A guide with actionable tips on how to best ensure that your emails (1) make it to your subscriber's inbox, (2) are compelling enough to open, and (3) have the most effective design and content possible. Recorded on 10/24/12 by UMGD.
Leveraging Social Media for Email Marketing SuccessAdam Holden-Bache
My presentation from Search Exchange (10/4/11) that covers how you can use social media marketing for email marketing success. Demonstrates how to grow your email list, connect email to social, connect social to email, and how to use your email list to learn about the social activity of your subscribers.
Mass Transmit: Getting Started in Social Media (leave-behind)Adam Holden-Bache
"Getting Started in Social Media" covers the basic social media topics businesses need to understand to begin their venture into social media. The presentation includes Preparing for Social Media, Executing Your Plan, Choosing Social Media Channels, Participation, Measuring and includes several case studies.
This version is meant to be used as a leave-behind. See my other files for a deck covering the same topics meant to be used while presenting this material.
Email Marketing Master Class: How to Create an Opt-In Your Ideal Clients Find...Vanessa CEO
In this session I am going to help you connect the dots on how to monetize your social media efforts. And it begins with creating the perfect opt-in your potential client's are WAITING FOR YOU TO OFFER!
The Power of the Inbox! Tips and Tricks for Successful Email MarketingVanessa CEO
What is the first impression you give when they see you in their email inbox? And when they see you there, what do they do? This powerful seminar takes you step-by-step through the keys to effective email marketing:
What it really is (and isn’t)
What it can do for your business
And the five easy steps you must take to harness the power of the inbox to make SALES!
o Grow a healthy list
o Create great content
o Customize a beautiful, mobile-friendly template that matches your brand
o How to get your emails opened
o Tracking your results
From revealing why regular email doesn't work, to insider tips and techniques like automated list building tools and the design elements that work (and those that don't!), this seminar will give you the keys to the most effective marketing you can do: email marketing
This presentation was prepared for entry-level email marketers. It covers the basics of email marketing including email benefits and value, design, content, copywriting, post campaign analysis and social media integration.
If your emails aren’t making it to the inbox, what’s the point of sending? Inbox placement relies heavily on subscriber engagement, and no matter how great of a sender you are, there’s always room for improvement.
What if you could improve your chances of getting better inbox placement by implementing just a few key ideas to increase email engagement?
Getting more actions on your emails – opens and clicks – not only means you’re connecting with customers and prospects, but you’re also vetting yourself for a beneficial position in the eyes of ISPs. The rules of the modern inbox dictate the higher an email’s engagement, the better that message’s inbox placement.
Join us for this webinar with Amy Garland, Senior Strategic Account Manager, and Erica Malick, Strategic Account Manager, to gather actionable insights and specific ideas for getting better email engagement and inbox placement in 2015.
Leveraging Social Media for Email Marketing SuccessAdam Holden-Bache
My presentation from Search Exchange (10/4/11) that covers how you can use social media marketing for email marketing success. Demonstrates how to grow your email list, connect email to social, connect social to email, and how to use your email list to learn about the social activity of your subscribers.
Mass Transmit: Getting Started in Social Media (leave-behind)Adam Holden-Bache
"Getting Started in Social Media" covers the basic social media topics businesses need to understand to begin their venture into social media. The presentation includes Preparing for Social Media, Executing Your Plan, Choosing Social Media Channels, Participation, Measuring and includes several case studies.
This version is meant to be used as a leave-behind. See my other files for a deck covering the same topics meant to be used while presenting this material.
Email Marketing Master Class: How to Create an Opt-In Your Ideal Clients Find...Vanessa CEO
In this session I am going to help you connect the dots on how to monetize your social media efforts. And it begins with creating the perfect opt-in your potential client's are WAITING FOR YOU TO OFFER!
