Email has a bad rap: it’s been declared dead, called spam, and been sidelined by marketers and creatives alike. But email is one of the highest performing digital marketing channels, and requires its own unique set of content, marketing, and design considerations.
In this webinar, you’ll learn how using performance-driven email design can drive email strategy that delivers results, best practices and principles for creating great emails that get users to take action, and simple strategies and A/B tests to maximize conversions.
Originally presented in conjunction with KISSmetrics on January 16th, 2014.
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Updated Powerpoint for Blogging for ROI seminar from PAII's January Innkeeping Conference in South Carolina. Notes can be found at http://chefforfeng.wordpress.com
Find out how you can make more money on the micro-gig website Fiverr and get more visitors and clients. With this slide deck you will learn how to promote your Fiverr gigs properly and effectively.
Subscribe to The Marketing toolkit and get free ebooks, videos, articles and other info on making money, entrepreneurship, marketing and business.
http://www.themarketingguy.net/subscribe
Copywriting for Conversion Webinar with Joanna Wiebe Unbounce
Joanna Wiebe, Founder and CEO of Copy Hackers & Ryan Engley, Director of Customer Success at Unbounce hosted a lively Unwebinar about writing copy that demands action. Use their pro tips to increase the impact of your landing pages and drive inbound leads.
Updated Powerpoint for Blogging for ROI seminar from PAII's January Innkeeping Conference in South Carolina. Notes can be found at http://chefforfeng.wordpress.com
Find out how you can make more money on the micro-gig website Fiverr and get more visitors and clients. With this slide deck you will learn how to promote your Fiverr gigs properly and effectively.
Subscribe to The Marketing toolkit and get free ebooks, videos, articles and other info on making money, entrepreneurship, marketing and business.
http://www.themarketingguy.net/subscribe
Six Things You Didn't Know You Could Do With Social AdvertisingHanapin Marketing
With billions of people across the world on social media, social advertising is a great way to reach tons of people at a relatively low cost. And after new ad programs rolling out this year on Facebook, Twitter, Instagram, and the likes - you are left with a variety of ways to reach your consumers. Maybe you're already doing some social advertising (good for you and your brand!) and maybe you're not. Either way, now is better than never to start looking into social networks and devising your strategy.
In the recording, Hanapin's social experts, Eric Couch and Kristina McLane, discuss six things that you probably didn't know you could do with your social advertising campaigns.
You'll get expert-level tips like:
*Creating effective custom audiences in Facebook to increase CTR
*How to use Twitter Cards to boost lead generation
*Utilizing features in LinkedIn for brand awareness
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There are some powerful ways to promote the Fiverr gig. In this SLIDE, I am sharing some of the great ways to promote your gig and increase your chance to get orders. To increase your sale you need to promote your Fiverr gig and the good thing is that you can promote your gig for free.
Let’s go through Fiverr gig promotion strategy.
UX Writing Teardown for Fiverr.
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Their team of talented UX writers made sure to create delightful experiences for their users to use this marketplace.
Enjoy!
Join our UX writing community
https://www.facebook.com/groups/microcopy/
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If you are an entrepreneur, you should be outsourcing tasks. If you are outsourcing tasks, you should know about Fiverr! This guide will show you how to get the best Fiverr work possible, save you time and make you more money.
Enjoy and please share if you like it!
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What if each email you sent earned you a 2000% return on investment? Email marketing (yes, STILL) rocks the highest return on investment of any medium, garnering on average $28 for every $1 you invest. That is, if you do it right. Is your email program up to snuff?
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WARNING: Any data-phobes who hate measurable marketing, anyone who has perfect email marketing campaigns already, and those guys that send us pharmaceutical ads in Russian need *not* attend.
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Optimizing your email marketing lists, content, and strategies for guaranteed improvements to your ROI
Growing your list to grow your revenue
Common mistakes we (still) see savvy email marketers make
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As inbound marketers, we're all content creators in a visual world. In order to succeed and grow, we must learn to tell our story both visually and verbally.
