IS09 - Developing Killer Email Creative

Developing Killer Email Creative
Drew Miller
Strategic Services
SubscriberMail, LLC

@ dmiller@subscribermail.com
@emailman
blog.subscribermail.com

/subscribermail

Copyright 2009 by SubscriberMail
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Your Inbox

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Creative Encompasses the
ENTIRE Messaging Process.

3

5 Critical Components
Including...
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1. Subject Lines

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2. Relevancy & Timeliness

6

3. Copy & Content

7

4. Images & Graphics

8

5. Landing Pages

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Subject Lines
Your chance
to make it...
...or break it.
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Think Customer Value.
“September Newsletter”

“5 Tips to Improve Subject Lines”

1. Subject Lines
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Assume your
readers are
Average Joes.

1. Subject Lines
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“Get Dad Behind the GRILL
Instead of the DRILL!”

1. Subject Lines
13

1. Subject Lines
14

1. Subject Lines
15

Where is the product?

1. Subject Lines
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Make it easy for Joe to understand.

“SAVE 50% on our elfa
Installation Service!”

1. Subject Lines
17

Compelling.
“The Shirt You Can’t Live Without”

1. Subject Lines
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Relevant.

1. Subject Lines
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Think Before You Send...
!Communicate Value
!Synergy with Creative
!Compelling and Relevant
1. Subject Lines
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The Golden Rule of Subject Lines:

Test, Test, Test!

1. Subject Lines
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Relevancy

Blind eyes = Missed Target

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Excellent
creative
is costly... Drew probably
wouldn’t look
good in this...

...when you
don’t know
your
customers.
23

If you have
good data...

... don’t
bury it.
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Use Store Location.

25

Use Recent Interests.

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Timeliness

Don’t Be
Late to the
Party!

27

“Is Your Mower Ready for Spring?”

28

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Angela:

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Copy & Content

Mind your
p’s and q’s.

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It shouldn’t
be a
scavenger
hunt...
?
3. Copy & Content
33

...Use teaser paragraphs
with a strong call-to-action.

3. Copy & Content
34

Emphasize Your Raving Fans.

3. Copy & Content
35

Use one
offer to
maintain
reader
focus.
3. Copy & Content
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Make email exclusive.

3. Copy & Content
37

Add a
relevant
promotion.

3. Copy & Content
38

Consistent messaging over time.
3. Copy & Content
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Tell them
why they
should
click.

3. Copy & Content
40

Graphics & Images
Keep it
simple,
and above
the fold.
41

Print ads
appeal to
the masses...
...but don’t
have mass
appeal in
email.
4. Graphics & Images
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Make
effective
use of
color.
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Create a main focal point.

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Don’t Lose Focus.

45

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Landing Pages

Don’t reroute them to Toledo,
when they’re expecting Hawaii.
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Keep your design consistent.

Email

5. Landing Pages
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Keep your design consistent.

Landing Page

5. Landing Pages
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Keep your offer consistent.

5. Landing Pages
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Maintain Your Synergy.

5. Landing Pages
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Email... 5. Landing Pages
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...Landing Page 5. Landing Pages
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Email... 5. Landing Pages
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...Landing Page 5. Landing Pages
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Don’t Kill your Killer Creative...
Creative
September 6, 2009-
September 9, 2009

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...Optimize It For Images
Disabled Viewing.

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Creative
that looks
great on
paper...

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... Should
also look
great in
Email
Inboxes.
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Images On

Images Off

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Before & After

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Images On Images Off

Before

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Images On Images Off

After

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6 Key Takeaways
1. Communicate value in subject line. Make it compelling. Test it!

2. Each customer is an individual. Think relevancy. Be timely.

3. Copy and Content: Short, concise and meaningful.

4. Graphics & Images: Less is more.

5. Maintain synergy with email message and landing page.

6. Optimize your message for images off viewing.

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Questions?

@ dmiller@subscribermail.com

@emailman
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IS09 - Developing Killer Email Creative

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