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eMarketing Webinar - The Perfect Email

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Creating the Perfect Email.
How to Optimize the Design & Production of 1to1 Email Communications

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eMarketing Webinar - The Perfect Email

  1. 1. Audio Dial-In InformationFor the audio portion of this presentation, you must use your telephone. <br /> <br />For North America Toll-free:      1-866-288-9872Toll:       1-913-312-2900Participant Code: 719596<br />For a list of international numbers please refer to the email invitation or go to:http://tinyurl.com/PGwebinar1<br /> <br />Technical Assistance <br />For audio technical assistance, please call 888-334-0282 & reference participant code: 719596.<br />For web technical assistance, please call 888-334-0282 and reference the following URL:  www.livemeeting.com/lrs/vcsales_ccc, Meeting ID: marketer, and Passcode: imarket. <br />Welcome to: The ‘Motivated Marketer’ Webinar Series<br />Creating the Perfect Email<br />How to Optimize the Design & Production of 1to1 Email Communications<br />
  2. 2. Introduction to Our Webinar Series<br /><ul><li>Part 4 of our “Motivated Marketer Webinar Series”</li></ul>Creating the Perfect EmailGOAL: To provide you with a thorough understanding and recommendations for creating and delivering exceptional email. <br /><ul><li> Rest of Webinar Series:</li></ul>#5 in June 5 Steps to Deliverability & Inbox Success<br />#6 in July Performance Measurement & Advanced 1-to-1 Practices<br />Info at http://www.premiereglobal.com/emarketing/resource-center/webinars.asp<br />
  3. 3. Introduction to Our Presenters<br />From PGiMarket’s<br />Strategic Services Team:<br />Andy McCartneyVP of Strategic Services<br />PGiMarket <br />Premiere Global Services<br />Lindsey Secord<br />Manager, Production Services<br />PGiMarket Strategic Services<br />Premiere Global Services<br />Sara Johnides<br />Senior Creative Specialist<br />PGiMarket Strategic Services<br />Premiere Global Services<br />
  4. 4. Today’s Webinar: Agenda<br /><ul><li>Introductions
  5. 5. Part 1 – What is a Perfect Email?
  6. 6. Incorporating 1to1 Principles in Email Programs
  7. 7. Part 2 – The Process
  8. 8. Understanding/Optimizing Campaign Workflow
  9. 9. Part 3 – Email Creative & Design Practices
  10. 10. Goals, Creative Brief & Email Design Principles
  11. 11. Part 4 – Production thru Delivery
  12. 12. Coding, Optimization, Testing, Scheduling & Throttling
  13. 13. Enabling Perfect Emailing via Outsourcing
  14. 14. Q&A</li></li></ul><li>Premiere Global’s Email Experience<br />Premiere Global Services Stats<br /><ul><li>$630 million in revenues
  15. 15. 95% of the Fortune 500
  16. 16. 55,000+ customers
  17. 17. 61 cities, 24 countries</li></ul>PGiMarket ESP Stats<br /><ul><li>6,000 email customers
  18. 18. 1 billion emails sent per month
  19. 19. Wide range and sophistication of worldwide customers</li></li></ul><li>Part 1<br />What is a Perfect Email?<br />
  20. 20. A Perfect Email? Is there Such a Thing?<br />What Constitutes<br />“The One”<br /><ul><li>It caught my attention
  21. 21. Professional, neat design
  22. 22. It is currently of interest
  23. 23. I am seeking that product
  24. 24. I learned something new
  25. 25. Like the personalized content
  26. 26. Great timing for my needs</li></ul>Subjective<br />“The One”<br />So What’s the Formula?<br />Perfect Email = Perfect Design + Content + Timing<br />All we need is perfect information: Demographics, Psychographics, Contextual Info & Behavioral Preferences. Plus a perfectly repeatable mechanism to create that email x 1,000,000<br />
  27. 27. It Starts with Strategy<br /><ul><li>1-to-1 Origins: The “Old Way”
  28. 28. Difficult with Traditional Mass Media Marketing
  29. 29. 1-to-1 Marketing enables personalized interactions on a massive scale
  30. 30. Creates Dramatic Lift when applied to Email</li></ul>1-to-1 Attempts to Create the Near Perfect Email<br />Source: JupiterResearch Executive Survey (3/05), n = 236 (e-mail marketers that currently use/plan to use at least one campaign, US only)<br />
  31. 31. 1-to-1 Marketing Reference Slide<br />Email marketers must go beyond Broadcast campaigning<br />Aggregate increase in net profits from Triggered, LifeCycle, Targeted and Clickstream is 18 times more than from Broadcast<br />Production needs, skills and resources will likely increase with more sophisticated campaigning <br />
  32. 32. Which Campaign Types?<br />Broadcast Campaigns<br />Triggered/Lifecycle/Targeted/Clickstream 1to1 Campaigns<br />Event<br />Profile<br />Online Behavior<br />
