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Email Marketing 101
                             How Not To Screw Up & Get Blacklisted
                                Lik...
Who is this guy?
                    •        Ben Chestnut

                    •        Co-founded The Rocket Science
   ...
What We’ll Discuss:

              • Design obstacles, workarounds
              • Measuring good design
              • G...
Anti-Virus Software


Thursday, January 21, 2010
Anti-Virus Software
                    • No JavaScript
                    • No ActiveX
                    • No Flash
  ...
Email Readers


Thursday, January 21, 2010
Thursday, January 21, 2010
Thursday, January 21, 2010
Thursday, January 21, 2010
Thursday, January 21, 2010
Thursday, January 21, 2010
Thursday, January 21, 2010
Webmail Services
                    • Strip your <BODY>, so no bg images. Use
                             embedded table...
Desktop Clients
                    • Upgrades every year that break stuff
                    • Outlook 2007 using Word, ...
Preview Panes




Thursday, January 21, 2010
Thursday, January 21, 2010
Outlook2003 - Horiz.




Thursday, January 21, 2010
Outlook2003 - Vertical




Thursday, January 21, 2010
Thunderbird - Horizontal




Thursday, January 21, 2010
Yahoo Mail - Horizontal




Thursday, January 21, 2010
Windows Live Hotmail - Vertical




Thursday, January 21, 2010
Thursday, January 21, 2010
Thursday, January 21, 2010
Email Reader Tips

                    • Design like it’s 1999
                    • Simple tables, no CSS-Positioning
   ...
Image Blocking


Thursday, January 21, 2010
Thursday, January 21, 2010
Why? Porn Spam.
               •      Kids open email inbox, see
                      nasty stuff.

               •     ...
Design
                             Implications?




Thursday, January 21, 2010
Design Implications
                    • All your pretty pictures are OFF by default.
                    • Assume recipi...
Thursday, January 21, 2010
Trusted Sender

Thursday, January 21, 2010
What’s this about?




Thursday, January 21, 2010
“Good thing I clicked.”




Thursday, January 21, 2010
Thursday, January 21, 2010
Spam Filters


Thursday, January 21, 2010
The Trick:
                             1. Open up your junk folder.
                             2. Look at what spammers...
Don’t do this:
                    • YELL IN ALL CAPS! WOW!
                    • Use excessive exclamation points!!!!!
  ...
Spam Assassin Criteria
                             Spammy Criteria              Score
       Attempts to disguise the wor...
Server Filters
            •      IronPort/Senderbase: data from
                   25% of world’s Internet traffic

      ...
Thursday, January 21, 2010
Thursday, January 21, 2010
Spam Complaints
                    •        If 0.1% complain, you’re
                             blocked.

             ...
Thursday, January 21, 2010
Permission reminder




Thursday, January 21, 2010
Tips
                    •        Avoid too many             •   Make sure to include a
                             spamm...
Measuring Good Design

                    •        Open Rate

                    •        Click Rate

                  ...
Open Rates
Thursday, January 21, 2010
Tracking Opens
                    •        Transparent .GIF in         •   If they click, that’s an
                     ...
Thursday, January 21, 2010
mailchimp.com/charts




Thursday, January 21, 2010
Thursday, January 21, 2010
Thursday, January 21, 2010
Click Rates
Thursday, January 21, 2010
Thursday, January 21, 2010
85 people clicked the event banner!




Thursday, January 21, 2010
Thursday, January 21, 2010
Thursday, January 21, 2010
Email ROI
Thursday, January 21, 2010
Conversion Tracking
                    • Google Analytics, Omniture, WebTrends
                    • Append URLs with spe...
Thursday, January 21, 2010
What’s your email campaign’s ROI?




Thursday, January 21, 2010
Anatomy of a good
                                email design




Thursday, January 21, 2010
• Background table




Thursday, January 21, 2010
• Background table
                  • Campaign-Archive



Thursday, January 21, 2010
• Background table
                  • Campaign-Archive
                  • Logo slot



Thursday, January 21, 2010
• Background table
                  • Campaign-Archive
                  • Logo slot
                  • Content block


...
• Background table
                  • Campaign-Archive
                  • Logo slot
                  • Content block


...
• Background table
                  • Campaign-Archive
                  • Logo slot
                  • Content block
  ...
• Background table
              • Campaign-Archive
              • Logo slot
              • Content block
              ...
Thursday, January 21, 2010
Thursday, January 21, 2010
Thursday, January 21, 2010
Thursday, January 21, 2010
Thursday, January 21, 2010
Thursday, January 21, 2010
Thursday, January 21, 2010
Thursday, January 21, 2010
Thursday, January 21, 2010
Thursday, January 21, 2010
Thursday, January 21, 2010
Thursday, January 21, 2010
Thursday, January 21, 2010
mailchimp.com/resources
                              mailchimp.com/charts
                               mailchimp.com/bl...
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Email Design 101

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HTML email design basics, avoiding spam filters, and measuring success, and good email design examples.

