Which is more important - a great subject line or fantastic graphic design and witty content? Based on analysis of millions of B2B emails that have been sent through Pinpointe’s email marketing platform, we’ll cover top writing tips to help you improve email response rates.
Topics Covered:
• The top 10 best / worst performing email subject lines
• Writing tips to improve email response rates
• B2B email content
• What works / doesn’t work – NetProspex + Pinpointe ‘Fill the Pipeline’ solution
Presenters: Craig Stouffer, GM | Pinpointe and Mark Feldman, Marketing VP | NetProspex
9. Page 8
9 Best Performing Email Subjects
1. MyCompany Sales & Marketing Monthly Newsletter
2. MyCompany Newsletter – Jan 2010: Teaser Subject/Topic
3. [Webinar]: N Tips to Improve Email Responses
4. MyCompany Webinar: Case Studies - Join Us Feb 15
5. WebinarTopic - Webinar Slides Available
6. This Week’s Phone Call / Meeting (personalized from sales rep)
7. 8 Customer Service Tips that Work
8. Reminder: Storage Survey -Your Input
9. Invitation - Breakfast on SpecificTopic
* Source: Pinpointe analysis of several million customer emails
10. Page 9
9 Worst Performing Email Subjects
1. Join Us for a FREE Webinar on April 2 2011!
2. Shop Early and Save!
3. Register to Win Your FREE iPod!!
4. Security Spending
5. Post‐Trade Show Webinar: Expert Insights Into the Key Trends and
Observa2ons from the Trade Show Floor Last Week
6. European Lakefront Elegance
7. First‐name ‐ (Company) Announces Partnership with (Company2)
8. Product Launch: New “Widget” Available
9. Full Press Release Title [… and email contains only the press release]
16. Page 15
Send from someone they will recognize
Reinforce “1 to 1 rela2onship”
Legi2mate / valid email address (!)
Consider: person as send‐from + company in subject
GOOD:
“Craig Stouffer” cstouffer@pinpointe.com
“Steven Smith, Pinpointe” ssmith@pinpointe.com
Usually BAD:
“info@company.com” <info@company.com>
“Do Not Reply” <Prospect_list@company.com>
The Email From Field
19. Page 18
The Opening: “Above the Fold”
“FOLD or JUMP”: Subject + First 2 ~ 3 lines
You have email subject + 3 lines to get attention…
… Use it wisely!
Consider:
Can your opening sentence stand on its own?
Think:“The 3 + 30 approach:”
Tell the 3 second version of your story first
… Then tell the 30 second version
22. Page 21
Do mul+ple links improve results?
Compared 20 newslePer campaigns (* Mark Brownlow)
Analyzed ‘teaser’ / intro text with 1, 2 links
2 Example newslePer intro paragraphs:
Using Links Effec+vely in Email
Results (Average across 20 campaigns):
Average CTR for campaigns with 1 link: 6.8%
Average CTR for campaigns with 2 links: 8.57%
Improvement: Extra link = +25%
* Source: Mark Brownlow www.email-marketing-reports.com
24. Page 23
Stay CAN‐SPAM compliant‐
Always include a signature
Don’t forget physical address
Unsubscribe link
Contact email address
TIP: OK to ‘adver2ze’ below signature:
Links in footer – 2nd highest click rate overall
Social links (e.g.: TwiPer, Facebook, Blog)
Text + link to special offer
Offer for free demo / trial / etc
The Signature
25. Page 24
For Today’s Amendees
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◦ Coupon code: PPTNPW100
Netprospex:
◦ Free NetProspex trial account with 100 contacts
◦ Access to 19 million business contacts
◦ Verified email / phone
◦ Email hello@netprospex.com to get started