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Email Marketing:
The Good, the Bad and 
the Wow, That Kicked A$$
Jessica Best
jbest@emfluence.com
@bestofjess or @emfluence
What you’ll learn if you stay awake

ROI and Conversion Rates
– Email ROI in 2012 will be $28.50, the highest of 
any direct marketing medium. Email is expected to 
drive $67.8 billion in sales in 2012. (DMA, 2012)
– 39.4% of marketers report that email delivers their 
strongest ROI, beating out #2 Search & #3 Offline. 
(Datran Media Survey, 2010)
What you’ll learn if you stay awake

ROI and Conversion Rates
– Email conversion rates have “stabilized” in the 
past year at just over 5% (DMA, 2011)
– Retailers cite email 2nd only to Paid Search as top 
digital marketing budget priority for 2012.
What you’ll learn if you stay awake

Accepted by marketers
– 88% of Business‐to‐Consumer firms and 71% of 
Business‐to‐Business firms use email marketing in 
their marketing mix. (Forrester, 2011)

Accepted by consumers
– 94% of daily email users subscribe to marketing 
messages. (The Social Profile, 2010)
– 57% of internet users say they are more apt to buy 
a product in store after getting a marketing email. 
(e‐Dialog, 2010)
What you’ll learn if you stay awake

The Good = YES
10 things you should always do
The Bad = NO
10 things you should never do
The Wow That Kicked A$$
What you’ll learn if you stay awake

The Good = YES
10 things you should always do
The Good
10 things you should always do

Get permission.
Spam sucks, even if it’s from 
a brand you know.
Always opt‐in or double opt‐in.
The Good
10 things you should always do

Get permission.
The Good
10 things you should always do

Get permission.
The Good
10 things you should always do

Get permission.
The Good
10 things you should always do

Get permission. 
Opt‐out vs. opt‐in
List quality will suffer.
Complaint rates will be high.
Welcome to the bulk folder.
The Good
10 things you should always do

Be CAN‐SPAM law compliant.
The Good
10 things you should always do

Be CAN‐SPAM law compliant.
Accurate Identity =  YES
Opt Out Mechanism =  YES
Physical Address =  YES
Clear Intent =  YES
Fraud =  NO
The Good
10 things you should always do
The Good
10 things you should always do

Be CAN‐SPAM law compliant.
The Good
10 things you should always do

Have a Plan. Set goals, define 
measurement & plan content.
The Good
10 things you should always do

Personalize – one‐to‐one. 
The Good
10 things you should always do

Use a pre‐header
The Good
10 things you should always do

Keep your list clean.
Don’t look like or act like a Spammer…
‐ Grow a permission‐based (opt‐in) list.
‐ Stop sending to hard bounces & opt outs.
‐ Re‐engage or trim inactive contacts.
The Good
10 things you should always do

Keep your list clean.
20%
80%

Opened

20%
40%

Didn't open

Didn't open
40%

Trim the 40% that are persistent, 
known inactives to save on costs.

Opened

33%
67%

NEVER open

Opened
Didn't open
The Good
10 things you should always do

Keep your list clean.
Email Campaign
PRE‐cleanse
POST‐cleanse

List Size Expenses Open Rate Revenues ROI
100,000 $2,000
20% $7,500 375.00%
60,000 $1,200
33% $7,500 625.00%

NOTE: inactives should be measured for any 
online or offline purchase, too. 

67%
increase
in ROI!
The Good
10 things you should always do

Pre‐flight – rendering.
The Good
10 things you should always do

Pre‐flight – rendering.
Gmail with
images off
The Good
10 things you should always do

Pre‐flight – SPAM filters.
The Good
10 things you should always do

Pre‐flight – check your content.
The Good
10 things you should always do

Track.
Views =   Good
Clicks =   Better
Conversions =   Best
Bounces, Suppressions & Complaints 
The Good
10 things you should always do

Use an Email Service Provider. 
Subscribe to Feedback Loops.
Clicks 
“This is Spam”
Notifies
the Marketer
Stops 
Sending to 
the Subscriber
The Good
10 things you should always do

Use an Email Service Provider.
Stay CAN‐SPAM compliant.
Most ESPs automatically include your 
physical address and unsubscribe link in 
emails and remove unsubscribes 
immediately.
The Good
10 things you should always do

Use an Email Service Provider.
Throttle delivery.
Easy with the SPAM cannon, Sparky!
Too much email sent too quickly to an ISP 
looks like SPAM.
The Good
10 things you should always do

Test.
Subject lines
Day of week
Frequency
Personalization
Price sensitivity
What you’ll learn if you stay awake

The Bad = NO
10 things you should never do
The Bad
10 things you should never do

Email “BLAST!” Don’t send the 
same version to everyone.
The Bad
10 things you should never do

Send too frequently or 
too infrequently. 
Doubling frequency doesn’t 
necessarily mean doubling revenues. 
Your list will “tell” you when it’s too 
much with increased unsubscribes.
The Bad
10 things you should never do

Send too frequently or 
too infrequently. 
If you let your list age, 
you can expect a higher 
bounce rate... 
Like 25%+ after a 2‐year 
collection period!
The Bad
10 things you should never do

Include everything in the email. 
Keep emails to about 2 pages 
printed (or 1‐2 “scrolls”).
Include snippets or teasers and link 
out to full posts or more content on 
your website or blog.
The Bad
10 things you should never do

Include everything in the email. 
The Bad
10 things you should never do

Start from scratch. 
Email = Blog + Social
The Bad
10 things you should never do

Start from scratch. 
Curate expert content from others.
The Bad
10 things you should never do

Use a giant graphic. 
The Bad
10 things you should never do

Use a giant graphic. 
Use at least 
some HTML text.

Use Alt Tags so 
text will replace 
missing images.
The Bad
10 things you should never do

Include an attachment. 
“I’m a spammer! I’m a spammer!” 
No, wait… 
“I’m a virus!, I’m a virus!”
The Bad
10 things you should never do

Buy a list. 
List buying is not illegal.
List buying is not best practice.
Monitor list sources and quality. 
The Bad
10 things you should never do

Get on a blacklist. 
Work with a deliverability expert to 
help figure out how you got there. 
ReturnPath, Pivotal Veracity, 250ok
The Bad
10 things you should never do

Fail to monitor your reputation. 
The Bad
10 things you should never do

Forget to seed your list.
Set up email accounts at all the major 
ISPs and check to see if your message 
makes it into the inbox. 
Without this, you can’t truly judge the 
effectiveness of your campaign.
What you’ll learn if you stay awake

The Wow That Kicked A$$
Kicked A$$
Try this

Cross Promote & Grow
2 emails garnered
60K new likes!
Kicked A$$
Try this

Referral program 
Ongoing 
9‐13%
conversion
Kicked A$$
Try this

Automated Series
“Drip” or 
automated 
campaigns 
do the work 
for you.
Kicked A$$
Try this

Time Sensitive Offers & 
Reminders
A last call to register 
the day registration 
closes garners a
185% lift in 
click‐throughs!
Kicked A$$
Try this

Initial Permission
Kicked A$$
Try this

Initial & Re‐permission
Kicked A$$
Try this

New Customer Surveys
Automated bounceback + offer + survey
Kicked A$$
Try this

OOPS…
It’s (better than) ok to admit you oops’d
Email Marketing:
The Good, the Bad and 
the Wow, That Kicked A$$
Jessica Best
jbest@emfluence.com
@bestofjess or @emfluence

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