1. Leverage CRM Design Best in Class Practices
Subject Lines
• Personalize, CTA upfront,
• Leverage 4 subject lines to optimize open
• Test, test and test.
Body
• Personalize as far as you can….First Name, Interests, latest interaction
• Include Dynamic content to improve engagement (and interest)
• CTA link Above the Fold
• Have multiple CTA’s in email using different words, such as “View, Register, Learn
More”
• Test creative versions
• Leverage images and contextual content
• Include a mix of passive, active and interactive links
• Include Video where possible
• Include Share to Social options
• Include Rate This Email Link and Survey
• Include Signature or at least a “Sincerely”
• Include Physical Address, copyright and active unsubscribe link
Other
• Have an Errata email template ready
• Have a customized Unsubscribe Landing Page
• GA tags on all links to track
• Design email mobile friendly/responsive design
• Include Forward to a Friend functionality where appropriate
• Consider Publish to Social functionality
• Determine data exchange with IT
• Test new functionality
• Innovate where possible
Metrics
• Create a Forecast for performance ahead of time
• Generate SP reports and share PDFs
• Create a Key Learnings presentation of program
Best-in-class benchmark
– Education
Score – Top
Quartile*
Open Rates 46.1%
Click Through Rates 12.8%
Click to Open 27.8%
Source: SilverPop 2012 Metrics Analysis Report
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