The document presents 30 digital marketing tips discussed at the Superfan Summit 2015 aimed at improving email marketing strategies and audience engagement. It emphasizes the importance of understanding personas, utilizing better data for content, and the necessity of refining content strategies aligned with organizational goals. Additionally, practical design and tech tips are provided to enhance email effectiveness and ensure compliance with industry standards.

1. 30 Tips in 30
Minutes
November 19, 2015
#Informz30in30

2. Chris Scavo
Digital Marketing Strategist
Chris Clemente
Informz Designer
Greg Robinson
Director of Security, Privacy and
Compliance

3. Superfan Summit 2015
• Over 175 attendees
• Hands on training and 15 strategy sessions
spanning 2 days
• 300 hygiene kits packed for Clean the
World: ONE Project
• One rock star

4. Marketing Track Tips

5. The importance of personas
• Unification of departmental strategies
• Increased audience insight and analysis
• Personalized content marketing plan for more effective messaging
• Better understanding of prospects/leads

6. Data – you get out what you put in
• Where are there gaps?
• What do you capture that you currently do not use?
• What do you capture that you do not need?
• What do you know, and what don’t you know?

7. Better data = better content = deeper connections
• Align organizational goals with subscriber needs
• Refined content strategy
• Design campaigns around member lifecycle
• What content elements work best
• Personalized images, stories, menu options, etc.

8. Content Pillar = Efficiency
Fill your editorial calendar from one single
content pillar:
• Blog posts
• Infographics
• Webinars
• Social Media Posts
• Videos
• Shorter guides
• Email content
• And more!

9. Email
Marketing
Benchmark
Report
Blog:
Overall
Email
Metrics Blog:
Email
Client
Type Blog:
Timing/
Day of
Week Blog:
Timing/
Time of
Day
Blog:
Open
Duration
Results
Blog:
Results
by
Country
Blog:
Email
Frequency
Results
Webinar:
Key
Findings
Add
Recording
to VimeoAdd Slides
to
Slideshare
Add
Recording
to
YouTube
Infographic:
“Recharge”
Theme Mini
Infographic
Overall
Metrics
Mini
Infographic
Email Client
Type
Mini
Infographic
Best Day of
Week
Mini
Infographic
Best Time
of Day
Mini
Infographic
Open
Duration
Mini
Infographic
Results by
Country
Mini
Infographic
Frequency
Results

10. Plan your automated campaigns
• Purpose
• Organizational and audience
• Message
• Reflect the campaign goal
• Relevant, personalized content that “moves”
the subscriber along
• Target Audience
• Know your audience and the journey they will
take
• Timing
• Think about frequency
• Test Plan
• Enhance your campaign plan

11. Campaign
Name
Email 1 Email 2 Email 3 Email 4
Purpose Invitation to annual
event
2nd Invitation Last Call Attendee
Information
Target
Audience
All active Members Non Openers Balance of
Non Openers &
Non Registrants
Registered
members
Message Network with your
peers!
Same message We will miss you! See you there!
Timing July 1st 2 weeks after
original
2 weeks after
resend
5 weeks after
invite
Test Plan Subject Line &
Friendly From
Winning Elements N/A N/A

12. Words of advice from fellow clients…
• Start small
• Don’t let perfection be your enemy
• Use decision points and notify steps
• Build in check points to ensure information is up to date
• Invite others to test campaigns
• Analyze the data - let your audience tell YOU what they want to know about

13. Remain relevant by staying engaged
• Automation does not mean set it and forget it
• Evaluate your personas
• Review your content – are you still saying the right things?
• Review engagement metrics
• Stay on top of industry developments
• Are there new laws being passed that affect your members?
• New actions that could affect subscribers?

14. Design Track Tips

15. Tip #1
There is a difference between
Mobile Optimized and Responsive

16. MOBILE OPTIMIZED

17. One column layouts increase legibility
and reduces vertical space
One column layouts are more
adaptive to various device sizes
Images appear bigger
More accommodating to stories with
multiple layouts

18. RESPONSIVE

19. Fits to mobile device
Changes multiple column layouts to
one column layout
Images, text and buttons appear bigger
Caters exclusively to the mobile
experience

20. Tip #2
Use real Hero Images

21. Sets the theme
more than words
More appealing
than a long story
or welcome
message
Can be used as a
big call-to-action
Caters to an
on-the-go society

23. Tip #3
Graphic design is flat

24. Few or no gradients, reflections,
and outer shadows
Limited color palettes (1-3 colors
and/or shades 80/60/20)
Shadows are sharp and angular
Most of all, graphics nowadays
lack detail
?

25. Tip #4
Buttons are bigger

26. } 40px

27. Tip #5
Content is shorter

28. Appeals to increase
in “skim”
Reduces vertical
space
Increase reliance in
buttons and CMT

29. Tip #6
It’s good to get personal

31. Use personalization codes
Use warm, inviting language
Who is in the salutations?
Hidden gems: a postscript
doesn’t hurt

32. Tip #7
Think modular

34. Tip #8
Represent your images with style

39. Tip #9
Dress iOS links

40. .classname a {
color:#ffffff !important;
text-decoration: none
!important; }
<span class=“classname”>
972-555-9980</span>

41. Tip #10
Fallback your web fonts

44. Use with a FALLBACK

50. Tech Track Tips

51. Who are you, really?
Sender Authentication:
SPF
DKIM
(& DMARC for some)

52. (Un)Predictable Sending Patterns
Frequency
Unexpected Changes in Volume
Sending Speed and Back Off

53. List quality
Accuracy (COI is best)
Bounce rates (KPI)
Bounce reasons – “Diagnostic-Code”

54. From Address
WHO @ WHERE.COM ?

55. Content Considerations
“Naked” Links Broken Links Third Party Links

56. Targeted Messaging
Know the audience
B2B vs B2C
Leisure
Financial / Healthcare / Government

57. Targeted Messaging
Relevance = Results
EMAIL
BLASTING

58. Two-Way Messaging
NOT

59. Consent and Relevance
Co-Reg
Unsubscribe rate (KPI)
Complaint rate (KPI)

60. CCR
Consent | Content | Relevance

61. Questions? Stay in touch!
experts@informz.com