Upload
others
View
5
Download
0
Embed Size (px)
Citation preview
TableofContentsINTRODUCTION
WHEREDOISTART?
KNOWYOURAUDIENCE
HOWFREQUENTLYSHOULDICOMMUNICATE?
WHATSHOULDICOMMUNICATE?
WHATABOUTTHEDESIGN?
THETEMPLATE
THEEMAILCONTENT
INCORPORATINGMULTIMEDIAINTOYOUREMAILS
HOWCANIMAXIMISEOUROPEN-RATE?
HOWCANIMAXIMISEOURCLICK-THROUGHRATE?
HOWTOWRITEEFFECTIVEPRODUCTANDSERVICEALERTS
HOWCANIDISTRIBUTEANDTRACKEMAILS?
AVOIDINGTHESPAMFILTERS
ENABLINGADVOCACY
KEEPINGITLEGAL
TECHNICALREFERENCEGUIDE
FORTHETECHIES
SUMMARY
IntroductionThereareanumberofelementsessential to thesuccessofaneffectiveemailcampaign,whichincludenotonlythecommunicationitselfandthetiming,butalsotheproductionofthe email and the template. How should an email template be designed?What are thetechnical implications?How do you engage your customers to click, buy, subscribe orinteract? How can you ensure that your customers receive your emails? How do youmeasurethesuccessofyourcampaign?
Thisexpertguideprovidesanoutlineofbest-practiceguidelinesforemailmarketingandincludes insights from hands-on experience of email marketing and digital marketingstrategy.
WhereDoIStart?Likeanyformofmarketingyouremailcampaignstartswithyourcustomer.Understandandknowwhatyourcustomerswillbeinterestedinreading.Nextthinkaboutwhatyouwant to tell them. What isyourmessageormessagesabout?What is theobjectiveofyourmessage?Willitbeanevent,productorofferalertoranewslettertosupportbrandawarenessandsoftselling?
The frequency and timingor your emails are essential also, aswell as ensuring that allrecipientshavesubscribedandcanunsubscribefromyournewsletters,announcementsandmarketingemails.
KnowYourAudience
Knowingyouraudienceisabsolutelykeytoengaging your customers effectively so that they read, follow, interact, subscribe andultimately buy fromyou. There are a number of techniques to thiswhich I teachon adaily basis. However, you can start by breaking down your audience into groups. Seesomeexamplesbelow:
Byindustry
Bysex
Businesscustomerorend-consumer
Theirinterests
HowFrequentlyShouldICommunicate?Onceyouhavedefinedyouraudiencegroups,youshould thinkabout themessagesyouwishtoconveyandhowfrequently.
It’s important not to spam your readers. At Echo E-Business Global Group, werecommendoneemailingperweekmaximum,althoughonoccasionssuchassocialeventreminders,forexample,twoemailingsperweekmaybeacceptable. Newslettersshouldbemonthlyorfortnightlyatthemost.Youmaywishtoincludeautoresponderswhichareautomatedmailingsprogrammedtooccurwhenareaderopensyouremailorclicksonaspecific link. Alternatively, you may consider scheduling emails to distributeautomaticallyatspecifictimesafteravisitorhassignedupforyournewsletteroralerts.
WhatShouldICommunicate?Newslettersareagreatwaytobuildarelationshipwithyourcustomer,andtheobjectiveof the email should be to offer useful content and support branding. Content-ledmarketingisapowerfulwayofdemonstratingthatyouunderstandyourcustomers’needsandinterests,thatyouhavesomethinginterestingtosay,andpotentiallyyouareabrandthey may wish to know better. Articles, blogs, opinion pieces, product launches andeventscanallbecontainedwithinyournewsletter.
Effectiveweb content strategy is key. Consider your email in the sameway as awebpage, considering where best on the page to present different items of content(information) for maximum impact, and what medium you will use (graphic, links tovideos,text,etc.),toconveyeachmessage.Effectivewebcontentstrategyisbothanartandascience,andyoumaywishtoseekadviceonthis.
