Email Marketing

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Simple email marketing guide with great tips on call to action & expected CTR.

Simple email marketing guide with great tips on call to action & expected CTR.

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  • After much hype about social media, there was a lot of talk about the “death of email”, which is not true.
  • Four topics we will review today.
  • According to mailchimp, all it takes is one person to mark email as junk for the domain to go marked as junk subsequently. http://blog.mailchimp.com/most-common-spam-filter-triggers/
  • Mailchimp & other service providers automatically create the plain-text version of the HTML email message. It’s important they are the same.
  • T he best email subject lines are short, descriptive and provide the reader with a reason to explore your message further. For this study, MailChimp analyzed the open rates for over 200 million emails. Open rates ranged from an amazing 93% to a dismal 0.5%. Mailchimp has a subject line researcher tool
  • More Info: http://mailchimp.com/resources/research/email-marketing-subject-line-comparison/
  • “ Hey” was the most popular subject line “ Writers, analysts, and managers routinely bet on which lines would perform best and worst. “We were so bad at predicting what would win that it only reinforced the need to constantly keep testing,” says Showalter. “Every time something really ugly won, it would shock me: giant-size fonts for links, plain-text links vs. pretty ‘Donate’ buttons. Eventually we got to thinking, ‘How could we make things even less attractive?’ That’s how we arrived at the ugly yellow highlighting on the sections we wanted to draw people’s eye to.” http://www.businessweek.com/articles/2012-11-29/the-science-behind-those-obama-campaign-e-mails
  • CTR — the percentage of recipients who click on a certain URL in your email — is a good measure of the effectiveness of your calls to action. As you implement improvements to your email campaigns’ calls to action, you’ll want to CRT to see what works best with your specific target audience
  • KISS: Once subscribers open your email or click through to your landing page, you have mere seconds to capture their attention. So don’t use difficult words, “market-speak,” or technical jargon. Instead, write as if you were talking to a friend. But at the same time, keep your content powerful and to the point to grab and keep readers’ interest. Don’t overwhelm readers with long paragraphs and lots of copy. Breaking up your email-marketing copy with punchy subheads, numbered and bulleted lists, and small bites of information will allow subscribers to quickly read it and grasp your main message. Give readers a reason why they should take the action. In other words, what’s in it for them? Will it help them do their jobs better, lose weight, or save money? You may also want to highlight your value proposition compared to your competitors, such as free delivery. This is all about the benefit. Make sure it’s clear.
  • Often readers simply scan an email message, so be sure that what they need to do next is obvious. How big is big enough? Make sure it stands out relative to the other elements in your email. Which color works best to attract your target audience’s attention? Find the answer by testing – split your email list and send everyone the same message, but with different colored call-to-action buttons. Such icons as arrows, plus signs, or shopping baskets can help users quickly distinguish your call-to-action buttons from the elements around them. You may think a beautifully designed, flashy button will catch a reader’s eye. It likely will, but keep in mind that images may be blocked in your subscribers’ email messages. That means that if your call-to-action is enclosed inside the image, it will be blocked, too. One way to solve that problem is to use simple HTML tactics – including text and background colors to create a button that looks as though it’s image-based but can still be read with images turned off. Some email marketers will only insert one call-to-action at the very end of their promotional email. but requesting action immediately by including a call-to-action near the top – “above the fold” – is a good idea. In addition, consider adding links in headlines, logos, brand names, and product images, as well as textual links in the body of your copy. The more opportunities you give subscribers to click, the more likely they’ll click. We add links to a variety of places in our clients’ emails, and you’d be amazed where people click, even if it’s not obvious that it’s a link. Too often calls to action will take subscribers to the home page of a Web site, requiring them to search around for the specific offer. Plus, be sure there’s consistency in the wording and design of the call-to-action of the promotional email and the corresponding landing page, so subscribers can quickly and easily spot it and respond.
  • Text is not overwhelming, it’s down-to-earth, clear & simple
  • Again, this is a further step to take in order for a lovely gracefully degraded email. If images are off by default, there dimensions will be present, leaving a lot of unnecessary white space throughout.
  • 4. Again, this is a further step to take in order for a lovely gracefully degraded email. If images are off by default, there dimensions will be present, leaving a lot of unnecessary white space throughout. 5. Javascript = SPAM

Transcript

  • 1. Email Marketing The How-To Guideby Monique Olivera
  • 2. Is Email Marketing Dead?** From a sample of 3,000 americans that use social media (12 and older) 61% read “brand product” emails -http://socialhabit.com/
  • 3. 1. Getting there: Avoid getting blacklisted(SPAM!)2. Catching their eye: Best subject lines3. Branding: Content quality & email frequency4. Winning their attention: Layout, content &design tips
  • 4. Power Purchasing Newsletterin my Gmail
  • 5. Avoid Getting BlacklistedBlacklisted: When your email domain > monique@atilus.comgets marked as spammer & blocked by most mail servers/services (gmai1. Avoid Spammy Words: FREE, VIAGRA, OPRAH, EXTRA INCHES...2. Subject is all capitals: THIS SOUNDS LIKE YELLING!3. HTML has low ratio of text to image area: Think “big image, no text” & H
  • 6. 4. Message only has htmlor text parts, not both.HTML & text parts aredifferent.
  • 7. Best Subject LinesWords to avoid: Help,Percent off &Reminder TextAvoid: Person’s nameInclude: LocalizationInformation (city)Length: 50char orless
  • 8. Best & WorstSubject LineExamples
  • 9. Content & Frequency A Case Study! A Case Study!Obama: Most of the $690 millionObama raised online came fromfundraising e-mails.Extensive A & B Testing onSubject line & donation amountCasual tone was usually mosteffective: HeyDropping mild curse words:“Hell yeah, I like Obamacare” gotbig clicks.The data didn’t show any negativeconsequences to sending more
  • 10. How Do I Know My Content is Good or Bad? CTR: Track click-through rateB2B Email Marketing Newsletter Click Through Rates: 5% - 15%B2C Promotional Email Marketing Campaign Click Through Rates: 2% -12%Emails Sent to Highly Segmented and Personalized B2B and B2C Lists:10% - 20%Triggered Email Marketing Campaigns: 15% - 50%
  • 11. 3 Basic Content Rules
  • 12. Stand-out Call to ActionEnsure your call-to-action is big enoughso subscribers can’t miss it.Use highly contrasting colors andsurrounding white space tomake your buttons “pop.”Add icon variations.Beware of “image” call-to-action buttons.Sometimes a plain-text call-to-action willdo just fine.Add links generously.
  • 13. 2. Keep it simple and strong (K.I.S.S.). Message must be scannable
  • 14. 3. Add a sense of urgency.
  • 15. Layout & Design1. Keep design simple. It’s had toget same results across all emailclients2. Use tables for the HTML. Someinline CSS is acceptable. Do notnest tables.Max width should be 600px(preview pane)
  • 16. 3. Test, test, test. IE, Firefox, Safari / Gmail, Hotmail, Yahoo, AolHow my Gmail looks most of newsletters: Some newsletters are smart to account for that issue (and get more attention!):
  • 17. Layout & Design4. Images: Alt tags. Do not setwidth/height.5. No background images, noborders, no javascript6. Always include a clear, one-click unsubscribe link7. Always include a link to seeemail in browser