The document discusses the concept of a 'perfect email program' as described by Andrew Kordek, emphasizing that perfection is unattainable but certain criteria can indicate sophistication. It lists essential practices, such as having a library of historical test results, testing multiple welcome emails, and optimizing the sign-up experience. Ultimately, it suggests that while email marketing is easy, doing it effectively is challenging and highlights the importance of continuous improvement.

1. DO YOU HAVE THE PERFECT EMAIL PROGRAM?
Andrew Kordek – VP of Customer Engagement
iPost - An email and messaging platform

2. andrewkordek
andrewkordek
1992-2000 2000 2008 2009 2010 2020
Quest Software iPost
Groupon Trendline Interactive
Sears & Kmart

3. People always ask what the PERFECT email
program looks like.
Then they ask what are the “best practices”
around it?

4. Email Marketing thought leaders LOVE to
use examples from Amazon, Apple or some
other well known retail brands.
It has people nodding their heads and
saying “oooohhh…” and “ahhhh”

5. LET’S BE CLEAR.
There is NO such thing as a perfect program.
But, if you can answer most of the following
questions with a “YES” you are likely WAY ahead
of everyone else in terms of sophistication.

6. Does your organization have an
accessible library of historical
TEST results so that you can
reference them and know which
ones performed under certain
conditions?

7. Do you simultaneously test
more than one WELCOME
EMAIL OR SERIES for
greater conversions or
engagement?

8. Do you have
frequency caps and
ENFORCE them?

9. Do you know what
SUCCESS looks like in
your program and does
everyone in marketing
know what it is?

10. Do you regularly test and OPTIMIZE the sign-up
experience? (web to email)

11. Do you USE the information gathered
in the preference/subscription
center?

12. Do you have a triggered
INTERVENTION program
based on non-behavior?

13. Is the unsubscribe experience
as WARM & INNOVATIVE as
the sign-up experience?

14. Email marketing is EASY to do.
It’s HARD to do it right.

15. Learn more at
ipost.com