The Power of the Inbox! Tips and Tricks for Successful Email MarketingVanessa CEO
What is the first impression you give when they see you in their email inbox? And when they see you there, what do they do? This powerful seminar takes you step-by-step through the keys to effective email marketing:
What it really is (and isn’t)
What it can do for your business
And the five easy steps you must take to harness the power of the inbox to make SALES!
o Grow a healthy list
o Create great content
o Customize a beautiful, mobile-friendly template that matches your brand
o How to get your emails opened
o Tracking your results
From revealing why regular email doesn't work, to insider tips and techniques like automated list building tools and the design elements that work (and those that don't!), this seminar will give you the keys to the most effective marketing you can do: email marketing
This presentation was prepared for entry-level email marketers. It covers the basics of email marketing including email benefits and value, design, content, copywriting, post campaign analysis and social media integration.
If your emails aren’t making it to the inbox, what’s the point of sending? Inbox placement relies heavily on subscriber engagement, and no matter how great of a sender you are, there’s always room for improvement.
What if you could improve your chances of getting better inbox placement by implementing just a few key ideas to increase email engagement?
Getting more actions on your emails – opens and clicks – not only means you’re connecting with customers and prospects, but you’re also vetting yourself for a beneficial position in the eyes of ISPs. The rules of the modern inbox dictate the higher an email’s engagement, the better that message’s inbox placement.
Join us for this webinar with Amy Garland, Senior Strategic Account Manager, and Erica Malick, Strategic Account Manager, to gather actionable insights and specific ideas for getting better email engagement and inbox placement in 2015.
Email marketing 101, How to run email marketing campaigns, Email marketing fu...Deep Mehta
An indepth course in email marketing covering the whole process of email marketing - types of emails, how to avoid the promotions tab, how to analyze an email, tools popular in email marketing, key performance indicators in email marketing, how to UTM tag an emailer, how to write good subject lines & preheader text, anatomy of a good email
Social Media & Email Marketing: It's All About The ROIAdam Holden-Bache
My social media and email marketing ROI presentation from the three 2012 McGladrey "Carolinas Clients, Alumni and Friends Events" (Greensboro, Charlotte, and Raleigh, NC).
This presentation was prepared for entry-level email marketers. It covers the basics of email marketing including email benefits and value, design, content, copywriting, post campaign analysis and social media integration.
Presentation by Adam Q. Holden-Bache to BMA Carolinas on October 15, 2015. Content from Adam's book "How to Win at B2B Email Marketing, A Guide to Achieving Success". Web site at http://b2bemailmarketingbook.com.
Your e-newsletter will communicate more effectively if you follow best practices:
- Respect your audience’s time
- Keep it simple
- Monitor your results
How to Leverage Email Marketing For Business SuccessAdam Holden-Bache
Presentation on how businesses can use email marketing to achieve their business goals. Presentation covers setting goals, understanding audience, email design, email content, mobile email and more.
The Role of Email in an Inbound Marketing WorldHubSpot
Inbound marketing can generate leads at 60% lower cost and improve lead quality. So, what is the role of email in the inbound marketing puzzle?
Check out Mike Volpe's presentation on this topic and see how email fits in your inbound marketing mix!
Presentation by Africa Riviera, a Web Consultant of Your Host Solutions delivered this presentation to small business owners who wanted to learn about how to use social media sites to grow their businesses.
Jeanne Hopkins, HubSpot's Director of Marketing, and Mark Kilens, a HubSpot Inbound Marketing Consultant, cover 60 of the most frequently asked questions on email marketing.
View the answers to these questions here: http://www.hubspot.com/60-email-marketing-questions-in-60-minutes/
Email marketing 101, How to run email marketing campaigns, Email marketing fu...Deep Mehta
An indepth course in email marketing covering the whole process of email marketing - types of emails, how to avoid the promotions tab, how to analyze an email, tools popular in email marketing, key performance indicators in email marketing, how to UTM tag an emailer, how to write good subject lines & preheader text, anatomy of a good email
Social Media & Email Marketing: It's All About The ROIAdam Holden-Bache
My social media and email marketing ROI presentation from the three 2012 McGladrey "Carolinas Clients, Alumni and Friends Events" (Greensboro, Charlotte, and Raleigh, NC).
