WC_Complete_Guide_To_Email_Marketing_2014

the complete guide to EMAIL MARKETING
WHATCOUNTS

the complete guide to
EMAIL MARKETING
Contributors
Alex Bardoff
Lauren Bell
Lindsay Ferrara
Chrissy Levering
Karissa Lew
Agatha Niedzwiecki
Adam Peddicord
Christopher Penn
Brittany Schneider
Sarah Zibanejadrad
Contact us
WhatCounts, Inc.
3630 Peachtree Rd
Suite 900
Atlanta, GA 30326
Telephone Main: 404.995.8600
Telephone Toll Free: 866.804.0076
Fax: 404.995.8611
Email: sales@whatcounts.com
© 2014 WhatCounts, Inc. All rights reserved.
Find us online
Website: www.whatcounts.com
Twitter: @whatcounts
LinkedIn: www.whatcounts.com/l
Facebook: www.whatcounts.com/f
Google+: www.whatcounts.com/g
Additional resources
• Subscribe to our newsletters:
www.whatcounts.com/subscribe
• Follow our blog:
www.whatcounts.com/b
• Additional Resources:
www.whatcounts.com/email-marketing-resources/
Get a free copy of this book
www.whatcounts.com/guide

introduction
In this guide, we’ll show you how to use data,
segmentation, dynamic content and responsive
design to send smarter, more personalized
messages and grow your ROI.
According to the Direct Marketing Association, email marketing has a Return on Investment
(ROI) of $40.56 for every dollar spent. Are you seeing this type of return? If not, you may be
leaving money on the table.
If you want to know whether you have great email, you can simply ask yourself the following
question; is it relevant, timely, and personalized? If you don’t get a kick out of your own email,
don’t assume your readers enjoy it.
You need to create a framework for sending targeted, engaging emails. The best email
programs use lifecycle marketing to grow business relationships with subscribers. These
integrated campaigns cover not just email, but web, mobile and social, too. To stay relevant
as a marketer, you need to stay relevant to your subscribers.
Ready to fall in love with email? Let’s get started!

4 • the complete guide to EMAIL MARKETING
contents
6
getting
started
12
list growth
9
5 types
of email
10
measuring
success
14
email
deliverability
16
creative
22
mobile
design
24
social
media

the complete guide to EMAIL MARKETING • 5
44
interview with
chris penn
28
lifecycle email
marketing
32
preference
centers
34
drip
marketing
36
segmentation
38
google
analytics
42
a/b testing
48
email
monetization
50
email
marketing roi
54
esp selection
checklist

So let’s say you’re just getting started and
don’t know where to start...
getting
STARTED

Diagnose
Diagnose the current health of your email marketing program.
• How large and active are your lists, and have all of your subscribers opted in?
• Do you know the ROI of your email marketing efforts?
• Do you know the value of a subscriber?
• Are your templates consistent in branding and is your copy reflective of your brand?
• How many people in your marketing department are dedicated to email and what can you actually handle?
Set goals
Take a look at your goals and see what you’re trying to achieve through email. Are you just trying to keep in touch with your
customers with a monthly newsletter, send a promotional email, or is your ultimate goal to make your email program a lead
generation engine for your sales team?
Either way, map out your business goals using your tool of choice and you will start to see a picture forming of where you
want to be. Then, work backwards from there to determine what type of email program you should be creating.
Create structure
Put your email programs into buckets and create a structure to keep it all clear. Whether you create a promotional or drip
campaign, it really helps to have clear goals and plans in place well before you get to the design phase.
If you need more help, that is what we are here for!
Create a workflow
Establish a workflow and approval process internally. If you’re a one-man or one-woman shop, it still helps to have a second
pair of eyes. Regardless of your size, you should attempt to develop an approval process.
Any good email service provider will also have workflow features that will help you do this.
Start simple
If we were to give you only one tip, it would be to start small.
Don’t blast a newsletter to your entire list without seeing what works and trying to be more targeted in your approach.
Also, don’t overpromise, if you tell your readers to expect an email from you each week but you don’t deliver, this will affect
your reputation and credibility.
5
4
3
2
1

8 • the complete guide to EMAIL MARKETING8 • the complete guide to EMAIL MARKETING

PROMOTIONAL EMAILS
Promotional emails focus on delivering
a particular offer, or set of offers that
are relevant to a subscriber’s
preference settings.
Examples of this are a travel
company’s partnership effort with a
hotel, or a retail organization’s seasonal
sale announcement.
TRANSACTIONAL EMAILS
Transactional emails are triggered
events that acknowledge a business
deal has been completed.
Receipts for purchases are the most
common type of transactional
message.
INFORMATIONAL EMAILS
Informational emails aim to educate
subscribers on topics relative to their
preference settings with the provider.
Examples are a publisher sending
alerts, an airline mailing member points
status, or a bank communicating new
mortgage rates.
LIFECYCLE EMAILS
Lifecycle emails are those that support
acquisition, conversion, growth, reten-
tion, and reactivation of subscribers.
There are numerous types of lifecycle
campaigns. Common examples are:
• Opt-in Series (acquire)
• Abandon Cart (convert)
• Welcome Series (grow)
• Birthday (retention)
• Win-back (reactivate)
CONFIRMATION EMAILS
Confirmation emails communicate that
the provider has received their request.
Email address verification, updates to
subscription preferences, and unsub-
scribe requests are all examples of this
type of email.
5
types of
EMAILS

measuring SUCCESS
To effectively measure success, you need clearly defined goals and access to the right metrics.

Before you launch a new email program, decide which metrics you’ll use. Are you looking to
increase opens or to affect your overall email marketing ROI?
Calculate benchmarks for all programs & segments
An important way to measure success is to compare results against benchmarks.
Your best benchmark will be your own past performance. Email channel averages and industry-
specific statistics can be directionally helpful. They can tell you if you’re performing in the general
ballpark of your peers.
However, you’ll learn more by mining your own trend data and looking at results by campaign
type. For example, you may benchmark your results for promotional campaigns, newsletters,
lifecycle programs, and transactional email. Just be sure to include enough data to account for
seasonality, by using at least a 12-month time frame.
Define your success measures before launching
Whether you’re trying to simply create better content to increase reader engagement or increase
your lead generation efforts via email, you’ll need to come up with your success measures prior to
launching any campaigns.
This way, you’ll keep these objectives in mind when designing your email and be more primed for
success!

