eTip Webinar                   Email MarketingStarmarkBrandingAdvertising                    Best PracticesInteractivePubl...
Starmark: 30 Years of Excellence                       Company Founded on Integrated Marketing                       Inter...
Starmark: eTips                                 •   Based on Current Trends                                 •   Weekly eTi...
Agenda                       1. Strategy                       2. Creative                       3. Production            ...
Part 1: StrategySTARMARK.COM888-280-9630TXT “ETIP” to 247365@STARMARKINTL/STARMARKINTL/STARMARKINTL© 2011 STARMARK
STARMARK.COM888-280-9630TXT “ETIP” to 247365@STARMARKINTL/STARMARKINTL/STARMARKINTL© 2011 STARMARK
Strategy                       • Stay in front of consumers                       • Specify the frequency                 ...
Part Two: CreativeSTARMARK.COM888-280-9630TXT “ETIP” to 247365@STARMARKINTL/STARMARKINTL/STARMARKINTL© 2011 STARMARK
What do people see first?STARMARK.COM888-280-9630TXT “ETIP” to 247365@STARMARKINTL/STARMARKINTL/STARMARKINTL© 2011 STARMARK
What do people see first?STARMARK.COM888-280-9630TXT “ETIP” to 247365@STARMARKINTL/STARMARKINTL/STARMARKINTL© 2011 STARMARK
Snippet Copy                       GMail SnippetSTARMARK.COM888-280-9630           Outlook Auto PreviewTXT “ETIP” to 24736...
Snippet Copy                       GMail SnippetSTARMARK.COM888-280-9630           Outlook Auto PreviewTXT “ETIP” to 24736...
Snippet Optimized ExamplesSTARMARK.COM888-280-9630TXT “ETIP” to 247365@STARMARKINTL/STARMARKINTL/STARMARKINTL© 2011 STARMARK
Design cannot be based on imagesSTARMARK.COM888-280-9630                                              √TXT “ETIP” to 24736...
No Images Loaded ExamplesSTARMARK.COM888-280-9630TXT “ETIP” to 247365@STARMARKINTL/STARMARKINTL/STARMARKINTL© 2011 STARMARK
Spam ScoringSTARMARK.COM888-280-9630TXT “ETIP” to 247365@STARMARKINTL/STARMARKINTL/STARMARKINTL© 2011 STARMARK
Spam Scoring                                      Goal of 4 or underSTARMARK.COM888-280-9630TXT “ETIP” to 247365@STARMARKI...
Writing for low spam scores                       In order of importance:                        •   “From” is a real pers...
Writing for low spam scores                       In order of importance:                        •   “From” is a real pers...
Text BackupSTARMARK.COM888-280-9630TXT “ETIP” to 247365@STARMARKINTL/STARMARKINTL/STARMARKINTL© 2011 STARMARK
Creative Summary                       • Don’t use large/many images, try to keep a balance of content                    ...
Part Three: Production                       “Code like its 1999!”STARMARK.COM888-280-9630TXT “ETIP” to 247365@STARMARKINT...
Production Tips                       • Tables are A-OK (avoid “DIV” technology)                       • “Limit” use of ba...
Production Tips                       • Tables are A-OK (avoid “DIV” technology)                       • “Limit” use of ba...
