SlideShare ist ein Scribd-Unternehmen logo
1 von 43
Downloaden Sie, um offline zu lesen
Digital Wavefront - Your Technology Partner for multi-channel marketing
Creating Email Awesomeness!
Nirmal Parikh
@
Ray Tomlinson
Know who this is?
@
Wired
Wikipedia
1971
@
Ray used this machine, a DEC-10, back in 1971 to send his first email.
And, have we come a long way since!
 3.2 billion email accounts
 838 billion marketing messages (2013)
 3 out of 4 marketers use email marketing for retention
 2 out of 3 consumers have made a purchase as a result of an email
 $1 = $44.25 in email ROI
 400+ marketing messages per month
Source: ExactTarget, Forrester, DMA, ReturnPath
Fast Forward to 2013-14!
@
 Email marketing can be very effective
 It can/does influence purchase decisions and behavior
 Email is context-agnostic (no matter where, what, when)
 Email has control over us. Yes, it’s true!
 We have very little patience & an even smaller attention span
 We make decisions based on FROM names and subject lines
So, What Does All This Mean?
@
@
Modeling
Delivery
Devices
Compliance
Development
Design
Validation
Strategy
@
<HTML>
@
1: Strategy
There are 3 parts to an email strategy…
@
film.vic.gov.au
Part 1. Your Target Audience
@
valuablecontent.co.uk
Part 2 – Your Content.
@
ewaydirect.com
Part 3: Your Offer.
2: Validation
@
Validation > Syntax Checking
jon’_@gmail.com <valid
[nirmal]@yahoo.com <valid
jenny”o”smith@aol.com <not valid
@
This is the most basic form of validation that
checks email for syntax errors.
Validation > Spam Traps
 Re-activated accounts
inactiveuser@yahoo.com
 Re-activated domains
user@veryolddomain.com
 Classic “honeypot” addresses used for seeding
donotsend@yahoo.com
 Investigative
myemail@mycompany.com @
So, why do we validate?
Well…one of the reasons
is to simply to avoid spam
traps set up by ISPs.
Validation > Better Delivery Ratios!
Use Case A
Start 100
Post-validation 100
Delivered 80
Deliverability 80%
Use Case B (validated list)
100
88
80
90%
@
-12
Validation is the process of “pinging” an email address w/o actually sending an
email; one of the most critical things from a perspective of data hygiene.
3: Design
@
Design > Mobile
@
65%
69%
66%
Source: ExactTarget, Forrester, DMA, ReturnPath
Of email is opened first
on a mobile device.
69% delete emails that don’t
display correctly on mobile.
66% of Gmail emails are
opened on mobile.
Design > Email Clients
@
Client Market Share (based on March 2014 opens)
Apple iPhone 26%
Outlook 14%
Apple iPad 12%
Gmail 11%
Apple Mail 8%
Google Android 7%
Outlook.com 6%
Yahoo! Mail 5%
Windows Live Mail 3%
Windows Mail 2%
Source: Litmus
53%
Mobile email
clients have 53%
market share.
 From Point & Click to Touch & Scroll
 Users are accustomed to scrolling
 Long-form content is perfectly OK!
 Single-column layout
 Design for touch accuracy
 Animated GIFs?
 Font sizes
Design > Optimization
@
@
Here are some email designs that were targeted for and maximized for mobile device compatibility. The
common theme across all of them is again “long-form” content and big/bold CTAs.
4: Development
@
 Standards-compliant <html></html>
 Email client compatibility
 Device compatibility
 Responsive style-sheets (@media queries, CSS3)
 Image ALT tags
 Plain-text alternative
 Email pre-header or
Johnson Box
Development > HTML
@
Development > Respect the Inbox
@
Consider feature advancements and
developments with different email clients.
Gmail Promotions Tab – List View
Gmail Promotions Tab – Grid View
