Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

Email Best Practices

1,139 views

Published on

A presentation discussing email marketing best practices and how tos, including:
- How to approach your email strategy
- How to design for the inbox
- Segmentation, targeting and personalization
- Privacy and legal compliance
- Tracking open rates, click rates and conversion
- How to test and optimize your campaigns

Published in: Business, Technology
  • Be the first to comment

Email Best Practices

  1. 1. Email Marketing: Best Practices
  2. 2. <ul><ul><li>Strategy </li></ul></ul><ul><li>  </li></ul><ul><ul><li>Design & Content </li></ul></ul><ul><li>  </li></ul><ul><ul><li>Segmenting & Targeting </li></ul></ul><ul><li>  </li></ul><ul><ul><li>Regulatory Compliance & Delivery </li></ul></ul><ul><li>  </li></ul><ul><ul><li>Testing </li></ul></ul>Agenda
  3. 3. <ul><li>Focus: How To Execute a Great Campaign </li></ul><ul><ul><li>Go beyond promotional material </li></ul></ul><ul><li>  </li></ul><ul><ul><li>Build a consumer relationship  </li></ul></ul><ul><li>  </li></ul><ul><ul><li>Increase your ROI </li></ul></ul>Strategy
  4. 4. <ul><li>What is this email's goal? </li></ul><ul><ul><li>Keep on message </li></ul></ul><ul><ul><li>Qualify results using goals </li></ul></ul><ul><li>  </li></ul><ul><li>How does it speak to our consumers? </li></ul><ul><ul><li>Personality </li></ul></ul><ul><ul><li>Develop a voice  </li></ul></ul><ul><ul><li>Add a personal touch </li></ul></ul>Strategy
  5. 5. <ul><li>Lifecycle Marketing </li></ul><ul><ul><li>Lifecycle </li></ul></ul><ul><ul><ul><li>Acquisition, Conversion, Growth, Retention, and Reactivation </li></ul></ul></ul><ul><li>  </li></ul><ul><ul><li>Plot out the lifecycle for your business/product </li></ul></ul><ul><ul><ul><li>ID areas to focus on </li></ul></ul></ul><ul><ul><ul><li>Plan email schedule and topics </li></ul></ul></ul>Strategy
  6. 6. Design & Content Subject Line Content Strategy Landing Pages
  7. 7. Design & Content Open Rates: Subject Line and Personalization <ul><li>Your opening line... </li></ul><ul><li>  </li></ul><ul><ul><li>You’re delivering value! </li></ul></ul><ul><ul><li>Make the action clear </li></ul></ul><ul><ul><li>Personalize </li></ul></ul><ul><ul><ul><li>Behavior, Demographic, Geographic, Name </li></ul></ul></ul><ul><ul><li>Stay true to your brand voice </li></ul></ul><ul><ul><li>Keep it short and sweet </li></ul></ul><ul><ul><ul><li>Completely visible in most email clients  </li></ul></ul></ul><ul><ul><li>‘ From’ Line </li></ul></ul><ul><ul><ul><li>Company Name or CEO </li></ul></ul></ul><ul><ul><ul><li>Fast recognition </li></ul></ul></ul>
  8. 8. Design & Content  Clickthrough Rates: Content and Number of Options <ul><li>Getting your message through... </li></ul><ul><ul><li>&quot;Disabled Images&quot; Friendly </li></ul></ul><ul><ul><ul><li>Use support text </li></ul></ul></ul><ul><ul><ul><li>Provide Web and Text versions </li></ul></ul></ul><ul><ul><ul><li>Small image sizes  </li></ul></ul></ul><ul><li>  </li></ul><ul><ul><li>Limit Rich-Media content to your website  </li></ul></ul><ul><li>  </li></ul><ul><ul><li>Preview Design Friendly </li></ul></ul><ul><ul><ul><li>Offer or CTA at the top for immediate viewing </li></ul></ul></ul><ul><ul><li>Give Control to Your Users </li></ul></ul><ul><ul><ul><li>Include a link to a &quot;Profile Update&quot; page enabling recipients to change the format preferences for optimal viewing. </li></ul></ul></ul>
