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Writing Tips to Improve Email Response Rates

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Which is more important - a great subject line or fantastic graphic design and witty content? Based on analysis of millions of B2B emails that have been sent through Pinpointe’s email marketing …

Which is more important - a great subject line or fantastic graphic design and witty content? Based on analysis of millions of B2B emails that have been sent through Pinpointe’s email marketing platform, we’ll cover top writing tips to help you improve email response rates.

Topics Covered:
• The top 10 best / worst performing email subject lines
• Writing tips to improve email response rates
• B2B email content
• What works / doesn’t work – NetProspex + Pinpointe ‘Fill the Pipeline’ solution

Presenters: Craig Stouffer, GM | Pinpointe and Mark Feldman, Marketing VP | NetProspex

Published in: Marketing, Technology, Business
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  • 1. WRITING TIPS TO IMPROVE EMAIL RESPONSE RATES
  • 2. Page 1 Mark Feldman NetProspexVP Marketing mfeldman@NetProspex.com (781) 290-5714 @markjfeldman blog.netprospex.com Craig Stouffer Pinpointe On-Demand cstouffer@pinpointe.com (408) 834-7577 @pinpointe www.twitter.com/pinpointe www.pinpointe.com/blog Email
Marke+ng
 Wri+ng
Tips
to
Improve
Email
Results

  • 3. Page 2 What
Affects
Email
Responses
?
   Sending
Reputa+on
(Email
Marke+ng
201):
 ◦  Proper
email
sever
configura2on
 ◦  Emails
Server
IP
address
reputa2on
 ◦  Complaints
against
your
domain,
IPs
 ◦  Bounces
(list
quality),
spamtrap
hits
 ◦  Correct
sender
header,
etc
   Readability:
Content
(Today’s
Webinar):
 ◦  Once
it’s
delivered
–
make
sure
it’s
read!
 ◦  Avoid
 Spam‐like 
content
 ◦  Effec2ve
image
use
 ◦  Effec2ve
wri2ng
style
and
content
structure

  • 4. Page 3 Email
Wri+ng
Tips
 Overview
   Focus
on
B2B.

Guidelines
also
apply
to
B2C
   Where
do
these
2ps
apply?
 ◦  Offer
(e.g.
download
whitepaper)
 ◦  Event
Invita2on
 ◦  ‘Stay
in
touch’
campaigns
 ◦  Business
update
‐
newslePer
 ◦  Everywhere!
 Sources:
Pinpointe
analysis
of
millions
of
emails
/
hundreds
of
 campaigns

  • 5. Page 4 Email
Wri+ng
Tips:
Break
it
Down
 Focus
on
each
part
of
the
email:
   Subject
+
From
   Saluta2on
   Introduc2on:
“Think
Above
the
Fold”
   Body
   Signature
   Links
–
Effec2ve
Use

  • 6. Page 5 5 Takeaway:
Op+mize
for
Mobile
   Shorter
Content
   Call‐to‐Ac2on
earlier
 Mobile
and
Email

  • 7. Page 6 The
Subject:
Importance
   “At
60
miles
an
hour,
the
only
thing
you
hear
in
the
new
 Rolls
Royce
is
the
?cking
of
the
dashboard
clock”


 …David
Ogilvy
re‐wrote
this
104
2mes!
   40%
of
reader’s
decision
to
open
is
based
 on
the
email
subject
+
‘send‐from’
   69%
of
recipients
decide
whether
to
report
 email
as
spam
based
on
the
subject
(source:
ESPC)

  • 8. Page 7 Email
Subjects,
Con+nued
 A
Few
Guiding
Rules:
 The
50/50
Rule:

   Spend
50%
of
your
2me
on
the
subject
+
Intro
   50%
on
everything
else
(including
design)
 The
80/20
Rule
of
Email
Subjects
   8
of
10
people
will
skim
the
email
subject
line
   <
2
in
10
will
read
the
rest
/
take
ac2on

