Email Marketing: Writing Tips to Improve Email Response Rates by Pinpointe

VIEWS: 2 PAGES: 31

Based on analysis of millions of B2B emails that have been sent through Pinpointe’s email marketing platform, we’ll cover top writing tips to help you improve email response rates. Join us for this 45 minute Webinar, where we cover:

- The Top 10 Best / Worst Performing Email Subjects
- Tips for Using Links
- Creating a Great Call-to-Action
- Writing Tips to Improve Email Response Rates – B2B Email Content

More Info
									                      Email
Marke+ng

                  Wri+ng
Tips
to
Improve
Email
Results


         Craig Stouffer              Mark Feldman
         Pinpointe On-Demand         NetProspex VP Marketing
         cstouffer@pinpointe.com     mfeldman@NetProspex.com
         (408) 834-7577              (781) 290-5714

         @pinpointe                  @markjfeldman
         www.twitter.com/pinpointe   blog.netprospex.com
         www.pinpointe.com/blog



Page 1
         What
Affects
Email
Responses
?

             Sending
Reputa+on
(Email
Marke+ng
201):

              ◦    Proper
email
sever
configura2on

              ◦    Emails
Server
IP
address
reputa2on

              ◦    Complaints
against
your
domain,
IPs

              ◦    Bounces
(list
quality),
spamtrap
hits

              ◦    Correct
sender
header,
etc


             Readability:
Content
(Today’s
Webinar):

              ◦    Once
it’s
delivered
–
make
sure
it’s
read!

              ◦    Avoid
 Spam‐like 
content

              ◦    Effec2ve
image
use

              ◦    Effec2ve
wri2ng
style
and
content
structure


Page 2
         Email
Wri+ng
Tips

         Overview

             Focus
on
B2B.

Guidelines
also
apply
to
B2C

             Where
do
these
2ps
apply?

              ◦  Offer
(e.g.
download
whitepaper)

              ◦  Event
Invita2on

              ◦  ‘Stay
in
touch’
campaigns

              ◦  Business
update
‐
newslePer

              ◦  Everywhere!



         Sources:
Pinpointe
analysis
of
millions
of
emails
/
hundreds
of

           campaigns



Page 3
         Email
Wri+ng
Tips:
Break
it
Down

          Focus
on
each
part
of
the
email:

            Subject
+
From

            Saluta2on

            Introduc2on:
“Think
Above
the
Fold”

            Body

            Signature

            Links
–
Effec2ve
Use





Page 4
         Mobile
and
Email





         Takeaway:
Op+mize
for
Mobile

             Shorter
Content

             Call‐to‐Ac2on
earlier

Page 5                                   5
         The
Subject:
Importance

             “At
60
miles
an
hour,
the
only
thing
you
hear
in
the
new

              Rolls
Royce
is
the
?cking
of
the
dashboard
clock”



              …David
Ogilvy
re‐wrote
this
104
2mes!



           40%
of
reader’s
decision
to
open
is
based

              on
the
email
subject
+
‘send‐from’


           69%
of
recipients
decide
whether
to
report

              email
as
spam
based
on
the
subject
(source:
ESPC)



Page 6
         Email
Subjects,
Con+nued

         A
Few
Guiding
Rules:


         The
50/50
Rule:


             Spend
50%
of
your
2me
on
the
subject
+
Intro

             50%
on
everything
else
(including
design)



         The
80/20
Rule
of
Email
Subjects

             8
of
10
people
will
skim
the
email
subject
line

             <
2
in
10
will
read
the
rest
/
take
ac2on




Page 7
           9
Best
Performing
Email
Subjects

         1.    MyCompany Sales & Marketing Monthly Newsletter
         2.    MyCompany Newsletter – Jan 2010: Teaser Subject/Topic
         3.    [Webinar]: N Tips to Improve Email Responses
         4.    MyCompany Webinar: Case Studies - Join Us Feb 15
         5.    Webinar Topic - Webinar Slides Available
         6.    This Week’s Phone Call / Meeting (personalized from sales rep)
         7.    8 Customer Service Tips that Work
         8.    Reminder: Storage Survey - Your Input
         9.    Invitation - Breakfast on Specific Topic