  9. 9. <ul><li>Show What You’ve Got </li></ul><ul><li>  </li></ul><ul><ul><li>Multiple Links </li></ul></ul><ul><ul><ul><li>25 or more if possible </li></ul></ul></ul><ul><li>  </li></ul><ul><ul><li>Clear Calls to Action </li></ul></ul><ul><ul><ul><li>&quot;Order Now!&quot; </li></ul></ul></ul><ul><ul><ul><li>&quot;Sign Up Today&quot; </li></ul></ul></ul><ul><ul><ul><li>Not just &quot;Click Here!&quot; </li></ul></ul></ul><ul><li>Don't Forget the Look... </li></ul><ul><ul><li>Engage Shoppers </li></ul></ul><ul><ul><li>Motivate Action </li></ul></ul><ul><ul><li>Reinforce Brand  </li></ul></ul>Design & Content  Clickthrough Rates: Content and Number of Options
  10. 10. Design & Content  Clickthrough Rates: Content and Number of Options <ul><li>My Coke Rewards Newsletter </li></ul><ul><ul><li>Goal: Strengthen member-to-brand relationships </li></ul></ul><ul><ul><ul><li>Design reinforces brand message </li></ul></ul></ul><ul><ul><ul><li>Multiple Engaging topics </li></ul></ul></ul><ul><ul><ul><li>Clear calls to action </li></ul></ul></ul><ul><ul><ul><li>Sent 2x month </li></ul></ul></ul><ul><li>  </li></ul><ul><ul><li>Results </li></ul></ul><ul><ul><ul><li>Increase Interaction by 46%  </li></ul></ul></ul><ul><ul><ul><li>Increase Site Logins by 200% </li></ul></ul></ul><ul><li>  </li></ul>
  11. 11. Design & Content  Clickthrough Rates: Content and Number of Options <ul><li>NBA - Toronto Raptors </li></ul><ul><ul><li>Timing: </li></ul></ul><ul><ul><ul><li>Email sent to fans based on previous night's game </li></ul></ul></ul><ul><ul><li>Content: </li></ul></ul><ul><ul><ul><li>Video related to game </li></ul></ul></ul><ul><ul><li>Action: </li></ul></ul><ul><ul><ul><li>Reminder to buy tix </li></ul></ul></ul><ul><ul><li>Results: </li></ul></ul><ul><ul><ul><li>46% open rate </li></ul></ul></ul><ul><ul><ul><li>45% clickthrough rate  </li></ul></ul></ul><ul><ul><ul><li>Generated $26,000 in sales </li></ul></ul></ul><ul><li>  </li></ul><ul><li>  </li></ul>
  12. 12. <ul><li>Seal the deal... </li></ul><ul><ul><li>Clear path to the desired action </li></ul></ul><ul><ul><li>Match email </li></ul></ul><ul><ul><li>Simple and easy </li></ul></ul><ul><ul><li>Short copy </li></ul></ul><ul><ul><li>Avoid scrolling </li></ul></ul>Design & Content  Optimize Landing Pages for Best ROI
  13. 13. Segmenting & Targeting   Personalization Offers and Messaging How to Segment
  14. 14. <ul><li>Build a Relationship... </li></ul><ul><li>  </li></ul><ul><ul><li>Go Beyond First Name </li></ul></ul><ul><ul><li>Use Web Analytics  </li></ul></ul><ul><ul><ul><li>Clickstream </li></ul></ul></ul><ul><ul><ul><li>Shopping Cart </li></ul></ul></ul><ul><ul><li>Start Small </li></ul></ul><ul><ul><ul><li>Happy Birthday </li></ul></ul></ul><ul><ul><ul><li>Thank You </li></ul></ul></ul><ul><ul><ul><li>We Miss You </li></ul></ul></ul><ul><li>  </li></ul>Segmenting & Targeting Personalization
  15. 15. <ul><li>Holiday E-Card </li></ul><ul><li>  </li></ul><ul><ul><li>Personalized Forward </li></ul></ul><ul><ul><ul><li>Choose gift for a friend </li></ul></ul></ul><ul><ul><ul><li>Add personalized message </li></ul></ul></ul><ul><ul><ul><li>Friend could &quot;regift&quot; </li></ul></ul></ul><ul><li>  </li></ul><ul><ul><li>Results </li></ul></ul><ul><ul><ul><li>6x clickthrough rate </li></ul></ul></ul><ul><ul><ul><li>45.14% open rate  </li></ul></ul></ul><ul><ul><ul><li>Activity for two weeks </li></ul></ul></ul>Segmenting & Targeting Personalization
  16. 16. <ul><li>Sweeten the deal... </li></ul><ul><li>  </li></ul><ul><ul><li>Offer “exclusive” specials just for subscribers </li></ul></ul><ul><ul><li>Personalize offers </li></ul></ul><ul><ul><li>Each e-mail contains a strong offer </li></ul></ul><ul><li>  </li></ul><ul><li>  </li></ul>Segmenting & Targeting Offers & Messaging
