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45 Email Tips in 45 Minutes

45 Email Tips in 45 Minutes. Reggie Brady. Cynthia O’Brien. Marty Donner. Tip #1. Give visitors a reason to sign-up Banner rotates in different positions on site pages. Landing page also restates benefits. Tip #2. Design creatives with audience in mind.

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45 Email Tips in 45 Minutes

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  1. 45 Email Tips in 45 Minutes Reggie Brady Cynthia O’Brien Marty Donner

  2. Tip #1 Give visitors a reason to sign-up Banner rotates in different positions on site pages. Landing page also restates benefits

  3. Tip #2 Design creatives with audience in mind. Does your demographic need messages with larger text? Do your customers respond better to images or copy? What subject lines catch their attention?

  4. Tip #3 Listen to the “Chatter” …respond in real-time! What are your subscribers doing on your website, Facebook, Twitter, YouTube, your message boards, etc?

  5. Tip #4 Provide social sign-on as one option for email sign-up 10% may prefer to use this option And, you get tons of data!

  6. Tip #5 Check with legal that all claims are true Ex. “…e-mail exclusive offer” • Beware of: • “Limited-Time Only” • “Expires on…” • “Exclusive Offer”

  7. Tip #6 Find the tipping point…mail less make more $$$ 9% of the volume generated 38% of the $$$$

  8. Tip #7 Use your Facebook presence to encourage email sign-ups Crocs converts 2,000+ Facebook fans to email subscribers each week! Joel Book, ExactTarget 9-11

  9. Tip #8 Landing pages can make a difference Test landing pages that match design of email Do not distract with unnecessary links on page! Not linkable One major link

  10. Tip #9 It’s all about your list!!! • Your #1 asset • What are you doing to protect and grow it?

  11. Tip #10 Use progressive sign-up Capture important information first … then present another page

  12. Tip #11 Ensure the ‘from name’ is recognizable! Using company’s president’s name on emails may resonate with some customers but not with others May have issues if that person leaves your company

  13. Tip #12 • Improve inbox deliverability through Chatter email • Hard bounces and complaints areno longer enough • ISPs are using activity • Chatter emails with average openrates of 40%+ increase overall inbox metrics

  14. Tip #13 Which form position generated higher submissions? A. Form on the left B. Form on the right Version B generated 24.6% more form submissions In western countries eyes track from left to right Which Test Won – 1/27/10

  15. Tip #14 Scheduling – be cognizant of holidays, high-traffic days, etc. Continue day of week & time of day testing Weekdays vs weekends isn’t as hard & fast as it used to be; depends on industry, offer, B2B/B2C, etc.

  16. Tip #15 Change the way you think about acquisition • It’s about qualified prospects NOT leads • How much is a new customer worth? • “one and done” vs. multiple behaviorally triggered touch points

  17. Tip #16 Implement abandoned cart emails Send the first within hours Send a series

  18. Tip #17 Give yourself enough time to read results. Response time on emails has increased (no more 24-48 hours!) Now easier to search inboxes for future use

  19. Tip #18 Track and act on Social Chatter!!! Trigger emails based on what your subscribers are doing on social media via a Social Portal

  20. Tip #19 Make sure your sign-up forms (and other forms) are bullet proof Do the grandma and grandpa test

  21. Tip #20 Measure percent of recipients reading your emails on mobile devices Great opportunity to optimize emails & order forms for better display on mobile devices Statistics show over 30% of emails are read on a mobile device

  22. Tip #21 • Use your current email list to fund acquisition • Most email databases have >50% 6 month MIAs • New subscriber autoresponders & welcome cascades average 10 – 15X revenue/email • Not mailing 100K MIAs 2x/weekfrees up a lot of acquisition $$$$

  23. Tip #22 Be friendly – send a welcome message Include an offer. Gander Mountain reports welcome messages account for 30% of their email related revenues. Bronto case study

  24. Tip #23 Personalize and speak to the customer as specifically as possible Be cognizant of customers shopping for others as gifts

  25. Tip #24 automate, Automate, AUTOMATE! • Shopping cart abandon • Behavioral triggers • Website chatter • Social chatter • Smart cascades

  26. Tip #25 Have a preference center – a must-have element Then, also promote it in your emails

  27. Tip #26 Keep testing pure (apples to apples) and statistically significant.

  28. Tip #27 Take dynamic segmentation to the next level Let your email platform do the work

  29. Tip #28 Design emails for PC and mobile at same time The top 2 – 3 inches is valuable real estate Put “view online” and “view mobile” at top Put most important content or offers there Move “forward to a friend,” social icons and “add to address book” below top of the message Use fixed width tables Keep width as close to 500 pixels as possible

  30. Tip #29 • ConsumerReports.org vs. CRO • Consumers Union vs. CU • Unsubscribe vs. Opt-out • Failed Credit Card • Auto-Renew Look out for internal jargon and acronyms from creeping into copy/creative

  31. Tip #30 Clean your house, before the party. Automate multi-cell testing of subject lines and creative

  32. Tip #31 Mobile Rendering – a handy tool If a rendering check is not provided by your ESP, Litmus.com offers this starting at $49/month 29 environments.

  33. Tip #32 On transactional emails, add ‘upsells’ whenever appropriate (80%/20% rule)

  34. Tip #33 Use Facebook to grow your email database Likes are good… Growing your database and increasing $$$$ is even better!

  35. Tip #34 More on mobile design – the fat finger syndrome Old Mouse New Mouse Doesn’t work Good

  36. Tip #35 Use deliverability vendor to measure inbox delivery

  37. Tip #36 Don’t blame your ISP for poor deliverability • Look at your own mailing and acquisition practices: • Mailing frequency • Response rates • Complaints • Hard bounces • Acquisition sources

  38. Tip #37 Use snippets in your pre-header They provide another reason to open your email

  39. Tip #38 Make sure you’re Can-Spam Compliant / Honor opt-outs within 10 business days

  40. Tip #39 Are you listening to what your customers are saying you? your competitors?

  41. Tip #40 Wake up your inactives The definition of inactive will vary 6 months 9 months 1 year 18 months

  42. Tip #41 Review emails in ‘preview pane’ mode Be sure “call to action” appears ‘above the fold’ Some statistics show that about 25% of desktop traffic reads emails via preview pane

  43. Tip #42 Re-activation is a daily process • Automate the process • Don’t wait until it’s too late • Use smart, behaviorally driven cascades • Don’t impact your deliverability metrics

  44. Tip #43 Send a dedicated email to promote your social presence

  45. Tip #44 Spot check links and follow desired flow all the way through to the end in the test & live seeds. Additionally, send to Customer Service before email is sent out.

  46. Tip #45 Website Remarketing • Engage 100% of your subscribers that visit your website, not just the 15% that make it to the shopping cart • Get 50% open rates and 15x revenue per email

  47. Thank you!

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