Part Four: TestingSTARMARK.COM888-280-9630TXT “ETIP” to 247365@STARMARKINTL/STARMARKINTL/STARMARKINTL© 2011 STARMARK
Image TestingSTARMARK.COM888-280-9630TXT “ETIP” to 247365@STARMARKINTL/STARMARKINTL/STARMARKINTL© 2011 STARMARK
Image TestingSTARMARK.COM888-280-9630TXT “ETIP” to 247365@STARMARKINTL/STARMARKINTL/STARMARKINTL© 2011 STARMARK
Image TestingSTARMARK.COM888-280-9630TXT “ETIP” to 247365@STARMARKINTL/STARMARKINTL/STARMARKINTL© 2011 STARMARK
Spam TestingSTARMARK.COM888-280-9630TXT “ETIP” to 247365@STARMARKINTL/STARMARKINTL/STARMARKINTL© 2011 STARMARK
Spam TestingSTARMARK.COM888-280-9630TXT “ETIP” to 247365@STARMARKINTL/STARMARKINTL/STARMARKINTL© 2011 STARMARK
Email Client TestingSTARMARK.COM888-280-9630TXT “ETIP” to 247365@STARMARKINTL/STARMARKINTL/STARMARKINTL© 2011 STARMARK
Email Client TestingSTARMARK.COM888-280-9630TXT “ETIP” to 247365@STARMARKINTL/STARMARKINTL/STARMARKINTL© 2011 STARMARK
√                       Email Client TestingSTARMARK.COM888-280-9630TXT “ETIP” to 247365@STARMARKINTL/STARMARKINTL/STARMAR...
√                       Email Client Testing   XSTARMARK.COM888-280-9630TXT “ETIP” to 247365@STARMARKINTL/STARMARKINTL/STA...
√                       Email Client Testing   X                                              √STARMARK.COM888-280-9630TXT...
√                       Email Client Testing   X                                              √                           ...
√   √                       Email Client Testing   X                                              √                       ...
√   √                       Email Client Testing   X                                              √                       ...
√   √                       Email Client Testing   X                                              √                       ...
A/B Testing                       Segment a random portion of your list and send 1/2 version                       “A” and...
Part Five: AnalyticsSTARMARK.COM888-280-9630TXT “ETIP” to 247365@STARMARKINTL/STARMARKINTL/STARMARKINTL© 2011 STARMARK
Broadcast SummarySTARMARK.COM888-280-9630TXT “ETIP” to 247365@STARMARKINTL/STARMARKINTL/STARMARKINTL© 2011 STARMARK
Recipient ActivitySTARMARK.COM888-280-9630TXT “ETIP” to 247365@STARMARKINTL/STARMARKINTL/STARMARKINTL© 2011 STARMARK
Link ActivitySTARMARK.COM888-280-9630TXT “ETIP” to 247365@STARMARKINTL/STARMARKINTL/STARMARKINTL© 2011 STARMARK
Stats OverlaySTARMARK.COM888-280-9630TXT “ETIP” to 247365@STARMARKINTL/STARMARKINTL/STARMARKINTL© 2011 STARMARK
Stats OverlaySTARMARK.COM888-280-9630TXT “ETIP” to 247365@STARMARKINTL/STARMARKINTL/STARMARKINTL© 2011 STARMARK
Email Client UsageSTARMARK.COM888-280-9630TXT “ETIP” to 247365@STARMARKINTL/STARMARKINTL/STARMARKINTL© 2011 STARMARK
Compare Trends over Time                       Sent on a Friday :(STARMARK.COM888-280-9630TXT “ETIP” to 247365@STARMARKINT...
Thank You                       For More See Us At: Starmark.com                       Text “ETIP” to 24-7-365 to get our ...
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Email Marketing Development, Testing, and Analytics

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Don't let your emails fall victim to the dreaded spam filter.

Emails can be a very effective marketing tool when it comes to engaging your target audience. But they don't do any good if they're getting deleted before they're even read. Join us for a creative and technical discussion on how to design, write and build your emails, and learn how to get the best results for your business.

