Effective Email Marketing presented by Cara Friedman of Likeable Media. Email marketing is still an effective way to reach customers while integrating with social media efforts. Email has a high ROI and is the most powerful advertising channel according to marketing executives. The presentation covered topics like likeable design with templates, fonts, colors and mobile optimization; likeable content including curating existing content, unique content, calls to action and easy reading; choosing email platforms; increasing email impact through timing and sharing; and analyzing email marketing analytics. Custom training is also available from Likeable.

1. Effective Email Marketing
Presented by
Cara Friedman, Likeable Media
http://likeable.com
http://fb.com/likeablemedia
@LikeableMedia

2. Effective Email Marketing
Social Media and
Email Marketing
Email may seem like a medium of the past, but it
still plays a crucial role in your social strategy.
Email can be an effective way to reach your
customers while integrating with your social
efforts.

3. Effective Email Marketing
Why
Email Marketing?
Companies were asked,
“what advertising
channels preformed best
for their organization?”
These were the answers.

4. Effective Email Marketing
Email as an
Advertising Channel
39.4% of marketing industry executives called
Email Marketing the most powerful advertising
channel for their business.
72% of respondents answered that Return-of-
Investment (ROI) of their email marketing
campaigns is excellent or really good.

5. Agenda
Effective Email Marketing:
Agenda
• Likeable Design
• Likeable Content
• Likeable Platforms
• Increasing Impact
• Email Marketing Analytics

6. Likeable Design
Effective Email Marketing

7. Likeable Design
Likeable Design and
Email Marketing
Your email should be on brand with the rest of
your organization. The way your email looks is
very important and will affect your open rate.

8. Likeable Design
Likeable Design:
Matching Colors
Your visual brand is important as your brand’s
voice. Make sure to bring your brand’s color
scheme into your emails.

9. Likeable Design
Likeable Design:
Matching Colors
Most platforms allow
you to match your logo
colors exactly. This
ensures that your email
marketing efforts are
always on brand.

10. Likeable Design
Likeable Design:
Templates
Although you want your newsletter to look
unique and on brand, you are encouraged to use
templates as a starting place. Everything is
editable and you won’t need to hire a developer.

11. Likeable Design
Likeable Design:
Templates
When choosing your
template, make sure
you choose it based
on layout and not
color. Colors can
always be changed.

12. Likeable Design
Likeable Design:
Font Selection
You want to make sure your email is readable.
Arial, Courier New, Georgia and Tahoma are all
great choices. Do not place text over distracting
backgrounds.

13. Likeable Design
Likeable Design:
Go Bold
Similarly to if you used all caps, having everything
in bold can be distracting. When you need to
emphasize something, bold is your best choice.
Italics and underlines can be hard to read and
confusing.

14. Likeable Design
Likeable Design:
Emphasize White Space
When in doubt, simple is always better. White
space is a great way to break up the text and
make your copy feel inviting to the reader.

15. Likeable Design
Likeable Design:
Dos and Don’ts

16. Likeable Design
Likeable Design:
Dos and Don’ts

17. Likeable Design
Likeable Design:
Dos and Don’ts
If your email is visually appealing, your clients and
customers will be more likely to read it all the way
to the end. Remember that you are reading off a
screen.

18. Likeable Design
Likeable Design:
Bullet Points
Reading things in lengthy paragraphs can be
overwhelming and time consuming. Bullets break
up information and make your content easier to
skim.

19. Likeable Design
Likeable Design:
Webpage View
You never know what someone’s email settings
may be. Some users will have images turned off in
their email settings. To make sure your content is
being seen the way you intended, always provide
the “view as a webpage” option for your readers.

20. Likeable Design
Likeable Design:
Webpage View
Webpage View is a link placed on your email that allows the
user to see your full email on a traditional webpage.

21. Likeable Design
Likeable Design:
Webpage View
Web page views are
often also stored as
archives on platforms
like Constant Contact.
This allows you to
view past emails
easily.

22. Likeable Design
Likeable Design:
Mobile View
More than ever people are reading their email
from their phones. If you can’t ensure that the
email will display correctly on a mobile device,
make sure your webpage view is compatible.

23. Likeable Design
Likeable Design:
Mobile Friendly
There are a number of steps you can take to make
sure your email is mobile friendly. Everything from
image use to subject line must be taken into
consideration.

24. Likeable Design
Likeable Design:
Mobile Friendly
Make sure your email is
adjusted for mobile devices.
Check that images are sized
between 320-489 pixels wide.

25. Likeable Design
Likeable Design:
Mobile Friendly
Make sure you have plenty of
white space around your links so
it is easier to click on from a
mobile phone.

26. Likeable Design
Likeable Design:
Mobile Friendly
Remember that an entire subject
line won’t show up on a mobile
device. The first two words of your
subject line should explain why
readers should open the email.

27. Likeable Design
Likeable Design:
Images
Sometimes you won’t be able to control how
people view your email and more specifically your
images. Here are some tips to ensure customers
don’t miss your message, just because they can’t
see your images.

28. Likeable Design
Likeable Design:
Images
Name your images so
if they don’t show up,
your customers will
know what is
supposed to be there.

