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DESIGNING FOR YOUR SUBSCRIBERS - Tips and Tricks to Increase Email Marketing ROI


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DESIGNING FOR YOUR SUBSCRIBERS - Tips and Tricks to Increase Email Marketing ROI

  1. 1. DESIGNING FOR YOUR SUBSCRIBERSTips and Tricks to Increase Email Marketing ROI<br />
  2. 2. PERFORMANCE-DRIVEN DESIGN<br />Design is the visualization of a business plan. More than a pretty picture, great design requires an actionable plan and measureable goals. <br />Design should acknowledge the subscriber experience.Put yourself in your subscriber’s shoes and understand how they will interact with your communications.<br />Design and technology are seamlessly integrated.Emails should be designed and coded to display properly in the various ways a subscriber will view it. A comprehensive testing strategy is essential to ensure success.<br />
  3. 3. AGENDA<br />Business Planning Checklist<br />Subscriber Experience<br />Performance Driven Design<br />Design Considerations<br />The Mobile Inbox<br />General Coding Considerations<br />What elements are supported in email?<br />Tools for creating HTML<br />Email client-specific recommendations<br />
  4. 4. BUSINESS PLANNING CHECKLIST<br />Why are you sending this email?<br /><ul><li>Drive leads
  5. 5. Increase brand awareness</li></ul>Who are you sending to, and what do you know about them?<br /><ul><li>Internal audience: sales reps and C-suite executives
  6. 6. External audience: subscriber behavior by segment</li></ul>What do you want subscribers to do once they receive your email?<br /><ul><li>Register for a webinar
  7. 7. Read an article</li></ul>How are you going to measure success?<br /><ul><li>Open/click data
  8. 8. Number of leads generated</li></li></ul><li>SUBSCRIBER EXPERIENCE<br />Consider the entire subscriber experience – from first impression to final click.<br />Each individual phase influences the decision to open and engage with your email.<br />Your email design is experienced in stages – not as a static page.<br />FROM NAME<br />SUBJECT LINE<br />PREVIEW PANE<br />ABOVE THE FOLD<br />COMPLETE EMAIL<br />CLICK THROUGH<br />
  9. 9. It all begins with theFrom Name – <br />73% of subscribers click “Report Spam” or “Report Junk” based on this field.<br />*Email Sender and Provider Coalition<br />FROM NAME<br />IS YOUR FROM <br />NAME EASILY <br />RECOGNIZABLE?<br />
  10. 10. SUBJECT LINE<br />69% of subscribers click “Report Spam” or “Report Junk” based on this line.*<br />IS YOUR SUBJECT<br /> LINE RELEVANT <br />AND INTERESTING?<br />*Email Sender and Provider Coalition<br />
  11. 11. SUBJECT LINE<br />69% of subscribers click “Report Spam” or “Report Junk” based on this line.*<br />IS YOUR SUBJECT<br /> LINE RELEVANT <br />AND INTERESTING?<br />
  12. 12. Images are disabled by default more than 50% of the time.Isyourkey message visible, relevant and enticing in this space?<br />PREVIEW PANE: IMAGES OFF<br />WHAT IS YOUR <br />EMAIL SAYING<br /> WITH IMAGES OFF?<br />
  13. 13. PREVIEW PANE: IMAGES ON<br />What’s your open rate? Only subscribers that turn images on trigger an open.Are you giving them a reason to keep reading? <br />AVERAGE PREVIEW<br />PANE DIMENSIONS:<br />300px by 300px<br />
  14. 14. CONSIDER THE SUBSCRIBER EXPERIENCE<br />Is this the message you want to convey?<br />
  15. 15. ABOVE THE FOLD<br />Does your content above the fold provide motivation to respond? Are you persuading subscribers to scroll?<br />DON’T CRAM<br />EVERYTHING<br />ABOVE THE FOLD…<br />INTRODUCE CONTENT<br />ABOVE THE FOLD<br />
  16. 16. COMPLETE EMAIL<br />Seconds – not minutes – to view an entire email<br />Only 11%* of those who open will scroll below the fold!<br />EVEN IN THIS VIEW<br />THE ENTIRE EMAIL IS NOT ONSCREEN AT ONCE<br />*The Nielsen Norman Group<br />
  17. 17. Subscriber experience doesn’t end with the inbox<br />CLICK THROUGH<br />Don’t ignore the transition to your website, landing page, or other marketing collateral. <br />Ensure the products in your email are available on your site - better yet, map the individual products from the email to a product page.<br />
  18. 18. Brand Synergy • Content Hierarchy•Visual Hierarchy Engagement Techniques • Rendering Results •Tested Quality<br />PERFORMANCE DRIVEN DESIGN<br />
  19. 19. Website<br />Email<br />Visual recognition of the brand across all media channels creates a seamless brand experience, creating trust to engage and transact.<br />BRAND SYNERGY<br />
