email marketing: best practices, strategia, roi, linee guida e check-up
TRANSCRIPT
Novembre 2015
Newsletter e DEM Strategia, ROI, linee guida e check-up.
Daniel Casarin strategic & creative partner @advmedialab
[email protected] +39 345 5755352 skype daniel-casarin
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Programma1. Marketers & spammers 2. ROI 3. Email deliverability 4. Un programma di successo 5. Creazione delle liste 6. Email transazionali 7. Email design e contenuto 8. Target e personalizzazione
9. Qualità 10. Testing 11. Crescita delle liste 12. Frequenza 13. Marketing automation 14. Rompere gli schemi
Newsletter e DEM Strategia, ROI, linee guida e check-up.
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Marketers & spammers • Server mail • Permessi • Direct email marketing • Informazioni base e disiscrizione • Email marketing e newsletter nell’era del social web • Impatto del mobile nell’email marketing
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ROI
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ROI
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Email deliverability • Responsabilità nella creazione delle liste • Scegliere la giusta piattaforma di email marketing • Creare un contenuto “interattivo” • Essere proattivi nel monitorare la reputazione
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Un programma di successo • Email planning • A/B Testing planning e risultati • Report e tracciamento risultati
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Creazione delle liste • Profiling • Contact management • Integrazioni
DATABASE CRESCITA GESTIONE
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Email transazionali • Email address confirmations • Password resets • Purchase receipts • "Thank you for [some action]" • Account balance updates • Weekly manifests • Auto-responders • Support requests • Cart abandonment • Monthly invoices • App error alerts (developer tested!) • Automated re-engagement (marketer approved!)
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Email design
Focus sul messaggio
CONTENT
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Email design
Essere concisi
CONTENT
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Email design
Creare una gerarchia
CONTENT
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Email design
Creare impatto
CONTENT
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Email design
Link esterni
CONTENT
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Email design
Identità
IDENTITA’
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Email design
Mantenere una palette
COLORI
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Email design
Separare l’header e il footer
COLORI
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Email design
Utilizzare immagini
IMMAGINI
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Email design
Utilizzare immagini coordinate
IMMAGINI
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Email design
Immagini dimensionate correttamente
IMMAGINI
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Email design
Organizzare per una lettura veloce
LAYOUT
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Email design
Incasellare
LAYOUT
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Email design
Allineare
LAYOUT
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Email design
Definire delle sezioni
LAYOUT
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Email design
Definire un font
FONTS
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Email design
Creare leggibilità
FONTS
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Email design
Conoscere le call to action
CALL TO ACTION
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Email design
Essere chiari
CALL TO ACTION
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Email design
Creare l’azione
CALL TO ACTION
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Email design
Creare aspettativa
CALL TO ACTION
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Target e personalizzazione • Identificazione dei contatti con attributi rilevanti:
profilazione, intenzione, potenziale, comportamenti • Personalizzazione dell’esperienza di contenuto
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ESEMPI
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ESEMPI
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ESEMPI
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Qualità
1. Creare una strategia di acquisizione delle email 2. Ottimizzare per il mobile è estremamente
importante 3. I dati sono il vero punto rilevante 4. Personalizzare l’email dove possibile 5. Bisogna considerare l’email un canale di
accessibilità trasversale 6. L’email veicolano promozioni 7. La condivisione non è solo dei social network 8. Automatizzare email dove possibile
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Testing1. Subject line 2. From name 3. Day of the week 4. Time of day 5. Frequency 6. Mostly-images vs. mostly-
text 7. Short copy vs. long copy 8. Links vs. buttons 9. Number of links 10. Unsubscribe at the top 11. First name personalization
— in the subject line 12. First name personalization
— in the email body
13. Animated gifs 14. Font colors 15. Font styles 16. Opt-down 17. Social sharing icons 18. Social connecting icons 19. Delivery by time zone 20.Call to action — number 21. Call to action — placement 22. Post-click landing page 23. Social proof 24. Tone — human vs.
