The Partner Event 2010
E-mail Marketing: Tips and Tricks
for Getting Read
Michelle Glennie and Bethany Foyt
The Partner Marketing Group
Email Marketing is POWERFUL
Almost everyone you need to reach reads it:
• Email users worldwide are expected to increase over
the next few years. Email users in 2010 total 1.9
billion, and growth is expected to reach 2.5 billion
users by 2014.
Source: Radicati Group, Inc. “Email Statistics Report 2010 – 2014”
The better investment:
Return on investment (ROI) for commercial email is
$42.08, compared to other methods of direct
Source: MarketingSherpa, “Email Marketing Benchmark Survey 2009”
List Building: Single vs. Double
Single opt-in- Requires subscribers to send a request before they are
added to a list.
• Reduces list churn
• Increases response
Double opt-in- Requires two requests before a subscriber is added to a
list – the initial request, plus a confirmation of the request.
• Eliminates subscription fraud (such as someone using another person’s email
address to sign up for unwanted email)
• Ensures that your subscribers truly want to receive information from your
company, lowering spam complaints
• Increases deliverability with higher response and conversion rates
Go to the Direct Marketing Association
Steps to building a GREAT list:
1. Organize your house list.
2. Define your opt in strategy and make the process EASY for
your prospects through…
Blogs Booths at trade shows Webinars
Direct Mail Advertising Business Cards
Website Customer support calls Social Media- Twitter,
3. Segment your list and treat your readers as individuals.
4. Don’t ever let up! List building is on-going.
Questions to Ask Before Purchasing:
• How often are the lists updated?
• Is the list vendor a broker or a builder?
• Are the lists opt in?
• Will they work with you on a de-dupe so that you are only
purchasing net-new records?
• What % do they guarantee for all data accuracy on the initial
list delivery and at what point would you be entitled to a
refund or more names?
• Can they provide company references?
Five things to remember:
1. Ask permission.
2. Use existing resources.
3. Treat your contacts as individuals.
4. Building a list is an on-going process.
5. Bigger is not necessarily better.
Email Marketing Campaign Types
2. Promotions/ Event Invitations/ Surveys
Over 43 percent of U.S. Internet users would like
companies to contact them via email as opposed to
other direct marketing methods.
Source: Windows Live as cited in company blog dated 3/29/2010
Email Management Software Providers
Vertical Response Scored the Highest Review on
month $10.00 $15.00 $15.00 $9.95 $10.00
30 days, 100 60 days, 100 30 days, 250 30 days, 1000
Free Trial emails Indefinitely contacts emails contacts
Score 23/25 22/25 21/25 21/25 20/25
Integration Capabilities with Microsoft Dynamics CRM:
– Opens – Opens by location
– Unopens – Click performance by URL
– Bounces – Email domain
– Click rate performance
– Forwards – Link performance
– Open dates – Top performing lists
– Unsubcribes – Campaign performance
– Spam reports average
– forwarded opens – Comparison of your
current campaign with
– Click dates any of your other
Content Development and Execution
Make your communication focus on the “what’s in
it for me” from the customer standpoint and not
the “what do we want to sell”.
5 Rules for Creating GREAT Content
for your Readers
1. Define your objectives and keep it consistent.
2. It’s NOT about you; give value to your readers.
3. LISTEN to your readers through surveys and closely
following your stats.
4. Choose a variety of sources for your content.
5. “KISS” Keep It Simple, Stupid.
SPAM Words- Beware!
Subject Body To/From Lines
Sale !! AND $$ First 8 characters of from line are
Free Dear Friend friend@
No Charge For Free (Free…) public@
Offer Guarantee success@
Register Today Email Marketing sales!@
Percent Off Increase Your Sales @public
Help Limited Time Offer hello@
Affordable Opportunity mail@
Info you Save $
SPAM Checking Tools
If you’re not sure…test it out:
Tips to Relevant Content
• Share your expertise.
• Use facts and testimonials.
• Offer special privileges.
• Hold contests and engage your readers.
“The number one reason that consumers opted out of
email lists was that the emails received were not
pertinent to them(58 percent).”
Source: MarketingSherpa, “Email Marketing Benchmark Guide” 2008; www.marketingsherpa.com.
What Time is Best??
• Create a master schedule.
• Include frequency in online sign-up. Be clear on whether it’s
“Monthly”, “Quarterly”, etc.
• Keep content concise and relevant to planned frequency.
When to send
• Does a Best Day and Time Really Exist??
– Best Days on Average- Tuesday & Wednesday
– Best Times on Average- Morning between 8 AM and 9 AM, Mid-
Morning between 10AM and 10:30AM, and Early Afternoon between
1PM and 1:30PM
Answer isn’t the same for everyone. Divide
your list into equal parts, send at different
times and compare your unique results!
Tips for Creating Effective Subject Lines
• Make it Social Media Friendly:
1. Short and Sweet
(50 characters or less, B2B should be 20 or less)
2. Highlight the Immediate Benefit
3. Express Urgency
• Know your Audience.
• Test it out.
• Avoid SPAM Flaggers.
• Include Numbers.
• Only 4 seats left for next week’s seminar
• A 10-point plan for marketing success
Tips for a Compelling "From” Line
• Include your company name as well as the general purpose of
the email, such as: The Partner Marketing Group, Marketing
• Be consistent
• Give a sense of credibility
• Become a trusted sender by using a from name and address
that recipient will recognize
Reminder! Don’t use these spam words...
What You Should Track
• Open Rate
Emails that are “opened” are tracked by hosting images on a server and
embedding the hosted images in the body of the email.
• Click Through Rate
When someone clicks on a link in your email, you can track the link.
• Forward Rate
Forward tracking is when someone forwards the email through the HTML
code. Hard to track forwarding if you forward using Outlook.
• Unsubscribe Rate
When someone wants to be removed from your email list.
Metrics and Tracking
Check your stats…
• Within 24 hours
• 2-3 days after its sent
• Month end
I know my stats…Now What?
- Take note of your successful links
- Forwarding/viral marketing
- Act promptly
Metrics and Tracking
Industry Averages: How do you Compare?
Open Rate 18.70% 22.3%
Click Through Rate 2.0% 3.10%
Bounce Rate 8.80% 13.10%
Visit different websites to find averages.
www.Emarketer.com or www.emailstatcenter.com
Source: MailerMailer LLC, Email Marketing Metrics Report June 2009
Email Marketing: Key Take Away’s
1. Carefully build your list…and keep on building!
2. Leverage the many types of email marketing.
3. Choose an email service provider that’s right for you.
4. Create content your readers want.
5. Avoid those SPAM words!
6. Test subject lines, from lines, and times of day.
7. Track your successes and failures.
Our Offer to You!
Leave Your Business Card for a Chance to Win:
1. A Free Annual Subscription to our New E-
Newsletter Content Library ($1252 Value)
2. Or a 2 Page Case Study ($1100 Value)
Don’t Forget to
Complete your Evaluation
Feel Free to Contact Us Directly:
Download this Presentation from our website: