MARKETING made SIMPLE

Transcription

1 MARKETING made SIMPLE

2 Wait. Isn t Dead? After all, Isn t Dead? The first was sent in In digital marketing terms that s like a million years ago. Over the years s death as been predicted several times. First it was instant messaging that was going to kill . Then it was SMS and text messaging. Then it was social media You get the point. has been around a long time and it will continue to be. We are expect Businesses will actually focus more on marketing in the next 10 years than they have since the beginning of the internet. Here s why: Cost Effective Marketing has an avg. ROI of $38 for each dollar spent. One in companies report an ROI of over 70:1. (DMA National Report 2015) Reach Your Customers 70% of people say they always open s from their favorite companies. (Exact Target) Nurture Repeat Business In 2014, marketing was cited as the most effective digital marketing channel for customer retention in the United States. (emarketer) 2 Anatomy of a Marketing

3 Dissection Before we get too far into images and content. To truly understand the whole of design we need to understand the parts that make up the whole. In this ebook, we relate the parts of an to dissecting a frog. Who would ve thought an 8th grade science lesson could relate to digital marketing, well here you go. Before we slice this up. A frequently asked question is - what size should my be? The answer is somewhere between 550 and 640 pixels. 640 used to be the magic number before the iphone got bigger and better screens. Now the number really closer to 600. A good rule is to make sure you are under the 640 mark. You don t need to worry too much about height as long as your template will scale vertically. However, you should consider how much your audience needs to scroll though making sure your most important content is towards the top px Width kb File Size The other spec to consider is file size. You want to make sure that the size of your HTML file is between 15 and 100 kilobytes. Files larger than that can get caught in SPAM filters and experience delivery problems. If you are wondering how to calculate pixel size of your design. You can check it in a tool like Photoshop or an even easier way is to download a browser plugin like MeasureIT for Firefox or Chrome. 3 Anatomy of a Marketing

4 1 The is one of the most overlooked aspects of marketing. Consider this, 43% of recipients click the SPAM button based just on the. It s basically the name of the sender, but that name could be a person or it could be your Brand name. The can also be a business division or even a communication name. The best practice is to use the value that will best relate to your readers when engaging with your content. Form Name Name of the sender. Can be a person, company, division or communication name Use a value that the contact relates to most when thinking about your company and the content included in the . Keep under 30 characters. Examples (Company) Three Deep Marketing (Department) Marketing (Communication) Monthly Promotion (Person) Scott Pearson Fact 43% of recipients click the Spam button based on the s For example, if you are sending an to existing customers and a contact has had the same customer service representative for the past 10 years, it might make the most sense to use that customer service representative as the for that campaign. However, if you re sending an campaign to prospects who are only vaguely aware of your business. Then having your Brand name as the would likely make more sense and be a better strategy. 4 Anatomy of a Marketing

5 2 The is the address that the will appear to have come from. Like the, this can be the of a person, general company or more specific to a division or communication stream. Make sure your From@Address works in conjunction with your. Here s an example. If you send an with the as Billy Donuts, then it makes the most sense to have the From@Address be their address billy.donuts@thebest coffeeshopexample.com, and not a general company address. It s also important to work with your service provider and your IT resources to get your From@Address configured correctly. An incorrectly configured From@Address is one of the quickest ways to land all your s in the Junk folder. Form@Address of the sender. Can be a person, company, division or communication Make sure the From@Address works in conjunction with your. Together they should represent to the recipient who the is from within the company. Examples Three Deep Marketing Marketing Monthly Promotion Scott Pearson news@mail.threedeep.com service@mail.threedeep.com specials@mail.threedeep.com scott.pearson@mail.threedeep.com Work with your Service Provider (ESP) and your IT resources to get your From@Address configured correctly. The setup of your From@Address is crucial for good deliverability. Visit sendscore.org for information. For more information on finding out if your From@Address is configured correctly you can visit senderscore.org, type in your domain name and it will tell you what issues you may have with deliverability based your current set up. 5 Anatomy of a Marketing

