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This document discusses ways to optimize email creative and structure. It examines case studies on how images affect click-through rates. It also explores optimizing emails for whether images are on or off, and encouraging image downloads. The document suggests emails can be optimized for both image-on and image-off viewers. Additional elements like pre-headers, navigation bars, and snippets are discussed.

Business Technologie

Twitter hashtag: #sexyemail 3 december 2009

©

Dela Quist: CEO Alchemy Worx

© How to be relevant and get your timing right

6

Case study - the effect of images on clicks

29.29%

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7

Case study - the effect of images on clicks

33.45%

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8

Case study - the effect of images on clicks

0.80%

©

12

Optimised for images off

Products and services that are not reliant on
visuals
Emails where content is the value proposition
Newsletters
B2B
Optimised to encourage image downloading

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13

Optimised to encourage image download

©

14

Optimised to encourage image download

©

18

Optimised for both

Products and services that are quite
visual
Retailers with many product lines to
promote
Groceries
Price sensitive products and discounting

©

Email Pre Headers
Creative copy Newsletter contents

©

Pre-Header – Alternate Links & sharing

©

24 What else can we be creative with?

©

Snippets
Link to hosted version

Opt in

Offer

Branding

©

Playing with the structure
http://stylecampaign.com/blog/blogmails/horizontal/horizontal-game.htm

©

29

Additional Resources
Email-Worx: Weekly newsletter for email marketers

Archive
Subscribe

Articles and blog posts by Dela Quist

What to do about inactive subscribers
Maximising ROI without overmailing – how to determine the right send
frequency for your email campaigns
Lies, Damn Lies and Statistics relating to Email
The Nudge Effect in Email Marketing

©

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What would you do if you found out that 1% of your email list was generating 20% of your revenue? You might target your big spenders in a different way or develop products aimed specifically at them; alternatively, you might look at ways of persuading the other 99% of subscribers to buy more. Both of these options rely on knowing which customers are your most valuable – but with only the blunt instruments of open and click rates available to you, you simply can’t tell. When we rely on these metrics to measure success we end up with “one size fits all” communications: any serious knowledge of our audience begins and ends with the registration process.

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E-mail Marketing 1.0 was batch and blast. E-mail Marketing 2.0 – where we are now – is all about utilising Big Data to segment and target campaigns and use triggered e-mails based on subscriber behaviour. So what’s the next step for e-mail marketing? In his presentation, Dela talks about E-mail Marketing 3.0 and shows how smart marketers have started to move beyond purely reactive campaigns to a more proactive approach where e-mail is also used to create demand for your products and services. Find out how to leverage the power of e-mail within your own programme to make your subscribers more likely to pick your products and services than your competitors.

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The DialogSummit is an important conference on data driven marketing and email marketing. Featuring two language tracks - English and German - you can meet acknowledged email marketing and data driven marketing experts such as Dietmar Dahmen, Kath Pay, Michael Leander, Dela Quist, Jordie van Rijn, Tamara Gielen, Gregor Wolf, Dr. Torsten Schwarz and many, many others. It takes place in Frankfurt, Germany on 3rd May 2016. The day before you can attend a data driven marketing masterclass in English and several email marketing workshops in German. More here http://www.dialogsummit.de

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The subject line is the most important piece of copy in every email you send. It has a direct impact on opens and engagement and presents a potent opportunity for increasing brand awareness in the inbox. But finding the right subject line requires the endless application of A/B tests, segmentation and just plain dumb luck…or does it? In this webinar, Dela Quist (CEO, AlchemyWorx), Parry Malm (CEO, Phrasee) and Dave Hendricks (President, LiveIntent) tell you: • Why everything you know about subject lines is wrong • Tips for crafting subject lines that increase awareness and opens • New technologies that revolutionize the A/B testing process and make it possible to generate and optimize your email subject lines

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1. Twitter hashtag: #sexyemail 3 december 2009

3. 3 ©

12. 12 Optimised for images off Products and services that are not reliant on visuals Emails where content is the value proposition Newsletters B2B Optimised to encourage image downloading ©

15. 15 Optimised to encourage image download Products and services that are highly visual Brand building B2C Building Desire Price indifference ©

18. 18 Optimised for both Products and services that are quite visual Retailers with many product lines to promote Groceries Price sensitive products and discounting ©

20. 20 ©

29. 29 Additional Resources Email-Worx: Weekly newsletter for email marketers Archive Subscribe Articles and blog posts by Dela Quist What to do about inactive subscribers Maximising ROI without overmailing – how to determine the right send frequency for your email campaigns Lies, Damn Lies and Statistics relating to Email The Nudge Effect in Email Marketing ©

Dela Quist Alchemy Worx Sexy Email Event

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