Enabler provide best practice advice covering all B2B and B2C email marketing communications, email software and email consultancy.

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Keeping your brand at the forefront of your customers’ minds

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Increasing profitability, maximising return on investment, improving market share etc, etc… Like any business, these objectives, as well as others, will be something that we all strive to achieve at one time or another… but how?

Well, if your marketing campaigns are not customer-focused and highly engaging, your business could ultimately be shooting themselves in the digital foot. This all comes down to having a good strategy in place that not only piques customers’ initial interest, but continues to nurture over time, ensuring they purchase again and again.

If a business is to grow, keeping those customers on board who have previously engaged or purchased is extremely important. One of the easiest ways to do this is to create a strong brand identity that makes your past customers think of your product first over any competitors. For example, when you want to find something out – what do you do?  Straight to Google – in fact it’s even become a verb in itself…!

What Does An Email Campaign Offer?

In today’s social media driven climate, we can spend hours updating statuses, engaging with tweets and hashtags, or even finding the best filter to showcase our big promotion. But even with all these social tools at our disposal, email marketing is still one of (if not the) most cost effective and efficient way of staying at the forefront of your customers’ minds.

According to a study by Workhorse, email marketing drives more conversions than any other digital marketing channel – including search and social.  With that said, it’s worth bearing in mind that content plays a huge part in how a person actually behaves when their smartphone notifies them of the ‘millionth’ email they’ll receive that day.

One of the big advantages email has over other marketing tools is its ability to provide personalisation.  Simple tools such as merge tags can help transform your marketing emails into something that feels far more personal. The table below shows examples of tags we have readily available in our own email platform, Enabler. These tags reference personal data stored within the system’s contact database:

By including a recipient’s first name in the correspondence and/or subject line, it takes your marketing communications away from an impersonal intrusion and into a more personal, friendly place which can be highly beneficial for improving your retention rates, with recipients feels that little pang of appreciation as they realise they are a valued customer. Think about it, we all appreciate that feeling of being welcomed or recognised when walking into our local shop or restaurant, and the same can be said when receiving an email, and goes way beyond just adding their first name.  That added personal touch should be added to all your content communications – from contacting a customer with special offers to wish them a happy birthday, to targeting communications based on their personal shopping habits can all go a long way to continually converting that customer.

Businesses who achieve high customer retention rates will see a better return on investment, it’s as simple as that.

Interesting Facts:

  • 81% of online shoppers who receive emails based on previous habits are likely to purchase as a result of that targeted email (eMarketer)
  • Email is 40 times more effective at acquiring new customers than Facebook and Twitter (McKinsey)

So How Can a Business Ensure Customer Retention Via Email?

As previously mentioned, email content will be the main aspect to focus on in terms of grabbing your customer’s attention. Enticing emails that are informative and encourage the person to interact, gives greater opportunity to drive that person towards either a specific website, landing page or document.

A good example of this technique being used successfully is by the product review emails sent by Amazon after purchase:

Not only does it immediately get the customer interacting as it gives them the opportunity to voice their opinion, but it increases traffic to Amazon’s website opening up the likelihood of a repeat purchase or interaction with other products on their site. Additionally, redirecting traffic to specific pages helps with analysing data and segmenting customers into groups, which helps to avoid spamming them in future correspondence…no one wants to receive those dreaded unsubscribe notifications!

There are numerous ways an email can be built, but in order to maximise engagement a combination of the following formula is useful:

  • Unique selling proposition
  • Call to action
  • Product benefits
  • How it works
  • Personalisation
  • Loyalty reward
  • Thank you

Emails that contain some elements of this formula make it easier for your customers to engage, especially if the content stands out. Customers who regularly engage with your brand are more likely to show loyalty if you set them up for success with personalised content, helping to keep customer churn rates low.

In order to maximise interaction with your emails, consider devising campaigns separated five to eight emails; think of it as taking the consumer on a journey, covering aspects of brand explanation, benefits of purchasing and special offers. Without over exaggerating the direct sell, this method shows the customer an in-depth explanation of specific aspects of the campaign which helps to increase brand trust and ultimately persuades them to buy.

Examples of Sticking in Customers’ Minds

Prices Falling with Booking.com

January, or even winter on the whole is a time when many people look for their next holiday destination. While there are many sites out there, Booking.com have a very clever strategy of re-targeting users who have searched for places to stay in a particular area but have (for whatever reason) not made a purchase. The image below is from an email I recently received – from the personalised subject line to the informative content regarding discounted rates, the call to action immediately grabbed my attention reminding me I needed to book accommodation before it was too late. I ultimately did, furthermore receiving a 50% discount for my next booking which will be at the forefront of my mind for future trips, while keeping that lot from the Booking.com retention team happy as well!

Monetary Discount with Treatwell

Treatwell incentivise their customers by offering discounts for future bookings by leaving a review. Their reviewing system is user friendly and encourages a click through in order to receive the £5.00 discount, as well as including a deadline date which also encourages the consumer to act quickly to avoid missing out on the offer.

Free Delivery with UberEATS

Not only does Uber provide us with rides home at a push of a button, they now also bring us our favourite food through their UberEATS app (what would we do without them eh…..?!). Their offer of free delivery to app users is straightforward with a clear call to action (see image below), the smartphone gives the user an image of how to receive the offer, and the inclusion of a promo code gives UberEATS the ability to track and analyse user flow to determine whether the campaign has been successful.

So we can safely say that a business will benefit from implementing a high-quality email campaign strategy, focusing on providing content that invites their customers to interact with their emails. By creating content which either informs your customers about your products or offering incentivised click throughs will definitely help to keep retention rates high.

As long as your business understands its audience and gathers useful, relevant data, it will be able to connect with and apply targeted content to maximise customer interactions.

If you’re interested in putting your business at the forefront of your customers minds, why not join one of our Design Thinking sessions this year.

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Using Enabler to drive engagement for The Shard

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If you’ve read our previous blogs or visited our site before, you’ll probably have gathered that Enabler is a piece of email software. However, what you might have missed is that Enabler is more than just your bog-standard piece of email software, sporting sophisticated features which go beyond bulk sending emails. *Cue gasps and other associated shocked noises*

One of these features is Enabler’s Form Builder – you can use this clever piece of kit as a standalone form, embed it into a landing page or website, or use the form as a back-end tool for data capture. To demonstrate how effective these sophisticated Enabler Forms can be, I’m going to showcase a recent example from one of our clients, Real Estate Management UK Limited (REM) – asset manager for The Shard – where we utilised Enabler Forms in their Shard Lights 2017 marketing competition.

The Brief

Driving Engagement for an Iconic London Brand

Since 2014, The Shard has hosted a light show from it’s spire every December, aptly named #ShardLights, to celebrate the festive season. In 2017, Shard Lights introduced five colours into its show, rotating one per day with an array of visual effects including gradients, patterns and sparkles. These visual light effects occurred every 15 minutes, with an extended display on the hour which transformed The Shard into a spectacular visual timepiece for London.

Now, Enabler’s offices are based literally around the corner from this stunning London landmark, but not everyone is lucky enough to have such natural daily exposure to this amazing light show.

