8 Email Marketing Tactics for Better Results and Strategy

8 Email Marketing Tactics

SIGNUP

WELCOMESERIES

PREHEADER& SUBJECT LINE

Under Armour, 5/21/13 — Built To Tackle The Sun & Sand It's Always Sunny Somewhere — Shop Now | View Online.

Urban Outfitters, 5/20/13 — Are you ready to get the party started? Shop Summer Party Essentials

GOOD

Victoria’s Secret, 4/16/13 — This one's for you, Angels... You have asked to receive emails from Victoria's Secret. If you have received this email in error, please unsubscribe here.

Monterey Bay Aquarium, 5/21/13 — Bid Now for the Oceans: Last Chance! Having trouble reading this message? View it online.

Ann Taylor, 5/20/13 — FINAL HOURS! EXTRA 50% Off Sale Final Hours: Take An Extra 50% Off All Sale Styles!

BAD

West Elm, 2/18/13 — Today only: free shipping (plus a Presidents Day surprise) Use promo code FREE4PRES at checkout, some exclusions apply

Threadless, 4/24/13 — Aerosoiled and 9 more new goofy designs by MADE artist Aaron Jay! Plus, hang out while we interview Aaron Jay at 11:30AM CST.

BEST

DEFENSIVEDESIGN

Mothercare uses styled alt text and background colors for most of the effect, but also uses mosaic color blocking to recreate the stroller image.

BEST

MOBILEFRIENDLY

43% of all emails sent are now opened and read on a mobile device.

Return Path

63% of US consumers say they delete emails immediately if they are not optimized for mobile.

Return Path

• Content is presented in one or two columns

• No horizontal scrolling• Font sizes are increased• No zooming required• Links are thumb-friendly buttons• Easy-to-use fields for input (ofen

using drop-down pick lists)

Responsive design is a set of techniques used to make email readable and usable on any mobile device.

• Contrast – carefully consider your color choices to ensure the text and images stand out properly against the background.

• Avoid reversing out small text on a dark background.

• Text Size – 13px for body copy. No pinching = 15-16px (depending on font) and preview it on your mobile device.

Design for Legibility

• Imagery – Images help tell your brand’s story, so consider taking the time to choose artful shots that complement your message.

• Layout – One-column layout works best for mobile. If you have a multi-column layout, plan how elements shift or stack.

Design for Legibility

Using responsive design, CareerBuilder experienced a 15% increase in open-rate on smartphones and a 21% increase in click-through!

PERSONAL-IZATION

68% of marketers say personalization based on behavioral data has high impact on ROI

Source: eConsultancy, February 2013

72% of marketers say personalization based on customer preferences has high impact on ROI


77% of marketers say personalization based on purchase history has high impact on ROI


41% of consumers buy more from retailers who send personalized emails based on past buying behaviors.

Return Path

Consumers are suspicious of first-name personalization in subject lines. Open rates are lower when it’s used as are click rates.

Lenovo, welcome emailKyle, thank you for signing up. Enjoy your exclusive Lenovo offer.

Michael’s, progressive profiling email — Kyle, isn't it time we got to know each other?

Olive Garden, birthday email — Kyle, go celebrate your birthday with a free app or dessert!

ThinkGeek, 5/17/13 — Kyle, I am your father

68% of marketers say personalization based on behavioral data has high impact on ROI


72% of marketers say personalization based on customer preferences has high impact on ROI


77% of marketers say personalization based on purchase history has high impact on ROI


Outperformed a similar email by nearly 300% in items of revenue generated.

UNSUBSCRIBE

MEASURE-MENT

Email marketing generates an average return on investment of roughly $40 for every $1 spent on it.

Source: DMA

8 Email Marketing Tactics for Better Results and Strategy

Technology

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