Email Marketing Best Practices


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  • Subject Lines are like first impressions. When an email comes in, most email providers are set up to show you who the message is coming from and the brief subject of the message. As you are writing subject lines for your demand generation programs, make sure your message includes the following 6 principles –
  • Email Marketing Best Practices

    1. 1. Email Marketing Roundtable Led by Angela Lee-Moll Elliott Lowe
    2. 2. Today’s Discussion <ul><li>Latest best practices and benchmarks </li></ul><ul><li>Case studies – audience interactive poll </li></ul><ul><ul><li>Research Study </li></ul></ul><ul><ul><li>eBook </li></ul></ul><ul><ul><li>Live Event </li></ul></ul><ul><li>Q&A </li></ul><ul><li>Closing Remarks </li></ul>
    3. 3. Source: Email Best Practice Guidelines – Hillary Jensen, CA EMEA Marketing – June 2007
    4. 4. Be sure to get your emails opened <ul><li>Email open rates are down: this is mostly due to email programs automatically blocking images (which is how opens are tracked) </li></ul><ul><li>Click-through rates have remained constant </li></ul><ul><li>Mondays and Tuesdays are the best days to send emails </li></ul><ul><li>Subject lines with 35 characters or less are 28% more likely to be opened* </li></ul><ul><li>Personalization in the subject line increases opens and click-throughs </li></ul>Source: *A new best practice – subject lines should be no longer than 6 words. Do you think this is because so many people are getting email on mobile devices?
    5. 5. Six Principles of Subject Line Writing <ul><ul><li>Be Informative </li></ul></ul><ul><ul><ul><li>Be sure to convey something important, valuable or timely </li></ul></ul></ul><ul><ul><li>Create Intrigue </li></ul></ul><ul><ul><ul><li>Prompt your reader to open and act on the email immediately </li></ul></ul></ul><ul><ul><li>Build Trust </li></ul></ul><ul><ul><ul><li>Be sure not to over promise or mislead your prospects </li></ul></ul></ul><ul><ul><li>Call to Action </li></ul></ul><ul><ul><ul><li>Make it easy for your prospects to act on the call to action </li></ul></ul></ul><ul><ul><li>Understand who you are targeting </li></ul></ul><ul><ul><ul><li>Speak to each prospect as an individual and address their pain points </li></ul></ul></ul><ul><ul><li>From who? </li></ul></ul><ul><ul><ul><li>Subject lines can work with From Lines </li></ul></ul></ul>Source:
    6. 6. Tips for Writing Good Email Copy <ul><li>Ask yourself – So what? – this will help you get to the real message </li></ul><ul><ul><li>WIIFM* - Consider what your prospect or customer wants to hear, not what you want to tell them. </li></ul></ul><ul><ul><li>Don’t beat around the bush – get to the point in 100 words or less </li></ul></ul><ul><ul><li>Make sure call to action (CTA) is above the fold (and in the preview pane) </li></ul></ul><ul><ul><li>Be sure your offer or call to action are related to the content </li></ul></ul><ul><ul><li>Get to the point – use 1 idea per sentence and make sentences punchy and easy to scan </li></ul></ul><ul><ul><li>Do not use catch phrases, clichés – use real data to make key points </li></ul></ul>Source: *What’s In It For Me (WIIFM)
    7. 7. Source:
    8. 8. Source:
    9. 9. Source:
    10. 10. Industry Benchmarks (B2B Technology Industry) <ul><li>Delivered 94.8% </li></ul><ul><li>Open 14.4% </li></ul><ul><li>Click Through 1.7% </li></ul><ul><li>Registration </li></ul>Source:
