Email Marketing
Building your Email Lists
• • • • • Sign-ups on your site Confirm opt in Other sources Buying lists Co-registration
List Management
• Maintaining • Unsubscribe availability – needs to be prominent on every email • List hygiene
Newsletter/email campaign Deliverability – Best practices - Minimize Spam complaints
• • • • • Send to permission based lists Timing From and Reply Addresses IP Address Good/consistent subject - Avoid words in subject that will get caught in spam filters
Deliverability cont.
• • • • Small file size Make it incredibly easy to Unsubscribe Follow CAN-SPAM laws Monitor your sender reputation • Feedback loop • Reputation service providers
Writing your Email
– Best practices for content
• • • • • • Subject Small amount of text Linking Headings Spell check and grammar Use the same feeling and emotion as you would in your website content
Designing your Email
• • • • • Use standard fonts Use tables for layout Be careful with CSS Best use of Images Make sure email previews ok without images downloaded
Designing your Email Use of Images
Email with all images As viewed in preview pane Email with images downloaded
Designing your Email
Test, test, test!
• Set up email addresses in the various freebie email sites – gmail, hotmail, aol, yahoo etc.
Creating your Emails
• Do it yourself • Using an email program • Using an email service provider
Measurement/Tracking
• Open rates • Clicks • Referrer tags
Resources
• • • • Silverpop.com eMarketer.com ClickZ.com PewInternet.org