1. CSO’s 2014 Training & Networking Conference | Austin, TX | Copyright © 2014 CSO Research, Inc. Beginner Round: Email Basics & HTML Rebecca Giddings Keenan Perry

2. CSO’s 2014 Training & Networking Conference | Austin, TX | Copyright © 2014 CSO Research, Inc. Session starters Please silence all cell phones Please hold questions for question breaks Please state your name and organization when asking a question PowerPoints and handouts are available at www.csoresearch.com/csoconference www.csoresearch.com/csoconference Sit back, relax and let’s have some fun!

3. CSO’s 2014 Training & Networking Conference | Austin, TX | Copyright © 2014 CSO Research, Inc. Overview Subject line best practices Email best practices – content & formatting How to navigate HTML “Quick and dirty” HTML email demo HTML memo demo Q&A

4. CSO’s 2014 Training & Networking Conference | Austin, TX | Copyright © 2014 CSO Research, Inc. Subject Line Best Practices 50 characters or less Concise & informative – but show your personality! Avoid spam filters: – ALL CAPS – Multiple punctuation!!! – Dollar signs $ – “Spammy” language – “free,” “percent off,” “act now”

5. CSO’s 2014 Training & Networking Conference | Austin, TX | Copyright © 2014 CSO Research, Inc. Subject Line Best Practices 35% of email recipients open email based on the subject line alone (Jay Baer, Convince & Convert News) x Too long: 106 characters x Boring! x Important information is toward the end  Shorter: 49 characters  Actionable  Concise  Shorter: 51 characters  Catchy  Relevant  Informative

6. CSO’s 2014 Training & Networking Conference | Austin, TX | Copyright © 2014 CSO Research, Inc. Email Best Practices - Content Use common sense! – Communicate: Clearly Succinctly Consistently With personality Keep most important content “above the fold” Include a call to action Include physical address in the footer Unsubscribe option Test, test, test!!! the “fold”

7. CSO’s 2014 Training & Networking Conference | Austin, TX | Copyright © 2014 CSO Research, Inc. Email Best Practices – the bad Are you excited to read this??? After reading it, do you have a clear picture of what to do?

8. CSO’s 2014 Training & Networking Conference | Austin, TX | Copyright © 2014 CSO Research, Inc. Email Best Practices – the ugly Yes, I’ve seen emails like this. Just don’t let them come from your office!

9. CSO’s 2014 Training & Networking Conference | Austin, TX | Copyright © 2014 CSO Research, Inc. Email Best Practices – the good More communication, fewer words Visually appealing More communication, fewer words Visually appealing

10. CSO’s 2014 Training & Networking Conference | Austin, TX | Copyright © 2014 CSO Research, Inc. Email Best Practices - Formatting Font size: 13px and up Width: 600px Use inline styles Avoid using red text – can trigger spam filters Use “alt” tags for all images “alt” text

11. CSO’s 2014 Training & Networking Conference | Austin, TX | Copyright © 2014 CSO Research, Inc. Keep mobile in mind! From line becomes more prominent Subject line length First few lines of your email are important Mobile now makes up the majority of email opens at 51% (Litmus)

12. CSO’s 2014 Training & Networking Conference | Austin, TX | Copyright © 2014 CSO Research, Inc. Powered by Home Why Outcomes? The Survey The Team Request a Demo Taking the survey and need help? Read our FAQ When you see this Do you feel like this?

13. CSO’s 2014 Training & Networking Conference | Austin, TX | Copyright © 2014 CSO Research, Inc. HTML Overview Syntax Your text here Nesting tags Your underlined text here opening tag closing tag displayed content tag is outside tag nested inside Your text here Your underlined text here

14. CSO’s 2014 Training & Networking Conference | Austin, TX | Copyright © 2014 CSO Research, Inc. Customizing Emails in CSO Use HTML and embed images into your message to give it life! – Images must exist on the internet in order to be pasted into the email body If your image is still located on your computer, we can upload it for you! – Use the following code:

15. CSO’s 2014 Training & Networking Conference | Austin, TX | Copyright © 2014 CSO Research, Inc. Live Demo - Email

16. CSO’s 2014 Training & Networking Conference | Austin, TX | Copyright © 2014 CSO Research, Inc. Q&A I have a question!

17. CSO’s 2014 Training & Networking Conference | Austin, TX | Copyright © 2014 CSO Research, Inc. Thank you for attending! If you have any additional questions, please contact the Support Team or your CRM. What’s next? Evening event – Abel’s on the Lake! 6:00 pm Join us at Abel’s on the Lake for drinks, dinner and a live karaoke band! Meet us in the Sheraton lobby at 5:45pm for free shuttle transportation to the event. Sponsored in part by: