“Avoiding Email  Faux Pas”Adrienne Bartlett | VP, Education
Avoiding Email Faux PasDoes Email Still Matter?
Email Marketing“Email marketing at the  moment is kind of a        mess.”Robert Fleming, eMarketing Association
Email MarketingHow did we get here?
Book Recommendation             #1“Why People Email  So Badly and  How to Do It     Better”Featured on Today and The Colbe...
Wisdom From SendEmail:•   “Took over our world in about a    decade”•   “Hardest written medium of all”•   We’re still str...
Wisdom From Send“The Unique Character of Email”•   No tone•   No reaction•   Used both formally and informally•   Very fas...
Avoiding Email Faux PasThe “False Steps”
Email Marketing Faux Pas                                   1Poor List Hygiene    •   Unsubscribes should be managed to    ...
Email Marketing Faux Pas                                         2“Sloppy Copy”  •   Avoid funky MS Word characters  •   C...
Book Recommendation   #2 “Simplicity is    aboutsubtracting the obvious, and  adding the meaningful.”
“Red Sharpie Rule”          Which        words can        you delete?
Email Marketing Faux Pas                       3Competing Links“Unless its a newsletter, mostemails should be single subje...
Email Marketing Faux Pas                                        4Cold Call-to-Action   •   Text format (don’t forget many ...
Email Marketing Faux Pas                                5Bad Subject Lines  •   Approx. 7 words or 35 characters (use     ...
Email Marketing Faux PasWhat gets you flagged?•   Percent of Capital Letters•   Repeating Capital Letters•   Gaps (s*t*y*l...
Email Marketing Faux Pas                                   6Clumsy Coding •   Set pixel width to 600 (prevents the need to...
Email Marketing Faux Pas   7Insufficient Testing   •   Links   •   Rendering of images   •   Final copy-check   •   Differ...
Real-World Example;)
Email Marketing Faux Pas              8Lacking Mobility “Email marketers are just   beginning to come to grips with things...
Going Mobile      Tips for optimizing your email     campaigns on mobile devices:1. Keep it plain(plain text or very limit...
Other Email Faux Pas• Incorrect use of Bcc• ALL CAPS• Obnoxious font size• Too much HTML• Excessive forwarding  (FW:FW:FW:...
“Reply All”
Words to Send By...“8 Deadly Sins of     Email”
The Email That...   1Is unbelievably vague. (“Remember to do    that thing.”)
The Email That...   2   Insults you.(“HOW CAN YOUNOT HAVE DONETHAT THING?!!!!”)
The Email That...   3 Puts you in jail. (“Please tell themthat I asked you to   sell that thing when it hit $70.”)
The Email That...   4   Is cowardly.(“Here’s the thing:  you’re being let       go.”)
The Email That...   5 Won’t go away. (Re: Re: Re: Re:Re: Re: that thing.)
The Email That...   6Is so sarcastic you have to  get up from your desk. (“Smooth move on  that thing. Really      smooth.”)
The Email That...   7   Is too casual. (“Hiya! Any wordon that admissions      thing?”)
The Email That...   8 Is inappropriate. (“Want to come to  my hotel room todiscuss that thing?”)
Email Faux Pas When all else fails...APOLOGIZE!
Do I Need to Apologize?Definitely...• Misstated date or time• Broken Links• Major rendering problems• Wrong segments or re...
Do I Need to Apologize?Maybe...• Personalization glitches• Minor coding issues• Egregious spelling and grammar issues
Do I Need to Apologize?Let these go...• Minor typos• Missing secondary images• Slight rendering issues• Broken ancillary l...
Adrienne’s “8 Simple Rules” for Apology Emails1.   Send it ASAP (but be careful!)2.   Make the subject line clear3.   Cons...
Best Practices for Apology Emails
Best Practices for Apology Emails
Do I Need to Apologize?Is this an opportunity to (humbly)connect with readers, be human    and reinforce your original    ...
Do I Need to Apologize?In our experience, most times the apology email gets more    attention, interaction and   response ...
Is Email Most Effective?Or should I pick up the phone?   Walk across the office? Make an appointment, etc.?
Bottom LineThink before you send:           “What is this           email saying           about me?”
targetx.com/videos
“Tour Guides Matter”       March 18targetx.com/webcasts
Email Faux Pas
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Email Faux Pas

  1. 1. “Avoiding Email Faux Pas”Adrienne Bartlett | VP, Education
  2. 2. Avoiding Email Faux PasDoes Email Still Matter?
  3. 3. Email Marketing“Email marketing at the moment is kind of a mess.”Robert Fleming, eMarketing Association
  4. 4. Email MarketingHow did we get here?
  5. 5. Book Recommendation #1“Why People Email So Badly and How to Do It Better”Featured on Today and The Colbert Report
  6. 6. Wisdom From SendEmail:• “Took over our world in about a decade”• “Hardest written medium of all”• We’re still struggling to integrate• “We’re using it and overusing it and misusing it”
  7. 7. Wisdom From Send“The Unique Character of Email”• No tone• No reaction• Used both formally and informally• Very fast• “Has vastly increased the amount of writing expected of us all” (including people whose jobs never used to require writing skills)
  8. 8. Avoiding Email Faux PasThe “False Steps”
  9. 9. Email Marketing Faux Pas 1Poor List Hygiene • Unsubscribes should be managed to keep you CAN-SPAM compliant • Clean your database of hard bounces after each campaign • Monitor soft bounces • Keep an eye on your unsubscribe rate • Take a close(r) look at purchased lists Source: Email Experience Council
  10. 10. Email Marketing Faux Pas 2“Sloppy Copy” • Avoid funky MS Word characters • Check your spelling. No, really. • Read your message -- don’t skim (their/they’re, missing words, etc.) • Print it out and read it on paper? • Get a second opinion Source: Email Experience Council
  11. 11. Book Recommendation #2 “Simplicity is aboutsubtracting the obvious, and adding the meaningful.”
