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Email Marketing What You Dont Know Can Hurt You

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Eric Salerno
Eric Salerno

20 slides on email marketing basics and some ideas on how to improve your email marketing practices. Presented by Red Ember Marketing at the Boston Internet Marketing MeetUp.

BusinessTechnologie
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What You Don’t Know Can Hurt You.
About this presentation ,[object Object],[object Object],[object Object],[object Object],This presentation is not: A comprehensive guide to all email marketing tools or email clients A technical guide for designing HTML emails. An evaluation or critique of HTML email aesthetics/designs.
Isn’t email marketing so… 1998? ,[object Object],[object Object],[object Object],[object Object]
Trust, Reputation, & Permission ,[object Object],[object Object],[object Object]
Email user behavior ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],2007 Consumer Email Snapshot Email statistics presented by Jupiter Research VP, David Daniels, at the Email Insider Summit, Dec. 2007
Turn down the volume. ,[object Object],[object Object],[object Object],Fourth Annual Holiday Email Consumer Survey 2008, published by Return Path
Browsers vs. Email Clients Firefox Safari Chrome Internet Explorer vs. Four More than 20!
Browser Market Share Statistics Data Source: Market Share by Net Applications Browsers adhere to better, more established standards, and are spread across a smaller number of applications.
Email Client Statistics Email client selection varies across consumer and business recipients.
Why standards matter: ,[object Object],Without inline styles With inline styles
Design Considerations ,[object Object],[object Object],[object Object],[object Object],[object Object],Tips: Preview pane is about 160 pixels. Subject lines should be limited to around 50 characters. Tables can often help maintain the intended layout/design across multiple clients.
Email Deliverability Testing ,[object Object]
Email Deliverability Testing ,[object Object],[object Object],[object Object],[object Object]
Ok Einstein , tell us something we don’t know. ,[object Object],[object Object],[object Object]
Hard and Soft Bounces ,[object Object]
Reporting ,[object Object],[object Object],[object Object],[object Object],[object Object],Tip: Integrate your email campaigns with your analytics package to measure traffic source, conversion rates and more.
Crunching the numbers ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
The answer to most questions: Test, test, test. ,[object Object],[object Object],[object Object],Experiment with your emails.
Segmentation: Beyond the name game. ,[object Object],Try improving your message targeting: Segments can be used to separate contacts by geographic location, communication preferences, interests, gender, etc. Craft segment-specific messages and designs to improve campaign performance.
Tick Tock, Tick Tock… More Ideas. ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Getting Fancy: Behavior-based campaigns ,[object Object],[object Object],[object Object],[object Object]
[object Object],[object Object],[object Object]

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