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EMAIL MARKETING                           Best Practices for Making Your Clients Love You ForeverFriday, January 20, 2012
This is a bad email.Friday, January 20, 2012
This is a good email.Friday, January 20, 2012
#1. Define your objective.               Your client shouldnt send an email to help you meet your sales goal.             ...
2. Develop a plan                      Is an email blast really the best choice to meet your objective?                   ...
3. Make sure your message                            meets your destination.                               Be purposeful w...
4. Be intentional with                                  your audience.                              What demographics shou...
5. Write Better Subject Lines              The best way to increase your CTR is to increase your open rate. Do not assume ...
The Four U’s of Subject Lines                           Be USEFUL to the reader.                           Provide the rea...
Let’s be honest:              “Ultra-specific” is a cop-out for                       a “U” word.Friday, January 20, 2012
6. Don’t Rely on Images              Most of the time, emails              have images turned off by              default....
Bad Email from Panera          Images                     Images          turned                     turned            on ...
Alt Tags to the               Rescue!Friday, January 20, 2012
The Duck Head                       email uses proper alt                         tags to make sure                       ...
7. Have a single focus.                   What single, specific thing are you trying to do? Stick to it.                  ...
Which has better focus?                       Look at this. Look at this.                       Look at this. Look at this...
8. Keep the important stuff as                        high as possible.              The lower something is on the screen,...
“Do you ever read an article, and at the                           bottom, it says, ‘Continued on page six’?              ...
The Hierarchy of Email Content            This is just a guide, but it is not           going to be the same for all email...
9. Make your calls to action                               clear and obvious.                   What specifically do you w...
Would you click on this?                                   Mike’s Hamburgers Is Now Open in Brentwood                     ...
Of course not. How about this?                                                 Buy 2 Tasty Burgers, Get a 3rd Free!       ...
You’re thinking about how                  much you’d like a hamburger                           right now.Friday, January...
10. Customize your email,                                  [firstname]                 Remember your list. Make the email ...
11. DON’T BE BORING!                      Don’t assume that people will open your email.                      Don’t assume...
Think like the receiver,                                 not the sender.                           {What gets your attenti...
The Results                      Opens       Clicks           Opens           Clicks              21,444 (14.8%)   3,025 (...
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Email Marketing Best Practices

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This was a presentation given to sales reps in January 2012.

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Transcript of "Email Marketing Best Practices "

