This document provides an overview of email marketing best practices. It discusses: 1) Types of email marketing like newsletters, promotions, and customer relationships 2) How to avoid being marked as spam by complying with laws and including an unsubscribe option 3) Growing an email list organically and through paid acquisition 4) Crafting effective content focused on the audience and clear calls to action 5) Choosing an email service provider like MailChimp or Constant Contact based on needs and technical skills.

1. Presented by:
Kate Winckler/Christy Lui
Marketing On Demand LLC
Designing Effective Email Marketing
www.mktondemand.com

2. Today’s Topics
1. What is e-mail marketing, and why should you do it?
2. Types of e-mail marketing
3. How to avoid being SPAM
4. How to build your email list
5. How to craft effective content
6. Best practices for design and layout
7. Choosing an ESP (e-mail service provider)
8. Measurement
9. Summary and Q & A

3. Competing messages

4. Types of Email Marketing
 e-newsletters – high-value, long-term, information-heavy
or complex services
 e-promotions – best for retail and products
 e-relationships – Customer service, PR

5. E-newsletter: Haul Bikes

6. E-newsletter: MOD E News

7. E-promotion: Wicks Wood Floors

8. E-promotion: Tony Casper Photography

9. e-Relationship emails

10. e-Relationship emails (2)

11. Avoid Being Spam

12. How to comply with SPAM laws
1. The “TO” and “FROM” information must not be
misleading.
2. The Subject line must not be misleading.
3. Include your physical address in the email.
4. Include a working unsubscribe option.

14. Rent an email list?
 Find a reputable list broker from referral
 Some national names are Email Appenders, LZL,
Direct Media, Charlwood
 In Milwaukee area, contact Data Dog Interactive
 Expect lower response rates and higher costs than
with a house list

15. How to grow your subscriber list
1. Organically
2. Word of mouth/viral
3. Paid acquisition

16. Welcome emails boost retention

17. How to craft effective content
 Know your audience
 Have a clear call to action. ('a confused
mind always says no')
 Use “What’s in it for me?” language to sell
value

18. Can I use video in my emails? No. But animated gifs work.
 However, Gmail recently added YouTube In-Email Video Preview
 BEST PRACTICE: Use a link to video on your site

19. Best practices for design and layout
1. “From” line
2. “Subject” line
3. Preview pane
4. Consistent creative and message
5. Use HTML and text

20. Elements of
Effective Email

21. Best Practices for Design and Layout

22. Test in different email programs
Look at your list:
 B2B: Microsoft Outlook 2003, 2007, Lotus Notes
and Entourage
 Consumer/retail: Yahoo, Gmail, Apple mail, AOL
and Hotmail
 Your ESP can help

23. How to choose an ESP
(email service provider)

24. Email Service
Provider
Who Should Use
Campaign Monitor
Web Designers who are comfortable coding their own HTML. Pay for what
you send; intuitive interface.
Mail Chimp
Web Designers who prefer a monthly pricing option; designers creating
simple email layouts or postcards with the online design tools.
AWeber
Marketing and sales professionals with limited HTML knowledge. Good
testing features (A/B splits); takes spam very seriously; reliable delivery
reputation. Companies with online stores and product-based marketing
strategies.
Constant Contact
Business owners who want an easy template-driven email service, and who
have neither design nor HTML skills.
iContact Value priced option for small business owners who have some HTML skills.
myEmma.com
Self-serve options for startups, agencies and larger lists; some customization
available. Offers a 20% nonprofit disc.

25. Measuring a campaign

26. Summary
 Summarize key points
 Q&A
 Thanks
 Email newsletter sign up!