Top 10 Email Marketing Mistakes and
     How to Avoid Them
   April 29th, 2010


4/29/2010             www.marqui.com     1
GoToWebinar Controls

• Click the button with the arrows to
  minimize your GoToWebinar
  controls




• Type your questio...
Why is Email Such a Big Deal?



  “If email was a country, its 1.4 billion users would
  make it the largest in the world...
Why is Email Such a Big Deal?
A Datran Media survey of CMOs in 2009 found that email was by far the
strongest marketing pe...
Mistake 1: Graphics and Size Aren’t Optimized
• Consider most emails are read in a preview pane
    – Less than 600 pixels...
Solution: Limit Images and Email Size
•      Test emails to ensure that they are still readable even if images aren’t down...
Mistake 2: Un-inspiring Email Copy
• Boring copy, and uninventive subject lines reduce the likelihood your email
  will be...
Solution: Creative and Compelling Copy
• Your email copy needs to engage your audience
  and convince them to convert on y...
Mistake 3: Not Testing for Email Client Compatibility
• Not all templates will look the same in all email clients
• Create...
Solution: Cross-Provider Email Testing
• Test your email for several email service providers to ensure that your
  email w...
Mistake 4: Broken / Misleading Links
• If your links aren’t working, your readers can’t act on your calls-to-action
• If p...
Spam Emails Love Shortened URLs




4/29/2010          www.marqui.com   12
Solution: Test Campaigns and Be Transparent
• Make sure your links are in working order
  before your campaign goes out
• ...
Mistake 5: Weak Calls-to-Action & Landing Pages
• Calls-to-action are not visible, clear or
  compelling
• Landing pages a...
Solution: Follow Best Practices and Test
Call-to-action best practices:   Simple Landing Pages:
• Compelling and urgent   ...
Good Examples
Call to Action:           Landing Page:




4/29/2010         www.marqui.com          16
Mistake 6: Irrelevant Communications
• Irrelevant email messages lead to ineffective campaigns
• Non-targeted emails, poor...
Solution: Segmentation, Timing and Customer Focus
 • Segment your email campaigns to reach a more targeted audience
     –...
Mistake 7: Not Ensuring CAN-SPAM Compliance
• Not understanding CAN-SPAM legislation is
  dangerous and unlawful
• Ignorin...
Solution: Know Your Laws and Follow Them
• Deal with unsubscribes immediately (automatically is even better)
• Address spa...
Mistake 8: Not Making it to the Inbox
• There is more to delivering an email that you think
• Clicking send is only the be...
Solution: Managed Delivery
• White listing / Paced Delivery
• Sender policy Framework
  Compliance
• Domain Keys
• Bounce ...
Mistake 9: Not Using Benchmark Data
• Not knowing or understanding
  benchmark data makes it difficult
  to understand the...
Solution: Get Familiar with the Statistics!
• Some Email Benchmarks for 2010:
    – Average Open Rate: 22.0%
      Average...
Mistake 10: List Size vs. Participation
• More concern over list size, than audience participation can be
  detrimental
• ...
Solution: Understand which Metrics Matter
• Understand your click-through, read and bounced rates
• Measure your audience ...
Marqui’s Top 10 Email Marketing Mistakes
1.   Not optimizing for blocked images and preview panes
2.   Un-inspiring email ...
Taking Your Email to the Next Level
•   Testing
      – Learn what works and what doesn’t and then improve
•   Marketing A...
Feedback or Questions?

              Follow our blog at http://www.marqui.com/blog

              Follow us on Twitter @M...
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Marqui's Top 10 Email Marketing Mistakes and How to Avoid Them

