An overview of best practices related to list management, testing and other best practices.

1. E-Mail Marketing
Dave Bennett
Senior Vice President Interactive Solutions
Contact Information:
StayWell Custom Communications
405 South Main Street
Suite 1000
Salt Lake City, UT 84111
david.bennett@staywellcustom.com

2. Note of Caution:
Nielsen only tracks
email accessed
through a website.

4. EMAIL STILL TOPS FACEBOOK!
Source: CMB September 2010

5. Become an Expert on
CAN-SPAM Act know the law
http://business.ftc.gov/documents/bus61-can-spam-act-Compliance-
Guide-for-Business

6. LEARN FROM THE “BIG BOYS”

7. TACTICS FOR BUILDING LISTS
*Make sure you retain all these documents
1. Create signup cards and use them in common places such as
the waiting areas and as part of the registration process.
2. Team up with your Call Center if you have one.
3. Incentives are great to garner new subscribers.
4. Use Digital Media Boards if Possible.
5. Use E-Newsletter Signup Sheets at all events.
6. Create and place tent cards in common areas like your
cafeteria.
7. Get your employees to signup.

8. TACTICS FOR BUILDING LISTS
Mobile is everywhere use it to build email subscriber lists

9. Mobile is everywhere use it to build email subscriber lists
USE A TAG TO BUILD E-MAIL
SUBSCIBER LISTS

10. SOME FACTS ABOUT E-MAIL
Data show that 51% of recipients delete your email within two
seconds of opening it.
The following data relates only to recipients who opened email
(Based on a study of 4 Million Emails Opened)
On average, 51.1% of readers spend less than 2 secs looking at your email
In the best email campaigns, 77% of people fully read the message
On average, 0.12% of readers printed the email
In one campaign (a coupon), 4% of people printed the message
On average, 0.63% of readers forwarded the email
In the most viral campaign, 9% of readers forwarded the email
Microsoft Outlook is the most popular email client (43%) design for it!
Source: Litmus.com

11. EMAIL MARKETING “BEST PRACTICES”
Get back to the Basics with the 40/40/20 Rule
Despite all the integration and technological innovation and newness of
social media, email marketing best practices still adhere to the 40/40/20
rule.
This rule says that for any email marketing campaign:
40% of your success depends on what you’re saying.
40% of your success depends on your audience. Is it the right
audience? Segment your audience so you can deliver targeted,
relevant messaging?
20% of your success will come from your creative design. Your
email design, the layout of information and graphics, the
images you choose, the colors all come into play.

12. DAVE’S “BEST PRACTICES” FOR
EMAIL MARKETING
1. Focus on building lists-
”If you have Service Line Managers Use Them!”
“Partner with your call center”
“Subscribe to this should be everywhere”
“Use your CRM if you have one”
2. Be Personal
It’s simple but effective
3. Master the Subject Line
“Since consumers only spend 2 seconds looking at your email the subject line is critical”
4. Offer Value
“Customize your message for example Breast Cancer awareness month focus on what
services you have around this, digital mammography, outreach etc.”
5. Be Relevant
“A 50 year old Man probably isn’t interested in your Women’s Center” Segmentation of your
audience is critical.
6. “If you got it, Use it”
Mulitmedia, Video and Audio Engages

13. DAVE’S “BEST PRACTICES” FOR
EMAIL MARKETING
7. Timing is everything
“You want to send your e-mail newsletter when people are most likely to be around to read
it. ”
8. Track Everything!
“Use unique identifiers to track everything, telephone numbers, unique URL’s etc. This will
help you demonstrate ROI to your management.”
9. Integrate your campaigns with your CRM
10.Use a Seed List
11.Review and cleanup your email subscriber lists on a regular
basis
12.Test and Test Again
13.Create Test Campaigns in order to gauge how they perform.
14.Use a Complete Solution
“If you can afford it use a ESP or budget for one in the future.”
15.Don’t get discouraged

14. TRACK..TRACK AND TRACK
Unique URL specific for
me:
http://view.mail.com/?j=f
e89117274630c7a7d&m=ff
021772756000&ls=fdef1678
76620c7d7113727d&l=fe8d
15757363007a71&s=fe1916
797c600d787d1775&jb=ffcf
14&ju=fe551077736d0c7d7
215

15. KNOW YOUR READERS INTERESTS
Referring Page:
http://view.mail.co
m/?j=fe89117274630
c7a7d&m=ff0217727
56000&ls=fdef16787
6620c7d7113727d&l
=fe8d15757363007a
71&s=fe1916797c600
d787d1775&jb=ffcf1
4&ju=fe551077736d
0c7d7215

16. USE UNIQUE IDENTIFIERS
Use a unique telephone
number for your online
communications that will
allow you to track
conversions related to
online email marketing
efforts.