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Email Marketing Development, Testing, and Analytics

  1. 1. eTip Webinar Email MarketingStarmarkBrandingAdvertising Best PracticesInteractivePublic RelationsDirect Response
  2. 2. Starmark: 30 Years of Excellence Company Founded on Integrated Marketing Interactive, Social & New Technology Return On Investment Focused Top-10 Diversity Owned Company in Florida Nationwide Recruitment Fort Lauderdale Recognized Top South Florida CEOSTARMARK.COM888-280-9630TXT “ETIP” to 247365 Orlando@STARMARKINTL/STARMARKINTL/STARMARKINTL© 2011 STARMARK
  3. 3. Starmark: eTips • Based on Current Trends • Weekly eTip Newsletters • Co-Authored In-house By Experts Within Discipline • Industry Benchmarks • Ongoing App, Web & Media TestingSTARMARK.COM888-280-9630TXT “ETIP” to 247365@STARMARKINTL/STARMARKINTL/STARMARKINTL© 2011 STARMARK
  4. 4. Agenda 1. Strategy 2. Creative 3. Production 4. Testing 5. ReportingSTARMARK.COM888-280-9630TXT “ETIP” to 247365@STARMARKINTL/STARMARKINTL/STARMARKINTL© 2011 STARMARK
  5. 5. Part 1: StrategySTARMARK.COM888-280-9630TXT “ETIP” to 247365@STARMARKINTL/STARMARKINTL/STARMARKINTL© 2011 STARMARK
  6. 6. STARMARK.COM888-280-9630TXT “ETIP” to 247365@STARMARKINTL/STARMARKINTL/STARMARKINTL© 2011 STARMARK
  7. 7. Strategy • Stay in front of consumers • Specify the frequency • Offer something of value • Show an Example • Build your subscriber listSTARMARK.COM888-280-9630TXT “ETIP” to 247365@STARMARKINTL/STARMARKINTL/STARMARKINTL© 2011 STARMARK
  8. 8. Part Two: CreativeSTARMARK.COM888-280-9630TXT “ETIP” to 247365@STARMARKINTL/STARMARKINTL/STARMARKINTL© 2011 STARMARK
  9. 9. What do people see first?STARMARK.COM888-280-9630TXT “ETIP” to 247365@STARMARKINTL/STARMARKINTL/STARMARKINTL© 2011 STARMARK
  10. 10. What do people see first?STARMARK.COM888-280-9630TXT “ETIP” to 247365@STARMARKINTL/STARMARKINTL/STARMARKINTL© 2011 STARMARK
  11. 11. Snippet Copy GMail SnippetSTARMARK.COM888-280-9630 Outlook Auto PreviewTXT “ETIP” to 247365@STARMARKINTL/STARMARKINTL/STARMARKINTL iPhone Snippet© 2011 STARMARK
  12. 12. Snippet Copy GMail SnippetSTARMARK.COM888-280-9630 Outlook Auto PreviewTXT “ETIP” to 247365@STARMARKINTL/STARMARKINTL/STARMARKINTL iPhone Snippet© 2011 STARMARK
  13. 13. Snippet Optimized ExamplesSTARMARK.COM888-280-9630TXT “ETIP” to 247365@STARMARKINTL/STARMARKINTL/STARMARKINTL© 2011 STARMARK
  14. 14. Design cannot be based on imagesSTARMARK.COM888-280-9630 √TXT “ETIP” to 247365@STARMARKINTL/STARMARKINTL/STARMARKINTL© 2011 STARMARK
  15. 15. No Images Loaded ExamplesSTARMARK.COM888-280-9630TXT “ETIP” to 247365@STARMARKINTL/STARMARKINTL/STARMARKINTL© 2011 STARMARK
  16. 16. Spam ScoringSTARMARK.COM888-280-9630TXT “ETIP” to 247365@STARMARKINTL/STARMARKINTL/STARMARKINTL© 2011 STARMARK
  17. 17. Spam Scoring Goal of 4 or underSTARMARK.COM888-280-9630TXT “ETIP” to 247365@STARMARKINTL/STARMARKINTL/STARMARKINTL© 2011 STARMARK
