emarketing webinar - the perfect email
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Creating the Perfect Email. How to Optimize the Design & Production of 1to1 Email CommunicationsTRANSCRIPT
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All presentation content copyright ©2009 Premiere Global Services
Welcome to: The ‘Motivated Marketer’ Webinar Series
Creating the Perfect EmailHow to Optimize the Design &
Production of 1to1 Email Communications
Audio Dial-In InformationFor the audio portion of this presentation, you must use your telephone. For North America Toll-free: 1-866-288-9872Toll: 1-913-312-2900Participant Code: 719596
For a list of international numbers please refer to the email invitation or go to:http://tinyurl.com/PGwebinar1 Technical Assistance For audio technical assistance, please call 888-334-0282 & reference participant code: 719596.
For web technical assistance, please call 888-334-0282 and reference the following URL: www.livemeeting.com/lrs/vcsales_ccc, Meeting ID: marketer, and Passcode: imarket.
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Part 4 of our “Motivated Marketer Webinar Series”
Creating the Perfect Email GOAL: To provide you with a thorough understanding and
recommendations for creating and delivering exceptional email.
Rest of Webinar Series:
#5 in June 5 Steps to Deliverability & Inbox Success
#6 in July Performance Measurement & Advanced 1-to-1 Practices
Info at http://www.premiereglobal.com/emarketing/resource-center/webinars.asp
Introduction to Our Webinar Series
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Sara JohnidesSenior Creative SpecialistPGiMarket Strategic ServicesPremiere Global Services
Introduction to Our Presenters
Andy McCartneyVP of Strategic ServicesPGiMarket Premiere Global Services
From PGiMarket’sStrategic Services Team:
Lindsey SecordManager, Production ServicesPGiMarket Strategic ServicesPremiere Global Services
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Today’s Webinar: Agenda
Introductions Part 1 – What is a Perfect Email?
Incorporating 1to1 Principles in Email Programs
Part 2 – The Process Understanding/Optimizing Campaign Workflow
Part 3 – Email Creative & Design Practices Goals, Creative Brief & Email Design Principles
Part 4 – Production thru Delivery Coding, Optimization, Testing, Scheduling & Throttling
Enabling Perfect Emailing via Outsourcing Q&A
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Premiere Global’s Email Experience
Premiere Global Services Stats
• $630 million in revenues
• 95% of the Fortune 500
• 55,000+ customers
• 61 cities, 24 countries
PGiMarket ESP Stats
• 6,000 email customers
• 1 billion emails sent per month
• Wide range and sophistication of worldwide customers
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Part 1
What is a Perfect Email?
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A Perfect Email? Is there Such a Thing?
“The One”
What Constitutes“The One”
• It caught my attention• Professional, neat design• It is currently of interest• I am seeking that product• I learned something new• Like the personalized content• Great timing for my needs
So What’s the Formula?Perfect Email = Perfect Design + Content + Timing
All we need is perfect information: Demographics, Psychographics, Contextual Info & Behavioral Preferences. Plus a perfectly repeatable mechanism to create that email x 1,000,000
Subjective
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1-to-1 Attempts to Create the Near Perfect Email
• 1-to-1 Origins: The “Old Way”
• Difficult with Traditional Mass Media Marketing
• 1-to-1 Marketing enables personalized interactions on a massive scale
• Creates Dramatic Lift when applied to Email
Source: JupiterResearch Executive Survey (3/05), n = 236 (e-mail marketers that currently use/plan to use at least one campaign, US only)
Conversion Rates of 1-to-1 Campaign Types as compared to ‘Broadcast’
Triggered 210% lift
Life Cycle 254% lift
Targeted 245% lift
Clickstream 355% lift
It Starts with Strategy
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1-to-1 Marketing Reference Slide
• Email marketers must go beyond Broadcast campaigning• Aggregate increase in net profits from Triggered, LifeCycle,
Targeted and Clickstream is 18 times more than from Broadcast• Production needs, skills and resources will likely increase with
more sophisticated campaigning
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Broadcast Campaigns
Which Campaign Types?
Triggered/Lifecycle/Targeted/Clickstream 1to1 Campaigns
Event
Online Behavior
Profile
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1. IDENTIFICATIONHow well do you know your
customers/subscribers?
