Email Marketing

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Email marketing tips and HTML email design best practices

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Email Marketing

  1. 1. Improving Email Campaigns Getting Results from Email Marketing
  2. 2. Agenda <ul><ul><li>Why Email Marketing? </li></ul></ul><ul><ul><li>Best Practices for Email Design </li></ul></ul><ul><ul><li>Testing Tools </li></ul></ul><ul><ul><li>Building HTML Emails </li></ul></ul><ul><ul><li>Campaign Examples </li></ul></ul><ul><ul><li>Discussion </li></ul></ul>
  3. 3. Why Email Marketing? <ul><ul><li>Improve E-commerce </li></ul></ul><ul><ul><ul><li>Target specific areas of a site </li></ul></ul></ul><ul><ul><ul><li>Increase conversion (sales) </li></ul></ul></ul><ul><ul><li>Time Offers </li></ul></ul><ul><ul><ul><li>Offer subscriber only discounts and benefits </li></ul></ul></ul><ul><ul><li>Increase Brand Awareness </li></ul></ul><ul><ul><li>Build Trust </li></ul></ul><ul><ul><li>Relevance </li></ul></ul><ul><ul><ul><li>Target specific groups through segmentation </li></ul></ul></ul>
  4. 4. What’s Measured? <ul><li>Delivery Rate </li></ul><ul><ul><ul><li>Total number of emails sent </li></ul></ul></ul><ul><ul><ul><li>Does NOT mean “delivered to inbox” </li></ul></ul></ul><ul><li>Bounces </li></ul><ul><ul><ul><li>Hard and soft bounces </li></ul></ul></ul><ul><li>Open Rate (20-25%) </li></ul><ul><ul><ul><li>Total number of HTML emails opened </li></ul></ul></ul><ul><ul><ul><ul><li>Excluding text emails, very misleading metric </li></ul></ul></ul></ul><ul><li>Unique Click Through (3-7%) </li></ul><ul><ul><ul><li>Percentage of unique clicks on an email </li></ul></ul></ul><ul><ul><ul><li>Good metric to use </li></ul></ul></ul><ul><li>Conversions </li></ul><ul><ul><ul><li>Ultimate metric, with help from web analytics </li></ul></ul></ul>
  5. 5. Subject Lines <ul><li>Very important </li></ul><ul><li>Influence open rates </li></ul><ul><ul><ul><li>Open rates decline (average 20-25%) </li></ul></ul></ul><ul><ul><ul><li>Declining open rates increase importance </li></ul></ul></ul><ul><li>Attention Grabbing Creative </li></ul><ul><li>Avoid spam key words </li></ul><ul><ul><ul><li>Buy, Sale, $, !, ALL CAPS </li></ul></ul></ul><ul><li>40-50 Characters </li></ul>
  6. 6. From Lines <ul><li>Also important </li></ul><ul><li>Signify a trusted source </li></ul><ul><li>Branding important </li></ul><ul><ul><ul><li>Good: Rosetta, Rosetta.com </li></ul></ul></ul>
  7. 7. Examples: From / Subject Gmail Yahoo Webmail
  8. 8. HTML Design <ul><ul><li>Trust is a major factor </li></ul></ul><ul><ul><ul><ul><li>Logo identity placement important </li></ul></ul></ul></ul><ul><ul><li>Personalization is a plus </li></ul></ul><ul><ul><ul><ul><li>Ex: Dear Jane Smith, </li></ul></ul></ul></ul><ul><ul><li>Message must be discernible even if images are disabled </li></ul></ul>
  9. 9. HTML Design <ul><ul><li>Layout Tips </li></ul></ul><ul><ul><ul><ul><li>Avoid long message with scrolling </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Keep design within 650 pixels wide </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Keep total email including images around 100k in file size </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Optimize Images </li></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>JPEG : 40-50 compression </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>GIF : 32-64 colors </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><li>“ Call-to-action” above the fold and generally in the center or to the left of the email </li></ul></ul></ul></ul>
  10. 10. Where is the Fold? <ul><ul><li>Depends </li></ul></ul><ul><ul><ul><ul><li>Generally 300-400 pixels down from the top depending on individual email viewer settings </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Web mail can increase width and height slightly </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Test designs to improve results </li></ul></ul></ul></ul>
  11. 12. Content <ul><ul><li>Message and Links </li></ul></ul><ul><ul><ul><ul><li>Use links within body copy as a backup to buttons </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Use white space effectively </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Think billboard advertising </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Keep subject, headings and copy consistent with message </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Avoid Flash or audio inside emails </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Move Flash or rich media to a landing page </li></ul></ul></ul></ul>
