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30 Tips in 30 Minutes
November 19, 2015
#Informz30in30
Chris ScavoDigital Marketing Strategist
Chris ClementeInformz Designer
Greg RobinsonDirector of Security, Privacy and
Compliance
Superfan Summit 2015
• Over 175 attendees
• Hands on training and 15 strategy sessions spanning 2 days
• 300 hygiene kits packed for Clean the World: ONE Project
• One rock star
Marketing Track Tips
The importance of personas
• Unification of departmental strategies
• Increased audience insight and analysis
• Personalized content marketing plan for more effective messaging
• Better understanding of prospects/leads
Data – you get out what you put in
• Where are there gaps?
• What do you capture that you currently do not use?
• What do you capture that you do not need?
• What do you know, and what don’t you know?
Better data = better content = deeper connections
• Align organizational goals with subscriber needs
• Refined content strategy
• Design campaigns around member lifecycle
• What content elements work best
• Personalized images, stories, menu options, etc.
Content Pillar = EfficiencyFill your editorial calendar from one single content pillar:
• Blog posts• Infographics• Webinars• Social Media Posts• Videos• Shorter guides• Email content• And more!
EmailMarketing
BenchmarkReport
Blog:OverallEmail
Metrics Blog:Email Client Type Blog:
Timing/Day of Week Blog:
Timing/ Time of
DayBlog:Open
Duration Results Blog:
Results by
CountryBlog:Email
Frequency Results
Webinar:Key
Findings
Add Recording to VimeoAdd Slides
to Slideshare
Add Recording
to YouTube
Infographic:“Recharge”
Theme MiniInfographic
OverallMetrics
MiniInfographicEmail Client
Type
MiniInfographicBest Day of
Week
MiniInfographicBest Time
of Day
MiniInfographic
Open Duration
MiniInfographicResults by
Country
MiniInfographicFrequency
Results
Plan your automated campaigns
• Purpose• Organizational and audience
• Message• Reflect the campaign goal• Relevant, personalized content that “moves”
the subscriber along• Target Audience
• Know your audience and the journey they will take
• Timing• Think about frequency
• Test Plan• Enhance your campaign plan
Campaign Name
Email 1 Email 2 Email 3 Email 4
Purpose Invitation to annual event
2nd Invitation Last Call Attendee Information
Target Audience
All active Members Non Openers Balance of Non Openers & Non Registrants
Registeredmembers
Message Network with your peers!
Same message We will miss you! See you there!
Timing July 1st 2 weeks after original
2 weeks afterresend
5 weeks afterinvite
Test Plan Subject Line &Friendly From
Winning Elements N/A N/A
Words of advice from fellow clients…
• Start small
• Don’t let perfection be your enemy
• Use decision points and notify steps
• Build in check points to ensure information is up to date
• Invite others to test campaigns
• Analyze the data - let your audience tell YOU what they want to know about
Remain relevant by staying engaged
• Automation does not mean set it and forget it
• Evaluate your personas
• Review your content – are you still saying the right things?
• Review engagement metrics
• Stay on top of industry developments
• Are there new laws being passed that affect your members?
• New actions that could affect subscribers?
Design Track Tips
Tip #1There is a difference between
Mobile Optimized and Responsive
MOBILE OPTIMIZED
One column layouts increase legibility and reduces vertical space
One column layouts are more adaptive to various device sizes
Images appear bigger
More accommodating to stories with multiple layouts
RESPONSIVE
Fits to mobile device
Changes multiple column layouts to one column layout
Images, text and buttons appear bigger
Caters exclusively to the mobile experience
Tip #2Use real Hero Images
Sets the theme more than words
More appealing than a long story or welcome message
Can be used as a big call-to-action
Caters to an on-the-go society
Tip #3Graphic design is flat
Few or no gradients, reflections, and outer shadows
Limited color palettes (1-3 colors and/or shades 80/60/20)
Shadows are sharp and angular
Most of all, graphics nowadays lack detail
?
Tip #4Buttons are bigger
} 40px
Tip #5Content is shorter
Appeals to increase in “skim”
Reduces vertical space
Increase reliance in buttons and CMT
Tip #6It’s good to get personal
Use personalization codes
Use warm, inviting language
Who is in the salutations?
Hidden gems: a postscript doesn’t hurt
Tip #7Think modular
Tip #8Represent your images with style
Tip #9Dress iOS links
.classname a {color:#ffffff !important;text-decoration: none !important; }
<span class=“classname”>972-555-9980</span>
Tip #10Fallback your web fonts
Use with a FALLBACK
Tech Track Tips
Who are you, really?
Sender Authentication:
SPFDKIM
(& DMARC for some)
(Un)Predictable Sending Patterns
Frequency
Unexpected Changes in Volume
Sending Speed and Back Off
List quality
Accuracy (COI is best)
Bounce rates (KPI)
Bounce reasons – “Diagnostic-Code”
From Address
WHO @ WHERE.COM ?
Content Considerations
“Naked” Links Broken Links Third Party Links
Targeted Messaging
Know the audienceB2B vs B2C
Leisure
Financial / Healthcare / Government
Targeted Messaging
Relevance = ResultsEMAIL
BLASTING
Two-Way Messaging
NOT
Consent and Relevance
Co-Reg
Unsubscribe rate (KPI)
Complaint rate (KPI)
CCR
Consent | Content | Relevance
