Things to consider when designing System Generated emails

When dealing with system generated emails it is very important to keep the messages as plain and as simple as possible.

The email should be in Plain Text and minimal to none HTML should be used. This will increase the deliverability of the email and decrease the chance that the email will be flagged, rejected or quarantined as spam.

When a URL is to be embedded, use the full URL and do not use URL shortening services.

Http://www.full-url-link.com/unshortened-and-no-redirection-services-used

It should be mentioned that the email is an automated response to a query or submission and that the mailbox is not being monitored. An alternative email address or contact mechanism should be given. For example "Please contact info@an-approprite-domain.com"

Disclaimer:

Disclaimers could be added if required but there is no US or EU legal regulations that enforced it. What is legally required is a valid opt out mechanism and full company registration details. http://www.out-law.com/page-5536

Unsubscribe: A valid opt out mechanism must be included in the email. Please see for a list of anti-spam laws http://www.spamlaws.com/world.shtml

Or if the email is of a serious critical nature include an email / mailto (no automatic) opt out method, for example: “This is a system generated message and is of a critical nature. If you feel you have received this message in error please contact info@domain.com”

Company Reg Details:

Your company's registered name (e.g. XYZ Ltd)

Your company registration number;

Your place of registration (e.g. Scotland or England & Wales); and

Your registered office address

What exactly impacts on the success of an email campaign?

What exactly impacts on the success of an email campaign?

I've often had people coming to me trying to understand why a certain campaign worked or why it was a failure.

I decided to shed some light on what your stats actually mean and why most of them is not worth the paper it's printed on

I want to look at the 4 main elements of any email blast / eshot:
1. From email address
2. Subject line
3. Creative (Images)
5. Layout
6. Body Copy (message you are trying to get across)

I also want to use the following success criteria's:
1. Delivery rate
2. Open rate
4. Click rate

I deliberately left out any website / landing page success criteria's as I want to focus on email.

Ok so lets first look at delivery rate.

Delivery Rate.
A successful delivery is when the email sender's server gets a "message accepted" from the receiving server. However this is often a false statistic as accepted by no means mean delivered.

Between acceptance and delivery a number of  firewalls, anti-virus and anti-spam devices can intercept and quarantine your message.

This is one of the few places that the creative and bad design can have a major impact. Most anti-spam devices uses "spam signatures"and various holistic scanning methods, first it looks at the from address,   subject and the body text. Some will also weigh the content of your email with the amount of coding (HTML) and the ratio of image to text.

So if you have a spam like subject from an invalid email address with  overly complex HTML or big images with very little text... well then there is a high probability your message will not be delivered.

So Pretty much all of our configurable can directly impact on the delivery, however a good compliant design will not, but bad inexperienced design will.

Open Rate.
So lets say your email made it past all the anti-spam an anti-virus gauntlets, now we can look at open rates.

Yet again, open rates is a red herring. Why you may ask? well lets look at how you measure an open rate.

Most images are linked in an email, that means the image is stored on the sending email server and a URL link to the image is embedded into the email. Each image will have a unique URL. The moment you open up the email and the image is downloaded the sending server records an "open".

Where is the red herring?

Some people have their email clients set up to automatically download images. So if they have the preview pane on, it will count as an open.

Others, myself included, have automatically download images turned off, so I get a "please click here to download images" message. I often read the email but hardly ever download the images.

So here is the problem, we have some people flagged as an open that never reads it and others flagged as non-openers that actually reads it.

What makes me open the message and download the images? A good, strong, relevant and informative subject line which ties in with the body copy. It does more to get me to open an email than any other single element.

Ok so does the following elements help with the open rate:

1. From email address? yes, fake, nonsensical email address will get your email deleted.
2. Subject line? Yes beyond a doubt. Its the single most important element in an email as its often the only element a person will see.
3. Creative (Images)?  Not at all, as you need to actually open the email to see the Images.
4. Layout? Only if the layout presents the information clearly and concisely in text. A layout that's reliant on imagery to deliver the message, will not help at all.
5. Body Copy? Plays a big factor, its the second most important element, after subject line, that will get someone to open the message. Rule of thumb, an email can do without  images, but not without text.


Click Rate.
Click rate is probably the only and most reliable measurable you can have in an email campaign.

When someone clicks, it means they're actively engaged and willing to take the next step to find out more.

Everything in an email should be focused on achieving the perfect balance. I have listed them in order of importance.

