This presentation shows the viewer where items should be placed in an email newsletter, how to increase open rates and how to decrease spam flags.

1. Anatomy of an
Email Newsletter
Getting Your Emails
Delivered and Read
http://www.DesignsforGrowth.com 1

2. Email Marketing
– According to 2011 Marketer’s Agenda by Aberdeen
Group, 74% of organizations with less than 100
employees use email marketing
– Who here sends email newsletters?
– Send through service provider or regular email?
– Who is your service provider?
http://www.DesignsforGrowth.com Source: 2011 Marketer’s Agenda by Aberdeen Group 2

3. Email Providers’ Sites
Great resource for white papers and e-seminars
X
X
X
X
X
X
X
http://www.DesignsforGrowth.com 3

4. – Easy to Use and Saves me Time and Money
– Constant Contact user get
• 36% higher open rates (Aberdeen Group)
• 60% greater click-through (Aberdeen Group)
– Industry leader, serves 450,000+ small organizations
– They keep up with regulations, let me know about them
and customize their tools for compliance
– Templates professional and work across all platforms
– Spam ratings tools are included
– Social media is integrated
– Can track metrics for each email campaign
– Reasonably priced
– Wealth of training materials in their learning center
http://www.DesignsforGrowth.com Source: Designs for Growth and : 2011 Marketer’s Agenda by Aberdeen Group 4

5. Regular Email vs.
Email Service Provider
Email marketing services
automate best practices
– Provide easy-to-use templates
– Reinforce brand identity
– Email addressed to recipient only
– Manage lists – add new
subscribers, handle bouncebacks,
remove unsubscribers
– Improve email delivery, track
results and obey the law
http://www.DesignsforGrowth.com Source: Constant Contact, Inc. 5

6. Types of Email Newsletters
– Educational Answer question or solve problem
– Informational Short and don’t require recipient action:
webinar reminders, why someone should follow your
company on twitter, or wish "happy holiday”
– Promotional Get the recipient to take some action
around a new product, service, event, or special deal
– Lead Nurturing Correspond to the sales cycle, are
content-rich and try to get leads to take action
– Newsletter Sent once a month and includes a couple
of pieces of content you published
Goal: Build Relationships!
http://www.DesignsforGrowth.com Source: HubSpot, Inc. 6

7. Retail
Educational, Informational, Promotional, Lead Nurturing, or Newsletter?
http://www.DesignsforGrowth.com Source: Designs for Growth 7

8. 1 2
Anatomy of
Promotional Newsletter
3
1. The top left of an email is what
your customer sees first. It’s
where your logo should be. 4
2. The viewer’s eye then moves
right, in the direction we read
3. Product categories available is 5
listed underneath
4. Promotional offer is in the center
5. Offer time-sensitive sale 6
6. Free shipping included
7. Social media is included, many 7
brand put this at the top right
8. Bottom has address, disclaimer
8
and other store brands
http://www.DesignsforGrowth.com Source: Designs for Growth 8

9. Design Your Emails And Your Website in a Consistent Manner
Email Web 2
2
1
3 1
3
4
4
2
5
5
2
6
6
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10. Your Email is Laid Out Now Let’s Get it Delivered
Decrease the Odds of Your Email Being Marked as SPAM
– Words to Avoid
– Subject Lines
– From Lines
– Spam Is in The Eye of the Receiver
• Recipient
• Email Service Provider
http://www.DesignsforGrowth.com Source: Constant Contact, Inc. and Designs for Growth 10

11. Avoid Spam Trigger Words in Subject Lines
#1 Congratulations Legal Print out and fax
100% satisfied Cost / No cost Lose Profits
4U Dear friend Marketing Real thing
Accept credit cards Do it today Marketing solutions Removal instructions
Act Now! Extra income Message contains Remove
Additional Income For free Money Risk free
Affordable Form Month trial offer Sales
All natural Free and FREE Name brand Satisfaction guaranteed
All new Free installation Never Save $
Amazing Free leads No gimmicks Save up to
Apply online Free membership No Hidden Costs Search engines
Bargain Free offer No-obligation See for yourself
Best price Free preview Now Serious cash
Billing address Free website Offer Solution
Buy direct Full refund One time / one-time Special promotion
Call Get it now Opportunity Success
Call free Giving away Order / Order Now / Order The following form
Can’t live without Guarantee today / Order status Unsolicited
Cards Accepted Here Orders shipped by priority Unsubscribe
Cents on the dollar Hidden mail Urgent
Check Increase sales Performance US dollars
Claims Increase traffic Phone Wife
Click / Click Here / Click Information you requested Please read Win
Below Insurance Potential earnings Winner
Click to remove Investment / no investment Pre-approved Work at home
Compare rates Investment decision Price
http://www.DesignsforGrowth.com Source: Mannix Marketing, Inc. 11