Finally, you can rent a list, but we don’t recommend this due
to the negative consequences it can have for your reputa-
tion.
A good way to get around this is by doing a dedicated send
through a partner or by purchasing a paid advertising slot
for your syndicated content. If you choose to go this route,
you will still need to ensure that the partner follows best
practices by requiring opt-ins and honoring unsubscribes
from their list.
Here are four quick tips to help you grow your email list.
list
GROWTH
What about my list? Well, if your list is outdated or
you don’t have one at all, you have a few options.
You can create a re-engagement campaign to have your
current subscribers opt in again to your email programs.
This way, you can remove those people who are no longer
interested in receiving communications from you and help
to increase your email deliverability.
The other option is to actively add more people to your list
by creating a newsletter signup form on your website or
including a signup form with other marketing content as
long as it clearly states that the person will be added to your
mailing list to follow email best practices.

AN OBVIOUS SUBSCRIBE FORM
Put an obvious subscription form on
your website above the fold.
Ideally, make it a part of your website’s
design and template so that you never
have to remember to add the form to
each page.
ASK AT ONLINE CHECKOUT
For online transactions, ask customers
if they want to receive future emails
from you at checkout.
This is a relatively obvious tip that
should be part of your checkout
process online.
FACEBOOK PAGE OPT-IN
Include an opt-in form on your Face-
book fan page using Facebook Apps.
By offering unique content through
each marketing channel, you’ll
encourage your audience to want to
connect with you in multiple places.
SOCIAL SHARING
Include Share With Your Network
(SWYN) or Share-to-Social
functionality in your email, allowing
subscribers to share your emails with
their social networks.
Most email service providers offer
some form of social SWYN
functionality in their platforms.
Place them prominently above the fold
for maximum effect.
1 2
3 4
LEARN MORE
Check out our eBook “57 Tips for
Growing Your Email List”!

email
DELIVERABILITY
You can write all the great content you want and design the most
amazing emails, but if they don’t get into the inbox, all your efforts
could be in vain.
Internet Service Providers (ISPs) such as Yahoo! recently admitted that engagement
plays a major factor in how they assess delivery for bulk emailers; email marketers
must pivot their approach in order to keep up with ISP requirements.

Prevent poor deliverability
These are actions you can take to prevent poor deliverability:
Simple to unsubscribe
Make it very easy to unsubscribe from your emails to avoid being
marked as spam.
We recommend placing an unsubscribe link at the top as well as
the bottom of your email template. This way, it makes it easier for
people to unsubscribe and saves your reputation in the process.
Proper authentication
ISPs like Gmail look to see if you are properly authenticated using
SPF. (Sender Policy Framework verifies the sender’s IP address to
prevent email spam by detecting email spoofing.)
Some folks have reported increased deliverability with properly
configured DKIM (Domain Keys Identified Mail lets an organization
take responsibility for a message that is in transit) as well, so make
sure you have both configured and set up properly.
WhatCounts clients perform this during their on-boarding process.
Return Path Sender Score Certification
If you’re a high volume sender, Microsoft recommends that you be
enrolled (for a fee) in the Return Path Sender Score Certified Email
program. If you’re a WhatCounts client, talk to your dedicated
account manager if you’d like to enroll, as we have a partnership
with Return Path that makes signing up simple.
Email deliverability is definitely a science, so we’d recommend you
reach out to an expert like our Delivery Team, but here are some
tips to get you started.
Monitor engagement
These are engagement metrics to monitor:
Open rate
If most of your messages are deleted by the recipient instan-
taneously (or even worse, marked as spam), chances are your
list won’t be receiving many of your emails in the future.
Click-through rate (CTR)
A higher CTR is another way of signaling to ISPs that you are a
trusted, highly regarded source – not only do recipients want the
information you send, they further seek out other content you’ve
provided.
Built-in platform features
Chances are if you’re using a content-rich platform and avoid
embedding spam codes, viruses, or buttons, you’re probably a
legitimate marketer. ISPs can identify this right off the bat by how
your emails “look”:
• Do you avoid attachments?
• Are your messages substantive?
• Do you avoid using copious hot-button spam words like
“FREE”?
These are ways that ISPs can instantly flag your email according to
how they think readers will respond to receiving it.

Creative is quite simply about engagement and compelling the user to take the next step in clicking through your email campaign.
With users getting more and more emails everyday, their attention spans have dramatically decreased. This has increased the importance of
having great creative that is built upon proven best practices.
creative

The basics
Like all design projects, there are a few best practices and rules that
you should establish within your template before you even start
designing:
• Your email width should not exceed 600 pixels. Staying within
this width helps to ensure that your message will render
correctly on desktop and mobile ESPs.
• Design with an ESP’s 500x500 pixels (320x480 pixels for
mobile) email preview pane in mind. Use this as the ‘safe zone’
for all branding, main messaging and important links and/or
calls-to-action.
Once your template file is setup, it is important to layout the goals
of your email, and understand exactly what your creative needs to
accomplish.
There are four questions that you should always keep in mind when
starting to design an email communication:
1. What do you want to tell the user?
2. Why should they care?
3. What do you want the user to do?
4. Where are you going to take them next?

Did they immediately go to the most important content
within the email or was it something else? Keep reworking
and tweaking each element until your immediate, secondary
and tertiary focus is homing in on the content you want it to.
It’s not only important to ensure that your content is well-
balanced visually, but to also give yourself a gut-check on
whether the email as a whole looks compelling and engaging
to the user on open.
The bottom line- does the email feel enticing and does it
make you want to engage with it? If not try these:
1. Incorporate imagery that directly relates to the
content of the email.
2. Use varying font sizes and thicknes-ses, background
colors, and design elements to attract your users eye
to the places you want them to focus on, making the
email easy to scan.
3. Design with the Z-Curve in mind.
4. Borrow design elements from your overall brand and
brand website.
Content
Now that your goals are clearly esta-blished and you have
a clear idea of the format in which you are designing in, it’s
time to think about the content of the email, the proper
hierarchy and how it can be represented in an engaging and
compelling way that resonates with the consumer.
Examine your content and start laying out what content is
the most important, and should be represented within the
first 500x500 pixels of the email creative. Then determine
what the call-to-action should look like and which design
elements can be used in conjunction with the messaging to
garner the most attention from the user on immediate
impact.
All other content should fall in line after the main message –
this becomes a balancing act of what content you focus on
first, second, third, etc. and what content visually competes
with other messaging on the page.
If you are having some difficulty identifying if your
consumers are seeing the content in the same light as you
are, try this trick. Close your eyes. When you reopen them,
take note of the elements within your email that your eyes
are immediately drawn to – now where do they go next?

best practices gut-check
for email creative
Once you have a strong grasp of your email creative, content and layout, it is helpful to always
keep a checklist of design best practices in mind when refining and finalizing your creative.
As these are general best practices, use these as a basis for developing your brand’s own best
practices based on information that you continually learn about how your audience interacts
with your email – after all not all audiences are the same or react to an email in the same way.
If you’re looking for more guidelines, be sure to check out our “Top 10 Best Practices” eBook!

