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This presentation shows the viewer where items should be placed in an email newsletter, how to increase open rates and how to decrease spam flags.
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Anatomy of an Email Newsletter
Getting Your Emails Delivered and Read
http://www.DesignsforGrowth.com
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Email Marketing
http://www.DesignsforGrowth.com
– According to 2011 Marketer’s Agenda by Aberdeen Group, 74% of organizations with less than 100 employees use email marketing
– Who here sends email newsletters? – Send through service provider or regular email? – Who is your service provider?
Source: 2011 Marketer’s Agenda by Aberdeen Group
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Email Providers’ Sites Great resource for white papers and e-seminars
http://www.DesignsforGrowth.com
X X X X
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4 http://www.DesignsforGrowth.com
– Easy to Use and Saves me Time and Money – Constant Contact user get
• 36% higher open rates (Aberdeen Group) • 60% greater click-through (Aberdeen Group)
– Industry leader, serves 450,000+ small organizations – They keep up with regulations, let me know about them
and customize their tools for compliance – Templates professional and work across all platforms – Spam ratings tools are included – Social media is integrated – Can track metrics for each email campaign – Reasonably priced – Wealth of training materials in their learning center
Source: Designs for Growth and : 2011 Marketer’s Agenda by Aberdeen Group
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Regular Email vs. Email Service Provider
http://www.DesignsforGrowth.com
Email marketing services automate best practices – Provide easy-to-use templates – Reinforce brand identity – Email addressed to recipient only – Manage lists – add new
subscribers, handle bouncebacks, remove unsubscribers
– Improve email delivery, track results and obey the law
Source: Constant Contact, Inc.
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Types of Email Newsletters
http://www.DesignsforGrowth.com
– Educational Answer question or solve problem – Informational Short and don’t require recipient action:
webinar reminders, why someone should follow your company on twitter, or wish "happy holiday”
– Promotional Get the recipient to take some action around a new product, service, event, or special deal
– Lead Nurturing Correspond to the sales cycle, are content-rich and try to get leads to take action
– Newsletter Sent once a month and includes a couple of pieces of content you published
Goal: Build Relationships!
Source: HubSpot, Inc.
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Retail
Educational, Informational, Promotional, Lead Nurturing, or Newsletter?
http://www.DesignsforGrowth.com Source: Designs for Growth
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1. The top left of an email is what your customer sees first. It’s where your logo should be.
2. The viewer’s eye then moves right, in the direction we read
3. Product categories available is listed underneath
4. Promotional offer is in the center 5. Offer time-sensitive sale 6. Free shipping included 7. Social media is included, many
brand put this at the top right 8. Bottom has address, disclaimer
and other store brands
http://www.DesignsforGrowth.com
Anatomy of Promotional Newsletter
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Source: Designs for Growth
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Design Your Emails And Your Website in a Consistent Manner
Email Web
http://www.DesignsforGrowth.com
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Your Email is Laid Out Now Let’s Get it Delivered
http://www.DesignsforGrowth.com
Decrease the Odds of Your Email Being Marked as SPAM
– Words to Avoid – Subject Lines – From Lines
– Spam Is in The Eye of the Receiver • Recipient • Email Service Provider
Source: Constant Contact, Inc. and Designs for Growth
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Avoid Spam Trigger Words in Subject Lines
http://www.DesignsforGrowth.com
#1 100% satisfied 4U Accept credit cards Act Now! Additional Income Affordable All natural All new Amazing Apply online Bargain Best price Billing address Buy direct Call Call free Can’t live without Cards Accepted Cents on the dollar Check Claims Click / Click Here / Click Below Click to remove Compare rates
Congratulations Cost / No cost Dear friend Do it today Extra income For free Form Free and FREE Free installation Free leads Free membership Free offer Free preview Free website Full refund Get it now Giving away Guarantee Here Hidden Increase sales Increase traffic Information you requested Insurance Investment / no investment Investment decision
Legal Lose Marketing Marketing solutions Message contains Money Month trial offer Name brand Never No gimmicks No Hidden Costs No-obligation Now Offer One time / one-time Opportunity Order / Order Now / Order today / Order status Orders shipped by priority mail Performance Phone Please read Potential earnings Pre-approved Price
Print out and fax Profits Real thing Removal instructions Remove Risk free Sales Satisfaction guaranteed Save $ Save up to Search engines See for yourself Serious cash Solution Special promotion Success The following form Unsolicited Unsubscribe Urgent US dollars Wife Win Winner Work at home
Source: Mannix Marketing, Inc.
