Anatomy Email Newsletter–Getting Your Emails Opened and Read by Designs for Growth

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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.

Transcript of Anatomy Email Newsletter–Getting Your Emails Opened and Read by Designs for Growth

  • 1.Anatomy of anEmail NewsletterGetting Your EmailsDelivered and Readhttp://www.DesignsforGrowth.com 1

2. Email Marketing According to 2011 Marketers 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?http://www.DesignsforGrowth.com Source: 2011 Marketers Agenda by Aberdeen Group 2 3. Email Providers SitesGreat resource for white papers and e-seminarsXXXXXXXhttp://www.DesignsforGrowth.com3 4. 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 centerhttp://www.DesignsforGrowth.comSource: Designs for Growth and : 2011 Marketers Agenda by Aberdeen Group 4 5. Regular Email vs.Email Service ProviderEmail marketing servicesautomate 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 lawhttp://www.DesignsforGrowth.com Source: Constant Contact, Inc. 5 6. Types of Email Newsletters Educational Answer question or solve problem Informational Short and dont require recipient action:webinar reminders, why someone should follow yourcompany on twitter, or wish "happy holiday Promotional Get the recipient to take some actionaround a new product, service, event, or special deal Lead Nurturing Correspond to the sales cycle, arecontent-rich and try to get leads to take action Newsletter Sent once a month and includes a coupleof pieces of content you published Goal: Build Relationships!http://www.DesignsforGrowth.comSource: HubSpot, Inc.6 7. RetailEducational, Informational, Promotional, Lead Nurturing, or Newsletter?http://www.DesignsforGrowth.com Source: Designs for Growth7 8. 1 2Anatomy ofPromotional Newsletter 31. The top left of an email is whatyour customer sees first. Itswhere your logo should be. 42. The viewers eye then movesright, in the direction we read3. Product categories available is 5listed underneath4. Promotional offer is in the center5. Offer time-sensitive sale66. Free shipping included7. Social media is included, many 7brand put this at the top right8. Bottom has address, disclaimer 8and other store brandshttp://www.DesignsforGrowth.com Source: Designs for Growth 8 9. Design Your Emails And Your Website in a Consistent MannerEmailWeb 22 1 3 1 3 4 4 2 5 5 2 6 6http://www.DesignsforGrowth.com9 10. Your Email is Laid Out Now Lets Get it DeliveredDecrease 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 Providerhttp://www.DesignsforGrowth.comSource: Constant Contact, Inc. and Designs for Growth 10 11. Avoid Spam Trigger Words in Subject Lines#1Congratulations LegalPrint out and fax100% satisfiedCost / No costLose Profits4UDear friend MarketingReal thingAccept credit cards Do it today Marketing solutionsRemoval instructionsAct Now!Extra incomeMessage contains RemoveAdditional Income For freeMoneyRisk freeAffordableFormMonth trial offerSalesAll natural Free and FREE Name brand Satisfaction guaranteedAll new Free installation NeverSave $Amazing Free leadsNo gimmicksSave up toApply onlineFree membership No Hidden CostsSearch enginesBargain Free offerNo-obligationSee for yourselfBest priceFree previewNowSerious cashBilling address Free websiteOfferSolutionBuy directFull refund One time / one-timeSpecial promotionCallGet it nowOpportunitySuccessCall free Giving away Order / Order Now / OrderThe following formCant live withoutGuarantee today / Order status UnsolicitedCards AcceptedHereOrders shipped by priority UnsubscribeCents on the dollar Hiddenmail UrgentCheck Increase salesPerformanceUS dollarsClaimsIncrease trafficPhoneWifeClick / Click Here / ClickInformation you requested Please readWinBelow Insurance Potential earnings WinnerClick to remove Investment / no investmentPre-approved Work at homeCompare rates Investment decision Pricehttp://www.DesignsforGrowth.comSource: Mannix Marketing, Inc.11 12. Good Subject Lines Action-oriented Include action verb such as learn,download, or sign up. Use an active tone. Compelling Include the emails offer Consistent Because of preview, people see subjectline and the first sentence or two in the email. Makeboth match. Short Keep under 45 charactersso viewers see entire subject line.Put most important info first Emails with shorterin case subject line doessubject lines significantlyget cut off. outperformed emailswith longer subject lines. MailerMailer (2008)http://www.DesignsforGrowth.com Source: HubSpot, Inc. and Constant Contact, Inc. 12 13. Bad Email Subject LinesCan 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 LETTERSX Excessive punctuation !!!, ???X Excessive use of click hereX $$, and other symbolsX No From: addressX Misleading subject linesSource: HubSpot, Inc. and Constant Contact, Inc.http://www.DesignsforGrowth.com13 14. From Name & Email Address 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 matchX AVOID:X Generic addresses like [email protected], [email protected] and [email protected]://www.DesignsforGrowth.com Source: HubSpot, Inc. and Constant Contact, Inc. 14 15. Email I Send Regarding Todays Presentation From: "Christine @ Designs for Growth Email: [email protected] Subject: Your Invitation to Labates Email Marketing Presentation Tomorrow Better Subject Line? Attend Labateshttp://www.DesignsforGrowth.com 15 16. Statshttp://www.DesignsforGrowth.com 16 17. Statshttp://www.DesignsforGrowth.com 17 18. Test Your Emails to Determine What ElementsNeed to Change to Generate Better Results.Why test? Increase your click-through rate Decrease your unsubscribe rateMethodA/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 emailhttp://www.DesignsforGrowth.com Source: HubSpot, Inc. and Constant Contact, Inc. 18 19. Email Elements You Can Test 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 dayhttp://www.DesignsforGrowth.comSource: HubSpot, Inc. and Constant Contact, Inc. 19 20. When to Send, Day and TimeWhat day and time do you get the most emails? Monday morningsWhen is your audience most likely to read it? When they get less email Tuesday, Wednesday or Thursday 10am3pm Sunday, mixed reviewsTest to confirm your audience is consistent withindustry standardshttp://www.DesignsforGrowth.com Source: Designs for Growth, Benchmark Email, HubSpot, Inc. and Constant Contact, Inc. 20 21. Formula for When to Send, Day and TimeThe formula consists of four variables Recipient factor, Delivery duration, Queue factor and ISP factor DOT (IF + DD + QF) = STWhere 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 amhttp://www.DesignsforGrowth.comSource: G-Lock Software 21 22. Case Studiesfrom Which Test Wonhttp://www.DesignsforGrowth.com 22 23. Which Landing Page Increased Sales Video vs Copyhttp://www.DesignsforGrowth.com Source: http://whichtestwon.com/webroots-landing-page-test 23 24. Actual Test Results:VIDEO significantly increased sales.Other Factors: Credibility: Badges iconabove the fold are more visible and havehigher-impact. Cleaner Design: A lot of theclutter that was caused by all of thedescriptive texthttp://www.DesignsforGrowth.comSource: http://whichtestwon.com/webroots-landing-page-test 24 25. Ecommerce Store Page Template Radical Redesign Testhttp://www.DesignsforGrowth.com Source: http://whichtestwon.com/thundershirts-product-page-test-results 25 26. Actual Test Results:Version B resulted in a substantialincrease in purchases because ofremoving extraneous navigation,increasing image size and clarifying theorder process.http://www.DesignsforGrowth.com Source: http://whichtestwon.com/thundershirts-product-page-test-results 26 27. Who Has a Question thatMay Apply to Everyonein this Grouphttp://www.DesignsforGrowth.com 27