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800-‐920-‐7227 | www.pinpointe.com www.pinpointe.com
Presented by Pam Neely
800-‐920-‐7227 | www.pinpointe.com
Webinar brought to you by…
Leader in B2B Email Marke9ng
800-‐920-‐7227 | www.pinpointe.com
FEATURED SPEAKER Pam Neely Marke1ng Content Creator, Email Expert www.pamneely.com Phone: 505.660.7072 | [email protected] Twi>er: @pamellaneely
MODERATOR Eryn Branham Pinpointe On-‐Demand, Inc. [email protected] 800-‐920-‐7227
Email markeIng and content creaIon expert, author of “50 Ways to Build Your Email MarkeIng List”
800-‐920-‐7227 | www.pinpointe.com
800-‐920-‐7227 | www.pinpointe.com
What We’ll Cover Today
• Mobile • Design • Copy • Segmenta9on & personaliza9on • Surveys
800-‐920-‐7227 | www.pinpointe.com
How Your Subscribers See Things
800-‐920-‐7227 | www.pinpointe.com
So what do your subscribers see? • If they are B2B subscribers:
• If they are B2C subscribers:
800-‐920-‐7227 | www.pinpointe.com
What that looks like
That’s your email
800-‐920-‐7227 | www.pinpointe.com
They don’t spend much 9me on emails
From the Movable Ink “US Consumer Device Preference Report: Q2 2014″₺
800-‐920-‐7227 | www.pinpointe.com
What else do your subscribers see? More than half of emails are now viewed on mobile devices
As of January 15, 2015 from litmus
800-‐920-‐7227 | www.pinpointe.com
Of mobile users, which devices do they use?
800-‐920-‐7227 | www.pinpointe.com
Here’s how the inbox looks for different iPhone users
From the Litmus 2015 State of Email Report
800-‐920-‐7227 | www.pinpointe.com
Here’s how it looks to Gmail viewers if they’ve got grid view turned on:
800-‐920-‐7227 | www.pinpointe.com
Easy fix for Gmail grid view
h>p://pages.litmus.com/gmail-‐offers
800-‐920-‐7227 | www.pinpointe.com
Mobile
800-‐920-‐7227 | www.pinpointe.com
Mobile-‐friendly emails are no longer op9onal
800-‐920-‐7227 | www.pinpointe.com
There are several types of mobile-‐friendly emails Scalable No media queries. Code does not adjust to different devices. Basically an old-‐style coded
email modified to look okay for mobile users.
Fluid No media queries. Instead of staIc measures (“50 pixels”), fluid design uses percentages
(“15%”) to control layout.
Responsive Uses media queries to serve up different versions of code based on what device the email is
being viewed on.
800-‐920-‐7227 | www.pinpointe.com
Mobile-‐friendly email design essen9als
• Font size has to be big enough to read. 16 points is the minimum.
• Bu>ons have to be big enough to be “clicked” with a thumb – at 50 least pixels, plus space all around.
• Single column design is the safest way to go. • Full-‐column images work best.
800-‐920-‐7227 | www.pinpointe.com
Don’t forget load 9me
Aim for an email size of about 75-‐100kb • Reduce file requests (images, etc) • Keep message short • Simplify your code as much as possible • Minify the html
800-‐920-‐7227 | www.pinpointe.com
#1 2 examples of mobile emails
800-‐920-‐7227 | www.pinpointe.com
#2 2 examples of mobile emails
800-‐920-‐7227 | www.pinpointe.com
2 examples of not-‐so-‐mobile-‐friendly emails
#1
800-‐920-‐7227 | www.pinpointe.com
#2 2 examples of not-‐so-‐mobile-‐friendly emails
800-‐920-‐7227 | www.pinpointe.com
Design
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Design: current design trends • MinimalisIc • Flat • Plain text • Full-‐width images • White space • Modular templates
800-‐920-‐7227 | www.pinpointe.com
Design: Images in email 101 • ALL images should be clickable • Reduce size as much as possible
• Make sure images are visible at mobile size
800-‐920-‐7227 | www.pinpointe.com
Design: Video • With the advent of HTML5, video emails are supported by 58% of
email accounts
• According to Email on Acid, video emails offers a 280% higher return than tradiIonal emails.
