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Email Best Practice - Alternate Gangplank Brownbag Presentation
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Email Best Practice - Alternate Gangplank Brownbag Presentation

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I recently crowd sourced the topic of a presentation I gave at Gangplank - the tool used is located at http://gp.offmadisonave.net. This is one of the presentations not selected, which is a recap of ...

I recently crowd sourced the topic of a presentation I gave at Gangplank - the tool used is located at http://gp.offmadisonave.net. This is one of the presentations not selected, which is a recap of the agency's recent Webinar of the same topic.

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  • 1. Creating Effective Email Marketing Communications By using a combination of email best practices and testing webinar.offmadisonave.com
  • 2. Overview Why email marketing?  Email best practices and testing  What to do next?  webinar.offmadisonave.com 7/02/08 2
  • 3. Why Email? Generates results and costs less than traditional  marketing Can increase customer loyalty and sales  ◦ In a down economy customer loyalty becomes very important On average, email marketing returns $43 for every  dollar spent webinar.offmadisonave.com 7/02/08 3
  • 4. Customer Email Viewing Stages First impressions count: Subject Line and From Name Preview Panes (vertical & horizontal) Open Email (images enabled, full email) webinar.offmadisonave.com 7/02/08 4
  • 5. First Impressions webinar.offmadisonave.com 7/02/08 5
  • 6. First Impressions Spam webinar.offmadisonave.com 7/02/08 6
  • 7. Testing & Optimization Testing the from name  ◦ Specific, Long, Short Testing Subject Lines  ◦ Short, Long, Funny/Snappy, Generic Day of week and time of day testing as well  webinar.offmadisonave.com 7/02/08 7
  • 8. Customer Email Viewing Stages First impressions count: Subject Line and From Name Preview Panes (vertical & horizontal) Open Email (images enabled, full email) webinar.offmadisonave.com 7/02/08 8
  • 9. Preview Pane Optimization Preview Pane Samples  Horizontal Preview Pane Vertical Preview Pane webinar.offmadisonave.com 7/02/08 9
  • 10. Preview Pane Optimization Horizontal Preview Pane Vertical Preview Pane webinar.offmadisonave.com 7/02/08 10
  • 11. Preview Pane Optimization Horizontal Preview Pane Vertical Preview Pane webinar.offmadisonave.com 7/02/08 11
  • 12. Preview Pane Optimization Horizontal Preview Pane Vertical Preview Pane webinar.offmadisonave.com 7/02/08 12
  • 13. Preview Pane Optimization Horizontal Preview Pane Vertical Preview Pane webinar.offmadisonave.com 7/02/08 13
  • 14. Preview Pane Optimization Optimal Space  250x250 pixels Test as results  may vary webinar.offmadisonave.com 7/02/08 14
  • 15. Preview Pane Testing & Optimization The main call to action received 12% more unique  clicks with the preview pane optimization webinar.offmadisonave.com 7/02/08 15
  • 16. Preview Pane Testing & Optimization Layout/Design Testing  ◦ Images versus text content ◦ Preheader content ◦ Table of contents webinar.offmadisonave.com 7/02/08 16
  • 17. Customer Email Viewing Stages First impressions count: Subject Line and From Name Preview Panes (vertical & horizontal) Open Email (images enabled, full email) webinar.offmadisonave.com 7/02/08 17
  • 18. HTML Email Design webinar.offmadisonave.com 7/02/08 18
  • 19. HTML Email Design – Images Off X X X X X webinar.offmadisonave.com 7/02/08 19
  • 20. Don’t Forget the Text Version Plain text version for mobile and non HTML users  webinar.offmadisonave.com 7/02/08 20
  • 21. Business to Business Email Clients FingerPrint - September 2008 webinar.offmadisonave.com 7/02/08 21
  • 22. Business to Consumer Email Clients FingerPrint - September 2008 webinar.offmadisonave.com 7/02/08 22
  • 23. Testing & Optimization Layout/Design Testing  ◦ Images versus text content ◦ Table of contents ◦ One column, two column, or three column ◦ Calls to Action ◦ Stylized Textual Email webinar.offmadisonave.com 7/02/08 23
  • 24. What to do next? Incorporating best practices and testing into every  email communication Email From Name Subject Day of Time of Preview Email Line Week Day Pane Design/Layout March X April X May X June X July X X August X Provide more relevance, and timely communication  ◦ Work towards building a Customer Lifecycle plan – where customers come first webinar.offmadisonave.com 7/02/08 24
  • 25. Thank You webinar.offmadisonave.com 7/02/08 25