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Top 10 Things You Need to Know about Email Creative
 

Top 10 Things You Need to Know about Email Creative

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Slides From Jordan Ayan of Subscribermail.com s presentation on how email creative can help you succeed in email marketing. Includes emphasis on content, subject line, design, calls-to-action, and ...

Slides From Jordan Ayan of Subscribermail.com s presentation on how email creative can help you succeed in email marketing. Includes emphasis on content, subject line, design, calls-to-action, and much more

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  • Nice Present Mint !!!!! great presentation job i like to your all presentations. It is easy to understand by slide share visitors. our useful scam awareness social blog is http://scambaitings.blogspot.com
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  • Great work !!! i like that your slide presentations. you all upload presentations are easy to understand by visitors. our archaeology related blog archaeology excavations http://archaeologyexcavations.blogspot.com
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  • Great presentation and good info, thank you Jordan.
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    Top 10 Things You Need to Know about Email Creative Top 10 Things You Need to Know about Email Creative Presentation Transcript

    • Jordan Ayan CEO & Founder SubscriberMail
    • Top 10 Things You Need To Know About Email Creative
    • Follow Up @jordanayan @subscribermail [email_address] [email_address] http://blog.subscribermail.com/ www.subscribermail.com/creative
    • Producing great email creative requires being great at adapting to changing standards
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    • Stronger relationships Sales Promotion Cross Sell/Upsell Subscription growth Transactional
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    • Creative Encompasses the Entire Messaging Process 1
    • Email Creative Includes:
      • Graphical elements
      • Use of Logos and branding
      • Your Subject line
      • The “From” address
      • The “To” address
      • Delivery date and time
      • Images Used
      • Content and copy
      • Order & flow
      • Welcome message
      • Landing pages
    • What makes email creative different
      • How you read it
        • Process rather than flow
      • Where you read it
        • Usually stationary
      • Why you read it
        • Usually for information not for pleasure
      • What can go wrong
        • Electronic distraction
          • Auto sorting, blocking, multi-tasking, beeps, bells and whistles
    • Define the Goal of Each Message 2
    • Create a Project Direction Document
    • Creative Input/Project Direction Document
      • Objective of the message
      • Audience(s)
      • Desired Response
      • Background
      • Benefits
      • Other requirements
      • Design requirements
    • Subject Lines are a critical part of the email creative process 3
    • Subject Line Style Guidelines
      • Try to limit to 45 characters or 5 words
      • NEVER USE ALL CAPS
      • Only…use…punctuation, that is...necessary!!!
      • Be relevant to your recipient
      • Think like a filter
      • Test, test, test
    • Subject Line Creative Rules
      • Clear indication of why it should be opened and what to expect
      • Most important words up front
      • Content focused vs entity focused
        • Example – “101 Ways to Offend Employees” is stronger than “January HR News”
      • Have someone write the subject line who did not write the copy
      • Mention brand if possible
      • Think relationship, not message
      • Avoid SPAMMY words
    • Complimentary White Paper www. subscribermail .com/creative
    • It’s not just your same old Subject Line Anymore
    • Pre-header or Snippet Text
    • Pre-header or Snippet Text Typically the first line of your message
    • Pre-header or Snippet Text Typically the first line of your message
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    • Relevancy 4
    • Creative, Relevant Content
      • Meaningful
      • Interesting
      • Rewarding
      • Timely
      • Non-Intrusive
      • WII-FM
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    • The Big Brother Effect
    • Consistency across email clients 5
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    • Image Blocking
      • Many email clients disable images by default
      • Surveys by both SubscriberMail and Marketing Sherpa found that nearly 60% of consumers and 90% of business email users view some or all of their email with images turned off.
      • A controlled study by SubscriberMail found that an optimized email vs. a non-optimized email sent to similar test groups received 87% more clicks.
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    • Preview Technology
      • Test across multiple email clients
      • Identify layout and rendering issues before it’s too late
      • Allows for testing with or without images suppressed
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    • Optimization Tips
      • Include relevant “alt” text in your HTML for all images
        • alt=“Free shipping” vs alt=“header image”
      • Use HTML to create colored text, background colors…
      • Avoid large images, especially above the fold
      • Present links as text – avoid image buttons
      • Specify a height and width for each image –if they don’t display the layout will remain intact