For example: your promotional emails may end up in the Gmail promotions
tab, but you can maximize that space by designing for grid view.
5: Compliance
@
Content Compliance
 Accurate FROM address
 Relevant Subject line
 Physical address of publisher and/or advertiser
Unsubscribe Compliance
 A visible and operable unsubscribe mechanism
 Opt-out requests are honored within 10 business days
Country and Local Legislations
• Canadian Anti-Spam Laws (CASL, Jul 1st 2014)
• EU Safe Harbor Policies
Compliance > CAN-SPAM
@
6: Devices
@
Devices > Ubiquity
@5-6am 8am 6pm 8pm
We live in a “multi-
screen” and “multi-
context” world,
constantly switching
devices over the
course of the day.
Devices > Context
@
Consider the context – when and
where your emails will be read.
Devices > Form Factors
@
Consider the different form
factors you are targeting.
From smartphones with 4-5”
screens, to mid-sized tablets,
all the way to laptops and
wide-screen monitors.
Devices > Wearable Tech
@
The Next Wave?
It’s wearable computing. Your
emails are going to have to be
“wrist-friendly” in the near future.
7: Delivery
@
 The Subject line is your Elevator Pitch. Master it.
 33% of email recipients open email based on subject line alone
 Try special characters ()
 Keep it under 70 characters
 Make it intriguing but relevant
 Avoid spammy words and phrases
FREE, mortgage, insurance, limited time, click now, open immediately, etc.
 And, PLEASE don't!!! USE UPPERCASE, or a lot of punctuation!!!
Delivery > Subject Line Optimization
@Source: ExactTarget
@http://litmus.com/resources/subject-line-checker
Check how your subject line will
render across different clients and
interfaces.
Delivery > Tactical Considerations
 Aligning emails with in-home delivery of direct mail
 Response rates 10% - 30% higher*
 Acquisition costs 25% - 35% lower*
 Time-zone localization
 9am EST, 9am CST, 9am PST
 Time-lapsed delivery
 9am vs 2pm
 Weekday vs. Weekend vs. Holiday delivery @
Delivery > Reputation
@Source: ReturnPath
Inbox SPAM83%
One of the biggest influencers of delivery is your ESP’s and/or
server’s IP reputation (affecting delivery by 83%).
Sender Score
https://senderscore.org
Use this as a resource to check your sender score.
Delivery > Calibrating Sender Score
 No volume = No reputation = No Sender Score
 Sudden influx of email = Potential spam
 30 days of mailing = +46
 Reverse DNS setup = +16
 Complaints > 1.5% = -40
 Target: < 0.1%
 Bounce rate > 10% = -40
 Spam trap = -40
Source: ReturnPath
@
90+
Delivery > DNS Records
 SPF (Sender Policy Framework)
v=spf1 mx ip4:72.19.227.112 a:me-ss2-6qydu7.mailengine1.com ~all
 DKIM (DomainKeys Identified Mail)
_domainkey.yourdomain.com IN TXT "t=y; o=~;"
k1._domainkey.yourdomain.com IN TXT "k=rsa;
p=MIGfMA0GCSqGSIb3DQEBAQUAA4GNADCBiQKBgQDk2qnamPIxlqH4q44Y3ZHutl
00nv83vl5wuR+/dkrwwFqENtsf1vk68QjbblRZ/mtfwoFeQcLrsqiuqQIDAQAB“
Sender Scores of 90-100 are 42% more likely to pass DKIM - ReturnPath
@
Delivery > Choice of ESPs
@
8: Predictive Modeling
@
Predictive Modeling > Why?
@
 Send fewer, more targeted emails
 Model after positive behavior and “look-alikes”
 Improve delivery
 Gain a better reputation & SenderScore
@
Modeling
Delivery
Devices
Compliance
Development
Design
Validation
Strategy
@
<HTML>
Recap
And That’s How You
Create Email Awesomeness!
@Digital Wavefront - Your Technology Partner for multi-channel marketing
@
Nirmal Parikh
www.digitalwavefront.com
@BOSMarketer
nirmalp@digitalwavefront.com
@Digital Wavefront - Your Technology Partner for multi-channel marketing

