Real life cases about email marketing. Tip & tricks on how to improve your email strategy.

1. The private life of an e-mail
@hanssmellinckx

2. Google & tweet me!
@hanssmellinckx

3. WHY

4. ROI Traceability

5. 90% automated
10% manual
 It’s about contact points, not a
weekly newsletter
 Stand out in the crowd
 Be relevant!
 You influence every step of the
sales funnel
Source: Acumen Studio

6. Increase contact points !
Source: Alchemy Workx – Dela Quist, CEO

7. A very short life

8. It takes mammals more time
to pee!
(10 seconds vs 21 seconds)

9. FORMAT FROM/REPLY SUBJECT WEBLINK IMAGES/TXT
MENUSALUTATIONTHE MESSAGELINKSTRIGGER BASED
LIST BUILDING THE LAW

10. FORTMAT
Optimise for mobile viewing:
“one swipe away”
Make it graphical & vertical
Remove “text”
A finger needs 30 to 40 px!

11. Some bad examples

12. Some good examples

13. FROM & REPLY
No reply should be forbidden!
(do you really think people will
react “en masse”?)
Make it personal
Create a respons strategy

14. SUBJECT LINE
To the point! Inspire ! Evoke a
reaction/emotion! Surprise &
delight
Don’t use: “newsletter”,
“brand name” etc
Use the subheader as well

15. Some examples
Source: Lucid Marketing

16. WEBLINK
First link to click
Be more creative than “if you
can’t read this….”
No subheader = weblink text is
crucial

17. IMAGES/TEXT
Visual mobile content vs action
oriented content (and keep it
below 100k)
People do not download
images
Links should always be visible

18. MENU
Fantastic way to profile people
+ increase contact points = no
menu needed
Not relevant = a lot of menu
clicks
Personalise menu as well!

19. SALUTATION
In line with overall
communication/positioning
Make it personal!
Great way to improve your
data quality

20. THE MESSAGE
1 goal per message
WIIFM: What’s in it for me?
Keep it simple!
Increase contact points for
more relevance
Surprise & enlighten

21. Focus of the eye

22. LINKS
The fewer, the better
Don’t think, click!
Images = click on mobile

23. TRIGGER BASED
Any message is a marketing
message
Abandonned cart = revenu driver
What’s your life cycle
communication plan?

25. From the crowd!
Reduce image
Be more creative!
Link: go straight to login page
This image should have been on top:
Builder on site = mobile click
Use more space!
Good use of white space

26. This should be in the header
Image that should be text
Book appointment?
Great!
Make it personal & shareable!

27. LIST BUILDING
Start with your website!
(registration pages, download, shop
etc)
It will take time & money
Rent | search lookalikes | etc
Progressive profiling is key!

29. THE LAW
Optin & privacy by design
It goes beyond the law :
RESPECT
Difference between storage of
emails and profiling

30. First moving advantage

31. Think fast and act now!

32. Thank you!
Twitter: @hanssmellinckx
29€