Blue Sky Factory
                Driving Email Marketing Performance

All You Ever Wanted To Know About Email Marketing

 ...
Co-Hosted by The Cascade Highlands

 The mission of The Cascade Highlands is to promote and
 support the tourism sector ac...
About Blue Sky Factory

Blue Sky Factory is both a full & self service ESP.




Design, execute, and track your email mark...
Why Do Email Marketing?


                                    Because it works!

• Email marketing generated an ROI of $43...
Why Does Email Marketing Work?




         • Allows targeting

         • Is data driven

         • Drives direct sales
...
Agenda


1. Tips for getting started

2. Tried & true industry best practices

3. Key elements to a permission-based email...
tips for getting started with
     your email program




        Copyright Blue Sky Factory 2010
Where Do I Start?


Prepare, plan and set objectives
   •   What are you trying to accomplish?
   •   How will you measure...
In-House or ESP?


In-House or Email Service Provider?

Benefits to using an ESP
   •   Advanced reporting to help measure...
Selecting an ESP


Things to consider when selecting an ESP:
   •   Dedicated or shared IP address
   •   Customer support...
Growing Your Database

Start building your list
   • Add an opt-in form to every page of your website
   • Create a Facebo...
Email Design & Layout

Get creative!
   •   Design an attractive, easy-to-use template
   •   Ensure branding is consisten...
First Impression


         First impressions count!
Your first email should be a welcome email

      • Introduce your co...
Content, Content, Content!

Content is King
   • Map out content for your next few
     campaigns

   • Each email should ...
tried & true industry best practices




           Copyright Blue Sky Factory 2010
Opt-in Form


• Easy to find opt-in form on every page of your website
• Short, sweet & easy to fill out

• No pre-checked...
Opt-in Form




Copyright Blue Sky Factory 2010
Welcome Email

• Immediate (within 15 minutes)

• Email should be consistent with future email campaigns branding

• Thank...
Welcome Email




Copyright Blue Sky Factory 2010
Subject Line




                45.2% of consumers open an email
                   because of the subject line1




1   ...
Subject Line

•   Keep it 35 characters or less
•   Consider using your brand/company name
•   Avoid “spammy” words
•   Do...
From Line


• Should be easily recognizable to your subscriber
• Use your company name versus a person’s name
• Avoid usin...
From Line




Used Company Name as From Name – simple, recognizable.



                   Copyright Blue Sky Factory 2010
Creative Design


• Design for the email inbox

• Ensure consistent branding and design across all campaigns

• Keep your ...
Creative Design


Be sure to include:
   •   Snippet/pre-header text
   •   View in Browser and mobile version links
   • ...
Creative Design




Copyright Blue Sky Factory 2010
Creative Design

HTML coding tips
   •   Code by hand
   •   Simplicity is key
   •   Use inline style sheets
   •   Avoid...
Creative Design

Use a tool like Inbox Preview to ensure your email renders properly
  across all email clients with image...
A/B Testing

• Continually improve upon your email campaigns by performing A/B
  split tests

• You can test various areas...
A/B Testing




Copyright Blue Sky Factory 2010
Deliverability


• Work with your tech team and/or ESP to continually
  monitor your email deliverability and IP address
 ...
key elements to a
permission-based email strategy




         Copyright Blue Sky Factory 2010
Permission-based Email




      The key to email marketing:
Send relevant, timely, targeted and valuable
  emails to subs...
Permission-based Email

Acceptable ways to build your list
   • List append
   • Opt-in
   • Opt-in list rental


Unaccept...
Trust is Key



Six Core Elements of a
  Trust-Based Approach:

   1.   Permission
   2.   Privacy
   3.   Reputation
   4...
Compliance with the Law



           Get To Know CAN-SPAM
The CAN-SPAM Act, enacted in January 2003, imposes
   a series ...
ways to use email and social media
   as complementary channels




           Copyright Blue Sky Factory 2010
Social Media Explosion




Copyright Blue Sky Factory 2010
Is Email Dead?




