EMAIL MARKETING 1011. Build own platform vs. partnering with an email provider2. CAN-SPAM Act3. Capturing email addresses and growing list4. Email marketing strategy5. Anatomy of an email6. Measuring success & testing
Flickr: gsi-r1. Build own platform vs. partnering with an email provider
CAN-SPAM ACT Main Requirements1. Don’t use false or misleading header information.2. Don’t use deceptive subject lines.3. Identify the message as an ad.4. Tell recipients where you’re located.5. Tell recipients how to opt out of receiving future email from you.6. Honor opt-out requests promptly.7. Monitor what others are doing on your behalf. The CAN-SPAM Act: A Compliance Guide for Business
Assign Roles:1. Timekeeper2. Notetaker3. Searcher(s)4. Form ﬁller-outer
IN YOUR GROUPS...1. Go to the websites of your 5 companies.2. Find the email subscription form and sign up.3. Record time to ﬁnd, then complete form.4. Capture process. User-friendly? Easy? Hard?5. Go to your inbox.
6-Step Strategic Approach To Email Marketing1. What problem are you trying to solve?2. You decide that email marketing is the answer, which email service provider (ESP) is best for you?3. How will you start growing your list?4. What will the content of the emails contain (information-only, sales, order conﬁrmations, etc)?5. How often will you send email to customers/clients (daily, weekly, monthly, as needed)?6. How will you measure success (opens, click-throughs, conversions, social sharing, etc)?
Anatomy of an Email ! 6 Parts of the Human Body! 6 Parts of an Email!1. Head (Hair)! 1. Preheader!2. Face (Eyes, Nose, Mouth)! 2. From Name/Subject Line!3. Neck & Upper Body! 3. Header, Navigation, Hook!4. Abdomen (Guts)! 4. Main Call-to-Action!5. Legs! 5. !Other Stuff"!6. Feet & Toes! 6. Footer! Flickr: patrlynch!
Bad From Names!1. David Axelrod: Who is David? (also too long)!2. concierge: Am I at a hotel?!3. register.welcome: Lazy. Lazy. Lazy.!4. data: Oops (see #3)!5. tim.westergen: I don!t know who that is. Do you?!
Good From Names!Perfect. Why? Simple. Company name. !
1.Open your inbox.2.Find an example of one good & one bad From Name.3.Email them to me.
Bad Subject Lines!1. Don!t miss this: Spammy!!2. A Message from…: I still don!t know who Tim Westergren is.!3. Your upcoming…: Use the data you have.!4. Your receipt…: See #1 and #3.!5. TwitBacks Newsletter: Boooooring.!6. EasyUpdate…: I have no idea what that is? Brand?!7. djwaldow…: Be careful with ﬁrst name personalization.!
Good Subject Lines!1. WEEKEND CLOSEOUTS…: It works. Trust me (they test)!2. 9 hours only!...: Sense of urgency.!3. Save up to 87%: Random number is catchy.!4. Miles or discount…: Intriguing. I have a choice?!5. 3 Minutes, 52 Seconds: Interest piqued (think: video)!6. REI Subscriber Exclusive…: Exclusivity.!