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Email marketing effectiveness

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Susanne Wraight, email usability expert at Base One, examines the 5 most common mistakes in email design & why they impact on click-through rates

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Email marketing effectiveness

  1. 1. Creative & layout to maximise click-through rates Examining the 5 most common mistakes in email design & why they impact on click-through rates
  2. 2. One simple goal Emails need to be seen 3 objectives: 1.Get the email opened 2.Get the message understood 3.Get the link clicked
  3. 3. User behaviour Understand how users read/see email: • Subject line • Preview pane Is it a “Cold” email or a newsletter?
  4. 4. Clever email & not-so-clever users • Images turned off • Inboxes/Filters that learn • Spam/blacklisting • Unsubscribing – Easier to delete or move to spam – Bad unsubscribe processes 29/01/15 4
  5. 5. Barriers to conversion Types of barrier: • Quality of Data • HTML Coding • Email broadcast systems • And CREATIVE... 29/01/15 5
  6. 6. MISTAKE NO. 1 Large header banners
  7. 7. Large header banner • Design for the preview pane • Keep important content “above the fold” • Ask – Is it meaningful? – Can you get the message get across without it? – Does it have to be an image?
  8. 8. MISTAKE NO. 2 Unclear calls to action
  9. 9. Unclearcall to action • Display above the fold • Make it prominent • Avoid conflict • Show it is clickable – underlined link – button • Be transparent – Describe exactly what links click through to 29/01/15 9
  10. 10. MISTAKE NO. 3 Too many images
  11. 11. Who wantstheir email to look likethis? Images turned off
  12. 12. Too many images • Images don’t display offline • Imbalance of images and text adds to spam rating If it doesn’t have to be an image don’t make it one 29/01/15 12
  13. 13. MISTAKE NO. 4 Hard to read copy
  14. 14. Hard to read copy Make content scannable • Ensure it’s easy to read – Font style – High contrast • Break up text with: – Headlines – Bullets – Hyperlinks – Bold
  15. 15. MISTAKE NO. 5 Underutilised subject lines
  16. 16. Underutilised subject lines The subject line is seen by everybody • Make certain it’s integral to email message • Keep it short • Mention company name • Avoid spammy words and UPPERCASE words 29/01/15
  17. 17. TESTING A/B test example
  18. 18. Version A Version B Header Banner Call to Action Images Copy A/B Test Want to know how and why big B2B brands invest in their visual styling? Investing In Visual Property: a useful, downloadable Base One guide
  19. 19. Version B Double the open rate Triple the unique clicks A/BTest – the results Version A Version B
  20. 20. What was the most popular link? 58% of clicks were to this link A/B Test – the surprise
  21. 21. Summary 1. Larger Header Banner 2. Unclear calls to action 3. Too many images 4. Hard to read copy 5. Underutilised subject lines 29/01/15 21
  22. 22. In conclusion Get your email Seen Opened Understood Clicked Test and prepare to be surprised! 29/01/15 22
  23. 23. Thank you www.baseone.co.uk

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