Email marketing effectiveness
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Susanne Wraight, email usability expert at Base One, examines the 5 most common mistakes in email design & why they impact on click-through rates
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Email marketing effectiveness
- 1. Creative & layout to maximise click-through rates Examining the 5 most common mistakes in email design & why they impact on click-through rates
- 2. One simple goal Emails need to be seen 3 objectives: 1.Get the email opened 2.Get the message understood 3.Get the link clicked
- 3. User behaviour Understand how users read/see email: • Subject line • Preview pane Is it a “Cold” email or a newsletter?
- 4. Clever email & not-so-clever users • Images turned off • Inboxes/Filters that learn • Spam/blacklisting • Unsubscribing – Easier to delete or move to spam – Bad unsubscribe processes 29/01/15 4
- 5. Barriers to conversion Types of barrier: • Quality of Data • HTML Coding • Email broadcast systems • And CREATIVE... 29/01/15 5
- 6. MISTAKE NO. 1 Large header banners
- 7. Large header banner • Design for the preview pane • Keep important content “above the fold” • Ask – Is it meaningful? – Can you get the message get across without it? – Does it have to be an image?
- 8. MISTAKE NO. 2 Unclear calls to action
- 9. Unclearcall to action • Display above the fold • Make it prominent • Avoid conflict • Show it is clickable – underlined link – button • Be transparent – Describe exactly what links click through to 29/01/15 9
- 10. MISTAKE NO. 3 Too many images
- 11. Who wantstheir email to look likethis? Images turned off
- 12. Too many images • Images don’t display offline • Imbalance of images and text adds to spam rating If it doesn’t have to be an image don’t make it one 29/01/15 12
- 13. MISTAKE NO. 4 Hard to read copy
- 14. Hard to read copy Make content scannable • Ensure it’s easy to read – Font style – High contrast • Break up text with: – Headlines – Bullets – Hyperlinks – Bold
- 15. MISTAKE NO. 5 Underutilised subject lines
- 16. Underutilised subject lines The subject line is seen by everybody • Make certain it’s integral to email message • Keep it short • Mention company name • Avoid spammy words and UPPERCASE words 29/01/15
- 18. Version A Version B Header Banner Call to Action Images Copy A/B Test Want to know how and why big B2B brands invest in their visual styling? Investing In Visual Property: a useful, downloadable Base One guide
- 19. Version B Double the open rate Triple the unique clicks A/BTest – the results Version A Version B
- 20. What was the most popular link? 58% of clicks were to this link A/B Test – the surprise
- 21. Summary 1. Larger Header Banner 2. Unclear calls to action 3. Too many images 4. Hard to read copy 5. Underutilised subject lines 29/01/15 21
- 22. In conclusion Get your email Seen Opened Understood Clicked Test and prepare to be surprised! 29/01/15 22
Hinweis der Redaktion
- Only appreciate tail when its open No point having a killer offer if no-one reads the email Open – full argument of why email is important Understood – it’s free/it’s time limited/it’s exclusive? Avoid disappointment Clicked – ready to commit
- Who uses outlook? Who uses preview pane? Habits in how we use email Users are making judgements: From someone I know/trust? Interesting Important? Cold email has more to prove – trust for newsletters
- B2B considerations - Who uses Outlook? Images turned off – how many see your email like this? If you don’t read & delete enough times some email inboxes learn that you aren’t interested & move future emails to junk Server IP address that gets blocked – so applies to all emails sent from that server – other departments suffer not just you! Process Doesn’t look authentic Doesn’t work
- Is it pushing content down the page? Does it need to be that big? Does it only serve a purpose when you look at the email as a whole? Want to be sure you know who the email is from – with images (logo) turned off After questions – might still need a banner but not such a big one.
- Conflict – splitting users with multiple calls to action? Do buttons work? Transparency – you’ll see a form, a download, a webpage, etc...
- Email from Adobe
- Mobile – image size is an issue Background images & gradients don’t work in key email clients (i.e. Outlook)
- Neilsen Norman Email Newsletter study (2010) - only 25% of users read, not skimmed, parts of email Avoid italics – not as easy to read online
- 50-60 characters ideal Related to the email as a whole - Easy to search for Not thought of last Company name = trust Spam – congratulations, free, debt, credit (Porn, Viagra, Large) Can use personalisation but not just for the sake of it
- 300 recipients, via silverpop, link back to website David Thomas, Base One Creative Director presents guide to effective visual branding. A – 78 characters B – 68 characters
- Open rate A – 14.81% B – 28.15% Click through rate A – 3% B – 8.2% Per delivered
- URL link – 58% Text link – 25% Button – 8% Header Banner – 8%
- Larger Header Banner Unclear calls to action Too many images Hard to read copy Underutilised subject lines
- Larger Header Banner Unclear calls to action Too many images Hard to read copy Underutilised subject lines