Inbox insight

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<ol><li> 1. Stephanie MartinHead of marketing operations, Guardian ProfessionalInbox InsightToday we receive a mind-numbing amount of incoming email which clutters ourinboxes and destroys our time management. How do you get your emailopened, read and responded to in this sort of environment? This sessionexplores nine key things to consider before you hit send in order to improveyour response rates. </li><li> 2. Why do marketeers choose email? Email is the cheapest way of creating and sending marketing messagesever Consumers would rather businesses contacted them by email than anyother channel Email is extremely effective at delivering sales and conversions in otherchannels eg phone, in-store Unlike web analytics and behavioural targeting, email is attributable: youdont just know what, you know who The email inbox is a competition-free zone compared to a search resultspage </li><li> 3. Email is a very personal method of communicationUsers tend to glance at websites when they need toaccomplish something or to find the answer to a specificquestion. In contrast, newsletters feel personal becausethey arrive in users inboxes, and users have an ongoingrelationship with them.Newsletters can create much more of a bond between usersand a company than a website can. The negative aspect isthat email usability problems have a much stronger impacton the customer relationship that website usability problemsJakob Neilson and Amy Schade, Email Newsletter Usability </li><li> 4. Consumer email trends One in three people say the majority of emails are of interest (up from 1 in10,2010) Email frequency at an all-time low: two emails a month per sender 38% hold on to email for at least one week 12% for one month 22% use email as a nudge to go to url by another route 50% receive emails from 20+ trusted brands each weekRecipientsunderestimate thenumber of emails theyreceive from brandsthey trustDela Quist,AlchemyWorx </li><li> 5. Nine key things to consider before you hit send in order toimprove your response rates1. Prospect list </li><li> 6. 2. Subject lineShould be: Instantly understandable Front-loaded for reader interest Impactful enough to stand out amid a busy inbox Related to the content of the emailShould not be: Cryptic or ambiguous Too clever or long-winded in getting to the pointThe Guardian Changing Media Summit returns for 201320% off Changing Media Summit 2013 | Huffington Post speaking | Networking lounge </li><li> 7. 3. Sender profile Unambiguous sender information showing product or company name Easy inbox retrievalSounds obvious butFrom: Flying ClubWho? Virgin AtlanticFrom: Harry PotterWho? Borders Stores </li><li> 8. 4. Images5. Pre-header textHaving trouble reading this email? Click here to view online20% off Changing Media Summit | View email online67% of emails receivedhave the images turnedoff.Jay Schwedelson,President-CEO,Worldata </li><li> 9. 6. Scannability Break content up with clear signposts, labels and calls to action Choose a scannable layout to format your information such as a bulleted list,numbered steps or Q&amp;A Front-load your content Use everyday, conversational language Think about how you content will display as an email snippet or in preview panel </li><li> 10. 7. Offer Exclusive, email-only Serialisation content, vouchers8. Personalisation Dear Stephaniex As an Ocado Smart Pass holder, we thought you might be interested in </li><li> 11. 9. Call to action Does your email content pass the SO WHAT test? Do you have a clear sense of what you want your recipients to think, feeland especially do after looking at your email? Whats the value of the message to the recipient? </li><li> 12. Questions</li></ol>