Why are you sending this email:To drive leads? Increase brand awareness?Who are you sending to:Internal audience? External audience?What do you want subscribers to do: Register for a webinar? Read an article?How willyou measure success? Open/click data; registrations; leads?
What is OW? RT? BR Store Event? Who is Brian and what is ROMI?
At the gym, in the bathroom, in bed, at the playground, while intoxicated…
Silverpop Agent ROI: Keys to Creative Success
CRACKING THE CODE:Keys to Email Creative SuccessJustine Jordan | Marketing Director | Litmus | @meladorri + @litmusapp#spoptour
WHO AM I?• 5+ years in email marketing• Design & production• A “left-brained” creative• I’m a marketer, too!#spoptour
LET’S TALK ABOUT…• Why does design matter?• Great design helps you visualize success. It requires an action plan with measurable goals.• It’s more than pretty pictures!• Creating an excellent subscriber experience• Quick wins for mobile optimization#spoptour
THE ACTION PLAN• WHO are you sending to?• WHAT are you trying to communicate?• WHEN is it appropriate to send the message?• WHERE will the recipient read it?• WHY are you sending this message?• HOW does the recipient take action?#spoptour
THE ACTION PLAN• WHO are you sending to?• WHAT are you trying to communicate?• WHEN is it appropriate to send the message?• WHERE will the recipient read it?• WHY are you sending this message?• HOW does the recipient take action? = SUBSCRIBER EXPERIENCE#spoptour
WHAT are you saying to me? aka “do you make sense”#spoptour
FIRST IMPRESSIONS MATTER Sender Subject line• What is recognizable, trustworthy and relevant?• Does the subscriber have a relationship with a person, or the brand?#spoptour
FIRST IMPRESSIONS MATTERUse subscriber-friendly language#spoptour
WHAT ARE YOU SAYING?• What’s the point?• Is there enough context for understanding?• Appeal to emotional and rational drivers. • Use imagery, data and personalization when appropriate.• Tie subject line, headlines and calls to action together. Follow through. • Don’t forget the landing page!
A POSITIVE EXPERIENCE? Add to cart? Where’s the download?
MESSAGE HIERARCHY• Content hierarchy • Prioritize important information • Prune extraneous and irrelevant content• Visual hierarchy • Use color, weight, size and placement to provide emphasis• Bullets are your friends
WHERE am I reading your email? aka “the mobile factor”#spoptour
BIGGER IS BETTERBeware minimum font sizes; automatic resizing• Body copy < 13px will be resized• Recommended minimums • Body copy: 14px • Headlines: 22px• CSS fix: “-webkit-text-size-adjust: none;”
TAKEAWAYS• Design for your subscribers• For every email, ask: • WHAT am I trying to say? • HOW will subscribers take action? • WHERE will the email be read?• Make everything simple, obvious & clear• Consider “mobile first”