This presentation was prepared for entry-level email marketers. It covers the basics of email marketing including email benefits and value, design, content, copywriting, post campaign analysis and social media integration.
Presentation by Adam Q. Holden-Bache to BMA Carolinas on October 15, 2015. Content from Adam's book "How to Win at B2B Email Marketing, A Guide to Achieving Success". Web site at http://b2bemailmarketingbook.com.
Your e-newsletter will communicate more effectively if you follow best practices:
- Respect your audience’s time
- Keep it simple
- Monitor your results
How to Leverage Email Marketing For Business SuccessAdam Holden-Bache
Presentation on how businesses can use email marketing to achieve their business goals. Presentation covers setting goals, understanding audience, email design, email content, mobile email and more.
The Role of Email in an Inbound Marketing WorldHubSpot
Inbound marketing can generate leads at 60% lower cost and improve lead quality. So, what is the role of email in the inbound marketing puzzle?
Check out Mike Volpe's presentation on this topic and see how email fits in your inbound marketing mix!
Presentation by Africa Riviera, a Web Consultant of Your Host Solutions delivered this presentation to small business owners who wanted to learn about how to use social media sites to grow their businesses.
Jeanne Hopkins, HubSpot's Director of Marketing, and Mark Kilens, a HubSpot Inbound Marketing Consultant, cover 60 of the most frequently asked questions on email marketing.
View the answers to these questions here: http://www.hubspot.com/60-email-marketing-questions-in-60-minutes/
Presentación del Jardín infantil Aguilucho de la comuna de Providencia, Santiago, en el Seminario de Educación Ambiental, Educación Parvularia y Gestión de Resiudos y Energía", organizado por el Ministerio del Medio Ambiente y la Junta Nacional de Jardines Infantiles (JUNJI) el 30 de septiembre de 2014
This presentation covers Sweepstakes and everything you need to know about the different types of sweepstakes + tips for set up, rule creation, and prize fulfillment.
Conoce el proyecto de nuevas salas cuna para la Junta Nacional de Jardines Infantiles (JUNJI) realizada por el equipo de Infraestructura de laa Institución y que obtuvo el primer lugar en el concurso Desafío Innovación 2014 (premiación realizada en marzo de 2015) organizada por el Servicio Civil de Chile.
Enabling Digital Conversations at Scale: 5 Keys for Driving Growth & Engageme...Traction Conf
TractionConf.io 2017. Email is the foundation of a successful customer communication strategy and plays a vital role in driving growth and the bottom line. In this session, SendGrid CMO, Scott Heimes leverages data insights and customer examples to reveal the 5 rules for building a strong and effective email program. He'll also share actionable insights on email deliverability and demystify the art and science behind ensuring your emails get to the inbox.
LSA Bootcamp Detroit: Email Marketing Best Practices (Constant Contact)Localogy
This presentation was given to an audience of small businesses at the LSA Bootcamp in Detroit 6/1/16 which was an event to help small businesses learn the fundamentals of digital marketing. For more on the event, visit: http://www.marketingbitz.com/marketing/boot-camp.aspx
How do you get the most out of email marketing and turn it into a powerful tool for your hotel?
This month's online seminar gives insight into best practice guidelines on email marketing and helps make your communications more effective. Customised and integrated email marketing campaigns allow you to build engaging and profitable relationships with your customers. We will give you tips on how to ensure you achieve the highest open rates, click-through rates and return on investment from your email marketing activity.
The recording of this session is available by emailing training@avvio.com
Sign up for more hotel marketing webinars from Avvio by emailing training@avvio.com
RSS and email marketing tips for bloggers and businesses. The second of a three-part webcast series organized by Bill Belew, in cooperation with Amy Vernon, after we all met at the 2013 #NMX expo.
Webinar: Rethinking Your Email Creative to Maximise EngagementPure360
We all know that generating maximum engagement from our email campaigns post-GDPR should be a priority, especially if your email lists have reduced in size.
The busy email marketer is always thinking about the next campaign. But sometimes you need to take step back and look at what you’re currently sending.
Is your design looking dated? Are your templates following best practice? Is your content as engaging as it could be?
