Crash Course in email Marketing Or: How I Learned to Stop Worrying and Love Permission Presentation by: John Johansen
Checking My Email <ul><li>Why Use email Marketing? </li></ul><ul><li>How to Make email Look Good </li></ul><ul><li>Who Sho...
Why Email
What Makes email Special? <ul><li>Ubiquitous  </li></ul><ul><li>Individual Delivery To Recipients </li></ul><ul><ul><li>Al...
Timeliness & Relevance <ul><li>Frequency </li></ul><ul><ul><li>Understand your audience </li></ul></ul><ul><ul><li>Underst...
Transactional Email <ul><li>Timeliness matters </li></ul><ul><ul><li>Delivery must be quick </li></ul></ul><ul><li>Relevan...
How email
Avoid the Rendering Trap <ul><li>Your email will not look the same in all clients </li></ul><ul><ul><li>Deal with it </li>...
HTML vs. Text <ul><li>If images are not the answer then what? </li></ul><ul><li>Content in email is viable </li></ul><ul><...
Dear Microsoft <ul><li>I hate Outlook 2007. </li></ul><ul><li>Love, </li></ul><ul><li>John </li></ul>P.S. Use Tables
Transactional Branding <ul><li>Use HTML in your Transactional email </li></ul><ul><li>Make your branding obvious but not o...
Miscellaneous <ul><li>CSS </li></ul><ul><ul><li>Don't link to external stylesheets </li></ul></ul><ul><ul><li>Use of inter...
Who email
Soylent email <ul><li>Email is People!  </li></ul><ul><li>It's People! </li></ul>
Building Your List <ul><li>List Growth Must Outpace Attrition </li></ul><ul><li>Registrations on your website </li></ul><u...
Techie Stuff <ul><li>Bounces </li></ul><ul><ul><li>Determine how you are going to handle them </li></ul></ul><ul><ul><li>S...
When email
That Depends On Your Definition <ul><li>What does Permission mean? </li></ul><ul><ul><li>Narrow definition – Double-opt in...
Two Schools of Thought <ul><li>See the Light (aka “But it doesn't cost anything”) </li></ul><ul><ul><li>Permission is eter...
4 Out of 5 Experts <ul><li>Marketing research consistently show that Opt-In email lists are one of the most effective tool...
CAN-SPAM <ul><li>Header information must be accurate </li></ul><ul><ul><li>From and email Domain must identify you </li></...
CANNOT-SPAM <ul><li>Your email messages are not SPAM if: </li></ul><ul><li>The recipient provided email and opted-in </li>...
How to Avoid Abusive Relationships with email  <ul><li>Set Objectives You Can Measure </li></ul><ul><li>Set Meaningful Obj...
What email
Segmentation <ul><li>Uses for Segmentation </li></ul><ul><ul><li>Different messages based on audience </li></ul></ul><ul><...
Tracking email <ul><li>Two Step Process </li></ul><ul><li>First: You need a Web Analytics package </li></ul><ul><li>Second...
Bench the Benchmarks <ul><li>My Open Rate doesn't matter to you </li></ul><ul><li>Email benchmarks need to be set against ...
Where email
Is There Anybody Out There <ul><li>Where else can you use email </li></ul><ul><ul><li>Blog-to-Newsletter </li></ul></ul><u...
Secret Weapon <ul><li>Email Service Providers </li></ul><ul><li>Make Layout Easy </li></ul><ul><li>Handle Opt-in and Opt-o...
Resources <ul><li>Forrester – Intentional email by Julie Katz </li></ul><ul><ul><li>http://budurl.com/ctb9 </li></ul></ul>...
