DJ WALDOW HiMA Luncheon Houston, TX June 4, 2009

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

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

45+ Minutes To Perfection SPAM. SPAM. SPAM. SPAM. SPAM. SPAM. All About You Anatomy of the Perfect Email Secret to Successful Email Marketing

SPAM. SPAM. SPAM. SPAM. SPAM. SPAM.

All About You

Anatomy of the Perfect Email

Secret to Successful Email Marketing

The Origin of Spam

Fighting Spam

Flickr Photo: a2gemma

THE ANATOMY OF AN EMAIL

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

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

Image Credit: RetailEmailBlog

Image Credit: RetailEmailBlog

From Name & Subject Line

From Name

From Name Gap Gap Gap Gap

From Name The From Name is a representation of your company and/or brand. Keep it simple. Be proud of it!

Subject Line

Subject Line Which is the best subject line?

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

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 Length Brand Call to Action Sense of Urgency Dare to be Different (Test) 6 Things To Consider…

Length

Brand

Call to Action

Sense of Urgency

Dare to be Different

(Test)

Preheader

Preheader

Preheader

Preheader

Preheader Snippet Text Whitelisting/Address Book Instructions View Images Call to Action Mobile Device F2F and/or SWYSN Advertising

Snippet Text

Whitelisting/Address Book Instructions

View Images

Call to Action

Mobile Device

F2F and/or SWYSN

Advertising

Navigation, Sidebar, Logo, Brand

Navigation, Sidebar, Logo, Brand

Navigation, Sidebar, Logo, Brand

Navigation, Sidebar, Logo, Brand

Navigation, Sidebar, Logo, Brand Source: http://www.retailemailblog.com/2009/05/am-inbox-more-wasted-header-space.html

Navigation, Sidebar, Logo, Brand Consistency MAKE IT POP!* Use Some Color Proper Mapping Consider Size (Spacing) *Lisa Harmon

Consistency

MAKE IT POP!*

Use Some Color

Proper Mapping

Consider Size (Spacing)

Main Call To Action

Main Call To Action Image Credit: RetailEmailBlog

Main Call To Action Image Credit: RetailEmailBlog

Main Call To Action Image Credit: RetailEmailBlog

Main Call To Action MAKE IT POP!* Images On and Off Links Bulletproof buttons Balance White space Action *Lisa Harmon

MAKE IT POP!*

Images On and Off

Links

Bulletproof buttons

Balance

White space

Action

“ Other”

“ Other” Image Credit: RetailEmailBlog

“ Other” Image Credit: RetailEmailBlog

“ 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

Spacing

Well-defined

Same as “Main Call To Action”

MAKE IT POP!*

Images On and Off

Links

Bulletproof buttons

Balance

White space

Action

Footer

Footer Image Credit: RetailEmailBlog

Footer

Footer

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

Unsubscribe

Manage Preferences / Update Account

SWYSN / F2F / Other Social

Tertiary Calls to Action

Don’t Make Them Work For It

Simple, Straightforward

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?

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?

The Secret to Successful Email Marketing

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)

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