Dela Quist Alchemy Worx Sexy Email Event

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This document discusses ways to optimize email creative and structure. It examines case studies on how images affect click-through rates. It also explores optimizing emails for whether images are on or off, and encouraging image downloads. The document suggests emails can be optimized for both image-on and image-off viewers. Additional elements like pre-headers, navigation bars, and snippets are discussed.

Business Technology

Twitter hashtag: #sexyemail 3 december 2009

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Dela Quist: CEO Alchemy Worx

© How to be relevant and get your timing right

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Case study - the effect of images on clicks

29.29%

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Case study - the effect of images on clicks

33.45%

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8

Case study - the effect of images on clicks

0.80%

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12

Optimised for images off

Products and services that are not reliant on
visuals
Emails where content is the value proposition
Newsletters
B2B
Optimised to encourage image downloading

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Optimised to encourage image download

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Optimised to encourage image download

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18

Optimised for both

Products and services that are quite
visual
Retailers with many product lines to
promote
Groceries
Price sensitive products and discounting

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Email Pre Headers
Creative copy Newsletter contents

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Pre-Header – Alternate Links & sharing

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24 What else can we be creative with?

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Snippets
Link to hosted version

Opt in

Offer

Branding

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Playing with the structure
http://stylecampaign.com/blog/blogmails/horizontal/horizontal-game.htm

©

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Additional Resources
Email-Worx: Weekly newsletter for email marketers

Archive
Subscribe

Articles and blog posts by Dela Quist

What to do about inactive subscribers
Maximising ROI without overmailing – how to determine the right send
frequency for your email campaigns
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©

The marketing funnel is dead. Shoppers interact with brands on their own terms, without constraints. Strong brands lay foundations upon which their consumers build the brand. The idea of retail as a finite space no longer stands. Shoppers are enabled by technology and so are retailers. Good UX is no longer a digital activity; it is about creating an experience that engages shoppers when and where it makes sense for the shopper.

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What would you do if you found out that 1% of your email list was generating 20% of your revenue? You might target your big spenders in a different way or develop products aimed specifically at them; alternatively, you might look at ways of persuading the other 99% of subscribers to buy more. Both of these options rely on knowing which customers are your most valuable – but with only the blunt instruments of open and click rates available to you, you simply can’t tell. When we rely on these metrics to measure success we end up with “one size fits all” communications: any serious knowledge of our audience begins and ends with the registration process.

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1. Twitter hashtag: #sexyemail 3 december 2009

3. 3 ©

12. 12 Optimised for images off Products and services that are not reliant on visuals Emails where content is the value proposition Newsletters B2B Optimised to encourage image downloading ©

15. 15 Optimised to encourage image download Products and services that are highly visual Brand building B2C Building Desire Price indifference ©

18. 18 Optimised for both Products and services that are quite visual Retailers with many product lines to promote Groceries Price sensitive products and discounting ©

20. 20 ©

29. 29 Additional Resources Email-Worx: Weekly newsletter for email marketers Archive Subscribe Articles and blog posts by Dela Quist What to do about inactive subscribers Maximising ROI without overmailing – how to determine the right send frequency for your email campaigns Lies, Damn Lies and Statistics relating to Email The Nudge Effect in Email Marketing ©

Dela Quist Alchemy Worx Sexy Email Event

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