Blue Sky Factory: The Anatomy of an Email (DJ Waldow 24 Sep 09_ - Presentation Transcript
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
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)
About Blue Sky Factory (bonus) We’re also a fun company with cool people Fruitcakes Talent Copyright 2009 Blue Sky Factory
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
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 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
Image Credit: http://images.mirror.co.uk Copyright 2009 Blue Sky Factory
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
The Good – From Name Perfect. Why? Simple. Company name. Copyright 2009 Blue Sky Factory
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
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
The Good – Subject Line
WEEKEND CLOSEOUTS…: It works. Trust me (they test)
Image Credit: Flickr - derpunk Copyright 2009 Blue Sky Factory
The Bad Copyright 2009 Blue Sky Factory
The Good Image Credit: RetailEmailBlog Copyright 2009 Blue Sky Factory
The Good Image Credit: RetailEmailBlog Copyright 2009 Blue Sky Factory
“ 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
Image Credit: Flickr (vernhart) Copyright 2009 Blue Sky Factory
The Bad Copyright 2009 Blue Sky Factory
The Good Copyright 2009 Blue Sky Factory
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
“… 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
Flickr Photo: a2gemma Copyright 2009 Blue Sky Factory
DJ Waldow dissects an email from top to bottom. Tak more
DJ Waldow dissects an email from top to bottom. Takeaways:
1. A thorough understanding of the various parts of an email 2. Examples of "good" and "bad" email designs 3. Tips and advice on where to spend time when planning email campaigns 4. Suggestions to increase opens, clicks, and conversion less
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