Weitere ähnliche Inhalte

Andere mochten auch

Coches Fantasticos
Coches FantasticosCoches Fantasticos
Coches Fantasticos
josevlc
 
Illustrator Creation
Illustrator CreationIllustrator Creation
Illustrator Creation
alexinsomny
 

Andere mochten auch (20)

MTech13: "Mobile Direct Marketing" - Ted McNulty
MTech13: "Mobile Direct Marketing" - Ted McNultyMTech13: "Mobile Direct Marketing" - Ted McNulty
MTech13: "Mobile Direct Marketing" - Ted McNulty
 
Linkedinstudentppt
LinkedinstudentpptLinkedinstudentppt
Linkedinstudentppt
 
009 from concept to product, judy chambers
009   from concept to product, judy chambers009   from concept to product, judy chambers
009 from concept to product, judy chambers
 
Stackato
StackatoStackato
Stackato
 
MBond Resume
MBond ResumeMBond Resume
MBond Resume
 
About Blogs
About BlogsAbout Blogs
About Blogs
 
Favorite Apps and Business Tools
Favorite Apps and Business ToolsFavorite Apps and Business Tools
Favorite Apps and Business Tools
 
Catalogo Lazúli 2009
Catalogo Lazúli 2009Catalogo Lazúli 2009
Catalogo Lazúli 2009
 
Trade Show 101
Trade Show 101Trade Show 101
Trade Show 101
 
Coches Fantasticos
Coches FantasticosCoches Fantasticos
Coches Fantasticos
 
PO
POPO
PO
 
Illustrator Creation
Illustrator CreationIllustrator Creation
Illustrator Creation
 
everdo for ad
everdo for adeverdo for ad
everdo for ad
 
CEFPI Wash DC Sept 29, 2009 Closing Keynote Presentation
CEFPI Wash DC Sept 29, 2009 Closing Keynote PresentationCEFPI Wash DC Sept 29, 2009 Closing Keynote Presentation
CEFPI Wash DC Sept 29, 2009 Closing Keynote Presentation
 
Google Places - Global Approach ISS 2012
Google Places - Global Approach ISS 2012Google Places - Global Approach ISS 2012
Google Places - Global Approach ISS 2012
 
Morin
MorinMorin
Morin
 
Istant report Open Spece Technology "Facciamo il Macello"
Istant report Open Spece Technology "Facciamo il Macello"Istant report Open Spece Technology "Facciamo il Macello"
Istant report Open Spece Technology "Facciamo il Macello"
 
Appca Presentation R Boyle July 2009
Appca Presentation R Boyle July 2009 Appca Presentation R Boyle July 2009
Appca Presentation R Boyle July 2009
 
Yahoo Korea 10th anniversary Plan Concept
Yahoo Korea 10th anniversary Plan ConceptYahoo Korea 10th anniversary Plan Concept
Yahoo Korea 10th anniversary Plan Concept
 
MTech13: "How Crowdsourcing Can Draw Your Customers Closer and Drive New Busi...
MTech13: "How Crowdsourcing Can Draw Your Customers Closer and Drive New Busi...MTech13: "How Crowdsourcing Can Draw Your Customers Closer and Drive New Busi...
MTech13: "How Crowdsourcing Can Draw Your Customers Closer and Drive New Busi...
 

Ähnlich wie NEDMA14: Creating Email Awesomeness! - Nirmal Parikh

Maximise Email Deliverability
Maximise Email DeliverabilityMaximise Email Deliverability
Maximise Email Deliverability
GetResponse
 
2010 Spam Filtered World Fv
2010 Spam Filtered World Fv2010 Spam Filtered World Fv
2010 Spam Filtered World Fv
cactussky
 
wp-big-rewards-small-improvements
wp-big-rewards-small-improvementswp-big-rewards-small-improvements
wp-big-rewards-small-improvements
Rafael Marrero
 
Valueleaf technology features
Valueleaf technology featuresValueleaf technology features
Valueleaf technology features
Shweta Jain
 
sparkpost-guide-email101
sparkpost-guide-email101sparkpost-guide-email101
sparkpost-guide-email101
Rafael Marrero
 
B2B Email Deliverability - Getting to the Inbox
B2B Email Deliverability - Getting to the InboxB2B Email Deliverability - Getting to the Inbox
B2B Email Deliverability - Getting to the Inbox
B2BCamp
 
Adma 2009 Vision 6 David Smerdon
Adma 2009 Vision 6 David SmerdonAdma 2009 Vision 6 David Smerdon
Adma 2009 Vision 6 David Smerdon
davidsmerdon
 
Open It, Read It, Buy It Email Marketing with the AppExchange
Open It, Read It, Buy It Email Marketing with the AppExchangeOpen It, Read It, Buy It Email Marketing with the AppExchange
Open It, Read It, Buy It Email Marketing with the AppExchange
dreamforce2006
 

Ähnlich wie NEDMA14: Creating Email Awesomeness! - Nirmal Parikh (20)

Overcoming the 3 Challenges to Optimizing Your Email Program
Overcoming the 3 Challenges to Optimizing Your Email ProgramOvercoming the 3 Challenges to Optimizing Your Email Program
Overcoming the 3 Challenges to Optimizing Your Email Program
 
Maximise Email Deliverability
Maximise Email DeliverabilityMaximise Email Deliverability
Maximise Email Deliverability
 
The Path to the Inbox Part 1
The Path to the Inbox Part 1The Path to the Inbox Part 1
The Path to the Inbox Part 1
 
