CREATING EMAIL CAMPAIGNSTHAT CONVERT

THE MOST EFFECTIVE CHANNEL

4300%return on investment

THE MOST EFFECTIVE CHANNEL

TYPES OF EMAIL MARKETING

ACQUISTION• Lead nurturing campaigns• Special offers• Crave-able content• Sales messages• Targeted product information• Newsletters • Event invitations• Discounts• Cart abandonment reminders

RETENTION• New product announcements• Premium upgrades• Educational content• Renewal / Expiration notices• Birthday and Anniversary deals• Newsletters • Event invitations• Discounts• Cart abandonment reminders

7 READER RESPONSES

WHAT CAN YOU EXPECT?

7 READER RESPONSES TO A SUCCESSFUL EMAIL CAMPAIGN 1. Reader sees the email in the inbox, not the SPAM folder.

DELIVERABILITY

DELIVERABILITY

WHAT AFFECTS THE ARRIVAL OF YOUR EMAIL?1. Reputation2. List hygiene3. Sender / Subject line4. Email design and content

DELIVERY OPTIMIZATION

WHAT CAN YOU EXPECT?

7 READER RESPONSES TO A SUCCESSFUL EMAIL CAMPAIGN 1. Reader sees the email in the inbox, not the SPAM folder.2. Reader opens the email.

SEND DATE AND TIME

WHEN SHOULD I SEND? IT DEPENDS.1. B2B or B2C?2. Acquisition or retention?3. Weekday or weekend?4. Morning or night?

OPEN RATES

Test everything.

SENDER NAME

WHO IS SENDING THE EMAIL?

• Name• Job title• Gender• Ethnicity

SUBJECT LINE

WILL THE SUBJECT LINE ENGAGE THE READER?• Keep it short – only 5-10 words• Lead with a question or a sense of urgency• Focus on a benefit to the reader• Be honest – no deceptive, generic, spammy language allowed!• Personalize when it fits the message• Use special characters, but only when it adds value

PRE-HEADER

Create. Capture. Convert. A webinar on email marketing.

PRE-HEADER

BEST PRACTICES

• Don’t repeat the subject line• Provide additional information• Use enticing copy that complements the subject line• Focus on a benefit to the reader

THINGS TO AVOID

• “ACME logo” or “black vertical logo” or “main image” (watch out for ALT text in pre-headers)

• “View in Browser” or “If you’re having trouble viewing this email…”

PRE-HEADER

BEST PRACTICES

• Don’t repeat the subject line• Provide additional information• Use enticing copy that complements the subject line• Focus on a benefit to the reader

THINGS TO AVOID

• “ACME logo” or “black vertical logo” or “main image” (watch out for ALT text in pre-headers)

• “View in Browser” or “If you’re having trouble viewing this email…”• “Unsubscribe”

OPEN RATES

Test. Test. Test.

WHAT CAN YOU EXPECT?

7 READER RESPONSES TO A SUCCESSFUL EMAIL CAMPAIGN 1. Reader sees the email in the inbox, not the SPAM folder.2. Reader opens the email. 3. Reader reads the entire email.

80%of people are onlyscanning your email

EMAIL DESIGN

BEST PRACTICES

• Width: 500-600 pixels

EMAIL DESIGN

BEST PRACTICES

• Width: 500-600 pixels • Image to text ratio is no greater than 2:3

EMAIL DESIGN

BEST PRACTICES

• Width: 500-600 pixels • Image to text ratio is no greater than 2:3• Images support the content

EMAIL DESIGN

BEST PRACTICES

• Width: 500-600 pixels • Image to text ratio is no greater than 2:3• Images support the content• All images have alt-text descriptions

EMAIL DESIGN

Alt text here

Alt text here

Alt text here

EMAIL DESIGN

BEST PRACTICES

• Width: 500-600 pixels • Image to text ratio is no greater than 2:3• Images support the content• All images have alt-text descriptions

See a Broadway show in Times Square

Visit the American Museum of Natural History in NYC

Connect with us on LinkedIn

EMAIL DESIGN

BEST PRACTICES

• Width: 500-600 pixels • Image to text ratio is no greater than 2:3• Images support the content• All images have alt-text descriptions• Links are designed as buttons

EMAIL DESIGN

BEST PRACTICES

• Width: 500-600 pixels • Image to text ratio is no greater than 2:3• Images support the content• All images have alt-text descriptions• Links are designed as buttons • Email design is mobile responsive

EMAIL DESIGN

67%of emails are opened on a mobile device

MOBILE EMAIL DESIGN

MOBILE RESPONSIVENESS

WHAT CAN YOU EXPECT?

7 READER RESPONSES TO A SUCCESSFUL EMAIL CAMPAIGN 1. Reader sees the email in the inbox, not the SPAM folder.2. Reader opens the email. 3. Reader reads the entire email.4. Reader understands exactly what the email is offering.

TEXT & CONTENT

BEST PRACTICES

• Be short, clear and to the point. • Be relevant. • Be truthful.• Triple check your spelling and grammar.

TEXT & CONTENT

BEST PRACTICES

• Be short, clear and to the point. • Be relevant. • Be truthful.• Triple check your spelling and grammar.• Call to Action (CTA) is clear, clickable and above the

fold.

TEXT & CONTENT

BEST PRACTICES

• Be short, clear and to the point. • Be relevant. • Be truthful.• Triple check your spelling and grammar.• Call to Action (CTA) is clear, clickable and above the

fold.

WHAT CAN YOU EXPECT?

7 READER RESPONSES TO A SUCCESSFUL EMAIL CAMPAIGN 1. Reader sees the email in the inbox, not the SPAM folder.2. Reader opens the email. 3. Reader reads the entire email.4. Reader understands exactly what the email is offering.5. Reader appreciates the message.

WHAT CAN YOU EXPECT?

7 READER RESPONSES TO A SUCCESSFUL EMAIL CAMPAIGN 1. Reader sees the email in the inbox, not the SPAM folder.2. Reader opens the email. 3. Reader reads the entire email.4. Reader understands exactly what the email is offering.5. Reader appreciates the message. 6. Reader does not mark the email as SPAM.

WHAT CAN YOU EXPECT?

7 READER RESPONSES TO A SUCCESSFUL EMAIL CAMPAIGN 1. Reader sees the email in the inbox, not the SPAM folder.2. Reader opens the email. 3. Reader reads the entire email.4. Reader understands exactly what the email is offering.5. Reader appreciates the message. 6. Reader does not mark the email as SPAM.7. Reader knows how to take action and then does!

CREATING EMAIL CAMPAIGNSTHAT CONVERT