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Email Marketing Development, Testing, and Analytics

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Don't let your emails fall victim to the dreaded spam filter. …

Don't let your emails fall victim to the dreaded spam filter.

Emails can be a very effective marketing tool when it comes to engaging your target audience. But they don't do any good if they're getting deleted before they're even read. Join us for a creative and technical discussion on how to design, write and build your emails, and learn how to get the best results for your business.

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  • 1. eTip Webinar Email MarketingStarmarkBrandingAdvertising Best PracticesInteractivePublic RelationsDirect Response
  • 2. Starmark: 30 Years of Excellence Company Founded on Integrated Marketing Interactive, Social & New Technology Return On Investment Focused Top-10 Diversity Owned Company in Florida Nationwide Recruitment Fort Lauderdale Recognized Top South Florida CEOSTARMARK.COM888-280-9630TXT “ETIP” to 247365 Orlando@STARMARKINTL/STARMARKINTL/STARMARKINTL© 2011 STARMARK
  • 3. Starmark: eTips • Based on Current Trends • Weekly eTip Newsletters • Co-Authored In-house By Experts Within Discipline • Industry Benchmarks • Ongoing App, Web & Media TestingSTARMARK.COM888-280-9630TXT “ETIP” to 247365@STARMARKINTL/STARMARKINTL/STARMARKINTL© 2011 STARMARK
  • 4. Agenda 1. Strategy 2. Creative 3. Production 4. Testing 5. ReportingSTARMARK.COM888-280-9630TXT “ETIP” to 247365@STARMARKINTL/STARMARKINTL/STARMARKINTL© 2011 STARMARK
  • 5. Part 1: StrategySTARMARK.COM888-280-9630TXT “ETIP” to 247365@STARMARKINTL/STARMARKINTL/STARMARKINTL© 2011 STARMARK
  • 6. STARMARK.COM888-280-9630TXT “ETIP” to 247365@STARMARKINTL/STARMARKINTL/STARMARKINTL© 2011 STARMARK
  • 7. Strategy • Stay in front of consumers • Specify the frequency • Offer something of value • Show an Example • Build your subscriber listSTARMARK.COM888-280-9630TXT “ETIP” to 247365@STARMARKINTL/STARMARKINTL/STARMARKINTL© 2011 STARMARK
  • 8. Part Two: CreativeSTARMARK.COM888-280-9630TXT “ETIP” to 247365@STARMARKINTL/STARMARKINTL/STARMARKINTL© 2011 STARMARK
  • 9. What do people see first?STARMARK.COM888-280-9630TXT “ETIP” to 247365@STARMARKINTL/STARMARKINTL/STARMARKINTL© 2011 STARMARK
  • 10. What do people see first?STARMARK.COM888-280-9630TXT “ETIP” to 247365@STARMARKINTL/STARMARKINTL/STARMARKINTL© 2011 STARMARK
  • 11. Snippet Copy GMail SnippetSTARMARK.COM888-280-9630 Outlook Auto PreviewTXT “ETIP” to 247365@STARMARKINTL/STARMARKINTL/STARMARKINTL iPhone Snippet© 2011 STARMARK
  • 12. Snippet Copy GMail SnippetSTARMARK.COM888-280-9630 Outlook Auto PreviewTXT “ETIP” to 247365@STARMARKINTL/STARMARKINTL/STARMARKINTL iPhone Snippet© 2011 STARMARK
  • 13. Snippet Optimized ExamplesSTARMARK.COM888-280-9630TXT “ETIP” to 247365@STARMARKINTL/STARMARKINTL/STARMARKINTL© 2011 STARMARK
  • 14. Design cannot be based on imagesSTARMARK.COM888-280-9630 √TXT “ETIP” to 247365@STARMARKINTL/STARMARKINTL/STARMARKINTL© 2011 STARMARK
  • 15. No Images Loaded ExamplesSTARMARK.COM888-280-9630TXT “ETIP” to 247365@STARMARKINTL/STARMARKINTL/STARMARKINTL© 2011 STARMARK
  • 16. Spam ScoringSTARMARK.COM888-280-9630TXT “ETIP” to 247365@STARMARKINTL/STARMARKINTL/STARMARKINTL© 2011 STARMARK