2010 Spam Filtered World Fv
2010 Spam Filtered World Fv2010 Spam Filtered World Fv
2010 Spam Filtered World Fv
 
Email Marketing techniques
Email Marketing techniquesEmail Marketing techniques
Email Marketing techniques
 
Email Marketing What You Dont Know Can Hurt You
Email Marketing What You Dont Know Can Hurt YouEmail Marketing What You Dont Know Can Hurt You
Email Marketing What You Dont Know Can Hurt You
 
The Complete Guide to B2B Email Marketing
The Complete Guide to B2B Email MarketingThe Complete Guide to B2B Email Marketing
The Complete Guide to B2B Email Marketing
 
Protect your domain with DMARC
Protect your domain with DMARCProtect your domain with DMARC
Protect your domain with DMARC
 
wp-big-rewards-small-improvements
wp-big-rewards-small-improvementswp-big-rewards-small-improvements
wp-big-rewards-small-improvements
 
Cloud Communication Services 101 by Twilio Product Leader
Cloud Communication Services 101 by Twilio Product LeaderCloud Communication Services 101 by Twilio Product Leader
Cloud Communication Services 101 by Twilio Product Leader
 
Valueleaf technology features
Valueleaf technology featuresValueleaf technology features
Valueleaf technology features
 
IRJET- Email Spam Detection & Automation
IRJET- Email Spam Detection & AutomationIRJET- Email Spam Detection & Automation
IRJET- Email Spam Detection & Automation
 
sparkpost-guide-email101
sparkpost-guide-email101sparkpost-guide-email101
sparkpost-guide-email101
 
Sendgrid Deliverability Guide
Sendgrid Deliverability GuideSendgrid Deliverability Guide
Sendgrid Deliverability Guide
 
B2B Email Deliverability - Getting to the Inbox
B2B Email Deliverability - Getting to the InboxB2B Email Deliverability - Getting to the Inbox
B2B Email Deliverability - Getting to the Inbox
 
Microsoft HotMail v GMail v YahooMail: The giants of free email battle it out...
Microsoft HotMail v GMail v YahooMail: The giants of free email battle it out...Microsoft HotMail v GMail v YahooMail: The giants of free email battle it out...
Microsoft HotMail v GMail v YahooMail: The giants of free email battle it out...
 
Adma 2009 Vision 6 David Smerdon
Adma 2009 Vision 6 David SmerdonAdma 2009 Vision 6 David Smerdon
Adma 2009 Vision 6 David Smerdon
 
Open It, Read It, Buy It Email Marketing with the AppExchange
Open It, Read It, Buy It Email Marketing with the AppExchangeOpen It, Read It, Buy It Email Marketing with the AppExchange
Open It, Read It, Buy It Email Marketing with the AppExchange
 
Cloud Communication Services 101 by Twilio Product Leader
Cloud Communication Services 101 by Twilio Product LeaderCloud Communication Services 101 by Twilio Product Leader
Cloud Communication Services 101 by Twilio Product Leader
 
Mobile First approach in E-mailers
Mobile First approach in E-mailersMobile First approach in E-mailers
Mobile First approach in E-mailers
 

Mehr von New England Direct Marketing Association

Mehr von New England Direct Marketing Association (20)

Tools and Tricks for Boosting Your Social Media Presence
Tools and Tricks for Boosting Your Social Media PresenceTools and Tricks for Boosting Your Social Media Presence
Tools and Tricks for Boosting Your Social Media Presence
 
What You Need to Know about Instagram
What You Need to Know about Instagram What You Need to Know about Instagram
What You Need to Know about Instagram
 
10 Ways to Find Common Ground with Your Social Media Audience
10 Ways to Find Common Ground with Your Social Media Audience10 Ways to Find Common Ground with Your Social Media Audience
10 Ways to Find Common Ground with Your Social Media Audience
 
NEDMA15: Quick Start Marketing Automation: Planning and launching nurture cam...
NEDMA15: Quick Start Marketing Automation: Planning and launching nurture cam...NEDMA15: Quick Start Marketing Automation: Planning and launching nurture cam...
NEDMA15: Quick Start Marketing Automation: Planning and launching nurture cam...
 
NEDMA15: How to Optimize Email for all Inboxes in a Mobile World - Justine Jo...
NEDMA15: How to Optimize Email for all Inboxes in a Mobile World - Justine Jo...NEDMA15: How to Optimize Email for all Inboxes in a Mobile World - Justine Jo...
NEDMA15: How to Optimize Email for all Inboxes in a Mobile World - Justine Jo...
 
