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Роман Рыбальченко Встреча в рамках Клуба Интернет-Маркетологов: http://facebook.com/clubim
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Дизайн и требования к письмам
Роман Рыбальченко
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Эксперт в интернет-маркетинге (более 5 лет опыта).
— Директор по маркетингу интернет-магазина Intimo
— Корпоративный тренер SEO-Studio
— Преподаватель интернет-маркетинга в 2-х школах. Консультант
— Автор проекта Roma.net.ua
ППП3
✉ Дизайн форм
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Pop-up плагины
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Форма опроса
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Стимуляция к подписке
✉ Требования к письмам
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Требования к письмам
• 600 px ширины
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Требования к письмам
• В первый экран помещаться изображение или активная акцентированная кнопка / ссылка.
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Требования к письмам
• Preview текст письма. Текст, который должен быть первым в коде. Мелким шрифтом, может “сливаться” с фоном
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Требования к письмам• Ссылка на веб-версию письма. В начале общих рассылок должна быть ссылка “Не отображаются изображения? Нажмите здесь!”
• Короткая форма меню + логотип.
• Адрес, телефоны, контакты.
• Вы получили это письмо потому что... Внизу письма напоминаем пользователям какого @#$%^ они получили письмо?
• Ссылка на отписку от рассылки. Может быть расположена наверху письма. Может быть расположена внизу.
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Письмо-приглашение
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SUBSCRIBER EXPERIENCE
Consider the en5re subscriber experience – from first impression to final click.
Each individual phase influences the decision to open and engage with your email.
Your email design is experienced in stages – not as a sta5c page.
FROM NAME
SUBJECT LINE
PREVIEW PANE
ABOVE THE FOLD
COMPLETE EMAIL
CLICK
*Email Sender and Provider Coali5on
It all begins with the From Name – 73% of subscribers click “Report Spam” or “Report Junk” based on this field.
FROM NAME
IS YOUR FROM NAME EASILY
RECOGNIZABLE?
SUBJECT LINE
*Email Sender and Provider Coali5on
69% of subscribers click “Report Spam” or “Report Junk” based on this line.*
IS YOUR SUBJECT LINE RELEVANT
AND INTERESTING?
IS YOUR SUBJECT LINE RELEVANT
AND INTERESTING?
SUBJECT LINE
69% of subscribers click “Report Spam” or “Report Junk” based on this line.*
Images are disabled by default more than 50% of the Xme. Is your key message visible, relevant and enXcing in this space?
PREVIEW PANE: IMAGES OFF
WHAT IS YOUR EMAIL SAYING
WITH IMAGES OFF?
PREVIEW PANE: IMAGES ON
What’s your open rate? Only subscribers that turn images on trigger an open.Are you giving them a reason to keep reading?
AVERAGE PREVIEWPANE DIMENSIONS:300px by 300px
ABOVE THE FOLD
Does your content above the fold provide moXvaXon to respond? Are you persuading subscribers to scroll?
DON’T CRAMEVERYTHING
ABOVE THE FOLD…INTRODUCE CONTENTABOVE THE FOLD
*The Nielsen Norman Group
COMPLETE EMAIL
•Seconds – not minutes – to view an enXre email
•Only 11%* of those who open will scroll below the fold!
EVEN IN THIS VIEWTHE ENTIRE EMAIL IS NOT
ONSCREEN AT ONCE
Subscriber experience doesn’t end with the inbox
CLICK THROUGH
•Don’t ignore the transiXon to your website, landing page, or other markeXng collateral.
• Ensure the products in your email are available on your site -‐ be`er yet, map the individual products from the email to a product page.
Visual recogniXon of the brand across all media channels creates a seamless brand experience, creaXng trust to engage and transact.
Website
BRAND SYNERGY
Create a content hierarchy, arranging each content element (text and/or image) and associated call to acXon with appropriate weight.
Wireframe Preview Pane
Above the Fold
CONTENT HIERARCHY
Maximize response by creaXng a visual hierarchy, using design techniques to guide the subscriber's eye through your email based on the content hierarchy.
Primary call-‐to-‐ac5on
Secondary calls-‐to-‐ac5on
VISUAL HIERARCHY
Headlines u5lizing size and color hierarchy
“Quick Bites” or summaries
Use design techniques to engage the subscriber through a mix of emoXve and raXonal imagery and content. Smart use of images, borders, bu`ons, links, charts, colored backgrounds, etc. should
be applied and tested.
Preheader Teaser Text
In This Issue
Lifestyle Imagery
Link to External Video
Forward to a Colleague
Subscriber Q&A
Recovery Module
Read More Link
Use of Background Color
ENGAGEMENT TECHNIQUES
Op5mized Design Non-‐op5mized Design
If an email is created primarily with images,it will not display effec5vely when images are blocked.
HTML text in web safe fonts
Main call-‐to-‐ac5on in prime placement
Designed with image-‐blocking and preview pane viewing in mind.
Ensure your design efforts are viewed as intended once they hit the inbox. Emails that are created with the subscriber experience in mind will have a greater chance
of success.
RENDERING RESULTS
Top 10 email clients:General (B2B & B2C combined)Outlook 43%
Hotmail 17%
Yahoo! Mail 13%
Gmail 5%
Apple Mail 4%
iPhone 4%
Thunderbird 2.4%
Windows Live Mail (Desktop) 2%
AOL Mail 1.2%
Lotus Notes 0.4%
Only comprehensive tesXng will validate successful rendering of design and ensure funcXonal performance prior to sending to the subscriber inbox.
*Fingerprint from Litmus, February 2010
Top 10 email clients:Florida Power & Light (B2C)Yahoo! Mail 29%
Outlook 21%
Windows Live Hotmail 14%
Apple iPhone 7%
Apple Mail 6%
AOL Mail 5%
Comcast 3%
Windows Live Mail (Desktop) 1%
Earthlink <1%
Other (<1% each) ~13%
TESTED QUALITY
*ExactTarget via Fingerprint from Litmus, Feb. 2010
NEWSLETTER DESIGN CONSIDERATIONS
• Include a Table of Contents or In This Issue SecXon
• Include a 3-‐4 sentence teaser for arXcles with a “Read More” link instead of including the full arXcle
• Introduce your main call-‐to-‐acXon within the preview pane and other important content above the fold
• Develop a visual hierarchy for headings, subheading, and body copy for easy scan-‐ability
• Use images selecXvely to eye track to engagement areas
THE MOBILE INBOX
• Smartphone users use mobile email primarily for triage
• There are no standards in place for displaying emails on smartphones
• Most mobile devices display a “stripped down” version of the HTML porXon of an email, NOT the plain-‐text version
• OpXmizing your emails with HTML text in web-‐safe fonts will benefit smartphone users as well
• Consider including a link in your email to view a mobile friendly version of your email
Вдохновиться:emailhub.ru
mail-archive.appspot.com
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Открытая встреча №2 «Email-маркетинг»
11.04.2012, Киев. Клуб Интернет-Маркетологов хеш-тег в Твиттере — #clubim
www.facebook.com/clubim