Email and video do’s and don’ts - Sabre Email Do's and Don… · Email and video do’s and...
Transcript of Email and video do’s and don’ts - Sabre Email Do's and Don… · Email and video do’s and...
Email and video do’s and don’ts
Let’s talk about…
6 things for your emails
5 things for your videos
2 rules to live by for online
(a.k.a. “13 things”)
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Email #1: Is it what you do best?
Not the tools, but the core competency.
Can you manage:
• Infrastructure (servers)
• List maintenance
• Spam complaints
• White lists/ black lists
• Cyber attacks and security
• Opt-outs
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Email #2: CAN-SPAM (boring but necessary)
CAN-SPAM = Controlling the Assault of Non-
Solicited Pornography And Marketing Act of
2003
3 key components: unsubscribing, content and
sending
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More CAN-SPAM
Component #1: Unsubscribe compliance
• A visible and operable unsubscribe mechanism
is present in all emails.
• Consumer opt-out requests are honored within
10 days.
• Opt-out lists also known as “suppression lists”
are only used for compliance purposes.
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More CAN-SPAM
Content compliance
• Accurate from lines (including "friendly froms“)
• Relevant subject lines (relative to offer in body
content and not deceptive)
• A legitimate physical address of the publisher
and/or advertiser is present.
• A label is present if the content is adult.
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More CAN-SPAM
Sending behavior compliance
• A message cannot be sent through an open
relay
• A message cannot be sent to a harvested email
address
• A message cannot contain a false header
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Email #3: Subject lines (now it gets more interesting)
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Subject Line Winner(s)!
MailChimp study analyzed the open rates for 200+ million emails to find out which subject lines work.
4–15 characters: 15.2% open; 3.1% click
16–27 characters: 11.6% open; 3.8% click
28–39 characters: 12.2% open; 4% click
40–50 characters: 11.9% open; 2.8% click
51+ characters: 10.4% open; 1.8% click
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>40 characters
a study in creativity
Sometimes works (but the jury’s still out for long-term success):
• Symbols and Special Characters: “ ♥ it? 40% off! now”
• “Re:” and “Fwd: “ FW: Get Connected at our B2B Networking Mixer”
• Pleas for assistance or requests for help (is it a scam?)
• Using numbers: “SALE ends soon — Up to 50% off!”
• First or last name: “Matthew, SNAZZY SHOES wants you back”
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The final on subject lines
“Call me Ishmael” = 15 characters
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Email #4: Mobile’s calling
What are your options when it comes to mobile?
• Do nothing
• Create a mobile text version
• Create designs that are mobile aware (like 14px
type)
• Create skinny templates and single column
layout
• Use fluid layout (widths as a % not a fixed #)
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On an iPhone
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On the Android platform (like a
Samsung Galaxy or LG Nexus)
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On Microsoft’s platform (like the
Nokia Lumia)
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On a BlackBerry
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“1 thumb and 1 eyeball”
How should this change your email design?
Think: “the finger is the new mouse”
• Large buttons
• Large text
• Give the design breathing room with simplicity and more white space
• Put your good content first
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Mobile fun fact
(which means the other 61% are liars)
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Email #5: Content (how someone reads your stuff)
Why you need to “F” your copy …
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Email #5: Content (how someone reads your stuff)
That means …
• Know that your recipients won’t
read … at least they won’t read a
lot.
• The first 2 paragraphs matter …
and the first matters most
• Make scanning count
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Email #5: Content (why someone reads your stuff)
"It's not worth sending an email unless there is content worth reading, sharing and discussing…”
A good message should be something your customers want to hear. It’s not something that your company wants to say.
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Email #5: Content (why someone reads your stuff)
Be unique
Find your voice. Pick your pony.
Deliver on the brand promise of
YOUR company.
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Picking your pony
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Email #5: Content (why someone reads your stuff)
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Be consistent
Don’t start something you can’t
sustain; regular emails take
constant care and feeding.
Email #5: Content (why someone reads your stuff)
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Be obvious
Pick one thing you want
someone to do and make it
easy to understand.
Email #6: Testing
Reasons to test:
1. You have a theory and you want to validate/disprove it (“my customers care more about price than anything.”)
2. You have a question and want to answer it. (“do my customers want more extras or a great value?”)
3. You can. (“I think adding more graphics makes everything look better. Let’s see what customers think.”)
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Email #6: Testing
When you test:
• Define your objective (you can’t measure what
you don’t know)
• Understand how/what you will measure (so you
can capture that information from the
beginning)
• Don’t confuse causation and correlation (are
there other factors at play?)
• Report on your results (even if it’s just to
yourself)
• Never test something you won’t change (it’s a
waste of time) 28
Email Q & A
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Video #1: Define “why”
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• Find an example of what you think you want
and see if that’s what you want.
Video #2: Choose your tone
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Video #3: Pick your music
Song 1: http://www.youtube.com/watch?v=0YCAcXiHEdk
Song 2:
http://www.youtube.com/watch?v=OrS_QaAyPT8&list=PLEDD5126A7E48C7CC
Song 3:
http://www.youtube.com/watch?v=EXjhi5BYBCE
Song 4: http://www.youtube.com/watch?v=IJWgUUc-oNE
Song 5: http://www.youtube.com/watch?v=9xef_cjZt-Y
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Video #4: Budget (time and money)
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X2
Video #5: Try something new
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Video Q & A
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Online Rule #1: Consume your own
work
“I'm sorry I wrote such a long letter. I did not have the time to write a short one.”
-- Abraham Lincoln
Myth: You’ve only got one shot so you better tell them EVERYTHING
Myth: Customers read your stuff because they’re you’re customers (and really, no one reads)
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Online Rule #2: When you want to
be inspiring, get inspired
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Q & A
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Stay Connected
#TTX13
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