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Almost Everything You Wanted to
Know About Email Marketing
You have email marketing questions. So do we.

        We also have some answers.
               Lots of them.




                                                2
How to use this document:

     1.   Browse from the start; or
2.    Go to a specific section of interest.




                                              3
Permission




             4
Permission is the foundation.
You are correct.
The U.S. CAN-SPAM Act does not
  require permission to email.
See number 1.
Permission IS required by law in
    the EU, Australia, New
   Zealand, Korea, Canada.
The theory that relevance trumps
permission is just that – a theory.
Recipients will punish you hard
with SPAM complaints if you don’t
        have permission.
Recipients will still punish you
with SPAM complaints if they
 don’t remember giving you
         permission.
ISPs tell you to gain permission.
     They monitor/block by
  engagement and complaints.
Single, Double or Confirmed
          Opt-in?
Yes. Any approach will do.
Single opt-in = higher completion
       rate; lower quality.
The vast majority of companies
 use the single opt-in method.
Double Opt-in = An extra
  step, fewer opt-ins.
Use Double Opt-in when you use
aggressive acquisition methods.
Confirmed Opt-in sends an email
  notifying the new subscriber
   they’ve opted in – and to
     unsubscribe if in error.
List Rental/Buying




                     20
Simple really. Don’t EVER buy
         email lists.
List rental? Work with a list broker
      with a stellar reputation.
Yes, there’s a difference in the
meaning of the words “buy” and
  “rent.” Learn the difference.
Buy = someone sells you a list that
           you send.
DON’T DO IT! You are a spammer.
Rent = a third-party sends your email
to people that have given permission.
You must then convince them to opt-
         in to your program.
Don’t expect huge growth from
          list rental.
Focus on deeply qualified leads
that will drive a higher percentage
             of opt-ins.
Map your offering to the original
reason for opt-in. Contest entrants
    probably don’t buy $200K
            timeshares.
Never risk your primary sending IP
  address with outside names.
Welcome Emails




                 30
Use a Welcome Email. Better
   yet, a Welcome Series.
Better yet – an onboarding
         program.
No welcome email? Then you are
   leaving to chance the new
     subscriber experience.
Explain your value. Link to
preferences. Provide an incentive.
Welcome emails help set
expectations. Can solve problems.
Ask progressive survey questions
during the Welcome Series to build
          your database.
Don’t lead with a coupon. Let full-
       price buyers act first!
Classify new users into active and
    inactive, and try incenting
 inactives with a small discount.
Clearly outline your
return, shipping and other key
            policies.
Ask for the first order in your final
        email of the series.
Deliverability




                 41
Email marketing is NOT Direct
Email. ISPs are NOT the same as
         the Post Office.
You the marketer are responsible
for your email deliverability – not
your email service provider (ESP).
Your ESP helps you with
infrastructure and strategies – but
there is no magic bat phone to the
               ISPs.
Permission is the foundation to
high engagement, low complaint
              rates.
Even the best email marketers
 receive spam complaints. The key
is to keep the complaint rate LOW.
Why do I receive spam or abuse
         complaints?
Your recipients think you send too
many emails; they are irrelevant;
     or they don’t remember
           subscribing.
Most ISPs will block/filter your
emails if you receive more than 3
 complaints out of 1,000 they
        receive from you.
How do we reduce spam
  complaints then?
Don’t Hide the Unsubscribe Link.
 Make it Easy to Unsubscribe.
Use a highly recognizable “from”
              name.
Use a consistent “from” name.
Don’t use spammy or potentially
     deceitful subject lines.
Authenticate your emails. DKIM.
          SenderID.
Shared/Pooled or dedicated IP
        addresses?
Companies that send infrequently
and low volumes should probably
       be on a shared IP.
Like your toes in winter, your
sending IP addresses need to be
           ‘warmed’.
A tiny percentage of your
messages will be ‘blackholed’ by
             ISPs.
Non-responders will slowly and
  silently kill your deliverability
stats. Manage them proactively.
Test deliverability statistics of
   each new template using a
deliverability monitoring service.
Opt-in Forms




               62
Capture the data required to
  deliver relevant emails.
Move opt-in forms on the bottom
   of your home page to the
      top/above the fold.
Do it now. We’ll wait. Oh, IT,
Ecommerce, etc. doesn’t want to
   give up that real estate?
Tell the roadblockers this:
Companies that move their opt-in
   forms up typically see opt-in
conversions increase 50% to 500%!
Allow users to opt-in with existing
 social network credentials, and
     capture that rich data!
From and Subject Lines




