John Thies -5 Ways to Improve your Email Campaigns (and get Better Results)
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John Thies -5 Ways to Improve your Email Campaigns (and get Better Results)
- 1. 5 Ways To Improve Your Email Campaigns (and Get Better Results)
- 2. Tweet this session! @johnethies @EmailonAcid #DSDEN @DigSumDenver
- 3. The feeling you get after a day of working with Outlook…
- 4. Why is email so important?01.
- 5. EMAIL delivers the highest ROI for Marketers @johnethies | @EmailonAcid*According to VentureBeat, email is the channel generating the highest ROI for marketers.
- 6. v @johnethies | @EmailonAcid Email vs. Social on Black Friday Email drove 18% of Black Friday sales this year while social only accounted for 1%. Source: MediaPost
- 7. @johnethies | @EmailonAcid 68%OF TEENS OF MILLENNIALS Prefer to receive communication from a business via email. Source: Adestra 73%
- 8. RESOURCES are shifting… @johnethies | @EmailonAcid 68.9% will spend more time 86.9% will spend more money
- 9. @johnethies | @EmailonAcid BUDGETS are following future needs
- 10. $40 return for every $1 spent in Email Marketing… @johnethies | @EmailonAcidSource: DMA
- 13. Be RELENTLESS about your RELEVENCY @johnethies | @EmailonAcid
- 14. SURVEY RESULTS A @johnethies | @EmailonAcid
- 15. The average shopping cart abandonment rate is approximately PURCHASE CYCLE A @johnethies | @EmailonAcid 67%
- 16. Remind your inactive subscribers why they were attracted to your brand. RE-ENGAGEMENTA
- 19. @johnethies | @EmailonAcid Whether or not a recipient accepts your message. DELIVERY
- 20. Where the message ends up once its accepted: inbox, spam folder or another folder. DELIVERABILITY @johnethies | @EmailonAcid
- 21. Email design and content can have an EFFECT on inbox placement @johnethies | @EmailonAcid
- 22. AVOID using an all image design
- 25. Keep email size BELOW 100kb @johnethies | @EmailonAcid
- 26. BITLY is @johnethies | @EmailonAcid for email
- 28. From Name, Subject Line + Preheader Text03.
- 29. 3 opportunities to encourage a subscriber to open your email.
- 30. USE A TRUSTWORTHY & RECOGNIZABLE “FROM NAME” @johnethies | @EmailonAcid
- 31. v @johnethies | @EmailonAcid SUBJECT LINES of email recipients open an email based on subject line alone.35%
- 32. Subject lines with 61-70 characters get more reads. KEEP THE SUBJECT SIMPLE @johnethies | @EmailonAcid
- 33. WHAT ABOUT EMOJI?Brands using emoji’s in their subject lines saw a 45% increase in their unique open rates.
- 34. Preheaders are an EASY win! @johnethies | @EmailonAcid
- 35. NO BUENO! @johnethies | @EmailonAcid
- 36. Preheader Text: CODE EXAMPLE @johnethies | @EmailonAcid <td style="display: none !important; visibility:hidden; mso-hide:all; font-size:1px; color:#ffffff; line-height:1px; max-height:0px; max-width:0px; opacity:0; overflow:hidden;"> This is preheader text. </td>
- 37. v PERSONALIZED MESSAGE @johnethies | @EmailonAcid Personalization, increases opens by 26%
- 38. Have FUN with it
- 40. v 285M People are estimated to be visually impaired worldwide. (over 5% of the worlds population) People live in the United States 325M DID YOU KNOW… @johnethies | @EmailonAcidSource: World Health Organization
- 41. <html lang="en"> ... </html> HTML Language Attribute @johnethies | @EmailonAcid
- 42. <html> <head> <title>Accessibility Title</title> </head> <body> The content of the document...... </body> </html> Title TAG @johnethies | @EmailonAcid
- 43. <table border=“0” role=“presentation”> <tr> <th>Email</th> <th>Accessibility</th> </tr> </table> TABLE Presentation @johnethies | @EmailonAcid
- 44. Reader EXAMPLE
- 45. <img src="clear.gif" width="200" height="5" alt=""> ALT Text @johnethies | @EmailonAcid
- 46. @johnethies | @EmailonAcid Keep fonts LEGIBLE Minimum 14px Light fonts: Minimum 16px
- 47. @johnethies | @EmailonAcid Maintain LOGICAL reading structure
- 48. v @johnethies | @EmailonAcid AVOID Center Aligned
- 50. @johnethies | @EmailonAcidSource: @actionrocket
- 51. @johnethies | @EmailonAcid simple COMPLEX
- 52. IMAGE BLOCKING
- 53. Email on Acid No styling or background color Email on Acid Background color Email on Acid Styled alt text Email on Acid Background color + styled alt text Styled ALT TEXT
- 54. <img src="image.jpg" width="200" height="200" alt="Email on Acid" style="font-family: Veranda; color: #697c52; font-style: bold; font-size: 25px;"> STYLED ALT TEXT [continued] @johnethies | @EmailonAcid
- 55. STYLED ALT TEXT [continued]
- 56. Animated GIFS
- 57. 26% @johnethies | @EmailonAcid GIF emails increase a click through rate up to
- 58. Outlook2007+ showsthe 1st frame Other programsshowthe animation Animated GIFS @johnethies | @EmailonAcid [continued]
- 59. NOT supported in Outlook 2007, 2010, 2013, 2016 for Windows First frame should include crucial info & CTA Animated GIFS [continued]
- 60. CINEMAGRAPHS
- 62. v VIDEO FALLBACK
- 66. Put the MOST important message first @johnethies | @EmailonAcid
- 67. You have approximately 8.25 seconds to capture someone’s attention. @johnethies | @EmailonAcid Keep it SIMPLE
- 68. How Many Things?