  18. 18. Writing for low spam scores In order of importance: • “From” is a real person/name • $, Dollars, Millions, Money, WIN!!! (caps, excessive punctuation) • Watch, Replica, Quality • Talks about how to be “removed from list” • HTML and TXT parts do not match • Low text to image ratio • “Dear (something)” • FREE, Act Now, Aren’t too expensive, Buy, Buy Now • “CLICK HERE” Have the anchor “describe” what it’s linking to: Anchor Text is Easy To Do RightSTARMARK.COM888-280-9630 • Subject contains “a bigger” Links have tracker parameterTXT “ETIP” to 247365 •@STARMARKINTL/STARMARKINTL • Font color same as background color/STARMARKINTL© 2011 STARMARK
  19. 19. Writing for low spam scores In order of importance: • “From” is a real person/name • $, Dollars, Millions, Money, WIN!!! (caps, excessive punctuation) • Watch, Replica, Quality • Talks about how to be “removed from list” • HTML and TXT parts do not match • Low text to image ratio • “Dear (something)” eTip • FREE, Act Now, Aren’t too expensive, Buy, Buy Now • “CLICK HERE” Have the anchor “describe” what it’s linking to: 4 Anchor Text is Easy To Do RightSTARMARK.COM888-280-9630 • Subject contains “a bigger” Links have tracker parameterTXT “ETIP” to 247365 •@STARMARKINTL/STARMARKINTL • Font color same as background color/STARMARKINTL© 2011 STARMARK
  20. 20. Text BackupSTARMARK.COM888-280-9630TXT “ETIP” to 247365@STARMARKINTL/STARMARKINTL/STARMARKINTL© 2011 STARMARK
  21. 21. Creative Summary • Don’t use large/many images, try to keep a balance of content • Include area for Snippet copy in the design • Use background colors to maintain layout when images don’t load • Avoid spam terms/phrases when writing copy • “Design” your text backup file (mostly seen on mobile)STARMARK.COM888-280-9630TXT “ETIP” to 247365@STARMARKINTL/STARMARKINTL/STARMARKINTL© 2011 STARMARK
  22. 22. Part Three: Production “Code like its 1999!”STARMARK.COM888-280-9630TXT “ETIP” to 247365@STARMARKINTL/STARMARKINTL/STARMARKINTL© 2011 STARMARK
  23. 23. Production Tips • Tables are A-OK (avoid “DIV” technology) • “Limit” use of background images* • Use colored cells wherever possible • Compress images for faster loading and lower text/image ratioSTARMARK.COM888-280-9630TXT “ETIP” to 247365@STARMARKINTL/STARMARKINTL/STARMARKINTL© 2011 STARMARK * It’s OK to use BG images when used properly...
  24. 24. Production Tips • Tables are A-OK (avoid “DIV” technology) • “Limit” use of background images* • Use colored cells wherever possible • Compress images for faster loading and lower text/image ratioSTARMARK.COM888-280-9630TXT “ETIP” to 247365@STARMARKINTL/STARMARKINTL/STARMARKINTL© 2011 STARMARK * It’s OK to use BG images when used properly...
  25. 25. Part Four: TestingSTARMARK.COM888-280-9630TXT “ETIP” to 247365@STARMARKINTL/STARMARKINTL/STARMARKINTL© 2011 STARMARK
  26. 26. Image TestingSTARMARK.COM888-280-9630TXT “ETIP” to 247365@STARMARKINTL/STARMARKINTL/STARMARKINTL© 2011 STARMARK
  27. 27. Image TestingSTARMARK.COM888-280-9630TXT “ETIP” to 247365@STARMARKINTL/STARMARKINTL/STARMARKINTL© 2011 STARMARK
  28. 28. Image TestingSTARMARK.COM888-280-9630TXT “ETIP” to 247365@STARMARKINTL/STARMARKINTL/STARMARKINTL© 2011 STARMARK
  29. 29. Spam TestingSTARMARK.COM888-280-9630TXT “ETIP” to 247365@STARMARKINTL/STARMARKINTL/STARMARKINTL© 2011 STARMARK
