This document provides an overview of building an email marketing practice. It begins with email marketing statistics showing its growth and potential compared to other digital marketing channels. It then discusses common challenges like deliverability, list quality, and sender reputation that marketers must address. The rest of the document outlines best practices and strategies for email marketing such as segmentation, testing, content design, lifecycle marketing, and integrating email into multi-channel marketing programs. It emphasizes the importance of measurement, resources, and gaining expertise to build a successful email practice.

1. Building an Email PracticeChris SietsemaOctober 18, 2010

4. Pop Quiz $15.22 $21.85 $43.62 $71.12?Direct Marketing Association, 2009

5. Pop Quiz $15.22 $21.85 $43.62 $71.12Direct Marketing Association, 2009

6. Additional Stats$700MCompared to $45.2B Direct Mail SpendPlanned in 2010 for Email Spend

7. Additional Stats112,700Compared to 620,400 Search MarketersEmail Marketers in 2010

8. Additional Stats96%Compared to 12% willing to divulge social media profiles or identityOnline adults that have shared an email address

9. So Why The Lousy Reputation?

10. Crap Sent Right to Your Inbox

11. Retention, Retention, RetentionYou Are Here

13. A One-to-Many Medium?

14. Revenue Model Strategy Execution Markup

15. Email Products

16. Email Products

17. List QualityGarbage InGarbage Out

18. SegmentationJangoMail Email Marketing Survey - August 2010

19. DeliverabilityCAN SPAM Clearly DefinedPhysical AddressUnsubscribe OptionNo DeceptionYour From NameNo Funny Subject LinesSPAM

20. Sender ReputationSenderScore.org

21. Testing ProcessesA/B SplitMultivariateAB

23. MeasurementSource: Epsilon.comIndustry AveragesDelivery Rate – 94%Open Rate – 22%24% for Consumer ProductsClick Rate – 6% 7.5% for Consumer ProductsUnsubscribe Rate – 27%

24. Email Products

25. Content ElementsAnatomy of an EmailPREHEADERHEADERNAVIGATIONPRIMARY MESSAGESECONDARY MESSAGETERTIARY MESSAGERECOVERY / FOOTERCAN-SPAM / DISCLAIMER

26. Template Design

27. Template Design250250

28. Horizontal Scrolling

29. Email Products

30. Lifecycle MarketingTRACKSTRIGGERSCAMPAIGNSMESSAGE 1WEEK 1IFONGOINGMESSAGESCAMPAIGNSCAMPAIGNSMESSAGE 2WEEK 2THENMESSAGE 3WEEK 3

31. Re-EngagementJust gimme another chance?

32. Email Products

33. Integrated Programs

34. Challenge: Synchronizing Data34

35. Synchronizing DataEmail MessagesCustomer Records{Interactions & Behaviors}{Needs & Motivations}

36. Strategy Creative Development AnalyticsHuman Resources36

37. Phased ApproachExplore SpaceIdentify Internal ExpertiseStart with Organic GrowthBring In New TalentPut Sales People to Work

38. To Partner or Not to Partner

39. Enterprise Tools

40. Watch & Learn

41. Utilities

42. Resources42

43. Questions?Chris SietsemaTeach to Fish Digitalchris@teachtofishdigital.com480.389.5435linkedin.com/in/sietsemaTwitter: @sietsemaslideshare.net/sietsema

44. Slide-ographySlides 4-7 – Direct Marketing Association Economic Impact Study http://directmag.com/magilla/1020-e-mail-roi-still-slipping/Slide 8 – Pontifex Email Privacy vs. Social Media Privacy Surveyhttp://www.emarketer.com/blog/index.php/email-privacy-social-network-privacy/Slide 9 – Charlie Brown Christmas Charles SchulzSlide 13 – Andy Warhol’s Soup CansSlide 20 – Frank Sinatra Mug ShotSlide 23 - Measuring Tape Sphere from Nick Sayers on Flickr Creative CommonsSlide 25 – hamburger from j_bary on Flickr Creative CommonsSlide 31 – The Proposal by Boy27Wonder on Flickr Creative CommonsSlide 34 – Synchronized Swimmers from uwdigitalcollections on Flickr Creative CommonsSlide 42 – books in a stack from austinevan on Flickr Creative Commons