Silverpop Amplify - Email Creative that Works

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A/B tests and design best practices! What’s not to love? Silverpop Platinum Partner, Whereoware will walk you through real-life A/B tests, share before and after results, and use them to illustrate design best practices. Plus, you’ll take home a best practice checklist to use for your own emails.

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Silverpop Amplify - Email Creative that Works

  1. 1. Email creative that worksThe Big 3 C’sCapture, Convince, Close
  2. 2. @whereowareWho we areCreate engaging emails, websites, + mobileapplicationsThe stats:• 12 years in the business• Partnered with Silverpop for 7+ years• Over 50 Silverpop clients• 14 certified Silverpop specialists• 3 fulltime email designers• 2011 Silverpop agency partner of the yearBill Haskitt,Partner + headsmarketing dept.Faith Albers,Senior OnlineMktg ManagerCaitlin Kelly,Senior AccountManager@whereoware
  3. 3. @whereowareA few of our clients…
  4. 4. @whereowareAgenda• Why creative matters• What you should be looking at– The big three S’s– Body• Real life examples with test results• Key takeaways
  5. 5. @whereowareCapture: why creative matters• Affects open + click through:– You have very little real estate to capture your reader’s attention– Getting users to enable images affects open rates– Creative best practices can help click through rates• Looks matter:– Often times you are judged by your looks– Even if an email is all text, the copy can make the difference– With the amount of clutter out there, your email needs to pop
  6. 6. @whereowareConvince: value proposition• Why should your customerspurchase from you instead offrom a competitor?• Some common value props:– Newness– Price– Quality• Does it have appeal + exclusivity?• Be clear and concise: what arethe benefits to your customers?@whereoware
  7. 7. @whereowareConvince: the big three “S”sSubject lineSnippet textSender Sender: recognizable + trustworthy? Subject line: 50 characters or less, contains the value prop, front-loaded Snippet text: move housekeeping items, contains the value prop, front-loaded,include CTA
  8. 8. @whereoware15.2%17.1%15.6%13.5%A/B testing subject linesSubject line☞ Save Big with Free Freight on EasterFree Freight on Easter✄ Cut Freight Costs with Free FreightSpring Special: Free Freight on EasterOpen rateABCD27% liftWhich subject line won?
  9. 9. @whereoware13.8%12.5%12.6%14.8%A/B testing subject lines18% liftSubject lineIt’s National Fragrance Day! Free Shipping on your favorite scents!Celebrate National Fragrance Day with FREE SHIPPING!Happy National Fragrance Day! Free Shipping on us!FREE SHIPPING for National Fragrance Day!ABCDOpen rateWhich subject line won?
  10. 10. @whereoware10%14%A/B testing subject linesSubject lineNaturally Show How Much You Appreciate MomBeautiful Gifts for Mom + Free Shipping for YouOpen rateAB40% liftWhich subject line won?
  11. 11. @whereowareConvince: the preview pane Preview pane Top left 300x400pixels mostimportant Does it containyour valueproposition? Can you includeyour CTA? Does the copysupport thesubject line?
  12. 12. @whereowareConvince: the layoutLayoutS-curve450 px Create a good eye path Email should be lessthan 600 pixels wide Combat image blocking
  13. 13. @whereowareConvince: the layoutLayout Create a good eye path Email should be lessthan 600 pixels wide Combat image blockingpoor use ofalt-text
  14. 14. @whereowareClose: CTACall-to-action Single prominent CTA Tells the user what it willaccomplish Includes the value prop Looks clickable
  15. 15. @whereowareA/B test streamlining calls-to-actionA BEmailMultiple CTASimple CTA4.83%5.61%AB16% liftWhich CTA won?Click rate
  16. 16. @whereoware22.2%18.6%Adding value prop to the call-to-actionClick rateAB-11%ABEmailShop NowShop W/Free ShippingWhich CTA won?
  17. 17. @whereowareScalable vs. responsive design*• Scalable– One version of the email– Email renders well regardlessof the device used to read it– Single column design– Larger fonts– Touch-friendly buttons• Responsive– Multiple version of theemail– CSS media queries auto-adjust email depending onthe device used to read it*pulled from litmus.com
  18. 18. @whereowareScalable vs. responsive design**pulled from litmus.comSCALABLERESPONSIVE
  19. 19. @whereowareA/B test scalable designClick rateAB22% liftA BEmailTwo columnScalableWhich layout won?4.83%5.61%
  20. 20. @whereoware47%56%A/B test responsive designMobile engagementABEmailScalableResponsive19% liftABWhich layout won?
  21. 21. @whereowareKey takeaways• Your value proposition– Be clear– Support it in the email• Know your audience’semail client• Test,Test,Test
  22. 22. @whereowareQuestions?Bill Haskittbhaskitt@whereoware.com703-889-1212GET INTOUCHWebsite: www.whereoware.comTwitter: @whereowareFacebook: www.facebook.com/whereowareBlog: www.whereoware.com/blogCreate engaging emails,websites, + mobileapplicationsThe stats:• 12 years in the business• Partnered with Silverpop for 7+years• Over 50 Silverpop clients• 14 certified Silverpop specialists• 3 fulltime email designers• 2011 Silverpop partner of the year

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