Email Marketing
Email Campaigns That Work
Sharaf Atakhanov, CUA
Temple University
Email Traffic
31 billion
What’s wrong with
email marketing today?
What’s wrong with
email marketing today?
Poorly Designed
Too Much Noise
Untargeted
Poorly Scheduled
What can we do about it?
What can we do about it?
Think about your users first
Send less email
Improve the usability
Usability Issues
Excessive use of graphics & colors
Using spammish subject lines
Offering no option to unsubscribe
Out of control coding & formatting
Sending fancy scripts, active x and flash
Usability Issues
Excessive use of graphics & colors
Using spammish subject lines
Offering no option to unsubscribe
Out of control coding & formatting
Sending fancy scripts, active x and flash
Spam. Spam. Spam.
12.4 billion
What ticks off Spam Filters?
I am a prince from Nigeria……
Is this red enough?
MAKE THIS BIGGER!!!!!
C@n Y0u read th1s
No text in message body
Click here…Click here…Click here
Free…Urgent…blinking text?
Usability Principles
Legibility
Affordance
Efficiency
Effectiveness
Redundancy
= keep it simple!
real world example
Friday – 5:10 pm
Boss: Hey, we need to send this email out yesterday
Me: Okay.
Boss: Make it pretty.
Me: Okay. (rolls eyes)
Boss: And make the logo bigger
Me: Right….
{ here is how it starts }
10 steps for Success
1. Get Permission
2. Setup Privacy Policy
3. Use Email Publishing Tool
Campaign Monitor | Mail Chimp | Topica | Newsweaver
Get Active | Emma | Constant Contact | Bronto
4. Segment Your List
5. Design HTML & Text Email
6. Make it CANSPAM Compliant
$11,000
7. Send it to your boss
8. Test your campaign
Yahoo! | Gmail | Hotmail | AOL
MS Outlook 2000-2007 | Thunderbird | Eudora | Entourage | Apple Mail
9. Set a schedule for your
campaign
10. Measure campaign
performance
Questions?
Thank you!
download a copy of this presentation at
www.soaphia.com