How to Create Great Emails that get Opened and Clicked
by KISSmetrics on SlideShare, Presenter at KISSmetrics.com on Jan 17, 2014
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1. How to Create Great Emails that Get Opened and Clicked ...
1. How to Create Great Emails that Get Opened and Clicked
2. Justine Jordan Marketing Director, Litmus
4. Making a good ﬁrst impression, Creating an excellent subscriber experience, A/B test ideas, Lots of best practices along the way
5. Why Email?
6. Banner Ads $2 for every $1 spent
7. Keyword Ads $17 for every $1 spent
8. Email Marketing $40 for every $1 spent
9. Email gets more clicks.
10. and conversions
11. You get the point.
12. Email Works.
13. Email is: A unique medium with unique considerations
14. Email is not: A JPG A print ad A banner ad A one-page web site
15. Emails are not weapons of mass destruction
16-18. Every email should have a purpose.
19. The email experience
20. First impressions.
21. no-reply is a no-go
22. Be on-brand and relevant
23. Symbols in subject lines Can increase open rates.
24. No such thing as a perfect subject line
26. Preheader Best Practices
27. These are bad preheader examples
28. These are good preheader examples Helpful, smart, funny, engaging
29. Optimizing the “Envelope Fields” From Name
30. Don’t count on images showing up
31. Convey your message without images
32. Be aware, not afraid, of the fold
33. Content and visual hierarchy, Prune extraneous & irrelevant content
34. Create click opportunities
35. Tell the subscriber what to do!
36. What is the message?
37-38. What should I do?
39. Call to action best practices
40. Bulletproof bu ons are visible when images aren’t
41. Don’t forget the landing page
42. Is this a positive experience?
43-44. Don’t forget the text version
45. Designing for purpose
46. Testing ideas
47. Some tests we’ve run.
48. Version A: Green bu on Version B: Blue bu on
49. no change Version A: Green bu on Version B: Blue bu on
50. Version A: Start testing Version B: Read our overview
51. 2x clicks Version A: Start testing Version B: Read our overview
52. Subject line A: Don’t forward this! Subject line B: The best way to share emails
53. Some tests we’ve run. Subject line A: Don’t forward this! Subject line B: The best way to share emails 54% more clicks
54. Testing can be simple or complex.
55. Design A Design B Design C
56. Design C, Outperformed Control CTR by 26%, Outperformed Projected revenue of 2nd place by 4%
57. Design A Design B Design C
58. Design B, Outperformed 2nd place by < 2%, Outperformed control CTR by 26%, Outperformed unsubscribe rate by 15.9%
59. The uniqueness of email goes beyond design
60. HTML coding / rendering, HTML for email is not HTML for the web, Avoid CSS for positioning or layout, Code like it’s 1999!
61. HTML coding/rendering
62. Rendering, TEST, Only comprehensive testing will ensure that your email appears the way you want it to in your subscriber’s inbox
63. Avoid this
64. TAKEAWAYS 1 Design for your subscribers 2 For every email, ask: What am I trying to say? How will subscribers take action? Where are they going next? 3 Institute a culture of testing
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