Watch our webinar to learn how to give your email creative a top-to-bottom audit. Learn the secrets behind attention grabbing emails that drive conversions.
Watch the full webinar at: https://www.pure360.com/webinar/rethinking-email-creative-maximise-engagement/
Nonprofits are using email marketing to build support, rally volunteers, and give donors faster, easier, and more efficient ways to contribute.
Join us to learn best practices to strengthen your email marketing.
This presentation covers the best way to:
• Structure and send your emails
• Write compelling subject lines
• Segment and maintain your lists
• Analyze your campaigns for effectiveness
Presentation by Fathom for Tech4Good Cleveland which is an informal local group to network with colleagues and collaborate, educate, brainstorm and share best practices regarding technology in the nonprofit world. Participation in Tech4Good Cleveland events and access to its resources is entirely free. Tech4Good Cleveland is program of NTEN: The Nonprofit Technology Network. NTEN provides nonprofit professionals with technology trainings, research, and a vibrant and supportive community.
How to Increase Your 2013 Email Response Rates in 5 Simple StepsLorel Marketing Group
Today, most organizations recognize email marketing as one of the most cost-effective ways to reach and convert prospects and build a deeper relationship with customers to drive incremental sales. Lorel Marketing Group provides you with 5 best practices to help you to communicate in a customer-centric way and increase your email response!
Pathway to Email Marketing: Best Practices and How-ToMarketo
Your Marketo Email Marketing application has the power to automatically engage buyers with relevant email conversations automatically and at scale. Move beyond basic batch and blast campaigns to authentic, timely and relevant email communications that drive results. View these slides, as we share best practices and how-to’s from creating email campaigns in Marketo quickly and easily to reporting on results that matter.
3.0 Project 2_ Developing My Brand Identity Kit.pptxtanyjahb
A personal brand exploration presentation summarizes an individual's unique qualities and goals, covering strengths, values, passions, and target audience. It helps individuals understand what makes them stand out, their desired image, and how they aim to achieve it.
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Business Valuation Principles for EntrepreneursBen Wann
This insightful presentation is designed to equip entrepreneurs with the essential knowledge and tools needed to accurately value their businesses. Understanding business valuation is crucial for making informed decisions, whether you're seeking investment, planning to sell, or simply want to gauge your company's worth.
[Note: This is a partial preview. To download this presentation, visit:
https://www.oeconsulting.com.sg/training-presentations]
Sustainability has become an increasingly critical topic as the world recognizes the need to protect our planet and its resources for future generations. Sustainability means meeting our current needs without compromising the ability of future generations to meet theirs. It involves long-term planning and consideration of the consequences of our actions. The goal is to create strategies that ensure the long-term viability of People, Planet, and Profit.
Leading companies such as Nike, Toyota, and Siemens are prioritizing sustainable innovation in their business models, setting an example for others to follow. In this Sustainability training presentation, you will learn key concepts, principles, and practices of sustainability applicable across industries. This training aims to create awareness and educate employees, senior executives, consultants, and other key stakeholders, including investors, policymakers, and supply chain partners, on the importance and implementation of sustainability.
LEARNING OBJECTIVES
1. Develop a comprehensive understanding of the fundamental principles and concepts that form the foundation of sustainability within corporate environments.
2. Explore the sustainability implementation model, focusing on effective measures and reporting strategies to track and communicate sustainability efforts.
3. Identify and define best practices and critical success factors essential for achieving sustainability goals within organizations.
CONTENTS
1. Introduction and Key Concepts of Sustainability
2. Principles and Practices of Sustainability
3. Measures and Reporting in Sustainability
4. Sustainability Implementation & Best Practices
To download the complete presentation, visit: https://www.oeconsulting.com.sg/training-presentations
Improving profitability for small businessBen Wann
In this comprehensive presentation, we will explore strategies and practical tips for enhancing profitability in small businesses. Tailored to meet the unique challenges faced by small enterprises, this session covers various aspects that directly impact the bottom line. Attendees will learn how to optimize operational efficiency, manage expenses, and increase revenue through innovative marketing and customer engagement techniques.