  33. 33. Fundamental Principles <br />of 1-to-1 Marketing?<br />1. IDENTIFICATION<br />How well do you know your customers/subscribers?<br />2. DIFFERENTIATION Can you differentiate customers based on their value to you and their needs from you?<br />3. INTERACTIONHow well do you interact with your customers? Can you scale & automate message creation & delivery?<br />4. MEASUREMENT<br /> How well does your company refine its email marketing programs based on feedback/analytics?<br />
  34. 34. Strategy Conclusion<br />Commit to 1to1 principles/practices, and apply them to the campaigns that are right for your organization<br />Now on to the <br /> Process<br />
  35. 35. Part 2<br />The Workflow Process<br />
  36. 36. Process Overview <br />Idea for Campaign<br />- Purpose?<br />Data/Segments<br />Recipient Lists<br />Design Messages (creative)<br />Refinement<br />Post Delivery Reporting & Analysis<br />Delivery Scheduling Throttling Rules<br />Coding, Test & Optimization<br />
  37. 37. Production Process - BEFORE<br />Benchmark the speed and quality of your overall process<br />
  38. 38. Production Process - AFTER<br />After Process Analysis and Streamlining<br />Efficiency Keys<br /><ul><li>Reduced # of steps
  39. 39. Reduced # of 3rd parties
  40. 40. Standardized templates
  41. 41. Standardized process & procedure
  42. 42. Superior consistent quality</li></ul>Speed Improvement<br /><ul><li>Previous speed benchmark = 2 weeks per mail
  43. 43. Current speed benchmark = 24 hours [excluding creative] 2-3 days [including creative]</li></ul>Production Cost Saving<br />Annual production savings:<br />Estimated Hours: 4,160<br />Est. value: $416,000<br /> <br />*Assumptions:<br /> # of campaigns/week: 5<br /> Hourly labor rate: $100<br /> Existing hours per campaign: 20<br /> Estimated current costs: $520,000<br /> New hours per campaign: 4<br /> Estimated new costs: $104,000<br />
  44. 44. Part 3<br />Email Creative & Design Practices<br />[Sara/Lindsey]<br />
  45. 45. Before we Jump to Creative<br />Messaging Strategy?<br />Where is your needle.<br />Broadcaster or Sophisticated 1to1 marketer?<br />Data/Segmentation/Messaging tactics<br />Assumption for Today<br />Your needle is nearer broadcast, with some profiling (personas), some segmentation, enabling some dynamic content and personalization<br />
  46. 46. What is Email Creative?<br />What is Creative?<br />Creative refers to visual design of an email template.<br />This can include, but is not limited to:<br /><ul><li> The Creative Brief
  47. 47. Design
  48. 48. Copywriting
  49. 49. Logo Design</li></ul>The Creative Process<br />Step 1: Creative Brief<br />Step 2: Concepting/ Comps<br />Step 3: Client Review and Concept Selection<br />Step 4: Chosen Concept Revised<br />Step 5: Client Review of Revised Creative<br />Step 6: Approved Comp(s) Sent to Production<br />
  50. 50. The Creative Brief: Starting the Creative Process<br />It All Begins with the Creative Brief:<br />The brief is a 12-question document that:<br /><ul><li>Determines the objectives of the program
  51. 51. Helps establish expectations and timing
  52. 52. Establishes a brand look, feel and tone
  53. 53. Identifies mandatory elements and personalization/conditions to be included
  54. 54. Identifies the deliverables, timing and expectations</li></li></ul><li>Elements of Email Creative:The Header<br />Header Content:<br />Make sure your logo is not too big and that there isn’t unnecessary white spacesurrounding it. It should be easy to see/read and link to thecompany’s websiteThis is where your pre-header snippet would go, as well as some housekeepinglinks, such as a microsite link, view in handheld and whitelisting link<br />
  55. 55. Elements of Email Creative:The Navigation<br />Navigation Content:<br /><ul><li>Dedicated area for links that mirror your website</li></li></ul><li>Elements of Email Creative:The Body<br />Body Content:<br /><ul><li>The meat of your message
  56. 56. Insert Call-to-Action link towards the top
  57. 57. If it is a newsletter, consider adding a left or right rail and a table of contents</li></ul>Navigation:<br /><ul><li>Dedicated area for links that mirror your website</li></li></ul><li>Elements of Email Creative:The Footer<br />Footer Content:<br /><ul><li>Housekeeping links: Unsubscribe, F2F, Contact Us, Physical Mailing address
  58. 58. Keep small in size and a neutral color</li></li></ul><li>Elements of Email Creative:The Finished Product<br />The Perfect Email<br />You can create the perfect email for your client, but the ‘ideal’ email campaign changes from client to client, campaign to campaign<br />
  59. 59. Elements of the ‘Perfect Email’ withReal Life Examples<br />What we like:<br /><ul><li>Nice, thin header with visible, easy-to-read user
  60. 60. Prevalent CTA (call to action) towards the top of the message
  61. 61. Nice use of right rail to give more details on the event</li></li></ul><li>Elements of the ‘Perfect Email’ withReal Life Examples<br />What we like:<br /><ul><li>A look that mirrors the website
