email 101 webinar presentation

| Email 101: Best Practices for Email Marketing 1

Email 101: Best Practices for Email Marketing Scott PearsonPartner / Vice President [email protected] | @scott3deep


- 20+ years experience driving business growth through CRM and Email - Manages over 1,200 email campaigns per year- Sends over 245,000,000 permission-based emails per year- Works with B2C and B2B Fortune 100 to Small Businesses- Recognized thought leader on email strategies to support mobile devices

Visit www.threedeepmarketing.com to learn more about the measureable digital marketing campaigns Scott and his team provide.

Scott PearsonPartner / Vice President - eCRMThree Deep Marketing Twitter: @scott3deepEmail: [email protected]

http://www.threedeepmarketing.com/


Why Email?


Think email is dead? Businesses will use email marketing more often and more effectively in the next 10 years than they have since the beginning of the internet.

Isn’t EmailDead?


Cost Effective

Reach Your Customers

Nurture Repeat Business

Email Marketing has an avg. ROI of $38 for each dollar spend. One in 5 companies report an ROI of over 70:1. (DMA National Email Report 2015)

In 2014, email marketing was cited as the most effective digital marketing channel for customer retention in the United States. (eMarketer)

70% of people say they always open emails from their favorite companies. (Exact Target)

Why

Em

ail?


Email Design


Anatomy of an Email

Subject LinePreheader TextHeader

Headline

Body Heroshot Image

Call to Action (CTA)

Footer

Secondary Content

Recapture Area

From Name

<From@Address> Email Dissection

550 – 640 pxEmail

Width

15 – 100 kbEmail File

Size


Anatomy of an Email


Headline

Body Heroshot Image


Footer

Secondary Content

Recapture Area

From Name

<From@Address>

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From Name – Name of the sender. Can be a person, company, division or communication name

Best Practice – Use a value that the contact relates to most when thinking about your company and the content included in the email. Keep under 30 characters.

Examples –

(Company) Three Deep Marketing

(Department)Email Marketing(Communication) Monthly

Promotion(Person) Scott

Pearson

Fact –

43% of email recipients click the Spam button based on the email’s From NameSource: http://www.convinceandconvert.com/convince-convert/15-email-statistics-that-are-shaping-the-future/

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Anatomy of an Email


Headline

Body Heroshot Image


Footer

Secondary Content

Recapture Area

From Name

<From@Address>

2

Best Practice – Make sure the From@Address works in conjunction with your From Name. Together they should represent to the recipient who the email is from within the company.

Examples –

From NameFrom@AddressThree Deep [email protected] [email protected] [email protected] [email protected]

Tip – Work with your Email Service Provider (ESP) and your IT resources to get your

From@Address configured correctly. The setup of your From@Address is crucial for good deliverability. Visit senderscore.org for more information.

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2. From@Address – Email of the sender. Can be a person, company, division or communication

http://senderscore.org/


Anatomy of an Email


Headline

Body Heroshot Image


Footer

Secondary Content

Recapture Area

From Name

<From@Address>

3

Best Practice – With the explosion of mobile devices shorter subject lines are working better. Include your main offer in the first 35 characters of your subject line. Include personalization like first name in subject lines to increase open rates.

Examples –Scott, your free offer to access lynda.com expires today!For you: HP ink & toner coupons✄ Save $20 on Work Boots Before it's Too LateScott - meet with Optimizely?

Fact –

22.3% open rate increase with personalized subject linesSource: http://www.convinceandconvert.com/convince-convert/15-email-statistics-that-are-shaping-the-future/

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3. Subject Line – Describes the theme of the content and main offer of the email


Anatomy of an Email


Headline

Body Heroshot Image


Footer

Secondary Content

Recapture Area

From Name

<From@Address>

4

Best Practice – Should complement the subject line and be under 50 characters. Can also include an Online View link as well as an Unsubscribe link if deliverability concerns.

Examples –We Create Animated Explainer VideosReach new customers with $50 worth of LinkedIn AdsYou Still Have Time to Save on New Red Wing Boots

Fact –

69.9% of email marketers do not dictate the Preheader Text of their emails

Source: Three Deep Marketing Inbox Study, 2014

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4. Preheader Text – Amplifies the message and delivers key information. Included in mobile preview


Anatomy of an Email


Headline

Body Heroshot Image


Footer

Secondary Content

Recapture Area

From Name

<From@Address>

5Best Practice – Focus on a narrow Header (less than 75 px) so that important content is not pushed down below the fold. Remember your reader has already viewed your From Name and From@Address so more than a simple header with logo is usually not needed.

Examples –

Tip –

Consider removing the header on cold sales emails to resemble a personal email.