Here are my 5 tips for becoming a better marketer-designer. They are based on my 2 years experience doing inbound marketing and design at HubSpot.
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With billions of people across the world on social media, social advertising is a great way to reach tons of people at a relatively low cost. And after new ad programs rolling out this year on Facebook, Twitter, Instagram, and the likes - you are left with a variety of ways to reach your consumers. Maybe you're already doing some social advertising (good for you and your brand!) and maybe you're not. Either way, now is better than never to start looking into social networks and devising your strategy.
In the recording, Hanapin's social experts, Eric Couch and Kristina McLane, discuss six things that you probably didn't know you could do with your social advertising campaigns.
You'll get expert-level tips like:
*Creating effective custom audiences in Facebook to increase CTR
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There are some powerful ways to promote the Fiverr gig. In this SLIDE, I am sharing some of the great ways to promote your gig and increase your chance to get orders. To increase your sale you need to promote your Fiverr gig and the good thing is that you can promote your gig for free.
Let’s go through Fiverr gig promotion strategy.
UX Writing Teardown for Fiverr.
Fiverr is the world's largest freelance services marketplace for lean entrepreneurs to focus on growth & create a successful business at affordable costs.
Their team of talented UX writers made sure to create delightful experiences for their users to use this marketplace.
Enjoy!
Join our UX writing community
https://www.facebook.com/groups/microcopy/
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Getting started with Pinterest is easy as 1-2-3 process, however, making things happen the right way is a process that every future successful Pinner must know in order to Boost your Brand's Visibility on Pinterest.
I’d like to share with you these 13 Simple Steps on what you need to know, how to get your name and or your Brand Visible on Pinterest.
If you are an entrepreneur, you should be outsourcing tasks. If you are outsourcing tasks, you should know about Fiverr! This guide will show you how to get the best Fiverr work possible, save you time and make you more money.
Enjoy and please share if you like it!
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Here you will get 50 tips for increasing like at fb page. This page like will be lead for your business. You have to post different types post that will engage your page member. In this slide you will find 50types of exclusive post styles
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It’s all changed – from how people use the web, to how Google ranks pages, to what resonates with influencers. Not surprisingly, the tactics marketers employ need to change, too. But tragically, many of us are stuck in a rut, eeking out the last few drops of fuel from efforts that are dying or dead. What’s even worse – the cutting edge practices that are producing remarkable returns heavily benefit early adopters, and if we’re not in those groups, we could find ourselves way behind in the years to come. In this presentation, Moz founder Rand will dive deep into what really works to drive traffic, rankings, branding, and conversions (and what’s better left in the scrap heap of yesteryear).
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What if each email you sent earned you a 2000% return on investment? Email marketing (yes, STILL) rocks the highest return on investment of any medium, garnering on average $28 for every $1 you invest. That is, if you do it right. Is your email program up to snuff?
Ok, be honest: Do you even *know* your email ROI? How much revenue do you make per email subscriber? From driving engagement to fine tuning your list and timing, Jessica Best, self-proclaimed email marketing dweeb, will help you get your current strategy in the best shape it can be and then how to grow it to the next level with a larger subscriber base and the trends that garnering a $20-to-$1 return on investement.
WARNING: Any data-phobes who hate measurable marketing, anyone who has perfect email marketing campaigns already, and those guys that send us pharmaceutical ads in Russian need *not* attend.
What you’ll learn:
Optimizing your email marketing lists, content, and strategies for guaranteed improvements to your ROI
Growing your list to grow your revenue
Common mistakes we (still) see savvy email marketers make
What’s working – and what’s pretty darn cool – in email marketing in 2016 and beyond
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This deck covers important landing page basics like attention ratio, message match and key elements. Including a walk-through of some examples of landing pages to see which ones converted best and why so that you can run better, more efficient campaigns and get the most out of your marketing spend.
