This document provides an overview of email marketing best practices. It discusses:
1) Types of email marketing like newsletters, promotions, and customer relationships
2) How to avoid being marked as spam by complying with laws and including an unsubscribe option
3) Growing an email list organically and through paid acquisition
4) Crafting effective content focused on the audience and clear calls to action
5) Choosing an email service provider like MailChimp or Constant Contact based on needs and technical skills.
2. Today’s Topics
1. What is e-mail marketing, and why should you do it?
2. Types of e-mail marketing
3. How to avoid being SPAM
4. How to build your email list
5. How to craft effective content
6. Best practices for design and layout
7. Choosing an ESP (e-mail service provider)
8. Measurement
9. Summary and Q & A
12. How to comply with SPAM laws
1. The “TO” and “FROM” information must not be
misleading.
2. The Subject line must not be misleading.
3. Include your physical address in the email.
4. Include a working unsubscribe option.
13.
14. Rent an email list?
Find a reputable list broker from referral
Some national names are Email Appenders, LZL,
Direct Media, Charlwood
In Milwaukee area, contact Data Dog Interactive
Expect lower response rates and higher costs than
with a house list
15. How to grow your subscriber list
1. Organically
2. Word of mouth/viral
3. Paid acquisition
17. How to craft effective content
Know your audience
Have a clear call to action. ('a confused
mind always says no')
Use “What’s in it for me?” language to sell
value
18. Can I use video in my emails? No. But animated gifs work.
However, Gmail recently added YouTube In-Email Video Preview
BEST PRACTICE: Use a link to video on your site
19. Best practices for design and layout
1. “From” line
2. “Subject” line
3. Preview pane
4. Consistent creative and message
5. Use HTML and text
22. Test in different email programs
Look at your list:
B2B: Microsoft Outlook 2003, 2007, Lotus Notes
and Entourage
Consumer/retail: Yahoo, Gmail, Apple mail, AOL
and Hotmail
Your ESP can help
24. Email Service
Provider
Who Should Use
Campaign Monitor
Web Designers who are comfortable coding their own HTML. Pay for what
you send; intuitive interface.
Mail Chimp
Web Designers who prefer a monthly pricing option; designers creating
simple email layouts or postcards with the online design tools.
AWeber
Marketing and sales professionals with limited HTML knowledge. Good
testing features (A/B splits); takes spam very seriously; reliable delivery
reputation. Companies with online stores and product-based marketing
strategies.
Constant Contact
Business owners who want an easy template-driven email service, and who
have neither design nor HTML skills.
iContact Value priced option for small business owners who have some HTML skills.
myEmma.com
Self-serve options for startups, agencies and larger lists; some customization
available. Offers a 20% nonprofit disc.