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Thinking creatively about email,[object Object],Mike Teasdale,[object Object],mike@harvestdigital.com ,[object Object]
Imagine if customers could vote on your marketing…,[object Object]
With email they can!,[object Object]
What is spam?,[object Object]
Spam is whatever your customers think it is.,[object Object],Consumer research – known versus unknown sender,[object Object],Marketing Sherpa, November 2007,[object Object]
The golden rule,[object Object]
Don’t bore me.,[object Object]
1. Be relevant,[object Object]
How well did this email work?,[object Object]
Relevance comes from…,[object Object],Triggers, like registrations,[object Object],Understanding the customer’s life cycle,[object Object],Personalisation,[object Object],Following behavioural cues, like web browsing,[object Object]
Orange Online MeetUp - E-mail Marketing
I ,[object Object],Choose,[object Object],I Want,[object Object],I Buy,[object Object],I ,[object Object],Become ,[object Object],Aware,[object Object],I Use,[object Object],I Need,[object Object],I Enjoy,[object Object],Sony Welcome programme,[object Object],|12,[object Object]
Survey information said:,[object Object],Within the 1st 30 days of ownership Digital Still Camera users want added memory, camera accessories, batteries, shooting kits, advice etc.,[object Object],Within the 2nd 30 days of ownership Digital Still Camera users are more likely to be interested in PRINTING their photos ,[object Object],|13,[object Object]
Messages or Programmes?,[object Object],Welcome Message,[object Object],[object Object],Welcome programme,[object Object],[object Object]
How was it for you?
How’s the new camera?
Want some help?
Need some memory?
How about printing?|14,[object Object]
It pays to be relevant,[object Object],Source: David Daniels, Jupiter Research ,[object Object]
Not forgetting segmentation…,[object Object],masthead,[object Object],contents,[object Object],Personalised intro,[object Object],Segment one: Customers –Here’s stuff about your local restaurant,[object Object],Switch statement delivers a relevant message to each group,[object Object],Cross-sell,[object Object],Segment two: Prospects – Here’s something generic,[object Object],Lead story #2,[object Object],Member get member,[object Object],User generated content,[object Object],unsubscribe,[object Object]
2. Remember my name,[object Object]
Make it personal (but not too much),[object Object]
3. Ask questions,[object Object]
Orange Online MeetUp - E-mail Marketing
£4m revenue in 2006,[object Object],|21,[object Object]
Orange Online MeetUp - E-mail Marketing
4. Have fun!,[object Object]
Orange Online MeetUp - E-mail Marketing
5. Keep it short,[object Object]
Get rid of half the words on each page, then get rid of half of what's left. ,[object Object],Don't Make Me Think!: A Common Sense Approach to Web Usability ,[object Object],Steve Krug, 2006  ,[object Object]
…and easy to read,[object Object]
Body copy style – usability research,[object Object],“How people read on the web” - classic usability testing by Jakob Nielsen,[object Object],Same site written 4 different ways,[object Object],Each site then tested against basic usability principles,[object Object],|28,[object Object]
How people read on the web,[object Object],Results of usability research for Sun.com,[object Object],|29,[object Object],Source: Neilsen/Morkes,[object Object]
Get rid of half the words...,[object Object],Source: Neilsen/Morkes,[object Object],|30,[object Object]
Scanability?,[object Object],Source: Neilsen/Morkes,[object Object],|31,[object Object]
Don’t boast,[object Object],Source: Neilsen/Morkes,[object Object],|32,[object Object]
Best Combination,[object Object],Source: Neilsen/Morkes,[object Object],|33,[object Object]
In summary,[object Object],|34,[object Object],Source: Neilsen/Morkes,[object Object]
Eye tracking on emails,[object Object],Heading and subhead copy critical,[object Object],[object Object]
Make hyperlinkedLarge fonts work well,[object Object],Images often missed,[object Object],[object Object],Readers scan down the left of an Email,[object Object],First part of para important,[object Object],[object Object],Email intros skipped,[object Object],[object Object],[object Object]
Assemble the creative assets,[object Object],|37,[object Object]
Craft the copy,[object Object],|38,[object Object]
|39,[object Object]
  “We literally made the decision to go to sale on the Thursday morning, and by Friday lunchtime, it looked like we were on for the biggest single day in Howies history!” ,[object Object],www.nonlineblogging.com,[object Object],|40,[object Object]
7. Know when not to send an email,[object Object]
Orange Online MeetUp - E-mail Marketing
Orange Online MeetUp - E-mail Marketing
Orange Online MeetUp - E-mail Marketing
Orange Online MeetUp - E-mail Marketing
Orange Online MeetUp - E-mail Marketing
8. Try some different stuff,[object Object]
Subject lines,[object Object],Subject line tests -  uplift in CTR,[object Object],[object Object]
Play Astropop for EUR19.95 (122)
Discover the perfect taste (100)
Don’t forget to buy a present for yourself (105)
Win a case of your favourite tipple (146),[object Object]
9. don’t mumble,[object Object]

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