newsletter & promotional email review

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NEWSLETTER & PROMOTION EMAIL REVIEW Ideas to Help Your Business Flourish Connie Harrington, Strategist Accende Consulting

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Email newsletters are a great way to keep in touch with customers and prospects. Still, certain key principles drive the greatest results. Get to know essential e-newsletter best practices to make your message stand out in your readers' crowded inbox.

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Page 1: Newsletter & Promotional Email Review

NEWSLETTER & PROMOTION

EMAIL REVIEW

Ideas to Help Your Business Flourish

Connie Harrington, Strategist

Accende Consulting

Page 2: Newsletter & Promotional Email Review

2011 Internet and Email Trend Highlights

2

Sources: *Research and Markets

**Harte-Hankes

• Still, U.S. Internet penetration

continues to grow with an estimated

of 230 million users (70% of the

population) in 2011*

• Research** shows that today’s email

inboxes are growing increasingly

crowded and open rates are falling

• Deliverability rates reached to 95% with

retailers achieving an average 98%

deliverability rate

• Open rates dropped to just 17% in 2010,

down from 26% in 2009

• Click rates maintained an average of 3%

between 2009 and 2010

Page 3: Newsletter & Promotional Email Review

PROMOTIONAL EMAIL

OPPORTUNITIES

3

Page 4: Newsletter & Promotional Email Review

Key Promotional Email Creative Considerations

• Use strong borders, colors and white space to

build structure and focus readers on key content

• Construct messages for mobile users by placing

key message in pre-header text, using alt-tags

for images, and keeping emails less than 600

pixels wide

• Design for touch by effectively spacing links

• Strive for at least 3,200 bytes of text and text-to-

image ratio of 30:70 to optimize for deliverability

• Support social-sharing by crafting focused,

single-subject messages centered on sharing

concept

• Spotlight user-generated content – such as

testimonials and reviews – to capitalize on

growing peer-to-peer interaction and heighten

brand credibility

4

Source: Silverpop

Page 5: Newsletter & Promotional Email Review

5

Promotion

Example #1

Features

A sale blown in on a breeze

Subject Line

• Focuses on striking, artistic

design with no specific product

promotions

• Engages subscriber interest with

thought-provoking subject line

and headline

Page 6: Newsletter & Promotional Email Review

6

Promotion Example # 2

Features

Be first to shop our sale

Subject Line

• Includes compelling,

humorous photo that

reflects brand

personality

• Highlights subscribers’

exclusive insider

knowledge of

upcoming sale and

exclusive, time-limited

shopping opportunity

• Provides discount

code and link to site

Page 7: Newsletter & Promotional Email Review

7

Promotion

Example #3

Subject Line

Heavy snow is forecasted in your area

- be prepared!

Features • Directs relevant, timely content to

select, geo-targeted audience

• Highlights wide-range of seasonal

offerings to address imminent needs

• Provides clear calls-to-action with

shopping and coupon download

buttons

Page 8: Newsletter & Promotional Email Review

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Promotion Example #4

Subject Line The World’s Dirtiest Hotels

Features • Captures reader

attention with compelling

subject line and central

photo

• Offers call-to-action that

is cleverly tied into

campaign theme

• Notes that data is from

members to instill

community and promote

participation

Page 9: Newsletter & Promotional Email Review

9

Promotion Example #5

Features • Highlights clear, above-the-fold call-

to-action

• Details benefits of conversion to

mobile email and IM

• Exploits segmentation to target

promotion directly to active and

lapsed mobile users*

Results* • Mobile users converted at 433%

higher rate than non-mobile users

• Lapsed mobile users converted at

311% higher rate than non-mobile

users

*Source: Microsoft & MarketingSherpa

Page 10: Newsletter & Promotional Email Review

NEWSLETTER EMAIL

OPPORTUNITIES

10

Page 11: Newsletter & Promotional Email Review

2011 Email Newsletter Key Practices

Source: Email Newsletter

Resource Center

11

• Link newsletters to social media

channels

• Create valuable content that is not

strictly sales-driven

• Ensure the design and delivery

system is mobile friendly

• Draw on current blogging and

social media trends to identify

relevant content

• Re-use the content in

organizational blogs or other

interactive channels

Page 12: Newsletter & Promotional Email Review

12

Newsletter

Example #1

Features • Inspires subscriber

community

participation through

challenges in subject

and content feature

• Separates content with

vibrant, color-block

design

• Promotes social

network participation

Subject Line

Have you ever had a SoBe Snowball

fight? We dare you to

Page 13: Newsletter & Promotional Email Review

13

Newsletter

Example #2

Features • Aligns very closely

with “old fashioned”

visual identity of

familiar brand

• Employs creative,

story-telling copy

• Creates newspaper-

style feel via subject

line, masthead and

article datelines

Subject Line Extra! Extra! It’s the Country Crock

Chronicle

Page 14: Newsletter & Promotional Email Review

14

Newsletter

Example #3

Features • Uses sub-headers as

content dividers

• Identifies content types

and call-to-action with

of iconography

• Includes tabbed

elements on the main

image to support

additional engagement

Subject Line

Camping Cuisine & So Much S’more

Page 15: Newsletter & Promotional Email Review

15

Newsletter

Example #4

Features

Subject Line

Your Energy e-Magazine for October

• Provides creative,

story-telling copy to

foster personal

engagement

• Spotlights current

promotions

• Highlights corporate

social responsibility

message

Page 16: Newsletter & Promotional Email Review

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Newsletter

Example #5

Features

Subject Line

Your July Equifax Newsletter

• Includes poll question

to solicit subscriber

input and highlight

new feature

• Cross-promotes

company blog by

highlighting recent

article

• Spotlights useful

interactive tool on

website

Page 17: Newsletter & Promotional Email Review

SUMMARY

17

Page 18: Newsletter & Promotional Email Review

Recap of Key Opportunities

18

Opportunity** 58% of people start their

online day reading emails.

Sources: *Pluggd.In

**ExactTarget

• U.S. Internet penetration continues

to grow, with consumers becoming

increasingly accustomed to

transacting online

• Email remains an important tool to

drive website traffic and results in a

more engaged audience

• Email-to-website visitors spend,

on average, 30% more time

viewing site content than other

visitors*

• Well-crafted email promotions and

newsletters can overcome inbox

clutter and boost conversion rates

Page 19: Newsletter & Promotional Email Review

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THANK YOU