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1707 - Ingredients of a great email

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Some thoughts on optimising marketing emails in accessible chunks covering elements of content, design, user experience and retaining campaign insights.

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1707 - Ingredients of a great email

  1. 1. Ingredients of a great email
  2. 2. What is ‘great’?
  3. 3. What does success look like Considerable variance in performance due to cultural issues as well as relative email marketing performance Region / mean value of atttribute Unique open rate Click-through rate Click to open rate Overall 21.0% 3.2% 12.6% US 20.7% 3.0% 11.8% EMEA 20.4% 3.8% 15.9% UK 22.2% 3.5% 13.6% Canada 19.8% 2.6% 9.9% APAC 26.1 4.6% 14.2% Data: IBM – 2016 Email Marketing Metrics Benchmark Study
  4. 4. What does churn look like? Region / mean value of atttribute. Hard bounce rate Unsubscribe rate Complaint rate Overall 0.473% 0.127% 0.026% US 0.467% 0.122% 0.026% Canada 0.340% 0.183% 0.017% UK 0.386% 0.144% 0.023% Rest of Europe 0.382% 0.091% 0.030% MENA 1.001% 0.182% 0.033% Au NZ 0.925% 0.175% 0.024% Rest of World 0.891% 0.066% 0.016% Losing audience for email marketing
  5. 5. Audience engagement
  6. 6. Before opening • Has the recipient asked to be contacted? • Ideally ‘double opt-in’ - collect consent by phone and confirm with a click by email • Clear opt-out option at the bottom of email • Opt-in is best practice, even if the email is ‘generic’. Minimum legal requirements are not best practice • Rep triggered emails, where email marketing is tightly integrated to augment the salesforce has been shown to triple open rates according to vendors • Is it meant for the recipient • Personalised subject line • Brief headline accurate reflects email content • Can the ‘from’ line be personalised? • Salesperson triggered email • Customer services triggered email Relevance
  7. 7. Before opening • Frequency • Anything we can say about optimal email rate • Benefits of triggered email etc • Is the email easy to download? • Is is less than 100KB in size? • Is it optimised for mobile?
  8. 8. Preview • Preview mode is the email equivalent of ‘above the fold’ in direct marketing • No use of imagery that negates any benefit of preview • Clear call to action visible • Clear signposting that the content continues further down in the email
  9. 9. Design • Use a responsive email design • View in browser link clearly visible at top of the email • Apply vertical hierarch with the most important contents at the top of the email • All images should have alt tags • Web safe fonts • Legibility on all platforms • Dimensions • Aim between 600 and 640 px for desktop, 320 px for mobile
  10. 10. Inverted pyramid approach • Deliver key messages at the top, supporting points below • When thinking about content and call outs consider the inverted pyramid method • Clear call to action (CTA) near the top of the mail, repeat further down • Avoid dark background with white text (it works better for presentations) Grab attention Build anticipation CTA
  11. 11. Examples: effective design
  12. 12. Examples: effective personalisation
  13. 13. Learning through marketing
  14. 14. Constant learning • A/B testing • Where the community to be emailed is sufficiently large, testing two alternate designs Internalising learnings • Have a repository of knowledge • Layout tweaks • Audience preferences • Copy that does (or doesn't) work • Image preferences Test and learn Analytics • Email (bounce rates, open rates, click though rates) • Destination (own web analytics or that of a third-party publisher) Data
  15. 15. About me Amazon author page: amzn.to/1SeO5Il LinkedIn page: linkedin.com/in/gedcarroll About: renaissancechambara.jp/about Blog: renaissancechambara.jp Email address found here: scr.im/renaissance Twitter account: @r_c Sina Weibo: renaissancechambara WeChat
  16. 16. thank you | 谢谢 | míle buíochas! | 감사합니다 | danke | ありがとう | merci | спасибо | cám ơn | whakawhetai | takk | ขอขอบคุณคุณ | terima kasih | σας ευχαριστώ | grazie | ‫ﺷﻜﺮا‬| þakka þér | !"!" #$!%&'$ | kiitos | ந"றி | gracias

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