0
Email Marketing Rules
Chad White
Principal of Marketing Research
ExactTarget, a salesforce.com company
The Good, the Bad, ...
About SmartInsights.com
Actionable Marketing Advice

2
About Chad White
 Principal of Marketing Research
at ExactTarget
 Author of Email Marketing Rules
and EmailMarketingRule...
What are best practices?
There are many definitions
out there.

4
They are what the majority do.

5
Innovators break best practices.

6
They are “what’s best for you.”

7
Best practices define mediocrity.

8
Best practices define mediocrity.

9
Best practices are
those practices that
generally produce
the best results or
minimize risk.

10
Adopting best practices
isn’t about ticking boxes.

It’s about execution.

11
12
Let’s look at the GOOD,
the BAD, and the BEST
of 5 email marketing
practices…

13
1. Signup Process

14
Survey…
 On your homepage email signup form, what data
fields do you require?
A. Only email address.
B. Email address plu...
16
17
18
19
20
21
22
2. Welcome Emails

23
Survey…
 Does your company send a welcome email?
A. No.
B. Yes, we send a single welcome email.
C. Yes, we send a series ...
25
26
27
28
29
30
31
32
33
34
3. Defensive Design

35
36
37
38
< On

39
< On

Off>

40
< On

Off>

41
42
4. Mobile-Friendliness

43
Survey…
 How mobile-friendly are your company’s emails?
A. Our emails use responsive design.
B. Our emails are mobile-opt...
45
46
47
< Wide

Narrow>

48
< Wide

Narrow>

49
5. Unsubscribe Process

50
Survey…
 Which best describes your opt-out process?
A. We use a one-click unsubscribe.
B. Subscribers have to confirm the...
52
53
54
55
Email marketing’s
impressive power
obscures an
unfortunate truth…

56
Poor practices are
blunting email
marketing’s effectiveness
and keeping its ROI
from being truly awesome.

57
Thank You!
Questions?
Email Marketing Rules
available on Amazon.com worldwide

Email Swipe File
pinterest.com/exacttarget/...
Upcoming SlideShare
Loading in...5
×

Email marketing Best Practices with Chad White

1,279

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
0 Comments
5 Likes
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total Views
1,279
On Slideshare
0
From Embeds
0
Number of Embeds
4
Actions
Shares
0
Downloads
36
Comments
0
Likes
5
Embeds 0
No embeds

No notes for slide

Transcript of "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
  1. A particular slide catching your eye?

    Clipping is a handy way to collect important slides you want to go back to later.

×