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Crash Course in email Marketing

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Or: How I learned to stop worrying and embrace permission

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Crash Course in email Marketing

  1. 1. Crash Course in email Marketing Or: How I Learned to Stop Worrying and Love Permission Presentation by: John Johansen
  2. 2. Checking My Email <ul><li>Why Use email Marketing? </li></ul><ul><li>How to Make email Look Good </li></ul><ul><li>Who Should You Mail To </li></ul><ul><li>When Are You in Danger of Abusing email </li></ul><ul><li>What email Analytics Make Sense </li></ul><ul><li>Where else can I use email </li></ul>
  3. 3. Why Email
  4. 4. What Makes email Special? <ul><li>Ubiquitous </li></ul><ul><li>Individual Delivery To Recipients </li></ul><ul><ul><li>Allows special information and offers </li></ul></ul><ul><ul><li>Public site or blog can't differentiate </li></ul></ul><ul><li>Segmentation of Audience </li></ul><ul><li>WOM and Forward to a Friend </li></ul><ul><li>Low Barrier To Entry </li></ul>
  5. 5. Timeliness & Relevance <ul><li>Frequency </li></ul><ul><ul><li>Understand your audience </li></ul></ul><ul><ul><li>Understand your message </li></ul></ul><ul><ul><li>Understand your </li></ul></ul><ul><li>Relevance </li></ul><ul><ul><li>Does your message matter </li></ul></ul><ul><ul><li>What's in it for your audience </li></ul></ul><ul><ul><li>What action does it help them take </li></ul></ul>
  6. 6. Transactional Email <ul><li>Timeliness matters </li></ul><ul><ul><li>Delivery must be quick </li></ul></ul><ul><li>Relevance matters </li></ul><ul><ul><li>Frequency – Don't over do it </li></ul></ul><ul><ul><li>Make the point clear and obvious </li></ul></ul>
  7. 7. How email
  8. 8. Avoid the Rendering Trap <ul><li>Your email will not look the same in all clients </li></ul><ul><ul><li>Deal with it </li></ul></ul><ul><li>Using a single image for your email </li></ul>
  9. 9. HTML vs. Text <ul><li>If images are not the answer then what? </li></ul><ul><li>Content in email is viable </li></ul><ul><ul><li>Long-form vs. Short-form </li></ul></ul><ul><li>Use HTML </li></ul><ul><ul><li>Which then begs the question: CSS or Tables </li></ul></ul>
  10. 10. Dear Microsoft <ul><li>I hate Outlook 2007. </li></ul><ul><li>Love, </li></ul><ul><li>John </li></ul>P.S. Use Tables
  11. 11. Transactional Branding <ul><li>Use HTML in your Transactional email </li></ul><ul><li>Make your branding obvious but not overwhelming </li></ul><ul><li>Cross-sell* </li></ul>
  12. 12. Miscellaneous <ul><li>CSS </li></ul><ul><ul><li>Don't link to external stylesheets </li></ul></ul><ul><ul><li>Use of internal <style> definitions subject to Rendering Trap </li></ul></ul><ul><ul><li>Inline styles are best option (but tedious) </li></ul></ul><ul><li>Mobile </li></ul><ul><ul><li>Focus on the subject line – 10-15 characters </li></ul></ul><ul><ul><li>People triage on mobile and read in client </li></ul></ul>
  13. 13. Who email
  14. 14. Soylent email <ul><li>Email is People! </li></ul><ul><li>It's People! </li></ul>
  15. 15. Building Your List <ul><li>List Growth Must Outpace Attrition </li></ul><ul><li>Registrations on your website </li></ul><ul><li>Participation in events – online or offline </li></ul><ul><ul><li>Either as host or sponsor </li></ul></ul><ul><ul><li>Tradeshows </li></ul></ul><ul><li>Newsletters </li></ul><ul><li>3 rd Party List Rental/Purchase </li></ul><ul><li>Be Creative! </li></ul>
  16. 16. Techie Stuff <ul><li>Bounces </li></ul><ul><ul><li>Determine how you are going to handle them </li></ul></ul><ul><ul><li>Soft – Out of Office, New contact, Left Company </li></ul></ul><ul><ul><li>Hard – Invalid email, deleted account, full mailbox </li></ul></ul><ul><li>Or use an ESP </li></ul><ul><ul><li>See: </li></ul></ul>
  17. 17. When email
  18. 18. That Depends On Your Definition <ul><li>What does Permission mean? </li></ul><ul><ul><li>Narrow definition – Double-opt in </li></ul></ul><ul><ul><li>Broad definition – Any email capture </li></ul></ul><ul><li>If you get permission once, does that mean you should continue to use it? </li></ul><ul><li>If you get permission for one thing, should you extrapolate that to another? </li></ul><ul><li>Can you send FYI emails based on other permissions </li></ul>
