50 Ways To Get            More From Your            Email Marketing                Program© copyright 2011 tamara gielen b...
It’s not because it’s legal       that it’s a smart thing to do.          Always ask per mission       before you add some...
Sell your newsletter program       like you sell your products        or ser vices. Make me feel         like I’m missing ...
Sweepstakes and competitions        are ver y popular methods to          capture email addresses,       however addresses...
Promote your email program          prominently on your        website. Put it above the       fold and make it stand out!...
Make it as easy as possible to       sign up to your list. The fewer      fields on your sign-up for m the           bette...
Manage subscriber       expectations: make it crystal        clear what they are signing         up for. State the benefit...
Show potential subscribers      an example of what a typical           email campaign or      newsletter looks like so the...
Include mini sur veys, polls        and competitions in emails             to collect further          infor mation about ...
Make the most of every         touchpoint with customers           and prospects by asking           them to sign up to yo...
Ensure your emails are fully       authenticated: add an SPF,       Sender ID & DKIM record       to the DNS settings of t...
Make sure your emails are       readable and actionable, even         when images are disabled.       Over 70% of your rea...
Reach out to people that       don’t open or click, find out        what they want and deliver             that experience...
Include value added content       in emails with links back to         your site or social media            channels to en...
Repurpose your newsletter         content on your blog, your          website, social media and                 vice versa...
Always provide a highly visible        unsubscribe link to all your       email messages. If they want      out, make it a...
Ask why they are         unsubscribing and use the          learnings to adjust your          email strateg y, content,   ...
Create an editorial calendar       for your email / newsletter         program which includes      launch dates and conten...
Check your html code before       you hit send to make sure         your email doesn’t get       blocked due to faulty htm...
To increase conversion rates,       start with the optimization       of your landing page. Test       headlines, copy, we...
Provide value in each and        every email campaign you       send. Whether or not they      open your email depends on ...
Make sure your call-to-action        is clear and stands out even       when images are disabled. If I       don’t know wh...
An open is only calculated        when the reader decides to        download the images. Use        open rates only to loo...
Use all the data that you          collect during sign-up to         personalize your emails. If         you’re not going ...
Calculate the value of an      opt-in email address to your         company to effectively      communicate your program’s...
The best day of the week or       the best time of the day to          send emails, is like the         monster of Loch Ne...
Your recipients don’t know         that noreply@company.com         doesn’t accept replies. Read          what people repl...
Social media are a great way         to grow your email list. I       managed to double my list-        size, just by publ...
Don’t make changes to your      email template or your email       program before testing the      changes to see if they ...
At unsubscribe, allow          subscribers to choose what         content they get from you at        the frequency of the...
A pretty design with a lousy          offer won’t get you the         response you hoped for.         Focus on the content...
What your subscribers say and       what they do are two different      things. Don’t base your content      only on state...
Develop a test plan and      make testing an integral part       of your email strateg y. It’s        the only way to incr...
Your CEO doesn’t care       about high open and click-       through rates. Management       only cares about what those  ...
The top 300x400 pixels of           your email is your most       important real estate. Together          with the sender...
The first email you send to a      new subscriber typically has       the highest open and click-        through rate, so ...
Introduce new subscribers        to your brand and email       program slowly by sending       them a series of “welcome  ...
If you send me 3 emails that       I don’t find interesting, do      you really think I’ll open the         4th email you ...
Set up an email marketing      dashboard so that you have a       good over view of campaign       statistics over time. I...
People don’t read emails, they      scan them. Make sure that they       know what you have to offer        and what they ...
Drive new fans and        followers to your sign-up       page and convince them to      opt in to your email program     ...
Check your open and click-         through rates per ISP to       spot possible inbox delivery                problems.© c...
Build subscriber personas for       your email program. Give your        ideal subscriber a face and an          identity....
Keep your copy as short as        possible. Use short sentences,         short paragraphs, subtitles,         bulleted lis...
To avoid spam filters and to       make emails more readable        on mobile devices: always        send out emails in MI...
In most cases, a hard bounce       means: this email address does                  not exist.       If you continue to sen...
