The Anatomy of an Email - DJ Waldow, Bronto Software
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DJ Waldow – HiMA Luncheon – June 4, 2009 DJ WALDOW HiMA Luncheon Houston, TX June 4, 2009
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How compelling, bulletproof email campaigns translate into more conversions and enduring connections: From attention-grabbing subject lines to irresistible calls to action, effective email marketing requires many tools and a solid strategy. So how does this all come together to form email campaigns that deliver results? DJ Waldow, Director of Best Practices at Bronto Software, will walk the audience through real-life examples of good and bad emails to show what works, what doesn’t and how to use your own unique skills to grow your business in the vast world of email marketing.
Transcript of The Anatomy of an Email - DJ Waldow, Bronto Software
DJ Waldow – HiMA Luncheon – June 4, 2009
DJ WALDOW
HiMA Luncheon
Houston, TXJune 4, 2009
DJ Waldow – HiMA Luncheon – June 4, 2009
DJ Waldow
@djwaldow
• Married, no children• Durham, NC Salt Lake City, UT• Dog, 3 cats• U of Michigan, NY Giants• Beer, coffee, people• Former middle school teacher• Current Director of Best Practices & Deliverability at Bronto
DJ Waldow – HiMA Luncheon – June 4, 2009
45+ Minutes To Perfection
• SPAM. SPAM. SPAM. SPAM. SPAM. SPAM.
• All About You
• Anatomy of the Perfect Email
• Secret to Successful Email Marketing
DJ Waldow – HiMA Luncheon – June 4, 2009
The Origin of Spam
DJ Waldow – HiMA Luncheon – June 4, 2009
Flickr Photo: a2gemma
DJ Waldow – HiMA Luncheon – June 4, 2009
THE ANATOMY
OF AN EMAIL
DJ Waldow – HiMA Luncheon – June 4, 2009
PreheaderFrom Name & Subject Line
Main call to action
“Other”
Footer
Navigation bar, sidebar, logo/brand
DJ Waldow – HiMA Luncheon – June 4, 2009
• Preheader• From Name & Subject
Line• Above the fold
– Navigation bar– Sidebar– Logo/brand– Main call to action
• Below the fold– Secondary/Tertiary call to
action– Partner, sponsor, etc
• Footer– Physical address– Unsubscribe
DJ Waldow – HiMA Luncheon – June 4, 2009
Image Credit: RetailEmailBlog
DJ Waldow – HiMA Luncheon – June 4, 2009
Image Credit: RetailEmailBlog
DJ Waldow – HiMA Luncheon – June 4, 2009
From Name & Subject Line
DJ Waldow – HiMA Luncheon – June 4, 2009
From Name
DJ Waldow – HiMA Luncheon – June 4, 2009
Gap
GapGap
Gap
From Name
DJ Waldow – HiMA Luncheon – June 4, 2009
The From Name is a representation of your company
and/or brand.Keep it simple. Be proud of it!
From Name
DJ Waldow – HiMA Luncheon – June 4, 2009
Subject Line
DJ Waldow – HiMA Luncheon – June 4, 2009
Subject Line
Which is the best subject line?
DJ Waldow – HiMA Luncheon – June 4, 2009
Which is the best subject line now?
