Hidden Secrets to Create Killer Emails and Templates

Creating Killer Emails and Email Templates Customer Success Webinar

www.act-on.com | @ActOnSoftware | #ActOnSW

About the Presenter Current: • Act-On Professional Services Team • Account Manager at Response Capture, Inc. • Demand Generation Strategy; Deep Experience Creating Lead Nurturing with Marketing Automation

Past Life:

Bill Kent

• Headed up Demand Generation Strategy at the Linux Foundation and Software Company Axium

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@ResponseCapture

Chat

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Agenda

1. The Fundamentals Always Apply

2. Anatomy of a Great Email 3. Emails That Render Well

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Email is Another Marketing Channel

“Proper list growth and management, alongside engaging, consistently delivered content are the keys to maximizing email effectiveness.�

- 2013 MarketingSherpa Email Marketing Benchmark Report www.act-on.com | @ActOnSoftware | #ActOnSW

Anatomy of a Great Email Email Strategy 1. Be Relevant • Explain Quickly • Good Segmentation • Offers that Resonate 2. Get to the Point • CTA in 1st Sentence 3. Create Urgency www.act-on.com | @ActOnSoftware | #ActOnSW

Anatomy of a Great Email “From Name” Usage 1. Company Name •

Transactional items

2. Sales Reps • •

High-value targets Later stages

3. Use Your “Celebrity”

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Anatomy of a Great Email Subject Lines 1. Useful, Clear, Specific 2. Short & Sweet: 50 Characters or Less 3. Suggest Action 4. [Visually Unique]

5. Exclusivity Examples: {Exclusive Webinar Download} Email Best Practices [Private Act-On Event] Renowned Speaker Source: Litmus

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Exclusivity in Subject Lines: % Increase

Source: Worldata www.act-on.com | @ActOnSoftware | #ActOnSW

Anatomy of a Great Email Headlines Capture Interest in 15 Words or 2-8 Seconds*

Offer

1. Valuable Offer / Proposition

2. Keywords for Target Market 3. Incentive to take action

Incentive

Keywords

Example: Free eBook – Download 12 Secrets to Building Better Email Lists *MarketingSherpa www.act-on.com | @ActOnSoftware | #ActOnSW

Anatomy of a Great Email Content Strategies 1. The Five Bs 2. Digestible Content 3. Be Human

4. Back it Up: • Market Data • Testimonials 5. Humor www.act-on.com | @ActOnSoftware | #ActOnSW

Anatomy of a Great Email Call-to-Actions 1. Verbs / Action Words 2. Make it Personal

Get Your Free eBook

3. Curiosity

4. Quantify Time 5. Sprinkle Throughout: 3-5 Links 6. Repeat www.act-on.com | @ActOnSoftware | #ActOnSW

Anatomy of a Great Email ALT Tags Emails without ALT text for offers have a 14% lower click-rate

Source: Worldata www.act-on.com | @ActOnSoftware | #ActOnSW

Anatomy of a Great Email Styled ALT Text

Source: Litmus www.act-on.com | @ActOnSoftware | #ActOnSW

Mobile Opens Continue to Climb

“Nearly half of all emails (48%) are now opened on a mobile device and 80% of consumers delete emails that don’t render well on mobile.”

Source: Litmus www.act-on.com | @ActOnSoftware | #ActOnSW

Greatest Impact on Email Marketing Pervasiveness of Mobile Smartphones and Tablets

Source: 2013 MarketingSherpa Email Marketing Benchmark Survey www.act-on.com | @ActOnSoftware | #ActOnSW

Barriers to Top Challenges Inadequate Staffing Resources and Expertise

Source: 2013 MarketingSherpa Email Marketing Benchmark Survey www.act-on.com | @ActOnSoftware | #ActOnSW

Strategies for Tackling Mobile

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Emails that Render Well on Mobile Thinking “Mobile First” 1.

2.

3.

4.

5.

6.

7.

Larger Fonts: 14px body; 22px headlines Email Size: 320-550px wide Buttons: Big, touch-friendly (44x44px) Streamline: Less is more Images: Use sparingly Brevity: Be brief, brother Layout: Single column Source: Litmus Mobile Email Infographic

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Re路spon路sive de路sign (noun) A collection of techniques such as media queries, fluid grids, and fluid images that aim to provide the optimal viewing experience across various platforms

Source: Campaign Monitor

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Responsive Design: Where to Start Stack columns for a more vertical layout; increase button width

Source: Matt Byrd, Litmus

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Conclusion: The Revolution Is Here

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• Email and Landing Page Design

• Content Creation: Email, Landing Page, Whitepaper, etc.

• Database Building; Data Hygiene • Marketing Strategy • Automation Program Strategy and Building

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www.act-on.com | @ActOnSoftware | #ActOnSW

Tools and Stuff • Act-On: Creating Bullet Proof Buttons

• Worldata: Subject Line Tester • TechRepublic: How to Create Media Queries in Responsive Design • Litmus: 7 Free Responsive Email Templates • Litmus: Mobile and Responsive Design Resources

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Questions?

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