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The Email Marketing Cheat Sheet

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We wanted to provide you with an easy-to-read cheat sheet that you can reference when planning your email programs. Learn how much time your peers spend strategizing, what marketers are testing most …

We wanted to provide you with an easy-to-read cheat sheet that you can reference when planning your email programs. Learn how much time your peers spend strategizing, what marketers are testing most in their emails, the perfect time to send, and why marketers should design emails that are optimized for smart phones.

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  • 1. CHEATSHEET By far, brands still prefer to communicate via email. In a recent survey, 77% of consumers said they prefer to receive permission-based marketing communications through email. Further, all age groups named email as their preferred source for communication. Below is some interesting data on taking your email strategy to the next level.
  • 2. SPEND TIME ON STRATEGY AVERAGE PERFORMERS 23% 22% 20% 18% 17% 12% 13% CREATIVE TOP PERFORMERS SEGMENTATION & TARGETING 14% 10% STRATEGY EMAIL LAYOUT & PROCESSING 13% REPORTING Strategy is the key to reaping email marketing results. Top email performers—those seeing the best results from their email campaigns — spend more time on strategy than their counterparts.
  • 3. TEST, TEST, TEST SUBJECT LINE MESSAGE / CONTENT LAYOUT & IMAGES / CALL TO ACTION DAY OF THE WEEK SENT TIME OF DAY SENT PERSONALIZATION LANDING PAGE TARGET AUDIENCE “FROM” LINE MOBILE LAYOUT & IMAGES Historically, the subject line has been the most tested element in marketing emails; however, many other elements also contribute to your email’s success. 15% 26% 72% 30% 32% What Should I Be Testing? The data to the right shows the percentage of email marketers currently testing each category. 34% 61% 39% 50% 46%
  • 4. SEND AT THE RIGHT TIME OPEN RATE BASED ON TIME SCHEDULED TIME OF DAY WHEN THE EMAIL WAS ACTUALLY OPENED 20% Determining the best time of day to send is vital to your email’s success. Traditionally, marketers have assumed that sending emails during peak open-rate hours is the best option. 15% 10% 5% Schedule your emails earlier or later in the day, so your recipients will be more likely to open them during work hours. Once you choose a time to send, stick with it for consistency. 0% 12AM 6AM 12PM 6PM
  • 5. DESIGN FOR MOBILE 75% of smartphone owners say they are highly likely to delete emails they can’t read on their phones. Don’t let yours end up in the trash. Make sure your emails are mobile-friendly! 100% 2010 Q3/Q4 2011 Q1/Q2 2011 Q3/Q4 2012 Q1/Q2 2012 Q3/Q4 MOBILE 2013 Q1/Q2 2013 Q3/Q4 PC 80% 60% 40% 20% 0 The number of commercial emails opened on mobile devices is set to surpass PC-based emails by the end of 2013.
  • 6. FINAL TAKEAWAY YOUR EMAIL CAMPAIGN’S OVERALL SUCCESS IS DETERMINED BY THE PERCEIVED VALUE YOU DELIVER IN EACH EMAIL. THAT’S WHY UNDERSTANDING THE IMPORTANCE OF EACH ASPECT OF ITS CREATION—FROM SUBJECT LINE TO SEND TIME—IS KEY TO MAXIMIZING YOUR EFFECTIVENESS.