Download - 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/
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