                         No way!


Copyright Blue Sky Factory 2010
Email + Social Media



             Email is the
             digital glue of
             social media.




Copyright Bl...
Email + Social Media




Copyright Blue Sky Factory 2010
Email + Social Media

Use social media to build your email subscriber base




                  Copyright Blue Sky Factor...
Email + Social Media

Encourage email sharing with Share With Your Network




                  Copyright Blue Sky Factor...
Email + Social Media

Use your email list to build your social community




                 Copyright Blue Sky Factory 2...
Email + Social Media




Copyright Blue Sky Factory 2010
how real world organizations
 are successfully using email
   to reach their audience




        Copyright Blue Sky Facto...
Client Example – Opt-in Form


          Why this opt-in form works?

          • Signup on multiple pages of site
       ...
Client Example – Thank You Email

• Thank you email immediately follows subscriber submission
• Branding is consistent wit...
Client Example – Welcome Email



• Confirmed subscription produces and
immediate thank you page

• Personalized Welcome E...
Client Example – Creative Design

Visit Baltimore adheres to Email Best
Practice to obtain the best results

• Subject lin...
Client Example – Promotional Email


                         Why we like this email from
                         Cruise ...
Client Example – Promotional email


                         Why we like this email from
                         Hilton ...
Client Example – Newsletter


                         Why we like this email from
                         Visit Vallejo:...
Client Example – Event Email


                         Why we like this email from
                         Travel Leader...
Thanks for Attending



                         Whether you’re an email
                         marketing beginner, a ca...
The Cascade Highlands




             Web: www.thecascadehighlands.com
             Phone: 1.888.9CASCADE


Join us for m...
Please Contact Us

Please submit your questions now via the GoToWebinar dashboard


  Amy Hollomon                        ...
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All you ever wanted to know about email marketing

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All you ever wanted to know about email marketing