6 3 You re probably very familiar with s already. The goal of the is simply to describe the theme of the content and identify what your main offer in the . We suggest writing shorter s. The explosion in mobile views tends to cut off longer s making them unreadable. You should also include the main offer in the first 35 characters of the. Another tip is using personalization in the. The most common execution is inserting the recipients first name. You could use other personalization s such as company name or product purchased. Describes the theme of the content and main offer of the With the explosion of mobile devices shorter subject lines are working better. Include your main offer in the first 35 characters of your subject line. Include personalization like the first name in subject lines to increase open rates. Examples Scott, your free offer to access lynda.com expires today! For you: HP ink & toner coupons Save $20 on Work Boots Before its Too Late Scott, meet with Optimizely? Fact 22.3% open rate increase with personalized subject lines Or you can go the simplest route like HP did in the example above and simply use the word you. At least this gives the impression that the was personalized just for the recipient without needing any data or additional technology to make the personalization happen. Is personalization worth the effort? Take note of the fact listed that you can see an increase of 22.3% in open rate by using personalized subject lines. 6 Anatomy of a Marketing

7 4 In short, is the first line of actual text in your . Why is so important? We ll tell you, mobile devices typically have three values that show up in the preview pain : 1., 2., and 3. Preheader Text. Make you enticing for the recipient to actually click and open your . Best practice is to keep this line of text under 50 characters. You should also make sure the first line of text in your is not something like: If you are having trouble viewing this click here. That gives your reader absolutely no extra value in why they should open or read your . If you are not currently focused on Preheader Text, you re not alone. Research shows that nearly 70% of marketers ignore this strategy, so there is lots of room to standout from the crowd using this simple strategy. Amplifies the message and delivers key information. Included in the mobile preview Should complement the subject line and be under 50 characters. Can also include an Online View link as well as an Unsubscribe link if deliverability concerns. Examples We Create Animated Explainer Videos Reach new customers with $50 worth of LinkedIn Ads You Still Have Time to Save on New Red Wing Boots Fact 69.9% of marketers do not dictate the of their s 7 Anatomy of a Marketing

8 5 The provides branding. A popular way of doing this is simply including your company logo. If you re using a logo or image, our tip is to keep it narrow. A that is less than 75 pixels will keep your important body content or call to action above the fold on the majority of screen sizes. Amplifies the message and delivers key information. Included in mobile preview. The main branding element of the creative. Typically incorporates the company logo. Examples Not every needs a. Especially B2B sales driven s. In that case you might want to remove the to make the seem more manual and less automated. As if you re really taking the time to write and personally send s. Consider removing the header on cold sales s to resemble a personal . 8 Anatomy of a Marketing

9 6 The goal of the is to illustrate the theme of the and most importantly the offer. A well written is truly an art. You want to gain enough of your reader s attention that they invest additional time in reading the rest of your content. We suggest keeping s under 40 characters and never taking up more than 2 lines of space. Make sure you use at least 30 point font for readability on mobile devices. s should ALWAYS be text, and NEVER an image. Using text ensures your headline will be visible on clients like Microsoft Outlook that does not automatically display images. Additionally, image size can be modified on mobile devices, which is another reason why headlines should be created as stand alone text. Illustrates the theme of the communication and most importantly the offer. Keep under 40 characters and one line if possible, no more than 2 lines. At least 30 pt for readability on mobile devices. Focus is to get attention of the header! Examples Ruthie, Welcome to Grainger! Handpicked for You Save $20 on Work Boots Do Not embed your in an image. Keep it text so it is visible when images are not displayed. 9 Anatomy of a Marketing

10 7 The is the primary content of your . In many ways, this should be viewed as what you re offering your readers. The goal of the is to provide just enough information about your offer that your reader motivated towards your. Remember to keep your easy to read. Try using sub-headlines, lists and bullets to make skimming the content easy for readers who will only give your a few seconds of their attention. An additional tip is to also include text links in your to lead readers to your offer and increase conversion. Main content area that should include subheadlines, lists and bullets for easy reading. Remember is never the destination, you are simply trying to provide enough content to convince the reader to take the action you re promoting (typically clicking). Examples Whenever you gain a follower on Twitter, the potential benefits they bring to your business is huge: Sales: 72% are more likely yo purchase from you after following. Reach: 70% will retweet you if they like your content Word of mouth: 82% are likely to recommend an SME they follow to their friends Use inline text links to provide additional options for the reader to convert on your offer. 10 Anatomy of a Marketing

