Lee

ChadwickLee

Chadwick

MD CommuniGator & WOW analytics

•Recently got back on a bike•Waterski as often as possible

•3 Children between 6 & 14•Learning to play the drums

• Email Marketing Specialists

Delivering over 20 million emails per week

Technology Platform or Managed Service

Either buy it or we will host it for you

Independent and Privately Owned

Based in Surrey, UK

Commercial Terms for all Budgets

Best Practice as well as Technology

Dedicated Account Manager for All

Unlimited Technical Support

The HTML Doctor (actually a nurse)

Who are we…Who are we…

Whos on your website

Campaign management

Electronic Brochures

All designed to bring you marketing insight to act on

3.2 million email designs to R&D

1.Your email probably will not arrive anyway

2.If it does arrive it will be deleted in under 2 seconds

3.Your email audience is too big to appeal to

4.Your Email is designed wrong

(Your measurements are all wrong (I can do 1 and 2 in 5 minutes))

AgendaAgenda 4 things in 40 mins (10 mins each)

1. Your email probably will not arrive anyway

Thing 1Thing 1

2006 --------------------------2012

Its not as easy as you may think

Its not as easy as you may think

• Dodge the SPAM filter

4.5 is the magic number

B2B Mail BlockersB2B Mail Blockers

Spammers spend a lot of

time researching the spam

filter scoring system

They insert words that make

no sense to lower their score

Check before you send –

guarantee your arrival

2. If it does arrive it will be deleted in under 2 seconds

Thing 2Thing 2

The 5 P’s of Marketing:

ProductPrice

Promotion

Any Two From:PermissionPackagingPublicity

PermissionPositioning

Seth Godin – The Purple CowSeth Godin – The Purple Cow

The 6th P = Purple

Cow(Remarkable)

85 billion searches per month

72% of which serves

web 2.0 content

The Design Standard is set

The Ultimate

Check Out the Format

The de facto standard for read and

click Skim It, See It, Click It

Attention in the Inbox

Attention in the Inbox

•Be relevant – ‘what’s in it for them’

•Keep it short

•Use personalisation in the Subject Line

•Be engaging

•Use plain language

•Skip definitive articles (‘A’, ‘The’)

•People don’t like surprises

Subject Line

A Source of Good Subject lines

Relevance is available

if you look

Lee, Email Preferences

and opting out

A Source of Good Subject lines

•Public training - 2% (average over three months)

•Pubic Training – 7% (one time only mistake)

•Now Tell me the Subject Line does not make a difference

The A , B Test

Symbols but be quick

50% of tests - there was no change in the results

50% the campaign results were on average 42% higher when we used symbols in the subject line.

Symbols but be quick

Greatest response from C level contacts

Symbol does not need to be relavant to title

Symbols work different on some mobiles

http://bit.ly/ZRyFyf

•FROM field:

•Defines the relationship with the customer

•Is a key component in the Prioirity Inbox

•Reduces the appearance of spam

•Don’t disguise who you are

•Be consistent

•If customer is familiar with/expects emails from their Account Mgr - use that name

FROM Field

•info@ ; Sales@ ; Marketing@ = Junk

FROM Field

•Remember the Preview Pane:

•Don’t ‘waste it’ on a very large image

•Use meaningful text that people will see

•The average measurement for this area is 300 pixels

•Stick the house keeping somewhere else

First 6 Lines

Disabled Images Ruin Impact

Disabled Images Ruin Impact

Disabled Images Ruin Impact

Disabled Images Ruin Impact

3. Your email audience is too big to appeal to

Thing 3Thing 3

Doncaster Keepmoat – 10,000Doncaster Keepmoat – 10,000

Comedy Store – 1,500Comedy Store – 1,500

O2 Arena – 30,000O2 Arena – 30,000

Visualise your audienceVisualise your audience

Vertical MarketVertical Market

Comedy Store – 1,500Comedy Store – 1,500

Job TitleJob Title

Visualise your audienceVisualise your audience

4. Your Email is designed wrong

Thing 4Thing 4

Retention Newsletters

Rule of Thumb

1.5 1.5 inchinch

1.5 1.5 inchinch

<10% <10% activityactivity

http://browsersize.googlelabs.com/

•Eye tracking surveys measure the activity by watching from the screen on to the eyes

•So, what do they say?

Eye Tracking Effects Layout

•Users scan headings and don’t read text

•Heading and sub heading copy is critical

•Users scan down the left margin

•Large fonts work well

Eye Tracking Effects Layout

Design For Purpose

Click-through traffic: 1.2%

Click-through traffic: 6.2%

Rule of Thumb

1.5 1.5 inchinch

1.5 1.5 inchinch

<10% <10% activityactivity

its the “F” n Email

FNext Time you are proofing a

design remember the F

•You know if they use a mobile or not!

Start Thinking Mobile – for

clicks

5. Your measurements are all wrong

Thing 5Thing 5

So is Your Email Any Good

5 Hot Leads (50 points)5 Hot Leads (50 points)3 Warm Leads (30 points)3 Warm Leads (30 points)20 Cold Leads (15 points)20 Cold Leads (15 points)

7 white papers – read, not 7 white papers – read, not downloadeddownloaded

Conversion is what you need

Conversion is what you need

Top 5 Things to Measure Average

Bounce Rate per Medium ?

Email Non Engagement ?

Post Click Activity ?

Repeat Visit Activity ?

Digital Interactions Per Conversion

?

So is Your Email Any GoodSo is Your Email Any Good

Technology Provides the Plumbing

View in browser is a click

Clicked on an article

Clicked on unsubscribe

The Problem with traditional click through reporting

The Problem with traditional click through reporting

Technology Provides the Plumbing

LS = 22

LS = 32

Clicked on 2 articles in last two emails, inactive in a key email, visited 2 key web pages

Clicked on 3 articles in last two emails, visited 3 key web pages, one yesterday!

The Lead Score is the KeyThe Lead Score is the Key

SocialSocial

SEO / PPCSEO / PPC

Email MarketingEmail Marketing

Your WebsiteYour Website

The Meaning of Digital LifeThe Meaning of Digital Life

25

10

20

Lee

ChadwickLee

Chadwick

www.communigator.co.ukLee.chadwick@communigator.co.uk

@CommuniGatorltd

uk.linkedin.com/pub/lee-chadwick/9/864/839/

Edit