  1. 1. Blue Sky Factory Driving Email Marketing Performance All You Ever Wanted To Know About Email Marketing Presenters: Amy Hollomon & Joanna Lawson-Matthew March 30, 2010 - 1:00 to 1:45 PM (ET) Follow the webinar on Twitter at #bsfwebinar Baltimore, Maryland Copyright Blue Sky Factory 2010
  2. 2. Co-Hosted by The Cascade Highlands The mission of The Cascade Highlands is to promote and support the tourism sector across nine counties in Northwest North Carolina and Southwest Virginia through innovative marketing and partner programs that build lasting relationships. Join us for more free webinars at www.thecascadehighlands.com/education Copyright Blue Sky Factory 2010
  3. 3. About Blue Sky Factory Blue Sky Factory is both a full & self service ESP. Design, execute, and track your email marketing communications with Publicaster. www.blueskyfactory.com Copyright Blue Sky Factory 2010
  4. 4. Why Do Email Marketing? Because it works! • Email marketing generated an ROI of $43.62 for every dollar spent on it in 2009. The expected figure for 2010 is $42.081. • Email and e-newsletter marketing are considered the second-most effective tool for generating conversions, just behind SEO2. 1 Direct Marketing Association, http://directmag.com/magilla/1020-e-mail-roi-still-slipping/ 2 Forbes Media, http://www.emarketer.com/Article.aspx?R=1007131 Copyright Blue Sky Factory 2010
  5. 5. Why Does Email Marketing Work? • Allows targeting • Is data driven • Drives direct sales • Builds relationships, loyalty and trust • Supports sales through other channels 1 “Why do email marketing?” by Mark Brownlow, Jan 2010 http://www.email-marketing-reports.com/basics/why.htm Copyright Blue Sky Factory 2010
  6. 6. Agenda 1. Tips for getting started 2. Tried & true industry best practices 3. Key elements to a permission-based email strategy 4. Ways to use email & social media as complementary channels 5. Real world examples 6. We answer YOUR questions! Copyright Blue Sky Factory 2010
  7. 7. tips for getting started with your email program Copyright Blue Sky Factory 2010
  8. 8. Where Do I Start? Prepare, plan and set objectives • What are you trying to accomplish? • How will you measure success? • What do your customers want from you? • How can you offer value to your subscribers? Map out your email marketing plan • Devise a schedule to help you reach your subscribers with the right info at the right time • Decide what types of email campaigns will be sent when, and at what frequency Copyright Blue Sky Factory 2010
  9. 9. In-House or ESP? In-House or Email Service Provider? Benefits to using an ESP • Advanced reporting to help measure success • Management of opt-outs, bounces and spam complaints • Avoid delays on your own mail server • Whitelisting and feedback loops • Monitor blacklists • Advanced features & tools • Save time and leave it to the experts! Copyright Blue Sky Factory 2010
  10. 10. Selecting an ESP Things to consider when selecting an ESP: • Dedicated or shared IP address • Customer support and training • Infrastructure and security • Reporting capabilities • CAN-SPAM compliance • Segmentation capabilities • A/B testing and other advanced features • API integration • Contract terms and cost Copyright Blue Sky Factory 2010
  11. 11. Growing Your Database Start building your list • Add an opt-in form to every page of your website • Create a Facebook page and add your opt-in form • Ask for opt-ins via offline channels • Phone, direct mail, conferences Copyright Blue Sky Factory 2010
  12. 12. Email Design & Layout Get creative! • Design an attractive, easy-to-use template • Ensure branding is consistent between campaigns • Make sure the design is easy to follow and read • Test your design to ensure it renders across all email clients Copyright Blue Sky Factory 2010
  13. 13. First Impression First impressions count! Your first email should be a welcome email • Introduce your company and benefits of subscription • Provide immediate value Copyright Blue Sky Factory 2010
  14. 14. Content, Content, Content! Content is King • Map out content for your next few campaigns • Each email should provide value • Meet the expectations you set during opt-in • Highlight one or two calls-to-action • Relevant, timely, targeted and valuable Copyright Blue Sky Factory 2010
  15. 15. tried & true industry best practices Copyright Blue Sky Factory 2010
  16. 16. Opt-in Form • Easy to find opt-in form on every page of your website • Short, sweet & easy to fill out • No pre-checked boxes • W.I.I.F.M. – What’s in it for me? • Set expectations for content and frequency • Show a sample email • Confirm subscription immediately with a Thank You page Copyright Blue Sky Factory 2010
  17. 17. Opt-in Form Copyright Blue Sky Factory 2010