Unveiling the Secrets How Does Generative AI Work.pdfSam H
At its core, generative artificial intelligence relies on the concept of generative models, which serve as engines that churn out entirely new data resembling their training data. It is like a sculptor who has studied so many forms found in nature and then uses this knowledge to create sculptures from his imagination that have never been seen before anywhere else. If taken to cyberspace, gans work almost the same way.
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As an Army veteran dedicated to lifelong learning, I bring a disciplined, strategic mindset to my pursuits. I am constantly expanding my knowledge to innovate and lead effectively. My journey is driven by a commitment to excellence, and to make a meaningful impact in the world.
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𝐓𝐉 𝐂𝐨𝐦𝐬 (𝐓𝐉 𝐂𝐨𝐦𝐦𝐮𝐧𝐢𝐜𝐚𝐭𝐢𝐨𝐧𝐬) is a professional event agency that includes experts in the event-organizing market in Vietnam, Korea, and ASEAN countries. We provide unlimited types of events from Music concerts, Fan meetings, and Culture festivals to Corporate events, Internal company events, Golf tournaments, MICE events, and Exhibitions.
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"𝐄𝐯𝐞𝐫𝐲 𝐞𝐯𝐞𝐧𝐭 𝐢𝐬 𝐚 𝐬𝐭𝐨𝐫𝐲, 𝐚 𝐬𝐩𝐞𝐜𝐢𝐚𝐥 𝐣𝐨𝐮𝐫𝐧𝐞𝐲. 𝐖𝐞 𝐚𝐥𝐰𝐚𝐲𝐬 𝐛𝐞𝐥𝐢𝐞𝐯𝐞 𝐭𝐡𝐚𝐭 𝐬𝐡𝐨𝐫𝐭𝐥𝐲 𝐲𝐨𝐮 𝐰𝐢𝐥𝐥 𝐛𝐞 𝐚 𝐩𝐚𝐫𝐭 𝐨𝐟 𝐨𝐮𝐫 𝐬𝐭𝐨𝐫𝐢𝐞𝐬."
What is the TDS Return Filing Due Date for FY 2024-25.pdfseoforlegalpillers
It is crucial for the taxpayers to understand about the TDS Return Filing Due Date, so that they can fulfill your TDS obligations efficiently. Taxpayers can avoid penalties by sticking to the deadlines and by accurate filing of TDS. Timely filing of TDS will make sure about the availability of tax credits. You can also seek the professional guidance of experts like Legal Pillers for timely filing of the TDS Return.
India Orthopedic Devices Market: Unlocking Growth Secrets, Trends and Develop...Kumar Satyam
According to TechSci Research report, “India Orthopedic Devices Market -Industry Size, Share, Trends, Competition Forecast & Opportunities, 2030”, the India Orthopedic Devices Market stood at USD 1,280.54 Million in 2024 and is anticipated to grow with a CAGR of 7.84% in the forecast period, 2026-2030F. The India Orthopedic Devices Market is being driven by several factors. The most prominent ones include an increase in the elderly population, who are more prone to orthopedic conditions such as osteoporosis and arthritis. Moreover, the rise in sports injuries and road accidents are also contributing to the demand for orthopedic devices. Advances in technology and the introduction of innovative implants and prosthetics have further propelled the market growth. Additionally, government initiatives aimed at improving healthcare infrastructure and the increasing prevalence of lifestyle diseases have led to an upward trend in orthopedic surgeries, thereby fueling the market demand for these devices.
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1. Email Engagement
From Inbox to Open to Click
Presented by UMGD
Eric Roe Jeff Wood Bridget Ferris
Manager of CRM Coordinator of CRM Social Marketing Coordinator
Eric.Roe@umusic.com Jeff.Wood@umusic.com Bridget.Ferris@umusic.com
With Special Guest:
Christine Cheas
Account Manager
Christine.Cheas@returnpath.com
13. Can complaints be reduced?
• Manage the registration process so that it meets
your subscribers expectations
• Always respect unsubscribe requests
• Recognition
• Understand that content/program relevancy
impacts behavior
• Conduct complaint analysis
15. Message Quality
So What’s the Challenge?
