12. I want my audience to
engage in a conversation.
@mesmithdesign
13.
14.
15.
16. Opens and clicks should
be analyzed through a lens
of logic as well as trends.
@mesmithdesign
TWEET IT
17. What we measure:
• Open rates
• Click through rate on links
• Replies to the emails
• Clicks & responses to the “Did you like this email?”
@mesmithdesign
18. Measurements that support our WIIF:
• Open rates
• Click through rate on links
• Replies to the emails
• Clicks & responses to the “Did you like this email?”
@mesmithdesign
22. Define “What is it for?” — Action Items1
Answer the question: “I want my audience to ______________.“
Establish a hypothesis before you send.
Measure engagement (contextual opens, clicks, and responses).
@mesmithdesign
34. Send relevant messages — Action Items2
Set clear expectations. What, how often, and why.
• What are you sending?
• How often?
• Why is the content valuable?
@mesmithdesign
51. Emotionally connect with subscribers. — Action Items3
Use language that speaks to your audience.
Consider contextual personalization.
Add in images/gifs purposefully.
@mesmithdesign
Historically the home team supplied the balls they wanted to use:
If the away team had a weak pitcher then a live ball would be used to maximize their ability to hit home runs.
If the away team had some really powerful hitters then a dead ball would be used to keep their players from running up the score
Over the years the baseball has changed. There is not longer the home team advantage of picking a dead ball vs. a live ball. And the structure of the ball has been standardized to create a fairer game. Some folks think the current balls in use are too live, leading to more than necessary home runs (which are exciting so a fan favorite). But one thing we know for sure is that we aren’t using any dead balls.
This new baseball structure can be seen with this illustration. There are 3 main components.
A rubber wrapped cork center: to keep the ball lively
A few layers pf tightly wound yarn: to help the ball maintain it’s shape
A stitched leather skin: to hold it all together (and look nice)
A “lively” email program also can be illustrated with these 3 components.
A core email purpose
A layer to set clear expectations with subscribers
An outer skin to make the magic look special
Your WIIF may change from email to email
Here it is to notify about product updates with a lot of links: Ideally they would measure the click through rate and adoption rate of these features after sending this email
Your WIIF may change from email to email
Here it is to notify about a significant change in the way their banking works. Measurement should not be a click through rate because there isn’t any clear CTA on this email. But they could measure a reduction in these questions coming through their Customer Support team
