The anatomy of a great email christopher barnes v2
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This document provides tips for creating effective marketing emails. It discusses how email offers the highest ROI of any direct marketing channel. The keys to a great email include making it permission-based, personalized, relevant and optimized for the subscriber's device. Extensive testing of subject lines, content and design is important to maximize opens, clicks and conversions. Engagement can be increased by incorporating customer reviews, sharing options and interactive elements into emails.
![[object Object], highest ROI of any direct marketing channel - $43.62 for each dollar spent in 2009 ,[object Object], advertising was second at $21.85 ,[object Object], mail returned just $15.22 ,[object Object], in 2011 > $42.08 First Things First -Why Email? ,[object Object], (Jupiter Research) ,[object Object], mail (DMA) ,[object Object], (Andersen) ,[object Object], return (eMarketer) Source: Annual Economic Impact Study, The Direct Marketing Association, October 2009](data:image/gif;base64,R0lGODlhAQABAIAAAAAAAP///yH5BAEAAAAALAAAAAABAAEAAAIBRAA7)
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The anatomy of a great email christopher barnes v2
- 1. The Anatomy of a Great Email Authorized resellers for www.DialogInteractive.net
- 5. How short?
- 6. Where to place design elements
- 7. Ensuring it works across all platforms
- 8. Preview pane and image blocking
- 9. Ensuring it works on mobile devices
- 11. Very nice… IF they get there!
- 12. A B Great Email Example
- 13. C D
- 14. E
- 15. Creating engagement with email 1. Feature star reviews from customers in your emails Use customer-generated product reviews, customer questions, or even featuring the products that are most highly rated by customers. 2. Add FTAF or Share icons to your emails. The original way to "share with your network" was the forward-to-a-friend (FtoF) feature, and it still works. Studies show consumers use forward to a friend when they want to share an email, in addition to posting to social sites. Recent data from ShareThis - states that subscribers share via email 38 percent of the time, which is the same percentage that people share content via Facebook.
- 16. Creating engagement with email 3. Add a pre-header message. Include a quick message in your email template similar to Crate and Barrel's, which says "Did someone forward you this message? Skip the grapevine. Opt in to receive Crate and Barrel email. Click here to hear it first." 4. Include a poll or survey and post the results on your social media page. 5. Make your emails audience "special' - by invitation only. People like to feel special, and they like to tell their friends about things that are cool. 6. Incorporate games, or interactive applications in your emails.
- 17. Preview pane and image blocking. Ensuring it works on mobile devices Email as it came into gmail – images disabled by default!
- 18. How many of your subscribers are on mobile devices? Ask with opt in at top of email to find out. What does your message look like on these phones?
- 19. Test Your Skills
- 21. Testing your program Version B got 11.7% more clickthroughs, proving that in email design even subtle changes can have a significant impact.
- 23. Testing your program Version A’s offer-oriented subject line and benefit-oriented email copy generated 13.9% more ecommerce revenue … despite the fact that Version B had 8.3% more opens and a 14.5% higher click rate. Which just goes to show, you have to measure tests beyond the click.
- 25. Optimized Subject and From Line
- 26. Short, Impactful Subject Line
- 27. Use of pre-header for key points
- 28. Key message above the fold
- 29. Optimized for subscriber viewing pda /laptop
- 30. Personalized
- 31. Relevant
- 32. Strong visible call to action