OVERALL DESIGN
□□ Keep the width of your email template under 600 pixels.
□□ Create a consistent experience, look & feel between your email
and the subsequent landing page or website.
□□ Design your main content for the preview pane and keep main
calls-to-actions, branding and navigation elements within the
first 300 pixels of the email.
□□ Ensure your email looks good and is informational with images
turned on and images turned off.
□□ Keep it short and simple. Don’t overload your email with ontent.
Think of your email as a device to drive traffic to your website –
if you give them all the information upfront, why click-through?
□□ Include a preheader that summarizes the content of the email
and gives the user a quick click-through opportunity at the top
of the email to get to the meat of your message – even with
images turned off.
1
BRAND PRESENCE
□□ Is it clear who sent the message?
□□ It is important to have your logo placed at the top of the email
to set the tone and to draw on the immediate connection that
your brand has with the user.
Do the design elements of the email reinforce your brand?
Are they consistent with your brand website and/or email
landing page?
By staying true to your brand and really examining all the design
elements of your email against the overall look & feel of your brand,
you will be ensuring that your email truly stands out, resonates with
your consumer and makes your send unique.
2

STRONG CALLS-TO-ACTION
□□ Ensure that your main call-to-action is visible above the fold
within the preview pane for desktop emails and within the first
screen (without scrolling) on mobile devices. The increased
presence of your main call-to-action will attract users and
garner more clicks.
□□ When designing calls-to-action, make sure that they are
obvious, stand out and immediately noticeable when a user
quickly scans your email’s content.
The most successful calls-to-actions are buttons that are designed
to actually look like a tangible button, with a strong short action
item for the user – such as: SHOP THE COLLECTION, READ
MORE, etc.
Being as explicit as possible with what you want the user to click
on while giving them information about what they should expect
next – always show strong results.
When thinking about the actual appearance of your calls-to-action,
think about ways to render them without the use of images – this
will ensure that your calls-to-action will be visible, even with images
turned off.
3
DESIGN FOR MOBILE
□□ Keep text sizes larger than normal to compensate for the com-
pressing of emails on mobile devices. Body copy should be no
smaller than 14px with headlines and larger text above 21px.
□□ Design larger than normal calls-to-action, and links that are
easy to interact with using fingers and thumbs.
□□ Use simple layouts and designs when thinking about mobile.
Different mobile devices render emails differently than desk-
top ESPs. Try avoiding multiple column layouts and focus on
simple, single-column layouts that get your message across
effectively.
CREATIVE TESTING
□□ Test, test, test and then test some more. Find the right creative
solution for your brand and your audience. When thinking about
implementing new layouts, dramatically new designs or con-
cepts, always test into new concepts before deploying them to
your whole list and making them part of your marketing toolbox.
Without testing new concepts and designs, you can easily fall into
the trap of implementing something that underperforms and not
know it.
4
5

mobile
DESIGN
If you’re not
designing for mobile,
you may be missing
a huge opportunity.

If you’re still new to mobile and don’t use
CSS3@ media queries, you can still build
mobile-friendly emails by following these
guidelines:
• Single column design
• No “view on mobile” link needed if
designed well to accommodate small
screen viewing
• Email width that adapts to both
desktop and mobile screens:
• Use percentages for widths
• Email scales well, rather than
requiring media queries
Start by finding what percentage of your
list is opening their email on a mobile
device. If it’s more than 5%, you should
consider creating a mobile strategy.
By creating a separate mobile design,
you ensure that your readers have a great
user experience on any device, leading to
better click-through and conversion rates.
From 2011
to 2012, email
opens on mobile
devices grew 83.4%.
Source: “Email in Motion: Mobile is
Leading the Email Revolution”,
Return Path Inc., 2011
CSS3@ media queries let the presentation
of content be tailored to a specific range of
output devices without having to change
the content itself. Once you’re ready to
incorporate CSS3@ media queries, you can
use them to:
• Display content differently based on
screen size
• Hide or display images or text
• Enlarge text size for easier reading
• Display buttons sized for thumbs
• Realign content and template
elements for easy scanning

The online marketing landscape
has shifted with the recent
explosion in social media usage.
social MEDIA

Your subscribers will appreciate the enlightenment and will be more
receptive to promotional sends down the road.
Let your following be your evangelists
One of the best perks of being involved with social media is having
the opportunity to get feedback from your clients and customers.
For better or for worse, you will learn more about how your busi-
ness performs when it comes to customer service via this critical
line of communication. Because of this, be sure to always monitor
your social networks and be receptive to any feedback you receive.
A great way to showcase your brand and a quick fix for referrals is to
track any positive mentions on social media. If someone is acting as
an evangelist for your brand, thank them! Then promote their kind
words on your website, email newsletter, or blog.
It’s a win-win for both parties – you get to highlight client recom-
mendations, they get free ad space for their brand.
Data shows individuals who use Facebook or Twitter at least once
a week are 38% more likely to open email promotions. Social media
makes people consume more, not less, email. Email and social media
naturally complement each other by empowering customers to
tailor commercial relationships to their preferences.
Social media has nicely allowed more opportunities for companies
to “continue the conversation” with their customers and enhance
the overall relationship.
A key opportunity with social media is to include SWYN (Share With
Your Network) within email footers and navigation links. Allow your
recipients to immediately broadcast email content to your social
community with the click of a strategically placed button inside
every email you send. That way, the moment they receive helpful,
usable content through your email campaign, the sender can show
off how great your content is by posting it socially.
By adding a simple button, your subscri-bers will be more inclined
to share because you have made the process that much easier. Give
your subscribers a reason to want to share your content by
providing reliable, novel, or helpful information inside each and
every email campaign.
Not only will you build credibility within your industry, but this is a
crucial way to expand the size of your email list. Send newsletters,
advice, best practices, or other types of quality information that all
of your recipients can put to good use. After all, not every email you
send needs to be promotional or trying to sell a product.
WHAT MAKES CONTENT SHAREABLE?
99 Trustworthiness
99 Tribal interests
99 Reward/Incentives
99 Content
99 Simple and obvious
99 Ease of sharing
99 Creates value
99 Social acumen and adoption among subscribers

