26 SPRING 2013 WWW.CHIEFMARKETER.COM
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a science, so test and learn how it impacts
can be clever, but some email clients still render an apostrophe
says Woulfe. sending a relevant message, like a trigger based on an actual behavior,
that will perform better than using a symbol
just to get
Return Sather notes that many marketers started using symbols in the fourth
quarter, often associated with the holidays.
Read rates of messages did go up a bit, he says.
of course seeing a lot of spammers
starting to use them, which is a potential sign
that ruined the they
been overused yet.
to is a good mantra for marketers
when it comes to populating the body of
their email messages. getting back to
things that have always worked, with relevant,
consistent calls to says Woulfe.
Get to the Point
Calls to action should be specific, says Koren.
a proponent of emails with short, to-thepoint copy that drives the reader to a dedicated
landing page for more information.
problem in healthcare, though, is that there
is a lot of required information that must be
she says. means that emails
get very crowded with everything but the
People are and less interested in says Woulfe, which means videos and
teasers that will get them to click through
will work better than reams of copy. it
clear what the user experience will be if they
click she says.
The challenge is that many voices within
a brand often have things they want included in an email message, which dilutes the
punch of the main message, she adds.
need to be more precise about what
they include in an need to consider what happens when the relevance [of
The vague sign-up promise, us your email
and send you is a pet peeve for
Koren. found that preference-based
email content is she says. sure
that users can select the topic that they want to
hear about next, and make it
Marketers need to be specific and set
expectations. them that if they provide
their email address, get weekly emails
with a certain type of Koren says.
as a silo that sits by itself is no longer something consumers says Dholakia. want content to reflect behavior in
other channels, like social or website
I view a page on your site and then you send
me an email with a subject line that reflects
Good personalization goes beyond just
knowing your first name, says Mark
Simpson, president/founder, Maxymiser.
focus should be on targeting the
right content and the right offer, in addition to personalizing with the
he says. need to be affecting the
Simpson offered some basic personalization tips for email marketers, including
make sure you are testing and measuring the
results of personalization results, and stop if
something working. that sort
of benchmarking, you can get a whole load of
errors and turn off your customer he
says. continual learning is
And just set up automated personalization rules and let them run amok.
self learning algorithms and put human controls around Simpson says. sure
people are getting served the right content,
and just rely on technology to provide
all the answers.
Because of the detailed information they
have on their customers, the more sophisticated banks are leaders in email personalization, he notes. As an example, Simpson notes
that his bank HSBC is using a recent inquiry
on his part regarding mortgage rates to offer
up emails with content such as mortgage calculators, closing cost information and other
data of interest to home buyers. a good
personalized he says.
Make Sure Your Creative Is
Often, marketers send emails in conjunction
with other marketing partners. And in doing
this, often common practice to share creative
or include images or copy from the partner or
brand. That, says Murphy, is a mistake. And
while it may save time and money in the short
term, it could be harmful in the long run.
use creative that is unique to your
SO, WHAT ARE THE BIG EMAIL-CREATIVE NO-NOS?
Not segmenting your email
file: getting the same
message at the same time will
ensure that your campaign is
the least relevant for the most
says Sanjay Dholakia
of Marketo. Find out where
your subscribers interests and
preferences lie, and segment your
list to deliver content relevant to
their particular needs.
Not proofing your messages for deliverability:
prettiest art be seen if it
gets stuck in the spam
adds Dholakia. truly
batch and blasting, a way
to remind ISPs that your stuff
very [valuable] to
And, notes John
Murphy, multiple people are
working on creative, you could
get sloppy code that would get
you into Make sure the
HTML in your messages is well
formed and no missing end tags, no empty inline
elements left in because you are
recycling a previous message.
Not getting to the point.
still see a lot of emails that are
super long, and as a marketer, you
need to learn to be says
Alex Lustberg. you
want to be informational, but
you need to create an integrated
approach with your design and
content. I scan a lot of emails, and
there are very few that I actually
the call to action at the
top of the message and make it
clear what you want to drive them
says Elle Woulfe of Eloqua.
Not going mobile all the
way. Less than 20% of marketers are doing mobile optimization, which is bad enough.
But many of those that are
optimizing their messages
for mobile devices are then
directing users to a web page
that optimized for mobile.
not a true mobile says Dean Silvestri.
Beth Negus Viveiros