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As inbound marketers, we're all content creators in a visual world. In order to succeed and grow, we must learn to tell our story both visually and verbally.
Here are my 5 tips for becoming a better marketer-designer. They are based on my 2 years experience doing inbound marketing and design at HubSpot.
5 ways to optimise your website to achieve stronger enquiriesXpand Marketing
Are you looking to create a website or update your current one so you can generate more enquiries?
A well designed website with the right anatomy can drive targeted traffic, increase conversions and ultimately help your business grow.
Your website is your online storefront, so making sure it’s optimised to attract the right buyers, is key.
It can help improve your brand image, increase visibility, provide a better user experience, as well as be a cost effective marketing channel, due to its 24/7 availability.
So the question is, does your website attract and retain your prospects, or is it making them go to your competitors?
When assessing websites for clients, we regularly come across elements that are often overlooked. It’s these elements that help decide whether the website needs a simple refresh or a full redesign.
In this webinar attendees learned about the 5 ways to optimise their website to achieve stronger enquiries.
We covered:
- Knowing the journey you should take your website user through before they make that all important next step of contacting you.
- Having your audience personas in place in order to make sure your website is speaking to each one of them.
- Making sure your website has content that caters for different user habits.
- Making use of the right kind of imagery
- Building credibility through testimonials and reviews.
In the 15+ years, we’ve worked with business owners, designing and building websites that pack a punch.
And we shared some of our insights and experience in this webinar.
5 steps to an email campaign that convertsUnbounce
In this Unwebinar, learn how to use email marketing as a powerful lead gen and conversion tool. Discover the advanced-level tactics required to help push leads off the fence and automate your email marketing machine.
Chris Hexton, Co-Founder of the Vero behavioural email platform will walk you through a no-fluff approach to email marketing.
Learn how to:
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BriceMcBeth.com Content Shortcuts for ConversionsBrice McBeth
In this one-day workshop, Brice provided his proprietary strategies, content & tools that can get you THINKING BIG about your next content projects! In this highly-interactive coaching session, we discussed:
1. How to more quickly and effectively write blog content
2. The hidden costs of a traditional SEO strategy
3. How to ensure that your content produces an optimal ROI
4. Brice's 7 Step Shortcut Process for Content Development that turns secondary content into primary content.
5. Brice's checklist for guaranteeing eyeballs from ideal clients
6. How to leverage proven networks for your content to create content equity!
Learn more about Brice McBeth's workshops at BriceMcBeth.com!
How to create and optimize high converting landing pageslaunchbit
Are you running a b2b marketing campaign? If so, you should have a properly set up b2b landing page that appeals to your prospects and entices them to sign up for your next eBook, or white paper, or whatever offer you have that helps move more traffic into or down your marketing funnel.
Many have predicted the death of guest posting, but Syed Irfan Ajmal joins SEMrush with an effective step by step process proving that guest posting is still affective, alive and kicking.
Get ready to discover how he increased the monthly ROI of a client business to $200K using some good old fashion guest posting. He will walk you through the entire process and answer any questions you may have on implementing guest posting in your business.
In this webinar we will cover:
How to do keyword research so you can find the low hanging fruits (using SEMrush)
Linkreator Research (finding the right people to send your emails to)
Email outreach (how to construct your email using psychology principles for maximum impact)
Precautions (you can't miss this if you want to ensure your outreach is a success)
Guest Posting Case Study: $200K Revenue (23.85% Increase)Syed Irfan Ajmal
Guest posting is the same strategy that the likes of #Buffer (social media scheduling app) have used to grow massively. In this case study, I share how our marketing agency helped increase the revenue of a client from $160K to $200K within 6 months through guest posting alone.
Contrary to popular opinion, guest posting still works (as confirmed by Matt Cutts - who was heading Google's Web Spam Team at the time, as well). However one has to do it smartly and in a non-spammy manner. This presentation will teach you to do exactly that.
