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The private life of an e-mail
@hanssmellinckx
Google & tweet me!@hanssmellinckx
WHY
ROI Traceability
90% automated10% manual It’s about contact points, not a
weekly newsletter
Stand out in the crowd
Be relevant!
You influence every step of the sales funnel
Source: Acumen Studio
Increase contact points !
Source: Alchemy Workx – Dela Quist, CEO
A very short life
It takes mammals more time to pee!
(10 seconds vs 21 seconds)
FORMAT FROM/REPLY SUBJECT WEBLINK IMAGES/TXT
MENUSALUTATIONTHE MESSAGELINKSTRIGGER BASED
LIST BUILDING THE LAW
FORTMATOptimise for mobile viewing: “one swipe away”
Make it graphical & verticalRemove “text”
A finger needs 30 to 40 px!
Some bad examples
Some good examples
FROM & REPLYNo reply should be forbidden!(do you really think people will react “en masse”?)
Make it personal
Create a respons strategy
SUBJECT LINETo the point! Inspire ! Evoke a reaction/emotion! Surprise & delight
Don’t use: “newsletter”, “brand name” etc
Use the subheader as well
Some examples
Source: Lucid Marketing
WEBLINKFirst link to click
Be more creative than “if you can’t read this….”
No subheader = weblink text is crucial
IMAGES/TEXTVisual mobile content vs action oriented content (and keep it below 100k)
People do not download images
Links should always be visible
MENUFantastic way to profile people + increase contact points = no menu needed
Not relevant = a lot of menu clicks
Personalise menu as well!
SALUTATIONIn line with overall communication/positioning
Make it personal!
Great way to improve your data quality
THE MESSAGE1 goal per messageWIIFM: What’s in it for me?Keep it simple!
Increase contact points for more relevance
Surprise & enlighten
Focus of the eye
LINKS
The fewer, the better
Don’t think, click!
Images = click on mobile
TRIGGER BASEDAny message is a marketing message
Abandonned cart = revenu driver
What’s your life cycle communication plan?
From the crowd!Reduce image
Be more creative!
Link: go straight to login pageThis image should have been on top:
Builder on site = mobile clickUse more space!
Good use of white space
This should be in the header
Image that should be text
Book appointment?
Great!
Make it personal & shareable!
LIST BUILDINGStart with your website! (registration pages, download, shop etc)
It will take time & moneyRent | search lookalikes | etc
Progressive profiling is key!
THE LAWOptin & privacy by design
It goes beyond the law :RESPECT
Difference between storage of emails and profiling
First moving advantage
Think fast and act now!
Thank you!Twitter: @hanssmellinckx
29€
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