Email marketing today

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Email marketing today

  1. 1. Email Marketing Today Prepared For
  2. 2. Agenda• State of Email Marketing – Email in a Multichannel World – Deliverability – Inbox Placement – Legislation• Successful Email Design – Email Recipient Behavior – Email Design Best Practices• Email List Growth
  3. 3. State of Email Marketing
  4. 4. Email Usage Remains Strong
  5. 5. Email Use Today• Three-fourths of adults cite email as their preferred method for commercial communication - Merkle: “View from the Digital Inbox 2011”• “Search and email remain the two online activities that are nearly universal among adult internet users, as 92% of online adults use search engines to find information on the Web, and a similar number (92%) use email.” - Pew Internet: “Search and email still top the list of most popular online activities”
  6. 6. Youth and Email• “Email is similar to search (and many other online activities) in that the youngest online adults, the college-educated, and those in the highest income categories are more likely than others to engage in the activity.”• In 18-29 age group 94% use email and 64% use email at least once per day - Pew Internet: “Search and email still top the list of most popular online activities”
  7. 7. Email and Mobile
  8. 8. Mobile Phone Activities 43% of mobile email users check 4+ times per dayMerkle: “View from the Digital Inbox 2011”
  9. 9. Channel Offerings Silverpop: “Silverpop Mocial Survey” 2011
  10. 10. Email Still Reigns in Subscribers Silverpop: “Silverpop Mocial Survey” 2011
  11. 11. Growing Email Mocially Silverpop: “Silverpop Mocial Survey” 2011
  12. 12. Challenges on a Message’s Journey to the Inbox
  13. 13. Filters and Other Tests
  14. 14. Most Common Causeof Deliverability Problems AOL complaint threshold: 1 in 1000
  15. 15. Email Users Define SpamSilverpop Survey of Email Recipients, 2009
  16. 16. Bounces• Maintain low bounce rate Hard Bounce: an email message• Accept inbound returned to sender by ISP indicating bounces quickly the To address was invalid• Remove bouncing addresses – Hard bounces Soft Bounce: an email message immediately returned to sender by ISP for any reason other than a hard bounce – Soft bounces after three including temporary reasons such as consecutive bounces a full inbox or a busy server over a period greater than 15 days
  17. 17. Smarter Inboxes
  18. 18. Email LegislationCAN-SPAM CASL Utah & Michigan: Do Not Email List
  19. 19. CAN-SPAM Major Provisions • Pre-empts states’ private right of action • Provides for enforcement by the FTC, State Attorneys General, ISPs • Prohibits fraudulent email practices • Establishes fines up to $2MM and prison sentences up to 5 years • Segments transactional & relationship email from commercial email • Prohibits sending additional commercial email more than 10 business days after opt-out is received.Silverpop does not provide legal guidance. Silverpop presents this document as a discussion of general legislation issues andnot as legal advice. Please consult your attorney for legislation compliance guidance.
  20. 20. Categorize the Message • Transactional: – Post-transaction – Warranty, safety, recall – Change in subscription terms or account information – Directly related to employment relationship – Delivery updates or upgrades • Commercial: primary purpose is to advertise or promote a commercial product or service, not Transactional • Non-commercial: Does not advertise or promote a commercial product or service, not TransactionalSilverpop does not provide legal guidance. Silverpop presents this document as a discussion of general legislation issues andnot as legal advice. Please consult your attorney for legislation compliance guidance.
  21. 21. Sender Obligations • Clear, conspicuous, Internet-based opt-out mechanism that works for at least 30 days after the send • Comply with opt-out within 10 business days • No deceptive subject lines • Without Permission: – Include notice that the message is an advertisement or promotion – Include a physical addressSilverpop does not provide legal guidance. Silverpop presents this document as a discussion of general legislation issues andnot as legal advice. Please consult your attorney for legislation compliance guidance.