Sign up to the feedback          loops of the major web       email clients so that you can       remove everyone that mar...
Test one thing at a time. Don’t          compromise your test by       introducing multiple variables.        Make sure a ...
Don’t forget to mention        your contact details in your            email campaigns or        newsletters: phone number...
Read my blog and subscribe to       my email list to stay up to date          on what works and what                   doe...
Become a member of the          Email Marketer’s Club, the         largest and most active email             marketing for...
These tips were      brought to you by:      Tamara Gielen      independent email marketing      consultant, trainer & coa...
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50 simple but highly effective email marketing tips

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50 email marketing tips

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  • Great Presentation! We preach many of your tips everyday to our clients. Love the info about secure servers/domains. I also liked that you really pointed out how important it is to have text that convey's your message and not rely on images! As a result of some of the very stuff you've mentioned we actually added the ability to use survey's to allow our clients to segment their lists.

    Would love your thoughts on our product, anyone can try it on a 'free forever account'. http://www.listrocket.com
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  • Great presentation! Thanks for sharing your many useful insights.
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  • thanks for the feedback, I'll make some changes to the design :)
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  • This is extremely difficult to read because of the white letter and the pink circles. My eyes were tired after three slides.
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50 simple but highly effective email marketing tips

  1. 1. 50 Ways To Get More From Your Email Marketing Program© copyright 2011 tamara gielen bvba – all rights reserved – www.tamaragielen.com
  2. 2. It’s not because it’s legal that it’s a smart thing to do. Always ask per mission before you add someone to your email list!© copyright 2011 tamara gielen bvba – all rights reserved – www.tamaragielen.com
  3. 3. Sell your newsletter program like you sell your products or ser vices. Make me feel like I’m missing out if I don’t subscribe.© copyright 2011 tamara gielen bvba – all rights reserved – www.tamaragielen.com
  4. 4. Sweepstakes and competitions are ver y popular methods to capture email addresses, however addresses collect this way are usually not ver y responsive.© copyright 2011 tamara gielen bvba – all rights reserved – www.tamaragielen.com
  5. 5. Promote your email program prominently on your website. Put it above the fold and make it stand out!© copyright 2011 tamara gielen bvba – all rights reserved – www.tamaragielen.com
  6. 6. Make it as easy as possible to sign up to your list. The fewer fields on your sign-up for m the better. Use progressive profiling to get more data once they’ve signed up.© copyright 2011 tamara gielen bvba – all rights reserved – www.tamaragielen.com
  7. 7. Manage subscriber expectations: make it crystal clear what they are signing up for. State the benefits, content and frequency.© copyright 2011 tamara gielen bvba – all rights reserved – www.tamaragielen.com
  8. 8. Show potential subscribers an example of what a typical email campaign or newsletter looks like so they can see what they are signing up for.© copyright 2011 tamara gielen bvba – all rights reserved – www.tamaragielen.com
  9. 9. Include mini sur veys, polls and competitions in emails to collect further infor mation about your subscribers.© copyright 2011 tamara gielen bvba – all rights reserved – www.tamaragielen.com
  10. 10. Make the most of every touchpoint with customers and prospects by asking them to sign up to your email list.© copyright 2011 tamara gielen bvba – all rights reserved – www.tamaragielen.com
  11. 11. Ensure your emails are fully authenticated: add an SPF, Sender ID & DKIM record to the DNS settings of the domain you use for sending emails.© copyright 2011 tamara gielen bvba – all rights reserved – www.tamaragielen.com
  12. 12. Make sure your emails are readable and actionable, even when images are disabled. Over 70% of your readers will not download images by default.© copyright 2011 tamara gielen bvba – all rights reserved – www.tamaragielen.com