2. DIFFERENTIATION Can you differentiate customers based on their value to you and their needs from you?
3. INTERACTION How well do you interact with your customers? Can you scale & automate message creation & delivery?
4. MEASUREMENT How well does your company refine its email marketing programs based on feedback/analytics?
Fundamental Principles of 1-to-1 Marketing?
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Strategy Conclusion
Commit to 1to1 principles/practices, and apply them to the campaigns that are right for your organization
Now on to the Process
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Part 2
The Workflow Process
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Process Overview
Idea for Campaign- Purpose?
Data/SegmentsRecipient Lists Design Messages (creative)
Coding, Test & OptimizationDelivery Scheduling
Throttling RulesPost Delivery
Reporting & Analysis
Refinement
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Production Process - BEFORE
Benchmark the speed and quality of your overall process
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Production Process - AFTER
Production Cost SavingAnnual production savings:Estimated Hours: 4,160Est. value: $416,000 *Assumptions: # of campaigns/week: 5 Hourly labor rate: $100 Existing hours per campaign: 20 Estimated current costs: $520,000 New hours per campaign: 4 Estimated new costs: $104,000
Efficiency Keys• Reduced # of steps• Reduced # of 3rd parties• Standardized templates• Standardized process & procedure• Superior consistent quality
Speed Improvement• Previous speed benchmark =
2 weeks per mail• Current speed benchmark =
24 hours [excluding creative] 2-3 days [including creative]
After Process Analysis and Streamlining
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Part 3
Email Creative & Design Practices
[Sara/Lindsey]
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Before we Jump to Creative
Messaging Strategy?Where is your needle.
Broadcaster or Sophisticated 1to1 marketer?
Data/Segmentation/Messaging tactics
Assumption for TodayYour needle is nearer broadcast, with some profiling
(personas), some segmentation, enabling some dynamic content and personalization
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What is Email Creative?
What is Creative?Creative refers to visual design of an email template.
This can include, but is not limited to:- The Creative Brief- Design- Copywriting- Logo Design
The Creative ProcessStep 1: Creative Brief
Step 2: Concepting/ Comps
Step 3: Client Review and Concept Selection
Step 4: Chosen Concept Revised
Step 5: Client Review of Revised Creative
Step 6: Approved Comp(s) Sent to Production
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The Creative Brief: Starting the Creative Process
It All Begins with the Creative Brief:
The brief is a 12-question document that:- Determines the objectives of the program- Helps establish expectations and timing- Establishes a brand look, feel and tone- Identifies mandatory elements and personalization/conditions
to be included- Identifies the deliverables, timing and expectations
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Elements of Email Creative:The Header
Header Content:Make sure your logo is not too big and that there isn’t unnecessary white spacesurrounding it. It should be easy to see/read and link to thecompany’s website
This is where your pre-header snippet would go, as well as some housekeepinglinks, such as a microsite link, view in handheld and whitelisting link
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Elements of Email Creative:The Navigation
Navigation Content:- Dedicated area for links that mirror your website
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Elements of Email Creative:The Body
Navigation:- Dedicated area for links that mirror your website
Body Content:- The meat of your
message
- Insert Call-to-Action link towards the top
- If it is a newsletter, consider adding a left or right rail and a table of contents
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Elements of Email Creative:The Footer
Footer Content:- Housekeeping
links: Unsubscribe, F2F, Contact Us, Physical Mailing address
- Keep small in size and a neutral color
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Elements of Email Creative:The Finished Product
The Perfect EmailYou can create the perfect email for your client, but the ‘ideal’ email campaign changes from client to client, campaign to campaign
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Elements of the ‘Perfect Email’ withReal Life Examples
What we like:- Nice, thin header with visible, easy-to-read
user
- Prevalent CTA (call to action) towards the top of the message
- Nice use of right rail to give more details on the event
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Elements of the ‘Perfect Email’ withReal Life Examples
What we like:- A look that mirrors the website
- Good use of white space
- Coded for images being suppressed (navigation is backed up with a brown background and HTML text is used
- Bullet-proof buttons: coded with background color and with HTML text.
