email marketing - nfib · email marketing seven best practices for squeezing out maximum value....
TRANSCRIPT
Participate on Twitter: Follow @nfiblive and use hashtag #nfiblive
Download slides at: www.nfib.com/emailmarketingdeck
Ronald McGrathChief Technology Officer
HighRoad [email protected]
September 15, 2010
Email MarketingEmail Marketing
Seven Best Practices for Squeezing Out Maximum ValueSeven Best Practices for Squeezing Out Maximum Value
Participate on Twitter: Follow @nfiblive and use hashtag #nfiblive
Download slides at: www.nfib.com/emailmarketingdeck
Key Takeaways
1) Newsletter Creation Best Practices.
2) Leveraging your Demographics.
3) Providing a full service Email Preference Center.
4) Mining your Email Analytics.
5) Driving Dynamic Content.
6) Personalization.
7) Testing, testing and more testing.
Participate on Twitter: Follow @nfiblive and use hashtag #nfiblive
Download slides at: www.nfib.com/emailmarketingdeck
Pain Points of Building Newsletters
• Creating emails and newsletters is time consuming.
• The process lends itself to errors‐
• Copy and Paste technique from MS Word adds non‐compliant (WC3) HTML code.
• Deliverability issues.
• Rendering issues.
• Formatting quirks.
Participate on Twitter: Follow @nfiblive and use hashtag #nfiblive
Download slides at: www.nfib.com/emailmarketingdeck
Pain Points of Building Newsletters
• Easy to add broken links.
• Sending out copy with typos or inaccurate information.
Participate on Twitter: Follow @nfiblive and use hashtag #nfiblive
Download slides at: www.nfib.com/emailmarketingdeck
Pain Points of Building Newsletters
• Complex templates (nested tables) can be difficult to manipulate.
• Implementing email marketing best practices in your newsletter is based on the user’s time and expertise.
Participate on Twitter: Follow @nfiblive and use hashtag #nfiblive
Download slides at: www.nfib.com/emailmarketingdeck
HTML for Email
There are no standards on how email clients render messages.
Participate on Twitter: Follow @nfiblive and use hashtag #nfiblive
Download slides at: www.nfib.com/emailmarketingdeck
Email Rendering Engines
Participate on Twitter: Follow @nfiblive and use hashtag #nfiblive
Download slides at: www.nfib.com/emailmarketingdeck
Use Tables
Use tables for layout
Participate on Twitter: Follow @nfiblive and use hashtag #nfiblive
Download slides at: www.nfib.com/emailmarketingdeck
Using CSS
Using CSS can be rolling the dice on email rendering
Participate on Twitter: Follow @nfiblive and use hashtag #nfiblive
Download slides at: www.nfib.com/emailmarketingdeck
Email is an Extension of Your Brand
Consistencyis
Important
Participate on Twitter: Follow @nfiblive and use hashtag #nfiblive
Download slides at: www.nfib.com/emailmarketingdeck
“Above the Fold”
You have 800 x 600 pixels to capture your recipient’s attention
Participate on Twitter: Follow @nfiblive and use hashtag #nfiblive
Download slides at: www.nfib.com/emailmarketingdeck
“60/40 Rule”
At least 60% of your message should be text
Participate on Twitter: Follow @nfiblive and use hashtag #nfiblive
Download slides at: www.nfib.com/emailmarketingdeck
The Art of the Click‐Through
• Think of email as your website on wheels.
• Don’t give your recipients your articles for free.
• Give them teaser text.
• Use “Read More” links
Participate on Twitter: Follow @nfiblive and use hashtag #nfiblive
Download slides at: www.nfib.com/emailmarketingdeck
The Art of the Click‐Through
• You want recipients interacting with your email and website.
• “Above the Fold” valuable real estate.
• Use a TOC at the top of your emails.
Participate on Twitter: Follow @nfiblive and use hashtag #nfiblive
Download slides at: www.nfib.com/emailmarketingdeck
Email Analytics
Understand how your audience is interacting with your emails
Participate on Twitter: Follow @nfiblive and use hashtag #nfiblive
Download slides at: www.nfib.com/emailmarketingdeck
Email Analytics
Understand how your audience is interacting with your emails
Participate on Twitter: Follow @nfiblive and use hashtag #nfiblive
Download slides at: www.nfib.com/emailmarketingdeck
Email Analytics
Understand how your audience is interacting with your emails
Participate on Twitter: Follow @nfiblive and use hashtag #nfiblive
Download slides at: www.nfib.com/emailmarketingdeck
Making Email Social
Participate on Twitter: Follow @nfiblive and use hashtag #nfiblive
Download slides at: www.nfib.com/emailmarketingdeck
Email and Social Share
Participate on Twitter: Follow @nfiblive and use hashtag #nfiblive
Download slides at: www.nfib.com/emailmarketingdeck
Email and Social Share
Participate on Twitter: Follow @nfiblive and use hashtag #nfiblive
Download slides at: www.nfib.com/emailmarketingdeck
Email and Social Share
Participate on Twitter: Follow @nfiblive and use hashtag #nfiblive
Download slides at: www.nfib.com/emailmarketingdeck
Email and Social Share
Participate on Twitter: Follow @nfiblive and use hashtag #nfiblive
Download slides at: www.nfib.com/emailmarketingdeck
Email and Social Share
Participate on Twitter: Follow @nfiblive and use hashtag #nfiblive
Download slides at: www.nfib.com/emailmarketingdeck
Email and Social Share
Participate on Twitter: Follow @nfiblive and use hashtag #nfiblive
Download slides at: www.nfib.com/emailmarketingdeck
Email and Social Share
Participate on Twitter: Follow @nfiblive and use hashtag #nfiblive
Download slides at: www.nfib.com/emailmarketingdeck
Ronald McGrathChief Technology Officer
HighRoad [email protected]
If you would like more information about email marketing or the services that HighRoad Solution provides, please contact Ron directly at [email protected]
Email Marketing Services
Participate on Twitter: Follow @nfiblive and use hashtag #nfiblive
Download slides at: www.nfib.com/emailmarketingdeck
Email marketing tips: http://NFIB.com/emailmarketing
Small Business Webinar Series: http://NFIB.com/webinars
NFIB on Facebook: http://NFIB.com/facebook
More Small Business Resources from NFIB