email marketing: best practices

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HistoryA b i t o f

E-mail Marketing

Marketing

20th Century

Shout and the Consumers will hear you !

Marketing

21st Century

is goneThe world how we knew it,

but the principles stayed alive!

Marketing

21st Century CenturyCheesy...

Push Marketing

Broadcasting offline

Broadcasting online

Marketing

21st Century

The consumerchanged

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21st Century

C 2 C

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C 2 CInformation overload

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C 2 CInformation overload

Techology blocks

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C 2 CInformation overload

Techology blocksThe consumer’s view

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C2C...

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The consumertalks

backBlog Landscape

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The consumertalks

together

Blogs • video sharing • picture sharing • presentation sharing • feeds & wikis • communities B2B • communities C2C • product comparison • podcasts • chatprograms/websites

Information overload. . .

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messages per day

300030003000

RelevanceRelevancetarget group • message

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Subject l ine

3 to 5 sec.beforeX

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Technology Blocks. . .

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• SPAM filtering automated ESP / ISP / Spamcop ...

• SPAM filtering consumer “report spam”

• Different tools Outlook / Hotmail / Gmail / Lotus Notes ...

• Different media Offline / web based / mobile

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Will notY o u r m e s s a g e

be seen

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Blocked images?????

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BadGoodGood

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unnecessary image

?

FOLD

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Call to action very visible

Alt tags present

Text on images where possible

Eye influence

C

Alt tags presentAlt tags present

Text on images where possible

Eye influence

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The consumer’s view...

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is deletedY o u r m e s s a g e

in less than 20 seconds

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Step 1 Step 2 Step 3

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Remember...• Keep it simple clear call to action good balance design / text simple text (max. 1 paragraph)

• SPAM influence subject without capitals subject without special characters avoid certain words from address: no “no - reply”

• Design freaks no CSS (max.in - line CSS) ALT tags filled in remove text from images where possible no programming (java / flash/...)

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does not endE - m a i l m a r k e t i n g

w i t h t h e e - m a i l

• Keep it simple clear call to action good balance design / text simple text (max. 1 paragraph)

• SPAM influence subject without capitals subject without special characters avoid certain words from address: no “no - reply”

• Design freaks no CSS (max.in - line CSS) ALT tags filled in remove text from images where possible no programming (java / flash/...)

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Break down in experience: Design What’s in it for me ?

reak down in experience:

What’s in it for me ?

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Break down in personalisation: Language selection Offer cannot be found on website

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Hans SmellinckxBrand Manager Permesso.be+32 (0)2 555 96 04www.permesso.beOr connect on linkedin!