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Webinar: Email Design for Revenue and Response
- 1. The Tao ofEmail Template Design
- 2. Q. How doyou build a email template for the best user experience, ad presentation and revenue generating potential?
- 3. Phil Hollows isthe Founder and CEO of FeedBlitz, the email & social media marketing automation service. Before FeedBlitz, Phil was VP Product Marketing for enterprise network security management company OpenService (now LogMatrix), and VP of Technology at web testing company RadView Software. @phollows phil@feedblitz.com Dave Hendricks has been building successful email marketing companies and campaigns since 1999. As COO of LiveIntent, Dave is responsible for Publisher Success, Marketing and Finance. Prior to LiveIntent, Dave held executive roles with Datran Media, InfoUSA and ExperianCheetahmail @davehendricks dave@liveintent.com
- 4. What You • Why you need to design your email for mobile – now! Will Learn Today • How to design optimize your newsletters for the highest response & ad revenue • How email newsletters are different than your website… and better • Why Device Segmenting is a waste of time
- 5. 2.9 billion TheScale of Email 900 million 463 million 300 million 90 million Total Accounts Facebook Twitter EMAIL Websites Google+ 1 billion Daily Activity 60 million items shared updates 140 million tweets 3.3 billion searches 47 billion pageviews 188 billion messages
- 6. Email is the#1 App http://www.journalism.org/analysis_report/mobile_activity_news_ranks_high, http://pewinternet.org/Reports/2011/Search-and-email.aspx
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- 11. 31 % of all mail (with LiveIntent Tags) opened in January was opened on a mobile
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- 13. Ad Revenue by platform onFeedBlitz MSIE 26.6% Mobile 31.4 %
- 14. 43 % Other providers see even bigger mobile numbers https://litmus.com/blog/ipad-opens-grown-49-in-12-months-total-mobile-email-opens-back-to-43
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- 16. People (and theirgadgets) are unpredictable Your Imperative: design templates knowing that you cannot predict device – ever.
- 17. Don’t play deviceroulette You’ll lose
- 18. GRAPH THAT EMAILWILL BE DELETED IF NOT RENDERED
- 19. If you don’t believeme, ask yourself…
- 20. If you don’t believeme, ask yourself… ‘How many different devices did I use in the last 24 hours?’
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- 22. Then ask… ‘How did I respond?’
- 23. Then ask… ‘How did I respond?’ ‘Did I click?’
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- 25. Where did you land? ‘Was it device contextual?’
- 26. Where did you land? ‘Was it appropriate?’ ‘Did I bounce?’
- 27. What are theimplications for email template design?
- 28. WHITE PAPER FINDINGS Betterperforming newsletters turn your email from a cost center into a profit center
- 29. WHITE PAPER FINDINGS 1.SUCCESSFUL DESIGN MEANS HIGHER ENGAGEMENT The best performing ad slots are integrated into an email’s copy and scale with the device
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- 32. WHITE PAPER FINDINGS 2.THE GOLDEN RULE FOR AD SLOTS 3 is a magic number
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- 34. WHITE PAPER FINDINGS Even more ads can be appropriate for longer newsletters where there is plenty of content to support them
- 35. We had tore-assess the value of our subscriber newsletters. It’s proven to be a channel that can be well monetized and should not be overlooked.” ANDY WILSON SVP OF DIGITAL
- 36. WHITE PAPER FINDINGS 3.IN DEFENSE OF BELOW THE FOLD People interact differently with newsletters vs. websites
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- 39. WHITE PAPER FINDINGS Format,length & content should impact the number & size of ads
- 40. Key • For a win-win, use lots of Takeaways white space and integrate ad slots into newsletter content • 3 ad slots is a good rule of thumb to maximize advertising revenue • Don’t forget an ad slot at the bottom of your template!