  18. 18. Welcome Email • Immediate (within 15 minutes) • Email should be consistent with future email campaigns branding • Thank them for subscribing (with a gift?) • Explain the benefits of subscription again • Reiterate the content and frequency they can expect • Prompt them to whitelist your From name/email • Link back to your website and/or email archive • Provide a link to opt-out and update preferences Copyright Blue Sky Factory 2010
  19. 19. Welcome Email Copyright Blue Sky Factory 2010
  20. 20. Subject Line 45.2% of consumers open an email because of the subject line1 1 Return Path's Fourth Annual Holiday Email Consumer Survey, 2008 Copyright Blue Sky Factory 2010
  21. 21. Subject Line • Keep it 35 characters or less • Consider using your brand/company name • Avoid “spammy” words • Don’t use ALL CAPS • Minimize or don’t use symbols (!!!) • Per the CAN-SPAM Act, avoid deceptive subject lines Copyright Blue Sky Factory 2010
  22. 22. From Line • Should be easily recognizable to your subscriber • Use your company name versus a person’s name • Avoid using donotreply@domain.com – that’s not very friendly! • Be consistent with the From name and From address • Monitor potential replies to your From and Reply addresses • Set up role accounts for your domain (e.g. admin@, postmaster@, and info@domain.com) Copyright Blue Sky Factory 2010
  23. 23. From Line Used Company Name as From Name – simple, recognizable. Copyright Blue Sky Factory 2010
  24. 24. Creative Design • Design for the email inbox • Ensure consistent branding and design across all campaigns • Keep your email width under 650 pixels • Make sure your main key elements are “above the fold” • Use a balanced image-to-text ratio • Run the “five second test” on your call-to-action • Keep your email content brief, use teaser blurbs Copyright Blue Sky Factory 2010
  25. 25. Creative Design Be sure to include: • Snippet/pre-header text • View in Browser and mobile version links • Forward to a Friend and SWYN links • Opt-out and/or subscriber preferences links • Physical mailing address Check out our Email Design Guidelines: http://www.blueskyfactory.com/resources/BSFEmailDesignGuidelines.pdf Copyright Blue Sky Factory 2010
  26. 26. Creative Design Copyright Blue Sky Factory 2010
  27. 27. Creative Design HTML coding tips • Code by hand • Simplicity is key • Use inline style sheets • Avoid using background images • Also avoid using JavaScript and rich media • Remember that each email client has its own HTML-rendering quirks that you must be aware of Check out the Email Standards Project site to learn more: http://www.email-standards.org/ Copyright Blue Sky Factory 2010
  28. 28. Creative Design Use a tool like Inbox Preview to ensure your email renders properly across all email clients with images on and off Copyright Blue Sky Factory 2010
  29. 29. A/B Testing • Continually improve upon your email campaigns by performing A/B split tests • You can test various areas of your email program, including: • Subject lines • Date/time of send • Email frequency • Creative design, image placement • Call-to-action variations (i.e. free shipping vs. % discount) • Call-to-action placement • Landing pages Copyright Blue Sky Factory 2010
  30. 30. A/B Testing Copyright Blue Sky Factory 2010
  31. 31. Deliverability • Work with your tech team and/or ESP to continually monitor your email deliverability and IP address reputation • Ensure you are subscribed to all available Feedback Loops (your ESP should do this for you) • Set up authentication records (Sender ID, SPF, Domain Keys) Copyright Blue Sky Factory 2010
  32. 32. key elements to a permission-based email strategy Copyright Blue Sky Factory 2010
  33. 33. Permission-based Email The key to email marketing: Send relevant, timely, targeted and valuable emails to subscribers who have asked to receive them. Copyright Blue Sky Factory 2010
  34. 34. Permission-based Email Acceptable ways to build your list • List append • Opt-in • Opt-in list rental Unacceptable ways to build your list • Harvesting • Opt-out, unconfirmed appends • List purchase • Non opt-in list rental • Directories Copyright Blue Sky Factory 2010
  35. 35. Trust is Key Six Core Elements of a Trust-Based Approach: 1. Permission 2. Privacy 3. Reputation 4. Preferences 5. Expectations 6. Compliance Copyright Blue Sky Factory 2010
  36. 36. Compliance with the Law Get To Know CAN-SPAM The CAN-SPAM Act, enacted in January 2003, imposes a series of requirements on commercial email. For more information on CAN-SPAM and compliance with the law, check out our Webinar entitled Permission-Based Email Marketing: Privacy, Preferences & Best Practice Copyright Blue Sky Factory 2010
  37. 37. ways to use email and social media as complementary channels Copyright Blue Sky Factory 2010
