I recently crowd sourced the topic of a presentation I gave at Gangplank - the tool used is located at http://gp.offmadisonave.net. This is one of the presentations not selected, which is a recap of the agency's recent Webinar of the same topic.

1. Creating Effective Email
Marketing Communications
By using a combination of email
best practices and testing
webinar.offmadisonave.com

2. Overview
Why email marketing?

Email best practices and testing

What to do next?

webinar.offmadisonave.com
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3. Why Email?
Generates results and costs less than traditional

marketing
Can increase customer loyalty and sales

◦ In a down economy customer loyalty becomes very
important
On average, email marketing returns $43 for every

dollar spent
webinar.offmadisonave.com
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4. Customer Email Viewing Stages
First impressions count:
Subject Line and From Name
Preview Panes (vertical & horizontal)
Open Email (images enabled, full email)
webinar.offmadisonave.com
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5. First Impressions
webinar.offmadisonave.com
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6. First Impressions
Spam
webinar.offmadisonave.com
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7. Testing & Optimization
Testing the from name

◦ Specific, Long, Short
Testing Subject Lines

◦ Short, Long, Funny/Snappy, Generic
Day of week and time of day testing as well

webinar.offmadisonave.com
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8. Customer Email Viewing Stages
First impressions count:
Subject Line and From Name
Preview Panes (vertical & horizontal)
Open Email (images enabled, full email)
webinar.offmadisonave.com
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9. Preview Pane Optimization
Preview Pane Samples

Horizontal Preview Pane Vertical Preview Pane
webinar.offmadisonave.com
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10. Preview Pane Optimization
Horizontal Preview Pane Vertical Preview Pane
webinar.offmadisonave.com
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11. Preview Pane Optimization
Horizontal Preview Pane Vertical Preview Pane
webinar.offmadisonave.com
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12. Preview Pane Optimization
Horizontal Preview Pane Vertical Preview Pane
webinar.offmadisonave.com
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13. Preview Pane Optimization
Horizontal Preview Pane Vertical Preview Pane
webinar.offmadisonave.com
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14. Preview Pane Optimization
Optimal Space

250x250 pixels
Test as results

may vary
webinar.offmadisonave.com
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15. Preview Pane Testing & Optimization
The main call to action received 12% more unique

clicks with the preview pane optimization
webinar.offmadisonave.com
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16. Preview Pane Testing & Optimization
Layout/Design Testing

◦ Images versus text content
◦ Preheader content
◦ Table of contents
webinar.offmadisonave.com
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17. Customer Email Viewing Stages
First impressions count:
Subject Line and From Name
Preview Panes (vertical & horizontal)
Open Email (images enabled, full email)
webinar.offmadisonave.com
7/02/08 17

18. HTML Email Design
webinar.offmadisonave.com
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19. HTML Email Design – Images Off
X
X
X
X
X
webinar.offmadisonave.com
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20. Don’t Forget the Text Version
Plain text version for mobile and non HTML users

webinar.offmadisonave.com
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21. Business to Business Email Clients
FingerPrint - September 2008
webinar.offmadisonave.com
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22. Business to Consumer Email Clients
FingerPrint - September 2008
webinar.offmadisonave.com
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23. Testing & Optimization
Layout/Design Testing

◦ Images versus text content
◦ Table of contents
◦ One column, two column, or three column
◦ Calls to Action
◦ Stylized Textual Email
webinar.offmadisonave.com
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24. What to do next?
Incorporating best practices and testing into every

email communication
Email From Name Subject Day of Time of Preview Email
Line Week Day Pane Design/Layout
March X
April X
May X
June X
July X X
August X
Provide more relevance, and timely communication

◦ Work towards building a Customer Lifecycle plan –
where customers come first
webinar.offmadisonave.com
7/02/08 24

25. Thank You
webinar.offmadisonave.com
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