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Design For Your Subscribers: Tips and Tricks to Increase Email Marketing ROI - ExactTarget
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Design For Your Subscribers: Tips and Tricks to Increase Email Marketing ROI - ExactTarget

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Design For Your Subscribers: Tips and Tricks to Increase Email Marketing ROI ...

Design For Your Subscribers: Tips and Tricks to Increase Email Marketing ROI

Email and landing page design affects more than the appearance of your messages. It affects clicks, conversion, and overall ROI. This online marketing seminar will provide insights into how to improve your email and landing page designs to increase performance and produce better results.

* Tim Siukola, Manager, Campaign Solutions, ExactTarget

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  • A subscriber’s inbox is a noisy place, filled with the clutter of messages, folders and other distractions. Definition of Spam not only extends to relevance, but also to subscriber expectations surrounding frequency. Think carefully about the subscriber’s relationship with the from name you choose, whether it’s your company name, a business unit, or a sales representative.“A message from the John…” Story – From name was too long in gmail!
  • Old Navy sent out an email with the subject line “20% off all adult purchases”SO – what’s the best subject line? TEST. Do a simple A/B split testing static vs. changing, promo vs. info, etc.
  • Old Navy sent out an email with the subject line “20% off all adult purchases”SO – what’s the best subject line? TEST. Do a simple A/B split testing static vs. changing, promo vs. info, etc.
  • You don’t have to fit every call to action, copy block, and button here! In this space, create an experience subscribers want to continue.
  • ET tracks opens this way.
  • “…A well-designed email means nothing if the landing pages don’t work well.” – Chad White
  • And if they want to view more…is it for the right reasons?
  • Keep imagery consistent with your brand.
  • Keep in mind that the design to the right ISN’T necessarily a bad design – it’s poorly optimized. However, optimization is the first step of email design that the subscriber experiences.
  • *Data collected from over 250 million email recipients using our Fingerprint analysis tool.
  • 1. Introduce presenters + attendees2. Overview of what we’ll cover.Overview of HTML vs. CSSCode for email not the same as code for webHTML is a markup language that is universally CSS is a style sheet whose form is separated from its contentPut yourself in the customer’s shoes when talking to them – the beautiful, efficient world of building websites with CSS doesn’t apply here.W3C puts together rough standards. These standards don’t exist for email.Proper syntax still counts – opening and closing tags
  • Now I love MarketingProfs as much as the next person, so I don’t want to throw them under the bus, but…
  • Maybe they tested it and this page works well for them (I don’t know), but my initial impression is subscriber experience FAIL!
  • How our expertise in performance-driven design increased conversions by 88%
  • One final resource that I would like to make you aware of is our new Subscribers, Fans, and Followers research. These new resources will provide you with direct insights into how consumers view each of these channels, as well as the type of permission-based content they want to receive through them.

Design For Your Subscribers: Tips and Tricks to Increase Email Marketing ROI - ExactTarget Design For Your Subscribers: Tips and Tricks to Increase Email Marketing ROI - ExactTarget Presentation Transcript