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Email Marketing Workshop Part 4: Let's Get Creative
 

Email Marketing Workshop Part 4: Let's Get Creative

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    Email Marketing Workshop Part 4: Let's Get Creative Email Marketing Workshop Part 4: Let's Get Creative Presentation Transcript

    • Lets Get Creative
      Instructors
      Laurence Rothman
      Senior Consultant, Brand Reputation, Nationwide
      rothmal@nationwide.com
      @LaurenceRothman
      Corey Duncan
      Interactive Creative Director, PulsePoint/DatranMedia
      cduncan@datranmedia.com
      @Corey_Duncan
      #datranmedia,
      #pulsepoint
      #stormpost
    • Lets Get Creative
      Agenda
      • State of the Union
      • Aligning Creative with Business Strategy
      • From Strategy to Execution
      • Best Practices Based Implementation
      • Email Anatomy 101
      • Design and Copy
      • Testing and Optimization
      • Winners & Losers
      • Q&A
    • State of the Union
      The Death of Email has Been Greatly Exaggerated!!!
    • State of the Union
      An Extreme Example Across Desktop, Social and Mobile
      …and, surprise….
      It integrates with social!
    • State of the Union
      Email is Everywhere
    • State of the Union
      Email + Social = Better Performance Across Both Channels
    • State of the Union
      …and it Translates Very Well to Mobile for Those on the Go!
      Advanced HTML & CSS
      Basic HTML
      Text
    • State of the Union
      Trends – Mobile Devices
      Mobile is not a fad
      • “Mobile will become the single most dominant media there is.” –Kodak
      • During weekends, ESPN.com is visited by more mobile users than desktop.
      • “Working with Microsoft, we discovered that mobile web users are 3 times more likely to find what they are looking for when a site is optimized for mobile.” –Icon Mobile
      • By 2013, more mobile phones than desktop computers will be using internet browsers.
    • State of the Union
      Trends – Mobile Devices
      Mobile is not a fad
      12-15%
      4%
      1-3%
      .25%
      PREDICTION: By the end of 2011, one third of your list may be reading your email on their phones.
      SOURCE: YESMAIL 2010 “USER AGENT” TESTING
    • State of the Union
      Trends – Email on Mobile
      Advanced HTML & CSS
      Basic HTML
      Text
    • State of the Union
      Trends – SMS
      160 characters can be powerful.
      • SMS has nearly 80% mobile penetration and thus is most utilized by customers.
      Customers rarely ignore a text message. This presents an immense opportunity for marketers.
      • Immediate results!
      • Polls
      • Promo Blasts
      • Coupons
      • Order Confirmations
      • Email Acquisition
      • Account Alerts
      • Text for Info
    • State of the Union
      Trends – Video
      DELIVERY
      There are three methods for delivering video content via email:
      Static image: A static image simply features a static imageof one of the frames of the video
      Animated GIF: An animated or video gif uses a compressed, streamed animated gif to deliver video-quality content.
      Embedded video: Currently Goodmail Systems is rolling out its CertifiedVideo service, which enables full video and audio, but only on the AOL platform. Yahoo making strides with JavaScript within email.
    • State of the Union
      Trends – Video
      STATIC IMAGES
      Use strong visual cues to indicate video to encourage subscribers to click through to web-hosted video.
      • Play buttons
      • Frames that look like YouTube, Windows Media or Quicktimevideo players
      • Video verbiage
      Benefits:
      • The least expensive of the three delivery options
      Disadvantages:
      • No movement to catch subscriber’s eye
      • Subscriber must click for video and audio
    • State of the Union
      Trends – Video
      VIDEO GIF
      A video gif uses a compressed,streamed animated gif to deliver video-quality content
      Benefits:
      • Subscribers can preview video images
      • Grabs readers attention
      • Most reliable
      Disadvantages:
      • No audio
      • Low video quality
      • Deliverability issuesdue to file size
    • State of the Union
      Trends – Video
      VIDEO GIF
      A video gif uses a compressed,streamed animated gif to deliver video-quality content
      Benefits:
      • Subscribers can preview video images
      • Grabs readers attention
      • Most reliable
      Disadvantages:
      • No audio
      • Low video quality
      • Deliverability issuesdue to file size
    • State of the Union
      Trends – Video
      Embedded Video
      Using Flash mostly you canembed video files that play within the email window itself
      (soon JavaScript and HTML5may change the game)
      Benefits:
      • User does not have to leaveemail window to watch video
      • Captures readers attention
      Disadvantages:
      • Limited autoplay, rely on back up image and linking
      • Will only work with a few emailclients, mostly Apple Mail
    • State of the Union
      Trends – Social
      There are three ways to integrate social media and email marketing:
      Social Linking – Simply linking to your company’s social page
      Sharing – The ability to share specific content from your email on social networks
      Dispatches – Taking content from social networks and inserting them into emails creating relevant and interesting content
    • State of the Union
      Trends – Social
      Social Linking
      Simply linking from your email to your company’s social page
    • State of the Union
      Trends – Social
      Social Sharing
      The ability to share specificcontent from your email on social networks
      Sharing = Liking, Sharing or Tweeting
    • State of the Union
      Trends – Social
      Social Dispatches
      Taking content from social networks and inserting them into emails creating relevant and interesting content
    • State of the Union
      Mastering Email Marketing is Not Easy
      WHY?