  • 9. Page 8 9
Best
Performing
Email
Subjects
 1.  MyCompany Sales & Marketing Monthly Newsletter 2.  MyCompany Newsletter – Jan 2010: Teaser Subject/Topic 3.  [Webinar]: N Tips to Improve Email Responses 4.  MyCompany Webinar: Case Studies - Join Us Feb 15 5.  WebinarTopic - Webinar Slides Available 6.  This Week’s Phone Call / Meeting (personalized from sales rep) 7.  8 Customer Service Tips that Work 8.  Reminder: Storage Survey -Your Input 9.  Invitation - Breakfast on SpecificTopic * Source: Pinpointe analysis of several million customer emails
  • 10. Page 9 9
Worst
Performing
Email
Subjects
 1.  Join
Us
for
a
FREE
Webinar
on
April
2
2011!
 2.  Shop
Early
and
Save!
 3.  Register
to
Win
Your
FREE
iPod!!
 4.  Security
Spending
 5.  Post‐Trade
Show
Webinar:
Expert
Insights
Into
the
Key
Trends
and 
Observa2ons
from
the
Trade
Show
Floor
Last
Week
 6.  European
Lakefront
Elegance
 7.  First‐name
‐
(Company)
Announces
Partnership
with
(Company2)
 8.  Product
Launch:
New
“Widget”
Available

 9.  Full
Press
Release
Title
[…
and
email
contains
only
the
press
release]

  • 11. Page 10 Words
in
Top
Performing
Subject
Lines
(>5%
clicks)
   Survey,
weekly,
newslePer,
specific‐date,
issue,
 bulle2n,
edi2on,
2ps,
monthly,
join,
video,
headlines,
 latest,
updates
 Words
Most
Likely
to
be
Reported
as
Spam
   Confirm,
Raffle,
requested,
rewards,
10%,
coupon,
 discount,
savings,
offer

 Think:
“Rela+onship”
vs.
“Date”
 Ongoing
Communica+on
vs.
“1
+me
deal”
 Subject
Line
Phrases

  • 12. Page 11 GOOD
   Short,
concise,
specific,
relevant,
benefits
   Offer
value,
resources

   Non‐hyped
   Oren
indicates
date
or
sequence
 BAD
   1
Time
vs.
Sequen2al

   “Take
vs.
Give”
   Non‐descript
/
vague
 Subject
Lines
–
Take
Away

  • 13. Page 12 Tes+ng
Subject
Line
Length

 Objec+ve
   Does
subject
length
impact
response
rates?
 Email
Subject
Varia+ons
tested:
(Short,
Long)
   Case
Studies
Webinar:
Using
Split
Tes2ng
to
 Improve
HTML
Email
Response
Rates
(Feb
4th)

   [Webinar]
Split
Test
Case
Studies
(Feb
4)


  • 14. Page 13 Subject
Length
vs.
Click
Rate

  • 15. Page 14 Subject
Length
Take
Away
 Short
outperformed
long
by
4x
 Ideal
subject
line
length
:
45
~
55
 Characters
*
 Stay
Relevant,
Specific
 *
Based
on
analysis
of
thousands
of
Pinpointe
customer
campaigns

  • 16. Page 15   Send
from
someone
they
will
recognize
   Reinforce
“1
to
1
rela2onship”
   Legi2mate
/
valid
email
address
(!)
   Consider:
person
as
send‐from
+
company
in
subject
 GOOD:
   “Craig
Stouffer”
cstouffer@pinpointe.com
   “Steven
Smith,
Pinpointe”
ssmith@pinpointe.com
 Usually
BAD:
   “info@company.com”
<info@company.com>
   “Do
Not
Reply”
<Prospect_list@company.com>
 The
Email
From
Field

  • 17. Page 16 Comparing
Impact
of
‘From
Field’

  • 18. Page 17 Send
from
someone
they
will
recognize
 …
Or
someone
they
think
they
will
 know
(Common
name)
 Email
From
Field
Take
Away