1. Clear concise messaging.
2. Clear layout with strong intuitive call to actions.
3. Strong, interesting, memorable imagery

The biggest mistake marketeers make is wanting to use new call to action delivery methods or imagery, thereby breaking away from the industry standard approach, In the hope of standing out. Unless your one of the big boys setting the web user interaction standards (facebook, google, twitter etc), stick with what they are doing.


Ok so does the following elements help with the Click rate:

1. From email address? Not really. It might impact on trust and thereby increasing the likelihood that the recipient might click.
2. Subject line? Again, it wont have such a big impact on a click.
3. Creative (Images)?  It will help to capture the recipient's attention and draw them into the body copy.
4. Layout? Absolutely, clear message layout with intuitive and visible call to actions will get you those clicks.
5. Body Copy? Yes! why would the recipient even bother clicking if your body copy did not engage them enough to want to take further action.




In conclusion. 
As you can see, each success criteria is dependant on various elements. The trick is to get the balance just right. Big strong jaw dropping graphics is useless without engaging copy, and the most amazingly engaging copy is useless if the recipient does not know how to take the next step.

Spend as much time as possible getting the copy and subject lines right and let your designer worry about the pretty pictures. Your copy is the most important aspect of it all.

We sell boxes: why simplifying your B2B message will yield greater results

Businesses always face a challenge to balance their product with their message.

We know that we have seconds to capture the interest of a potential client.

Knowing this, our instinct is to bombard a potential client with as much information as we can while we have their attention.

The mistake we make here is that we dilute, confuse and alienate said potential client.

At the recent web2.0 conference the message that stuck to me the most was not even part of the conference. It was a display outside a shop on the way to the conference of 3 stacked boxes that read "We Sell Boxes"

They did not try to sell it as "Environment friendly, recycled, natural dyed, fair trade, pre-assembled containers for personal and corporate use"

Anybody who walked past this display knew exactly what they sold, they sold boxes.

If I really wanted to buy a box that day, I would have gone into the shop and asked the sales person (once they came back from their break) about the recycled pre-assembled nature of the boxes on sale.

If I did not want to buy a box but suddenly needed a box, I would remember I saw a shop that sold boxes (especially since I took about 10 photos of their display).

So what does this have to do with Web2.0 and social media?

Well everything...

The first message a prospect sees should state exactly what you do "We sell boxes". Once they have aligned their needs to your offering they will engage with you and a more meaningful discussion can follow.

Conclusion
No matter what your bells and whistles are, in B2B Social Media a prospect will not engage unless their needs align with your offering. So tell then straight up what you do and save the fluff for later.

Recent Postings:

• Why Internal corporate social media often fails
• Social Media Fail: Nestle & its drop in share price 
• Why Public figures should fear Social Media: What the Palin Twitter gaff teaches us.
  
  
  

11 Considerations before branding your business email

As a business we send out hundreds and in some cases thousands of direct one to one business emails every single day.

Every email is an opportunity to reinforce your brand and relay your latest news, press or events to an accepting audience.

Email stationery enhances everyday business emails by adding unobtrusive HTML and Plain Text components.

There are a number of considerations to be made:

1.Your Regulatory Environment

Your first point of call is to contact your legal department, they will have  a clear understanding of the regulatory environment of your business.

Things that might be affected by your regulatory environment:

• Location, length, notification of data storage
• Is the content private, personal or business

2. Regionalised email laws

There is no global email law in place, instead various laws govern various countries and sectors.

Two note worthy laws are the "CAN SPAM" act of North America and the European Union data protection act.

It is important to note that the law of the recipients country takes preference.

More can be found here: http://www.spamlaws.com 

The above mentioned laws specifically relate to the sending of "unsolicited commercial emails" a.k.a spam. 

When branding business emails, there seems to be only the UK companies act (updated 2007), that states all business communication must include company registration, place of registration and registered offices. This is also a requirement of the US CAN SPAM act

3. Standardising corporate brand and identity

I received an email from a friend who works for the Metropolitan Police and was completely left speechless by her signature, a tiny waving cat and lurid coloured name and telephone number.

This seems to be quite a common phenomena when the business is unable to provide an email branding solution.

The answer is to have a system in place (software or hardware) that allows you to manage one central template without having to log into multiple systems, or heaven forbid multiple end user machines.

4. Disclaimers, Confidentiality, Privacy Statements

Contrary to popular belief, disclaimers carry no legal weight. It's merely added to attempt to limit liability and is as of yet has not been proven in a court of law to be successful.

This does not mean you should ignore disclaimers. Its better to have it and not need it, than not have it and suddenly it becomes legally acceptable.