11 8 A is an image that relates to your body content and offer, but most important of all draws attention to your call to action (CTA). Your should illustrate details about your product or improve relevance about your service. Typically, there are two types of s. A Product is just that, an image of your product. A Lifestyle shows the experience your target audience will have with your product or service. that relates to body content but sells or draws attention to the CTA. The image should add value by showing detail or context to improve relevance, demonstrate benefits, and answer questions. The image could be a product or lifestyle shot, but incorporating a product being used in a real life situation can product best results. Example The best s are a combination of both, using an image of your product in use. If you are interested in more information designing s for conversion, you can download our Scorecard. Download the Scorecard from our website. 11 Anatomy of a Marketing

12 9 Call to Action The is in many ways the purpose of your . If you do not have a CTA in your , it s likely to lack a relevant offer for your readers meaning you might not want to send the at all. CTA s are almost always a button requesting your target audience to take some specific action (Download, Register, Review, Purchase, Learn More). In some cases the desired action could be to schedule an appointment or call for service. Main action you want the reader to take. Usually a button or link. Make the CTA obvious. Use contrasting color or CTA button. Indicate urgency and a verb that promotes action. Example Download Now Register Now Visit our blog and check out our side deck on the use of color and CTA conversion. Your CTA Button should stand out from the rest of your design. You can attract readers attention by using contrasting, eye catching colors. The wording should also articulate an aspect of urgency you can use words like now and today to quickly motivate your audience to action. 12 Anatomy of a Marketing

13 10 is all other content that is not as critical as your or main message. For that reason, it should appear less prominent and located below the primary Copy. can be one section, or multiple sections. However, we suggest limiting your to three sections or less, as having too much and distract readers from your main message and decrease conversion and overall performance. Also note, is optional. Your main message and primary content should be your focus. can be added if you feel it is a relevant message to support your main offer or reader s personal interests. Additional content and offers. Maybe one section or multiple sections. Don t over do it, make sure this content doesn t take away from to distract from the main body copy or Call to Action. Example Limit secondary content to 1-3 sections to avoid diluting your main CTA conversion. 13 Anatomy of a Marketing

14 11 The should try and provide something of relevance just in case the, CTA and capture the reader s intrest. Popular s tend to include links to the most popular areas of your website, or customer service links. You ll also notice s often include links to Social Media sits. Additional information and links to general content if main content was not engaging. Think of this section of your as customer service. Provide a handful of information and links to commonly accessed content. From a creative stand point, this content should not take center stage and not stand out compared to your and Secondary content. Example Similar to, the Recapture Area is optional. In fact, we frequently recommend removing this section, as it can be a distraction from your main or CTA. Test removing this section from your s. In some cases adding additional links like this can decrease the number of conversions to your main CTA. 14 Anatomy of a Marketing

15 12 The is the last section, yet it s probably one of the most important areas of your . The includes all of the necessary compliance items: Unsubscribe Links, Physical Address, Privacy Policy, Contact Information and any additional Legal Information you may need to include. Inside your, we recommend making your Unsubscribe Link obvious and easy to find. Some marketers will often try to hide the Unsubscribe Link by making it small and a light colored font That s a wrong move! You would much rather the person unsubscribe from your s if they re not receiving any value from them. Making it easy for them to unsubscribe reduces the chances of your s being reporting as SPAM or Junk with their client. SPAM or Junk clicks are one of the top reasons s get blocked from specific providers reducing the deliverability of your future campaigns. Includes compliance items including unsubscribe and physical address (For US). Make the unsubscribe link obvious, it is better to have a contact unsubscribe than report your to SPAM or Junk. Example Compliance is important. Click here for marketing compliance rules and laws for your market geography. In regards to compliance - Follow the link in the tip section for compliance rules and regulations for the geographies that you market in. 15 Anatomy of a Marketing

16 Now You Know the Design Elements of a Standard Marketing Deliver The Content They Need The purpose of a goal is to accomplish it. Our performance marketing team integrates complex acquisition, engagement and optimization programs under unified goals to translate audience needs into business results. Ah, the sweet sound of ROI. SCHEDULE AN AUDIT 16 Anatomy of a Marketing