The document provides tips and strategies for email marketing in 2012. It discusses optimizing emails for mobile screens, using horizontal email designs, and tips for the top content ideas of 2012. It also summarizes a presentation about email marketing strategies at KPN, including personalizing content, using innovation to stand out, and binding customers through repeated contact. The document contains questions and offers to follow up for additional resources.

1. Tips & Tricks – Top ideas for 2012
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2. Over the next 45 mins
» Restrictions
» Design tips and tricks
» Mobile
» Horizontal???
» Top ideas for 2012
» KPN Klantencase
» Questions ???
» Follow up
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3. Restrictions of ……
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4. Restrictions are just challenges! 
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5. Email design – tips and tricks
General tips!
» Keep it fresh – Change creative every
6 months to a year
» Creative updates proven to lift response
rates (we’ve seen up to 25%)
» Emails can be designed with width
of up to 720 pixels
» Maximize email real estate – Limit white
space.
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6. Email design – tips and tricks
General tips!
» Present the main message (promotions,
articles etc.) clearly at the top
» Use visual elements (typography, colors,
images, etc. to separate different areas).
» Offer clear “Calls to action”.
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7. Email design – tips and tricks
General tips!
» The entire template design should
be encased in a 1-pixel border.
» Incorporate a main navigation bar
into your template.
» Consider adding more organic shapes
into your template design.
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8. Mobile
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9. Mobile
State of the industry
» More than half of What type of mobile phone do you own?
online customers own
smart/web-enabled
phone.
» 64% of those have
phone compatible
with 3G compared
to 48% in 2009.
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10. Mobile Utilization in Email
Top Ten Email Clients Overall
1. Outlook 2000/2002/2003
2. Live Hotmail
3. Yahoo! Mail
4. Apple Mail 2/3/4
5. Outlook 2007
6. Apple iPhone
7. Yahoo! Mail Classic
8. Gmail
9. Windows Live Mail 2008
10. Thunderbird
» Close to 10% of total opens have been on a mobile device
» At a campaign level, mobile opens range from about 2-19%
» iPhone: 6.44% (an increase from the 4% in February 2010)
» Android: 1.01%
» iPad: 0.96%
» Blackberry: 0.05%
» Symbian: 0.02%
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11. Mobile Screen Optimization
(iPhone, Android, Palm, etc.)
400-500 pixels width (good balance between mobile and desktop)
Above-the-fold area is 320 pixels high (on average)
Use a stacked content structure for easy scrolling and rendering
Format copy into 320 pixels columns for easy, horizontal scrolling
Increase font size to 13-15 points for easier reading
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12. Mobile Screen Optimization
(iPhone, Android, Palm, etc.)
Standard version
Single column
layout allows
for easy
scrolling.
Mobile version
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13. Mobile Screen Optimization
(iPhone, Android, Palm, etc.)
Standard version
Simplified
navigation and
larger text size
increases the
usability of the
email on a mobile
device
Mobile version
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14. How?
Mobile version Standard version
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15. Introducing the Media Query!
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16. Introducing the Media Query!
Standard version Mobile version
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18. Horizontal email design
The maximum width can be 2000 pixels
The new above-the-fold is measure 720 pixels in “width” from the left border
Keep priority content and navigation within this 720 x 420 pixel space
Testing has shown that users interact with the entire email
Use graphical treatments to keep the user scrolling over to the right
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19. 720 pixels wide
horizontal
The horizontal email’s “above-the-fold”
section.
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20. horizontal
Horizontal email design
This type of layout works great with retail/product oriented emails.
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21. horizontal
Horizontal email design
Horizontal emails work well on mobile devices if each content
section is organized in 320 pixel wide segments.
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22. Top ideas for 2012
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23. Listen to what consumers are responding to
Higher transaction rates (TTC)
Subscribers respond to flash
Sales which draw (CTO)
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24. Take technology to the floor
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25. The first impression is the last impression
Transaction emails generate higher
Open rates
Transaction rates soar above
promotional emails
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26. Are you awake???
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27. How much did you catch?? 
Horizontal emails are accepted in all email clients:
A: True
B: False
C: Only Outlook 2007/2010
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28. How much did you catch?? 
Which of the below measurements
is a best practice for the width of a standard email:
A: 2000 pixels
B: 10 inches
C: 720 pixels
D: Both B and C
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29. How much did you catch?? 
Users interact with more of the email on horizontal designs,
than vertical:
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30. How much did you catch?? 
When thinking of a new email design, what should run through
your mind:
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31. Email-marketing als
driver onder groei
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Koen van Deudekom Copyright KPN B.V.

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Copyright KPN B.V.

33. Visie & Strategie Software Online
 Software komt uit ‘the cloud’
 Software Online gestart in 2006
 Focus op lange termijn groei
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 Van Telco naar ICT speler
Copyright KPN B.V.

34. Doel ’07-’09 naar ’10-’11
+ 150% groei in nieuwe klanten
Feiten:
 15 online diensten
 SaaS, Hosting &
Werkplekoplossingen
 2009: 30K klanten
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 2010: 50K klanten 34
 2011: ….?
Copyright KPN B.V.

35. Online diensten zijn nieuw
Product bevindt zich in de early adopter fase.
Voor veel klanten dus nog onbekend terrein
 Onbekend doet twijfelen
 Drempels moeten
weggenomen worden:
 Informatieverstrekking
 Vertrouwen geven
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 Laagdrempelig uitproberen
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36. Uitdaging:
Informatie overload bij de klant
 Nieuwe diensten eisen uitleg
 Aandacht van de klant wordt
van alle klanten geclaimd
 Klanten selecteert snel om
informatie overload te
voorkomen
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Copyright KPN B.V.

37. Aansluiting bij de klant met email-marketing
op basis van 3 pijlers:
Personalisatie Innovatie Binding
Benader de klant zo Onderscheid je met Hou de klant geboeid.
persoonlijk mogelijk vernieuwing om aandacht
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Opnieuw en opnieuw!
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om op te vallen te krijgen Confidential and proprietary.
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38. Personaliseer in subjectline
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39. Eenvoud: in 3 clicks naar een
persoonlijke bestelling
Stap 1 Stap 2 Stap 3
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Copyright KPN B.V.

40. Innovatie: Video in e-mail
Onderscheid met vernieuwing
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Copyright KPN B.V.

41. Binding: Hou de klant geboeid
Opnieuw en opnieuw
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Maandtopper Nieuwsbrief
Copyright KPN B.V.

42. Questions
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43. Follow up
To receive:
» Free email design audit
» This presentation
» CheetahMail Email Best
Practices document
» Visit our stand
or
» Email:
kbrown@cheetahmail.com
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44. © Experian CheetahMail 2007. All rights reserved.
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