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John Thies -5 Ways to Improve your Email Campaigns (and get Better Results)

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John Thies

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John Thies -5 Ways to Improve your Email Campaigns (and get Better Results)

  1. 1. 5 Ways To Improve Your Email Campaigns (and Get Better Results)
  2. 2. Tweet this session! @johnethies @EmailonAcid #DSDEN @DigSumDenver
  3. 3. The feeling you get after a day of working with Outlook…
  4. 4. Why is email so important?01.
  5. 5. EMAIL delivers the highest ROI for Marketers @johnethies | @EmailonAcid*According to VentureBeat, email is the channel generating the highest ROI for marketers.
  6. 6. v @johnethies | @EmailonAcid Email vs. Social on Black Friday Email drove 18% of Black Friday sales this year while social only accounted for 1%. Source: MediaPost
  7. 7. @johnethies | @EmailonAcid 68%OF TEENS OF MILLENNIALS Prefer to receive communication from a business via email. Source: Adestra 73%
  8. 8. RESOURCES are shifting… @johnethies | @EmailonAcid 68.9% will spend more time 86.9% will spend more money
  9. 9. @johnethies | @EmailonAcid BUDGETS are following future needs
  10. 10. $40 return for every $1 spent in Email Marketing… @johnethies | @EmailonAcidSource: DMA
  11. 11. POTENTIALLY-ISH? @johnethies | @EmailonAcid
  12. 12. List SEGMENTATION02.
  13. 13. Be RELENTLESS about your RELEVENCY @johnethies | @EmailonAcid
  14. 14. SURVEY RESULTS A @johnethies | @EmailonAcid
  15. 15. The average shopping cart abandonment rate is approximately PURCHASE CYCLE A @johnethies | @EmailonAcid 67%
  16. 16. Remind your inactive subscribers why they were attracted to your brand. RE-ENGAGEMENTA
  17. 17. Getting to the INBOX03.
  18. 18. VS DELIVERABILITY @johnethies | @EmailonAcid DELIVERY
  19. 19. @johnethies | @EmailonAcid Whether or not a recipient accepts your message. DELIVERY
  20. 20. Where the message ends up once its accepted: inbox, spam folder or another folder. DELIVERABILITY @johnethies | @EmailonAcid
  21. 21. Email design and content can have an EFFECT on inbox placement @johnethies | @EmailonAcid
  22. 22. AVOID using an all image design
  23. 23. Target 500+ characters
  24. 24. Text-Alternative? @johnethies | @EmailonAcid
  25. 25. Keep email size BELOW 100kb @johnethies | @EmailonAcid
  26. 26. BITLY is @johnethies | @EmailonAcid for email
  27. 27. ALWAYS BE SCRUBBiN
  28. 28. From Name, Subject Line + Preheader Text03.
  29. 29. 3 opportunities to encourage a subscriber to open your email.
  30. 30. USE A TRUSTWORTHY & RECOGNIZABLE “FROM NAME” @johnethies | @EmailonAcid
  31. 31. v @johnethies | @EmailonAcid SUBJECT LINES of email recipients open an email based on subject line alone.35%
  32. 32. Subject lines with 61-70 characters get more reads. KEEP THE SUBJECT SIMPLE @johnethies | @EmailonAcid
  33. 33. WHAT ABOUT EMOJI?Brands using emoji’s in their subject lines saw a 45% increase in their unique open rates.
  34. 34. Preheaders are an EASY win! @johnethies | @EmailonAcid
  35. 35. NO BUENO! @johnethies | @EmailonAcid
  36. 36. Preheader Text: CODE EXAMPLE @johnethies | @EmailonAcid <td style="display: none !important; visibility:hidden; mso-hide:all; font-size:1px; color:#ffffff; line-height:1px; max-height:0px; max-width:0px; opacity:0; overflow:hidden;"> This is preheader text. </td>
  37. 37. v PERSONALIZED MESSAGE @johnethies | @EmailonAcid Personalization, increases opens by 26%
  38. 38. Have FUN with it
  39. 39. Think ACCESSIBILITY04.
  40. 40. v 285M People are estimated to be visually impaired worldwide. (over 5% of the worlds population) People live in the United States 325M DID YOU KNOW… @johnethies | @EmailonAcidSource: World Health Organization
  41. 41. <html lang="en"> ... </html> HTML Language Attribute @johnethies | @EmailonAcid
  42. 42. <html> <head> <title>Accessibility Title</title> </head> <body> The content of the document...... </body> </html> Title TAG @johnethies | @EmailonAcid
  43. 43. <table border=“0” role=“presentation”> <tr> <th>Email</th> <th>Accessibility</th> </tr> </table> TABLE Presentation @johnethies | @EmailonAcid
  44. 44. Reader EXAMPLE
  45. 45. <img src="clear.gif" width="200" height="5" alt=""> ALT Text @johnethies | @EmailonAcid
  46. 46. @johnethies | @EmailonAcid Keep fonts LEGIBLE Minimum 14px Light fonts: Minimum 16px
  47. 47. @johnethies | @EmailonAcid Maintain LOGICAL reading structure
  48. 48. v @johnethies | @EmailonAcid AVOID Center Aligned
  49. 49. Progressive ENHANCEMENT05.
  50. 50. @johnethies | @EmailonAcidSource: @actionrocket
  51. 51. @johnethies | @EmailonAcid simple COMPLEX
  52. 52. IMAGE BLOCKING
  53. 53. Email on Acid No styling or background color Email on Acid Background color Email on Acid Styled alt text Email on Acid Background color + styled alt text Styled ALT TEXT
  54. 54. <img src="image.jpg" width="200" height="200" alt="Email on Acid" style="font-family: Veranda; color: #697c52; font-style: bold; font-size: 25px;"> STYLED ALT TEXT [continued] @johnethies | @EmailonAcid
  55. 55. STYLED ALT TEXT [continued]
  56. 56. Animated GIFS
  57. 57. 26% @johnethies | @EmailonAcid GIF emails increase a click through rate up to
  58. 58. Outlook2007+ showsthe 1st frame Other programsshowthe animation Animated GIFS @johnethies | @EmailonAcid [continued]
  59. 59. NOT supported in Outlook 2007, 2010, 2013, 2016 for Windows First frame should include crucial info & CTA Animated GIFS [continued]
  60. 60. CINEMAGRAPHS
  61. 61. @johnethies | @EmailonAcid Video
  62. 62. v VIDEO FALLBACK
  63. 63. @johnethies | @EmailonAcid CSS ANIMATION
  64. 64. HOT SPOT ANIMATION
  65. 65. Simplified CONTENT06.
  66. 66. Put the MOST important message first @johnethies | @EmailonAcid
  67. 67. You have approximately 8.25 seconds to capture someone’s attention. @johnethies | @EmailonAcid Keep it SIMPLE
  68. 68. How Many Things?
  69. 69. v @johnethies | @EmailonAcid GRANDMA TEST: Write in plain language.
  70. 70. THANK YOU! @johnethies @emailonacid @johnethies | @EmailonAcid @DigSumDenver

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