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5. Header – The main branding element of the email creative. Typically incorporates company logo.


Anatomy of an Email


Headline

Body Heroshot Image


Footer

Secondary Content

Recapture Area

From Name

<From@Address>

6

Best Practice – Keep under 40 characters and one line if possible no more than 2 lines. At least 30 pt font for readability on mobile devices. Focus is to get attention of the reader!

Examples –

Tip –

Do Not embed your Headline in an image. Keep it text so it is visible when images are not displayed.

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6. Headline – Illustrates the theme of the communication and most importantly the offer.


Anatomy of an Email


Headline

Body Heroshot Image


Footer

Secondary Content

Recapture Area

From Name

<From@Address>

7

Best Practice – Remember email is never the destination, you are simply trying to provide enough content to convince the reader to take the action you are promoting (typically clicking).

Examples –

Tip –

Use inline text links to provide additional options for the reader to convert on your offer

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7. Body – Main content area that should include sub-headlines, lists and bullets for easy reading


Anatomy of an Email


Headline

Body Heroshot Image


Footer

Secondary Content

Recapture Area

From Name

<From@Address>

8

Best Practice – The Heroshot image should add value by showing detail or context to improve relevance, demonstrate benefits, and answer questions. The image could be a product or lifestyle shot, but incorporating a product being used in a real life situation can produce best results.

Examples –

Tip –

Download the Heroshot Score Card from our website.

http://offer.threedeepmarketing.com/hero-shot-scorecard

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8. Heroshot Image – Image that relates to body content but sells or draws attention to the CTA




Anatomy of an Email


Headline

Body Heroshot Image


Footer

Secondary Content

Recapture Area

From Name

<From@Address>

9

Best Practice – Make the CTA obvious. Use contrasting color or CTA button. Indicate urgency and a verb that promotes action.

Examples –

Tip –

Visit our blog and check out our slide deck on the use of color and CTA conversion.http://threedeepmarketing.com/blog/color-conversion-science-clockwork-model

/

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9. Call to Action (CTA) – Main action you want the reader to take. Usually a button or link

http://threedeepmarketing.com/blog/color-conversion-science-clockwork-model/




Anatomy of an Email


Headline

Body Heroshot Image


Footer

Secondary Content

Recapture Area

From Name

<From@Address>

10

Best Practice – Don’t over do it, make sure that this content doesn’t take away from or distract from the main body copy or Call to Action.

Examples –

Tip –

Limit secondary content to 1-3 sections to avoid diluting your main CTA conversion.

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10. Secondary Content – Additional content and offers. May be one section or multiple sections.


Anatomy of an Email


Headline

Body Heroshot Image


Footer

Secondary Content

Recapture Area

From Name

<From@Address>

11

Best Practice – Think of this section of your email as customer service. Provide a handful of information and links to commonly accessed content. From a creative stand point this content should not take center stage and not stand out compared to your Body and Secondary content.

Examples –

Tip –

Test removing this section from your emails. In some cases adding additional links like this can

decrease the number of conversions to your

main CTA

11

11. Recapture Area – Additional information and links to general content if main content was not engaging


Anatomy of an Email


Headline

Body Heroshot Image


Footer

Secondary Content

Recapture Area

From Name

<From@Address>

12

Best Practice – Make the unsubscribe link obvious, it is better to have a contact unsubscribe than report your email as SPAM or Junk.

Examples –

Tip –

Compliance is important. Check the link below for email marketing compliance rules and laws for your market geography.https://en.wikipedia.org/wiki/Email_spam_legislation_by_country

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12. Footer – Includes compliance items including unsubscribe and physical address (For US).

https://en.wikipedia.org/wiki/Email_spam_legislation_by_country



2. From@Address – Email of the sender. Can be a person, company, division or communication ID

Anatomy of an Email


Headline

Body Heroshot Image


Footer

Secondary Content

Recapture Area

From Name

<From@Address>

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3. Subject line – Offer should be included in first 35 characters. SL’s over 50 characters can get cut off 4. Preheader Text – Amplifies the message and delivers key information. Included in mobile preview 5. Header – Should be well branded and narrow so it doesn’t push main content below the fold.6. Headline – Illustrates the theme of the communication and most importantly the offer.7. Body – Main content area that should include sub-headlines, lists and bullets for easy reading8. Heroshot Image – Image that relates to body content but sells or draws attention to the CTA9. Call to Action (CTA) – Main action you want the reader to take. Usually a button or link10. Secondary Content – Additional content and offers. May be one section or multiple sections.11. Recapture Area – Additional information and links to general content if main content was not engaging

1. From Name – Name of the sender. Can be a person, company, division or communication ID

12. Footer – Includes compliance items including unsubscribe and physical address.


Welcome to Grainger. For the ones who get it done.