So, to ensure maximum engagement with The Shard during this time, the REM marketing team wanted to run a photography competition to encourage the public to take pictures of The Shard’s light show and share online using the hashtag #ShardLights.

As an existing Enabler client, the marketing team at REM gave our campaign management team the task of creating an engaging campaign with the following key requirements:

  • Hosting the photography competition
  • A way of collecting entries and associated entrants information
  • A trigger email going out post competition submission to recipients

 

 

Our Solution

We decided that the best way to achieve the goals laid out in the brief, would be to build a standalone landing page within Enabler which hosted the photography competition. We would then create a built-in Enabler form within this landing page, which would trigger an email to the recipient when completed to confirm that their entry had been received.

The Design and Build

For such an iconic London landmark, the design for the landing page was incredibly important. Our team of designers had to ensure stunning imagery of The Shard, provided by the REM team, was being used whilst also making sure all the relevant information was clearly visible on the page for entrants.

Here is the template webpage design before our specialists started the more sophisticated build:

When translating this design into the build, our developers took the simple static images within the email and transformed them into parallax scrolling images – this allowed us to display the full images without taking up too much real estate on the webpage.

The most important factor our development team focused on was ensuring the form on the frontend of the webpage was linked properly to the form on the backend of Enabler.  The REM marketing team were utilising Enabler’s database to house and access the data from submitted entries – so making sure the forms were linked was vital.

 

Using Enabler Forms for Data Capture

Enabler forms are extremely effective for data capture, allowing you to embed forms onto your website that connect directly into your marketing database. There are two main ways you can embed Enabler forms within an external system.

The first and simplest way is iframing, which involves taking a snippet of code that looks like this:

<iframe src="https://ue.enablermail.com/realestatemanagement/frm/index.cfm?id=A480A319-7983-4C4B-993D-E97064B7C7A5" width="750" height="500"></iframe>

You then embed this code within your desired webpages, which then displays your form exactly as it appears within Enabler – including Enabler’s styling and layout. This, however, wasn’t an option for the Shard Lights web build, due to the beautifully bespoke styling that was required from the form’s design.

Instead of iframing, we used the alternative method of embedding and Enabler form, which is the ‘Form post’ option.  Now, this is a much more technical way of approaching form submissions, but it does mean you can style your Enabler form exactly as you want on the frontend of your website.

 

Now For The Technical Bit…

To make ‘Form posts’ work, you have to tell your form to post submissions to Enabler’s servers. Each individual form field will have an ID associated with it, but all these fields will be stored in the same place in Enabler ensuring you can review and pull all the required data out at once. I’m not going to go into the super technical stuff because a) I leave that to my developers and b) you don’t want to hear it!

Once someone submits a form post, the message (seen below) displays on the website.

However, we also wanted to ensure that each entrant would receive an email confirming their submission as well (for added peace of mind that we had received their entry). To this end, we also triggered an email to go out each time a form submission was received, (as shown below), letting entrants know when the competition closed, and by what date they would be notified if they had won the competition. It also encouraged a social push for the competition for maximum social media traction, using the hashtag #ShardLights.

 

So, it’s all very well collecting this data and all these (hopefully) stunning images, but where would they all be stored? Now, usually with form submissions you go into the form, run a report and it shows you a list of text entries and what those entries said – however for a photography competition, we had to develop something a little different to display images…

If you’re sitting there thinking…”hang on that looks just like Enabler?”, then you’d be absolutely right. Our development team have created a bespoke image gallery where the REM marketing team were able to view all the images submitted at once (making it easier to select a winner), while also allowing them to click into each individual picture to see all of the details of the person who submitted the photograph.

Outcome

The competition ran from Monday 4th December 2017 until Sunday 7th January 2018, and received a total number of 871 entries. Some of the photos were absolutely stunning, and to be completely honest, some of the entries were basically close up selfies of peoples faces, but all in all we have some fantastic photographers out there parading the streets of London, and I don’t envy the REM Marketing Team having to pick a winner!

We had a fantastic time doing this project, it’s always great for our email team when we can really push Enabler’s functionality in ways that people wouldn’t expect from email software, helping our clients deliver beautiful emails alongside websites that really help them achieve their marketing goals.

Engagement levels like this also go to show the impact well thought out, well designed data capture forms can have on your marketing campaigns, and goes to show the importance of combining your data capture with your email marketing campaigns.

 

If you like what you’ve seen here or want to learn more about form functionality, please drop our Enabler team an email and we can talk about your next exciting project.

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Testimonials – how important are they to your email campaigns?

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Almost everywhere we look these days, we are exposed to all kinds of marketing campaigns. As we have moved into the digital age, brands have discovered more innovative technological methods to promote their message. Now, these tools can give businesses really effective insights into the analytics of their campaigns – insights they might not have been able to collate 10 or so years ago.  However, although tools such as paid search and analytical campaigns are beneficial, organisations should not ignore the fact that straightforward ‘word of mouth’ recommendations are one of the most important and reliable tools email marketers have in their weaponry.

Let’s delve a little further…

How many times have you searched online for a hotel getaway or searched for a restaurant for that cheeky midweek night out? Quite a few times we would assume! With these searches, would you say that your decisions to make a purchase was based around other customer reviews? If you answered ‘Yes’, you would not be alone – according to a recent study by Podium, 93% of consumers said online reviews impacted their purchasing decisions.

So how does this relate to my email campaigns, we hear you ask!

Well, as we can see from Podium’s study, testimonials are a powerful motivator of consumer action.  This can also be linked to a term called ‘Social Proof’, which refers to people conforming to the actions of other users with the assumption that those actions reflect their own desired behaviour. Combine this ‘social proof’ recommendation with email – one of the most vital tools in building and maintaining customer relationships and generating revenue – and you can discover how a positive testimonial can reinforce the value of your product. This could make the difference between a customer just browsing with an element of uncertainty, to grabbing their attention and converting them to purchase.

Don’t just take our word for it, Founder and CEO of Facebook, Mark Zuckerberg, had this to say on the importance of testimonials:

“People influence people. A trusted referral influences people more than the best broadcast message. A trusted referral is the holy grail of advertising”.

 

Benefits of Using Testimonials

One of the stand out factors of incorporating testimonials into your email correspondence is that it allows you to identify your market, giving your business the ability to show potential consumers that people just like them are finding solutions to problems or questions that they share. Testimonials tell the brand’s story, which offers businesses the opportunity to up their credibility by publishing success stories that others will aspire to, which in turn should increase reliability from the customer.

As briefly mentioned earlier, many organisations use a number of different marketing techniques to get their message out there and into the customer’s mind, however none of these have what a testimonial has; a human voice from a customer with first-hand experience of your brand. Adding a real life element to the frame gives the prospective customer something to resonate with, and by including photos and stories from satisfied customers helps to add that emotional, real life appeal and value to your recommendations.

 

Things to Consider When Gathering Testimonials

The main objective of a testimonial is for it to gather a compelling response from the customer – testimonials with more detail and emotion tend to stand out more and provide more credibility. The other aspect to take note of when contacting your customers for quotes is to ask the right questions.  These questions should be worded so that it actively encourages a positive and honest responses from your customers, highlighting how good the product is and that the customer’s problem or query was resolved as a result.

