Professional Documents
Culture Documents
by Stephan Spencer,
Founder & President of Netconcepts
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0 Audience
² Prospects, customers, advocates, partners
0 Goals
² Registrations, Signups, Sales
0 Content
² Newsletter, Promotions, Reminders, Invitations
0 Metrics
² Click through, Registration, Visits, Booking/Purchase
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0 Builds trust
0 Address what you·ll be doing with the user·s
information, both now and potentially in the future
0 Post it in an obvious place on your site
0 Link to it from your email campaigns
0 Abide by it, no exceptions
0 Don·t revoke or weaken it once you·ve published it
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0 Newsletters
² Regularly scheduled messages that deliver timely and
interesting news, tips, and other informational tidbits
0 Promotional messages
² Inform recipients about special offers
0 Discussion forum posts
² Soft-sell marketing strategy for becoming an accepted
and trusted member of your target audience·s online
community
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0 Subject line
² Most important ~35 characters of the email. Focus on it!
0 From line
0 To line
0 Message body
² A promotional message should contain a compelling offer & call-to-
action
² An e-mail newsletter should contain a header, a table of contents, a
welcome, and multiple ¶departments·
² Privacy statement, Disclaimer, and 2nsubscribe instructions
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0 2nsubscribe rate
0 Bounce rate
0 2nique open rate
0 Total open rate
0 Clickthrough rate
² Can separate HTML vs. plaintext clickthroughs
0 Conversion rate
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0 The split-second decision - keep it or delete it
0 The basis of their decision: the From and Subject
line
0 Your open rate may be overstated
² Your message may be getting displayed in recipient·s
preview pane as he selects it just to delete it
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0 Play our email filter game!
0 The Rules:
² Point out things in the email campaign that caused it to
be unceremoniously junked by SpamAssassin
² Must be something that·s displayed on the slide
² The thing must be worth at least 0.4 points
² See how many problems you can find
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0 Tables - to control placement & avoid long lines
0 Graphics - <30k, will cause the recipient grief if reading
email while offline, increases download time
0 Color - color text or color a table background, doesn·t
impact download speed
0 Font - face, size, and color
0 Forms - embed in the email to make it easy for the recipient
to respond to an offer, e.g. seminar registration
² Auto fill-in as many form fields as possible
0 Scripts, Flash, Streaming Video - not recommended!
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