Email 2020 slides
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The document discusses effective email marketing strategies including the importance of attention-grabbing subject lines, split testing, and optimizing preview text. It emphasizes compliance with data protection laws and maintaining good email deliverability through proper sender behavior. Additionally, it highlights the significance of personalization, dynamic content, and engaging design to improve engagement rates in email campaigns.
![[AccountManagerName]
Your [VehicleMake] contract
Hi [Firstname], we wanted to let you know
that your [VehicleMake] contract finishes on
[ContractEndDate].
Dynamic Content](https://image.slidesharecdn.com/email2020slides-200115103307/85/Email-2020-slides-63-320.jpg)
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Email 2020 slides
- 3. The best email of 2020…
- 4. Phrasee Welcome to 2019 🎆 Doh! Every frigging year…
- 5. STOP THE FLICK You have two seconds to make an impression 1
- 6. You have to grab the attention of your subscribers amongst a crowded inbox
- 7. Phrasee Welcome to 2019 🎆 Doh! Every frigging year…
- 8. SPLIT TEST You can’t improve what you can’t measure 2
- 9. Split testing functionality is easy to use and essential for improving campaign performance
- 11. Choose different times, dates, designs, subject lines, preview text or senders for testing
- 12. KEEP IT SIMPLE AND STATISTICALLY VALID Make sure you know what had an effect 4
- 13. Split testing Single variable, > 2k audience Multivariant testing Multiple variables, > 5k audience
- 14. KEEP IT SHORT You only have about 41 characters to make an impression 5
- 15. Email client Character limit iPhone and iPad 41 Gmail (Web Client) 70 Gmail (app) 34 Apple Mail 50-100 Outlook 2013 54 Outlook.com 60 Yahoo! Mail 46 SUBJECT LINE LIMITS
- 16. Recent iOS updates have given the subject line more prominence and space in the full email view
- 18. Open rate Click to open rate Click rate 4 words 18.2% 8.0% 1.46% 5 words 17.1% 7.9% 1.35% 6 words 15.3% 10.1% 1.54% 7 words 15.2% 10.8% 1.64% 8 words 12.2% 6.6% 0.80% 9 words 10.3% 10.6% 1.09% 10 words 13.7% 7.9% 1.08%
- 19. PREVIEW TEXT Support the subject line 6
- 20. Radisson Rewards Don’t miss out on our January Sale! Save up to 30%. If you cannot see this email, please click here Add to safe senders Subject line Preview text The subject and preview work in tandem, just like a headline and sub-headline
- 21. Email client Character limit iPhone and iPad 64 Gmail (Web Client) 100 Gmail (app) 34 Apple Mail 50-100 Outlook 2013 60-100 Outlook.com 124-236 Yahoo! Mail 135-202 PREVIEW LIMITS
- 22. DITCH THE HOUSEKEEPING Do not waste the preview space 7
- 23. A newsletter View this email in your browser A mess <img src=“logo.gif" alt=“Header logo”
- 24. <div style="display: none; max- height: 0px; overflow: hidden;"> Insert hidden preheader text here </div> <!-- Insert ‌ hack after hidden preview text --> <div style="display: none; max- height: 0px; overflow: hidden;"> ‌ ‌ &zw nj; ‌ ‌ ‌ ‌ ‌&nb sp;‌ ‌ ‌ ‌ ‌ </div> FORCE PREVIEW TO OVERFLOW
- 25. COMPETITION CONTEXT Is your proposition unique? Is your offer compelling? 8
- 29. Great insight into the email marketing practices of major brands and competitors
- 31. The Mailchimp archive is often available via the View in browser link for smaller competitors
- 32. ASK A QUESTION Do you think that would get a better response? 9
- 33. 3.9% 7.6% Software company Breakfast briefing: GDPR Software company Breakfast? Click to open rates
- 34. FIRST vs SECOND It’s not all about you 10
- 35. + 33.9% Optimizely Are you measuring your tests accurately? Optimizely FAQ: How long should my test run? Uplift in open rate
- 36. Optimizely FAQ: How long should your test run? Optimizely FAQ: How long should my test run?
- 37. First person I or My Second person You or Yours
- 38. DON’T SHOUT ALL CAPS is consistent with poor open rates 12
- 39. + 17% Retail Brand Sale must end Sunday Retail Brand SALE MUST END SUNDAY Uplift in Open rate
- 40. FEEL FREE Try it, before you buy it 13
- 41. Aweber It’s FREE. All the houses on… Aweber It features all the houses on… + 26% Uplift in Open rate
- 43. Recruitment Free was a big deal Retail Free was less of a big deal
- 44. VALUE IS SUBJECTIVE Price is a mere component of value 14
- 45. Optimizely Get Optimizely Certified for 50% Off Optimizely Get Optimizely Certified & Advance Your Career + 13.3%
- 46. EMOJI EFFECT Symbols in the subject line 15
- 47. Harriet Wooding ✪ Super Sub & Skills Starvation ✪ Harriet Wooding Super Sub & Skills Starvation 10.4% 6.6% Click to open rates
- 48. Phrasee Welcome to 2019 🎆 Doh! Every frigging year… Are your emojis contextually relevant?