Interact and influence
Get the most out of all of the resources
you have available to you, from email to
social. Combining these two very power-
ful tools, you’ll have the ability to gene-
rate a following, maximize engagement,
and strengthen communication across all
channels. Not only will you begin to see
your reach increase, but the loyalty to your
brand, as well.
However, the only way you will be able to
take full advantage of the power of email
and social combined is to actually use
them. Include Share With Your Network
(SWYN) buttons in every email, send
useful content, cross-promote your email
subscription form, and frequently update
your social networks to get the most out of
your digital marketing efforts.
With impactful, awe-inspiring email
campaigns and the influence of social
media, there will be no stopping the
growth of your ROI.
For more information, check out our “18
Ways to Integrate Social Media and Email
Marketing” eBook!
Facebook
Across the board, Facebook sees the most
user logins on a daily basis, making it the
most popular social media website by far.
With millions of people roaming the world
of Facebook every day, are you taking
advantage of this prime location for email
list building real estate?
The developers over at Facebook realized
the promotional capabilities behind
Facebook and have allowed users to
create their own apps and buttons within
the platform. Get the most out of this
opportunity by building an email sign-up
button or app directly into your brand’s
Facebook page, making email opt-ins quick
and easy. Even if Facebook followers don’t
choose to “like” your page, they will still
have the ability to subscribe to your email
newsletter.
This feature also lets your most devoted
Facebook fans take their relationship with
your brand to the next level by signing up.
Once you get your button up and running
on your page, be sure to actually update
your Facebook page consistently with
updates, news, and conversations with
your followers – an inactive Facebook
page won’t be of any help when it comes
to promoting your email list! Also feel free
to plug your newsletter or featured email
campaigns via posts on Facebook. This is a
sure-fire way to garner attention to your
email list and motivate followers to sign up
on your page.
Don’t know how to install a button on your
Facebook page? No problem! We’ll walk
you through the process in our free eBook
on Facebook Page Subscriptions!
Twitter
While Facebook may be the most popular
social network these days, don’t underes-
timate the power of Twitter. Home to well
over 500 million active users, Twitter is
the place to be when it comes to engaging
in conversation, developing brand recogni-
tion, and yes, growing your email list.
The method will depend on your product
or service, as well as the demographic you
are trying to market to. Here are a few
things to keep in mind when strategizing
how to promote your email list on Twitter.

Who are you targeting?
Much like with your email campaigns, it’s important to tailor the content you tweet according to who you are trying
to recruit to your email list. Make sure the information you tweet is relevant to their interests and what they’d like to
know. A sample or juicy tidbit that you’d usually have in your newsletter will entice them to want to read more.
Don’t use Twitter to promote your products or try to sell. Instead, use it to broadcast your brand’s culture, beliefs,
and value to the consumer. If you build it, they will come.
Is it obvious who you are?
Does your Twitter page have a profile picture and profile complete with a link to your company’s website? If not,
Twitter users have no idea who you are and therefore have no reason to follow you.
This goes hand-in-hand with building recognition and establishing value for those who could develop a relationship
with you and your brand. Also, make sure that your content is relevant to who you are or what you do. If people sign
up for your newsletter through Twitter with a false idea of what your newsletters will be about, they’re more likely to
unsubscribe and disregard your brand as disingenuous or spam.
Feel free to tweet about topics outside your industry to break up the monotony, but make sure it’s not to the extent
that your focus pales in comparison.
Are your opt-ins simple?
If you’re going to use Twitter to build your email list, then you most certainly better make your opt-in readily
available: either include a link to your subscription form or website opt-in in your profile or in a daily tweet. If your
followers don’t even know that you offer an email list, how will they know whether they should sign-up for it?
Make sure to plug your email newsletter or upcoming campaign every so often via Twitter to plant the idea in your
followers’ heads that “Hey, we offer killer subject matter that can be delivered directly to your inbox.”, the more they
begin to know your brand and crave your content, the more inclined they will be to want to open that line of com-
munication with you. Just make sure that your link to subscribe is visible, short, and easy to access. After all, the only
way you can build your list of email subscribers through Twitter is by giving them a quick, direct method to opt-in.
Implementing these techniques may take a bit of time, especially if you’re still trying to ramp up your Twitter follo-
wing. Give it time and test different methods of including your opt-in on Twitter, such as using Google Analytics or
tracking links to see what works and what doesn’t. Also, make sure that you’re consistently updating Twitter and
posting regularly. After a while, you’ll notice your Twitter following and email list start growing exponentially.
3
2
1

lifecycle
EMAIL
MARKETING
Lifecycle marketing is changing the way companies interact with
prospects and customers through the email channel.
Best-of-breed marketers are shifting from product-focused to customer-
focused email programs. Traditionally, email marketers spent the majority of
their time producing and sending one-off campaigns.
By adopting a lifecycle approach, marketers are not only generating more
timely relevant messaging, but they’re also using automation to free them-
selves up to focus on planning and optimization. This approach has a strong
emphasis on program orientation and customer-driven timing.