                         68
Yes, from or sender names
matter? A lot. So choose wisely.



                                   69
Use your most recognized and
trusted brand name. Don’t veer.



                                  70
Yes, use different sender names
for different email streams. But
 always incorporate your brand
              name.


                                   71
Brand X
(newsletters@brandx.com)
Like that. Wasn’t that easy!


                               72
Resist the urge to use a person’s
             name.



                                    73
But I see everybody doing that
these days. Is that your reason for
     doing it – everybody is?


                                      74
Do you know who John Doe is? I
 didn’t think so. So why use a
        person’s name?


                                 75
Yes, there are exceptions. If the
person’s name is also a recognized
          brand in itself.


                                     76
Personal names are also okay if
you're automating email streams
    on behalf of a salesforce.


                                   77
Subject lines can make a huge
difference. But your brand/sender
 name is still the most important
                thing.
Subject lines drive opens – AND
    clicks and conversions.



                                  79
Short. Medium. Long. Any length
   subject line length works.



                                  80
Research studies suggest that
longer subject lines outperform
   short and medium length.


                                  81
But, keep the key information
within the first 40-50 characters.



                                     82
“Free” Use it. It works. Look in
your inbox if you don’t believe us.
Test subject lines all the time. It is
     the easiest thing to test.



                                         84
‘From’ names are just as easy to
        test, but DON’T.



                                   85
Pay attention to automated SPAM
          scoring tools.



                                  86
Creative




           87
Use personality and a real
human’s voice WITHIN the email
            body.


                                 88
Feature pictures of actual
employees within the emails.



                               89
Related: Avoid cheesy stock
photos of perfect people, shaking
 hands, lightbulbs, globes, etc.


                                    90
Use “alt” tags to provide context
when images don’t automatically
              load.


                                    91
Use “bulletproof buttons” – HTML
 text and tables behind you CTA
             image.


                                   92
Keep key customer actions in the
same location across templates.



                                   93
Show more than you tell.




                           94
Designing Emails for Mobile




                              95
Take a “mobile first” approach. Go
ahead, Google what that means…



                                     96
OK, so design your emails and
landing pages to be friendly for
    mobile devices. Period.


                                   97
Smartphones are everywhere, and
people have email in their pocket.



                                     98
The finger is the new mouse, just
         40 pixels wider.



                                    99
Don’t make a user side scroll or
 zoom to read your content.



                                   100
How Do We Measure Success?




                             101
Think in terms of “process” or
“operational” and “output” or
     “success” metrics.


                                 102
Output/Success: Measures against
             goals and
objectives, i.e., conversion, reven
   ue, retention, cost savings.


                                      103
Process/Operational: Measures
             email tactics
, i.e., opens, clicks, unsubscribes, s
           pam complaints.


                                         104
Except perhaps if you are a
        publisher.



                              105
Open rates DON’T matter




                          106
Are you crazy? People have to
open their emails to click and take
             action.


                                      107
You are correct. But just because
recipients open an email, doesn’t
    mean they’ll take action.


                                    108
Opens and clicks are
irrelevant, conversion matters.



                                  109
Did more people buy or sign up for
          your event?



                                     110
Focus your email metrics on those
   that support achieving key
      company objectives.


                                    111
Ever met someone that got a raise
    for increasing open rates?



                                    112
I didn’t think so. Focus on:
      conversion; revenue;
engagement; cost savings. These
          things matter.


                                  113
Metrics Benchmarks




                     114
There are no average open rates.
       Industry matters.



                                   115
Still want to know? OK.
How does 23% sound?
       Happy now?


                          116
Go ahead, tell your boss you are
          “average.”
          We’ll wait.


                                   117
Thought so.
How’s that raise looking again?



                                  118
There’s average, lower quartile
  and upper quartile in each
  industry. Higher is better.


                                  119
Oh yeah, we have a benchmark
report. You should grade yourself.



                                     120
The real metric: interaction.




                                121
Frequency




            122
The best frequency is the one that
 delivers the best combination of
  revenue, LCV and acceptable
               churn.


