elements of a successful email campaign tamara gielen
TRANSCRIPT
The Boring Slide
� Independent Email Marketing Consultant
� Blogger @ BeRelevant!
� Community Manager @ Email Marketer’s Club
� Social Media Addict ☺
Email Marketing Forum 2008 – Tamara Gielen
� Social Media Addict ☺
4 Crucial Elements
• Product, incentive, content…
• What do you want them to do?
• Product, incentive, content…
• What do you want them to do?
• Permission is key!
• The right person @ the right time
• Permission is key!
• The right person @ the right time
Email Marketing Forum 2008 – Tamara Gielen
• The right person @ the right time• The right person @ the right time
• Copy, design & development
• Envelope, body, destination & follow-up
• Copy, design & development
• Envelope, body, destination & follow-up
• Don’t use Outlook!
• You get what you pay for
• Don’t use Outlook!
• You get what you pay for
What’s your objective?
� Who is the target audience?
� What is the purpose of the email?
� How will you measure success?
� What are you testing?� What are you testing?
Does your message provide value?
Ask yourself:
� What is the email about?
� What’s in it for the reader?
Email Marketing Forum 2008 – Tamara Gielen
� What’s in it for the reader?
� What do you want the reader to do?
Subject line: tell, don’t sell!
� Is your from name recognizable?
� Is the key message clear in the first 50-60
characters?
� Does it describe what the email is about?
Email Marketing Forum 2008 – Tamara Gielen
� Does it describe what the email is about?
� Does it describe how the reader will benefit when
he opens the email?
� Does it entice readers to open the email?
Optimize the (pre)header
� Did you include a teaser at the top of your email?
� Are you linking to an online version?
� Are you asking readers to whitelist your address?
� Is there a company logo at the top?
Email Marketing Forum 2008 – Tamara Gielen
� Is there a company logo at the top?
Why is the preheader important?
Gmail:
Email Marketing Forum 2008 – Tamara Gielen
Preheader
Outlook:
Optimize for the preview pane
� What is visible in the top 400x300 pixels?
� And what does this look like without images?
� Does this tease the reader to open the email?
� Offer, table of contents
Email Marketing Forum 2008 – Tamara Gielen
� Offer, table of contents
Preview pane
Is your copy scannable?
� Can I understand the message in 5 seconds?
� Do you use action-oriented language?
� Are your paragraphs maximum 3 lines long?
� Do you use subheaders and bullet points?
Email Marketing Forum 2008 – Tamara Gielen
� Do you use subheaders and bullet points?
� Is the email understandable without images?
� Are you using ALT-tags?
Is it obvious what
you want the reader to do?
� Does the call-to-action (CTA) stand out?
� Is your CTA placed above the fold?
� Do you have a CTA at the bottom as well?
� Are you linking to your CTA more than once?
Email Marketing Forum 2008 – Tamara Gielen
� Are you linking to your CTA more than once?
� Is your CTA an image?
� Have you tested the wording of the CTA?
What do you put in the footer?
� Did you include an unsubscribe link?
� Are you including your contact details?
� Are you asking readers to forward the email?
� Inform readers why they receive the email
Email Marketing Forum 2008 – Tamara Gielen
� Inform readers why they receive the email
Don’t forget the landing page!
� Don’t just link to your homepage
� Make sure you use the same visual elements
� Keep forms as short as possible
� Test and optimize for conversion� Test and optimize for conversion
� According to MarketingSherpa, optimizing the landing page
has the highest impact on ROI
Email: [email protected]
Mobile: +32 477 666 930
Thank you! Questions?
Mobile: +32 477 666 930
Twitter: @tamaragielen
Web: www.tamaragielen.com
www.linkedin.com/in/tamaragielen