How to Recover from Email Marketing Mistakes презентация

Содержание

@chadswhite #EmailMistakes Email marketing mistakes are not a matter of if, but when. Email is too dynamic, too complex, and too quick of a medium to avoid mistakes completely.

Слайд 1How to Recover from Email Marketing Mistakes


Слайд 2@chadswhite #EmailMistakes
Email marketing mistakes are not a matter of if, but

when. Email is too dynamic, too complex, and too quick of a medium to avoid mistakes completely.

Слайд 3@chadswhite #EmailMistakes
The best you can hope for is to keep mistakes

infrequent and small, and then to manage them quickly and recover with a degree of grace when they do happen.

Слайд 4@chadswhite #EmailMistakes
To that end, we created a decision framework to help

guide you to the appropriate response to any error, one that minimizes the impact and prevents overreactions.

Слайд 5The Pivotal Questions:
Is the error minor or easily understood as an

error?

@chadswhite #EmailMistakes


Слайд 6The Pivotal Questions:
Is the error minor or easily understood as an

error?
Has the send completed?

@chadswhite #EmailMistakes


Слайд 7The Pivotal Questions:
Is the error minor or easily understood as an

error?
Has the send completed?
Can you fix the error or eliminate most of the resulting confusion post-send?

@chadswhite #EmailMistakes


Слайд 8The Pivotal Questions:
Is the error minor or easily understood as an

error?
Has the send completed?
Can you fix the error or eliminate most of the resulting confusion post-send?
Does the error only affect subscribers who click or try to convert?

@chadswhite #EmailMistakes


Слайд 9The Pivotal Questions:
Is the error minor or easily understood as an

error?
Has the send completed?
Can you fix the error or eliminate most of the resulting confusion post-send?
Does the error only affect subscribers who click or try to convert?
Does the mistake warrant wider damage control?

@chadswhite #EmailMistakes


Слайд 10The Pivotal Questions:
Is the error minor or easily understood as an

error?
Has the send completed?
Can you fix the error or eliminate most of the resulting confusion post-send?
Does the error only affect subscribers who click or try to convert?
Does the mistake warrant wider damage control?

@chadswhite #EmailMistakes

Plus one more critical question…that we’ll address at the end.


Слайд 11Chad White @chadswhite
Research Director at Litmus
Author of Email Marketing Rules
Written thousands

of posts and articles on email marketing
Quoted in over 100 publications, including The New York Times, The Wall Street Journal, and USA Today

Слайд 12You’ll receive a copy of How to Recover from Email Marketing

Mistakes, which contains the decision tree, along with these slides and the recording following the webinar.

@chadswhite #EmailMistakes


Слайд 13Over the next half-hour, we’ll discuss 10 real-world email marketing mistakes

and use the decision framework to guide us to the appropriate response.

@chadswhite #EmailMistakes


Слайд 14Case Study #1
Subject Line Typo


Слайд 15@chadswhite #EmailMistakes
Linens-N-Things
Nov. 28, 2011 (Cyber Monday)

Subject line of the 1st email

of day:
Cyber Monday Deals + Free Shipping Sitewide

Subject line of the 2nd email of day:
Last Chance: Cyber Monday Deals End in 60 Minutes

Subject line of the 3rd email of day, which arrived 4 hours after the 2nd:
Last Chance: Cyber Monday Deals End in 60 Miutes


Слайд 16@chadswhite #EmailMistakes


Слайд 17@chadswhite #EmailMistakes
Subject line of the 4th email of day, which arrived

2 hours after the 3rd and 5 hours after the sale was supposed to end:
Oops! Sorry for the Typo: Cyber Monday Deals End in Minutes!‏


Слайд 18Ignoring the credibility issues around the end of the sale, apologizing

for an easily understood typo isn’t necessary—even when it’s in the subject line.

Plus, sending a 4th email on Cyber Monday that gives subscribers just minutes to respond will irritate some at a time when opt-outs and complaints are costly.

@chadswhite #EmailMistakes


Слайд 19Some brands have seen such a positive response to their correction

emails that they regularly manufacture mistakes for the sole purpose of issuing an apology.

@chadswhite #EmailMistakes


Слайд 20Since it’s difficult to measure the long-term brand damage done by

routine apologies, our advice is to save your goodwill for when you actually make a mistake.

@chadswhite #EmailMistakes


Слайд 21Case Study #2
Image Loading Issue


Слайд 22B&H Photo Video
Mar. 8, 2011


Слайд 23@chadswhite #EmailMistakes


Слайд 24Thanks in part to B&H’s smart use of defensive design, consisting

of extensive HTML text and ALT text, their email was able to convey its message adequately while their image server was offline.

Although situations like this are rare, they are another reason to design your email with images off in mind.

