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The Good, the Bad, and the Best
Practices for a Post-Wild West Email Marketing World
Chad White
Principal of Marketing Res...
Safe harbor
Safe harbor statement under the Private Securities Litigation Reform Act of 1995:
This presentation may contai...
Chad White
Principal of Marketing Research at ExactTarget
Author of Email Marketing Rules
Long-time blogger – 2,500 posts ...
What are best practices?
Have you heard this?

“Best practices are old-school.
New-school marketing doesn’t
have best practices.”
Have you heard this?

“The best practice is the practice that
is best for your business.”
Have you heard this?

“If there’s one example of a
marketer successfully breaking
a best practice, then it’s no longer
a b...
Have you heard this?

“The best practice is what most
companies do.”
Have you heard this?

“Best practices define mediocrity.”
“Best practices are
those practices that
generally produce
the best results or
minimize risk.”
@chadswhite
Adopting best
practices isn’t about
ticking boxes.
It’s about execution.
@chadswhite
@chadswhite
Let’s look at the GOOD,
the BAD, and the BEST of
8 email marketing practices…

@chadswhite
1.

Signup
Process
@chadswhite
@chadswhite
@chadswhite
@chadswhite
@chadswhite
@chadswhite
@chadswhite
2.

Signup
Confirmation
Pages
Signup Confirmation Pages…
• Confirm opt-in was successful
• Set expectations
• Collect more subscriber data
• Secure addi...
@chadswhite
@chadswhite
@chadswhite
3.

Welcome
Emails
@chadswhite
@chadswhite
@chadswhite
@chadswhite
@chadswhite
@chadswhite
@chadswhite
@chadswhite
@chadswhite
@chadswhite
4.

Preheader
Text
@chadswhite
@chadswhite
@chadswhite
@chadswhite
5.

Defensive
Design
@chadswhite
@chadswhite
@chadswhite
@chadswhite
@chadswhite
@chadswhite
@chadswhite
@chadswhite
6.

MobileFriendliness
@chadswhite
@chadswhite
@chadswhite
@chadswhite
@chadswhite
@chadswhite
@chadswhite
7.

Personalization
@chadswhite
@chadswhite
Lenovo, welcome email — Chad, thank you for signing up.
Enjoy your exclusive Lenovo offer.
Michael’s, progressive profilin...
FragranceNet, 10/7/13 — Just for you, . $10 OFF + Free
Shipping*
Subway, 9/4/13 — Chad, it's time to celebrate! Any regula...
@chadswhite
8.

Unsubscribe
Process
@chadswhite
@chadswhite
@chadswhite
@chadswhite
“Email marketing’s
impressive power
obscures
an unfortunate
truth…”
@chadswhite
“Poor practices
are blunting email
marketing’s
effectiveness and
keeping its ROI from
being truly awesome.”
@chadswhite
Has this session inspired you
to make an improvement to
your email program?
If so, please share it on DFChatter or Twitter...
EmailMarketingRules.com
rules.ws

Design Track Resources
pages.exacttarget.com/etdesign
Don’t Forget Your
Complimentary
Copy of Email
Marketing Rules

@chadswhite
Dreamforce | ExactTarget Marketing Cloud: The Good, the Bad and the Best: Practices for a Post-Wild West Email Marketing W...
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Dreamforce | ExactTarget Marketing Cloud: The Good, the Bad and the Best: Practices for a Post-Wild West Email Marketing World

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Adopting email marketing best practices isn’t about ticking boxes. It’s about execution. During this webinar I discuss a variety of best practices and share real-world examples of brands with good, bad and the best executions. Topics covered include signup forms, welcome emails, mobile-friendly emails, preheaders, personalization, unsubscribe pages, and more.

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Transcript of "Dreamforce | ExactTarget Marketing Cloud: The Good, the Bad and the Best: Practices for a Post-Wild West Email Marketing World"

