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E-Mail Marketing - It's Not Spam

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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

Published in: Business, Technology

E-Mail Marketing - It's Not Spam

  1. E-Mail Marketing It’s Not Spam!<br />This isn’t creepy at all!<br />@webuquerque<br />Chris Kenworthy<br />@skyhawk133<br />#notspam<br />
  2. BEGIN: NARCICISSM<br />Chris Kenworthy - @skyhawk133<br />Marketing Manager – Escalate Media LP<br />10 Years Of Online Marketing, Design, Analytics, Development, and Monetization<br />Founder – DreamInCode.net<br />I Send 5,000,000+ E-Mails Per Month<br />I’ve Built Lists With 1,000,000+ Double Opt-In Subscribers<br />
  3. Serious Business!<br />
  4. WHY E-MAIL MARKETING?<br />
  5. <ul><li>ATTRACT INTEREST
  6. GENERATE SALES
  7. INCREASE ENGAGEMENT
  8. BUILD RELATIONSHIPS
  9. BRAND AWARENESS</li></li></ul><li>Transactional<br />Promotional<br /><ul><li>Newsletters
  10. Special Offers
  11. Coupons
  12. Content
  13. Confirmations
  14. Alerts/Notifications
  15. Billing Changes
  16. Subscription/Goods</li></li></ul><li>THE ESSENTIALS<br />You might just need these<br />
  17. COLLECT<br />
  18. CREATE<br />
  19. SEND<br />
  20. MEASURE<br />
  21. COLLECT: List Building<br />You’ve gotta start somewhere…<br />
  22. PERMISSION BASED MARKETING<br />Single Opt-InGood<br />Confirmation Opt-InBetter (My Personal Favorite)<br />Double Opt-InBest*<br />*The Best Isn’t Always Best<br />
  23. Existing<br />Customers<br />Potential Customers<br /><ul><li>Encourage Loyalty
  24. Word Of Mouth
  25. Rewards/Savings
  26. Branding
  27. Engagement
  28. Up-Sell
  29. Cross-Sell
  30. Lead Generation
  31. Segment/Qualify
  32. Auto Responders
  33. Free Trial
  34. Big Discounts
  35. Free Shipping
  36. Follow-Up
  37. Reminders</li></li></ul><li>LIST BUILDING IDEAS<br />Newsletter<br />RSS E-Mail Subscription<br />eBook/Whitepaper<br />Coupons/Savings<br />Freebie/Trial<br />Co-Registration<br />Cross-Promotion<br />Contests<br />Point-Of-Sale<br />Sign-In Sheet<br />
  38. CREATE: DESIGN<br />Oooohpurrdy! <br />
  39. E-MAIL DESIGN <br />Keep It Simple<br />Send HTML & Text (You Don’t Have To Use HTML)<br />Use Tables (Sorry Emily )<br />No Wider Than 600px<br />Keep CSS Use To A Minimum<br />No External Style Sheets – Stick To Inline<br />Give All Images Alt Tags<br />Encode Characters<br />No JavaScript!<br />Avoid Spam Keywords<br />Test, Test, Test<br />
  40. SUBJECT LINES<br />From: http://kb.mailchimp.com/article/how-do-i-know-if-im-writing-a-good-subject-line<br />[COMPANY] Newsletter – October 2011<br />[COMPANY] October News & Specials<br />30% Off At [COMPANY] This Weekend<br />New Coupons & Deals At [COMPANY]<br />Your [COMPANY] Updates<br />Describe What’s In The E-Mail!<br />A/B or Split Test Your Subject Lines!<br />
  41. Create: CAN-SPAM ACT<br />More Like The “You Can Spam” Act, But I Digress…<br />Also, I’m not a lawyer, nor do I play one on TV<br />
  42. CAN-SPAM SUMMARY(I’m not a lawyer, nor do I play one on TV)<br />Applies to all commercial e-mail with the primary purpose of advertisement or promotion<br />No misleading information or subject lines<br />Identify the message as an ad<br />Must include a way to opt-out promptly<br />Must include valid postal address<br />
  43. DO NOT…<br />Buy lists of email addresses<br />Trick visitors/subscribers<br />Violate your own privacy policy<br />Forget To Include An “Unsubscribe”<br />
  44. BOTTOM LINE:IF THEY WANT OUT… LET EM’ OUT!<br />UNSUBSCRIBE<br />
  45. SEND: Infrastructure<br />Software, Services, and Servers Oh My!<br />
  46. COMMON FEATURES<br />Templates & WYSIWYG Editor<br />A/B or Split Testing<br />Autoresponders<br />Bounce Management<br />Unsubscribe Handling<br />Custom Fields/Merge Tags/Personalization<br />RSS to E-Mail<br />Import/Export<br />Segmentation<br />Statistics/Analytics<br />Single/Double/Confirmation Opt-In<br />Subscribe Forms<br />
  47. COMMON CHALLENGES<br />Throttling/Daily Limits<br />Scalability<br />IP/Domain Reputation <br />Hung Sends/Double Sending<br />Timeliness/Speed Of Delivery<br />Dirty Lists (High Bounce Rate)<br />Poor Delivery Rate/Blacklisted<br />
  48. SEND: Reputation Management<br />Keeping Your Name Squeaky Clean<br />
  49. Feedback Loops<br />
  50. SPF/DKIM/Domain Keys<br />SPF/Sender Policy Frameworkexample.com. IN SPF "v=spf1 a mx -all“<br />DKIM/Domain KeysDKIM-Signature: v=1; a=rsa-sha256; d=example.net; s=brisbane; c=relaxed/simple; q=dns/txt; l=1234; t=1117574938; x=1118006938; h=from:to:subject:date:keywords:keywords; bh=MTIzNDU2Nzg5MDEyMzQ1Njc4OTAxMjM0NTY3ODkwMTI=; b=dzdVyOfAKCdLXdJOc9G2q8LoXSlEniSbav+yuU4zGeeruD00lszZ VoG4ZHRNiYzR<br />
  51. BOUNCE MANAGEMENT<br />
  52. POTS<br />
  53. blacklisted<br />DNSBL, RBL, Real Time Blacklists: http://www.mxtoolbox.com/blacklists.aspx<br />
  54. MEASURE: Analytics<br />If You Don’t Know, You Can’t Improve<br />
  55. OPEN RATES<br />From: http://mailchimp.com/resources/research/email-marketing-benchmarks-by-industry/ - Dec 15, 2010<br />
  56. CLICK TRACKING<br />Average Click-Thru Rate:3.74%<br />
  57. UNSUBSCRIBE RATE<br />Average Opt-Out Rate:0.27%<br />
  58. BEST PRACTICES<br />
  59. BEST PRACTICES<br />Build a high quality list of opt-in subscribers<br />Send on a regular schedule (Bi-Weekly, Monthly, Etc.)<br />Avoid spam keywords<br />Offer readers quality content/offers<br />Use SPF/DKIM whenever possible<br />Manage bounces & unsubscribes immediately<br />Measure success and optimize future campaigns<br />Remember, God kills a kitten every time you spam!<br />
  60. QUESTIONS?<br />@skyhawk133<br />@webuquerque<br />#notspam<br />
  61. Advanced CSS<br />November 2nd<br />Emily Lewis & Jason Nakai<br />Thank You Emily, Jason, Brian, Ben, Zerek, and the rest of the Webuquerque volunteers!<br />

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