[webinar slides] how to create email campaigns that get more opens, clicks and sales

800-‐920-‐7227 | www.pinpointe.com www.pinpointe.com

Presented by Pam Neely

800-‐920-‐7227 | www.pinpointe.com

Webinar brought to you by…

Leader in B2B Email Marke9ng


FEATURED SPEAKER Pam Neely Marke1ng Content Creator, Email Expert www.pamneely.com Phone: 505.660.7072 | [email protected] Twi>er: @pamellaneely

MODERATOR Eryn Branham Pinpointe On-‐Demand, Inc. [email protected] 800-‐920-‐7227

Email markeIng and content creaIon expert, author of “50 Ways to Build Your Email MarkeIng List”


What We’ll Cover Today

•  Mobile •  Design •  Copy •  Segmenta9on & personaliza9on •  Surveys


How Your Subscribers See Things


So what do your subscribers see? •  If they are B2B subscribers:

•  If they are B2C subscribers:


What that looks like

That’s your email


They don’t spend much 9me on emails

From the Movable Ink “US Consumer Device Preference Report: Q2 2014″₺


What else do your subscribers see? More than half of emails are now viewed on mobile devices

As of January 15, 2015 from litmus


Of mobile users, which devices do they use?


Here’s how the inbox looks for different iPhone users

From the Litmus 2015 State of Email Report


Here’s how it looks to Gmail viewers if they’ve got grid view turned on:


Easy fix for Gmail grid view

h>p://pages.litmus.com/gmail-‐offers


Mobile


Mobile-‐friendly emails are no longer op9onal


There are several types of mobile-‐friendly emails Scalable No media queries. Code does not adjust to different devices. Basically an old-‐style coded

email modified to look okay for mobile users.

Fluid No media queries. Instead of staIc measures (“50 pixels”), fluid design uses percentages

(“15%”) to control layout.

Responsive Uses media queries to serve up different versions of code based on what device the email is

being viewed on.


Mobile-‐friendly email design essen9als

•  Font size has to be big enough to read. 16 points is the minimum.

•  Bu>ons have to be big enough to be “clicked” with a thumb – at 50 least pixels, plus space all around.

•  Single column design is the safest way to go. •  Full-‐column images work best.


Don’t forget load 9me

Aim for an email size of about 75-‐100kb •  Reduce file requests (images, etc) •  Keep message short •  Simplify your code as much as possible •  Minify the html


#1 2 examples of mobile emails


#2 2 examples of mobile emails


2 examples of not-‐so-‐mobile-‐friendly emails

#1


#2 2 examples of not-‐so-‐mobile-‐friendly emails


Design


Design: current design trends •  MinimalisIc •  Flat •  Plain text •  Full-‐width images •  White space •  Modular templates


Design: Images in email 101 •  ALL images should be clickable •  Reduce size as much as possible

•  Make sure images are visible at mobile size


Design: Video •  With the advent of HTML5, video emails are supported by 58% of

email accounts

•  According to Email on Acid, video emails offers a 280% higher return than tradiIonal emails.

Three ways to use video in emails:

1.  Embed a video with HTML5.

2.  If you don’t want to embed a video in an email, just make an image that looks like a video. Play the video on the landing page.

3.  Animated gifs are also categorized as “videos”.


Design: Header/naviga9on •  Make type big enough to read and click •  Make navigaIon links far enough apart to click without errors


Design: social sharing bu`ons Never forget to include social sharing bu>ons AND make them large enough to be clicked on a mobile phone.


#1 3 examples of well-‐designed emails


Email copy


Email copy: subject lines

•  The headline of emails

•  Most likely thing to split-‐test

•  The most important piece of copy in your email

•  Don’t neglect it


Tools to test subject lines before you mail

•  Touchstone Subject Line tool (Subjectlinegold.com/)

•  Litmus’s Subject line checker (Litmus.com/resources/subject-‐line-‐checker)

•  Adestra’s Email Subject Line Keyword Checker (Subject-‐line-‐

checker.adestra.com/)

•  Pinpointe’s Auto-‐pilot tool


Best prac9ces for subject lines

•  6-‐10 words •  Be clear •  Show a benefit


Don’t forget preheader text


Email copy: call to ac9ons


Email copy: call to ac9on colors

From Bob Bly’s recent Pinpointe webinar, How To Write & Design Landing Pages That Increase Conversion Rates, Orders and Sales

