idm bootcamp - a consumer-centric approach to email marketing - kath pay
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View the slides from Kath Pay's email Bootcamp at TFM&A, 26 February 2013TRANSCRIPT
A consumer-centric approach to Email Marketing
Kath Pay
Consultant, Trainer, Speaker Plan to Engage
Your presenter – Kath Pay
• 12+ years of experience in email marke?ng
• Email Marke?ng
Consultant, Trainer & Speaker
• Lead trainer for Email Marke?ng for the IDM
@kathpay
About Plan to Engage
• Email Marke?ng Strategy • Email Design & Coding
• Deliverability Support • Email Vendor Selec?on
• Conversion Op?miza?on • Workshops & Training
Courses
www.PlanToEngage.com
Our exciting agenda!!
• What do we look for in an email? What do we like and ac?on?
• Introduc?on to what our customer’s expect of us
• Workshop (this is the exci?ng part J) • Present your results!
Identify your objective
• Iden?fy and use this to guide your customer – using: – Roadmap to success through design – Persuasive copy – Clear and ac?onable Call to Ac?ons
Identify your customer’s objective
• Ideally this should be the same as your objec?ve
• Ask yourself: – What are their expecta?ons? – Are there any barriers in the way? – Are there simple things I can do to assist? i.e. Customer-‐centric copy, persuasive CTA’s
Create a wireframe
Effec%ve Subject Lines Craft your Subject Line
Design for Graceful Degradation
Design for the Preview Pane
Focus your message • Benefits not features • Email only offers • WIIFM?
Consider your CTA’s
A B
+301%
Landing Page – essential to success
Test & Optimise!
Workshop
• Each group is working to a brief • Design a wireframe for the brief – include:
– From Name – Subject Line – Call to Ac?ons – Label each pod
Thank you! And please stay in touch
[email protected] www.PlanToEngage.com
h_p://www.linkedin.com/in/kathpay @KathPay