Hidden Secrets to Create Killer Emails and Templates

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A good email template can make or break your marketing campaign. You don’t get a second chance to make a first impression, so don't botch it. Create killer email templates to "vow" your contacts and get results. Download this great PDF by http://www.responsecapture.com and feel the difference.

Business

www.act-on.com | @ActOnSoftware | #ActOnSW
Creating Killer Emails and Email
Templates
Customer Success Webinar

www.act-on.com | @ActOnSoftware | #ActOnSW
About the Presenter
Bill Kent
@ResponseCapture
Current:
• Act-On Professional Services Team
• Account Manager at Response Capture, Inc.
• Demand Generation Strategy; Deep Experience
Creating Lead Nurturing with Marketing
Automation
Past Life:
• Headed up Demand Generation Strategy at the
Linux Foundation and Software Company Axium

www.act-on.com | @ActOnSoftware | #ActOnSW
Chat

www.act-on.com | @ActOnSoftware | #ActOnSW
Agenda
1. The Fundamentals Always Apply
2. Anatomy of a Great Email
3. Emails That Render Well

www.act-on.com | @ActOnSoftware | #ActOnSW
Email is Another Marketing Channel
“Proper list growth and management, alongside engaging, consistently delivered content
are the keys to maximizing email effectiveness.”
- 2013 MarketingSherpa Email Marketing Benchmark Report

www.act-on.com | @ActOnSoftware | #ActOnSW
Anatomy of a Great Email
Email Strategy
1. Be Relevant
• Explain Quickly
• Good Segmentation
• Offers that Resonate
2. Get to the Point
• CTA in 1st Sentence
3. Create Urgency

www.act-on.com | @ActOnSoftware | #ActOnSW
Anatomy of a Great Email
“From Name” Usage
1. Company Name
• Transactional items
2. Sales Reps
• High-value targets
• Later stages
3. Use Your “Celebrity”

www.act-on.com | @ActOnSoftware | #ActOnSW
Anatomy of a Great Email
Subject Lines
1. Useful, Clear, Specific
2. Short & Sweet: 50 Characters or Less
3. Suggest Action
4. [Visually Unique]
5. Exclusivity
Examples:
{Exclusive Webinar Download} Email Best Practices
[Private Act-On Event] Renowned Speaker
Source: Litmus

www.act-on.com | @ActOnSoftware | #ActOnSW
Exclusivity in Subject Lines: % Increase
Source: Worldata

www.act-on.com | @ActOnSoftware | #ActOnSW
Anatomy of a Great Email
Headlines
Capture Interest in 15 Words or 2-8 Seconds*
1. Valuable Offer / Proposition
2. Keywords for Target Market
3. Incentive to take action
*MarketingSherpa
Example:
Free eBook – Download 12 Secrets to Building Better Email Lists
Offer
KeywordsIncentive

www.act-on.com | @ActOnSoftware | #ActOnSW
Anatomy of a Great Email
Content Strategies
1. The Five Bs
2. Digestible Content
3. Be Human
4. Back it Up:
• Market Data
• Testimonials
5. Humor

www.act-on.com | @ActOnSoftware | #ActOnSW
Anatomy of a Great Email
Call-to-Actions
1. Verbs / Action Words
2. Make it Personal Get Your Free eBook
3. Curiosity
4. Quantify Time
5. Sprinkle Throughout: 3-5 Links
6. Repeat

www.act-on.com | @ActOnSoftware | #ActOnSW
Anatomy of a Great Email
ALT Tags
Emails without ALT text
for offers have a 14%
lower click-rate
Source: Worldata

www.act-on.com | @ActOnSoftware | #ActOnSW
Anatomy of a Great Email
Styled ALT Text
Source: Litmus

www.act-on.com | @ActOnSoftware | #ActOnSW
Mobile Opens Continue to Climb
“Nearly half of all emails (48%) are
now opened on a mobile device and
80% of consumers delete emails that
don’t render well on mobile.”
Source: Litmus

www.act-on.com | @ActOnSoftware | #ActOnSW
Greatest Impact on Email Marketing
Pervasiveness of Mobile Smartphones and Tablets
Source: 2013 MarketingSherpa Email Marketing Benchmark Survey

