This document provides 10 tips for email marketing success in 2012. It discusses using an email service provider, designing effective emails, crafting compelling subject lines, developing engaging messaging, growing mailing lists through various online and offline strategies, integrating social media, segmenting lists, A/B testing, designing for mobile, and measuring results. The tips cover technical aspects like delivery and design as well as strategic considerations around content, growth, and optimization.

1. Email Marketing:
10 Tips to Success
in 2012

2. Topics
1. Use an Email Service Provider
2. Design
3. Subject Lines
4. Messaging
5. Growing Lists
6. Integrating Social Media
7. Segmenting
8. A/B Testing
9. Mobile
10.Measurement

3. 1. Use an Email Service Provider
http://www.bostonherald.com

4. What is an Email Service Provider?
An email service provider
(ESP) offers email marketing
or bulk email services

6. Why Send Direct Email?
• Low cost
• Measurable Results
• Build and maintain customer relationships
• Highly targeted

7. Direct Marketing Association
=
$1 Buy = $48 ROI
http://www.bridgeandtunnelclub.com, http://media.canada.com

10. Why use an Email Service Provider?
http://www.viperstrike.com

11. Why Use an ESP?
Email Service Providers (ESPs) have relationships
with major Internet Service Providers (ISPs).
ESPs provide tools to create, manage, and measure
your newsletter campaigns and contact lists.

14. 2. Email Design
http://api.ning.com

16. Business-to-Consumer (CTR)
• Mostly images = 7.1%
• All text = 4.7%
• Mostly text = 5.3%
• Equal text/images = 6.3%
Business-to-Business (CTR)
• All text = 5.4%
• Mostly text = 4.8%
• Equal text/images = 3.5%

25. 3. Subject Lines
roundroundworld http://media.photobucket.com

26. General Rules
• Subject line should provide a clear indication
what’s inside the newsletter
• 50 characters or less

27. Examples of Good Subject Lines

28. Things to Avoid
• The following terms: “Help”, “Percent Off”, “Reminder”
• Repeating/Reminder subject lines

29. Examples of Poor Subject Lines

30. Effect of Repetitive Subject Lines

32. 4. Messaging

33. Stranger Danger

34. Build a relationship, don’t assume it already exists

35. Use a Human Tone
Include user generated content in the form of
• social media
• reviews
• testimonials
Avoid the “Buy Now” approach

36. 5. List Growth
http://www.growingwell.co.uk

37. Growing your Contact List
You’re an expert at something
• Give your subscriber something of value in return. Write
about a helpful service or product that you are an expert at
and make it a PDF available upon newsletter subscription
(ie. 10-Step Guide to...).

39. Growing your Contact List
Advertise yourself Offline
• through print advertising promote the value of your
newsletters and point the URL to your signup page.
http://www.yourdomain.com/newsletter-subscribe

40. Growing your Contact List
Strong Website Call-to-Actions
• have prominent areas on your site that allow users to
either instantly provide their email address or link to a
newsletter signup page.

41. Opt-in in Contact

42. The Dreaded Pop-up

43. Buy Traffic not Lists
http://travel.webshots.com

45. Use Pay-Per-Click (PPC)
Use Pay-Per-Click (PPC) advertising to promote
your offering and point it towards your newsletter
signup page.

46. Judging Frequency
• Subscriber Feedback - ask “why” on unsubscribes
• Preference Center - on subscriptions ask people how
much they would like to be contacted
• High Volume Number - be clear on the frequency

48. List Pruning

49. Subscriber Activity

50. Activity Scoring

51. 6. Social Integration

52. Why Integrate Social Media?
• Extend the reach of your emails
• Help identify key influencers
• Opportunity for List growth

53. Growing your Contact List

55. Extending Reach

56. original tweet of
email campaign
retweet of email
campaign
twitter profile of
who (re)tweeted

58. Social Media Strategies
• Include Social Icons in Emails
• Ask Email Subscribers to Share and Connect
• Provide Incentive
• Promote Email Sign-up Via Social Networks
• Include “Retweet This!” Snippet in Email
• Build an Email Opt-In Form on Facebook
• Don’t Forget SMS (text)
• Promote Email Marketing on Your Blog

59. Providing Incentive

60. Include “Retweet This!”

62. SMS (text) Subscription

63. 7. Segment

64. Bell Bay Golf Club Dundee Golf Club
Cape Breton Lifestyles

67. 8. A/B Testing

69. options to focus on
Subject Line
Delivery time
From who?

71. 9. Mobile

72. Tips for Mobile Email
• Save it for Later - include a link in your newsletter
for Instapaper
• Think about image size - don’t chew into people’s
data plans
• Make CTA buttons big enough to touch correctly
• Use multi-column layout - people like to pinch/zoom

73. 10. Measurement

74. Are the Numbers Telling the Truth?
Recipients who have images turned off in
their email client will not count as an open
Use “alt” tags on images to entice people
to load images

76. Check the Clicks

77. Check Google Analytics

78. Check Google Analytics