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BEST PRACTICES | Email Automation Leverage Automation Technologies to Save Time and Effort Triggered Messaging Based on Customer Behavior Triggered messaging allows marketers to immediately communicate to a customer based on a given activity. Data that you are already collecting on your customers can be used as a trigger activity. Triggered messages are set up through an API call. Some examples include: • Trigger a “thank you” message after a customer downloads a white paper from your website • end a re-engagement triggered message to users who have not logged into your website S in a given time frame Waterfall Mailings for Automated Nurturing Campaigns Waterfall mailings are a series of automated emails within PostUp. They typically involve a decision tree, where specified actions determine what email a customer will receive next. For example, marketers who want to target recipients based on their response to an email message can create unique messaging and content to those who did respond vs. those who did not respond. Marketers can also send unique messaging based on the specific link or image that was clicked on within the message. WebFetch for Automated Newsletters Significantly reduce your daily email production level by automating the message assembly and scheduling process via WebFetch. WebFetch allows for seamless integration with any content management system capable of publishing content to a URL that is accessible to PostUp. Common uses for WebFetch include: newsletters, news alerts, daily deals and other recurring messages. WebFetch retrieves the content at the time of message assembly and caches it locally. Automated A/B Split Testing A/B split mailings allow you to test different mailing characteristics in an effort to produce higher response rates. This type of testing provides insight into which content yields the best results, and is a proven marketing best practice. With PostUp you can test up to 8 different subject lines, friendly from names and/or pieces of creative. You can reserve between 1 and 100% of the target audience for testing and automatically send the winning combination to the remainder of the audience. Link Categories With Link Categories you can group like or similar links within your mailings into a single category such as advertiser, product or area of interest. After the data has been collected, you can then retarget to your engagers based on information they have clicked on. This allows you to deliver highly personalized content to your email subscribers. Contact a PostUp Representative to learn more. Phone: 877-607-2489 | Email: [email protected] | Website: www.postup.com © 2014 PostUp, Inc. All Rights Reserved. Proprietary and Confidential. BEST PRACTICES | This Makes No Sense How Marketers Can Drive More Traffic From an Email to a Landing Page Designing an email seems like a relatively simple process. Following the basic best practices of good HTML text to image ratios, proper coding, and a strong call-to-action should do the trick, right? Well, sometimes it’s not that simple. Designing an email is one thing, but integrating a strategic email plan to drive traffic from the email to a landing page truly is an art and science. Below are some top strategic insights for you to consider as we explore ways to optimize the performance of your email campaigns that will take you beyond the inbox. Audience Segmentation Knowing your Email Subscribers to Drive Engagement • Customer’s position in the buying process • Previous interactions with your brand • Digital footprint • Customer interests • Audience Measurement - Consider the “Beltone Study” “Personalized email improves marketing campaign effectiveness by 32%.” Circle Research B2B Email Marketing Trends • Preference Center for personalization Email Automation Automated Emails Increase Higher Online Traffic • Event-triggered emails – Based upon action taken on site • Waterfall emails - A customer “Decision Tree” • Automated dynamic WebFetch based on preferences • Automated A/B split testing Optimize Creative Design Design to Drive Engagement and Direct Response • Design email to drive site traffic for viewers across multiple browsers – Leverage device detection report such as Litmus – Learn how the majority of your subscribers are viewing your emails to drive how you design and code your email “Event-triggered marketing can potentially save 80% of your online marketing budget.” (Source: Gartner Research) “Personalized emails improve click-through rates by 14%, and conversion rates by 10%.” (Source: Aberdeen Group) – Responsive Design • Design with Strategic Best Practices – Optimize design, branding, and CTA to drive clicks Contact a PostUp Representative to learn more. Phone: 877-607-2489 | Email: [email protected] | Website: www.postup.com © 2014 PostUp, Inc. All Rights Reserved. Proprietary and Confidential. BEST PRACTICES | Email Design Testing Email Design Testing for the Extremely Busy Email Marketer Components of Testing Email Design As you begin to create your email design testing plan, there are many components of your email that you will want to consider. Most importantly, test only one component at a time so that you can accurately measure your results. • Will you leverage scalable or responsive design? Or will you test both? • Are you going to test lifestyle images or product images, or both? • What types of varying offers will you be testing? Example: BOGO vs. Free Shipping Automation Time is always of the essence when testing. Everyone wants their results immediately! Remember to reach out to your email partner to determine what types of automation are at your disposable to reduce your level of effort. Examples may include the following: • Automated A/B Split Testing • Content Management System • Time Zone Targeting Partnerships Leverage resources to help create a successful testing plan. In addition, leverage tools to help measure your success beyond opens and clicks. • Rendering tools such as Pivotal Veracity or Litmus • onversion tracking tools such as Omniture, C Fox Metrics or Google Analytics • Interactive images such as Cinegif or Moveable Ink Contact a PostUp Representative to learn more. Phone: 877-607-2489 | Email: [email protected] | Website: www.postup.com © 2014 PostUp, Inc. All Rights Reserved. Proprietary and Confidential. BEST PRACTICES | Mobile Email Design Best Practices for Mobile Email Marketing Responsive Design Responsive Email Design uses CSS(3) Media Queries to render 2-3 different layouts that will auto-adjust depending on the size of the screen the email is being read on. In addition, elements such as images, colors and buttons can be hidden or changed based off “class” instructions. While