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Email Marketing Guideline
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Email Marketing Guideline






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    Email Marketing Guideline Email Marketing Guideline Presentation Transcript

    • Best practices and tips to create a successful Email Marketing Campaign
    • Steps to follow
      • Build a segmented Database
      • Schedule your campaign
      • Create your email
        • Design and Content
        • Technical specifications
      • Test your campaign and Improve the deliverability
      • Send and Analysis
    • 1 – Build a segmented database
      • Probably one of the most important factors of success for an Email Marketing Campaign
      • A highly segmented database is crucial to leverage results
      • Data collection strategy must be thought upstream
      • A highly segmented database will allow a high level of personalisation
    • 1 – Build a segmented database
      • Main aspects:
        • Consider all touch points and create appropriate strategies of data collection
          • E.g. competition on website, registered form on event, part of the identification process at the call centre
        • Obtain permission: double opt-in is strongly recommended
        • Define your “required” information and make them compulsory
          • Depends on the level of personalisation of your campaigns
          • Depends on the type of campaigns (a Newsletter may require less data than a commercial email)
          • E.g. email address, name, postcode, interests
        • Focus equal attention on existing lists
          • Implement strategies to transform inactive members into active ones
        • Provide valuable benefits: convince potential subscribers
        • Convey Trust: clearly state privacy/email policies
      • A few tips to build your database:
        • Sign-Up Form on each page of the website (with benefits)
        • Opt-In incentives: whitepaper, report, ad-hoc analysis
        • Add Opt-in check boxes on demo requests and any registration forms
        • Use off-line media: direct mail, catalogs, articles
        • Include links in employees’ email signature
        • Brief call centre and sales team to ask permission for emails
        • Hand out Sign-Ups forms at public events and seminars
        • Implement rented lists and subscriptions
        • Promote Sign-Ups in all confirmation/transaction emails (e.g. invoices, shipping)
        • Promote Email/Newsletter in other company publications
        • Promote Email/Newsletter in Industry Directories
        • Distribute Press Releases based on Newsletter Articles
        • Include Opt-In information on Customer Satisfaction Surveys
        • Use social media to get new members
      1 – Build a segmented database
    • 1 – Build a segmented database
      • The Opt-In Form
        • Don’t ask too much information but don’t task too little neither
          • Only ask for information you’ll use for personalisation/segmentation
            • First and Last Names
            • Email Address
            • Demographics (gender, age group, location…)
            • Interests
            • Frequency (for sophisticated campaigns)
          • Split the sign-up process in two steps (e.g. hotdockets)
            • Compulsory information at a first level
            • Nice to Have details afterwards
        • Validate the email address
          • Double Opt-In & secondary box to re-enter address
            • Increase the performance of your emails (open rate, CTR)
            • Improve the overall quality of the database (deliverability)
            • Never pre-checked the boxes
    • 1 – Build a segmented database
      • Don’t forget your existing customers:
        • 20% of emails change every year: churn
        • Clean your list on a regular basis
        • Use an ECOA service: Email Change of Address Service
        • Prompt customers to update information (on the website or link into the email)
        • Use Mail or Phone to update information
        • Monitor delivery rates by domain: track performance for key domains (AOL, Hotmail, Yahoo)
        • Check Blacklists to find out if you or your email provider haven’t been added
        • Remove “Spam” flag addresses: [email_address]
        • Pretest your emails
        • Understand how the email provider works (bounce process)
    • 2 - Schedule your campaign
      • Integrate email into your complete marketing mix
        • Has to be consistent with PPC, social media marketing, mobile, direct mail, telemarketing and trade shows
          • Coordinate your communication and mediums
          • Communicate what you do across all other departments
      Week 1 Week 2 Week 3
      • Define Offer, Target & Objectives
      • Define criterion of test
      • Set up Tests
      • Test design, subject lines and content
      • Analyse results and select the winner
      • Prepare and send final email
      • Analyse results
      Preparation Testing Sending & Analyse
    • 3 – Create your email: The Heading
      • Made of the sender, reply addresses and subject line
      • Have a direct impact on the open rate &…. Spam  so test them
      • Rules to follow:
        • Use a friendly sender’s address and be consistent with your subject line
        • Make it clear in “from” and subject line that the emails come from you and stick with that choice
          • From & reply: deals@ mycompany.com.au  valid email address
          • Remind your brand: Great offer on Photo books with mycompany
        • Focus your subject line on objective
          • Informational for a Newsletter vs. Call to Action for a commercial email
          • 10% higher open rate with a strong Call to Action
    • 3 - Create your email: The Heading
        • Keep it short (50 characters at most) so key information comes first
        • Personalisation starts here:
          • Use account manager’s name or add specific information in subject line (e.g. postcode)
        • Urgency drives action
          • e.g. order by midnight tonight; 10% discount for the first 25 people…
        • Tell the truth: do not oversell something in the subject line
        • Choose your words:
          • Fine line between “Catchy” and “Spammy”
          • “ Free, Marketing, Discount…” are not necessarily forbidden
          • but… use them with caution as they may increase spamming.