Test A – (white text on red)

Test B – (white text on green)

Test C – (black text on yellow)

Test D – (deep blue text on ochre)


Email copy: call to ac9on colors

From Bob Bly’s recent Pinpointe webinar, How To Write & Design Landing Pages That Increase Conversion Rates, Orders and Sales

Test A – BENCHMARK

Test B – 14% LIFT

Test C – 22% LIFT

Test D – 27% LIFT


Email body copy

•  Short •  Easy to understand •  Forma>ed to be easy to read

•  Think index cards, not standard-‐sized paper


#1 3 examples of email copy


#2 3 great examples of email copy


#3 3 great examples of email copy


Segmenta9on & Personaliza9on


Segmenta9on & Personaliza9on

•  SegmentaIon customizing emails for groups of subscribers

•  PersonalizaIon is customizing emails for each individual subscriber


For example: This is segmenta9on

From Moveable Ink’s Re:New Responsive Email Strategies ebook


For example: This is personaliza9on

From Moveable Ink’s Re:New Responsive Email Strategies ebook


Segmenta9on and personaliza9on is all about data

•  Good data, bad data

•  Oqen the bulk of the work to developing this is first about cleaning up the data

•  Overlays/appends can fill in gaps


Segmenta9on is both really effec9ve, and really challenging


Segmenta9on is a high priority


Basic ways to segment a list •  Openers / non-‐openers •  Group who clicked a

specific link

•  InacIves •  Past purchase •  Asset download •  Webinar a>endees


#1 2 examples of segmenta9on


#2 2 examples of segmenta9on


Dozens of studies have shown how effec9ve personaliza9on is •  RetenIon Science found personalized subject lines liq open

rates by 16%

•  Experian found personalized subject lines liq open rates by 26%


Ways to personalize emails •  First name in subject line

•  Other form/sign up data in subject line and other parts of the email

•  Progressive profiling

•  Dynamic content

•  Take informaIon from a preference center to let subscribers “build their own email”


#1 2 examples of personaliza9on


#2 2 examples of personaliza9on


Surveys


How to use surveys for be`er emails To find out:

•  What your readers struggle with

•  How they would rate your emails, social media accounts, blog, and products/services

•  If they would like more or different content


6 rules of good surveys

1) Know exactly what you’re going to do with the informaIon you collect

–  Know it down to what the graphs will look like



2) Keep them short –  The shorter the be>er –  No more than 7 quesIons



3) Don’t ask leading quesIons, or quesIons that assume too much.

For example: “How soon do you plan to purchase a soluIon?”



4) Don’t ask quesIons in a way that could miss where your subjects are at

For example, you ask them how much they spend per month on SEO. They can answer:

•  Less than $100

•  $101-‐$500

•  $501-‐$1000

90% of your respondents answer “Less than $100”. You’ve got an idea where they are, but it would have been be>er to break your groups out into lower segments.



5)  Ask people to score things on a scale of one to five

–  Ask one or two text-‐based quesIons, but try to use mostly scale quesIons or it will take forever to get a sense of the data



6)  Get at least 50 survey answers. –  200 is be>er


#1 3 examples of surveys

Subject line: These 11 principles will give you an instant liq



con9nued


How are you describing your email messages?

•  As “newsle>ers” ?

–  Newsle>ers oqen perceived as a bit boring… just more inbox filler

•  As updates?

•  Do you have a specific name for your email newsle>er, like “The Bullet”, “The Sprout”?

–  Some content markeIng experts like Barry Feldman recommend that company blogs have names. This can apply to email updates, too.


If your email updates had an elevator speech, what would it be?

•  What are your emails offering that no one else in your niche or industry is offering?

•  If your company suddenly decided to charge for your newsle>ers, would that prompt you to create different content?

•  What would those paid-‐for newsle>ers be like?


While you’re developing that elevator speech, put on your subscribers’ favorite radio sta9on: WIIFM


Try Pinpointe’s Email Marke9ng Solu9on for FREE. Easily create automated campaign sequences. www.pinpointe.com/get-‐started Select program & enter code PPTWEBNR FREE MONTH of Pinpointe Service (limit 100K emails)

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[webinar slides] how to create email campaigns that get more opens, clicks and sales

Marketing

mobilefriendly emails

examples of mobile emails

mobile users

mobile devices

email expert

email size

types of mobile

state of email report