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The Search for the
 Best Email Ever
Eric Squair | eric@squair.ca | @ericsquair
The Search for the Best Email Ever



Eric Squair




               June 11, 2009 | Eric Squair | eric@squair.ca
The Search for the Best Email Ever




What does it take to create email
that works?




              June 11, 2009 | Eri...
The Search for the Best Email Ever
What does the Best E-mail Ever (BEE)
look like?




    ?         June 11, 2009 | Eric ...
The Search for the Best Email Ever (BEE)




              June 11, 2009 | Eric Squair | eric@squair.ca
The Search for the Best Email Ever (BEE)
What do the best emails look like?


Please take a moment and write
down a few wo...
The Search for the Best Email Ever (BEE)
What do the best emails look like?
A story you want to hear...Knows the
audience ...
The Search for the Best Email Ever (BEE)

A story you want to hear.




                June 11, 2009 | Eric Squair | eric...
The Search for the Best Email Ever (BEE)
Knows the audience and respects them.




               June 11, 2009 | Eric Squ...
The Search for the Best Email Ever (BEE)


Comes from a segmented list.




               June 11, 2009 | Eric Squair | e...
The Search for the Best Email Ever (BEE)
Comes from a segmented list.




               June 11, 2009 | Eric Squair | eri...
The Search for the Best Email Ever (BEE)


Gets to the inbox.




                June 11, 2009 | Eric Squair | eric@squai...
The Search for the Best Email Ever (BEE)


A good subject line.


Less than 50 characters.

After that it’s an art, and yo...
The Search for the Best Email Ever (BEE)


A good subject line.


What's wrong with this picture? (Planned Parenthood)

I ...
The Search for the Best Email Ever (BEE)


Examples of bad subject lines.


Tell your Senators to vote NO on S. 2191 (Eagl...
The Search for the Best Email Ever (BEE)
Pretty doesn't cut it.




                 June 11, 2009 | Eric Squair | eric@sq...
The Search for the Best Email Ever (BEE)
Pretty doesn't cut it.




                 June 11, 2009 | Eric Squair | eric@sq...
The Search for the Best Email Ever (BEE)
Conversational tone.




                June 11, 2009 | Eric Squair | eric@squai...
The Search for the Best Email Ever (BEE)
One call to action, Big Shiny Button.




                 June 11, 2009 | Eric S...
The Search for the Best Email Ever (BEE)
An effective structure
Greeting

Intro sentences (2-3) - (Big Shiny Button off to...
The Search for the Best Email Ever (BEE)
Good storytelling.




                June 11, 2009 | Eric Squair | eric@squair....
The Search for the Best Email Ever (BEE)
Good storytelling.




                June 11, 2009 | Eric Squair | eric@squair....
The Search for the Best Email Ever (BEE)
What do the best emails look like?
The product of experimentation and
testing.


...
The Search for the Best Email Ever (BEE)
What do the best emails look like?
A story you want to hear...Knows the audience
...
The Search for the Best Email Ever (BEE)
How do you measure success?
Open rate
Click rate
Completion rate
List growth

All...
1. Think of an issue you are working on.

2. Write a subject line, the opening
paragraph and the call to action for an ema...
1. Think of an issue you are working on.

2. Write a subject line, the opening
paragraph and the call to action for an ema...
1. Think of an issue you are working on.

2. Write a subject line, the opening
paragraph and the call to action for an ema...
The Search for the Best Email Ever (BEE)
Tomorrow:
How do you measure success?
“Is this thing on? Email stats analysis”


...
The Search for the Best Email Ever (BEE)
Questions? Comments?
eric@squair.ca
Download this presentation:
http://eric.squai...
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Best Email Ever

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  • Transcript of "Best Email Ever"

