Anatomy of an                      Email Newsletter                      Getting Your Emails                      Delivere...
Email Marketing                    –  According to 2011 Marketer’s Agenda by Aberdeen                       Group, 74% of ...
Email Providers’ Sites                    Great resource for white papers and e-seminars                                  ...
–  Easy to Use and Saves me Time and Money                    –  Constant Contact user get                        •  36% h...
Regular Email vs.                    Email Service Provider                    Email marketing services                   ...
Types of Email Newsletters                     –  Educational Answer question or solve problem                     –  Info...
Retail                    Educational, Informational, Promotional, Lead Nurturing, or Newsletter?http://www.DesignsforGrow...
1   2              Anatomy of              Promotional Newsletter                                                         ...
Design Your Emails And Your Website in a Consistent Manner                    Email                                Web    ...
Your Email is Laid Out Now Let’s Get it Delivered                    Decrease the Odds of Your Email Being Marked as SPAM ...
Avoid Spam Trigger Words in Subject Lines                    #1                            Congratulations                ...
Good Subject Lines                     –  Action-oriented Include action verb such as learn,                        downlo...
Bad Email Subject Lines                    Can get your emails caught by spam filters, not opened,                    or g...
From Name & Email Address                    –    Use a name your audience recognizes                    –    Include your...
Email I Send Regarding     Today’s Presentation     From: "Christine @ Designs for Growth”     Email: christine@designsfor...
Statshttp://www.DesignsforGrowth.com   16
Statshttp://www.DesignsforGrowth.com   17
Test Your Emails to Determine What Elements                    Need to Change to Generate Better Results.                 ...
Email Elements You Can Test                      “From” Name and From Address                        •  Remember to keep ...
When to Send, Day and Time                    What day and time do you get the most emails?                    –  Monday m...
Formula for When to Send, Day and Time                    The formula consists of four variables                    –  Rec...
Case Studies                      from Which Test Wonhttp://www.DesignsforGrowth.com             22
Which Landing Page Increased Sales – Video vs Copyhttp://www.DesignsforGrowth.com   Source: http://whichtestwon.com/webroo...
Actual Test Results:                    VIDEO significantly increased sales.                    Other Factors: Credibility...
Ecommerce Store Page Template Radical Redesign Testhttp://www.DesignsforGrowth.com   Source: http://whichtestwon.com/thund...
Actual Test Results:                    Version B resulted in a substantial                    increase in purchases becau...
Who Has a Question that                      May Apply to Everyone                      in this Grouphttp://www.Designsfor...
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Anatomy Email Newsletter–Getting Your Emails Opened and Read by Designs for Growth

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This presentation shows the viewer where items should be placed in an email newsletter, how to increase open rates and how to decrease spam flags.

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Anatomy Email Newsletter–Getting Your Emails Opened and Read by Designs for Growth

  1. 1. Anatomy of an Email Newsletter Getting Your Emails Delivered and Readhttp://www.DesignsforGrowth.com 1
  2. 2. Email Marketing –  According to 2011 Marketer’s Agenda by Aberdeen Group, 74% of organizations with less than 100 employees use email marketing –  Who here sends email newsletters? –  Send through service provider or regular email? –  Who is your service provider?http://www.DesignsforGrowth.com Source: 2011 Marketer’s Agenda by Aberdeen Group 2
  3. 3. Email Providers’ Sites Great resource for white papers and e-seminars X X X X X X Xhttp://www.DesignsforGrowth.com 3
