1. Best Practices for E-mail NewslettersReport Email Workshop: Best Practices from Sign-Up to Delivery Follow OTOinsights on Twitter: http://twitter.com/OTOinsights
2. Established in 1997, One to One is the first global enterprise to assemble a complete solution for brands, agencies, and publishers executing one-to-one marketing strategies. The company employs over 150 professionals in 7 offices located in North America, Latin America, Europe, and Asia. One of the 20 “Hottest Independent Digital Firms” Globally AdAge, 2007 One of the Fastest Growing Private Companies Inc Magazine, 2008
3. Locations Global Coverage in Americas, Europe, Asia London Salt Lake City Boston Reno-Tahoe Baltimore Singapore São Paulo
6. Dr. Philip Rhodes, Ph.D. Philip holds a Ph.D. in Information Design from the University of Portsmouth. He has extensive research and teaching experience in hypermedia design and information architecture. He speaks fluent Portuguese, having lived and worked in Brazil. Before joining One to One Insight, he worked with US solution providers Rare Medium and Sapient, as Director of Information Architecture. Specializing in offering user-centric online solutions within the banking, education, and telecommunications sectors. He also taught at several universities in Brazil and the UK, and has been widely published. Philip is both the Managing Director and the Director of Customer Experience Research & Design at One to One Insight, and a Fellow of the Royal Society of Arts. Managing Director & Director of Research Dr. Philip Rhodes:prhodes@onetooneinteractive.com
20. Sign-up| Score 7 6 5 Criteria for analysis 4 3 2 1 0 3 0 1 2 Number of sign-up issues
21.
22. Issues with unsubscribe: Users are informed that they can unsubscribe from a link in the confirmation email, but there is no unsubscribe link in the email.
31. Link in the confirmation email not clickable20th
32. Location of the sign-up link Not on homepage Below the fold on 1024 x 1060 screen resolution
33. Engagement in sign-up link With content, Not personalised Simple With content, Personalised Image and with content With content, image and personalised
105. Paul Hedgeland Paul Hedgeland has over 15 years experience in sales, marketing and development of IT solutions. In the last 9 years Paul’s career has been focused on internet based marketing, advertising and email communication. Paul now runs the UK office for One to One Connect as part of the One to One group of companies specialising in targeted permission based one-to-one brand dialogues. Director, European Operations One to One Connect Paul Hedgeland phedgeland@onetooneinteractive.com
106.
107. Drives deeper engagement by delivering measurable content and messages across a broad spectrum of permission marketing channels including email, social and branded apps (desktop, mobile and web)
108. Can integrate with existing CRM, content management, data mining and other proprietary systems empowering marketers to quickly and easily build sophisticated retention/acquisition campaigns
121. Data Integration: For e-mail, social, and branded applicationsSupporting Services
122. Ease of use Three initial steps of email marketing Get your data set [Groups and Lists, import data] Edit/Create email Report on success Demo 1
123. Some Advanced Features… Sharing is the new viral/refer a friend Twitter Facebook Feeds RSS Split testing Body content and subject line Segmentation Wizard makes it easy to set up and run
124. Socialise your emails Facebook share url http://www.facebook.com/sharer.php?u=http%3A%2F%2Fwww.otoinc.com%2Finteractive%2F&t=title Google “One to One Interactive” HTML page Title HTML meta tag description Demo 2
125. Feeds Using the BCC’s excellent RSS feed resource http://feeds.bbci.co.uk/news/uk/rss.xml Demo 3
127. Conclusion Use share to have a conversation with your subscribers friends (3rd party engagement) and boost sales through viral content Use feeds to keep the information in your emails up to date – sales, offers, vouchers Use Split testing to verify you are sending your very best email
128. Questions? For copies of the presentation or further info on One to One services please email: joutlaw@onetooneinteractive.com
Notes de l'éditeur
Key criteria used in the analysis:Is the sign-up available from the homepageIs it possible to enter ‘sign-up’ details on the homepageNo additional information required to sign-up e.g. postal address, annual income, etc.Can the user customise the newsletter to their areas of interestIs there is a clear confirmation pageIs the user informed what will happen nextIs the user given access to the latest newsletter or an archive of newsletters
Key criteria used in the analysis:Is the sign-up available from the homepageIs it possible to enter ‘sign-up’ details on the homepageNo additional information required to sign-up e.g. postal address, annual income, etc.Can the user customise the newsletter to their areas of interestIs there is a clear confirmation pageIs the user informed what will happen nextIs the user given access to the latest newsletter or an archive of newsletters
Less than half of the retailers (7/20) display the sign-up link above the fold.5 retailers display their sign-up link on the left column. The sign-up link is usually in a box or accompanied by a ‘email’ logo. The links can easily be spotted.3/20 retailers have their sign-up link buried at the footer of the page and within text. Users have to intentionally look for the link.Apple.com and Play.com do not provide a sign-up link on the homepage.
14/20 retailers used standard and dull links River island provides the most engaging ‘up front’ experience, inviting user to ‘Get their fashion fix’. ‘Get your fashion fix online’ is sharp, attractive and direct.Link accompanied by image can always attracts attention. When users are scanning through the site, it is important to catch their attention, make them stop and sign up your newsletter.
Key criteria used in the analysis:Are links to the site provided and are they clear Are links provided to social networking sitesIs the e-mail personalisedIs there a specific and catchy subject lineIs there an option to unsubscribeIs a real address, phone number or other similar details about the sender providedIs there consistency with the e-newsletter and the websiteUse information to tailor e-newsletterGood mix of text and imagesNext steps / Guidance on what to do next
Key criteria used in the analysis:Are links to the site provided and are they clear Are links provided to social networking sitesIs the e-mail personalisedIs there a specific and catchy subject lineIs there an option to unsubscribeIs a real address, phone number or other similar details about the sender providedIs there consistency with the e-newsletter and the websiteUse information to tailor e-newsletterGood mix of text and imagesNext steps / Guidance on what to do next
Following page provides a visualisation of the 8 email newsletters received:The blue line indicates the average length of newsletters.Debenhams, John Lewis and LoveFilm’s newsletters are excessively long. Although they probably included more information and offers, OTOinsights user research has shown that excessively long email newsletters are not appreciated by users.
Social media is a very important aspect of an email newsletter, so how did the newsletter we receive stack up when considering their use of social media:3/8 newsletters did not have social media links5/8 newsletters provided social media linksOnly 1 newsletter: M&S had social media links at the top of the page; better visibility of social media links will increase visibility and popularity of newsletter.4/8 newsletters place their social media links below the fold or at the bottom of the page; this makes it harder for users to share the newsletters.
Users must be able to quickly and efficiently unsubscribe to an email newsletter if they desire, so how did the email newsletter we received measure up:All provided unsubscribe link is found at the bottom of the newsletters.Topshop – unsubscribe link in red, clearly visible. LoveFilm and River Island provide ‘one-click’ link to make unsubscribing process easy.Thomson – unsubscribe link is ‘buried’ within the text.Tesco - Very unexpectedly, the link takes users to sign-up page.
4/8 newsletters provide a primary menu that is consistent with their website. These newsletters provide an obvious and easy way to go to particular section of their website.Topshop, Mark & Spencer and River Island provide a primary menu in their newsletter. However, the primary menu is inconsistent with their website. Not only users are likely to lose orientation, but also likely to get confused by 2 different menus.