hidden secrets to create killer emails and templates

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Creating Killer Emails and Email Templates

Customer Success Webinar


About the Presenter

Bill Kent @ResponseCapture

Current: • Act-On Professional Services Team • Account Manager at Response Capture, Inc. • Demand Generation Strategy; Deep Experience

Creating Lead Nurturing with Marketing Automation

Past Life: • Headed up Demand Generation Strategy at the

Linux Foundation and Software Company Axium


Chat


Agenda

1. The Fundamentals Always Apply

2. Anatomy of a Great Email

3. Emails That Render Well


Email is Another Marketing Channel

“Proper list growth and management, alongside engaging, consistently delivered content are the keys to maximizing email effectiveness.” - 2013 MarketingSherpa Email Marketing Benchmark Report


Anatomy of a Great Email

Email Strategy

1. Be Relevant • Explain Quickly • Good Segmentation • Offers that Resonate

2. Get to the Point • CTA in 1st Sentence

3. Create Urgency



“From Name” Usage

1. Company Name • Transactional items

2. Sales Reps

• High-value targets • Later stages

3. Use Your “Celebrity”



Subject Lines

1. Useful, Clear, Specific

2. Short & Sweet: 50 Characters or Less

3. Suggest Action

4. [Visually Unique]

5. Exclusivity Examples: {Exclusive Webinar Download} Email Best Practices [Private Act-On Event] Renowned Speaker

Source: Litmus


Exclusivity in Subject Lines: % Increase

Source: Worldata



Headlines

Capture Interest in 15 Words or 2-8 Seconds*

1. Valuable Offer / Proposition

2. Keywords for Target Market

3. Incentive to take action

*MarketingSherpa

Example: Free eBook – Download 12 Secrets to Building Better Email Lists

Offer

Keywords Incentive



Content Strategies

1. The Five Bs

2. Digestible Content

3. Be Human

4. Back it Up: • Market Data • Testimonials

5. Humor



Call-to-Actions

1. Verbs / Action Words

2. Make it Personal Get Your Free eBook

3. Curiosity

4. Quantify Time

5. Sprinkle Throughout: 3-5 Links

6. Repeat



ALT Tags Emails without ALT text for offers have a 14% lower click-rate

Source: Worldata



Styled ALT Text

Source: Litmus


Mobile Opens Continue to Climb

“Nearly half of all emails (48%) are now opened on a mobile device and 80% of consumers delete emails that don’t render well on mobile.”

Source: Litmus


Greatest Impact on Email Marketing

Pervasiveness of Mobile Smartphones and Tablets

Source: 2013 MarketingSherpa Email Marketing Benchmark Survey


Barriers to Top Challenges

Source: 2013 MarketingSherpa Email Marketing Benchmark Survey

Inadequate Staffing Resources and Expertise


Strategies for Tackling Mobile


Emails that Render Well on Mobile

Thinking “Mobile First” 1. Larger Fonts: 14px body; 22px headlines 2. Email Size: 320-550px wide 3. Buttons: Big, touch-friendly (44x44px) 4. Streamline: Less is more 5. Images: Use sparingly 6. Brevity: Be brief, brother 7. Layout: Single column

Source: Litmus Mobile Email Infographic


Re·spon·sive de·sign (noun)

A collection of techniques such as media queries, fluid grids, and fluid images that aim to provide the optimal viewing experience across various platforms

Source: Campaign Monitor


Responsive Design: Where to Start

Stack columns for a more vertical layout; increase button width

Source: Matt Byrd, Litmus


Conclusion: The Revolution Is Here


• Email and Landing Page Design • Content Creation: Email, Landing Page, Whitepaper, etc. • Database Building; Data Hygiene • Marketing Strategy

• Automation Program Strategy and Building


Tools and Stuff

• Act-On: Creating Bullet Proof Buttons • Worldata: Subject Line Tester • TechRepublic: How to Create Media Queries in Responsive Design • Litmus: 7 Free Responsive Email Templates • Litmus: Mobile and Responsive Design Resources

https://litmus.com/blog/go-responsive-with-these-7-free-email-templates-from-stamplia

https://support.actonsoftware.com/entries/22044315-Bullet-Proof-Buttons



http://www.subjectline.com/

http://www.techrepublic.com/blog/web-designer/how-to-create-media-queries-in-responsive-web-design/





https://litmus.com/blog/our-favorite-responsive-and-mobile-email-resources



Questions?

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