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Pod1 Email Marketing Seminar Liam


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Liams practical tips and process nuggets

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Pod1 Email Marketing Seminar Liam

  1. 1. Email Delivery Liam Craig - Producer - Pod1
  2. 2. Email Delivery Introduction 1. Subject headers 2. Email design 3. Copy 4. Build 5. Deliverability 6. Templates 7. Tracking 8. Testing 9. Conclusion
  3. 3. Email Delivery 1. Subject headers Inform Intrigue Entrust Action Empathy Togetherness
  4. 4. Email Delivery 1. Subject headers <ul><li>Segment / personalize </li></ul><ul><li>‘ Brand’ your subject lines </li></ul><ul><li>Use a consistent style </li></ul><ul><li>Have someone else write/edit subject lines </li></ul><ul><li>Send subject lines to yourself </li></ul><ul><li>‘ Listen’…monitor your inbox for ideas </li></ul><ul><li>Track which subject lines work best for you </li></ul><ul><li>Think Context </li></ul>
  5. 5. Email Delivery 1. Subject headers <ul><li>Know what might get filtered (SPAM) </li></ul><ul><li>Test length </li></ul><ul><li>Focus </li></ul><ul><li>Write it early </li></ul><ul><li>Push the envelope </li></ul><ul><li>Exclaim nothing </li></ul><ul><li>Test, test, test </li></ul>
  6. 6. Email Delivery 2. Email Design <ul><li>Use a mix of text and imagery </li></ul><ul><li>Avoid using images for text </li></ul><ul><li>Use regular web sans-serif fonts; Arial / Verdana </li></ul><ul><li>Images on the right, system text on the left </li></ul><ul><li>Crucial information in the first 300 pixels </li></ul><ul><li>Avoid using colour gradients underneath text </li></ul><ul><li>Modular format. </li></ul>
  7. 7. Email Delivery 3. Copy <ul><li>Avoid SPAM keywords </li></ul><ul><li>Think about your audience demographic </li></ul><ul><li>Keep it simple, to the point </li></ul><ul><li>Are you being too aggressive? </li></ul><ul><li>Have someone outside of the team proof copy </li></ul><ul><li>Stick to editorial focus </li></ul>
  8. 8. Email Delivery 4. Build <ul><li>HTML emails need to be built using a table-based layout. </li></ul><ul><li>Add a line of text for blackberry devices. </li></ul><ul><li>Nested tables are not advisable. </li></ul><ul><li>Avoid padding </li></ul><ul><li>Ensure <td> cells containing images have height and width properties equal to the image. </li></ul>
  9. 9. Email Delivery 4. Build <ul><li>Apply inline CSS to each link tag </li></ul><ul><li>Email designs should be no wider than 600 pixels. </li></ul><ul><li>Crucial info in first 300 pix height. </li></ul>
  10. 10. Email Delivery 5. Templates <ul><li>2 advantages: consistency and cost. </li></ul><ul><li>3 main types of email: </li></ul><ul><ul><ul><li>Newsletter </li></ul></ul></ul><ul><ul><ul><li>Postcard </li></ul></ul></ul><ul><ul><ul><li>Product </li></ul></ul></ul>
  11. 11. Email Delivery 6. Deliverability <ul><li>The right selection of words </li></ul><ul><li>Have a text version as well as HTML </li></ul><ul><li>Use ‘clean’ lists </li></ul><ul><li>Pay attention to your formatting </li></ul><ul><li>Consistency is king </li></ul><ul><li>Always use Double Opt-in </li></ul><ul><li>Unsubscribe and Contact Information </li></ul><ul><li>Check blacklists </li></ul><ul><li>Mail servers, DNS set up properly? </li></ul><ul><li>Relationship with ISPs </li></ul>
  12. 12. Email Delivery 7. Tracking <ul><li>Track all of your links </li></ul><ul><li>Track your open rates </li></ul><ul><li>Use an analytics expert </li></ul><ul><li>Best way to tailor your design </li></ul><ul><li>Higher open rate, does not necessarily mean a more successful email </li></ul><ul><li>Caution on industry averages </li></ul>
  13. 13. Email Delivery 8. Testing <ul><li>Test against all major email clients. </li></ul><ul><li>Are the emails getting through? </li></ul><ul><li>Use 3rd party proof readers </li></ul><ul><li>Change at least one variable in a campaign </li></ul>
  14. 14. Email Delivery 9. Conclusion Think before you send, establish best practices, collaborate fully within the email team and you can make email marketing a slick operation.