don't make your subscribers think: how to optimize your email usability

Don’t Make Your Subscribers Think: How to Optimize Your Email Usability

Live Tweet Your Favorite Tips

#NEOWUD11 via @FathomOnline

Tricia McCune@CLEMeetup

Director of Email Marketing Strategy

Emai

l Mar

ketin

g • The DMA puts email marketing's ROI for 2011 at $40.56 for every $1 invested.*

• In Datran Media's 2010 Annual Marketing & Media Survey, 39.4% of industry executives said the advertising channel that performed strongest for them was email.**

The money is following the results...• A January 2011 survey by BtoB Magazine found 63% of respondents

likely to increase spending on email in 2011, with 29% keeping spend constant.***

• Is there ever an instance where it’s not applicable to do email marketing for certain companies? NO!

Why you should be doing Email Marketing?

*http://www.magillreport.com/Email-Remains-ROI-King-Net-Marketing-Set-to-Overtake-DM/

**http://www.datranmediasurvey2010.com/start.php?showtype=page-1

***http://www.emarketer.com/Article.aspx?R=1008196

Emai

l Usa

bilit

y Usability The degree to which something is easy to use

and a good fit for the people who use it.

Don’t Make Your Subscribers Think

The Email User Experience = Needs to be easy

Your Email Program = Needs to be a good fit for subscribers

Now the we know EVERYONE should be doing it

Firs

t Im

pres

sion • 56% of respondents cited knowing and trusting the sender as the

primary reason for opening an email. - Return Path

• 73% make the decision to click on the "report spam" or "junk" button using the from line. - Email Sender and Provider Coalition

From Name Take Away: Send from the most recognizable name

and not an employees name or a mascot.

Email From Name

Firs

t Im

pres

sion

• Emails with shorter subject lines significantly outperformed emails with longer subject lines. - MailerMailer

• Repeating the exact same subject line for each newsletter accelerates the drop in open rates. – MailChimp

• Straightforward and headline type subject lines performed the best when analyzing subject lines of over 40 million emails. – MailChimp

• The best subject lines tell what's inside, and the worst subject lines sell what's inside. – MailChimp

• 75% of respondents say lack of relevance is the biggest reasons subscribers choose to opt out. - Merkle Interactive Services

Subject Line Take Away: Keep it short, straightforward and relevant.

Email Subject Line

Emai

l Des

ign • In 2010 only 33% of those surveyed have images turned on by

default. – MarketingSherpa

• 26.6% of online customers use preview panes (instead of look at your whole email). – MarketingSherpa

• 13.36% of emails are opened by a mobile operating system or device. - Knotice

Email Design Take Away: Design for image blocking, the preview pain and mobile.

Now that you’ve got them to open…

Land

ing

Page

Eight Seconds to Capture Attention: Silverpop's Landing Page Report

• 45% of landing pages didn't repeat the strong promotional copy found in the email, thus failing to reinforce the call-to-action that prompted the email recipient to click a link in the first place.

• 35% of the landing pages analyzed didn't match the emails' look.

• 17% of email marketing campaigns failed to deliver on the promise inherent in the message's call-to-action, and merely dumped recipients to a company's Web site home page.

Landing Page Take Away: Follow-Through on the offer and

make sure your email and landing page match.

Wait there’s more…

Emai

l Pro

gram

• Sales/E-Commerce• Lead-Gen• Newsletters• Transactional • Automated Nurturing• Re-Engagement• Welcome Letters• Reminders• Social Sharing• Contests• Cart Abandonment• Product/Service/Event Reviews• Breaking News• Special Offers• Opt-in• Referrals

Types of Emails

Emai

l Pro

gram

• Untargeted email programs increase costs by as much as 3.6 times the cost of targeted programs. - Relevancy Group

• Open rates for segmented versus non-segmented campaigns are as much as 20% higher on average for the first 30 days. – MarketingSherpa

• Click rates for segmented versus non-segmented campaigns are doubly high for the first 30 days with a slight increase for 60-90 days. – MarketingSherpa

Email Program Take Away: Send the right messages to the right people

to lower costs and increase results.

Finding the right fit for your subscribers

Que

stion

s?

Live Tweet Your Favorite Tips

#NEOWUD11 via @FathomOnline

Tricia McCune@CLEMeetup

Director of Email Marketing Strategy