•17% of filtering is due to message content
•Most email readers block images, so don’t rely on images to
communicate message
•The huge variety of email readers means you MUST test
before sending
What Can You Do?
•Test, and test again before sending new campaigns...make
sure you’re testing your email with the Return Path Seed List
•Update your email templates to comply with new rendering
treatments in Outlook 2007, Hotmail, etc.
•Ask subscribers to add you to their personal safe list
17. Subscriber Engagement
What can you do about subscriber engagement?
1. Ensure you are mailing to the most active users and purging
aged/inactive subscribers
2. Be relevant! Ensure your messages are striking a chord with your
subscribers and peak their interest
3. Remind your users to add you to their address book
TIP! Several of the top ISPs are using engagement metrics as a gauge for filtering.
• AOL has publically stated that they are including trusted reporter data in their
filtering algorithms
• Yahoo is measuring "activity" engagement: open, clicks, adding to address book and
TINS data.
• Hotmail looks at panel data and TINS data
• Comcast TINS data
• Gmail has not published how they’re measuring and using engagement data.
19. II. Subject Lines Open
• From Name gives people an idea of who’s emailing
– 73% of subscribers click “Spam” or “Junk” based on this
• Subject Lines that are relevant and interesting invites opens
– 69% of subscribers click “Spam” or “Junk” based on this
20. Subject Line Tips
• No more than 60 characters
• Avoid spam triggers like “Free” and Which subject lines drive the most opens?
exclamation marks
• Utilize personalization to make messages
feel targeted
• Call out featured content - subscribers don’t
like to feel misled
• Be creative!
21. III. Content & Design Click
• Preview Pane gives fans a quick
glimpse
• Images Off
– Is your key message visible enough
for people to keep reading?
• Content Above the Fold
– Are you persuading people to scroll
further?
• Test in Return Path
22. Complete Email & Click Through
• Food For Thought
– Subscribers spend seconds reading your email
– How will you catch their eye?
– Average of 11% subscribers scroll below the fold
• The Click Through
– Subscriber experience doesn’t end with the inbox
– Make sure click through doesn’t require your fan to search
– Send fans to the specific location they need to sign up, purchase, view, etc.
23. Email Design Basics
Newsletter Considerations
• Main call-to-action within the
preview pane
• Develop a visual hierarchy for
headings and body copy for easy
scan-ability
• Keep content concise - link to site
for more information
• Use images selectively for
engagement areas
• Use “table of contents” section for
long newsletters
25. Email Design Basics
Alert Considerations
• Alert Email: Short, postcard like
• Great For:
– Highlighting a key release or event
– Short message from the artist, re-
introduction email
• Single focus, don’t turn it into a
newsletter!
26. Email Design Basics
Mobile Considerations
• UMG fans over index and open 25% of
emails on mobile devices
• Ensure email width is no larger then 600
pixels to reduce scrolling
• Increase font size in main message for
better readability
• Use less words
• Test emails using Return Path’s Campaign
Preview
27. Further Engagement Ideas
Relationship Emails
• Social is the party. Email is the
intimate date.
– Use the right messages to keep the
relationship going
• Re-engage with fans at least 2-3
months before
• Send Alert type emails in between
releases
28. Further Engagement Ideas
Relationship Emails – Content Ideas
• Send an email on a fan’s
birthday
• Use artist anniversaries as a
reminder for catalog favorites
• Thank fans when the artist is
nominated for/ wins an award
• Acknowledge winners of a
sweepstakes
29. Email Engagement Recap
Deliverability: Take charge of your sender
reputation by complaint minimization, list hygiene,
message quality, & engagement
Subject Lines: Choose fun & curious subject lines to
keep subscribers intrigued
Content & Design: Test to make sure your email
design is functional, logical and optimized for all
browsers & devices
Editor's Notes
Reputation 101 Return Path has formed relationships with ISPs to provide transparency to inbox standards so you know exactly what these thresholds are and can take steps to fix it. Our tools and services are designed to provide visibility into the inbox so you know exactly where your email was delivered by ISP and campaign. Armed with this information, you can effectively diagnose, fix and prevent deliverability problems so you can maintain a good sender reputation. At Return Path we focus on how to get email successfully delivered, and that means delivered to the INBOX! I will give you an overview of Reputation and discuss reasons why email doesn’t reach the inbox.