  38. 38. Social Media Explosion Copyright Blue Sky Factory 2010
  39. 39. Is Email Dead? No way! Copyright Blue Sky Factory 2010
  40. 40. Email + Social Media Email is the digital glue of social media. Copyright Blue Sky Factory 2010
  41. 41. Email + Social Media Copyright Blue Sky Factory 2010
  42. 42. Email + Social Media Use social media to build your email subscriber base Copyright Blue Sky Factory 2010
  43. 43. Email + Social Media Encourage email sharing with Share With Your Network Copyright Blue Sky Factory 2010
  44. 44. Email + Social Media Use your email list to build your social community Copyright Blue Sky Factory 2010
  45. 45. Email + Social Media Copyright Blue Sky Factory 2010
  46. 46. how real world organizations are successfully using email to reach their audience Copyright Blue Sky Factory 2010
  47. 47. Client Example – Opt-in Form Why this opt-in form works? • Signup on multiple pages of site • Form is easy to fill out with no pre- checked boxes • Subscribers must actively opt-in via captcha & submit button • Expectations are clearly stated in introductory paragraph Copyright Blue Sky Factory 2010
  48. 48. Client Example – Thank You Email • Thank you email immediately follows subscriber submission • Branding is consistent with what subscriber will be receiving in the future • Benefits of subscription and frequency schedule reiterated again • Link to Calendar of Events brings subscriber right back to main site Copyright Blue Sky Factory 2010
  49. 49. Client Example – Welcome Email • Confirmed subscription produces and immediate thank you page • Personalized Welcome Email immediately follows • Branding is consistent with future email campaigns • Subscriber is thanked and reminded of subscription benefits and sending frequency • A link back to client’s site is clearly present as well as social media and follow us features Copyright Blue Sky Factory 2010
  50. 50. Client Example – Creative Design Visit Baltimore adheres to Email Best Practice to obtain the best results • Subject lines are short, sweet & consistent • From line reflects the brand • Pre-header offers a browser version and a quick summary of the contents of the email • Key creative elements (logo, call to action, navigation & primary subject matter) are located above the fold • SWYN and Follow Us features are strong and noticeable • Physical mailing address and opt-out links are present in all emails Copyright Blue Sky Factory 2010
  51. 51. Client Example – Promotional Email Why we like this email from Cruise Specialists: • Simple, actionable subject line: Fabulous Offer – Book by March 31! • Excellent balance of images and text • Clear and simple call to action • Subscriber benefit is clear • Using email to drive social, and social to drive email Copyright Blue Sky Factory 2010
  52. 52. Client Example – Promotional email Why we like this email from Hilton Head Island: • Beautiful, relatable imagery • Good balance of images and text • One clear call to action • Strong Forward to a Friend link • Suggestion: add a text backup link for the call to action button • Suggestion: add pre-header/snippet text to top of email Copyright Blue Sky Factory 2010
  53. 53. Client Example – Newsletter Why we like this email from Visit Vallejo: • Fun, colorful header image to pull reader into the email • Great balance of images and text • Encourage a dialogue with readers via monthly trivia • Prominent, clear Forward to a Friend link • Suggestion: add a table of contents with anchor links to articles Copyright Blue Sky Factory 2010
  54. 54. Client Example – Event Email Why we like this email from Travel Leaders: • Simple message • Beautiful imagery, good text-image balance • Clear call to action • Suggestion: add Forward to a Friend link • Suggestion: add an email subscription link Copyright Blue Sky Factory 2010
  55. 55. Thanks for Attending Whether you’re an email marketing beginner, a casual mailer or a battle-hardened ninja, THE ULTIMATE GUIDE TO EMAIL provides proven strategies and tactics you can apply to your campaigns. Download your free copy here: http://www.blueskyfactory.com/ultimate/ Copyright Blue Sky Factory 2010
  56. 56. The Cascade Highlands Web: www.thecascadehighlands.com Phone: 1.888.9CASCADE Join us for more free webinars at www.thecascadehighlands.com/education Copyright Blue Sky Factory 2010
  57. 57. Please Contact Us Please submit your questions now via the GoToWebinar dashboard Amy Hollomon Joanna Lawson-Matthew Client Services Manager Senior Client Services Manager ahollomon@blueskyfactory.com joanna@blueskyfactory.com www.blueskyfactory.com Contact Blue Sky Factory: blog.blueskyfactory.com Twitter: @blueskyfactory Copyright Blue Sky Factory 2010

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