Standout Subject Lines: Get Opened, Get Read, Get Results!Vanessa CEO
Ignored or Engaging? How are your subject lines working, or NOT working to capture the attention and interest of your audience?
This fast-paced seminar will take a deeper dive into the mechanics of truly effective subject lines. I'll cover the three keys that make or break your subject line (and how short your window really is..). What works, and what does NOT work in capturing your readers’ attention. Length, brand, urgency and offers. How to make them work for your subject lines. Before and after examples that make it crystal clear how to improve your results. Get their attention, get in the door, and get the response you desire. Whether you are trying to get read, realize revenue, increase your reach or inspire referrals, your subject lines are a key to your success!
7 PROVEN DESIGN PATTERNS YOU CAN USE TO INCREASE CONVERSIONS CCD is
How is it different to User Centered Design?
User Centered Design is.
CCD Principle #1 ATTENTION RATIO
Homepage ` Landing page 57:1 1:1 Homepage vs. Landing Page
ATTENTION RATIO
AS ATTENTION RATIO GOES DOWN, CONVERSION RATES GO UP
Why use landing pages?
Email marketing To all of the above
QR code destinations
Contests
Surveys
“Every marketing campaign needs a dedicated landing page”!
CCD Principle #2 CONVERSION COUPLING
Conversion Coupling is comprised of one or more of: 1. Message Match 2. Design Match
Matching the copy of your ad to the headline of your landing page. Easy right?
Your homepage is brand central station
Quality Score goes up!
Matching the design of your display ad to ‘aspects’ of the design on your landing page. This is even easier. Design Match
A Facebook Ad
The destination landing page
That’s great design match
CCD Principle #3 CONTEXTUAL DESIGN
Contextual Design In Action What’s the experience on this page?
Contextual Design Research Question: What do you think of our templates?
The solution: Context of use Show me how I would use this
The result?
“High-converting landing pages create a conversation based on context”!
*I get it wrong too. Super generic headline
Disrespecting the click Losing interest as soon as you get the click. Abandoning your visitors. LAME.
Let’s try that again
The click source The Smart Marketers Landing Page Conversion Course
Co-branding
Great conversation momentum
Contextual Design Takeaways
Let’s talk CCD analytics for a second… Are we getting the right conversions?
Lots of A/B tests flat line. What then?
Sometimes TOP-OF- FUNNEL CONVERSION DATA ISN’T ENOUGH
Homepage long vs. short A/B test
Measure the whole funnel not just the top
Measure their retention not just first conversion
CCD Principle #4 CONGRUENT DESIGN
Content Alignment Does your page tell a story?
Incongruence Conversion killing copy Avoid mentioning negative suggestive words Spam
CCD Principle #5 CLARITY
White Space Designing for delight
Too much me Not enough you
Back to the analytics… Are my tests actually winning?
Can you always trust your test results?
“Improving” the clarity of a CTA Homepage call-to-action test >> CTA describes the desire-driven end goal
New CTA increased click-throughs to the pricing page by +80%.
CCD Principle #6 CREDIBILITY
Testimonials: Text vs. Video vs. Video: +25% increase in new trial starts A/B test case study
“Will visitors respond better to a short description of benefits vs. social proof where third party’s are describing those same benefits?”
Clarity vs. Credibility
IT ALL COMES BACK TO CONTEXT !
Pro Credibility Tip Ask people to trust you.
CCD Principle #7 CONVERSION CONTINUANCE
Please sir, I want some more
Webinar registration page
The confirmation page
The result 2,500 Webinar registrants 1,100 New blog subscribers (40%)
Ashley Cheretes, Head of Employer Brand and Recruitment at Cigna, presented this topic at IAMPHENOM, the #1 Talent Experience conference.
Hosted by Phenom, a global HR technology company with a purpose to help a billion people find the right job, IAMPHENOM is a meeting of the minds for 1000+ CHROs, talent leaders, and HR professionals. To learn more, check out www.iamphenom.com
Visit our site for more info: https://destinymarketingsolutions.com/
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You want to start blogging but you don't know what makes a good blog. You will learn everything you need to create the perfect blog : design, content, SEO, social media.