Anatomy of an EmailMicrosoft Outlook Preview

2. From@Address – Email of the sender. Can be a person, company, division or communication ID 3. Subject line – Offer should be included in first 35 characters. SL’s over 50 characters can get cut off 4. Preheader Text – Amplifies the message and delivers key information. Included in mobile preview


1

3

4

Notes – You will see that the From@Address is not displayed in the Outlook preview pain.

While Grainger does a very good job of branding their almost identical use of Subject Line and Preheader Text is a missed opportunity. They could of used the Preheader text to introduce me to the offer inside while the Subject Line welcomed me to their brand.


Anatomy of an EmailiPhone 6 Inbox

2. From@Address – Email of the sender. Can be a person, company, division or communication ID 3. Subject line – Offer should be included in first 35 characters. SL’s over 50 characters can get cut off 4. Preheader Text – Amplifies the message and delivers key information. Included in mobile preview


13

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Notes – You will see that the From@Address is not displayed in the iPhone preview pain.

While Grainger does a very good job of branding their almost identical use of Subject Line and Preheader Text is a missed opportunity. They could of used the Preheader text to introduce me to the offer inside while the Subject Line welcomed me to their brand.



Anatomy of an Email

Scott, Welcome to Grainger

Grainger [email protected]

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78

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11

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Scott


Types of Email


Text Html Multi-Part

• Text Only• No Images• No Hyperlinks• Limited

Tracking

• Text and Images

• Text Formatting• Hyperlinks• Open & Click

Tracking

• Sends Text & Html

Always Send as Multi-Part Message

Types of Email


Tips for Better Text Emails:• Having a text version is

best practice• CTA can be “Paste This

Link”• Use special characters to

break up the email. Such as, “=====“ or “++++” to create lines and “****” to draw attention to CTA’s

• Use breaks to create white space to make email scanable

Source: campaignmonitor.com


Pop Quiz:Is this Email Text or Html?

Text

HtmlX

Use of Image

Links

Stylized Text


Cold Permission Transactional

• Purchased Lists• No Relationship• No Permission

(Optin)• Compliance

Concerns

• Optin for Email• Prior

Relationship• Permission

(Optin)• Compliance

Concerns

• Transaction Based

• Current Relationship

Compliance Resources:US: https://www.ftc.gov/tips-advice/business-center/guidance/can-spam-act-compliance-guide-businessCanada: http://fightspam.gc.ca/eic/site/030.nsf/eng/homeGeneral by Country: https://en.wikipedia.org/wiki/Email_spam_legislation_by_country

Types of Email

https://www.ftc.gov/tips-advice/business-center/guidance/can-spam-act-compliance-guide-business

https://www.ftc.gov/tips-advice/business-center/guidance/can-spam-act-compliance-guide-business

http://fightspam.gc.ca/eic/site/030.nsf/eng/home

http://fightspam.gc.ca/eic/site/030.nsf/eng/home





Cold Email – Meeting Request

Scott - meet with Optimizely?

Ryan Krebs [email protected]

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Cold Email – Webinar Invite

My webinar tomorrow on data unification

Brad Hubbard

[email protected]

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1 2

3

45 6

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Cold Email – Asset Download

Want to be Agile? 6 Things You Should Know

Ashley Riddle

[email protected]

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Permission Email – Triggered

Get Started with EvernoteEvernote [email protected]

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Permission Email – Newsletter

Green Flash: A June Wedding: Google Loves Twitter

Conductor [email protected]

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45

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Permission Email – Promotional

Scott, your free offer to access lynda.com expires today!

LinkedIn [email protected]

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45

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Transactional Email




- Order Confirmation- Shipping

Confirmation- Change Password- Download Request- Product Recall


Bad Ideas


Images No Images


Content Overload…


Misleading…


Not Relevant…


Good Ideas


Focus On

Deliverability• Test Prior to

Sending• Clean up Blocks• Monitor Sender

Score• Manage White

Lists


Spam filters use a variety of algorithms to determine what is Spam and what is not. It is not easy for legitimate emails to avoid the spam filter, but there are some best practices of things to avoid (from MailChimp):

• Using phrases like “Click here!” or “Once in a lifetime opportunity!”• Excessive use of exclamation points!!!!!!!!!• USING ALL CAPS, WHICH IS LIKE SCREAMING AT THE TOP OF YOUR

LUNGS VIA EMAIL (especially in the subject line).• Using bright red or green colored fonts.• Coding sloppy HTML, usually from converting a Microsoft Word file to HTML.• Creating an HTML email that’s nothing but one big image, with little or no

text. Spam filters can’t read images, so they assume you’re a spammer trying to trick them.

