The document provides audio dial-in information for a webinar on creating the perfect email. It includes toll-free and toll phone numbers for North America and international numbers that can be found in the email invitation or on a listed URL. It also provides information for getting technical assistance, including phone numbers and URLs to use for audio or web technical issues.

1. Audio Dial-In Information
For the audio portion of this
presentation, you must use your
telephone.
For North America
Welcome to: Toll-free:
Toll:
1-866-288-9872
1-913-312-2900
Participant Code: 847155
The ‘Motivated Marketer’ Webinar Series
For a list of international numbers
please refer to the email invitation
or go to:
http://tinyurl.com/PGwebinar1
Technical Assistance
Creating the Perfect Email For audio technical assistance,
please call 888-334-0282 &
reference participant code: 847155.
How to Optimize the Design & For web technical assistance,
please call 888-334-0282 and
Production of 1to1 Email reference the following
URL: www.livemeeting.com/lrs/vcs
Communications ales_ccc, Meeting ID: emarketing,
and Passcode: imarket.
All presentation content copyright ©2009 Premiere Global Services

2. Introduction to Our Webinar Series
Part 4 of our “Motivated Marketer Webinar Series”
Creating the Perfect Email
GOAL: To provide you with an understanding and recommendations for
creating and delivering exceptional email.
Rest of Webinar Series:
#5 in June The Myth of 100% Deliverability – Realistic Deliverability Expectations
#6 in July Performance Measurement & Advanced 1-to-1 Practices
Info at http://www.premiereglobal.com/emarketing/resource-center/webinars.asp
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3. Introduction to Our Presenters
From PGiMarket’s Andy McCartney
VP of Strategic Services
Strategic Services PGiMarket Strategic Services
Premiere Global Services
Team:
Lindsey Secord
Manager, Production Services
PGiMarket Strategic Services
Premiere Global Services
Sara Johnides
Senior Creative Specialist
PGiMarket Strategic Services
Premiere Global Services
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4. Today’s Webinar: Agenda
Introductions
Part 1 – What is a Perfect Email?
Incorporating 1to1 Principles in Email Programs
Part 2 – The Process
Understanding/Optimizing Campaign Workflow
Part 3 – Email Creative & Design Practices
Goals, Creative Brief & Email Design Principles
Part 4 – Production thru Delivery
Coding, Optimization, Testing, Scheduling & Throttling
Enabling Perfect Emailing via Outsourcing
Q&A
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5. Premiere Global’s Email Experience
PGiMarket ESP Stats Premiere Global Services Stats
• 6,000 email customers • $630 million in revenues
• 1 billion emails sent per month • 95% of the Fortune 500
• Wide range and sophistication • 55,000+ customers
of worldwide customers • 61 cities, 24 countries
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6. Creating the Perfect Email
Part 1
What is a Perfect Email?
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7. A Perfect Email? Is there Such a Thing?
What Constitutes
“The One”
• It caught my attention
• Professional, neat design
• It is currently of interest
• I trust/respect the sender
• I learned something new
• Like the personalized content
“The One” • Great timing for my needs
So What’s the Formula?
Perfect Email = Perfect Design + Perfect Blend of Content
All we need is perfect information and perfectly repeatable creation process!
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8. It Starts with Strategy & ‘1to1’
• 1to1 Marketing Origins: The “Old Way”
• Difficult with Traditional Mass Media Marketing
• 1to1 Marketing enables personalized
interactions on a massive scale
• Creates Dramatic Lift when applied to Email
Conversion Rates of 1to1 Campaign
Types as compared to ‘Broadcast’
Triggered 210% lift
Life Cycle 254% lift
1to1 Attempts to
Targeted 245% lift
Create the Near
Clickstream 355% lift Perfect Email
Source: JupiterResearch Executive Survey (3/05), n = 236 (e-mail 8
marketers that currently use/plan to use at least one campaign, US only)

9. 1to1 Marketing Reference Slide
Takeaways:
• Email marketers must go beyond Broadcast campaigning
• Aggregate increase in net profits from Triggered, LifeCycle,
Targeted and Clickstream is 18 times more than from Broadcast
• Production needs, skills and resources will likely increase with
more sophisticated campaigning
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10. About Campaign Types?
Broadcast Campaigns
Triggered/Lifecycle/Targeted/Clickstream 1to1 Campaigns
Event
Profile
Online Behavior

11. Principles of 1-to-1 Marketing?
1. IDENTIFICATION
How well do you know your
customers/subscribers?
2. DIFFERENTIATION
Can you differentiate customers based
on their value to you and their needs from you?
3. INTERACTION
How well do you interact with your customers?
Can you scale & automate message creation & delivery?
4. MEASUREMENT
How well does your company refine its email
marketing programs based on feedback/analytics?