    11. 11. Research Report <ul><li>What do you think? </li></ul><ul><ul><li>Subject Line </li></ul></ul><ul><ul><li>Headline </li></ul></ul><ul><ul><li>Body Copy </li></ul></ul><ul><ul><li>CTA </li></ul></ul><ul><ul><li>Sidebar </li></ul></ul><ul><li>Scale </li></ul><ul><ul><li>Unsatisfactory - Excellent </li></ul></ul>
    12. 12. Polling Questions
    13. 13. Performance <ul><ul><li>Launched Aug 13 2008 </li></ul></ul><ul><ul><li>Delivered – 98.2% </li></ul></ul><ul><ul><li>Opened – 9% </li></ul></ul><ul><ul><li>Click / Register – 1.5% </li></ul></ul><ul><li>Benchmarks ( </li></ul><ul><li>Delivered 94.8% </li></ul><ul><li>Open 14.4% </li></ul><ul><li>Click Through 1.7% </li></ul>
    14. 14. Pros <ul><li>Subject line includes well-known analyst. Propose including action word “read” </li></ul><ul><li>Subtitle – strong </li></ul><ul><li>Bullets – good to have bulleted points about CTA </li></ul><ul><li>CTA – free offer offering insight to EMA research </li></ul>
    15. 15. Cons <ul><li>Headline too long </li></ul><ul><li>Body text – too long </li></ul><ul><li>Bullets – better w/ 2-3 </li></ul><ul><li>Sidebar - too many different CTAs </li></ul><ul><li>Main CTA – below the fold </li></ul><ul><li>WIIFM – too long to get to it! </li></ul>
    16. 16. Security Management eBook <ul><li>Subject </li></ul><ul><ul><li>Complimentary Report: Definitive Guide to Security Management </li></ul></ul>January 5, 2010 Email Marketing Best Practices Copyright © 2008 CA
    17. 17. Polling Questions
    18. 18. Performance of eBook <ul><ul><li>Delivered - 66.5% </li></ul></ul><ul><ul><li>Open / Delivered - 38.9% </li></ul></ul><ul><ul><li>Click / Delivered - 5.8% </li></ul></ul><ul><ul><li>Register / Click - 75.6% </li></ul></ul><ul><li>Benchmarks ( </li></ul><ul><li>Delivered 94.8% </li></ul><ul><li>Open 14.4% </li></ul><ul><li>Click Through 1.7% </li></ul>
    19. 19. Pros <ul><ul><li>Compelling subject </li></ul></ul><ul><ul><li>Compelling headline </li></ul></ul><ul><ul><li>Personalized </li></ul></ul><ul><ul><li>Free high-value offer </li></ul></ul><ul><ul><li>CTA above the fold and in multiple locations </li></ul></ul>January 5, 2010 Email Marketing Best Practices Copyright © 2008 CA Subject: Complimentary Report: Definitive Guide to Security Management
    20. 20. Cons <ul><ul><li>Right sidebar cluttered </li></ul></ul><ul><ul><li>Little WIIFM copy </li></ul></ul><ul><ul><li>No bulleted copy </li></ul></ul>Subject: Complimentary Report: Definitive Guide to Security Management
    21. 21. Live Event Series <ul><li>Launched this week </li></ul><ul><li>Results pending </li></ul>
    22. 22. Email Review <ul><li>Pros </li></ul><ul><ul><li>Graphic/Title – good tie in </li></ul></ul><ul><ul><li>Title – powerful </li></ul></ul><ul><ul><li>Body text – short and to the point </li></ul></ul><ul><ul><li>CTA – good placement/multiple placements </li></ul></ul><ul><ul><li>WIIFM copy is strong </li></ul></ul>
    23. 23. Email Review <ul><li>Cons </li></ul><ul><ul><li>Agenda – unnecessary if there is a landing page </li></ul></ul><ul><ul><li>Revise 2 nd paragraph to include bullets! </li></ul></ul>
    24. 24. Conclusion <ul><li>Compelling subject line </li></ul><ul><li>Personalization </li></ul><ul><li>Succinct body copy </li></ul><ul><li>WIIFM </li></ul><ul><li>Clear CTA </li></ul>
    25. 25. Questions?
    26. 26. Your feedback is important…
    27. 27. Thank You
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