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Webinar Email Marketing Writing Tips
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1.
Email Marketing
Writing Tips to Improve Email Results
May 27-28, 2009
Gary Halliwell NetProspex CEO [email_address] (888) 826-4877 www.twitter.com/netprospex www.netprospex.com/blog Craig Stouffer, Pinpointe Email Marketing [email_address] (408) 834-7577 x125 www.twitter.com/pinpointe www.pinpointe.com/blog
2. Email Writing Tips
Overview
Focus on B2B. Guidelines apply well to B2C too
Where do these tips apply?
Offer (e.g. download whitepaper)
Event Invitation (e.g. Webinar, seminar, lunch-n-learn)
Outreach (e.g. stay in touch campaigns)
Business update (i.e., newsletter format)
Everywhere!
Sources: Pinpointe analysis of millions of emails / hundreds of campaigns
3. Email Writing Tips: Break it Down
Focus on Each part of the Email
Subject + From
Salutation
Introduction: Think Above the Fold
Body
Signature
Other Considerations
Graphics Impact?
Links Effective Use
4. Importance of Email Subjects
At least 40% of the readers decision to open or take action is based on the email subject + send-from
Tip : 69% of recipients decide whether to report email as spam based on the subject line (source: ESPC)
The 50/50 Rule:
Spend 50% of your time on the subject + Intro
50% on everything else (including design)
The 80/20 Rule of Email Subjects
8 of 10 people will skim/read your email subject line
Less than 2 in 10 will read the rest / take action
5. 10 Best Performing Email Subjects
MyCompany Sales & Marketing Monthly Newsletter
MyCompany Newsletter - January 2009: Teaser Subject/Topic
[Webinar]: N Tips to Improve Email Responses
MyCompany Webinar: Case Studies - Join Us Feb 15
Webinar Topic - Webinar Slides Available
This Weeks Phone Call / Meeting (Personalized note from sales rep)
John - 8 Customer Service Tips that Work
Exciting Update from MyCompany - IBM Approved Supplier
Reminder: Storage Survey - Your Input
Invitation - Breakfast on Specific Topic
* Source: Pinpointe analysis of several million customer emails
6. 9 Worst Performing Email Subjects
Join Us for a FREE Webinar on April 2 2009!
Shop Early and Save!
Register to Win Your FREE iPod!!
Security Spending
Post-Trade Show Webinar: Expert Insights Into the Key Trends and Observations from the Trade Show Floor Last Week
European Lakefront Elegance
(Company) Announces Partnership to Work with (Other Company)
Product Launch: New Widget Available
Full Press Release Title (Company) Announces New Widgets
7. Email Subject Length Experiment
Pinpointe Campaign webinar invite / split test / 2 versions
Short : [Webinar] Split Test Case Studies (Feb 4)
Long : [Pinpointe] Case Studies Webinar: Using Split Testing to Improve HTML Email Response Rates (Feb 4th) - Please Join Us
8.
GOOD
Popular, specific and * relevant * keywords
Offer value, resources
Honest / Non-hyped
Length: 50 ~ 55 characters
Clearly stated benefit(s)
Lead-in with a teaser / Ask a question
BAD
Pushy / salesy - Ask for an order
Non-descript / vague / (sometimes meaningless)
70+ Characters
Best / Worst Subjects: Observations
9.
Keep it personal - Reinforce 1 to 1 relationship
Usually better to use name+company vs. Company
Legitimate / valid email address (!)
Consider: person as send-from + Company in subject
GOOD:
Craig Stouffer, Pinpointe < [email_address] >
BAD:
[email_address]
Do Not Reply
The Email From Field
10. The Opening: Above the Fold
FOLD : The First 3 lines / 300 pixels (Preview pane)
You have email subject + 3 lines to get attention
Use it wisely!
Consider:
Can your opening sentence stand on its own?
Think: The 5 + 30 approach:
Tell the 5 second version of your story first
Then tell the 30 second version
11. Above the Fold Good/Bad Examples WORKS: DOESNT WORK: Company
12.
WHAT:
The offer (or the main point / objective)
Main benefit
Response instructions
HOW:
Divide key message into sections
Short vs. Long?
Generally, short and concise works best
Exception complicated offering / big ticket item
Consider: Shorter paragraph with link to landing page(s) with supporting details
The Body - Structure
13.
Newsletters, quick updates, event invites, any outreach
Stay CAN-SPAM compliant-
Always include a signature
Dont forget physical address
phone
Contact email address
TIP : Try this: OK to advertize below the signature:
Social links (eg: twitter, Facebook, Blog)
Text + link to special offer
Offer for free demo / trial / etc
The Signature
14. Images and Attachments
Almost an inverse relationship between use and response in B2B communications
50% of Email clients: Images disabled by default
How will your email will look w/o images?
15.
Tips for using images in B2B:
Use sparingly
Event/Asset Registration?
Adding a Register Now button increased responses 22%
(use ALT Text) (source: Pinpointe testing)
Offering a whitepaper / webinar / report?
Add thumbnail of report to increase responses by 25%
Avoid attachments. Link to document
Images and Attachments
16.
Do multiple links improve results?
Compared 20 newsletter campaigns (*Mark Brownlow)
Analyzed the teaser / intro text with 1, 2 links
2 Example newsletter intro paragraphs:
Using Links Effectively in Email
Results (Average across 20 campaigns):
Average CTR for campaigns with 1 link: 6.8%
Average CTR for campaigns with 2 links: 8.57%
Improvement: Extra link = +25%
* Source: Mark Brownlow www.email-marketing-reports.com
17.
Is there a correlation between:
Distance between call-to-action links, and
Click-to-open rate?
Test (20 different email newsletters)
Teaser intro with 2 links: in-content link and end link
Correlated distance between links in words and click rates
5-7 lines of text / 2 paragraphs for all variations
Using Links Effectively in Email
* Source: Mark Brownlow www.email-marketing-reports.com
18.
Results:
Optimal click-rate occurs with 10~22 words between links
Links: Correlation
Recommendations:
Try embedded in-context link + trainer link (e.g. Read more)
Test test test see what works in your environment
19. Top Performers - Examples
20. Poor Performers - Examples Company
21.
B2B communication
Offer / invite attend educational training
Goal: Get customer on phone with sales team
Problem: Terrible response rates (
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