Creative ways to construct winning e-mails

Download Creative ways to construct winning e-mails

Post on 08-May-2015

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How to create email campaigns that give better click through, higher sales conversion and great customer brand experience

TRANSCRIPT

  • 1.Creative ways to constructwinning e-mails Serge Van de Zande [email_address]

2. There must be a difference

  • Between high & lowclick through
  • Between high & lowsales conversion
  • Between high & lowcustomer brand experience
  • Between high & lowaudience e-mail acceptance
  • What are the tricks?
  • What makes the difference betweenhuge success
  • andnot bad

3. There must be a difference

  • Step #1
  • Look at & learn from magazine covers

4. Learn from magazine covers Overkill of messages Attract audience attention Instant interaction + 50 years experience 5. Learn from magazine covers 6. Learn from magazine covers 2 key message + a few supporting6 equalvisual messages Design supporting the message One-size-fits-all design Whats in it for me? = answer at a glance Whats in it for me?= not appealing 7. Learn from magazine covers 8. Learn from magazine covers No imagessupporting the offerLack ofexcitement Multiple invitationsto take action RecognizablebrandNo interaction triggers Copy & image= one message 9. Learn from magazine covers 10. Learn from magazine covers Good balance between image and copyMultiple anchors & scanable design Only relevant words: facts, figures, benefitsLess clearer link between image & title Low text accessibility Title is not clear enough, not tangible 11. Construct winning e-mails Step #2 Treat your e-mail like a magazine cover 12. Construct winning e-mails 13. Construct winning e-mails 4,4% CTR 2,8% UNIQUE CTRROMI = 4,7 9,9% CTR 6,5% UNIQUE CTRROMI = 10,8 14. Construct winning e-mails

  • Navigation
  • including links to high valued sections & CIC

15. Construct winning e-mails Image + copy + key benefits - only relevant, differentiating facts & figures - use of short headlines

  • Black & white lifestyle images
  • of moving people
  • to support the product
  • pictures, not distract from them

Support the product offer by value added messages 16. Construct winning e-mails Clear functional information structure 17. Construct winning e-mails Additional text snippets enablinglocalisation and functional targeting 18. Construct winning e-mails

  • Fix bottom interaction elements

19. Construct winning e-mails

  • Search the world & steal from the best
  • Content relevance is king
  • Respect the communication basics

20. Construct winning e-mails > ATTENTION > DESIRE > ACTION > INTEREST 21. Construct winning e-mails 1 top story 2 top interactiontriggers In this issue; whats in it for me? Personal intro+ txt link+ editor in chief Personalised content for your phone Additional news snippets 2 main news items+ short secondary messages Scanable design & structure Key message in preview pane 22. Lessons learned

  • YOUREMAIL = LIKE A MAGAZINE COVER
    • Limit copy to the essence
    • Focus on the key proposition
    • Invite reader to discover & to participate
    • Balance between copy & design
  • KNOW WHO YOU ARE TALKING TO
  • -Create a persona
  • - Talk to thm
  • DEFINE YOURCAMPAIGN OBJECTIVE
    • Sales promo, informational news, emotional product launch,
    • Create multiple formats, supporting 1 brand

23. Always keep in mind Step #3 E-mail your audience. Not yourself. Not your boss. 24. Contact us

  • LUON
  • Serge Van de Zande
  • [email_address]
  • + 32 2 686 01 27
  • + 32 475 72 41 81
  • Visitwww.luon.com

Stay updated on this year's hot marketing issues: visit and take a feed on blog.luon.com All proposed research, recommendations, concepts, artwork and developments are protected by intellectual property rights.They remain the property of LUON at all times. Reproduction in any form without prior written permission is prohibited. 25. About LUON Serge Van de Zande [email_address] 26.

  • WE CREATE CUSTOMERDIALOGUES AND MANAGECUSTOMEREXPERIENCES
  • ALL DRIVING MEASURABLESALES RESULTS

27. About LUON

  • OUR MISSION
  • LUON advises clients and helps them optimize their marketing and sales processes. We are committed to turning customer centric thinking into a marketing and business strategy that creates value and drives profitable growth.
  • We call it: pure marketing. absolute sales.

28. Our active customers 29. Contact us

  • LUON
  • Serge Van de Zande
  • [email_address]
  • + 32 2 686 01 27
  • + 32 475 72 41 81
  • Visitwww.luon.com

Stay updated on this year's hot marketing issues: visit and take a feed on blog.luon.com All proposed research, recommendations, concepts, artwork and developments are protected by intellectual property rights.They remain the property of LUON at all times. Reproduction in any form without prior written permission is prohibited.