      • Consumers will receive 9000+ marketing messages annually by 2014 – that’s 25 a day!
      • Email is a mature channel
      • You aren’t just competing with companies in the same vertical, but with all companies in the email channel who are competing for your subscribers’ attention
      • Knowing basic best practices isn’t enough anymore, must consider:
      • Lifecycle marketing
      • Advanced strategies
      • Mobile, social, & video
    • Aligning Creative Goals with Core Business Strategies
      Take Creative To Infinity and Beyond
    • Aligning Creative Goals with Core Business Strategies
      Pre-Requisites
      Know Your Audience
      Plan Your Strategy
      Define Your Measurement Success
    • Aligning Goals and Strategy
      Know Your Audience
      Your Audience1. Who (demo, behavior, other needs)
      2. What/Why (do they expect from you?)
      - Information - Breaking news
      - Loyalty discounts and promos
      - Singles matches
      - Weather
      3. When
      - What are their RFM needs?
      - Do those change?
      - When might they need you most?
      4. How do they prefer to hear from you?
      - Format (HTML, text, etc…)
      - Does that change by device/type of
      communication
      5. Where are they viewing your email?
      - Desktop?
      - Mobile?
      - Tablet?
    • Aligning Goals and Strategy
      Know Your Audience
      Audience Measurement
      Using audience measurement technology will give you a true picture of who is interacting with you emails… the more you know the better you can target their behaviors and interests
    • Aligning Goals and Strategy
      Know Your Audience
      Where are they reading your emails?
      Understanding where and how your audience reads your emails can help you optimize and devise content strategies that work more broadly
      71%
      of email opens are on the
      Computer
      That’s 7 in 10 users
      28%
      of email opens are on a
      Mobile Device
      That’s 1 in 4 users
      Source: Sample ReturnPath data
    • Aligning Goals and Strategy
      Know Your Audience
      Where are they reading your emails?
      Understanding where and how your audience reads your emails can help you optimize and devise content strategies that work more broadly
      68%
      18%
      of mobile opens are on the
      of mobile opens are on the
      iPhone
      iPad
      That’s 2 in 3 users
      That’s 1 in 5 users
      Source: Sample ReturnPath data
    • Aligning Goals and Strategy
      Know Your Audience
      Operating Systems Matter
      Source: litmus.com blog: The Current State of Mobile Email Compatibility, May 2011
    • Aligning Goals and Strategy
      Know Your Audience
      Click Maps and Heat Maps
      Knowing how your audience reads and interacts with your communication; knowing exactly where their eye or mouse cursors go can help determine if your message is clear and readers are taking the correct CTA
    • Aligning Goals and Strategy
      Know Your Audience
      Using Data to Incorporate Dynamic Content
      Knowing more about your consumer and making content more relevant can pay off
    • Aligning Goals and Strategy
      Know Your Audience
      Once you understand where your audience is reading their email, how they read it, why they read it… then you can start to plan a creative approach that meets your overall marketing goal.
      There is no silver bullet, know your audience! Relevant content is still king.
    • Aligning Goals and Strategy
      Plan Your Strategy
      ACQUIRE
      CONVERT
      GROW
      RETAIN
      REACTIVATE
      What marketing programs will help you win back lost customers?
      What marketing programs will help you capture new email addresses?
      What marketing programs will help you convert prospects to customers?
      What marketing programs will help you grow customer value?
      What marketing programs will help you ensure customer loyalty?
