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Webinar Email Marketing Writing Tips

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  • Transcript

    • 1.
      • Email Marketing
      • Writing Tips to Improve Email Results
      • May 27-28, 2009
      Gary Halliwell NetProspex CEO [email_address] (888) 826-4877 www.twitter.com/netprospex www.netprospex.com/blog Craig Stouffer, Pinpointe Email Marketing [email_address] (408) 834-7577 x125 www.twitter.com/pinpointe www.pinpointe.com/blog
    • 2. Email Writing Tips
      • Overview
      • Focus on B2B. Guidelines apply well to B2C too
      • Where do these tips apply?
        • Offer (e.g. download whitepaper)
        • Event Invitation (e.g. Webinar, seminar, lunch-n-learn)
        • Outreach (e.g. ‘stay in touch’ campaigns)
        • Business update (i.e., newsletter format)
        • Everywhere!
      • Sources: Pinpointe analysis of millions of emails / hundreds of campaigns
    • 3. Email Writing Tips: Break it Down
      • Focus on Each part of the Email
      • Subject + From
      • Salutation
      • Introduction: “Think Above the Fold”
      • Body
      • Signature
      • Other Considerations
      • Graphics – Impact?
      • Links – Effective Use
    • 4. Importance of Email Subjects
      • At least 40% of the readers’ decision to open or take action is based on the email subject + ‘send-from’
      • Tip : 69% of recipients decide whether to report email as spam based on the subject line (source: ESPC)
      • The 50/50 Rule:
        • Spend 50% of your time on the subject + Intro
        • 50% on everything else (including design)
      • The 80/20 Rule of Email Subjects
        • 8 of 10 people will skim/read your email subject line
        • Less than 2 in 10 will read the rest / take action
    • 5. 10 Best Performing Email Subjects
      • MyCompany Sales & Marketing Monthly Newsletter
      • MyCompany Newsletter - January 2009: Teaser Subject/Topic
      • [Webinar]: N Tips to Improve Email Responses
      • MyCompany Webinar: Case Studies - Join Us Feb 15
      • Webinar Topic - Webinar Slides Available
      • This Week’s Phone Call / Meeting (Personalized note from sales rep)
      • John - 8 Customer Service Tips that Work
      • Exciting Update from MyCompany - IBM Approved Supplier
      • Reminder: Storage Survey - Your Input
      • Invitation - Breakfast on Specific Topic
      • * Source: Pinpointe analysis of several million customer emails
    • 6. 9 Worst Performing Email Subjects
      • Join Us for a FREE Webinar on April 2 2009!
      • Shop Early and Save!
      • Register to Win Your FREE iPod!!
      • Security Spending
      • Post-Trade Show Webinar: Expert Insights Into the Key Trends and Observations from the Trade Show Floor Last Week
      • European Lakefront Elegance
      • (Company) Announces Partnership to Work with (Other Company)
      • Product Launch: New “Widget” Available
      • Full Press Release Title “(Company) Announces New Widgets”
    • 7. Email Subject Length Experiment
      • Pinpointe Campaign – webinar invite / split test / 2 versions
      • Short : “[Webinar] Split Test Case Studies (Feb 4)”
      • Long : “[Pinpointe] Case Studies Webinar: Using Split Testing to Improve HTML Email Response Rates (Feb 4th) - Please Join Us”
    • 8.
      • GOOD
      • Popular, specific and * relevant * keywords
      • Offer value, resources
      • Honest / Non-hyped
      • Length: 50 ~ 55 characters
      • Clearly stated benefit(s)
      • Lead-in with a teaser / Ask a question
      • BAD
      • Pushy / salesy - Ask for an order
      • Non-descript / vague / (sometimes meaningless)
      • 70+ Characters
      Best / Worst Subjects: Observations
    • 9.
      • Keep it personal - Reinforce “1 to 1 relationship”
      • “ Usually” better to use name+company vs. Company
      • Legitimate / valid email address (!)
      • Consider: person as send-from + Company in subject
      • GOOD:
      • “ Craig Stouffer, Pinpointe” < [email_address] >
      • BAD:
      • “ [email_address] ” <info@company.com>
      • “ Do Not Reply” <Prospect_list@company.com>
      The Email From Field
    • 10. The Opening: “Above the Fold”
      • “ FOLD” : The “First 3 lines / 300 pixels (Preview pane)
      • You have email subject + 3 lines to get attention…
      • … Use it wisely!
      • Consider:
      • Can your opening sentence stand on its own?
      • Think: “The 5 + 30 approach:”
        • Tell the 5 second version of your story first
        • … Then tell the 30 second version
    • 11. “ Above the Fold” – Good/Bad Examples WORKS: DOESN’T WORK: Company
    • 12.
      • WHAT:
      • The offer (or the main point / objective)
      • Main benefit
      • Response instructions
      • HOW:
      • Divide key message into sections
      • Short vs. Long?
        • Generally, short and concise works best
        • Exception – complicated offering / big ticket item
      • Consider: Shorter paragraph with link to landing page(s) with supporting details
      The Body - Structure
    • 13.
      • Newsletters, quick updates, event invites, any outreach
      • Stay CAN-SPAM compliant-
        • Always include a signature
        • Don’t forget physical address
        • phone
        • Contact email address
      • TIP : Try this: OK to ‘advertize’ below the signature:
