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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