The Anatomy of an Email - DJ Waldow, Bronto Software

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    The Anatomy of an Email - DJ Waldow, Bronto Software - Presentation Transcript

    1. DJ WALDOW HiMA Luncheon Houston, TX June 4, 2009
    2. DJ Waldow @djwaldow
      • Married, no children
      • Durham, NC  Salt Lake City, UT
      • Dog, 3 cats
      • U of Michigan, NY Giants
      • Beer, coffee, people
      • Former middle school teacher
      • Current Director of Best Practices & Deliverability at Bronto
    3. 45+ Minutes To Perfection
      • SPAM. SPAM. SPAM. SPAM. SPAM. SPAM.
      • All About You
      • Anatomy of the Perfect Email
      • Secret to Successful Email Marketing
    4. The Origin of Spam
    5. Fighting Spam
    6. Flickr Photo: a2gemma
    7. THE ANATOMY OF AN EMAIL
    8. Preheader From Name & Subject Line Main call to action “ Other” Footer Navigation bar, sidebar, logo/brand
      • Preheader
      • From Name & Subject Line
      • Above the fold
        • Navigation bar
        • Sidebar
        • Logo/brand
        • Main call to action
      • Below the fold
        • Secondary/Tertiary call to action
        • Partner, sponsor, etc
      • Footer
        • Physical address
        • Unsubscribe
    9. Image Credit: RetailEmailBlog
    10. Image Credit: RetailEmailBlog
    11. From Name & Subject Line
    12. From Name
    13. From Name Gap Gap Gap Gap
    14. From Name The From Name is a representation of your company and/or brand. Keep it simple. Be proud of it!
    15. Subject Line
    16. Subject Line Which is the best subject line?
    17. Subject Line Which is the best subject line now?
      • Subject Line Oopsies
        • Target, 9/22 — subject line
        • Oriental Trading, 9/2 — Create the ultimate Halloween haunt & get fee shipping
        • TigerDirect, 11/28 — 72hr After Thanksgivinig SALE w/ $1.99 Shipping
      Subject Line Source: http://www.retailemailblog.com/2009/01/oopsy-hall-of-fame-2008-inductees.html
    18. Subject Line
      • Length
      • Brand
      • Call to Action
      • Sense of Urgency
      • Dare to be Different
      • (Test)
      6 Things To Consider…
    19. Preheader
    20. Preheader
    21. Preheader
    22. Preheader
    23. Preheader
      • Snippet Text
      • Whitelisting/Address Book Instructions
      • View Images
      • Call to Action
      • Mobile Device
      • F2F and/or SWYSN
      • Advertising
    24. Navigation, Sidebar, Logo, Brand
    25. Navigation, Sidebar, Logo, Brand
    26. Navigation, Sidebar, Logo, Brand
    27. Navigation, Sidebar, Logo, Brand
    28. Navigation, Sidebar, Logo, Brand Source: http://www.retailemailblog.com/2009/05/am-inbox-more-wasted-header-space.html
    29. Navigation, Sidebar, Logo, Brand
      • Consistency
      • MAKE IT POP!*
      • Use Some Color
      • Proper Mapping
      • Consider Size (Spacing)
      *Lisa Harmon
    30. Main Call To Action
    31. Main Call To Action Image Credit: RetailEmailBlog
    32. Main Call To Action Image Credit: RetailEmailBlog
    33. Main Call To Action Image Credit: RetailEmailBlog
    34. Main Call To Action
      • MAKE IT POP!*
      • Images On and Off
        • Links
        • Bulletproof buttons
        • Balance
      • White space
      • Action
      *Lisa Harmon
    35. “ Other”
    36. “ Other” Image Credit: RetailEmailBlog
    37. “ Other” Image Credit: RetailEmailBlog
    38. “ Other”
      • Spacing
      • Well-defined
      • Same as “Main Call To Action”
        • MAKE IT POP!*
        • Images On and Off
          • Links
          • Bulletproof buttons
          • Balance
        • White space
        • Action
      *Lisa Harmon
    39. Footer
    40. Footer Image Credit: RetailEmailBlog
    41. Footer
    42. Footer
    43. Footer
      • Unsubscribe
      • Manage Preferences / Update Account
      • SWYSN / F2F / Other Social
      • Tertiary Calls to Action
      • Don’t Make Them Work For It
      • Simple, Straightforward
      *Lisa Harmon
    44. Questions To Ask Before Sending
      • What is the purpose of this email?
      • What defines success?
      • What is the target audience?
      • Is it share-worthy?
      • Would you open, click, convert? Would your friend or family member?
      • Have I tested it?
    45. The Secret to Successful Email Marketing
    46. Send Timely, Targeted, Relevant Emails To Subscribers Who Have Asked For Them “… delivering anticipated, personal and relevant messages to people who actually want to get them.” S. Godin (1999)
    47. Follow Up
      • Bronto
      • DJ Waldow
      @Bronto Blog.bronto.com @djwaldow [email_address]

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