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Designing Emails For Action - EMSA 2008

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Bluewire Media
Bluewire Media

I gave this 20 minute presentation on Designing Emails for Action at EMSA 2008 - Email Marketing Summit of Australia. Adam covers big, small & unseen consideration and also gives 20 useful tips as well as shows company case studies to demonstrate who is doing it well. This is a useful resource for anyone who uses email marketing. The summit was held at Royal Pines, Gold Coast on the 6th & 7th of November, 2008.

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Designing Emails for Action Adam Franklin Managing Director, Bluewire Media
Question ,[object Object],[object Object],[object Object]
‘ Take home’ message ,[object Object]
Topic ,[object Object],[object Object]
Overview – 20 min presentation ,[object Object]
Overview – 20 min presentation ,[object Object],[object Object]
Overview – 20 min presentation ,[object Object],[object Object]
Overview – 20 min presentation ,[object Object],[object Object]
Overview – 20 min presentation ,[object Object]
NOT covering ,[object Object],[object Object],[object Object]
Consider.... ,[object Object],[object Object],[object Object]
Scenario 1 - In what environment do you check email? ,[object Object],[object Object]
Scenario 1 - In what environment do you check email? ,[object Object],[object Object]
Scenario 1 - In what environment do you check email? ,[object Object],[object Object]
Consider.... ,[object Object],[object Object],[object Object]
Now consider.... ,[object Object],[object Object],[object Object],[object Object]
Scenario 2 ,[object Object]
Email #1 – Happy Holidays
Email #2 – Fun Holidays
Email #3 – Great Holidays
Question... ,[object Object]
Question... ,[object Object],[object Object]
Part 1 – Big considerations ,[object Object],[object Object],[object Object]
From line, subject line, above the fold ,[object Object],[object Object]
1.1 - From Line
1.1 - From Line
1.2 - Subject Line ,[object Object],[object Object],[object Object]
1.2 - Subject Line ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
1.2 Subject Line – Amazon.com TIP ,[object Object]
Consider ,[object Object],[object Object],[object Object]
Consider ,[object Object],[object Object],[object Object],[object Object],[object Object]
1.3 Preview pane / Above the fold ,[object Object],[object Object],[object Object],[object Object],[object Object]
1.3 Preview pane – Dell case study ,[object Object],[object Object],[object Object]
1.3 Preview pane – BAA case study ,[object Object],[object Object],[object Object]
1.3 Preview Pane – case study ,[object Object]
Part 2. Smaller considerations ,[object Object],[object Object],[object Object],[object Object]
2.1 Repeat Call(s) to action ,[object Object],[object Object],[object Object]
2.1 Repeat Call(s) to action – QANTAS case study ,[object Object]
2.2 Put user in control ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
2.2 User in control – Worldwide case study ,[object Object],[object Object],[object Object],[object Object],[object Object]
2.3 Alternate contacts details ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
2.3 Alternate details – MiniMovers case study ,[object Object]
Part 3. Unseen Considerations ,[object Object],[object Object],[object Object]
3.1 - Great copy ,[object Object],[object Object],[object Object],[object Object],[object Object]
3.1 - Great copy – James Adonis case study ,[object Object]
3.1 - Great copy – James Adonis case study ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
3.1 Great copy – Crikey case study ,[object Object],[object Object],[object Object],[object Object],[object Object]
3.1 – Great copy - text or HTML? ,[object Object],[object Object],TEXT: HTML: Less ‘salesy’ Visually appealing Seems more personal More professional Easier to edit Greater impact
3.2 – User feedback ,[object Object],[object Object],[object Object]
3.2 – User feedback ,[object Object],[object Object]
3.2 – User feedback - Vision 6 case study ,[object Object]
3.2 Reader feedback – case study ,[object Object]
3.3 - Call(s) to action on critical emails ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
3.3 Email signature – Net Registry ,[object Object]
3.3 Email signature – example 1 ,[object Object]
Conclusion ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
‘ Take home’ message ,[object Object]
Contact ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

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Designing Emails For Action - EMSA 2008

  • 1. Designing Emails for Action Adam Franklin Managing Director, Bluewire Media
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  • 18. Email #1 – Happy Holidays
  • 19. Email #2 – Fun Holidays
  • 20. Email #3 – Great Holidays
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