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Silverpop Agent ROI: Keys to Creative Success
1. CRACKING THE CODE:
Keys to Email Creative Success
Justine Jordan | Marketing Director | Litmus | @meladorri + @litmusapp
#spoptour
2. WHO AM I?
• 5+ years in email
marketing
• Design & production
• A “left-brained”
creative
• I’m a marketer, too!
#spoptour
3. LET’S TALK ABOUT…
• Why does design matter?
• Great design helps you visualize success. It
requires an action plan with measurable goals.
• It’s more than pretty pictures!
• Creating an excellent subscriber experience
• Quick wins for mobile optimization
#spoptour
4. THE ACTION PLAN
• WHO are you sending to?
• WHAT are you trying to communicate?
• WHEN is it appropriate to send the message?
• WHERE will the recipient read it?
• WHY are you sending this message?
• HOW does the recipient take action?
#spoptour
5. THE ACTION PLAN
• WHO are you sending to?
• WHAT are you trying to communicate?
• WHEN is it appropriate to send the message?
• WHERE will the recipient read it?
• WHY are you sending this message?
• HOW does the recipient take action?
= SUBSCRIBER EXPERIENCE
#spoptour
6. WHAT
are you saying to me?
aka “do you make sense”
#spoptour
7. FIRST IMPRESSIONS MATTER
Sender Subject line
• What is recognizable, trustworthy and
relevant?
• Does the subscriber have a relationship with a
person, or the brand?
#spoptour
9. WHAT ARE YOU SAYING?
• What’s the point?
• Is there enough context for understanding?
• Appeal to emotional and rational drivers.
• Use imagery, data and personalization when
appropriate.
• Tie subject line, headlines and calls to action
together. Follow through.
• Don’t forget the landing page!
13. MESSAGE HIERARCHY
• Content hierarchy
• Prioritize important
information
• Prune extraneous and
irrelevant content
• Visual hierarchy
• Use color, weight, size and
placement to provide
emphasis
• Bullets are your friends
27. STREAMLINE
Single column layout; simplified content
• Get skinny: 320-550px wide
• Short, direct copy
• Eliminate or hide low priority content
• Clear and direct calls to action
• Make it obvious
28. DITCH THE “MOBILE VERSION”
Why the extra click?
email mobile version web site
31. TAKEAWAYS
• Design for your subscribers
• For every email, ask:
• WHAT am I trying to say?
• HOW will subscribers take action?
• WHERE will the email be read?
• Make everything simple, obvious & clear
• Consider “mobile first”
Why are you sending this email:To drive leads? Increase brand awareness?Who are you sending to:Internal audience? External audience?What do you want subscribers to do: Register for a webinar? Read an article?How willyou measure success? Open/click data; registrations; leads?
What is OW? RT? BR Store Event? Who is Brian and what is ROMI?
At the gym, in the bathroom, in bed, at the playground, while intoxicated…