  22. 22. CASL – Communication Channels • Governs use of: – Email – SMS – Instant Messaging – Social Networks • Commercial Email Messages (CEM): Message with any commercial component • Opt-In Required • Opt-Out option must be offered • No exception for transactional messages with commercial contentSilverpop does not provide legal guidance. Silverpop presents this document as a discussion of general legislation issues andnot as legal advice. Please consult your attorney for legislation compliance guidance.
  23. 23. Utah & Michigan Do Not Email to Minors Legislation• Prohibits email marketing: – Products or services that are illegal to sell to minors – Addresses that have been listed on registry• Provides criminal and civil penalties• Private right to action – individuals can bring civil action and recover penalties• Addresses must be scrubbed against the ‘Do Not Send’ lists prior to sending
  24. 24. The Perfect Email
  25. 25. Balance and CompromiseDesktop Display Mobile DisplayImages Renderability
  26. 26. THE RECIPIENT’S VIEW
  27. 27. E-mail Recipient Behavior
  28. 28. E-mail Recipient Behavior
  29. 29. TEN MESSAGE DESIGN TIPS
  30. 30. Tip #1
  31. 31. From Address •Friendly, Familiar •Consistent •Branded
  32. 32. Subject Lines •40 Char – Front load important content •Can be longer •Branding •Offer •Urgency •Personalization 32
  33. 33. Tip #2
  34. 34. Above the Fold• 400 height x 500 width Outside• Most important content 500 pixels• Scanable• Should encompass • Offer • Call To Action • Urgency Indication • Brand Above Fold Copy• Words: most 6 characters or less• Sentences: 1.5 – 2 lines Outside• Paragraphs: most no more than 4 lines 400 x 600 pixels• Use bullets to reduce copy• Keep overall design succinct Keep as much of the text as possible “above the fold” to avoid the need scroll 34
  35. 35. Above the Fold – Pre-Header Pre-Header can be displayed as “snippet text” in the Inbox 35
  36. 36. Tip #3
  37. 37. Images •30% Text/Image Ratio •Hosted not Embedded •Sight lines should guide readers eyes 37
  38. 38. Image Blocking 38
  39. 39. Design to Survive Blocked Images Use text not text imagesUse Alt-Tags as copy replacement for images Structure survives blocked images
  40. 40. Tip #4
  41. 41. Structure•Provide Visual Structure With •Color •Borders •White Space•Color should agree with web site•Color variations can dramatically affect response - TEST
  42. 42. Defend Against Context-Sensitive Ads
  43. 43. Tip #5
  44. 44. Focus on GoalsPrimary Goal: Update preferences Secondary Goal: Promote productImages & copy focused only on goals
  45. 45. Tip #6
  46. 46. Design for Touch Functional design, well within 500 pixel widthLarge links are easier to finger-click Provide adequate spacing for fingertips between links
  47. 47. Tip #7
  48. 48. Offer/Call to Action Inline text links in beginning copy Inline text link with active call to action wording Button with active call to action wording and action encouraging 48arrow
  49. 49. Tip #8
  50. 50. Link to Active Content Present static imagesthat link to video, flash, forms, or other active content
  51. 51. Tip #9
  52. 52. Social Networks Expand Virally
  53. 53. Tip #10
  54. 54. Sample Footer Bottom nav-barsupports secondary goals Social Media integration CAN-SPAM addressrequirement fulfilled Text-based Preference update and unsubscribe links Subscribe offer – good for forwards
  55. 55. List Growth
  56. 56. Growth Techniques – Relative Effectiveness 2006 Email List Growth Survey, Silverpop 2006
  57. 57. Analyze by Subscription Source 57
  58. 58. Location Based Marketing
  59. 59. Sign up and Sign in Locally
  60. 60. Social Sign In
  61. 61. Social Profile Data Email        Name           Location        Birth Date       Gender    Friends/Contacts        Profile Photo        Interests   
  62. 62. Top Tools & Tips for List Growth• Use Preference Center• Use Welcome Series• Track Source• Optimize Web site subscription offer
  63. 63. Thank You • Stephen Guerra – Principal Consultant, Silverpop – Twitter: @StephenGuerra – sguerra@silverpop.comAs a recognized expert in the dynamic world of email marketing, StephenGuerra, brings over ten years of experience to bear when advising clients;from small non-profits to multi-national, Fortune 500 companies; on bestpractices and innovative techniques to reach their marketing goals. Stephenhas guided clients, in both B2C and B2B arenas, to email marketing successin a variety of industries including retail, financial, entertainment, andtransportation.

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