Email Optimization:Where Design and Strategy Meet         Jeanette Brown – Informz        Marketing Strategy Manager      ...
Can You Hear Me Now?   If you can hear and see my slide, please note   this in the question box to your right.   If you ca...
Email Optimization:Where Design and Strategy Meet         Jeanette Brown – Informz        Marketing Strategy Manager      ...
“DESIGN BEFORE IMPLEMENTATION”
About Me           @emktg_guru
About Chris
What is the goal of email?     To get someone to click
Email Optimization    • People buy from people    • You optimize thought sequences    • Guide the conversation
Email Layout           •Capture          •Convince            •Close
Effective Messaging      eme = rv(of + i) – (f + a)                                        (MECLABS)  eme = email messagin...
Relevanceeme = rv(of + i) – (f + a)
Relevance Where what you are saying intersects with what            the reader wants, needs.
Offereme = rv(of + i) – (f + a)
Offer    What you are providing to the reader in             exchange for a click.
RSPCA - Before
RSPCA -After
Before/After
Offer Takeaways • Clear • Relevant • Limit the number of offers
Incentiveeme = rv(of + i) – (f + a)
Incentive        An element added in to increase              the desired action.
User Conference - Before
User Conference - After
Incentive Takeaways • Stand out • Test, test, test • Relevant
Activity
Frictioneme = rv(of + i) – (f + a)
Friction       Psychological resistance to a certain             element in the email.
AIMWA - Before
AIMWA - After
AIMWA: Before and After
Friction Takeaways • Mind the length • Check the tone • Balance the email weight
Anxietyeme = rv(of + i) – (f + a)
Anxiety    Psychological concern due to an element             in the email process.
Anxiety • Asking too soon • Too personal • No trust
Anxiety: Solar Energy After
Before/After
Anxiety Takeaways • Don’t get too personal • Build trust • Simple and clear design
Wrap-Up
Recap         •Capture        •Convince          •Close
Recap            eme = rv(of + i) – (f + a)                                          (MECLABS)    eme = email messaging ef...
Email Optimization    • People buy from people    • You optimize thought sequences    • Guide the conversation
Let us help you!Jeanette Brownbrown@informz.com@emktg_guruInformz: www.informz.com1.888.371.1842@informz
Email Optimization: Where Strategy and Design Meet
Email Optimization: Where Strategy and Design Meet
Email Optimization: Where Strategy and Design Meet
Email Optimization: Where Strategy and Design Meet
Email Optimization: Where Strategy and Design Meet
Email Optimization: Where Strategy and Design Meet
Email Optimization: Where Strategy and Design Meet
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Email Optimization: Where Strategy and Design Meet

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Watch as we perform strategy and design optimization on real examples of emails, reviewing everything from table structure to content.

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Email Optimization: Where Strategy and Design Meet

  1. 1. Email Optimization:Where Design and Strategy Meet Jeanette Brown – Informz Marketing Strategy Manager Chris Clemente – Informz Template Designer
  2. 2. Can You Hear Me Now? If you can hear and see my slide, please note this in the question box to your right. If you cannot hear, please try re-dialing in, and let me know so I can be of assistance.
  3. 3. Email Optimization:Where Design and Strategy Meet Jeanette Brown – Informz Marketing Strategy Manager Chris Clemente – Informz Rockstar Template Designer
  4. 4. “DESIGN BEFORE IMPLEMENTATION”
  5. 5. About Me @emktg_guru
  6. 6. About Chris
  7. 7. What is the goal of email? To get someone to click
  8. 8. Email Optimization • People buy from people • You optimize thought sequences • Guide the conversation
  9. 9. Email Layout •Capture •Convince •Close
  10. 10. Effective Messaging eme = rv(of + i) – (f + a) (MECLABS) eme = email messaging effectiveness rv = relevance to the consumer of = offer value (why) i = incentive to take action f = friction elements of process a = anxiety elements of process
  11. 11. Relevanceeme = rv(of + i) – (f + a)
  12. 12. Relevance Where what you are saying intersects with what the reader wants, needs.
  13. 13. Offereme = rv(of + i) – (f + a)
  14. 14. Offer What you are providing to the reader in exchange for a click.
  15. 15. RSPCA - Before
  16. 16. RSPCA -After
  17. 17. Before/After
  18. 18. Offer Takeaways • Clear • Relevant • Limit the number of offers
  19. 19. Incentiveeme = rv(of + i) – (f + a)
  20. 20. Incentive An element added in to increase the desired action.
  21. 21. User Conference - Before
  22. 22. User Conference - After
  23. 23. Incentive Takeaways • Stand out • Test, test, test • Relevant
  24. 24. Activity
  25. 25. Frictioneme = rv(of + i) – (f + a)
  26. 26. Friction Psychological resistance to a certain element in the email.
  27. 27. AIMWA - Before
  28. 28. AIMWA - After
  29. 29. AIMWA: Before and After
  30. 30. Friction Takeaways • Mind the length • Check the tone • Balance the email weight
  31. 31. Anxietyeme = rv(of + i) – (f + a)
  32. 32. Anxiety Psychological concern due to an element in the email process.
  33. 33. Anxiety • Asking too soon • Too personal • No trust
  34. 34. Anxiety: Solar Energy After
  35. 35. Before/After
  36. 36. Anxiety Takeaways • Don’t get too personal • Build trust • Simple and clear design
  37. 37. Wrap-Up
  38. 38. Recap •Capture •Convince •Close
  39. 39. Recap eme = rv(of + i) – (f + a) (MECLABS) eme = email messaging effectiveness rv = relevance to the consumer of = offer value (why) i = incentive to take action f = friction elements of process a = anxiety elements of process #Informz
  40. 40. Email Optimization • People buy from people • You optimize thought sequences • Guide the conversation
  41. 41. Let us help you!Jeanette Brownbrown@informz.com@emktg_guruInformz: www.informz.com1.888.371.1842@informz

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