         * Source: Pinpointe analysis of several million customer emails


Page 8
          9
Worst
Performing
Email
Subjects

         1.    Join
Us
for
a
FREE
Webinar
on
April
2
2011!

         2.    Shop
Early
and
Save!

         3.    Register
to
Win
Your
FREE
iPod!!

         4.    Security
Spending

         5.    Post‐Trade
Show
Webinar:
Expert
Insights
Into
the
Key
Trends
and
               
Observa2ons
from
the
Trade
Show
Floor
Last
Week

         6.    European
Lakefront
Elegance

         7.    First‐name
‐
(Company)
Announces
Partnership
with
(Company2)

         8.    Product
Launch:
New
“Widget”
Available


         9.    Full
Press
Release
Title
[…
and
email
contains
only
the
press
release]



Page 9
          Subject
Line
Phrases

           Words
in
Top
Performing
Subject
Lines
(>5%
clicks)

             Survey,
weekly,
newslePer,
specific‐date,
issue,

              bulle2n,
edi2on,
2ps,
monthly,
join,
video,
headlines,

              latest,
updates


           Words
Most
Likely
to
be
Reported
as
Spam

             Confirm,
Raffle,
requested,
rewards,
10%,
coupon,

              discount,
savings,
offer




           Think:
“Rela+onship”
vs.
“Date”

           Ongoing
Communica+on
vs.
“1
+me
deal”


Page 10
          Subject
Lines
–
Take
Away

          GOOD

            Short,
concise,
specific,
relevant,
benefits

            Offer
value,
resources


            Non‐hyped

            Oren
indicates
date
or
sequence



          BAD

            1
Time
vs.
Sequen2al


            “Take
vs.
Give”

            Non‐descript
/
vague


Page 11
          Tes+ng
Subject
Line
Length


          Objec+ve

              Does
subject
length
impact
response
rates?



          Email
Subject
Varia+ons
tested:
(Short,
Long)

              Case
Studies
Webinar:
Using
Split
Tes2ng
to

               Improve
HTML
Email
Response
Rates
(Feb
4th)



              [Webinar]
Split
Test
Case
Studies
(Feb
4)




Page 12
          Subject
Length
vs.
Click
Rate





Page 13
          Subject
Length
Take
Away


          Short
outperformed
long
by
4x


          Ideal
subject
line
length
:
45
~
55

            Characters
*


          Stay
Relevant,
Specific


          *
Based
on
analysis
of
thousands
of
Pinpointe
customer
campaigns



Page 14
          The
Email
From
Field

              Send
from
someone
they
will
recognize

              Reinforce
“1
to
1
rela2onship”

              Legi2mate
/
valid
email
address
(!)

              Consider:
person
as
send‐from
+
company
in
subject


          GOOD:

            “Craig
Stouffer”
cstouffer@pinpointe.com

            “Steven
Smith,
Pinpointe”
ssmith@pinpointe.com



          Usually
BAD:

            “info@company.com”
<info@company.com>

            “Do
Not
Reply”
<Prospect_list@company.com>


Page 15
          Comparing
Impact
of
‘From
Field’





Page 16
          Email
From
Field
Take
Away



          Send
from
someone
they
will
recognize


          …
Or
someone
they
think
they
will

           know
(Common
name)





Page 17
          The
Opening:
“Above
the
Fold”

          “FOLD or JUMP”: Subject + First 2 ~ 3 lines

              You have email subject + 3 lines to get attention…
              … Use it wisely!

          Consider:
            Can your opening sentence stand on its own?


