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
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.
- Product & Service 1 -2 times mo
- Event Promotion 1-2 times mo
- Automated Nurturing 1 per mo
Yesterday I attended the Direct Marketing News Virtual Event and this blog is about the session I attended. While interesting they really did not do a good job of explaining the best practices for “Optimizing email” for mobile devices.
- 45% mobile phone users own a smartphone
- 7% of mobile devices are tablets – small group but growing at a compounded rate of 23.59% per year
- 77% of smartphone users use in stores
- More than half of adults buy on smartphone
- 88% of people check their email via mobile phone daily
- The majority of people in the near term will be iOS platform but that is shifting.
- Landing pages (website pages you link to) should have both a desktop version and a mobile version.
- Try to keep email design into a single column
- Keep Copy short and sweet and simple
- Primary call to action as high up as possible – make sure it is large enough for a finger to hit.
- 6.4% of attendees emails are being opened on mobile.
- ESP – that will allow insertion of a mobile optimized format
- BrightWave Marketing (figures as this was one of the companies that presented)
One of the presenters also mentioned he had a blog:
I went through a webinar presented by Marketo about Email best practices and I thought I would share some thoughts from the presentation. Like in past posts, I am not going to spew the entire contents of the presentation but mention a few highlights and you can take a look at the slides posted below.
- Fewer calls to action are better than multiple actions so as to not confuse people
- Use bullets as it is faster to skim the message
- Test in a minimum of Outlook and Google but the more you can test on the better
- Test on mobile
- How to articles go over very well
- Subject lines
- Four to six words
- Don’t tell them who you are in the subject line – the from line should do that
- Segment, Segment, Segment
- Track use behavior to see what is clicked on and alter messages to guide the user
- Build the relationship with the client – this will go further than other types of messages
- Automate as many messages as possible
In November I sat through a webinar half listening as I dutifully continued working on other items of importance…or so I thought. The webinar was called Email Rendering and Design Trends and the slides are attached with some notes.
Here are a few things as I go back and look at the slides I seem to find important.
- Personalize messages to drive engagement – I see this more and more in the B2C world companies are adjusting messages to user preferences.
- Clean up the design of your emails – I often get emails from companies that are all graphics. On my mobile I do not allow for image downloads so the email is blank…why would you want your email to appear this way?
- Right-time Email Programs – when someone makes a purchase you need to do a follow-up email with a confirmation and another add-on offer.
- Ensure you are testing on webmail servers as well as desktop and mobile.
- Design for the preview pane – which is often only 320px high.
- Pre-headers are a must – does yours say something like “To view this email as a webpage click here”?
- It should have some intrinsic value to the message of the mailing like – “Meet your best prospects from Bayer, Motorola, Airbus at the world’s LARGEST advanced manufacturing event. View this email in a browser or on a mobile device.”
- Sometimes people only see your pre-header.
- Need most important content “above the fold” in your email – about 420px.
- Mobile design tips
- 480-600px wide
- Fonts minimum of 14px, headlines 22px
- Subject: 15 characters
- Video does not work in many email clients ye so it is best to know your audience and only include IF they can view it.
Thank you for taking the time to re3ad this, I hope you enjoy the slides.