Killer email templates made easy Tim Karpisek, EmailGarage

1. Killer email templates made easyTim Karpisek, EmailGarage

2. Killer email templates made easy • AGENDA • Who is EmailGarage? • When to design/redesign • Killer email templates in 10 steps • Email templates in a mobile environment Killer email templates made easy

3. Who is EmailGarage Your technical partner Your strategic partner Your tactical partner Your campaign partner

4. What’s a good template? < > Killer email templates made easy

5. When to design/redesign? • External factors Internal factors Online strategy Killer email templates made easy

6. Killer email templates made easy in10 steps Killer email templates made easy

7. Step 1The subject line • Don’t sound like spam Dear tkarpisek@emailgarage.com ***Check our best deals on...*** Killer email templates made easy

8. Step 1The subject line • Draw interest Clickthrough rates of 56%. Find out how we did it Killer email templates made easy

9. Step 1The subject line • Don't make summaries too long In this issue: Facts and comments – Congress Must Hit the ground Running – What Grows An Economy? – A Brief Word – Paint The Ivory Tower Green Killer email templates made easy

10. Step 1The subject line • Use localisation where possible Are you in Antwerp tonight? Drop by for a drink. Killer email templates made easy

11. Mail sent from the BDMA Killer email templates made easy

12. Step 2Wireframes: the fundaments of your email • The blueprint of your template • Essential for marketing automation • The bridge between concept and design • Something you can do yourself Killer email templates made easy

13. Step 2Wireframes: the fundaments of your email • Some tips: • Remember the fold • Images are blocked by default • Limit the size of banners • Use background colors in combination with images • Position your images logically • Use bullet points and paragraphs to structure text • Does your email need a table of content? • Use a footer • Place your elements where they are logical to find Killer email templates made easy

14. Step 2Wireframes for plain text emails • Text needs designing • Don’t autocopy from HTML Killer email templates made easy

15. Killer email templates made easy

16. Step 3Balance between copy and images Killer email templates made easy

17. Step 3Balance between copy and images Killer email templates made easy

18. Tower Insurance – blocked images Killer email templates made easy

19. Step 4Text snippets View online Safe Sender Call to action Reminder Killer email templates made easy

20. Step 5Use Calls To Action • Text vs graphic • Location • Color • Size • Words Killer email templates made easy

21. Click the frame to play video Killer email templates made easy

22. Step 6Social media are your friends! Killer email templates made easy

23. Step 6Social media are your friends! • Step #1: Identify the most relevant social networks • - before: web metrics • - after: measure your clickthrough • Step #2: Define your social networks • Step #3: Point shared links to: • - article summary pages • - email online version Killer email templates made easy

24. Shoeline • Dedicated facebook email • 46% + followers Killer email templates made easy

25. Step 7Other elements • Personalisation • Refer-a-friend • Link to the previous newsletter • Disclaimer/privacy statement • Agenda • Job section • Table of contents • Introduction • User data • Profile update form Killer email templates made easy

26. Case – EA sports • Conversation between different game characters about the person that is not active on the forum Killer email templates made easy

27. Case – Cine 24 horas We deliver your download Killer email templates made easy

28. Step 8Other elements • Ground rules: • First confirm unsubscribe • Then ask for feedback • Don’t hide your unsubscribe button Killer email templates made easy

29. Click the frame to play video Killer email templates made easy

30. Step 9Test and test again • Example: • Landingpage rudder Killer email templates made easy

31. Step 9Test and test again • Heatmaps • Most viewed • + • Fasted viewed • + • Viewing path Killer email templates made easy

32. Step 10Building • The basics: • - Keep the width under 600 px • - Use alt text • - Don’t use background images • - Include the dimensions of your images • - Use inline CSS • - Use tables Killer email templates made easy

33. Seth Godin blog - Practically no HTML – Content is the essence Killer email templates made easy

34. Email on mobile 1. Who is using a mobile device? 2. Which type of device? 3. What platform is used? Killer email templates made easy

35. Design for mobile • 1 email design for all? • 2 separate designs? • Or insert a view on mobile link? • Quick tips: • Importance of the subject line and top fold • Shorten your from name • Avoid wide graphics, columns or tables • Vertical scrolling OK, horizontal not • Mind your K-size, keep it below 20k Killer email templates made easy

36. Case: Abercrombie & Fitch Killer email templates made easy

37. Thanks for listening! • Contact: • EmailGarage • Tim Karpisek – Sales & Marketing Manager • tkarpisek@emailgarage.com • twitter.com/timkarpisek • www.luon.com • www.emailgarage.com • blog.emailgarage.com • twitter.com/EmailGarage Killer email templates made easy