responsive design requires 2-3 different layouts, and extensive coding, it only results in one html file. However, not all mobile environments support media queries, so emails can break or show up as the “desktop” version in certain circumstances. Scalable Design Scalable email design means your email is designed in such a way that allows the email to be readable and clickable no matter where it’s viewed. Like responsive design, there’s only one html file, but elements don’t change or adjust. The layout just scales up or down to fit the screen size it’s being viewed on. It’s much less labor-intensive than responsive design, and certain best practices should be followed to maintain optimal results. Email Rendering PulseConnect is integrated with Pivotal Veracity so that rendering verification can be conducted without leaving our platform. Clients are able to verify that links and images are working properly in addition to identifying missing alt-tags. With this seamless integration, you can visually ensure your messages meet your brand standard on a wide range of mobile, desktop and webmail screenshots. Automated Retargeting Focus optimization efforts by recognizing which devices and/or browsers your subscribers use to read their email. New reporting features within PulseConnect includes open rates and total number of opens by browser, as well as device type. This allows you to develop meaningful audience segments and message to groups based on device; for example, marketers can send an email prompting iPhone users to download your iPhone app. Contact a PostUp Representative to learn more. Phone: 877-607-2489 | Email: [email protected] | Website: www.postup.com © 2014 PostUp, Inc. All Rights Reserved. Proprietary and Confidential. BEST PRACTICES | Responsive vs. Scaleable Mobile Design Best Practices: Responsive vs. Scaleable Design Responsive Email Design Responsive email design uses CSS(3) media queries to render 2-3 different layouts that will auto-adjust depending on the size of the screen the email is being read on. In addition, elements such as images, text, colors and buttons can be hidden, changed or reordered based on “class” instructions. While responsive design requires 2-3 different layouts (desktop, tablet or phone), and extensive coding, it only results in one HTML file. However, not all mobile environments support media queries, so emails can break or default to the “desktop” version in certain circumstances. And with the proliferation of mobile devices it’s estimated that 50% of emails are being read on phones and tablets. To make your email layouts work more universally we recommend the following best practices: 1 TO 2 COLUMNS: One column layouts should be no wider than 500 – 600px and works best for scalable layouts; Two column layouts should be no wider than 600 – 640px and work best for responsive layouts. SPACING: Buttons and links should have a clickable area of 44 x 44px minimally. Closely packed links are practically unusable on a phone. FONT SIZE: On iPhone, the minimum font size displayed is 13pt, anything smaller could break the layout. Headlines should be a minimum of 22pt, and body copy is best around 14pt. SHORT AND SWEET: Keep your message concise. Mobile readers are usually on the move. MESSAGE HIERARCHY: Place your important elements at the upper portion of email. Responsive layouts tend to be long, so the less someone has to scroll the better. STREAMLINE DISPLAY: Hide extraneous details and images from your mobile layout. This will speed up download time and shortens the overall length. Elements such as social sharing buttons are great in the desktop version, but aren’t easy to use for the recipients on mobile devices. CTA: Try not to incorporate your main CTA into the main image; if images are disabled your main CTA won’t be visible. Using HTML text for CTA messages and buttons/links will guarantee your most important messages will be visible to the reader under all circumstances regardless of device. Contact a PostUp Representative to learn more. Phone: 877-607-2489 | Email: [email protected] | Website: www.postup.com © 2014 PostUp, Inc. All Rights Reserved. Proprietary and Confidential. BEST PRACTICES | Responsive vs. Scaleable Mobile Design Best Practices: Responsive vs. Scaleable Design Scaleable Email Design The term “Scalable Design” is more of a design theory where you intentionally design a layout to function for both desktop and mobile environments without the aid of moving or changing elements like you have in responsive design. A scalable email is readable and clickable no matter what size the screen is the message is being read on and results in one HTML file. It cuts down on design and coding time, also requiring far less trouble shooting unlike a responsive layout. By default most emails become “Scalable” when being viewed on a mobile device because the entire message just shrinks to fit the screen width. By following certain best practices you can optimize your email layout for work great in any environment, such as: SINGLE COLUMN DESIGN: One column layouts should be no wider than 600 – 640px, in this case smaller is better. The average mobile screen size is 320px wide, designing with this in mind will ensure your messages read well on a small screen without the user having to zoom in and out. TOUCH FRIENDLY BUTTONS: Buttons and links should have a clickable area of 44 x 44px minimally. Closely packed links are practically unusable on a phone. It’s OK to have slightly oversized buttons or text links, they will read much better on mobile devices. LARGER FONT SIZES: On iPhone, the minimum font size displayed is 13pt, anything smaller could break the layout. Headlines should be a minimum of 22pt, and body copy is best around 14pt. MESSAGE HIERARCHY: Place your important elements at the upper portion of email. Upon sizing down content will be pushed down “below the fold”. IMAGES CAN WORK: If you are catering to a mobile audience using images can have it’s advantages. Traditionally, creating a mostly image based email message has been frowned upon due to some email clients not having images on by default; but with the majority of mobile devices having images on by default you don’t have to fear your message may not be visible to your mobile audience. CALL TO ACTIONS (CTA): Make your CTAs clear, concise and make them stand out. Don’t hide or bury your main point, ideally it should be the first thing the reader sees on their mobile device. People viewing on the mobile devices want to digest information quickly and in bite sized chunks. Contact a PostUp Representative to learn more. Phone: 877-607-2489 | Email: [email protected] | Website: www.postup.com © 2014 PostUp, Inc. All Rights Reserved. Proprietary and Confidential.