Post on 14-Feb-2016
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CSO’s 2014 Training & Networking Conference | Austin, TX | Copyright © 2014 CSO Research, Inc.
Beginner Round:Email Basics & HTML
Rebecca GiddingsKeenan Perry
CSO’s 2014 Training & Networking Conference | Austin, TX | Copyright © 2014 CSO Research, Inc.
Session startersPlease silence all cell phones
Please hold questions for question breaks
Please state your name and organizationwhen asking a question
PowerPoints and handouts are available at www.csoresearch.com/csoconference
Sit back, relax and let’s have some fun!
CSO’s 2014 Training & Networking Conference | Austin, TX | Copyright © 2014 CSO Research, Inc.
Overview• Subject line best practices• Email best practices – content &
formatting• How to navigate HTML• “Quick and dirty” HTML email demo• HTML memo demo• Q&A
CSO’s 2014 Training & Networking Conference | Austin, TX | Copyright © 2014 CSO Research, Inc.
Subject Line Best Practices• 50 characters or less• Concise & informative – but show your
personality!• Avoid spam filters:– ALL CAPS–Multiple punctuation!!!– Dollar signs $– “Spammy” language – “free,” “percent
off,” “act now”
CSO’s 2014 Training & Networking Conference | Austin, TX | Copyright © 2014 CSO Research, Inc.
Subject Line Best Practices
35%of email recipients
open email based on the subject line
alone(Jay Baer, Convince & Convert
News)
x Too long: 106 charactersx Boring!x Important information is toward the end
Shorter: 49 characters Actionable Concise
Shorter: 51 characters Catchy Relevant Informative
CSO’s 2014 Training & Networking Conference | Austin, TX | Copyright © 2014 CSO Research, Inc.
Email Best Practices - Content• Use common sense!
– Communicate:• Clearly• Succinctly• Consistently• With personality
• Keep most important content “above the fold”
• Include a call to action• Include physical address in the footer• Unsubscribe option• Test, test, test!!!
the “fold”
CSO’s 2014 Training & Networking Conference | Austin, TX | Copyright © 2014 CSO Research, Inc.
Email Best Practices – the bad
Are you excited to read this??? After reading it, do you have a clear picture of what to do?
CSO’s 2014 Training & Networking Conference | Austin, TX | Copyright © 2014 CSO Research, Inc.
Email Best Practices – the ugly
Yes, I’ve seen emails like this. Just don’t let them come from your office!
CSO’s 2014 Training & Networking Conference | Austin, TX | Copyright © 2014 CSO Research, Inc.
Email Best Practices – the good
More communication, fewer words
Visually appealing
CSO’s 2014 Training & Networking Conference | Austin, TX | Copyright © 2014 CSO Research, Inc.
Email Best Practices - Formatting
• Font size: 13px and up• Width: 600px• Use inline styles• Avoid using red text – can trigger
spam filters• Use “alt” tags for
all images “alt” text
CSO’s 2014 Training & Networking Conference | Austin, TX | Copyright © 2014 CSO Research, Inc.
Keep mobile in mind!
From line becomes more prominent
Subject line length
First few lines of your email are important
Mobile now makes up the majority of email opens at
51% (Litmus)
CSO’s 2014 Training & Networking Conference | Austin, TX | Copyright © 2014 CSO Research, Inc.
<body><!--HEADER START--><div id="header"> <div id="header_logo"> <div id="outcomes_logo"><a href="http://www.theoutcomessurvey.com"><img src="../images/logo.png" alt="The Outcomes Survey" width="560" height="97" border="0" /></a></div> <div id="cso_logo"> Powered by<br /> <a href="http://www.csoresearch.com" target="_blank"><img src="../images/cso_logo.jpg" alt="CSO Research" width="90" height="38" border="0" /></a></div> </div> <div id="top_menu_bar"> <div id="top_nav"> <ul> <li><a href="http://www.theoutcomessurvey.com">Home</a></li> <li><a href="http://www.theoutcomessurvey.com/why_outcomes.html">Why Outcomes?</a></li> <li><a href="http://www.theoutcomessurvey.com/the_survey.html">The Survey</a></li> <li><a href="http://www.theoutcomessurvey.com/team.html">The Team</a></li> </ul> <div id="demo_button"><a href="http://www.theoutcomessurvey.com/demo.html" class="demo_button"><img src="../images/icon_demo.png" alt="" width="21" height="20" />Request a Demo</a></div> <div id="grad_nav"><em>Taking the survey and need help? Read our <a href="http://www.theoutcomessurvey.com/grads/faq.html">FAQ</a></em></div> </div> </div></div><!--HEADER END-->
When you see this
Do you feel like this?
CSO’s 2014 Training & Networking Conference | Austin, TX | Copyright © 2014 CSO Research, Inc.
HTML Overview• Syntax
<p>Your text here</p>
• Nesting tags<p><u>Your underlined text here</u></p>
opening tag
closingtag
displayed content
<p> tag is outside
<u> tag nested inside
Your text here
Your underlined text here
CSO’s 2014 Training & Networking Conference | Austin, TX | Copyright © 2014 CSO Research, Inc.
Customizing Emails in CSO• Use HTML and embed images into
your message to give it life!– Images must exist on the internet in
order to be pasted into the email body• If your image is still located on your
computer, we can upload it for you!
– Use the following code: • <img src=“image.jpg”>
CSO’s 2014 Training & Networking Conference | Austin, TX | Copyright © 2014 CSO Research, Inc.
Live Demo - Email
CSO’s 2014 Training & Networking Conference | Austin, TX | Copyright © 2014 CSO Research, Inc.
Q&A
<p>I have a <strong><em>question!</em></strong></p>
I have a question!
CSO’s 2014 Training & Networking Conference | Austin, TX | Copyright © 2014 CSO Research, Inc.
Thank you for attending!If you have any additional questions, please
contact the Support Team or your CRM.
What’s next?Evening event – Abel’s on the Lake!
6:00 pm
Join us at Abel’s on the Lake for drinks, dinner and a live karaoke band! Meet us in
the Sheraton lobby at 5:45pm for free shuttle transportation to the event.
Sponsored in part by: