Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.
Thinking creatively about email<br />Mike Teasdale<br />mike@harvestdigital.com<br />@miketeasdale<br />
Joined up digital thinking…<br />
But paid search is getting more expensive<br />
While email is still growing fast<br />2009<br />2010<br />2011<br />2012<br />2013<br />Source: radicati.com, Email Stati...
It’s time we took email more seriously<br />
And recognised how hard it is to get it right<br />
Here’s the main reason it’s hard…<br />
Do we even know what spam is?<br />
Spam is whatever your customers think it is.<br />Consumer research – known versus unknown sender<br />Marketing Sherpa, N...
Spam = boring stuff<br />
Perhaps we need to learn email etiquette? <br />
Rule one:make a good first impression<br />
Subject line<br />From field<br />Auto-preview screen<br />Email’s golden triangle<br />
Subject lines<br />Subject line tests -  uplift in CTR<br /><ul><li>Astropop: space is yours (100)
Play Astropop for EUR19.95 (122)
Discover the perfect taste (100)
Don’t forget to buy a present for yourself (105)
Win a case of your favourite tipple (146)</li></li></ul><li>All the reader wants to know is…<br />WHAT’S IN IT FOR ME?<br />
You can put Free in a subject line!<br />
From field – well worth testing<br />Testing uplift in CTR<br />From: PriceMinister (100)<br />From: Alexandra at Pricemin...
Rule two:make it personal<br />
Relevance comes from…<br />Triggers, like registrations<br />Understanding the customer’s life cycle<br />Personalisation<...
I <br />Choose<br />I Want<br />I Buy<br />I <br />Become <br />Aware<br />I Use<br />I Need<br />I Enjoy<br />Sony Welcom...
Survey information said:<br />Within the 1st 30 days of ownership Digital Still Camera users want added memory, camera acc...
Messages or Programmes?<br />Welcome Message<br /><ul><li>Thank you</li></ul>Welcome programme<br /><ul><li>Thank you
How was it for you?
How’s the new camera?
Want some help?
Need some memory?
How about printing?</li></ul>|25<br />
It pays to be relevant<br />Source: David Daniels, Jupiter Research <br />
And personalisation also improves CTRs<br />
Rule three:ask questions(it’s a conversation!)<br />
Switch statements make relevance easy to achieve<br />masthead<br />contents<br />Personalised intro<br />Segment one: Cus...
£4m revenue in 2006<br />|31<br />
Rule four:being persuasive doesn’t mean being ‘salesy’<br />
‘The psychology of persuasion’, Robert Cialdini<br />
Six principles of persuasion<br />Consensus<br />Authority<br />Commitment / consistency<br />Scarcity<br />Likeability<br...
What’s the value of a mint?<br />No mints = control<br />One mint with bill: tip rises 3.3%<br />Two mints with bill: tip ...
Rule four:learn when to shut up<br />
(Thanks to Catherine Toole from Sticky Content for this)<br />
Rule five:keep it simple<br />
Assemble the creative assets<br />|45<br />
Craft the copy<br />|46<br />
|47<br />
  “We literally made the decision to go to sale on the Thursday morning, and by Friday lunchtime, it looked like we were o...
Rule six:keep it even simpler<br />
Who likes this book?<br />
Ruleseven:Keep it short and scannable<br />
Get rid of half the words on each page, then get rid of half of what's left. <br />Don't Make Me Think!: A Common Sense Ap...
Body copy style – usability research<br />“How people read on the web” - classic usability testing by Jakob Nielsen<br />S...
How people read on the web<br />Results of usability research for Sun.com<br />|57<br />Source: Neilsen/Morkes<br />
Get rid of half the words...<br />Source: Neilsen/Morkes<br />|58<br />
Scanability?<br />Source: Neilsen/Morkes<br />|59<br />
Don’t boast<br />Source: Neilsen/Morkes<br />|60<br />
Best Combination<br />Source: Neilsen/Morkes<br />|61<br />
In summary<br />|62<br />Source: Neilsen/Morkes<br />
Eye tracking on emails<br />Heading and subhead copy critical<br /><ul><li>First 2-3 words most important
Make hyperlinked</li></ul>Large fonts work well<br />Images often missed<br /><ul><li>Use text link calls-to-action</li></...
Auto-preview issues<br />
Images switched off<br />
Images on<br />
Images off<br />
Rule nine:watch out for the fold<br />
Working around window sizes<br />http://browsersize.googlelabs.com/<br />
http://browsersize.googlelabs.com/<br />
Is this link below the fold?<br />
Yes – for >60% of internet users<br />
Designing for the fold<br />
Upcoming SlideShare
Loading in …5
×

A creative approach to email marketing

5,234 views

Published on

  • Dating direct: ❤❤❤ http://bit.ly/2F7hN3u ❤❤❤
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here
  • Follow the link, new dating source: ♥♥♥ http://bit.ly/2F7hN3u ♥♥♥
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here
  • Great to have fresh opinions. Email marketing is so furious nowadays that sometimes it's even hard to get your one-to-one important messages through.
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here

A creative approach to email marketing

  1. Thinking creatively about email<br />Mike Teasdale<br />mike@harvestdigital.com<br />@miketeasdale<br />
  2. Joined up digital thinking…<br />
  3. But paid search is getting more expensive<br />
  4. While email is still growing fast<br />2009<br />2010<br />2011<br />2012<br />2013<br />Source: radicati.com, Email Statistics Report, 2009-2013<br />
  5. It’s time we took email more seriously<br />
  6. And recognised how hard it is to get it right<br />
  7. Here’s the main reason it’s hard…<br />
  8. Do we even know what spam is?<br />
  9. Spam is whatever your customers think it is.<br />Consumer research – known versus unknown sender<br />Marketing Sherpa, November 2007<br />
  10. Spam = boring stuff<br />
  11. Perhaps we need to learn email etiquette? <br />
  12. Rule one:make a good first impression<br />
  13. Subject line<br />From field<br />Auto-preview screen<br />Email’s golden triangle<br />
  14. Subject lines<br />Subject line tests - uplift in CTR<br /><ul><li>Astropop: space is yours (100)
  15. Play Astropop for EUR19.95 (122)
  16. Discover the perfect taste (100)
  17. Don’t forget to buy a present for yourself (105)
  18. Win a case of your favourite tipple (146)</li></li></ul><li>All the reader wants to know is…<br />WHAT’S IN IT FOR ME?<br />
  19. You can put Free in a subject line!<br />
  20. From field – well worth testing<br />Testing uplift in CTR<br />From: PriceMinister (100)<br />From: Alexandra at Priceminister (135)<br />From: Wanadoo (100)<br />From: Caroline at Wanadoo (188)<br />
  21. Rule two:make it personal<br />
  22. Relevance comes from…<br />Triggers, like registrations<br />Understanding the customer’s life cycle<br />Personalisation<br />Following behavioural cues, like web browsing<br />
  23. I <br />Choose<br />I Want<br />I Buy<br />I <br />Become <br />Aware<br />I Use<br />I Need<br />I Enjoy<br />Sony Welcome programme<br />|23<br />
  24. Survey information said:<br />Within the 1st 30 days of ownership Digital Still Camera users want added memory, camera accessories, batteries, shooting kits, advice etc.<br />Within the 2nd 30 days of ownership Digital Still Camera users are more likely to be interested in PRINTING their photos <br />|24<br />
  25. Messages or Programmes?<br />Welcome Message<br /><ul><li>Thank you</li></ul>Welcome programme<br /><ul><li>Thank you
  26. How was it for you?
  27. How’s the new camera?
  28. Want some help?
  29. Need some memory?
  30. How about printing?</li></ul>|25<br />
  31. It pays to be relevant<br />Source: David Daniels, Jupiter Research <br />
  32. And personalisation also improves CTRs<br />
  33. Rule three:ask questions(it’s a conversation!)<br />
  34. Switch statements make relevance easy to achieve<br />masthead<br />contents<br />Personalised intro<br />Segment one: Customers –Here’s stuff about your local restaurant<br />Switch statement delivers a relevant message to each group<br />Cross-sell<br />Segment two: Prospects – Here’s a generic offer<br />Lead story #2<br />Member get member<br />User generated content<br />unsubscribe<br />
