EDM Best Practice

17 Oct 2011

Objectives of EDM
Enhance Relationship with current customers Acquiring new customers Drive Usage

Advantages Simple Affordable Effective

Disadvantages Spam Low engagement Clutter

Email Client Usage Statistics:

The iPhone alone accounted for close to 15% of our subscribers. Once we throw in Android and Palm, this jumps a couple more percent. This shows the importance of mobile email.
(Source: Campaignmonitor: http://www.campaignmonitor.com/blog/post/3442/mobile-email-design-in-practice/)

What do people see in an EDM?

What to note: Short & sweet PBC headline

Simple iconic image

Benefit of a glance
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Subject Line
NEVER overlook the importance of a Subject line. It determines if the customer is going to open or delete your mail. < 50 Characters

To avoid SPAM: NO FREE, Symbols (eg: %), punctuation Marks (!)

Lead with a benefit Eg: Five RM583 Faye Wong Concert tickets up for grabs Getting an iPad2 has never been easier Eg: Citibank PremierMiles: exclusive Premier Hotel Getaways

Template
Width Length: 500- 600 pixel Image: Contain alt-text 1-3 images at most Call-To-Action Text link Within the first scroll One at the top and one at the bottom Content Text Content Shorter sentence Direct conversation

Non Cards Related EDM

Facebook icon placed above Citi Mobile & App Store icon Citi Mobile & App Store icon below Facebook icon with copy Download

CITIBANK MY...to check balances, transfer funds, or find out more about our promotions.

CTA after Citi Mobile & App Store icon

Facebook icon height 1C Facebook CTA font to be the same size as the bodycopy

Cards CWP related EDM

Citi Mobile & App Store icon to be placed on top CTA Facebook icon and CTA is placed below Citi Mobile & App Store icon

Facebook icon height 1C Facebook CTA font to be the same size as the bodycopy

Cards Non-CWP related EDM

No App Store icon, Citi Mobile or FB icon required To just include Members get Members messaging at the CTA portion

Facebook icon height 1C Facebook CTA font to be the same size as the bodycopy

Partners EDM to our customer base

Blue wave
coz its what our customers are most familiar with) to help reduce disjoint when they open the email after seeing that it

comes from Citibank Malaysia

White background

Partners look and feel not really

recommended unless partner insist.

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Avoid SPAM

NO:
Spammy phrases "Click here!" , "Once in a lifetime opportunity!, "FREE! Buy Now!, Money back Guarantee, Why Pay more? etc Unconventional Punctuation !!!!!!! All Caps message Bright red, or green Fonts Bad HTML Coding Eg: Microsoft Word file to HTML No using of the word, test in subject line No Flyer Mailers

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Trackings
On average, our EDMs open rate is about 20%

Do we track all our EDM? (Open rate, click through rate, bounce rate) Test and Control Eg: Use different header to blast to our base and see which has a better response rate

Data base of trackings?

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Get an Atler Trolley Bag worth RM790 with an AA-Citibank Credit Card

Base size: 200M Open Rate: 19% (38M) CTR: 6% (2280) Conversion: 1,026 (45% of leads) Approval: 461 (45% of conversion)

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