  30. 30. Spam TestingSTARMARK.COM888-280-9630TXT “ETIP” to 247365@STARMARKINTL/STARMARKINTL/STARMARKINTL© 2011 STARMARK
  31. 31. Email Client TestingSTARMARK.COM888-280-9630TXT “ETIP” to 247365@STARMARKINTL/STARMARKINTL/STARMARKINTL© 2011 STARMARK
  32. 32. Email Client TestingSTARMARK.COM888-280-9630TXT “ETIP” to 247365@STARMARKINTL/STARMARKINTL/STARMARKINTL© 2011 STARMARK
  33. 33. √ Email Client TestingSTARMARK.COM888-280-9630TXT “ETIP” to 247365@STARMARKINTL/STARMARKINTL/STARMARKINTL© 2011 STARMARK
  34. 34. √ Email Client Testing XSTARMARK.COM888-280-9630TXT “ETIP” to 247365@STARMARKINTL/STARMARKINTL/STARMARKINTL© 2011 STARMARK
  35. 35. √ Email Client Testing X √STARMARK.COM888-280-9630TXT “ETIP” to 247365@STARMARKINTL/STARMARKINTL/STARMARKINTL© 2011 STARMARK
  36. 36. √ Email Client Testing X √ √STARMARK.COM888-280-9630TXT “ETIP” to 247365@STARMARKINTL/STARMARKINTL/STARMARKINTL© 2011 STARMARK
  37. 37. √ √ Email Client Testing X √ √STARMARK.COM888-280-9630TXT “ETIP” to 247365@STARMARKINTL/STARMARKINTL/STARMARKINTL© 2011 STARMARK
  38. 38. √ √ Email Client Testing X √ √ √STARMARK.COM888-280-9630TXT “ETIP” to 247365@STARMARKINTL/STARMARKINTL/STARMARKINTL© 2011 STARMARK
  39. 39. √ √ Email Client Testing X √ √ √ √STARMARK.COM888-280-9630TXT “ETIP” to 247365@STARMARKINTL/STARMARKINTL/STARMARKINTL© 2011 STARMARK
  40. 40. A/B Testing Segment a random portion of your list and send 1/2 version “A” and 1/2 version “B”, then send the balance of your list the version that performed better. Test From Name Test Subject Line Test Email Design Test Email Copy Test Day of WeekSTARMARK.COM Test Time of Day888-280-9630TXT “ETIP” to 247365@STARMARKINTL/STARMARKINTL/STARMARKINTL© 2011 STARMARK
  41. 41. Part Five: AnalyticsSTARMARK.COM888-280-9630TXT “ETIP” to 247365@STARMARKINTL/STARMARKINTL/STARMARKINTL© 2011 STARMARK
  42. 42. Broadcast SummarySTARMARK.COM888-280-9630TXT “ETIP” to 247365@STARMARKINTL/STARMARKINTL/STARMARKINTL© 2011 STARMARK
  43. 43. Recipient ActivitySTARMARK.COM888-280-9630TXT “ETIP” to 247365@STARMARKINTL/STARMARKINTL/STARMARKINTL© 2011 STARMARK
  44. 44. Link ActivitySTARMARK.COM888-280-9630TXT “ETIP” to 247365@STARMARKINTL/STARMARKINTL/STARMARKINTL© 2011 STARMARK
  45. 45. Stats OverlaySTARMARK.COM888-280-9630TXT “ETIP” to 247365@STARMARKINTL/STARMARKINTL/STARMARKINTL© 2011 STARMARK
  46. 46. Stats OverlaySTARMARK.COM888-280-9630TXT “ETIP” to 247365@STARMARKINTL/STARMARKINTL/STARMARKINTL© 2011 STARMARK
  47. 47. Email Client UsageSTARMARK.COM888-280-9630TXT “ETIP” to 247365@STARMARKINTL/STARMARKINTL/STARMARKINTL© 2011 STARMARK
  48. 48. Compare Trends over Time Sent on a Friday :(STARMARK.COM888-280-9630TXT “ETIP” to 247365@STARMARKINTL/STARMARKINTL/STARMARKINTL© 2011 STARMARK
  49. 49. Thank You For More See Us At: Starmark.com Text “ETIP” to 24-7-365 to get our weekly eTip via SMS Your Presenter: Brett Circe - VP, Interactive Services - Partner • Twitter: @bcirce • LinkedIn.com/bcirce • AIM: bcirceSTARMARK.COM888-280-9630TXT “ETIP” to 247365@STARMARKINTL/STARMARKINTL/STARMARKINTL© 2011 STARMARK

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