  13. 13. Reach out to people that don’t open or click, find out what they want and deliver that experience.© copyright 2011 tamara gielen bvba – all rights reserved – www.tamaragielen.com
  14. 14. Include value added content in emails with links back to your site or social media channels to engage recipients and drive traffic.© copyright 2011 tamara gielen bvba – all rights reserved – www.tamaragielen.com
  15. 15. Repurpose your newsletter content on your blog, your website, social media and vice versa.© copyright 2011 tamara gielen bvba – all rights reserved – www.tamaragielen.com
  16. 16. Always provide a highly visible unsubscribe link to all your email messages. If they want out, make it as easy as possible to leave or they’ll mark your emails as spam.© copyright 2011 tamara gielen bvba – all rights reserved – www.tamaragielen.com
  17. 17. Ask why they are unsubscribing and use the learnings to adjust your email strateg y, content, frequency…© copyright 2011 tamara gielen bvba – all rights reserved – www.tamaragielen.com
  18. 18. Create an editorial calendar for your email / newsletter program which includes launch dates and content for the next 3-6 months and share it with your colleagues.© copyright 2011 tamara gielen bvba – all rights reserved – www.tamaragielen.com
  19. 19. Check your html code before you hit send to make sure your email doesn’t get blocked due to faulty html code.© copyright 2011 tamara gielen bvba – all rights reserved – www.tamaragielen.com
  20. 20. To increase conversion rates, start with the optimization of your landing page. Test headlines, copy, web for m length, images…© copyright 2011 tamara gielen bvba – all rights reserved – www.tamaragielen.com
  21. 21. Provide value in each and every email campaign you send. Whether or not they open your email depends on the experience they had with your emails in the past.© copyright 2011 tamara gielen bvba – all rights reserved – www.tamaragielen.com
  22. 22. Make sure your call-to-action is clear and stands out even when images are disabled. If I don’t know what you want me to do, I won’t take the action you want me to take.© copyright 2011 tamara gielen bvba – all rights reserved – www.tamaragielen.com
  23. 23. An open is only calculated when the reader decides to download the images. Use open rates only to look for trends.© copyright 2011 tamara gielen bvba – all rights reserved – www.tamaragielen.com
  24. 24. Use all the data that you collect during sign-up to personalize your emails. If you’re not going to use it, don’t ask for it.© copyright 2011 tamara gielen bvba – all rights reserved – www.tamaragielen.com
  25. 25. Calculate the value of an opt-in email address to your company to effectively communicate your program’s impact.© copyright 2011 tamara gielen bvba – all rights reserved – www.tamaragielen.com
  26. 26. The best day of the week or the best time of the day to send emails, is like the monster of Loch Ness: it doesn’t really exist but people keep looking for it.© copyright 2011 tamara gielen bvba – all rights reserved – www.tamaragielen.com
  27. 27. Your recipients don’t know that noreply@company.com doesn’t accept replies. Read what people reply to your email campaigns, you’ll be amazed with the insights they give you!© copyright 2011 tamara gielen bvba – all rights reserved – www.tamaragielen.com
  28. 28. Social media are a great way to grow your email list. I managed to double my list- size, just by publishing my newsletter to Twitter.© copyright 2011 tamara gielen bvba – all rights reserved – www.tamaragielen.com
  29. 29. Don’t make changes to your email template or your email program before testing the changes to see if they have a positive impact on response.© copyright 2011 tamara gielen bvba – all rights reserved – www.tamaragielen.com
  30. 30. At unsubscribe, allow subscribers to choose what content they get from you at the frequency of their choice. If you don’t they will just unsubscribe from ever ything.© copyright 2011 tamara gielen bvba – all rights reserved – www.tamaragielen.com
  31. 31. A pretty design with a lousy offer won’t get you the response you hoped for. Focus on the content or offer first, then worry about design.© copyright 2011 tamara gielen bvba – all rights reserved – www.tamaragielen.com
  32. 32. What your subscribers say and what they do are two different things. Don’t base your content only on stated preferences, but make sure to include click- stream data as well.© copyright 2011 tamara gielen bvba – all rights reserved – www.tamaragielen.com
  33. 33. Develop a test plan and make testing an integral part of your email strateg y. It’s the only way to increase response and conversions.© copyright 2011 tamara gielen bvba – all rights reserved – www.tamaragielen.com