Email is a great developing active and loyal subscribers, but what good is it…. http://www.istockphoto.com/stock-photo-5631879-lone-box-on-warehouse-floor.php
You know the value of your email program. Therefore, emails that are never delivered are best left unsent. And dollars spent on undelivered email is a waste of your valuable marketing budget.
Non-delivery (which are messages not delivered at all or delivered to the junk/bulk folder) – has started to level off around 20%. *** This is why placement in the inbox is so important. Many marketers think they know how well they are doing because of reports that report a “delivered rate.” Often this isn’t the case and many of those emails might have been bounced or blocked. You send the mail out, its just not certain that the mail is going to get there. Uncertainty of inbox placement is a very real economic problem for marketers. ***NOTE: Stress that the 20% is not UMG specific, rather, it’s “overall” email marketing. http://www.istockphoto.com/stock-photo-3225834-spam-in-mailbox.php
And that uncertainly directly affects email ROI. The bottom line is that you’ll lose revenue and the email channel becomes a less effective tool for you. You’ll start to see your email delivered to the bulk / junk / spam folder. This means that a greater portion of your file will never see your emails, and timely marketing messages will be received too late. Again, your entire email program and revenue suffers if you don’t pay attention to your email deliverability.
ANSWER: Reputation
So What is a marketer to do? Focus on REPUTATION! A lot of marketers think content is a key factor, but reputation is the key to the inbox as it is all based on your email sending behavior. Most ISPs and filtering applications use reputation as the PRIMARY factor in blocking decisions. ISPs use your sender reputation to make filtering decisions. A poor reputation means, your email will get blocked. Return Path has services and tools that measure sender reputation, and through our analysis of sender data, we have found that 77% of the time (conservative estimate), it’s your reputation that impacts email delivery. To fill you in on the rest of the percentages that impact email delivery…17% of the time, your content will impact your delivery, and 6% of the time your delivery is impacted by the reputation of domains or links that are part of the email content.
Unfortunately, the rules of the “deliverability” road aren’t clear. If you go to ISP postmaster pages, it’s not always easy to understand how an ISP decides to either block or deliver your emails. And what may be true at Hotmail may not be true at Yahoo! or Comcast. In fact, they all have different thresholds for the key metrics used to determine reputation and therefore inbox placement. Clients come to us with a lot of hypotheses: It’s the content: “If I had just taken ‘sale!!!” out of my subject line” or Their ESP isn’t doing the job: “Isn’t it the ESPs’ job to get my mail delivered” Ideally, the same rules would apply everywhere, but it doesn’t causing a lot of confusion for the sender. http://www.istockphoto.com/stock-illustration-3154505-boys.php
So, putting it all together, there are 6 factors that drive reputation, 5 of them are factored into a sender’s IP reputation: Today we’ll focus on Complaints, List Hygiene, Message Quality and Engagement. Complaints List hygiene (spam traps and unknown users) Sending Infrastructure – managed by UMGD Sending Permanence (IP) – managed by UMGD Rendering and message quality – using Inbox Preview Engagement – removing subscribers when they are no longer opening your email
WHAT ARE COMPLAINTS? There are a few different ways a subscriber can register a complaint: Your customer hits the “report spam” button (or equivalent) Your customer sends a complaint to a filtering application (like Cloudmark’s Spam Net) or a complaint-driven blacklist (like SpamCop) Your customer complains about you to the postmaster or administrator of their Mail Service Provider Complaints are THE most important factor in determining reputation. If your subscribers are complaining about your email, then ISPs are going to act by blocking your mail.
