Don't let your emails fall victim to the dreaded spam filter. Emails can be a very effective marketing tool when it comes to engaging your target audience. But they don't do any good if they're getting deleted before they're even read. Join us for a creative and technical discussion on how to design, write and build your emails, and learn how to get the best results for your business.

1. eTip Webinar
Email Marketing
Starmark
Branding
Advertising
Best Practices
Interactive
Public Relations
Direct Response

2. Starmark: 30 Years of Excellence
Company Founded on Integrated Marketing
Interactive, Social & New Technology
Return On Investment Focused
Top-10 Diversity Owned Company in Florida
Nationwide Recruitment Fort Lauderdale
Recognized Top South Florida CEO
STARMARK.COM
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© 2011 STARMARK

3. Starmark: eTips
• Based on Current Trends
• Weekly eTip Newsletters
• Co-Authored In-house By
Experts Within Discipline
• Industry Benchmarks
• Ongoing App, Web & Media Testing
STARMARK.COM
888-280-9630
TXT “ETIP” to 247365
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© 2011 STARMARK

4. Agenda
1. Strategy
2. Creative
3. Production
4. Testing
5. Reporting
STARMARK.COM
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© 2011 STARMARK

5. Part 1: Strategy
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© 2011 STARMARK

6. STARMARK.COM
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© 2011 STARMARK

7. Strategy
• Stay in front of consumers
• Specify the frequency
• Offer something of value
• Show an Example
• Build your subscriber list
STARMARK.COM
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© 2011 STARMARK

8. Part Two: Creative
STARMARK.COM
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© 2011 STARMARK

9. What do people see first?
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© 2011 STARMARK

10. What do people see first?
STARMARK.COM
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© 2011 STARMARK

11. Snippet Copy
GMail Snippet
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iPhone Snippet
© 2011 STARMARK

12. Snippet Copy
GMail Snippet
STARMARK.COM
888-280-9630 Outlook Auto Preview
TXT “ETIP” to 247365
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/STARMARKINTL
iPhone Snippet
© 2011 STARMARK

13. Snippet Optimized Examples
STARMARK.COM
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© 2011 STARMARK

14. Design cannot be based on images
STARMARK.COM
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√
TXT “ETIP” to 247365
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© 2011 STARMARK

15. No Images Loaded Examples
STARMARK.COM
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© 2011 STARMARK

16. Spam Scoring
STARMARK.COM
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© 2011 STARMARK

17. Spam Scoring
Goal of 4 or under
STARMARK.COM
888-280-9630
TXT “ETIP” to 247365
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/STARMARKINTL
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© 2011 STARMARK

18. Writing for low spam scores
In order of importance:
• “From” is a real person/name
• $, Dollars, Millions, Money, WIN!!! (caps, excessive punctuation)
• Watch, Replica, Quality
• Talks about how to be “removed from list”
• HTML and TXT parts do not match
• Low text to image ratio
• “Dear (something)”
• FREE, Act Now, Aren’t too expensive, Buy, Buy Now
• “CLICK HERE”
Have the anchor “describe” what it’s linking to:
Anchor Text is Easy To Do Right
STARMARK.COM
888-280-9630 • Subject contains “a bigger”
Links have tracker parameter
TXT “ETIP” to 247365
•
@STARMARKINTL
/STARMARKINTL • Font color same as background color
/STARMARKINTL
© 2011 STARMARK

19. Writing for low spam scores
In order of importance:
• “From” is a real person/name
• $, Dollars, Millions, Money, WIN!!! (caps, excessive punctuation)
• Watch, Replica, Quality
• Talks about how to be “removed from list”
• HTML and TXT parts do not match
• Low text to image ratio
• “Dear (something)” eTip
• FREE, Act Now, Aren’t too expensive, Buy, Buy Now
• “CLICK HERE”
Have the anchor “describe” what it’s linking to:
4
Anchor Text is Easy To Do Right
STARMARK.COM
888-280-9630 • Subject contains “a bigger”
Links have tracker parameter
TXT “ETIP” to 247365
•
@STARMARKINTL
/STARMARKINTL • Font color same as background color
/STARMARKINTL
© 2011 STARMARK

20. Text Backup
STARMARK.COM
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© 2011 STARMARK

21. Creative Summary
• Don’t use large/many images, try to keep a balance of content
• Include area for Snippet copy in the design
• Use background colors to maintain layout when images don’t load
• Avoid spam terms/phrases when writing copy
• “Design” your text backup file (mostly seen on mobile)
STARMARK.COM
888-280-9630
TXT “ETIP” to 247365
@STARMARKINTL
/STARMARKINTL
/STARMARKINTL
© 2011 STARMARK

22. Part Three: Production
“Code like its 1999!”
STARMARK.COM
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© 2011 STARMARK

23. Production Tips
• Tables are A-OK (avoid “DIV” technology)
• “Limit” use of background images*
• Use colored cells wherever possible
• Compress images for faster loading and lower text/image ratio
STARMARK.COM
888-280-9630
TXT “ETIP” to 247365
@STARMARKINTL
/STARMARKINTL
/STARMARKINTL
© 2011 STARMARK * It’s OK to use BG images when used properly...

