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

1. E-Mail Marketing It’s Not Spam! This isn’t creepy at all! @webuquerque Chris Kenworthy @skyhawk133 #notspam

2. 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

3. Serious Business!

4. WHY E-MAIL MARKETING?

6. GENERATE SALES

7. INCREASE ENGAGEMENT

8. BUILD RELATIONSHIPS

10. Special Offers

11. Coupons

12. Content

13. Confirmations

14. Alerts/Notifications

15. Billing Changes

17. COLLECT

18. CREATE

19. SEND

20. MEASURE

21. COLLECT: List Building You’ve gotta start somewhere…

22. PERMISSION BASED MARKETING Single Opt-InGood Confirmation Opt-InBetter (My Personal Favorite) Double Opt-InBest* *The Best Isn’t Always Best

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

42. CREATE: DESIGN Oooohpurrdy!

43. 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

49. 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!

50. 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

51. 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

52. DO NOT… Buy lists of email addresses Trick visitors/subscribers Violate your own privacy policy Forget To Include An “Unsubscribe”

53. BOTTOM LINE:IF THEY WANT OUT… LET EM’ OUT! UNSUBSCRIBE

54. SEND: Infrastructure Software, Services, and Servers Oh My!

56. 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

57. 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

58. SEND: Reputation Management Keeping Your Name Squeaky Clean

59. Feedback Loops

60. 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

61. BOUNCE MANAGEMENT

62. POTS

63. blacklisted DNSBL, RBL, Real Time Blacklists: http://www.mxtoolbox.com/blacklists.aspx

64. MEASURE: Analytics If You Don’t Know, You Can’t Improve

65. OPEN RATES From: http://mailchimp.com/resources/research/email-marketing-benchmarks-by-industry/ - Dec 15, 2010

66. CLICK TRACKING Average Click-Thru Rate:3.74%

67. UNSUBSCRIBE RATE Average Opt-Out Rate:0.27%

68. BEST PRACTICES

69. 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!

70. QUESTIONS? @skyhawk133 @webuquerque #notspam

71. Advanced CSS November 2nd Emily Lewis & Jason Nakai Thank You Emily, Jason, Brian, Ben, Zerek, and the rest of the Webuquerque volunteers!