Why switch to lifecycle marketing?
Traditional methods of batch-and-blast, or sending the same generic message
to all of your subscribers no matter where they fall on the customer lifecycle,
are becoming ineffective in converting today’s consumer.
“Online travel agency Hotwire reports that their
remarketing emails are up to 16 times as
effective in generating conversions as their
mass distribution mailings.”
Source: Jupiter Research
Estimates by The Radicati Group, Inc show that worldwide email traffic will
be over 192 billion emails/day by 2016. Given this prediction, it is becoming
increasingly difficult to gain access to and maintain inbox placement.
The companies that invest now in producing relevant, timely, customer-driven
messages will see higher ROI, better customer retention, and lower costs.
COMMON GOALS FOR LIFECYCLE MARKETING
99 Increase conversions
99 Increase revenue
99 Increase share-of-wallet
99 Increase customer engagement
99 Increase brand buzz
99 Increase referral rate
99 Decrease attrition
99 Decrease customer servicing costs

CLEAR PROGRAM GOALS
You should clearly determine why you
are contacting the customer and what
call-to-action you want them to take.
Each campaign should have a clear
business purpose and also a strong
value proposition for the recipient.
1
COMPREHENSIVE BUSINESS RULES
There are five main message streams in the customer lifecycle: Acquire, Convert, Grow, Retain,
and Reactivate.
Traditional marketing is short-sighted, focusing primarily on product conversion. Lifecycle
marketing is customer-driven and focuses on maintaining a relationship that starts and extends
beyond a purchase.
Consider program timing and cadence in light of other automated and scheduled campaigns.
To do this you’ll need to map out your communications to various segments at different points
in the lifecycle. Identify the behavioral triggers that will cause a customer to enter and exit each
messaging stream, along with necessary suppressions. The right message at the right time is
what differentiates lifecycle marketing from traditional marketing.
2
In order to create a highly effective lifecycle marketing
program, there are five core requirements to fulfill.

WHATCOUNTS the complete guide to EMAIL MARKETING • 31
THOUGHTFUL SEGMENTATION
Effective list segmentation is essential
to improve the relevancy of content
delivered.
Consider classic segmentation models
such as RFM (recency, frequency, mo-
netary value) or start with something
simple like prospects versus inactive
customers versus active customers.
3
COMPELLING & RELEVANT
CONTENT
The right message at the right time is
what differentiates lifecycle marketing
from promotional marketing.
Email personalization is essential to
building a trusted relationship.
4
CREATIVE DESIGNED FOR EMAIL
Best practice-compliant email creative
is an integral part of your messaging.
Most readers spend three to five
seconds scanning an email before
deciding whether to read or ignore it.
It is critical to do everything possible to
make sure that they open and engage
with your message.
5
LEARN MORE
For more information, read our
“Lifecycle Email Marketing” eBook!

preference
CENTERS
Are your subscribers getting what they want? How do you even know?

To keep up with consumer expectations, you need to be sending
personal messages to your subscribers at just the right time.
To do this, you need to know about them first. There are many
benefits that make creating a Preference Center worth it:
Your subscribers feel in control of communications and their data.
They:
• Choose what information to provide
• Determine what and how often you send to them
You learn about your subscribers:
• Personalize and target them
• Collect additional updated information
Keep these key things in mind:
1. Make it easy to use: Keep it short and keep their attention -
most marketers ask for between 1 and 5 fields (Source: 2011
MarketingSherpa Email Marketing Benchmark Survey). Allow
them to unsubscribe from everything with a single click.
2. Be honest: If you can’t use the information to send relevant
emails, don’t clutter the process by asking for extra infor-
mation.
3. Spread the word: Include links to your preference center in
every email and your website footer, and remind subscribers
that they have control.
WHAT DO YOU ASK FOR?
1. Start with the email basics 2. Then get to know them 3. Go to the next level*
• Email address (add a second field to confirm this)
• Desired subscriptions,
for example:
• Newsletter
• Special offers
• Events and contests
• Frequency
• Name
• City/Zip
• Gender
• Categories of interest
• Activities of interest
• Birthday
* If your ESP can support it

drip
MARKETING
A drip campaign is an effective and efficient way to consistently stay “top
of mind” with your subscribers through an automated series of messages.

Applying drip marketing will make you a
better email marketer because clients and
prospects will receive communications
from you on a regular basis and since you
set the series up once and let the applica-
tion do the work, it saves you time to focus
on other aspects of your email marketing
strategy.
The phrase “drip marketing” comes from
“drip irrigation”, an agriculture technique
that involves feeding small amounts of
water to plants over a long period of time
to produce a consistent crop over time.
Similarly, with a drip campaign, subscribers
receive a pre-set series of messages that
are automatically sent out over a period of
time to ensure the marketer has a thriving
pool of engaged subscribers or prospects.
Much like an automated welcome email
or multi-part welcome series that can be
set up to go to new subscribers, with a drip
campaign prospects or subscribers at vari-
ous points in the customer lifecycle can
receive a set of pre-determined messages.
Marketers use drip campaigns for ongoing
nurturing of prospects or to stay in touch
with existing customers or constituents.
Whether it’s a habitual campaign where
subscribers come to expect weekly,
monthly, or less frequent reminders rela-
ted to an upcoming event or re-purchasing
of a product, a drip campaign is set to send
emails to subscribers in a succession.
Marketers use drip
campaigns for ongoing
nurturing of prospects or to
stay in touch with existing
customers or constituents.
Setting up a drip campaign involves a few
simple steps.
First, you need to determine the overall
goal for the series and then develop
content and creative for each message.
From there you will need to determine
the proper cadence and timing for when
each message should be sent.
Once those are determined you will
set up segmentations with logical
conditions to identify subscribers at
the proper time.
Finally, you will set up an automated
time-based series that will ensure
deployment of the proper campaigns
to the proper segmentations at the
determined time intervals.
For more information visit our blog post
Re-engagement through Drip Campaigns.

Segmentation is a powerful technique for increasing the effectiveness
of your email campaigns.
Segment your list, using subscriber’s self-reported preferences, different
subscriber characteristics and actions to form smaller, more targeted lists out
of your larger database. Segmentation is proven to help reduce the number of
opt-outs and complaints, as well as generate higher open rates, click-through
rates and conversions from email.
Just like all forms of marketing, the more targeted and relevant your email
marketing efforts are, the better the response will be. With this appealing
potential to elevate performance, it’s no wonder segmenting was a major
focus for 2012. At the start of 2012, 32% of marketers noted that segmenting
their email database was one of their organization’s top objectives in the next
12 months (Source: MarketingSherpa 2012 Email Marketing Benchmark Report).
You can segment your list many different ways, namely by:
1. Using self-reported subscriber data that you collect during opt-in or
through a Subscriber Preferences Form
2. Segmenting on behaviors like open, clicked, shared, converted
3. Segment by where a given subscriber is in your lifecycle
SELF-REPORTED SUBSCRIBER
DATA
Optimize your Opt-In Form and
Preference Center by collecting more
data to later segment by. Collecting
preferences on topics of interest,
gender, geographical location and
communication frequency can allow
you to tailor your approach to fit the
needs of each subscriber.
WhatCounts’ client, Mortgage
Success Source, developed a
Preference Center to allow
subscribers to note which types of
newsletters they were interested in
receiving. Since implementing the
form and segmenting by
communication type, Mortgage
Success Source has seen a 47%
decrease in spam complaints.
WhatCounts’ client, Mashable, allows
subscribers to adjust frequency
preferences which Mashable then
uses to adjust their sending cadence.
1segmentation

