Creating email campaigns that convert by Courtney Todd

Courtney Todd
Courtney Todd is Vice President of Marketing for Distribion, Vertical Nerve and MarketingFX, the digital services division of A.H. Belo.
Distribion provides the industry-leading local marketing automation solution. National brands can easily create, control, measure and promote marketing programs that local agents, franchisees, and sales teams can instantly personalize and distribute to their prospects and customers, resulting in highly targeted campaigns with higher performance and expanded reach.

About Webinar
Learn how to write, design and deliver email campaigns that will make it to your reader’s inbox. We will cover all the email essentials and latest tracking methods to maximize engagement and improve success rates.

1. CREATING EMAIL CAMPAIGNS THAT CONVERT

2. THE MOST EFFECTIVE CHANNEL

3. 4300% return on investment

4. THE MOST EFFECTIVE CHANNEL

5. TYPES OF EMAIL MARKETING ACQUISTION Lead nurturing campaigns Special offers Crave-able content Sales messages Targeted product information Newsletters Event invitations Discounts Cart abandonment reminders RETENTION New product announcements Premium upgrades Educational content Renewal / Expiration notices Birthday and Anniversary deals Newsletters Event invitations Discounts Cart abandonment reminders

6. 7 READER RESPONSES

7. WHAT CAN YOU EXPECT? 7 READER RESPONSES TO A SUCCESSFUL EMAIL CAMPAIGN Reader sees the email in the inbox, not the SPAM folder.

8. DELIVERABILITY

9. DELIVERABILITY WHAT AFFECTS THE ARRIVAL OF YOUR EMAIL? Reputation List hygiene Sender / Subject line Email design and content

10. DELIVERY OPTIMIZATION

11. WHAT CAN YOU EXPECT? 7 READER RESPONSES TO A SUCCESSFUL EMAIL CAMPAIGN Reader sees the email in the inbox, not the SPAM folder. Reader opens the email.

12. SEND DATE AND TIME WHEN SHOULD I SEND? IT DEPENDS. B2B or B2C? Acquisition or retention? Weekday or weekend? Morning or night?

13. OPEN RATES Test everything.

14. SENDER NAME WHO IS SENDING THE EMAIL? Name Job title Gender Ethnicity

15. SUBJECT LINE WILL THE SUBJECT LINE ENGAGE THE READER? Keep it short – only 5-10 words Lead with a question or a sense of urgency Focus on a benefit to the reader Be honest – no deceptive, generic, spammy language allowed! Personalize when it fits the message Use special characters, but only when it adds value

16. PRE-HEADER Create. Capture. Convert. A webinar on email marketing.

17. PRE-HEADER BEST PRACTICES Don’t repeat the subject line Provide additional information Use enticing copy that complements the subject line Focus on a benefit to the reader THINGS TO AVOID “ACME logo” or “black vertical logo” or “main image” (watch out for ALT text in pre-headers) “View in Browser” or “If you’re having trouble viewing this email…”

18. PRE-HEADER BEST PRACTICES Don’t repeat the subject line Provide additional information Use enticing copy that complements the subject line Focus on a benefit to the reader THINGS TO AVOID “ACME logo” or “black vertical logo” or “main image” (watch out for ALT text in pre-headers) “View in Browser” or “If you’re having trouble viewing this email…” “Unsubscribe”

19. OPEN RATES Test. Test. Test.

20. WHAT CAN YOU EXPECT? 7 READER RESPONSES TO A SUCCESSFUL EMAIL CAMPAIGN Reader sees the email in the inbox, not the SPAM folder. Reader opens the email. Reader reads the entire email.

21. 80% of people are only scanning your email

22. EMAIL DESIGN BEST PRACTICES Width: 500-600 pixels

23. EMAIL DESIGN BEST PRACTICES Width: 500-600 pixels Image to text ratio is no greater than 2:3

24. EMAIL DESIGN BEST PRACTICES Width: 500-600 pixels Image to text ratio is no greater than 2:3 Images support the content

25. EMAIL DESIGN BEST PRACTICES Width: 500-600 pixels Image to text ratio is no greater than 2:3 Images support the content All images have alt-text descriptions

26. EMAIL DESIGN Alt text here Alt text here Alt text here

27. EMAIL DESIGN BEST PRACTICES Width: 500-600 pixels Image to text ratio is no greater than 2:3 Images support the content All images have alt-text descriptions See a Broadway show in Times Square Visit the American Museum of Natural History in NYC Connect with us on LinkedIn

28. EMAIL DESIGN BEST PRACTICES Width: 500-600 pixels Image to text ratio is no greater than 2:3 Images support the content All images have alt-text descriptions Links are designed as buttons

29. EMAIL DESIGN BEST PRACTICES Width: 500-600 pixels Image to text ratio is no greater than 2:3 Images support the content All images have alt-text descriptions Links are designed as buttons Email design is mobile responsive

30. EMAIL DESIGN 67% of emails are opened on a mobile device

31. MOBILE EMAIL DESIGN

32. MOBILE RESPONSIVENESS

33. WHAT CAN YOU EXPECT? 7 READER RESPONSES TO A SUCCESSFUL EMAIL CAMPAIGN Reader sees the email in the inbox, not the SPAM folder. Reader opens the email. Reader reads the entire email. Reader understands exactly what the email is offering.

34. TEXT & CONTENT BEST PRACTICES Be short, clear and to the point. Be relevant. Be truthful. Triple check your spelling and grammar.

35. TEXT & CONTENT BEST PRACTICES Be short, clear and to the point. Be relevant. Be truthful. Triple check your spelling and grammar. Call to Action (CTA) is clear, clickable and above the fold.

36. TEXT & CONTENT BEST PRACTICES Be short, clear and to the point. Be relevant. Be truthful. Triple check your spelling and grammar. Call to Action (CTA) is clear, clickable and above the fold.

37. WHAT CAN YOU EXPECT? 7 READER RESPONSES TO A SUCCESSFUL EMAIL CAMPAIGN Reader sees the email in the inbox, not the SPAM folder. Reader opens the email. Reader reads the entire email. Reader understands exactly what the email is offering. Reader appreciates the message.

38. WHAT CAN YOU EXPECT? 7 READER RESPONSES TO A SUCCESSFUL EMAIL CAMPAIGN Reader sees the email in the inbox, not the SPAM folder. Reader opens the email. Reader reads the entire email. Reader understands exactly what the email is offering. Reader appreciates the message. Reader does not mark the email as SPAM.

39. WHAT CAN YOU EXPECT? 7 READER RESPONSES TO A SUCCESSFUL EMAIL CAMPAIGN Reader sees the email in the inbox, not the SPAM folder. Reader opens the email. Reader reads the entire email. Reader understands exactly what the email is offering. Reader appreciates the message. Reader does not mark the email as SPAM. Reader knows how to take action and then does!

40. CREATING EMAIL CAMPAIGNS THAT CONVERT