- 41. RESPONSIVE DESIGN Phil Hollows,CEO, FeedBlitz www.feedblitz.com
- 42. About • Email Service Provider specializing in RSS and automatic email FeedBlitz update production • The premium FeedBurner alternative • Delivering 1.3 MM LiveIntent ad impressions / day • Ad units appear in FeedBlitz emails and RSS feeds • Our largest publishers are making 3x to 4x our service fees via our LiveIntent Partnership
- 43. Mobile Email isalready much bigger than you think 29% 31% of our impressions of our ad revenues are from mobile are from mobile
- 44. Mobile email outperformsdesktop and webmail Email NOT optimized for mobile platforms can kill response rates and ad performance And you can’t predict where an email will be viewed
- 45. • Adapts what is displayed for the platform being used Responsive • Uses CSS “media selectors” Design is to change fonts, layouts, etc the solution • Used for mobile-friendly • web sites • Also works great on • Android and iOS email!
- 46. • You’re used to using HTML tables for layouts But it’s not easy • But on mobile platforms, being cool… that tends to work against responsive design • Images won’t shrink and text won’t flow
- 47. Non-Responsive Email “Desktop” emailon the phone
- 48. Responsive Email Same email– responsive layout Resized header image Large, Images & Ads legible fonts look great!
- 49. • The same HTML must work on desktop, webmail & mobile Responsive • Mobile-friendly must degrade gracefully on webmail, old Email is desktop apps that don’t respect CSS @media selectors tough to do! • Tables are required to control layout, making responsive resizing difficult • Design CSS and HTML carefully to resize images, flow text, alter fonts, margins and alignment • Test, test, test!
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- 51. But the 29 % payoff is of our impressions worth it. are from mobile 31 % of our ad revenues are from mobile
- 52. But the If you’re not investing payoff is in responsive design worth it. for email, you’re leaving money on the table – and frustrating subscribers.
- 53. • Our “EZ” templates are mobile-friendly and degrade gracefully and • We automate production, FeedBlitz monetization of your content marketing can help • We automatically build LiveIntent ad tags • We can migrate and WORK WITH US monetize your RSS feed FeedBlitz.com readers too phil@feedblitz.com @phollows • Awesome deliverability (SenderScore all 96-98)
- 54. Our newsletters havegenerated a new stream of incremental revenue that has exceeded our expectations. Display in email is an opportunity publishers cannot continue to ignore. CAMILLA CHO HEAD OF BUSINESS DEVELOPMENT
Editor's Notes
- #2 Press release? On Monday about the white paperCombine two concepts - free whitepaper for attending free webinarCan I update sign up with corporate email address?
- #3 Julia Intro
- #4 Julia intro
- #6 No! it’s the healthiest its ever been! Its too big to fail - Email is the most popular app on computers, smart phones and tablets. It is the killer app. 2.9B active users and a 188 billion messages are sent per day, and almost none of them with ads. It is larger than social networking, and there are more emails sent than page views or searches. But I am not here to convince you that email is a replacement or is more important then any of the other online media channels.
- #9 Mailbox.app being acquired by dropbox is validation that email is the #1 info is shared
- #10 EMAIL IS EVERYWHEREEmail is many different things to many different peopleIt’s highly personal, mobile, social, ecommerce and accessible on every device.
- #11 Don’t be left behindEmail has transformedEmail is not going awayEmail has simply transformedIt used to be something you only did at your desktop to something that is now in your pocket, with you everywhere you go
- #12 Compare tofeedblitz’s stats
- #17 reduce time wasted segmenting
- #20 reduce time wasted segmenting
- #21 reduce time wasted segmenting
- #22 reduce time wasted segmenting
- #23 reduce time wasted segmenting
- #24 reduce time wasted segmenting
- #25 Did it make sense?
- #26 Did it make sense?
- #27 reduce time wasted segmenting
- #28 White paper findings
- #36 Don’t take my word for it. Listen to Camilla Cho from Patch
- #48 Text is too small, links are not navigableTables force email to be wideImages & Ads are too small
- #55 Any questions?1) What are the HTML tricks to make an email template design responsive?