      SUSPECT
      PROSPECT
      CUSTOMER
      ACTIVE CUSTOMER
      RECAPTURED CUSTOMER
    • Aligning Goals and Strategy
      Define Your Measurement Success
      Measure of success getting messages to your audience
      Measure of subscriber interaction with campaign
      Measure of financial impact
      Bounce Rate
      Open Rate
      Revenue
      bounces/emails sent
      opens/emails delivered
      revenue per campaign
      Spam Complaint Rate
      Click-Through Rate
      Conversion Rate
      spam complaints/emails delivered
      total clicks/emails delivered
      orders/visits
      Inbox Delivery Rate
      Click-to-Open Rate
      Average Order Value
      total clicks/total opens
      revenue/bookings
      emails that reach the inbox
      Unsubscribe Rate
      Revenue Per Email
      unsubscribes/emails delivered
      revenue/emails delivered
    • From Strategy to Execution
      Creative Best Practices that Drive Results!
    • From Strategy to Execution
      While a “Variation on a Rectangle”, Email is Not Print or the Web
      a bit like print…
      • What works for print does not always translate well to email.
      • Recipients rarely see an email in its entirety, so information hierarchy is critical, with the most important information at the top, working down.
      • Images can help tell a story, but if they are too large and take too long to download, or they push the key points too far down along the page, or they are not properly alt-tagged, they hinder rather than help.
      a bit like web…
      • The principles of web design often apply to email, but with notable exceptions.
      • Width matters more than length.
      • In email, complex coding increases cost and production times as well as jeopardizes rendering and user experience.
      • In email, rich media including forms, scripting and Flash usually don’t render correctly... or at all
      Email is very much it’s own medium with it’s own set of rules… IF you follow best practice.
    • From Strategy to Execution
      The Email Inbox is Your Runway
      You are invited to click“The email you send is the invitation. The website you drive them to is the party. The more beautifully crafted the invite, the better turnout the party will get.”
      • Corey Duncan, PulsePoint
      • Viewing an email is different from browsing online
      • Viewers are not necessarily looking for something
      • They need to be pulled more vigorously
    • From Strategy to Execution
      Email Anatomy 101 - Skeleton
      • Preheader
      • Header
      • Navigation
      • Table of Contents
      • Primary Message
      • Submessage(s)
      • Siderail
      • Recovery Module
      • Footer
    • From Strategy to Execution
      Email Anatomy 101 – Subject Line & Pre-Header (Snippet Text)
      Snippet text appears in Outlook and Gmail
      Only 21% of major retailers have optimized their email for snippet
    • From Strategy to Execution
      Email Anatomy 101 – Pre-Header
    • From Strategy to Execution
      Email Anatomy 101 – Pre-Header
      The preheader is the usually-small and subdued text blurb at the top of an email that includes some combination of the below:
      • Content teaser snippet(s)
      • View with images/view mobile version prompt
      • Add to address book or ensure future delivery prompt
      Preheaders can be used to:
      • Reinforce the subject line and highlight the primary message of the email
      • Extend the subject line and highlight secondary messages in the email
      • Feature calls-to-action not present anywhere else in the email
      OLD
      NEW
    • From Strategy to Execution
      Email Anatomy 101 – Header & Navigation
    • From Strategy to Execution
      Email Anatomy 101 – Header & Navigation
      SMART
      HOT
    • From Strategy to Execution
      Email Anatomy 101 – Header & Navigation
      Your header and navigation should change based on message content
    • From Strategy to Execution
      Email Anatomy 101 – Primary Message
    • From Strategy to Execution
      Email Anatomy 101 – Primary Message
      WEBSITE
      Balance imagery and text
      Include prominent call-to-action
      Link to matching web page for increased conversion
      EMAIL
    • From Strategy to Execution
      Email Anatomy 101 – Sub-Messages
    • From Strategy to Execution
      Email Anatomy 101 – Sub-Messages
      Use visual prompts like color, headlines, imagery and graphics to guide viewers’ gaze
      Test submessage count tolerance
      SIDERAIL
      LAYERCAKE
    • From Strategy to Execution
      Email Anatomy 101 – Sub-Messages
      Test submessage count tolerance – not just once, but periodically
      Be aware of the law of diminishing returns; sometimes, less is more
      YIKES!
