email engagement: from inbox to open to click

Email EngagementEmail EngagementFrom Inbox to Open to ClickFrom Inbox to Open to Click

Presented by UMGD

Bridget FerrisSocial Marketing CoordinatorBridget.Ferris@umusic.com

Eric RoeManager of CRM

Eric.Roe@umusic.com

Jeff WoodCoordinator of CRM

Jeff.Wood@umusic.com

With Special Guest:

Christine CheasAccount Manager

Christine.Cheas@returnpath.com

I. DeliverabilityI. Deliverability

Why Your Reputation REALLY Matters

InboxInbox

What good is your email if your What good is your email if your subscribers never see it?subscribers never see it?

No Inbox. No Click.No ROI.

In fact 20% of email goes here, NOT In fact 20% of email goes here, NOT the inbox!the inbox!

That’s good money down

the drain.

Why do my good emails get blocked?

Reputation is the Reputation is the leading factor leading factor impacting impacting inbox placement. inbox placement.

But there are a few hurdles to cross…

Each ISP has their own rules for using Each ISP has their own rules for using reputation to determine inbox placement.reputation to determine inbox placement.

Yahoo! AOL Hotmail Gmail Comcast

Reputation is a set of metrics based on Reputation is a set of metrics based on your sending behavior.your sending behavior.

Keep complaints to a minimum.

Can complaints be reduced?Can complaints be reduced?

• Manage the registration process so that it meets your subscribers expectations

• Always respect unsubscribe requests

• Recognition

• Understand that content/program relevancy impacts behavior

• Conduct complaint analysis

Keep your subscriber list healthy!Keep your subscriber list healthy!

Unknown Users

Spam Traps

Message QualityMessage Quality

So What’s the Challenge?•17% of filtering is due to message content•Most email readers block images, so don’t rely on images to communicate message•The huge variety of email readers means you MUST test before sending

What Can You Do?•Test, and test again before sending new campaigns...make sure you’re testing your email with the Return Path Seed List•Update your email templates to comply with new rendering treatments in Outlook 2007, Hotmail, etc.•Ask subscribers to add you to their personal safe list

How can Return Path help with How can Return Path help with message quality?message quality?

Subscriber EngagementSubscriber Engagement

• AOL has publically stated that they are including trusted reporter data in their filtering algorithms

• Yahoo is measuring "activity" engagement: open, clicks, adding to address book and TINS data.

• Hotmail looks at panel data and TINS data• Comcast TINS data• Gmail has not published how they’re measuring and using engagement data.

What can you do about subscriber engagement? 1. Ensure you are mailing to the most active users and purging

aged/inactive subscribers 2. Be relevant! Ensure your messages are striking a chord with your

subscribers and peak their interest3. Remind your users to add you to their address book

TIP! Several of the top ISPs are using engagement metrics as a gauge for filtering.

Take Charge of Your Sender Reputation!

II. Subject LinesII. Subject Lines• From Name gives people an idea of who’s emailing

– 73% of subscribers click “Spam” or “Junk” based on this

• Subject Lines that are relevant and interesting invites opens– 69% of subscribers click “Spam” or “Junk” based on this

OpenOpen

Subject Line TipsSubject Line Tips

• No more than 60 characters

• Avoid spam triggers like “Free” and exclamation marks

• Utilize personalization to make messages feel targeted

• Call out featured content - subscribers don’t like to feel misled

• Be creative!

Which subject lines drive the most opens?Which subject lines drive the most opens?

III. Content & DesignIII. Content & Design• Preview Pane gives fans a quick

glimpse

• Images Off– Is your key message visible enough

for people to keep reading?

• Content Above the Fold– Are you persuading people to scroll

further?

• Test in Return Path

ClickClick

Complete Email & Click ThroughComplete Email & Click Through

• Food For Thought– Subscribers spend seconds reading your email– How will you catch their eye?– Average of 11% subscribers scroll below the fold

• The Click Through– Subscriber experience doesn’t end with the inbox– Make sure click through doesn’t require your fan to search – Send fans to the specific location they need to sign up, purchase, view, etc.

Email Design BasicsEmail Design BasicsNewsletter ConsiderationsNewsletter Considerations

• Main call-to-action within the preview pane

• Develop a visual hierarchy for headings and body copy for easy scan-ability

• Keep content concise - link to site for more information

• Use images selectively for engagement areas

• Use “table of contents” section for long newsletters

Email Design BasicsEmail Design BasicsNewsletter ConsiderationsNewsletter Considerations

• Alert Email: Short, postcard like

• Great For:– Highlighting a key release or event– Short message from the artist, re-

introduction email

• Single focus, don’t turn it into a newsletter!

Email Design BasicsEmail Design BasicsAlert ConsiderationsAlert Considerations

• UMG fans over index and open 25% of emails on mobile devices

• Ensure email width is no larger then 600 pixels to reduce scrolling

• Increase font size in main message for better readability

• Use less words

• Test emails using Return Path’s Campaign Preview

Email Design BasicsEmail Design BasicsMobile ConsiderationsMobile Considerations

Further Engagement IdeasFurther Engagement IdeasRelationship EmailsRelationship Emails

• Social is the party. Email is the intimate date.

– Use the right messages to keep the relationship going

• Re-engage with fans at least 2-3 months before

• Send Alert type emails in between releases

Further Engagement IdeasFurther Engagement IdeasRelationship Emails – Content IdeasRelationship Emails – Content Ideas• Send an email on a fan’s

birthday

• Use artist anniversaries as a reminder for catalog favorites

• Thank fans when the artist is nominated for/ wins an award

• Acknowledge winners of a

sweepstakes

Email Engagement RecapEmail Engagement Recap

Deliverability: Take charge of your sender reputation by complaint minimization, list hygiene, message quality, & engagement

Subject Lines: Choose fun & curious subject lines to keep subscribers intrigued

Content & Design: Test to make sure your email design is functional, logical and optimized for all browsers & devices