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E-Mail Marketing - It's Not Spam
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E-Mail Marketing - It's Not Spam

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E-mail is still a very effective tool to reach new and existing customers, but only when done correctly....

E-mail is still a very effective tool to reach new and existing customers, but only when done correctly.

Local web specialist Chris Kenworthy will share what he's learned from sending over 2 million emails each month:

Reputation management
Infrastructure
Subject lines
Open rates
E-mail analytics
Bounce management
List building

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  • Thanks, Chris, for a great presentation, full of useful info. I learned a lot!!
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  • Thanks everyone for coming outThankswebuquerque volunteersGreat Excuse to drink heavilyHope you come away with a better understanding of email marketing and the spam you find in your own inbox every day
  • Totally doesn’t look like meDon’t even own a pink shirt or hipster glasses…
  • This is serious business
  • Picks up where traditional marketing leaves offCosts less than direct mailHas been found as effective or moreIf done RIGHT can be very successfulIf done WRONG can ruin a brand
  • GOALS OF EMAIL
  • Before we startYou should know2 main types of emailFocus on promotionalBut transactional is very powerful…
  • FOUR (4) main parts to an email marketing campaign
  • First stepCollect or gather and store email addresses and contacts through “list building”Which I’ll go in to more detail about shortly
  • Second step is creating your email campaignFrom template, I’ll share some best practices later
  • Third step, and probably one of the most difficultFinding the right softwareFinding a good service providerDealing with problemsBlacklistsBounced Emails
  • If you know meYou know I love analyticsAnd that goes for email tooMeasuring success and optimizing
  • First things first
  • When collecting3 types
  • Know who’s on your listChanges your goalsAnd what info you need
  • One of the most difficult things
  • Full Service Providers (except for FeedBurner)SoftwareMail Relays
  • Soft Bounce – 1.58% Can’t Connect, Inbox Full, BlacklistedHard Bounce – 2.18%Address Doesn’t Exist
  • Tracked via pixelLarger/Older Lists = Lower Open RateBetween 15-20%

E-Mail Marketing - It's Not Spam E-Mail Marketing - It's Not Spam Presentation Transcript

