This document provides tips and recommendations for optimizing email marketing campaigns. It discusses improving subject lines, call to action buttons, formatting for mobile viewing, using images and text effectively, personalizing content, and focusing on list building. The key recommendations are to make emails concise and visually appealing for mobile, highlight the main benefit or call to action, and increase relevant contact points with subscribers through triggered and personalized messages.

1. The private life of an e-mail
@hanssmellinckx

2. Google & tweet me!
@hanssmellinckx

3. WHY

4. ROI Traceability

5. 90% automated
10% manual
 It’s about contact points, not a
weekly newsletter
 Stand out in the crowd
 Be relevant!
 You influence every step of the
sales funnel
Source: Acumen Studio

6. Increase contact points !
Source: Alchemy Workx – Dela Quist, CEO

7. A very short life

8. It takes mammals more time
to pee!
(10 seconds vs 21 seconds)

9. Email marketing is not a free
lunch!

10. FORMAT FROM/REPLY SUBJECT WEBLINK IMAGES/TXT
MENUSALUTATIONTHE MESSAGELINKSTRIGGER BASED
LIST BUILDING THE LAW

11. FORTMAT
Optimise for mobile viewing:
“one swipe away”
Make it graphical & vertical
Remove “text”
A finger needs 30 to 40 px!

12. Some bad examples

13. Some good examples

14. FROM & REPLY
No reply should be forbidden!
(do you really think people will
react “en masse”?)
Make it personal
Create a respons strategy

15. SUBJECT LINE
To the point! Inspire ! Evoke a
reaction/emotion! Surprise &
delight
Don’t use: “newsletter”,
“brand name” etc
Use the subheader as well

16. Some examples
Source: Lucid Marketing

17. WEBLINK
First link to click
Be more creative than “if you
can’t read this….”
No subheader = weblink text is
crucial

18. IMAGES/TEXT
Visual mobile content vs action
oriented content (and keep it
below 100k)
People do not download
images
Links should always be visible

19. MENU
Fantastic way to profile people
+ increase contact points = no
menu needed
Not relevant = a lot of menu
clicks
Personalise menu as well!

20. SALUTATION
In line with overall
communication/positioning
Make it personal!
Great way to improve your
data quality

21. THE MESSAGE
1 goal per message
WIIFM: What’s in it for me?
Keep it simple!
Increase contact points for
more relevance
Surprise & enlighten

22. Focus of the eye

23. LINKS
The fewer, the better
Don’t think, click!
Images = click on mobile

24. TRIGGER BASED
Any message is a marketing
message
Abandonned cart = revenu driver
What’s your life cycle
communication plan?

26. Review it!
Create an impact
Multichannel
E-commerce

27. Start thinking e-commerce!
Shopify.com
29$ -> 79$ / month

28. From the crowd!
 Effort = lower results
 Subject: “newsletter”: no what’s in it for me!
 Add “optiek De Craene” to from

29. Overall:
 Too much own branding
Design:
 Make it responsive
 Content block not wide enough
 3 reasons = 3 reasons in the mail
 Call to action too small (finger)

30. 1
2
3+4
4 emails in 1

31. Overall:
 Too much own branding
Top image
Back to school image
 Too long
Design:
 Web link not on top
 Not mobile optimised
 “cluttered”, align left
 Call to action ?

32. 2 questions…
Call to action?
Social buttons => should go to your own presence

33. Branding too large
Call to action more prominent
Follus us on Facebook = no link, images are

34. Beware of results
8,6%
41,3%

35. THE DATABASE
A horror story…

36. LIST BUILDING
Start with your website!
(registration pages, download, shop
etc)
It will take time & money
Rent | search lookalikes | etc
Progressive profiling is key!

38. THE LAW
Optin & privacy by design
It goes beyond the law :
RESPECT
Difference between storage of
emails and profiling

39. First moving advantage

40. Think fast and act now!

41. Thank you!
Twitter: @hanssmellinckx