Focus on honesty when gathering and implementing your testimonials. It would be all too easy to just create a few fake comments singing your products praises, but in the grand scheme of things you are aiming to build relationships with your customers, and the best way to build these relationships is on trust.

While we are on the topic of trust, if a customer has been kind enough to leave you a glowing review it can be even more beneficial to include an image of that person alongside their comment. Depending on your product, including a positive, friendly photo shows you are approachable and come across as a trustworthy business – this is where linking to social profiles can be useful.

Some Facts and Figures

  • According to a study by Nielsen, “92% of the study trusted recommendations from their peers and 70% would trust a recommendation from a stranger”.

  • “91% of B2B buyers are influenced by word of mouth when making their decision” – USM

  • “74% of consumers identify word of mouth as a key influencer in their purchasing decision” – USM 

What makes a good testimonial?


BorrowMyDoggy

This comment from Lyndsey instantly engages with the reader.  Due to the concept of BorrowMyDoggy some potential customers may have doubts about allowing a stranger to walk their dog without really knowing them, or alternatively the potential dog walkers may have some doubts about the dog owners. By using Lyndsey’s positive experience as an example, the company is not only emphasising how enjoyable the experience was but are also including an element of reassurance for any unconvinced consumers.


Tanners Wines

Tanners Wines are a family owned wine merchant based in the North of England. Gaining a detailed quote helps to not only increase awareness of their own branded Champagne but the nature of the comment itself gives the sense that Matthew Jukes is well travelled when it comes to testing and reviewing Champagne, emphasising the source as reputable and helps to place the Tanners brand above its competitors.

Seeing as we want to engage with our customer, your testimonial should be fairly prominent and not tucked away in a corner of an email or in the middle of a sentence. It should stand out, mainly as it shows that your product is being used and consumers are reacting positively to it. Embedding the quote into an image can also be a useful way to grab your audiences’ attention.

If you are concerned testimonials are not really going to add anything extra to your emails, the best advice would be to test, test and test again! Splitting your email sends into A/B testing – one with a testimonial and one without – will give you a good indication into how well your emails are performing and which ones have the highest click through rate.

So, returning to the original question… Are testimonials important? – Yes they are!

Overall, a good testimonial is specific to the customer and highlights what is good about the brand and the benefits it will give the customer once purchased. The ultimate objective for any operating business is to make a sale, including engaging testimonials in your email correspondence go a long way to help achieve this.

Sources:

Podium http://learn.podium.com/rs/841-BRM-380/images/2017-SOOR-Infographic.jpg 
Nielsen http://www.nielsen.com/us/en/insights/news/2012/trust-in-advertising–paid-owned-and-earned.html 
USM https://www.getambassador.com/blog/word-of-mouth-marketing-statistics 

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Email authentication – what does it mean?

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Whatever email provider you use, whether it be Gmail, Outlook or Yahoo, part if its job is to protect you from emails that are potentially harmful or at the very least not authentic. Typically, this means checking the authenticity of the sender, so when an email hits your email server, the client will ask itself three key questions:

  1. “Is this email from who it says it’s from?”

  2. “How do I check that?”

  3. “What do I do if it’s not?”

 

For a minute, I’d like you to imagine that you receive an email from a friend of yours which says: “Hey you, I know we haven’t seen each other in a while but why don’t we meet for a coffee and catch up soon. How about in the middle of the woods at midnight?”

Now, I don’t know about you, but if I got a message like that I’d want to check that my eccentric friend really did want to meet for coffee in the woods, and that their phone hadn’t been stolen.  The first three thoughts I’d have would be:

  1. Is this the sort of behaviour I’d expect  from this friend?

  2. How to I check it’s really them?

  3. How do I deal with this if it’s not them?

As email marketers, we are particularly interested in how the email client goes about checking if the email is authentic, as it can really impact whether we’re able to get into customer inboxes. As per our first three questions, you’ll see that they take a fairly similar route to us humans in deducing if the message is authentic.

 

So How Does An Email Provider Work Out An Email Is Legit?

Step 1:

First, the receiving mail server looks for specific items of information in your email and in the DNS records, (domain name system – basically the phone book of the web), of your domain to try to determine whether the email is legitimate, safe for its users to receive and whether the email is being sent from an authorised source.

 

Step 2:

It will then look for something called an SPF (Sender Policy Framework) record, which basically means the mail server is making sure that the email has come from a place (IP) that it’s allowed to come from. So for example, if you’re sending an email from coffeefriend@inthewoods.com from an IP such as 84.126.18.127 you would need to make sure that an SPF record was set up that allowed emails coming from that IP to send from that email address. This prevents those tricksters from using spoofed email addresses and fooling us all! If the email is sent from a sending host or IP that is not in the SPF record, the receiving mail server can determine that the email is not coming from an authorised IP, and that the email could be illegitimate in nature.

 

Step 3:

The next thing the server looks for is DKIM (Domain Keys Identified Mail) – a method of authentication that is based on adding an encrypted signature to your emails. Now this isn’t just the normal email signature that goes at the end your email, it’s a special signature found in the email header. Once you have DKIM in place in the DNS records of your domain, your emails will be much better positioned to reach the inbox and you will also be helping protect yourself and your users against spam and phishing attempts.

Here’s a quick summary of how that all works:

  1. DKIM records are put in place and verified – all emails will have a DKIM encrypted signature added to the email header upon sending

  2. This encrypted signature is generated based on the DKIM key that you have added to the DNS records of your domain, and includes a hash string based on elements of the specific email being sent. This means that each individual email you send will carry a unique DKIM signature

  3. The receiving mail server can then decrypt the DKIM signature using the public key that is hosted in your DNS records

  4. It will also simultaneously generate a new hash string based on the same elements of the email that were used when the email was sent

  5. If the decrypted signature matches the newly generated hash string then the email successfully passes DKIM authentication

 

Basically, what that all means is the server can do these two key things:

  1. Safely determine that the owner of the domain where the DKIM key is located was responsible for sending the email

  2. See that the contents of the email were not modified in transit between the sender and the recipient

So, essentially what your mail server has done is checked you are who you say you are (SPF), no-one has stolen your identity (DKIM) … determining that your friend really does want to meet you for midnight woodland coffee.

With all the steps being taken to ensure email is coming from where and who it says it is, it’s more important than ever as marketers to prioritise authentication actions. By putting email authentication in place you are mitigating the potential for email fraud targeting your brand whilst simultaneously helping your emails reach your customers.

Of course, there are other factors which will determine whether your emails are actually reaching your subscribers inboxes such as spammy subject lines, but from a technical perspective, making sure your emails are passing authentication is key.

If your email campaigns are not already authenticated, the time has come to make it happen!

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Six reasons why buying data for email is bad

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As a marketer, one of your top priorities is likely to be drumming up leads to pass on to the sales team, and you may feel under a lot of pressure to bring do this in large quantities. So we completely understand that buying an email data list might seem like a quick win – access to thousands of new contacts at the click of a “pay now” button sounds like a no-brainer, especially when the lists are advertised as targeted, verified, accurate, and opted-in.

Unfortunately though, the reality is less assured. A purchased data list is very unlikely to provide you with high quality data that enables you to promote your business effectively, and can cause you a whole host of problems which will impact your ability to email legitimate leads in the future.

