2. BEFORE WE GET STARTED…
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Today’s Moderator:
• To submit questions during the webinar, use
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Sarah Zibanejadrad
• Everyone will receive a link to a recording of
the presentation and a copy of the slide Inbound Marketing Coordinator
deck within 1 to 2 business days WhatCounts, Inc.
2
3. TWEET!
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http://ar.gy/whatcountswhitepaper 3
4. TODAY’S SPEAKERS
Alex Bardoff
Creative Manager
WhatCounts, Inc.
creative@whatcounts.com
4
8. 10
It’s unique to you and
your brand – making it
stand out from the pack.
8
9. 10
It’s unique to you and
your brand – making it
stand out from the pack.
9
10. Try This:
- Print out your email.
10
It’s unique to you and
- Cut off the header and footer.
- Show the email to 5 people who are not
intimate with your email program.
your brand – making it
stand out from the pack. - Were they able to tell who the email was
from?
- Entrench details of your email: buttons,
images, styles, etc… in your brand –
and truly stand out.
10
11. 9
9
Has a compelling and
engaging subject line.
11
12. 9
9
Has a compelling and
engaging subject line.
12
13. 9
9
Has a compelling and
engaging subject line.
13
14. 9
9
Has a compelling and
engaging subject line.
14
15. - October Newsletter
9
9
Has a compelling and
- New Stories, Great Tips
- The Latest & Greatest of 2012
engaging subject line.
- Come On In, It’s Scary Good
15
16. 9
9
Has a compelling and
When the content and subject line is
optimized, we have seen increases
in click to open rates of up to 100%.
engaging subject line.
16
17. 8
8
Creates a consistent
experience.
Creates a consistent experience.
http://www.istockphoto.com/stock-photo-18594536-chef-at-work.php?st=a0a0ec2
17
18. 8
8
Creates a consistent
experience.
Creates a consistent experience.
http://www.istockphoto.com/stock-photo-18594536-chef-at-work.php?st=a0a0ec2
18
19. 77
Looks great on mobile.
Creates consistency in look, feel, structure
& voice with the overarching brand.
19
20. - Mobile readership of email
will surpass desktop by the
end of THIS year.
77
Looks great on mobile.
- 30-75% of your list are
opening on mobile.
Creates consistency in look, feel, structure
- Emails that do not render
& voice with the overarching brand.
well on mobile are only
being read by a small
percentage of mobile users.
20
21. 77
Looks great on mobile.
Creates consistency in look, feel, structure
& voice with the overarching brand.
21
22. 77
Looks great on mobile.
When we cater to mobile users,
we have seen mobile interactions
increase between 50% – 100%.
Creates consistency in look, feel, structure
& voice with the overarching brand.
22
27. 6
When there is a good balance of
text & imagery versus an email
driven purely on images, we
Great balance of
have seen click-through rates
text & imagery. increase up to 50-75%.
27
28. 55
Uses clear, concise and
obvious calls-to-action.
http://www.istockphoto.com/stock-photo-1876328-intrigued.php?st=906395f
28
29. OK SHOP NOW
55 Good SHOP NOW →
Uses clear, concise and
obvious calls-to-action.
Better SHOP NOW →
http://www.istockphoto.com/stock-photo-1876328-intrigued.php?st=906395f
Best SHOP MEN’S SHORTS →
29
30. 44
Get the most out of
the real-estate within
your template.
http://www.istockphoto.com/stock-photo-17373455-blueprints.php?st=528752c
30
31. Desktop
500x500
Mobile
320x490
44
Get the most out of
the real-estate within
your template.
http://www.istockphoto.com/stock-photo-17373455-blueprints.php?st=528752c
31
34. Try This:
- Get your email out in front of you.
33
Clearly defined content
- Close your eyes…
- Open them and say the first thing you
immediately see out loud.
hierarchy. - Was it the most important thing on the
page? Or even the second? Or third?
- Rework and tweak until you are
immediately making the visual progression
that is intended.
34
35. 2
2
Compelling content and
layouts that engage the user
and truly make them care.
http://www.istockphoto.com/stock-photo-15388401-businessman-whistling-at-computer.php?st=58e127b
35
36. 2
2
Compelling content and
layouts that engage the user
and truly make them care.
http://www.istockphoto.com/stock-photo-15388401-businessman-whistling-at-computer.php?st=58e127b
36
38. TEST, TEST, TEST:
1
- Test into new creative concepts.
1
Great email creative
performs.
- Test the little things.
- Inconclusive creative tests are NOT bad tests.
Companies who test regularly have
seen upwards of a 15% increase in
click-through and open rates.
38
40. Designing For Email, Is Unlike
Designing For Any Other Platform.
1
- The rules constantly change.
- Results are measured more often
than any other medium.
- Competition is fierce.
40
