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The private life of an email @ ZEISS

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Presentation about email marketing and the challenges of marketing.

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The private life of an email @ ZEISS

  1. 1. The private life of an e-mail @hanssmellinckx
  2. 2. Google & tweet me! @hanssmellinckx
  3. 3. WHY
  4. 4. ROI Traceability
  5. 5. 90% automated 10% manual  It’s about contact points, not a weekly newsletter  Stand out in the crowd  Be relevant!  You influence every step of the sales funnel Source: Acumen Studio
  6. 6. Increase contact points ! Source: Alchemy Workx – Dela Quist, CEO
  7. 7. A very short life
  8. 8. It takes mammals more time to pee! (10 seconds vs 21 seconds)
  9. 9. Email marketing is not a free lunch!
  10. 10. FORMAT FROM/REPLY SUBJECT WEBLINK IMAGES/TXT MENUSALUTATIONTHE MESSAGELINKSTRIGGER BASED LIST BUILDING THE LAW
  11. 11. FORTMAT Optimise for mobile viewing: “one swipe away” Make it graphical & vertical Remove “text” A finger needs 30 to 40 px!
  12. 12. Some bad examples
  13. 13. Some good examples
  14. 14. FROM & REPLY No reply should be forbidden! (do you really think people will react “en masse”?) Make it personal Create a respons strategy
  15. 15. SUBJECT LINE To the point! Inspire ! Evoke a reaction/emotion! Surprise & delight Don’t use: “newsletter”, “brand name” etc Use the subheader as well
  16. 16. Some examples Source: Lucid Marketing
  17. 17. WEBLINK First link to click Be more creative than “if you can’t read this….” No subheader = weblink text is crucial
  18. 18. IMAGES/TEXT Visual mobile content vs action oriented content (and keep it below 100k) People do not download images Links should always be visible
  19. 19. MENU Fantastic way to profile people + increase contact points = no menu needed Not relevant = a lot of menu clicks Personalise menu as well!
  20. 20. SALUTATION In line with overall communication/positioning Make it personal! Great way to improve your data quality
  21. 21. THE MESSAGE 1 goal per message WIIFM: What’s in it for me? Keep it simple! Increase contact points for more relevance Surprise & enlighten
  22. 22. Focus of the eye
  23. 23. LINKS The fewer, the better Don’t think, click! Images = click on mobile
  24. 24. TRIGGER BASED Any message is a marketing message Abandonned cart = revenu driver What’s your life cycle communication plan?
  25. 25. Review it! Create an impact Multichannel E-commerce
  26. 26. Start thinking e-commerce! Shopify.com 29$ -> 79$ / month
  27. 27. From the crowd!  Effort = lower results  Subject: “newsletter”: no what’s in it for me!  Add “optiek De Craene” to from
  28. 28. Overall:  Too much own branding Design:  Make it responsive  Content block not wide enough  3 reasons = 3 reasons in the mail  Call to action too small (finger)
  29. 29. 1 2 3+4 4 emails in 1
  30. 30. Overall:  Too much own branding Top image Back to school image  Too long Design:  Web link not on top  Not mobile optimised  “cluttered”, align left  Call to action ?
  31. 31. 2 questions… Call to action? Social buttons => should go to your own presence
  32. 32. Branding too large Call to action more prominent Follus us on Facebook = no link, images are
  33. 33. Beware of results 8,6% 41,3%
  34. 34. THE DATABASE A horror story…
  35. 35. LIST BUILDING Start with your website! (registration pages, download, shop etc) It will take time & money Rent | search lookalikes | etc Progressive profiling is key!
  36. 36. THE LAW Optin & privacy by design It goes beyond the law : RESPECT Difference between storage of emails and profiling
  37. 37. First moving advantage
  38. 38. Think fast and act now!
  39. 39. Thank you! Twitter: @hanssmellinckx

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