- 69. v @johnethies | @EmailonAcid GRANDMA TEST: Write in plain language.
- 70. THANK YOU! @johnethies @emailonacid @johnethies | @EmailonAcid @DigSumDenver
Notas del editor
- email marketing is going to remain a top priority for companies in 2016
- 68 percent of teens and 73 percent of Millennials said they prefer to receive communication from a business via email. In addition, more than half rely on email to buy things online.
- 71.8 percent) say they are planning to spend more time on email production and more than four out of five (86.7 percent) report that they will increase email marketing budgets this year.
- Additionally, of the 86.7 percent of the survey's respondents said they would spend more money on email marketing this year. The increased budget is expected to be spent on:
- In the midst of content overload Always find a way to be relevant Marketers and subscribers often define spam differently. Subscribers don’t think in terms of spam filter testing or algorithms , but in terms of relevance. Are you sending content that matters to them? This is ultimately the most important question to ask yourself before hitting "send" on any email.
- By surveying your audience, you can tap into what motivates them or “analyze the psychographic makeup” of your audience and segment from there. Keep it simple: start with what you know such as age, gender, etc. Never underestimate how a slight change, like the one above, could impact your ROI. In order to dig deeper, find out what makes them tick. Send an email with a survey.
- To track where someone is in the buying journey, you have to look at their digital behavior: which pages of yours they visited, how long they stayed on your website and how you obtained their email. A great example of segmenting by purchase cycle is seen in cart abandonment emails. so it’s smart to trigger a card abandonment email 24 hours after they left the shopping cart.
- Reengagement campaigns are your opportunity to remind your inactive subscribers why they were attracted to your brand in the first place. Subscribers who have stopped opening your emails can have negative implications on your deliverability. Analyze your existing subscriber history. Use past data to determine the average amount of time between when subscribers sign up and when they stop engaging with emails, and strategize your reengagement program around that window of time.
- Making it into the inbox is one of the more ambiguous, misunderstood elements of sending great email. Marketers often mix up a key distinction: delivery vs. deliverability. Though the terms are often used interchangeably, they have very different meanings.
- Return Path, 65 characters seems to be a sweet spot for email subject lines, which is about 15 characters more than the average subject line. When subject lines are 61-70 characters long, they tend to get read. However, most email subject lines are between 41 and 50 characters.
- Does your email include a special offer? Let your audience know in the preheader text what awaits them upon opening the email. The Honest Company also does a nice job of referencing a non-sale related incentive in their preheader tex Increased opens by 26%
- PetCareRx does a really nice job with this subject line + preheader text combination. They’ve personalized the message (with my dog’s name, Fenway), let me know about the 75% off discount being offered and referenced the classic Baha Men earworm, Who Let the Dogs Out.
- According to the World Health Organization 285 million people are estimated to be visually impaired worldwide and over 5% of the world’s population – 360 million people – has disabling hearing loss. To put that into perspective, the population of the USA is 325 million.
- Another very simple fix we can apply to our emails is in the head of the email. By setting lang=”” with the correct language. Although a very minor fix it will ensure that words are being pronounced correctly by screen readers.
- Proper use of the <title> tag has two benefits for our emails. Firstly, it’ll set a title on the tab of the webpage when viewing the email in a browser, rather than an email client. More importantly, it provides a title and some context for users with assistive technology, such as screen readers.
- Another very simple fix we can apply to our emails is in the head of the email. By setting lang=”” with the correct language. Although a very minor fix it will ensure that words are being pronounced correctly by screen readers.
- A general good rule of thumb is to have your fonts at a minimum of 14px in size. Anything less than 14px can be very tough for people to read. That being said, it’s only a general rule. Around the web we’ve seen an increase in popularity of fonts being used with a light font weight. If using a light font, please consider using 16px as a minimum font.
- You should try, where possible, to keep a logical reading order. Consider the fact that screen readers will, in general, read left to right before dropping to the next line. Keeping a logical reading order can also help those with dyslexia to maintain reading flow.
- Yes, even on mobile! Although it can be aesthetically pleasing to have your text in the center it can be much harder for people with dyslexia to read center aligned text. Try and keep large bodies of text left aligned.
- support and how-to
- When it comes to embedding video in email, videos are fantastic to demonstrate a new feature, give a software tutorial or use with a customer testimonial. In the example above, Ritetab did a great job explaining a new feature through video in an email. Standing out from the crowd is a constant challenge in email marketing. Templates all begin to look the same, and your subscribers have seen a thousand CTAs by now. Enter: Movement in email. Whether it be through GIFs, CSS animations, SVGs, WebGL or another form of animation, movement can be an extremely powerful tactic in your mailing strategies to increase click-through and in turn, your bottom line. According to eMarketer approximately half of the marketers who used video in email campaigns saw increased click-through rates, increased time spent reading the email, and increased sharing and forwarding. However, sending video in email can still be difficult as some clients don’t support videos.
- as your content is brief, entertaining, and fresh, Millennials very well might even share it with their friend group.
- Start with what is important Short sentences, she won't remember the beginning by the time she gets to the end Simple words