  12. 13. Design Challenges <ul><ul><li>Outlook 2007 </li></ul></ul><ul><ul><ul><ul><li>No Longer uses IE as a rendering engine </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Word 2007 as a rendering engine </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Lacks good CSS support </li></ul></ul></ul></ul><ul><ul><li>Lotus Notes </li></ul></ul><ul><ul><ul><ul><li>Strips out most CSS </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Requires strict HTML 4 coding </li></ul></ul></ul></ul><ul><ul><li>Gmail </li></ul></ul><ul><ul><ul><ul><li>Removes most CSS </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Strict SPAM filtering </li></ul></ul></ul></ul>
  13. 14. Building Email HTML <ul><ul><li>Browsers / Viewers </li></ul></ul><ul><ul><ul><ul><li>Outlook </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Yahoo Webmail </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Gmail </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Hotmail </li></ul></ul></ul></ul><ul><ul><ul><ul><li>AIM </li></ul></ul></ul></ul><ul><ul><li>Free Email Testing Services </li></ul></ul><ul><ul><ul><ul><li>http://www.campaignmonitor.com </li></ul></ul></ul></ul><ul><ul><ul><ul><li>http://www.litmusapp.com </li></ul></ul></ul></ul>
  14. 19. Building Email HTML <ul><ul><li>More Robust Service </li></ul></ul><ul><ul><ul><ul><li>http://www.exacttarget.com </li></ul></ul></ul></ul><ul><ul><li>Capabilities </li></ul></ul><ul><ul><ul><ul><li>Dynamic Content </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Templates </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Team Development </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Segmentation </li></ul></ul></ul></ul><ul><ul><ul><ul><li>List Management </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Advanced Web Site API </li></ul></ul></ul></ul>
  15. 20. Building Email HTML <ul><ul><li>Why not just slice and send? </li></ul></ul><ul><ul><ul><ul><li>Relies too much on ALT text for &quot;call-to-action&quot; </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Many recipients never enable images </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Decreases total delivered emails </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Flagged as spam </li></ul></ul></ul></ul>
  16. 21. Building Email HTML <ul><ul><li>  Code email as “old school” HTML </li></ul></ul><ul><ul><ul><ul><li>Use strict HTML 4 coding </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Avoid CSS formatting </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Use short “call-to-action” </li></ul></ul></ul></ul><ul><ul><ul><ul><li>ALT tag “call-to-action” for images and buttons </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Use spacer images for specific pixel layout </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Break design out into HTML as much as possible </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Optimize images for best delivery results </li></ul></ul></ul></ul>
  17. 22. Building Email HTML <ul><ul><li>  Markup Tips </li></ul></ul><ul><ul><ul><ul><li>HTML Layout </li></ul></ul></ul></ul><ul><ul><ul><ul><ul><li><table> </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>Specify widths, image sizes </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>Avoid cellspacing and cellpadding </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>Use spacer images </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><li>Fonts, Colors and Styles </li></ul></ul></ul></ul><ul><ul><ul><ul><ul><li><font> </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li><i> </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li><strong> </li></ul></ul></ul></ul></ul>
  18. 23. Branding Personalization Call to Action Spacer?! Banner?! [comp]?! Site Service, Spam Compliance Example Email (open)
  19. 24. Example Email (w/ images enabled) Personalization Call to Action Site Service, Spam Compliance Branding
  20. 25. Email View on Click (1024 x 768)
  21. 26. Email View w/ Images Enabled (1024 x 768)
  22. 27. Crate & Barrel in Gmail
  23. 28. Crate & Barrel in Gmail
  24. 29. Sanjaya-ize Viral Campaign Released on August 20th 494 Senders (Forwards) 772 Friends
  25. 30. Discussion / Sources <ul><li>http://www.emaillabs.com/tools/ </li></ul><ul><li>http://www.campaignmonitor.com/resources/ </li></ul><ul><li>http://www.clickz.com </li></ul><ul><li>http://www.exacttarget.com </li></ul><ul><li>http://www.forrester.com </li></ul>

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