PLACEMENT IN LIFECYCLE
A third way to develop a more defined
subset of your master list is to use
date/time segmentation capabilities
paired with behavioral conditions to
send different campaigns to different
subscribers depending on how long
they’ve been on your list.
For example, send an automated
“Welcome Series” to a first time sub-
scriber, launch a cross-promotional
email to subscribers that have been
on your list for a set period of time but
never converted, or send stale past
purchasers an incentive to buy again.
Techniques for breaking up your larger
database into smaller, more valuable
groups are nearly endless, but start
with a simple segmentation technique,
like dividing your list by location, and
build upon it.
3
BEHAVIORS
A second way to divide your database is through past email behavior.
For example, retarget a group of subscribers that clicked to take a survey but did not complete
the survey, allow behavioral conditions to automatically retarget or remove those that have not
opened or clicked in a certain period of time, reward most engaged subscribers with special
perks, etc.
WhatCounts’ client, TrueCitrus, developed a multi-part re-engagement series to get action
from subscribers who have not opened or clicked in 60 days.
2

google
ANALYTICS
We’re huge fans and advocates of using Google Analytics for your website as part of
understanding the ROI of your digital marketing and email marketing.

Most of the time, we use Google Analytics
to track what happens after you use email
to send customers back to your website.
But what if we could use Google Analytics’
tracking codes a little earlier in the process
and segment your list with them? It turns
out, this is not only possible, but relatively
straightforward. If you have developers or
an IT department to help you with some of
the coding, please share this with them.
Google Analytics passes 3 snippets of text
along using its URL builder: source,
medium, and campaign. When you’re
creating trackable URLs for marketing
campaigns (via any channel), you assign
values to these.
For example, if we advertised in the NY
Times online edition, we’d specify the
source as NY Times, the medium as
Advertising, and the campaign would
likely be the date the ad ran.
This is an important step to take for any
campaign where you want to generate
trackable URLs that will show up in Google
Analytics, and many of you already do this.
CREATE TRACKABLE URLS
Below is another example, using
advertising in Facebook:
1

ADD CUSTOM VARIABLES TO
YOUR MAILING LIST
The next step is to add these three custom
fields to your mailing list. You can do this in
the WhatCounts Publicaster or Professional
editions with ease by adding fields to your list,
as shown on the right.
2
COPY CUSTOM FIELDS TO
YOUR OPT-IN FORM
The third step, and the part that you may
need to have your developers help you with,
is to copy Google Analytics’ fields into your
subscription forms. Use the programming
language of your choice to grab the tracking
codes from your website’s URLs and assign
them to your mailing list’s fields. Here’s an
example using the PHP language.
Update your subscription forms using this
code (it’s invisible to the subscriber).
Congratulations! You’re now collecting
Google Analytics data in your mailing list.
3

So what can you do with that information?
Segment your list and send highly-
targeted email, of course!
You can and should send separate email
campaigns to people who come in via PPC
or social media, or track the action rate of
different audiences. Any segmentation,
tracking, or reporting that you’d do on a
piece of custom data, you can do with your
newly-tracked Google Analytics data.
We emphasize that this works with both
the Publicaster and Professional Editions
of the WhatCounts platform.
If you need help implementing this
advanced tracking method, please
contact our Strategic Services team
today. If you’re not a WhatCounts
customer, consider contacting us now!

Testing based on subscriber behavior is the quickest way to
gain valuable insight to your reader’s email preferences, and
gives you the opportunity to provide them with the most
relevant message, in the best way, at the right time.
Some of the most commonly measured metrics and their
complementary campaign elements are as follows:
A/B TESTING
OPEN RATE
• Subject line testing
• From line testing: This pertains to the decorative part of the
From Address only. Frequently changing the domain portion of
the From Address will actually lead to deliverability issues.
If you’re already comfortable with A/B testing, check out our blog
post on Multivariate Testing for some more advanced tips.
1
CLICK-THROUGH RATE
• List Segmentation: Are you reaching the right audience with
the right offer or call-to-action?
To whom you’re sending the message will largely determine the
success of your email campaign!
• Message Content and Format: Does your presentation map to
your brand?
Does it make sense to test a different look and feel than “the
norm”?
• Calls-to-Action: What works best? Where are they clicking?
Pay special attention to the area 1” – 2” in the header, as that’s
the area subscribers see when a preview pane is enabled.
Do your messages contain HTML buttons, or simply links to
your offer?
2

CONVERSION RATE
• Are you able to follow your subscribers from acquisition, to
targeted campaign, to open, to click, to conversion?
Better integration with your ESP can assist with this, and is a must,
because this is the ultimate measure of the success of your email
program.
3
UNSUBSCRIBE RATE
• List Segmentation: Are you sending your recipients relevant
content or offers? An increase or decrease here will answer
that.
• Messaging Frequency: Are you keeping your audience active by
sending them enough email, or are you messaging them too
frequently?
4
SUMMARY OF A SIMPLE ‘SUBJECT’ LINE A/B TEST
IN 6 EASY STEPS
1. Choose the metric to be measured
2. Decide how you will segment your list
3. Create your test “Subject” lines, e.g.:
-- A: “Order soon – this special offer expires in 48 hours”
-- B: “We have never dropped our prices like this before”
4. Test the message internally to satisfy email marketing best
practices and to ensure that the test-list and segmentation
rules are behaving correctly
5. Deploy Campaign
6. Analyze your findings and create actionable items
EASY TESTING OPTIONS
• Subject lines
• Call-to-action, offers
• Graphical buttons
• Navigation/footer link
• Recovery content
LEARN MORE
For more information, check out our “Optimize Your Email
Strategy by Testing” eBook!

interview
TechCocktail interviewed Chris Penn, former Director of Inbound Marketing
at WhatCounts, to discuss their top 5 questions on email marketing.

