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

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There are so many things to get right in email marketing, but anyone can do this one.
I see so many emails that lead with menus from their website, unsub and web version text, large header graphics/logos (that don't show up) and other distractions. Subscribers DON'T CARE! I suspect that many times this is just to fill in whitespace. Branding your company is a good argument, too. Recognizing you as the sender... Even better argument. Whatever the case, get rid of it. Why? 1) Subscribers don't care. 2) Images are disabled on 50+% of email programs and I'll bet that number is growing. I achieved a 700% increase in response rates for one email program by following this simple rule: Move content up and images down... What's the big deal? Read on and I'll tell and show you.

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

  1. 1. Advanced Email Marketing Tips Move Compelling Content Up And Graphics Down To Win At Email
  2. 2. 700% bump in response rates <ul><li>Table of Contents </li></ul><ul><ul><li>Subscribers are selfish. What’s in it for THEM? </li></ul></ul><ul><ul><li>Top left 4 inch square – the most valuable real estate. </li></ul></ul><ul><ul><li>Email Preview Panes </li></ul></ul><ul><ul><ul><li>Auto-Preview </li></ul></ul></ul><ul><ul><ul><li>Preview Pane </li></ul></ul></ul><ul><ul><li>Trusted, Nationwide Brands can break the rules – you can’t! </li></ul></ul><ul><ul><li>Send me your case study after you try this. </li></ul></ul><ul><li>Email Blog – Move Content Up: </li></ul><ul><li>http://emailmarketingtips.verticaltraction.com/2009/12/15/move-compelling-content-up-and-graphics-down-to-win-at-email/ </li></ul>
  3. 3. Subscribers Don’t Care <ul><li>Subscribers want to know what’s in it for THEM. </li></ul><ul><li>Too many emails feature the wrong content at the top of emails </li></ul><ul><ul><li>Website menus </li></ul></ul><ul><ul><li>Unsub and web version text </li></ul></ul><ul><ul><li>Logos (yes I said it) </li></ul></ul><ul><li>Why is it wrong? </li></ul><ul><ul><li>Subscribers don’t care </li></ul></ul><ul><ul><li>50% of email programs disable images </li></ul></ul>
  4. 4. The most valuable real estate <ul><li>The top left 4 inch square </li></ul><ul><ul><li>make the subscriber thankful they received your message </li></ul></ul><ul><ul><ul><li>Retailers – feature a coupon or sale item </li></ul></ul></ul><ul><ul><ul><li>Publishers – feature headlines and links </li></ul></ul></ul><ul><ul><ul><li>Service Providers – feature case studies </li></ul></ul></ul><ul><li>Feature content before images. Here’s why… </li></ul>
  5. 5. Email Previews <ul><li>70+% of subscribers use Preview Panes </li></ul><ul><li>50+% do not enable images before acting </li></ul><ul><li>Response rates are low enough as-is </li></ul><ul><li>Put the odds in your favor </li></ul>
  6. 6. Auto-Preview Pane <ul><li>70+% of subscribers use preview panes </li></ul><ul><li>50+% do not enable images before acting </li></ul><ul><li>Response rates are low enough as-is </li></ul><ul><li>Put the odds in your favor </li></ul><ul><li>Let’s look at what NOT to do… </li></ul>
  7. 7. Auto-Preview <ul><li>25% of preview users use Auto-Preview </li></ul><ul><ul><li>The first email nailed it. Relevant and provocative. </li></ul></ul><ul><ul><li>Second one – no personalization. Nothing to read. </li></ul></ul><ul><ul><li>Third. Disaster. The image links make me glaze over. </li></ul></ul>
  8. 8. Auto-Preview <ul><li>If you could improve your response rates by even 1 point by making your email allow for the Auto-Preview, would you? </li></ul><ul><ul><li>Use layout techniques to position content before images </li></ul></ul><ul><ul><li>Move images further down </li></ul></ul><ul><ul><li>Lead with compelling content </li></ul></ul>
  9. 9. Preview Pane <ul><li>75% of preview users use the Preview Pane </li></ul><ul><ul><li>The majority of them will decide to act or not without enabling images or scrolling down. </li></ul></ul><ul><ul><li>What shows up in your email? </li></ul></ul><ul><ul><li>What shows up in most of the emails you receive? </li></ul></ul><ul><li>Let’s look at what NOT to do… </li></ul>
  10. 10. Preview Pane <ul><li>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. </li></ul><ul><li>Would I have a chance to know, trust and look forward to this email? </li></ul><ul><li>This Preview Pane should be full of content I care about. </li></ul><ul><li>You won’t change my behavior so don’t hope I scroll or enable images. </li></ul>
  11. 11. Push your content up! <ul><li>Well-known, trusted brands and nationwide brands enjoy the privilege of subscribers anticipating their emails simply because of who they are. </li></ul><ul><li>Try pushing your content up for a few emails and see what happens. I’ll bet you see a better response. </li></ul><ul><li>Don’t expect miracles on the first send </li></ul><ul><ul><li>You have set your existing subscribers expectations that your emails are less relevant (even if they aren’t) </li></ul></ul><ul><ul><li>Let me know what happens. I’ll feature your case study. </li></ul></ul>
  12. 12. About <ul><li>Rob Van Slyke is a 15-year veteran of interactive marketing </li></ul><ul><li>For the past 6 years, Rob has focused on email marketing and squeezing out every last percentage point possible in email response rates </li></ul><ul><ul><li>Rob Van Slyke </li></ul></ul><ul><ul><li>Interactive Consultant </li></ul></ul><ul><ul><li>[email_address] </li></ul></ul><ul><ul><li>713-681-7771 </li></ul></ul><ul><ul><li>vertical traction </li></ul></ul><ul><ul><li>GET A GRIP on your web marketing strategy </li></ul></ul><ul><ul><li>Advanced Email Marketing Tips Blog </li></ul></ul><ul><ul><li>http://emailmarketingtips.verticaltraction.com/ </li></ul></ul><ul><ul><li>http://www.verticaltraction.com/ </li></ul></ul>

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