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Elements Of A Successful Email Campaign Tamara Gielen

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When evaluating an email marketing campaign, what are the things to look at? This presentation contains a checklist of elements to check.

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Elements Of A Successful Email Campaign Tamara Gielen

  1. Elements of a Successful Email Marketing Campaign by Tamara Gielen
  2. The Boring Slide • Email Marketing Consultant @ OgilvyOne • Blogger @ BeRelevant! • Community Manager @ Email Marketer’s Club • Social Media Addict ☺ • www.b2bemailmarketing.com • www.emailmarketersclub.com • Twitter: @tamaragielen Email Marketing Forum 2008 – Tamara Gielen
  3. 4 Crucial Elements • Product, incentive, content… Offer • What do you want them to do? • Permission is key! List • The right person @ the right time • Copy, design & development Creative • Envelope, body, destination & follow-up • Don’t use Outlook! Tools • You get what you pay for Email Marketing Forum 2008 – Tamara Gielen
  4. What’s your objective? • Who is the target audience? • What is the purpose of the email? • How will you measure success? • What are you testing?
  5. Does your message provide value? Ask yourself: • What is the email about? • What’s in it for the reader? • What do you want the reader to do? Email Marketing Forum 2008 – Tamara Gielen
  6. Subject line: tell, don’t sell! • Is your from name recognizable? • Is the key message clear in the first 50-60 characters? • Does it describe what the email is about? • Does it describe how the reader will benefit when he opens the email? • Does it entice readers to open the email? Email Marketing Forum 2008 – Tamara Gielen
  7. Optimize the (pre)header • Did you include a teaser at the top of your email? • Are you linking to an online version? • Are you asking readers to whitelist your address? • Is there a company logo at the top? Email Marketing Forum 2008 – Tamara Gielen
  8. Why is the preheader important? Gmail: Outlook: Preheader Email Marketing Forum 2008 – Tamara Gielen
  9. Optimize for the preview pane • What is visible in the top 400x300 pixels? – And what does this look like without images? • Does this tease the reader to open the email? – Offer, table of contents Preview pane Email Marketing Forum 2008 – Tamara Gielen
  10. Is your copy scannable? • Can I understand the message in 5 seconds? • Do you use action-oriented language? • Are your paragraphs maximum 3 lines long? • Do you use subheaders and bullet points? • Is the email understandable without images? • Are you using ALT-tags? Email Marketing Forum 2008 – Tamara Gielen
  11. Hotmail – no images No ALT–tag!
  12. Outlook – no images ALT-tag
  13. Gmail – no images ALT-tag
  14. Is it obvious what you want the reader to do? • Does the call-to-action (CTA) stand out? • Is your CTA placed above the fold? • Do you have a CTA at the bottom as well? • Are you linking to your CTA more than once? • Is your CTA an image? • Have you tested the wording of the CTA? Email Marketing Forum 2008 – Tamara Gielen
  15. What do you put in the footer? • Did you include an unsubscribe link? • Are you including your contact details? • Are you asking readers to forward the email? • Inform readers why they receive the email Email Marketing Forum 2008 – Tamara Gielen
  16. DO: DON’T: Email Marketing Forum 2008 – Tamara Gielen
  17. Don’t forget the landing page! • Don’t just link to your homepage • Make sure you use the same visual elements • Keep forms as short as possible • Test and optimize for conversion • According to MarketingSherpa, optimizing the landing page has the highest impact on ROI
  18. Useful resources www.b2bemailmarketing.com www.emailmarketersclub.com
  19. Thank you! Questions? Email: tamara.gielen@ogilvy.com Mobile: 0477 666 930 Twitter: @tamaragielen www.linkedin.com/in/tamaragielen

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