Confidentiality statements in its nature is slightly different and if used correctly can be a successful deterrent to unauthorised distribution of your content.

Confidentiality disclaimer should be the first content the recipient reads. There is no point in having it at the end of an email after the recipient has read the content of the email.

5. Personalised Business cards (contact details)

Now this is one of my pet gripes. I get an email from someone and its signed of with just "JP".  No name, no job title, no website and no telephone details.

Sure I can look at the email address and try to figure out the persons name and website, But why should I?

Their competitor had all their details where I could find them, and guese what? I went with the competitor

So please do add the following to your email branding:

• Name & surname
• Telephone number and / or Mobile
• Website address
• Company address

6. Marketing Messages

Whether its telling the companies story, boasting about your latest press coverage or inviting recipients to your latest event.  

Its important to show the recipients of your business emails that your company is out there and active.


As long as you keep it unobtrusive and relevant, it will be an invaluable and easy scalable solution.

7. Disclaimer Breeding

Pet gripe number two is something I call disclaimer breeding.

As mentioned in point four, disclaimers carry no real legal weight and asking someone to scroll through pages and pages of disclaimers to follow an email chain is just not going to help with their mood. We have all been there, we have all shared the pain.

Ensure your email branding system allows for the attachment of only one disclaimer per email chain. If it cant do it, try another system.

8. Group based stationery

Think about having separate email stationery for different business groups or regions. The marketing department will not necessarily be sending out the same contextual messages as the support department or management.

Ideally you should have a system in place that allows you to take advantage of existing business groups set up. For example Microsoft Active Directory. 

9. Opt-out messages

Now I hear your ask, "Opt-out messages in business emails?", yes however I'm not talking about opting out of communication as in "eblast / newsletter opt-outs" but rather opting out of receiving your branded business emails.

This can be as simple as providing a template that has no images and just the basic of HTML to ensure a consistent brand look and feel.

Put the decision in the hands of the recipients by including a, "To no longer receive images in emails from us please click here",  mechanism and then insuring their wishes are upheld.

phew.. ok almost done...

10. HTML and Plain Text

Ensure that you design both a plain text as well as HTML version of your email stationery.

All email travel the internet as multipart messages, three of those parts are HTML, Plain text and attachments.

By creating both versions, you ensure that if someone only views your email in plain text, they still receive contact details and disclaimers.

11. Embedding images

For me this is probably the most important point when deciding to brand business emails. Ensure your business email images are embedded.

Embedding images makes the images  part of the email source code.

The benefit is that you will not get a big security warning about privacy when opening up business email (see image).  These warnings indicate that one or more images are linked and stored on an external server.

By downloading these images, the sender not only has full visibility of when the email was opened but also of the recipients IP address, System information (operating system, browser, email client) and a whole bunch of other information. Hence the big yellow security warning.

Conclusion

As you can see there are many considerations to take in to account when doing email branding. There is never been a better time. Email is at the height of its power, its been adopted, embraced and integrated into  not only business but into our everyday lives.

For impartiality sake I make no suggestions as to which service or software to use. Just drop "Business email branding" into google and you will get a long list of decent services.

Also see:

• Email Branding & Marketing, 4 Misconceptions 
• 5 things you should know when designing HTML for email

4 Misconceptions when doing Email Branding & Marketing

Email marketing is an art form, not just the creation but also the execution.

It's rapidly changing as new forms of media is introduced and audiences start consuming media in new ways and forms.

As email marketing evolved more and more misconceptions seem to be formed by understaffed over stressed marketeers, who just don't have the time to explore the new media's and technology.

So result driven companies are forcing Marketeers to take leave of their senses, to compete in a market that has changed and they don't understand, just so they can increase inbound traffic.

I've been responsible for email branding and email marketing for a number of years.  With every campaign or branding exercise, I always find the same misconceptions. I have listed a few common ones in regards to email branding and email marketing that I want to address.

1. Disclaimers are not legally binding.

It has never been proven in a court of law that email disclaimers will protect you from liability for the content of an email.

It merely attempts to limit the liability of the senders company.

However this does not mean having an email disclaimer won’t help. If in doubt, include one. 

2. People will not click on your links just because the email is from you.

This is a very big misconception especially from higher up in the business, If anything, business email branding has an even worst click through rate than eblasts.

Primarily this has to do with relevance of the branding, when you receive an eblast you know from the subject line, topline message and content exactly what you are getting.

When it comes to email stationery, 99.9% of the time your branding has no relevance to the content. So unless you actually reference the branding item in your email you have virtually no chance of having someone click through.

