Designing for-results

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Designing for-results

  1. 1. © Exclusive Concepts 2006 – NOT FOR DISTRIBUTION Newsletter Best Practices Designing for Results Herb Osher/ COO © Exclusive Concepts 2006 – not for distribution
  2. 2. What you will learn Data Driven Best Practices for: • Layout • Design • Content We’ll start with some background… © Exclusive Concepts 2006 – not for distribution
  3. 3. Why use Email Marketing? It is effective Permission based email motivates consumers to purchase;78% of online shoppers have purchased as the result of clicking on an email link. 54% of small businesses surveyed rated email as the top online promotion to drive visitors and customers to their web sites and storefronts. It’s real-time (85% of responses in the first 48 hrs) It’s measurable And it is affordable! © Exclusive Concepts 2006 – not for distribution
  4. 4. 2006 Benchmark Data • Open rates: down 8% – Banking: 31% – Retail 26% – Real Estate 26% – Computer/Internet 14% • Clicks: down 8% – Banking 9% – Computer/Internet 6% – Retail 6% – Real Estate 3.4% • Issues: – Competition – Spam Source: 2006 Email Marketing Metrics Report – MailerMailer LLC © Exclusive Concepts 2006 – not for distribution
  5. 5. Layout Best Practices • To get the best results: – Provide your brand/company name in the subject line – Place your logo in the top left – B2C: mostly images – B2B: Mostly text Source: Silverpop 2006 study: 612 emails sent by 430 companies to 100 or more recipients © Exclusive Concepts 2006 – not for distribution
  6. 6. Click Rates by Styles Source: Silverpop 2006 study: 612 emails sent by 430 companies to 100 or more recipients © Exclusive Concepts 2006 – not for distribution
  7. 7. Formats • Click Rates: HTML vs. Text – 3.31% vs. 2.71% – HTML is 22% more productive • Image Links for B2C • Text Links for B2B Source: Silverpop 2006 study: 612 emails sent by 430 companies to 100 or more recipients © Exclusive Concepts 2006 – not for distribution
  8. 8. Offers • Type of offer can significantly affect results • Put your offer above the fold Source: Silverpop 2006 study: 612 emails sent by 430 companies to 100 or more recipients © Exclusive Concepts 2006 – not for distribution
  9. 9. Layout Best Practices Messages that included the company name or brand in the subject line had significantly higher open rates – as much as a 12 percentage point increase. Placing the call-to-action above the fold is critical for B to B marketers, lifting average click rates by 3.5 percentage points. Include both text and image links to attract attention and boost click rates. Lifestyle photography attracts consumers and can yield higher click rates. There is such a thing as too many options. Past a certain point, the greater the number of links in a message, the lower the click rate. If you’re using the same format over and over again, consider making a switch. © Exclusive Concepts 2006 – not for distribution
  10. 10. Design for images “off” Source: Email Design Guidelines for 2006 - David Greiner © Exclusive Concepts 2006 – not for distribution
  11. 11. Minimize the damage Source: Email Design Guidelines for 2006 - David Greiner © Exclusive Concepts 2006 – not for distribution
  12. 12. Design for the preview pane 75% of people who use preview panes go for the horizontal version, while the remaining 25% prefer the vertical version. •Review your click-tracking reports to identify what content most of your recipients are clicking on. •Ensure this content is at the top (and preferably to the left) of your design. •Make sure this content is text-based and can always be read. Source: Email Design Guidelines for 2006 - David Greiner © Exclusive Concepts 2006 – not for distribution
  13. 13. Get added to the Address Book •AOL and Yahoo! allow recipients to filter emails from unknown senders. •Images are displayed by default if you're in the address book for all AOL and Hotmail recipients as well as anyone using Outlook or Outlook Express. •Ask your subscribers to add your From address to their address book. •On the landing page after someone subscribes. •If you send a confirmation email, mention it in there as well. •In every email you send out •Make sure you use the same From address Source: Email Design Guidelines for 2006 - David Greiner © Exclusive Concepts 2006 – not for distribution
  14. 14. Design Best Practices Don’t use images for headlines, links and any calls to action. Use alt text for all images. This is important for readers like Gmail. Add the height and width to the image to make sure that any placeholder image doesn't affect the design. Add a text-based link to a web version of your design at the top of your email. Ensure your most compelling content is at the top (and preferably to the left). Test your design in a preview pane, full screen and with images turned on and off before you send it. Ask your subscriber to add your “From address” to their address book at every opportunity. Removing admin messaging from the very top. When viewed in an inbox, they are too high of a percentage of real estate. So move that information further down. Tack a "boring" Table of Contents at the top If you run newsletter ads put them in the left column. © Exclusive Concepts 2006 – not for distribution
  15. 15. Content Focus on advice and helpful tips Create an "ask the expert" column with a very tactical answer to one specific and common question Article summaries should be carefully written to show immediate value by giving a useful tidbit of information up front. Articles should be loaded with the word "you“ Summaries should start with a question (example: "Would you like to close more listing appointments?") that resonates with the reader. Content should be described as "Advice," "Ideas," "Tips," "Answers," "Steps," etc. Adopt this philosophy: “No long and boring articles.” Busy readers don't want theory. They want tools. Post back issues © Exclusive Concepts 2006 – not for distribution
  16. 16. Thank you for joining us today. Exclusive Concepts offers custom newsletter designs and Net Atlantic provides a best-in-class Email Newsletter Hosting and List Management. To learn more please call Net Atlantic Sales at 978-744-6885 sales@netatlantic.com www.netatlantic.com © Exclusive Concepts 2006 – not for distribution

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