Designed for Success: Optimizing the Email Experience
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The document discusses optimizing the email experience by focusing on essential elements like from name, subject line, preheader text, and call to action. It emphasizes the importance of testing various strategies and understanding the audience to enhance email effectiveness. Additional themes include the necessity of responsive design and techniques to minimize friction for better user engagement.
Designed for Success: Optimizing the Email Experience
- 1. Designed for Success: Optimizing the Email Experience
- 4. #SearchLove @meladorri ‘Best practices’ are like training wheels. Test. -@mparkerbyrd
- 11. EMAIL IS NOT JPG PPC SEO CPC ONE-PAGE WEBSITE #SearchLove @meladorri
- 12. EMAIL IS NOT #SearchLove @meladorri
- 14. EMAIL IS <make it rain> <emotional/happy> #SearchLove @meladorri YES,
- 15. EMAIL IS #SearchLove @meladorri BUT ALSO,
- 16. TRUST BANK
- 19. EMAIL IS A 1-to-1 MEDIUM #SearchLove @meladorri
- 20. EMAIL IS A unique MEDIUM #SearchLove @meladorri
- 22. Use this ! #ffffff bgcolor individual properties width=“100” style=“…” align=“left” ! Not this ! #fff or rgb background-color shorthand width:100px <style> text-align:left #SearchLove @meladorri
- 23. FROM NAME SUBJECT LINE PREHEADER OPEN TAP/CLICK PAGE/SITE SUBSCRIBER EXPERIENCE #SearchLove @meladorri
- 24. FROM NAME SUBJECT LINE PREHEADER OPEN TAP/CLICK PAGE/SITE ‣ What is recognizable, trustworthy and relevant? ‣ Does the subscriber have a relationship with a person or the brand? #SearchLove @meladorri
- 25. FROM NAME SUBJECT LINE PREHEADER OPEN TAP/CLICK PAGE/SITE #SearchLove @meladorri
- 26. FROM NAME SUBJECT LINE PREHEADER OPEN TAP/CLICK PAGE/SITE #SearchLove @meladorri
- 27. 1 Free is OK 2 Shorter=better? 3 Relevance! 4 Useful + specific 5 Test, test, test https://litmus.com/blog/how-to-write-the-perfect-subject-line-infographic #SearchLove @meladorri
- 28. FROM NAME SUBJECT LINE PREHEADER OPEN TAP/CLICK PAGE/SITE #SearchLove @meladorri
- 29. FROM NAME SUBJECT LINE PREHEADER OPEN TAP/CLICK PAGE/SITE
- 30. ✔ ✔ ✔ ✘ ✘ FROM NAME SUBJECT LINE PREHEADER OPEN TAP/CLICK PAGE/SITE
- 31. Pre-header text A/B Tests: 30%+ CTR Boost #SearchLove @meladorri FROM NAME SUBJECT LINE PREHEADER OPEN TAP/CLICK PAGE/SITE <div style="line-height:1px;font-size: 1px;color:#FFFFFF;display:none;"> ! Insert your magically appearing/disappearing preheader text here! ! </div>
- 32. #SearchLove @meladorri FROM NAME SUBJECT LINE PREHEADER OPEN TAP/CLICK PAGE/SITE 75%of emails are displayed with preview text
- 33. ~25 characters 25% of the inbox ! ! ~35 characters 25% of the inbox ! ! ~85 characters 50% of the inbox FROM NAME SUBJECT LINE PREHEADER FROM NAME SUBJECT LINE PREHEADER OPEN TAP/CLICK PAGE/SITE
- 34. Future proof emails for the Apple Watch FROM NAME SUBJECT LINE PREHEADER
- 35. FROM NAME SUBJECT LINE PREHEADER OPEN TAP/CLICK PAGE/SITE #SearchLove @meladorri
- 36. FROM NAME SUBJECT LINE PREHEADER OPEN TAP/CLICK PAGE/SITE #SearchLove @meladorri Guide to styled ALT text: http://bit.ly/styledALT Guide to image blocking: http://bit.ly/image-block <img alt="Litmus" width="200" height="50" style=“font-family: Arial; color: #ffffff; font- size:20px" border="0"> #SearchLove @meladorri
- 37. FROM NAME SUBJECT LINE PREHEADER OPEN TAP/CLICK PAGE/SITE #SearchLove @meladorri
- 38. “Does your iPhone fold…?” #SearchLove @meladorri FROM NAME SUBJECT LINE PREHEADER OPEN TAP/CLICK PAGE/SITE
- 39. “Scrolling is easier than clicking.” FROM NAME SUBJECT LINE PREHEADER OPEN TAP/CLICK PAGE/SITE #SearchLove @meladorri
- 40. ‣ Minimize friction ‣ Be clear and concise ‣ Test buttons vs. text ‣ Use active language ‣ Consider size, placement, color, and context FROM NAME SUBJECT LINE PREHEADER OPEN TAP/CLICK PAGE/SITE #SearchLove @meladorri
- 41. #SearchLove @meladorri FROM NAME SUBJECT LINE PREHEADER OPEN TAP/CLICK PAGE/SITE h"p://bit.ly/bulletproof-‐bu"ons <table border="0" cellspacing="0" cellpadding="0"> <tr> <td bgcolor="#cccccc" style="padding: 12px 18px 12px 18px; -webkit-border- radius:3px; border-radius:3px" align="center"><a href="https://litmus.com/” style="font-size: 16px; font-family: Helvetica, Arial, sans-serif; color: #ffffff; text-decoration: none;">Litmus</a> </td> </tr> </table>
- 42. #SearchLove @meladorri FROM NAME SUBJECT LINE PREHEADER OPEN TAP/CLICK PAGE/SITE
- 43. #SearchLove @meladorri FROM NAME SUBJECT LINE PREHEADER OPEN TAP/CLICK PAGE/SITE
- 44. #SearchLove @meladorri FROM NAME SUBJECT LINE PREHEADER OPEN TAP/CLICK PAGE/SITE … add to cart?
