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  • 1. Email Marketing Case Study Reval Hotels: Friends & Lovers Robin Gurney 1
  • 2. Estonian email 2
  • 3. Foreign Language Emails 3
  • 4. English Landing Page 4
  • 5. ‘Thank You’ Page 5
  • 6. ‘Closed’ Page 6
  • 7. Email Marketing Tips 7
  • 8. » Leave lots and lots of time for testing » Always include a text version (an alternative to HTML) » Test with different web browsers (IE 6, IE 7, Opera, Firefox 2, Safari) » Use an informative From name and Subject line » Limit subject lines to 50-60 characters » Make sure your links work 8
  • 9. » Make sure your links don’t expire » Put links to subscribe, unsubscribe, or change settings in the fine print at the very top or bottom of the email » Keep your email width under 600 pixels » Track your emails » Identify qualitative goals » Define the target audiences 9
  • 10. » Choose the type of email: • Short-Form Editorial (ad free) e.g. Äripäev top 5 • Long-Form Editorial (like a newsletter) e.g. altex Newsletter • Short-Form Promotional (e.g. e-postcard or e-flyer) like Friends & Lovers or Eturundus! Emails • Long-Form Promotional e.g. sells multiple products 10
  • 11. » Contract owners of targeted opt in lists » Segment your house lists » Define content strategy, frequency and send schedules » Don’t forget that content is king » Test, test, test » Think about segmentation 11
  • 12. » Send out in batches » Observe technical requirements of third parties » Avoid weekends » Protect against spam bots » AIDA » Pre-fill forms if you can » Keep it simple 12
  • 13. » Don’t SPAM 13