  20. 20. Wireframe<br />Preview Pane<br />Above the Fold<br />Create a content hierarchy, arranging each content element (text and/or image) and associated call to action with appropriate weight.<br />CONTENT HIERARCHY<br />
  21. 21. Headlines utilizing size and color hierarchy<br />Secondary calls-to-action<br />Primary call-to-action<br />Maximize response by creating a visual hierarchy, using design techniques to guide the subscriber's eye through your email based on the content hierarchy.<br />VISUAL HIERARCHY<br />“Quick Bites” or summaries<br />
  22. 22. Preheader Teaser Text <br />Forward to a Colleague<br />In This Issue<br />Read More Link<br />Subscriber Q&A<br />Lifestyle Imagery<br />Use of Background Color<br />Link to External Video<br />Recovery Module<br />Use design techniques to engage the subscriber through a mix of emotive and rational imagery and content. Smart use of images, borders, buttons, links, charts, colored backgrounds, etc.should be applied and tested.<br />ENGAGEMENT TECHNIQUES<br />
  23. 23. Optimized Design<br />Non-optimized Design<br />Main call-to-action in prime placement <br />HTML text in <br />web safe fonts <br />If an email is created primarily with images,<br />it will not display effectively when images are blocked.<br />Designed with image-blocking and preview pane viewing in mind.<br />Ensure your design efforts are viewed as intended once they hit the inbox. Emails that are created with the subscriber experience in mind will have a greater chance of success.<br />RENDERING RESULTS<br />
  24. 24. *Fingerprint from Litmus, February 2010<br />Only comprehensive testing will validate successful rendering of design and ensure functional performance prior to sending to the subscriber inbox.<br />TESTED QUALITY<br />*ExactTarget via Fingerprint from Litmus, Feb. 2010<br />
  25. 25. NEWSLETTER DESIGN CONSIDERATIONS<br /><ul><li>Include a Table of Contents or In This Issue Section
  26. 26. Include a 3-4 sentence teaser for articles with a “Read More” link instead of including the full article
  27. 27. Introduce your main call-to-action within the preview pane and other important content above the fold
  28. 28. Develop a visual hierarchy for headings, subheading, and body copy for easy scan-ability
  29. 29. Use images selectively to eye track to engagement areas</li></li></ul><li>POSTCARD DESIGN CONSIDERATIONS<br /><ul><li>Your message should have a singular focus; don’t let your postcard become a newsletter
  30. 30. Make that message the Hero in your design
  31. 31. Introduce your main call-to-action within the preview pane and other important content above the fold
  32. 32. Consider the placement and inclusion of secondary messaging that supports your main focus</li></li></ul><li>TRANSACTIONAL DESIGN CONSIDERATIONS<br /><ul><li>Position content front and center; keep it simple
  33. 33. Don’t include too much cross-sell information (follow the 70/30 rule)
  34. 34. Use a higher text to image ratio
  35. 35. Use font colors and sizes to create a visual hierarchy
  36. 36. Send a branded HTML email instead of Plain Text</li></li></ul><li>THE MOBILE INBOX<br /><ul><li>Smartphone users use mobile email primarily for triage
  37. 37. There are no standards in place for displaying emails on smartphones
  38. 38. Most mobile devices display a “stripped down” version of the HTML portion of an email, NOT the plain-text version
  39. 39. Optimizing your emails with HTML text in web-safe fonts will benefit smartphone users as well
  40. 40. Consider including a link in your email to view a mobile friendly version of your email</li></li></ul><li>DESIGN RESOURCES<br />
  41. 41. EXACTTARGET DESIGN RESOURCES<br />Design Tipsfor Outlook 2007<br />Email MarketingDesign & Rendering: <br />The New Essentials<br />Email Design Checklist<br />Email Designfor Lotus Notes<br /><br />Case Study<br />
  42. 42. EXACTTARGET DESIGN RESOURCES<br />Design Team Blog<br />New posts weekly!<br /><br />MarketingExperiments<br />Maximize Agency ROIthrough testing<br />Design Team Tweets<br />@ETDesign<br /><br />
  43. 43. DESIGN CENTER ON 3SIXTY<br />Resources<br />FAQs<br />Creative Library<br />Template Source Code<br />Free Button Libraries<br />3sixty > University > Design Center<br />
  44. 44. DESIGN SERVICES<br />
  45. 45. EXACTTARGET DESIGN SERVICES<br />Performance & Design Assessment<br />Strategic Newsletter Design<br />Design Best Practices Training<br />Program-Specific Template Design<br />Branded Template Build<br />Custom Design Packages<br />Visit for more info!<br />
  46. 46. THANK YOU!<br />