        • Social links (eg: twitter, Facebook, Blog)
        • Text + link to special offer
        • Offer for free demo / trial / etc
      The Signature
    • 14. Images and Attachments
      • Almost an inverse relationship between use and response in B2B communications
      • 50% of Email clients: Images disabled by default
      • How will your email will look w/o images?
    • 15.
      • Tips for using images in B2B:
      • Use sparingly
      • Event/Asset Registration?
        • Adding a ‘Register Now’ button increased responses 22%
        • (use ALT Text) (source: Pinpointe testing)
      • Offering a whitepaper / webinar / report?
        • Add thumbnail of report to increase responses by 25%
      • Avoid attachments. Link to document
      Images and Attachments
    • 16.
      • Do multiple links improve results?
      • Compared 20 newsletter campaigns (*Mark Brownlow)
      • Analyzed the ‘teaser’ / intro text with 1, 2 links
      • 2 Example newsletter intro paragraphs:
      Using Links Effectively in Email
      • Results (Average across 20 campaigns):
      • Average CTR for campaigns with 1 link: 6.8%
      • Average CTR for campaigns with 2 links: 8.57%
      • Improvement: Extra link = +25%
        • * Source: Mark Brownlow www.email-marketing-reports.com
    • 17.
      • Is there a correlation between:
        • Distance between ‘call-to-action’ links, and
        • Click-to-open rate?
      • Test (20 different email newsletters)
        • ‘ Teaser’ intro with 2 links: in-content link and end link
        • Correlated distance between links in words and click rates
        • 5-7 lines of text / 2 paragraphs for all variations
      Using Links Effectively in Email
        • * Source: Mark Brownlow www.email-marketing-reports.com
    • 18.
      • Results:
        • Optimal click-rate occurs with 10~22 words between links
      Links: Correlation
      • Recommendations:
        • Try embedded in-context link + trainer link (e.g. “Read more”)
        • Test test test… see what works in your environment
    • 19. Top Performers - Examples
    • 20. Poor Performers - Examples Company
    • 21.
      • B2B communication
      • Offer / invite – attend educational training
      • Goal: Get customer on phone with sales team
      • Problem: Terrible response rates (<4%!)
      • Solution: Analyze, assess and tune-up email content
      • Results:
        • +220% increase in opens
        • +240% increase in clicks
        • Increased phone call volume (not quantified)
        • Approximately 40% increase in qualified candidates/business
      Case Study Example
    • 22. Case Study: Offer to Join Course
      • What’s wrong with this?
      • Call-to-action at the bottom(!)
      • Impersonal
      • … long list…
      • A Few Recommendations:
      • Reduced title font size
      • Added benefits section under objectives
      • Add ‘personal’ tone – send from president
      • Tighten top so Objective fits in the ‘fold’
      • Include website link / CTA in top / fold
      • Shorten overview.. Use ‘ read more’ links
      • Subject: Course: Financial Statement Analysis
      • Add link to site on ‘Analysis of…’
      • Result : 40% more business
    • 23.
      • NetProspex / Pinpointe
      • Product Offerings
    • 24.
        • 5 MM+ decision makers
        • User-generated
        • 250,000 new per month
        • 100% Validated
        • All job titles & industries
        • Title, email & phone
        • Buy or recycle
      What Sets NetProspex Apart?
    • 25. Recycling: Fast, Easy, Free!
    • 26. What Sets Pinpointe Apart?
        • On-Demand Hosted Email Service Provider
        • Service B2B companies:
          • Sophisticated email marketing needs
          • Not ready to use / fund complex marketing automation
        • Feature Rich: Easy-to-use, WYSIWYG Editor, reporting, service
        • Permit non-opt-in B2B lists from qualified vendors
        • Provide strategic advice, guidance to improve results
        • More than 5,000 companies using Pinpointe platform
    • 27. Delivery & Tracking (Pinpointe Dashboard)
    • 28. Delivery & Tracking (Pinpointe Dashboard)
    • 29. NetProspex / Pinpointe Solution
      • Set up Trial Account with Pinpointe / NetProspex
      • Get up to 100 NetProspex records
      • Use trade-in credits to get more contacts
      • Pinpointe will create trial account and:
        • Upload records
        • Send up to 2,000 emails
    • 30. Contact Information For questions, or to request a trial account, please contact: Mark Feldman NetProspex (Lists/Contacts) [email_address] (888) 826-4877 www.twitter.com/netprospex www.netprospex.com/blog Craig Stouffer Pinpointe (Email Marketing) [email_address] (408) 834-7577 x125 www.twitter.com/pinpointe www.pinpointe.com/blog
    • 31.
      • 1. Bans false / misleading header information
      • 2. Prohibits deceptive subject lines
      • 3. Requires opt-out method for recipients(*)
      • 4. Requires that unsolicited commercial email be identified as an advertisement
      • 5. Email must includes the sender's valid physical postal address (P.O. box is now OK)
      • See the FTC Web site at www.ftc.gov /spam
      • Or call toll-free,
      • 1-877-FTC-HELP
      • 1-877-382-4357
      CAN-SPAM - Provisions

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