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Power of Email Marketing (NADA 2010) Peter Martin
1. How to Deliver eMails in a SPAM
Filtered World
Peter Martin
President
Cactus Sky Communications, Inc.
peter@cactusskyeMail.com
941-907-4132
954-205-7716 cell
2. Power of eMail
• eMail earns the Highest ROI
• Last year, the average return from every
dollar spent on:
– eMail Marketing was $45.06
– Newspaper advertising $16.86
– Direct mail of $15.55
3. The Value of
eMail
Per eMarketer:
• Internet users in the US check their personal eMail
throughout the day, including at work.
• Over 70% of employed respondents also said they
checked their personal eMail at work—and nearly one-
third said they did so more than three times a day.
• On average, business users spend over an hour per
day managing their eMail account.
• -Garner Report as reported in Digitrends Magazine
4. “It’s always easier and cheaper to keep
old customers than find new ones.”
Dan Lawlor, senior analyst with J.D.Power,
5. Blocked eMail
20 percent of permission-based eMail
messages are being blocked.
The steps presented today will help you
improve your eMail deliverability.
6. eMail Deliverability Challenges
• Crowded inboxes
• Creating compelling content
• Testing and continuous improvement
• Implementing personalized and
segmented campaigns
• Monitoring and analyzing program
performance
• Increasing revenue and return on
investment
7. Poor Deliverability
Poor deliverability costs your company
significant revenue from:
• Lost potential sales
• Money wasted to create content
• Building databases or lists
• Sending messages that never reach their
intended audiences
10. Managing Complaints
Complaints are the #1 factor for deliverability
• You need to set up and manage Feedback loops
• Complaints are forwarded to sender’s abuse address for
processing
• Remove/suppress complaining addresses immediately
• Analyze complaints for patterns
• Frequency issue?
• Relevancy issue?
12. Spam Complaints
• Complaints are the cause of ISP
blacklisting.
• Someone can complain or register your
eMail as spam with the click of a mouse
button.
• When enough people do the same thing
with your eMail, you will be blacklisted.
13. Your Sender Reputation
Your sender reputation has become the
primary check that ISP’s use when
determining how to treat your eMail.
• Use recognizable sender names and
explicit subject lines.
• Send only relevant, wanted content.
• Message frequency: not too much, not too
little
15. Bounce Reasons
• Attachment Detected • General Soft Bounce
• Auto Reply • Invalid eMail Address
• Mailbox Full
• Challenge-Response
• Message Too Large
• DNS Failure
• Relay Denied
• General Bounce
• Spam Detected
• General Hard Bounce • Transient Failure
• General Mail Block • Unsubscribe Request
16. Database Development
– Prospects
• Leads from various lead
providers
• eMail address collected at
the dealership
– Customers
• Sales/service/interaction
• Ongoing communications
• Service recalls
17. Maintain & Clean
• Analyze your data and remove invalid
addresses:
– No spaces or special characters (i.e., commas)
– Make sure eMails have a valid domain structure
– Add data validation to your web sign up form
• Remove:
– Distribution addresses (i.e., sales@)
– System addresses (i.e., postmaster@)
– Any address with the word ‘spam’ in it
– Complainers and in actives
19. List Hygiene
• The process of cleaning your list of undesirable
eMail addresses
• Why is list hygiene important?
• Reputation
• The #1 driver of deliverability today
• Proper list hygiene will help establish a
good reputation resulting in better
deliverability.
• Bad list hygiene will lead to poor reputation
and poor deliverability.
20. List Hygiene
A “dirty eMail” list is guaranteed to cause delivery
problems. Elements of a dirty list may include
addresses that:
• Have previously hard bounced
• Generated a spam complaint
• Unsubscribe but are still in the active database
• Are likely spam-trap addresses
• Are outdated domains
• Have not opened or clicked in a few years
21. Your customers
The average
dealership has less
than 2% of its
customers’ eMail
addresses.
22. Average Match Rates
Increase your
dealerships
eMail house
list count by
up to 30%.
