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
Fordham -How effective decision-making is within the IT department - Analysis...
E-Mail Marketing - It's Not Spam
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
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
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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”
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!
71. Advanced CSS November 2nd Emily Lewis & Jason Nakai Thank You Emily, Jason, Brian, Ben, Zerek, and the rest of the Webuquerque volunteers!
Editor's Notes
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