The document provides information about designing effective email marketing campaigns. It discusses topics like subject lines, data, targeting, coding emails, landing pages, and ongoing optimization. Key points include testing multiple subject lines, using demographic and behavioral targeting to improve response rates, keeping email coding simple to ensure delivery and display across clients, and analyzing metrics like opens, clicks and conversions to optimize campaigns over time.
If more were less - how incremental are affiliate sales? Matt Swan and Kevin ...auexpo Conference
What would happen to an advertiser’s online sales if it were to close its affiliate programme tomorrow?
This hypothetical scenario often foreshadows questions about the incremental value of affiliate marketing. If sales remained the same but were referred through other channels, what did affiliates add in the multi-channel mix? Would their sales have been made anyway?
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We're close to live in the experience economy.
But people are still forgetting that we buy emotions, not goods.
In this presentation, I've come up with great customer experience stories, the difference between a standard customer journey and a well-staged customer journey + a bonus regarding how to identify the true loving customers and how to deliver them a great customer journey.
What is Omni Channel Rewards Platform - RedtieJefrindani
As a brand, you would want to be present wherever your customers are, right? Here comes “Omni-channel Rewards Platform” to encourage customers to earn and redeem rewards across multiple channels (text, email, voice, social media, app, web, in-store etc.) where your brand has a presence.
Some of your products affect your business more than you think. Find out how to optimize your product assortment.
Learn more about product optimization and how to apply it in any eCommerce store by signing up to our Customer Value Optimization course https://academy.omniconvert.com/courses/cvo-course
Michelle Roberts has been in digital marketing for eight years and currently oversees $30 million in annual Ad spend. She’s worked in all aspects of paid search from the technical build outs to managing large enterprise client relationships. She excels in account strategy, assessing risk and profitability, and managing client expectations. Michelle leads Finch’s US and APAC client teams to strategically grow and improve accounts.
Do you want to segment customers by their purchase history and relevancy? Then, RFM segmentation is for you.
If you want to learn even more about the RFM segmentation, sign up for the Customer Value Optimization course https://academy.omniconvert.com/courses/cvo-course
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If more were less - how incremental are affiliate sales? Matt Swan and Kevin ...auexpo Conference
What would happen to an advertiser’s online sales if it were to close its affiliate programme tomorrow?
This hypothetical scenario often foreshadows questions about the incremental value of affiliate marketing. If sales remained the same but were referred through other channels, what did affiliates add in the multi-channel mix? Would their sales have been made anyway?
Customer Journey Optimization - GpEC Summit 2018 PresentationValentin Radu
We're close to live in the experience economy.
But people are still forgetting that we buy emotions, not goods.
In this presentation, I've come up with great customer experience stories, the difference between a standard customer journey and a well-staged customer journey + a bonus regarding how to identify the true loving customers and how to deliver them a great customer journey.
What is Omni Channel Rewards Platform - RedtieJefrindani
As a brand, you would want to be present wherever your customers are, right? Here comes “Omni-channel Rewards Platform” to encourage customers to earn and redeem rewards across multiple channels (text, email, voice, social media, app, web, in-store etc.) where your brand has a presence.
Some of your products affect your business more than you think. Find out how to optimize your product assortment.
Learn more about product optimization and how to apply it in any eCommerce store by signing up to our Customer Value Optimization course https://academy.omniconvert.com/courses/cvo-course
Michelle Roberts has been in digital marketing for eight years and currently oversees $30 million in annual Ad spend. She’s worked in all aspects of paid search from the technical build outs to managing large enterprise client relationships. She excels in account strategy, assessing risk and profitability, and managing client expectations. Michelle leads Finch’s US and APAC client teams to strategically grow and improve accounts.
Do you want to segment customers by their purchase history and relevancy? Then, RFM segmentation is for you.
If you want to learn even more about the RFM segmentation, sign up for the Customer Value Optimization course https://academy.omniconvert.com/courses/cvo-course
ERFM: How to understand customer engagement better than everEmarsys
The new science of ERFM provides deep behavioural insight and helps you building better relationships with your customers. We explain the emerging practice and demonstrate how it opens up exciting opportunities for retail and ecommerce marketers, delivering far better results in terms of extended customer loyalty, increased conversions and realising better upsell and cross-sell opportunities.
