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Last week saw the very first Completely Email conference take place in London. Organised by Rough Agenda and supported by Pure360, this event was dedicated to email marketing.
I attended the second day of the event – the main conference – which featured 12 speakers from across the world of email. There was a variety of subjects discussed – from email design to building email lists, and from testing to personalisation.
In this blog post I have collated my key takeaways for each of the speakers to help give a flavour of the types of things that were shared during the day.
1. Focus on content, rather than design (Reddit’s design is lo-fi, but it’s the content that engages)
2. Let users pick preferences for different email topics
3. Test everything, including the content
4. Language and tone – what do your recipients expect?
5. Deliver consistency in what you say and how you say it
6. Colour – look at your CTAs. Do they stand out?
7. Use ‘subscribe’ links in your emails in case they have been forwarded to a non-subscriber from a friend
8. Bad reader profiles lead to general, vague copy
9. Create an ‘ideal reader’ profile and write your emails to just one person
10. Be personal, inspirational and persuasive
11. Keep a record of all of your testing
12. Involve a team in suggestions for adjustments but get one person to create the testing roadmap
13. Factors affecting email traffic include subscriber base and frequency of email sending
14. A subscriber base is easy to build but easy to lose – go for quality where possible
15. Employ a typical customer funnel to your email marketing (data, engagement and conversion)
16. Consider how you are engaging with your customers at each of these phases
17. Post-purchase emails are key
18. Reward on email beyond simple discounts
19. Your competitors are anyone else in the customer’s inbox
20. Your product catalogue is a ‘window of opportunities’ on email
21. Three broad strategies are employed: capture email addresses and grow the list, create templates and find patterns in response, and resend email to non-opened recipients (change subject lines)
22. Email abandoned cart shoppers and abandoned browsers
23. The top five email clients (in order) are: iPhone, Outlook, iPad, Gmail, and Apple Mail
24. Only iPhone, iPad and Apple Mail currently handle web fonts
25. Web fonts are great for user experience
26. Look to use web fonts almost anywhere in your email copy, but avoid ‘brand sensitive’ areas (for example, the logo)
27. Take a more technological approach to design for email clients that are popular and are used more – don’t worry about designing for Lotus Notes!
28. Use web fonts – they are good for mobile
29. Vary responsive templates
30. Make sure you put aside time for research – read more
31. Look to web dev changes for ideas of what to use in email
32. Test lots – use emulators and virtual machines
33. Consider what your list growth strategy is –quality or quantity?
34. Ideally should be in the middle – build a quantity of quality sign-ups
35. Test the quality of each of your acquisition sources
36. Add multiple collection points onsite
37. Use partners to help your lists grow
38. Consider what your business objectives are and how these are matched to a potential new email service provider (ESP)
39. Involve all stakeholders and use tools (such as Trello) to keep everyone updated on the project
40. When reviewing the project make sure you build, measure and learn
41. Behavioural targeting drives relevance
42. Automated emails (triggered comms programmes) are growing rapidly in usage
43. Integrate all of your digital marketing channels in a strategy (ecommerce, email, social and mobile)
44. Personalisation delivers value to your customers
45. Consider your customer journey and match your email strategy to each stage, with different tactics and activities
There is talk of another Completely Email event being held before the end of this year, so if you have any involvement with email marketing, I highly recommend grabbing a ticket.
Did you attend the event and have some different takeaways from those above? Or do you have any other email marketing tips? Share them below in the comments.