  1. 1. The Good, the Bad, and the Best Practices for a Post-Wild West Email Marketing World Chad White Principal of Marketing Research at ExactTarget Author of Email Marketing Rules
  2. 2. Safe harbor Safe harbor statement under the Private Securities Litigation Reform Act of 1995: This presentation may contain forward-looking statements that involve risks, uncertainties, and assumptions. If any such uncertainties materialize or if any of the assumptions proves incorrect, the results of salesforce.com, inc. could differ materially from the results expressed or implied by the forward-looking statements we make. All statements other than statements of historical fact could be deemed forward-looking, including any projections of product or service availability, subscriber growth, earnings, revenues, or other financial items and any statements regarding strategies or plans of management for future operations, statements of belief, any statements concerning new, planned, or upgraded services or technology developments and customer contracts or use of our services. The risks and uncertainties referred to above include – but are not limited to – risks associated with developing and delivering new functionality for our service, new products and services, our new business model, our past operating losses, possible fluctuations in our operating results and rate of growth, interruptions or delays in our Web hosting, breach of our security measures, the outcome of any litigation, risks associated with completed and any possible mergers and acquisitions, the immature market in which we operate, our relatively limited operating history, our ability to expand, retain, and motivate our employees and manage our growth, new releases of our service and successful customer deployment, our limited history reselling non-salesforce.com products, and utilization and selling to larger enterprise customers. Further information on potential factors that could affect the financial results of salesforce.com, inc. is included in our annual report on Form 10-K for the most recent fiscal year and in our quarterly report on Form 10-Q for the most recent fiscal quarter. These documents and others containing important disclosures are available on the SEC Filings section of the Investor Information section of our Web site. Any unreleased services or features referenced in this or other presentations, press releases or public statements are not currently available and may not be delivered on time or at all. Customers who purchase our services should make the purchase decisions based upon features that are currently available. Salesforce.com, inc. assumes no obligation and does not intend to update these forward-looking statements.
  3. 3. Chad White Principal of Marketing Research at ExactTarget Author of Email Marketing Rules Long-time blogger – 2,500 posts and counting Email Insider columnist for MediaPost Former journalist at Dow Jones and Condé Nast @chadswhite
  4. 4. What are best practices?
  5. 5. Have you heard this? “Best practices are old-school. New-school marketing doesn’t have best practices.”
  6. 6. Have you heard this? “The best practice is the practice that is best for your business.”
  7. 7. Have you heard this? “If there’s one example of a marketer successfully breaking a best practice, then it’s no longer a best practice.”
  8. 8. Have you heard this? “The best practice is what most companies do.”
  9. 9. Have you heard this? “Best practices define mediocrity.”
  10. 10. “Best practices are those practices that generally produce the best results or minimize risk.” @chadswhite
  11. 11. Adopting best practices isn’t about ticking boxes. It’s about execution. @chadswhite
  12. 12. @chadswhite
  13. 13. Let’s look at the GOOD, the BAD, and the BEST of 8 email marketing practices… @chadswhite
  14. 14. 1. Signup Process
  15. 15. @chadswhite
  16. 16. @chadswhite
  17. 17. @chadswhite
  18. 18. @chadswhite
  19. 19. @chadswhite
  20. 20. @chadswhite
  21. 21. @chadswhite
  22. 22. 2. Signup Confirmation Pages
  23. 23. Signup Confirmation Pages… • Confirm opt-in was successful • Set expectations • Collect more subscriber data • Secure additional opt-ins • Engage with offers or content @chadswhite
  24. 24. @chadswhite
  25. 25. @chadswhite
  26. 26. @chadswhite
  27. 27. 3. Welcome Emails
  28. 28. @chadswhite
  29. 29. @chadswhite
  30. 30. @chadswhite
  31. 31. @chadswhite
  32. 32. @chadswhite
  33. 33. @chadswhite
  34. 34. @chadswhite
  35. 35. @chadswhite
  36. 36. @chadswhite
  37. 37. @chadswhite
  38. 38. 4. Preheader Text
  39. 39. @chadswhite
  40. 40. @chadswhite
  41. 41. @chadswhite
  42. 42. @chadswhite
  43. 43. 5. Defensive Design
  44. 44. @chadswhite
  45. 45. @chadswhite
  46. 46. @chadswhite
  47. 47. @chadswhite
  48. 48. @chadswhite
  49. 49. @chadswhite
  50. 50. @chadswhite
  51. 51. @chadswhite
  52. 52. 6. MobileFriendliness
  53. 53. @chadswhite
  54. 54. @chadswhite
  55. 55. @chadswhite
  56. 56. @chadswhite
  57. 57. @chadswhite
  58. 58. @chadswhite
  59. 59. @chadswhite
  60. 60. 7. Personalization
  61. 61. @chadswhite
  62. 62. @chadswhite
  63. 63. Lenovo, welcome email — Chad, thank you for signing up. Enjoy your exclusive Lenovo offer. Michael’s, progressive profiling email — Chad, isn't it time we got to know each other? Olive Garden, birthday email — Chad, go celebrate your birthday with a free app or dessert! ThinkGeek, 5/17/13 — Chad, I am your father @chadswhite
  64. 64. FragranceNet, 10/7/13 — Just for you, . $10 OFF + Free Shipping* Subway, 9/4/13 — Chad, it's time to celebrate! Any regular FOOTLONG(TM) is a $5 FOOTLONG(TM) all SUBtember(R) long. (At participating restaurants. Pricing details inside.) Volkswagen, 2/22/13 — Chad, don't miss out on a limited-time offer on the 2013 Passat Chili’s, 7/21/13 — 2 Coupons for Chad @chadswhite
  65. 65. @chadswhite
  66. 66. 8. Unsubscribe Process
  67. 67. @chadswhite
  68. 68. @chadswhite
  69. 69. @chadswhite
  70. 70. @chadswhite
  71. 71. “Email marketing’s impressive power obscures an unfortunate truth…” @chadswhite
  72. 72. “Poor practices are blunting email marketing’s effectiveness and keeping its ROI from being truly awesome.” @chadswhite
  73. 73. Has this session inspired you to make an improvement to your email program? If so, please share it on DFChatter or Twitter. @chadswhite
  74. 74. EmailMarketingRules.com rules.ws Design Track Resources pages.exacttarget.com/etdesign
  75. 75. Don’t Forget Your Complimentary Copy of Email Marketing Rules @chadswhite
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