E-Mail Marketing - It's Not Spam

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

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

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!

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E-Mail Marketing - It's Not Spam

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