Agenda Overview of email marketing Email design best practices

Examples Guidelines

Email copy & content Developing content Words to avoid

Subject lines Subject line writing Words to avoid Subject line activity

Testing Importance An IBC example

Benchmarking List hygiene & maintenance

To get you PUMPED about the potential that email marketing offers for us to communicate

to our brokers, customers, and

prospective members effectively!

Email marketing The use of email in marketing communications Direct promotional emails to acquire new

customers Retention for existing customers

Emails sent to encourage customer loyalty Email to enhance customer relationship

Newsletters Exclusive offers

Electronic equivalent of direct mail, print newsletter, or advertisement Much cheaper Larger ROI Measurable

“Email marketing works because…

…of trust between the sender and recipient.”

…it enables you to send targeted messages and see instant, measurable results.”

…it allows you to send your customers what they want, when they want it.”

…you are reaching customers who have opted in and you know they are interested in what you have to say.”

…there is viral potential.”

…you can prove that it does.”

Email design BPs Email is the black sheep of web design Readers don’t always know what to

expect Utilize your space

Preview panes Space above-the-fold Subject lines

Code like it’s 1999

What makes a good email design?

Legally required details Physical street address, prominent

unsubscribe link, viewing options, permission reminder

Simple HTML Different from web design

Simple or no CSS Maintains visual connection to the

brand Webpage extends a print brand Subscribers make a connection

A clear call-to-action Short URLs

Building the email Use very basic code Email clients have limited support for

modern HTML and CSS Use basic HTML tables to display

content Keep designs to a single or two-column

layout Most important content should always

be above-the-fold Top left is where most look first

Single column emailHeader containing logo or link to parent site

Body content with links to longer stories or articles

Footer which includes links, physical address, unsubcribe link, permissions, deliverability instructions

2-column emailHeader containing logo or link to parent site

Narrow side column to house other features, links, call-to-action, etc.

Body content with links to longer stories

or articles

Footer which includes links, physical

address, unsubcribe link, permissions,

deliverability instructions

Taste Our Penne Alfredo with Chicken & Peas Tonight

Discover Special Offers For One Last Summer Escape

MoneyWhys: Putting your finances in perspective

Increase Your ROI with Customized Marketing Efforts

FREE SHIPPING on Select Lenox® Bridal Gifts!

FREE SHIPPING on Select Lenox® Bridal Gifts!

Test your design Set up various test accounts Test to multiple email clients to identify

problems Gmail, Outlook, Yahoo!, AOL, Hotmail

Test in multiple browsers IE, Firefox

Avoid JavaScript Avoid Background images Host all of your own images Set fixed heights and widths for all tables and

images Make sure all links open in new window Avoid large images above-the-fold Make sure image looks decent w/ images

turned off

Email content & copy Developing content

Make sure content is relevant to audience Keep a content folder to avoid pressing deadlines Everyone in organization should contribute ideas Develop reserve content that won’t lose its relevancy Watch your numbers

Use those reports to learn about your readers’ interests Examine your website’s reports

What sections are most popular? Sign up for competitor newsletters and newsletters

you like Talk to sales reps

Customer interests, issues, questions in the context of your products and services

Ask readers what they’re interested in

Email content & copy Spam words to avoid Beware of…

Exclamation points Quotation marks Dollar signs Percentage signs CAPS Numbers in subject lines

Blue Sky Factory recommends… Keep the “naughty list” close by when writing emails Test your emails to various ISPs; make changes and

retest Use a spam checker! When in doubt, rewrite it

ChecklistOnce you are comfortable with the design and

content, go through one last checklist Does the “From” address display properly? Is the contact info correct and visibly obvious? Does the top of the email provide alternative

display options? Does the email explain why the recipient is

receiving it and give them the chance to opt-out?

Does the email contain text asking readers to add your “From” address to their email address book?

Email subject linesThe best subject lines: Are short Are descriptive Provide readers w/ reasons to explore message

further

Remember: Attempts to stand out via cheesy phrases will not

work Provide valuable, relevant, necessary information 50 characters or less Avoid the three worst words: help, percent,

reminder

Email subject lines Personalization and localization helps Mix up subjects for newsletters

Newsletter half-life Keep subject content fresh Describe what is inside

Only go above 50 characters for extremely targeted audiences and specific circumstances

Work in tandem with “From” address Communicate who you are as a sender

Try framing subject as a question

Guess that open rate!Subject line Open rate Reason

Don’t let 2006 slip away without a tax deductible donation to children and families of Omire

11.6% Too long; uses “donation”

Help Baylor create the ideal college experience

2.5% Uses “help”

Updated time zones & login information

79.1% Required information; use of ampersand

Your April website stats 92.6% Timely, relevant, and useful information

Free hosting for 30 days when we build your website

73.5% “Free” can actually be powerful in a B2B email in which the sender is a trusted named (HP in this case)

Ibxpress survey test Survey delivered in July 2009 to 5,764

new portal users Tested two subject lines using a

sampled campaign 1,510 recipients received subject “Have

your say and a chance to win” 1,472 recipients received subject “IBC is

looking for customer feedback” 2,782 remaining recipients received email

with the winning subject line

Ibxpress survey test

Recipients 1,510

Bounces 266

Delivered 1,242

Opened 258 (20.77%)

Clicks to survey 57 (.42% avg CT rate)

Recipients 1,472

Bounces 255

Delivered 1,215

Opened 292 (24.03%)

Clicks to survey 95 (.57% avg CT rate)

Have your say and a chance to win

IBC is looking for customer feedback

Ibxpress survey test Winning subject sent to remaining 2,782

recipients 24.64% open rate 149 clicks to survey 301 completed survey from initial sends

Reminder sent to those who did NOT complete survey 21.48% open rate 240 clicks to survey

541 total survey respondents = 9.4% conversion rate

Email testing Other things you can test:

Targeting Which segments perform best?

Promotions 20% off vs. free shipping 30% off bs. Multiple purchase discounts

Design Length of content, images, links, layout, etc.

Landing pages

Types: A/B split Multivariate

Email reporting Reporting shows you

Who your email was sent to Who opened your email Who opted-out of your list Who forwarded your email How many inboxes your email bounced from Who clicked on what links What time recipients opened, clicked, etc. What templates/campaigns/messages performed

better What you should do next time to improve

Individual HMO reporting

Benchmarking

Benchmarking Recent studies show that benchmarks are

going out the window You know your customers best You are in control

When you send, how often, how long your messages are, what format, etc.

Every campaign is a test for next time Social media changing email marketing Becnhmark yourself!

List building and hygiene Never purchase or rent a list Build your own house list

Slower, but pays off Bigger response

Co-register with partner site or company and share lists Grow your permission-based email list:

Place signup form on homepage Link to form throughout site Include opt-in link in your email signature Add link to your company invoices Offer incentives for signing up Ask clients and friends to opt-in Add opt-in checkbox to any “Contact Us” forms

Goals for our emktg efforts Reduce our bounce rates Be mindful of timing Stay relevant Test more thoroughly Perform more subject, design, content tests Think more analytically Work closely with web team Research and stay informed MarketingSherpa Benchmark Guide Improve campaigns and apply for awards

Thoughts? Questions?