12. Good Subject Lines
– Action-oriented Include action verb such as learn,
download, or sign up. Use an active tone.
– Compelling Include the email’s offer
– Consistent Because of preview, people see subject
line and the first sentence or two in the email. Make
both match.
– Short Keep under 45 characters
so viewers see entire subject line.
Put most important info first
Emails with shorter
in case subject line does subject lines significantly
get cut off. outperformed emails
with longer subject lines.
– MailerMailer (2008)
http://www.DesignsforGrowth.com Source: HubSpot, Inc. and Constant Contact, Inc. 12

13. Bad Email Subject Lines
Can get your emails caught by spam filters, not opened,
or get people to unsubscribe from your list.
AVOID:
X The words: free, guarantee, spam, credit card etc.
X ALL CAPITAL LETTERS
X Excessive punctuation !!!, ???
X Excessive use of “click here”
X $$, and other symbols
X No “From:” address
X Misleading subject lines
Source: HubSpot, Inc. and Constant Contact, Inc.
http://www.DesignsforGrowth.com 13

14. From Name & Email Address
– Use a name your audience recognizes
– Include your organization name or brand
– Refer to your business the same way as your audience
– Be consistent
• The “from” name and email address should be
consistent. For example, “from” name is: Christine
Labate – Designs for Growth, “from” email address is
christine@designsforgrowth.com. Both match
X AVOID:
X Generic addresses like
noreply@, sales@ and marketing@
http://www.DesignsforGrowth.com Source: HubSpot, Inc. and Constant Contact, Inc. 14

15. Email I Send Regarding
Today’s Presentation
From: "Christine @ Designs for Growth”
Email: christine@designsforgrowth.com
Subject: Your Invitation to Labate's Email
Marketing Presentation Tomorrow
Better Subject Line? Attend Labate’s…
http://www.DesignsforGrowth.com 15

16. Stats
http://www.DesignsforGrowth.com 16

17. Stats
http://www.DesignsforGrowth.com 17

18. Test Your Emails to Determine What Elements
Need to Change to Generate Better Results.
Why test?
– Increase your click-through rate
– Decrease your unsubscribe rate
Method–A/B Testing
– Send one email to 10% of your email list
– Change one element of this email and send to a
different 10% of your email list
– Determined which email performed better
– Send the remaining 80% of your list the better
performing email
http://www.DesignsforGrowth.com Source: HubSpot, Inc. and Constant Contact, Inc. 18

19. Email Elements You Can Test
 “From” Name and From Address
• Remember to keep consistent
 Subject Line
• Personalization, line length, call to action or wording
 Email Design
• Bolding, capitalization, font size and color or images
 Email Content
• Headlines, placement of content, call to action, type
of content, placement of social media links, number
of images (if any), number of links or length of email
 Timing
• Day of week and time of day
http://www.DesignsforGrowth.com Source: HubSpot, Inc. and Constant Contact, Inc. 19

20. When to Send, Day and Time
What day and time do you get the most emails?
– Monday mornings
When is your audience most likely to read it?
– When they get less email
• Tuesday, Wednesday or Thursday
• 10am–3pm
• Sunday, mixed reviews
Test to confirm your audience is consistent with
industry standards
http://www.DesignsforGrowth.com Source: Designs for Growth, Benchmark Email, HubSpot, Inc. and Constant Contact, Inc. 20

21. Formula for When to Send, Day and Time
The formula consists of four variables
– Recipient factor, Delivery duration, Queue factor and
ISP factor
• DOT – (IF + DD + QF) = ST
Where
• DOT = desired open time
IF = ISP factor
DD = delivery duration
QF = queue factor
ST = scheduler or send time
Example: 1 p.m. – (1 Hour + 1 Hour + 0.5 Hour) = 10:30 am
http://www.DesignsforGrowth.com Source: G-Lock Software 21

22. Case Studies
from Which Test Won
http://www.DesignsforGrowth.com 22

23. Which Landing Page Increased Sales – Video vs Copy
http://www.DesignsforGrowth.com Source: http://whichtestwon.com/webroot’s-landing-page-test 23

24. Actual Test Results:
VIDEO significantly increased sales.
Other Factors: Credibility: Badges icon
above the fold are more visible and have
higher-impact. Cleaner Design: A lot of the
clutter that was caused by all of the
descriptive text
http://www.DesignsforGrowth.com Source: http://whichtestwon.com/webroot’s-landing-page-test 24

25. Ecommerce Store Page Template Radical Redesign Test
http://www.DesignsforGrowth.com Source: http://whichtestwon.com/thundershirt’s-product-page-test-results 25

26. Actual Test Results:
Version B resulted in a substantial
increase in purchases because of
removing extraneous navigation,
increasing image size and clarifying the
order process.
http://www.DesignsforGrowth.com Source: http://whichtestwon.com/thundershirt’s-product-page-test-results 26

27. Who Has a Question that
May Apply to Everyone
in this Group
http://www.DesignsforGrowth.com 27