The document discusses email marketing essentials, including why email is an effective marketing channel, tips for growing email lists and engaging subscribers, ensuring email compliance with CASL regulations, best practices for email design and delivery, and using email metrics and social sharing to measure campaign performance. It also provides an overview of common email service providers and resources for email marketers.

1. EMAIL MARKETING
ESSENTIALS
December 6, 2012
eBound Webinar by June Macdonald
@junebug

2. Today
• Why email marketing
• Growing and managing your list
• Email campaign tips to increase response
• Key metrics
• Social sharing
• Email service providers

3. Why Email?
• Permission based
• Flexible: near unlimited segmentation,
personalization
• Longer shelf life than social
• Easy to share via forward
• Format allows for mix of text & images
• Trackable
• Link to Database
• Testing & Reporting

4. Email is
Still the
Preferred
Channel

5. High Trust
Factor
Trusted up to 2x more
than advertising

6. Rewards of Trust

7. Grow Your List
• Every way you can!
• Website
• Events
• Facebook
• In print
• Twitter
• Pinterest, etc.

8. CASL
• CASL = Canadian Anti-Spam Legislation coming into effect
late 2013
• Must collect verifiable (auditable) opt-in permission
• Business card is not an opt-in
• Can not be pre-checked
• Data must be protected
• Make it easy to get off list
• Subject lines and From/Sender name that are NOT
misleading
CASL further reading:
• Legal site that seems to have good overviews: http://www.osler.com/expertise/privacy_law/casl-
compliance-more-than-spam-understanding-canadas-anti-spam-law
• Government site: www.fightspam.gc.ca
• Cdn Email Marketing Co’s summary: http://www.inboxmarketer.com/CASL
DISCLAIMER: This information is provided as a courtesy only and should not be considered legal advise.

9. Email Legal Footer
• Remind subscribers they did subscribe.
• Easy click to unsubscribe.
• Provide alternate unsubscribe methods and include company contact
info, including physical address.

10. Tips for Response
• Keep subscribers engaged with relevant,
unique content

11. Tips for Engaging Subscribers
• Mix of informative and fun content
• Exclusive content
• Include supporting images
• Personalize
• When in doubt… TEST!

12. Mix in video, social

13. Email Newsletter Provides
book and video excerpts to
a highly engaged, targeted
audience…. And increased
sales!

14. Will your images be seen?

15. ALT Tags

16. Design for Mobile
Source: ReturnPath, http://www.returnpath.com/resource/email-in-motion
• By end of this year, over half of email will only be viewed on
mobile device
• Keep layout simple, single column, 525 pixels wide

17. When to Send?
Image source: GetResponse.com (Best time to send emails Infographic)
http://blog.getresponse.com/best-time-to-send-email-infographic.html
But really, it depends…

18. Testing

19. Key Metrics
• Subscribes/unsubscribes, complaints
• Delivery rate, bounce rate
• Open Rate
• Clickthrough rate
• Open to click
• Sharing

20. List Performance Report
Source:
MailChimp.com

21. Campaign Reports
Sample: Campaigner.com

22. Email
is the
Top
Sharing
App

23. Why Social?
• Extends Reach
• Find like minds, communities
• Users are searching for #goodcontent
• Platforms encourage exploring: Pinterest,
Facebook, YouTube
• Fast

24. Social Share

25. Social Share

26. Email + Social
• Social sharing buttons being included in
marketing emails: 18.3%
(40% increase over 2011)
• Average click through rate of 115%
higher.
Source: GetResponse

27. Email Service Providers
• Advantages of using an email service
provider:
– Expertise, campaign volume
– Templates & Widgets
– Resources and help
– Easy subscriber management
– Deliverability
– Reporting!
– Tips

28. Email Service Providers
• MailChimp.com
• ConstantContact.com
• MyEmma.com
• Campaigner.com
• iContact.com
• VerticalResponse.com
• EmailResponse.com + many, many more…
• Review site (not an endorsement):
http://email-marketing-service-review.toptenreviews.com

29. Email Marketing Resources
• MarketingSherpa.com, eMarketer.com,
theemailguide.com are just a few…
• Email Service Providers websites are
full of info in Resources sections,
tutorials, reports, etc.
• Article with links for testing email
rendering: http://www.email-marketing-
reports.com/services/testing/
Need Inspiration? Responsys 2012 Top
Email Design Lookbook
http://www.responsys.com/land/download-email-design-look-book-2012

30. Thank You!
June Macdonald:
• june@contentmixing.com
• Twitter: @junebug
• LinkedIn: ca.linkedin.com/in/junemacdonald