Orange Online MeetUp - E-mail Marketing

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Orange Online MeetUp - E-mail Marketing

  1. 1. Thinking creatively about email<br />Mike Teasdale<br />mike@harvestdigital.com <br />
  2. 2. Imagine if customers could vote on your marketing…<br />
  3. 3. With email they can!<br />
  4. 4. What is spam?<br />
  5. 5. Spam is whatever your customers think it is.<br />Consumer research – known versus unknown sender<br />Marketing Sherpa, November 2007<br />
  6. 6. The golden rule<br />
  7. 7. Don’t bore me.<br />
  8. 8. 1. Be relevant<br />
  9. 9. How well did this email work?<br />
  10. 10. Relevance comes from…<br />Triggers, like registrations<br />Understanding the customer’s life cycle<br />Personalisation<br />Following behavioural cues, like web browsing<br />
  11. 11.
  12. 12. I <br />Choose<br />I Want<br />I Buy<br />I <br />Become <br />Aware<br />I Use<br />I Need<br />I Enjoy<br />Sony Welcome programme<br />|12<br />
  13. 13. Survey information said:<br />Within the 1st 30 days of ownership Digital Still Camera users want added memory, camera accessories, batteries, shooting kits, advice etc.<br />Within the 2nd 30 days of ownership Digital Still Camera users are more likely to be interested in PRINTING their photos <br />|13<br />
  14. 14. Messages or Programmes?<br />Welcome Message<br /><ul><li>Thank you</li></ul>Welcome programme<br /><ul><li>Thank you
  15. 15. How was it for you?
  16. 16. How’s the new camera?
  17. 17. Want some help?
  18. 18. Need some memory?
  19. 19. How about printing?</li></ul>|14<br />
  20. 20. It pays to be relevant<br />Source: David Daniels, Jupiter Research <br />
  21. 21. Not forgetting segmentation…<br />masthead<br />contents<br />Personalised intro<br />Segment one: Customers –Here’s stuff about your local restaurant<br />Switch statement delivers a relevant message to each group<br />Cross-sell<br />Segment two: Prospects – Here’s something generic<br />Lead story #2<br />Member get member<br />User generated content<br />unsubscribe<br />
  22. 22. 2. Remember my name<br />
  23. 23. Make it personal (but not too much)<br />
  24. 24. 3. Ask questions<br />
  25. 25.
  26. 26. £4m revenue in 2006<br />|21<br />
  27. 27.
  28. 28. 4. Have fun!<br />
  29. 29.
  30. 30. 5. Keep it short<br />
  31. 31. Get rid of half the words on each page, then get rid of half of what's left. <br />Don't Make Me Think!: A Common Sense Approach to Web Usability <br />Steve Krug, 2006  <br />
  32. 32. …and easy to read<br />
  33. 33. Body copy style – usability research<br />“How people read on the web” - classic usability testing by Jakob Nielsen<br />Same site written 4 different ways<br />Each site then tested against basic usability principles<br />|28<br />
  34. 34. How people read on the web<br />Results of usability research for Sun.com<br />|29<br />Source: Neilsen/Morkes<br />
  35. 35. Get rid of half the words...<br />Source: Neilsen/Morkes<br />|30<br />
  36. 36. Scanability?<br />Source: Neilsen/Morkes<br />|31<br />
  37. 37. Don’t boast<br />Source: Neilsen/Morkes<br />|32<br />
  38. 38. Best Combination<br />Source: Neilsen/Morkes<br />|33<br />
  39. 39. In summary<br />|34<br />Source: Neilsen/Morkes<br />
  40. 40. Eye tracking on emails<br />Heading and subhead copy critical<br /><ul><li>First 2-3 words most important
  41. 41. Make hyperlinked</li></ul>Large fonts work well<br />Images often missed<br /><ul><li>Use text link calls-to-action</li></ul>Readers scan down the left of an Email<br />First part of para important<br /><ul><li>F shape eyetrack</li></ul>Email intros skipped<br /><ul><li>Use to personalise and engagee.g. with hyperlinks</li></li></ul><li>6. Keep it simple<br />
  42. 42. Assemble the creative assets<br />|37<br />
  43. 43. Craft the copy<br />|38<br />
  44. 44. |39<br />
  45. 45. “We literally made the decision to go to sale on the Thursday morning, and by Friday lunchtime, it looked like we were on for the biggest single day in Howies history!” <br />www.nonlineblogging.com<br />|40<br />
  46. 46. 7. Know when not to send an email<br />
  47. 47.
  48. 48.
  49. 49.
  50. 50.
  51. 51.
  52. 52. 8. Try some different stuff<br />
  53. 53. Subject lines<br />Subject line tests - uplift in CTR<br /><ul><li>Astropop: space is yours (100)
  54. 54. Play Astropop for EUR19.95 (122)
  55. 55. Discover the perfect taste (100)
  56. 56. Don’t forget to buy a present for yourself (105)
  57. 57. Win a case of your favourite tipple (146)</li></li></ul><li>From field – well worth testing<br />Testing uplift in CTR<br />From: PriceMinister (100)<br />From: Alexandra at Priceminister (135)<br />From: Wanadoo (100)<br />From: Caroline at Wanadoo (188)<br />
  58. 58. 9. don’t mumble<br />
  59. 59. Auto-preview issues<br />
  60. 60. Images switched off<br />
  61. 61. Images on<br />
  62. 62. Images off<br />
  63. 63. 10. Be interesting<br />
  64. 64. Be interesting!<br />
  65. 65. Thank you<br />Mike Teasdale<br />mike@harvestdigital.com<br />

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