Email Marketing: Move Compelling Content Up And Graphics Down To Win At Email

Advanced Email Marketing Tips Move Compelling Content Up And Graphics Down To Win At Email

700% bump in response rates
Table of Contents
Subscribers are selfish. What’s in it for THEM?
Top left 4 inch square – the most valuable real estate.
Email Preview Panes
Auto-Preview
Preview Pane
Trusted, Nationwide Brands can break the rules – you can’t!
Send me your case study after you try this.
Email Blog – Move Content Up:
http://emailmarketingtips.verticaltraction.com/2009/12/15/move-compelling-content-up-and-graphics-down-to-win-at-email/

Subscribers Don’t Care
Subscribers want to know what’s in it for THEM.
Too many emails feature the wrong content at the top of emails
Website menus
Unsub and web version text
Logos (yes I said it)
Why is it wrong?
Subscribers don’t care
50% of email programs disable images

The most valuable real estate
The top left 4 inch square
make the subscriber thankful they received your message
Retailers – feature a coupon or sale item
Publishers – feature headlines and links
Service Providers – feature case studies
Feature content before images. Here’s why…

Email Previews
70+% of subscribers use Preview Panes
50+% do not enable images before acting
Response rates are low enough as-is
Put the odds in your favor

Auto-Preview Pane
70+% of subscribers use preview panes
50+% do not enable images before acting
Response rates are low enough as-is
Put the odds in your favor
Let’s look at what NOT to do…

Auto-Preview
25% of preview users use Auto-Preview
The first email nailed it. Relevant and provocative.
Second one – no personalization. Nothing to read.
Third. Disaster. The image links make me glaze over.

Auto-Preview
If you could improve your response rates by even 1 point by making your email allow for the Auto-Preview, would you?
Use layout techniques to position content before images
Move images further down
Lead with compelling content

Preview Pane
75% of preview users use the Preview Pane
The majority of them will decide to act or not without enabling images or scrolling down.
What shows up in your email?
What shows up in most of the emails you receive?
Let’s look at what NOT to do…

Preview Pane
If I know and trust this company and look forward to their emails and will open it because of my loyalty to them, this preview pane doesn’t matter.
Would I have a chance to know, trust and look forward to this email?
This Preview Pane should be full of content I care about.
You won’t change my behavior so don’t hope I scroll or enable images.

Push your content up!
Well-known, trusted brands and nationwide brands enjoy the privilege of subscribers anticipating their emails simply because of who they are.
Try pushing your content up for a few emails and see what happens. I’ll bet you see a better response.
Don’t expect miracles on the first send
You have set your existing subscribers expectations that your emails are less relevant (even if they aren’t)
Let me know what happens. I’ll feature your case study.

About
Rob Van Slyke is a 15-year veteran of interactive marketing
For the past 6 years, Rob has focused on email marketing and squeezing out every last percentage point possible in email response rates
Rob Van Slyke
Interactive Consultant
[email_address]
713-681-7771
vertical traction
GET A GRIP on your web marketing strategy
Advanced Email Marketing Tips Blog
http://emailmarketingtips.verticaltraction.com/
http://www.verticaltraction.com/

Email Marketing: Move Compelling Content Up And Graphics Down To Win At Email

by vertical traction on Dec 18, 2009

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Email Marketing: Move Compelling Content Up And Graphics Down To Win At Email — Presentation Transcript