Diese Präsentation wurde erfolgreich gemeldet.
Wir verwenden Ihre LinkedIn Profilangaben und Informationen zu Ihren Aktivitäten, um Anzeigen zu personalisieren und Ihnen relevantere Inhalte anzuzeigen. Sie können Ihre Anzeigeneinstellungen jederzeit ändern.
The GOOD
the BAD
and the BEST
Practices for a Post-Wild West
Email Marketing World
Elyse Dupré is a reporter at Direct
Marketing News and covers ever-
evolving trends in the marketing
world. She joined Dir...
• Principal of Marketing
Research at ExactTarget
• Author of the book
Email Marketing Rules
• Email Insider Columnist
• Bl...
What are
best practices?
@chadswhite #ET13
@chadswhite #ET13
@chadswhite #ET13
@chadswhite #ET13
@chadswhite #ET13
@chadswhite #ET13
“Best practices are
those practices that
generally produce
the best results or
minimize risk.”
@chadswhite #ET13
“Following best
practices doesn’t
make you mediocre,
unimaginative or a
conformist.”
@chadswhite #ET13
Adopting best practices isn’t
about ticking boxes.
It’s about execution.
@chadswhite #ET13
@chadswhite #ET13
Let’s look at the GOOD,
the BAD, and the BEST of
8 email marketing practices…
@chadswhite #ET13
1.
Signup Process
@chadswhite #ET13
@chadswhite #ET13
@chadswhite #ET13
@chadswhite #ET13
@chadswhite #ET13
@chadswhite #ET13
@chadswhite #ET13
2.
Signup Confirmation
Pages
@chadswhite #ET13
Sign up confirmation pages…
• Confirm opt-in was successful
• Set expectations
• Collect more subscriber data
• Secure add...
@chadswhite #ET13
@chadswhite #ET13
@chadswhite #ET13
@chadswhite #ET13
3.
Welcome Emails
@chadswhite #ET13
@chadswhite #ET13
@chadswhite #ET13
@chadswhite #ET13
@chadswhite #ET13
@chadswhite #ET13
@chadswhite #ET13
@chadswhite #ET13
@chadswhite #ET13
@chadswhite #ET13
@chadswhite #ET13
4.
Preheader Text
@chadswhite #ET13
@chadswhite #ET13
Under Armour, 5/21/13 — Built To Tackle The Sun & Sand
It's Always Sunny Somewhere — Shop Now | View Online.
Urban Outfitt...
Victoria’s Secret, 4/16/13 — This one's for you, Angels...
You have asked to receive emails from Victoria's Secret. If
you...
West Elm, 2/18/13 — Today only: free shipping (plus a
Presidents Day surprise) Use promo code FREE4PRES at
checkout, some ...
5.
Defensive Design
@chadswhite #ET13
@chadswhite #ET13
@chadswhite #ET13
@chadswhite #ET13
< Images on
@chadswhite #ET13
< Images on
Images off>
@chadswhite #ET13
< Images on
@chadswhite #ET13
< Images on
Images off>
@chadswhite #ET13
@chadswhite #ET13
< Images on
@chadswhite #ET13
< Images off
@chadswhite #ET13
6.
Mobile-Friendly
@chadswhite #ET13
@chadswhite #ET13
@chadswhite #ET13
@chadswhite #ET13
< Wide
screen
Narrow
screen >
@chadswhite #ET13
7.
Personalization
@chadswhite #ET13
@chadswhite #ET13
@chadswhite #ET13
Lenovo, welcome email — Chad, thank you for signing up.
Enjoy your exclusive Lenovo offer.
Michael’s, progressive profilin...
Subway, 9/4/13 — Chad, it's time to celebrate! Any regular
FOOTLONG(TM) is a $5 FOOTLONG(TM) all
SUBtember(R) long. (At pa...
@chadswhite #ET13
@chadswhite #ET13
@chadswhite #ET13
8.
Unsubscribe Process
@chadswhite #ET13
@chadswhite #ET13
@chadswhite #ET13
@chadswhite #ET13
@chadswhite #ET13
@chadswhite #ET13
Email marketing’s
impressive power obscures
an unfortunate truth…
@chadswhite #ET13
“Poor practices are
blunting email
marketing’s
effectiveness and
keeping its ROI from
being truly awesome.”
@chadswhite #E...
Thank You!
Please complete the survey
for this session.
@chadswhite #ET13
Email Swipe File
pinterest.com/exacttarget/email-swipe-file
Plus, reports that showcase the best pins
Download it for FREE
during Connections
courtesy of ExactTarget:
extg.co/emailmarketingrules
@chadswhite #ET13
The Good, the Bad, and the Best: Practices for a Post “Wild West” Email Marketing World
Nächste SlideShare
Wird geladen in …5
×

