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The Anatomy of an Email - DJ Waldow, Bronto Software


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How compelling, bulletproof email campaigns translate into more conversions and enduring connections: From attention-grabbing subject lines to irresistible calls to action, effective email marketing requires many tools and a solid strategy. So how does this all come together to form email campaigns that deliver results? DJ Waldow, Director of Best Practices at Bronto Software, will walk the audience through real-life examples of good and bad emails to show what works, what doesn’t and how to use your own unique skills to grow your business in the vast world of email marketing.

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The Anatomy of an Email - DJ Waldow, Bronto Software

  1. 1. DJ WALDOW HiMA Luncheon Houston, TX June 4, 2009
  2. 2. DJ Waldow @djwaldow <ul><li>Married, no children </li></ul><ul><li>Durham, NC  Salt Lake City, UT </li></ul><ul><li>Dog, 3 cats </li></ul><ul><li>U of Michigan, NY Giants </li></ul><ul><li>Beer, coffee, people </li></ul><ul><li>Former middle school teacher </li></ul><ul><li>Current Director of Best Practices & Deliverability at Bronto </li></ul>
  3. 3. 45+ Minutes To Perfection <ul><li>SPAM. SPAM. SPAM. SPAM. SPAM. SPAM. </li></ul><ul><li>All About You </li></ul><ul><li>Anatomy of the Perfect Email </li></ul><ul><li>Secret to Successful Email Marketing </li></ul>
  4. 4. The Origin of Spam
  5. 5. Fighting Spam
  6. 6. Flickr Photo: a2gemma
  8. 8. Preheader From Name & Subject Line Main call to action “ Other” Footer Navigation bar, sidebar, logo/brand
  9. 9. <ul><li>Preheader </li></ul><ul><li>From Name & Subject Line </li></ul><ul><li>Above the fold </li></ul><ul><ul><li>Navigation bar </li></ul></ul><ul><ul><li>Sidebar </li></ul></ul><ul><ul><li>Logo/brand </li></ul></ul><ul><ul><li>Main call to action </li></ul></ul><ul><li>Below the fold </li></ul><ul><ul><li>Secondary/Tertiary call to action </li></ul></ul><ul><ul><li>Partner, sponsor, etc </li></ul></ul><ul><li>Footer </li></ul><ul><ul><li>Physical address </li></ul></ul><ul><ul><li>Unsubscribe </li></ul></ul>
  10. 10. Image Credit: RetailEmailBlog
  11. 11. Image Credit: RetailEmailBlog
  12. 12. From Name & Subject Line
  13. 13. From Name
  14. 14. From Name Gap Gap Gap Gap
  15. 15. From Name The From Name is a representation of your company and/or brand. Keep it simple. Be proud of it!
  16. 16. Subject Line
  17. 17. Subject Line Which is the best subject line?
  18. 18. Subject Line Which is the best subject line now?
  19. 19. <ul><li>Subject Line Oopsies </li></ul><ul><ul><li>Target, 9/22 — subject line </li></ul></ul><ul><ul><li>Oriental Trading, 9/2 — Create the ultimate Halloween haunt & get fee shipping </li></ul></ul><ul><ul><li>TigerDirect, 11/28 — 72hr After Thanksgivinig SALE w/ $1.99 Shipping </li></ul></ul>Subject Line Source:
  20. 20. Subject Line <ul><li>Length </li></ul><ul><li>Brand </li></ul><ul><li>Call to Action </li></ul><ul><li>Sense of Urgency </li></ul><ul><li>Dare to be Different </li></ul><ul><li>(Test) </li></ul>6 Things To Consider…
  21. 21. Preheader
  22. 22. Preheader
  23. 23. Preheader
  24. 24. Preheader
  25. 25. Preheader <ul><li>Snippet Text </li></ul><ul><li>Whitelisting/Address Book Instructions </li></ul><ul><li>View Images </li></ul><ul><li>Call to Action </li></ul><ul><li>Mobile Device </li></ul><ul><li>F2F and/or SWYSN </li></ul><ul><li>Advertising </li></ul>
  26. 26. Navigation, Sidebar, Logo, Brand
  27. 27. Navigation, Sidebar, Logo, Brand
  28. 28. Navigation, Sidebar, Logo, Brand
  29. 29. Navigation, Sidebar, Logo, Brand
  30. 30. Navigation, Sidebar, Logo, Brand Source:
  31. 31. Navigation, Sidebar, Logo, Brand <ul><li>Consistency </li></ul><ul><li>MAKE IT POP!* </li></ul><ul><li>Use Some Color </li></ul><ul><li>Proper Mapping </li></ul><ul><li>Consider Size (Spacing) </li></ul>*Lisa Harmon
  32. 32. Main Call To Action
  33. 33. Main Call To Action Image Credit: RetailEmailBlog
  34. 34. Main Call To Action Image Credit: RetailEmailBlog
  35. 35. Main Call To Action Image Credit: RetailEmailBlog
  36. 36. Main Call To Action <ul><li>MAKE IT POP!* </li></ul><ul><li>Images On and Off </li></ul><ul><ul><li>Links </li></ul></ul><ul><ul><li>Bulletproof buttons </li></ul></ul><ul><ul><li>Balance </li></ul></ul><ul><li>White space </li></ul><ul><li>Action </li></ul>*Lisa Harmon
  37. 37. “ Other”
  38. 38. “ Other” Image Credit: RetailEmailBlog
  39. 39. “ Other” Image Credit: RetailEmailBlog
  40. 40. “ Other” <ul><li>Spacing </li></ul><ul><li>Well-defined </li></ul><ul><li>Same as “Main Call To Action” </li></ul><ul><ul><li>MAKE IT POP!* </li></ul></ul><ul><ul><li>Images On and Off </li></ul></ul><ul><ul><ul><li>Links </li></ul></ul></ul><ul><ul><ul><li>Bulletproof buttons </li></ul></ul></ul><ul><ul><ul><li>Balance </li></ul></ul></ul><ul><ul><li>White space </li></ul></ul><ul><ul><li>Action </li></ul></ul>*Lisa Harmon
  41. 41. Footer
  42. 42. Footer Image Credit: RetailEmailBlog
  43. 43. Footer
  44. 44. Footer
  45. 45. Footer <ul><li>Unsubscribe </li></ul><ul><li>Manage Preferences / Update Account </li></ul><ul><li>SWYSN / F2F / Other Social </li></ul><ul><li>Tertiary Calls to Action </li></ul><ul><li>Don’t Make Them Work For It </li></ul><ul><li>Simple, Straightforward </li></ul>*Lisa Harmon
  46. 46. Questions To Ask Before Sending <ul><li>What is the purpose of this email? </li></ul><ul><li>What defines success? </li></ul><ul><li>What is the target audience? </li></ul><ul><li>Is it share-worthy? </li></ul><ul><li>Would you open, click, convert? Would your friend or family member? </li></ul><ul><li>Have I tested it? </li></ul>
  47. 47. The Secret to Successful Email Marketing
  48. 48. Send Timely, Targeted, Relevant Emails To Subscribers Who Have Asked For Them “… delivering anticipated, personal and relevant messages to people who actually want to get them.” S. Godin (1999)
  49. 49. Follow Up <ul><li>Bronto </li></ul><ul><li>DJ Waldow </li></ul>@Bronto @djwaldow [email_address]