NEDMA15: Building and Engaging Online Communities with Twitter - Justine Jord...
NEDMA15: Building and Engaging Online Communities with Twitter - Justine Jord...NEDMA15: Building and Engaging Online Communities with Twitter - Justine Jord...
NEDMA15: Building and Engaging Online Communities with Twitter - Justine Jord...
 
NEDMA15 Keynote: Once Upon a Time: Using an Ancient Skill to Find Success in ...
NEDMA15 Keynote: Once Upon a Time: Using an Ancient Skill to Find Success in ...NEDMA15 Keynote: Once Upon a Time: Using an Ancient Skill to Find Success in ...
NEDMA15 Keynote: Once Upon a Time: Using an Ancient Skill to Find Success in ...
 
NEDMA15: The Power of Projects: How to Run an Effective Inbound Marketing Cam...
NEDMA15: The Power of Projects: How to Run an Effective Inbound Marketing Cam...NEDMA15: The Power of Projects: How to Run an Effective Inbound Marketing Cam...
NEDMA15: The Power of Projects: How to Run an Effective Inbound Marketing Cam...
 
NEDMA15: Content Marketing Strategies That Drive and Protect Organic Leads - ...
NEDMA15: Content Marketing Strategies That Drive and Protect Organic Leads - ...NEDMA15: Content Marketing Strategies That Drive and Protect Organic Leads - ...
NEDMA15: Content Marketing Strategies That Drive and Protect Organic Leads - ...
 
NEDMA15: Humanizing Your Corporate Brand on Social Media - Bob Cargill and Am...
NEDMA15: Humanizing Your Corporate Brand on Social Media - Bob Cargill and Am...NEDMA15: Humanizing Your Corporate Brand on Social Media - Bob Cargill and Am...
NEDMA15: Humanizing Your Corporate Brand on Social Media - Bob Cargill and Am...
 
NEDMA15: 7 Decision Science Secrets that Drive Digital Behavior - Nancy Harhut
NEDMA15: 7 Decision Science Secrets that Drive Digital Behavior - Nancy HarhutNEDMA15: 7 Decision Science Secrets that Drive Digital Behavior - Nancy Harhut
NEDMA15: 7 Decision Science Secrets that Drive Digital Behavior - Nancy Harhut
 
Print Technology: Functional Printed Electronics - RFID & NFC versus QR Codes...
Print Technology: Functional Printed Electronics - RFID & NFC versus QR Codes...Print Technology: Functional Printed Electronics - RFID & NFC versus QR Codes...
Print Technology: Functional Printed Electronics - RFID & NFC versus QR Codes...
 
MTech14: Marketing Automation in Action: 5 Use Cases that Drive Real Results ...
MTech14: Marketing Automation in Action: 5 Use Cases that Drive Real Results ...MTech14: Marketing Automation in Action: 5 Use Cases that Drive Real Results ...
MTech14: Marketing Automation in Action: 5 Use Cases that Drive Real Results ...
 
MTech14: Integration, Interruption: Why and How Marketers Should Command Cont...
MTech14: Integration, Interruption: Why and How Marketers Should Command Cont...MTech14: Integration, Interruption: Why and How Marketers Should Command Cont...
MTech14: Integration, Interruption: Why and How Marketers Should Command Cont...
 
MTech14: Marketing Automation for the New Buyer's Journey - Linda West
MTech14: Marketing Automation for the New Buyer's Journey - Linda WestMTech14: Marketing Automation for the New Buyer's Journey - Linda West
MTech14: Marketing Automation for the New Buyer's Journey - Linda West
 
MTech14: Creating A Marketing Technology Strategy - Scott Brinker
MTech14: Creating A Marketing Technology Strategy - Scott BrinkerMTech14: Creating A Marketing Technology Strategy - Scott Brinker
MTech14: Creating A Marketing Technology Strategy - Scott Brinker
 
MTech14: Targeting Audiences with Direct Response Campaigns on Mobile - Ted M...
MTech14: Targeting Audiences with Direct Response Campaigns on Mobile - Ted M...MTech14: Targeting Audiences with Direct Response Campaigns on Mobile - Ted M...
MTech14: Targeting Audiences with Direct Response Campaigns on Mobile - Ted M...
 
MTech14: Marketing Alchemy: Turning Leads into Gold - Mac McIntosh
MTech14: Marketing Alchemy: Turning Leads into Gold - Mac McIntoshMTech14: Marketing Alchemy: Turning Leads into Gold - Mac McIntosh
MTech14: Marketing Alchemy: Turning Leads into Gold - Mac McIntosh
 
MTech14: Up Close and Personal: Technology's Undeniable Impact on Individuali...
MTech14: Up Close and Personal: Technology's Undeniable Impact on Individuali...MTech14: Up Close and Personal: Technology's Undeniable Impact on Individuali...
MTech14: Up Close and Personal: Technology's Undeniable Impact on Individuali...
 