The Good, the Bad, and the Best: Practices for a Post “Wild West” Email Marketing World

2.566 Aufrufe

Veröffentlicht am

Adopting email marketing best practices isn’t about ticking boxes. It’s about execution. Join Chad White, ExactTarget’s Principal of Marketing Research and the author of “Email Marketing Rules: How to Wear a White Hat, Shoot Straight, and Win Hearts,” as he discusses a variety of best practices and shares real-world examples of brands with good, bad and the best executions. Hear real-world examples of brands with good, bad, and the best executions. You’ll see all types of digital content including signup forms, welcome emails, mobile-friendly emails, preheaders, unsubscribe pages, and more.

Veröffentlicht in: Technologie, Business
  • Als Erste(r) kommentieren

The Good, the Bad, and the Best: Practices for a Post “Wild West” Email Marketing World

  1. 1. The GOOD the BAD and the BEST Practices for a Post-Wild West Email Marketing World
  2. 2. Elyse Dupré is a reporter at Direct Marketing News and covers ever- evolving trends in the marketing world. She joined Direct Marketing News in August 2012 after graduating from Boston University with a B.S. in journalism and a B.A. in psychology. Moderator: Elyse Dupré @chadswhite #ET13
  3. 3. • Principal of Marketing Research at ExactTarget • Author of the book Email Marketing Rules • Email Insider Columnist • Blogger for 7+ years (2,500+ posts) Speaker: Chad White @chadswhite #ET13
  4. 4. What are best practices? @chadswhite #ET13
  5. 5. @chadswhite #ET13
  6. 6. @chadswhite #ET13
  7. 7. @chadswhite #ET13
  8. 8. @chadswhite #ET13
  9. 9. @chadswhite #ET13
  10. 10. “Best practices are those practices that generally produce the best results or minimize risk.” @chadswhite #ET13
  11. 11. “Following best practices doesn’t make you mediocre, unimaginative or a conformist.” @chadswhite #ET13
  12. 12. Adopting best practices isn’t about ticking boxes. It’s about execution. @chadswhite #ET13
  13. 13. @chadswhite #ET13
  14. 14. Let’s look at the GOOD, the BAD, and the BEST of 8 email marketing practices… @chadswhite #ET13
  15. 15. 1. Signup Process @chadswhite #ET13
  16. 16. @chadswhite #ET13
  17. 17. @chadswhite #ET13
  18. 18. @chadswhite #ET13
  19. 19. @chadswhite #ET13
  20. 20. @chadswhite #ET13
  21. 21. @chadswhite #ET13
  22. 22. 2. Signup Confirmation Pages @chadswhite #ET13
  23. 23. Sign up confirmation pages… • Confirm opt-in was successful • Set expectations • Collect more subscriber data • Secure additional opt-ins • Engage with offers or content @chadswhite #ET13
  24. 24. @chadswhite #ET13
  25. 25. @chadswhite #ET13
  26. 26. @chadswhite #ET13
  27. 27. @chadswhite #ET13
  28. 28. 3. Welcome Emails @chadswhite #ET13
  29. 29. @chadswhite #ET13
  30. 30. @chadswhite #ET13
  31. 31. @chadswhite #ET13
  32. 32. @chadswhite #ET13
  33. 33. @chadswhite #ET13
  34. 34. @chadswhite #ET13
  35. 35. @chadswhite #ET13
  36. 36. @chadswhite #ET13
  37. 37. @chadswhite #ET13
  38. 38. @chadswhite #ET13
  39. 39. 4. Preheader Text @chadswhite #ET13
  40. 40. @chadswhite #ET13
