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Pod1 Email Marketing Seminar Liam
 

Pod1 Email Marketing Seminar Liam

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Liams practical tips and process nuggets

Liams practical tips and process nuggets

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    Pod1 Email Marketing Seminar Liam Pod1 Email Marketing Seminar Liam Presentation Transcript

    • Email Delivery Liam Craig - Producer - Pod1
    • Email Delivery Introduction 1. Subject headers 2. Email design 3. Copy 4. Build 5. Deliverability 6. Templates 7. Tracking 8. Testing 9. Conclusion
    • Email Delivery 1. Subject headers Inform Intrigue Entrust Action Empathy Togetherness
    • Email Delivery 1. Subject headers
      • Segment / personalize
      • ‘ Brand’ your subject lines
      • Use a consistent style
      • Have someone else write/edit subject lines
      • Send subject lines to yourself
      • ‘ Listen’…monitor your inbox for ideas
      • Track which subject lines work best for you
      • Think Context
    • Email Delivery 1. Subject headers
      • Know what might get filtered (SPAM)
      • Test length
      • Focus
      • Write it early
      • Push the envelope
      • Exclaim nothing
      • Test, test, test
    • Email Delivery 2. Email Design
      • Use a mix of text and imagery
      • Avoid using images for text
      • Use regular web sans-serif fonts; Arial / Verdana
      • Images on the right, system text on the left
      • Crucial information in the first 300 pixels
      • Avoid using colour gradients underneath text
      • Modular format.
    • Email Delivery 3. Copy
      • Avoid SPAM keywords
      • Think about your audience demographic
      • Keep it simple, to the point
      • Are you being too aggressive?
      • Have someone outside of the team proof copy
      • Stick to editorial focus
    • Email Delivery 4. Build
      • HTML emails need to be built using a table-based layout.
      • Add a line of text for blackberry devices.
      • Nested tables are not advisable.
      • Avoid padding
      • Ensure <td> cells containing images have height and width properties equal to the image.
    • Email Delivery 4. Build
      • Apply inline CSS to each link tag
      • Email designs should be no wider than 600 pixels.
      • Crucial info in first 300 pix height.
    • Email Delivery 5. Templates
      • 2 advantages: consistency and cost.
      • 3 main types of email:
          • Newsletter
          • Postcard
          • Product
    • Email Delivery 6. Deliverability
      • The right selection of words
      • Have a text version as well as HTML
      • Use ‘clean’ lists
      • Pay attention to your formatting
      • Consistency is king
      • Always use Double Opt-in
      • Unsubscribe and Contact Information
      • Check blacklists
      • Mail servers, DNS set up properly?
      • Relationship with ISPs
    • Email Delivery 7. Tracking
      • Track all of your links
      • Track your open rates
      • Use an analytics expert
      • Best way to tailor your design
      • Higher open rate, does not necessarily mean a more successful email
      • Caution on industry averages
    • Email Delivery 8. Testing
      • Test against all major email clients.
      • Are the emails getting through?
      • Use 3rd party proof readers
      • Change at least one variable in a campaign
    • Email Delivery 9. Conclusion Think before you send, establish best practices, collaborate fully within the email team and you can make email marketing a slick operation.