Social Media: The Next Steps for You and Your Business
Social Media: The Next Steps for You and Your BusinessSocial Media: The Next Steps for You and Your Business
Social Media: The Next Steps for You and Your Business
 

Kürzlich hochgeladen

4 TRIK CARA MENGGUGURKAN JANIN ATAU ABORSI KANDUNGAN
4 TRIK CARA MENGGUGURKAN JANIN ATAU ABORSI KANDUNGAN4 TRIK CARA MENGGUGURKAN JANIN ATAU ABORSI KANDUNGAN
4 TRIK CARA MENGGUGURKAN JANIN ATAU ABORSI KANDUNGAN
Cara Menggugurkan Kandungan 087776558899
 

Kürzlich hochgeladen (20)

SP Search Term Data Optimization Template.pdf
SP Search Term Data Optimization Template.pdfSP Search Term Data Optimization Template.pdf
SP Search Term Data Optimization Template.pdf
 
4 TRIK CARA MENGGUGURKAN JANIN ATAU ABORSI KANDUNGAN
4 TRIK CARA MENGGUGURKAN JANIN ATAU ABORSI KANDUNGAN4 TRIK CARA MENGGUGURKAN JANIN ATAU ABORSI KANDUNGAN
4 TRIK CARA MENGGUGURKAN JANIN ATAU ABORSI KANDUNGAN
 
2024 Social Trends Report V4 from Later.com
2024 Social Trends Report V4 from Later.com2024 Social Trends Report V4 from Later.com
2024 Social Trends Report V4 from Later.com
 
Press Release Distribution Evolving with Digital Trends.pdf
Press Release Distribution Evolving with Digital Trends.pdfPress Release Distribution Evolving with Digital Trends.pdf
Press Release Distribution Evolving with Digital Trends.pdf
 
Enhancing Business Visibility PR Firms in San Francisco
Enhancing Business Visibility PR Firms in San FranciscoEnhancing Business Visibility PR Firms in San Francisco
Enhancing Business Visibility PR Firms in San Francisco
 
SALES-PITCH-an-introduction-to-sales.pptx
SALES-PITCH-an-introduction-to-sales.pptxSALES-PITCH-an-introduction-to-sales.pptx
SALES-PITCH-an-introduction-to-sales.pptx
 
Hannah Brady - Powering Up Your Brand with Content @ Force24 All leads
Hannah Brady - Powering Up Your Brand with Content @ Force24 All leadsHannah Brady - Powering Up Your Brand with Content @ Force24 All leads
Hannah Brady - Powering Up Your Brand with Content @ Force24 All leads
 
Alpha Media March 2024 Buyers Guide.pptx
Alpha Media March 2024 Buyers Guide.pptxAlpha Media March 2024 Buyers Guide.pptx
Alpha Media March 2024 Buyers Guide.pptx
 
Cartona.pptx. Marketing how to present your project very well , discussed a...
Cartona.pptx.   Marketing how to present your project very well , discussed a...Cartona.pptx.   Marketing how to present your project very well , discussed a...
Cartona.pptx. Marketing how to present your project very well , discussed a...
 
Elevate Your Advertising Game: Introducing Billion Broadcaster Lift Advertising
Elevate Your Advertising Game: Introducing Billion Broadcaster Lift AdvertisingElevate Your Advertising Game: Introducing Billion Broadcaster Lift Advertising
Elevate Your Advertising Game: Introducing Billion Broadcaster Lift Advertising
 
Social Media Marketing Portfolio - Maharsh Benday
Social Media Marketing Portfolio - Maharsh BendaySocial Media Marketing Portfolio - Maharsh Benday
Social Media Marketing Portfolio - Maharsh Benday
 
Crypto Quantum Leap - Digital - membership area
Crypto Quantum Leap -  Digital - membership areaCrypto Quantum Leap -  Digital - membership area
Crypto Quantum Leap - Digital - membership area
 
TAM_AdEx-Cross_Media_Report-Banking_Finance_Investment_(BFSI)_2023.pdf
TAM_AdEx-Cross_Media_Report-Banking_Finance_Investment_(BFSI)_2023.pdfTAM_AdEx-Cross_Media_Report-Banking_Finance_Investment_(BFSI)_2023.pdf
TAM_AdEx-Cross_Media_Report-Banking_Finance_Investment_(BFSI)_2023.pdf
 
