The Anatomy of a Great Email Authorized resellers for  www.DialogInteractive.net
Source:  Annual Economic Impact Study , The Direct Marketing Association, October 2009 First Things First -Why Email? <ul>...
A Great Email is Permissioned Based-What is Permission Marketing? <ul><li>Anticipated </li></ul><ul><ul><li>- People expec...
Email Design & Content <ul><li>How long?  </li></ul><ul><li>How short? </li></ul><ul><li>Where to place design elements </...
Key part of the message placed ‘above the crease’ #1 Reason for opening #2 Reason to open Don’t waste time- Take the order...
Very nice… IF  they get there!
Great Email Example A B
C D
E
Creating engagement with email 1.  Feature star reviews from customers in your emails Use customer-generated product revie...
Creating engagement with email 3. Add a pre-header message. Include a quick message in your email template similar to Crat...
Preview pane and image blocking. Ensuring it works on mobile devices Email as it came into gmail – images disabled by defa...
How many of your subscribers  are on mobile devices? Ask with opt in at top of email to find out. What does your message l...
Test Your Skills
Testing your program
Testing your program Version B got 11.7% more clickthroughs, proving that in email design even subtle changes can have a s...
Testing your program
Testing your program Version A’s offer-oriented subject line and benefit-oriented email copy generated 13.9% more ecommerc...
<ul><li>Final Takeaways: Keys for a great email </li></ul><ul><li>Permission based </li></ul><ul><li>Optimized Subject and...
Thank You! www.DialogInteractive.net
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The anatomy of a great email christopher barnes v2

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An example of how to create a great email that gets delivered and opened

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The anatomy of a great email christopher barnes v2

  1. 1. The Anatomy of a Great Email Authorized resellers for www.DialogInteractive.net
  2. 2. Source: Annual Economic Impact Study , The Direct Marketing Association, October 2009 First Things First -Why Email? <ul><li>Critical mass: reaches 93% of internet users </li></ul><ul><li>(Jupiter Research) </li></ul><ul><li>Response rates: 10x greater than direct </li></ul><ul><li>mail (DMA) </li></ul><ul><li>Lower costs: 1/10 the cost per communication </li></ul><ul><li>(Andersen) </li></ul><ul><li>Relationship builder: 80% of visitors never </li></ul><ul><li>return (eMarketer) </li></ul><ul><li>Email offers the </li></ul><ul><li>highest ROI of any </li></ul><ul><li>direct marketing </li></ul><ul><li>channel </li></ul><ul><li>- $43.62 for each </li></ul><ul><li>dollar spent in </li></ul><ul><li>2009 </li></ul><ul><li>Internet search </li></ul><ul><li>advertising was </li></ul><ul><li>second at $21.85 </li></ul><ul><li>Non-catalog direct </li></ul><ul><li>mail returned just </li></ul><ul><li>$15.22 </li></ul><ul><li>Projection for email </li></ul><ul><li>in 2011 > $42.08 </li></ul>
  3. 3. A Great Email is Permissioned Based-What is Permission Marketing? <ul><li>Anticipated </li></ul><ul><ul><li>- People expect to receive </li></ul></ul><ul><ul><li>your emails </li></ul></ul><ul><li>Personal </li></ul><ul><ul><li>- The email is being sent to </li></ul></ul><ul><ul><li>that person only </li></ul></ul><ul><li>Relevant </li></ul><ul><ul><li>- The content pertains to the </li></ul></ul><ul><ul><li>recipients interests </li></ul></ul>DO THESE PEOPLE REALLY WANT TO HEAR FROM YOU?
  4. 4. Email Design & Content <ul><li>How long? </li></ul><ul><li>How short? </li></ul><ul><li>Where to place design elements </li></ul><ul><li>Ensuring it works across all platforms </li></ul><ul><li>Preview pane and image blocking </li></ul><ul><li>Ensuring it works on mobile devices </li></ul><ul><li>Test Your Skills </li></ul>
  5. 5. Key part of the message placed ‘above the crease’ #1 Reason for opening #2 Reason to open Don’t waste time- Take the order! Think it won’t help? Test, test, test! Email pre-header: 2 nd subject line opportunity
  6. 6. Very nice… IF they get there!
  7. 7. Great Email Example A B
  8. 8. C D
  9. 9. E
  10. 10. Creating engagement with email 1. Feature star reviews from customers in your emails Use customer-generated product reviews, customer questions, or even featuring the products that are most highly rated by customers. 2. Add FTAF or Share icons to your emails. The original way to &quot;share with your network&quot; was the forward-to-a-friend (FtoF) feature, and it still works. Studies show consumers use forward to a friend when they want to share an email, in addition to posting to social sites. Recent data from ShareThis - states that subscribers share via email 38 percent of the time, which is the same percentage that people share content via Facebook.
  11. 11. Creating engagement with email 3. Add a pre-header message. Include a quick message in your email template similar to Crate and Barrel's, which says &quot;Did someone forward you this message? Skip the grapevine. Opt in to receive Crate and Barrel email. Click here to hear it first.&quot; 4. Include a poll or survey and post the results on your social media page. 5. Make  your emails audience &quot;special' - by invitation only . People like to feel special, and they like to tell their friends about things that are cool. 6. Incorporate games, or interactive applications in your emails.
  12. 12. Preview pane and image blocking. Ensuring it works on mobile devices Email as it came into gmail – images disabled by default!
  13. 13. How many of your subscribers are on mobile devices? Ask with opt in at top of email to find out. What does your message look like on these phones?
  14. 14. Test Your Skills
  15. 15. Testing your program
  16. 16. Testing your program Version B got 11.7% more clickthroughs, proving that in email design even subtle changes can have a significant impact.
  17. 17. Testing your program
  18. 18. Testing your program Version A’s offer-oriented subject line and benefit-oriented email copy generated 13.9% more ecommerce revenue … despite the fact that Version B had 8.3% more opens and a 14.5% higher click rate. Which just goes to show, you have to measure tests beyond the click.
  19. 19. <ul><li>Final Takeaways: Keys for a great email </li></ul><ul><li>Permission based </li></ul><ul><li>Optimized Subject and From Line </li></ul><ul><li>Short, Impactful Subject Line </li></ul><ul><li>Use of pre-header for key points </li></ul><ul><li>Key message above the fold </li></ul><ul><li>Optimized for subscriber viewing pda /laptop </li></ul><ul><li>Personalized </li></ul><ul><li>Relevant </li></ul><ul><li>Strong visible call to action </li></ul><ul><li>Subscriber Focused </li></ul><ul><li>Pass along options </li></ul><ul><li>Testing </li></ul>
  20. 20. Thank You! www.DialogInteractive.net

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