Proven Ways To Make Your Product Reach The End Customer PowerPoint Presentati...SlideTeam
It covers all the important concepts and has relevant templates which cater to your business needs. This complete deck has PPT slides on Proven Ways To Make Your Product Reach The End Customer PowerPoint Presentation Slides with well suited graphics and subject driven content. This deck consists of total of thirty four slides. All templates are completely editable for your convenience. You can change the colour, text and font size of these slides. You can add or delete the content as per your requirement. Get access to this professionally designed complete deck presentation by clicking the download button below. https://bit.ly/2N84XFT
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Reaching your customers at multiple touch points throughout their customer journey significantly increases customer engagement and therefore the customer lifetime value. In this presentation we highlight the business benefits of collating and analysing digital data to produce actionable intelligence.
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Read more m-commerce insights at http://ecomeye.com - Southeast Asia eCommerce Insider!
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For more information on various services available for car dealers, visit http://www.SocialAutoSales.com and join the online network set up by Ralph's ADP Social Media Reputation Management Team at http://www.ADPsocial.com
Customer dynamics have been permanently altered by the Internet. Companies are discovering that a high percentage of their new customers are hit-&-runners who buy and leave. Creating a marketing strategy based on individual customer types and buying preferences increases lifetime value, lifespan, and profitability.
Business Advertising PowerPoint Presentation Slides SlideTeam
We bring to you to the point topic specific slides with apt research and understanding. Putting forth our PPT deck comprises of fourteen one slides. Our tailor made Business Advertising Power Point Presentation Slides editable presentation deck assists planners to segment and expound the topic with brevity. The advantageous slides on Business Advertising Power Point Presentation Slides is braced with multiple charts and graphs, overviews, analysis templates agenda slides etc. to help boost important aspects of your presentation. Highlight all sorts of related usable templates for important considerations. Our deck finds applicability amongst all kinds of professionals, managers, individuals, temporary permanent teams involved in any company organization from any field.
Let Brilliant Mobile help you Sell more cars, Sell more Accessories, Announce Promotions, Engage Customers, Build Customer Loyalty & Build Customer Relationships, and Grow your Customer Database to Increase Profitability
MivaCon Chicago - Why Email marketing Is Still KingMiva
In the brave new world of Social Media Marketing, email is still far and away the biggest ROI driver. Find out how to use email marketing to propel your business.
MivaCon Philly - Email Marketing Is Still KingMiva
In the brave new world of Social Media Marketing, email is still far and away the biggest ROI driver. Find out how to use email marketing to propel your business.
Proven Ways To Make Your Product Reach The End Customer PowerPoint Presentati...SlideTeam
It covers all the important concepts and has relevant templates which cater to your business needs. This complete deck has PPT slides on Proven Ways To Make Your Product Reach The End Customer PowerPoint Presentation Slides with well suited graphics and subject driven content. This deck consists of total of thirty four slides. All templates are completely editable for your convenience. You can change the colour, text and font size of these slides. You can add or delete the content as per your requirement. Get access to this professionally designed complete deck presentation by clicking the download button below. https://bit.ly/2N84XFT
How to use Insightful Data to Increase the Customer Lifetime ValueEmarsys
Reaching your customers at multiple touch points throughout their customer journey significantly increases customer engagement and therefore the customer lifetime value. In this presentation we highlight the business benefits of collating and analysing digital data to produce actionable intelligence.
Customers Retention for eCommerce in Asia - Speech at eTailAsia eventMinz Minh Buii
How to keep your eCommerce & Retail customers happy and comming back?
Read more m-commerce insights at http://ecomeye.com - Southeast Asia eCommerce Insider!
Kelley Blue Book Presentation
For more information on various services available for car dealers, visit http://www.SocialAutoSales.com and join the online network set up by Ralph's ADP Social Media Reputation Management Team at http://www.ADPsocial.com
Customer dynamics have been permanently altered by the Internet. Companies are discovering that a high percentage of their new customers are hit-&-runners who buy and leave. Creating a marketing strategy based on individual customer types and buying preferences increases lifetime value, lifespan, and profitability.
Business Advertising PowerPoint Presentation Slides SlideTeam
We bring to you to the point topic specific slides with apt research and understanding. Putting forth our PPT deck comprises of fourteen one slides. Our tailor made Business Advertising Power Point Presentation Slides editable presentation deck assists planners to segment and expound the topic with brevity. The advantageous slides on Business Advertising Power Point Presentation Slides is braced with multiple charts and graphs, overviews, analysis templates agenda slides etc. to help boost important aspects of your presentation. Highlight all sorts of related usable templates for important considerations. Our deck finds applicability amongst all kinds of professionals, managers, individuals, temporary permanent teams involved in any company organization from any field.