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Elements of the ‘Perfect Email’ withReal Life Examples
What we like:- Simple, clean design
- Eye-catching Image that is brand specific
- Prevalent CTA button and light text that is broken up and manageable to read
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Part 3
Production thru Delivery
[Lindsey]
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Transitioning Creative to Production
You Have your strategy,You have your Photoshop fileWhat’s next?
Production =
• HTML coding• Dynamic content• Email Rendering Testing• Optimization
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Production: HTML Tips…
Coding Buttons• Do not use an image.• Code your button using HTML text on top of a background image.• Always back-up background images with a similar background color.
Email tips for web designers • Width: 600-700 pixels• Above the fold: top 300 pixels• Code for lowest common denominator:
– Avoid Flash, JavaScript, CSS
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Production: HTML Tips…
Alt Tags• Include a relevant alt tag in all header, and CTA images.
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Production HTML Tips…
Text to Image Ratio• Keep it as low as possible• Reduces potential to be considered
Spam
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Production: HTML Tips…
Style Sheets• No CSS!• Use tables to control layout and spacing.• Back-up inline styles where possible:
– <font face=”arial” size=”2” style=”font-size: 12px”>
Figure 1a: Big Rick’s Barbeque message created using CSS, prior to email send.
Figure 1b: Big Rick’s Barbeque message as rendered in the inbox. The CSS has been stripped, causing loss of formatting.
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Quality Assurance Checklist
• Create and maintain a Quality Assurance (QA) checklist.
• Request a peer review.• Test for rendering and deliverability
across multiple browsers and mail readers.
• Keep a code library.• How compliant are you?
• Adjust your production timeline to allow for proofing and client review.• READ your email copy, don’t just spell check.• Don’t let your images convey your message.
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Message Testing
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W3C Validation - http://validator.w3.org/
• DOCTYPE: HTML 4.01 Transitional• Correct Character Set / Encoding• Include <HEAD> tag• Relevant <TITLE> tag
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Testing your Perfect Email
Headline• Bullets• Bullets
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Scheduling & Other Delivery Tips
Headline• Bullets• Bullets
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Part 4
Enabling Perfect Emailing
via Outsourcing
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Do You Have the Resources?
Market Changes• Tough economy, marketing headcount reduction• More orgs turning to email from other marketing channels• More competition in the Inbox, more reason for 1to1
Outsource? 1to1 requires more effort, and specialist skills• Advanced campaigning usually requires more production• Which aspect of your email lends itself to outsourcing?
Web ConferencesVirtual Event Promotion
Acquisition & Lead Generation
Web ConferencesVirtual Event Promotion
Acquisition & Lead Generation
Event PromotionsEvent Promotions
Outsourced Email Campaigns:Loyalty, Retention, Lifecycle,On-boarding, Re-activation
Outsourced Email Campaigns:Loyalty, Retention, Lifecycle,On-boarding, Re-activation
Marketing ActivitiesMarketing Activities
Partial/Complete Outsourced Email Function – Design, Create, Test,
Deploy, Monitor
Partial/Complete Outsourced Email Function – Design, Create, Test,
Deploy, Monitor
Email Production ServicesEmail Production Services
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Your Strategy, Outsource just the Production Component?
• Focus on the strategic, select an experienced 1to1 ESP services provider to focus on the tactical, & under SLA
• What’s the operating model? SEGMENTED/CUSTOMIZED EMAILS: Invitations / Follow ups Promotions: Up-Sells / Cross-Sells Acquisition / Retention Newsletters / Branding Reactivations Drip / Lifecycle
You Provide Input• Goals/Targets• Requirements• Branding/Creative• Mailing List/Segments
Maximize DeliverabilityAuthentication, Monitoring, ISP RelationsRecovery from Blacklisting, Certification
Optimal Rendering on all Email Readers:
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Q&A
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Next Webinar
• Next Webinar:
“5 Steps to Deliverability & Inbox Success”June nnth, 1pm Eastern
• Bullets• Bullets
Info at http://www.premiereglobal.com/emarketing/resource-center/webinars.asp
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Want More Information?
You will receive an email with links to:
A recording of this session A copy of this presentation
www.premiereglobal.com