webinar email marketing writingtips 05 27 09v1
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Email Marketing Writing Tips to Improve Email Results
May 27-28, 2009
Gary HalliwellNetProspex [email protected](888) 826-4877
www.twitter.com/netprospexwww.netprospex.com/blog
Craig Stouffer, Pinpointe Email
[email protected](408) 834-7577 x125
www.twitter.com/pinpointewww.pinpointe.com/blog
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Email Writing TipsEmail Writing TipsOverviewFocus on B2B. Guidelines apply well to B2C tooWhere 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
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Email Writing Tips: Break it Email Writing Tips: Break it DownDownFocus on Each part of the EmailSubject + FromSalutation Introduction: “Think Above the Fold”BodySignature
Other ConsiderationsGraphics – Impact?Links – Effective Use
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Importance of Email Importance of Email SubjectsSubjectsAt 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
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10 Best Performing Email 10 Best Performing Email SubjectsSubjects
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 Week’s 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
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9 Worst Performing Email 9 Worst Performing Email SubjectsSubjects
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”
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0
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Opens Unique Opens
Long Subject
Short Subject
Email Subject Length Email Subject Length ExperimentExperiment 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”
0
0.5
1
1.5
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Clicks UniqueClicks
Long Subject
Short Subject
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GOODPopular, specific and *relevant* keywordsOffer value, resources Honest / Non-hypedLength: 50 ~ 55 charactersClearly stated benefit(s)Lead-in with a teaser / Ask a question
BADPushy / salesy - Ask for an order Non-descript / vague / (sometimes meaningless)70+ Characters
Best / Worst Subjects: Best / Worst Subjects: ObservationsObservations
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Keep it personal - Reinforce “1 to 1 relationship”“Usually” better to use name+company vs.
CompanyLegitimate / valid email address (!)Consider: person as send-from + Company in
subject
GOOD:“Craig Stouffer, Pinpointe”
<[email protected]>BAD:“[email protected]” <[email protected]>“Do Not Reply” <[email protected]>
The Email From FieldThe Email From Field
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The Opening: “Above the The Opening: “Above the Fold”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
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““Above the Fold” – Good/Bad Above the Fold” – Good/Bad ExamplesExamples
WORKS:
DOESN’T WORK:
Company
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WHAT:The offer (or the main point / objective)Main benefitResponse instructions
HOW:Divide key message into sectionsShort 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 - StructureThe Body - Structure
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Newsletters, quick updates, event invites, any outreach
Stay CAN-SPAM compliant-◦ Always include a signature◦ Don’t 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 SignatureThe Signature
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Images and AttachmentsImages and AttachmentsAlmost an inverse relationship between use
and response in B2B communications50% of Email clients: Images disabled by
default How will your email will look w/o images?
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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 AttachmentsImages and Attachments
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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 Using Links Effectively in EmailEmail
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
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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 Using Links Effectively in EmailEmail
* Source: Mark Brownlow www.email-marketing-reports.com
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Results:◦ Optimal click-rate occurs with 10~22 words
between links
Links: CorrelationLinks: Correlation
Recommendations:◦ Try embedded in-context link + trainer link (e.g. “Read
more”)◦ Test test test… see what works in your environment
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Top Performers - ExamplesTop Performers - Examples
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Poor Performers - ExamplesPoor Performers - Examples
Company
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B2B communicationOffer / invite – attend educational trainingGoal: Get customer on phone with sales teamProblem: Terrible response rates (<4%!)Solution: Analyze, assess and tune-up email
content
Results:◦ +220% increase in opens◦ +240% increase in clicks◦ Increased phone call volume (not quantified)◦ Approximately 40% increase in qualified
candidates/business
Case Study ExampleCase Study Example
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Case Study: Offer to Join Case Study: Offer to Join CourseCourse
What’s wrong with this? Call-to-action at the bottom(!) Impersonal … long list…
A Few Recommendations: Reduced title font size Added benefits section under objectives Add ‘personal’ tone – send from
president Tighten top so Objective fits in the ‘fold’ Include website link / CTA in top / fold Shorten overview.. Use ‘read more’
links Subject:
Course: Financial Statement Analysis Add link to site on ‘Analysis of…’Result: 40% more business
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NetProspex / PinpointeProduct Offerings
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5 MM+ decision makers User-generated 250,000 new per month 100% Validated All job titles & industries Title, email & phone Buy or recycle
What Sets NetProspex What Sets NetProspex Apart?Apart?
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Recycling: Fast, Easy, Recycling: Fast, Easy, Free!Free!
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What Sets Pinpointe What Sets Pinpointe Apart?Apart?
• On-Demand Hosted Email Service Provider
• Service B2B companies:• Sophisticated email marketing needs• Not ready to use / fund complex marketing automation
• Feature Rich: Easy-to-use, WYSIWYG Editor, reporting, service
• Permit non-opt-in B2B lists from qualified vendors• Provide strategic advice, guidance to improve
results• More than 5,000 companies using Pinpointe
platform
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Delivery & TrackingDelivery & Tracking(Pinpointe Dashboard)(Pinpointe Dashboard)
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Delivery & TrackingDelivery & Tracking(Pinpointe Dashboard)(Pinpointe Dashboard)
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NetProspex / Pinpointe NetProspex / Pinpointe SolutionSolution
Set up Trial Account with Pinpointe / NetProspex
Get up to 100 NetProspex recordsUse trade-in credits to get more
contactsPinpointe will create trial account
and:◦ Upload records◦ Send up to 2,000 emails
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Contact InformationContact InformationFor questions, or to request a trial account, please
contact:
Mark Feldman NetProspex
(Lists/Contacts)[email protected]
m(888) 826-4877
www.twitter.com/netprospexwww.netprospex.com/blog
Craig StoufferPinpointe (Email
Marketing)[email protected](408) 834-7577 x125
www.twitter.com/pinpointewww.pinpointe.com/blog
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1. Bans false / misleading header information2. Prohibits deceptive subject lines 3. Requires opt-out method for recipients(*) 4. Requires that unsolicited commercial email
be identified as an advertisement 5. Email must includes the sender's valid
physical postal address (P.O. box is now OK)See the FTC Web site at www.ftc.gov/spam Or call toll-free, 1-877-FTC-HELP 1-877-382-4357
CAN-SPAM - ProvisionsCAN-SPAM - Provisions