Best 5 Graphics Designing Course In Chandigarh
Best 5 Graphics Designing Course In ChandigarhBest 5 Graphics Designing Course In Chandigarh
Best 5 Graphics Designing Course In Chandigarh
 
Social Media Marketing Portfolio - Maharsh Benday
Social Media Marketing Portfolio - Maharsh BendaySocial Media Marketing Portfolio - Maharsh Benday
Social Media Marketing Portfolio - Maharsh Benday
 
The+State+of+Careers+In+Retention+Marketing-2.pdf
The+State+of+Careers+In+Retention+Marketing-2.pdfThe+State+of+Careers+In+Retention+Marketing-2.pdf
The+State+of+Careers+In+Retention+Marketing-2.pdf
 
Resumé Karina Perez | Digital Strategist
Resumé Karina Perez | Digital StrategistResumé Karina Perez | Digital Strategist
Resumé Karina Perez | Digital Strategist
 
Elevating Your Digital Presence by Evitha.pdf
Elevating Your Digital Presence by Evitha.pdfElevating Your Digital Presence by Evitha.pdf
Elevating Your Digital Presence by Evitha.pdf
 
Instant Digital Issuance: An Overview With Critical First Touch Best Practices
Instant Digital Issuance: An Overview With Critical First Touch Best PracticesInstant Digital Issuance: An Overview With Critical First Touch Best Practices
Instant Digital Issuance: An Overview With Critical First Touch Best Practices
 
Distribution Ad Platform_ The Role of Distribution Ad Network.pdf
Distribution Ad Platform_ The Role of  Distribution Ad Network.pdfDistribution Ad Platform_ The Role of  Distribution Ad Network.pdf
Distribution Ad Platform_ The Role of Distribution Ad Network.pdf
 

