1. Strategies for success in changing
landscape
The DMA/IDM conference 2012

2. Annual DMA / IDM Conference 2012
Tony Kane
AJ Bell, Director Direct Marketing & E-Commerce
Chair DMA North

3. Annual DMA / IDM Conference 2012
David Patrick
Director, Yes
DMA North council

4. Connect with the DMA…
• The hash tag for this event is: #DMAIDM
• LinkedIn: DMA: Direct Marketing Association (UK) Limited
• Twitter: @DMA_UK
• DMA Website: http://www.dma.org.uk
• Email: dma@dma.org.uk or events@dma.org.uk
• Phone: 020 7291 3300 or 0161 918 6722

5. Annual DMA / IDM Conference 2012
Thank you to our event sponsors
www.granbymarketing.com/

6. Annual DMA / IDM Conference 2012
Thank you to our event sponsors
www.equifax.co.uk

7. Annual DMA / IDM Conference 2012
Thank you to our event partners & sponsors
www.theidm.co.uk
www.intermarketing.co.uk

8. Ten Inbox Secrets
Email Eye Tracking Study

9. Ten Inbox Secrets
An eye tracking study of more than 50 emails from eight
market sectors, involving more than 100 participants,
designed to isolate the key drivers of email engagement
The Sectors Studied:
Photographic Retailers Women’s Fashion (35-55)
Women’s Fashion (18-35) Daily Deals & Vouchers
Men’s Fashion (18-35) Short Break Holidays
Holiday Cottages Christmas Gifts

10. The Ten Key Drivers
Creating enticing and effective Words that Paint Why copy trumps imagery in a
First Impressions opening screens soundbyte environment
1,000 Pictures
Engaging design & structure Optimising product presentation
Email Anatomy techniques Digital Salesmanship to close more sales
Converting browsing into action Using graphics to overcome
Digital Signposting using navigation Graphic Assets inertia and drive clicks
The role of CTA design on Winning incremental clicks by
Clickability increasing click-throughs Small Important Spaces exploiting every opportunity
The key added value content The importance of relative
Content Kings that drives participation Peripheral Vision proximity of design elements

11. First Impressions Count Expert Advice
Don’t ‘waste’ the
opening screen on
We read emails one screen at a time – each new just a big image –
screen determines whether we continue to scroll or the wow factor is
hit delete. So the opening ‘screenful’ is highly less than you think,
influential on the overall email performance and you risk failing to
provide enough
encouragement to
• Key techniques scroll down.
• Ensure the first screenful caters for
multiple reasons for opening
• Combine irregular shapes, graphics and
text elements to sustain attention
• Offer recipients ‘pathways’ down the email
via text or graphic devices
• Avoid the temptation to use a press ad
structure – design in ‘screenfuls’
Diagonal design and cut-out An effective opening screenful
product shots enticed readers from Freemans using eye
to scroll this Jessops email contact to create engagement

12. First Impressions Count
We read emails one screen at a time – each new
screen determines whether we continue to scroll or
hit delete. So the opening ‘screenful’ is highly
influential on the overall email performance
• Key techniques
• Ensure the first screenful caters for
multiple reasons for opening
• Combine irregular shapes, graphics and
text elements to sustain attention
• Offer recipients ‘pathways’ down the email
via text or graphic devices
• Avoid the temptation to use a press ad
structure – design in ‘screenfuls’
The exception to the rule – this big opening screenshot from
Not on the High Street uses a busy tagged product shot,
diagonal product placement and shallow depth of field

13. Email Anatomy Class Expert Advice
Emails with good
design structure
Whether your email is a lengthy newsletter or a produce more
digital postcard, the underlying design structure is efficient absorption
crucial in determining levels of subconscious of information and
engagement higher preference
rates in research,
and users find them
• Key techniques easier to navigate.
• Diagonal design frameworks work
especially well in a scrolling environment 9.49 secs
• Design email outlines in screenfuls,
mindful of enticing the reader down
• Avoid completely linear templates – they
13.39 secs
often subconsciously interrupt scrolling
• Mix colour, imagery and graphics to
sustain attention and engagement
• Irregular shapes combined with non-linear 5.59 secs
placement are highly effective Terrific design structure from
Next, using product cut-outs
to draw the reader down KGB Deals uses colour, images and
text to overcome a linear design