  4. 4. –  Easy to Use and Saves me Time and Money –  Constant Contact user get •  36% higher open rates (Aberdeen Group) •  60% greater click-through (Aberdeen Group) –  Industry leader, serves 450,000+ small organizations –  They keep up with regulations, let me know about them and customize their tools for compliance –  Templates professional and work across all platforms –  Spam ratings tools are included –  Social media is integrated –  Can track metrics for each email campaign –  Reasonably priced –  Wealth of training materials in their learning centerhttp://www.DesignsforGrowth.com Source: Designs for Growth and : 2011 Marketer’s Agenda by Aberdeen Group 4
  5. 5. Regular Email vs. Email Service Provider Email marketing services automate best practices –  Provide easy-to-use templates –  Reinforce brand identity –  Email addressed to recipient only –  Manage lists – add new subscribers, handle bouncebacks, remove unsubscribers –  Improve email delivery, track results and obey the lawhttp://www.DesignsforGrowth.com Source: Constant Contact, Inc. 5
  6. 6. Types of Email Newsletters –  Educational Answer question or solve problem –  Informational Short and don’t require recipient action: webinar reminders, why someone should follow your company on twitter, or wish "happy holiday” –  Promotional Get the recipient to take some action around a new product, service, event, or special deal –  Lead Nurturing Correspond to the sales cycle, are content-rich and try to get leads to take action –  Newsletter Sent once a month and includes a couple of pieces of content you published Goal: Build Relationships!http://www.DesignsforGrowth.com Source: HubSpot, Inc. 6
  7. 7. Retail Educational, Informational, Promotional, Lead Nurturing, or Newsletter?http://www.DesignsforGrowth.com Source: Designs for Growth 7
  8. 8. 1 2 Anatomy of Promotional Newsletter 3 1.  The top left of an email is what your customer sees first. It’s where your logo should be. 4 2.  The viewer’s eye then moves right, in the direction we read 3.  Product categories available is 5 listed underneath 4.  Promotional offer is in the center 5.  Offer time-sensitive sale 6 6.  Free shipping included 7.  Social media is included, many 7 brand put this at the top right 8.  Bottom has address, disclaimer 8 and other store brandshttp://www.DesignsforGrowth.com Source: Designs for Growth 8
  9. 9. Design Your Emails And Your Website in a Consistent Manner Email Web 2 2 1 3 1 3 4 4 2 5 5 2 6 6http://www.DesignsforGrowth.com 9
  10. 10. Your Email is Laid Out Now Let’s Get it Delivered Decrease the Odds of Your Email Being Marked as SPAM –  Words to Avoid –  Subject Lines –  From Lines –  Spam Is in The Eye of the Receiver •  Recipient •  Email Service Providerhttp://www.DesignsforGrowth.com Source: Constant Contact, Inc. and Designs for Growth 10
  11. 11. Avoid Spam Trigger Words in Subject Lines #1 Congratulations Legal Print out and fax 100% satisfied Cost / No cost Lose Profits 4U Dear friend Marketing Real thing Accept credit cards Do it today Marketing solutions Removal instructions Act Now! Extra income Message contains Remove Additional Income For free Money Risk free Affordable Form Month trial offer Sales All natural Free and FREE Name brand Satisfaction guaranteed All new Free installation Never Save $ Amazing Free leads No gimmicks Save up to Apply online Free membership No Hidden Costs Search engines Bargain Free offer No-obligation See for yourself Best price Free preview Now Serious cash Billing address Free website Offer Solution Buy direct Full refund One time / one-time Special promotion Call Get it now Opportunity Success Call free Giving away Order / Order Now / Order The following form Can’t live without Guarantee today / Order status Unsolicited Cards Accepted Here Orders shipped by priority Unsubscribe Cents on the dollar Hidden mail Urgent Check Increase sales Performance US dollars Claims Increase traffic Phone Wife Click / Click Here / Click Information you requested Please read Win Below Insurance Potential earnings Winner Click to remove Investment / no investment Pre-approved Work at home Compare rates Investment decision Pricehttp://www.DesignsforGrowth.com Source: Mannix Marketing, Inc. 11
  12. 12. Good Subject Lines –  Action-oriented Include action verb such as learn, download, or sign up. Use an active tone. –  Compelling Include the email’s offer –  Consistent Because of preview, people see subject line and the first sentence or two in the email. Make both match. –  Short Keep under 45 characters so viewers see entire subject line. Put most important info first Emails with shorter in case subject line does subject lines significantly get cut off. outperformed emails with longer subject lines. – MailerMailer (2008)http://www.DesignsforGrowth.com Source: HubSpot, Inc. and Constant Contact, Inc. 12