Here’s Six Reasons to Remember Why Buying Data Is Bad:

1. Quality Is Not Guaranteed

First and foremost, it’s pretty likely that a list you buy will be littered with old or incorrect email addresses, incomplete names, and other problems affecting the deliverability of your email.

2. Bad Delivery Rates = Bounces

The deliverability issues caused by these incorrect / old email addresses could cause your emails to have a very high bounce rate, which will in turn damage your sender reputation by potentially marking your IP address as that of a spammer, further impacting the deliverability of your emails. Read our blog post on spam filters to help avoid getting caught in this vicious circle.

3. Nobody Knows You

It’s likely that the contacts on your list have never heard of your company before, which immediately lowers the chances of them opening your email. You should be sending to people who are already interested in what you’re sending them, such as existing customers who have engaged with your brand and those who have specifically opted in to receive messages from you.

4. Less Engaged Recipients

A recent analysis of a company’s email marketing activity found that business areas emailing to opt-in lists achieved open rates 82% higher than the areas emailing to purchased lists. That’s a significant difference! It’s basically not worth your time emailing people who are unlikely to engage; channel your energy into people who want to hear from you.

5. Shared List = Fed-Up Contacts

It may well be the case that other companies have bought the same list as you, meaning that the recipients are already annoyed by all the emails they’re receiving before yours has hit their inbox. You don’t want to join a crowd of ignored competitors.

6. You May Fall Foul Of The Law

Your communications need to be in line with the Privacy and Electronic Communications (EC Directive) Regulations 2003 (UK) or CAN-SPAM Act (USA), or you could face hefty fines. Unfortunately your email itself may follow the legislation to the letter, but if the email addresses were harvested illegally in the first place, you’ll still be breaking the law. Additionally, from 25th May 2018, the General Data Protection Regulation (GDPR) will come into force, meaning that the way companies are allowed to store and process personal data will change. Here’s our GDPR guide to help you get to grips with the new regulations.

 

Okay, – so what should you do?

Now we’ve talked you out of buying a list, let’s discuss the six best ways to source your data instead…

1. Attract An Audience With Engaging Content

Produce content that you know people are going to want to read, and make sure that when it goes live it’s been optimised for SEO so that your audience can easily find it (get in touch if you’d like help with this) . The content itself may be blog articles, white papers, a series of top tips, opinion/advice pieces, reviews, templates, or anything else you think would be engaging.

2. Include a Gated Asset

If it’s not enough for people to be reading your content and hopefully contacting you as a result, you can set up a data capture / sign up form that people have to complete before they can view your content. This gives your content a feeling of exclusivity, and also allows you to grow your leads

3. Create a Lead Magnet

Following on from the above, you could also create a lead magnet – this means an irresistible incentive for the customer to give you their contact information, and often comes in the form of a discount code.

4. Use a Reputable Email Service Provider

Doing so will help to protect your sender reputation, and ensure that you’re adhering to spam legislation by providing the tools needed to offer an unsubscribe and process it within 10 days. An email service provider like Enabler is also able to offer comprehensive reporting and testing facilities, allowing you to optimise your emails, and keeps your database up-to-date by logging unsubscribes and bounces and removing them automatically from your mailing lists.

5. Encourage Sign-Ups

Include a sign-up box on every page of your website to offer people maximum opportunity to subscribe to your emails. Keep it simple and quick to complete – all you really need is an email address, but if you must you can also include fields for first and last name.

6. Cross-Channel Promotion

Make the most of your other marketing channels, such as social media and your website, to promote the content of your emails and why people should sign up for them. For example, if you were soon to send an email featuring “Five top tips for x!” you could tweet something along the lines of “Sign up to our emails to discover five top tips for x!” ahead of time.

 

Most of these techniques are targeted towards acquiring new leads, but remember that it’s also super important to retain your existing customers. Firstly (and obviously) your existing customers are likely to repurchase if you look after them, and may also create new customers for you through word-of-mouth and recommendation. You could tap into this by rolling out a refer-a-friend campaign, with a form to capture friends’ details and offer incentives to both your customer and their buddies. There are loads of other ways to build your email lists explored in our Email List Building blog post.

Hopefully you can see that it simply isn’t a worthwhile investment to buy a data list for your emails. There are too many pitfalls and too few chances of success. Instead you should focus on growing your database organically, and maintaining a positive sender reputation. If you’d like help in your email endeavours, give our Enabler team a call on 0207 099 6370, or drop an email to enablermail@pancentric.com.

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GDPR – what is it and how does it affect email?

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One of the things we really strive to do in the Enabler team is keep our clients up to date with the latest goings on in the world of email. Sometimes this is a really fun job, and we get to send around well designed emails or provide updates on the latest coding techniques. Sometimes however, we need to make sure everything we and our clients are doing is in line with the current laws and regulations
– *cue sirens*.

In March 2018, the General Data Protection Regulation (GDPR) will come into effect, and I’m here to tell you what it is, why it affects you, and if there’s anything you need to be doing before GDPR comes into effect.

What is GDPR?

GDPR is a regulation intended to strengthen and unify data protection for all individuals within the European Union (EU). It also addresses the export of personal data outside the EU. The GDPR aims primarily to give control back to citizens and residents over their personal data, and to simplify the regulatory environment for international business by unifying the regulations within the EU.

When the GDPR takes effect, it will replace the data protection directive (officially Directive 95/46/EC) of 1995, and, unlike a directive, it does not require national governments to pass any enabling legislation, and is thus directly binding and applicable.

When is it happening?

The regulation was adopted on 27 April 2016 and becomes enforceable from 25 May 2018 after a two-year transition period.

Who decided it should be a thing?

The European Parliament, the Council of the European Union and the European Commission.

Why does it affect you?

GDPR will affect every company that uses personal data from any citizen within the EU. If you are collecting email addresses and sending emails to subscribers in the EU, you’ll have to comply with GDPR—no matter where you’re based.

The UK, Germany, France, and other European countries represent valuable markets for many brands. But it’s not just the strategic importance of the market that makes GDPR important for all marketers, it’s also the large number of citizens that the new privacy law will protect.

Information on the specifics of GDPR

I’m going to be upfront with you here, a lot of what the GDPR states is pretty much identical to the current Data Protection Act (DPA).  Just like the DPA, GDPR refers to two types of data: ‘Personal Data’ and ‘Sensitive Personal Data’.  The main difference being that the GDPR’s definition is more detailed and makes it clear that information such as an online identifier, for example an IP address, can be personal data.  By expanding on this definition, it means that GDPR can identify a much wider range of personal identifiers that constitute as personal data.

The main reasoning for this change was that it reflects changes in technology and the way organisations collect information about people.
For most organisations who keep HR records, customer lists or contact details etc, the change to the definition should make little practical difference. You can assume that if you hold information that falls within the scope of the DPA, it will also fall within the scope of the GDPR.

Unlike the DPA’s definition, the GDPR applies to both automated personal data and to manual filing systems where personal data is accessible according to specific criteria.  This could include chronologically ordered sets of manual records containing personal data.

