Slides from our October workshop on email design, deliverability and best practice performance.

1. EMAIL MARKETING
MADE SIMPLE

2. Dan Hare
Communications
Director

3. EMAIL 101
AGENDA:
FIVE GOLDEN RULES OF DELIVERABILITY
FIVE THINGS THAT AFFECT EMAIL PERFORMANCE
THE ‘F’ IN EMAIL

4. All email marketing looks a bit like
SPAM

5. Whether or not your email is classed as
SPAM is largely subjective

6. There are both human and a technical aspects to
deciding how emails get delivered

7. The technical aspects are increasingly based on
tracked human behaviours

8. B2C EMAIL
B2B EMAIL
B2B email infrastructure now shares the same
technical characteristics as B2C

9. Source: https://dma.org.uk/research/consumer-email-tracker-2019

10. Disposable email addresses are commonplace in
both consumer and business email

12. Gmail turns unused Gmail addresses
into Spam traps after two years

14. “Protect your organization from spam.”
“Mimecast safeguards employee communication and
reduces risk with targeted threat protection, data leak
prevention, and enforced security controls.”

15. Cyren Barracuda AppRiver Symantec Proofpoint Mimecast
60,353
83,731
46,703
38,379
69,527
117,581

16. What will hurt your deliverability
Bad Behaviours
Not Opened
Unsubscribe
Marked as Spam/Junk
What will improve your deliverability
Good Behaviours
Opens
Forwards
Marked as not Spam/Junk
Clicks (sometimes) Complaint

17. info@communigator.co.uk
Latest News
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18. info@communigator.co.uk
Latest News
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CommuniGator
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19. GDPR 2018 ePrivacy 2020?

20. ePrivacy ReadyThree best practices
Double opt-in
Preference centre
Email forensics

22. Sender Policy
Framework
SPF
Domain Key
Identified Mail
DKIM
Domain Message
Authentication and
Reporting Conformance
DMARC

23. Brand Indicators for
Message Identification
BIMI

26. FIVE GOLDEN RULES
Target - Segment your data
Test - Simulate your email send fully
Test Again - Things change frequently
Tidy Up - Deal with bounces and other bad data
Technical Support - Help is available

27. Every email database contains errors – with
our email validation service, we can identify
bad email addresses and provide you with a
cleaned up list before you send to it.
DATA VALIDATION
Amongst a myriad of checks in relation to
email design and deliverability, we identify any
issues that may affect sending performance.
EMAIL FORENSICS
FURTHER ASSISTANCE

28. FIVE THINGS THAT AFFECT
EMAIL PERFORMANCE

29. TWO THINGS THAT AFFECT
EMAIL PERFORMANCE THE MOST
Who is the email from?
What is it about?

30. newsletter@forfront.com
Latest News
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Forfront
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Daniel Hare
Latest News
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From address
From name
Subject line
Preview text

32. Brand name
Recognition
B2C tends to leverage a customer
relationship. Consistency.
Person name
Relationships
B2B brands are harder to leverage.
Business is still personal.
Person & brand
Latest News
Best of both to leverage
both dynamics

33. e-shotTM
Recognition
B2C tends to leverage a customer
relationship. Consistency.
Dan Hare
Relationships
B2B brands are harder to leverage.
Business is still personal.
Dan from e-shotTM
Latest News
Best of both to leverage
both dynamics

34. TWO THINGS THAT AFFECT
EMAIL PERFORMANCE THE MOST
Who is the email from?
What is it about?

35. Latest news
Whitepaper on Blah Blah
Black Friday offer

36. Dan - We know your first name!
I AM SHOUTING AT YOU
5 secrets to making your subje…

37. iPhone
Subject = 41
Android
Subject = 38ish
SUBJECT LINE
Keep it short
You have 2 seconds to
make an impression
Do not mislead recipients
Nothing has a greater impact
on campaign performance

39. Harriet Wooding
✪ Super Sub & Skills Starvation ✪
Harriet Wooding
Super Sub & Skills Starvation
10.42%
6.56%

40. 7.13%
2.02%
Not Telling
Pubic Training Course
Not Telling
Public Training Course

41. Split testing
Single variable, > 2k audience
Multivariant testing
Multiple variables, < 5k audience

44. FIVE THINGS THAT AFFECT
EMAIL PERFORMANCE
Layout… Not design
Calls to action
Segmentation

47. Disabled images can ruin impact

50. Slideshare
Did you know Slideshare now
supports infographics?

52. reallygoodemails.com
mailcharts.com

65. 85 billion searches per month
The Design Standard is set

67. F

69. THE “F” IN EMAIL
Recipients read left to right,
top to bottom
They scan headings and
do not read text
Recipients scan down
the left margin
8-10 seconds to find something
interesting or relevant

72. THE “T” IN EMAIL
Introduce a proposition
Support with an image,
but do not rely on it
Clear and colourful button for CTA

74. Detailed
Newsletters
Lead generation
Simple
Offers
e-shots

75. From address
From name
Reply address

76. REPLY CTA
sales@
marketing@
donotreply@
Emily.anderson@
<accountmanager>@

77. ONE TRUTH
Make sure your whole
organisation is involved in
the health of your email
marketing database

78. Phoenix

79. Dan Hare
COMMUNICATIONS
DIRECTOR
THANK YOU…
daniel.hare@forfront.com