TechCocktail: What’s the biggest mistake made
in email marketing?
Chris Penn: I’d say the biggest mistake in email
marketing is not testing. I’m constantly amazed
by the number of people who assume they’ve
got a best practice in place and they don’t test.
In this day and age, it’s all about testing. Making sure you’re doing all
of the things that are experimental, that you’re finding new and
different ways to provide value to your community, new information
to your audience, and serving them well.
There’s all kind of new innovations. There are ad server innovations,
there are ways to pull RSS feeds and blog posts in, there’s multi-
variate testing in email. There are many ways that people should be
testing and they’re not.
For bootstrapping tech startups who have limited manpower,
where do you rank email marketing compared to social media and
blogging in terms of importance?
When it comes to the importance of email, social and content crea-
tion, it’s not a linear scale of importance. It’s more like the legs of a
tripod. You have content, the meat and potatoes – the value you can
provide. The distribution, which is email and to some degree social.
And there’s conversation, which is really social’s main domain of
expertise. These three things work in a virtual circle. You have good
content, you distribute to people, and then you have conversations
which creates more awareness which gets more people back to the
content, which gives you greater distribution, which creates more
conversation.
These things happen in what I like to call a virtual circle. If you do it
right, it builds on itself and makes you a more powerful marketer.
With few exceptions, these can be relatively low cost to do.
They’re a lot of work, a lot of effort – you have to build a lot of
expertise. They’re not going to be bank breakers like PPC is going
to be or direct mail.

What’s the number one piece of advice for optimizing open rates?
The number one piece of advice for optimizing open rates is this:
provide really good content. People will look for your email – they
will spread word-of-mouth about it.
I like to hold up the gold standard of this, Peter Shankman’s Help A
Reporter Out (HARO), his list – which has 200,000 people or some-
thing like that – he sends out three times a day. In the world of email
marketing, that is totally nuts, but he has a ridiculously high open
rate. Every single version of his newsletter there’s an opportunity
for you or a colleague or someone in a related industry to get some
free press. There’s tremendous value in that.
Every single issue of HARO – people spring to open it, trying to beat
their competitors to replying to the journalists for the opportunity
to get some free earned media.
So, provide really good value and people will want to open your
emails. If you provide value that’s only so-so, then all the little tricks
like pre-headers and subject lines won’t matter as much.
How import a role does design play in a newsletter? Do you have
any general tips for improving one’s email layout?
The role of design in a newsletter is reasonably important. It’s not
as good as the quality of the content, but it’s still important to direct
people to where you want them to go, what you want them to do.
That’s pretty typical of any kind of design. If it’s not channeling
people to do what you want them to do, it’s not going to perform as
well for you. That said, you don’t need to be creating masterpieces
of art. You can if you want to and in some cases you have to if you’re
a design firm, but it’s not mandatory.
In terms of improving your layout, design with a multitude of
devices in mind. Some people are going to read on their desktop,
some people are going to read on their mobile device – their iPad.
All of these things have different form factors.
It goes back to the first question you asked – the biggest mistake
made in email marketing – testing. Test your stuff out on different
devices, and see what’s going to render best. Something that is
going to look great on a HDTV-sized retina display MacBook is going
to look real different on a tiny iPhone or Blackberry.
A good proxy for this is to go to look at your Google Analytics data.
Go under the “Visitors” tab, and look at the operating system and
display sizes that people are using. If you’ve got a significant
minority of people on a phone sized display, you need to be
adjusting your emails to fit what your web analytics are telling you
that your folks are visiting your website already.

What’s the most important question marketers are not asking in
regards to email marketing?
I’m going to be a bit biased on this one because of the company I
work for – WhatCounts. Our tagline is “find and grow your email
marketing ROI”.
People are asking that question, but I think they’re asking it in the
wrong context. “What’s the ROI of email?” – no, the question should
be “what’s the ROI of your email?”
I get this a lot – people love industry averages. They say, “What’s
the industry average open? Click-through? ROI?” It’s hard to say
this but, that’s the wrong question and here’s why. Even in niches,
there’s such dramatic differences between businesses that industry
averages are pretty much worthless.
Think about it – if you have Golden Slacks Hedge Fund and Small
Little Credit Union – they’re both financial services, but with
supremely different audiences. Golden Slacks is catering to the
Fortune 50 crowd and the credit union is trying to get grandma to
take the quarters out of the jar on the kitchen counter.
These are really, really different audiences, still financial services
though. Their open rates are going to be different, their response
rates are going to be different, the services they offer and the value
of these services are going to be different. You’re going to see
different performances.
The best advice I can give is to not worry about an industry
standard. Worry about making sure your metrics are improving with
each email. Every time you send an email your open rate, conversion
rate, click-through, conversion should be a little bit higher.
Tony Robbins calls it continuing and never ending improvement.
The Japanese call it Kaizen. If you focus on this Kaizen, you will get
a better newsletter. You won’t really care what the industry average
is. You’ll know that your performance and the results you drive are
going to be much better over time.
So that’s the one thing that marketers aren’t asking and should be:
“how can we get better over time?”
Click here to watch the entire interview.

Recently, Marketing Sherpa reported
85% of companies’ primary email
objectives was to drive revenue.
That said, most companies struggle to
generate any significant amount of money
from their newsletter email program.
Here are seven ways to monetize on email
marketing.
DISPLAY ADS
The most common method for
monetizing email lists is through the
use of display advertisements.
Ad sizes, placement, and number of
display ads vary dramatically from one
company to the next.
1
DEDICATED ADVERTISING
Another very popular email mone-
tization strategy is the dedicated
advertisement message, where the
advertiser has 100% of the marketing
message.
Advertisers like this option, because
they don’t have to compete with the
publisher’s content for exposure and
therefore see higher click-through
rates.
2
email
MONETIZATION

ADVERTORIAL
Some companies will give advertisers
the opportunity to write an article for
their newsletter so it doesn’t appear to
be an advertisement to the subscriber.
This can be an extremely effective
option for advertisers if their content is
in context with the rest of the editorial
in the email.
3
VIDEO DISPLAY ADS
In the WhatCounts email platform,
clients can create Video Enhanced
Email.
A number of our clients are leveraging
this technology to sell pre-roll video
advertisements or direct video
advertisements.
4
TEXT LINK ADS
Text link ads are one of the most tradi-
tional methods used by publishers.
There is a limit to the number of cha-
racters allowed and, typically, this is a
very cost-effective option for adverti-
sers since their ads are seen whether
images are on or off; these ads are
less expensive than rich media.
5
BACKGROUND WRAP
A fairly new and growing option is a
background wrap advertisement. In
this approach, advertisers purchase
the space behind the main newsletter
copy for their marketing message.
Advertisers like this option because
it’s unique and eye-grabbing. Also,
this is a great option as more readers
continue to use small-screen (iPhone,
iPad, Android, etc.) devices to view
their email.
6
LANDING PAGE
AND MICRO-SITES
In this approach, once a subscriber
clicks on an advertiser’s ad, they are
redirected to a landing page or micro-
site within your website with additional
content about the advertiser’s product
or services.
This provides advertisers an integrated
way to showcase their message.
7
LEARN MORE
For more information, check out
our “How to Monetize Your Email
Marketing” eBook!

