Killer email templates made easyTim Karpisek, EmailGarage

Killer email templates made easyAGENDA•Who is EmailGarage?•When to design/redesign•Killer email templates in 10 steps •Email templates in a mobile environment

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Your technical partnerYour strategic partnerYour tactical partnerYour campaign partnerWho is EmailGarage

What’s a good template?

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When to design/redesign?External factors

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Online strategy

Internal factors

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10 stepsKiller email templates made easy 6

Step 1The subject line

Don’t sound like spam

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Dear tkarpisek@emailgarage.com

***Check our best deals on...***

Step 1The subject line

Draw interest

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Clickthrough rates of 56%.Find out how we did it

Step 1The subject line

Don't make summaries too long

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In this issue: Facts and comments – Congress Must Hit the ground Running – What Grows An Economy? – A Brief Word – Paint The Ivory Tower Green

Step 1The subject line

Use localisation where possible

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Are you in Antwerp tonight?Drop by for a drink.

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Mail sent from the BDMA

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Step 2Wireframes: the fundaments of your email

• The blueprint of your template• Essential for marketing automation• The bridge between concept and

design• Something you can do yourself

Some tips:- Remember the fold- Images are blocked by default- Limit the size of banners- Use background colors in combination with images- Position your images logically- Use bullet points and paragraphs to structure text- Does your email need a table of content?- Use a footer- Place your elements where they are logical to find

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Step 2Wireframes: the fundaments of your email

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Step 2Wireframes for plain text emails

• Text needs designing• Don’t autocopy from

HTML

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Step 3Balance between copy and images

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Step 3Balance between copy and images

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Tower Insurance – blocked images

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Step 4Text snippets View online

Call to action

Reminder

Safe Sender

Step 5Use Calls To Action

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• Text vs graphic

• Location• Color• Size• Words

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Click the frame to play video

Step 6Social media are your friends!

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Step 6Social media are your friends!

Step #1: Identify the most relevant social networks

- before: web metrics- after: measure your clickthrough

Step #2: Define your social networks

Step #3: Point shared links to:- article summary pages- email online version

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ShoelineDedicated facebook

email46% +

followers

• Personalisation• Refer-a-friend• Link to the previous newsletter• Disclaimer/privacy statement• Agenda• Job section• Table of contents• Introduction• User data• Profile update form

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Step 7Other elements

Case – EA sports

Conversation between different game characters about the person that is not active on the forum

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Case – Cine 24 horas

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We deliver your download

Step 8Other elements

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Ground rules:• First confirm

unsubscribe• Then ask for feedback• Don’t hide your

unsubscribe button

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Click the frame to play video

Example: Landingpage

rudder

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Step 9Test and test again

Heatmaps

Most viewed+Fasted viewed+Viewing path

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Step 9Test and test again

The basics:- Keep the width under 600 px- Use alt text- Don’t use background images- Include the dimensions of your images- Use inline CSS- Use tables

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Step 10Building

Seth Godin blog - Practically no HTML – Content is the essenceKiller email templates made easy 33

1. Who is using a mobile device?

Email on mobile

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2. Which type of device?3. What platform is used?

Design for mobile

1 email design for all?2 separate designs?Or insert a view on mobile link?

Quick tips:- Importance of the subject line and

top fold- Shorten your from name- Avoid wide graphics, columns or

tables- Vertical scrolling OK, horizontal not- Mind your K-size, keep it below 20k

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Case: Abercrombie & Fitch

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Thanks for listening!

Contact:EmailGarageTim Karpisek – Sales & Marketing Managertkarpisek@emailgarage.comtwitter.com/timkarpisek

www.luon.comwww.emailgarage.comblog.emailgarage.comtwitter.com/EmailGarage

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