Email marketing Best PracticesPresentation Transcript
Why need foremails arrived?
Some Statistics about Email Marketing92% : of all marketers use email marketing20% : of all emails are ‘Junked’ by spam filters83% : Used the Report SPAM button80% : Use Report SPAM button without opening the message73% : Base decision on the "from" line69% : Base decision on subject line20% : Use the spam button to unsubscribe
Email Marketing hold the first position in overall Marketing Mix
The Benefits of Email Marketing• Highly Targeted: dynamic, personalized content• Immediate: shorter lead times• Test and Refine: ensuring optimal results through continues improvement• Measurable: effectiveness of campaigns (ROI). Greater insight into customer behavior• Reach: unlimited distribution globally, infinitely scalable• Better conversion rates: seamless - uninterrupted process from prospect to customer in a matter of clicks.• Cost effective: fast acting, flexible focused campaigns equals maximum return on investment.
So what makes a campaign successful?• Planning• Who are your target audience?• What are your objectives?• Personalize• relevance
Assuming images will work!Avoiding the ‘Pitfalls
Not designing for preview panes
• Over selling and cheap tricks = SPAM• DON’T SHOUT• DON’T OVER ‘EMPHASIZE !!! ’• AVOID HARD SELL “Once in a lifetime CHANCE!• Too many images not enough text
Subject lines 32
In just one-twentieth of a second, lesstime than it takes to blink,people make aesthetic judgments that willinfluence their experience of your landingpage.
BEST PRACTICES• Customer-based approach Measurement of individual customer response rather than overall campaign performance• Event triggered emails e.g. first purchase, download, form fill up etc..• Focus on frequency/contact strategy: monitoring the impact of frequency to maximize results• Data capture mechanism: It’s a value exchange between you and your prospects. As you serve up value they’ll reciprocate by sharing information.• Rich preference capabilities: frequency, channel, format, opt-in, opt-out preferences
Integrate• Cross channel integration: integrated marketing strategy, combines online and offline channels to maximize marketing impact• Co-ordinate and unify mailing lists: centralized customer data• Integrate and centralize customer data: in order to leverage customer knowledge( marketing automation tools)
FAQ• Is Data Protection and data security is ensured with ICS? Yes, we have enhanced security for data protection• ICS SPAM protection policy? Name of the SPAM engine used at ICS? We strictly follow CAN SPAM protection policy and have our own custom made SPAM assassin program• where are our Servers located? All our servers are located in leading data centers at US• What is the bandwidth allocated towards Email and SMS? The min bandwidth is 1 TB for each server• Is there any backup facility? or RAID technology? We have Clustered Server setup and this solves our fail over
• Assured delivery of mails per minute? The current set up can provide any where b/w 250 to 500 emails/min• How do we control the campaign if the load on the server is high? As we have clustered server setup the load is evenly distributed to all the servers.• How do we create SPF (sender policy framework) and DKIM (Domain Keys identified mails) records in SMTP port? SPF, DKIM are created by industry standard best practice methods.• How is API configured to the customers application? we provide HTTP API which can be integrated with any system regardless of platform• Do we provide our customer white labeling? yes, if its a high volume customer.• Does the User interface uses customers domain and IPs? the interface can use customers domain and ip if there is a requirement
• Do we allow international database for Email marketing? No• How is the server secured from getting blacklisted? What are the chances of IPs and domain getting blacklisted? As a best practice we strictly use only opt in list to deliver emails and we are following industry standard best practice to send emails. We strictly follow CAN SPAM act and proper bounce management . So we promise very minimal chance of IPs and domain getting blacklisted• How do we give an assurance to our customer about mails getting delivered into inbox? • We always use opt in list to deliver emails • Follow industry standard best practice to send emails • Strictly follow CAN SPAM act and proper bounce management • We Follow industry standard authentication mechanisms like SPF, DKIM/Domain key and Sender id
• Difference between ICS service V/S at par vendor. • Dedicated IP/ DKIM for volume based customers • 24*7 monitoring of shared IP pool • Solution can be customized in case of need • Scalable infrastructure and integration in minutes • Real time analytics • Decade of enterprise email marketing experience
Can SPAM Act: CAN SPAM act 2011• Can SPAM act applies to Social Media messaging message posted by one Facebook user to a friends wall promoting the posters home business could potentially be construed as a commercial "electronic mail message" under CAN-SPAMThe CAN-SPAM Act requires that all commercial "electronic mail messages" complywith the following:• The header information for the message (including the "From," "To," "Reply-To," and routing information including the originating domain name and email address) must be accurate and identify the person or business who initiated the message;• The subject line must accurately reflect the content of the message;• The message must disclose clearly and conspicuously that it is an advertisement;• The message must include a valid physical postal address for the person or business who initiated the message;• The message must include a clear and conspicuous explanation of how the recipient can opt out of getting email in the future from the person or business who initiated the message;• Any opt-out mechanism must be able to process opt-out requests for at least 30 days after the message is sent. A recipients opt-out request must be implemented within 10 business days.
SPF, DKIM & Sender IDThese are three accepted methods of authentication especially for high-volume transactional email:• SPF (Sender Policy Framework )• DKIM ( Domain Keys Identified Mail)• Sender IDSPF and Sender ID: Both validate e-mail sender addresses, and both use similar methods to do so. Bothpublish policy records in DNS. Both use the same syntax for their policy records, but they differ in whatthey validate and what "layer" of the e-mail system they are concerned with.DKIM (Domain Keys Identified Mail )is a method for associating a domain name to an email, therebyallowing an organization to take responsibility for a message in a way that can be validated by arecipient.This authentication technology allows good senders to "sign" a message to prove that it really did comefrom themDKIM allows a signer to attach a digital signature to each message that is being sent
DKIM and SPF Record as seen in Email Header
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