2
Co-founder at UW Media Ventures, an integrated digital media company that has interests in
Performance MarketingDigital publishingMobilityE-Commerce
Formerly VP Affiliate Marketing at Flight Network responsible for business growth and service delivery across Canada, US and IndiaAs independent media and marketing consultant for over 5 years, helped build an Affiliate Marketing networkComputer Science and BBA from University of Calgary with 10 years of experience
Jitendra Arora
3Good Email Creative
Stunning Subject LineCrispy ContentInformation HierarchyImagesConsistent branding Strong call to action Social icons and/or feeds
Must Haves
4Intelligent Email designUse HTML instead of graphical textInclude alt tags
Employ the Bulletproof button
Use Snippet Text
Summarize message in subject lines & pre-header
Use Fear as Messaging-split test
(Use Alternate text for every image in the message and rewrite image text as alternate text)
(Follow law of diminishing returns less is more!, Use the right trigger words early in the Subject lines)
(TIP! Use Fear 1 out of 5 messages)
5Intelligent Email
designDesign with mobile in mind
Combine meta viewport & media queries
Plan for clumsy fingers
The children's book approach
(Top sheet <meta name = “viewport” content = “width = 320”> and @media only screen and (max-device-width: 480px) { .hide { display: none !important; } .table, .cell { width: 300px !important; } .divider { height: 1px !important; } })
(Apple suggests a pixel space of 29 X 44)
(Fewer words, shorter sentences and straight to the point)
9AnalyticsTrack Beyond the Opens and Clicks
Who actually read your email
Skim Read and Deleted
Use remarketing campaigns
List Segmentation Behavioral targeting
Track which users converted on what messaging idea
Triggered Messaging Always be testing!
(TIP! Do A/B Tests continuously on both emails and landing page Keep messaging idea, call to Action Consistent)
(TIP! Sending a follow up email to people who have opened or clicked on particular emails)
(TIP! Use First Responders Club)
10Behavioral TargetingIntegration of behavioural email with properly segmented data that will maximize revenue and optimize communication
Right targeting can get high ROI and double digit open rates
Think beyond Cart abandonment.
Messaging should be relevant
Get data from multiple touch points and understand their behaviour
Less is more even here!
(Tip! Think Cross Selling, Customer bought X not Y, Insurance Renewal , List can go on and on!)
(TIP! It will reduce your costs and increase deliverability!)
(TIP! One size doesn't fit all.)
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Social Integration on EmailDrive Engagement through email and Social Integration
Think Beyond just adding social media icons in your message
Send Dedicated Email about brand pages on Social Network
Use 360 Degree Approach
Add Facebook like on email Opt in and Unsubscribe Messages
Use Email Analytics and Apply that on Facebook or Vice Versa
(TIP! Promote Email sign up via Social Networks, Create an Email Opt in Tab on Facebook)
(TIP! Even though the user does not want to be part of the email program, they might still want to interact with your brand on Facebook where they will receive fewer communications.)
(TIP! Even though the user does not want to be part of the email program, they might still want to interact with your brand on Facebook where they will receive fewer communications.)