Individualemailalerts suchasspecialevents,productannouncementsandoffersshouldalsobesent,butremember,asdiscussedabove,nottospamyouraudience.
WhatAbouttheDesign?The design should be consistent with your web site. The fonts, graphics, text andmultimediashouldbethesamecolourandstyleasyourwebsiteandbrand.Thinkoftheemail as an extensionof yourweb site – an additionalwebpage.Readerswill becomefamiliarwiththelayoutaswellasyourvisualbranding.
Thetwoexamplesonthefollowingpagesdemonstrateconsistentbranding:
Figure1–Example:DeborahGrantWebSiteandNewsletter–B2CbyEchoE-Business
Figure2–Example:TheLearnebusiness.comWebSiteandNewsletter–B2B
TheTemplateThere are a number of other elements, which need to be consideredwhen it comes todesigningyourtemplate:
toavoidthespamfilters
toensureemailsarevisibleinmostemailbrowsers
toensureemailscanbereadbyyouraudience
toworkwithyourchosenemaildistributionandmonitoringtool
Helpfulguidelineshavebeenprovidedinaspecialsectionatthebackofthisbookentitled‘TechnicalReferenceGuide’.Thevaluabletipswithintheguide,willhelpyourdevelopersanddesignerscreateoptimisedtemplatesforeachofyourmailingtypes.
MenuItemsMenuitemscanbeeditedasyouseefit,butshouldbedisplayedinawaywhichnotonlyechoesthewebsite,butfitswiththeemailcontent.Ifyouaregoingtochangethemenuitems regularly, it may be better not to use graphics for these elements, as this wouldrequiregraphicsexpertisetochangethem.
Figure3–Example:EmailNavigation
TheEmailContentHow you structure and implement the content of your email is key. Email contentstrategy,worksinasimilarwaytowebcontentstrategy,buthassomekeydifferences.
IncorporatingMultimediaintoYourEmails
Some emailmarketing tools allow you to send an emailwith an attachment, such as avideoorPDF,howeveritismuchbettertohostthatfileonyourwebsiteandlinktoit.Notonlydoes thisallowyou to trackwhoviews that file,butattachmentsoften triggerspamfilters,soyou’remorelikelytoreachyoursubscribersinboxifyouuselinks.
Whataboutimages?
WriteEngagingTextTheemailcontentmustbeclear,captivatingandconcise,andincludeaclearcall-to-actionforyourrecipients.
Textshouldbelimitedtoamaxof400wordsbuttheoptimumis200–250words.Thelesserthetextandthepunchier,themoreeffectiveitwillbe.Individualsreadwebpages,
email newsletters andalertsby scanning the text rather than readingall thewords. Onemails andweb pages, it takes 4 seconds to engage a reader and 20 seconds to lose areader.
Afewmoretipsforwriting:
Putyourmainpointatthebeginningandnotattheend
Avoidjargonandacronyms
Separatetextwithparagraphs
Usebulletpointsandsub-headingstohighlightpertinentinformation
Usenomorethan7bulleteditemsperbulletedlist
Whitespaceisvaluable–Lessismore
Avoidcolouringanytextbrightredorgreenasthiscanalertthespamfilters
Leveragecontextuallinks,asshownintheexampleonthefollowingpage,andlinktorelevanttextearlyandoften
Thefollowingisanexampleofcontextuallinking:
Arthritis is developing and bladder control is weaker, causingleaking,MixedVegetableTabletsareformulatedtotreatboththeseproblemseffectivelyandarebestgivenwithGarlicandFenugreekTablets
HowcanImaximiseouropen-rate?Your open-rate is important, even if a visitor does not click. The email content on anyparticulardaymaynotbeentirelyrelevanttoeveryrecipient.Howeversendingtheemaildeliversanopportunityforadditionalexposuretoyourpotentialcustomersandadvocates.They can scan your email quickly, which will help to keep you or your organisation,brands,productsandservicesintheirthought.Ultimatelythissupportsbranding.