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Good Subject Lines
http://www.DesignsforGrowth.com
– Action-oriented Include action verb such as learn, download, or sign up. Use an active tone.
– Compelling Include the email’s offer – Consistent Because of preview, people see subject
line and the first sentence or two in the email. Make both match.
– Short Keep under 45 characters so viewers see entire subject line. Put most important info first in case subject line does get cut off.
Source: HubSpot, Inc. and Constant Contact, Inc.
Emails with shorter subject lines significantly outperformed emails with longer subject lines. – MailerMailer (2008)
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Bad Email Subject Lines
http://www.DesignsforGrowth.com
Can get your emails caught by spam filters, not opened, or get people to unsubscribe from your list.
AVOID: X The words: free, guarantee, spam, credit card etc. X ALL CAPITAL LETTERS X Excessive punctuation !!!, ??? X Excessive use of “click here” X $$, and other symbols X No “From:” address X Misleading subject lines
Source: HubSpot, Inc. and Constant Contact, Inc.
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From Name & Email Address
http://www.DesignsforGrowth.com
– Use a name your audience recognizes – Include your organization name or brand – Refer to your business the same way as your audience – Be consistent
• The “from” name and email address should be consistent. For example, “from” name is: Christine Labate – Designs for Growth, “from” email address is [email protected]. Both match
X AVOID: X Generic addresses like
noreply@, sales@ and marketing@
Source: HubSpot, Inc. and Constant Contact, Inc.
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Email I Send Regarding Today’s Presentation
From: "Christine @ Designs for Growth” Email: [email protected] Subject: Your Invitation to Labate's Email Marketing Presentation Tomorrow
Better Subject Line? Attend Labate’s…
http://www.DesignsforGrowth.com
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Stats
http://www.DesignsforGrowth.com
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Stats
http://www.DesignsforGrowth.com
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Test Your Emails to Determine What Elements Need to Change to Generate Better Results.
http://www.DesignsforGrowth.com
Why test? – Increase your click-through rate – Decrease your unsubscribe rate
Method–A/B Testing – Send one email to 10% of your email list – Change one element of this email and send to a
different 10% of your email list – Determined which email performed better – Send the remaining 80% of your list the better
performing email
Source: HubSpot, Inc. and Constant Contact, Inc.
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Email Elements You Can Test
http://www.DesignsforGrowth.com
“From” Name and From Address • Remember to keep consistent
Subject Line • Personalization, line length, call to action or wording
Email Design • Bolding, capitalization, font size and color or images
Email Content • Headlines, placement of content, call to action, type
of content, placement of social media links, number of images (if any), number of links or length of email
Timing • Day of week and time of day
Source: HubSpot, Inc. and Constant Contact, Inc.
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When to Send, Day and Time
http://www.DesignsforGrowth.com
What day and time do you get the most emails? – Monday mornings
When is your audience most likely to read it? – When they get less email
• Tuesday, Wednesday or Thursday • 10am–3pm • Sunday, mixed reviews
Test to confirm your audience is consistent with industry standards
Source: Designs for Growth, Benchmark Email, HubSpot, Inc. and Constant Contact, Inc.
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Formula for When to Send, Day and Time
http://www.DesignsforGrowth.com
The formula consists of four variables – Recipient factor, Delivery duration, Queue factor and
ISP factor • DOT – (IF + DD + QF) = ST
Where • DOT = desired open time
IF = ISP factor DD = delivery duration QF = queue factor ST = scheduler or send time
Example: 1 p.m. – (1 Hour + 1 Hour + 0.5 Hour) = 10:30 am
Source: G-Lock Software
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Case Studies from Which Test Won
http://www.DesignsforGrowth.com
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Which Landing Page Increased Sales – Video vs Copy
http://www.DesignsforGrowth.com Source: http://whichtestwon.com/webroot’s-landing-page-test
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Actual Test Results:
VIDEO significantly increased sales.
Other Factors: Credibility: Badges icon above the fold are more visible and have higher-impact. Cleaner Design: A lot of the clutter that was caused by all of the descriptive text
http://www.DesignsforGrowth.com Source: http://whichtestwon.com/webroot’s-landing-page-test
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Ecommerce Store Page Template Radical Redesign Test
http://www.DesignsforGrowth.com Source: http://whichtestwon.com/thundershirt’s-product-page-test-results
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Actual Test Results:
Version B resulted in a substantial increase in purchases because of removing extraneous navigation, increasing image size and clarifying the order process.
http://www.DesignsforGrowth.com Source: http://whichtestwon.com/thundershirt’s-product-page-test-results
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Who Has a Question that
May Apply to Everyone
in this Group
http://www.DesignsforGrowth.com