E-Mail Marketing and Deliverability

Agenda Today: E-Mail Marketing
 Glossary of Terms
 Pros and Cons of E-Mail Marketing
 E-Mail Deliverability
 Blocked E-mail
 Why it happens, how to avoid it
 Best Practices in E-Mail Writing
(manage recipient perception)

Glossary of Terms
Above the fold

E-mail Blocking / E-mail Deliverability

HTML E-mail

Open Rate

Opt-in (or Subscribe)

Opt-out (or Unsubscribe)

Spam

WIIFM


Pros / Cons of E-Mail
Marketing
 Pros
 Inexpensive
 Easy – well, kinda easy
 Trackable / Reporting
 Cons
 Risk of hurting your brand
 Open rates can be misleading
 Troublesome: Avoiding spam