GrabYourReadersAttention
HowcanImaximiseourclick-throughrate?Quitesimply–Engageyourreaders!Hereareafewpowerfultips:-
PersonaliseYourEmailsThereareanumberofwaystopersonaliseemails.Ensureyouremailmarketingtoolhasthefacilitytoautomaticallyaddyoursubscribers’firstnametothecontentoftheemail.
Dear<SubscriberFirstName>
Youmay alsowant to include the persons’ first name in the email subject, whichwillincreasethechanceofthemopeningtheemail.
Anotherway of personalising your emails is to tailor the content andmessage to yourreaderorreadergroup.
IncludeTestimonials
HowcanIdistributeandtrackemails?Manycontentpublishingsystemsincludeanemailmarketingfacility,howeverunlesstheyareverysophisticatedorcostlysystems,theyareunlikelytohavetheoptimalfeaturesyouneedforeffectiveemailmarketing.Werecommenddedicatedemailmarketingtoolssuchas‘Signup.to’.
Choosing the right tool for your individual needs and budget is essential. Prices varyconsiderably,butarenotalwaysanindicatorofquality.Thebesttoolsintermsofbudgetare those which price by the number of subscribers rather than number of emails yousend. There are good packages on offer, which allow up to 2,000 subscribers andunlimitedemailsforlessthan£50permonth.
Belowaresomeofthefeaturesyoushouldbelookingfor:-
Easytemplateuploadoremailwizardfacility
Tracksopen-rates,click-through-rate,unsubscribeandbouncerateandprovidesreports
Showswhoisopeningouremailsandwhattheyareclickingon
Socialmediaintegration-automaticpostingtoavarietyofsocialmediaapplicationssuchasTwitter
Easyformcreationtoolforsubscriptions
Campaigncomparison
Easeofformintegrationintoyourwebsite
AbilitytotrackwithGoogleAnalytics
Programmableauto-responders
Schedulingofemails
SMSmarketingoptions
Personalisation
‘SendtoFriend’facility
Easycontactmanagement
Allowsreaderstounsubscribe
Mobiledevicefriendlyemail
Intelligentanalyticsandtargetingtools
AvoidingtheSpamFilters
Thereareanumberofcostlymistakesyoucanmakewithemailmarketing ifyouarenotcareful. Onecommonmistake is sendingemails,whichtrigger thespamfilters. Spamfiltersaresoftwareapplicationssittingonyourrecipientsemailserverwhichblockpotentiallyunwantedemails.Ifyouprogram,designandwritethetextforyouremailintherightway,youcanavoidthemajorityofspamfilters.
Getthe‘From’EmailAddressRight!
Email marketing is a complex art, and it is impossible tocompletelyavoidallspamfiltersonallserversandemailaccounts.Infact,onaverage10-20%ofemailssentinacampaignarelostincyberspace.
Itisimportantthatyourdomainisnotbannedbyanyorganisation.Ifoneemailisblockedfrom your domain (www.yourwebaddress.com), all subsequent emails from anyone atyour organisation to your subscriber’s email organisationwill be banned. If you havecustomersorotherimportantconnectionsatthatorganisation,thiscouldhaveasignificantimpactonyourbusinesswiththem.
To reduce the risk of all emails being banned from your domain, you could use analternativeone.Forexample,ifyouownyourbrand.com,sendnewslettersandalertsfromyourbrand.net,oryourbrand.co.uk.
Forconsistency,ensurethatthesameemailaddressisusedforallcampaigns,andthatapersons’nameisusedratherthanageneralemailbox.Thisisalsorecommendedinlatestlegislation.
Thesendersnameshouldincludeyourbrandnameaswellasaphysicalperson’sname,forexample:[email protected]
SpamTriggerWordsList–WordsandPhrasestoAvoidThe following are examples of many words and phrases identified as high-risk spamtriggerwordsandphrases.Usesynonymsinplaceofthesewordsorverylightgraphics.
Opportunity
OrderNow
Free
FreeGift
FreeOffer
Guarantee
PromiseYou
Prices
Unsubscribe
ApplyOnline
BeAmazed
BuyDirect
CallNow
CallFree
VisitOurWebSite
ClickBelow
DearFriend
It’sEffective
MoneyBack
FreeSample
AllNatural
WhileSuppliesLast
OtherSpamFilterAvoidanceTacticsforTextThefollowingadditionaltipsareprovidedforavoidingspamontext:
Donotoveruseexclamationpoints.Forexample!!!
