Embed Size (px)
Citation preview
Creating Exceptional Email Marketing
Messages:Part 2
HTML Design Best Practices• Think “in the box” when designing email
• Minimize number of screens and scrolling• Intersperse images and text throughout• Place the offer above the “fold”
• Ideally, in the subject line as well as body copy of message• Remember the eye travels from left to right• Link early and often
• Use animation minimally and strategically• Animated gifs add uniqueness to your message, draw attention to calls
to action• Make images and logos links
• If including a company logo in the message, standard practice is to make it link to the company (or brand)’s homepage
• Consider designing on a grid for scalability
Example
• “Hooky” (!) headline
• Excellent use of images and balance of text/images
• Main idea plus “legs”
• Good balance of text to images
• Great consistency from subject line to headline to call to action
Optimizing HTML Email for Visibility
• Encourage subscribers to whitelist you• Keep “view as Web page/mobile” links in pre-header• Balance images and copy• Add ALT-tags to images
» These tags allow the designer to insert descriptive copy or links that viewers can read in place of blocked images
• Keep ALT-tag copy short and specific• Less than 10 words is good, less than 5 best• Include your call to action or description of image
• Include “bullet proof buttons” – HTML code the graphic vs. inserting a link to image
• Test all URLs and links to ensure they work and display
“Bullet Proof” Elements Survive
• Universal Orlando Resort email with images off
• Color, font, background and shape hard-coded into HTML survives image suppression
Benefit of Balancing Text & Images
• Much more of your content survives and can be acted upon
Sephora Design – Images On
• Upper left corner optimized for visibility in preview panes
Sephora Design – Images Off
• Even if images don’t render key links and topics survive
• Still optimized for visibility in preview mode
Ulta Beauty – Images On
• Some preview pane optimization, but main links for top two offers are “below the fold”
Ulta Beauty – Images Off
• Prime position (upper left hand corner) has no link
• But, free shipping offer and link survives image suppression
Do Users Activate Images in Email?
• Consumers more likely to activate images in email from companies they regularly do business with, granted permission to, or know and trust
Top HTML Email Design Resources• High Impact Designer by TemplateZone
• Hundreds of pre-designed, customizable email, landing page, and social media page templates for one low price
• Free trial at www.highimpactdesigner.com
• Email Layouts.com• Downloadable email newsletter layouts created by a pro designer
• Campaign Monitor – www.campaignmonitor.com/gallery• Email marketing software for designers• Phenomenal blog answers many HTML design questions specific to
Graphic Design Key Takeaways• Think “architecture” vs. “art”
– Remember message building blocks – Design body of message as a mosaic, not a canvas
• Know where response hotspots are and use them to your advantage– Upper left? Upper right? Pre-header? – Put color, icons here
• Utilize graphic design to group and organize content into visually scan-able chunks
• Optimize for visibility if images don’t render (balance)• Use graphics to enhance response vs. detract from it
– Images should show what your copy “tells”• The confused eye doesn’t buy!
#5: Content
NEW New RuleDynamic and contextually-targeted
Old New Rule
Static; Generic or broadly segmented
Content from Two Perspectives
•Should be a mix of promotional, informational, transactional over time
•Balance broadcast, segmented, triggered•Frequency, sequencing, cadence
Overall program content
•Balance of text and images•Different templates for different types of
messages•Dynamic, temporally relevant•Mix of static and rich media
Individual message content
Three Flavors of Email
Broadcast• Announcement,
newsletter, etc.