  • 17. Spam Scoring Goal of 4 or underSTARMARK.COM888-280-9630TXT “ETIP” to 247365@STARMARKINTL/STARMARKINTL/STARMARKINTL© 2011 STARMARK
  • 18. Writing for low spam scores In order of importance: • “From” is a real person/name • $, Dollars, Millions, Money, WIN!!! (caps, excessive punctuation) • Watch, Replica, Quality • Talks about how to be “removed from list” • HTML and TXT parts do not match • Low text to image ratio • “Dear (something)” • FREE, Act Now, Aren’t too expensive, Buy, Buy Now • “CLICK HERE” Have the anchor “describe” what it’s linking to: Anchor Text is Easy To Do RightSTARMARK.COM888-280-9630 • Subject contains “a bigger” Links have tracker parameterTXT “ETIP” to 247365 •@STARMARKINTL/STARMARKINTL • Font color same as background color/STARMARKINTL© 2011 STARMARK
  • 19. Writing for low spam scores In order of importance: • “From” is a real person/name • $, Dollars, Millions, Money, WIN!!! (caps, excessive punctuation) • Watch, Replica, Quality • Talks about how to be “removed from list” • HTML and TXT parts do not match • Low text to image ratio • “Dear (something)” eTip • FREE, Act Now, Aren’t too expensive, Buy, Buy Now • “CLICK HERE” Have the anchor “describe” what it’s linking to: 4 Anchor Text is Easy To Do RightSTARMARK.COM888-280-9630 • Subject contains “a bigger” Links have tracker parameterTXT “ETIP” to 247365 •@STARMARKINTL/STARMARKINTL • Font color same as background color/STARMARKINTL© 2011 STARMARK
  • 20. Text BackupSTARMARK.COM888-280-9630TXT “ETIP” to 247365@STARMARKINTL/STARMARKINTL/STARMARKINTL© 2011 STARMARK
  • 21. Creative Summary • Don’t use large/many images, try to keep a balance of content • Include area for Snippet copy in the design • Use background colors to maintain layout when images don’t load • Avoid spam terms/phrases when writing copy • “Design” your text backup file (mostly seen on mobile)STARMARK.COM888-280-9630TXT “ETIP” to 247365@STARMARKINTL/STARMARKINTL/STARMARKINTL© 2011 STARMARK
  • 22. Part Three: Production “Code like its 1999!”STARMARK.COM888-280-9630TXT “ETIP” to 247365@STARMARKINTL/STARMARKINTL/STARMARKINTL© 2011 STARMARK
  • 23. Production Tips • Tables are A-OK (avoid “DIV” technology) • “Limit” use of background images* • Use colored cells wherever possible • Compress images for faster loading and lower text/image ratioSTARMARK.COM888-280-9630TXT “ETIP” to 247365@STARMARKINTL/STARMARKINTL/STARMARKINTL© 2011 STARMARK * It’s OK to use BG images when used properly...
  • 24. Production Tips • Tables are A-OK (avoid “DIV” technology) • “Limit” use of background images* • Use colored cells wherever possible • Compress images for faster loading and lower text/image ratioSTARMARK.COM888-280-9630TXT “ETIP” to 247365@STARMARKINTL/STARMARKINTL/STARMARKINTL© 2011 STARMARK * It’s OK to use BG images when used properly...
  • 25. Part Four: TestingSTARMARK.COM888-280-9630TXT “ETIP” to 247365@STARMARKINTL/STARMARKINTL/STARMARKINTL© 2011 STARMARK
  • 26. Image TestingSTARMARK.COM888-280-9630TXT “ETIP” to 247365@STARMARKINTL/STARMARKINTL/STARMARKINTL© 2011 STARMARK
  • 27. Image TestingSTARMARK.COM888-280-9630TXT “ETIP” to 247365@STARMARKINTL/STARMARKINTL/STARMARKINTL© 2011 STARMARK
