copernica dm summit 2012: lonneke spinhof - ux in e-mailmarketing, spreek de taal van je publiek
DESCRIPTION
E-mailmarketing kan ingezet worden als een effectieve manier om gericht te communiceren met uw klanten. Om alle voordelen te halen uit e-mailmarketing campagnes is het van belang je publiek te kennen en te leren uit elke campagne die je doet. Tijdens deze presentaties wordt aan de hand van enkele duidelijke cases en do’s en dont’s uitgelegd hoe je de taal van je publiek kunt (leren) spreken.TRANSCRIPT
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/
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