23. Matching Process
Your existing customer Your file is matched against our
database is sent to eMail permission-based eMail append
eMail Matching database. When a match is
Matching for processing. solution found, the eMail address is
added to your file.
eMail
Enhancement
At the completion
of the eMail
matching Process, A welcome eMail is sent to your
the enhanced file is customers introducing online
sent back to you. communications to them,
Enhanced and giving them an opportunity to
Consumer decline receiving any further
Database for online communications.
Marketing
26. Address Book
• Encourage new subscribers to add your
eMail address to their address book.
• These personal white lists are your fastest
route to the inbox.
27. How to Improve Deliverability
To achieve high deliverability rates requires
involvement and cooperation from:
• IT Department
• Web designer/programmer
• Copywriter
• Marketing company
• Database and list managers
• Your staff on the front lines collecting eMail
addresses
• Executive management
28. Avoid Spammy Content
• Avoid overaggressive language and
spammy-looking content such as
– Very large fonts
– Using all caps
– Big red letters
– Anything that looks unprofessional and could
be confused with a true spam eMail
29. “Catchy” vs “Spammy”
• Run your copy through a content checker to
identify any spam-like words, phrases or
construction.
• The content checker will tell you which phrases
to avoid.
• Two tricks that could trip a spam filter:
– Subject lines in all capital letters
– Using more exclamation points than necessary.
• In fact, we recommend against using exclamation points at
all if you can avoid it.
33. Online buying
•One-third (33%) of
users in a Double-Click
study had purchased
something from a web
site by clicking on a link
in an eMail.
•Another 42% clicked
on an eMail link for
more information, then
purchased the product
at a later time.
34. eMail Adoption Process
Action
Acceptance
Comprehension
Recall
I
RO
Attention
Builds Awareness Builds Intentions Builds Sales
35. Benefits of HTML
• If your message is promotional or informative, but not
one you would typically send via post on letterhead, we
recommend designing it in HTML.
• HTML offers greater control over formatting, layout,
color, fonts, graphics and branding.
• A visually pleasing design can affect your reader’s ability
to process and enjoy the information.
• HTML design also opens up a wealth of possibilities and
interactive functionality within each eMail.
• It gives you the ability to embed forms, links and surveys
to truly participate with your reader.
38. Don’t over eMail
• Stick to a frequency that you promised
during the opt-in process.
– Opt-in is the process of someone filling out
a form on your web site.
• We recommend twice a month.
– Beginning of the month for service
– Middle of the month for sales
39. Common Mistake
Because eMail has such
high potential ROI, many
marketers and their
internal stakeholders fall
victim to the approach of,
“If it works, let’s send
more eMails.”
40. What happens when you hit send?
Best case, it is delivered into the inbox.
41. Worst Case
While ISPs and corporate filters all handle
suspected spam messages differently, they
generally are handled one of four ways:
– Block it and return to sender with a message
explaining the block
– Block it without returning or notifying the sender
– Route to the junk folder, often adding [SPAM] or
similar notice to the subject line
– Return it to you with a request to remove the
subscriber if he or she clicked the spam button via a
feedback loop
43. Message Header
The message header is the first thing that is seen
by an eMail receiver (i.e. ISP) There are four
major areas within an eMail header that should
be checked prior to sending the message.
These areas include:
• Sender IP address
• Host name of sender IP address
• Envelope header From or Return Path address
• Reply-To and From addresses
45. Sender ID
• The Sender ID Framework seeks to verify that
every eMail message originates from the internet
domain from which it claims to have been sent.
• Sender ID validates the origin of eMail
messages by verifying the address of the sender
against the alleged owner of the sending
domain.
• Sender ID uses SPF records for part of this
validation process.
46. Sender Policy Framework (SPF)
• Most domains send outbound mail through
relatively small number of servers.
• Domains should describe that set of servers
in an SPF record in their DNS.
• Internet eMail receivers can then reject forged
messages.