12. Strategy Conclusion
Commit to 1to1 principles/practices, and apply them to
the campaigns that are right for your organization
Targeted Lifecycle Transactional Clickstream
Now on to the
Process
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13. Creating the Perfect Email
Part 2
The Workflow Process
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14. Process Overview
Idea for Campaign Data/Segments
‐ Purpose? Recipient Lists Design Messages (creative)
Refinement
Post Delivery Delivery, Scheduling
Reporting & Analysis Throttling Coding, Test & Optimization
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15. Production Process - BEFORE
Benchmark the speed and quality of your overall process
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16. Production Process - AFTER
After Process Analysis and Streamlining
Efficiency Keys
• Reduced # of steps
• Reduced # of 3rd parties
• Standardized templates
• Standardized process & procedure
• Superior consistent quality
Speed Improvement
• Previous speed benchmark =
2 weeks per mail
Production Cost Saving • Current speed benchmark =
Annual production savings: 24 hours [excluding creative]
Estimated Hours: 4,760 2-3 days [including creative]
Est. value: $446,000
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17. Creating the Perfect Email
Part 3
Email Creative & Design
Practices
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18. Before we Jump to Creative
Gauge Where You Stand Are you a
broadcaster?
Master of 1to1
marketing?
Somewhere in
between?
Get a baseline & move the needle toward the perfect email!
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19. What is Email Creative?
What is Creative?
Creative refers to visual design of an email template.
This can include, but is not limited to:
- The Creative Brief
- Design
- Copywriting
- Logo Design
The Creative Process
Step 1: Creative Brief
Step 2: Concepting/ Comps
Step 3: Client Review and Concept Selection
Step 4: Chosen Concept Revised
Step 5: Client Review of Revised Creative
Step 6: Approved Comp(s) Sent to Production
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20. The Creative Brief: Starting
the Creative Process
It All Begins with the Creative Brief:
The brief is a multi-question document that:
- Determines the objectives of the program
- Helps establish expectations and timing
- Establishes a brand look, feel and tone
- Identifies mandatory elements and personalization/conditions
to be included
- Identifies the deliverables, timing and expectations
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21. Elements of Email Creative:
The Header
Header Content:
Make sure your logo is not too big and that there isn’t unnecessary white space
surrounding it. It should be easy to see/read and link to the
company’s website
This is where your pre-header snippet would go, as well as some housekeeping
links, such as a microsite link, view in handheld and whitelisting link
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22. Elements of Email Creative:
The Navigation
Navigation Content:
-Dedicated area for links that mirror your website
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23. Elements of Email Creative:
The Body
Body Content:
-The meat of your
message
- Insert CTA link
towards the top
- If it is a newsletter,
consider adding a
left or right rail and
a table of contents
Navigation:
-Dedicated area for links that mirror your website
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24. Elements of Email Creative:
The Footer
Footer Content:
-Housekeeping links:
Unsubscribe, F2F,
Contact Us, Physical
Mailing address
-Keep small in size
and a neutral color
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25. Elements of Email Creative:
The Finished Product
The Perfect Email
-Targeted, relevant messaging directed to the right target audience
-When using a template, utilize dynamic content to further target your markets
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26. Real Life Examples
Ariba:
• Ariba is a leader in Spend
Management solutions
• Message is targeted to small to
medium businesses
• Nice, thin header with visible, easy-to-
read logo
• Prevalent CTA towards the top of the
message
• Nice use of right rail to give more
details on the event
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27. Real Life Examples
Hartmann:
• Hartmann is a high-end travel goods
retailer
• A look that mirrors the website
• Good use of white space
• Coded for images being suppressed
– both navigation and buttons
• This campaign was the strongest
performer of 2009 for Hartmann.
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28. Real Life Examples
GEICO:
• GEICO is a leading auto
insurer in the US
• This is an email designed for a
re-engagement campaign
• Simple, clean design
• Eye-catching Image that is
brand specific
• Prevalent CTA button and light
text that is broken up and
manageable to read
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29. Creating the Perfect Email
Part 4
Production thru Delivery
• You Have your Strategy, Segments,
and Campaign Types
• You Have your Photoshop Files
What’s next?
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30. Transitioning Creative to
Production
Production = The Coding of
Creative
• HTML Coding and
Optimization
• Dynamic content
• Email Rendering Testing
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31. Production: HTML Tips…
Coding Buttons
• No image-only buttons!
• Code using HTML text on a background image.
