Open It, Read It, Buy It Email Marketing with the AppExchangePresentation Transcript
Open It, Read It, Buy It: Email Marketing with the AppExchange John Burbridge, Salesforce.com Janine Popick, Vertical Response Chris Baggott, Exact Target Track: Marketing Executives
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JOHN BURBRIDGE E-Marketing Manager salesforce.com [email_address]
How to Create an Email for Response and Delivery
Creating Your Email
Lighting Round: Some Advanced Tactics Design For Engagement
JANINE POPICK CEO VerticalResponse [email_address]
Gate #1 - The ISP
Whitelisting - an ISP has the sender’s server name on an approved list that identifies the email and lets it pass through.
Gate #2 - The Corporate Domain
Blacklisting Defined - a list of “bad” server addresses that some ISPs and corporations use to block email thought of as having sent SPAM.
Gate #3 - A recipient’s inbox - factors that help you not get filtered
Proper HTML - http://validator.w3.org
Avoid SPAM words/tricks
Get into the Address Book
Many ISPs will automatically route you to the inbox if you are in the address book
Include address book instructions after your recipients opt-in
Brookstone includes a line at the top of each email asking recipients to add them to their address book.
CAN-SPAM Act of 2003
For Commercial Email Senders
Gives recipients the right to ask emailers to stop emailing them
Bans False header information
From label - Must be "From" who the recipient has the relationship with
Bans deceptive subject lines - must relate to the content
Requires Opt-out method working and processing for minimum of 30 days after you send your email
Working return email address
Internet -based method
Requires the sender's postal address
Creating Your Email
Your company name or your email address
Stick to who you are and avoid changing this
Keep it Short - many readers default to 40 characters and cut it off there
Don’t repeat from label in subject line - space is too valuable
Don’t overuse the word “free” or symbols “fr^e” - spam technique
Don’t use excessive punctuation - !!!!!
Don’t use CAPITALIZATION - email screaming!
Creating Your Email – Your Creative
Avoid large logos at the top - valuable space
Above the fold - keep the important info here
Avoid using one large image
Unsubscribes potentially higher
Text Only – Corporations
Font Type - Stick with web-friendly across many browsers
Arial, Verdana, Trebuchet for san serif Times New Roman, Georgia for serif.
Avoid too small for readability
Avoid too large for deliverability. Size 12pt preferred.
Avoid white on dark background for readability
Avoid magenta, yellow, green or grey for deliverability
This is what a recipient sees when an email is only made up of images and images are not displayed, the unsubscribe…ouch!
Creating Your Email – Your Copy
Avoid long copy blocks - this can deter your reader
Keep them short and spaced out
Include many ways a recipient can click to get to your site.
Relax - “talk” to your user, email can be more personal
Go ahead and sell, just avoid spammer techniques
Include your phone number
Personalization - Good data?
Postal Address - It’s the law
Reminders - Remind recipients where they have signed up for your email
Include a forward to a friend mechanism
Some Ideas on Segmentation…
Time of day - Segment your lists by zip code and roll out your campaigns for the time of day when your users will most likely be reading.
Business to Business? 10-1
Business to consumer? Later in the day, Thursday or Friday for weekend events.
Multi-buyer vs. new customer vs. prospect
Use custom fields to track these separately and push your prospects and new customers up the food chain.
Clickers & Openers vs. Non Responders
Run reports based on who clicked and who opened
Follow-up campaigns to get them even more interested
Run reports based on who didn’t click or open - re-mail with a different subject line
Segment your older customers from your newer ones and target different messages. A 6-12 month customer is harder to communicate to than 1-3 month purchaser.
CHRIS BAGGOTT CMO ExactTarget [email_address]
Design For Engagement
Lighting Round: Some Advanced Tactics
Now that handheld devices have become ubiquitous, subscribers have a lot of choice as to how they interact with your email. Design has to be flexible enough to deliver your message to various media in formats that work. This goes beyond HTML vs. Text. Handheld Devices
Multipart MIME won’t help
Most PDAs think they can display HTML but often nothing shows up. Test your HTML on a handheld before you deliver.
Add an ALT Tag
Without an alternative text tag (ALT tag), the PDA will default to HTML and will show image codes and programming strings. ALT tags will enable your PDA to render the e-mail in a simple, readable format without affecting how the e-mail will look on your computer.
Get to the point
Put text copy as close to the top of your e-mail as possible. You have to get to the point quickly in text format.
Do not top load with images
If you make subscribers scroll through long links, they will hit “delete.” Pull the ads lower or put some interesting copy above all the HTML and links.
Ask readers to hang in there
Put a text line above the ads and header telling readers their attention to the e-mail will be worthwhile. This might go unnoticed in the full rendering of the desktop view but will stand out strongly in the handheld view.
Stop asking to be added to the address book
This message takes up the entire content area on a handheld. Once a subscriber has added you to her address book, stop asking. This data should become an attribute and marketers should use dynamic content to send that note only to those who have not already clicked.
Industry statistics show that email open rates are declining, indicating that a significant number of subscribers are keeping their images turned off.
All screen shots courtesy of: www.campaignmoniter.com Image Suppression
How does your email appear in the preview folder? All screen shots courtesy of: www.campaignmoniter.com Previewing
100s of Potential “Success Factors” 32 So what matters in email?
Testing & Optimization
Testing & Optimization
Multi-Variable Testing: which approach is best?
Testing & Optimization
Dialog Management Makes Email Easy New Customer New Prospect No Purchase in 30 Days Web Activity Welcome Message & Cycle Special Offer Survey? Customized Content
Case Study: Automated Mailing System (AMS)
Specific emails sent to a Customer or Lead determined by date action occurs.
A Customer receives a "Check-In" email 25 days after making a purchase.
A Lead receives a "Product Comparison" email 12 days after requesting product information.
www.americandatacompany.com Confidential & Proprietary SOLUTION An automated workflow integrating the two systems. “ Automated Mailing System (AMS)” Case Study: Automated Mailing System (AMS)
“ Automated Mailing System (AMS)” Case Study: Automated Mailing System (AMS)
Approximately 2,700 targeted emails automatically sent per day
Lactagen has seen a 47% increase in sales since launching the AMS driven program
Janine Popick CEO Chris Baggott CMO QUESTION & ANSWER SESSION VerticalResponse ExactTarget
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