17. USE OF VIDEO WITH EMAIL
Source: Web Video Marketing Council 2010

18. USE OF VIDEO WITH EMAIL
Source: Web Video Marketing Council 2010

19. MULTIMEDIA EXAMPLES

20. IS YOUR MAIL REACHING YOUR
READERS?
DEVELOP A CHECKLIST
Are you having any delivery problems?
There are three methods that deliverability professionals
frequently use to measure delivery problems:
Review "delivered" rates trends by receiving domain from your
Mail Server or Email Service
Most mail servers and ESPs will provide a report that shows
"delivered" rates for your account.
Review inbox placement rates from your seedlist
Data from your mail server can only tell you whether or not mail is
accepted for delivery and not what happens after that.
(This only applies if you are not using a service that can provide such information)
Review trends in open and click rates by receiving domain
If you have a delivery problem at a particular domain, you will
usually find that open- and click-rate trends will drop from
previous levels. Many ESPs and campaign management systems will
have the ability to view open rates and clicks by receiving domain.

21. SECOND SET OF CHECKS:
Are there problematic trends in your Institution’s email
reputation?
Over 80% of delivery problems are based on the reputation of the
sending mail server. A few things you might want to check are:
Summary reputation score
There are several places to check the overall sending reputation of
your sending IP addresses.
These include:
Senderbase (www.senderbase.org)
Sender Score (www.senderscore.org)
On Sender Score, a declining score or a score that is below 50
indicates that you should spend some time diving into the specific
metrics that make up the score.
Source: George Bilbrey, Email Insider
IS YOUR MAIL REACHING YOUR
READERS?

22. A DEEPER DIVE INTO DELIVERY
Complaint rates
Review your overall trend when a subscriber hits the "report spam"
button relative to the number of messages accepted for delivery at
that domain.
You can get these complaint messages by signing up for feedback
loops that are available at Yahoo, Hotmail, AOL, Comcast and other
top ISPs.
(Reputable Email Service Vendors can also provide you with these reports)
Critical Feedback Loop Forms
AOL Feedback Loop (Direct Link)
Comcast Feedback Loop (Direct Link)
Cox.net Feedback Loop (Direct Link)
EarthLink Feedback Loop (Email Link)
MSN/Hotmail Feedback Loop (Direct Link)
OutBlaze Feedback Loop (Email Link)
RoadRunner Feedback Loop (Direct Link)
United Online Feedback Loop (Direct Link)
USA.net Feedback Loop (Direct Link)
Yahoo Feedback Loop (Direct Link)
Source: George Bilbrey, Email Insider

23. A DEEPER DIVE INTO DELIVERY RATES
Unknown-user rate
Most mail servers and ESPs can give you a report that shows the
number of bounced messages that were going to "unknown users":
dead addresses. A high unknown-user rate (in excess of 5%) is
frequently correlated with deliverability issues.
Unsubscribe Rate
Are you seeing an increase in unsubscribes? This could be an
indication of future problems as well.
Blacklists
There are a lot of blacklists out there. However, there are only a
small handful that matter. This can be an easy metric to monitor,as
there are a variety of free blacklist checkers online
(http://mailboxtools.com/blacklist.aspx )
If you are on a blacklist, review your mail server log files to see if
you can find a reference to that blacklist. If you find a lot of blocks
notices that reference that blacklist, you'll know to start worrying.
Source: George Bilbrey, Email Insider

24. INTERACTIVITY IS A GAME
CHANGER!
Both Hotmail and Gmail are now using interactivity to determine
deliverability. This is major shift from the traditional ISP filtering we are all
familiar with.
For example Hotmail is looking at a large number of metrics including:
Messages read, then deleted
Messages deleted without being read
Messages replied to
Frequency of receiving and reading a message

25. WHAT YOU SHOULD DO IN LIGHT
OF THESE CHANGES
Use a seed list based system to monitor your deliverability: Seed lists will tell
you what they have always told you - how your email gets delivered based on the
global filtering rules and with the usual level of filter settings.
Analyze and respond to activity by your subscribers: Stop sending email to
subscribers who never respond or open your emails. It's not getting you anything
and it is clearly going to start hurting you, at least with Hotmail and Gmail for
now.
No more batch-and-blast: Irrelevant messages are going to hurt your
deliverability even more directly than ever before. Lack of activity and
interaction is no longer a neutral metric.
Meter frequency and cadence based on subscriber preference and behavior:
This might mean less email for some subscribers. Finding the happy medium
where you send enough email to keep subscribers interested and active, but not
so much that they grow numb and tune out, is going to be the new imperative.

26. QUESTIONS?
Come talk with us about
“The Next Generation in Email Marketing”