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8 Email
Marketing
Tactics
SIGNUP
GOOD
GOOD
BAD
BEST
BEST
WELCOME
SERIES
GOOD
GOOD
BAD
BEST
BEST
BEST
BEST
BEST
PREHEADER
& SUBJECT
LINE
Under Armour, 5/21/13 — Built To Tackle The
Sun & Sand It's Always Sunny Somewhere —
Shop Now | View Online.
Urban Outfitt...
Victoria’s Secret, 4/16/13 — This one's for you,
Angels... You have asked to receive emails from
Victoria's Secret. If you...
West Elm, 2/18/13 — Today only: free shipping
(plus a Presidents Day surprise) Use promo
code FREE4PRES at checkout, some
...
DEFENSIVE
DESIGN
GOOD
BAD
BAD
BEST
Mothercare uses styled alt text and background colors for
most of the effect, but also uses mosaic color blocking to
recre...
MOBILE
FRIENDLY
43% of all emails sent are
now opened and read on a
mobile device.
Return Path
63% of US consumers say
they delete emails
immediately if they are not
optimized for mobile.
Return Path
• Content is presented in one or two
columns
• No horizontal scrolling
• Font sizes are increased
• No zooming required
• ...
• Contrast – carefully consider your color
choices to ensure the text and images
stand out properly against the background...
• Imagery – Images help tell your
brand’s story, so consider taking
the time to choose artful shots that
complement your m...
Using responsive
design, CareerBuilder
experienced a 15%
increase in open-rate
on smartphones and a
21% increase in click-...
GOOD
GOOD
GOOD
BAD
BEST
BEST
BEST
Using responsive
design, CareerBuilder
experienced a 15%
increase in open-rate
on smartphones and a
21% increase in click-...
PERSONAL-
IZATION
68% of marketers say
personalization based on
behavioral data has high impact
on ROI
Source: eConsultancy, February 2013
72% of marketers say
personalization based on
customer preferences has high
impact on ROI
Source: eConsultancy, February 2...
77% of marketers say
personalization based on
purchase history has high impact
on ROI
Source: eConsultancy, February 2013
41% of consumers buy more
from retailers who send
personalized emails based on
past buying behaviors.
Return Path
Consumers are suspicious of
first-name personalization in
subject lines. Open rates are
lower when it’s used as are click
...
Lenovo, welcome email
Kyle, thank you for signing up. Enjoy your
exclusive Lenovo offer.
Michael’s, progressive profiling ...
68% of marketers say
personalization based on
behavioral data has high impact
on ROI
Source: eConsultancy, February 2013
72% of marketers say
personalization based on
customer preferences has high
impact on ROI
Source: eConsultancy, February 2...
77% of marketers say
personalization based on
purchase history has high impact
on ROI
Source: eConsultancy, February 2013
Outperformed a similar email
by nearly 300% in items of
revenue generated.
UNSUBSCRIBE
GOOD
BAD
BEST
MEASURE-
MENT
Email marketing
generates an average
return on investment of
roughly $40 for every
$1 spent on it.
Source: DMA
8 Email Marketing Tactics for Better Results and Strategy
8 Email Marketing Tactics for Better Results and Strategy
8 Email Marketing Tactics for Better Results and Strategy
8 Email Marketing Tactics for Better Results and Strategy
8 Email Marketing Tactics for Better Results and Strategy
8 Email Marketing Tactics for Better Results and Strategy
8 Email Marketing Tactics for Better Results and Strategy
8 Email Marketing Tactics for Better Results and Strategy
8 Email Marketing Tactics for Better Results and Strategy
8 Email Marketing Tactics for Better Results and Strategy
8 Email Marketing Tactics for Better Results and Strategy
8 Email Marketing Tactics for Better Results and Strategy
8 Email Marketing Tactics for Better Results and Strategy
8 Email Marketing Tactics for Better Results and Strategy
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8 Email Marketing Tactics for Better Results and Strategy

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8 Email Marketing Tactics for Better Results and Strategy

