creative ways to construct winning e-mails
DESCRIPTION
How to create email campaigns that give better click through, higher sales conversion and great customer brand experienceTRANSCRIPT
2 |Creative ways to construct winning e-mails
There must be a difference - Between high & low click through
- Between high & low sales conversion
- Between high & low customer brand experience
- Between high & low audience e-mail acceptance
What are the tricks? What makes the difference between “huge success”
and “not bad”
3 |Creative ways to construct winning e-mails
There must be a difference
Step #1
Look at & learn from magazine covers
4 |Creative ways to construct winning e-mails
Learn from magazine covers
Overkill of messages
Attract audience attention
Instant interaction
+ 50 years experience
5 |Creative ways to construct winning e-mails
Learn from magazine covers
6 |Creative ways to construct winning e-mails
Learn from magazine covers
2 key message + a few supporting 6 equal visual messages
Design supporting the message One-size-fits-all design
What’s in it for me? = answer at a glance What’s in it for me?= not appealing
7 |Creative ways to construct winning e-mails
Learn from magazine covers
8 |Creative ways to construct winning e-mails
Learn from magazine covers
No images supporting the offer
Lack of excitement
Multiple invitations to take action
Recognizable brand
No interaction triggers
Copy & image = one message
9 |Creative ways to construct winning e-mails
Learn from magazine covers
10 |Creative ways to construct winning e-mails
Learn from magazine covers
Good balance between image and copy
Multiple anchors & scanable design
Only relevant words: facts, figures, benefits
Less clearer link between image & title
Low text accessibility
Title is not clear enough, not tangible
11 |Creative ways to construct winning e-mails
Construct winning e-mails
Step #2
Treat your e-mail like a magazine cover
12 |Creative ways to construct winning e-mails
Construct winning e-mails
13 |Creative ways to construct winning e-mails
Construct winning e-mails
4,4% CTR
2,8% UNIQUE CTR
ROMI = 4,7
9,9% CTR
6,5% UNIQUE CTR
ROMI = 10,8
14 |Creative ways to construct winning e-mails
Construct winning e-mails
Navigation
including links to high valued sections & CIC
15 |Creative ways to construct winning e-mails
Construct winning e-mails
Image + copy + key benefits
- only relevant, differentiating facts & figures
- use of short headlines
Black & white lifestyle images
of moving people
to support the product
pictures, not distract from them
Support the product offer by
value added messages
16 |Creative ways to construct winning e-mails
Construct winning e-mails
Clear functional information structure
17 |Creative ways to construct winning e-mails
Construct winning e-mails
Additional text snippets enabling localisation and functional targeting
18 |Creative ways to construct winning e-mails
Construct winning e-mails
‘Fix’ bottom interaction elements
19 |Creative ways to construct winning e-mails
Construct winning e-mails- Search the world & steal from the best- Content relevance is king- Respect the communication basics
20 |Creative ways to construct winning e-mails
Construct winning e-mails
> ATTENTION
> DESIRE
> ACTION
> INTEREST
21 |Creative ways to construct winning e-mails
Construct winning e-mails
1 top ‘story’
2 top interaction
triggers
‘In this issue’; what’s in it for me?
Personal intro
+ txt link
+ editor in chief
Personalised content for your phone
Additional news snippets
2 main news items
+ short secondary
messages
Scanable design & structure
Key message in
preview pane
22 |Creative ways to construct winning e-mails
Lessons learned- YOUR EMAIL = LIKE A MAGAZINE COVER
- Limit copy to the essence- Focus on the key proposition - Invite reader to discover & to participate- Balance between copy & design
- KNOW WHO YOU ARE TALKING TO
- Create a persona
- Talk to thém
- DEFINE YOUR CAMPAIGN OBJECTIVE- Sales promo, informational news, emotional product launch,…- Create multiple formats, supporting 1 brand
23 |Creative ways to construct winning e-mails
Always keep in mind…
Step #3
E-mail your audience. Not yourself.
Not your boss.
24 |Creative ways to construct winning e-mails
Contact usLUON
Serge Van de Zande
+ 32 2 686 01 27
+ 32 475 72 41 81
Visit www.luon.com
Stay updated on this year's hot marketing issues: visit and take a feed on blog.luon.com
All proposed research, recommendations, concepts, artwork and developments are protected by intellectual property rights. They remain the property of LUON at all times. Reproduction in any form without prior written permission is prohibited.
26 |Creative ways to construct winning e-mails
WE CREATE CUSTOMER DIALOGUES AND MANAGE
CUSTOMER EXPERIENCESALL DRIVING MEASURABLE SALES RESULTS
27 |Creative ways to construct winning e-mails
About LUON
OUR MISSION
LUON advises clients and helps them optimize their marketing and sales processes. We are committed to turning customer centric thinking into a marketing and business strategy that creates value and drives profitable growth.
We call it: pure marketing. absolute sales.
28 |Creative ways to construct winning e-mails
Our active customers
29 |Creative ways to construct winning e-mails
Contact usLUON
Serge Van de Zande
+ 32 2 686 01 27
+ 32 475 72 41 81
Visit www.luon.com
Stay updated on this year's hot marketing issues: visit and take a feed on blog.luon.com
All proposed research, recommendations, concepts, artwork and developments are protected by intellectual property rights. They remain the property of LUON at all times. Reproduction in any form without prior written permission is prohibited.