    1. 1. The Search for the Best Email Ever Eric Squair | eric@squair.ca | @ericsquair
    2. 2. The Search for the Best Email Ever Eric Squair June 11, 2009 | Eric Squair | eric@squair.ca
    3. 3. The Search for the Best Email Ever What does it take to create email that works? June 11, 2009 | Eric Squair | eric@squair.ca
    4. 4. The Search for the Best Email Ever What does the Best E-mail Ever (BEE) look like? ? June 11, 2009 | Eric Squair | eric@squair.ca
    5. 5. The Search for the Best Email Ever (BEE) June 11, 2009 | Eric Squair | eric@squair.ca
    6. 6. The Search for the Best Email Ever (BEE) What do the best emails look like? Please take a moment and write down a few words or short phrases that describe them. June 11, 2009 | Eric Squair | eric@squair.ca
    7. 7. The Search for the Best Email Ever (BEE) What do the best emails look like? A story you want to hear...Knows the audience and respects them... Comes from a segmented list... Gets to the inbox... Good subject line... Pretty doesn’t cut it... Conversational... Call to action, Big Shiny Button... Basic storytelling... The product of experimentation and testing... June 11, 2009 | Eric Squair | eric@squair.ca
    8. 8. The Search for the Best Email Ever (BEE) A story you want to hear. June 11, 2009 | Eric Squair | eric@squair.ca
    9. 9. The Search for the Best Email Ever (BEE) Knows the audience and respects them. June 11, 2009 | Eric Squair | eric@squair.ca
    10. 10. The Search for the Best Email Ever (BEE) Comes from a segmented list. June 11, 2009 | Eric Squair | eric@squair.ca
    11. 11. The Search for the Best Email Ever (BEE) Comes from a segmented list. June 11, 2009 | Eric Squair | eric@squair.ca
    12. 12. The Search for the Best Email Ever (BEE) Gets to the inbox. June 11, 2009 | Eric Squair | eric@squair.ca
    13. 13. The Search for the Best Email Ever (BEE) A good subject line. Less than 50 characters. After that it’s an art, and you need to practice. June 11, 2009 | Eric Squair | eric@squair.ca
    14. 14. The Search for the Best Email Ever (BEE) A good subject line. What's wrong with this picture? (Planned Parenthood) I agree with George W. Bush (Howard Dean) Save the CBC (avaaz.org) 5 spots left (Documentary Organization of Canada) Hey (Obama campaign) June 11, 2009 | Eric Squair | eric@squair.ca
    15. 15. The Search for the Best Email Ever (BEE) Examples of bad subject lines. Tell your Senators to vote NO on S. 2191 (Eagle Forum) Urgent FEC Deadline (Mitch McConnell) Maryland GOP Calls for end to new poll tax for absentee ballot June 11, 2009 | Eric Squair | eric@squair.ca voters (Maryland GOP)
    16. 16. The Search for the Best Email Ever (BEE) Pretty doesn't cut it. June 11, 2009 | Eric Squair | eric@squair.ca
    17. 17. The Search for the Best Email Ever (BEE) Pretty doesn't cut it. June 11, 2009 | Eric Squair | eric@squair.ca
    18. 18. The Search for the Best Email Ever (BEE) Conversational tone. June 11, 2009 | Eric Squair | eric@squair.ca
    19. 19. The Search for the Best Email Ever (BEE) One call to action, Big Shiny Button. June 11, 2009 | Eric Squair | eric@squair.ca
    20. 20. The Search for the Best Email Ever (BEE) An effective structure Greeting Intro sentences (2-3) - (Big Shiny Button off to the right) Call to action More info Call to action (again) More info Sign-off and PS June 11, 2009 | Eric Squair | eric@squair.ca
    21. 21. The Search for the Best Email Ever (BEE) Good storytelling. June 11, 2009 | Eric Squair | eric@squair.ca
    22. 22. The Search for the Best Email Ever (BEE) Good storytelling. June 11, 2009 | Eric Squair | eric@squair.ca
    23. 23. The Search for the Best Email Ever (BEE) What do the best emails look like? The product of experimentation and testing. June 11, 2009 | Eric Squair | eric@squair.ca
    24. 24. The Search for the Best Email Ever (BEE) What do the best emails look like? A story you want to hear...Knows the audience and respects them... Comes from a segmented list... Gets to the inbox... Good subject line... Pretty doesn’t cut it... Conversational... Call to action, Big Shiny Button... Basic storytelling... The product of experimentation and testing... June 11, 2009 | Eric Squair | eric@squair.ca
    25. 25. The Search for the Best Email Ever (BEE) How do you measure success? Open rate Click rate Completion rate List growth All covered in the session tomorrow..... June 11, 2009 | Eric Squair | eric@squair.ca
    26. 26. 1. Think of an issue you are working on. 2. Write a subject line, the opening paragraph and the call to action for an email on this issue. June 11, 2009 | Eric Squair | eric@squair.ca
    27. 27. 1. Think of an issue you are working on. 2. Write a subject line, the opening paragraph and the call to action for an email on this issue. - Subject (50 characters or less) - 2-3 sentences (grabbing attention) - CLEAR call to action link June 11, 2009 | Eric Squair | eric@squair.ca
    28. 28. 1. Think of an issue you are working on. 2. Write a subject line, the opening paragraph and the call to action for an email on this issue. 3. Have someone at your table Tweet your subject line with the hash tags #BEE and #STT09 4. The ‘best’ subject lines will be asked to read out their email to the entire group. 5. There are prizes. June 11, 2009 | Eric Squair | eric@squair.ca
    29. 29. The Search for the Best Email Ever (BEE) Tomorrow: How do you measure success? “Is this thing on? Email stats analysis” June 11, 2009 | Eric Squair | eric@squair.ca
    30. 30. The Search for the Best Email Ever (BEE) Questions? Comments? eric@squair.ca Download this presentation: http://eric.squair.ca June 11, 2009 | Eric Squair | eric@squair.ca
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