Three ways to use video in emails:
1. Embed a video with HTML5.
2. If you don’t want to embed a video in an email, just make an image that looks like a video. Play the video on the landing page.
3. Animated gifs are also categorized as “videos”.
800-‐920-‐7227 | www.pinpointe.com
Design: Header/naviga9on • Make type big enough to read and click • Make navigaIon links far enough apart to click without errors
800-‐920-‐7227 | www.pinpointe.com
Design: social sharing bu`ons Never forget to include social sharing bu>ons AND make them large enough to be clicked on a mobile phone.
800-‐920-‐7227 | www.pinpointe.com
#1 3 examples of well-‐designed emails
800-‐920-‐7227 | www.pinpointe.com
#2 3 examples of well-‐designed emails
800-‐920-‐7227 | www.pinpointe.com
#3 3 examples of well-‐designed emails
800-‐920-‐7227 | www.pinpointe.com
Email copy
800-‐920-‐7227 | www.pinpointe.com
Email copy: subject lines
• The headline of emails
• Most likely thing to split-‐test
• The most important piece of copy in your email
• Don’t neglect it
800-‐920-‐7227 | www.pinpointe.com
Tools to test subject lines before you mail
• Touchstone Subject Line tool (Subjectlinegold.com/)
• Litmus’s Subject line checker (Litmus.com/resources/subject-‐line-‐checker)
• Adestra’s Email Subject Line Keyword Checker (Subject-‐line-‐
checker.adestra.com/)
• Pinpointe’s Auto-‐pilot tool
800-‐920-‐7227 | www.pinpointe.com
Best prac9ces for subject lines
• 6-‐10 words • Be clear • Show a benefit
800-‐920-‐7227 | www.pinpointe.com
Don’t forget preheader text
800-‐920-‐7227 | www.pinpointe.com
Email copy: call to ac9ons
800-‐920-‐7227 | www.pinpointe.com
Email copy: call to ac9on colors
From Bob Bly’s recent Pinpointe webinar, How To Write & Design Landing Pages That Increase Conversion Rates, Orders and Sales
Test A – (white text on red)
Test B – (white text on green)
Test C – (black text on yellow)
Test D – (deep blue text on ochre)
800-‐920-‐7227 | www.pinpointe.com
Email copy: call to ac9on colors
From Bob Bly’s recent Pinpointe webinar, How To Write & Design Landing Pages That Increase Conversion Rates, Orders and Sales
Test A – BENCHMARK
Test B – 14% LIFT
Test C – 22% LIFT
Test D – 27% LIFT
800-‐920-‐7227 | www.pinpointe.com
Email body copy
• Short • Easy to understand • Forma>ed to be easy to read
• Think index cards, not standard-‐sized paper
800-‐920-‐7227 | www.pinpointe.com
#1 3 examples of email copy
800-‐920-‐7227 | www.pinpointe.com
#2 3 great examples of email copy
800-‐920-‐7227 | www.pinpointe.com
#3 3 great examples of email copy
800-‐920-‐7227 | www.pinpointe.com
Segmenta9on & Personaliza9on
800-‐920-‐7227 | www.pinpointe.com
Segmenta9on & Personaliza9on
• SegmentaIon customizing emails for groups of subscribers
• PersonalizaIon is customizing emails for each individual subscriber
800-‐920-‐7227 | www.pinpointe.com
For example: This is segmenta9on
From Moveable Ink’s Re:New Responsive Email Strategies ebook
800-‐920-‐7227 | www.pinpointe.com
For example: This is personaliza9on
From Moveable Ink’s Re:New Responsive Email Strategies ebook
800-‐920-‐7227 | www.pinpointe.com
Segmenta9on and personaliza9on is all about data
• Good data, bad data
• Oqen the bulk of the work to developing this is first about cleaning up the data
• Overlays/appends can fill in gaps
800-‐920-‐7227 | www.pinpointe.com
Segmenta9on is both really effec9ve, and really challenging
800-‐920-‐7227 | www.pinpointe.com
Segmenta9on is a high priority
800-‐920-‐7227 | www.pinpointe.com
Basic ways to segment a list • Openers / non-‐openers • Group who clicked a
specific link
• InacIves • Past purchase • Asset download • Webinar a>endees
800-‐920-‐7227 | www.pinpointe.com
#1 2 examples of segmenta9on
800-‐920-‐7227 | www.pinpointe.com
#2 2 examples of segmenta9on
