The document summarizes key points from an email marketing consultant's presentation on creating emails that deeply connect and delight recipients. The presentation stresses that every email should answer who it is from, what it's about, why the recipient should care, and what they should do next. It also provides examples of effective subject lines and calls to action, and discusses testing different message framings and options to identify what resonates best with recipients. The goal is to craft emails that recipients are eager to open and engage with.

1. TIM WATSON
Email Marketing Consultant
19th March 2014
Emails that Deeply
Connect and Delight

2. If you’ve been given an envelope
• Open it
• Answer the question –
don’t show to others
• Stuff the answer back in
• Hold it up to be collected

3. A Little About Me

4. What is the most Sensitive Part of your Body?

5. Every Email Must Answer Four Questions
• Who is this from?
• What’s it about?
• Why should I care?
• What should I do next?

6. How Old was Gandhi when he Died?

7. Did Mahatma
Gandhi die before or
after the age of 9?
How old was
Mahatma Gandhi
when he died?
Did Mahatma Gandhi
die before or after
the age of 140?
How old was
Mahatma Gandhi
when he died?

8. Subject lines frame the message
Subject A: Are we still welcome in your inbox?
Subject B: Was it something we said?
Ratio of clicks
between the two
buttons..
Subject A: 6.5x
Subject B: 2.8x
Email body containing two calls to action

9. Obama Frankenstein Tests

11. How do we make choices?

12. Ugly Tom and Ugly Jerry

13. Modified Jerry

14. Modified Tom

15. Subscribe to The Economist
• Option 1, One Year Online Subscription – $59
• Option 2, One Year Print Subscription – $125
• Option 3, One Year Print & Online Subscription – $125

16. Sensible – middle option is a dud
• Option 1, One Year Online Subscription – $59
• Option 2, One Year Print Subscription – $125
• Option 3, One Year Print & Online Subscription – $125
Source: Dan Ariely

17. Remove the bad option
• Option 1, One Year Online Subscription – $59
• Option 2, One Year Print & Online Subscription – $125
Previously 84%

19. Protect the
environment
messaging
Do like
other hotel
guests and
recycle

20. Protect the
environment
messaging
Do like
other hotel
guests and
recycle
20% more

25. Arizona Petrified Forest
Many past visitors have removed the petrified wood from the
park, destroying the natural state of the Petrified Forest

26. Jam and Choice
Choice of 24 jams
Choice of 6 jams
50% more people taste

27. Source: MarketingSherpa

30. Are More Benefits More Powerful?
Shampoo X makes hair...
• Cleaner
• Stronger
• Healthier
• Softer
• Shinier
• Fuller
Shampoo X makes hair...
• Cleaner
• Stronger
• Healthier
or

32. Cookie Tasting
Source: Worchel, Lee, Adewole

36. Any money that you donate will go to Rokia, a seven-year-old girl
who lives in Mali in Africa. Rokia is desperately poor and faces a
threat of severe hunger, even starvation. Her life will be changed
for the better as a result of your financial gift. With your support,
and the support of other caring sponsors, Save the Children will
work with Rokia's family and other members of the community
to help feed and educate her, and provide her with basic medical
care
Food shortages in Malawi are affecting more than three million
children. In Zambia, severe rainfall deficits have resulted in a 42%
drop in maize production from 2000. As a result, an estimated
three million Zambians face hunger. Four million Angolans — one-
third of the population — have been forced to flee their homes.
More than 11 million people in Ethiopia need immediate food
assistance.
Human interest or big picture data?

37. &

38. Questions?
Let’s Connect
Follow Me Twitter: @tawatson
Email twatson@zettasphere.com
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