29. Likeable Design
Likeable Design:
Images
Include a link. Give
your users a link to
your website to view,
if they can’t see your
image.

30. Likeable Design
Likeable Design:
Images
Describe your image
and add a description
of your image in the
text. It will enhance
the message of your
email.

31. Likeable Design
Likeable Design:
Images
White-List: Ask your
readers to “white-list”
you. This will keep
you from getting
spammed.

32. Likeable Design
Likeable Design:
White-List
To try and avoid problems with images, ask your
readers to “white-list” you or add you to their
contact list. This will keep you from getting sent to
spam and from your images not showing up.

33. Likeable Content
Effective Email Marketing

34. Likeable Content
Likeable Content:
Curate
Feel free to use existing content in your emails.
Include your latest blog posts, links to upcoming
events, or other content your company has
already featured elsewhere.

35. Likeable Content
Likeable Content:
Voice
Keep your brand voice consistent. Choose your
words in a way that is consistent with your brand’s
voice on other platforms.

36. Likeable Content
Likeable Content:
Unique Content
Be creative! Include polls so you can add an
interactive element to your email as well as gain
insight from your target demographic. You can
also use event advertisements as content in your
emails.

37. Likeable Content
Likeable Content:
Call to Action
If you want users to share something, like
something, click something, etc. all you need to
do is ask. Including a strong call to action is a must
in your email.

38. Likeable Content
Likeable Content:
Easy to Read
People only take 51 seconds to read through an
email. It shouldn’t take longer than that to get
through yours! Use only 3-5 feature blocks in the
body of your email.

39. Likeable Content
Likeable Content:
Subject Line
This is the most important aspect of your email.
Clearly state what your email is about in the
subject line and keep it to less than 8 words.
Include your brand’s name when appropriate.

40. Likeable Content
Likeable Content:
Subject Line
Mentioning Facebook in the subject line increases
open rates by 32%.
- World Email Usage Study
Using words you, your or we will help make your
email more personal.

41. Likeable Content
Likeable Content:
Subject Line
You always want to encourage people to click on
your email. Creating a clear call to action and
reason to click will increase your CTR.

42. Likeable Content
Likeable Content:
Subject Line
Encourage clicks by using the subject line:
• The Top Appeal: List the top five things contained in
your email that your readers would be interested in.
• Use Urgency To Drive Action: Subject lines like “Only
3 Days Left” drive users to open and taken action in an
effective manner

43. Likeable Content
Likeable Content:
Subject Line
Encourage clicks by using the subject line:
• Questions: Email marketing and Social Media have
this in common: people want to give you their opinion.
Asking questions drive people to open emails and
respond.
• Customers Love Exclusivity: The word “exclusive” has
a 24% higher open rate than any other buzz word in a
subject line.

44. Likeable Content
Likeable Content:
Links
Create easy to use links with a clear call to action.
Links are easier to click when they have white
space around them. Multiple links are encouraged
in email marketing.

45. Likeable Content
Likeable Content:
Embedding Videos
Instead of embedding
videos, provide a link. Some
platforms will take the video
and create a screenshot that
allows people to click
through to the video. A link
is less likely to have you in
the spam folder.

46. Likeable Content
Likeable Content:
Making It Social
Always include your social links in
your email. Allow for forwarding
to friends and sharing on social
networks.

47. Likeable Platforms
Effective Email Marketing

48. Likeable Platforms
Likeable Platforms:
Choose What Works For You

49. Increasing Impact
Effective Email Marketing

50. Increasing Impact
Increasing Impact:
Timing
Always schedule your emails in advance to avoid a
last minute rush. The best time to send emails are
usually before 10 AM or after 2 PM. Click through
rates are higher when emails are sent less than 4
times per month.

51. Increasing Impact
Increasing Impact:
Timing
While those are best practices, you should always
take your audience into account. Make sure your
emails are scheduled at a time when your target
audience is most likely to read them. Same goes
for frequency of emails.

52. Increasing Impact
Increasing Impact:
Sharing
Make sure to cross promote your newsletter with
all your social entities. Make sure to customize
the message for each network. Your message for
Twitter should look different from Facebook.

53. Increasing Impact
Increasing Impact:
Sharing

54. Email Marketing Analytics
Effective Email Marketing

55. Email Marketing Analytics
Email Marketing Analytics:
Importance of Reporting
In order to have continued success, you need to
track your progress. Make sure to choose a
platform with built-in analytics so you can track
crucial numbers. The information you learn from
reporting will help shape your strategies for the
future.

56. Email Marketing Analytics
Email Marketing Analytics:
Importance of Reporting
The best time to generate a report is 48 hours
after your email has been sent. Look for:
• Who has opened your email
• What links have been clicked
• What has been shared on social networks
• And more!

57. Effective Email Marketing
Need Extra Help?
Likeable Training
Likeable offers custom trainings that cover topics
ranging from email marketing to social media best
practices and more. Contact cara@likeable.com
to learn more about Likeable Training.

58. Effective Email Marketing
Questions???
http://likeable.com
http://fb.com/likeablemedia
@LikeableMedia