This slide deck goes with a webinar that can be downloaded at http://email-marketing.pinpointe.com/webinar-diagnosing-treating-common-email-marketing-problems-mcewen The Email Doctor Is In… Email marketers have great intentions when they create an email, but there are so many small decisions to make that affect the end results. From poorly-placed CTAs to novel-size messages, these are just a couple of the problematic symptoms marketers deal with. This deck looks at actual examples of broken email campaigns and provides a diagnose of the issues. A Few Items Covered: Email layout and design Best writing practices Personalization techniques CTA wording and placement Social connections If you’re looking to get your emails in perfect sending condition – you’ll want to check out this slide deck.

1. PRESENTED BY:
LISA FURGISON MCEWEN

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Enterprise Email Marketing
for customers who have outgrown
their current email marketing provider
BROUGHT TO YOU BY:
Pinpointe On-Demand, Inc.
MODERATOR:
Eryn Branham
Pinpointe On-Demand, Inc.
ebranham@pinpointe.com
623.975.3335

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Enterprise Edition:
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FREE DEMO
http://email-marketing.pinpointe.com/schedule-your-demo

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LISA
FURGISON MCEWEN
Content Creator &
Email Marketing Specialist
McEwen's Media
mcewensmedia@gmail.com
Twitter: @lfurgison
Blog:
https://mcewensmedia.com/media-blog/
https://mcewensmedia.com/
§ Helps brands write, publish
and promote content through
various digital channels
§ Background stems from a
decade of journalism
experience in both broadcast
and online platforms
FEATURED SPEAKER

7. PRESENTED BY:
LISA FURGISON MCEWEN

8. AGENDA
• Discuss problems that fly under the radar
• Common email problems
• Examples – diagnose problem and give solution
• Tips to avoid common email problems

9. Top 5 Most Common Email Mistakes
PROBLEM
1. Forget to proofread
2. Too much text
3. Lack of personalization
4. Confusing offers
5. Poor design choices
COST
• Loss of credibility
• Not concerned about subscriber’s time
• No personal connection
• Subscriber’s are turned off
• Create confusion

10. Diagnosis
• What’s the
problem?
Treatment plan
• What’s the
solution?
Diagnostic Guide
Mild
Serious
ER
SCALE EXAMPLE PROBLEM/SOLUTION

11. Diagnosis
• Poor font choices
Treatment plan
• Stand out, don’t go
overboard
Font Phobia
Mild
Serious
ER

12. Diagnosis
• Color scheme makes
text hard to read
Treatment plan
• Be aware of color
choices
• TOOL: Hex Color
Scheme Generator
Color Blind
Mild
Serious
ER

13. Diagnosis
• Long URL
Treatment plan
• Hyperlink text
Juvenile Link Spasm
Mild
Serious
ER

14. Diagnosis
• Confusing little
figurines
Treatment plan
• Every email element
should have a purpose
Acute Email Confusion
Mild
Serious
ER

15. Diagnosis
• Missing first name
Treatment plan
• Personalize it!
• TOOL: Use ESP
automation tools
Narcoleptic Introduction
Mild
Serious
ER

16. Diagnosis
• One confusing offer
Treatment plan
• Keep offers simple
• Shouldn’t require
contract-like
explanation
Coupon Coma
Mild
Serious
ER

17. Mild
Serious
ER
Diagnosis
• Text overload
• Confusing purpose
Treatment plan
• Eliminate text
• Clarify purpose, change
image
• TOOL: Hemingway App
Chronic Text-itis

18. Mild
Serious
ER
Diagnosis
• CTA overload
Treatment plan
• Limit CTA – 4 at most
• Most emails should have
ONE
CTA Poisoning

19. Diagnosis
• Punctuation problem
• Not compelling at all
Treatment plan
• Proof every email
• Add an image
• Explain why?
• Tool: Grammarly
Punctuation Pandemonium
Mild
Serious
ER

20. Diagnosis
• Way too many links
• No focus
Treatment plan
• Modern newsletter design
• 3-5 pieces of content
Link Overdose
LINK
Mild
Serious
ER

21. Diagnosis
• BORING
Treatment plan
• Add an image
• Pinpointe has free
image library
• Run A/B tests
Engagement Deficiency
Mild
Serious
ER

22. Tips to Avoid Chronic Email Problems
• Every choice you make matters
• Proofread your emails
• use tools
• have coworkers look at it
• Personalize emails
• First name in subject line
• Segment your list
• Limit CTAs – one focus
• Keep text to a minimum
• Use templates for modern, streamlined design
• Study emails
• Really Good Emails

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10
WE THANK YOU
We appreciate you taking the
time to watch this today!

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• sales@pinpointe.com
• http://email-
marketing.pinpointe.com/schedule-
your-demo
• (800) 557-6584 or US:
(408) 834-7577, Option #2
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