Elements Of A Successful Email Campaign Tamara Gielen

ELEMENTS OF A SUCCESSFUL

EMAIL MARKETING

CAMPAIGN

Tamara Gielen

The Boring Slide

� Independent Email Marketing Consultant

� Blogger @ BeRelevant!

� Community Manager @ Email Marketer’s Club

� Social Media Addict ☺

Email Marketing Forum 2008 – Tamara Gielen

� Social Media Addict ☺

4 Crucial Elements

• Product, incentive, content…

• What do you want them to do?

• Product, incentive, content…

• What do you want them to do?

• Permission is key!

• The right person @ the right time

• Permission is key!

• The right person @ the right time


• The right person @ the right time• The right person @ the right time

• Copy, design & development

• Envelope, body, destination & follow-up

• Copy, design & development

• Envelope, body, destination & follow-up

• Don’t use Outlook!

• You get what you pay for

• Don’t use Outlook!

• You get what you pay for

What’s your objective?

� Who is the target audience?

� What is the purpose of the email?

� How will you measure success?

� What are you testing?� What are you testing?

Does your message provide value?

Ask yourself:

� What is the email about?

� What’s in it for the reader?


� What’s in it for the reader?

� What do you want the reader to do?

Subject line: tell, don’t sell!

� Is your from name recognizable?

� Is the key message clear in the first 50-60

characters?

� Does it describe what the email is about?


� Does it describe what the email is about?

� Does it describe how the reader will benefit when

he opens the email?

� Does it entice readers to open the email?

Optimize the (pre)header

� Did you include a teaser at the top of your email?

� Are you linking to an online version?

� Are you asking readers to whitelist your address?

� Is there a company logo at the top?


� Is there a company logo at the top?

Why is the preheader important?

Gmail:


Preheader

Outlook:

Optimize for the preview pane

� What is visible in the top 400x300 pixels?

� And what does this look like without images?

� Does this tease the reader to open the email?

� Offer, table of contents


� Offer, table of contents

Preview pane

Is your copy scannable?

� Can I understand the message in 5 seconds?

� Do you use action-oriented language?

� Are your paragraphs maximum 3 lines long?

� Do you use subheaders and bullet points?


� Do you use subheaders and bullet points?

� Is the email understandable without images?

� Are you using ALT-tags?

Hotmail – no images

No ALT–tag!

Outlook – no images

ALT-tag

Gmail – no images

ALT-tag

Is it obvious what

you want the reader to do?

� Does the call-to-action (CTA) stand out?

� Is your CTA placed above the fold?

� Do you have a CTA at the bottom as well?

� Are you linking to your CTA more than once?


� Are you linking to your CTA more than once?

� Is your CTA an image?

� Have you tested the wording of the CTA?

What do you put in the footer?

� Did you include an unsubscribe link?

� Are you including your contact details?

� Are you asking readers to forward the email?

� Inform readers why they receive the email


� Inform readers why they receive the email

DO:


DON’T:

Don’t forget the landing page!

� Don’t just link to your homepage

� Make sure you use the same visual elements

� Keep forms as short as possible

� Test and optimize for conversion� Test and optimize for conversion

� According to MarketingSherpa, optimizing the landing page

has the highest impact on ROI

Useful resources

www.b2bemailmarketing.com

www.emailmarketersclub.comwww.emailmarketersclub.com

Email: [email protected]

Mobile: +32 477 666 930

Thank you! Questions?

Mobile: +32 477 666 930

Twitter: @tamaragielen

Web: www.tamaragielen.com

www.linkedin.com/in/tamaragielen

Elements Of A Successful Email Campaign Tamara Gielen

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