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Email Marketing Best Practices

Bill Powell
Bill Powell

The document provides best practices for email marketing. It discusses why email marketing is effective as it is easy, interactive, data-driven and inexpensive. It also discusses SPAM and CAN-SPAM regulations. The best practices section recommends sending emails at industry-specific times, focusing on key events, obtaining subscriber data over multiple emails, sending relevant content segmented by subscriber preferences, and testing subject lines and designs. It also discusses choosing an email service provider and answering questions about email marketing.

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Email Marketing Best Practices www.inboxorange.com
Whatchu talkin about? 1) Why Email? 2) SPAM 3) Best Practices 4) Choosing an ESP 5) Q&A
Why Email? Easy Interactive Data Driven Inexpensive
OLD Print Television Radio Direct Mail Web (online brochure) Hard to measure Hard to maximize Lifetime Customer Value Photo from the Tom Lennon Photographic Collection
Traditional media = Interrupt for Awareness
Customer Relationship Life cycle
New media = Trust and Credibility
Turn Strangers into friends and friends into customers 1999
Multi-channel Marketing Consistency to keep your customers connected with your brand or product through targeted marketing mediums Connect with customers in a way that is comfortable for them. The result = higher response rate, more repeat buyers and increased revenues. Database holds the information.
50 million people checked email at least 5 times by 11:00 am today
How do we break through?
SPAM
CAN-SPAM It bans false or misleading header information. Controlling the Assault of Non-Solic- ited Pornography and Marketing Act It prohibits deceptive subject lines It requires that your email give recipients an opt-out method It requires that commercial email be identified as an advertisement and include the senders valid physical postal address.
Filters Server Side Email Client Subscriber
Statistics are needed Open Rates Click Throughs Hard/Soft Bounce
Best Practices From shadphotos Flickr photostream
When to send? Industry and customer specific Focus on key events Seasonal - Email only coupon with special code to measure ROI Personal - birthday, anniversary Follow multiple channel marketing calendar to ti e into special events Utilize CRM or POS to send based on customer behavior
1. Opt-in How you collect your email addresses are extremely important. Implicit Explicit
2. Welcome message This is your first impression Timeliness Reiteration of what your customer can expect to receive Reiterate selection of or invite subscriber to select frequency. Obtain data over a series of emails
Email Marketing Best Practices
3. Relevancy Anyone can send an email engagement is the key. Clean list + engaged audience + relevant message = open rate close to 100%.
-
3. Relevancy Send based on the preferences identified by your subscriber
Open rates for segmented versus non-segmented campaigns are as much as 20% higher on average for the first 30 days. MarketingSherpa Email Marketing Benchmark Guide 2008 (2008) Click rates for segmented versus non-segmented campaigns are five times higher the last 90 days of the year. MarketingSherpa Email Marketing Benchmark Guide 2008 (2008)
3. Relevancy Dynamic Content based on your users profile.
4. Design Five Stages 73% of subscribers of Email Viewing click Report Spam or Report Junk 1. From Name based on the content from this field source ESPC
4. Design - 2. Subject Line Inform-what will they miss Intrigue-stand out Entrust-dont mislead Action Empathy-speak to the individual
4. Design - 3. Preview Pane Make sure you place branding and main call-to-action at top left of email
4. Design - 4. Open 11% will see the (pre-scroll) whole email bullets, borders and background colors Encourage scrolling
Email Marketing Best Practices
Use Alt tags
4. Design 5. Full Email - Make sure you place branding and main call-to-action at top left of email
ICI Restaurants Timbuk2 Fifty Coins
Test, test and retest A/B split test Subject lines Design Different email clients render emails differently
A/B Split Test A B
Email Service Providers Private IP Education Best Practices Tracking Deliverability
Lisa Wester Bill Powell www.facebook.com/inboxorange

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Email Marketing Best Practices

  • 1. Email Marketing Best Practices www.inboxorange.com
  • 2. Whatchu talkin about? 1) Why Email? 2) SPAM 3) Best Practices 4) Choosing an ESP 5) Q&A
  • 3. Why Email? Easy Interactive Data Driven Inexpensive
  • 4. OLD Print Television Radio Direct Mail Web (online brochure) Hard to measure Hard to maximize Lifetime Customer Value Photo from the Tom Lennon Photographic Collection
  • 5. Traditional media = Interrupt for Awareness
  • 7. New media = Trust and Credibility
  • 8. Turn Strangers into friends and friends into customers 1999
  • 9. Multi-channel Marketing Consistency to keep your customers connected with your brand or product through targeted marketing mediums Connect with customers in a way that is comfortable for them. The result = higher response rate, more repeat buyers and increased revenues. Database holds the information.
  • 10. 50 million people checked email at least 5 times by 11:00 am today
  • 11. How do we break through?
  • 12. SPAM
  • 13. CAN-SPAM It bans false or misleading header information. Controlling the Assault of Non-Solic- ited Pornography and Marketing Act It prohibits deceptive subject lines It requires that your email give recipients an opt-out method It requires that commercial email be identified as an advertisement and include the senders valid physical postal address.
  • 14. Filters Server Side Email Client Subscriber
  • 15. Statistics are needed Open Rates Click Throughs Hard/Soft Bounce
  • 16. Best Practices From shadphotos Flickr photostream
  • 17. When to send? Industry and customer specific Focus on key events Seasonal - Email only coupon with special code to measure ROI Personal - birthday, anniversary Follow multiple channel marketing calendar to ti e into special events Utilize CRM or POS to send based on customer behavior
  • 18. 1. Opt-in How you collect your email addresses are extremely important. Implicit Explicit
  • 19. 2. Welcome message This is your first impression Timeliness Reiteration of what your customer can expect to receive Reiterate selection of or invite subscriber to select frequency. Obtain data over a series of emails
  • 21. 3. Relevancy Anyone can send an email engagement is the key. Clean list + engaged audience + relevant message = open rate close to 100%.
  • 22. -
  • 23. 3. Relevancy Send based on the preferences identified by your subscriber
  • 24. Open rates for segmented versus non-segmented campaigns are as much as 20% higher on average for the first 30 days. MarketingSherpa Email Marketing Benchmark Guide 2008 (2008) Click rates for segmented versus non-segmented campaigns are five times higher the last 90 days of the year. MarketingSherpa Email Marketing Benchmark Guide 2008 (2008)
  • 25. 3. Relevancy Dynamic Content based on your users profile.
  • 26. 4. Design Five Stages 73% of subscribers of Email Viewing click Report Spam or Report Junk 1. From Name based on the content from this field source ESPC
  • 27. 4. Design - 2. Subject Line Inform-what will they miss Intrigue-stand out Entrust-dont mislead Action Empathy-speak to the individual
  • 28. 4. Design - 3. Preview Pane Make sure you place branding and main call-to-action at top left of email
  • 29. 4. Design - 4. Open 11% will see the (pre-scroll) whole email bullets, borders and background colors Encourage scrolling
  • 32. 4. Design 5. Full Email - Make sure you place branding and main call-to-action at top left of email
  • 34. Test, test and retest A/B split test Subject lines Design Different email clients render emails differently
  • 36. Email Service Providers Private IP Education Best Practices Tracking Deliverability
  • 37. Lisa Wester Bill Powell www.facebook.com/inboxorange