The private life of an e-mail

@hanssmellinckx

Google & tweet me!@hanssmellinckx

WHY

ROI Traceability

90% automated10% manual It’s about contact points, not a

weekly newsletter

Stand out in the crowd

Be relevant!

You influence every step of the sales funnel

Source: Acumen Studio

Increase contact points !

Source: Alchemy Workx – Dela Quist, CEO

A very short life

It takes mammals more time to pee!

(10 seconds vs 21 seconds)

FORMAT FROM/REPLY SUBJECT WEBLINK IMAGES/TXT

MENUSALUTATIONTHE MESSAGELINKSTRIGGER BASED

LIST BUILDING THE LAW

FORTMATOptimise for mobile viewing: “one swipe away”

Make it graphical & verticalRemove “text”

A finger needs 30 to 40 px!

Some bad examples

Some good examples

FROM & REPLYNo reply should be forbidden!(do you really think people will react “en masse”?)

Make it personal

Create a respons strategy

SUBJECT LINETo the point! Inspire ! Evoke a reaction/emotion! Surprise & delight

Don’t use: “newsletter”, “brand name” etc

Use the subheader as well

Some examples

Source: Lucid Marketing

WEBLINKFirst link to click

Be more creative than “if you can’t read this….”

No subheader = weblink text is crucial

IMAGES/TEXTVisual mobile content vs action oriented content (and keep it below 100k)

People do not download images

Links should always be visible

MENUFantastic way to profile people + increase contact points = no menu needed

Not relevant = a lot of menu clicks

Personalise menu as well!

SALUTATIONIn line with overall communication/positioning

Make it personal!

Great way to improve your data quality

THE MESSAGE1 goal per messageWIIFM: What’s in it for me?Keep it simple!

Increase contact points for more relevance

Surprise & enlighten

Focus of the eye

LINKS

The fewer, the better

Don’t think, click!

Images = click on mobile

TRIGGER BASEDAny message is a marketing message

Abandonned cart = revenu driver

What’s your life cycle communication plan?

From the crowd!Reduce image

Be more creative!

Link: go straight to login pageThis image should have been on top:

Builder on site = mobile clickUse more space!

Good use of white space

This should be in the header

Image that should be text

Book appointment?

Great!

Make it personal & shareable!

LIST BUILDINGStart with your website! (registration pages, download, shop etc)

It will take time & moneyRent | search lookalikes | etc

Progressive profiling is key!

THE LAWOptin & privacy by design

It goes beyond the law :RESPECT

Difference between storage of emails and profiling

First moving advantage

Think fast and act now!

Thank you!Twitter: @hanssmellinckx

29€