Email Marketing
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Email Marketing

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Email marketing tips and HTML email design best practices

Email marketing tips and HTML email design best practices

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Email Marketing Email Marketing Presentation Transcript

  • Improving Email Campaigns Getting Results from Email Marketing
  • Agenda
      • Why Email Marketing?
      • Best Practices for Email Design
      • Testing Tools
      • Building HTML Emails
      • Campaign Examples
      • Discussion
  • Why Email Marketing?
      • Improve E-commerce
        • Target specific areas of a site
        • Increase conversion (sales)
      • Time Offers
        • Offer subscriber only discounts and benefits
      • Increase Brand Awareness
      • Build Trust
      • Relevance
        • Target specific groups through segmentation
  • What’s Measured?
    • Delivery Rate
        • Total number of emails sent
        • Does NOT mean “delivered to inbox”
    • Bounces
        • Hard and soft bounces
    • Open Rate (20-25%)
        • Total number of HTML emails opened
          • Excluding text emails, very misleading metric
    • Unique Click Through (3-7%)
        • Percentage of unique clicks on an email
        • Good metric to use
    • Conversions
        • Ultimate metric, with help from web analytics
  • Subject Lines
    • Very important
    • Influence open rates
        • Open rates decline (average 20-25%)
        • Declining open rates increase importance
    • Attention Grabbing Creative
    • Avoid spam key words
        • Buy, Sale, $, !, ALL CAPS
    • 40-50 Characters
  • From Lines
    • Also important
    • Signify a trusted source
    • Branding important
        • Good: Rosetta, Rosetta.com
  • Examples: From / Subject Gmail Yahoo Webmail
  • HTML Design
      • Trust is a major factor
          • Logo identity placement important
      • Personalization is a plus
          • Ex: Dear Jane Smith,
      • Message must be discernible even if images are disabled
  • HTML Design
      • Layout Tips
          • Avoid long message with scrolling
          • Keep design within 650 pixels wide
          • Keep total email including images around 100k in file size
          • Optimize Images
            • JPEG : 40-50 compression
            • GIF : 32-64 colors
          • “ Call-to-action” above the fold and generally in the center or to the left of the email
  • Where is the Fold?
      • Depends
          • Generally 300-400 pixels down from the top depending on individual email viewer settings
          • Web mail can increase width and height slightly
          • Test designs to improve results
  •  
  • Content
      • Message and Links
          • Use links within body copy as a backup to buttons
          • Use white space effectively
          • Think billboard advertising
          • Keep subject, headings and copy consistent with message
          • Avoid Flash or audio inside emails
          • Move Flash or rich media to a landing page
  • Design Challenges
      • Outlook 2007
          • No Longer uses IE as a rendering engine
          • Word 2007 as a rendering engine
          • Lacks good CSS support
      • Lotus Notes
          • Strips out most CSS
          • Requires strict HTML 4 coding
      • Gmail
          • Removes most CSS
          • Strict SPAM filtering
  • Building Email HTML
      • Browsers / Viewers
          • Outlook
          • Yahoo Webmail
          • Gmail
          • Hotmail
          • AIM
      • Free Email Testing Services
          • http://www.campaignmonitor.com
          • http://www.litmusapp.com
  •  
  •  
  •  
  •  
  • Building Email HTML
      • More Robust Service
          • http://www.exacttarget.com
      • Capabilities
          • Dynamic Content
          • Templates
          • Team Development
          • Segmentation
          • List Management
          • Advanced Web Site API
  • Building Email HTML
      • Why not just slice and send?
          • Relies too much on ALT text for "call-to-action"
          • Many recipients never enable images
          • Decreases total delivered emails
          • Flagged as spam
  • Building Email HTML
      •   Code email as “old school” HTML
          • Use strict HTML 4 coding
          • Avoid CSS formatting
          • Use short “call-to-action”
          • ALT tag “call-to-action” for images and buttons
          • Use spacer images for specific pixel layout
          • Break design out into HTML as much as possible
          • Optimize images for best delivery results
  • Building Email HTML
      •   Markup Tips
          • HTML Layout
            • <table>
            • Specify widths, image sizes
            • Avoid cellspacing and cellpadding
            • Use spacer images
          • Fonts, Colors and Styles
            • <font>
            • <i>
            • <strong>
  • Branding Personalization Call to Action Spacer?! Banner?! [comp]?! Site Service, Spam Compliance Example Email (open)
  • Example Email (w/ images enabled) Personalization Call to Action Site Service, Spam Compliance Branding
  • Email View on Click (1024 x 768)
  • Email View w/ Images Enabled (1024 x 768)
  • Crate & Barrel in Gmail
  • Crate & Barrel in Gmail
  • Sanjaya-ize Viral Campaign Released on August 20th 494 Senders (Forwards) 772 Friends
  • Discussion / Sources
    • http://www.emaillabs.com/tools/
    • http://www.campaignmonitor.com/resources/
    • http://www.clickz.com
    • http://www.exacttarget.com
    • http://www.forrester.com