This was the first time Receptional attended a Completely Email conference. Talks covered how to code emails for optimum performance across mobile screen resolutions, how recipient interactions (or lack of) can harm or improve your email SenderScore as well as the many things brands who carry out multinational email campaigns should look out for.
Say no to ‘spray and pray’
by Becs Rivett Freelance Email Marketer
— Mike Ragan (@Mike_Ragan) October 24, 2014
1. SEEAT – stop emailing everyone all the time. Customers have individual value and you want them to stay on your list.
2. Contextual relevancy and creating a preference centre. Use historical data to choose what the customer wants to hear about. Look through your sales history to provide relevant data.
3. Learn about your customers in order to make data decisions.
4. Don’t over send emails e.g, 11 emails in 2 weeks is a bit excessive.
5. Segment by preferences based on interests rather than frequency.
Shexzy Email – Has email marketing got it’s sexiness back?
by Andy Thorpe
— AlphaQuad (@alphaquad) October 24, 2014
6. Since 2010 there’s been a lot of technology and software updates, so email is “dead”. Many brands have turned to affiliate marketing.
7. Mobile has brought email back to marketing, behaviour has changed. You no longer have to work out when people are on their computer. They’re checking emails to kill time, but how do you get them to click through?
8. You will not get the engagement you want if people need to pinch and zoom in on their phone to read your email.
9. Animation can be complicated in emails as customers need the right type of file for it to work. GIFS are more likely to be clicked.
10. What’s in store – more phones getting bigger, wearables e.g. Apple watches using plain text, more inboxes coming out, e.g. Gmail’s new one, function over render, less spam, more data analysis and targeting, more data tools.
11. The long tail of marketing is now email, this is a great time to be in email.
12. people who are forced to sign up to your emails and newsletters are the ones ignoring you.
13. Add the exclusivity back into email marketing, customers are precious about giving out their real email addresses, make them want to.
We’re not in a desktop anymore…
by Sadie Arnold Freelance Marketing Manager
— Receptional (@Receptional) October 24, 2014
14. Mobile email is important to marketing, as not everyone is on desktop. 78% of smart phone users use mobile devices to check email, with 50% of email opens on a mobile device.
15. 180% growth in email over the past 3 years. 61% of companies have none or very basic optimised email for mobile.
16. 80% of consumers would delete an email on their phone if it looked bad.
17. Use good quality images, bear in mind retina displays, don’t use small links or text and don’t use unnecessary content.
18. Making great looking mobile emails will have a positive impact for your desktop sales.
19. Don’t think of mobile as an afterthought, think of desktop as more of an afterthought.
Would a responsive email by any other name…
by Mike Ragan Designer
— Mark (@markstjohnson) October 24, 2014
20. Mike Ragan gave a presentation about the real differences between HTML, responsive design and variable media queries when coding a mobile email. One size doesn’t fit all when it comes to coding an email, so Mike Ragan discussed how Hybrid Coding Approach will suit many device resolutions and email platforms. Find out more about the Hybrid Coding Approach.
Targeting throughout the customer journey
by Alistair Simpson CRM Manager at vouchercodes.co.uk
21. When thinking about targeted emails think about data, customer profiling, targeting in practice, customer journey and what’s next.
22. Eligibility is a big factor when it comes to data, is it reliable and useful?
23. Make data useful, profile your users and then target related groups.
Protecting individuals through email evolution
by Jonny Davies Customer Services Director at Pure360
24. Amnesty International Case Study: as a charity lifetime value is an incredibly important metric because it helps to secure ongoing donations.
25. Regarding charities: feeding back all of your supporters’ good work is a great way to keep your audience engaged.
26. A successful strategy included bringing their newsletters back down to a personal level e.g. feeding back real life stories via email boosted donations.
27. Amnesty International looked at how they could firstly acknowledge and respond to bigger donations. Large donations were previously not being acknowledged. This helped bolster lifetime value of donators.
Using data science to extend your email marketing prowess
by Riaz Kanani Chief Operating Officer
28. “If this, then that” is a very effective formula for retargeting and remarketing, but sometimes this formula doesn’t actually fit your real-time audience personas.
29. Sending an engagement email before a product targeted email actually aids open rates and click-through rates.
30. Time is a big factor in sending a product email after an engagement email. Waiting two weeks inbetween emails proved to have the best engagement.
31. In a study, positive sentiment in email subject lines proved to have higher open and click-through rates.
32. In the same study, being neutral in your email subject lines actually lowered open and click-through rates.
Deliverability and Engagement
by Guy Hanson Director of Consulting at Return Path
33. If you want to find out your own email sender score, head to senderscore.org and type your email address in. If your score is below 71, you can guaratee that a lot of your emails aren’t being seen.
34. Indifference, that is people not actually reading or deleting your emails, is a very negative engagement factor.
35. Two sides to the same coin of deliverability and engagement. For example, if someone reads your email first before deleting, this is not necessarily a negative factor.
36. Deleted without reading – this is a strong indication that your user(s) is active and they don’t like your email programme.
Email retrieved from spam folder – this is a really positive signal. It means it was really wanted. Encourage your customers to use the “not spam” button; make it easy for them to do this.
37. Emails being forwarded to a friend is one of the most positive signals.
Interactions with your emails are strongly influenced by your lead generation, e.g. the propensity of emails being marked as spam is highly likely if you’re collecting email addresses via third parties.
38. Getting email certification actually improved Red Letter Days’ inbox deliverability, but also increased revenue by 10%.
International email – the little things
by Elliot Ross Managing Director and Jacques Corby-Tuech
39. Multinational organisations have less local knowledge, use one agency for marketing.
40. Be cautious about when you use adaptive and responsive email design. They might affect how legible your language translation are.
41. Regional organisations use multiple agencies and local teams to get a broader understanding of local language.
42. Agile tools, like Trello, can create separate emails within campaign emails and create various stages to email marketing.
43. Be aware of the time difference of different countries when organising email campaigns.
44. Be aware of the various languages and dialects of different countries when organising email campaigns.
45. Look out for different currencies in different countries.
46. The time in the email should reflect local time zones.
47. Use “Google Translate” to read encoded characters.
48. Arabic writing reads from right to left so should be kept in mind when coding emails.
49. There are variations of Chinese, such as Mandarin, which should be kept in mind.
50. A Western computer will treat Thai language in the same way an actual Thai computer will treat it.
Here’s a roundup of the top tweets from the day
NB. These tips were compiled on the day, so we apologise for any mistakes or anything that might have been overlooked.