1. Don’t Make Your Subscribers Think:
How to Optimize Your Email Usability
Tricia McCune
@CLEMeetup Live Tweet Your Favorite Tips
Director of Email Marketing Strategy #NEOWUD11 via @FathomOnline

2. Why you should be doing Email Marketing?
• The DMA puts email marketing's ROI for 2011 at
Email Marketing
$40.56 for every $1 invested.*
• In Datran Media's 2010 Annual Marketing & Media Survey, 39.4% of
industry executives said the advertising channel that performed
strongest for them was email.**
The money is following the results...
• A January 2011 survey by BtoB Magazine found 63% of respondents
likely to increase spending on email in 2011, with 29% keeping
spend constant.***
• Is there ever an instance where it’s not applicable to do email
marketing for certain companies? NO!
*http://www.magillreport.com/Email-Remains-ROI-King-Net-Marketing-Set-to-Overtake-DM/
**http://www.datranmediasurvey2010.com/start.php?showtype=page-1
***http://www.emarketer.com/Article.aspx?R=1008196

3. Now the we know EVERYONE should be doing it
Usability
Email Usability
The degree to which something is easy to use
and a good fit for the people who use it.
Don’t Make Your Subscribers Think
The Email User Experience = Needs to be easy
Your Email Program = Needs to be a good fit for subscribers

4. Email From Name
First Impression
• 56% of respondents cited knowing and trusting the sender as the
primary reason for opening an email. - Return Path
• 73% make the decision to click on the "report spam" or "junk"
button using the from line. - Email Sender and Provider Coalition
From Name Take Away:
Send from the most recognizable name
and not an employees name or a mascot.

5. Email Subject Line
• Emails with shorter subject lines significantly outperformed emails
First Impression
with longer subject lines. - MailerMailer
• Repeating the exact same subject line for each newsletter
accelerates the drop in open rates. – MailChimp
• Straightforward and headline type subject lines performed the best
when analyzing subject lines of over 40 million emails. – MailChimp
• The best subject lines tell what's inside, and the worst subject lines
sell what's inside. – MailChimp
• 75% of respondents say lack of relevance is the biggest reasons
subscribers choose to opt out. - Merkle Interactive Services
Subject Line Take Away:
Keep it short, straightforward and relevant.

6. Now that you’ve got them to open…
Email Design
• In 2010 only 33% of those surveyed have images turned on by
default. – MarketingSherpa
• 26.6% of online customers use preview panes (instead of look at
your whole email). – MarketingSherpa
• 13.36% of emails are opened by a mobile operating system or
device. - Knotice
Email Design Take Away:
Design for image blocking, the preview pain and mobile.

7. Wait there’s more…
Eight Seconds to Capture Attention: Silverpop's Landing Page Report
Landing Page
• 45% of landing pages didn't repeat the strong promotional copy
found in the email, thus failing to reinforce the call-to-action that
prompted the email recipient to click a link in the first place.
• 35% of the landing pages analyzed didn't match the emails' look.
• 17% of email marketing campaigns failed to deliver on the promise
inherent in the message's call-to-action, and merely dumped
recipients to a company's Web site home page.
Landing Page Take Away:
Follow-Through on the offer and
make sure your email and landing page match.

8. Types of Emails
• Sales/E-Commerce
Email Program
• Lead-Gen
• Newsletters
• Transactional
• Automated Nurturing
• Re-Engagement
• Welcome Letters
• Reminders
• Social Sharing
• Contests
• Cart Abandonment
• Product/Service/Event Reviews
• Breaking News
• Special Offers
• Opt-in
• Referrals

9. Finding the right fit for your subscribers
• Untargeted email programs increase costs by as much as 3.6 times
the cost of targeted programs. - Relevancy Group
Email Program
• Open rates for segmented versus non-segmented campaigns are as
much as 20% higher on average for the first 30 days. –
MarketingSherpa
• Click rates for segmented versus non-segmented campaigns are
doubly high for the first 30 days with a slight increase for 60-90 days.
– MarketingSherpa
Email Program Take Away:
Send the right messages to the right people
to lower costs and increase results.

10. Questions?
Tricia McCune
@CLEMeetup
Director of Email Marketing Strategy
Live Tweet Your Favorite Tips
#NEOWUD11 via @FathomOnline