Personal data that has been pseudonymised, for example coded, can fall within the scope of the GDPR depending on how difficult it is to attribute the pseudonym to a particular individual.

The main overall difference is that the GDPR requires that personal data should be:

“(a) processed lawfully, fairly and in a transparent manner in relation to individuals;

(b) collected for specified, explicit and legitimate purposes and not further processed in a manner that is incompatible with those purposes; further processing for archiving purposes in the public interest, scientific or historical research purposes or statistical purposes shall not be considered to be incompatible with the initial purposes;

(c) adequate, relevant and limited to what is necessary in relation to the purposes for which they are processed;

(d) accurate and, where necessary, kept up to date; every reasonable step must be taken to ensure that personal data that are inaccurate, having regard to the purposes for which they are processed, are erased or rectified without delay;

(e) kept in a form which permits identification of data subjects for no longer than is necessary for the purposes for which the personal data are processed; personal data may be stored for longer periods insofar as the personal data will be processed solely for archiving purposes in the public interest, scientific or historical research purposes or statistical purposes subject to implementation of the appropriate technical and organisational measures required by the GDPR in order to safeguard the rights and freedoms of individuals;

(f) processed in a manner that ensures appropriate security of the personal data, including protection against unauthorised or unlawful processing and against accidental loss, destruction or damage, using appropriate technical or organisational measures.”

It also requires that:

“the controller shall be responsible for, and be able to demonstrate, compliance with the principles.”

What do I actually need to do from an Email Marketing perspective?

GDPR touches on several crucial aspects of email marketing, especially regarding how marketers seek, collect and record consent. So without further ado, here’s what you need to know:

Collecting consent will work differently

  • You will only be allowed to send emails to people who’ve opted-in to receive messages. While this has already been the case in most European countries under the EU Privacy Directive, GDPR takes this one step further and specifies the nature of consent that’s required for commercial communication. Starting in May 2018, brands have to collect affirmative consent that is “freely given, specific, informed and unambiguous” to be compliant with GDPR.

  • The signup process must inform subscribers about the brand that’s collecting the consent and provide information about the purposes of collecting personal data.

  • Some of the processes previously used to collect data will not be compliant anymore, for example if someone entered their email address to download a whitepaper or provided their contact information to enter a contest? If you didn’t tell them you’d use their personal data to send marketing messages, and if they didn’t actively agree that it is okay to use their data for that very reason, it won’t be legal to add those email addresses to your mailing list.

Recording consent will work differently

  • Under GDPR, you will need to prove and show reasonable evidence that you have complied with the GDPR if challenged. This means GDPR places the burden of proof around consent being given with the company itself.

  • This means you will need to be storing consent forms.

Existing Data

  • If your database includes subscribers whose permissions haven’t been collected according to the GDPR’s standards, or even if they have but you can’t provide sufficient proof of consent for any contacts, you might not be allowed to send email to those subscribers anymore.

  • If you can’t provide this, I would highly recommend running re-permissioning campaigns before March 2018.

Changing existing email programs

Sadly, unless you want to stop engaging with the European market (which we in no way recommend) then you will need to review some of your current email programs. Here are a few ways you can tackle the issue:

  • Set up separate signup processes for subscribers coming from different parts of the world. Customers coming from the EU would have to go through a GDPR-compliant sign-up process, while for United States citizens, everything could remain the same. This is a highly complex and costly solution but would definitely do the trick.

  • Bring your entire database up to GDPR standards and adapt all of your opt-in processes to match the EU requirements. (This is in bold because it’s what we recommend.)

Whether we like it or not, changes to opt-in processes and re-permission campaigns will likely slow down list growth in the short term, however they will help you to make sure that you are only sending emails to subscribers who really want to hear from them, which really will improve your overall list quality.

Umm…what about Brexit?

Yeah I thought you might want to know about that. Just incase you’ve been living under a rock recently, on 23 June 2016 the UK held a referendum to decide whether or not to remain in the EU and the majority voted to leave it.

After the negotiations around how exactly the UK will leave the EU have finished, we will (hopefully) be left with a clearer idea about the extent to which the UK continues to comply with and/or keep up with EU laws and requirements and remains within or outside the European Economic Area.

Either way, it’s most likely that the UK will still be in the EU by March 2018, however, there are some ways you can prepare from a Brexit standpoint:

  • Start to consider which parts of your business operations are established in the UK and may be affected by GDPR.

  • Identify any of the personal data flows from the European Economic Area to the UK. (If the UK also leaves the European Economic Area at the time of leaving the EU, the flow of personal data from the European Economic Area countries to the UK will become prohibited without new adequate safeguard measures being adopted).

  • Monitor the UK data protection authority’s statements on Brexit, GDPR and how to remain compliant – current ICO guidance is to continue to prepare for GDPR.

What if I just do…nothing?

In short, don’t do nothing… which I know is a double negative, but hopefully you get the idea. With the introduction of GDPR, also comes some hefty fines for not being compliant. Fines come in the form of up to €20 Million or 4% of a brand’s total global annual turnover (whichever is higher).

I mean sure, the authorities probably have more on their hands than going after every company who breaks the law, but they will rely on customers to report any breaches as well. Basically it’s best to comply and not put yourself and your company at risk.

Resources on GDPR:

Any legislation change can be daunting, but fear not, we’re here to help! If you need any help with sorting out email practices before March 2018, get in touch and we’ll get one of our email consultants to help you out.

/by

Pick a font, any font – just not comic sans

“If you were a web font, what web font would you be?”

I was once asked a very similar question in a job interview, but that time it involved biscuits.

“If you were a biscuit, what biscuit would you be?”  It’s personal preference, and there is a wide choice of biscuits out there…and it’s the same with fonts, with designers and developers enjoying an immensely varied selection of standard ‘Web Safe Fonts’ or the more daring ‘Web Fonts’.

(And for those still wondering about my choice – it’s the Bourbon biscuit, always the Bourbon.)

 

Safety in letters

So what are the differences between Web Safe Fonts and Web Fonts?

Web Safe Fonts

These are the standard available system fonts found on everyone’s operating system. So it is ‘safe’ to assume it will render correctly across email clients and platforms.

The most common Web Safe Fonts include:

  • Arial/Arial Black

  • Helvetica

  • Times/Times New Roman

  • Courier/Courier New

  • Palatino

  • Georgia

  • Garamond

  • Bookman

  • Comic Sans

  • Trebuchet

  • Impact

  • Verdana

Out of these Helvetica and Arial are the standard fonts of choice, whereas others are frowned upon… like Comic Sans.

Comic Sans was released with Windows 95, it had a bright start in life, and this was possibly it’s downfall. “Hmm that Times New Roman header is just too serious, what can I use that’s more fun and quirky… Comic Sans, it even sounds fun.” The font was overused and wasn’t a good font to start with. The character weight too heavy and poor kerning (the space between characters) made it a designers arch enemy.

 

Web Fonts

These are licensed fonts, hosted and accessible either by purchase and download, or linked/imported via a host site like Google Fonts. Although these web fonts provide you with a much wider choice of fonts, they don’t yet all render 100% across all devices, so you should use them wisely.