Subject Line
DJ Waldow – HiMA Luncheon – June 4, 2009
Subject Line Oopsies Target, 9/22 — subject line Oriental Trading, 9/2 — Create the ultimate
Halloween haunt & get fee shipping TigerDirect, 11/28 — 72hr After
Thanksgivinig SALE w/ $1.99 Shipping
Source: http://www.retailemailblog.com/2009/01/oopsy-hall-of-fame-2008-inductees.html
Subject Line
DJ Waldow – HiMA Luncheon – June 4, 2009
1. Length2. Brand3. Call to Action4. Sense of Urgency5. Dare to be Different6. (Test)
Subject Line6 Things To Consider…
DJ Waldow – HiMA Luncheon – June 4, 2009
Preheader
DJ Waldow – HiMA Luncheon – June 4, 2009
Preheader
DJ Waldow – HiMA Luncheon – June 4, 2009
Preheader
DJ Waldow – HiMA Luncheon – June 4, 2009
Preheader
DJ Waldow – HiMA Luncheon – June 4, 2009
Preheader• Snippet Text• Whitelisting/Address Book Instructions• View Images• Call to Action• Mobile Device• F2F and/or SWYSN• Advertising
DJ Waldow – HiMA Luncheon – June 4, 2009
Navigation, Sidebar, Logo, Brand
DJ Waldow – HiMA Luncheon – June 4, 2009
Navigation, Sidebar, Logo, Brand
DJ Waldow – HiMA Luncheon – June 4, 2009
Navigation, Sidebar, Logo, Brand
DJ Waldow – HiMA Luncheon – June 4, 2009
Navigation, Sidebar, Logo, Brand
DJ Waldow – HiMA Luncheon – June 4, 2009
Navigation, Sidebar, Logo, Brand
Source: http://www.retailemailblog.com/2009/05/am-inbox-more-wasted-header-space.html
DJ Waldow – HiMA Luncheon – June 4, 2009
Navigation, Sidebar, Logo, Brand
• Consistency• MAKE IT POP!*• Use Some Color• Proper Mapping• Consider Size (Spacing)
*Lisa Harmon
DJ Waldow – HiMA Luncheon – June 4, 2009
Main Call To Action
DJ Waldow – HiMA Luncheon – June 4, 2009
Main Call To Action
Image Credit: RetailEmailBlo
g
DJ Waldow – HiMA Luncheon – June 4, 2009
Main Call To Action
Image Credit: RetailEmailBlo
g
DJ Waldow – HiMA Luncheon – June 4, 2009
Main Call To Action
Image Credit: RetailEmailBlo
g
DJ Waldow – HiMA Luncheon – June 4, 2009
Main Call To Action• MAKE IT POP!*• Images On and Off
– Links– Bulletproof buttons– Balance
• White space• Action
*Lisa Harmon
DJ Waldow – HiMA Luncheon – June 4, 2009
“Other”
DJ Waldow – HiMA Luncheon – June 4, 2009
“Other”
Image Credit: RetailEmailBlo
g
DJ Waldow – HiMA Luncheon – June 4, 2009
“Other”
Image Credit: RetailEmailBlo
g
DJ Waldow – HiMA Luncheon – June 4, 2009
“Other”• Spacing• Well-defined• Same as “Main Call To Action”
MAKE IT POP!* Images On and Off
Links Bulletproof buttons Balance
White space Action
*Lisa Harmon
DJ Waldow – HiMA Luncheon – June 4, 2009
Footer
DJ Waldow – HiMA Luncheon – June 4, 2009
Footer
Image Credit: RetailEmailBlo
g
DJ Waldow – HiMA Luncheon – June 4, 2009
Footer
DJ Waldow – HiMA Luncheon – June 4, 2009
Footer
DJ Waldow – HiMA Luncheon – June 4, 2009
Footer• Unsubscribe• Manage Preferences / Update
Account• SWYSN / F2F / Other Social• Tertiary Calls to Action• Don’t Make Them Work For It• Simple, Straightforward
*Lisa Harmon
DJ Waldow – HiMA Luncheon – June 4, 2009
Questions To Ask Before Sending
1. What is the purpose of this email?2. What defines success?3. What is the target audience?4. Is it share-worthy?5. Would you open, click, convert?
Would your friend or family member?
6. Have I tested it?
DJ Waldow – HiMA Luncheon – June 4, 2009
The Secret to Successful Email Marketing
DJ Waldow – HiMA Luncheon – June 4, 2009
Send Timely, Targeted, Relevant
Emails To Subscribers Who Have Asked For
Them“…delivering anticipated, personal and relevant messages to people who actually want to get them.” S. Godin (1999)
DJ Waldow – HiMA Luncheon – June 4, 2009
Follow UpBronto DJ Waldow
@Bronto
Blog.bronto.com
@djwaldow