  • E-Mail Marketing It’s Not Spam!
    This isn’t creepy at all!
    @webuquerque
    Chris Kenworthy
    @skyhawk133
    #notspam
  • BEGIN: NARCICISSM
    Chris Kenworthy - @skyhawk133
    Marketing Manager – Escalate Media LP
    10 Years Of Online Marketing, Design, Analytics, Development, and Monetization
    Founder – DreamInCode.net
    I Send 5,000,000+ E-Mails Per Month
    I’ve Built Lists With 1,000,000+ Double Opt-In Subscribers
  • Serious Business!
  • WHY E-MAIL MARKETING?
    • ATTRACT INTEREST
    • GENERATE SALES
    • INCREASE ENGAGEMENT
    • BUILD RELATIONSHIPS
    • BRAND AWARENESS
  • Transactional
    Promotional
    • Newsletters
    • Special Offers
    • Coupons
    • Content
    • Confirmations
    • Alerts/Notifications
    • Billing Changes
    • Subscription/Goods
  • THE ESSENTIALS
    You might just need these
  • COLLECT
  • CREATE
  • SEND
  • MEASURE
  • COLLECT: List Building
    You’ve gotta start somewhere…
  • PERMISSION BASED MARKETING
    Single Opt-InGood
    Confirmation Opt-InBetter (My Personal Favorite)
    Double Opt-InBest*
    *The Best Isn’t Always Best
  • Existing
    Customers
    Potential Customers
    • Encourage Loyalty
    • Word Of Mouth
    • Rewards/Savings
    • Branding
    • Engagement
    • Up-Sell
    • Cross-Sell
    • Lead Generation
    • Segment/Qualify
    • Auto Responders
    • Free Trial
    • Big Discounts
    • Free Shipping
    • Follow-Up
    • Reminders
  • LIST BUILDING IDEAS
    Newsletter
    RSS E-Mail Subscription
    eBook/Whitepaper
    Coupons/Savings
    Freebie/Trial
    Co-Registration
    Cross-Promotion
    Contests
    Point-Of-Sale
    Sign-In Sheet
  • CREATE: DESIGN
    Oooohpurrdy!
  • E-MAIL DESIGN
    Keep It Simple
    Send HTML & Text (You Don’t Have To Use HTML)
    Use Tables (Sorry Emily )
    No Wider Than 600px
    Keep CSS Use To A Minimum
    No External Style Sheets – Stick To Inline
    Give All Images Alt Tags
    Encode Characters
    No JavaScript!
    Avoid Spam Keywords
    Test, Test, Test
  • SUBJECT LINES
    From: http://kb.mailchimp.com/article/how-do-i-know-if-im-writing-a-good-subject-line
    [COMPANY] Newsletter – October 2011
    [COMPANY] October News & Specials
    30% Off At [COMPANY] This Weekend
    New Coupons & Deals At [COMPANY]
    Your [COMPANY] Updates
    Describe What’s In The E-Mail!
    A/B or Split Test Your Subject Lines!
  • Create: CAN-SPAM ACT
    More Like The “You Can Spam” Act, But I Digress…
    Also, I’m not a lawyer, nor do I play one on TV
  • CAN-SPAM SUMMARY(I’m not a lawyer, nor do I play one on TV)
    Applies to all commercial e-mail with the primary purpose of advertisement or promotion
    No misleading information or subject lines
    Identify the message as an ad
    Must include a way to opt-out promptly
    Must include valid postal address
  • DO NOT…
    Buy lists of email addresses
    Trick visitors/subscribers
    Violate your own privacy policy
    Forget To Include An “Unsubscribe”
  • BOTTOM LINE:IF THEY WANT OUT… LET EM’ OUT!
    UNSUBSCRIBE
  • SEND: Infrastructure
    Software, Services, and Servers Oh My!
  • COMMON FEATURES
    Templates & WYSIWYG Editor
    A/B or Split Testing
    Autoresponders
    Bounce Management
    Unsubscribe Handling
    Custom Fields/Merge Tags/Personalization
    RSS to E-Mail
    Import/Export
    Segmentation
    Statistics/Analytics
    Single/Double/Confirmation Opt-In
    Subscribe Forms
  • COMMON CHALLENGES
    Throttling/Daily Limits
    Scalability
    IP/Domain Reputation
    Hung Sends/Double Sending
    Timeliness/Speed Of Delivery
    Dirty Lists (High Bounce Rate)
    Poor Delivery Rate/Blacklisted
  • SEND: Reputation Management
    Keeping Your Name Squeaky Clean
  • Feedback Loops
  • SPF/DKIM/Domain Keys
    SPF/Sender Policy Frameworkexample.com. IN SPF "v=spf1 a mx -all“
    DKIM/Domain KeysDKIM-Signature: v=1; a=rsa-sha256; d=example.net; s=brisbane; c=relaxed/simple; q=dns/txt; l=1234; t=1117574938; x=1118006938; h=from:to:subject:date:keywords:keywords; bh=MTIzNDU2Nzg5MDEyMzQ1Njc4OTAxMjM0NTY3ODkwMTI=; b=dzdVyOfAKCdLXdJOc9G2q8LoXSlEniSbav+yuU4zGeeruD00lszZ VoG4ZHRNiYzR
  • BOUNCE MANAGEMENT
  • POTS
  • blacklisted
    DNSBL, RBL, Real Time Blacklists: http://www.mxtoolbox.com/blacklists.aspx
  • MEASURE: Analytics
    If You Don’t Know, You Can’t Improve
  • OPEN RATES
    From: http://mailchimp.com/resources/research/email-marketing-benchmarks-by-industry/ - Dec 15, 2010
  • CLICK TRACKING
    Average Click-Thru Rate:3.74%
  • UNSUBSCRIBE RATE
    Average Opt-Out Rate:0.27%
  • BEST PRACTICES
  • BEST PRACTICES
    Build a high quality list of opt-in subscribers
    Send on a regular schedule (Bi-Weekly, Monthly, Etc.)
    Avoid spam keywords
    Offer readers quality content/offers
    Use SPF/DKIM whenever possible
    Manage bounces & unsubscribes immediately
    Measure success and optimize future campaigns
    Remember, God kills a kitten every time you spam!
  • QUESTIONS?
    @skyhawk133
    @webuquerque
    #notspam
  • Advanced CSS
    November 2nd
    Emily Lewis & Jason Nakai
    Thank You Emily, Jason, Brian, Ben, Zerek, and the rest of the Webuquerque volunteers!