  • 28. Image TestingSTARMARK.COM888-280-9630TXT “ETIP” to 247365@STARMARKINTL/STARMARKINTL/STARMARKINTL© 2011 STARMARK
  • 29. Spam TestingSTARMARK.COM888-280-9630TXT “ETIP” to 247365@STARMARKINTL/STARMARKINTL/STARMARKINTL© 2011 STARMARK
  • 30. Spam TestingSTARMARK.COM888-280-9630TXT “ETIP” to 247365@STARMARKINTL/STARMARKINTL/STARMARKINTL© 2011 STARMARK
  • 31. Email Client TestingSTARMARK.COM888-280-9630TXT “ETIP” to 247365@STARMARKINTL/STARMARKINTL/STARMARKINTL© 2011 STARMARK
  • 32. Email Client TestingSTARMARK.COM888-280-9630TXT “ETIP” to 247365@STARMARKINTL/STARMARKINTL/STARMARKINTL© 2011 STARMARK
  • 33. √ Email Client TestingSTARMARK.COM888-280-9630TXT “ETIP” to 247365@STARMARKINTL/STARMARKINTL/STARMARKINTL© 2011 STARMARK
  • 34. √ Email Client Testing XSTARMARK.COM888-280-9630TXT “ETIP” to 247365@STARMARKINTL/STARMARKINTL/STARMARKINTL© 2011 STARMARK
  • 35. √ Email Client Testing X √STARMARK.COM888-280-9630TXT “ETIP” to 247365@STARMARKINTL/STARMARKINTL/STARMARKINTL© 2011 STARMARK
  • 36. √ Email Client Testing X √ √STARMARK.COM888-280-9630TXT “ETIP” to 247365@STARMARKINTL/STARMARKINTL/STARMARKINTL© 2011 STARMARK
  • 37. √ √ Email Client Testing X √ √STARMARK.COM888-280-9630TXT “ETIP” to 247365@STARMARKINTL/STARMARKINTL/STARMARKINTL© 2011 STARMARK
  • 38. √ √ Email Client Testing X √ √ √STARMARK.COM888-280-9630TXT “ETIP” to 247365@STARMARKINTL/STARMARKINTL/STARMARKINTL© 2011 STARMARK
  • 39. √ √ Email Client Testing X √ √ √ √STARMARK.COM888-280-9630TXT “ETIP” to 247365@STARMARKINTL/STARMARKINTL/STARMARKINTL© 2011 STARMARK
  • 40. A/B Testing Segment a random portion of your list and send 1/2 version “A” and 1/2 version “B”, then send the balance of your list the version that performed better. Test From Name Test Subject Line Test Email Design Test Email Copy Test Day of WeekSTARMARK.COM Test Time of Day888-280-9630TXT “ETIP” to 247365@STARMARKINTL/STARMARKINTL/STARMARKINTL© 2011 STARMARK
  • 41. Part Five: AnalyticsSTARMARK.COM888-280-9630TXT “ETIP” to 247365@STARMARKINTL/STARMARKINTL/STARMARKINTL© 2011 STARMARK
  • 42. Broadcast SummarySTARMARK.COM888-280-9630TXT “ETIP” to 247365@STARMARKINTL/STARMARKINTL/STARMARKINTL© 2011 STARMARK
  • 43. Recipient ActivitySTARMARK.COM888-280-9630TXT “ETIP” to 247365@STARMARKINTL/STARMARKINTL/STARMARKINTL© 2011 STARMARK
  • 44. Link ActivitySTARMARK.COM888-280-9630TXT “ETIP” to 247365@STARMARKINTL/STARMARKINTL/STARMARKINTL© 2011 STARMARK
  • 45. Stats OverlaySTARMARK.COM888-280-9630TXT “ETIP” to 247365@STARMARKINTL/STARMARKINTL/STARMARKINTL© 2011 STARMARK
  • 46. Stats OverlaySTARMARK.COM888-280-9630TXT “ETIP” to 247365@STARMARKINTL/STARMARKINTL/STARMARKINTL© 2011 STARMARK
  • 47. Email Client UsageSTARMARK.COM888-280-9630TXT “ETIP” to 247365@STARMARKINTL/STARMARKINTL/STARMARKINTL© 2011 STARMARK
  • 48. Compare Trends over Time Sent on a Friday :(STARMARK.COM888-280-9630TXT “ETIP” to 247365@STARMARKINTL/STARMARKINTL/STARMARKINTL© 2011 STARMARK
  • 49. Thank You For More See Us At: Starmark.com Text “ETIP” to 24-7-365 to get our weekly eTip via SMS Your Presenter: Brett Circe - VP, Interactive Services - Partner • Twitter: @bcirce • LinkedIn.com/bcirce • AIM: bcirceSTARMARK.COM888-280-9630TXT “ETIP” to 247365@STARMARKINTL/STARMARKINTL/STARMARKINTL© 2011 STARMARK

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