800-‐920-‐7227 | www.pinpointe.com
Dozens of studies have shown how effec9ve personaliza9on is • RetenIon Science found personalized subject lines liq open
rates by 16%
• Experian found personalized subject lines liq open rates by 26%
800-‐920-‐7227 | www.pinpointe.com
Ways to personalize emails • First name in subject line
• Other form/sign up data in subject line and other parts of the email
• Progressive profiling
• Dynamic content
• Take informaIon from a preference center to let subscribers “build their own email”
800-‐920-‐7227 | www.pinpointe.com
#1 2 examples of personaliza9on
800-‐920-‐7227 | www.pinpointe.com
#2 2 examples of personaliza9on
800-‐920-‐7227 | www.pinpointe.com
Surveys
800-‐920-‐7227 | www.pinpointe.com
How to use surveys for be`er emails To find out:
• What your readers struggle with
• How they would rate your emails, social media accounts, blog, and products/services
• If they would like more or different content
800-‐920-‐7227 | www.pinpointe.com
6 rules of good surveys
1) Know exactly what you’re going to do with the informaIon you collect
– Know it down to what the graphs will look like
800-‐920-‐7227 | www.pinpointe.com
6 rules of good surveys
2) Keep them short – The shorter the be>er – No more than 7 quesIons
800-‐920-‐7227 | www.pinpointe.com
6 rules of good surveys
3) Don’t ask leading quesIons, or quesIons that assume too much.
For example: “How soon do you plan to purchase a soluIon?”
800-‐920-‐7227 | www.pinpointe.com
6 rules of good surveys
4) Don’t ask quesIons in a way that could miss where your subjects are at
For example, you ask them how much they spend per month on SEO. They can answer:
• Less than $100
• $101-‐$500
• $501-‐$1000
90% of your respondents answer “Less than $100”. You’ve got an idea where they are, but it would have been be>er to break your groups out into lower segments.
800-‐920-‐7227 | www.pinpointe.com
6 rules of good surveys
5) Ask people to score things on a scale of one to five
– Ask one or two text-‐based quesIons, but try to use mostly scale quesIons or it will take forever to get a sense of the data
800-‐920-‐7227 | www.pinpointe.com
6 rules of good surveys
6) Get at least 50 survey answers. – 200 is be>er
800-‐920-‐7227 | www.pinpointe.com
#1 3 examples of surveys
Subject line: These 11 principles will give you an instant liq
800-‐920-‐7227 | www.pinpointe.com
#1 3 examples of surveys
con9nued
800-‐920-‐7227 | www.pinpointe.com
#2 3 examples of surveys
800-‐920-‐7227 | www.pinpointe.com
#3 3 examples of surveys
800-‐920-‐7227 | www.pinpointe.com
How are you describing your email messages?
• As “newsle>ers” ?
– Newsle>ers oqen perceived as a bit boring… just more inbox filler
• As updates?
• Do you have a specific name for your email newsle>er, like “The Bullet”, “The Sprout”?
– Some content markeIng experts like Barry Feldman recommend that company blogs have names. This can apply to email updates, too.
800-‐920-‐7227 | www.pinpointe.com
If your email updates had an elevator speech, what would it be?
• What are your emails offering that no one else in your niche or industry is offering?
• If your company suddenly decided to charge for your newsle>ers, would that prompt you to create different content?
• What would those paid-‐for newsle>ers be like?
800-‐920-‐7227 | www.pinpointe.com
While you’re developing that elevator speech, put on your subscribers’ favorite radio sta9on: WIIFM
800-‐920-‐7227 | www.pinpointe.com
Try Pinpointe’s Email Marke9ng Solu9on for FREE. Easily create automated campaign sequences. www.pinpointe.com/get-‐started Select program & enter code PPTWEBNR FREE MONTH of Pinpointe Service (limit 100K emails)
Thank You! We appreciate you taking the Ime to watch this today!
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