email marketing ROI

Let’s address one of the most common
questions about email marketing: how to
measure email marketing ROI.
First, let’s start simple. This is the
mathematical formula for ROI:
(Earned - Spent) / Spent
=
ROI expressed as a percentage
By its very definition, you must be able to
measure what you earned on your email
marketing and what you spent on it.
Let’s look at an example B2C health and
fitness club for the purposes of illustrating
how to calculate email ROI.
How to calculate email spend
Combine the cost of your ESP over the
period which you’ll be measuring.
For example, if you pay $300/month and
you’re measuring your email ROI for the
quarter, your spend is $300 x 3, or $900.
We’ll use that for our example fitness club.
That’s not all, however! You also need
to factor in how much time you spent on
email as money. If you have an employee or
employees working on your email
marketing, determine how much of their
time during that period was spent on email
marketing. If they spend an hour a week,
for example, then the time spent was 13
hours for the quarter.
Next, calculate their effective hourly rate
as an employee (annual salary / 2,080
working hours per year) and multiply that
by the time spent on email.
For example, our fitness club marketing
employee earns $50,000/year; their
effective hourly rate is $24.04/hour. If
they spend 13 hours a quarter on email,
they are spending $312.52 in time on
email.
Combine the email service provider cost
plus the time spent as money and you have
your spend calculation for email ROI.
In the fitness club example, that’s $312.52
+ $900 = $1,212.52 for the quarter.
How to calculate email revenue
The simplest and most direct route to
calculate the effective revenue of email
is to ensure that you have goals and goal
values set up in Google Analytics and then
track your email channel’s earned revenue
via Google Analytics. Be sure to read this
post on the WhatCounts blog for how to
set this up if you haven’t already done so.
You’ll want to ensure that you’re using
your multichannel funnel conversion
number to get the most accurate picture
of email’s revenue delivered.
See this post about MCF email value for
more information.
For the fitness company, their monthly
gym membership is worth $150/month.
They know that if they can get someone
to set foot in the door, they have a 90%
closing rate - that is, 9 out of 10 people
who physically come into the facility sign
up for a membership, and they know that
the average member sticks around for 18
months.

Thus, the value of getting someone into
the facility is:
18 months x $150/month x .9 probability
of conversion = $2,430
They also know that if someone fills out a
“book an appointment” form on their
website, they have a 25% probability of
actually showing up at the facility.
The effective value, therefore, of a
completed appointment form on their
website is:
$2,430 value x .25 = $607.50
Calculating the email ROI
Let’s plug in the numbers:
(Earned - Spent) / Spent = ROI
($10,935 - $1,212.52) / $1,212.52 = 8.018
That’s a return on investment of 801.8%,
which means that for every dollar the
fitness center spends on email marketing,
they earn it back plus an additional $7.02.
Any business would be thrilled to be
getting back 8x what they spent on any
marketing method, which is why email is
still one of the most powerful marketing
channels available to you.
The fitness club inserts this into their
Google Analytics account as the goal value
assigned to that website form and tracks
the impact of email on conversion for the
quarter.
From their Google Analytics information,
email delivered 13 direct, last interaction
conversions worth $7,897.50 and an
additional 5 assisted conversions worth
$3,037.50 for a total of $10,935 for the
quarter.

Now that you’ve seen how our example
fitness club calculated its email marketing
ROI, you should be able to do the same for
your business.
Find out how much you’re getting out of
your email marketing here:
www.whatcounts.com/scorecard

ESP selection
CHECKLIST
Are you considering a switch to a new email service
provider (ESP)?
Before you make a final decision, make sure to consider whether the ESP can
provide the following:
□□ Advanced platform features like segmentation and A/B testing
□□ Dedicated technical account manager instead of a 1-800 number
□□ Dedicated account manager to help you get the most out of your email
program
□□ Online learning opportunities via webinars, white papers and eBooks
□□ Tools and processes to help you find and grow your email marketing ROI
□□ Professional services like creative, campaign production, deliverability
and strategy
□□ Flexible deployment options (both SaaS and an on-premise solution)
□□ Integration with industry partners relevant to your business
□□ CRM integration with CRM software like Salesforce.com
□□ Customer testimonials or case studies on the web and in social media

We love email. Email is, and has always been, the number one revenue generator.
But the game has changed. It’s not enough to send more messages than your competitors, to
“batch-and-blast.” The new rules of email marketing dictate you have to use more than a
dedicated ESP, more than basic segmentation, and more than first-name values. You’re
collecting more data about your subscribers than ever before. It’s time to use it. It’s time to
be smarter about it.
Consumers have come to expect relevant, personalized messages from marketers. To deliver
these messages, you need to combine all of your customer data across channels – web, email,
social and mobile. The WhatCounts Smart Marketing Engine enables you to harness your
customer data, enhance that data and combine it with behavioral data and web analytics to
create Smart Segments. Once built, these segments will transform your marketing by helping
you create dynamic messages that lead to better marketing insights.
conclusion

WhatCounts loves email. That’s because it’s the only marketing
channel providing a substantial ROI when marketing professionals
deliver smart, personalized messages to their target audiences.
Each day our team partners with over 800 customers to leverage
email, social media, mobile design, and the web to drive revenue.
We provide enhanced data, flexible deployment options, content
automation and professional services.
We’re headquartered in Atlanta, GA, with offices in Seattle, Sydney,
Baltimore, and other regional locations. Find out more about why
we love email at www.whatcounts.com or call us at 866 804 0076.
WHATCOUNTS

WC_Complete_Guide_To_Email_Marketing_2014

Recommended

Recommended

More Related Content

What's hot

What's hot (20)

Viewers also liked

Viewers also liked (20)

Similar to WC_Complete_Guide_To_Email_Marketing_2014

Similar to WC_Complete_Guide_To_Email_Marketing_2014 (20)

WC_Complete_Guide_To_Email_Marketing_2014