EmailMarke+ng Wri+ngTipstoImproveEmailResults Craig Stouffer Mark - - PowerPoint PPT Presentation

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EmailMarke+ng Wri+ngTipstoImproveEmailResults Craig Stouffer Mark - - PowerPoint PPT Presentation

EmailMarke+ng Wri+ngTipstoImproveEmailResults Craig Stouffer Mark Feldman Pinpointe On-Demand NetProspex VP Marketing cstouffer@pinpointe.com mfeldman@NetProspex.com (408) 834-7577 (781) 290-5714 @pinpointe


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SLIDE 1

Page 1

Mark Feldman NetProspex VP Marketing mfeldman@NetProspex.com (781) 290-5714

@markjfeldman blog.netprospex.com

Craig Stouffer Pinpointe On-Demand cstouffer@pinpointe.com (408) 834-7577 @pinpointe

www.twitter.com/pinpointe www.pinpointe.com/blog

Email
Marke+ng


Wri+ng
Tips
to
Improve
Email
Results


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SLIDE 2

Page 2

What
Affects
Email
Responses
?


 Sending
Reputa+on
(Email
Marke+ng
201):


  • Proper
email
sever
configura2on

  • Emails
Server
IP
address
reputa2on

  • Complaints
against
your
domain,
IPs

  • Bounces
(list
quality),
spamtrap
hits

  • Correct
sender
header,
etc


 Readability:
Content
(Today’s
Webinar):


  • Once
it’s
delivered
–
make
sure
it’s
read!

  • Avoid
“Spam‐like”
content

  • Effec2ve
image
use

  • Effec2ve
wri2ng
style
and
content
structure

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SLIDE 3

Page 3

Email
Wri+ng
Tips


Overview


 Focus
on
B2B.

Guidelines
also
apply
to
B2C
  Where
do
these
2ps
apply?


  • Offer
(e.g.
download
whitepaper)

  • Event
Invita2on

  • ‘Stay
in
touch’
campaigns

  • Business
update
‐
newslePer

  • Everywhere!


Sources:
Pinpointe
analysis
of
millions
of
emails
/
hundreds
of
 campaigns


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SLIDE 4

Page 4

Email
Wri+ng
Tips:
Break
it
Down


Focus
on
each
part
of
the
email:


 Subject
+
From
  Saluta2on
  Introduc2on:
“Think
Above
the
Fold”
  Body
  Signature
  Links
–
Effec2ve
Use


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SLIDE 5

Page 5

5

Takeaway:
Op+mize
for
Mobile


 Shorter
Content
  Call‐to‐Ac2on
earlier


Mobile
and
Email


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SLIDE 6

Page 6

The
Subject:
Importance


 “At
60
miles
an
hour,
the
only
thing
you
hear
in
the
new


Rolls
Royce
is
the
?cking
of
the
dashboard
clock”


 …David
Ogilvy
re‐wrote
this
104
2mes!


 40%
of
reader’s
decision
to
open
is
based


  • n
the
email
subject
+
‘send‐from’


 69%
of
recipients
decide
whether
to
report


email
as
spam
based
on
the
subject
(source:
ESPC)


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SLIDE 7

Page 7

Email
Subjects,
Con+nued


A
Few
Guiding
Rules:
 The
50/50
Rule:



 Spend
50%
of
your
2me
on
the
subject
+
Intro
  50%
on
everything
else
(including
design)


The
80/20
Rule
of
Email
Subjects


 8
of
10
people
will
skim
the
email
subject
line
  <
2
in
10
will
read
the
rest
/
take
ac2on


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SLIDE 8

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. Webinar Topic - 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 Specific Topic

* Source: Pinpointe analysis of several million customer emails

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SLIDE 9

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]

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SLIDE 10

Page 10

Words
in
Top
Performing
Subject
Lines
(>5%
clicks)


Survey,
weekly,
newslePer,
specific‐date,
issue,
 bulle2n,
edi2on,
2ps,
monthly,
join,
video,
headlines,
 latest,
updates
 Words
Most
Likely
to
be
Reported
as
Spam


Confirm,
Raffle,
requested,
rewards,
10%,
coupon,
 discount,
savings,
offer



Think:
“Rela+onship”
vs.
“Date”
 Ongoing
Communica+on
vs.
“1
+me
deal”


Subject
Line
Phrases


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SLIDE 11

Page 11

GOOD


Short,
concise,
specific,
relevant,
benefits


Offer
value,
resources



Non‐hyped


Oren
indicates
date
or
sequence
 BAD


1
Time
vs.
Sequen2al



“Take
vs.
Give”


Non‐descript
/
vague


Subject
Lines
–
Take
Away


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SLIDE 12

Page 12

Tes+ng
Subject
Line
Length



Objec+ve


 Does
subject
length
impact
response
rates?