• A typical SPF record looks like:
fromaddressdomain.com IN TXT
"spf2.0/pra include:sid.acme.com -all"
47. Domain Key Identified Mail (DKIM)
• DKIM is a method for eMail authentication
developed by YAHOO and now also used by
other providers such as Gmail.
• DKIM uses public-key cryptography to allow the
signer to electronically sign legitimate eMails in a
way that can be verified by recipients.
• A typical DKIM DNS record has two parts that
look like: key1._domainkey.acme12.com IN TXT
“k=rsa;p=key” AND _domainkey.acme.com IN TXT “t=y;o=~;”
48. Dedicated IP Address
• Belongs to you exclusively
• When you share an IP address with other
senders and they deploy a bad practice-
your messages will be filtered or blocked
along with theirs.
• Dedicated IPs cost more, but will ensure
that you are in control of your sender
reputation.
49. Importance of “From Name”
• Choose your sender/from name carefully.
• Use your most recognizable and expected
brand.
• Be consistent with it.
50. Subject Line
• Spend time on your subject line – first
impressions mean the world to your recipient.
• Personalize the subject line. Import the
recipients first name into the subject line when
possible.
• Example subject line: Peter we have some
specials for you.
51. Subject Line Best Practices
• See which subject lines delivered the action you wanted:
– The most conversions
– The highest average sale per order
– The highest click-through rate, etc.
• Review your web analytics reports to see:
– Which newsletter article topics draw the most clicks or forwards
– Which whitepapers get downloaded most often
– Which brands or departments get the most traffic
• This analysis should:
– Drive content and product selection strategies,
– And it can also show you what information is most relevant or
useful.
52. Personalize Subject Lines
• Personalize subject lines based on users’
product or content preferences, interests,
past purchases, web visits, or links
clicked.
53. Subject Line Length
Some eMail clients allow more characters in a
subject line than others, but most give you at
least 50, including spaces.
– Load your key information in that first 50.
– Also, make sure the cut-off doesn’t occur in a crucial
word, such as a price or date.
One way to really see how your subject line will
work in your recipients’ inboxes is to send
yourself an eMail with your proposed subject
line.
54. Unsubscribe Link
• Make it extremely easy to unsubscribe.
• If someone calls in and requests to be removed
you must have a policy to accomplish that
quickly.
• If your spam complaint rates are very high,
include an unsubscribe link at the top of your
message.
• Consult your Legal advisor about compliance
with CAN-SPAM and other requirements.
56. Check List
Testing Variable Examples
Contact Frequency Last time you contacted the recipient
Copy / Message Length, versions of wording, tone/style
Creative HTML versus text, different layouts
eMail Type Newsletters, product information, sales promotions, new
information
Landing Pages Driving visitors to different pages, different versions of a landing
page
List Source eMail registrations, customers (current and lapsed), prospects,
third-party
Offer % versus dollar value reduction, sweepstakes, white paper
versus webinar
Personalization Use of name in subject line or message, offers based on
demographics
Subject Header Tone, style, and personalization of subject
Target Segments Demographics, psychographics, behavior, geography
57. eMail Pre-Flight Checklist
• One critical process that is overlooked is the pre-flight
checklist for eMail marketing. Spending a few minutes
reviewing a pre-flight checklist prior to sending out eMail
campaigns, will ensure that your messages will be
opened, read, and well received.
• Checklist:
√ Have Goals been Clearly Defined?
√ Are Logistics in Place so the Campaign may Succeed?
√ Has the Correct Day and Time been Chosen to Send the
Campaign?
√ Are Tracking Tools Available?
√ Has the List been Segmented and Reviewed for Errors?
√ Has the Campaign Content been Reviewed?
√ Does the Message have a Great Subject Line?
58. Checklist Continued
√ Has the eMail been Properly Designed?
√ Has the Campaign Content been Reviewed?
√ Has the Message been Tested through Spam Score?
√ Has the Message been Tested in Different eMail Clients?
√ Does the Message Comply with the CAN-SPAM Act?
√ eMail must have a functioning opt-out feature to be “ A
compliant opt-out mechanism”
√ A valid subject line and header (routing) information
√ The physical address of the mailer