Can complaint issues be resolved? YES! There are 5 ways you can reduce complaints: Manage the registration process so that it meets your subscribers future expectations. Send a welcome message after someone registers with you Give subscribers a positive choice and make choices granular Give them a good idea of what they will receive Give instructions on address book inclusion Always respect unsubscribe requests. Make it easy for folks to unsubscribe (instead of hit “spam”) from your email make sure the unsubscribe process works. Sign up for feedback loops – Feedback loops will give you the data you need to pull complainers off of your list 3. Recognition: Make sure your emails are clear and well branded Use consistent from, reply, subject elements Why would you do this – If your message does not look quite right, a subscriber may accidentally complain Understand that content/program relevancy impacts behavior. Use the appropriate mailing frequency. Do not send too much email and bombard your subscribers, on the other hand do not send too little and leave them hanging. We often hear individuals unsubscribe due to the large volume of email they are receiving that was unexpected. Stay consistent Use customization and personalization Use Target messaging Conduct complaint analysis. A few things to think about are: (managed by RP/UMGD) If you have non responders stop mailing to them – they will lead to trouble down the road. Are new subscribers complaining? Consider the relevancy of the emails you are sending them Are complaints coming from a particular data source? Kill or re-permission that bad data Is the frequency causing complaints? Lessen or increase frequency as needed
The 2 nd step to having a good reputation is list hygiene. Keep your list clean and full of people who are excited to get your mail! There are 2 kinds of email addresses that I am going to discuss that if left off of your list can help keep your reputation at it’s best. How do I keep my list free of unknown users or spam traps? Here are some ways to do just that! 1. Review your data collection to ensure you are getting good data up front: the most common techniques are double opt-in and welcome messages. 2. Review your internal bounce categorization routine to ensure you are regularly removing bad or inactive addresses 3. Monitor Blacklists that focus on mailers who hit spam traps
Next up we have Content… SO WHAT’S THE CHALLENGE? 17% of filtering is due to message content Most email readers now block images by default, so don’t rely on images to communicate your message The huge variety of email readers and environments means you MUST test every message before sending WHAT CAN YOU DO? *WE ADDED TO THE FIRST LINE* Test, and test again before sending new campaigns...make sure you’re testing your email with the Return Path Seed List. Update your email templates to comply with the new rendering treatments in Outlook 2007, Windows Live Hotmail, etc. Ask your subscribers to add you to their personal safe list…this is the only way to get images on with some ISPs
Inbox Preview is the pre-deployment tool that allows you to see how your campaign renders at the various INBOXES. You can also run your template through a content assessment that checks for things like HTML errors and spam words as well as a Spam Filter Check to see if your mail is going to pass through numerous filters.
Now let’s talk through Subscriber engagement. This evaluates how highly your subscribers regard your mail. ISPs have been leveraging user feedback for years in the form of complaints and are now getting even more specific in their measurements. What can you do about subscriber engagement? Some of the questions to ask yourself when thinking about your subscribers and making sure they are engaged is: Are subscribers opening and clicking through your emails? Are subscribers replying? Are subscribers clicking the “This Is Not Spam” button? It's the primary way that many ISPs get a feel for whether they are making a mistake in placing a message in a junk/bulk folder. Certain senders try to game reputation systems and mail to a large number of inactive accounts to bulk the denominator in the complaint rate metric since inactive accounts don't hit the report spam button. Some senders will take this a step further and set up accounts at an ISP to register "this is not spam" votes for their messages. Mailbox providers have responded by reviewing only reporting from active, engaged accounts that don't look dormant or look like they have been set up for the purpose of gaming. Those are some of the ways that ISPs are measuring Engagement. Several of the top tier ISP’s are using engagement. A couple of examples are… AOL: AOL has publically stated that they are including trusted reporter data in their filtering algorithms Yahoo is measuring "activity" engagement: open, clicks, adding to address book, etc. They also look at “ThisIsNotSpam” data. Hotmail: Looks at panel data and TINS data Comcast: TINS data Gmail: Gmail has not published how they’re measuring and using engagement data.