      • Include a link to a browser-based version of your message
    • Copy, Content and Offers 6
    • Copy Guidelines
      • Test, test, test
      • Experiment with readers’ preferences for bulleted text versus details.
      • Use strong headlines that grab!
      • Test both long and short versions on your readers
      • Summarize content for easy scanning.
      • Call to action should be prominently above the fold and also at the bottom
      • Include multiple links to main destination as appropriate.
    • Additional Copy Ideas
      • Add a special message for inactives
        • We’ve missed you!
      • Add a special message for new customers
        • Welcome to the our family!
      • Add a special message to prospects on file
        • We have the highest Security encryption available today
        • Our company has over 50 years….
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    • Direct readers focus to key offers
    • Boost response with tested effective Promotions
    • Make effective use of color
    • Single focus to improve conversions
    • Prompt customers to add you to their address book…
    • … and if it appears they need help, show them how to do it
    • Layout Guidelines
      • Test and optimize “hot spots.”
      • Generally, the top left quadrant is best placement for logo/branding.
      • Avoid white text on dark backgrounds (default settings may delete background and type will be “invisible”).
    • Design -Typography, Images and Rich Media 7
      • Try to keep email width under 600 pixels wide
      • Keep it simple
        • Avoid nested tables, multiple columns, etc
      • Use caution and test:
        • Style sheets
        • URLs
      • Email clients can strip out style sheets
        • (solution: use inline styles and plan for CSS degradation)
      • Don't use javascript, it will be stripped out
      Design Guidelines
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      • Crate & Barrel applies a consistent creative treatment, seasonal relevance, and templated approach to their customer retention campaigns
      • Crate & Barrel applies a consistent creative treatment, seasonal relevance, and templated approach to their customer retention campaigns
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    • Video
      • Key Facts:
      • 14.8 Billion videos were viewed online in January 2009 by U.S. internet users
      • 76.8% of U.S. internet users viewed an online video in January 2009
      *Video is one of the most widely used, and widely shared forms of online content
    • Video Guidelines
      • Most popular email clients block embedded video players
      • Use an image of a video player on your email rather than embedding a player
        • Make the PLAY button visible
        • Don’t forget the “alt” text!
      • Make the video image clickable, but include a text link as well
      • Direct traffic to a landing page where the video is front and center
    • http://blog.subscribermail.com/
    • Links and Calls-to-Action 8
    • Conduct a private EMAIL event
      • Good for retention
      • Preview pane
      • Above the fold
      • Text vs image
      • Formatting
      • Clear language
    • Lead people to take the next step
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    • Make it time sensitive & Convey a sense of urgency
    • Add a content relevant sweepstakes
      • Transaction within an email message is a security risk…
    • Landing Page Considerations 9
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      • Relevancy to offer or link
      • Positioning on the page is important
      • Amount of data collected
      • Complexity of copy
      • Data collected
      Landing Pages
    • Guidelines
      • Never send them to your home page
      • Clear, Concise, Quality copy
      • Ensure congruity with message
      • Minimize page distractions
      • Nothing that counts below the fold
      • Make sure they realize there is a fold
    • Viral Opportunities 10
      • Forward to Friend
      • links allow for
      • shared content
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    • Email & Social Media
      • Drive
    • Email & Social Media
      • Include links to blogs and/or social media profiles in emails to increase following
      • Make it worth their while - avoid re-purposing email content on social media outlets
      • Is your content worth sharing?
    • Follow me on Twitter @jordanayan @subscribermail
    • Viral Opportunities: What you need to get beyond the inbox
      • Engaged subscriber base, strong branding
      • Unique, relevant and high-value content—articles, video, special offers
      • Means for recipients to share content
      • Realm for audience discussion/interaction
    • What NOT to do
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    • Top 10 things you should remember
      • Creative is about the entire process of email
      • Clearly define each message’s goal
      • Subject lines are a critical part of the email creative process
      • Message relevancy is key to long-term creative success
      • Email client inconsistency can ruin great creative – pay attention to the impact
      • Impact of Type, Images and Rich media
      • Impact of copy and content
      • Impact of links and calls to action
      • Don’t forget about landing pages
      • Don’t forget about viral components
    • Email creative is part art – part science.
    • Follow Up www.subscribermail.com/creative @jordanayan @subscribermail [email_address] [email_address] http://blog.subscribermail.com/