Blue Sky Factory: The Anatomy of an Email (DJ Waldow 24 Sep 09_

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    Blue Sky Factory: The Anatomy of an Email (DJ Waldow 24 Sep 09_ - Presentation Transcript

    1. Baltimore, Maryland Blue Sky Factory Driving Email Marketing Performance The Anatomy of an Email September 24, 2009 1:00 to 1:45 PM ET DJ Waldow Director of Community, Blue Sky Factory Copyright 2009 Blue Sky Factory
    2. About Blue Sky Factory Blue Sky Factory is both a full & self service ESP. Copyright 2009 Blue Sky Factory Design, execute, and track your email marketing campaigns with Publicaster (  that’s the name of our application)
    3. About Blue Sky Factory (bonus) We’re also a fun company with cool people Fruitcakes Talent Copyright 2009 Blue Sky Factory
    4. About DJ Waldow DJ Waldow @djwaldow
      • Married, no children (yet)
      • Salt Lake City, UT
      • Dog, 3 cats
      • U of Michigan, NY Giants
      • Beer, coffee, people
      • Former middle school teacher
      • Director of Community, Blue Sky Factory
      Copyright 2009 Blue Sky Factory
    5. 30 Minutes of Anatomy, 15 Minutes of Q&A
      • A thorough understanding of the various parts of an email
      • Examples of "good" and "bad" email designs
      • Tips and advice on where to spend time when planning email campaigns
      • Suggestions to increase opens, clicks, and conversion
      What I’m hoping you’ll leave with today: Copyright 2009 Blue Sky Factory
    6. 6 Parts of the Human Body
      • Head (Hair)
      • Face (Eyes, Nose, Mouth)
      • Neck & Upper Body
      • Abdomen (Guts)
      • Legs
      • Feet & Toes
      6 Parts of an Email
      • Preheader
      • From Name/Subject Line
      • Header, Navigation, Hook
      • Main Call-to-Action
      • “ Other Stuff”
      • Footer
      Copyright 2009 Blue Sky Factory
    7. Image Credit: http://images.mirror.co.uk Copyright 2009 Blue Sky Factory
    8. The Bad – From Name
      • David Axelrod: Who is David? (also too long)
      • concierge: Am I at a hotel?
      • register.welcome: Lazy. Lazy. Lazy.
      • data: Oops (see #3)
      • tim.westergen: I don’t know who that is. Do you?
      Copyright 2009 Blue Sky Factory
    9. The Good – From Name Perfect. Why? Simple. Company name. Copyright 2009 Blue Sky Factory
    10. From Name Takeaway The From Name is a representation of your company and/or brand. Keep it simple. Be proud of it! (Test) Copyright 2009 Blue Sky Factory
    11. The Bad – Subject Line
      • Don’t miss this: Spammy!
      • A Message from…: I still don’t know who Tim Westergren is.
      • Your upcoming…: Use the data you have.
      • Your receipt…: See #1 and #3.
      • TwitBacks Newsletter: Boooooring.
      • EasyUpdate…: I have no idea what that is? Brand?
      • djwaldow…: Be careful with first name personalization.
      Copyright 2009 Blue Sky Factory
    12. The Good – Subject Line
      • WEEKEND CLOSEOUTS…: It works. Trust me (they test)
      • 9 hours only!...: Sense of urgency.
      • Save up to 87%: Random number is catchy.
      • Miles or discount…: Intriguing. I have a choice?
      • 3 Minutes, 52 Seconds: Interest piqued (think: video)
      • REI Subscriber Exclusive…: Exclusivity.
      Copyright 2009 Blue Sky Factory
    13. Subject Line Takeaways
      • Length
      • Exclusivity
      • Call-to-Action
      • Sense of Urgency
      • Dare to be Different
      • (Test)
      Copyright 2009 Blue Sky Factory
    14. Image Credit: DJ Waldow (really) Copyright 2009 Blue Sky Factory
    15. Preheader Options
      • Snippet Text
      • Whitelisting/Address Book Instructions
      • View Images
      • Call-to-Action
      • Mobile Device
      • F2F and/or SWYSN
      • Advertising
      Copyright 2009 Blue Sky Factory
    16. The Bad Too much preheader No preheader Copyright 2009 Blue Sky Factory
    17. The Good
      • (2) Calls-to-action
      • Mobile/Text
      • View with Images
      • Fun icons
      • Bonus: “secondary preheader” above navigation bar
      Copyright 2009 Blue Sky Factory
    18. Preheader Takeaways
      • Include it, but don’t over do it
      • Size matters
      • Be different
      • Include call(s)-to-action
      • Whitelisting option overrated?
