Email marketing Best Practices with Chad White

1,786 views
1,660 views

Published on

Innovators in Email Marketing follow some best practices but break others. In this presentation Slideshare from our webcast, Chad White shows examples of how to improve all aspects of email marketing from Welcome Emails through Defensive Design and Enewsletters to Mobile-friendly. Chad White is author of Email Marketing Rules and Chad White - Principal of Marketing Research ExactTarget.

Published in: Technology, Business

Email marketing Best Practices with Chad White

  1. 1. Email Marketing Rules Chad White Principal of Marketing Research ExactTarget, a salesforce.com company The Good, the Bad, and the Best: Practices for a Post-Wild West Email Marketing World Digital Marketing Priorities 2013 Brought to you by: <Insert a headshot pic>
  2. 2. About SmartInsights.com Actionable Marketing Advice 2
  3. 3. About Chad White  Principal of Marketing Research at ExactTarget  Author of Email Marketing Rules and EmailMarketingRules.com  Email Insider Columnist  Blogger for 7+ years (2,500+ posts)  Former journalist at Dow Jones and Condé Nast 3
  4. 4. What are best practices? There are many definitions out there. 4
  5. 5. They are what the majority do. 5
  6. 6. Innovators break best practices. 6
  7. 7. They are “what’s best for you.” 7
  8. 8. Best practices define mediocrity. 8
  9. 9. Best practices define mediocrity. 9
  10. 10. Best practices are those practices that generally produce the best results or minimize risk. 10
  11. 11. Adopting best practices isn’t about ticking boxes. It’s about execution. 11
  12. 12. 12
  13. 13. Let’s look at the GOOD, the BAD, and the BEST of 5 email marketing practices… 13
  14. 14. 1. Signup Process 14
  15. 15. Survey…  On your homepage email signup form, what data fields do you require? A. Only email address. B. Email address plus 1 other field. C. Email address plus 2 or more additional fields. 15
  16. 16. 16
  17. 17. 17
  18. 18. 18
  19. 19. 19
  20. 20. 20
  21. 21. 21
  22. 22. 22
  23. 23. 2. Welcome Emails 23
  24. 24. Survey…  Does your company send a welcome email? A. No. B. Yes, we send a single welcome email. C. Yes, we send a series of welcome emails 24
  25. 25. 25
  26. 26. 26
  27. 27. 27
  28. 28. 28
  29. 29. 29
  30. 30. 30
  31. 31. 31
  32. 32. 32
  33. 33. 33
  34. 34. 34
  35. 35. 3. Defensive Design 35
  36. 36. 36
  37. 37. 37
  38. 38. 38
  39. 39. < On 39
  40. 40. < On Off> 40
  41. 41. < On Off> 41
  42. 42. 42
  43. 43. 4. Mobile-Friendliness 43
  44. 44. Survey…  How mobile-friendly are your company’s emails? A. Our emails use responsive design. B. Our emails are mobile-optimized. C. Our email design is still desktop-centric. 44
  45. 45. 45
  46. 46. 46
  47. 47. 47
  48. 48. < Wide Narrow> 48
  49. 49. < Wide Narrow> 49
  50. 50. 5. Unsubscribe Process 50
  51. 51. Survey…  Which best describes your opt-out process? A. We use a one-click unsubscribe. B. Subscribers have to confirm their opt-out on our unsubscribe page. C. Our unsubscribe page or preference center provides options other than unsubscribing, such as reducing frequency, changing topic selections, etc. 51
  52. 52. 52
  53. 53. 53
  54. 54. 54
  55. 55. 55
  56. 56. Email marketing’s impressive power obscures an unfortunate truth… 56
  57. 57. Poor practices are blunting email marketing’s effectiveness and keeping its ROI from being truly awesome. 57
  58. 58. Thank You! Questions? Email Marketing Rules available on Amazon.com worldwide Email Swipe File pinterest.com/exacttarget/email-swipe-file 58

×