No BS - Email Optimization


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Learn how to fully optimize your email marketing campaigns and integrate with social media, bookmarking and the blogosphere.

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No BS - Email Optimization

  1. 2. Email Optimization Presented by Bob Woodbury @FireDrumIntMktg
  2. 3. Design, Test and Measure to Optimize Results! <ul><li>Is email still relevant? </li></ul><ul><li>Great Design </li></ul><ul><li>Compelling Calls to Action </li></ul><ul><li>Relevant Content </li></ul><ul><li>Testing and Measuring </li></ul>
  3. 4. Is Email still relevant? Hotmail has 375 million active accounts Yahoo has 288 million active accounts Gmail has 100 million active accounts QUITE SIMPLY, YES!
  4. 5. Email IS still relevant! <ul><li>Newsletters still work! </li></ul><ul><li>SPAM and Reputation is in the eye of the beholder </li></ul><ul><li>Testing is the Best Metric </li></ul>
  5. 6. Design Makes the Difference
  6. 7. Design Makes the Difference
  7. 8. NO BS Bullets! <ul><li>Not designing for the preview pane is BS . </li></ul><ul><li>Assuming the images will display to all clients is BS . </li></ul><ul><li>Using images to communicate your message is BS . </li></ul><ul><li>Not testing your email in different email clients is BS . </li></ul><ul><li>Not including an unsubscribe link, a physical address and privacy policy in your footer is BS . </li></ul><ul><li>Including Javascript and Flash in your email is BS . </li></ul>
  8. 9. Optimization in Email Marketing As an interactive medium, the web also presents new language and phrasing challenges. Text can be both content and navigation; an in-text hyperlink using optimized anchor text is implicitly a latent ‘action’. <ul><li>Subject Lines </li></ul><ul><li>Placement and Language </li></ul><ul><li>Relevant Content </li></ul><ul><li>TESTING </li></ul>
  9. 10. Crafting Compelling Subject Lines <ul><li>First 2 Seconds to GRAB the recipients attention </li></ul><ul><li>50 Characters so make it concise! </li></ul><ul><li>Urgency Instigates Action </li></ul><ul><li>Pose a Provocative Question </li></ul>
  10. 11. Placement of Call to Action Most effective Calls are in top 1/3 of email/preview pane Feature more than one Call to Action A picture is worth 1000 words Break in the Action
  11. 12. Call to Action Language Give them a reason to “Click Here” Use Verbs to instigate Action Be Bold Inviting people to “Read the Full Story” Telling them the Action they can take
  12. 13. Optimize by Integrating Email Marketing and Social Media By including Share-to-Social paths you open the door to a viral email campaign. Gain relevant links back to your content and your website across social media, bookmarking and the blogosphere.
  13. 14. Share to Social Media <ul><li>Convenient twist on the Forward to Friend Feature </li></ul><ul><li>Effectively coordinates all Internet Marketing efforts </li></ul>
  14. 15. Share to Linkedin <ul><li>When sharing to Linkedin you can share with your groups, contacts, email as a newsletter and more. </li></ul><ul><li>Seamlessly inform professional contacts in Linkedin </li></ul>
  15. 16. Share to Facebook <ul><li>Seamlessly integrate email marketing to customers and “Fans” of your business </li></ul>
  16. 17. Share to StumbleUpon Integrate your email marketing with Social Bookmarking to create awareness and optimized content for Search Engines
  17. 18. Post to your Blog Posting your newsletters to your blog not only increases your exposure, it ensures that those who do not receive your newsletter get a clear idea of what to expect if they opt-in. It also serves as another source of fresh, relevant content which will help with your sites organic rankings.
  18. 19. Test, Measure and Refine to Optimize your Emails <ul><li>Subject Lines </li></ul><ul><li>Calls to Action </li></ul><ul><li>Refine Copy </li></ul><ul><li>Measure Response </li></ul><ul><li>Analyze Reports </li></ul><ul><li>AND REPEAT! </li></ul>
  19. 20. Thank you for attending Bob Woodbury [email_address] Follow FireDrum on Twitter: @FireDrumIntMktg