14. Email Anatomy Class
Whether your email is a lengthy newsletter or a
digital postcard, the underlying design structure is
crucial in determining levels of subconscious
engagement
• Key techniques
• Diagonal design frameworks work
especially well in a scrolling environment
• Design email outlines in screenfuls,
mindful of enticing the reader down
• Avoid completely linear templates – they
often subconsciously interrupt scrolling
• Mix colour, imagery and graphics to
sustain attention and engagement
• Irregular shapes combined with non-linear
placement are highly effective
Arcadia use design and colour to great effect to
attract and sustain attention in this Top Man email

15. Digital Signposting Expert Advice
The taxonomy of
email navigation –
Good navigation can account for over one third of the words you use –
total clicks on a well designed email. What’s more, can help or hinder
navigation clicks are more ‘purposeful’, with a higher respondents. You
propensity to convert don’t need to
replicate website
navigation structure.
• Key techniques
• Avoid ‘isolating’ navigation from the high
attention elements of your email
• Use navigation at the foot as well as the
top – most engaged readers reach here
• Always use extra or secondary navigation
when it will act as a useful shortcut
• Make navigation even more effective with
icons or colour coding
The option to view by brand is a
helpful shortcut for brand loyal
camera enthusiasts
Freemans often exploit secondary
navigation in their Style Bible

16. Clickability Expert Advice
CTA language can
influence the
Successful salesmen know that you have to ‘ask for propensity to click.
the business’. Successful emails always feature ‘View’, ‘Find Out
many well-designed, well-positioned calls to action More’, ‘Free Trial’
and similar phrases
could be more
clickable than ‘Buy’.
• Key techniques
• Using multiple calls to action throughout
an email ensures proximity at the ‘point of
consideration’
• Button design conventions are well
understood by consumers – make
clickable elements look clearly clickable
• Colour, font, language, size and
positioning of CTA buttons all impact on
recognition and click propensity
How not to do it – this ASOS
gazeplot reveals a hard-to-find CTA
How to do it - Groupon make
good use of CTA buttons to
create pathways

17. Content Kings Expert Advice
Content elements
that add value to the
Email programmes that focus single-mindedly on communication
selling may do well, but they are missing out on consistently enhance
incremental business by failing to emotionally recall and positive
engage with recipients perceptions of the
brands and products
featured.
• Key techniques
• Relevant value added content in emails
can increase long-term engagement and
reduce unsubscribes
• Headlining added value content in subject
headers frequently boosts open rates
• Good examples include advisory features,
humourous content and online tools
• Blending sales messages and advice in
an integrated way is very effective
Miss Selfridge and Top Shop both
using video content effectively to drive
extra clicks and enhance engagement
Jessops really captured attention
from their photography enthusiast
customer base with this wedding
photography tips email

18. Words that Paint 1,000 Pictures Expert Advice
Good copy is very
effective in keeping
The most engaging emails combine copy and readers engaged
images to attract and sustain attention. We are and sustaining
attracted by images, but gain confidence and make attention, but avoid
purchasing decisions from supporting information large compact blocks
of text, as users will
often find pathways
• Key techniques round them.
• Integrate copy elements with imagery and
graphics to create a balanced email
• Text absorbs more attention but imparts
more information – hyperlinks within text
are easily understood and drive extra
response
• Personalisation within emails attracts high
attention levels and is a powerful directional
device
• Bullet point lists work well by helping
readers rapidly absorb relevant information How not to do it – Marsdens forced their readers
to tackle a big block of copy in the opening
screen to establish what was on offer
Hoseasons used a bullet point list of
benefits for their city break
apartments very effectively mid-
email to substantiate and convince
Typical individual gazeplot Aggregated heatmap

19. Words that Paint 1,000 Pictures Expert Advice
Good copy is very
effective in keeping
The most engaging emails combine copy and readers engaged
images to attract and sustain attention. We are and sustaining
attracted by images, but gain confidence and make attention, but avoid
purchasing decisions from supporting information large compact blocks
of text, as users will
often find pathways
• Key techniques round them.
• Integrate copy elements with imagery and
graphics to create a balanced email
• Text absorbs more attention but imparts
more information – hyperlinks within text
are easily understood and drive extra
response
• Personalisation within emails attracts high
attention levels and is a powerful directional
device
• Bullet point lists work well by helping
readers rapidly absorb relevant information
Good integration of text with very high interest cut-out
product shots in this M&S Christmas email