  1. 8 Email Marketing Tactics
  2. SIGNUP
  3. GOOD
  4. GOOD
  5. BAD
  6. BEST
  7. BEST
  8. WELCOME SERIES
  9. GOOD
  10. GOOD
  11. BAD
  12. BEST
  13. BEST
  14. BEST
  15. BEST
  16. BEST
  17. PREHEADER & SUBJECT LINE
  18. Under Armour, 5/21/13 — Built To Tackle The Sun & Sand It's Always Sunny Somewhere — Shop Now | View Online. Urban Outfitters, 5/20/13 — Are you ready to get the party started? Shop Summer Party Essentials GOOD
  19. Victoria’s Secret, 4/16/13 — This one's for you, Angels... You have asked to receive emails from Victoria's Secret. If you have received this email in error, please unsubscribe here. Monterey Bay Aquarium, 5/21/13 — Bid Now for the Oceans: Last Chance! Having trouble reading this message? View it online. Ann Taylor, 5/20/13 — FINAL HOURS! EXTRA 50% Off Sale Final Hours: Take An Extra 50% Off All Sale Styles! BAD
  20. West Elm, 2/18/13 — Today only: free shipping (plus a Presidents Day surprise) Use promo code FREE4PRES at checkout, some exclusions apply Threadless, 4/24/13 — Aerosoiled and 9 more new goofy designs by MADE artist Aaron Jay! Plus, hang out while we interview Aaron Jay at 11:30AM CST. BEST
  21. DEFENSIVE DESIGN
  22. GOOD
  23. BAD
  24. BAD
  25. BEST
  26. Mothercare uses styled alt text and background colors for most of the effect, but also uses mosaic color blocking to recreate the stroller image. BEST
  27. MOBILE FRIENDLY
  28. 43% of all emails sent are now opened and read on a mobile device. Return Path
  29. 63% of US consumers say they delete emails immediately if they are not optimized for mobile. Return Path
  30. • Content is presented in one or two columns • No horizontal scrolling • Font sizes are increased • No zooming required • Links are thumb-friendly buttons • Easy-to-use fields for input (ofen using drop-down pick lists) Responsive design is a set of techniques used to make email readable and usable on any mobile device.
  31. • Contrast – carefully consider your color choices to ensure the text and images stand out properly against the background. • Avoid reversing out small text on a dark background. • Text Size – 13px for body copy. No pinching = 15-16px (depending on font) and preview it on your mobile device. Design for Legibility
  32. • Imagery – Images help tell your brand’s story, so consider taking the time to choose artful shots that complement your message. • Layout – One-column layout works best for mobile. If you have a multi- column layout, plan how elements shift or stack. Design for Legibility
  33. Using responsive design, CareerBuilder experienced a 15% increase in open-rate on smartphones and a 21% increase in click- through!
  34. GOOD
  35. GOOD
  36. GOOD
  37. BAD
  38. BEST
  39. BEST
  40. BEST
  41. Using responsive design, CareerBuilder experienced a 15% increase in open-rate on smartphones and a 21% increase in click- through!
  42. PERSONAL- IZATION
  43. 68% of marketers say personalization based on behavioral data has high impact on ROI Source: eConsultancy, February 2013
  44. 72% of marketers say personalization based on customer preferences has high impact on ROI Source: eConsultancy, February 2013
  45. 77% of marketers say personalization based on purchase history has high impact on ROI Source: eConsultancy, February 2013
  46. 41% of consumers buy more from retailers who send personalized emails based on past buying behaviors. Return Path
  47. Consumers are suspicious of first-name personalization in subject lines. Open rates are lower when it’s used as are click rates.
  48. Lenovo, welcome email Kyle, thank you for signing up. Enjoy your exclusive Lenovo offer. Michael’s, progressive profiling email — Kyle, isn't it time we got to know each other? Olive Garden, birthday email — Kyle, go celebrate your birthday with a free app or dessert! ThinkGeek, 5/17/13 — Kyle, I am your father
  49. 68% of marketers say personalization based on behavioral data has high impact on ROI Source: eConsultancy, February 2013
  50. 72% of marketers say personalization based on customer preferences has high impact on ROI Source: eConsultancy, February 2013
  51. 77% of marketers say personalization based on purchase history has high impact on ROI Source: eConsultancy, February 2013
  52. Outperformed a similar email by nearly 300% in items of revenue generated.
  53. UNSUBSCRIBE
  54. GOOD
  55. BAD
  56. BEST
  57. MEASURE- MENT
  58. Email marketing generates an average return on investment of roughly $40 for every $1 spent on it. Source: DMA

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