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Transcript of "Email Design 101"

  1. 1. Email Marketing 101 How Not To Screw Up & Get Blacklisted Like An Evil Spamming Scumbag Thursday, January 21, 2010
  2. 2. Who is this guy? • Ben Chestnut • Co-founded The Rocket Science Group in 2000 • Built MailChimp in 2001 • Currently 40k users, +65k managed lists, +75M subscribers Thursday, January 21, 2010
  3. 3. What We’ll Discuss: • Design obstacles, workarounds • Measuring good design • Good email examples Thursday, January 21, 2010
  4. 4. Anti-Virus Software Thursday, January 21, 2010
  5. 5. Anti-Virus Software • No JavaScript • No ActiveX • No Flash • No embedded movies • No sound files • Nothing fancy-schmancy. Sorry. Thursday, January 21, 2010
  6. 6. Email Readers Thursday, January 21, 2010
  7. 7. Thursday, January 21, 2010
  8. 8. Thursday, January 21, 2010
  9. 9. Thursday, January 21, 2010
  10. 10. Thursday, January 21, 2010
  11. 11. Thursday, January 21, 2010
  12. 12. Thursday, January 21, 2010
  13. 13. Webmail Services • Strip your <BODY>, so no bg images. Use embedded tables instead. • Strip your <HEAD>, so no CSS, no JavaScript, etc. • Strip your CSS, so you’ve gotta INLINE it. • Because all that would interfere with their web app interface. Thursday, January 21, 2010
  14. 14. Desktop Clients • Upgrades every year that break stuff • Outlook 2007 using Word, not IE • Old installations and patches • Legacy code (from the .RTF days) • User-specific settings Thursday, January 21, 2010
  15. 15. Preview Panes Thursday, January 21, 2010
  16. 16. Thursday, January 21, 2010
  17. 17. Outlook2003 - Horiz. Thursday, January 21, 2010
  18. 18. Outlook2003 - Vertical Thursday, January 21, 2010
  19. 19. Thunderbird - Horizontal Thursday, January 21, 2010
  20. 20. Yahoo Mail - Horizontal Thursday, January 21, 2010
  21. 21. Windows Live Hotmail - Vertical Thursday, January 21, 2010
  22. 22. Thursday, January 21, 2010
  23. 23. Thursday, January 21, 2010
  24. 24. Email Reader Tips • Design like it’s 1999 • Simple tables, no CSS-Positioning • Inline CSS only • Fail gracefully • Design for tiny preview panes Thursday, January 21, 2010
  25. 25. Image Blocking Thursday, January 21, 2010
  26. 26. Thursday, January 21, 2010
  27. 27. Why? Porn Spam. • Kids open email inbox, see nasty stuff. • Parents complain. • So images are now blocked by default. Thursday, January 21, 2010
  28. 28. Design Implications? Thursday, January 21, 2010
  29. 29. Design Implications • All your pretty pictures are OFF by default. • Assume recipients are too lazy to turn them ON • ALT-text can be your friend (sometimes) • However, if you get on their trusted- senders list, they’re ON by default. Thursday, January 21, 2010
  30. 30. Thursday, January 21, 2010
  31. 31. Trusted Sender Thursday, January 21, 2010
  32. 32. What’s this about? Thursday, January 21, 2010
  33. 33. “Good thing I clicked.” Thursday, January 21, 2010
  34. 34. Thursday, January 21, 2010
  35. 35. Spam Filters Thursday, January 21, 2010
  36. 36. The Trick: 1. Open up your junk folder. 2. Look at what spammers do. 3. Don’t do what they do. Thursday, January 21, 2010
  37. 37. Don’t do this: • YELL IN ALL CAPS! WOW! • Use excessive exclamation points!!!!! • get cr3at1v3 with sp3ll1ng v14gra • send image-only emails to trick filters Thursday, January 21, 2010
  38. 38. Spam Assassin Criteria Spammy Criteria Score Attempts to disguise the word 'viagra' 2.8 Two or more drugs crammed together into one word 0.5 Subject is all capitals 0.76 Subject line starts with Buy or Buying 0.5 HTML font size is huge 1.76 HTML has a low ratio of text to image area 1.73 Frontpage used to create the message 0.5 Money back guarantee 2.05 HTML has "tbody" tag 1.01 Stay below 3. Thursday, January 21, 2010
