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.

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

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

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