Email Marketing: Messaging & Strategy
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The document outlines a strategy for effective email marketing based on the '3 R's': Relevancy, Rendering, and Reputation. It emphasizes the importance of knowing the audience, utilizing personalization, and testing different email components for optimal engagement. Key points include improving email rendering, maintaining a good sender reputation, and the significance of compelling subject lines and content to increase click-through rates.
Email Marketing: Messaging & Strategy
- 1. Email Message & Strategy 3 R’s of Message Strategy Engineering Calls to Action Determining When to Mail & Testing Q&A Email Messaging & Strategy Ross Kramer, Listrak
- 2. 3 R’s of Messaging Strategy Rendering Reputation Relevancy
- 3. The 1 st R RELEVANCY
- 4. Email Marketers Dilemma People grow disinterested as you send them the same information over time.
- 5. Keys to Success Know your audience Know what your audience wants Know how to fulfill audience needs
- 6. Pathways to Relevancy Start with a Preference Center Personalization Dynamic Content Segmentation Interest / Preference Active vs. Non-Active Behavior (Purchase Path / Click Stream Data)
- 9. The 2 nd R RENDERING
- 10. Rendering Recent changes in email receivers’ technology are forcing email marketers to pay more attention to rendering in 2007.
- 11. Rendering Email Experience Council’s 2007 Rendering Report showed that out of 1,000 emails reviewed, 210 of them were completely blank with images turned on.
- 12. ?
- 16. Other Challenges New Microsoft Live Mail New Yahoo Interface New Outlook 2007
- 17. Rendering Tools are available to help you quickly test rendering of your message.
- 18. Rendering Tools
- 19. Rendering Tools
- 20. Accreditation Services Sender Score Certified (formerly Bonded Sender) Road Runner / Hotmail /MSN / Microsoft Live Goodmail AOL / Yahoo (transactional) Verizon / AT&T / Comcast / Road Runner /Cox Habeas SafeList 4 million email networks
- 21. The 3 rd R REPUTATION
- 22. Reputation Your email reputation is formed through a symbiotic relationship between permission level, message relevancy and mailing practices.
- 23. Reputation Other factors that affect reputation… Message Not Relevant? Can’t Read the Message? No Permission?
- 24. Reputation List Quality … Bounces! List Size … Connections! Measure your reputation at http://www.senderscore.org
- 25. Critical Performance Pieces Content List Quality Offer/ Call to Action
- 26. Content Strategy Focus on… Subject Lines Customer-centric Content (Think Relevancy!) Testing
- 27. Subject Lines Click-through rates for subject lines with 49 or fewer characters were 75 percent higher than for those with 50 or more. -Return Path (2006)
- 28. Subject Lines 69% of people studied said they make the decision to click on the "report spam" or "junk" button using the subject line . -Email Sender and Provider Coalition (2007)
- 29. Four Subject Line Imperatives Personalization Adds the person’s first name in the subject line Include Your Company Name This will help with identifying who you are – think “report spam” Include the offer in the Subject Line This will boost your open/read rate Include a time limit or expiration This is a catalyst for “spur-of-the-moment” actions/purchases
- 30. Customer–centric Content Create email campaigns that work hard and deliver highest ROI Create relevant content tied to recipient preference Lifestyle messaging proving to be more lasting Think “preview pane” - Above the fold body copy must compel reader to click on relevant offers or calls to action!
- 31. Content Strategy Copy Changes: Small changes can make an impact Example: “ Click Here” versus “Get” or “Receive” Test and track changes all the way to conversion as “Click Here” may receive higher CTR, but other copy alternatives might convert better.
- 32. Content Strategy Consider the Emotional Value of Your Subject Line http://www.aminstitute.com/headline/
- 33. Content Strategy Creative Changes: Don’t feel that you need to always stick to your template Example: Email Postcards can be an effective way to re-invigorate sagging response rates.
- 34. MarketingSherpa Email Awards 2007 – Best Consumer Postcard
- 35. 20,000 messages delivered 6,500 messages forwarded to friends!
- 36. Heatmap Studies Source: MarketingSherpa
- 38. Heatmap Takeaway People scan, they don't read full sentences Front load your copy with the most important information People will scroll if you lead them to do so through imagery
- 39. When to Mail Listrak ESP 28 million emails sent 3000 campaigns
- 40. When to Mail? Listrak ESP 240 million emails sent 26,000 campaigns
- 41. When to Mail When the inbox is clean Weekdays – After 9AM but before 4PM EST Geographical Segmentation Consider time zones Stay away from… Friday afternoons and weekends
- 42. Testing You don’t know what you don’t know The only way to know what you don’t know …is to test!
- 43. Testing & Tuning Easy Idea: A/B Split Segment “x” of list as test group Split test group in half “a” & “b” Send separate test campaign to each split Actionable results should be available within 3 hours
- 45. Ideas for Testing Subject Lines Personalization Segmentation Offer Types Coupons Day Part / Week Part
- 46. 3 R’s of Messaging Strategy Rendering Reputation Relevancy
- 47. Q & A