Topic: Email marketing best practice and why you should be investing in marketing automation * Dealing with the F’in Email * Why your email only has 2 seconds to live * Making the move to marketing automation

2. Lee
Lee
Chadwick
Chadwick
MD CommuniGator & WOW analytics
•Recently got back on a bike
•Waterski as often as possible
•3 Children between 6 & 14
•Learning to play the drums

3. • Email Marketing Specialists
Delivering over 20 million
emails per week
Technology Platform or Managed Service
Either buy it or we will host it for you
Independent and Privately Owned
Based in Surrey, UK
Commercial Terms for all Budgets
Best Practice as well as Technology
Dedicated Account Manager for All
Unlimited Technical Support
The HTML Doctor (actually a nurse)
Who are we… Who are we…

4. Whos on your website
Campaign management
Electronic Brochures
3.2 million email designs to R&D
All designed to bring you marketing insight to act on

5. Agenda Agenda 4 things in 40 mins (10
mins each)
1.Your email probably will not arrive anyway
2.If it does arrive it will be deleted in under 2
seconds
3.Your email audience is too big to appeal to
4.Your Email is designed wrong
(Your measurements are all wrong (I can do 1 and 2
in 5 minutes))

6. Thing 1 Thing 1
1. Your email probably will not
arrive anyway

7. Its not as easy as you may think Its not as easy as you may think
2006 --------------------------2012

8. BB22BB MMaaiill BBlloocckkeerrss
•Dodge the SPAM filter
4.5 is the magic number

9. Spammers spend a lot of
time researching the spam
filter scoring system
They insert words that make
no sense to lower their score

10. Check before you send – guarantee
arrival

12. Thing 2 Thing 2
2. If it does arrive it will be
deleted in under 2 seconds

13. The 5 P’s of Marketing:
Product
Price
Promotion
Any Two From:
Permission
Packaging
Publicity
Permission
Positioning

14. SSeetthh GGooddiinn –– TThhee PPuurrppllee CCooww
The 6th P = Purple
Cow(Remarkable)

15. The Design Standard is set
85 billion searches per month
72% of which serves
web 2.0 content

16. The Ultimate

17. Check Out the Format
The de facto standard for read and click
Skim It, See It, Click It

18. Attention in the Inbox

19. Attention in the Inbox

20. Subject Line
•Be relevant – ‘what’s in it for them’
•Keep it short
•Use personalisation in the Subject Line
•Be engaging
•Use plain language
•Skip definitive articles (‘A’, ‘The’)
•People don’t like surprises

21. A Source of Good Subject lines
Lee, Email Preferences
and opting out
Relevance is available
if you look

22. A Source of Good Subject lines

23. The A , B Test
•Public training - 2%
(average over three months)
•Pubic Training – 7%
(one time only mistake)
•Now Tell me the Subject Line does not
make a difference

24. Symbols but be quick
50% of tests - there was no change in the
results
50% the campaign results were on average
42% higher when we used symbols in the
subject line.

25. Symbols but be quick
Greatest response from C level contacts
Symbol does not need to
be relavant to title
Symbols work different on some mobiles
http://bit.ly/ZRyFyf

26. FROM Field
•FROM field:
•Defines the relationship with the customer
•Is a key component in the Prioirity Inbox
•Reduces the appearance of spam
•Don’t disguise who you are
•Be consistent
•If customer is familiar with/expects emails
from their Account Mgr - use that name

27. FROM Field
•info@ ; Sales@ ; Marketing@ = Junk

28. First 6 Lines
•Remember the Preview Pane:
•Don’t ‘waste it’ on a
very large image
•Use meaningful text that people will see
•The average measurement for
this area is 300 pixels
•Stick the house keeping somewhere else

29. Disabled Images Ruin Impact

30. Disabled Images Ruin Impact

31. Disabled Images Ruin Impact

32. Disabled Images Ruin Impact

33. Thing 3 Thing 3
3. Your email audience is too
big to appeal to

34. Doncaster Keepmoat – 10,000 Doncaster Keepmoat – 10,000
Comedy Store – 1,500 Comedy Store – 1,500
O2 Arena – 30,000 O2 Arena – 30,000
Visualise your audience Visualise your audience

35. Vertical Market Vertical Market
Comedy Store – 1,500 Comedy Store – 1,500
Job Title Job Title
Visualise your audience Visualise your audience

36. Thing 4 Thing 4
4. Your Email is designed wrong

37. Retention Newsletters

38. Rule of
Thumb
11..55
iinncchh
11..55
iinncchh
<<1100%%
aaccttiivviittyy
http://browsersize.googlelabs.com/

39. Eye Tracking
Effects Layout
•Eye tracking
surveys
measure the
activity by
watching from
the screen on
to the eyes
•So, what do
they say?

40. Eye Tracking
Effects Layout
•Users scan headings
and don’t read text
•Heading and sub
heading copy is critical
•Users scan down the
left margin
•Large fonts work well

41. Design For Purpose
Click-through
traffic: 1.2% Click-through
traffic: 6.2%

42. Rule of
Thumb
11..55
iinncchh
11..55
iinncchh
<<1100%%
aaccttiivviittyy

43. its the “F” n Email
F Next Time you are
proofing a design
remember the F

44. Start Thinking Mobile – for clicks
•You know if they use a mobile or not!

46. Thing 5 Thing 5
5. Your measurements are all
wrong

47. So is Your Email Any
Good
55 HHoott LLeeaaddss ((5500 ppooiinnttss))
33 WWaarrmm LLeeaaddss ((3300 ppooiinnttss))
2200 CCoolldd LLeeaaddss ((1155 ppooiinnttss)) 7 white papers – read, not
ddoowwnnllooaaddeedd
CCoonnvveerrssiioonn iiss wwhhaatt yyoouu nneeeedd

48. Top 5 Things to Measure Average
Bounce Rate per Medium ?
Email Non Engagement ?
Post Click Activity ?
Repeat Visit Activity ?
Digital Interactions Per
Conversion ?

49. SSoo iiss YYoouurr EEmmaaiill AAnnyy GGoooodd

50. Technology Provides the Plumbing
The Problem with traditional
The Problem with traditional
click through reporting
click through reporting
View in browser
is a click
Clicked on
an article
Clicked on
unsubscribe

51. Technology Provides the Plumbing
LS = 22
LS = 32
Clicked on 2 articles in last two
emails, inactive in a key email,
visited 2 key web pages
Clicked on 3 articles in last two
emails, visited 3 key web pages,
one yesterday!
TThhee LLeeaadd SSccoorree iiss tthhee KKeeyy

52. The Meaning of Digital Life The Meaning of Digital Life
Social Social
SEO / PPC SEO / PPC
Email Marketing Email Marketing
Your Website Your Website
2
5
10
20

53. Lee
Lee
Chadwick
Chadwick
www.communigator.co.uk
Lee.chadwick@communigator.co.uk
@CommuniGatorltd
uk.linkedin.com/pub/lee-chadwick/9/864/Edit