  17. 17. <ul><li>Get Results... </li></ul><ul><ul><li>Short Deadline for CTA </li></ul></ul><ul><ul><li>Trigger messaging based on past behavior </li></ul></ul><ul><ul><li>Get to know your customers! </li></ul></ul>Segmenting & Targeting Offers & Messaging
  18. 18. <ul><li>Segmenting on Consumer Information: </li></ul><ul><ul><li>Gather </li></ul></ul><ul><ul><ul><li>Basic information from registration </li></ul></ul></ul><ul><ul><ul><li>Details from &quot;Update Your Profile&quot; link in confirmation </li></ul></ul></ul><ul><ul><li>Segment: </li></ul></ul><ul><ul><ul><li>Address, Sex, Birthdate </li></ul></ul></ul><ul><ul><ul><li>Buying History </li></ul></ul></ul><ul><ul><ul><li>Behavior Info </li></ul></ul></ul><ul><ul><li>The more personalized the message, the more value for customers </li></ul></ul>Segmenting & Targeting How to Segment
  19. 19. Regulatory Compliance & Delivery     Opt-In Process CAN-SPAM Staying out of Junk Mail Whitelists
  20. 20. <ul><li>Single Opt-In vs Double Opt-In </li></ul><ul><li>  </li></ul><ul><ul><li>Single Opt-In </li></ul></ul><ul><ul><ul><li>Email address provided by customer  </li></ul></ul></ul><ul><ul><ul><li>Ex: box on homepage </li></ul></ul></ul><ul><li>   </li></ul><ul><ul><li>Double Opt-In (&quot;Confirmed&quot;) </li></ul></ul><ul><ul><ul><li>Second step: automatic email generated </li></ul></ul></ul><ul><ul><ul><li>Customer clicks link to confirm sign-up </li></ul></ul></ul><ul><ul><ul><li>Reduce fraud and spam complaints </li></ul></ul></ul>Regulatory Compliance & Delivery Opt-In Process
  21. 21. <ul><li>To Check or not to check? </li></ul><ul><li>  </li></ul><ul><ul><li>Auto-checked box  </li></ul></ul><ul><ul><ul><li>Customer has to uncheck the box to opt-out </li></ul></ul></ul><ul><ul><ul><li>May need additional legal language </li></ul></ul></ul><ul><li>   </li></ul><ul><ul><li>Unchecked  </li></ul></ul><ul><ul><ul><li>Customer must check the box to opt-in </li></ul></ul></ul><ul><ul><ul><li>Recommended to maintain trust with consumer </li></ul></ul></ul><ul><ul><ul><li>Decrease likelihood of spam complaints </li></ul></ul></ul>Regulatory Compliance & Delivery Opt-In Process
  22. 22. <ul><li>CAN-SPAM Act of 2003  </li></ul><ul><ul><li>Differentiates &quot;spammers&quot; from permission-based email marketers </li></ul></ul><ul><ul><li>  Make sure your messaging complies: </li></ul></ul><ul><ul><ul><li>Don’t: </li></ul></ul></ul><ul><ul><ul><ul><li>Use misleading headers or subject lines </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Ignore opt-out requests </li></ul></ul></ul></ul><ul><ul><ul><li>Do: </li></ul></ul></ul><ul><ul><ul><ul><li>Include a way to opt-out. </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Include a postal mailing address in all emails. </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Use a valid return email address that works for at least thirty (30) days after messages are sent. </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Honor all opt-out requests within 10 days of receipt </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Include a profile update page on your site and link to it from your email </li></ul></ul></ul></ul><ul><li>  </li></ul>Regulatory Compliance & Delivery CAN-SPAM