corporate 25. Copy length
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e ancora…1. Product image variations
2. Soft sell (benefits) versus hard sell (buy
now)
3. Pre-header text
4. Style based versus product based
5. Headline copy and size
6. Tell the CEO that he cannot write a
lame intro this time
7. Header height
8. Pricing and discount variations (10%
off versus 10 dollars off)
9. Optimize for Mobile readers
10. Responsive versus non-responsive
design
11. Product image sizes
12. One column vs two vs three column
13. A negative pitch (loss aversion)
14. The order of your links and CTA’s
15. Adjusting the colour scheme
16. Using (price)ribbons
17. Add odd-shaped arrows and writing to
highlight important parts
18. Incentives to stimulate engagement
19. Do a radical redesign
20. Send time of day
21. Use price brackets
22. Use sorting cues as categories
23. Reword your body copy
24. Upsell based on previous products
purchased
25. Change product description copy
26. Offer a trial or test membership /
purchase
27. Balance of content in email versus
landing page
28. Feature one product versus multiple
products
29. Animation – animated gifs
30. Isolate one feature or benefit
31. Video in email
32. A flash sale; how long should your
redeem time be
33. Benefit versus product feature driven
34. Adding a Teaser email
35. Personal tone versus business tone
36. Sending a reminder
37. Swap the order and position of your
content categories
38. Adding / removing editorial content
39. Sending a triggered welcome email
series
40. The number of text links: a lot of links
versus not so many links
41. Top lists, or even list of lists
42. Most popular items
43. Using trust icons
44. Removing links from your header
navigation bar
45. Using line of sight to direct the eye
46. Different background colours
47. Use humour or whit (Danger! Can
backfire!)
48. Newest / new in stock items
49. Segment customer versus non-
customer
50. Test different navigation structures
and designs
51. Changing colours to highlight an
important element
52. Show spokespersons or ambassadors
53. Using testimonials
54. Use an interesting looking graph or
flow diagram
55. Make it look less like an offer /
advertisement
56. Clear versus teasing subject line
57. Link to archives or related content
58. Long copy versus short copy
59. Use of bullet points
60. Adding a footer navigation
61. Testing the from name
62. Use steps or a progress indicator in a
series
63. Add a variety of social proof
64. Showing personal data (name,
customer number)
65. Loyalty points and customer levels
66. Tie in to special days / events
67. Being less lazy in your Call to Actions
than “click here, read more”
68. Repackage products into combinations
and packages
69. Removing clutter
70. Repetition of the CTA and button
71. Reuse last year’s successful campaign
72. Change the writing perspective of the
copy: He, Me, She, We
73. Intellect Versus Emotion
74. Write down your assumptions, then
assume nobody knows
75. Present a search box in the email
76. A Call / Chat / contact now option
77. Don’t sell to the ones that can’t buy
78. Follow up on any downloaded content
79. Change you Landing page design
80. Present decision-required information
(eg for an event, show date and time)
81. Focus on the Greedy nature of the
subscriber
82. Change your incentives
83. Rename (even if only in the email) your
product / content
84. Using a different designer
85. Adding / removing index links
86. Changing image Alt-texts
87. Use the from name to show the type of
email message
88. Shopping cart abandonment emails
89. Hook on to a popular trending topic
90. Send more of previously successful
campaigns
91. Adding scroll indicators or scroll
promoting design
92. Ask to fill a wishlist
93. Promote updating preferences
94. Placement of Social Media buttons
95. Highly personalised offers and content
96. Call to action (CTA) button colour en
design
97. Add a see / search all catalogue link
98. Customer versus non customer
segmentation
99. Segmentation based on engagement
100. Introduce your team to the reader
101. Make an unexpected offer
102. Day to send
103. Individualized Send Time vs. Universal
Email Send Time
104. Abandoned cart offer and timing
105. Add a sense of urgency: “last chance,
last dance”
106. Equal or increased size for lead articles
107. Reminder versus service update
108. Behavioural data interests
segmentation
109. Social buttons design
110. Think before you send
111. Adjust your triggered emails by Season
112. Personalizing images based on
customer profile
113. Splitting your CTA up into multiple,
deeper linking CTAs
114. Adding a PS
115. The number of products in your mail
116. Mail based on RFM scores
117. Document the impact of the test on the
funnel
118. Coupon code versus a direct link
mechanism
119. Send Frequency and cadence
120. Offering third party products or
content
121. Tone-of-voice: Human versus
corporate
122. Resending to non-openers
123. A non-selling email
124. Add / remove a contact center
employee image
125. Adding reviews or scores
126. Product images versus people using
the products
127. Images of a successful outcome of
using the product
128. Different ways of segmenting your
subscribers
129. A mystery email
130. Test call-outs, text pointing to
particular parts of a picture
131. Test violators, attention-grabbing
shapes such as starbursts, ovals and
banners
132. Image heavy versus text heavy
133. Market segment
134. Inserting personal data in copy (name
of business)