24. Production Tips
• Tables are A-OK (avoid “DIV” technology)
• “Limit” use of background images*
• Use colored cells wherever possible
• Compress images for faster loading and lower text/image ratio
STARMARK.COM
888-280-9630
TXT “ETIP” to 247365
@STARMARKINTL
/STARMARKINTL
/STARMARKINTL
© 2011 STARMARK * It’s OK to use BG images when used properly...

25. Part Four: Testing
STARMARK.COM
888-280-9630
TXT “ETIP” to 247365
@STARMARKINTL
/STARMARKINTL
/STARMARKINTL
© 2011 STARMARK

26. Image Testing
STARMARK.COM
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© 2011 STARMARK

27. Image Testing
STARMARK.COM
888-280-9630
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/STARMARKINTL
/STARMARKINTL
© 2011 STARMARK

28. Image Testing
STARMARK.COM
888-280-9630
TXT “ETIP” to 247365
@STARMARKINTL
/STARMARKINTL
/STARMARKINTL
© 2011 STARMARK

29. Spam Testing
STARMARK.COM
888-280-9630
TXT “ETIP” to 247365
@STARMARKINTL
/STARMARKINTL
/STARMARKINTL
© 2011 STARMARK

30. Spam Testing
STARMARK.COM
888-280-9630
TXT “ETIP” to 247365
@STARMARKINTL
/STARMARKINTL
/STARMARKINTL
© 2011 STARMARK

31. Email Client Testing
STARMARK.COM
888-280-9630
TXT “ETIP” to 247365
@STARMARKINTL
/STARMARKINTL
/STARMARKINTL
© 2011 STARMARK

32. Email Client Testing
STARMARK.COM
888-280-9630
TXT “ETIP” to 247365
@STARMARKINTL
/STARMARKINTL
/STARMARKINTL
© 2011 STARMARK

33. √
Email Client Testing
STARMARK.COM
888-280-9630
TXT “ETIP” to 247365
@STARMARKINTL
/STARMARKINTL
/STARMARKINTL
© 2011 STARMARK

34. √
Email Client Testing X
STARMARK.COM
888-280-9630
TXT “ETIP” to 247365
@STARMARKINTL
/STARMARKINTL
/STARMARKINTL
© 2011 STARMARK

35. √
Email Client Testing X
√
STARMARK.COM
888-280-9630
TXT “ETIP” to 247365
@STARMARKINTL
/STARMARKINTL
/STARMARKINTL
© 2011 STARMARK

36. √
Email Client Testing X
√
√
STARMARK.COM
888-280-9630
TXT “ETIP” to 247365
@STARMARKINTL
/STARMARKINTL
/STARMARKINTL
© 2011 STARMARK

37. √ √
Email Client Testing X
√
√
STARMARK.COM
888-280-9630
TXT “ETIP” to 247365
@STARMARKINTL
/STARMARKINTL
/STARMARKINTL
© 2011 STARMARK

38. √ √
Email Client Testing X
√
√
√
STARMARK.COM
888-280-9630
TXT “ETIP” to 247365
@STARMARKINTL
/STARMARKINTL
/STARMARKINTL
© 2011 STARMARK

39. √ √
Email Client Testing X
√
√
√
√
STARMARK.COM
888-280-9630
TXT “ETIP” to 247365
@STARMARKINTL
/STARMARKINTL
/STARMARKINTL
© 2011 STARMARK

40. A/B Testing
Segment a random portion of your list and send 1/2 version
“A” and 1/2 version “B”, then send the balance of your list the
version that performed better.
Test From Name
Test Subject Line
Test Email Design
Test Email Copy
Test Day of Week
STARMARK.COM
Test Time of Day
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@STARMARKINTL
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/STARMARKINTL
© 2011 STARMARK

41. Part Five: Analytics
STARMARK.COM
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© 2011 STARMARK

42. Broadcast Summary
STARMARK.COM
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© 2011 STARMARK

43. Recipient Activity
STARMARK.COM
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© 2011 STARMARK

44. Link Activity
STARMARK.COM
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© 2011 STARMARK

45. Stats Overlay
STARMARK.COM
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/STARMARKINTL
© 2011 STARMARK

46. Stats Overlay
STARMARK.COM
888-280-9630
TXT “ETIP” to 247365
@STARMARKINTL
/STARMARKINTL
/STARMARKINTL
© 2011 STARMARK

47. Email Client Usage
STARMARK.COM
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© 2011 STARMARK

48. Compare Trends over Time
Sent on a Friday :(
STARMARK.COM
888-280-9630
TXT “ETIP” to 247365
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© 2011 STARMARK

49. Thank You
For More See Us At: Starmark.com
Text “ETIP” to 24-7-365 to get our weekly eTip via SMS
Your Presenter:
Brett Circe - VP, Interactive Services - Partner
• Twitter: @bcirce
• LinkedIn.com/bcirce
• AIM: bcirce
STARMARK.COM
888-280-9630
TXT “ETIP” to 247365
@STARMARKINTL
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/STARMARKINTL
© 2011 STARMARK