              Think: “The 3 + 30 approach:”
                 Tell the 3 second version of your story first
                 … Then tell the 30 second version

Page 18
          Above
the
Fold
‐
Examples

          WORKS:




          DOESN’T WORK:




              Company




Page 19
          The
Body
‐
Structure

          WHAT:
(In
this
order)

            The
offer
(or
the
main
point
/
objec2ve)

            Main
benefit

            Response
instruc2ons



          HOW:

            Divide
key
message
into
sec2ons

            Short
and
concise

            Links
to
landing
pages
with
suppor2ng
details



Page 20
          Using
Links
Effec+vely
in
Email

          Do
mul+ple
links
improve
results?

            Compared
20
newslePer
campaigns

(*
Mark
Brownlow)

            Analyzed
‘teaser’
/
intro
text
with
1,
2
links


            2
Example
newslePer
intro
paragraphs:





          Results (Average across 20 campaigns):
            Average CTR for campaigns with 1 link: 6.8%
            Average CTR for campaigns with 2 links: 8.57%
            Improvement: Extra link = +25%
                                         * Source: Mark Brownlow www.email-marketing-reports.com
Page 21
          Click
Rate
vs.
#
Links





          Take
Away:
Use
More
Links!

Page 22
          The
Signature

          Stay
CAN‐SPAM
compliant‐

              Always
include
a
signature

              Don’t
forget
physical
address

              Unsubscribe
link

              Contact
email
address


          TIP:
OK
to
‘adver2ze’
below
signature:

              Links
in
footer
–
2nd
highest
click
rate
overall

              Social
links
(e.g.:
TwiPer,
Facebook,
Blog)

              Text
+
link
to
special
offer

              Offer
for
free
demo
/
trial
/
etc

Page 23
          For
Today’s
Amendees

               Pinpointe:

                 ◦  Free
‐
1
month
Pinpointe
Subscrip2on
Service

                 ◦  $49
‐
$550
value

                 ◦  www.pinpointe.com/get‐started

                 ◦  Coupon
code:
PPTNPW100


               Netprospex:

                ◦  Free
NetProspex
trial
account
with
100
contacts

                ◦  Access
to
19
million
business
contacts

                ◦  Verified
email
/
phone

                ◦  Email
hello@netprospex.com
to
get
started

Page 24
          Other
/
Upcoming
Webinars

               Email
Wri+ng
Tips
(This
one)


               Case
Studies:
Split
Tes+ng
to
Improve
Results


               Email
Marke+ng
201:
How
a
SPAM
Filter
Works


               Geong
Social
with
Email





Page 25
          About
Us.





Page 26
             What
Sets
NetProspex
Apart?

            19
million
decision
makers

            User‐generated
contacts


            Verified
+
guaranteed

            Hard‐bounce
replacement

            All
job
2tles
&
industries

            Thousands
of
new
contacts

             
per
month

            Title,
email
address,

             direct
dial,

social
media,
URL
   www.NetProspex.com
            Buy
or
trade
                      hello@netprospex.com
                                                888-826-4877




Page 27
          Recycling:
Fast,
Easy,
Free!





Page 28
          What
Sets
Pinpointe
Apart?


          •  Constant
Contact
on
steroids!   –
Pinpointe
customer



          •  The
Most
Feature
Rich
Email
Marke2ng
Solu2on


          •  Enterprise
version:
5‐250+
users,
high
volume


          •  6,000+
companies
using
Pinpointe
pla}orm




Page 29
          Tracking
and
Repor+ng





Page 30
          Contact
Informa+on

          Goto
www.pinpointe.com/get‐started

          Use
coupon
code:
PPTNPW100 (through 2/28/2011)

          Join
us
for
future
webinars



          For
ques2ons,
or
to
request
a
trial
account,
please
contact:


          Pinpointe
Sales
(Email
Marke+ng)

          sales@pinpointe.com
              Mark Feldman
          (408)
834‐7577,
Op2on
#2
         NetProspex VP Marketing
                                            mfeldman@NetProspex.com
          www.twiPer.com/pinpointe

        (781) 290-5714
          www.pinpointe.com/blog

                                                @markjfeldman
                                                blog.netprospex.com

Page 31

								
To top