135. Pintrest style email
136. Use of first name in copy or subjectline
137. Brainstorm more variants of a previous
test
138. Curated content versus original
content
139. Different CTAs inside product images
140. Single message in your email versus
multiple items
141. Transactional email promotions
142. Repeat your offer and main benefits on
the landingpage
143. Use of a Survey
144. Using in-email banners
145. Product versus product category
146. Using different fonts and font sizes
147. Mail based on engagement level (heavy
opener versus never buyer)
148. Doing Nothing
149. Category landing page, versus product
landing page
150. Intro length
151. Use of (previously) bought product
152. Removing the intro
153. Retest the test you did more than 3
months ago
154. Pre-sales mails
155. Email exclusive content
156. Adding click indicators to your CTAs
157. Loss aversion (don’t miss) in subject
line and email
158. Different type of offers (free shipping
versus discount)
159. Using a contest or prize draw
160. Adding easter eggs
161. Break one email into several more
focussed emails or vice versa
162. Adopt for preview pane reading
163. For once: don’t offer a discount
164. Add or remove a highlighted / featured
article
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Crescita delle liste 1. Creare un contenuto email innovativo e di facile condivisione 2. Incoraggiare gli utenti a raccomandare la propria mailing list 3. Promuovere contest online 4. Creare differenti metodi di iscrizione online 5. Rinvigorire la propria mailing list attraverso una campagna di
lead generation opt-in 6. Creare strumenti e risorse gratuite online 7. Attivare campagne attraverso Facebook 8. Attivare una promozione o lanciare attività di co-marketing
attraverso email e newsletter di partner 9. Promuovere campagne di opt-in attraverso banner
impossibili da dimenticare 10. Codici QR e mobile app
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Frequenza
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Frequenza
Sulla stessa lista: maggior frequenza, minor interazione
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Frequenza
1. Stabilire delle ipotesi di pianificazione
2. Creare i segmenti delle liste 3. Misurare e analizzare i risultati
costantemente 4. Sperimentare, test e re-test
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Frequenza
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Automazioni e trigger • Autorisponditori • Nurturing email ed email personalizzate sugli interessi • Attività sul website • Re-engagement email • Date-time trigger • Ringraziamento • Email di conferma (spedizioni o azioni) • Supporto post-vendita • Customer satisfaction • Email dedicate basate su highly engaged users
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Automazioni e trigger workflow
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Creare un “club” esclusivo
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Promuovere la vostra “preoccupazione”
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Chiedere feedback
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Essere personali
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Fare della conversione un abitudine
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Includere “Downloads”
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Raccontare “cosa avverrà dopo”
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Ricordare agli utenti le proprie attività
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Promuovere i partner e le referenze
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Ringraziare
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Annunciare
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Perché iscriversi ad una mailing list
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Libri consigliati • Email Persuasion: Captivate and Engage Your Audience, Build Authority and
Generate More Sales With Email Marketing by Ian Brodie • Email Marketing Rules: How to Wear a White Hat, Shoot Straight, and Win
Hearts by Chad White and Jay Baer • Audience: Marketing in the Age of Subscribers, Fans and Followers by Jeffrey
K. Rohrs • The New Inbox: Why Email Marketing is the Digital Marketing Hub in a Social
& Mobile World Paperback by Simms Jenkins • The Rebel’s Guide to Email Marketing: Grow Your List, Break the Rules, and
Win by DJ Waldow and Jason Falls • You Should Test That: Conversion Optimization for More Leads, Sales and
Profit or The Art and Science of Optimized Marketing Paperback by Chris Goward
• Neuro Web Design: What Makes Them Click? by Susan Weinschenk • Youtility: Why Smart Marketing Is about Help Not Hype by Jay Baer • 80/20 Sales and Marketing: The Definitive Guide to Working Less and
Making More by Perry Marshall • Growth Hacker Marketing: A Primer on the Future of PR, Marketing, and
Advertising by Ryan Holiday
Grazie per l’attenzione! Hai una richiesta o vuoi conoscere al meglio le nostre soluzioni?
Contattaci ai recapiti qui sotto. Ti risponderemo offrendoti tutte le informazioni di cui hai bisogno.
Daniel Casarin strategic & creative partner @advmedialab
[email protected] +39 345 5755352 skype daniel-casarin
Adv Media Lab Performance Marketing e Conversion Rate Optimization Agency
Adv Media Lab è un incubatore di soluzioni
e servizi avanzati di digital strategy e
performance marketing. Siamo una realtà
internazionale che offre consulenza,
progettazione, formazione e sviluppo di
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