Creating Effective Email
Marketing Communications
        By using a combination of email
              best practices and...
Overview
    Why email marketing?



    Email best practices and testing



    What to do next?





                ...
Why Email?
    Generates results and costs less than traditional

    marketing

    Can increase customer loyalty and sa...
Customer Email Viewing Stages
           First impressions count:
         Subject Line and From Name



      Preview Pan...
First Impressions




                    webinar.offmadisonave.com

                             7/02/08      5
First Impressions
                       Spam




                    webinar.offmadisonave.com

                         ...
Testing & Optimization
    Testing the from name

     ◦ Specific, Long, Short

    Testing Subject Lines

     ◦ Short,...
Customer Email Viewing Stages
           First impressions count:
         Subject Line and From Name



      Preview Pan...
Preview Pane Optimization
    Preview Pane Samples


      Horizontal Preview Pane   Vertical Preview Pane




          ...
Preview Pane Optimization

   Horizontal Preview Pane   Vertical Preview Pane




                                        ...
Preview Pane Optimization

   Horizontal Preview Pane   Vertical Preview Pane




                                        ...
Preview Pane Optimization

   Horizontal Preview Pane   Vertical Preview Pane




                                        ...
Preview Pane Optimization
   Horizontal Preview Pane   Vertical Preview Pane




                                         ...
Preview Pane Optimization
    Optimal Space

    250x250 pixels

    Test as results

    may vary




                 ...
Preview Pane Testing & Optimization
    The main call to action received 12% more unique

    clicks with the preview pan...
Preview Pane Testing & Optimization
    Layout/Design Testing

    ◦ Images versus text content
    ◦ Preheader content
 ...
Customer Email Viewing Stages
           First impressions count:
         Subject Line and From Name



      Preview Pan...
HTML Email Design




                    webinar.offmadisonave.com

                             7/02/08     18
HTML Email Design – Images Off
         X




             X

                        X


             X


             X
...
Don’t Forget the Text Version
    Plain text version for mobile and non HTML users





                                 ...
Business to Business Email Clients




                           FingerPrint - September 2008




                       ...
Business to Consumer Email Clients




                          FingerPrint - September 2008




                        ...
Testing & Optimization
    Layout/Design Testing

    ◦ Images versus text content
    ◦ Table of contents
    ◦ One colu...
What to do next?
        Incorporating best practices and testing into every
 
        email communication
Email      Fro...
Thank You




            webinar.offmadisonave.com

                     7/02/08     25
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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 the agency's recent Webinar of the same topic.

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Email Best Practice - Alternate Gangplank Brownbag Presentation

  1. 1. Creating Effective Email Marketing Communications By using a combination of email best practices and testing webinar.offmadisonave.com
  2. 2. Overview Why email marketing?  Email best practices and testing  What to do next?  webinar.offmadisonave.com 7/02/08 2
  3. 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. 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. 5. First Impressions webinar.offmadisonave.com 7/02/08 5
  6. 6. First Impressions Spam webinar.offmadisonave.com 7/02/08 6
  7. 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. 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. 9. Preview Pane Optimization Preview Pane Samples  Horizontal Preview Pane Vertical Preview Pane webinar.offmadisonave.com 7/02/08 9
  10. 10. Preview Pane Optimization Horizontal Preview Pane Vertical Preview Pane webinar.offmadisonave.com 7/02/08 10
  11. 11. Preview Pane Optimization Horizontal Preview Pane Vertical Preview Pane webinar.offmadisonave.com 7/02/08 11
  12. 12. Preview Pane Optimization Horizontal Preview Pane Vertical Preview Pane webinar.offmadisonave.com 7/02/08 12
  13. 13. Preview Pane Optimization Horizontal Preview Pane Vertical Preview Pane webinar.offmadisonave.com 7/02/08 13
  14. 14. Preview Pane Optimization Optimal Space  250x250 pixels Test as results  may vary webinar.offmadisonave.com 7/02/08 14
  15. 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. 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. 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. 18. HTML Email Design webinar.offmadisonave.com 7/02/08 18
  19. 19. HTML Email Design – Images Off X X X X X webinar.offmadisonave.com 7/02/08 19
  20. 20. Don’t Forget the Text Version Plain text version for mobile and non HTML users  webinar.offmadisonave.com 7/02/08 20
  21. 21. Business to Business Email Clients FingerPrint - September 2008 webinar.offmadisonave.com 7/02/08 21
  22. 22. Business to Consumer Email Clients FingerPrint - September 2008 webinar.offmadisonave.com 7/02/08 22
  23. 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. 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. 25. Thank You webinar.offmadisonave.com 7/02/08 25

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