At present, a small range of email clients accept web fonts, including:

  • Android (default mail, not Gmail app)

  • AOL Mail

  • Apple Mail

  • iOS Mail

  • Outlook 2000

  • Outlook.com app

  • Thunderbird

However this small number does cover the majority of the top 10 email clients being used today.

Google Fonts started up 7 years ago and provides fonts for free, but if none of the 800+ Font Families float your boat, you can always purchase fonts from numerous web font services, including:

Obviously hosting your own fonts is safer than relying upon a third party server. On the off chance that Google gets bored of providing free fonts and decides to stop the whole project, at least your “Gotham” won’t become “Georgia”.

Ideally web fonts should be an email designer/developer’s preference, the varied choice and potential impact of a unique font could help boost opens and drive click through rates, and without sounding like a supermarket advert, every little helps.

 

Web Safe or Not Web Safe?  That Is The Font Question…

The ability for your fonts to render properly in someone’s inbox can actually have a big impact on your click through rates, and not always in a positive way, so your choice between web safe fonts and web fonts is sometimes more than just a style choice.

For instance, you might think that ‘Lato’ font looks great in your new email newsletter, and when you see the ridiculously high click through rates of  70-80% you think you’re campaign has been a roaring successful. But when you look more closely, you discover that the majority of those clicks were people clicking a ‘download font’ link prompted by their device or browser because it doesn’t have or support the ‘Lato’ font.  This ‘download font’ link has now completely skewed all your click through rates and reporting stats.

So, think carefully before you choose a web font instead of a web safe one.

Now that you’ve made your font choice, let’s get them coded into your email.

 

Adding Web Safe Fonts To Your Emails

Looking at web safe fonts first, these would sit in the html as inline styles, like so:
(for this instance, we’ve chosen ‘Georgia’ as our web safe font)

<td align=”left” style=”font-family: Georgia, Arial, Times, serif; font-size:20px; line-height:30px; color:#000000;”>Extra, extra, read all about it</td>

Notice that the font-family has others listed after your initial or main font ‘Georgia’, this means that if for some reason Georgia doesn’t render in your email, ‘Arial’ will be next, then ‘Times’ and so on and so on – these are what is known as fallback fonts.

Outlook 2007/10/13 have Times New Roman as their default fallback font. Even if you set your own fallback fonts within your code, Outlook will ignore them.  However, if you want to avoid Times New Roman, this can be fixed with some code in the header:

<!–[if mso]>
<style type=”text/css”>
body, table, td {font-family: Georgia, Arial, sans-serif, Helvetica !important;}
</style>
<![endif]–>

 

Adding Web Fonts

We can add web fonts in a number of ways, but all are added to the head stylesheet of the email. As an example let’s use the popular Google ‘Roboto’ font.(https://fonts.google.com/specimen/Roboto)

After you have selected the “Roboto” font you will be given a Link or @import option.

<link href=”https://fonts.googleapis.com/css?family=Roboto” rel=”stylesheet”>

Or

@import url(‘https://fonts.googleapis.com/css?family=Roboto’);

Then to call the font you use font-family as normal:

<td align=”left” style=”font-family: ‘Roboto’, sans-serif; font-size:20px; line-height:30px; color:#000000;”>Extra, extra, read all about it</td>

The difference between Link or @import is the loading. @import waits until the html code is loaded, causing a delay to display, and a possible jump between the fallback font and the web font. Link is the opposite, it will load inline first as the code is read from top to bottom. Depending on the font used it could cause a delay for the whole email to display.

Link also offers the option of preferred or alternative style sheets.

The last font option is @font-face, this is possibly the most precise web font method.
It allows you to pick the file format from .woff, .woff2, .ttf, .eot & .svg. The former .woff format being a email developer’s choice, due to more email support.

@font-face can be dropped into the head style sheet just like @import and Link, and looks like this:

@font-face {
font-family: ‘Roboto’;
font-style: normal;
font-weight: 400;
src: local(‘Roboto’), local(‘Roboto-Regular’), url(https://fonts.gstatic.com/s/roboto/v16/DDBbt_SKtg0EqyMEnMOuTX-_kf6ByYO6CLYdB4HQE-Y.woff) format(‘woff’); unicode-range: U+0460-052F, U+20B4, U+2DE0-2DFF, U+A640-A69F;}

If you are obtaining the font from a provider like Google Fonts you will need to copy the url in the provided link and paste it into Internet Explorer or Safari to view the @font-face.

<link href=”https://fonts.googleapis.com/css?family=Roboto” rel=”stylesheet”>

 

There’s always an Alternative

Don’t forget your images Alt text, the web fonts have limited platform rendering, but there is no harm in adding some style. We are not talking anything fancy like a Velour jumpsuit and house slippers here, after all this is just the text that loads when your email image doesn’t.

That Alt text can be styled with font-family, font-size, font-colour, text-decoration etc. try and match the image style, and get your email looking good even before the images are loaded.

<img src=“images/grandpa-style.jpg” width=”200″ height=”40″ alt=“Grandpa Style” style=“font-size:16px; font-weight: bold; font-family: ‘Roboto’, Arial, Helvetica, sans-serif; color:#000000;”/>

 

Put the kettle on

So break open the packet of Bourbon biscuits, put the kettle on for a brew and go crazy with the multitude of font families at your fingertips.

/by

Emoji here, emoji there, emojis everywhere

Emojis are everywhere…on social media platforms, blogs, text messages, and now they are even in movies. They are used by almost everyone – even your grandma (once she’s worked out how her smartphone works).  Although you personally might not use them, it is highly likely that someone has sent you an emoji on more than one occasion by now.

One platform where emojis are undoubtedly quite useful is email marketing; especially when your open rates are at stake!

With marketers making every effort to cut through the noise within the inbox and get their message seen by their target audience, emojis come in quite handy.  When used appropriately, these little emojis can be a huge help with increasing open rates.

Before choosing whether to use or ignore them, perhaps have a quick read about our experience with emojis and what we really think of them. There’s no stopping these little guys, with 56 new emojis moving onto your smartphone this autumn, so if you are thinking about using emojis within your email marketing we have some helpful advice…

The best way to really maximise the impact of these little icons and really drive increased engagement is to place them within your subject lines.

 

Emoji-Style Subject Lines

One excellent example of emojis within your subject lines is when they are used as an extension of your brand. For example, if you are a music company selling gig tickets, you could use a speaker emoji in a subject line:

Another attention grabbing example is the one I from travel agent, as shown below. The company was able to convey the call to action: Book a trip > Get on the plane > Enjoy the sunshine, all through the use of emojis.  With emojis taking up so few characters, they free up valuable space for this tech-savvy travel to convey their CTA hook: a ‘discount’ and sale’.

And here is my favourite one, from a fashion retailer who has taken email personalisation and targeted data to the emoji level. Not only did they send a birthday message, they also included a birthday balloon in the subject line:

Why Use Emoji Subject Lines?  They Help Boost Open Rates

There’s something about an emoji that simply makes people want to click. Why? The answer to that is actually quite interesting. According to TNW (The Next Web), when we see a face emoji online, the same parts of our brain react as when we look at a real human face hence the instant engagement with emoji. Our mood adjusts depending on the emoji’s association in our brain and sometimes we even mimic the emoji’s face expression subconsciously. At this point we engage with the emoji by opening an email/ reading an article or anything else that call-to-action (CTA) asks us to do as we empathize with these online avatars.

