Email and video do’s and don’ts - Sabre Email Do's and Don… · Email and video do’s and...

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Email and video do’s and don’ts

Transcript of Email and video do’s and don’ts - Sabre Email Do's and Don… · Email and video do’s and...

Page 1: Email and video do’s and don’ts - Sabre Email Do's and Don… · Email and video do’s and don’ts. Let’s talk about… 6 things for your emails 5 things for your videos 2

Email and video do’s and don’ts

Page 2: Email and video do’s and don’ts - Sabre Email Do's and Don… · Email and video do’s and don’ts. Let’s talk about… 6 things for your emails 5 things for your videos 2

Let’s talk about…

6 things for your emails

5 things for your videos

2 rules to live by for online

(a.k.a. “13 things”)

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Page 3: Email and video do’s and don’ts - Sabre Email Do's and Don… · Email and video do’s and don’ts. Let’s talk about… 6 things for your emails 5 things for your videos 2

Email #1: Is it what you do best?

Not the tools, but the core competency.

Can you manage:

• Infrastructure (servers)

• List maintenance

• Spam complaints

• White lists/ black lists

• Cyber attacks and security

• Opt-outs

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Email #2: CAN-SPAM (boring but necessary)

CAN-SPAM = Controlling the Assault of Non-

Solicited Pornography And Marketing Act of

2003

3 key components: unsubscribing, content and

sending

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More CAN-SPAM

Component #1: Unsubscribe compliance

• A visible and operable unsubscribe mechanism

is present in all emails.

• Consumer opt-out requests are honored within

10 days.

• Opt-out lists also known as “suppression lists”

are only used for compliance purposes.

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More CAN-SPAM

Content compliance

• Accurate from lines (including "friendly froms“)

• Relevant subject lines (relative to offer in body

content and not deceptive)

• A legitimate physical address of the publisher

and/or advertiser is present.

• A label is present if the content is adult.

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More CAN-SPAM

Sending behavior compliance

• A message cannot be sent through an open

relay

• A message cannot be sent to a harvested email

address

• A message cannot contain a false header

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Email #3: Subject lines (now it gets more interesting)

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Subject Line Winner(s)!

MailChimp study analyzed the open rates for 200+ million emails to find out which subject lines work.

4–15 characters: 15.2% open; 3.1% click

16–27 characters: 11.6% open; 3.8% click

28–39 characters: 12.2% open; 4% click

40–50 characters: 11.9% open; 2.8% click

51+ characters: 10.4% open; 1.8% click

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Page 10: Email and video do’s and don’ts - Sabre Email Do's and Don… · Email and video do’s and don’ts. Let’s talk about… 6 things for your emails 5 things for your videos 2

>40 characters

a study in creativity

Sometimes works (but the jury’s still out for long-term success):

• Symbols and Special Characters: “ ♥ it? 40% off! now”

• “Re:” and “Fwd: “ FW: Get Connected at our B2B Networking Mixer”

• Pleas for assistance or requests for help (is it a scam?)

• Using numbers: “SALE ends soon — Up to 50% off!”

• First or last name: “Matthew, SNAZZY SHOES wants you back”

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Page 11: Email and video do’s and don’ts - Sabre Email Do's and Don… · Email and video do’s and don’ts. Let’s talk about… 6 things for your emails 5 things for your videos 2

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Page 12: Email and video do’s and don’ts - Sabre Email Do's and Don… · Email and video do’s and don’ts. Let’s talk about… 6 things for your emails 5 things for your videos 2

The final on subject lines

“Call me Ishmael” = 15 characters

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Page 13: Email and video do’s and don’ts - Sabre Email Do's and Don… · Email and video do’s and don’ts. Let’s talk about… 6 things for your emails 5 things for your videos 2

Email #4: Mobile’s calling

What are your options when it comes to mobile?

• Do nothing

• Create a mobile text version

• Create designs that are mobile aware (like 14px

type)

• Create skinny templates and single column

layout

• Use fluid layout (widths as a % not a fixed #)

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Page 14: Email and video do’s and don’ts - Sabre Email Do's and Don… · Email and video do’s and don’ts. Let’s talk about… 6 things for your emails 5 things for your videos 2

On an iPhone

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On the Android platform (like a

Samsung Galaxy or LG Nexus)

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On Microsoft’s platform (like the

Nokia Lumia)

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On a BlackBerry

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“1 thumb and 1 eyeball”

How should this change your email design?