Donotusecapitalletters
Usesynonymsforspamtriggerwords,orutilisealightgraphic
EnablingAdvocacy
SendtoFriend‘Sendtofriend’isausefulmarketingfacilityandshouldideallybeplacedatthetoprightofyouremail,asacall-to-action.
SocialMediaIntegration
KeepingitLegal
UnsubscribeIncludeyourcompanynameandanunsubscribebuttonatthebottomoftheemail.Thisisalegalrequirement.EmailstoUScustomersalsoneedtoincludethecompanyaddress.
TechnicalReferenceGuide
FortheTechiesThissectioncontainsguidelinesforprogrammers,andisimportantthattheyfollowthesewhenprogrammingyouremail template.Thiswillnotonlyensurethatyourreaderscanviewyouremail,butalso tohelpensureyouremailsarenot flaggedas‘Spam’by theiremailservers.
Email clients (such as Outlook) and browsers are unique, in that each one will renderelementsof anemaildifferently, somenot at all. The following technical requirementshavebeenprovidedtoallowthebestvisibilityinthemajorityofemailbrowsers.
TechnicalProgramming–HTMLversusCSSThe template and email should be programmed in ‘HTML’ and not ‘CSS’. CSSstylesheetsmustnotbeused.
DonotuseCSSdeclarationsinthe<head>ofyouremails.MostwebmailclientssuchasHotmailignoreCSSinthe<head>,soyoushoulddeclareyourCSS‘inline’.
Wrong:
<style>
.heading{font-family:Arial,Sans-Serrif;font-size:10px;color:blue;}
<style>Right:
<p style=“font-family: Arial, Sans-Serif; font-size: 12px;”>LatestNews</p>
Whatabouttables?Tablesareimportanttothesuccessofyouremaildesign.Nestedtables(newtablesinsidecells),displaymuchbetter inemail clients than splitting rowsandcolumns.No spacersandnonbreakingspacesforemptytablecells.
Separateyourheadingsintablecellssothatyoucanapplyan‘inlinestyle’tothecellandfreelychangethetextviaa‘WYSIWYG’toolwithoutdeletingthestyle.
EmailWidthandHeightMostemailclientswillonlydisplayemailslessthan550pixelswidewithoutscrolling.
750pixelsisagoodmaximumwidthforemailcampaignsasitfitsintoverticalpreviewpanesonwide-screenmonitorsandfitstoA4printmargins.Furthertoouranalysisofanumber of browsers againstmarketing objectives and optimal customer experience,werecommend750pixelsasamaximumwidthsize. Youshouldalsoconsiderdesignsizeand programming implications for mobile devices such as iPhone, iPad and Android
enableddevices.
LinkingtoyourwebsiteEnsure all links open to a page on your web site, and that you use the codetarget=“_blank”inordertoopenanewwindow.Thisisparticularlyimportantforbrowserbasedemailaccountssuchashotmail.
EmailFileSizeTry to ensure that the entire contents of each email message including images are anoptimum50kbandamaxof100kb,soit’squickandeasyforyourreaderstodownload.Ensureimageshavean‘ALTtag’.
EmailBrowserSupportandTesting
SummaryPlanningyouremailstrategyandindividualcampaigns inadvanceiscritical. Consideryour audience aswell as the timing and frequencyof your emails. Ensure you engageyour customers through quality information and plan the content around each emailcarefully.Programyouremailsfollowingtherulesabove,avoidspamtriggers,andensureyoutestthorouglybeforesending.Chooseadistributionandmonitoringtoolsuitableforyourbudgetandneeds,andmakesureyousendonly to recipientswhohavegivenyoupermission.Ifyoufollowthesegoldenrulesyouwillhavearecipeforemailmarketingsuccess.GoodLuck!
MorefromtheAuthorIfyoulikedthise-book,youmayalsobeinterestedintheseboxsetsbythesameauthor.