Dela Quist Alchemy Worx Sexy Email Event

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This document discusses ways to optimize email creative and structure. It examines case studies on how images affect click-through rates. It also explores optimizing emails for whether images are on or off, and encouraging image downloads. The document suggests emails can be optimized for both image-on and image-off viewers. Additional elements like pre-headers, navigation bars, and snippets are discussed.

Business Technologie

Twitter hashtag: #sexyemail 3 december 2009

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Dela Quist: CEO Alchemy Worx

© How to be relevant and get your timing right

6

Case study - the effect of images on clicks

29.29%

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7

Case study - the effect of images on clicks

33.45%

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8

Case study - the effect of images on clicks

0.80%

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12

Optimised for images off

Products and services that are not reliant on
visuals
Emails where content is the value proposition
Newsletters
B2B
Optimised to encourage image downloading

©

13

Optimised to encourage image download

©

14

Optimised to encourage image download

©

18

Optimised for both

Products and services that are quite
visual
Retailers with many product lines to
promote
Groceries
Price sensitive products and discounting

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Email Pre Headers
Creative copy Newsletter contents

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Pre-Header – Alternate Links & sharing

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24 What else can we be creative with?

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Snippets
Link to hosted version

Opt in

Offer

Branding

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Playing with the structure
http://stylecampaign.com/blog/blogmails/horizontal/horizontal-game.htm

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29

Additional Resources
Email-Worx: Weekly newsletter for email marketers

Archive
Subscribe

Articles and blog posts by Dela Quist

What to do about inactive subscribers
Maximising ROI without overmailing – how to determine the right send
frequency for your email campaigns
Lies, Damn Lies and Statistics relating to Email
The Nudge Effect in Email Marketing

©

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1. Twitter hashtag: #sexyemail 3 december 2009

3. 3 ©

12. 12 Optimised for images off Products and services that are not reliant on visuals Emails where content is the value proposition Newsletters B2B Optimised to encourage image downloading ©

15. 15 Optimised to encourage image download Products and services that are highly visual Brand building B2C Building Desire Price indifference ©

18. 18 Optimised for both Products and services that are quite visual Retailers with many product lines to promote Groceries Price sensitive products and discounting ©

20. 20 ©

29. 29 Additional Resources Email-Worx: Weekly newsletter for email marketers Archive Subscribe Articles and blog posts by Dela Quist What to do about inactive subscribers Maximising ROI without overmailing – how to determine the right send frequency for your email campaigns Lies, Damn Lies and Statistics relating to Email The Nudge Effect in Email Marketing ©