Let Brilliant Mobile help you Sell more cars, Sell more Accessories, Announce Promotions, Engage Customers, Build Customer Loyalty & Build Customer Relationships, and Grow your Customer Database to Increase Profitability
MivaCon Chicago - Why Email marketing Is Still KingMiva
In the brave new world of Social Media Marketing, email is still far and away the biggest ROI driver. Find out how to use email marketing to propel your business.
MivaCon Philly - Email Marketing Is Still KingMiva
In the brave new world of Social Media Marketing, email is still far and away the biggest ROI driver. Find out how to use email marketing to propel your business.
In the future of digital marketing, email as a channel is more relevant than ever. This presentation shares practical information and best practice principles to help marketers to define a more effective marketing strategy. By Bronwyn Johnson
New for 2015: Bright Ideas in Retail EmailBlueHornet
We all know what we should be doing in our email programs, but it can be difficult to find the time to actually implement best practices in an effective, creative way. For the second consecutive year, BlueHornet’s Retail Email Idea Book recognizes brands who have embraced email best practices to deliver personalized, meaningful, best-in-class emails that engage and delight.
10 email marketing tips for web shops in 2012Copernica BV
On the 28th of March, Walter van der Scheer presented the 10 email marketing tips for web shops in 2012 at the E-shop Expo in Brussels. Would you like to find out what you need to do to optimize your emailings this year? Have a look at the presentation.
If your emails aren’t making it to the inbox, what’s the point of sending? Inbox placement relies heavily on subscriber engagement, and no matter how great of a sender you are, there’s always room for improvement.
What if you could improve your chances of getting better inbox placement by implementing just a few key ideas to increase email engagement?
Getting more actions on your emails – opens and clicks – not only means you’re connecting with customers and prospects, but you’re also vetting yourself for a beneficial position in the eyes of ISPs. The rules of the modern inbox dictate the higher an email’s engagement, the better that message’s inbox placement.
Join us for this webinar with Amy Garland, Senior Strategic Account Manager, and Erica Malick, Strategic Account Manager, to gather actionable insights and specific ideas for getting better email engagement and inbox placement in 2015.
Webinar: Rethinking Your Email Creative to Maximise EngagementPure360
We all know that generating maximum engagement from our email campaigns post-GDPR should be a priority, especially if your email lists have reduced in size.
The busy email marketer is always thinking about the next campaign. But sometimes you need to take step back and look at what you’re currently sending.
Is your design looking dated? Are your templates following best practice? Is your content as engaging as it could be?
Watch our webinar to learn how to give your email creative a top-to-bottom audit. Learn the secrets behind attention grabbing emails that drive conversions.
Watch the full webinar at: https://www.pure360.com/webinar/rethinking-email-creative-maximise-engagement/
Yes Virginia, Email Marketing really can work!
Do you have an effective email marketing strategy or any at all? At this month’s TechComm we’ll talk about email marketing and how to use email to delight your customers and attract more!
Also, Don’t confuse SPAM with Pork Shoulder & Ham!!
Do you know the difference between ‘Mark as SPAM’ and ‘Unsubscribe’? Come to TechComm to find out why you need to know the difference!
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Transcript: Selling digital books in 2024: Insights from industry leaders - T...BookNet Canada
The publishing industry has been selling digital audiobooks and ebooks for over a decade and has found its groove. What’s changed? What has stayed the same? Where do we go from here? Join a group of leading sales peers from across the industry for a conversation about the lessons learned since the popularization of digital books, best practices, digital book supply chain management, and more.