This months event we had two great presentations. One from David Malmborg all about GTM, and one from Cameron Evans on HubSpot email. Also, Brandon Carter touched on some GDPR information you need to be aware of.
ASCEND Summit 2014 provided tons of learning opportunities specific to improving your efforts in content marketing.
If content marketing is your top priority, these five ASCEND sessions will show how to build your business with proven tactics, the latest trends and tools, and sage advice from experts in the field.
Featuring: Andy Crestodina, Tim Paige, Michael Brenner, Marcus Sheridan, and Lynette Young
We've also organized these speakers into a video package to help you capture the energy, inspiration and actionable takeaways from ASCEND Summit 2014.
Order your Content Marketing Power Tools video today: http://contentvideo.ascendsummit.com
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The What, Why & How of 3D and AR in Digital CommercePushON Ltd
Vladimir Mulhem has over 20 years of experience in commercialising cutting edge creative technology across construction, marketing and retail.
Previously the founder and Tech and Innovation Director of Creative Content Works working with the likes of Next, John Lewis and JD Sport, he now helps retailers, brands and agencies solve challenges of applying the emerging technologies 3D, AR, VR and Gen AI to real-world problems.
In this webinar, Vladimir will be covering the following topics:
Applications of 3D and AR in Digital Commerce,
Benefits of 3D and AR,
Tools to create, manage and publish 3D and AR in Digital Commerce.
Digital marketing is the art and science of promoting products or services using digital channels to reach and engage with potential customers. It encompasses a wide range of online tactics and strategies aimed at increasing brand visibility, driving website traffic, generating leads, and ultimately, converting those leads into customers.
https://nidmindia.com/
Short video marketing has sweeped the nation and is the fastest way to build an online brand on social media in 2024. In this session you will learn:- What is short video marketing- Which platforms work best for your business- Content strategies that are on brand for your business- How to sell organically without paying for ads.
Digital Commerce Lecture for Advanced Digital & Social Media Strategy at UCLA...Valters Lauzums
E-commerce in 2024 is characterized by a dynamic blend of opportunities and significant challenges. Supply chain disruptions and inventory shortages are critical issues, leading to increased shipping delays and rising costs, which impact timely delivery and squeeze profit margins. Efficient logistics management is essential, yet it is often hampered by these external factors. Payment processing, while needing to ensure security and user convenience, grapples with preventing fraud and integrating diverse payment methods, adding another layer of complexity. Furthermore, fulfillment operations require a streamlined approach to handle volume spikes and maintain accuracy in order picking, packing, and shipping, all while meeting customers' heightened expectations for faster delivery times.
Amid these operational challenges, customer data has emerged as an important strategy. By focusing on personalization and enhancing customer experience from historical behavior, businesses can deliver improved website and brand experienced, better product recommendations, optimal promotions, and content to meet individual preferences. Better data analytics can also help in effectively creating marketing campaigns, improving customer retention, and driving product development and inventory management.
Innovative formats such as social commerce and live shopping are beginning to impact the digital commerce landscape, offering new ways to engage with customers and drive sales, and may provide opportunity for brands that have been priced out or seen a downturn with post-pandemic shopping behavior. Social commerce integrates shopping experiences directly into social media platforms, tapping into the massive user bases of these networks to increase reach and engagement. Live shopping, on the other hand, combines entertainment and real-time interaction, providing a dynamic platform for showcasing products and encouraging immediate purchases. These innovations not only enhance customer engagement but also provide valuable data for businesses to refine their strategies and deliver superior shopping experiences.
The e-commerce sector is evolving rapidly, and businesses that effectively manage operational challenges and implement innovative strategies are best positioned for long-term success.
