Quick Upload

Elements Of A Successful Email Campaign Tamara Gielen

from tgielen, 1 month ago Add as contact

1099 views | 0 comments | 13 favorites | 5 embeds (Stats)

When evaluating an email marketing campaign, what are the things to look at? This presentation contains a checklist of elements to check.

Embed customize close
 

Categories

Business & Mgmt

Tags

More Info

This slideshow is Public

Also on LinkedIn

Views: 1099 Comments: 0 Favorites: 13 Downloads: 88

View Details: 812 on Slideshare
287 from embeds
Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this slideshow as inappropriate.

If needed, use the feedback form to let us know more details.

Loading...
Flash Player 9 (or above) is needed to view slideshows. We have detected that you do not have it on your computer. To install it, go here.
Post to Twitter Post to Twitter
Share on Facebook Share on Facebook
Post to Blogger Post to Blogger
Myspace Hi5 Friendster Xanga LiveJournal Facebook Blogger Tagged Typepad Freewebs BlackPlanet gigya icons

Presentation Transcript

  1. Slide 1: Elements of a Successful Email Marketing Campaign by Tamara Gielen
  2. Slide 2: The Boring Slide • Email Marketing Consultant @ OgilvyOne • Blogger @ BeRelevant! • Community Manager @ Email Marketer’s Club • Social Media Addict ☺ • www.b2bemailmarketing.com • www.emailmarketersclub.com • Twitter: @tamaragielen Email Marketing Forum 2008 – Tamara Gielen
  3. Slide 3: 4 Crucial Elements • Product, incentive, content… Offer • What do you want them to do? • Permission is key! List • The right person @ the right time • Copy, design & development Creative • Envelope, body, destination & follow-up • Don’t use Outlook! Tools • You get what you pay for Email Marketing Forum 2008 – Tamara Gielen
  4. Slide 4: What’s your objective? • Who is the target audience? • What is the purpose of the email? • How will you measure success? • What are you testing?
  5. Slide 5: Does your message provide value? Ask yourself: • What is the email about? • What’s in it for the reader? • What do you want the reader to do? Email Marketing Forum 2008 – Tamara Gielen
  6. Slide 6: Subject line: tell, don’t sell! • Is your from name recognizable? • Is the key message clear in the first 50-60 characters? • Does it describe what the email is about? • Does it describe how the reader will benefit when he opens the email? • Does it entice readers to open the email? Email Marketing Forum 2008 – Tamara Gielen
  7. Slide 7: Optimize the (pre)header • Did you include a teaser at the top of your email? • Are you linking to an online version? • Are you asking readers to whitelist your address? • Is there a company logo at the top? Email Marketing Forum 2008 – Tamara Gielen
  8. Slide 8: Why is the preheader important? Gmail: Outlook: Preheader Email Marketing Forum 2008 – Tamara Gielen
  9. Slide 9: Optimize for the preview pane • What is visible in the top 400x300 pixels? – And what does this look like without images? • Does this tease the reader to open the email? – Offer, table of contents Preview pane Email Marketing Forum 2008 – Tamara Gielen
  10. Slide 10: Is your copy scannable? • Can I understand the message in 5 seconds? • Do you use action-oriented language? • Are your paragraphs maximum 3 lines long? • Do you use subheaders and bullet points? • Is the email understandable without images? • Are you using ALT-tags? Email Marketing Forum 2008 – Tamara Gielen
  11. Slide 11: Hotmail – no images No ALT–tag!
  12. Slide 12: Outlook – no images ALT-tag
  13. Slide 13: Gmail – no images ALT-tag
  14. Slide 14: Is it obvious what you want the reader to do? • Does the call-to-action (CTA) stand out? • Is your CTA placed above the fold? • Do you have a CTA at the bottom as well? • Are you linking to your CTA more than once? • Is your CTA an image? • Have you tested the wording of the CTA? Email Marketing Forum 2008 – Tamara Gielen
  15. Slide 15: What do you put in the footer? • Did you include an unsubscribe link? • Are you including your contact details? • Are you asking readers to forward the email? • Inform readers why they receive the email Email Marketing Forum 2008 – Tamara Gielen
  16. Slide 16: DO: DON’T: Email Marketing Forum 2008 – Tamara Gielen
  17. Slide 17: Don’t forget the landing page! • Don’t just link to your homepage • Make sure you use the same visual elements • Keep forms as short as possible • Test and optimize for conversion • According to MarketingSherpa, optimizing the landing page has the highest impact on ROI
  18. Slide 18: Useful resources www.b2bemailmarketing.com www.emailmarketersclub.com
  19. Slide 19: Thank you! Questions? Email: tamara.gielen@ogilvy.com Mobile: 0477 666 930 Twitter: @tamaragielen www.linkedin.com/in/tamaragielen

Feed RSS

What's new?

© 2008 SlideShare Inc. All Rights Reserved