- 45. #SearchLove @meladorri ‣ Create hierarchy with symbols ‣ Avoid hard breaks ‣ Put links on a new line ‣ Tabs, spacing and CAPs to organize ‣ Convey imagery with text
- 47. ‣ Register for a webinar ‣ Read an article ‣ Buy something WHAT ‣ Triggered vs. mass ‣ Drip or automation ‣ Behavioral-based ‣ Day and time WHEN ‣ Mobile / tablet ‣ Web browser / webmail ‣ Desktop / at work WHERE ‣ Brand awareness ‣ Content marketing ‣ Influence behavior ‣ Drive purchases WHY ‣ Opens ‣ Clicks ‣ Conversions HOW ‣ Internal vs. external ‣ B2B vs. B2C ‣ Demographics ‣ Know your audience! WHO EXECUTIVE SUMMARYHow would you explain this campaign in an elevator ride to your CEO?FIVE W’S Every email should have a purpose and a clearly stated goal. • WHO are you sending to?• WHAT do you want them to do?• WHEN is it appropriate to send the message? • WHERE will the recipient read it?• WHY are you sending this message?• HOW are you going to measure success? MESSAGING STRATEGYWhat content should be included in the email? Be as detailed as possible, including: • From name • From address • Subject line • Preheader text • Headline(s) • Subhead(s) • Copy points • Call to action • Graphics/images SEGMENTATION STRATEGYIndicate what data fields or customer attrib PLAN YOUR NEXT GREAT EMAIL bit.ly/email-plan
- 48. ‘WHERE’ HAS BECOME A COMPLICATED QUESTION. #SearchLove @meladorri
- 49. MOBILE EMAIL +400% since 2011 @ryanmheap @degdigital
- 50. Source: BlueHornet Study: Consumer Views of Email Marketing, 2012 and 2013 Delete it Unsubscribe View on computer Don't know Read anyway 0 25 50 75 100 If you get a mobile email that doesn’t look good, what do you do? 80.3% 30.2% 13.5% 3.8% 6.3% +68% +15% #SearchLove @meladorri
- 51. 31%of marketers don’t know their mobile email open rate source: marketingsherpa.com #SearchLove @meladorri
- 54. .appleBody a { color:#ffffff; text-decoration: none; } ! ! ! <tr> <td align="center" style="padding: 10px 0 0 0; font- size: 13px; line-height: 16px; font-family: Helvetica, Arial, sans-serif; color: #ffffff; "> Get away <span class="appleBody">Thurs-Sun</span> ! </td> </tr> ! Blue links in iOS: http://bit.ly/blue-links #SearchLove @meladorri
- 56. image: webdesignerdepot.com ‣Body copy 16px+ ‣Headlines: 22px+ ‣Buttons: 44px by 44px ‣ White space: 10px+ ‣ Tappable touch targets
- 57. I LIKE… BIG BUTTONS #SearchLove @meladorri
- 59. ‣More than a “line of code” ‣Set of conditional statement that enables specific styles ‣Detects screen size, not device type ‣Not supported in every mobile email app RESPONSIVE EMAIL!!1! https://litmus.com/blog/the-how-to-guide-to-responsive-email-design-infographic #SearchLove @meladorri
- 62. Email is an application and occasionally a mobile browser #SearchLove @meladorri
- 66. Version A: Green bu on Version B: Blue bu on CTA COLOR TEST
- 67. Version A: Green bu on Version B: Blue bu on CTA COLOR TEST no change
- 68. Version A: Start testing Version B: Read our overview CTA TEXT TEST
- 69. Version A: Start testing Version B: Read our overview CTA TEXT TEST 2x clicks
- 71. Thanks, Email! :) Pageviews Twitter mentions
- 78. litmus.com/scope