When most people in the industry talk about online or digital reputation management, what they're really saying is Google search and PPC. And it's usually reactive, left dealing with the aftermath of negative information published somewhere online. That's outdated. It leaves executives, organizations and other high-profile individuals at a high risk of a digital reputation attack that spans channels and tactics. But the tools needed to safeguard against an attack are more cybersecurity-oriented than most marketing and communications professionals can manage. Business leaders Leaders grasp the importance; 83% of executives place reputation in their top five areas of risk, yet only 23% are confident in their ability to address it. To succeed in 2024 and beyond, you need to turn online reputation on its axis and think like an attacker.\
Key Takeaways:
- New framework for examining and safeguarding an online reputation
- Tools and techniques to keep you a step ahead
- Practical examples that demonstrate when to act, how to act and how to recover
Top 3 Ways to Align Sales and Marketing Teams for Rapid GrowthDemandbase
In this session, Demandbase’s Stephanie Quinn, Sr. Director of Integrated and Digital Marketing, Devin Rosenberg, Director of Sales, and Kevin Rooney, Senior Director of Sales Development will share how sales and marketing shapes their day-to-day and what key areas are needed for true alignment.
When most people in the industry talk about online or digital reputation management, what they're really saying is Google search and PPC. And it's usually reactive, left dealing with the aftermath of negative information published somewhere online. That's outdated. It leaves executives, organizations and other high-profile individuals at a high risk of a digital reputation attack that spans channels and tactics. But the tools needed to safeguard against an attack are more cybersecurity-oriented than most marketing and communications professionals can manage. Business leaders Leaders grasp the importance; 83% of executives place reputation in their top five areas of risk, yet only 23% are confident in their ability to address it. To succeed in 2024 and beyond, you need to turn online reputation on its axis and think like an attacker.
Key Takeaways:
- New framework for examining and safeguarding an online reputation
- Tools and techniques to keep you a step ahead
- Practical examples that demonstrate when to act, how to act and how to recover
Come learn how YOU can Animate and Illuminate the World with Generative AI's Explosive Power. Come sit in the driver's seat and learn to harness this great technology.
10 Video Ideas Any Business Can Make RIGHT NOW!
You'll never draw a blank again on what kind of video to make for your business. Go beyond the basic categories and truly reimagine a brand new advanced way to brainstorm video content creation. During this masterclass you'll be challenged to think creatively and outside of the box and view your videos through lenses you may have never thought of previously. It's guaranteed that you'll leave with more than 10 video ideas, but I like to under-promise and over-deliver. Don't miss this session.
Key Takeaways:
How to use the Video Matrix
How to use additional "Lenses"
Where to source original video ideas
For too many years marketing and sales have operated in silos...while in some forward thinking companies, the two organizations work together to drive new opportunity development and revenue. This session will explore the lessons learned in that beautiful dance that can occur when marketing and sales work together...to drive new opportunity development, account expansion and customer satisfaction.
No, this is not a conversation about MQLs and SQLs. Instead we will focus on a framework that allows the two organizations to drive company success together.
How to Run Landing Page Tests On and Off Paid Social PlatformsVWO
Join us for an exclusive webinar featuring Mariate, Alexandra and Nima where we will unveil a comprehensive blueprint for crafting a successful paid media strategy focused on landing page testing.With escalating costs in paid advertising, understanding how to maximize each visitor’s experience is crucial for retention and conversion.
This session will dive into the methodologies for executing and analyzing landing page tests within paid social channels, offering a blend of theoretical knowledge and practical insights.
The Pearmill team will guide you through the nuances of setting up and managing landing page experiments on paid social platforms. You will learn about the critical rules to follow, the structure of effective tests, optimal conversion duration and budget allocation.
The session will also cover data analysis techniques and criteria for graduating landing pages.
In the second part of the webinar, Pearmill will explore the use of A/B testing platforms. Discover common pitfalls to avoid in A/B testing and gain insights into analyzing A/B tests results effectively.