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2. BACKGROUND
• Send over 11M emails per day
• Run over 120 different advertising campaigns per week
in UK, Spain, Italy and France
• Test up to 40 new campaigns per week
• Generate more than 10,000 clicks per day
• Work with 100 different lists
3. AGENDA
• How to design an email to achieve the most
conversions
• Subject Lines
• Data
• Targeting
• How to code an email
• Landing pages
• Sending strategy
• Ongoing optimisation
• Analysing your sends
5. DESIGNING A CREATIVE
• Consider your audience & the intention of your email
• Depending on your aims the style, layout & messaging of
your email will vary considerably
• Getting the right look & feel along with a relevant call to
action can have a massive impact on response rates
6. DESIGNING A CREATIVE
PPI AdviceLine
• Complicated product so
using a text heavy design
to convey the message
• Use of bullet points to
emphasise key points
• Call to action positioned
directly below
• Customer testimonials
can be used to add
legitimacy to a product
7. DESIGNING A CREATIVE
Landrover
• Brand focused and
aspiration messaging is
highlighted by a strong
headline image
• Despite that their is still a
clear call to action
• Personalized emails see
a much stronger
response rate
8. DESIGNING A CREATIVE
Debenhams
• Due to their wide product
range, retail campaigns
can struggle
• Debenhams use clear call
to action to dominate the
page
• Multiple links to the
channels within the site to
broaden the appeal of the
creative
9. DESIGNING A CREATIVE
THE IMPORTANCE OF A CALL TO ACTION
ECPM WITH CALL TO ACTION: ECPM WITH CALL TO ACTION:
£0.75 £3.67
10. 600px Wide
Roundels
can be a
great way of
Try to highlighting
maintain a offers
50/50 ratio
between
images &
HTML text Main headline
Call to Action
above 400px fold
11. Add more
information
about the
product/servic
e/ Explain how
it works and
the benefits to
the customer
Reinforce the
USPs for the
product. You
can also use
additional
information
testimonials/re Secondary
lated products call to
etc. action
12. SUBJECT LINES
Subject lines are arguably the most important element of
an email campaign
If your intended customer doesn‟t like the subject line
they won‟t open the email
So getting your subject line right is vital
Getting a good open rate is important but you need
make sure the subject line is relevant to the subject
matter
If a customer opens an email and the content is not
relevant they will delete and potentially complain
13. SUBJECT LINES
Test everything!
Always split test multiple subject lines to find the
optimal text
Use a control group and ensure your sample size is
large enough to get a clear reading
Don‟t just look at open rates – consider clicks &
conversion too
Some examples
14. SUBJECT LINES
• Personalisation
SUBJECT LINE OPEN ECPM DIFFERENCE
RATE IN ECPM
20 percent off everything but only for limited a £
number of days 16.15% 1.49 0.00%
£
20 percent off Coast, Biba, Ted Baker and more 14.56% 1.43 -4.32%
Final call: 20 percent off Jackets, Bags, Shoes £
and more 15.05% 0.49 -67.32%
Dear Suzanna, get 20 percent off House of £
Fraser 16.46% 3.28 119.69%
15. SUBJECT LINE
• Brand
SUBJECT LINE OPEN ECPM DIFFERENCE
RATE IN ECPM
DKNY, Dolce and Gabbana, Clinique - great
savings, join BrandAlley today 11.54% £ 1.69 0.00%
Elle Macpherson, French Connection, Ted
Baker, Diesel- up to 70 percent off 11.71% £ 2.27 33.95%
Diesel, Dolce and Gabbana, Firetrap, Ted
Baker, Ed Hardy. Up to 70 percent off- Join
today 11.20% £ 2.26 33.47%
70 percent off- Elle Macpherson, French
Connection, Ted Baker. Join today 10.61% £ 1.41 -16.82%
16. SUBJECT LINE
• Time
SUBJECT LINE OPEN ECPM DIFFERENCE
RATE IN ECPM
The British Airway's sale is now on! 8.61% £ - 0%
The British airway sale ends midnight 20th £
Sept – Don’t miss out 8.28% 5.00 500%
You should really really look at British
Airways’ very big sale 9.04% £ - 0%
Hurry, British airway’s sale ends midnight £
20th September 8.52% 6.84 684%
17. SUBJECT LINES
It’s not just obvious words & phrases that you should avoid
using in your subject lines
• As Seen On… • Click Here
• Multi level Marketing • Call now!
• You're a Winner! • Free!
• Reverses Aging • 50% off!
• Online pharmacy • Compare
• Viagra • Act Now!
• Casino • Save up to
• Double your income • Discount!
• Unsecured debt or credit • Buy Direct
• Don't Delete • Amazing
18. SUBJECT LINES
DO DON’T
• Keep you subject lines
• Overuse exclamation
short
marks!
• Use the company or
– I really mean it!!!
brand name that‟s
relevant to your email • USE CAPITALS FOR
EVERY WORD
• Use features & benefits of
the product you‟re • Try and trick the customer
promoting into opening an email –
make sure the subject
• Don‟t forget to give the
line is relevant to the
customer a sense of
email content
urgency where
appropriate
19. DATA
• Without a strong email list your campaigns will struggle
to generate a good return for you
• If you‟re using 3rd party data make sure you have the
following as a minimum:
– Have 3rd party opt-in date
– The URL they signed up to
– Ideally data no older than 6 months
• If the data you‟re sending to is over 6 months old it‟s
recommended you send it through a different IP range
than you core data to protect main mailing programme
20. DATA
• To protect your data and build confidence in your
database there are several steps your can take:
– State source of email within the header or footer so that the user
will be able to connect why they are receiving this message
– Provide links to new cookie law and links to unsubscribe.
– Never hide the unsubscribe or make it difficult for people to
unsubscribe as they will just mark the email as Spam in the ESP.
• Manage any unsubscribes you receive closely:
– If someone unsubscribes ensure that they are removed from all
future sends - do not send to these people again under any
circumstances
– Ensure that all ESP and 3rd party spam filter complaints are
removed from any mailings
21. TARGETING
• Once you have your data you need to decide which
segments to send to
• Within each list you‟re likely to have a mix of customers
who will each react differently to the campaigns you
send them
• Broadly speaking there are two ways to target your
sends:
– Demographic
– Behavioural
22. TARGETING
• Demographic targeting
– Taking information you know about the data to identify
the users most likely to convert
– Age/Sex/Location etc
• Behavioural targeting
– Looking at the past activity of a record and sending
them similar/related offers in the future
– For instance sending pet insurance offers to users
who responded to a cat food campaign
23. TARGETING
• Campaign targeting people interested in gardening.
Using Demographics – people who had ticked an interest in
gardening:
Opens: 1.94%
Net CTR: 0.12%
Conversions: 3
Using Behaviour – people we thought would be interested
in gardening:
Opens: 13.75%
Net CTR: 0.70%
Conversion: 8
24. CODING AN EMAIL
• When coding an email you need to consider 2 areas:
1. How it will display across all email clients
2. Ensuring it will be delivered into the inbox
• Getting the display right will help with delivery and the
key to both is to keep things as simple as possible
• 23% of delivery problems are a result of how the email
is coded so you need to make sure you‟re applying best
practise to all of your creatives
25. CODING AN EMAIL
• Email design is not like building for the web with the
sheer number of email client‟s making it more
challenging
• To avoid running into some of the more common
problems you should try to adhere to the following:
– Do not use javascript – most email clients will not
accept it
– All html tags should be closed up and each email
should include html, head, title and body
tags. (<html>, <head>, <title>, <body>)
– Avoid PNG‟s – try to stick to GIF & JPG files
26. CODING AN EMAIL
• Provide fallback colours for background images & alt text
for images – protects the format if images are blocked
• An increasing number of emails are being read on
smartphones (27% of our emails were opened on a
mobile device – Nov „11) so width should be less than
600 px
• Ensure you have an even text-to-image ratio. If an email
is 100% image, email clients will think the sender is
trying to hide something within the image as it is not able
to read the content and will therefore block it. An email
should have at least 3 images in it.
27. CODING AN EMAIL
• In addition to following these guidelines there are several
tools you can use to help improve your delivery of
emails:
– Cloudmark
– Spam Assassin
– Email on Acid
– Litmus
– Return Path
28. LANDING PAGES
• As with all online marketing conversion is key so you
need to consider the customer journey after they click
out of the creative
• Simple landing page checklist:
Is the product/offer your promoted in your email on
the landing page?
Are you linking them as close the basket as possible
Have you removed as many points of leakage as
possible – phone numbers etc.
