Email Best Practice - Alternate Gangplank Brownbag Presentation

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I recently crowd sourced the topic of a presentation I gave at Gangplank - the tool used is located at http://gp.offmadisonave.net. This is one of the presentations not selected, which is a recap of the agency's recent Webinar of the same topic.

Business Technology

Creating Effective Email
Marketing Communications
By using a combination of email
best practices and testing

webinar.offmadisonave.com

Overview
Why email marketing?


Email best practices and testing


What to do next?


webinar.offmadisonave.com

7/02/08 2

Why Email?
Generates results and costs less than traditional

marketing

Can increase customer loyalty and sales

◦ In a down economy customer loyalty becomes very
important

On average, email marketing returns $43 for every

dollar spent

webinar.offmadisonave.com

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Customer Email Viewing Stages
First impressions count:
Subject Line and From Name

Preview Panes (vertical & horizontal)

Open Email (images enabled, full email)

webinar.offmadisonave.com

7/02/08 4

First Impressions

webinar.offmadisonave.com

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First Impressions
Spam

webinar.offmadisonave.com

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Testing & Optimization
Testing the from name

◦ Specific, Long, Short

Testing Subject Lines

◦ Short, Long, Funny/Snappy, Generic

Day of week and time of day testing as well


webinar.offmadisonave.com

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Preview Pane Optimization
Preview Pane Samples


Horizontal Preview Pane Vertical Preview Pane

webinar.offmadisonave.com

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Preview Pane Optimization

Horizontal Preview Pane Vertical Preview Pane

webinar.offmadisonave.com

7/02/08 10

Preview Pane Optimization

Horizontal Preview Pane Vertical Preview Pane

webinar.offmadisonave.com

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Preview Pane Optimization

Horizontal Preview Pane Vertical Preview Pane

webinar.offmadisonave.com

7/02/08 12

Preview Pane Optimization
Horizontal Preview Pane Vertical Preview Pane

webinar.offmadisonave.com

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Preview Pane Optimization
Optimal Space

250x250 pixels

Test as results

may vary

webinar.offmadisonave.com

7/02/08 14

Preview Pane Testing & Optimization
The main call to action received 12% more unique

clicks with the preview pane optimization

webinar.offmadisonave.com

7/02/08 15

Preview Pane Testing & Optimization
Layout/Design Testing

◦ Images versus text content
◦ Preheader content
◦ Table of contents

webinar.offmadisonave.com

7/02/08 16

HTML Email Design

webinar.offmadisonave.com

7/02/08 18

HTML Email Design – Images Off
X

X

X

X

X

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Don’t Forget the Text Version
Plain text version for mobile and non HTML users


webinar.offmadisonave.com

7/02/08 20

Business to Business Email Clients

FingerPrint - September 2008

webinar.offmadisonave.com

7/02/08 21

Business to Consumer Email Clients

FingerPrint - September 2008

webinar.offmadisonave.com

7/02/08 22

Testing & Optimization
Layout/Design Testing

◦ Images versus text content
◦ Table of contents
◦ One column, two column, or three column
◦ Calls to Action
◦ Stylized Textual Email

webinar.offmadisonave.com

7/02/08 23

What to do next?
Incorporating best practices and testing into every

email communication
Email From Name Subject Day of Time of Preview Email
Line Week Day Pane Design/Layout
March X
April X

May X

June X
July X X
August X

Provide more relevance, and timely communication

◦ Work towards building a Customer Lifecycle plan –
where customers come first

webinar.offmadisonave.com

7/02/08 24

Thank You

webinar.offmadisonave.com

7/02/08 25

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Email Best Practice - Alternate Gangplank Brownbag Presentation

1. Creating Effective Email Marketing Communications By using a combination of email best practices and testing webinar.offmadisonave.com

2. Overview Why email marketing?  Email best practices and testing  What to do next?  webinar.offmadisonave.com 7/02/08 2

3. Why Email? Generates results and costs less than traditional  marketing Can increase customer loyalty and sales  ◦ In a down economy customer loyalty becomes very important On average, email marketing returns $43 for every  dollar spent webinar.offmadisonave.com 7/02/08 3

4. Customer Email Viewing Stages First impressions count: Subject Line and From Name Preview Panes (vertical & horizontal) Open Email (images enabled, full email) webinar.offmadisonave.com 7/02/08 4

5. First Impressions webinar.offmadisonave.com 7/02/08 5

6. First Impressions Spam webinar.offmadisonave.com 7/02/08 6

7. Testing & Optimization Testing the from name  ◦ Specific, Long, Short Testing Subject Lines  ◦ Short, Long, Funny/Snappy, Generic Day of week and time of day testing as well  webinar.offmadisonave.com 7/02/08 7

8. Customer Email Viewing Stages First impressions count: Subject Line and From Name Preview Panes (vertical & horizontal) Open Email (images enabled, full email) webinar.offmadisonave.com 7/02/08 8

9. Preview Pane Optimization Preview Pane Samples  Horizontal Preview Pane Vertical Preview Pane webinar.offmadisonave.com 7/02/08 9

10. Preview Pane Optimization Horizontal Preview Pane Vertical Preview Pane webinar.offmadisonave.com 7/02/08 10

11. Preview Pane Optimization Horizontal Preview Pane Vertical Preview Pane webinar.offmadisonave.com 7/02/08 11

12. Preview Pane Optimization Horizontal Preview Pane Vertical Preview Pane webinar.offmadisonave.com 7/02/08 12

13. Preview Pane Optimization Horizontal Preview Pane Vertical Preview Pane webinar.offmadisonave.com 7/02/08 13

14. Preview Pane Optimization Optimal Space  250x250 pixels Test as results  may vary webinar.offmadisonave.com 7/02/08 14

15. Preview Pane Testing & Optimization The main call to action received 12% more unique  clicks with the preview pane optimization webinar.offmadisonave.com 7/02/08 15

16. Preview Pane Testing & Optimization Layout/Design Testing  ◦ Images versus text content ◦ Preheader content ◦ Table of contents webinar.offmadisonave.com 7/02/08 16

17. Customer Email Viewing Stages First impressions count: Subject Line and From Name Preview Panes (vertical & horizontal) Open Email (images enabled, full email) webinar.offmadisonave.com 7/02/08 17

18. HTML Email Design webinar.offmadisonave.com 7/02/08 18

19. HTML Email Design – Images Off X X X X X webinar.offmadisonave.com 7/02/08 19

20. Don’t Forget the Text Version Plain text version for mobile and non HTML users  webinar.offmadisonave.com 7/02/08 20

21. Business to Business Email Clients FingerPrint - September 2008 webinar.offmadisonave.com 7/02/08 21

22. Business to Consumer Email Clients FingerPrint - September 2008 webinar.offmadisonave.com 7/02/08 22

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24. What to do next? Incorporating best practices and testing into every  email communication Email From Name Subject Day of Time of Preview Email Line Week Day Pane Design/Layout March X April X May X June X July X X August X Provide more relevance, and timely communication  ◦ Work towards building a Customer Lifecycle plan – where customers come first webinar.offmadisonave.com 7/02/08 24

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Email Best Practice - Alternate Gangplank Brownbag Presentation

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