  1. 1. EMAIL MARKETING Best Practices for Making Your Clients Love You ForeverFriday, January 20, 2012
  2. 2. This is a bad email.Friday, January 20, 2012
  3. 3. This is a good email.Friday, January 20, 2012
  4. 4. #1. Define your objective. Your client shouldnt send an email to help you meet your sales goal. Your client should send an email to help them meet their goal. What is this email supposed to accomplish? Should it build their database? Should it increase ticket sales for a new museum exhibit? Should it increase sales of a particular product or service?Friday, January 20, 2012
  5. 5. 2. Develop a plan Is an email blast really the best choice to meet your objective? Who is the best audience for this? What incentive or message will resonate with your audience? What specific action do you want people to take? How can this email get your audience to take that action in the simplest way possible? What happens after the email is sent? How do you ensure that this happens?Friday, January 20, 2012
  6. 6. 3. Make sure your message meets your destination. Be purposeful with your click destinations. Does the destination allow users to take action quickly and easily? Does the destination speak specifically to the email content? Examples: If you want to increase online orders of Product X, link directly a page on which you can order Product X. If you want to build their email database, link directly to a page that allows you to subscribe to their email list—and gives them an incentive to do so.Friday, January 20, 2012
  7. 7. 4. Be intentional with your audience. What demographics should you focus on when creating your list? How do all of these things speak specifically to that audience? Subject line Product/service Headline Creative Example: Are you sending to a list of moms in Williamson County? How is your message specific to their needs and interests?Friday, January 20, 2012
  8. 8. 5. Write Better Subject Lines The best way to increase your CTR is to increase your open rate. Do not assume that people will open your email. A good subject line ... Is direct and specific Has an incentive ("Buy 2 Get 1") Has urgency ("Only 4 Days Remaining" / "Shop Today & Earn $10") Has minimal words that trigger spam filters ("free", "low rates", "cheap", exclamation points, dollar signs, etc.). Is NOT in ALL CAPSFriday, January 20, 2012
  9. 9. The Four U’s of Subject Lines Be USEFUL to the reader. Provide the reader with a sense of URGENCY. Convey the idea that the main benefit is UNIQUE. Do all of the above in an ULTRA-SPECIFIC way.Friday, January 20, 2012
  10. 10. Let’s be honest: “Ultra-specific” is a cop-out for a “U” word.Friday, January 20, 2012
  11. 11. 6. Don’t Rely on Images Most of the time, emails have images turned off by default. Keep this in mind. If possible, don’t put everything in an image. Make sure that all images have alt tags to clearly explain all images.Friday, January 20, 2012
  12. 12. Bad Email from Panera Images Images turned turned on offFriday, January 20, 2012
  13. 13. Alt Tags to the Rescue!Friday, January 20, 2012
  14. 14. The Duck Head email uses proper alt tags to make sure that all important messaging is seen— even without images. The body copy is not in an image. (Yea.)Friday, January 20, 2012
  15. 15. 7. Have a single focus. What single, specific thing are you trying to do? Stick to it. Focus on a single incentive, product or promotion. Yes, you can have secondary calls-to-action, but they need to be treated as secondary. Everything cannot have the same weight. You can either do one thing well or lots of things poorly.Friday, January 20, 2012
  16. 16. Which has better focus? Look at this. Look at this. Look at this. Look at this. LOOK at this. Look at this. Look at this. Look at this. Look at this. Look at this. Look at this. Look at this. Look at this. Look at this. Look at this. Look at this. Look at this. Look at this. Look at this. Look at this. Look at this. Look at this. Look at this. Look at this. Look at this. Look at this. Look at this. Look at this. Look at this. Look at this.Friday, January 20, 2012
  17. 17. 8. Keep the important stuff as high as possible. The lower something is on the screen, the fewer people will read it. The more you make people scroll, the fewer people will actually do it.Friday, January 20, 2012
  18. 18. “Do you ever read an article, and at the bottom, it says, ‘Continued on page six’? I’m like, ‘Not for me. I’m done.’” - Jim GaffiganFriday, January 20, 2012
  19. 19. The Hierarchy of Email Content This is just a guide, but it is not going to be the same for all emails and brands. The key is to determine what is most important to you and your customers. Should your headline be higher? Should your social media buttons be lower? Be intentional!Friday, January 20, 2012
  20. 20. 9. Make your calls to action clear and obvious. What specifically do you want readers to do? Tell them that. Whenever possible, use buttons instead of just text. However, remember that images are turned off by default.Friday, January 20, 2012
  21. 21. Would you click on this? Mike’s Hamburgers Is Now Open in Brentwood Lorem ipsum dolor sit amet, consectetur adipisicing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi ut aliquip ex ea commodo consequat. Duis aute irure dolor in reprehenderit in voluptate velit esse cillum dolore eu fugiat nulla pariatur. Excepteur sint occaecat cupidatat non proident, sunt in culpa qui officia deserunt mollit anim id est laborum. Click to learn more.Friday, January 20, 2012
  22. 22. Of course not. How about this? Buy 2 Tasty Burgers, Get a 3rd Free! Lorem ipsum dolor sit amet, consectetur adipisicing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi ut aliquip ex ea commodo consequat. Duis aute irure dolor in reprehenderit in voluptate velit esse cillum dolore eu fugiat nulla pariatur. Excepteur sint occaecat cupidatat non proident, sunt in culpa qui officia deserunt mollit anim id est laborum. CLICK to order a delicious hamburger! while supplies lastFriday, January 20, 2012
  23. 23. You’re thinking about how much you’d like a hamburger right now.Friday, January 20, 2012
  24. 24. 10. Customize your email, [firstname] Remember your list. Make the email as specific to that list as possible. What information does your list include? First names? City? Use these fields to personalize your email and subject lines Example: Dear [firstname]: Has your family been to the Nashville Zoo lately?Friday, January 20, 2012
  25. 25. 11. DON’T BE BORING! Don’t assume that people will open your email. Don’t assume that people will read your email. Don’t assume that people will take action. Don’t assume that people will care. MAKE THEM.Friday, January 20, 2012
  26. 26. Think like the receiver, not the sender. {What gets your attention? What would make you open an email?}Friday, January 20, 2012
  27. 27. The Results Opens Clicks Opens Clicks 21,444 (14.8%) 3,025 (2.09%) 31,637 (21.8%) 4,107 (2.84%)Friday, January 20, 2012
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