The Forgotten Secret Weapon of Digital Marketing: Email
Digital marketing is a rapidly changing, ever evolving industry--Influencers, Threads, X, AI, etc. But one of the most effective digital marketing tools is also one of the oldest: Email. Find out from two Houston-based digital experts how to maximize your results from email.
Key Takeaways:
Email has the best ROI of any digital tactic
It can be used at any stage of the customer journey
It is increasingly important as the cookie-less future gets closer and closer
4. We’ll cover…
1
Making a good first impression
2
Creating an excellent subscriber experience
3
A/B test ideas + examples
4
Lots of best practices along the way
#KISSwebinar
16. Every email should have a purpose.
➡ What do you want the subscriber to do?
➡ How are you going to measure success?
➡ What are the business goals behind this communication?
➡ Is email the best way to communicate your message?
➡ Who should should receive the message?
➡ Is the message relevant to your subscribers?
#KISSwebinar
17. Every email should have a purpose.
Why are you sending this email?
✓ Lead generation
✓ Brand awareness
✓ Is it relevant?
Who are you sending to, and what do you know about them?
✓ Internal vs. external
✓ B2B vs. B2C
✓ Demographics
#KISSwebinar
18. Every email should have a purpose.
What do you want subscribers to do once they receive your email?
✓ Register for a webinar
✓ Read an article
How are you going to measure success?
✓ Open/click data
✓ Leads generated
✓ Conversions
What do you want the subscriber to do?
✓ Is email the best way to communicate your message?
#KISSwebinar
19. The email experience
From Name
Subject Line
Preheader
Preview/Open
Tap/Click
Page/Site
???
#KISSwebinar
20. First impressions ma er
From Name
Subject Line
Preheader
Preview/Open
Tap/Click
Page/Site
What is recognizable, trustworthy and relevant?
Does the subscriber have a relationship with
a person or the brand?
???
21. no-reply is a no-go
From Name
Subject Line
Preheader
Preview/Open
Tap/Click
Page/Site
???
22. Be on-brand and relevant
From Name
Subject Line
Preheader
Preview/Open
Tap/Click
Page/Site
???
#KISSwebinar
23. Symbols in subject lines
Can increase open rates.
Use carefully to support your
message rather than detract
from value.
24. No such thing as a perfect subject line
1
Free is OK
2
Shorter=be er?
3
Relevance!
4
Useful + specific
5
Test, test, test
h ps://litmus.com/blog/how-to-write-the-perfect-subject-line-infographic
25. Preheader = tertiary inbox content
From Name
Subject Line
Preheader
Preview/Open
Tap/Click
Page/Site
???
26. Preheader Best Practices
Support your subject line with a
creative, useful or helpful preheader.
1
Call to action
2
Reminder
3
Special message / value prop
4
Clickable/measurable
#KISSwebinar
27. These are bad preheader examples
Repetitive content, unhelpful,
potentially negative brand impact
28. These are good preheader examples
Helpful, smart, funny, engaging
29. Preheader text case study: Wedding Wire
Pre-header text A/B Tests:
30%+ CTR Boost
/ courtesy @mparkerbyrd
30. Optimizing the “Envelope Fields”
From Name
~25 characters
Subject Line
~35 characters
Preheader
~85 characters
31. Don’t count on images showing up
From Name
Subject Line
Preheader
Preview/Open
Tap/Click
Page/Site
???
32. Convey your message without images
From Name
Subject Line
Preheader
Preview/Open
Tap/Click
Page/Site
???
33. Be aware, not afraid, of the fold
From Name
Subject Line
Preheader
Preview/Open
Tap/Click
Page/Site
???
34. Content and visual hierarchy
➡ Prioritize important information
➡ Prune extraneous & irrelevant content
➡ Use color, weight, size & placement for emphasis
➡ Bullets are your friends
➡ Use a mix of rational & emotional appeals
➡ Utilize background colors, lists & borders
➡ Use strong & clear calls-to-action
35. Create click opportunities
From Name
Subject Line
Preheader
➡ Linked imagery
➡ Video
➡ Bu ons
➡ Charts
➡ Colored backgrounds
➡ Preheader text
➡ Forward & share
Preview/Open
Tap/Click
Page/Site
???
