A presentation The David James Group provided to its clients with direction on how to develop and design effective and engaging emails. Contact info@davidjamesgroup.com for more info on the topic.

2. Email Marketing "Best-Practices" Presentation
BRAND BUILDING • INTERACTIVE MARKETING • PR & SOCIAL MEDIA

3. Email Marketing: A
Community of Hacks
<"HOW CHOW 2014" />

4. Platforms We Currently Use

5. Lifecycle Marketing
Acquiring new audience members
and converting potential customers
into subscribers (whether to email,
social, or mobile communications).
Onboarding subscribers and making
them accustomed to the cadence and
content of your interactions.
Engaging subscribers with
automated, personalized campaigns.
Retaining existing subscribers with
targeted reengagement and win-back
strategies.
Acquire
Onboard
Engage
Retain
Chuck Rib
Brisket Plate
Shank

6. 2014 TRENDS
98% OF MARKETERS PLAN TO INCREASE THEIR SPENDING
EMAIL MARKETING SOCIAL MEDIA MARKETING
57%
58%
MARKETING AUTOMATION
60%
DATA & ANALYTICS
61%
68% OF MARKETERS BELIEVE EMAIL IS CORE TO THEIR BUSINESS

7. Emails Open On
Mobile
Reading Emails
For < Than 10
Seconds
Shorter Subject
Lines
Users Only Use
Mobile Devices
To Read Email
34% 49%
63%
45%

8. WAIT, I THOUGHT THIS WAS ABOUT DESIGN?

9. Party Like It's 1997!
"Hey, kick the
beat! I have a bad
case of boogie
fever!"

10. "Good work doesn't
speak for itself.
You have to learn
how to promote it"
"E-mails are
not websites!"
"Design email for
one eye, one
thumb, and arm-
"Keep insisting length reading."
on the high
quality and the
process."

11. BE INSPIRED. DO THE RESEARCH
AVOID GIFS / VIDEOS / FORMS
START WITH TWO CREATIVE IDEAS
HOW TO
DESIGN AN
HTML EMAIL
RESEARCH SOFTWARE
NO WIDER THAN 600PX
DESIGN AT 150 DPI & USE A GRID
USE ONLY WEB-SAFE FONTS

12. HOW TO
DESIGN AN
HTML EMAIL
START AT 14PX FONT SIZE
USE RULE OF 6'S FOR LEADING
BALANCE COPY > LESS IMAGES

13. ESSENTIALS

14. HOW LONG SHOULD
SUBJECT LINES BE?
KEY ESSENTIALS REGARDING SUBJECT LINES

15. CONSTRUCTING SUBJECT LINES
KEY ESSENTIALS REGARDING SUBJECT LINES
20 / 10 !*%$
20 characters for desktop users
10 characters for mobile users
Avoid the characters shown above
and any kind of symbol characters

16. HOW MUCH COPY SHOULD
THERE BE?
WHAT SHOULD THE
"VOICE" OF THE COPY BE?

17. HOW MUCH COPY?
Results show that smaller, more targeted and
engaging emails, have the highest open and
click rates. You only have 3-10 seconds before a
user might interact, delete, or unsubscribe.
"VOICE" OF THE COPY?
Results show that users are thinking fast and
are looking for copy that is personal, friendly,
and engaging. Make them stick around longer
by creating links to landing pages, buttons to
press, and find ways to simplify difficult actions.
"Hey, let's talk
about copy! Let's
talk about you
and me!"

18. WHAT IS THE BEST
DAY TO BLAST OUT
AN EMAIL?
HOUSTON, WE HAVE A QUESTION? IN 3....2....1....WAIT!

19. RESULTS BY DAY OF THE WEEK
SUNDAY MONDAY TUESDAY WEDNESDAY THURSDAY FRIDAY SATURDAY

20. WHAT IS THE BEST TIME OF DAY
TO BLAST OUT AN EMAIL?

21. Messages sent
at night had
the highest
open rates.
Late afternoon
messages had
the highest
click rates.
RESULTS BY TIME OF DAY

22. WHAT CAN
CAUSE SPAM?
Mention of a generic version of a certain
little blue pill
The words "Free", "Percent Off",
"Reminder", "Guarantee"
Subject lines that have exclamation and
question marks
Subject lines that start with dollar
amounts
Sending emails to bounced email
addresses
Too much copy / too many images
Failing to monitor sender reputation
Not including a familiar sender name
Including attachments
Attempting to use video, Flash, or
javascript
Using all CAPS for words
Buying or renting lists
Long subject lines
Emails that are keyword driven

23. ARE WE LEGALLY SAFE WHEN IT COMES TO
THE CAN-SPAM ACT?
YES NO

24. CAN-SPAM ACT
Only relates to emails sent to people /
businesses in Canada
The purpose of the act is to stop SPAM
emails starting in Canada
To comply, the owner of the email address
must comply with any usage of their
information (email, phone, name, etc)
The email template must contain
identification information (address) and an
unsubscribe method
$1M
$10M
PER VIOLATION
REPEAT VIOLATIONS

26. Contact Us Today At 630.305.0003.
Thank you for watching this presentation / www.davidjamesgroup.com