- 49. Royal Caribbean Hurry – Offer ends in 3 days! Royal Caribbean Hurry – Offer ends in 3 days! 🕐 + 3%
- 50. DELIBERATE MISTAKES Self-deprecation conveys confidence and empathy 16
- 51. Phrasee Welcome to 2019 🎆 Doh! Every frigging year…
- 52. 7.13% 2.02% Industry Advisory Brand Pubic Training Course Industry Advisory Brand Public Training Course Click to open rates
- 53. Subject line optimisation will always be subjective
- 54. PSYCHOLOGY OF PERSUASION The job of all marketing is to cause a change in thinking and subsequent behaviour 17
- 56. Retail 20% off expires at midnight Black Friday offer on all products. Scarcity
- 57. e-shot A Marketer’s Guide to the CCPA Authority
- 58. The Sun Freddie Starr ate my hamster Liking
- 59. LogMeIn 92,916,627 remote sessions in 2019 1.2m new machines added this year Social Proof
- 60. Retail Thank you for choosing us Your loyalty voucher code Reciprocity
- 61. Retail Thank you for subscribing We look forward to sharing the latest ideas and insights with you. Commitment & Consistency
- 62. RELEVANT CONTENT This is only for me 18
- 63. [AccountManagerName] Your [VehicleMake] contract Hi [Firstname], we wanted to let you know that your [VehicleMake] contract finishes on [ContractEndDate]. Dynamic Content
- 64. Jamie McCandlish Your BMW contract Hi Dan, we wanted to let you know that your BMW contract finishes on 31st March. Dynamic Content
- 65. Sadie Burgess Your Audi contract Hi Dan, we wanted to let you know that your Audi contract finishes on 30th April. Dynamic Content
- 66. SPLIT TEST CHALLENGE Apply what you have learnt to your next important email 19
- 67. CAFFEINE! You’re only reading the slides, but still, why not have a cuppa before reading the rest? 20
- 69. GDPR 2018 ePrivacy Directive (EU) California Consumer Privacy Act Online Privacy Act (US) Personal Data Protection Bill (India) ISO 27701 - Security techniques for privacy information management Consent for marketing is a common theme throughout data protection legislation
- 70. VERIFY YOUR SUBSCRIBERS Double opt-in will become the standard 22
- 74. The ICO sign up process is absolutely done by the book as you would expect
- 75. And yet, even their welcome emails go straight to Spam
- 76. Spam Confidence Level: 5 (1-9) Spam Flitering Verdict: SPM
- 78. MORE THAN VERIFICATION Gated consent and content 23
- 79. LinkedIn present their verification as an activation - emphasising importance
- 80. Mitigate unsubscribes and segment your date easily with Preference Centre options
- 81. POSITIVE ACTIONS Teach the Spam filter to trust you 24
- 82. There are both human and a technical aspects to deciding how emails get delivered
- 83. What will hurt your deliverability Bad Behaviours Not Opened Unsubscribe Marked as Spam/Junk What will improve your deliverability Good Behaviours Opens Forwards Marked as not Spam/Junk Clicks (sometimes) Complaint
- 84. CLEAN HOUSE If it is dead, bury it 25
- 85. Gmail turns unused Gmail addresses into Spam traps after two years
- 86. MAKE UNSUBSCRIBING EASY The alternative is worse 26
- 87. [email protected] Latest News If you cannot read this email, click here to view it in your browser. CommuniGator Latest News If you cannot read this email, click here to view it in your browser. The header unsubscribe is forced in many email clients now. It is important this resolves back to the ESP.