• Entire list receives the same message
Segmented• Targeted based on
specific subscriber groupings
• Customized by or sent only to specific segments of the total
Triggered• Customized to an
individual based on actions or timing
• Re-active vs. pro-active
| 16
Customer Email Program Example
• Hewlett Packard monthly newsletter– HP Newsgram sent to all
registered customers– Clearly-displayed issue month
and table of contents– Value-added:
o Free projectso Interactivity, videoo HP Daily Surpriseo Cross-sells HP products too
17
Other Message Types• HP deploys a good
mix of newsletter, sales promotions (deals), and holiday greeting emails
18
Apply and Align Messaging to the Customer Lifecycle
• Each stage of the customer lifecycle naturally lends itself to specific email messages
• Use them to shift and direct the dialog
Pre-conversion (Prospects)
• Invites to engage• Email subscribe
welcome/first purchase incentive
• Cart Abandonment• Browse Abandonment
Conversion (All Customers)
• Thank-you• Welcome/onboarding• Up-sells/cross-sells• News and info• Demographic-specific
offers• By gender, age
Post-Conversion
• Tier-specific messaging• By RFM
• Surveys• Renewals/reminders• “Best customer” offers
Relationship-Building
• Bouncebacks• Loyalty program• Purchase anniversary• Life event (birthday)• Reactivation
campaigns
Mix it Up
• Storyboard your email program – Some message frequency and sequencing can be planned, but allow
for triggered– Create a flowchart illustrating message types, timing, frequency
• Don’t be “the friend who only calls when you need something”– Although accustomed to heavy promotional message volume from
retailers, consumers also want conversation, community, news and fun
Compelling Email Content Ideas
• Evolve, supplement or refresh your static HTML or plain text email with– Animation– Video– Temporally-relevant campaigns– Dynamic Content
• Movement and multi-media = more clicks
• Time, place and quantity-specific content = greater relevancy = more clicks
Animation• Use minimally
and strategically
• Movement is eye-catching
• Can enable more content than static images
Video in Email – Two Approaches• Link to self- or web-hosted
• Preferred for now due to spam blocking, filtering, image rendering and streaming video support issues
• Streaming video into inbox• Video or animation streams into the message over an
open connection to the Internet• Requires no plug-ins or media players on subscriber end, works with any ESP• Requires HTML5-based message design• Current environments supporting video in email:
• Windows Live Mail (Hotmail) (H.264)• Apple iPad mail client (H.264)• Blackberry (BOLT 2.1) (OGG Theora)• Apple iPhone mail client (H.264)• Apple Mail 4 (H.264)• Thunderbird (OGG Theora)
• Leading current solution: Liveclicker (www.liveclicker.com)
Self- or Web-Hosted Video
• Video in email tips:– Alert them that the
email contains video• Subject line and headlines• Put video front and
center• Play/pause console
should be visible
– Host in your domain or– Host on your YouTube
channel for longer shelf life
Streaming Video into Message
• Liveclicker’s Video Email Express is integrated with several ESPs– Generates simple HTML
code for inclusion in email
– They host and deliver video content
• Style Campaign also handles video in email (sans audio)
Example courtesy of StyleCampaign.com
Temporally-Relevant Content
• Beyond seasonality and holidays, leverage major events, news– But, tread
cautiously or know your audience
Dynamic Content
• Big and getting bigger• Content served can be based either on:
– database-attributes (i.e. gender) • Aka “custom publishing” in which you predestine certain content
for certain users based on database profile attributes– real-time response behavior (open on mobile)
• Use location, time and device to sense what should be served• Aka evolutionary optimization
• Not just for email content – can define landing pages too
Time-Based Dynamic Content
• Movable Ink’s technology allows emails like this one (to a conference attendee) – to display live
counts of people attending the event
– To have an offer that changes by the date or time
Example courtesy of Movable Ink
Other Dynamic Content Approaches
• This retail message displays– location-specific
store information– Real-time inventory
updates– Time-based offer
updates
Example courtesy of Movable Ink
Content Key Takeaways
• When it comes to your email program, serve a multi-course meal, not the same dish over and over again
• Greater message variety = less predictability = higher interest and engagement– Continuity programs create high trust, so some email should come on
a regular schedule (newsletter)– However the unpredictable gets noticed more
• Static HTML is fine, but with HTML5 video in email is again possible
• One size-fits-all is out. Triggered and dynamic content will dominate email of the future
Contact Information
• Karen Talavera• Synchronicity Marketing (www.synchronicitymarketing.com)• Email: [email protected]• Phone: (561) 967-9665• Facebook: www.facebook.com/SynchronicityMarketing• Twitter: @SyncMarketing
• Austin Bliss• FreshAddress (www.freshaddress.com)• Email: [email protected]• Phone: (617) 965-4500• Twitter: @FreshAddress