  34. 34. Your CEO doesn’t care about high open and click- through rates. Management only cares about what those numbers mean to the business.© copyright 2011 tamara gielen bvba – all rights reserved – www.tamaragielen.com
  35. 35. The top 300x400 pixels of your email is your most important real estate. Together with the sender name and subject it needs to work hard to get the reader to open and read.© copyright 2011 tamara gielen bvba – all rights reserved – www.tamaragielen.com
  36. 36. The first email you send to a new subscriber typically has the highest open and click- through rate, so make the most of that email and send it immediately after sign-up.© copyright 2011 tamara gielen bvba – all rights reserved – www.tamaragielen.com
  37. 37. Introduce new subscribers to your brand and email program slowly by sending them a series of “welcome emails” before you add them to your regular program.© copyright 2011 tamara gielen bvba – all rights reserved – www.tamaragielen.com
  38. 38. If you send me 3 emails that I don’t find interesting, do you really think I’ll open the 4th email you send me? Don’t send everything to everybody: segment!© copyright 2011 tamara gielen bvba – all rights reserved – www.tamaragielen.com
  39. 39. Set up an email marketing dashboard so that you have a good over view of campaign statistics over time. It helps to spot what works and what doesn’t.© copyright 2011 tamara gielen bvba – all rights reserved – www.tamaragielen.com
  40. 40. People don’t read emails, they scan them. Make sure that they know what you have to offer and what they need to do in under 5 seconds, even when images are disabled.© copyright 2011 tamara gielen bvba – all rights reserved – www.tamaragielen.com
  41. 41. Drive new fans and followers to your sign-up page and convince them to opt in to your email program so you can talk to them in a personalized way.© copyright 2011 tamara gielen bvba – all rights reserved – www.tamaragielen.com
  42. 42. Check your open and click- through rates per ISP to spot possible inbox delivery problems.© copyright 2011 tamara gielen bvba – all rights reserved – www.tamaragielen.com
  43. 43. Build subscriber personas for your email program. Give your ideal subscriber a face and an identity. This will help you write copy that resonates better with your readers.© copyright 2011 tamara gielen bvba – all rights reserved – www.tamaragielen.com
  44. 44. Keep your copy as short as possible. Use short sentences, short paragraphs, subtitles, bulleted lists, bolded words and links to break it into digestable pieces.© copyright 2011 tamara gielen bvba – all rights reserved – www.tamaragielen.com
  45. 45. To avoid spam filters and to make emails more readable on mobile devices: always send out emails in MIME for mat (text + html version).© copyright 2011 tamara gielen bvba – all rights reserved – www.tamaragielen.com
  46. 46. In most cases, a hard bounce means: this email address does not exist. If you continue to send emails to these addresses you risk getting caught in spam filters.© copyright 2011 tamara gielen bvba – all rights reserved – www.tamaragielen.com
  47. 47. Sign up to the feedback loops of the major web email clients so that you can remove everyone that marks your email as spam from your list.© copyright 2011 tamara gielen bvba – all rights reserved – www.tamaragielen.com
  48. 48. Test one thing at a time. Don’t compromise your test by introducing multiple variables. Make sure a higher open rate, results in a higher click- through or conversion rate.© copyright 2011 tamara gielen bvba – all rights reserved – www.tamaragielen.com
  49. 49. Don’t forget to mention your contact details in your email campaigns or newsletters: phone number, email address, website url, physical address.© copyright 2011 tamara gielen bvba – all rights reserved – www.tamaragielen.com
  50. 50. Read my blog and subscribe to my email list to stay up to date on what works and what doesn’t: www.b2bemailmarketing.com© copyright 2011 tamara gielen bvba – all rights reserved – www.tamaragielen.com
  51. 51. Become a member of the Email Marketer’s Club, the largest and most active email marketing for um and community: www.emailmarketersclub.com© copyright 2011 tamara gielen bvba – all rights reserved – www.tamaragielen.com51
  52. 52. These tips were brought to you by: Tamara Gielen independent email marketing consultant, trainer & coach www.tamara gielen.com© copyright 2011 tamara gielen bvba – all rights reserved – www.tamaragielen.com
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