Email Writing
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Email Writing






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  • studies claim the average online attention span hovers around 9 seconds
  • LengthCTAsImages in emails
  • CAN-SPAM actUnsubscribeSpam filtersDesign for preview pages/ mobile
  • Don’t use false or misleading header information. Your “From,” “To,” “Reply-To,” and routing information – including the originating domain name and email address – must be accurate and identify the person or business who initiated the message.Don’t use deceptive subject lines. The subject line must accurately reflect the content of the message.Identify the message as an ad. The law gives you a lot of leeway in how to do this, but you must disclose clearly and conspicuously that your message is an advertisement.Tell recipients where you’re located. Your message must include your valid physical postal address. This can be your current street address, a post office box you’ve registered with the U.S. Postal Service, or a private mailbox you’ve registered with a commercial mail receiving agency established under Postal Service regulations.Tell recipients how to opt out of receiving future email from you. Your message must include a clear and conspicuous explanation of how the recipient can opt out of getting email from you in the future. Craft the notice in a way that’s easy for an ordinary person to recognize, read, and understand. Creative use of type size, color, and location can improve clarity. Give a return email address or another easy Internet-based way to allow people to communicate their choice to you. You may create a menu to allow a recipient to opt out of certain types of messages, but you must include the option to stop all commercial messages from you. Make sure your spam filter doesn’t block these opt-out requests.Honor opt-out requests promptly. Any opt-out mechanism you offer must be able to process opt-out requests for at least 30 days after you send your message. You must honor a recipient’s opt-out request within 10 business days. You can’t charge a fee, require the recipient to give you any personally identifying information beyond an email address, or make the recipient take any step other than sending a reply email or visiting a single page on an Internet website as a condition for honoring an opt-out request. Once people have told you they don’t want to receive more messages from you, you can’t sell or transfer their email addresses, even in the form of a mailing list. The only exception is that you may transfer the addresses to a company you’ve hired to help you comply with the CAN-SPAM Act.Monitor what others are doing on your behalf. The law makes clear that even if you hire another company to handle your email marketing, you can’t contract away your legal responsibility to comply with the law. Both the company whose product is promoted in the message and the company that actually sends the message may be held legally responsibl

Email Writing Email Writing Presentation Transcript

  • Email Marketing
  • Email marketing challenges
  • Studies claimthe averageonline attentionspan hoversaround nineseconds. Photo by: Protographer23
  • Email is not dead. It just needs a make-over
  • Types of Emails: Newsletter / Informational
  • Types of Emails: Invitation
  • Type of Emails: Welcome / Direct Sales
  • Sender and Subject Line
  • From whom would you rather get an email?
  • Subject lines: The basics • Between 30 and 40 characters • No more than 5-6 words • Supported by the "from" line.
  • Subject lines: Digging Deeper• Ultra-short abstract of the email content (succinct, honest, informative)• Plain language, avoid marketers’ jargon and heavy punctuation• First word in the subject line must be the most important, information-carrying one• Skip lead articles “the” and “a”, and avoid pronouns “you”, “yours”• Avoid the “F” word if possible (free)
  • Not so Good BetterYour Macy’s T-Shirt Order T-Shirt from Macy’s ShippedConfirmation TodayLet’s Celebrate the 75 years Invitation: Clinton to speak atof Business at NBC! NBC AnniversaryRed Cross LeadershipDonor Gala Save The Date: March 15 Gala
  • Email Successes
  • Email Failures
  • Advice on Writing Good Subject lines• Recognition. Interest. Action.• Frontload it: [Main message][Subsidiary messages]• Subject line style should match your brand and audience• Use the Colon Trick
  • Email Body
  • Get to the point… quickly
  • Or take a riskand be creative.
  • Don’t assume images will be viewed
  • How to prevent this: Trouble viewing this email? View Mobile-Friendly | View in Browser• Avoid images for important content• Add a prominent text-based link to a Web version• Get on a whitelist.• Use the alt attribute for all images• Specify height and width for images• Test your design with images turned off before sending.
  • Include a CLEAR call to action
  • Enticing Action
  • Who does it better?A
  • Who does it better?B
  • Compliance & Compatibility
  • CAN-SPAM Act: a law that sets the rules forcommercial email, establishes requirementsfor commercial messages, gives recipientsthe right to have you stop emailing them, andspells out tough penalties for violations.
  • The Rules:• Don’t use false or misleading header information.• Don’t use deceptive subject lines.• Identify the message as an ad.• Tell recipients where you’re located.• Tell recipients how to opt out of receiving future email from you.• Honor opt-out requests promptly.• Monitor what others are doing on your behalf.
  • Make it easy to unsubscribe
  • Who does it better?A Unsubscribe To update/change your email list preferences , please visit:B
  • Don’t be confused for spam
  • Words that may trigger spam filtersFree, opportunity, offer, off, your, yours,you, product, reduce, guarantee, grow,stop, stops, special, call, click, subscribe,winner, eliminate, satisfaction, serious,earn, promise, income, savings, selected,removes, credit, loan, act, meet, join,avoid, one timeNever use exclamation point(s) in yoursubject line, and generally don’t use heavypunctuation
  • Who does it better?A Customized Girl Buy 1 Get 1 50% off Any Women’s Top!!B Jcrew PRIVATE SALE (it’s super top-secret)
  • Design forpreview panes
  • katespade.comlast day! 25% off sale items. online...This message has no content.
  • Who does it better?A
  • Who does it better?B
  • A/B Testing
  • A/B Testing
  • A/B Testing Example A B C
  • A/B Testing Example
  • Email Analytics
  • Some Definitions: Open RateClick-through Rate Bounce-rate Opt-Out Conversion
  • Some benchmarks
  • When (not) to email• Avoid Holidays or Holiday Weeks• Avoid Mondays and Fridays• Run Time experiments (10 - 12)• Depends on audience
  • Email SeriesLead nurturing
  • Guideline Create anEmail Series
  • Email Series Example
  • Landing Pages
  • Guideline Create goodlanding pages•Video•Photos•Sign up forms•Free offers/downloads
  • Who does it better?A B
  • Long forms Landing Page
  • Case Study:
  • Due Next Week: Read: Inbound Marketing Part 1 & 2 (up to 120) Bring in examples of good/bad/ugly emails. Blog!
  • Who does it better?A
  • Who does it better?B