  13. 13. Bad Email Subject Lines Can get your emails caught by spam filters, not opened, or get people to unsubscribe from your list. AVOID: X  The words: free, guarantee, spam, credit card etc. X  ALL CAPITAL LETTERS X  Excessive punctuation !!!, ??? X  Excessive use of “click here” X  $$, and other symbols X  No “From:” address X  Misleading subject lines Source: HubSpot, Inc. and Constant Contact, Inc.http://www.DesignsforGrowth.com 13
  14. 14. From Name & Email Address –  Use a name your audience recognizes –  Include your organization name or brand –  Refer to your business the same way as your audience –  Be consistent •  The “from” name and email address should be consistent. For example, “from” name is: Christine Labate – Designs for Growth, “from” email address is christine@designsforgrowth.com. Both match X  AVOID: X  Generic addresses like noreply@, sales@ and marketing@http://www.DesignsforGrowth.com Source: HubSpot, Inc. and Constant Contact, Inc. 14
  15. 15. Email I Send Regarding Today’s Presentation From: "Christine @ Designs for Growth” Email: christine@designsforgrowth.com Subject: Your Invitation to Labates Email Marketing Presentation Tomorrow Better Subject Line? Attend Labate’s…http://www.DesignsforGrowth.com 15
  16. 16. Statshttp://www.DesignsforGrowth.com 16
  17. 17. Statshttp://www.DesignsforGrowth.com 17
  18. 18. Test Your Emails to Determine What Elements Need to Change to Generate Better Results. Why test? –  Increase your click-through rate –  Decrease your unsubscribe rate Method–A/B Testing –  Send one email to 10% of your email list –  Change one element of this email and send to a different 10% of your email list –  Determined which email performed better –  Send the remaining 80% of your list the better performing emailhttp://www.DesignsforGrowth.com Source: HubSpot, Inc. and Constant Contact, Inc. 18
  19. 19. Email Elements You Can Test   “From” Name and From Address •  Remember to keep consistent   Subject Line •  Personalization, line length, call to action or wording   Email Design •  Bolding, capitalization, font size and color or images   Email Content •  Headlines, placement of content, call to action, type of content, placement of social media links, number of images (if any), number of links or length of email   Timing •  Day of week and time of dayhttp://www.DesignsforGrowth.com Source: HubSpot, Inc. and Constant Contact, Inc. 19
  20. 20. When to Send, Day and Time What day and time do you get the most emails? –  Monday mornings When is your audience most likely to read it? –  When they get less email •  Tuesday, Wednesday or Thursday •  10am–3pm •  Sunday, mixed reviews Test to confirm your audience is consistent with industry standardshttp://www.DesignsforGrowth.com Source: Designs for Growth, Benchmark Email, HubSpot, Inc. and Constant Contact, Inc. 20
  21. 21. Formula for When to Send, Day and Time The formula consists of four variables –  Recipient factor, Delivery duration, Queue factor and ISP factor •  DOT – (IF + DD + QF) = ST Where •  DOT = desired open time IF = ISP factor DD = delivery duration QF = queue factor ST = scheduler or send time Example: 1 p.m. – (1 Hour + 1 Hour + 0.5 Hour) = 10:30 amhttp://www.DesignsforGrowth.com Source: G-Lock Software 21
  22. 22. Case Studies from Which Test Wonhttp://www.DesignsforGrowth.com 22
  23. 23. Which Landing Page Increased Sales – Video vs Copyhttp://www.DesignsforGrowth.com Source: http://whichtestwon.com/webroot’s-landing-page-test 23
  24. 24. Actual Test Results: VIDEO significantly increased sales. Other Factors: Credibility: Badges icon above the fold are more visible and have higher-impact. Cleaner Design: A lot of the clutter that was caused by all of the descriptive texthttp://www.DesignsforGrowth.com Source: http://whichtestwon.com/webroot’s-landing-page-test 24
  25. 25. Ecommerce Store Page Template Radical Redesign Testhttp://www.DesignsforGrowth.com Source: http://whichtestwon.com/thundershirt’s-product-page-test-results 25
  26. 26. Actual Test Results: Version B resulted in a substantial increase in purchases because of removing extraneous navigation, increasing image size and clarifying the order process.http://www.DesignsforGrowth.com Source: http://whichtestwon.com/thundershirt’s-product-page-test-results 26
  27. 27. Who Has a Question that May Apply to Everyone in this Grouphttp://www.DesignsforGrowth.com 27

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