  1. 1. Top 10 Email Marketing Mistakes and How to Avoid Them April 29th, 2010 4/29/2010 www.marqui.com 1
  2. 2. GoToWebinar Controls • Click the button with the arrows to minimize your GoToWebinar controls • Type your questions for us into the box at the bottom and press Send 4/29/2010 www.marqui.com 2
  3. 3. Why is Email Such a Big Deal? “If email was a country, its 1.4 billion users would make it the largest in the world. Bigger than China, bigger than the populations of the USA and European Union combined.” - Email Marketing Reports (2009) 4/29/2010 www.marqui.com 3
  4. 4. Why is Email Such a Big Deal? A Datran Media survey of CMOs in 2009 found that email was by far the strongest marketing performer. 4/29/2010 www.marqui.com 4
  5. 5. Mistake 1: Graphics and Size Aren’t Optimized • Consider most emails are read in a preview pane – Less than 600 pixels • Too many graphics can cause readability issues when the images are blocked, or not downloaded. EMAIL FACT # 1: One in five emails are invisible and ineffective due to blocked images. - Email Experience Council (Jan 2007) 4/29/2010 www.marqui.com 5
  6. 6. Solution: Limit Images and Email Size • Test emails to ensure that they are still readable even if images aren’t downloaded. • Create emails to be less than 600 pixels so they fit into a preview pane properly 4/29/2010 www.marqui.com 6
  7. 7. Mistake 2: Un-inspiring Email Copy • Boring copy, and uninventive subject lines reduce the likelihood your email will be read. • Spelling and grammatical errors are unprofessional • Long, descriptive copy doesn’t engage readers 4/29/2010 www.marqui.com 7
  8. 8. Solution: Creative and Compelling Copy • Your email copy needs to engage your audience and convince them to convert on your campaign • Compelling, direct, customer-centric language appeals to readers • Skimmable copy is easy to read and effective • Make your value proposition and offer clear • Placement of calls-to-action • Have someone proof-read your work EVERY TIME! 4/29/2010 www.marqui.com 8
  9. 9. Mistake 3: Not Testing for Email Client Compatibility • Not all templates will look the same in all email clients • Create test accounts with popular free ISPs to see if your email is categorized as spam, and how the emails look with pictures on and off – Outlook – Gmail – Yahoo – Hotmail / Live Mail – AOL Mail 4/29/2010 www.marqui.com 9
  10. 10. Solution: Cross-Provider Email Testing • Test your email for several email service providers to ensure that your email works properly 4/29/2010 www.marqui.com 10
  11. 11. Mistake 4: Broken / Misleading Links • If your links aren’t working, your readers can’t act on your calls-to-action • If people can’t tell a link IS a link, then they won’t be able to follow it • Misleading / untrustworthy links or shortened URLs can make your email look like spam EMAIL FACT # 2 & 3: 97% of Email is Spam – BBC News (August 2009) 2% of all spam emails use shortened URLs to mask links to suspicious sites –Message Labs (July 2009) 4/29/2010 www.marqui.com 11
  12. 12. Spam Emails Love Shortened URLs 4/29/2010 www.marqui.com 12
  13. 13. Solution: Test Campaigns and Be Transparent • Make sure your links are in working order before your campaign goes out • Make sure your links are formatted so you readers know where they are (obvious buttons, underlined, hover states) • Make sure you use full URLs so your readers trust your buttons and links and know where they will go if they click on it 4/29/2010 www.marqui.com 13
  14. 14. Mistake 5: Weak Calls-to-Action & Landing Pages • Calls-to-action are not visible, clear or compelling • Landing pages aren’t consistent with email copy or offer • These issues can lead to bad conversion rates for your campaigns 4/29/2010 www.marqui.com 14
  15. 15. Solution: Follow Best Practices and Test Call-to-action best practices: Simple Landing Pages: • Compelling and urgent • Make sure it’s consistent with • More than one is okay the email offer • Logical next step from the • Keep form fields to a minimum message or offer • Test landing page variations • Hyperlink with tracking • Convey your company’s privacy • Spell out URL in the plain text policy version #1 4/29/2010 www.marqui.com 15
  16. 16. Good Examples Call to Action: Landing Page: 4/29/2010 www.marqui.com 16
  17. 17. Mistake 6: Irrelevant Communications • Irrelevant email messages lead to ineffective campaigns • Non-targeted emails, poor timing and company-centric language discourage readers from converting EMAIL FACT # 4: 75% of respondents say lack of relevance is the biggest reason subscribers choose to opt out, followed closely by sending too frequently (73%). - Merkle Interactive Services (2009) 4/29/2010 www.marqui.com 17
