1. Larger Header Banner 2. Unclear calls to action 3. Too many images 4. Hard to read copy 5. Underutilised subject lines 29/01/15 21
    22. 22. In conclusion Get your email Seen Opened Understood Clicked Test and prepare to be surprised! 29/01/15 22
    23. 23. Thank you www.baseone.co.uk
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