 

How To Use Emojis In Your Emails:

Inserting emoji is as simple as copying an emoji from a website/ document and pasting it into a subject line of your email. However to ensure the symbol displays correctly, make sure you test the email by sending it to yourself and your colleagues.

There are, however a few things that could go wrong when using emojis in the subject lines.  For example, the email client might not support emojis in the subject line, displaying the symbol ‘▢’instead.

The emojis will display differently depending on recipients’ operating system (see example right). Most browsers support emoji on iOS, OS X, Android and Windows operating systems.

For more info on emoji compatibility with emails and browsers, here are some helpful links:

Litmus – Emoji Support in Email

Can I Emoji – Browser Support

We’ve found a useful site where you can choose emojis and check how they would render within a different inboxes.

 

 

 

 

Emojis – Are They Good Or Bad?

 

It depends. As shown above, when used appropriately, emojis can convey emotions or act as an extension of your brand.  They also help shorten subject lines (1 emoji = 1 character), boost open rates and in turn click-through rates.

There is however, a risk of overusing or even misusing emojis. A big no-no for emoji use would be to insert an emoji within the main body of an email, especially if the context of the email is serious or has a professional target audience.

We also recommended to not replace words with emojis. The reason for that is the fact that recipients can’t always figure out what message the sender is trying to convey. For example a sentence ‘Have a Nice Day’, when used with an emoji would read as follows:

Everyone interprets an emoji symbol differently, so the question is – will your recipients correctly guess the word you are trying to replace? This is only a simple example but as you can imagine, the more complex the sentence the lesser chance the recipient will decrypt your message correctly.

There is also a risk that the emoji will not display at all or display as a question mark or empty box symbol and so the recipient would read ‘Have a � day. ‘

 

Think Before You Emoji

Emjois might seem like fun, but you should consider their use carefully.  You should avoid using them for sensitive or important matters as it may irritate or offend your recipients, as you could be seen to be trivialising the subject matter.

One recently unfortunate use of emojis that backfired was with an American politician who asked young voters on social media platforms to express their opinion on student loan debt using 3 emojis. What could possibly go wrong?  Quite a bit.

By using emojis in this fashion your target audience is likely to feel (as was the case here) that you are not taking them or the subject matter seriously.

You should also consider your brand and whether using emojis is appropriate for your tone of voice.  Some brands may be able to use emojis in the main body of the email copy, for example toys manufacturer or other brands that target younger audiences or millennials (apparently the latter are inseparable from emojis).

So always ask whether emojis are appropriate for your brand, and think carefully about the icons you choose and how you place them within your emails.

However you decide to implement them, please…

…use emojis responsibly.

/by

On the subject of preview text

, ,

So you’ve created the perfect email.  The HTML, CSS and design have all united together in a beautiful choreography, like a ballet dancer waiting to wow their audience.  Now – the last thing you want is for your email’s inbox performance to display View Online or Unsubscribe links as the first act people see.

You need to make an impact in the inbox, enticing the receiver to open your email above all others, and not delete it in one foul swipe.  “How do I do that?”  I hear you cry.  Fear not friend, Preview Text is your saviour.

What is Preview Text?

Preview Text is the first sentence or words from an email that are displayed in your inbox, under the Sender and Subject Line.

The format in your inbox runs like so:

Sender Name

Subject Line

Preview text

Most email providers, like Enabler, will let you control and customise the preview text that’s displayed in the inbox by allowing you to write your own sentence.  This way you can ensure you grab the attention of your audience before they even open the email, by avoiding the appearance of default text in your Preview Text – because lets face it, View Email Online isn’t really going to drive engagement.

 

Now You See It, Now You Don’t

There are two ways to use the Preview Text:

  1. Displayed in the email at the top

  2. Hidden in the code

More commonly, the Preview Text is hidden away to work it’s magic in the background.  If it’s displayed at the top or head of your email, it is referred to as a Preheader Text.  Don’t worry, you can still use hidden Preview Text alongside your Preheader.  If you set the Preview Text container above the Preheader in the HTML, it will appear first.  This could help push down text you don’t want displayed (like that pesky View Email Online)

Email Header example:

Get the best offers available today

To view email online click here

Email HTML example:

<body>
<div class=“preview-text” style=”display:none;font-size:1px;color:#333333;line-height:1px;max-height:0px;max-width:0px;opacity:0;overflow:hidden;”>Welcome to the new online store. </div>    
    
<table width=”100%”>
    <tr>
        <td align=”center” valign=“top”>
            Get the best offers available today <br>
            To view email online <a href=“##”>click here</a>
        </td>
    </tr>
</table>
</body>

 

Might look complicated, but what this clever piece of HTML does is bump the view email online text out of the inbox preview, like so:

Inbox results example:

Sender Name

Subject Line 

Welcome to the new online store.  Get the best offers available today.

The Preview Text Hack

So everyone has their own inbox display preferences, and sometimes we don’t get the choice.  You could be displaying 1, 2, even 3 lines of preview text, or annoyingly all of it – it all depends on the email provider.  This could result in the above inbox example displaying text you don’t want your audience to see, i.e:

Sender Name

Subject Line 

Welcome to the new online store.  Get the best offers available today. To view email online click here.

But don’t worry, we have it covered.  There’s a little hack that can help with this:

&zwnj;&nbsp;

No… I didn’t just fall on my keyboard and hit the keys at random.  This bizarre-looking strong of code stands for:

  • Zero width non joiners, or &zwnj;

  • Non breaking spaces, or &nbsp;

The idea is &zwnj;&nbsp; repeated will create white space after your preview text, effectively giving you an invisible buffer to bump down the unwanted copy from the Preview Text.

Example:

<div class=“preview-text” style=“display:none;font-size:1px;color:#333333;line-height:1px;max-height:0px;max-width:0px;opacity:0;overflow:hidden;”>Wow that’s short…&zwnj;&nbsp;&zwnj;&nbsp; &zwnj;&nbsp; &zwnj;&nbsp; &zwnj;&nbsp; &zwnj;&nbsp; &zwnj;&nbsp; &zwnj;&nbsp; &zwnj;&nbsp; &zwnj;&nbsp; &zwnj;&nbsp; &zwnj;&nbsp; &zwnj;&nbsp; &zwnj;&nbsp; &zwnj;&nbsp; &zwnj;&nbsp; &zwnj;&nbsp; &zwnj;&nbsp; Text you don’t want displayed</div>

The result, a beautifully tidy inbox display:

Sender Name

Subject Line 

Wow that’s short…

Emojis in Email

😀 😃 😄 😁 😆 😅 😂

These little characters have been around since the late 90s on our mobile phones.  In 2017, emojis have taken over our messages and have now stepped out of our mobile phones and onto the big screen with ‘Emoji Movie’.  There’s even a World Emoji Day on July 17th.

Now, coming to a subject line near you, the emoji is finding it’s place within your email inbox.

Like in the example above, some companies are opting for the subject line emoji as it can help capture the audiences’ attention, plus it allows you to have a bit of fun with the wide selection of icons available.

