Presentation on theme: "Email marketing Best practise. Cover the following: Getting people to opt in Making sure you arrive in inboxes The all important subject line Copy considerations."— Presentation transcript:
Email marketing Best practise
Cover the following: Getting people to opt in Making sure you arrive in inboxes The all important subject line Copy considerations HMTL Vs Plain text Images and Links Mailing lists Opting out opportunities Split testing Reporting
Getting people to opt in Different rules for business and individuals Best practise still to get people to opt in Play around with opt in messages to get best results Ensure people who opt in know when to expect your email
Getting people to opt in (Cont) Email for 2 years after final purchase date Only store email addresses where necessary and be prepared to prove it!
Making sure you arrive in inboxes Outlook won’t deliver emails to a large group of people Several great low cost options Tools like dotMailer can and will ‘trick’ a mailbox into thinking that the email is from an individual rather than your company Try and get people to add you to their ‘safe list’ – display HMTL email straight away
The all important subject line Subject must answer the following question: WHY SHOULD I OPEN THIS EMAIL?
The all important subject line (Cont) Familiarity Vs short term impact Familiarity – People expect to receive email – Over time higher view rates – Still must convince someone that there is added value Short term impact – Attention grabbing offer
Copy considerations Start the conversation – Think about your own voice / tone –humanise emails Get to the point Inspire action Proof read
HTML Vs plain text HTML gives flexibility to include images links etc Emails from outlook are HMTL so they don’t necessarily need to be masterpieces! Plain text emails are quick to download – especially on phones and tablets Plain text is good for creating urgent messages
Images and links Images are good at creating a newsletter feel to emails Too many images will result in the email not displaying well in the preview box and taking a long time to download on mobiles Avoid to many images by linking to content One essential stand out link should be a call to action
Mailing lists Ideally stored within email system or CRM Ensures data protection compliance and compliance with anti-spamming legislation Avoid generic email addresses e.g. admin@ enquiries@ etc Individuals can opt in not organisations
Opting out opportunities 87% of people opt out for two reasons – Frequency – Relevance Most email packages allows you to edit opt out page which allows users to change frequency or list options You must include the ability to opt out on the page
Split testing / when to send Easily split test to check most effective subject line Send emails at consistent times so people expect them Wednesdays between 2pm-3pm is the best time
Reporting Email systems allows you to report on a number of different things, but the most important are: – Delivery percentage – Open rate – Click and replies However the most important metric is leads generated!