                                     123
The more behavior-based the
content, the less you need to
  worry about frequency.


                                124
Ignore frequency controls for your
  most behavior-driven emails.



                                     125
Manage frequency across ALL
campaigns from your brand. See it
 from the customer’s viewpoint.


                                    126
Test frequency. This is your only
            answer.



                                    127
Re-test frequency every 90 days to
    keep your approach fresh.



                                     128
When to Send




               129
The best day to send email?
Monday. Tuesday. Wednesday.
 Thursday. Friday. Saturday.
           Sunday.


                               130
Everybody has their own
      opinion…



                          131
Send based on historical recipient
      open and click times.



                                     132
Consider multiple time zones
        within a list.



                               133
Weekends rock for some brands.
       Give it a try…



                                 134
Inactives / Reactivation




                           135
Inactives are a HUGE problem for
     almost every company.



                                   136
The average company can expect
 that between 30%-50% of their
   email database is inactive.


                                 137
So how do you define an inactive
          subscriber?



                                   138
Inactives combine timeframe +
email activity + purchase/offline
            behavior.


                                    139
For example, no email opens and
clicks or purchases for 6 months.



                                    140
But every company must develop
a definition that makes sense for
          their business.


                                    141
Determine who your Inactives are.
  Then target them differently.



                                    142
ISP algorithms are watching
 whether your recipients are
   opening and clicking.


                               143
Sending “we want you back”
emails to inactives typically only
  activates up a few percent.


                                     144
Proactively re-engage or purge
  inactives while adding new
records to maintain audience.


                                 145
Wanna drive your metrics through
the roof? Kill inactives mercilessly.



                                        146
Reactivate via a 2-3 step program
with escalating offers. No action =
    purged record or, reduced
            frequency.


                                      147
Tell the user you're taking them
off the list, and give them a way to
               prevent it.


                                       148
Reactivation programs are not the
  answer. But do them anyway.



                                    149
Preference Centers




                     150
Implement a world-class
  preference center.
Seriously. Implement a world-
   class preference center.
Ask for what you need to
segment, provide relevant content.
Empower new subscribers through
           choice.



                                  154
Step 1) Capture birth date.
Step 2) Send Happy Birthday emails.
        Step 3) Print Money.


                                  155
What’s the right number of form
             fields?
                8


                                  156
Just kidding. Use common sense.
 Test It. Balance data needs with
  lower form completion rates.


                                    157
Be radical. Consider a database
keyed on something other than
             email.


                                  158
Use existing social credentials
       during sign up.



                                  159
Let users control which
communications they receive and
    each one’s frequency.


                                  160
Support recipient choice, and
know that some will opt-out of
  everything if you act shady.


                                 161
Don’t force a full opt-out. Offer
subscribers the option to pause
       communications?


                                    162
Testing




          163
Test. Test Again.
Test everything.
 Test, test, test.
But why? Because testing is the
only real answer to all your darn
           questions.


                                    165
Where should I start?




                        166
Most email marketers start with
subject lines because of the ease
            of testing.


                                    167
When testing, use your ultimate
   goal (revenue and other
  conversions) to determine
           winners.


                                  168
What else can we test: pre-header
       text, layout, copy,
personalization, offers, buttons,
timing – pretty much everything.


                                    169
Only conduct true A/B tests –
 random splits in parallel.



                                170
Test 10% of your list with each
variant, then send the winner to
         the other 80%.


                                   171
Use A/B testing to prove or
disprove pre-defined assumptions.



                                    172
Don’t go crazy testing ‘from’
names. In that case, consistency
              wins.


                                   173
Misc./Resources/Final Notes




                              174
Stop saying (and thinking in terms
           of) ‘e-blast’.



                                     175
ESPs are different. Find the one
     that is right for YOU.
Balance existing need with future
  plans, and pick a vendor who
         works for both.


                                    177
Pay attention to 4-5 KPIs send-
over-send, week-over-week and
        year-over-year.


                                  178
Spend less time modifying lists in
 Excel, and more time building
    rules-driven programs.


                                     179
There are no short cuts.
Don’t agree with these Slides?
Then Yes, it depends and test it.
Contributors
Loren McDonald
@LorenMcDonald
lmcdonald@silverpop.com

Dave Walters
@_DaveWalters
dwalters@silverpop.com
Thank you!

  On Twitter: @Silverpop
www.slideshare.net/silverpop
   www.silverpop.com

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