• Your email should have included as much information as
possible so the customer has less need to click off to find
more on the site
29. LANDING PAGES
Debenhams
• The message and
style from the
Debenhams email
we discussed
earlier is carried
through to the
landing page
• Sales message is
reinforced along
with additional
incentives to buy
“Free delivery”
30. LANDING PAGES
Landrover
• Clicking straight
from the creative
into the lead form
ensures there‟s less
wastage and a
higher conversion
rate
• Linking directly to
the form results in
34% higher
conversion rates on
average
31. SENDING STRATEGY
• Once you have your email and data in place you need to
consider the frequency & timing of your sending
• Your first consideration should be if there are any time
constraints around the offer you are looking to run
– Short term promotions (need to sent within a set
window)
– Time sensitive offers (for example sending a
campaign for pizza over lunch time & after 5)
32. SENDING STRATEGY
• For longer running campaigns you still need to consider
how your sending strategy can affect the performance of
you offer
• Our experience has shown that scheduling campaigns to
reach the customer‟s inbox in the morning yields 20%
better results than the same campaign sent later in the
day
– Doing so gives your campaign a better chance of
converting as it hits both the morning and evening
traffic spikes
33. SENDING STRATEGY –
FREQUENCY
• While there are variations depending on product & sector
it‟s advisable to schedule your campaign to be sent to
the same data up to 3 times to ensure you maximize
conversions
• By sending your customer‟s a series of emails with
tailored subject lines and creative you‟re able to reinforce
the product‟s strengths and influence their buying
decision
• Bear in mind that while this approach works it‟s important
to constantly monitor your eCPM to identify when a
campaign start to decline
34. SENDING STRATEGY -
FREQUENCY
• As you can see from the Campaign Performance Over
graphs campaigns tend to April ‘12
spike in performance 12,000,000 £0.90
initially before levelling 10,000,000
£0.80
out and the gradually 8,000,000
£0.70
£0.60
declining as the other
Volume
£0.50
becomes tired 6,000,000
£0.40
• Typically by the 4th send 4,000,000 £0.30
those customer‟s that are 2,000,000
£0.20
going to convert have £0.10
done so and it‟s time to
0 £-
April ’12 May ‘12
either change the offer or
look for new data to
target
35. FREQUENCY
Large Mixed Source List
9,000,000 £0.90
8,000,000 £0.80
7,000,000 £0.70
6,000,000 £0.60
Mixed Activity List
Volume
5,000,000 £0.50
450,000 £2.50
4,000,000 £0.40
400,000
3,000,000 £0.30 £2.00
350,000
2,000,000 £0.20
Volume
300,000
1,000,000 £0.10 £1.50
250,000
0 £- 200,000
£1.00
150,000
100,000 £0.50
50,000
Targeted Active only List 0 £-
700,000 £0.45
600,000 £0.40
£0.35
500,000
£0.30
Volume
400,000 £0.25
300,000 £0.20
£0.15
200,000
£0.10
100,000 £0.05
0 £-
36. ONGOING OPTIMISATION & CAMPAIGN
ANALYSIS
• Once you‟ve got the results from your campaign, analyse
results & to inform your future activity
• Profitability wise between 10-20% of you base will
actively interact with your mailings on a regular basis
• These are your key responders, treat them as such since
this is where 80% of your profit will be sourced from
• The temptation will be to mail this pot and the exclusion
of the others but you need to maintain a balance
between profit and sustaining the data as over-mailing
will increase your unsubs and reduce your long term
profit from your list
37. ONGOING OPTIMISATION &
CAMPAIGN ANALYSIS
• Create behavioural groups based on what users have
opened and clicked on – basing future campaigns on
these learnings can increase responses by up to 70%
• After your initial send you can follow up non openers with
a different subject line to try to get a higher open rate
• For opens but non clicks - target them with a different
incentive or new creative to try to generate higher traffic
• Follow up successful conversions with cross/up-sell
messages such as mobile phone insurance, bluetooth
devices etc
• For repeated inactive customers look to send
reactivation emails to non active data to generate
interaction / conversions – special incentives etc
Not clear what the focus isNo call to action above the foldToo text heavy/small textImage dominates the creative but have no indication of the offer
email designers must take into account other factors such as email client and browser limitations, optimizing for the preview pane and call-to-action placement - just to name a few Our advice predominantly focused on acquisition – not all points apply equally to CRM etcCreatives designed on these principles will perform 67% better than those not (based on eCPM)
600px wide due to screen size for laptop/desktopFor mobile it’s important to design in single column to ensure images render correctly
From line & subject line are how most people naturally filter emails – getting this wrong can kill off a campaign
Not all apply equally need to test to ensure best results (UK examples only)
When acquiring data it is best to restrict to data that has either been collected or responded within the last 6 months to protect sending and IP reputation and avoid adding any Spam traps to mailing fileAcquisition so obviously not using own data – 3rd party strategy should be clear from 1st party
For things like postcode targeting – demographic works but often behavioural targeting is better as what people say they are is often not what they are