  39. 39. Server Filters • IronPort/Senderbase: data from 25% of world’s Internet traffic • All over globe, and they talk to each other • Cloudmark, Barracuda, Postini • High-level filtering: reputation, suspicious activity, fingerprinting Thursday, January 21, 2010
  40. 40. Thursday, January 21, 2010
  41. 41. Thursday, January 21, 2010
  42. 42. Spam Complaints • If 0.1% complain, you’re blocked. • You need to know when you’re reported, and clean your list • Get on feedback loops (FBLs) • Prevent FBL complaints... Thursday, January 21, 2010
  43. 43. Thursday, January 21, 2010
  44. 44. Permission reminder Thursday, January 21, 2010
  45. 45. Tips • Avoid too many • Make sure to include a spammy, “sales-y” words permission reminder in (FREE!!! NOW!!!!) email footer • Design for “image: FAIL” • Avoid sending to old lists (no more than 6 • Don’t get lazy with your months old). Try segmenting on “actives” design work • Only send permission- based marketing, to avoid FBL complaints Thursday, January 21, 2010
  46. 46. Measuring Good Design • Open Rate • Click Rate • ROI (ka-chings) Thursday, January 21, 2010
  47. 47. Open Rates Thursday, January 21, 2010
  48. 48. Tracking Opens • Transparent .GIF in • If they click, that’s an bottom of email open. • Each download is an • Take open rates with a “open” grain of salt. • Image-blockers mess up open rates • Open rates typically only tracked with HTML emails, not plain text Thursday, January 21, 2010
  49. 49. Thursday, January 21, 2010
  50. 50. mailchimp.com/charts Thursday, January 21, 2010
  51. 51. Thursday, January 21, 2010
  52. 52. Thursday, January 21, 2010
  53. 53. Click Rates Thursday, January 21, 2010
  54. 54. Thursday, January 21, 2010
  55. 55. 85 people clicked the event banner! Thursday, January 21, 2010
  56. 56. Thursday, January 21, 2010
  57. 57. Thursday, January 21, 2010
  58. 58. Email ROI Thursday, January 21, 2010
  59. 59. Conversion Tracking • Google Analytics, Omniture, WebTrends • Append URLs with special tags, which pass data to the analytics package • Setup conversion goals in Analytics package Thursday, January 21, 2010
  60. 60. Thursday, January 21, 2010
  61. 61. What’s your email campaign’s ROI? Thursday, January 21, 2010
  62. 62. Anatomy of a good email design Thursday, January 21, 2010
  63. 63. • Background table Thursday, January 21, 2010
  64. 64. • Background table • Campaign-Archive Thursday, January 21, 2010
  65. 65. • Background table • Campaign-Archive • Logo slot Thursday, January 21, 2010
  66. 66. • Background table • Campaign-Archive • Logo slot • Content block Thursday, January 21, 2010
  67. 67. • Background table • Campaign-Archive • Logo slot • Content block Thursday, January 21, 2010
  68. 68. • Background table • Campaign-Archive • Logo slot • Content block • Footer Thursday, January 21, 2010
  69. 69. • Background table • Campaign-Archive • Logo slot • Content block • Footer Thursday, January 21, 2010
  70. 70. Thursday, January 21, 2010
  71. 71. Thursday, January 21, 2010
  72. 72. Thursday, January 21, 2010
  73. 73. Thursday, January 21, 2010
  74. 74. Thursday, January 21, 2010
  75. 75. Thursday, January 21, 2010
  76. 76. Thursday, January 21, 2010
  77. 77. Thursday, January 21, 2010
  78. 78. Thursday, January 21, 2010
  79. 79. Thursday, January 21, 2010
  80. 80. Thursday, January 21, 2010
  81. 81. Thursday, January 21, 2010
  82. 82. Thursday, January 21, 2010
  83. 83. mailchimp.com/resources mailchimp.com/charts mailchimp.com/blog Thursday, January 21, 2010
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