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Effective Email Marketing

Effective Email Marketing

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Effective Email Marketing

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  1. Effective Email Marketing Simon Hill Extravision www.extravision.com ontheedge@extravision.com

  2. About Extravision • Established 2001 • Email Marketing Agency and ESP • Based in Manchester • Specialise in B2B email marketing • Email strategy and design • www.extravision.com ontheedge@extravision.com

  3. About me • Co-founder of Extravision • Technical Director and email consultant • DMA Email Council and Best practice hub • Working in Email over 10 years • uk.linkedin.com/in/simonphill/ • @sphill10 ontheedge@extravision.com

  4. What we will cover • How to improve your data acquisition and make sure you’re legal at the same time • Ideas that can help your campaigns create more impact across all devices • What can be done to help get your message into the users inbox • Which stats are important and how successful has your campaign really been ontheedge@extravision.com

  5. Email marketing is like parenting • Everyone has advice on how to bring up your children and what is best for them. • The same is true in email marketing • Some things are just common sense • No concrete rules about what will work for your email campaigns • Your business is unique and so are its campaigns ontheedge@extravision.com

  6. Why email marketing ? • Number of email accounts will increase to over 3.8 billion by 2014 (The Radicati Group, Inc) • 1.5 billion Twitter users • 1.1 billion Facebook users • 175 million LinkedIn users ontheedge@extravision.com

  7. ontheedge@extravision.com

  8. Why email marketing ? • 188 billion emails sent per day worldwide (excluding 106 billion spam messages) August 2011 • 140 million tweets – 0.74% • 60 million Facebook updates – 0.03% http://blogs.smartertools.com/2011/08/29/the-value-of-email/ ontheedge@extravision.com

  9. Why email marketing ? DMA National Client EmailReport 2013 ontheedge@extravision.com

  10. Why email marketing • “Anyone without an email address is the digital equivalent of homeless “ Dela Quist - CEO Alchemy Worx ontheedge@extravision.com

  11. How to improve your data acquisition and make sure you’re legal at the same time ontheedge@extravision.com

  12. Data Collection • Don’t waste time using outdatedor junk data. • Spamtraps and blacklisting • Start at data collection and grow organically • Only collect the data you need • Record the data capture date ontheedge@extravision.com

  13. Data Hygiene • Double opt in • barrier to list growth • http://www.magillreport.com/Why-Fully-Confirmed-Opt-In-Sucks/ • Welcome message • Validate data input – leadspend.com • Double entry email – waste of time • CAPTCHA - annoying ontheedge@extravision.com

  14. Spam traps • 3 types • Honeypots – created by Blacklist providers • Zombie accounts – once active accounts • Typotraps – mistyped domains • Very difficult to identify and remove once on your list. ontheedge@extravision.com

  15. Data Hygiene • Clean your lists regularly – avoid spamtraps • Remove bounces • Remove typo’s • Possible harvested addresses • Unsubscribes via other channels i.e. fbl’s • Inactive subscribers ontheedge@extravision.com

  16. Data Hygiene ontheedge@extravision.com

  17. Data collection • Positive action opt-in (the checkbox is initially unchecked) required by EU law unless soft opt-in • Include a link to your privacy policy • Email syntax validation • Send a welcome email ontheedge@extravision.com

  18. Ideas that can help your campaigns create more impact across all devices ontheedge@extravision.com

  19. How many images should we use ? • Depends on your brand – fashion vs IT • 2 schools of thought • no images, no sense, download images to see the content • Optimised for no images with alt tags, people can still read your message and click links ontheedge@extravision.com

  20. Email Mosaics • When people have images turned off • HTML tables that impersonate images. • Convey message without images • Promote interest • Can go viral ontheedge@extravision.com

  21. Email Mosaics • Easter egg http://en.wikipedia.org/wiki/Easter_egg_%28media%29 • Go to google.com • Type “google gravity” and then select “I’m feeling lucky” ontheedge@extravision.com

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  24. Images turned on Sony campaign by Alchemy Worx (www.alchemyworx.com) ontheedge@extravision.com

  25. Images turned off Sony campaign by Alchemy Worx (www.alchemyworx.com) ontheedge@extravision.com

  26. Pros/cons of mosaics • Increase message size • Use style alt tags instead • 2 creative options in one email • Look at our recipients • www.emailonacid.com ontheedge@extravision.com

  27. Pre-header • The text at the top of an email before the content • Usually online version, unsubscribe • Super subject line ontheedge@extravision.com

  28. Pre-headers ontheedge@extravision.com

  29. Pre-headers ontheedge@extravision.com

  30. Subject lines • Grab attention – newspaper headline • Arguments for both long and short • Consider your audience • Combination of subject line and message content is the key ontheedge@extravision.com

  31. Subject lines ontheedge@extravision.com

  32. litmus.com ontheedge@extravision.com

  33. litmus.com ontheedge@extravision.com

  34. Subject lines • Special characters in subject lines http://en.wikipedia.org/wiki/Miscellaneous_Symbols • Don’t be afraid to use • FREE, OFFER, Capitalisation etc. • Hashtag in subject line ? ontheedge@extravision.com

  35. The Obama email campaign • $690 million in online donations ontheedge@extravision.com

  36. The Obama email campaign • Create 4 to 6 messages for every day. • Send each message with 3 different subject line • Large test cells of 50,000 contacts • Goal metric – donations ontheedge@extravision.com

  37. The Obama email campaign • Test send around 7am and a winner picked about 60 to 90 minutes later • The winner went to the remaining database, but some segments received slight variations on the winner depending on their donation history. ontheedge@extravision.com

  38. Email design for mobile • “80% of people will delete an email on a mobile device if it doesn’t look good” http://www.bluehornet.com/news/full/new-survey-reveals-shifting-consumer-views-on-email-marketing • The question was ““If you get a mobile email that doesn’t look good then what do you do ?” ontheedge@extravision.com

  39. Email design for mobile • If you are sending html emails then you already have a mobile email strategy • Concentrate efforts on your website • Look at your own stats before optimising for mobile devices ontheedge@extravision.com

  40. Optimising for mobile • Mobile first design • Responsive design ontheedge@extravision.com

  41. Mobile first design • Luke Wroblewskihttp://www.lukew.com/resources/mobile_first.asp • Normally design for desktop and adapt for mobile • Focus on what is important to the user • Single design for all devices ontheedge@extravision.com

  42. Mobile first design • Design for touchscreen • Apple’s human interface guidelines state that the minimum size for a click-able area should be 22x44px • Design for the screen size • Single column 320 px , full width images ontheedge@extravision.com

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  46. Responsive Design • Uses CSS3 @media to render different layouts • Requires 2 designs • Can be complex coding to implement • Does work on all mobile devices ontheedge@extravision.com

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  50. What can be done to help get your message into the users inbox ontheedge@extravision.com