  23. 23. <ul><li>Make it to the Inbox... </li></ul><ul><li>  </li></ul><ul><ul><li>Certain words automatically send email to Spam folder </li></ul></ul><ul><ul><ul><li>&quot;Order Now!“, “FREE&quot;!... </li></ul></ul></ul><ul><ul><ul><li>Microsoft keeps an updated list of all filtered words http://office.microsoft.com/en-us/help/HA010450051033.aspx </li></ul></ul></ul><ul><ul><li>ISPs can block emails </li></ul></ul><ul><ul><ul><li>Too many spam complaints </li></ul></ul></ul><ul><ul><ul><li>Too many emails to bad email addresses </li></ul></ul></ul><ul><ul><ul><li>Prevent by: </li></ul></ul></ul><ul><ul><ul><ul><li>Honoring unsubscribe requests immediately </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Monitor and resolve spam complaints </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Use a double opt-in process </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Unique IP address </li></ul></ul></ul></ul><ul><ul><li>Proof your emails </li></ul></ul>Regulatory Compliance & Delivery Staying Out of Junk Mail
  24. 24. <ul><li>Guarantee Delivery... </li></ul><ul><li>  </li></ul><ul><ul><li>Ask customers to add you to their address book </li></ul></ul><ul><ul><li>Remind by adding a single sentence at the top of your email </li></ul></ul><ul><ul><ul><li>EX: To ensure receipt of our emails, please add us (hello@yourcompany.com) to your Address Book. Thank you!  </li></ul></ul></ul><ul><li>  </li></ul><ul><li>  </li></ul>Regulatory Compliance & Delivery Whitelists
  25. 25. Testing   How To Measure Success Definition of Key Metrics Benchmarks
  26. 26. <ul><li>Looking at success... </li></ul><ul><li>  </li></ul><ul><ul><li>Based on messaging objectives </li></ul></ul><ul><ul><ul><li>What was the desired action? </li></ul></ul></ul><ul><li>  </li></ul><ul><ul><li>Look beyond just open and click-through rates </li></ul></ul><ul><ul><ul><li>Watch trends utilizing your key output metrics </li></ul></ul></ul><ul><li>  </li></ul><ul><ul><li>Examine results in detail to improve future results </li></ul></ul><ul><ul><ul><li>Top domain </li></ul></ul></ul><ul><ul><ul><li>HTML vs text </li></ul></ul></ul><ul><ul><ul><li>Demographic info </li></ul></ul></ul>Testing How to Measure Success
  27. 27. <ul><ul><li>Delivery Rate: % of unbounced emails sent </li></ul></ul><ul><ul><li>Open Rate: % of emails opened (HTML) </li></ul></ul><ul><ul><li>Click-Through Rate: % of people who click any link in an email </li></ul></ul><ul><ul><li>Conversation Rate: % of recipients who take a desired action </li></ul></ul><ul><ul><li>Bounce Rate: % of emails bounced (full mailbox, incorrect address) </li></ul></ul><ul><ul><li>Other important metrics: </li></ul></ul><ul><ul><ul><li>Unsubscribe Rate </li></ul></ul></ul><ul><ul><ul><li>Referral rate (send-to-a-friend) </li></ul></ul></ul><ul><ul><ul><li>Percent Spam Complaints </li></ul></ul></ul>Testing Definition of Key Metrics
  28. 28. <ul><li>Gauging your success... </li></ul><ul><li>  </li></ul><ul><ul><li>Internal Benchmarks </li></ul></ul><ul><ul><ul><li>Compare results to previous and concurrent campaigns </li></ul></ul></ul><ul><li>  </li></ul><ul><ul><li>External Benchmarks </li></ul></ul><ul><ul><ul><li>Comparing to &quot;industry averages&quot;  </li></ul></ul></ul><ul><ul><ul><li>Use them as general guides </li></ul></ul></ul><ul><ul><ul><li>Difficult to get industry average due to variances in types of emails sent, industries, size of lists, amount of personalization, nature of relationship with recipients and how other companies define their metrics. </li></ul></ul></ul>Testing Benchmarks
  29. 29. <ul><li>To Succeed with Email: </li></ul><ul><li>  </li></ul><ul><ul><li>Develop a clear strategy </li></ul></ul><ul><ul><li>Use your data </li></ul></ul><ul><ul><li>Communicate personally and directly </li></ul></ul><ul><ul><li>Build a lasting relationship </li></ul></ul><ul><ul><li>Plan on testing and refining </li></ul></ul><ul><ul><li>Be flexible! </li></ul></ul>In Summary

×