Download - Inbox Informant
INBOXINFORMANT
Rachel McClung | goodsmiths.com
February 1, 2012
top secret
CLASSIFIED
THE MISSION
Email Newsletter Process• Prep tool for sending the newsletter• Develop engaging content• Craft a strategic design • Effectively build and deploy newsletter
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DISCLAIMER:There are many ways to accomplish the same result. The goal today is to look at one method of getting things done. Making decisions appropriate for your audience is key.
THE BASICS
At a minimum, here’s what you need:• Tool for sending the newsletter. Make sure the tool you’re
using offers automated unsubscribes and reporting.• HMTL newsletter itself• Audience, properly imported into the tool
NEWSLETTER FLAVORS
HTML Newsletter• File that contains the code for your newsletter content. • The file references images used in the design.
Text Only• No pictures. No fancy type. Just the content, straight
and simple.• Requires plain-text formatting and manual line breaks after
60 – 70 characters.• A relic. Don’t invest a lot of time in it.
THE NEW KID
Mobile Format• Research suggests around 30% of people read email on
their phone.1
• Some providers allow subscribers to request mobile formatting (example: MailChimp).
• Requires setting specific markup in the head tags to format for the mobile screen.
• Testing is important.1 http://www.email-marketing-reports.com/iland/2011/04/mobile-email-marketing-design-challenges.html
EMAIL SENDING PROVIDERS
Lower End Higher End
PEOPLE STILL READ?
Content matters• Ideally, work with a professional writer• If you can’t, get someone else to proof read• Focus on creating effective calls-to-action• Offer content in small chunks
CLASSIFIED
DON’T FORGET...
Subject Line• Under 55 characters• Be tempting, yet avoid hyperbole • You can use “free”. But don’t use ALL CAPS or !!! 2
From Info• From name could be company or person • Use an official domain email vs. a free one• Can set up [email protected] http://www.lyris.com/email-marketing/108-Email-Subject-Lines-15-Rules-to-Write-Them-Right
BONUS POINTS
View as a Webpage• Functions as a fail-safe. Use judiciously.
Personalization• A way to directly engage audience• Depending on the data you have about your subscribers, it
could be as simple as “[First Name], welcome…”
Create a Gmail Snippet• Make alt tag with snippet on first image in email
Gmail Snippet with Personalization
Disguises.com 50% Off Sale Hi Agent Z, super prices...
PRIMITIVE DESIGN
HTML email design is still growing up.• No major movement to standardize inconsistencies
between mail clients.• Most notably, Outlook and Outlook Express have little to no
support for advanced CSS properties.• Avoid @font-face and video embedding.
For more, see campaignmonitor.com/css
DESIGNING LIKE IT’S 1999
For proper rendering across email clients, create layouts that are...• Table-based• Use transparent spacer pngs. Do not use padding.• Have inline CSS• Designed for 550 – 650 px in width
ALWAYS IN STYLE
Tips for Managing CSS• Inline CSS tools bring styles defined in the head tags inline
with content.• Some ESPs will do this automatically.• If you are developing a template, consider putting styles in
the td (table data) area for consistency.
Try http://beaker.mailchimp.com/inline-css
SLICING + DICING
Benefits and Challenges of Slicing• Slicing refers to the practice of parsing a Photoshop file into
chunks of images and text that fit within an auto-generated HTML file.
• Easy to implement, requires less technical knowledge• Breaks when HTML text changes are implemented• More suitable for one-off emails
TEMPLATED PERFECTION
Benefits and Challenges of Creating a Template• Encourages standard content between newsletters• Can be part of a comprehensive production cycle with
designated sections and word count documents.• More involved to set up initially• Better for ongoing newsletters
top secret
Summary
Feature Photo
Feature Story
Sub Photo 1, Sub Story 1
Sub Photo 2, Sub Story 2
Tagline
SIMPLE = BETTER
Mobile Design Principles• Involves omitting certain types of content• Single column format is ideal• Avoid tiny image-based areas• Ask, where will the links go?
IMAGE CONSCIOUS
Do...• Use alt tags.• Employ good typography.• Balance form and function.
Don’t...• Make all-image emails.• Put critical information solely in an image.• Forget to host your images.
INVITE THE MUSE
Do...• Set up a free email for the purpose of subscribing to a
range of newsletters.• Stay current by browing email galleries.
Try emailinstitute.com/email-gallery or campaignmonitor.com/gallery
SPAM! SPAM! SPAM!
Do...• Email people that you have worked with in the last 2 years.• Provide method for unsubscribes.• Be respectful of your list.
Don’t...• Buy names.• Email questionable contacts.• Play hard to get.
TESTING 1, 2, 3...
Do...• Enlist the help of others.• Develop a workflow pattern to make it a habit.• Test on different platforms and email clients.
Don’t• Assume someone else will click on all the links.• Forget to double check.• Rely on how the email looks in a browser. Send a test
message instead.
NUMBER CRUNCHING
Open Rates• Around 15 – 30%, based on the industry 3
• Depends on the context of the list
Click Through Rates• How many people open vs. how many clicked• Roughly 3 – 10%, depending on industry 4
• Clicks provide insight into strongest content3, 4 http://mailchimp.com/resources/research/email-marketing-benchmarks-by-industry
ALL THE INSIGHT
Everything you might want to know.• Who opened it• How many times they opened it• Where they are• What mail clients are being used• What they clicked on• Who unsubscribed
330 opens, 104 clicksCTR 31.5%
Feature Story = 70 clicks
Sub Story 1 = 33 clicks
Sub Story 2 = 1 click
3 unsubscribes
IN THE END
Takeaways• Be smart about the content you send.• Be aware of the frequency.• Develop standards for ongoing newsletters.• Test, and test again.• Evolve your strategy to suit your audience.
top secret
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THANK YOU!You were a great audience. Any questions?