marketing, proves time and time again to be one of the most effective avenues in digital marketing.

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2 Foreword marketing, proves time and time again to be one of the most effective avenues in digital marketing. We gathered information from industry experts in marketing to bring you the following Marketing Facts, Figures, Statistics, and Best Practices. Contents 10 Amazing Marketing Success Facts 3 Best Practices Intro Aida Subject line Layout static vs. responsive Design Images Call to action Landing page Best times to send s Contact Details 16 Marketing Proud to be in association with:

3 1 44% of recipients made at least one purchase last year based on a promotional . Source: convinceandconvert.com Marketing 3

4 2 33% of recipients open based on subject line alone. Source: convinceandconvert.com Marketing 4

5 3 7 out of 10 people say they made use of a coupon or discount from a marketing in the previous week. Source: 2012 Blue Kangaroo Survey Marketing 5

6 4 64% of people say they open an because of the subject line. Source: Chadwick Martin Bailey Marketing 6

7 5 158% higher click-through rate for s that include social sharing buttons. Source: GetResponse Marketing 7

8 6 22.2% of s with personalised subject lines are more likely to be opened. Source: convinceandconvert.com Marketing 8

9 7 Monday s had the highest revenue per . Source: Experian 2012 Q4 Benchmark Report Marketing 9

10 8 $156m spent on ad revenue reached in Source: Interactive Advertising Bureau Marketing 10

11 9 Women click 10% more often than men on mobile s. Source: Tailored Mail Marketing Trends Marketing 11

12 10 $1 spent realises an average of $44.25 return on marketing investment. Source: Experian Marketing 12

13 Best Practices 2014 This brief guide will introduce best practices for HTML s. It highlights the important areas that help you to increase sales and create brand awareness in the marketplace. Marketing 13

14 Aida If you ve not heard it before, AIDA is an acronym used in marketing and advertising that describes a common list of events that may occur when a consumer engages with an advertisement. A A attention (Awareness): attract the attention of the customer. I I interest: raise customer interest by focusing on and demonstrating advantages and benefits (instead of focusing on features, as in traditional advertising). D D desire: convince customers that they want and desire the product or service and that it will satisfy their needs. A A action: lead customers towards taking action and/or purchasing. Marketing 14

15 Subject line This is the single most important part of your . A good subject line will get a higher open rate and grab your audiences attention. There are 3 main things you can do to achieve better results. 1) Keep the subject line to under 20 characters. Subject lines fewer than 10 characters long had an open rate of 58%. (Adestra). 2) Personalise the subject line. Personalised subject lines are 22.2% more likely to be opened. (Adestra). 3) Use key trigger words. For B2B companies, subject lines that contained money, revenue, and profit performed the best. (Adestra). Marketing 15

16 Design The design of the HTML is very important as it has to be engaging and lead the consumer through to the call to action. We have partnered with JeaterBROWN who provide a full HTML design service. 249 SPECIAL OFFER. Normally 350. Save 99!! Standard HTML includes: design for desktop, mobile, tablet and smartphones use of graphics (logo plus up to 2 additional images) compliant to your corporate design guidelines source code supplied hosting service available compatible with popular CRM/ products (Salesforce, Mailchimp, Litmus etc.) JeaterBROWN is a full service marketing communications and graphics company offering branding, design for print, design for web, advertising and other marketing support Marketing 16

17 Layout static or responsive There is a lot of talk at the moment about responsive s for the mobile market. Unfortunately, unlike browsers, most clients are very limited in what they can achieve. To add to this there is not one single standard across the range of platforms and clients which make it very difficult to predict how your will look to the customer. Like everything, there are work arounds and hacks and we are always looking for bullet proof ways to get your message across. Plus, with the mobile market becoming the dominant platform for reading s, it shouldn t be long before the clients start to take notice. Watch this space! In the meantime, we recommend a fixed width of pixels unless you are sure that most of your customers are on mobile devices so you can reduce this width for better clarity. Marketing 17

18 Images When designing HTML s it is good practice to allow them to Degrade Gracefully, this in essence means that the consumer will always see a version of the that is suited to their browser. If some HTML tags don t work, they are overlooked and the replacement shown in their place. This goes right down to basic text level and the should work equally as well in a text only environment. As a consequence it also helps make the accessible. There are still some browsers that don t load images as standard. We therefore recommend that all images have a solid colour and Alt and Title description of the image. The same goes for call to action buttons with images, as an effect it is possible to use block colour under the image and styling the text alternative so that the consumer is always aware that the button is clickable should the images not load. Marketing 18

19 Call to action This has to be strong and entice the consumer to do something eg. call your number or click on a link. Call to actions that feature a time or availability sensitive offer have higher hit rates as the user is spurred into action. Good call to actions include: Call now! First 500 products get a discount. Sale on until Sunday xx/xx/xxxx Probably the biggest reason to encourage the user into an action is that once the has been read it is easily forgotten about. Marketing 19

20 Landing page Landing pages are a useful device that gets immediate response and allows you to contact the consumer at a time convenient to them. It allows them to ask questions, choose options and explore the product further. As with the , the landing page needs to ensure that the consumer leaves their details for future reference. A useful way of doing this is to offer something free. Landing pages should ideally link the HTML to your website and carry across the general look and feel as well as being specific to the product or offer. Marketing 20

21 Best times to send s There appears to be 3 periods that get the most response from a targeted and it rather depends on the content of the . The best click through rates are on Monday Morning for targeted sales and keeping a conversation going with your client. The best viewing rates are on Tuesday at Midday, this seams to be because the client is already into the week, and cleared their inbox of the weekend s. They also generally have more time to consider your deal and it may be better to approach a new client at this time so you get a little more of their attention. The last is Friday afternoon, a bit of a curved ball, and should be reserved for humorous and general content as the consumer is either frantically trying to get to the end of the day or they ve started to wind down at the end of the week. You can of course choose other times and days to suit but you are likely to be cutting your target audience in half. Marketing 21

22 Contact We hope that this guide has helped you a little. For more information and professional advice please contact us. Marketing banddmarketing.com JeaterBROWN.co.uk Marketing 22