@chadswhite #EmailMistakes


Слайд 25Case Study #3
Early Deployment


Слайд 26Drs. Foster & Smith
Nov. 14, 2007
(a full week before Thanksgiving Day)
@chadswhite

#EmailMistakes

Слайд 27@chadswhite #EmailMistakes


Слайд 28While this email was clearly sent a week earlier than intended,

it was close enough. More importantly, the early send didn’t impair subscribers’ ability to act.

The silver lining is that it’s possible this email stood out because there were no other season’s greetings emails that week and less email volume in general.

@chadswhite #EmailMistakes


Слайд 29If you’re unsure if an error is truly minor, check your

email metrics. Sometimes things aren’t as bad as you imagine them to be.

@chadswhite #EmailMistakes


Слайд 30Case Study #4
Bizarre Content


Слайд 31Fab
Aug. 3, 2014

@chadswhite #EmailMistakes


Слайд 32@chadswhite #EmailMistakes


Слайд 33@chadswhite #EmailMistakes


Слайд 34Clearly this was a test email that got loose. Especially considering

the popularity of cat pictures, this was a low-risk mistake.

However, with some clever copywriting and images, Fab turned this non-catastrophe into an oppurrtunity. But if you’re not as clever or fun as Fab, let it go.

@chadswhite #EmailMistakes


Слайд 35Case Study #5
Early Deployment


Слайд 36Amazon.com
Jan. 7, 2013 (morning before the BCS Championship game)
@chadswhite #EmailMistakes


Слайд 37@chadswhite #EmailMistakes


Слайд 38@chadswhite #EmailMistakes


Слайд 39@chadswhite #EmailMistakes


Слайд 40@chadswhite #EmailMistakes


Слайд 41@chadswhite #EmailMistakes


Слайд 42@chadswhite #EmailMistakes


Слайд 43The recipients mostly likely to buy championship gear knew that the

game hadn’t taken place yet. Amazon could have used the landing pages to clarify that gear would be available after the game “tonight.”

In this case, sending an apology only seemed to draw more attention to the mistake.

@chadswhite #EmailMistakes


Слайд 44Case Study #6
Sent an Old Email


Слайд 45OfficeMax
June 15, 2012
@chadswhite #EmailMistakes


Слайд 46@chadswhite #EmailMistakes


Слайд 47@chadswhite #EmailMistakes


Слайд 48OfficeMax was able to act quickly and update all of the

images in their primary content block to transform this outdated email into an apology email.

They also sent a mass apology email the next day. The delay, plus a relatively weak call-to-action, probably made it a low performer.

@chadswhite #EmailMistakes


Слайд 49Case Study #7
Broken Interactive Content


Слайд 50Litmus
May 21, 2015
@chadswhite #EmailMistakes


Слайд 51@chadswhite #EmailMistakes


Слайд 52#EmailMistakes


Слайд 53@chadswhite #EmailMistakes


Слайд 54@chadswhite #EmailMistakes


Слайд 55Thanks to a heads up by our Twitter followers, we were

able to recognize the problem quickly, halt the send, fix the problem, resume the send, and send corrected versions to the 53,000 subscribers who received the broken interactivity.

@chadswhite #EmailMistakes


Слайд 56Action is needed when an email marketing error significantly impairs subscribers’

ability to act on the message or causes significant brand damage by annoying, angering, or offending subscribers.

@chadswhite #EmailMistakes


Слайд 57Case Study #8
Emailed without Permission (sort of)


Слайд 58Alchemy Worx
July 15, 2013
@chadswhite #EmailMistakes


Слайд 59@chadswhite #EmailMistakes


Слайд 60@chadswhite #EmailMistakes


Слайд 61@chadswhite #EmailMistakes


Слайд 62Permission is sacred. So even though there were some signs that

this email was just a mistake, it was definitely worth clarifying the issue.

Alchemy Worx did that with a simple apology email that they were able to get out quickly, less than a hour and a half after sending the erroneous email.

@chadswhite #EmailMistakes


Слайд 63Case Study #9
Broadcasting a Targeted Email


Слайд 64Sharper Image
Oct. 12, 2006
@chadswhite #EmailMistakes


Слайд 65@chadswhite #EmailMistakes


Слайд 66@chadswhite #EmailMistakes


Слайд 67#EmailMistakes


Слайд 68Humor, which The Sharper Image uses well in the subject line

of this apology email, can take the edge off a mistake. However, when an error reveals that some people are getting something that others are not, the best way to avoid any hurt feelings is generally to let everyone have the offer, if possible.

