copernica dm summit 2012: lonneke spinhof - ux in e-mailmarketing, spreek de taal van je publiek

Success in email marketing is no magic

UX in email marketing, speak the reader’s language

Today on the menu:

Does it still make sense to send emails?

What are the commercial uses of email?

Best practice – few hints.

Emails and mobile users.

Email is not dead. It’s doing fine!

“58% of people

start their online

day by reading

emails”

Source: ExactTarget’s Email X-Factor Study, 2010

Is email marketing still a good idea?• Over half of internet users

check or send email daily

• Emails are green

• Emails can be triggered automatically

• No limit to personalization

Examples of email uses

E-mail is read ‘on the go’

“The dominance of email activity

on mobile devices increased

from 37.4% to 41.6% of US mobile

internet time.”

Source: The Nielsen Company

Email Client market shareCalculated from 77.9 million opens tracked by Litmus Email Analytics in July 2012

Consider the mobile experience

Source: “Optimizing email for mobile audiences” by Litmus

Use the email space wisely

Know your subscribers

• m

Make segments

Build personas

Automate as much as you can

Be relevant

Content is key

Don’t get blacklisted

Source: “Best Practices for Email Marketing” by Icontact

Push ONE message per email

Make your mail readable (even without images)

Use Clear call-to-action

Use check list

Copernica in-built checks:

Optout function

No high spam score

Not on a blacklist

HTML source code

is correct

Authentication data

(SPF, SenderID, DKIM)

is set up correctly

ALWAYS allow to unsubscribe

test, TEST, T E S T

Test example 1/2

Test example 2/2

Copernica stats

References

• “50 simple but highly effective email marketing tips” by

Tamara Gielen

• 22 Amazing Mobile Email Marketing Statistics by http

://masstransmit.com/

• “Email Marketing” by Iain Davenport

• “Transactional Email Best Practices” by Silverpop

• “Best Practices for Email Marketing” by Icontact

• “Optimizing email for mobile audiences” by Litmus

• www.copernica.com

• http://www.onextrapixel.com/

www.humix.be

Lonneke.Spinhof@humix.be

@humix @lonnekespinhof

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