www.act-on.com | @ActOnSoftware | #ActOnSW
Barriers to Top Challenges
Source: 2013 MarketingSherpa Email Marketing Benchmark Survey
Inadequate Staffing Resources and Expertise

www.act-on.com | @ActOnSoftware | #ActOnSW
Strategies for Tackling Mobile

www.act-on.com | @ActOnSoftware | #ActOnSW
Emails that Render Well on Mobile
Thinking “Mobile First”
1. Larger Fonts: 14px body; 22px headlines
2. Email Size: 320-550px wide
3. Buttons: Big, touch-friendly (44x44px)
4. Streamline: Less is more
5. Images: Use sparingly
6. Brevity: Be brief, brother
7. Layout: Single column
Source: Litmus Mobile Email Infographic

www.act-on.com | @ActOnSoftware | #ActOnSW
Re·spon·sive de·sign (noun)
A collection of techniques such as media queries, fluid grids, and
fluid images that aim to provide the optimal viewing experience
across various platforms
Source: Campaign Monitor

www.act-on.com | @ActOnSoftware | #ActOnSW
Responsive Design: Where to Start
Stack columns for a more vertical layout; increase button width
Source: Matt Byrd, Litmus

www.act-on.com | @ActOnSoftware | #ActOnSW
Conclusion: The Revolution Is Here

www.act-on.com | @ActOnSoftware | #ActOnSW
• Email and Landing Page Design
• Content Creation: Email, Landing Page, Whitepaper, etc.
• Database Building; Data Hygiene
• Marketing Strategy
• Automation Program Strategy and Building

www.act-on.com | @ActOnSoftware | #ActOnSW

www.act-on.com | @ActOnSoftware | #ActOnSW
Tools and Stuff
• Act-On: Creating Bullet Proof Buttons
• Worldata: Subject Line Tester
• TechRepublic: How to Create Media Queries in Responsive Design
• Litmus: 7 Free Responsive Email Templates
• Litmus: Mobile and Responsive Design Resources

www.act-on.com | @ActOnSoftware | #ActOnSW
Questions?

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Hidden Secrets to Create Killer Emails and Templates

1. www.act-on.com | @ActOnSoftware | #ActOnSW Creating Killer Emails and Email Templates Customer Success Webinar

2. www.act-on.com | @ActOnSoftware | #ActOnSW About the Presenter Bill Kent @ResponseCapture Current: • Act-On Professional Services Team • Account Manager at Response Capture, Inc. • Demand Generation Strategy; Deep Experience Creating Lead Nurturing with Marketing Automation Past Life: • Headed up Demand Generation Strategy at the Linux Foundation and Software Company Axium

3. www.act-on.com | @ActOnSoftware | #ActOnSW Chat

4. www.act-on.com | @ActOnSoftware | #ActOnSW Agenda 1. The Fundamentals Always Apply 2. Anatomy of a Great Email 3. Emails That Render Well

5. www.act-on.com | @ActOnSoftware | #ActOnSW Email is Another Marketing Channel “Proper list growth and management, alongside engaging, consistently delivered content are the keys to maximizing email effectiveness.” - 2013 MarketingSherpa Email Marketing Benchmark Report

6. www.act-on.com | @ActOnSoftware | #ActOnSW Anatomy of a Great Email Email Strategy 1. Be Relevant • Explain Quickly • Good Segmentation • Offers that Resonate 2. Get to the Point • CTA in 1st Sentence 3. Create Urgency

7. www.act-on.com | @ActOnSoftware | #ActOnSW Anatomy of a Great Email “From Name” Usage 1. Company Name • Transactional items 2. Sales Reps • High-value targets • Later stages 3. Use Your “Celebrity”

8. www.act-on.com | @ActOnSoftware | #ActOnSW Anatomy of a Great Email Subject Lines 1. Useful, Clear, Specific 2. Short & Sweet: 50 Characters or Less 3. Suggest Action 4. [Visually Unique] 5. Exclusivity Examples: {Exclusive Webinar Download} Email Best Practices [Private Act-On Event] Renowned Speaker Source: Litmus