• Always back-up background images with a similar background color.
Email tips for web designers
• Width: 600-700 pixels
• Above the fold: top 300 pixels
• Code for lowest common denominator:
– Avoid Flash, JavaScript, CSS
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32. Production: HTML Tips…
Alt Tags
• Include a relevant alt tag in all relevant and Call to Action images.
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33. Production HTML Tips…
Text to Image Ratio
• Keep it as low as possible to improve
rendering when images are
suppressed.
• Reduces potential to be caught in a
Spam filter.
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34. Production: HTML Tips…
Style Sheets
• No CSS!
• Use tables to control layout and spacing.
• Back-up inline styles where possible:
<font face=” Arial, Helvetica, sans-serif” size=”2” style=”font-size: 12px”>
Figure 1a: Big Rick’s Barbeque message created using CSS, Figure 1b: Big Rick’s Barbeque message
prior to email send. as rendered in the inbox. The CSS has
been stripped, causing loss of formatting.
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35. Quality Assurance Checklist
• Adjust your production timeline to allow for testing and review period.
• READ your email copy, don’t just spell check.
• Don’t let your images convey your message.
• Create and maintain a Quality
Assurance (QA) checklist.
• Request a peer review.
• Test for rendering and deliverability
across multiple browsers and mail
readers.
• Keep a code library.
• How compliant are you?
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36. W3C Validation - http://validator.w3.org/
• DOCTYPE: HTML 4.01 Transitional
• Correct Character Set / Encoding
• Include <HEAD> tag
• Relevant <TITLE> tag
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37. Message Testing
Rendering Tests
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38. Testing your Perfect Email
Quick and Easy A/B Tests
• Subject Line Test!
• Delivery Day/Time Refine!
• From Name
Repeat!
• Graphics
• Layout – Left rail vs. right rail
• Call to Action
• Personalization – Does including a salutation get more Opens?
10% 10% Remainder
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39. Delivering the Perfect Email
Scheduling
• Schedule your campaign at least 1 hour out from selected delivery time
• Seed yourself on your lists
Reasons to Throttle for Larger Mailings 1mm+
• Avoid ‘All-at-Once’ surge to ISP’s that may delay and discard your messages
• Spreading email over time establishes higher reputation
• Allows you to stop further messages if you encounter problems
• Perfect for A/B testing
• Distributes complaints and lowers your complaint ratio
• Allows to manage hits to call center
Check out next webinar for
an in-depth analysis of
Deliverability & Myths!
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40. Creating the Perfect Email
Enabling Perfect Emailing
via Outsourcing
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41. Do You Have the Resources?
Market Changes
• Tough economy, marketing headcount reduction
• More orgs turning to email from other marketing channels
• More competition in the Inbox, more reason for 1to1
Outsource? 1to1 requires more effort, and specialist skills
• Advanced campaigning usually requires more production
• Which aspect of your email lends itself to outsourcing?
Event Promotions Marketing Activities Email Production Services
Web Conferences Outsourced Email Campaigns: Partial/Complete Outsourced Email
Virtual Event Promotion Loyalty, Retention, Lifecycle, Function – Design, Create, Test,
Acquisition & Lead Generation On‐boarding, Re‐activation Deploy, Monitor
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42. Your Strategy, Outsource just the
Production Component?
• Focus on the strategic, select an experienced 1to1 ESP
services provider to focus on the tactical, & under SLA
• What’s the operating model? SEGMENTED/CUSTOMIZED EMAILS:
Invitations / Follow ups
Promotions: Up‐Sells / Cross‐Sells
Acquisition / Retention
Newsletters / Branding
You Provide Input Reactivations
• Goals/Targets Drip / Lifecycle
• Requirements
• Branding/Creative
• Mailing List/Segments
Optimal Rendering on all Email Readers:
Maximize Deliverability
Authentication, Monitoring, ISP Relations
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Recovery from Blacklisting, Certification

43. Conclusions
Is the Perfect Email Possible?
5% 25%
0%
1% 100%
10%
Click Thru Rates
Conversions
Move Your Needle:
Consider your strategy & 1to1 practices Consider your creative and design
Consider your campaign types Consider your production and test
Consider your workflow process Consider getting help with workload
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44. Q&A
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45. Next Webinar
“The Myth of 100% Deliverability – Realistic
Deliverability Expectations”
June 25th, 1pm Eastern
– I’ve been promised 100% Deliverability
– Long-lasting myths of Deliverability
– What should I expect from an ESP partner?
– Shared Deliverability responsibilities of senders and your ESP
– The future of Deliverability
Info at http://www.premiereglobal.com/emarketing/resource‐center/webinars.asp
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46. Want More Information?
You will receive an email with links to:
A recording of this session
A copy of this presentation
strategy@PremiereGlobal.com
www.premiereglobal.com
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