Email Marketing
 Best Practices

  www.inboxorange.com
Whatchu talkin’ about?


 1) Why Email?
 2) SPAM
 3) Best Practices
 4) Choosing an ESP
 5) Q&A
Why Email?


             Easy
             Interactive
             Data Driven
             Inexpensive
OLD
                                                    Print
                                                    Televisi...
Traditional media =
           Interrupt for Awareness
Customer Relationship Life cycle
New media = Trust and Credibility
Turn Strangers into friends
and friends into customers




    1999
Multi-channel Marketing

Consistency to keep your customers
connected with your brand or product
through targeted marketin...
50 million people checked
 email at least 5 times by
    11:00 am today
How do we break through?
SPAM
CAN-SPAM                                It bans false or misleading
                                        header informa...
Filters


  Server Side

  Email Client

  Subscriber
Statistics are needed


  Open Rates

  Click Throughs

  Hard/Soft Bounce
Best Practices




From shadphotos’ Flickr photostream
When to send?

• Industry and customer specific

• Focus on key events

• Seasonal - Email only coupon
  with special code...
1. Opt-in


  How you collect your email addresses
  are extremely important.

       • Implicit

       • Explicit
2. Welcome message


  This is your first impression
       • Timeliness
       • Reiteration of what your
         custom...
3. Relevancy

   Anyone can send an email—
   engagement is the key.


   Clean list
   + engaged audience
   + relevant m...
-
3. Relevancy



   Send based on
   the preferences
   identified by
   your subscriber
Open rates for segmented versus non-segmented
campaigns are as much as 20% higher on average
for the first 30 days.
Market...
3. Relevancy




   Dynamic Content
   based on your users
   profile.
4. Design


   Five Stages
                      73% of subscribers
   of Email Viewing
                      click “Repor...
4. Design
                     -




   2. Subject Line       • Inform-what will
                          they miss
     ...
4. Design
                     -




   3. Preview Pane       Make sure you place
                         branding and ma...
4. Design
                  -




   4. Open            11% will see the
   (pre-scroll)       whole email


             ...
Use ‘Alt’ tags
4. Design


   5. Full Email

   -


       Make sure you place branding
       and main call-to-action at top
       left...
ICI Restaurants

Timbuk2

Fifty Coins
Test, test and retest


A/B split test
   • Subject lines
   • Design


Different email clients render emails differently
A/B Split Test

A            B
Email Service Providers

            Private IP
           Education
          Best Practices
            Tracking
       ...
Lisa Wester       Bill Powell
  www.facebook.com/inboxorange
Email Marketing Best Practices
Email Marketing Best Practices
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Email Marketing Best Practices

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An introduction to the best practices in email marketing.

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Email Marketing Best Practices

  1. 1. Email Marketing Best Practices www.inboxorange.com
  2. 2. Whatchu talkin’ about? 1) Why Email? 2) SPAM 3) Best Practices 4) Choosing an ESP 5) Q&A
  3. 3. Why Email? Easy Interactive Data Driven Inexpensive
  4. 4. OLD Print Television Radio Direct Mail Web (online brochure) Hard to measure Hard to maximize Lifetime Customer Value Photo from the Tom Lennon Photographic Collection
  5. 5. Traditional media = Interrupt for Awareness
  6. 6. Customer Relationship Life cycle
  7. 7. New media = Trust and Credibility
  8. 8. Turn Strangers into friends and friends into customers 1999
  9. 9. Multi-channel Marketing Consistency to keep your customers connected with your brand or product through targeted marketing mediums Connect with customers in a way that is comfortable for them. The result = higher response rate, more repeat buyers and increased revenues. Database holds the information.
  10. 10. 50 million people checked email at least 5 times by 11:00 am today
  11. 11. How do we break through?
  12. 12. SPAM
  13. 13. CAN-SPAM It bans false or misleading header information. Controlling the Assault of Non-Solic- ited Pornography and Marketing Act It prohibits deceptive subject lines It requires that your email give recipients an opt-out method It requires that commercial email be identified as an advertisement and include the sender’s valid physical postal address.
  14. 14. Filters Server Side Email Client Subscriber
  15. 15. Statistics are needed Open Rates Click Throughs Hard/Soft Bounce
  16. 16. Best Practices From shadphotos’ Flickr photostream
  17. 17. When to send? • Industry and customer specific • Focus on key events • Seasonal - Email only coupon with special code to measure ROI • Personal - birthday, anniversary • Follow multiple channel marketing calendar to ti e into special events • Utilize CRM or POS to send based on customer behavior
  18. 18. 1. Opt-in How you collect your email addresses are extremely important. • Implicit • Explicit
  19. 19. 2. Welcome message This is your first impression • Timeliness • Reiteration of what your customer can expect to receive • Reiterate selection of or invite subscriber to select frequency. Obtain data over a series of emails
  20. 20. 3. Relevancy Anyone can send an email— engagement is the key. Clean list + engaged audience + relevant message = open rate close to 100%.
  21. 21. -
  22. 22. 3. Relevancy Send based on the preferences identified by your subscriber
  23. 23. Open rates for segmented versus non-segmented campaigns are as much as 20% higher on average for the first 30 days. MarketingSherpa “Email Marketing Benchmark Guide 2008” (2008)‫‏‬ Click rates for segmented versus non-segmented campaigns are five times higher the last 90 days of the year. MarketingSherpa “Email Marketing Benchmark Guide 2008” (2008)‫‏‬
  24. 24. 3. Relevancy Dynamic Content based on your users profile.
  25. 25. 4. Design Five Stages 73% of subscribers of Email Viewing click “Report Spam” or “Report Junk” 1. From Name based on the content from this field source ESPC
  26. 26. 4. Design - 2. Subject Line • Inform-what will they miss • Intrigue-stand out • Entrust-don’t mislead • Action • Empathy-speak to the individual
  27. 27. 4. Design - 3. Preview Pane Make sure you place branding and main call-to-action at top left of email‫‏‬
  28. 28. 4. Design - 4. Open 11% will see the (pre-scroll) whole email bullets, borders and background colors Encourage scrolling
  29. 29. Use ‘Alt’ tags
  30. 30. 4. Design 5. Full Email - Make sure you place branding and main call-to-action at top left of email‫‏‬
  31. 31. ICI Restaurants Timbuk2 Fifty Coins
  32. 32. Test, test and retest A/B split test • Subject lines • Design Different email clients render emails differently
  33. 33. A/B Split Test A B
  34. 34. Email Service Providers Private IP Education Best Practices Tracking Deliverability
  35. 35. Lisa Wester Bill Powell www.facebook.com/inboxorange

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