  12. 12. “Red Sharpie Rule” Which words can you delete?
  13. 13. Email Marketing Faux Pas 3Competing Links“Unless its a newsletter, mostemails should be single subject with a single call to action.” Source: Email Experience Council
  14. 14. Email Marketing Faux Pas 4Cold Call-to-Action • Text format (don’t forget many images are suppressed by default) • Keep it “above the fold” • Top 1/3 and left-most areas most valuable real estate • Support with minimal graphics Source: Email Experience Council
  15. 15. Email Marketing Faux Pas 5Bad Subject Lines • Approx. 7 words or 35 characters (use your judgement) • Don’t repeat your school’s name • Key words first • Avoid “SPAM-like” qualities Source: Email Experience Council
  16. 16. Email Marketing Faux PasWhat gets you flagged?• Percent of Capital Letters• Repeating Capital Letters• Gaps (s*t*y*l*e)• Repetition of Letters• Special Character Flag: Overuse of special characters (e.g., & $ # @ ( )[ ] !)• Punctuation Flag: Too much punctuation• First Character Flag/First Word Flag (words like "Free", "hey", "Sale" etc.) Source: Email Experience Council
  17. 17. Email Marketing Faux Pas 6Clumsy Coding • Set pixel width to 600 (prevents the need to scroll to the right) • Don’t create as one big image • Readable if images don’t render? • Consider a “view online” feature • Check your links! (again and again and again...) Source: Email Experience Council
  18. 18. Email Marketing Faux Pas 7Insufficient Testing • Links • Rendering of images • Final copy-check • Different browsers
  19. 19. Real-World Example;)
  20. 20. Email Marketing Faux Pas 8Lacking Mobility “Email marketers are just beginning to come to grips with things like the iPad and Android and they really have to...” Robert Fleming, eMarketing Association
  21. 21. Going Mobile Tips for optimizing your email campaigns on mobile devices:1. Keep it plain(plain text or very limited HTML)2. Keep it short3. Be very careful with images
  22. 22. Other Email Faux Pas• Incorrect use of Bcc• ALL CAPS• Obnoxious font size• Too much HTML• Excessive forwarding (FW:FW:FW:)• “Reply All”
  23. 23. “Reply All”
  24. 24. Words to Send By...“8 Deadly Sins of Email”
  25. 25. The Email That... 1Is unbelievably vague. (“Remember to do that thing.”)
  26. 26. The Email That... 2 Insults you.(“HOW CAN YOUNOT HAVE DONETHAT THING?!!!!”)
  27. 27. The Email That... 3 Puts you in jail. (“Please tell themthat I asked you to sell that thing when it hit $70.”)
  28. 28. The Email That... 4 Is cowardly.(“Here’s the thing: you’re being let go.”)
  29. 29. The Email That... 5 Won’t go away. (Re: Re: Re: Re:Re: Re: that thing.)
  30. 30. The Email That... 6Is so sarcastic you have to get up from your desk. (“Smooth move on that thing. Really smooth.”)
  31. 31. The Email That... 7 Is too casual. (“Hiya! Any wordon that admissions thing?”)
  32. 32. The Email That... 8 Is inappropriate. (“Want to come to my hotel room todiscuss that thing?”)
  33. 33. Email Faux Pas When all else fails...APOLOGIZE!
  34. 34. Do I Need to Apologize?Definitely...• Misstated date or time• Broken Links• Major rendering problems• Wrong segments or recipients• Server problems caused website issues
  35. 35. Do I Need to Apologize?Maybe...• Personalization glitches• Minor coding issues• Egregious spelling and grammar issues
  36. 36. Do I Need to Apologize?Let these go...• Minor typos• Missing secondary images• Slight rendering issues• Broken ancillary links (not the CTA)
  37. 37. Adrienne’s “8 Simple Rules” for Apology Emails1. Send it ASAP (but be careful!)2. Make the subject line clear3. Consider plain-text4. Keep it short5. Be cautious about humor6. Who should it come from?7. No excuses, just fix the problem8. No mistakes in the apology email;)
  38. 38. Best Practices for Apology Emails
  39. 39. Best Practices for Apology Emails
  40. 40. Do I Need to Apologize?Is this an opportunity to (humbly)connect with readers, be human and reinforce your original message?
  41. 41. Do I Need to Apologize?In our experience, most times the apology email gets more attention, interaction and response than the original message.
  42. 42. Is Email Most Effective?Or should I pick up the phone? Walk across the office? Make an appointment, etc.?
  43. 43. Bottom LineThink before you send: “What is this email saying about me?”
  44. 44. targetx.com/videos
  45. 45. “Tour Guides Matter” March 18targetx.com/webcasts

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