creating readable email newsletters
DESCRIPTION
Planning and creating a successful email campaign. In the workshop, we'll discuss how people are responding to email marketing, take a peak at successful campaigns, and cover best practices for integrating email marketing into your communications plan. We'll touch on how to measure the success of your current campaigns, and ways you can improve their performance through a defined strategy, design, content, and testing. Along the way, you'll pick up practical tips for making your next email the attention-grabbing, captivating, and successful communication tool you need it to be.TRANSCRIPT
Creating Dynamic & Readable eNewsletters
Alicia Lane@leashal
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Email Trends
Thanks to PEW Internet, Hubspot, & Mailchimp for these stats.
Email Trends
88% of people use the same inbox for work and personal emails
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Email Trends
58% of people have a separate email address for filtering possible junk mail
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Email Trends
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Email Trends
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Email Trends
77% check email “everywhere” or “obsessively”
+ Public transit+ Waiting in line+ Out to eat+ In bed (72%)
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Takeaways+ Competition is not
who you think+ Have to gain trust at
registration and first email
+ People are particular about when and how they check email
+ You must consider mobile
Email Trends
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Planning a Successful Email
Planning
Don’t email yourself.Don’t email your boss.Email your audience.
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Email DesignFinally!
Email Design
Sign-up Form & Segmentation
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Email Design
Structure
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Email Design
Mobile
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Email Design
Subject Line
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Subject LineIncreased Open Rate
+ & vs. “and”+ [ ] vs. ( )+ First Name+ Company Name
Decreased Open Rate+ ?+ #
Email Design
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Email Design
Background Table
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Email Design
Teaser
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Email Design
Header
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Email Design
Body Copy
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Email Design
Images
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Email Design
Actions
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Email Design
Footer
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Email Design
Timing
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Questions?
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Time to play
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What is something really cool or helpful that you’ve recently learned and put to use?
Empathy
Interview
Empathy
Dig Deeper
Define
Needs: things they are trying to do(hint: look for the verbs)
Insights: new learnings about your partner’s feelings or worldview
Define
(Partner’s name) needs a way to (partner’s need).
Unexpectedly, in his or her world, (insight).
Ideate
Sketch 3-5 ideas
Ideate
Share solutions & get feedback
Ideate
Reflect & generate new idea
Prototype & Test
There’s more…
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