    • From Strategy to Execution
      Email Anatomy 101 – The Recovery Module & Footer
    • From Strategy to Execution
      Email Anatomy 101 – The Recovery Module & Footer
      Recovery Module
      The final outpost; acts as a catch-all
      Include alternate content links
      Add incentives to inspire engagement
      Footer
      Include subscription management links
      Include forward to a friend
      Ensure CAN-SPAM compliance

      Just in case you were
      totally bored by everything else,
      here’s some other stuff…

    • From Strategy to Execution
      Email Anatomy 101 – The Gift Services Footer
      Umbrella your GSF with a benefits-focused headline
      Use equi-sized modules for easy last-minute message swap-outs
      Link to your website gift center — it’s a great catch-all for gift givers
      Promote gift cards — they’re so hot right now
      Surface gift services — the unique ways you help make holiday shopping easy
      Detail order-by dates, particularly as we approach mid-December
      Dynamically generate local retail store info to drive brick-and-mortar traffic
      HOT
      HOLIDAYTIP
    • From Strategy to Execution
      Email Anatomy 101 – The Gift Services Footer
      HOT
      HOLIDAYTIP
    • From Strategy to Execution
      Design – Landing Pages
      If an email is your “invite,” then the party it leads to should be an equally experiential destination for your audience.
      A well-designed email draws the customer to your brand; a well-designed landing page is where you full engage them with your brand and offerings.
      Tightly coupled email and landing page combinations can be an effective means to increase conversion
    • From Strategy to Execution
      Design – Landing Pages
      WEBSITE
      EMAIL
    • From Strategy to Execution
      Design – Getting Your Message Seen
      Group content in separate modules
      Include clear content section headers
      Place imagery in an “S-curve” to guide gaze across and down page
      Use button treatment for primary call-to-action
      Include alternate HTML text calls-to-action
      For longer-form mails, include a TOC
    • From Strategy to Execution
      Design – Modular Makes Creatives Easy to Optimize and Test
      A library of flexible creative elements from which REI builds a range of message configurations
      One flexible template.
      Three configurations!
      Now that’s smart design.
    • From Strategy to Execution
      Copy – Getting Your Message Read
      Be brief, you have 2-5 seconds
      Keep copy focused
      Use bullet points
      Make call-to-action clear and direct
    • From Strategy to Execution
      Copy – Getting Your Message Read
      Before
      Hello James,
      This Saturday is your last chance
      to register for the Email Evolution
      Conference. This year you’ll see
      how to craft email copy, grade
      your emails and learn about
      activation strategy.
      After
      Hi James!
      Email Evolution Conference:
      Last Chance to Register by Saturday
      See how to:
      Craft email copy
      Grade your email designs
      Learn about activation strategy
    • From Strategy to Execution
      Copy – Getting Your Message Read
      Headlines should be short and catchy
      Your headlines should work with your calls-to-action (because that’s all people read anyway!)
      Example: Liquid AssetsShop Fluid Outfits »
    • From Strategy to Execution
      Copy – Getting Your Message Read
      Effective Calls-to-Action are Key!
      Recipients want to know where you’re taking them
      “Read more” is vague
      Use more descriptive action words:
      Shop shoes now
      Sign up!
      See it now
      Get in there!
      Check it out!
      Buy now
    • From Strategy to Execution
      Copy – Subject Lines
      Personalization
      • You had 1 guestbook signature this year, Alexanne (Classmates)
      Branding
      • Moosejaw Daily Madness (Moosejaw)
      Product/Category
      • A&F Premium Jeans (Abercrombie)
      • Find the Perfect Party Dress (Nordstrom)
      Benefit
      • Exclusive Online Offers. More Than $3,200 In Savings (Costco)
      Seasonal hooks
      • Get on this Autumn's Floral Trend with a fragrant offer (Johnnie Boden)
      Urgency/Deadlines
      • EXTRA 10% OFF: 1-Day Shoe Sale - Now Up To 70% Off! (Bluefly)
      Other key words
      • Great Value: Exclusive Cuisinart 9-Speed Hand Mixer (Williams-Sonoma)
    • From Strategy to Execution
      Copy – Subject Lines
      Subject lines of less than 60 characters proved best for optimizing open rates
      Outfits now, outfits later. (Anthropologie)
      Click, click-to-open, and conversion rates are optimized by subject lines of over 70 characters
      Matte skin is in! FREE shipping with Benefit's NEW matte-finish loose
      powder, material girl. (Benefit Cosmetics)
    • From Strategy to Execution
      Copy – Subject Lines
      Epsilon Study:
      “Rethinking the Relationship between Subject Line Length and Email
      Performance: A New Perspective on Subject Line Design”
      Subject line length isn’t as important as commonly thought
      Order of the information is more important
      SL1: “This weekend only at your local Acme Store, special savings on Ladies Apparel!”time > brand > benefit > category
      SL2: “Special savings on Ladies Apparel at your local Acme Store this weekend only!”benefit > category > brand > time
      Test into length and order!