  • 19. Page 18 The
Opening:
“Above
the
Fold”
 “FOLD or JUMP”: Subject + First 2 ~ 3 lines   You have email subject + 3 lines to get attention…   … Use it wisely! Consider:   Can your opening sentence stand on its own?   Think:“The 3 + 30 approach:”   Tell the 3 second version of your story first   … Then tell the 30 second version
  • 20. Page 19 Above
the
Fold
‐
Examples
 WORKS: DOESN’T WORK: Company
  • 21. Page 20 WHAT:
(In
this
order)
   The
offer
(or
the
main
point
/
objec2ve)
   Main
benefit
   Response
instruc2ons
 HOW:
   Divide
key
message
into
sec2ons
   Short
and
concise
   Links
to
landing
pages
with
suppor2ng
details
 The
Body
‐
Structure

  • 22. Page 21 Do
mul+ple
links
improve
results?
   Compared
20
newslePer
campaigns

(*
Mark
Brownlow)
   Analyzed
‘teaser’
/
intro
text
with
1,
2
links

   2
Example
newslePer
intro
paragraphs:
 Using
Links
Effec+vely
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
  • 23. Page 22 Take
Away:
Use
More
Links!
 Click
Rate
vs.
#
Links

  • 24. Page 23 Stay
CAN‐SPAM
compliant‐
   Always
include
a
signature
   Don’t
forget
physical
address
   Unsubscribe
link
   Contact
email
address
 TIP:
OK
to
‘adver2ze’
below
signature:
   Links
in
footer
–
2nd
highest
click
rate
overall
   Social
links
(e.g.:
TwiPer,
Facebook,
Blog)
   Text
+
link
to
special
offer
   Offer
for
free
demo
/
trial
/
etc
 The
Signature

  • 25. Page 24 For
Today’s
Amendees
   Pinpointe:
 ◦  Free
‐
1
month
Pinpointe
Subscrip2on
Service
 ◦  $49
‐
$550
value
 ◦  www.pinpointe.com/get‐started
 ◦  Coupon
code:
PPTNPW100
   Netprospex:
 ◦  Free
NetProspex
trial
account
with
100
contacts
 ◦  Access
to
19
million
business
contacts
 ◦  Verified
email
/
phone
 ◦  Email
hello@netprospex.com
to
get
started

  • 26. Page 25 Other
/
Upcoming
Webinars
   Email
Wri+ng
Tips
(This
one)
   Case
Studies:
Split
Tes+ng
to
Improve
Results
   Email
Marke+ng
201:
How
a
SPAM
Filter
Works
   Geong
Social
with
Email

  • 27. Page 26 About
Us.

  • 28. Page 27   19
million
decision
makers
   User‐generated
contacts

   Verified
+
guaranteed
   Hard‐bounce
replacement
   All
job
2tles
&
industries
   Thousands
of
new
contacts
 
per
month
   Title,
email
address,
 direct
dial,

social
media,
URL
   Buy
or
trade
 What
Sets
NetProspex
Apart?
 www.NetProspex.com hello@netprospex.com 888-826-4877
  • 29. Page 28 Recycling:
Fast,
Easy,
Free!

  • 30. Page 29 What
Sets
Pinpointe
Apart?
 •  Constant
Contact
on
steroids! –
Pinpointe
customer
 •  The
Most
Feature
Rich
Email
Marke2ng
Solu2on
 •  Enterprise
version:
5‐250+
users,
high
volume
 •  6,000+
companies
using
Pinpointe
pla}orm

  • 31. Page 30 Tracking
and
Repor+ng

  • 32. Page 31 Contact
Informa+on
 Goto
www.pinpointe.com/get‐started
 Use
coupon
code:
PPTNPW100 (through 2/28/2011)
 Join
us
for
future
webinars
 For
ques2ons,
or
to
request
a
trial
account,
please
contact:
 Pinpointe
Sales
(Email
Marke+ng)
 sales@pinpointe.com
 (408)
834‐7577,
Op2on
#2
 www.twiPer.com/pinpointe

 www.pinpointe.com/blog
 Mark Feldman NetProspexVP Marketing mfeldman@NetProspex.com (781) 290-5714 @markjfeldman blog.netprospex.com

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