A presentation I gave at IBC that provided a background on email marketing, as well as industry tips and best practices.

3. Email design best practices

4. Examples

5. Guidelines

6. Email copy & content

7. Developing content

8. Words to avoid

9. Subject lines

10. Subject line writing

11. Words to avoid

12. Subject line activity

13. Testing

14. Importance

15. An IBC example

16. Benchmarking

17. List hygiene & maintenanceTo get you PUMPED about the potential that email marketing offers for us to communicate to our brokers, customers, and prospective members effectively!

19. Direct promotional emails to acquire new customers

20. Retention for existing customers

21. Emails sent to encourage customer loyalty

22. Email to enhance customer relationship

23. Newsletters

24. Exclusive offers

25. Electronic equivalent of direct mail, print newsletter, or advertisement

26. Much cheaper

27. Larger ROI

29. …it enables you to send targeted messages and see instant, measurable results.”

30. …it allows you to send your customers what they want, when they want it.”

31. …you are reaching customers who have opted in and you know they are interested in what you have to say.”

32. …there is viral potential.”

34. Readers don’t always know what to expect

35. Utilize your space

36. Preview panes

37. Space above-the-fold

38. Subject lines

40. Physical street address, prominent unsubscribe link, viewing options, permission reminder

41. Simple HTML

42. Different from web design

43. Simple or no CSS

44. Maintains visual connection to the brand

45. Webpage extends a print brand

46. Subscribers make a connection

47. A clear call-to-action

49. Email clients have limited support for modern HTML and CSS

50. Use basic HTML tables to display content

51. Keep designs to a single or two-column layout

52. Most important content should always be above-the-fold

54. 2-column email Header containing logo or link to parent site Narrow side column to house other features, links, call-to-action, etc. Body content with links to longer stories or articles Footer which includes links, physical address, unsubcribe link, permissions, deliverability instructions

55. Taste Our Penne Alfredo with Chicken & Peas Tonight

56. Discover Special Offers For One Last Summer Escape

57. MoneyWhys: Putting your finances in perspective

58. Increase Your ROI with Customized Marketing Efforts

59. FREE SHIPPING on Select Lenox® Bridal Gifts!

60. FREE SHIPPING on Select Lenox® Bridal Gifts!

62. Test to multiple email clients to identify problems

63. Gmail, Outlook, Yahoo!, AOL, Hotmail

64. Test in multiple browsers

65. IE, Firefox

66. Avoid JavaScript

67. Avoid Background images

68. Host all of your own images

69. Set fixed heights and widths for all tables and images

70. Make sure all links open in new window

71. Avoid large images above-the-fold

73. Make sure content is relevant to audience

74. Keep a content folder to avoid pressing deadlines

75. Everyone in organization should contribute ideas

76. Develop reserve content that won’t lose its relevancy

77. Watch your numbers

78. Use those reports to learn about your readers’ interests

79. Examine your website’s reports

80. What sections are most popular?

81. Sign up for competitor newsletters and newsletters you like

82. Talk to sales reps

83. Customer interests, issues, questions in the context of your products and services

85. Beware of…

86. Exclamation points

87. Quotation marks

88. Dollar signs

89. Percentage signs

90. CAPS

91. Numbers in subject lines

92. Blue Sky Factory recommends…

93. Keep the “naughty list” close by when writing emails

94. Test your emails to various ISPs; make changes and retest

95. Use a spam checker!

97. Is the contact info correct and visibly obvious?

98. Does the top of the email provide alternative display options?

99. Does the email explain why the recipient is receiving it and give them the chance to opt-out?

101. Are descriptive

103. Provide valuable, relevant, necessary information

104. 50 characters or less

106. Mix up subjects for newsletters

107. Newsletter half-life

108. Keep subject content fresh

109. Describe what is inside

110. Only go above 50 characters for extremely targeted audiences and specific circumstances

111. Work in tandem with “From” address

112. Communicate who you are as a sender

116. Tested two subject lines using a sampled campaign

117. 1,510 recipients received subject “Have your say and a chance to win”

118. 1,472 recipients received subject “IBC is looking for customer feedback”

121. 24.64% open rate

122. 149 clicks to survey

123. 301 completed survey from initial sends

124. Reminder sent to those who did NOT complete survey

125. 21.48% open rate

126. 240 clicks to survey

128. Targeting

129. Which segments perform best?

130. Promotions

131. 20% off vs. free shipping

132. 30% off bs. Multiple purchase discounts

133. Design

134. Length of content, images, links, layout, etc.

135. Landing pages

136. Types:

137. A/B split

139. Who your email was sent to

140. Who opened your email

141. Who opted-out of your list

142. Who forwarded your email

143. How many inboxes your email bounced from

144. Who clicked on what links

145. What time recipients opened, clicked, etc.

146. What templates/campaigns/messages performed better

148. Benchmarking

150. You know your customers best

151. You are in control

152. When you send, how often, how long your messages are, what format, etc.

153. Every campaign is a test for next time

154. Social media changing email marketing

156. Build your own house list

157. Slower, but pays off

158. Bigger response

159. Co-register with partner site or company and share lists

160. Grow your permission-based email list:

161. Place signup form on homepage

162. Link to form throughout site

163. Include opt-in link in your email signature

164. Add link to your company invoices

165. Offer incentives for signing up

166. Ask clients and friends to opt-in

168. Be mindful of timing

169. Stay relevant

170. Test more thoroughly

171. Perform more subject, design, content tests

172. Think more analytically

173. Work closely with web team

174. Research and stay informed

175. MarketingSherpa Benchmark Guide

176. Improve campaigns and apply for awards

177. Thoughts? Questions?