36. Tell the subscriber what to do!
From Name
Subject Line
Preheader
Preview/Open
Tap/Click
Page/Site
???
#KISSwebinar
37. What is the message?
From Name
Subject Line
Preheader
Preview/Open
Tap/Click
Page/Site
???
38. What should I do?
From Name
Subject Line
Preheader
Preview/Open
Tap/Click
Page/Site
???
39. What should I do?
From Name
Subject Line
Preheader
Preview/Open
Tap/Click
Page/Site
???
40. Call to action best practices
1
Bu ons!
2
Context
3
Active language
4
Size
5
Placement
h ps://litmus.com/blog/designing-the-perfect-call-to-action
42. Don’t forget the landing page
From Name
Subject Line
Preheader
Preview/Open
Tap/Click
Page/Site
???
43. Is this a positive experience?
From Name
Subject Line
Preheader
Preview/Open
Tap/Click
Where’s the download?
… add to cart?
Page/Site
???
44. Don’t forget the text version
1
Create hierarchy with symbols
2
Avoid hard breaks
3
Put links on a new line
4
Tabs, spacing and CAPS to organize content
5
Convey imagery with text
#KISSwebinar
46. Designing for purpose
Email is the ideal
environment for fast,
easy and cheap testing
BUT
what works for one
person (or one email)
won’t necessarily work
for another
47. Testing ideas
Time of day
Pre-Header
Day of week
Navigation
Subject Lines
Content Layout
Creative look and feel
Length of content
Imagery
Personalization
Call to action
Segmentation
Be sure your test is repeatable. You need a hypothesis.
#KISSwebinar
48. Some tests we’ve run…
Subject lines
• Specific vs. vague
• Buzzy vs. straightforward
!
Bu on language / call-to-action
• Product vs. content
• Additional bu ons (more click
opportunities)
!
Video thumbnail imagery
• Person vs. product
!
Content
• Headline vs. no headline
!
Bu on colors
• Green vs. blue
#KISSwebinar
49. Some tests we’ve run…
Version A: Green bu on
Version B: Blue bu on
50. Some tests we’ve run…
no
change
Version A: Green bu on
Version B: Blue bu on
51. Some tests we’ve run…
Version A: Start testing
Version B: Read our overview
52. Some tests we’ve run…
2x
clicks
Version A: Start testing
Version B: Read our overview
53. Some tests we’ve run…
Subject line A:
Don’t forward
this…
!
Subject line B:
The best way to
share emails
54. Some tests we’ve run…
Subject line A:
Don’t forward
this…
!
Subject line B:
The best way to
share emails
54%
more clicks
61. HTML coding / rendering
➡ HTML for email is not HTML for the web
➡ Avoid CSS for positioning or layout
➡ Code like it’s 1999!
➡ Proper syntax is key
➡ Use HTML tables for layout
➡ Use ALT text
• Specify widths for table elements
• Images should be in their own table cell
#KISSwebinar
62. HTML coding / rendering
➡ No JavaScript
➡ No Flash
➡ Limited support for HTML5 or CSS3
➡ Use inline CSS instead of embedded
• (Gmail doesn’t support embedded CSS)
➡ HTML forms (not supported everywhere)
➡ Background images (not supported in Outlook 2007+)
➡ Web-based email clients behave differently based on the browser (IE vs Firefox)
63. Rendering
➡ TEST TEST TEST
➡ Only comprehensive testing will ensure
that your email appears the way you
want it to in your subscriber’s inbox
➡ Subscribers view emails in many
different environments: desktop email
clients, web-based email clients and
mobile clients.
#KISSwebinar
65. -TAKEAWAYS -
1
Design for your subscribers
2
For every email, ask:
What am I trying to say?
How will subscribers take action?
Where are they going next?
3
Institute a culture of testing