creative email strategy for the mobile age
Post on 23-Jan-2018
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Overview
WHY EMAIL MARKETING IS AWESOME WHY YOU SHOULD CARE
5 STEPS TO AN EFFECTIVE CAMPAIGN HOW YOU CAN BE AWESOME
TIPS & TRENDS TO KNOW WAYS TO STAY AWESOME
Email is NOT dead
Social can be like playing “Reach Roulette”
where as email is a direct line to your fans.
44% of email recipients have made at least
one purchase based on a promotional email.
Email is ranked 3rd overall for lead
generation by marketers.
SOURCES: Jay Baer/Convince and convert, HubSpot
Micro-moments
“Mobile has forever changed the way we live,
and it’s forever changed what we expect from brands. It’s fractured the consumer journey
into hundreds of real-time, intent-driven micro-
moments.
Each one is a critical opportunity for brands to
shape our decisions and preferences.”
Mobile and email
74% of smartphone owners use their devices
to check email
51% of email opens are on mobile devices
68% of Gmail and Yahoo opens are coming
from mobile devices
SOURCES: Gartner, Litmus
Define your purpose
Why are we doing this?
What does success look like?
How will we know we achieved it?
2
Plan your campaign
What is our strategy?
What are we going to do?
How are we going to do it, and by when?
3
Create with intent
How will this help achieve our purpose?
Is it useful to our audience?
What is the call-to-action?
4
Measure to learn
How will we know if it worked?
Have we set up necessary tracking?
What can we learn from the results?
5
Design and write for mobile
40-65% of emails are opened on mobile first.
Short subject lines (keep under 7 words).
Simple designs that can flex to screen sizes.
SOURCE: Sidekick
Email sender name
Consistently use
company, venue,
event name or
“brandividual”
Don’t use an alias
NEVER use “no-reply”
IMAGE SOURCE: TopRank
Email subject lines
33% open email based on
subject line alone.
A sense of urgency and
exclusivity gets 22% higher
open rates.
69% of email recipients
report email as SPAM based
solely on the subject line.
DATA SOURCES: Convince and Convert, Sidekick
IMAGE SOURCE: TopRank
Email body copy
Concise – what’s in it for them?
Keep it brief – put your CTA early
Write short paragraphs and use bullets
Email visuals
Must match and reinforce subject and headline
Be bold and design for multiple screen sizes
Use “Alt Text” to combat image blocking
IMAGE SOURCE: TopRank
Test and measure to optimize
Know where you are, how you will track and
what success looks like
Context and content before design and
technology
Small changes and tiny improvements to
copy, design, visuals, format and frequency
can achieve significant results
5 steps to email awesomeness
★ KNOW your audience
★ DEFINE your purpose
★ PLAN your campaign
★ CREATE with intent
★ MEASURE to learn
Mobile Marketing • Mobile Marketing Association - mmaglobal.com
• Mobile Search Magazine - mobilemarketingmagazine.co.uk
• Mobile Marketing Watch - mobilemarketingwatch.com
• Mashable - mashable.com/category/mobile
• Mobile Search Marketing - mobilesearchmarketing.com
• Mobile Marketing Forum - mobilemarketingforum.com
• Mobivity - blog.mobivity.com
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