killer email templates made easy tim karpisek, emailgarage
TRANSCRIPT
Killer email templates made easyTim Karpisek, EmailGarage
Killer email templates made easy
AGENDA•Who is EmailGarage?•When to design/redesign•Killer email templates in 10 steps •Email templates in a mobile environment
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Your technical partnerYour strategic partnerYour tactical partnerYour campaign partner
Who is EmailGarage
What’s a good template?
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< >
When to design/redesign?
External factors
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Online strategy
Internal factors
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10 steps
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Step 1
The subject line
Don’t sound like spam
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Dear [email protected]
***Check our best deals on...***
Step 1
The subject line
Draw interest
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Clickthrough rates of 56%.Find out how we did it
Step 1
The subject line
Don't make summaries too long
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In this issue: Facts and comments – Congress Must Hit the ground Running – What Grows An Economy? – A Brief Word – Paint The Ivory Tower Green
Step 1
The subject line
Use localisation where possible
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Are you in Antwerp tonight?Drop by for a drink.
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Mail sent from the BDMA
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Step 2
Wireframes: the fundaments of your email
• The blueprint of your template• Essential for marketing automation• The bridge between concept and
design• Something you can do yourself
Some tips:- Remember the fold- Images are blocked by default- Limit the size of banners- Use background colors in combination with images- Position your images logically- Use bullet points and paragraphs to structure text- Does your email need a table of content?- Use a footer- Place your elements where they are logical to find
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Step 2
Wireframes: the fundaments of your email
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Step 2
Wireframes for plain text emails
• Text needs designing• Don’t autocopy from
HTML
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Step 3
Balance between copy and images
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Step 3
Balance between copy and images
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Tower Insurance – blocked images
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Step 4
Text snippetsView online
Call to action
Reminder
Safe Sender
Step 5
Use Calls To Action
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• Text vs graphic
• Location• Color• Size• Words
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Click the frame to play video
Step 6
Social media are your friends!
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Step 6
Social media are your friends!
Step #1: Identify the most relevant social networks
- before: web metrics- after: measure your clickthrough
Step #2: Define your social networks
Step #3: Point shared links to:- article summary pages- email online version
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ShoelineDedicated facebook
46% + followers
• Personalisation• Refer-a-friend• Link to the previous newsletter• Disclaimer/privacy statement• Agenda• Job section• Table of contents• Introduction• User data• Profile update form
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Step 7
Other elements
Case – EA sports
Conversation between different game characters about the person that is not active on the forum
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Case – Cine 24 horas
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We deliver your download
Step 8
Other elements
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Ground rules:• First confirm
unsubscribe• Then ask for feedback• Don’t hide your
unsubscribe button
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Click the frame to play video
Example: Landingpage
rudder
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Step 9
Test and test again
Heatmaps
Most viewed+Fasted viewed+Viewing path
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Step 9
Test and test again
The basics:- Keep the width under 600 px- Use alt text- Don’t use background images- Include the dimensions of your images- Use inline CSS- Use tables
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Step 10
Building
Seth Godin blog - Practically no HTML – Content is the essence
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1. Who is using a mobile device?
Email on mobile
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2. Which type of device?3. What platform is used?
Design for mobile
1 email design for all?2 separate designs?Or insert a view on mobile link?
Quick tips:- Importance of the subject line and
top fold- Shorten your from name- Avoid wide graphics, columns or
tables- Vertical scrolling OK, horizontal not- Mind your K-size, keep it below 20k
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Case: Abercrombie & Fitch
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Thanks for listening!
Contact:EmailGarageTim Karpisek – Sales & Marketing [email protected]/timkarpisek
www.luon.comwww.emailgarage.comblog.emailgarage.comtwitter.com/EmailGarage
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