Deliverability Archives - Steven's Homestead

HTML “Button” for Emails

HTML “Button” for Emails

Have you ever been frustrated creating HTML emails with buttons only to see that little red X when you review the email? I have and it is frustrating. With just a little bit of Photoshop and HTML / CSS code you can create a functional button like the one in the email below.

The “View the Digital Edition Here” button is created with a table that has three columns and one row. The first and last cell have images with a link attached and the middle cell is all coded with html and css.

Here is the HTML code:

<table border=”0″ cellpadding=”0″ cellspacing=”0″>

<tr>

<td><a href=”http://www.canontradeshows.com/expo/medevice12/media/DigitalProspectus.pdf” target=”_blank”><img src=”http://canontradeshows.com/expo/email/tssales/allshows13/media/images/prospectus/left.png” width=”35″ height=”42″ hspace=”0″ vspace=”0″ border=”0″ alt=”” /></a></td>

<td style=”font-family:Arial, Helvetica, sans-serif; font-size:14px; font-weight:bold; color:#000; text-align: center;” bgcolor=”#feb703″><a href=”http://www.canontradeshows.com/expo/medevice12/media/DigitalProspectus.pdf” target=”_blank” style=”text-decoration:none; color:#000;”>View the Digital Edition Here</a></td>

<td><a href=”http://www.canontradeshows.com/expo/medevice12/media/DigitalProspectus.pdf” target=”_blank”><img src=”http://canontradeshows.com/expo/email/tssales/allshows13/media/images/prospectus/right.png” width=”35″ height=”42″ hspace=”0″ vspace=”0″ border=”0″ alt=”” /></a></td>

</tr>

</table>

How to make it work

You first need to develop the ends of your button.  I created the ends by making a small square image with a transparent background.  Then I made a filled circle of yellow and moved half if that off of the square to make the half moon shapes.  After that you insert those into the first to cells and link them to your URL.  Then in the middle cell, insert a URL with the text you want to include as the name of the link.  In the link cell, you want to make sure the background color is the same as your two ends.  When the email renders with images you get the image of the button.  If you are like me and images do not always render with emails you would have the middle cell still showing.

 

Guru’s Guide to Email Marketing

Guru’s Guide to Email Marketing

I receive emails every now and then with things like Download this White Paper NOW or Here is your free white paper.  I always fall for those emails IF the content sounds even a little bit interesting.  I got the little gem attached below in an email a week on 7/19/12; and I found some of it interesting.  I have posted those points below and attached the document so you can get more detail.

Email Marketing Today – Statistics, Facts and Survey Results

  • Email marketing outperforms every other channel on ROI and averages an impressive $44.25 for every dollar spent.
  • Investment in email marketing is estimates to grow from $1.3 billion in 2012 to $2 billion by 2014.
  • 88% of people check their email daily via mobile phone
  • Email newsletters that include social sharing buttons have a 115% higher average click-through rate

Conducting an Email Marketing Review

  • Get a good picture of where your campaigns are today by conducting an email marketing review
  • Develop a spreadsheet containing email results for the last 6-12 months
  • Base priority on the important metrics for your industry.
  • Varying results could be from many things…subject lines, from lines, etc.
  • Compare your data with others in your organization to see what differences there are
  • Pull together samples to see if you can figure out what drove the best results: subject line, format, content, segmentation
  • Pull together competitive messages to see what you could get inspired from

Building Your Email Opt-in List

  • There are three layers to building the list: foundational, auto pilot, and supplemental and the three layers work together to grow your list (see the document for more details)

Subject Lines that Get Results

  • 50 characters
    • look through the newspaper
    • focus on the objective
    • use the from field correctly
    • most important info first
    • personalize
    • test

The Truth about Email Deliverability

  • manage email reputation
  • honest identity
  • manage feedback loops
  • follow the law

Okay, so the document attached is 37 pages and I am not going to take up more of your time…please download the document and take a gander.

Gurus Guide to Email Marketing 2012 US

MarketingSherpa’s Dirty Dozen

I got the attached document from the Online Marketing Summit produced by UBM TechWeb in San Diego.  I can’t remember who sent it to me or even if I requested it but I wanted to share a few interesting nuggets from the 12 “Newsletter Mistakes Nearly Everyone Makes”.

  1. Email sign up should have a verification process where the person has to verify the signed up for your message.
  2. The more you can segment the better results you will have.
  3. Make the welcome message inviting and engaging…tell them what the future holds.
  4. Know how often to send….
  5. Add some personalization
  6. Use proper HTML and CSS…I personally run my HTML through the W3C Validator Service.

MarketingSherpa Dirty Dozen Email Newsletter Mistakes

Email Marketing Benchmark Results

I participated in a webinar in November presented by Marketo where they discussed the results of an email benchmarking project they had compiled.  Here are the brief notes:

Ongoing project, www.Marketo.com/benchmark  for the survey – get a personalized report showing how we compare to industry

Key Points

Consistent Email From address

Over weekend may be best for sending (need to test)

Top Performers use – Segmentation, Custom Landing Pages, Dynamic Content

Most companies do not know the conversion rates

Keep a log of all your tests so you can refer back to the specific variables that were tested – and more importantly what you learned.

Segment your audience based on demographic and firmographic attributes such as industry and title.

Consider segmenting your audience based on how frequently they interact with your messages (opens and clicks).

Also consider a subscription center where your audience can subscribe to different topics and frequency of communications.

Frequency

  • Product & Service 1 -2 times mo
  • Event Promotion 1-2 times mo
  • Automated Nurturing 1 per mo

20 Quick Tips for Improving Your Email Programs

A few months ago I participated in a webinar and after it was over they sent the document attached to this post.  I wanted to share a few insights from the document with you.

  1. List cleaning does not just mean taking bounced email addresses from the database. “By not sending to customers who haven’t opened or clicked in the past year, senders can lower ISP complaints and gain higher reputation scores – and that leads to better deliverability.”
  2. Keep your “from” name consistent and match it to the brand your customer recognizes.  For a company with multiple brands, customize the from name to the brand your customer is doing business with.
  3. It is okay to reuse subject lines in a specific program.
  4. Use action words in the subject line and let the receiving person know what the offer is.
  5. Content driven subject lines are very effective.
  6. Insert marketing materials into transactional emails – test the placement of this material.
  7. Improve your content with segmentation and ask your audience about their preferences.
  8. The least important metric is opens and clicks over time…the report will always look the same…with a downward pointing tail.

20-tips-for-email-deliverability