email marketing: a community of hacks
TRANSCRIPT
Email Marketing "Best-Practices" PresentationBRAND BUILDING • INTERACTIVE MARKETING • PR & SOCIAL MEDIA
Email Marketing: A Community of Hacks
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Platforms We Currently Use
Lifecycle Marketing
Acquiring new audience members and converting potential customers into subscribers (whether to email, social, or mobile communications).
Onboarding subscribers and making them accustomed to the cadence and content of your interactions.
Engaging subscribers with automated, personalized campaigns.
Retaining existing subscribers with targeted reengagement and win-back strategies.
Acquire
Onboard
Engage
Retain
Chuck Rib
Brisket Plate
Shank
2014 TRENDS98% OF MARKETERS PLAN TO INCREASE THEIR SPENDING
57%
SOCIAL MEDIA MARKETINGEMAIL MARKETING
58%
MARKETING AUTOMATION
60%
DATA & ANALYTICS
61%
68% OF MARKETERS BELIEVE EMAIL IS CORE TO THEIR BUSINESS
Emails Open On Mobile
Reading Emails For < Than 10
Seconds
Shorter Subject Lines
Users Only Use Mobile Devices To Read Email
63%
34% 49%
45%
WAIT, I THOUGHT THIS WAS ABOUT DESIGN?
Party Like It's 1997!
"Hey, kick the beat! I have a bad case of boogie fever!"
"Good work doesn't speak for itself. You have to learn how to promote it"
"E-mails are not websites!"
"Design email for one eye, one thumb, and arm-length reading.""Keep insisting
on the high quality and the process."
BE INSPIRED. DO THE RESEARCH
AVOID GIFS / VIDEOS / FORMS
START WITH TWO CREATIVE IDEAS
RESEARCH SOFTWARE
HOW TO DESIGN AN
HTML EMAIL
NO WIDER THAN 600PX
USE ONLY WEB-SAFE FONTS
DESIGN AT 150 DPI & USE A GRID
START AT 14PX FONT SIZE
USE RULE OF 6'S FOR LEADING
BALANCE COPY > LESS IMAGES
HOW TO DESIGN AN
HTML EMAIL
ESSENTIALS
HOW LONG SHOULD SUBJECT LINES BE?
KEY ESSENTIALS REGARDING SUBJECT LINES
CONSTRUCTING SUBJECT LINESKEY ESSENTIALS REGARDING SUBJECT LINES
!*%$20 / 10
20 characters for desktop users10 characters for mobile users
Avoid the characters shown above and any kind of symbol characters
HOW MUCH COPY SHOULD THERE BE?
WHAT SHOULD THE "VOICE" OF THE COPY BE?
HOW MUCH COPY?
"VOICE" OF THE COPY?
Results show that smaller, more targeted and engaging emails, have the highest open and click rates. You only have 3-10 seconds before a user might interact, delete, or unsubscribe.
Results show that users are thinking fast and are looking for copy that is personal, friendly, and engaging. Make them stick around longer by creating links to landing pages, buttons to press, and find ways to simplify difficult actions.
"Hey, let's talk about copy! Let's talk about you and me!"
WHAT IS THE BEST DAY TO BLAST OUT
AN EMAIL?HOUSTON, WE HAVE A QUESTION? IN 3....2....1....WAIT!
SUNDAY MONDAY TUESDAY WEDNESDAY THURSDAY FRIDAY SATURDAY
RESULTS BY DAY OF THE WEEK
WHAT IS THE BEST TIME OF DAY TO BLAST OUT AN EMAIL?
Messages sent at night had the highest open rates.
Late afternoon messages had the highest click rates.
RESULTS BY TIME OF DAY
WHAT CAN CAUSE SPAM?
Mention of a generic version of a certain little blue pill
The words "Free", "Percent Off", "Reminder", "Guarantee"
Subject lines that have exclamation and question marks
Subject lines that start with dollar amounts
Sending emails to bounced email addresses
Too much copy / too many images
Failing to monitor sender reputation
Not including a familiar sender name
Including attachments
Attempting to use video, Flash, or javascript
Using all CAPS for words
Buying or renting lists
Long subject lines
Emails that are keyword driven
THE CAN-SPAM ACT?
YES NO
ARE WE LEGALLY SAFE WHEN IT COMES TO
CAN-SPAM ACTOnly relates to emails sent to people / businesses in Canada
The purpose of the act is to stop SPAM emails starting in Canada
To comply, the owner of the email address must comply with any usage of their information (email, phone, name, etc)
The email template must contain identification information (address) and an unsubscribe method
$1M
$10M
PER VIOLATION
REPEAT VIOLATIONS
Contact Us Today At 630.305.0003.Thank you for watching this presentation / www.davidjamesgroup.com