20. Digital Salesmanship Expert Advice
The key to good
product presentation
Just as in the physical world, there’s a real skill in is the careful
salesmanship by email. The messages we display placement of
and how we exploit peripheral vision are the skills images, copy, price
needed to close the sale in a digital environment points and graphics,
in an ordered, well
structured proximity
• Key techniques
• Exploit the synergistic relationship
between product images, copy, price
points and graphics to sustain attention
• Integrating the elements works better than
imposing a grid structure
• Ensure proximity of elements to maximise
message absorption - adjacencies
• Integrating the right call to action is vital to
‘closing the sale’
Superb design integration of product shots, copy, price points and
graphics to create a high interest and well liked opening screen

21. Graphic Assets Expert Advice
Directional graphics
Through the effective use of graphics, we can draw prove consistently
attention to important messages, dramatise key effective in ensuring
readers follow a
offers, subconsciously influence the path taken
desired path and
through the email and increase conversion hierarchy through the
email.
• Key techniques
• Graphic devices are just as effective in
email as in other forms of marketing
• Use price point and offer graphics near
product images to aid fast absorption
• Graphic elements can also have a role in
determining paths through the email
• Most importantly, the graphic elements
set the tone – urgency, exclusivity,
femininity, offer-based
Top Shop use graphic devices effectively
to direct readers, with good use of colour
and non-linear placement

22. Graphic Assets
Through the effective use of graphics, we can draw
attention to important messages, dramatise key
offers, subconsciously influence the path taken
through the email and increase conversion
• Key techniques Graphic devices used
extensively by M&S to
• Graphic devices are just as effective in ensure high attention to
email as in other forms of marketing key offer messages
• Use price point and offer graphics near
product images to aid fast absorption
• Graphic elements can also have a role in
determining paths through the email
• Most importantly, the graphic elements
set the tone – urgency, exclusivity,
Comet uses directional
femininity, offer-based arrows and illustrations to
influence behaviour
Pen & Notebook used
effectively to direct
attention to product by
Dorothy Perkins

23. No Stone Unturned Expert Advice
Avoid allowing
elements to become
In a store, every square foot represents the too widely dispersed
opportunity for a sale. In an email, every pixel – readers will lose
should be exploited to gain an extra click or interest. Good use
increase the likelihood of conversion of space and
connectivity between
elements sustains
• Key techniques interest.
• Successful emails frequently contain 30+
clickable links – hypertext links, multiple
calls to action, secondary navigation,
footer links all drive incremental clicks
• Consider multiple calls to action for a
single product – ‘Zoom’, ‘View the Range’
• Provide deep links that get the recipient
directly to their area of interest
How not to do it – both Currys and Farm
& Cottage Holidays lose engagement
rapidly with dull, widely dispersed and
uninspiring email designs

24. No Stone Unturned Expert Advice
Avoid allowing
elements to become
In a store, every square foot represents the too widely dispersed
opportunity for a sale. In an email, every pixel – readers will lose
should be exploited to gain an extra click or interest. Good use
increase the likelihood of conversion of space and
connectivity between
elements sustains
• Key techniques interest.
• Successful emails frequently contain 30+
clickable links – hypertext links, multiple
calls to action, secondary navigation,
footer links all drive incremental clicks
• Consider multiple calls to action for a
single product – ‘Zoom’, ‘View the Range’
• Provide deep links that get the recipient
directly to their area of interest
Good connectivity from DealZippy
Freemans makes optimal Although overall this Miss Selfridge
use of the space with email seems spacious, good
multiple CTAs diagonals and multiple CTAs ensure
sustained attention right to the foot

25. Peripheral Vision Expert Advice
We make near
instantaneous
We interpret what we see differently depending on decisions on where to
the context and environment. In emails, the use of look next based on
imagery especially in peripheral vision can reinforce parafoveal, or
positive perceptions and aid understanding peripheral, vision.
Guide readers with
considered placement
• Key techniques of elements.
• Good placement of elements aids visual
processing and increases the likelihood of
a response
• Always combine the ‘attractor’ (often an
image or graphic) in near proximity to the
‘substantiator’ (typically copy) and the call
to action to optimise success
• Use the ‘thumb’ and ‘fist’ at arm’s length The importance of considering
when judging design to predict paths peripheral vision shown clearly
here in a gazeplot
through the email
Proximity drives most readers down the
right hand ‘pathway’ in this Easyjet email