    • From Strategy to Execution
      Before You Push Send…
      • Ask yourself, “Is this email truly compelling?”
      • What is this about?
      • Why should my subscribers care?
      • What do they do about it?
      • Consider the above-the-fold mark and the preview pane
      • Include a good balance of images and text
      • Provide clear primary and alternate calls-to-action
      • Throw in a few bells and whistles
      • Personalize
      • Leverage dynamic content
      • Feature user-generated content
    • From Strategy to Execution
      Testing and Optimization
      Keys to creative testing
      Test constantly
      Make tests controlled and easy to understand
      Use results to inform the design process
      Creative test ideas:
      • Subject lines
      • Copy length
      • Call-to-action treatments
      • Prices and product names
      • Photography
      • Bells and whistles
      • Personalization
      • Landing pages
    • From Strategy to Execution
      Testing and Optimization - Example
      Version A
      Version A
      Pillsbury Email Newsletter
      • Selected random test groups
      • Testing occurred over a three month period
      • Tested with every email send until all the main components were performing at the highest level
      • We’ll look at the two most significant tests
      Feature
      Feature
      Promo
      Promo
    • From Strategy to Execution
      Testing and Optimization - Example
      Version A
      Version A
      THE FIRST COURSE
      Test 1 was an A/B split betweentwo versions of the feature andtwo versions of promo spots
      Feature
      Feature
      Promo
      Promo
    • From Strategy to Execution
      Testing and Optimization - Example
      Version B
      Version B
      THE FIRST COURSE
      Test 1 was an A/B split betweentwo versions of the feature andtwo versions of promo spots
      • New promo spot had 95% increase in gross clicks
      • Feature performed slightly better in old version
      • Overall, the two versions were flat on interaction due to fewer feature clicks
      Feature
      Feature
      Promo
      Promo
    • From Strategy to Execution
      Testing and Optimization - Example
      THE SECOND COURSE
      Test 2 was an A/B/C/D split between four versions of the feature area
      Feature Version A
      Feature Version B
      Feature Version C
      Feature Version D
    • From Strategy to Execution
      Testing and Optimization - Example
      THE SECOND COURSE
      • Version C feature area generated 3.5 % more clicks than the second place design and 5.2% more clicks than the control
      • Version C also led all of the tests in overall interaction and click rates
    • From Strategy to Execution
      Testing and Optimization - Example
      THE REVIEWS
      • Overall interaction rate with new design was 70% higher than old design
      • Pick and choose the best of the best
      • Full-scalethe creative tests that do well
      • Continue to tweak and test content that is not performing as well
      • Apply test learnings to other platforms as appropriate
    • Winners and Losers
      P.F. Changs
      What challenges and opportunities does this mail present?
      What was done well?
      What could be improved?
      What testing opportunities do you see?
    • Winners and Losers
      LinkedIn
      What challenges and opportunities does this mail present?
      What was done well?
      What could be improved?
      What testing opportunities do you see?
    • Winners and Losers
      Mont Blanc
      What challenges and opportunities does this mail present?
      What was done well?
      What could be improved?
      What testing opportunities do you see?
    • Winners and Losers
      American Girl
      What challenges and opportunities does this mail present?
      What was done well?
      What could be improved?
      What testing opportunities do you see?
    • Winners and Losers
      Banana Republic
      What challenges and opportunities does this mail present?
      What was done well?
      What could be improved?
      What testing opportunities do you see?
    • Winners and Losers
      Domino’s
      What challenges and opportunities does this mail present?
      What was done well?
      What could be improved?
      What testing opportunities do you see?
    • Winners and Losers
      Tide
      What challenges and opportunities does this mail present?
      What was done well?
      What could be improved?
      What testing opportunities do you see?
    • Winners and Losers
      Bally Total Fitness
      What challenges and opportunities does this mail present?
      What was done well?
      What could be improved?
      What testing opportunities do you see?
    • Winners and Losers
      REI
      What challenges and opportunities does this mail present?
      What was done well?
      What could be improved?
      What testing opportunities do you see?