<ul><li>Email Marketing  </li></ul><ul><li>Writing Tips to Improve Email Results  </li></ul><ul><li>May 27-28, 2009 </li><...
Email Writing Tips <ul><li>Overview </li></ul><ul><li>Focus on B2B.  Guidelines apply well to B2C too </li></ul><ul><li>Wh...
Email Writing Tips: Break it Down <ul><li>Focus on Each part of the Email </li></ul><ul><li>Subject + From </li></ul><ul><...
Importance of Email Subjects <ul><li>At least  40% of the readers’ decision to open or take action is based on the email s...
10 Best Performing Email Subjects <ul><li>MyCompany  Sales & Marketing Monthly Newsletter </li></ul><ul><li>MyCompany  New...
9 Worst Performing Email Subjects <ul><li>Join Us for a FREE Webinar on April 2 2009! </li></ul><ul><li>Shop Early and Sav...
Email Subject Length Experiment <ul><li>Pinpointe Campaign – webinar invite / split test / 2 versions </li></ul><ul><li>Sh...
<ul><li>GOOD </li></ul><ul><li>Popular,  specific  and * relevant * keywords </li></ul><ul><li>Offer value, resources  </l...
<ul><li>Keep it personal - Reinforce “1 to 1 relationship” </li></ul><ul><li>“ Usually” better to use name+company vs. Com...
The Opening: “Above the Fold” <ul><li>“ FOLD” : The “First 3 lines / 300 pixels (Preview pane) </li></ul><ul><li>You have ...
“ Above the Fold” – Good/Bad Examples WORKS: DOESN’T WORK: Company
<ul><li>WHAT: </li></ul><ul><li>The offer (or the main point / objective) </li></ul><ul><li>Main benefit </li></ul><ul><li...
<ul><li>Newsletters, quick updates, event invites, any outreach </li></ul><ul><li>Stay CAN-SPAM compliant- </li></ul><ul><...
Images and Attachments <ul><li>Almost an inverse relationship between use and response in B2B communications </li></ul><ul...
<ul><li>Tips for using images in B2B: </li></ul><ul><li>Use sparingly </li></ul><ul><li>Event/Asset Registration? </li></u...
<ul><li>Do multiple links improve results? </li></ul><ul><li>Compared 20 newsletter campaigns  (*Mark Brownlow) </li></ul>...
<ul><li>Is there a correlation between: </li></ul><ul><ul><li>Distance between ‘call-to-action’ links, and </li></ul></ul>...
<ul><li>Results: </li></ul><ul><ul><li>Optimal click-rate occurs with 10~22 words between links </li></ul></ul>Links: Corr...
Top Performers - Examples
Poor Performers - Examples Company
<ul><li>B2B communication </li></ul><ul><li>Offer / invite – attend educational training </li></ul><ul><li>Goal: Get custo...
Case Study: Offer to Join Course <ul><li>What’s wrong with this? </li></ul><ul><li>Call-to-action at the bottom(!) </li></...
<ul><li>NetProspex / Pinpointe </li></ul><ul><li>Product Offerings  </li></ul>
<ul><ul><li>5 MM+ decision makers </li></ul></ul><ul><ul><li>User-generated </li></ul></ul><ul><ul><li>250,000 new per mon...
Recycling: Fast, Easy, Free!
What Sets Pinpointe Apart? <ul><ul><li>On-Demand Hosted Email Service Provider </li></ul></ul><ul><ul><li>Service B2B comp...
Delivery & Tracking (Pinpointe Dashboard)
Delivery & Tracking (Pinpointe Dashboard)
NetProspex / Pinpointe Solution <ul><li>Set up Trial Account with Pinpointe / NetProspex </li></ul><ul><li>Get up to 100 N...
Contact Information For questions, or to request a trial account, please contact: Mark Feldman  NetProspex (Lists/Contacts...
<ul><li>1.   Bans false / misleading header information </li></ul><ul><li>2.  Prohibits deceptive subject lines   </li></u...
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Webinar Email Marketing Writing Tips

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  • Webinar Email Marketing Writing Tips

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