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Creating Effective Email
Marketing Communications
        By using a combination of email
              best practices and testing




                              webinar.offmadisonave.com
Overview
    Why email marketing?



    Email best practices and testing



    What to do next?





                                       webinar.offmadisonave.com

                                                7/02/08      2
Why Email?
    Generates results and costs less than traditional

    marketing

    Can increase customer loyalty and sales

    ◦ In a down economy customer loyalty becomes very
      important

    On average, email marketing returns $43 for every

    dollar spent




                                                webinar.offmadisonave.com

                                                         7/02/08      3
Customer Email Viewing Stages
           First impressions count:
         Subject Line and From Name



      Preview Panes (vertical & horizontal)




    Open Email (images enabled, full email)



                                          webinar.offmadisonave.com

                                                   7/02/08      4
First Impressions




                    webinar.offmadisonave.com

                             7/02/08      5
First Impressions
                       Spam




                    webinar.offmadisonave.com

                             7/02/08      6
Testing & Optimization
    Testing the from name

     ◦ Specific, Long, Short

    Testing Subject Lines

     ◦ Short, Long, Funny/Snappy, Generic

    Day of week and time of day testing as well





                                                  webinar.offmadisonave.com

                                                           7/02/08      7
Customer Email Viewing Stages
           First impressions count:
         Subject Line and From Name



      Preview Panes (vertical & horizontal)




    Open Email (images enabled, full email)



                                          webinar.offmadisonave.com

                                                   7/02/08      8
Preview Pane Optimization
    Preview Pane Samples


      Horizontal Preview Pane   Vertical Preview Pane




                                             webinar.offmadisonave.com

                                                      7/02/08      9
Preview Pane Optimization

   Horizontal Preview Pane   Vertical Preview Pane




                                          webinar.offmadisonave.com

                                                   7/02/08     10
Preview Pane Optimization

   Horizontal Preview Pane   Vertical Preview Pane




                                          webinar.offmadisonave.com

                                                   7/02/08     11
Preview Pane Optimization

   Horizontal Preview Pane   Vertical Preview Pane




                                          webinar.offmadisonave.com

                                                   7/02/08     12
Preview Pane Optimization
   Horizontal Preview Pane   Vertical Preview Pane




                                          webinar.offmadisonave.com

                                                   7/02/08     13
Preview Pane Optimization
    Optimal Space

    250x250 pixels

    Test as results

    may vary




                            webinar.offmadisonave.com

                                     7/02/08     14
Preview Pane Testing & Optimization
    The main call to action received 12% more unique

    clicks with the preview pane optimization




                                              webinar.offmadisonave.com

                                                       7/02/08     15
Preview Pane Testing & Optimization
    Layout/Design Testing

    ◦ Images versus text content
    ◦ Preheader content
    ◦ Table of contents




                                   webinar.offmadisonave.com

                                            7/02/08     16
Customer Email Viewing Stages
           First impressions count:
         Subject Line and From Name



      Preview Panes (vertical & horizontal)




    Open Email (images enabled, full email)



                                          webinar.offmadisonave.com

                                                   7/02/08     17
HTML Email Design




                    webinar.offmadisonave.com

                             7/02/08     18
HTML Email Design – Images Off
         X




             X

                        X


             X


             X




                             webinar.offmadisonave.com

                                      7/02/08     19
Don’t Forget the Text Version
    Plain text version for mobile and non HTML users





                                              webinar.offmadisonave.com

                                                       7/02/08     20
Business to Business Email Clients




                           FingerPrint - September 2008




                                     webinar.offmadisonave.com

                                              7/02/08     21
Business to Consumer Email Clients




                          FingerPrint - September 2008




                                    webinar.offmadisonave.com

                                             7/02/08     22
Testing & Optimization
    Layout/Design Testing

    ◦ Images versus text content
    ◦ Table of contents
    ◦ One column, two column, or three column
    ◦ Calls to Action
    ◦ Stylized Textual Email




                                                webinar.offmadisonave.com

                                                         7/02/08     23
What to do next?
        Incorporating best practices and testing into every
 
        email communication
Email      From Name   Subject   Day of   Time of   Preview     Email
                       Line      Week     Day       Pane        Design/Layout
March      X
April                  X

May                              X

June                                      X
July                                                X           X
August     X