  19. 19. Two Schools of Thought <ul><li>See the Light (aka “But it doesn't cost anything”) </li></ul><ul><ul><li>Permission is eternal </li></ul></ul><ul><ul><li>Keep emailing and they'll return </li></ul></ul><ul><li>Intentional </li></ul><ul><ul><li>Remove irrelevant names </li></ul></ul><ul><ul><li>Track inactivity and segment for re-activation </li></ul></ul><ul><ul><li>Remove names after defined period of inactivity </li></ul></ul>
  20. 20. 4 Out of 5 Experts <ul><li>Marketing research consistently show that Opt-In email lists are one of the most effective tools in a marketers toolbox. </li></ul>
  21. 21. CAN-SPAM <ul><li>Header information must be accurate </li></ul><ul><ul><li>From and email Domain must identify you </li></ul></ul><ul><li>Subject lines cannot be deceptive </li></ul><ul><li>All email must have an opt-out method </li></ul><ul><ul><li>Q: But... </li></ul></ul><ul><ul><li>A: No </li></ul></ul><ul><li>Physical address must be included </li></ul><ul><li>20% of Transactional email can be marketing </li></ul>
  22. 22. CANNOT-SPAM <ul><li>Your email messages are not SPAM if: </li></ul><ul><li>The recipient provided email and opted-in </li></ul><ul><li>You provide a way to opt-out each time </li></ul><ul><li>You comply with all CAN-SPAM provisions </li></ul>
  23. 23. How to Avoid Abusive Relationships with email <ul><li>Set Objectives You Can Measure </li></ul><ul><li>Set Meaningful Objectives </li></ul><ul><ul><li>Abusive: Send email to everyone who's ever interacted with us. </li></ul></ul><ul><ul><li>Supportive: Use email as a channel to increase brand engagement and sales. </li></ul></ul><ul><li>Develop Strategies To Meet Your Objectives </li></ul><ul><li>Don't Let Anyone Get In Your Way </li></ul>
  24. 24. What email
  25. 25. Segmentation <ul><li>Uses for Segmentation </li></ul><ul><ul><li>Different messages based on audience </li></ul></ul><ul><ul><li>Metrics within segments identify where value lies </li></ul></ul><ul><ul><ul><li>Example: Newsletter response best from existing customers. </li></ul></ul></ul><ul><li>Types of Segmentation </li></ul><ul><ul><li>Demographic </li></ul></ul><ul><ul><li>Behavioral </li></ul></ul>
  26. 26. Tracking email <ul><li>Two Step Process </li></ul><ul><li>First: You need a Web Analytics package </li></ul><ul><li>Second: Find out how to tag your URLs </li></ul><ul><ul><li>http://www.fakesite.com?&utm_source=email &utm_campaign=foo&utm_link=bar </li></ul></ul>
  27. 27. Bench the Benchmarks <ul><li>My Open Rate doesn't matter to you </li></ul><ul><li>Email benchmarks need to be set against your objectives </li></ul><ul><li>If your list isn't clean, your data will be more difficult to interpret </li></ul>
  28. 28. Where email
  29. 29. Is There Anybody Out There <ul><li>Where else can you use email </li></ul><ul><ul><li>Blog-to-Newsletter </li></ul></ul><ul><ul><li>Offline transactions/interactions </li></ul></ul><ul><ul><li>Surveys </li></ul></ul><ul><ul><li>Events </li></ul></ul><ul><li>Where can you replace email </li></ul><ul><ul><li>Newsletter-to-RSS </li></ul></ul><ul><ul><li>RSS </li></ul></ul><ul><ul><li>Social Networks </li></ul></ul>
  30. 30. Secret Weapon <ul><li>Email Service Providers </li></ul><ul><li>Make Layout Easy </li></ul><ul><li>Handle Opt-in and Opt-out </li></ul><ul><li>Track bounces – Hard and Soft </li></ul><ul><li>Track clicks </li></ul><ul><li>Simplify segmentation set-up </li></ul><ul><ul><li>You still need to figure out the segments </li></ul></ul><ul><li>Ensure CAN-SPAM compliance </li></ul>
  31. 31. Resources <ul><li>Forrester – Intentional email by Julie Katz </li></ul><ul><ul><li>http://budurl.com/ctb9 </li></ul></ul><ul><li>eec – http://blog.emailexperience.org/ </li></ul><ul><li>MediaPost – Email Insider </li></ul><ul><ul><li>http://www.mediapost.com/blogs/email_insider/ </li></ul></ul><ul><li>Brian Massey – Conversion Sciences </li></ul><ul><ul><li>http://www.customerchaos.com/ </li></ul></ul>

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