john thies -5 ways to improve your email campaigns (and get better results)
TRANSCRIPT
5 Ways To Improve Your Email Campaigns
(and Get Better Results)
Tweet this session!
@johnethies @EmailonAcid
#DSDEN
@DigSumDenver
The feeling you get after a day of working with
Outlook…
Why is emailso important?01.
EMAIL delivers the highest ROI for Marketers
@johnethies | @EmailonAcid*According to VentureBeat, email is the channel generating the highest ROI for marketers.
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@johnethies | @EmailonAcid
Email vs. Social on Black Friday
Email drove 18% of Black Friday sales this year while social only accounted for 1%.
Source: MediaPost
@johnethies | @EmailonAcid
68%OF TEENS OF MILLENNIALS
Prefer to receive communication from a business via email.
Source: Adestra
73%
RESOURCES are shifting…
@johnethies | @EmailonAcid
68.9% will spend more time 86.9% will spend more money
@johnethies | @EmailonAcid
BUDGETS are following future needs
$40 return for every $1 spent in Email Marketing…
@johnethies | @EmailonAcidSource: DMA
POTENTIALLY-ISH?
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List SEGMENTATION02.
Be RELENTLESS about your RELEVENCY
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SURVEY RESULTS A
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The average shopping cart abandonment rate is
approximately
PURCHASE CYCLE A
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67%
Remind your inactive subscribers why they were attracted to your brand.
RE-ENGAGEMENTA
Getting to the INBOX03.
VS
DELIVERABILITY
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DELIVERY
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Whether or not a recipient accepts your message.
DELIVERY
Where the message ends up once its accepted:
inbox, spam folder or another folder.
DELIVERABILITY
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Email design and content can have an EFFECT on inbox placement
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AVOID using an all image design
Target 500+ characters
Text-Alternative?
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Keep email sizeBELOW 100kb
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BITLY is
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for email
ALWAYS BE
SCRUBBiN
From Name,Subject Line +Preheader Text03.
3 opportunities to
encourage a
subscriber to open
your email.
USE A TRUSTWORTHY & RECOGNIZABLE “FROM NAME”
@johnethies | @EmailonAcid
v
@johnethies | @EmailonAcid
SUBJECT LINES
of email recipients open an email based on subject line alone.35%
Subject lines with 61-70 characters get more reads.
KEEP THE SUBJECT SIMPLE
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WHAT ABOUT EMOJI?Brands using emoji’s in
their subject lines saw a
45% increase in their unique
open rates.
Preheaders are an EASY win!
@johnethies | @EmailonAcid
NO BUENO!
@johnethies | @EmailonAcid
Preheader Text: CODE EXAMPLE
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<td style="display: none !important;visibility:hidden;mso-hide:all;font-size:1px;color:#ffffff;line-height:1px;max-height:0px;max-width:0px;opacity:0;overflow:hidden;">
This is preheader text.</td>
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PERSONALIZED MESSAGE
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Personalization, increases opens by
26%
Have FUN with it
ThinkACCESSIBILITY04.
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285MPeople are estimated to be visually impaired worldwide. (over 5% of the
worlds population)
People live in the United States325M
DID YOU KNOW…
@johnethies | @EmailonAcidSource: World Health Organization
<html lang="en">...</html>
HTML Language Attribute
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<html>
<head><title>Accessibility Title</title>
</head>
<body>The content of the document......</body>
</html>
Title TAG
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<table border=“0” role=“presentation”><tr><th>Email</th><th>Accessibility</th>
</tr></table>
TABLE Presentation
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ReaderEXAMPLE
<img src="clear.gif"
width="200" height="5"
alt="">
ALT Text
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@johnethies | @EmailonAcid
Keep fonts LEGIBLE
Minimum 14px
Light fonts: Minimum 16px
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Maintain LOGICALreading structure
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AVOID Center Aligned
Progressive ENHANCEMENT05.
@johnethies | @EmailonAcidSource: @actionrocket
@johnethies | @EmailonAcid
simple COMPLEX
IMAGE BLOCKING
Email on Acid
No styling or background color
Email on Acid
Background color
Email on Acid
Styled alt text
Email on Acid
Background color + styled alt text
StyledALT TEXT
<img src="image.jpg" width="200"
height="200" alt="Email on Acid"
style="font-family: Veranda;
color: #697c52; font-style: bold;
font-size: 25px;">
STYLED ALT TEXT [continued]
@johnethies | @EmailonAcid
STYLED ALT TEXT [continued]
Animated GIFS
26% @johnethies | @EmailonAcid
GIF emails increase a
click through rate up to
Outlook 2007+ shows the 1st frame Other programs show the animation
Animated GIFS
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[continued]
NOT supported in Outlook 2007,
2010, 2013, 2016 for Windows
First frame should include
crucial info & CTA
Animated
GIFS[continued]
CINEMAGRAPHS
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Video
v
VIDEO FALLBACK
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CSSANIMATION
HOT SPOT ANIMATION
SimplifiedCONTENT06.
Put the MOST important message first
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You have approximately 8.25 seconds
to capture someone’s attention.
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Keep it SIMPLE
How Many
Things?
v
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GRANDMA TEST:Write in plain language.
THANK YOU!
@johnethies @emailonacid
@johnethies | @EmailonAcid
@DigSumDenver