9. www.act-on.com | @ActOnSoftware | #ActOnSW Exclusivity in Subject Lines: % Increase Source: Worldata

10. www.act-on.com | @ActOnSoftware | #ActOnSW Anatomy of a Great Email Headlines Capture Interest in 15 Words or 2-8 Seconds* 1. Valuable Offer / Proposition 2. Keywords for Target Market 3. Incentive to take action *MarketingSherpa Example: Free eBook – Download 12 Secrets to Building Better Email Lists Offer KeywordsIncentive

11. www.act-on.com | @ActOnSoftware | #ActOnSW Anatomy of a Great Email Content Strategies 1. The Five Bs 2. Digestible Content 3. Be Human 4. Back it Up: • Market Data • Testimonials 5. Humor

12. www.act-on.com | @ActOnSoftware | #ActOnSW Anatomy of a Great Email Call-to-Actions 1. Verbs / Action Words 2. Make it Personal Get Your Free eBook 3. Curiosity 4. Quantify Time 5. Sprinkle Throughout: 3-5 Links 6. Repeat

13. www.act-on.com | @ActOnSoftware | #ActOnSW Anatomy of a Great Email ALT Tags Emails without ALT text for offers have a 14% lower click-rate Source: Worldata

14. www.act-on.com | @ActOnSoftware | #ActOnSW Anatomy of a Great Email Styled ALT Text Source: Litmus

15. www.act-on.com | @ActOnSoftware | #ActOnSW Mobile Opens Continue to Climb “Nearly half of all emails (48%) are now opened on a mobile device and 80% of consumers delete emails that don’t render well on mobile.” Source: Litmus

16. www.act-on.com | @ActOnSoftware | #ActOnSW Greatest Impact on Email Marketing Pervasiveness of Mobile Smartphones and Tablets Source: 2013 MarketingSherpa Email Marketing Benchmark Survey

17. www.act-on.com | @ActOnSoftware | #ActOnSW Barriers to Top Challenges Source: 2013 MarketingSherpa Email Marketing Benchmark Survey Inadequate Staffing Resources and Expertise

18. www.act-on.com | @ActOnSoftware | #ActOnSW Strategies for Tackling Mobile

19. www.act-on.com | @ActOnSoftware | #ActOnSW Emails that Render Well on Mobile Thinking “Mobile First” 1. Larger Fonts: 14px body; 22px headlines 2. Email Size: 320-550px wide 3. Buttons: Big, touch-friendly (44x44px) 4. Streamline: Less is more 5. Images: Use sparingly 6. Brevity: Be brief, brother 7. Layout: Single column Source: Litmus Mobile Email Infographic

20. www.act-on.com | @ActOnSoftware | #ActOnSW Re·spon·sive de·sign (noun) A collection of techniques such as media queries, fluid grids, and fluid images that aim to provide the optimal viewing experience across various platforms Source: Campaign Monitor

21. www.act-on.com | @ActOnSoftware | #ActOnSW Responsive Design: Where to Start Stack columns for a more vertical layout; increase button width Source: Matt Byrd, Litmus

22. www.act-on.com | @ActOnSoftware | #ActOnSW Conclusion: The Revolution Is Here

23. www.act-on.com | @ActOnSoftware | #ActOnSW • Email and Landing Page Design • Content Creation: Email, Landing Page, Whitepaper, etc. • Database Building; Data Hygiene • Marketing Strategy • Automation Program Strategy and Building

24. www.act-on.com | @ActOnSoftware | #ActOnSW

25. www.act-on.com | @ActOnSoftware | #ActOnSW Tools and Stuff • Act-On: Creating Bullet Proof Buttons • Worldata: Subject Line Tester • TechRepublic: How to Create Media Queries in Responsive Design • Litmus: 7 Free Responsive Email Templates • Litmus: Mobile and Responsive Design Resources

26. www.act-on.com | @ActOnSoftware | #ActOnSW Questions?

Hidden Secrets to Create Killer Emails and Templates

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