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Effective Email Marketing. Simon Hill Extravision www.extravision.com. About Extravision. Established 2001 Email Marketing Agency and ESP Based in Manchester Specialise in B2B email marketing Email strategy and design www.extravision.com. About me. Co-founder of Extravision
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Effective Email Marketing Simon Hill Extravision www.extravision.com ontheedge@extravision.com
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
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
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
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
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
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
Why email marketing ? DMA National Client EmailReport 2013 ontheedge@extravision.com
Why email marketing • “Anyone without an email address is the digital equivalent of homeless “ Dela Quist - CEO Alchemy Worx ontheedge@extravision.com
How to improve your data acquisition and make sure you’re legal at the same time ontheedge@extravision.com
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
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
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
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
Data Hygiene ontheedge@extravision.com
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
Ideas that can help your campaigns create more impact across all devices ontheedge@extravision.com
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
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
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
Images turned on Sony campaign by Alchemy Worx (www.alchemyworx.com) ontheedge@extravision.com
Images turned off Sony campaign by Alchemy Worx (www.alchemyworx.com) ontheedge@extravision.com
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
Pre-header • The text at the top of an email before the content • Usually online version, unsubscribe • Super subject line ontheedge@extravision.com
Pre-headers ontheedge@extravision.com
Pre-headers ontheedge@extravision.com
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
Subject lines ontheedge@extravision.com
litmus.com ontheedge@extravision.com
litmus.com ontheedge@extravision.com
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
The Obama email campaign • $690 million in online donations ontheedge@extravision.com
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
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
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
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
Optimising for mobile • Mobile first design • Responsive design ontheedge@extravision.com
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
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
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
What can be done to help get your message into the users inbox ontheedge@extravision.com