Think: “the finger is the new mouse”

• Large buttons

• Large text

• Give the design breathing room with simplicity and more white space

• Put your good content first

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Mobile fun fact

(which means the other 61% are liars)

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Email #5: Content (how someone reads your stuff)

Why you need to “F” your copy …

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Page 21: Email and video do’s and don’ts - Sabre Email Do's and Don… · Email and video do’s and don’ts. Let’s talk about… 6 things for your emails 5 things for your videos 2

Email #5: Content (how someone reads your stuff)

That means …

• Know that your recipients won’t

read … at least they won’t read a

lot.

• The first 2 paragraphs matter …

and the first matters most

• Make scanning count

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Page 22: Email and video do’s and don’ts - Sabre Email Do's and Don… · Email and video do’s and don’ts. Let’s talk about… 6 things for your emails 5 things for your videos 2

Email #5: Content (why someone reads your stuff)

"It's not worth sending an email unless there is content worth reading, sharing and discussing…”

A good message should be something your customers want to hear. It’s not something that your company wants to say.

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http://www.google.com/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&docid=QWBIbQoUEewT9M&tbnid=1gcci_3KvXaLMM:&ved=0CAUQjRw&url=http://www.kunanaz.com/?page_id=311&ei=b1N_UafVJcGe2QXb8oDgCg&bvm=bv.45645796,d.aWM&psig=AFQjCNEoqEI5TgI3GHd2Hropcju8AP4nNg&ust=1367385307927855
http://www.google.com/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&docid=QWBIbQoUEewT9M&tbnid=1gcci_3KvXaLMM:&ved=0CAUQjRw&url=http://www.kunanaz.com/?page_id=311&ei=b1N_UafVJcGe2QXb8oDgCg&bvm=bv.45645796,d.aWM&psig=AFQjCNEoqEI5TgI3GHd2Hropcju8AP4nNg&ust=1367385307927855
http://www.google.com/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&docid=QWBIbQoUEewT9M&tbnid=1gcci_3KvXaLMM:&ved=0CAUQjRw&url=http://www.kunanaz.com/?page_id=311&ei=b1N_UafVJcGe2QXb8oDgCg&bvm=bv.45645796,d.aWM&psig=AFQjCNEoqEI5TgI3GHd2Hropcju8AP4nNg&ust=1367385307927855
Page 23: Email and video do’s and don’ts - Sabre Email Do's and Don… · Email and video do’s and don’ts. Let’s talk about… 6 things for your emails 5 things for your videos 2

Email #5: Content (why someone reads your stuff)

Be unique

Find your voice. Pick your pony.

Deliver on the brand promise of

YOUR company.

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http://www.google.com/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&docid=QWBIbQoUEewT9M&tbnid=1gcci_3KvXaLMM:&ved=0CAUQjRw&url=http://www.kunanaz.com/?page_id=311&ei=b1N_UafVJcGe2QXb8oDgCg&bvm=bv.45645796,d.aWM&psig=AFQjCNEoqEI5TgI3GHd2Hropcju8AP4nNg&ust=1367385307927855
Page 24: Email and video do’s and don’ts - Sabre Email Do's and Don… · Email and video do’s and don’ts. Let’s talk about… 6 things for your emails 5 things for your videos 2

Picking your pony

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Page 25: Email and video do’s and don’ts - Sabre Email Do's and Don… · Email and video do’s and don’ts. Let’s talk about… 6 things for your emails 5 things for your videos 2

Email #5: Content (why someone reads your stuff)

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Be consistent

Don’t start something you can’t

sustain; regular emails take

constant care and feeding.

http://www.google.com/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&docid=QWBIbQoUEewT9M&tbnid=1gcci_3KvXaLMM:&ved=0CAUQjRw&url=http://www.kunanaz.com/?page_id=311&ei=b1N_UafVJcGe2QXb8oDgCg&bvm=bv.45645796,d.aWM&psig=AFQjCNEoqEI5TgI3GHd2Hropcju8AP4nNg&ust=1367385307927855
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Email #5: Content (why someone reads your stuff)

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Be obvious

Pick one thing you want

someone to do and make it

easy to understand.

