email marketing: a community of hacks

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Page 1: Email Marketing: A Community of Hacks
Page 2: Email Marketing: A Community of Hacks

Email Marketing "Best-Practices" PresentationBRAND BUILDING • INTERACTIVE MARKETING • PR & SOCIAL MEDIA

Page 3: Email Marketing: A Community of Hacks

Email Marketing: A Community of Hacks

<"HOW CHOW 2014" />

Page 4: Email Marketing: A Community of Hacks

Platforms We Currently Use

Page 5: Email Marketing: A Community of Hacks

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

Page 6: Email Marketing: A Community of Hacks

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

Page 7: Email Marketing: A Community of Hacks

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%

Page 8: Email Marketing: A Community of Hacks

WAIT, I THOUGHT THIS WAS ABOUT DESIGN?

Page 9: Email Marketing: A Community of Hacks

Party Like It's 1997!

"Hey, kick the beat! I have a bad case of boogie fever!"

Page 10: Email Marketing: A Community of Hacks

"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."

Page 11: Email Marketing: A Community of Hacks

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

Page 12: Email Marketing: A Community of Hacks

START AT 14PX FONT SIZE

USE RULE OF 6'S FOR LEADING

BALANCE COPY > LESS IMAGES

HOW TO DESIGN AN

HTML EMAIL

Page 13: Email Marketing: A Community of Hacks

ESSENTIALS

Page 14: Email Marketing: A Community of Hacks

HOW LONG SHOULD SUBJECT LINES BE?

KEY ESSENTIALS REGARDING SUBJECT LINES

Page 15: Email Marketing: A Community of Hacks

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

Page 16: Email Marketing: A Community of Hacks

HOW MUCH COPY SHOULD THERE BE?

WHAT SHOULD THE "VOICE" OF THE COPY BE?

Page 17: Email Marketing: A Community of Hacks

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!"

Page 18: Email Marketing: A Community of Hacks

WHAT IS THE BEST DAY TO BLAST OUT

AN EMAIL?HOUSTON, WE HAVE A QUESTION? IN 3....2....1....WAIT!

Page 19: Email Marketing: A Community of Hacks

SUNDAY MONDAY TUESDAY WEDNESDAY THURSDAY FRIDAY SATURDAY

RESULTS BY DAY OF THE WEEK

Page 20: Email Marketing: A Community of Hacks

WHAT IS THE BEST TIME OF DAY TO BLAST OUT AN EMAIL?

Page 21: Email Marketing: A Community of Hacks

Messages sent at night had the highest open rates.

Late afternoon messages had the highest click rates.

RESULTS BY TIME OF DAY

Page 22: Email Marketing: A Community of Hacks

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

Page 23: Email Marketing: A Community of Hacks

THE CAN-SPAM ACT?

YES NO

ARE WE LEGALLY SAFE WHEN IT COMES TO

Page 24: Email Marketing: A Community of Hacks

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

Page 25: Email Marketing: A Community of Hacks
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Contact Us Today At 630.305.0003.Thank you for watching this presentation / www.davidjamesgroup.com