Email
Subject
Varia+ons
tested:
(Short,
Long)


 Case
Studies
Webinar:
Using
Split
Tes2ng
to


Improve
HTML
Email
Response
Rates
(Feb
4th)



 [Webinar]
Split
Test
Case
Studies
(Feb
4)



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SLIDE 13

Page 13

Subject
Length
vs.
Click
Rate


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SLIDE 14

Page 14

Subject
Length
Take
Away


Short
outperformed
long
by
4x
 Ideal
subject
line
length
:
45
~
55
 Characters
*
 Stay
Relevant,
Specific


*
Based
on
analysis
of
thousands
of
Pinpointe
customer
campaigns


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SLIDE 15

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


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SLIDE 16

Page 16

Comparing
Impact
of
‘From
Field’


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SLIDE 17

Page 17

Send
from
someone
they
will
recognize
 …
Or
someone
they
think
they
will
 know
(Common
name)


Email
From
Field
Take
Away


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SLIDE 18

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

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SLIDE 19

Page 19

Above
the
Fold
‐
Examples


WORKS: DOESN’T WORK:

Company

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SLIDE 20

Page 20

WHAT:
(In
this
order)


 The
offer
(or
the
main
point
/
objec2ve)
  Main
benefit
  Response
instruc2ons


HOW:


 Divide
key
message
into
sec2ons
  Short
and
concise
  Links
to
landing
pages
with
suppor2ng
details


The
Body
‐
Structure


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SLIDE 21

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

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SLIDE 22

Page 22

Take
Away:
Use
More
Links!


Click
Rate
vs.
#
Links


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SLIDE 23

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


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SLIDE 24

Page 24

For
Today’s
Amendees


 Pinpointe:


  • Free
‐
1
month
Pinpointe
Subscrip2on
Service

  • $49
‐
$550
value

  • www.pinpointe.com/get‐started

  • 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

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SLIDE 25

Page 25

Other
/
Upcoming
Webinars


 Email
Wri+ng
Tips
(This
one)
  Case
Studies:
Split
Tes+ng
to
Improve
Results
  Email
Marke+ng
201:
How
a
SPAM
Filter
Works
  Geong
Social
with
Email


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SLIDE 26

Page 26

About
Us.


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SLIDE 27

Page 27

  • 19
million
decision
makers

  • User‐generated
contacts


  • Verified
+
guaranteed

  • Hard‐bounce
replacement

  • All
job
2tles
&
industries

  • Thousands
of
new
contacts



per
month


  • Title,
email
address,


direct
dial,

social
media,
URL


  • Buy
or
trade


What
Sets
NetProspex
Apart?


www.NetProspex.com

hello@netprospex.com 888-826-4877

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SLIDE 28

Page 28

Recycling:
Fast,
Easy,
Free!


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SLIDE 29

Page 29

What
Sets
Pinpointe
Apart?


  • “Constant
Contact
on
steroids!” –
Pinpointe
customer

  • The
Most
Feature
Rich
Email
Marke2ng
Solu2on

  • Enterprise
version:
5‐250+
users,
high
volume

  • 6,000+
companies
using
Pinpointe
pla}orm

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SLIDE 30

Page 30

Tracking
and
Repor+ng


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SLIDE 31

Page 31

Contact
Informa+on


Goto
www.pinpointe.com/get‐started
 Use
coupon
code:
PPTNPW100 (through 2/28/2011)
 Join
us
for
future
webinars
 For
ques2ons,
or
to
request
a
trial
account,
please
contact:
 Pinpointe
Sales
(Email
Marke+ng)
 sales@pinpointe.com
 (408)
834‐7577,
Op2on
#2


www.twiPer.com/pinpointe

 www.pinpointe.com/blog


Mark Feldman NetProspex VP Marketing mfeldman@NetProspex.com (781) 290-5714

@markjfeldman blog.netprospex.com