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The Anatomy of an Email - DJ Waldow, Bronto Software
 

The Anatomy of an Email - DJ Waldow, Bronto Software

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How compelling, bulletproof email campaigns translate into more conversions and enduring connections: From attention-grabbing subject lines to irresistible calls to action, effective email marketing ...

How compelling, bulletproof email campaigns translate into more conversions and enduring connections: From attention-grabbing subject lines to irresistible calls to action, effective email marketing requires many tools and a solid strategy. So how does this all come together to form email campaigns that deliver results? DJ Waldow, Director of Best Practices at Bronto Software, will walk the audience through real-life examples of good and bad emails to show what works, what doesn’t and how to use your own unique skills to grow your business in the vast world of email marketing.

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

    • 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
    • 45+ Minutes To Perfection
      • 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
    • 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
      • Length
      • Brand
      • Call to Action
      • Sense of Urgency
      • Dare to be Different
      • (Test)
      6 Things To Consider…
    • Preheader
    • Preheader
    • Preheader
    • Preheader
    • Preheader
      • 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
    • 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
    • “ 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
    • 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
    • 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?
    • 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)
    • Follow Up
      • Bronto
      • DJ Waldow
      @Bronto Blog.bronto.com @djwaldow [email_address]