  62. 62. Good use of white space
  63. 63. Coded for images being suppressed (navigation is backed up with a brown background and HTML text is used
  64. 64. Bullet-proof buttons: coded with background color and with HTML text.</li></li></ul><li>Elements of the ‘Perfect Email’ withReal Life Examples<br />What we like:<br /><ul><li>Simple, clean design
  65. 65. Eye-catching Image that is brand specific
  66. 66. Prevalent CTA button and light text that is broken up and manageable to read</li></li></ul><li>Part 3<br />Production thru Delivery<br />[Lindsey]<br />
  67. 67. Transitioning Creative to Production<br />You Have your strategy,<br />You have your Photoshop file<br />What’s next?<br />Production = <br /><ul><li>HTML coding
  68. 68. Dynamic content
  69. 69. Email Rendering Testing
  70. 70. Optimization</li></li></ul><li>Production: HTML Tips…<br />Coding Buttons<br />Do not use an image.<br />Code your button using HTML text on top of a background image.<br />Always back-up background images with a similar background color.<br />Email tips for web designers<br /><ul><li>Width: 600-700 pixels
  71. 71. Above the fold: top 300 pixels
  72. 72. Code for lowest common denominator:
  73. 73. Avoid Flash, JavaScript, CSS</li></li></ul><li>Production: HTML Tips…<br />Alt Tags<br />Include a relevant alt tag in all header, and CTA images.<br />
  74. 74. Production HTML Tips…<br />Text to Image Ratio<br />Keep it as low as possible<br />Reduces potential to be considered Spam<br />
  75. 75. Production: HTML Tips…<br />Style Sheets<br />No CSS!<br />Use tables to control layout and spacing.<br />Back-up inline styles where possible:<br /><font face=”arial” size=”2” style=”font-size: 12px”><br />Figure 1b: Big Rick’s Barbeque message <br />as rendered in the inbox. The CSS has <br />been stripped, causing loss of formatting.<br />Figure 1a: Big Rick’s Barbeque message created using CSS, prior to email send.<br />
  76. 76. Quality Assurance Checklist<br /><ul><li>Adjust your production timeline to allow for proofing and client review.
  77. 77. READ your email copy, don’t just spell check.
  78. 78. Don’t let your images convey your message.</li></ul>Create and maintain a Quality Assurance (QA) checklist.<br />Request a peer review.<br />Test for rendering and deliverability across multiple browsers and mail readers.<br />Keep a code library.<br />How compliant are you?<br />
  79. 79. Message Testing<br />
  80. 80. W3C Validation - http://validator.w3.org/<br />DOCTYPE: HTML 4.01 Transitional<br />Correct Character Set / Encoding<br />Include <HEAD> tag<br />Relevant <TITLE> tag<br />
  81. 81. Testing your Perfect Email<br />Headline<br />Bullets<br />Bullets<br />
  82. 82. Scheduling & Other Delivery Tips<br />Headline<br />Bullets<br />Bullets<br />
  83. 83. Part 4<br />Enabling Perfect Emailing<br />via Outsourcing<br />
  84. 84. Do You Have the Resources?<br />Market Changes<br />Tough economy, marketing headcount reduction<br />More orgs turning to email from other marketing channels<br />More competition in the Inbox, more reason for 1to1<br />Outsource?1to1 requires more effort, and specialist skills<br />Advanced campaigning usually requires more production<br />Which aspect of your email lends itself to outsourcing?<br />Event Promotions<br />Marketing Activities<br />Email Production Services<br />Web Conferences<br />Virtual Event Promotion<br />Acquisition & Lead Generation<br />Outsourced Email Campaigns:<br />Loyalty, Retention, Lifecycle,<br />On-boarding, Re-activation<br />Partial/Complete Outsourced Email Function – Design, Create, Test, Deploy, Monitor<br />
  85. 85. Your Strategy, Outsource just the Production Component?<br />Focus on the strategic, select an experienced 1to1 ESP services provider to focus on the tactical, & under SLA<br />What’s the operating model?<br />SEGMENTED/CUSTOMIZED EMAILS:<br /> Invitations / Follow ups<br />Promotions: Up-Sells / Cross-Sells<br />Acquisition / Retention <br />Newsletters / Branding <br />Reactivations <br />Drip / Lifecycle <br />You Provide Input<br /><ul><li>Goals/Targets
  86. 86. Requirements
  87. 87. Branding/Creative
  88. 88. Mailing List/Segments</li></ul>Optimal Rendering on all Email Readers:<br />Maximize Deliverability<br />Authentication, Monitoring, ISP Relations<br />Recovery from Blacklisting, Certification<br />
  89. 89. Q&A<br />
  90. 90. Next Webinar<br />Next Webinar: <br /> “5 Steps to Deliverability & Inbox Success”June nnth, 1pm Eastern <br />Bullets<br />Bullets <br />Info at http://www.premiereglobal.com/emarketing/resource-center/webinars.asp<br />
  91. 91. Want More Information?<br />You will receive an email with links to:<br /> A recording of this session<br /> A copy of this presentation<br />strategy@PremiereGlobal.com<br />www.premiereglobal.com<br />

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