@chadswhite #EmailMistakes


Слайд 69Case Study #10
Broadcasting a Targeted Email


Слайд 70Shutterfly
May 14, 2014
@chadswhite #EmailMistakes


Слайд 71@chadswhite #EmailMistakes


Слайд 72@chadswhite #EmailMistakes


Слайд 73@chadswhite #EmailMistakes


Слайд 74@chadswhite #EmailMistakes


Слайд 75@chadswhite #EmailMistakes


Слайд 76@chadswhite #EmailMistakes


Слайд 77@chadswhite #EmailMistakes


Слайд 78@chadswhite #EmailMistakes


Слайд 79@chadswhite #EmailMistakes


Слайд 80@chadswhite #EmailMistakes


Слайд 81@chadswhite #EmailMistakes


Слайд 82@chadswhite #EmailMistakes


Слайд 83@chadswhite #EmailMistakes


Слайд 84This mistake caused genuine pain to some subscribers and sparked lots

of media attention. To try to minimize damage to the brand, Shutterfly sent a text-based apology signed by the CMO, broadcasted apologies on social media, and responded to individuals via social and email.

@chadswhite #EmailMistakes


Слайд 85The Final Question
to Ask Yourself after Making an Email Marketing Mistake



Слайд 86Can I change my email production process to reduce the chance

of this mistake recurring in the future?

@chadswhite #EmailMistakes


Слайд 87@chadswhite #EmailMistakes


Слайд 88Avoidable failures are common and persistent, not to mention demoralizing and

frustrating, across many fields—from medicine to finance, business to government.

Слайд 89And the reason is increasingly evident: the volume and complexity of

what we know has exceeded our individual ability to deliver its benefits correctly, safely, or reliably.

Слайд 90Dr. Gawande’s prescription for better outcomes is the checklist—and it’s ours

as well.

@chadswhite #EmailMistakes


Слайд 91Some process changes and checks to consider:
Creating a brief for every

email

@chadswhite #EmailMistakes


Слайд 92Some process changes and checks to consider:
Creating a brief for every

email
Eliminating production processes that invite errors

@chadswhite #EmailMistakes


Слайд 93Some process changes and checks to consider:
Creating a brief for every

email
Eliminating production processes that invite errors
Restricting access to certain tools or tool functions for some team members

@chadswhite #EmailMistakes


Слайд 94Some process changes and checks to consider:
Creating a brief for every

email
Eliminating production processes that invite errors
Restricting access to certain tools or tool functions for some team members
Improving copyediting

@chadswhite #EmailMistakes


Слайд 95Some process changes and checks to consider:
Creating a brief for every

email
Eliminating production processes that invite errors
Restricting access to certain tools or tool functions for some team members
Improving copyediting
Using an email rendering tool

@chadswhite #EmailMistakes


Слайд 96Some process changes and checks to consider:
Creating a brief for every

email
Eliminating production processes that invite errors
Restricting access to certain tools or tool functions for some team members
Improving copyediting
Using an email rendering tool
Checking that all links are functional and lead to the correct destinations

@chadswhite #EmailMistakes


Слайд 97Some process changes and checks to consider:
Creating a brief for every

email
Eliminating production processes that invite errors
Restricting access to certain tools or tool functions for some team members
Improving copyediting
Using an email rendering tool
Checking that all links are functional and lead to the correct destinations
Double-checking that the final email matches specs in the brief

@chadswhite #EmailMistakes


Слайд 98Some process changes and checks to consider:
Creating a brief for every

email
Eliminating production processes that invite errors
Restricting access to certain tools or tool functions for some team members
Improving copyediting
Using an email rendering tool
Checking that all links are functional and lead to the correct destinations
Double-checking that the final email matches specs in the brief
Running the final email through spam filter tests

@chadswhite #EmailMistakes


Слайд 99Some process changes and checks to consider:
Creating a brief for every

email
Eliminating production processes that invite errors
Restricting access to certain tools or tool functions for some team members
Improving copyediting
Using an email rendering tool
Checking that all links are functional and lead to the correct destinations
Double-checking that the final email matches specs in the brief
Running the final email through spam filter tests
Strengthening the approval process

@chadswhite #EmailMistakes


Слайд 100Try Litmus Free at litmus.com/coupon/EMAILMISTAKES


Обратная связь

Если не удалось найти и скачать презентацию, Вы можете заказать его на нашем сайте. Мы постараемся найти нужный Вам материал и отправим по электронной почте. Не стесняйтесь обращаться к нам, если у вас возникли вопросы или пожелания:

Email: Нажмите что бы посмотреть 

Что такое ThePresentation.ru?

Это сайт презентаций, докладов, проектов, шаблонов в формате PowerPoint. Мы помогаем школьникам, студентам, учителям, преподавателям хранить и обмениваться учебными материалами с другими пользователями.


Для правообладателей

Яндекс.Метрика