• Clean up your list and remove all hard bounces from your database.

Avoid the Junk Folder


Focus On

Gmail Hotmail Outlook

Rendering• Test Prior to Sending for Rendering on all Major ESPs (Desktop,

Mobile & App)• Confirm Responsive Design for Mobile Devices• Utilize Tools to Expedite Rendering Testing


Focus On

Responsive Design

Mobile Optimization


Design for Mobile & Keep Offer Above the Fold


Focus On

Relevancy• Right Message and Offer at the Right Time• Mix of Calendar Based Sends and Triggered Data Sends• Personalization & Dynamic Content

Calendar Sends

Triggered Sends

• Newsletters• Promotions• Events• New Product / Service• Thought Leadership• Surprise & Delight

• Email Interaction• Website Interaction• Product Purchase• Lapsed Consumer• Loyal Consumer• Onboarding / Welcome• Birthday / Anniversary

Emails


Focus On RelevancyGerber – Dynamic Content Based on Lifecycle

PreNatalWk 8.........Wk 40

PostNatalMo 1.........Yr 2+


Focus On RelevancyGerber – Dynamic Content Based on Lifecycle

PreN

atal

Post

Nata

l


Simple Segments• Segment Prospects• Segment Customers• Segment Based on

Purchase• Segment on Web

Behavior• Segment on Events• Segment by Geography• Segment by Resent

Meeting

Target Your Emails by Audience


Focus On

A/B Testing• Always Look to Learn and Optimize• A/B Split Testing and Multivariate

Common Tests

• Subject Line• Send From• Creative A/B• Copy A/B• Call to Action (CTA)• Offer Testing• Time of Day / Week


Simple A/B testing goes a long way. Start with the following:1. From Name2. Subject LineThose two items have the greatest effect on Open Rates. Then focus on creative and offer testing to improve conversion.

Optimize for Best Results


There is no magic date and time. It is best to test when your contacts are most responsive.

Highest Optout day is – Tuesday. Know why?

B2B – Best results on Weekdays (Tue-Thur). 6:00AM – 8:00AM

Test for Best Time to Send Email


When it comes to frequency the strategy should be to send to those engaged with your communications more often. (Weekly – Monthly)

Those that are not engaged target less often. (Monthly – Quarterly)

Send More Often to Your Active Contacts


Email Marketing is an extension of your brand. Make sure everything is topnotch before sharing with the world. You’d be surprised how many companies forget items as basic as a simple spellcheck.

Make Sure Your Emails Pass The Test


Mistakes Happen


Make Good Email


• Proofreading, Spellcheck, CTA’s • Test Hyperlinks • Images Load Correctly• Email is Responsive and Mobile Friendly• Email Displays Correctly with all Email

Software (Desktop, Web, Mobile)• Send Count Matches Your Segment

Count• All Compliance Items Are Accounted For

(Geography Specific)

Email Pre-Launch Checklist


Focus On

Measurement• Basic Email Measurements + Business Goal Attribution• Advanced Measurement with Litmus

Common Measurements

• Delivery Rates• Bounce Rate• Unique Open Rate• Unique Click Rate• Unsubscribe Rate• Spam Complaint Rate (By ESP)• Forwards / Social Shares• Click/View Rate• Mobile Device Breakdown• Skim / Read Rate• # Printed• Segments / Geography

• Business Goal Conversion!

http://www.silverpop.com/marketing-resources/white-papers/all/2014/email-metrics-benchmark-study-2014/

Industry Benchmarks:




Focus On

Resources for Email Marketing Education:http://www.emailonacid.com/blog

http://litmus.com/blog/

http://sherpablog.marketingsherpa.com/

http://www.emailmonday.com/

http://blog.returnpath.com/

Education

http://www.emailonacid.com/blog

http://www.emailonacid.com/blog








http://blog.returnpath.com/


Chew On This


Three Takeaways to Apply Today

1. Test From Names, Subject Lines & PreHeader Text

2. Simple Segmentation (It’s All About Relevancy)

3. Think Mobile When Creating Your Next Email


Is Your Email Marketing Mobile Friendly?

Free Email Marketing eBook• How to reach consumers in a “world gone mobile”• How you can use media queries to your advantage• Proven strategies to create email campaigns using

responsive design

Offer.ThreeDeepMarketing.com/mobile-friendly-email-ebook

http://offer.threedeepmarketing.com/mobile-friendly-email-ebook

http://offer.threedeepmarketing.com/mobile-friendly-email-ebook


Scott [email protected]@scott3deep