6. A quick guide how not to be a spammer
Are you a secret spammer?
7. SPAM ACT
what the law says…
The Spam Act 2003 prohibits the sending of unsolicited
commercial electronic messages—known as spam—with an
Australian link. A message has an Australian link if it
originates or was commissioned in Australia, or originates
overseas but was sent to an address accessed in Australia.
8. What is a commercial message
according to Australian Communications & Media Authority (ACMA)
The Spam Act 2003 defines a commercial electronic message as:
offers, advertises or promotes the supply of goods, services, land or
business or investment opportunities
advertises or promotes a supplier of goods, services, land or a provider of
business or investment opportunities
helps a person dishonestly obtain property, commercial advantage or other
gain from another person.
9. The in’s and out’s of consent
how not to upset your customers, or break the law
Express consent
E.g. filling in a form, ticking a box on a website, over the phone, face-to-face
or by swapping business cards
Inferred consent
via an existing business or other relationship, where there is reasonable
expectation of receiving commercial electronic messages
Publicly available email addresses
10. Consent Pop Quiz
how not to upset your customers, or break the law
How do you prove sufficient consent to send messages?
Can you email customers to obtain their consent to send messages?
Can you use pre-ticked boxes to obtain consent to send messages?
Do you have consent if recipients don’t object or unsubscribe?
Can someone subscribe or give consent on someone else’s behalf?
Can you contact someone who has published their email or phone number online?
11. How does Mailchimp deal with spam?
Mailchimp will Freeze or terminate your account if you trigger any of the
following metrics
0.1% of your emails marked as spam
>5% of your list bounces
(watch this one for your first campaign)
Mandatory unsubscribe
You must include your contact information inside every email
13. 1. Create Compelling Content
Make sure your emails have
A compelling subject line
One central idea
A clear call to action
Include social share options
Relevance to the reader
14. 2. Use the right tools
in case you we’re wondering no Outlook is not one of them
Modern Email Marketing Systems support
Automated list management
Easy email design & layout
WYSIWIG Testing for different email apps
15. 3. Test Deliverability
make sure that your audience can read it
Make sure it works on ALL devices
Offer both a HTML and text version
Check it for SPAM
16. 3.1 Deliverability & Devices
What do people read their emails on?
Source Litmus – emailmarketshare.com
17. 4. Segment your audience
because everyone is differerent
Match the content of your email to your
audience’s interests.
Demographics – e.g location
Psychographics – e.g. values
Behaviours – e.g. purchasing history
18. 5. Its all about timing
learn when best suits your audience
Take the time to learn from your audience the best time
for them
Generalisations are generally wrong
19. 6. Do, Learn, Adjust, Iterate
make sure that your audience can read it
No one gets it right first time around
Learn to read your reports
Check it for SPAM
21. What is Mailchimp?
Quote:
MailChimp helps you design email newsletters, share them on social
services you already use, and track your results. It's like your own
What I Say:
MailChimp is an email sending and marketing platform that both
campaigns and touts ease of use.
Easy to use web interface – customizable API
SPAM Control services help you stay in the white-list.
22. Main Features
Social Network Integration
Optional Co-branding
Templates
A/B Split Testing
Custom variable tracking
Google Analytics
Inbox Inspector
Auto Responders
Groups / Segments
23. Who can use Mailchimp?
They have all size plans available:
Free Plan
Non Profit Discount
Up to 3.1 million subscribers / 24.8 million messages a month
24. Pricing Options
Free Forever
0-2000 Subscribers / 12,000 Month
Unlimited sending plans
500 subscribers / $10
… more
Up to 25,000 / $150
Pay as you go (like a stamp ranging
4
¢
100
to 3¢ per email)
25. Free vs. Paid
Deliver
Mailchimp Branding
Autoresponders
Spam Filter Diagnostics
Email Client Testing *
Delivery by Time Zone
Share
Social Pro * * *
Forever Free
Paid Plans
Forever Free
Paid Plans
28. Things to remember
Keep your list clean of bounces and unsubscribes*
Ask subscribers add your email address to their contact list.
Use groups for segmentation not lists
Try not to delete lists unless necessary
Verify the list import
For more details visit eepurl.com/nWdfr
32. Start with a subject line
Four words to avoid – }
Help, Percent Off, Reminder & Free*
Make it personal.
Keep it fresh
Keep it short (<50 characters)
ALWAYS, ALWAYS AVOIDE HYPERBOLE!!!
Who’s it from
Could you try a question?
For more details visit eepurl.com/nWdfr
33. The good, the bad & the ugly
Music Camp - Important Travel Information
▪ Open Rate – 93%
▪ Information I need now
Final reminder for complimentary entry to attend the
Bunbury BCI Cluster Conference 2014
▪ Open Rate 0.5%
▪ Reminder and subject is too long
34. Using the subject line researcher
Use the MailChimp Big Data repository to improve your
subject line