- 88. DELIVERABILITY CHECKS Never send without checking first 27
- 89. FIVE GOLDEN RULES Target - Segment your data Test - Simulate your email send fully Test Again - Things change frequently Tidy Up - Deal with bounces and other bad data Technical Support - Help is available
- 90. REVIEW YOUR ENGAGEMENT e-shot makes this simple 28
- 92. RE-ENGAGEMENT CAMPAIGNS Do something different 29
- 93. Changing the email design does little to help re-engagement if they are never reading the emails
- 95. e-shotTM Recognition B2C tends to leverage a customer relationship. Consistency. Dan Hare Relationships B2B brands are harder to leverage. Business is still personal. Dan from e-shotTM Reputation Leverage both dynamics
- 96. e-shotTM Recognition B2C tends to leverage a customer relationship. Consistency. Dan Hare Relationships B2B brands are harder to leverage. Business is still personal. Dan from e-shotTM Reputation Leverage both dynamicsSimply change who your email appears to be from
- 97. REPLY TO The easiest CTA for your subscribers 31
- 99. For further information or to book a consultation, please contact Rachel: Rachel Thompson New Business Consultant [email protected] 020 3320 8777 Update your profile Forward to a friend Connect with us on social Personalise the footers of your emails with details for the person responsible for each contact
- 100. For further information or to book a consultation, please contact Nina: Nina Jones New Business Consultant [email protected] 020 3320 8778 Update your profile Forward to a friend Connect with us on social
- 101. WILDCARDS You have missing and bad data. Fact. 32
- 102. For further information or to book a consultation, please contact us: Forfront Ltd New Business Team [email protected] 020 3320 8000 Update your profile Forward to a friend Connect with us on social Ensure wildcards/fallbacks are in place to contend with missing data
- 103. SIMPLE PERSONALISATION Relevant points in the customer journey 33
- 105. Personalised does not have to mean complex dynamic content
- 106. DYNAMIC IMAGES Personalisation + Creativity 34
- 107. You can dynamically include personal detail in images
- 108. niftyimages.com
- 109. IMAGES IN EMAILS Still the supporting act 35
- 111. Outlook still prioritises security over design and used Word as it’s HTML rendering engine
- 112. Disabled images can ruin impact
- 115. LAYOUT Proven techniques to maximise response 36
- 116. We are all conditioned to know where to click on this page
- 117. 85 billion searches per month The Design Standard is set Google realised the paid ads on the right were not effective too
- 118. In Western society, we have a conditioned sub-consious that makes us read left to right, top to bottom
- 119. F
- 122. THE “F” IN EMAIL Detailed emails with multiple offers Recipients scan left to right, top to bottom Make headlines clickable Images support the message Your first offer Supporting copy. Emphasise urgency. Your second offer Supporting copy. Emphasise urgency. Your third offer Supporting copy. Emphasise urgency.
- 126. THE “T” IN EMAIL Introduce a proposition Support with an image, but do not rely on it Clear and colourful bulletproof button for Call to Action Optimised for thumb clicks on mobile Button YOUR OFFER DETAILS Supporting copy. Emphasise urgency.
- 127. BUTTON TEXT Why would I click here? 37
- 128. Search Find Read more Full story Buy now Shop now Register Book now
- 131. Bold Subtle Hiding
- 132. ANIMATION FOR ACTION Faux Interactivity 39
- 134. The flashing search operator mimics cursor activity and encourages interactivity. It is just a simple GIF.
- 135. DARK MODE The next big email design challenge 40
- 137. Phrasee Welcome to 2019 🎆 Doh! Every frigging year…
- 138. Phrasee Welcome to 2019 🎆 Doh! Every frigging year…
- 140. Dark Mode Some Emojis are 🔥 So hot right now in Dark Mode Colourful emojis really stand out in Dark Mode
- 141. IMAGE CREATIVE So Instagram right now 41
- 142. The square image format works well on mobile and desktop.
- 143. RELATABLE CHARACTERS People just like you or that you just like 42
- 144. Our subconscious responds positively to faces we can relate to or find attractive
- 146. 3D effects help lift otherwise flat images and messaging
- 147. B2B IMAGES Identikit stock photos 44
- 150. An increasing number of B2B newsletters have swapped bad stock photos for memes
- 151. Imagery without explanation prompt curiosity
- 152. Memes need to work in both animated and static format
- 153. VIDEO IN EMAIL Play it easy 45
- 154. Although you can embed video in email, it still presents many technical challenges
- 155. A triangle laid on the image prompts the reader to interact and link to the video
- 156. TIMING What works well for your subscribers? 46
- 157. 73% of B2B decision-makers research products during the evening and 51% during weekends Try sending emails at different times as part of a split test or re-engagement campaign
- 158. RESEND TO NON-OPENERS Change something if it makes you nervous 47
- 159. REMARKETING Time sensitive and behavioural 47
- 161. What is the logical reaction to a specific behaviour?
- 162. Contact us Shopping basket Case Study Pricing Page Whitepaper Newsletter signup Event booking Product specification Immediate Hours Days Subject line Content Call to action
- 165. Both brands send two remarketing emails within two hours of website interaction
- 166. Contact us Shopping basket Case Study Pricing Page Whitepaper Newsletter signup Event booking Product specification Immediate Hours Days Subject line Content Call to action
- 167. DATE DRIVEN It’s about them, not you 48
- 169. Event Birthday Renewal Purchase Signup User Created Cancellation Before On After Subject line Content Call to action
- 170. SEGMENT YOUR AUDIENCE You cannot be all things to all people 49
- 171. Behavioural Demographic Firmographic Dates Purchases Age Location Past purchases Email action Gender Industry Anniversaries Website action Occupation Size Renewals Event booking Marital Status Role Lost opportunities Form fill Income Seniority Lapsed customers
- 172. SHARE THE WORK Organisational alignment 50
- 173. ONE TRUTH Make sure your whole organisation is involved in the health of your email marketing database
- 174. MARKETING AUTOMATION ACCELERATOR WORKSHOP Visit our events page 🔥
- 175. SAFE. SECURE. SIMPLE. E-shot is built by Forfront. Forfront is a Crown Commercial Services supplier on G-Cloud 11 and listed on the Digital Outcomes and Specialists (DOS4) framework. Whilst Cyber Essentials is only mandatory for working with MOD, the government backed scheme is a public demonstration of our commitment to security and information governance.