email marketing best practices
TRANSCRIPT
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Email MarketingRoundtable
Led byAngela Lee-MollElliott Lowe
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Today’s Discussion
> Latest best practices and benchmarks
> Case studies – audience interactive poll Research Study
eBook
Live Event
> Q&A
> Closing Remarks
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Source: Email Best Practice Guidelines – Hillary Jensen, CA EMEA Marketing – June 2007
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Be sure to get your emails opened
> Email open rates are down: this is mostly due to email programs automatically blocking images (which is how opens are tracked)
> Click-through rates have remained constant
> Mondays and Tuesdays are the best days to send emails
> Subject lines with 35 characters or less are 28% more likely to be opened*
> Personalization in the subject line increases opens and click-throughs
Source: Reachforce.com
*A new best practice – subject lines should be no longer than 6 words. Do you think this is because so many people are getting email on mobile devices?
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Six Principles of Subject Line Writing
Be Informative– Be sure to convey something important, valuable or timely
Create Intrigue– Prompt your reader to open and act on the email immediately
Build Trust– Be sure not to over promise or mislead your prospects
Call to Action
– Make it easy for your prospects to act on the call to action
Understand who you are targeting
– Speak to each prospect as an individual and address their pain points
From who?
– Subject lines can work with From Lines
Source: Reachforce.com
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Tips for Writing Good Email Copy
> Ask yourself – So what? – this will help you get to the real message
WIIFM* - Consider what your prospect or customer wants to hear, not what you want to tell them.
Don’t beat around the bush – get to the point in 100 words or less
Make sure call to action (CTA) is above the fold (and in the preview pane)
Be sure your offer or call to action are related to the content
Get to the point – use 1 idea per sentence and make sentences punchy and easy to scan
Do not use catch phrases, clichés – use real data to make key points
Source: Reachforce.com
*What’s In It For Me (WIIFM)
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Source:
Bronto.com
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Source:Bronto.com
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Source:Bronto.com
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Industry Benchmarks (B2B Technology Industry)
> Delivered 94.8%
> Open 14.4%
> Click Through 1.7%
> Registration
Source: Bronto.com
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Research Report
> What do you think? Subject Line
Headline
Body Copy
CTA
Sidebar
> Scale Unsatisfactory - Excellent
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Polling Questions
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Performance
Launched Aug 13 2008
Delivered – 98.2%
Opened – 9%
Click / Register – 1.5%
Benchmarks (bronto.com)• Delivered 94.8%• Open 14.4%• Click Through 1.7%
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Pros
> Subject line includes well-known analyst. Propose including action word “read”
> Subtitle – strong
> Bullets – good to have bulleted points about CTA
> CTA – free offer offering insight to EMA research
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Cons
> Headline too long
> Body text – too long
> Bullets – better w/ 2-3
> Sidebar - too many different CTAs
> Main CTA – below the fold
> WIIFM – too long to get to it!
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Security Management eBook
16 April 12, 2023 Email Marketing Best Practices Copyright © 2008 CA
> Subject Complimentary Report:
Definitive Guide to Security Management
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Polling Questions
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Performance of eBook
Delivered - 66.5%
Open / Delivered - 38.9%
Click / Delivered - 5.8%
Register / Click - 75.6%
Benchmarks (bronto.com)• Delivered 94.8%• Open 14.4%• Click Through 1.7%
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Pros
Compelling subject
Compelling headline
Personalized
Free high-value offer
CTA above the fold and in multiple locations
19 April 12, 2023 Email Marketing Best Practices Copyright © 2008 CA
Subject: Complimentary Report: Definitive Guide to Security Management
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Cons
Right sidebar cluttered
Little WIIFM copy
No bulleted copy
Subject: Complimentary Report: Definitive Guide to Security Management
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Live Event Series
> Launched this week
> Results pending
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Email Review
> Pros Graphic/Title – good tie
in
Title – powerful
Body text – short and to the point
CTA – good placement/multiple placements
WIIFM copy is strong
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Email Review
> Cons Agenda – unnecessary if
there is a landing page
Revise 2nd paragraph to include bullets!
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Conclusion
> Compelling subject line
> Personalization
> Succinct body copy
> WIIFM
> Clear CTA
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Questions?
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Your feedback is important…
https://www.ca.com/us/register/activity.aspx?cid=38003
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Thank You