26. The Ten Key Drivers
AL ED!
RE VE
Creating enticing and effective Words that Paint Why copy trumps imagery in a
First Impressions opening screens soundbyte environment
1,000 Pictures
Engaging design & structure Optimising product presentation
Email Anatomy techniques Digital Salesmanship to close more sales
Converting browsing into action Using graphics to overcome
Digital Signposting using navigation Graphic Assets inertia and drive clicks
The role of CTA design on Winning incremental clicks by
Clickability increasing click-throughs Small Important Spaces exploiting every opportunity
The key added value content The importance of relative
Content Kings that drives participation Peripheral Vision proximity of design elements

28. “Howard hated the way advertising was used
as a bludgeon ... the one talking to the many.
How it talked down to people and pushed
them around.”
Jerry Mander

32. Cyber netics
The idea that man and machine work best together
when immersed in flowing loops of information that
give feedback on past performance and guidance on
future direction.

34. "We do one ad at a time. Literally, that's the way we
do it. We do one advertisement and then we wait to see
what happens, and then we do another advertisement."
Howard Gossage

35. "If you say something as interestingly as you can, you can
then expect the other party to make a response. So the
next time you run an ad, develop the dialog. It makes the
conversation much more interesting. And rewarding."
Howard Gossage

38. "He put coupons on all his press ads, even when it
wasn't necessary to have one. He would spring off of
things that people wrote in and write another ad that
said 'Bob from Dallas just wrote us'. He would make
an ad out of the last thing that happened. It was
very interactive and very much like what happens
on the internet."
Jeff Goodby

39. “Let the audience in on the gag. Better still, let
them know you know they know. This makes it
cozier and much more involving. You see, the
objective is not fun and games but warmth and
community of interest.”
Howard Gossage

42. "Howard put together organic communities, he let
people want to opt in. He understood that we all
want to belong to something, some kind of club."
Professor Greg Pabst

43. “The Congress had already passed the Bill saying the
dams would be a part of the Grand Canyon and
Stewart Udall, the Secretary of the Interior, was a
supporter of them and it was a done deal.
It was all over.”
Jerry Mander

44. "What you've got to do is give people recourse.
You've got to give them something they can do so they
don't feel guilty and therefore hate you for making
them feel guilty."
Howard Gossage

49. "These ads focused this campaign, they brought a lot of
activist people in. The people who sat down in the Grand
Canyon, held up placards, wrote to their congressmen. This
really was the first time that Americans confronted
government in this way and I think the ads were crucial."
Kenneth Brower

51. "Gossage believed it was possible to use advertising to
create issues and cause discussions.... He invented that
style, that way of speaking and that kind of shocking
way of presenting things that broke out a subject or a
point of view that had, up until then, not been
discussed publicly. He said he liked to throw a pebble
in the water and see the ripples.“
Jerry Mander

56. harrisosteve@googlemail.com
@HarrisoSteve

57. Annual DMA / IDM Conference 2012
Stephen Bentley
Granby Marketing Services , CEO
To request a copy of this presentation,
please email Jo Varey
jvarey@granbymarketing.com

58. Annual DMA / IDM Conference 2012
Steve Oliver
musicMagpie, Co-Founder and CEO
To request a copy of this presentation,
please email Liam Howley
liam@musicmagpie.co.uk

59. Annual DMA / IDM Conference 2012
To access Elliot Muscant’s
presentation please follow
this link…
http://www.slideshare.net/SarahWright/1-elliot-muscant?from=
share_email

60. Annual DMA / IDM Conference 2012
To access Stephen Shaw’s
presentation please follow
this link…
http://www.slideshare.net/SarahWright/7-blippar-summary-augu
share_email

61. Annual DMA / IDM Conference 2012
To access Andrew Rastall’s
presentation please follow
this link…
http://www.slideshare.net/SarahWright/andrew-rastall?from
=share_email

62. Thank you to all of our speakers
today

63. Annual DMA / IDM Conference 2012
Thank you to our event sponsors
www.granbymarketing.com/

64. Annual DMA / IDM Conference 2012
Thank you to our event sponsors
www.equifax.co.uk

65. Annual DMA / IDM Conference 2012
Thank you to our event partners & sponsors
www.theidm.co.uk
www.intermarketing.co.uk