So when doing email branding don’t be unrealistic in your expectations, don’t think it’s a quick win lead generation tool.

However, do use it to reinforce your brand. Showcase you awards and achievements, your events, your press. Just because someone doesn’t click through does not mean they don’t visual consume your brand.

3. Impressive graphics does not increases open and click through rates.

I recently received, probably the worst formatted and visually disturbing email. Yet, I read it and I picked up the phone and eventually entered into commercial relationship with the sender…. Why?

The message and content was relevant to what my needs were at that particular stage.

This does not mean I would not have gone with a competitor if their email’s looked slicker. It just means that:

RELEVANCE & CONTENT  trumps design.

I cannot stress this point enough. In today's world we are bombarded by information and if something is not relevant or lacks decent content. It will be dismissed and ignored.
 
4. Measuring open rates is the most important.

Marketeers are quite concerned by the open rate and number of views. Yes this might be a very important metric, however its terribly flawed.

There is not 100% accurate way of measuring open or view rates.

 This measurement is solely based on the recipient ignoring a security warning and selecting "Download images" in their email client. Yes some clients do have this automatically set up, but the moment you doing serious B2B emarketing most companies will have much stricter security policies.

What about mobile users? Images are never displayed on my iphone and by the time I get to the office, I will be ignoring the image laden email because I already read it on the train.

 Unless.... I found the content relevant (see point 3)

The best and worst day to do a business tweet

Hubspot released a report that focuses on the current state of the twitterverse.  Social Media Today has done a quite in depth dive into the report.

What I found rather interesting, and would like to focus a bit more on this short blog post, is the days and times that most people tweet and how you can effectively use this info to plan your tweeting strategy.

Most prolific tweeting days:  Thursday & Fridays, accounts 16% of all tweets

Busiest time of day:  10pm – 11pm, accounts for 4.8% of daily tweets

Most likely days to be retweeted: Mondays & Friday afternoons

So If we look at the dates and times of the most prolific tweets, then look at the days you are most likely to be retweeted, the following observation can be made.

Retweets do not happen on the most prolific tweeting days or times.
This indicates that tweets made during these times are less relevant to the social community  and more self indulgent to the individual. 

Monday the best retweet day.
The retweeting trend on a Monday seems to start around 11am, peaks just after noon but then has a steady growth till around 8pm where it then declines.

Casual Fridays.
Even though Fridays are the most retweeted day, it would not be the most optimal day for a business tweet. Unless your call to action can be handled outside of business hours

Blackspot Tuesday.
Out of the whole week, Tuesday are practically blackspots for retweeting, none but the most die hard tweeters seems to retweet

Conclusion.
So... if you want to have your business to ruffle feathers on twitter, ensure you optimize your online campaigns and social media strategy to be most accessible and retweetable on a Monday...

5 points to consider when designing HTML for email

Email marketing is a hot topic, not only does it allow you to easily brand all your business email,  it also provides a quick ROI when used for lead generation.

To effectively deliver a branded eblast, newsletter or business email, you will need to create it using HTML.  HTML allows you to use your company colors, fonts, images and styling in email.

However, most people do not realise that designing HTML for email is very different from designing HTML for webpages.

So I thought I'd list 5 important points to consider.


1. Lack of experience and knowledge
Just because someone did a 2 day dreamweaver course 3 years ago, does not mean they understand the differences between web and email HTML. Get someone in who knows what they are doing, someone with a proven track record in email design.

2. Design for lowest common denominator.
Yes, your all singing all dancing HTML email looks great. Who cares if it does not work on Microsoft Outlook? erm.. well... 43% of people who use email! Know your email clients, test your email on as many different clients as you can.

A big rule of thumb here is to rather dumb down your email design than to alienate your recipients.

3. Know the differences between web and email HTML
There are a multitude of differences and I will address this in another posting, but the biggest difference is that Email has no header tags.

No header tags means that style sheets (CSS) should be placed in the body of the email

4. Rendering of Email 
Did you know that Microsoft Outlook 2007 and later now uses MS Word to render HTML? Most other email clients will use the default webbrowser on your machine.

 When an email is forward, the email client will re-render the email using its own proprietary language (EML, RTF etc.). This will more often than not "break" your carefully crafted code.

5. No Scripting!
Even if you embed it in the body you should never use any form of scripting such as JavaScript. Using JavaScript is a quick way to getting your emails blocked and your domain blacklisted.

Future posts will discuss each of these issues in depth.