NEDMA14: Creating Email Awesomeness! - Nirmal Parikh

  • 1. Digital Wavefront - Your Technology Partner for multi-channel marketing Creating Email Awesomeness! Nirmal Parikh @
  • 2. Ray Tomlinson Know who this is? @ Wired
  • 3. Wikipedia 1971 @ Ray used this machine, a DEC-10, back in 1971 to send his first email. And, have we come a long way since!
  • 4.  3.2 billion email accounts  838 billion marketing messages (2013)  3 out of 4 marketers use email marketing for retention  2 out of 3 consumers have made a purchase as a result of an email  $1 = $44.25 in email ROI  400+ marketing messages per month Source: ExactTarget, Forrester, DMA, ReturnPath Fast Forward to 2013-14! @
  • 5.  Email marketing can be very effective  It can/does influence purchase decisions and behavior  Email is context-agnostic (no matter where, what, when)  Email has control over us. Yes, it’s true!  We have very little patience & an even smaller attention span  We make decisions based on FROM names and subject lines So, What Does All This Mean? @
  • 7. @ 1: Strategy There are 3 parts to an email strategy…
  • 12. Validation > Syntax Checking jon’_@gmail.com <valid [nirmal]@yahoo.com <valid jenny”o”smith@aol.com <not valid @ This is the most basic form of validation that checks email for syntax errors.
  • 13. Validation > Spam Traps  Re-activated accounts inactiveuser@yahoo.com  Re-activated domains user@veryolddomain.com  Classic “honeypot” addresses used for seeding donotsend@yahoo.com  Investigative myemail@mycompany.com @ So, why do we validate? Well…one of the reasons is to simply to avoid spam traps set up by ISPs.
  • 14. Validation > Better Delivery Ratios! Use Case A Start 100 Post-validation 100 Delivered 80 Deliverability 80% Use Case B (validated list) 100 88 80 90% @ -12 Validation is the process of “pinging” an email address w/o actually sending an email; one of the most critical things from a perspective of data hygiene.
  • 16. Design > Mobile @ 65% 69% 66% Source: ExactTarget, Forrester, DMA, ReturnPath Of email is opened first on a mobile device. 69% delete emails that don’t display correctly on mobile. 66% of Gmail emails are opened on mobile.
  • 17. Design > Email Clients @ Client Market Share (based on March 2014 opens) Apple iPhone 26% Outlook 14% Apple iPad 12% Gmail 11% Apple Mail 8% Google Android 7% Outlook.com 6% Yahoo! Mail 5% Windows Live Mail 3% Windows Mail 2% Source: Litmus 53% Mobile email clients have 53% market share.
  • 18.  From Point & Click to Touch & Scroll  Users are accustomed to scrolling  Long-form content is perfectly OK!  Single-column layout  Design for touch accuracy  Animated GIFs?  Font sizes Design > Optimization @
  • 19. @ Here are some email designs that were targeted for and maximized for mobile device compatibility. The common theme across all of them is again “long-form” content and big/bold CTAs.
  • 21.  Standards-compliant <html></html>  Email client compatibility  Device compatibility  Responsive style-sheets (@media queries, CSS3)  Image ALT tags  Plain-text alternative  Email pre-header or Johnson Box Development > HTML @
  • 22. Development > Respect the Inbox @ Consider feature advancements and developments with different email clients. Gmail Promotions Tab – List View Gmail Promotions Tab – Grid View For example: your promotional emails may end up in the Gmail promotions tab, but you can maximize that space by designing for grid view.
  • 24. Content Compliance  Accurate FROM address  Relevant Subject line  Physical address of publisher and/or advertiser Unsubscribe Compliance  A visible and operable unsubscribe mechanism  Opt-out requests are honored within 10 business days Country and Local Legislations • Canadian Anti-Spam Laws (CASL, Jul 1st 2014) • EU Safe Harbor Policies Compliance > CAN-SPAM @
  • 26. Devices > Ubiquity @5-6am 8am 6pm 8pm We live in a “multi- screen” and “multi- context” world, constantly switching devices over the course of the day.
  • 27. Devices > Context @ Consider the context – when and where your emails will be read.
  • 28. Devices > Form Factors @ Consider the different form factors you are targeting. From smartphones with 4-5” screens, to mid-sized tablets, all the way to laptops and wide-screen monitors.
  • 29. Devices > Wearable Tech @ The Next Wave? It’s wearable computing. Your emails are going to have to be “wrist-friendly” in the near future.
  • 31.  The Subject line is your Elevator Pitch. Master it.  33% of email recipients open email based on subject line alone  Try special characters ()  Keep it under 70 characters  Make it intriguing but relevant  Avoid spammy words and phrases FREE, mortgage, insurance, limited time, click now, open immediately, etc.  And, PLEASE don't!!! USE UPPERCASE, or a lot of punctuation!!! Delivery > Subject Line Optimization @Source: ExactTarget
  • 32. @http://litmus.com/resources/subject-line-checker Check how your subject line will render across different clients and interfaces.
  • 33. Delivery > Tactical Considerations  Aligning emails with in-home delivery of direct mail  Response rates 10% - 30% higher*  Acquisition costs 25% - 35% lower*  Time-zone localization  9am EST, 9am CST, 9am PST  Time-lapsed delivery  9am vs 2pm  Weekday vs. Weekend vs. Holiday delivery @
  • 34. Delivery > Reputation @Source: ReturnPath Inbox SPAM83% One of the biggest influencers of delivery is your ESP’s and/or server’s IP reputation (affecting delivery by 83%).
  • 35. Sender Score https://senderscore.org Use this as a resource to check your sender score.
  • 36. Delivery > Calibrating Sender Score  No volume = No reputation = No Sender Score  Sudden influx of email = Potential spam  30 days of mailing = +46  Reverse DNS setup = +16  Complaints > 1.5% = -40  Target: < 0.1%  Bounce rate > 10% = -40  Spam trap = -40 Source: ReturnPath @ 90+
  • 37. Delivery > DNS Records  SPF (Sender Policy Framework) v=spf1 mx ip4:72.19.227.112 a:me-ss2-6qydu7.mailengine1.com ~all  DKIM (DomainKeys Identified Mail) _domainkey.yourdomain.com IN TXT "t=y; o=~;" k1._domainkey.yourdomain.com IN TXT "k=rsa; p=MIGfMA0GCSqGSIb3DQEBAQUAA4GNADCBiQKBgQDk2qnamPIxlqH4q44Y3ZHutl 00nv83vl5wuR+/dkrwwFqENtsf1vk68QjbblRZ/mtfwoFeQcLrsqiuqQIDAQAB“ Sender Scores of 90-100 are 42% more likely to pass DKIM - ReturnPath @
  • 38. Delivery > Choice of ESPs @
  • 40. Predictive Modeling > Why? @  Send fewer, more targeted emails  Model after positive behavior and “look-alikes”  Improve delivery  Gain a better reputation & SenderScore
  • 42. And That’s How You Create Email Awesomeness! @Digital Wavefront - Your Technology Partner for multi-channel marketing @