  18. 18. Solution: Segmentation, Timing and Customer Focus • Segment your email campaigns to reach a more targeted audience – Helps you be relevant – Avoids list fatigue – Better long-term results • Sending emails out at the right time for your readers can increase conversion rates • Customer focused copy can engage visitors more readily 4/29/2010 www.marqui.com 18
  19. 19. Mistake 7: Not Ensuring CAN-SPAM Compliance • Not understanding CAN-SPAM legislation is dangerous and unlawful • Ignoring these rules can erode your brand’s reputation: – A visible and operable unsubscribe is necessary – Unsubscribes must be recognized within 10 days – Accurate from lines with either yourself or your organization – Relevant subject lines (relevant to offer in body, not deceptive) – A legitimate, physical address of the publisher must be present 4/29/2010 www.marqui.com 19
  20. 20. Solution: Know Your Laws and Follow Them • Deal with unsubscribes immediately (automatically is even better) • Address spam complaints decisively • Make sure your content is relevant to your list (segmentation) EMAIL FACT # 5: Spam has increased over 141% since March and spam volumes grow by over 117 billion e-mails a day -Return Path "Top Email Trends in 2009" (2010) 4/29/2010 www.marqui.com 20
  21. 21. Mistake 8: Not Making it to the Inbox • There is more to delivering an email that you think • Clicking send is only the beginning EMAIL FACT # 6 & 7: Achieving strong inbox placement remains a challenge in the B-to-B sector with a delivered rate of just 75%. - Return Path (2010) Twenty percent of email in the United States and Canada is still not making it to the inbox while 3% of email goes to the "junk" or "bulk" folder and another 16% goes missing. - Return Path (2010) 4/29/2010 www.marqui.com 21
  22. 22. Solution: Managed Delivery • White listing / Paced Delivery • Sender policy Framework Compliance • Domain Keys • Bounce and Read Tracking • Don’t use “spammy” subject lines • Spam Assassin - http://spamassassin.apache.or g/ Image by Diorama Sky 4/29/2010 www.marqui.com 22
  23. 23. Mistake 9: Not Using Benchmark Data • Not knowing or understanding benchmark data makes it difficult to understand the results of your campaigns • If you don’t know how you’re doing, you can’t improve! • You need to be able to compare your campaigns to industry averages 4/29/2010 www.marqui.com 23
  24. 24. Solution: Get Familiar with the Statistics! • Some Email Benchmarks for 2010: – Average Open Rate: 22.0% Average Delivery Rate: 93.9% Average Click-Through Rate: 5.9% Epsilon Q4 2009 Email Trends and Benchmark (Jan 2010) • Measure how your campaigns do in comparison so you can improve 4/29/2010 www.marqui.com 24
  25. 25. Mistake 10: List Size vs. Participation • More concern over list size, than audience participation can be detrimental • It isn’t necessarily about how big your list is, but how much your customers are engaged Image by Uncleweed 4/29/2010 www.marqui.com 25
  26. 26. Solution: Understand which Metrics Matter • Understand your click-through, read and bounced rates • Measure your audience involvement through unsubscribes • A large house list is good, but if nobody cares about your emails, it’s useless • Focus on audience engagement FIRST 4/29/2010 www.marqui.com 26
  27. 27. Marqui’s Top 10 Email Marketing Mistakes 1. Not optimizing for blocked images and preview panes 2. Un-inspiring email copy 3. Not testing for email client compatibility 4. Broken / misleading links 5. Weak calls-to-action and landing pages 6. Irrelevant communications 7. Not ensuring CAN-SPAM compliance 8. Not making it to the Inbox 9. Not using benchmark data 10. List size vs. participation size 4/29/2010 www.marqui.com 27
  28. 28. Taking Your Email to the Next Level • Testing – Learn what works and what doesn’t and then improve • Marketing Automation – Stay front of mind with an automated drip campaigns – Nurture leads with triggered emails and lead scoring • Mobile Optimization – Smaller screen resolutions – Rendering issues with HTML, images and attachments – Include a “mobile version” link – Us mobile internet usage expected to reach 50% by 2013 (Emarketer 2009) 4/29/2010 www.marqui.com 28
  29. 29. Feedback or Questions? Follow our blog at http://www.marqui.com/blog Follow us on Twitter @Marqui_CMS Richard Sharp, VP Marketing richard.sharp@marqui.com 604.484.8543 Amberlie Denny, Marketing Coordinator amberlie.denny@marqui.com 604.630.3712 4/29/2010 www.marqui.com 29
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