        Provide more relevance, and timely communication
 
        ◦ Work towards building a Customer Lifecycle plan –
          where customers come first


                                                              webinar.offmadisonave.com

                                                                       7/02/08     24
Thank You




            webinar.offmadisonave.com

                     7/02/08     25

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Email Best Practice - Alternate Gangplank Brownbag Presentation

  • 1. Creating Effective Email Marketing Communications By using a combination of email best practices and testing webinar.offmadisonave.com
  • 2. Overview Why email marketing?  Email best practices and testing  What to do next?  webinar.offmadisonave.com 7/02/08 2
  • 3. Why Email? Generates results and costs less than traditional  marketing Can increase customer loyalty and sales  ◦ In a down economy customer loyalty becomes very important On average, email marketing returns $43 for every  dollar spent webinar.offmadisonave.com 7/02/08 3
  • 4. Customer Email Viewing Stages First impressions count: Subject Line and From Name Preview Panes (vertical & horizontal) Open Email (images enabled, full email) webinar.offmadisonave.com 7/02/08 4
  • 5. First Impressions webinar.offmadisonave.com 7/02/08 5
  • 6. First Impressions Spam webinar.offmadisonave.com 7/02/08 6
  • 7. Testing & Optimization Testing the from name  ◦ Specific, Long, Short Testing Subject Lines  ◦ Short, Long, Funny/Snappy, Generic Day of week and time of day testing as well  webinar.offmadisonave.com 7/02/08 7
  • 8. Customer Email Viewing Stages First impressions count: Subject Line and From Name Preview Panes (vertical & horizontal) Open Email (images enabled, full email) webinar.offmadisonave.com 7/02/08 8
  • 9. Preview Pane Optimization Preview Pane Samples  Horizontal Preview Pane Vertical Preview Pane webinar.offmadisonave.com 7/02/08 9
  • 10. Preview Pane Optimization Horizontal Preview Pane Vertical Preview Pane webinar.offmadisonave.com 7/02/08 10
  • 11. Preview Pane Optimization Horizontal Preview Pane Vertical Preview Pane webinar.offmadisonave.com 7/02/08 11
  • 12. Preview Pane Optimization Horizontal Preview Pane Vertical Preview Pane webinar.offmadisonave.com 7/02/08 12
  • 13. Preview Pane Optimization Horizontal Preview Pane Vertical Preview Pane webinar.offmadisonave.com 7/02/08 13
  • 14. Preview Pane Optimization Optimal Space  250x250 pixels Test as results  may vary webinar.offmadisonave.com 7/02/08 14
  • 15. Preview Pane Testing & Optimization The main call to action received 12% more unique  clicks with the preview pane optimization webinar.offmadisonave.com 7/02/08 15
  • 16. Preview Pane Testing & Optimization Layout/Design Testing  ◦ Images versus text content ◦ Preheader content ◦ Table of contents webinar.offmadisonave.com 7/02/08 16
  • 17. Customer Email Viewing Stages First impressions count: Subject Line and From Name Preview Panes (vertical & horizontal) Open Email (images enabled, full email) webinar.offmadisonave.com 7/02/08 17
  • 18. HTML Email Design webinar.offmadisonave.com 7/02/08 18
  • 19. HTML Email Design – Images Off X X X X X webinar.offmadisonave.com 7/02/08 19
  • 20. Don’t Forget the Text Version Plain text version for mobile and non HTML users  webinar.offmadisonave.com 7/02/08 20
  • 21. Business to Business Email Clients FingerPrint - September 2008 webinar.offmadisonave.com 7/02/08 21
  • 22. Business to Consumer Email Clients FingerPrint - September 2008 webinar.offmadisonave.com 7/02/08 22
  • 23. Testing & Optimization Layout/Design Testing  ◦ Images versus text content ◦ Table of contents ◦ One column, two column, or three column ◦ Calls to Action ◦ Stylized Textual Email webinar.offmadisonave.com 7/02/08 23
  • 24. What to do next? Incorporating best practices and testing into every  email communication Email From Name Subject Day of Time of Preview Email Line Week Day Pane Design/Layout March X April X May X June X July X X August X Provide more relevance, and timely communication  ◦ Work towards building a Customer Lifecycle plan – where customers come first webinar.offmadisonave.com 7/02/08 24
  • 25. Thank You webinar.offmadisonave.com 7/02/08 25