However, like a lot of new ideas in email (for example video or GIFs), emojis are not accepted across the board, as they will render differently across different devices and email platforms. Emojis are built around Unicode which is a standard set of figures that will display different emojis, for example:

U+1F602 = 😂

U+1F60D = 😍

U+1F601 = 😁

(A full list of emoji icons and their codes can be found here)

If you are planning on using emojis in your subject lines, test before you send otherwise your hip looking emails might turn out  looking a little square, as this ☐ icon will display if your emoji code can’t be recognised.

 

Roundup

A few more things to take into consideration when composing your Preview Text are:

  • Avoid letting the View Email Online into your Preview Text

  • Think of the Preview Text as a continuation of your Subject Line

  • Try some A/B testing with different Preview Text

  • Try not to repeat what is stated in the Subject Line

  • Test your Emojis

  • Try to use personalisation in your Subject Lines or Preview Text

  • Use the Subject Line or Preview Text to promote scrolling by referencing key points or articles lower down your email.

  • Be mindful of your character count – Preview Text can vary in different email clients and platforms, so don’t leave the best bits until the end.

Preview Text shouldn’t be an afterthought.  These small techniques can help to improve your open and click-through rates, and show your email as being professional and well thought out.

 

So go ahead, try some different combinations of subject lines and preview text.  Test, test, test those combinations, then sit back and watch the positive responses.

Well done!  Your performance is complete and your audience is demanding encores!

/by

Meet our email team

Enabler is supported by a team of email specialists who have won the RAR Award for Email Marketing in both 2017 and 2015, an accolade they are particularly proud of as it’s based on independent votes from clients.

Okay, that all sounds great, but who are the people behind the awards? I recently brought the Enabler team together to find out what attracted them to email marketing, their advice for creating great emails, and how they see the medium changing in the future.

 

The Team

“How did you get into email marketing?”

Sophie:

I’ve always been into digital tech, and started having a look into careers while at university.  I applied for general marketing jobs wile still there, and once I’d tried email there was no going back  – it was my one true professional love!

Dominika:

I as introduced to email marketing while at uni too, then went straight into it when I started working.

Sean:

I only started it when i joined Pancentric – it’s been a bit of a baptism by fire, but I’m enjoying it.

Andrew:

I also only got into email marketing when I started here.  I had more of a technical web background before I started doing email, but my main focus is supporting our clients and giving them the best knowledge of Enabler and email.

Paul:

I was building websites and interactive learning tools before working at Pancentric.  When I started, I was part of just a two-person Enabler team.  It’s great to see how the team has grown!

 

“What do you like about the medium of email?”

Paul:

There is still a simplicity about Email; it’s built in an old-school style and has become one of the easiest forms of correspondence to date.  There are many types of email, and its limitations are now being challenged daily.

Sophie:

It might sound strange, but I love the limitations.  You constantly have to find ways around problems like deliverability, design, code and mobile responsive elements.  You have to innovate to keep up to date with the ever-changing email landscape.

Andrew:

Paul mentioned the simplicity of email, which is something I like about it too, and I also like how quick it can be to get a campaign up and running, then to see the instantly measurable analytics – businesses can start seeing results within minutes of their emails being sent.

Dominika:

I like the immediacy of email, and that the recipient can open the message in their own time, so it’s less intrusive than a phone call.  It also tends to produce a much higher ROI than calling ever could.

Sean:

Yeah, the speed of email is great, and its mobility makes it really convenient.  You can view emails on so many different devices and platforms now, so although you can open them in your own time it’s harder to dodge them than phone calls – hence why it’s great for marketing purposes!

 

“What is your best tip for creating a great email?”

Sophie:

Plan.  I can’t really give more important advice than that.  Think about what you’re trying to achieve, what impact it will have on your recipients’ experience, and what you want the outcome to be.  Talk to experts and keep testing everything you do.

Dominika:

Yes, definitely keep the recipients in mind at all times.  Only include content that is relevant to your target audience, and test thoroughly before sending.  There’s no room for mistakes in email marketing, as you need to immediately impress the recipient.

Paul:

Keep it simple.  An email is an opener or advert for something further.  You don’t need to load everything possible into an email, as you may lose the recipient halfway through.  Capture people’s attention with detailed intros, stylish imagery and interactivity that will be remembered.

Sean:

I agree that emails should be kept short and clean – avoid overcrowding, as you won’t hold your recipient’s attention if there’s too much to take in.

Andrew:

Thinking more broadly, I’d say to focus on targeting those who are genuinely interested in your brand.  Use advanced segmentation techniques and data personalisation wherever possible, as they often boost engagement rates.  Also, try to make sure you only send an email when you have something truly valuable or helpful to say, and when you have a clear message or call to action.  Don’t bombard people!

 

“Which brand do you think sends great emails, and why do you like them?”

Sophie:

I’ve got a couple of brands that I follow really closely for great design, build and innovation. B&Q are doing some fantastic stuff with mobile responsive design and build.

Burberry emails are crazy innovative and great if you like exploring new tech in email, and ASOS is incredibly good at email strategy – very well timed, topical emails that make me want to click every time.

Dominika:

Innocent Drinks illustrate perfectly how to keep customers intrigued, with their Friday morning email newsletter.  In addition to sneaking in product-related information and freebies, there’s always plenty of interesting, entertaining articles and sometimes a humorous take on recent affairs that’ll make even the grumpiest person smile on a Friday morning.

Paul:

Litmus, who are at the forefront of email, are knocking out some really interesting emails.  The last one I received had an interactive form to complete within the inbox itself.

GUESS emails are bold and well-styled have large impactful imagery and good use of space.

Sean:

Yeah, I think quite a few fashion brands are producing some cool emails at the moment.  Shout out to Ralph Lauren of course, whose emails I spend a lot of time designing, but I also like Zara’s email styling.

Andrew:

Firebox is another one that sends clever and funny emails. They theme their subject lines around celebration days, sales and their product categories such as Favourites and New Stuff. Their email styling is great too – clean and simple, not too text-heavy and often incorporating GIFs to showcase their gadgets.  They also seem to have intelligent personalisation of products to their recipients (but maybe I just like all of their stuff!)

 

“How do you think email might change over the next few years?”

Paul:

Email has come a long way over the last few years and is starting to catch up with its digital big brothers of the web.  Its progression is constant, and I feel like it has a lot more to prove. I expect to see plenty of more interactivity via CSS3/4, hopefully an email build that will work across the email client board and perhaps more collaboration from the email clients themselves.

Sophie:

I am personally hoping that Microsoft will adapt Outlook so it is more in line with other providers, allowing B2B emails to become more innovative and exciting.

Andrew:

I also hope to see improvements to email client’s support of modern coding techniques, with less need for individual email client hacks.  I think we will definitely see more automation this year, with more options for smarter campaigns.

Dominika:

I think email content will become more targeted and concise as a result of more sophisticated segmentation techniques.

Sean:

I agree – I think segmentation will also lead to greater personalisation and recipient interaction.

That’s everything from the team for now! Hopefully they leave you with some new ideas, direction, and inspiration.

Do have a think about some of the email techniques and projections for the future, and see if you can get ahead of the game to impress your recipients. Maybe our team will mention your emails next time!

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