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All Email Is Spam


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All Email Is Spam

  1. 1. All Email is SPAM January 10, 2008
  2. 2. Overview <ul><li>What is Email Marketing? </li></ul><ul><li>CAN-SPAM </li></ul><ul><li>All Email is SPAM </li></ul><ul><li>Is Email still a Good Channel? </li></ul><ul><li>What to do in 2008 </li></ul>All Email is SPAM
  3. 3. What is Email Marketing? <ul><li>What do you send? </li></ul><ul><li>How often do you send it? </li></ul><ul><li>Why do you send it to? </li></ul><ul><li>How do you build your list? </li></ul><ul><li>What does your audience get out of it? </li></ul>All Email is SPAM
  4. 4. CAN-SPAM <ul><li>Definition: </li></ul><ul><ul><li>C ontrolling the A ssault of N on— S olicited P ornography and M arketing </li></ul></ul>All Email is SPAM Source: Barracuda Networks
  5. 5. All Email is SPAM <ul><li>Earlier Questions: </li></ul><ul><ul><li>Who? Frequency? Why? Growth? Benefit? </li></ul></ul>All Email is SPAM
  6. 6. Is Email still a Good Channel? <ul><li>ABSOLUTELY!!! </li></ul><ul><li>Email Marketing allows you to: </li></ul><ul><ul><li>Increase Your Sales Conversion </li></ul></ul><ul><ul><li>Generate Repeat Sales </li></ul></ul><ul><ul><li>Up-sell and Cross-sell Products & Services </li></ul></ul><ul><ul><li>Gain Valuable Feedback from Your Visitors </li></ul></ul><ul><ul><li>Drive Web Users to Make Offline Purchases </li></ul></ul>All Email is SPAM
  7. 7. What to do in 2008 <ul><li>Send less email – to less people </li></ul>All Email is SPAM
  8. 8. What to do in 2008 <ul><li>Double opt-in campaign </li></ul><ul><li>Develop a closed loop, permission-based, marketing strategy for: </li></ul><ul><ul><li>Planning </li></ul></ul><ul><ul><li>Execution </li></ul></ul><ul><ul><li>Measurement </li></ul></ul><ul><li>Split/Multivariate testing </li></ul>All Email is SPAM
  9. 9. Split/Multivariate Testing
  10. 10. What to do in 2008 <ul><li>Engage your audience </li></ul><ul><ul><li>Relevant information and frequency </li></ul></ul><ul><ul><li>Triggered messages – CRM integration </li></ul></ul><ul><ul><li>Branded Email (From/By Line) </li></ul></ul>All Email is SPAM
  11. 11. Relevant Information/Triggered Response
  12. 12. What to do in 2008 <ul><li>Persuade them to open </li></ul><ul><ul><li>Subject line, more important than ever </li></ul></ul><ul><ul><li>Preview pane (first impression) </li></ul></ul><ul><ul><li>“ Fat-free” designs (disabled images) </li></ul></ul>All Email is SPAM
  13. 13. Preview Pane/Disabled Images All Email is SPAM
  14. 14. What to do in 2008 <ul><li>Ask for action </li></ul><ul><ul><li>Call to action – above the fold </li></ul></ul><ul><ul><li>Tell them what you want them to do </li></ul></ul><ul><ul><li>Tell them again </li></ul></ul>All Email is SPAM
  15. 15. Questions? All Email is SPAM Jim Brown President, EverEffect Web: Blog: Email: [email_address] Phone: 317.750.8881 --- &quot;In times of change, learners inherit the earth, while the learned find themselves beautifully equipped to deal with a world that no longer exists.&quot; -Eric Hoffer