      • (Test)
      Copyright 2009 Blue Sky Factory
    19. More Preheader Information Reportlet: Many Retailers Not Optimizing Preheader Text Download the study Copyright 2009 Blue Sky Factory
    20. Copyright 2009 Blue Sky Factory
    21. The Bad Copyright 2009 Blue Sky Factory
    22. The Bad
      • Header: Weak
      • Navigation: None.
      • Hook: Appears to be “Hello DJ.”
      Copyright 2009 Blue Sky Factory
    23. The Good Fabric.com email – Images Off Copyright 2009 Blue Sky Factory
      • Bulletproof buttons
      • Clearance in red
      • Clear header
      • Hooks everywhere
      The Good Fabric.com email – Images On Copyright 2009 Blue Sky Factory
    25. Header, Navigation, Hook Takeaways
      • Make it Pop (credit: Lisa Harmon)
      • Bulletproof Buttons (credit: Lisa Harmon)
      • Whitespace, but not too much
      • Clear hooks
      • Play with the colors
      • (Test)
      Copyright 2009 Blue Sky Factory
    26. Image Credit: http://pix.motivatedphotos.com Copyright 2009 Blue Sky Factory
    27. The Bad Copyright 2009 Blue Sky Factory
    28. The Bad Copyright 2009 Blue Sky Factory
    29. The Bad Copyright 2009 Blue Sky Factory
    30. The Bad Copyright 2009 Blue Sky Factory
    31. The Bad Copyright 2009 Blue Sky Factory
    32. The Good Copyright 2009 Blue Sky Factory
    33. The Good (and Main Call-to-Action Takeaways)
      • Consistency: Subject, Preheader, Image, Call-to-Action
      • Bulletproof Button (credit: Lisa Harmon)
      • Image/Text Balance
      • Colors
      • Animated gif
      • Many options to click
      • Clean
      Copyright 2009 Blue Sky Factory
    34. Image Credit: Flickr - derpunk Copyright 2009 Blue Sky Factory
    35. The Bad Copyright 2009 Blue Sky Factory
    36. The Good Image Credit: RetailEmailBlog Copyright 2009 Blue Sky Factory
    37. The Good Image Credit: RetailEmailBlog Copyright 2009 Blue Sky Factory
    38. “ Other Stuff” Takeaways
      • Bulletproof Button (credit: Lisa Harmon)
      • Image/Text Balance
      • Colors
      • White space
      • Many options to click
      • Clean
      Note: Very similar to “Main Call-to-Action” Takeaways Copyright 2009 Blue Sky Factory
    39. Image Credit: Flickr (vernhart) Copyright 2009 Blue Sky Factory
    40. The Bad Copyright 2009 Blue Sky Factory
    41. The Good Copyright 2009 Blue Sky Factory
    42. Footer Takeaways
      • Unsubscribe
      • Manage Preferences / Update Account
      • SWYN / F2F / Other Social
      • Tertiary Calls-to-Action
      • Don’t Make Them Work For It
      • Simple, Straightforward
      Copyright 2009 Blue Sky Factory
    43. “… delivering anticipated, personal and relevant messages to people who actually want to get them.” S. Godin (1999) If You’ve Learned Nothing Else Today, Know This “Secret” Copyright 2009 Blue Sky Factory Send Timely, Targeted, Relevant Emails To Subscribers Who Have Asked For Them
    44. Flickr Photo: a2gemma Copyright 2009 Blue Sky Factory
    45. @djwaldow http://djwaldow.com/ http://lmgtfy.com/?q=DJ Waldow @blueskyfactory http://blog.blueskyfactory.com/ http://www.blueskyfactory.com/ http://lmgtfy.com/?q=Blue Sky Factory Let’s Talk Copyright 2009 Blue Sky Factory
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