email marketing: best practices
Post on 17-Sep-2014
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DESCRIPTION
What to think about when starting e-mail marketing... some guidelines and do's and don'ts. Plenty of examples. For more information...feel free to contact me! A presentation by Hans SmellinckxTRANSCRIPT
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D onlineMarketing
U n l e a s h t h e r o c k s t a r
irectigital
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D onlineMarketing
irectigital
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D onlineMarketing
irectigital
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HistoryA b i t o f
E-mail Marketing
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Marketing
20th Century
Shout and the Consumers will hear you !
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Marketing
21st Century
is goneThe world how we knew it,
but the principles stayed alive!
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Marketing
21st Century CenturyCheesy...
Push Marketing
Broadcasting offline
Broadcasting online
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Marketing
21st Century
The consumerchanged
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D Marketing
21st Century
C 2 C
irectigital
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C 2 CInformation overload
D Marketing
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C 2 CInformation overload
Techology blocks
D Marketing
21st Centuryirectigital
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C 2 CInformation overload
Techology blocksThe consumer’s view
D Marketing
21st Centuryirectigital
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C2C...
D Marketing
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The consumertalks
backBlog Landscape
D Marketing
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D Marketing
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The consumertalks
together
Blogs • video sharing • picture sharing • presentation sharing • feeds & wikis • communities B2B • communities C2C • product comparison • podcasts • chatprograms/websites
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Information overload. . .
D Marketing
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messages per day
300030003000
RelevanceRelevancetarget group • message
D Marketing
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Subject l ine
3 to 5 sec.beforeX
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Technology Blocks. . .
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• SPAM filtering automated ESP / ISP / Spamcop ...
• SPAM filtering consumer “report spam”
• Different tools Outlook / Hotmail / Gmail / Lotus Notes ...
• Different media Offline / web based / mobile
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Will notY o u r m e s s a g e
be seen
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Blocked images?????
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BadGoodGood
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unnecessary image
?
FOLD
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Call to action very visible
Alt tags present
Text on images where possible
Eye influence
C
Alt tags presentAlt tags present
Text on images where possible
Eye influence
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The consumer’s view...
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is deletedY o u r m e s s a g e
in less than 20 seconds
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Step 1 Step 2 Step 3
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Remember...• Keep it simple clear call to action good balance design / text simple text (max. 1 paragraph)
• SPAM influence subject without capitals subject without special characters avoid certain words from address: no “no - reply”
• Design freaks no CSS (max.in - line CSS) ALT tags filled in remove text from images where possible no programming (java / flash/...)
D Marketing
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does not endE - m a i l m a r k e t i n g
w i t h t h e e - m a i l
• Keep it simple clear call to action good balance design / text simple text (max. 1 paragraph)
• SPAM influence subject without capitals subject without special characters avoid certain words from address: no “no - reply”
• Design freaks no CSS (max.in - line CSS) ALT tags filled in remove text from images where possible no programming (java / flash/...)
D Marketing
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Break down in experience: Design What’s in it for me ?
reak down in experience:
What’s in it for me ?
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Break down in personalisation: Language selection Offer cannot be found on website
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Hans SmellinckxBrand Manager Permesso.be+32 (0)2 555 96 04www.permesso.beOr connect on linkedin!