no bs - email optimization
DESCRIPTION
Learn how to fully optimize your email marketing campaigns and integrate with social media, bookmarking and the blogosphere.TRANSCRIPT
Email Optimization
Presented by Bob Woodbury
@FireDrumIntMktg
Design, Test and Measure to Optimize Results!
•Is email still relevant?
•Great Design
•Compelling Calls to Action
•Relevant Content
•Testing and Measuring
Is Email still relevant?
Hotmail has 375 million active accounts
Yahoo has 288 million active accounts
Gmail has 100 million active accounts
QUITE SIMPLY, YES!
Email IS still relevant!
•Newsletters still work!
•SPAM and Reputation is in the eye of the beholder
•Testing is the Best Metric
Design Makes the Difference
Design Makes the Difference
NO BS Bullets!•Not designing for the preview pane is BS.
•Assuming the images will display to all clients is BS.
•Using images to communicate your message is BS.
•Not testing your email in different email clients is BS.
•Not including an unsubscribe link, a physical address and privacy policy in your footer is BS.
•Including Javascript and Flash in your email is BS.
Optimization in Email MarketingAs an interactive medium, the web also presents new language and phrasing
challenges. Text can be both content and navigation; an in-text hyperlink using optimized anchor text is implicitly a latent ‘action’.
•Subject Lines
•Placement and Language
•Relevant Content
•TESTING
Crafting Compelling Subject Lines
•First 2 Seconds to GRAB the recipients attention
•50 Characters so make it concise!
•Urgency Instigates Action
•Pose a Provocative Question
Placement of Call to Action
Most effective Calls are in top 1/3 of email/preview pane
Feature more than one Call to Action
A picture is worth 1000 words
Break in the Action
Call to Action Language
Give them a reason to “Click Here”
Use Verbs to instigate Action
Be Bold
Inviting people to “Read the Full Story”
Telling them the Action they can take
Optimize by Integrating Email Marketing and Social Media
By including Share-to-Social paths you open the door to a viral email campaign.
Gain relevant links back to your content and your website across social media, bookmarking and the blogosphere.
Share to Social Media• Convenient
twist on the Forward to Friend Feature
• Effectively coordinates all Internet Marketing efforts
Share to Linkedin• When sharing to Linkedin you
can share with your groups, contacts, email as a newsletter and more.
• Seamlessly inform professional contacts in Linkedin
Share to Facebook
• Seamlessly integrate email marketing to customers and “Fans” of your business
Share to StumbleUponIntegrate your email marketing with Social Bookmarking to create awareness and optimized content for Search Engines
Post to your BlogPosting your newsletters to your blog not only increases your exposure, it ensures that those who do not receive your newsletter get a clear idea of what to expect if they opt-in. It also serves as another source of fresh, relevant content which will help with your sites organic rankings.
Test, Measure and Refine to Optimize your Emails
•Subject Lines
•Calls to Action
•Refine Copy
•Measure Response
•Analyze Reports
•AND REPEAT!