  41. 41. Under Armour, 5/21/13 — Built To Tackle The Sun & Sand It's Always Sunny Somewhere — Shop Now | View Online. Urban Outfitters, 5/20/13 — Are you ready to get the party started? Shop Summer Party Essentials @chadswhite #ET13
  42. 42. Victoria’s Secret, 4/16/13 — This one's for you, Angels... You have asked to receive emails from Victoria's Secret. If you have received this email in error, please unsubscribe here. Monterey Bay Aquarium, 5/21/13 — Bid Now for the Oceans: Last Chance! Having trouble reading this message? View it online. Ann Taylor, 5/20/13 — FINAL HOURS! EXTRA 50% Off Sale Final Hours: Take An Extra 50% Off All Sale Styles! @chadswhite #ET13
  43. 43. West Elm, 2/18/13 — Today only: free shipping (plus a Presidents Day surprise) Use promo code FREE4PRES at checkout, some exclusions apply Threadless, 4/24/13 — Aerosoiled and 9 more new goofy designs by MADE artist Aaron Jay! Plus, hang out while we interview Aaron Jay at 11:30AM CST. @chadswhite #ET13
  44. 44. 5. Defensive Design @chadswhite #ET13
  45. 45. @chadswhite #ET13
  46. 46. @chadswhite #ET13
  47. 47. @chadswhite #ET13
  48. 48. < Images on @chadswhite #ET13
  49. 49. < Images on Images off> @chadswhite #ET13
  50. 50. < Images on @chadswhite #ET13
  51. 51. < Images on Images off> @chadswhite #ET13
  52. 52. @chadswhite #ET13
  53. 53. < Images on @chadswhite #ET13
  54. 54. < Images off @chadswhite #ET13
  55. 55. 6. Mobile-Friendly @chadswhite #ET13
  56. 56. @chadswhite #ET13
  57. 57. @chadswhite #ET13
  58. 58. @chadswhite #ET13
  59. 59. < Wide screen Narrow screen > @chadswhite #ET13
  60. 60. 7. Personalization @chadswhite #ET13
  61. 61. @chadswhite #ET13
  62. 62. @chadswhite #ET13
  63. 63. Lenovo, welcome email — Chad, thank you for signing up. Enjoy your exclusive Lenovo offer. Michael’s, progressive profiling email — Chad, isn't it time we got to know each other? Olive Garden, birthday email — Chad, go celebrate your birthday with a free app or dessert! ThinkGeek, 5/17/13 — Chad, I am your father @chadswhite #ET13
  64. 64. Subway, 9/4/13 — Chad, it's time to celebrate! Any regular FOOTLONG(TM) is a $5 FOOTLONG(TM) all SUBtember(R) long. (At participating restaurants. Pricing details inside.) Volkswagen, 2/22/13 — Chad, don't miss out on a limited- time offer on the 2013 Passat Chili’s, 7/21/13 — 2 Coupons for Chad Chadwicks, 2/18/12 — , enjoy $4.99 shipping today! @chadswhite #ET13
  65. 65. @chadswhite #ET13
  66. 66. @chadswhite #ET13
  67. 67. @chadswhite #ET13
  68. 68. 8. Unsubscribe Process @chadswhite #ET13
  69. 69. @chadswhite #ET13
  70. 70. @chadswhite #ET13
  71. 71. @chadswhite #ET13
  72. 72. @chadswhite #ET13
  73. 73. @chadswhite #ET13
  74. 74. Email marketing’s impressive power obscures an unfortunate truth… @chadswhite #ET13
  75. 75. “Poor practices are blunting email marketing’s effectiveness and keeping its ROI from being truly awesome.” @chadswhite #ET13
  76. 76. Thank You! Please complete the survey for this session. @chadswhite #ET13
  77. 77. Email Swipe File pinterest.com/exacttarget/email-swipe-file Plus, reports that showcase the best pins
  78. 78. Download it for FREE during Connections courtesy of ExactTarget: extg.co/emailmarketingrules @chadswhite #ET13

×