http://www.google.com/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&docid=QWBIbQoUEewT9M&tbnid=1gcci_3KvXaLMM:&ved=0CAUQjRw&url=http://www.kunanaz.com/?page_id=311&ei=b1N_UafVJcGe2QXb8oDgCg&bvm=bv.45645796,d.aWM&psig=AFQjCNEoqEI5TgI3GHd2Hropcju8AP4nNg&ust=1367385307927855
Page 27: Email and video do’s and don’ts - Sabre Email Do's and Don… · Email and video do’s and don’ts. Let’s talk about… 6 things for your emails 5 things for your videos 2

Email #6: Testing

Reasons to test:

1. You have a theory and you want to validate/disprove it (“my customers care more about price than anything.”)

2. You have a question and want to answer it. (“do my customers want more extras or a great value?”)

3. You can. (“I think adding more graphics makes everything look better. Let’s see what customers think.”)

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Page 28: Email and video do’s and don’ts - Sabre Email Do's and Don… · Email and video do’s and don’ts. Let’s talk about… 6 things for your emails 5 things for your videos 2

Email #6: Testing

When you test:

• Define your objective (you can’t measure what

you don’t know)

• Understand how/what you will measure (so you

can capture that information from the

beginning)

• Don’t confuse causation and correlation (are

there other factors at play?)

• Report on your results (even if it’s just to

yourself)

• Never test something you won’t change (it’s a

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Page 29: Email and video do’s and don’ts - Sabre Email Do's and Don… · Email and video do’s and don’ts. Let’s talk about… 6 things for your emails 5 things for your videos 2

Email Q & A

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Video #1: Define “why”

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Page 31: Email and video do’s and don’ts - Sabre Email Do's and Don… · Email and video do’s and don’ts. Let’s talk about… 6 things for your emails 5 things for your videos 2

• Find an example of what you think you want

and see if that’s what you want.

Video #2: Choose your tone

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Video #3: Pick your music

Song 1: http://www.youtube.com/watch?v=0YCAcXiHEdk

Song 2:

http://www.youtube.com/watch?v=OrS_QaAyPT8&list=PLEDD5126A7E48C7CC

Song 3:

http://www.youtube.com/watch?v=EXjhi5BYBCE

Song 4: http://www.youtube.com/watch?v=IJWgUUc-oNE

Song 5: http://www.youtube.com/watch?v=9xef_cjZt-Y

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http://www.youtube.com/watch?v=0YCAcXiHEdk
http://www.youtube.com/watch?v=IJWgUUc-oNE
http://www.youtube.com/watch?v=OrS_QaAyPT8&list=PLEDD5126A7E48C7CC
http://www.youtube.com/watch?v=EXjhi5BYBCE
http://www.youtube.com/watch?v=IJWgUUc-oNE
http://www.youtube.com/watch?v=IJWgUUc-oNE
http://www.youtube.com/watch?v=IJWgUUc-oNE
http://www.youtube.com/watch?v=9xef_cjZt-Y
http://www.youtube.com/watch?v=9xef_cjZt-Y
http://www.youtube.com/watch?v=9xef_cjZt-Y
Page 33: Email and video do’s and don’ts - Sabre Email Do's and Don… · Email and video do’s and don’ts. Let’s talk about… 6 things for your emails 5 things for your videos 2

Video #4: Budget (time and money)

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X2

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Video #5: Try something new

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Page 35: Email and video do’s and don’ts - Sabre Email Do's and Don… · Email and video do’s and don’ts. Let’s talk about… 6 things for your emails 5 things for your videos 2

Video Q & A

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Page 36: Email and video do’s and don’ts - Sabre Email Do's and Don… · Email and video do’s and don’ts. Let’s talk about… 6 things for your emails 5 things for your videos 2

Online Rule #1: Consume your own

work

“I'm sorry I wrote such a long letter. I did not have the time to write a short one.”

-- Abraham Lincoln

Myth: You’ve only got one shot so you better tell them EVERYTHING

Myth: Customers read your stuff because they’re you’re customers (and really, no one reads)

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Page 37: Email and video do’s and don’ts - Sabre Email Do's and Don… · Email and video do’s and don’ts. Let’s talk about… 6 things for your emails 5 things for your videos 2

Online Rule #2: When you want to

be inspiring, get inspired

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Q & A

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Page 39: Email and video do’s and don’ts - Sabre Email Do's and Don… · Email and video do’s and don’ts. Let’s talk about… 6 things for your emails 5 things for your videos 2

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