  35. £4m revenue in 2006<br />|31<br />
  36. Rule four:being persuasive doesn’t mean being ‘salesy’<br />
  37. ‘The psychology of persuasion’, Robert Cialdini<br />
  38. Six principles of persuasion<br />Consensus<br />Authority<br />Commitment / consistency<br />Scarcity<br />Likeability<br />Reciprocation<br />
  39. What’s the value of a mint?<br />No mints = control<br />One mint with bill: tip rises 3.3%<br />Two mints with bill: tip rises 14%<br />One mint + personal mint: tip rises 23%<br />
  40. Rule four:learn when to shut up<br />
  41. (Thanks to Catherine Toole from Sticky Content for this)<br />
  42. Rule five:keep it simple<br />
  43. Assemble the creative assets<br />|45<br />
  44. Craft the copy<br />|46<br />
  45. |47<br />
  46. “We literally made the decision to go to sale on the Thursday morning, and by Friday lunchtime, it looked like we were on for the biggest single day in Howies history!” <br />www.nonlineblogging.com<br />|48<br />
  47. Rule six:keep it even simpler<br />
  48. Who likes this book?<br />
  49. Ruleseven:Keep it short and scannable<br />
  50. Get rid of half the words on each page, then get rid of half of what's left. <br />Don't Make Me Think!: A Common Sense Approach to Web Usability <br />Steve Krug, 2006  <br />
  51. Body copy style – usability research<br />“How people read on the web” - classic usability testing by Jakob Nielsen<br />Same site written 4 different ways<br />Each site then tested against basic usability principles<br />|56<br />
  52. How people read on the web<br />Results of usability research for Sun.com<br />|57<br />Source: Neilsen/Morkes<br />
  53. Get rid of half the words...<br />Source: Neilsen/Morkes<br />|58<br />
  54. Scanability?<br />Source: Neilsen/Morkes<br />|59<br />
  55. Don’t boast<br />Source: Neilsen/Morkes<br />|60<br />
  56. Best Combination<br />Source: Neilsen/Morkes<br />|61<br />
  57. In summary<br />|62<br />Source: Neilsen/Morkes<br />
  58. Eye tracking on emails<br />Heading and subhead copy critical<br /><ul><li>First 2-3 words most important
  59. Make hyperlinked</li></ul>Large fonts work well<br />Images often missed<br /><ul><li>Use text link calls-to-action</li></ul>Readers scan down the left of an Email<br />First part of para important<br /><ul><li>F shape eyetrack</li></ul>Email intros skipped<br /><ul><li>Use to personalise and engagee.g. with hyperlinks</li></li></ul><li>Rule eight:don’t mumble<br />
  60. Auto-preview issues<br />
  61. Images switched off<br />
  62. Images on<br />
  63. Images off<br />
  64. Rule nine:watch out for the fold<br />
  65. Working around window sizes<br />http://browsersize.googlelabs.com/<br />
  66. http://browsersize.googlelabs.com/<br />
  67. Is this link below the fold?<br />
  68. Yes – for >60% of internet users<br />
  69. Designing for the fold<br />
  70. Rule ten:think community, not customers<br />
  71. Icanhascheezeburger.com<br />
  72. The lolcats customer engagement funnel<br />Rate photo<br />Share/steal photo<br />Comment on photo<br />Re-caption photo<br />Submit photo<br />
  73. Rule eleven:everything is starting to join up<br />
  74. Email and social media are making friends<br />http://rapportive.com/ - plugin to Gmail via Firefox / Chrome<br />
  75. Rule eleven:content is still king<br />
  76. Be interesting!<br />Just a stock cube?<br /><ul><li> Recipes
  77. Tips and tricks
  78. Video demonstrations
  79. Competitions</li></li></ul><li>Thank you.<br />Mike Teasdale<br /> mike@harvestdigital.com<br />@miketeasdale<br />

×