More Related Content Similar to EMMC 11: De Must Haves waar geen E-Mail Marketeer zonder kan! - Kevin Brown en Koen van Deudekom (20) More from Niels van Meerte Janse (7) EMMC 11: De Must Haves waar geen E-Mail Marketeer zonder kan! - Kevin Brown en Koen van Deudekom1. Tips & Tricks – Top ideas for 2012
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2. Over the next 45 mins
» Restrictions
» Design tips and tricks
» Mobile
» Horizontal???
» Top ideas for 2012
» KPN Klantencase
» Questions ???
» Follow up
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3. Restrictions of ……
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4. Restrictions are just challenges!
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5. Email design – tips and tricks
General tips!
» Keep it fresh – Change creative every
6 months to a year
» Creative updates proven to lift response
rates (we’ve seen up to 25%)
» Emails can be designed with width
of up to 720 pixels
» Maximize email real estate – Limit white
space.
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6. Email design – tips and tricks
General tips!
» Present the main message (promotions,
articles etc.) clearly at the top
» Use visual elements (typography, colors,
images, etc. to separate different areas).
» Offer clear “Calls to action”.
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7. Email design – tips and tricks
General tips!
» The entire template design should
be encased in a 1-pixel border.
» Incorporate a main navigation bar
into your template.
» Consider adding more organic shapes
into your template design.
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8. Mobile
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9. Mobile
State of the industry
» More than half of What type of mobile phone do you own?
online customers own
smart/web-enabled
phone.
» 64% of those have
phone compatible
with 3G compared
to 48% in 2009.
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10. Mobile Utilization in Email
Top Ten Email Clients Overall
1. Outlook 2000/2002/2003
2. Live Hotmail
3. Yahoo! Mail
4. Apple Mail 2/3/4
5. Outlook 2007
6. Apple iPhone
7. Yahoo! Mail Classic
8. Gmail
9. Windows Live Mail 2008
10. Thunderbird
» Close to 10% of total opens have been on a mobile device
» At a campaign level, mobile opens range from about 2-19%
» iPhone: 6.44% (an increase from the 4% in February 2010)
» Android: 1.01%
» iPad: 0.96%
» Blackberry: 0.05%
» Symbian: 0.02%
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11. Mobile Screen Optimization
(iPhone, Android, Palm, etc.)
400-500 pixels width (good balance between mobile and desktop)
Above-the-fold area is 320 pixels high (on average)
Use a stacked content structure for easy scrolling and rendering
Format copy into 320 pixels columns for easy, horizontal scrolling
Increase font size to 13-15 points for easier reading
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12. Mobile Screen Optimization
(iPhone, Android, Palm, etc.)
Standard version
Single column
layout allows
for easy
scrolling.
Mobile version
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13. Mobile Screen Optimization
(iPhone, Android, Palm, etc.)
Standard version
Simplified
navigation and
larger text size
increases the
usability of the
email on a mobile
device
Mobile version
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14. How?
Mobile version Standard version
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15. Introducing the Media Query!
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16. Introducing the Media Query!
Standard version Mobile version
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18. Horizontal email design
The maximum width can be 2000 pixels
The new above-the-fold is measure 720 pixels in “width” from the left border
Keep priority content and navigation within this 720 x 420 pixel space
Testing has shown that users interact with the entire email
Use graphical treatments to keep the user scrolling over to the right
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19. 720 pixels wide
horizontal
The horizontal email’s “above-the-fold”
section.
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20. horizontal
Horizontal email design
This type of layout works great with retail/product oriented emails.
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21. horizontal
Horizontal email design
Horizontal emails work well on mobile devices if each content
section is organized in 320 pixel wide segments.
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22. Top ideas for 2012
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23. Listen to what consumers are responding to
Higher transaction rates (TTC)
Subscribers respond to flash
Sales which draw (CTO)
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24. Take technology to the floor
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25. The first impression is the last impression
Transaction emails generate higher
Open rates
Transaction rates soar above
promotional emails
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26. Are you awake???
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27. How much did you catch??
Horizontal emails are accepted in all email clients:
A: True
B: False
C: Only Outlook 2007/2010
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28. How much did you catch??
Which of the below measurements
is a best practice for the width of a standard email:
A: 2000 pixels
B: 10 inches
C: 720 pixels
D: Both B and C
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29. How much did you catch??
Users interact with more of the email on horizontal designs,
than vertical:
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30. How much did you catch??
When thinking of a new email design, what should run through
your mind:
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31. Email-marketing als
driver onder groei
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Koen van Deudekom Copyright KPN B.V.
33. Visie & Strategie Software Online
Software komt uit ‘the cloud’
Software Online gestart in 2006
Focus op lange termijn groei
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Van Telco naar ICT speler
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34. Doel ’07-’09 naar ’10-’11
+ 150% groei in nieuwe klanten
Feiten:
15 online diensten
SaaS, Hosting &
Werkplekoplossingen
2009: 30K klanten
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2010: 50K klanten 34
2011: ….?
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35. Online diensten zijn nieuw
Product bevindt zich in de early adopter fase.
Voor veel klanten dus nog onbekend terrein
Onbekend doet twijfelen
Drempels moeten
weggenomen worden:
Informatieverstrekking
Vertrouwen geven
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Laagdrempelig uitproberen
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36. Uitdaging:
Informatie overload bij de klant
Nieuwe diensten eisen uitleg
Aandacht van de klant wordt
van alle klanten geclaimd
Klanten selecteert snel om
informatie overload te
voorkomen
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Copyright KPN B.V.
37. Aansluiting bij de klant met email-marketing
op basis van 3 pijlers:
Personalisatie Innovatie Binding
Benader de klant zo Onderscheid je met Hou de klant geboeid.
persoonlijk mogelijk vernieuwing om aandacht
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Opnieuw en opnieuw!
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om op te vallen te krijgen Confidential and proprietary.
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39. Eenvoud: in 3 clicks naar een
persoonlijke bestelling
Stap 1 Stap 2 Stap 3
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Copyright KPN B.V.
40. Innovatie: Video in e-mail
Onderscheid met vernieuwing
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Copyright KPN B.V.
41. Binding: Hou de klant geboeid
Opnieuw en opnieuw
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Maandtopper Nieuwsbrief
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42. Questions
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43. Follow up
To receive:
» Free email design audit
» This presentation
» CheetahMail Email Best
Practices document
» Visit our stand
or
» Email:
kbrown@cheetahmail.com
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