    • 3 – Create your email: the body
      • Images are required but…
        • Images are blocked by default on main ISP’s
        • Large images take time to load (max: 200ko for your email)
        • Don’t forget the ALT description
        • Create an HTML and Text version
      • Find the right balance
        • Should be 50/50 between text and images
        • Is used by ISP to filter spam
      • Place key information at the top
        • 50% of people only use the preview pane
      • Use bullet points to highlight benefits
      • Always use strong call to action
          • Should be at the top right or left hand side
          • Repeat it at the bottom left hand side
    • 3 – Create your email
      • Don’t forget to track your links
        • Use Google URL builder to integrate results to your analytics
      • Create an HTML, text and online version
      • If you can, use a designer to create appealing design
      • A few technical tips:
        • Always insert table and sub table to arrange the layout
        • Keep email at a fixed width of between 500-650 pixels wide
        • Avoid Cascading Style Sheets (CSS)
          • Only use inline STYLE attributes, no internal/external style sheet
        • Avoid Scripts, iFrames and Advanced Features
        • Avoid using previous emails/code
        • Use automated header and footer
        • Resize images before embedding them into the email
          • Too large images will cause bugs in ISP’s  Refer to Lyris HTML Email Survival guide for further details
    • 3 – Create your email: Make it personal & awaited
      • Personalised emails will get much better results…
        • … hence the importance of a segmented database
      • Use the right email provider that will allow a good segmentation
      • Most common personalised fields
        • Dear $NAME$
        • Find our local stores in $Postcode$
        • Don’t forget to set-up default results
      • Use previous campaigns to target people and adapt communication
        • Dynamic content is the easiest way to personalise emails
        • Triggered emails based on actions (advanced automation)
      • Use customer data of your CRM, ecommerce and sales force automation system (refer to Arnaud’s article – self promotion  )
      • Use teaser and create a conversation
        • Send emails in a distinct sequence of series
    • 3 – Create your email: a few tips for your newsletter
      • Identify core focus of your newsletter and stick to it
      • Establish regular columns and features
      • Table of contents
      • Use short teaser articles
      • Use sidebars for specific information
      • Have a personality
      • Insert a FAQ/Ask the expert
      • Insert Case Studies with clear achievements
      • Use customer testimonials focused on your added value
      • Use CTR to refine the content for next sends
      • Consider conducting reader surveys to adapt content
      • Subtle self promotion
      • Provide a feedback/comment link after each article
      • Solicit content from experts or clients
      • Engage readers with social media tools
    • 4 – Test your campaign
      • A test campaign should always precede a send
        • Test Subject line, Offers, Date and Time, Segments of your database
        • Define minimum sample to be relevant (at least 500 recipients)
      • Test your emails:
        • Run your email by a content checker
        • Check the layout and visual aspects in all ISP’s
          • Create account for main domains
          • Or use testing tool: www.litmus.com
          • Don’t forget mobile browsers: www.mobiready.com
        • Check the links
          • Pointing to the right landing page
          • All tracked
          • Test the unsubscribe link
          • Check the online version
    • 4 – Optimize the deliverability
      • ISP increasingly focused on spamming
        • 97% of emails is spam
      • Spam filters will check:
        • Content of your emails to spot spam-like words
          • Text, Subject line, image description…
          • Discount, Free, $, Order…
        • The text/image balance
          • Image with embedded text is identified as potential spam
        • Use of big fonts
        • Capital letters, exclamation points, $$$
        • Sender IP address, Sender reputation and domain names referenced in heading
        • Sender and reply addresses validity
    • 4 – Technical tips to improve deliverability
      • How email gets delivered:
      • Create a reverse DNS on mailing IP’s
        • ISP’s check the authenticity of sender.
      • Set up an SPF (Sender Policy Framework) and a sender ID with your email provider
        • Sender Policy Framework (SPF) is a way for mail servers to declare themselves as legitimate senders of emails
        • Sender ID confirms that your email provider is legitimate to send emails on your behalf
      • Get your certification (whitelisting)
        • Get people to add your sender adress in their email safe list
        • Register (you & your provider) with return path to get a sender score certification
        • Apply to specific Yahoo whitelist program
      • Limit sending rate: 150-200K messages per hour
      • Accept bounces
      • Validate HTML content to avoid malicious code
      • Avoid scripting
      • Monitor spam complaints and make sure you don’t import previous unsubscribes into your database
        • A quarter of marketers do not suppress unsubscribed emails
        • 17% are not removing hard/soft bounces
    • 5 – Send your campaign
      • Final checklist:
          • Default value name
          • Text and HTML version
          • Tracked links
          • Check the copy
          • Tested for Spam
          • Heading and footer with right addresses & subject line
          • Right spelling
          • Online version
          • Unsubscribe link
      • Define the best time and date:
          • Based on your tests and the validity of your offer
          • Between Tuesday and Thursday before 5pm seems to be the right slot
      • Metrics to use:
        • 75% of emails are opened within the first 24 hours and 95% within the three days
          • Open rate: should be above 25%
          • CTR: should reach 3% at least
          • CTR on opened
          • Delivered: 95% as a minimum
          • Conversion if relevant