2. Define List
'It is argued by many that the financial
worth of a database should feature on
company accounts in the same way as any
other asset would'
grow a targeted database
Explicit permission granted
Information can be gathered over
Only one entry required: prospect's
more information can lead to
Your database: more fields
• First name, surname, title (in
• Date of opt-in
• Source of permission
• Date of birth
• Don’t scare people off.
• All you really need is an email
Growing your list:
Use every available interaction
• Incentives to sign up (white paper,
gift voucher, music)
• Subscribe options during retail
• Viral marketing
• Offline interactions and promos
Web site sign up is key
Above the fold
Tell them what
address is correct
2 stage subscription process
• Keep it clean – bounce the bounces
• Opt in vs. double opt in
• Let them unsubscribe
• Don’t become spam
Parts of an email
• Subject line
• Personalised greeting
• Unsubscribe link
Use the basics to entice
• Helps identify the newsletter and
• Avoid promotional words like ‘free','
win’ etc and build trust
‘To’, ‘from’ and ‘reply’ fields:
• Perception of familiarity and
Construction and Design
Content should meet the needs of
Images in emails
Images can reinforce copy
Images are not always displayed
by email clients
Make sure your email makes sense
without the images
Light weight HTML
Keep your emails below 100kb!
Video in email?
Increase click-through rates up to 25%.
Florist’s conversions jumped from 1.35% to
• include a link, host outside message
• Remember that many viewers watch videos for
the “entertainment” value. Keep videos short,
light and relevant.
Not everyone reads mails
in the office.
Smart phone adoption is
‘Stay informed, not
necessarily to engage’
• Send in multi-part MIME
pages (it is not supported by
most mobile browsers)
• One to one marketing on a macro
• Simple personalisation can
• Segment database
• Give consumers what they want
• Send different content to different
• Insert ‘dear first name’ greeting,
• Personalise forms within email/landing
page – only ask a question once
Email Reputation Score
The general opinion of the ISPs, the anti-
spam community, and your own subscribers
towards a sender’s IP address, sending
domain, or both.
If the sender’s score falls within the ISP’s
thresholds, a sender’s messages will be
delivered to the inbox; if not, the sender’s
emails may arrive in the bulk folder, be
quarantined, or be bounced back to the
These could be affecting
your reputation score
Email Reputation score
Control your score
•ISPs offer various sender authentication standards
such as SPF (sender policy framework) and
•Keep the list clean by removing hard bounces after 3
deliveries (ISPs don’t like e-mail broadcasters who
have a high bounce rate)
•Respond to complaints and unsubscribe requests
•Educate users about whitelists
When should I send?
Try and be action based.
Common sense and testing.
Regularly…like the milk man
This is one of the most basic and important parts of
an email marketing campaign!
Test the open and click through rates using :
different subject lines,
different days of the week and times of the day,
different copy styles and email length
Refine the content and construction to your audiences
Tools of the trade
Design and content
What is spam
• Email spam dates to 1978
• Accounts for 80 - 85% of email
• Unsolicited Bulk Email
• Email sent without explicit
Avoid being a spammer
• Always obtain permission to email
• Make it easy to unsubscribe
• Send relevant emails
• Don’t annoy your database
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