Variable Data Marketing

The Anatomy of a Great Email

Authorized resellers for

www.DialogInteractive.net

Source: Annual Economic Impact Study,The Direct Marketing Association, October 2009

First Things First -Why Email? Critical mass: reaches 93% of internet users (Jupiter Research) Response rates: 10x greater than direct mail (DMA) Lower costs: 1/10 the cost per communication (Andersen) Relationship builder: 80% of visitors never return (eMarketer)

Email offers the highest ROI of any direct marketing channel

- $43.62 for each dollar spent in 2009 Internet search advertising was second at $21.85 Non-catalog direct mail returned just $15.22 Projection for email in 2011 > $42.08

A Great Email is Permissioned Based-What is Permission Marketing? Anticipated- People expect to receive your emails Personal- The email is being sent to that person only Relevant- The content pertains to the recipients interestsDO THESE PEOPLEREALLY WANT TO HEAR FROM YOU?

Email Design & Content How long? How short? Where to place design elements Ensuring it works across all platforms Preview pane and image blocking Ensuring it works on mobile devicesTest Your Skills

Key part of the message placed above the crease#1 Reason for opening#2 Reason to open

Dont waste time-Take the order!Think it wont help? Test, test, test!Email pre-header: 2nd subject line opportunity

Very niceIF they get there!

AB

Great Email Example

C

D

E

Creating engagement with email

1. Feature star reviews from customers in your emailsUsecustomer-generated product reviews, customer questions, or even featuring the products that are most highly rated by customers.2. Add FTAF or Share icons to your emails.The original way to "share with your network" was the forward-to-a-friend (FtoF) feature, and it still works. Studies show consumers use forward to a friend when they want to share an email, in addition to posting to social sites. Recent data from ShareThis - states that subscribers share via email 38 percent of the time, which is the same percentage that people share content via Facebook.

Creating engagement with email

3. Add a pre-header message.Include a quick message in your email template similar to Crate and Barrel's, which says "Did someone forward you this message? Skip the grapevine. Opt in to receive Crate and Barrel email. Click here to hear it first."

4. Include a poll or survey and post the results on your social media page.

5. Make your emails audience "special' - by invitation only. People like to feel special, and they like to tell their friends about things that are cool.

6. Incorporate games, or interactive applications in your emails.

Preview pane and image blocking.Ensuring it works on mobile devices

Email as it came into gmail images disabled by default!

How many of your subscribers are on mobile devices?Ask with opt in at top of email to find out.What does your message look like on these phones?

Test Your Skills

Testing your program

Testing your programVersion B got 11.7% more clickthroughs, proving that in email design even subtle changes can have a significant impact.

Testing your program

Testing your programVersion As offer-oriented subject line and benefit-oriented email copy generated 13.9% more ecommerce revenue despite the fact that Version B had 8.3% more opens and a 14.5% higher click rate. Which just goes to show, you have to measure tests beyond the click.

Final Takeaways: Keys for a great email

Permission basedOptimized Subject and From LineShort, Impactful Subject LineUse of pre-header for key pointsKey message above the foldOptimized for subscriber viewing pda /laptopPersonalizedRelevantStrong visible call to actionSubscriber FocusedPass along optionsTesting

Thank You!

www.DialogInteractive.net