2011 Email Marketing Advanced Practices Handbook - Excerpt

8/7/2019 2011 Email Marketing Advanced Practices Handbook - Excerpt

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Proven processes for acceleratngemail marketng performance

Email MarketngAdvanced Practces

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MarketingSherpa 2011 Email Marketing Advanced Practices Handbook

i

© Copyright 2000 –2011 MarketingSherpa LLC, a MECLABS Group Company.

It is forbidden to copy this report in any manner. For permissions contact [email protected].

Email Marketing

Advanced Practices Handbook Proven processes for accelerating email marketing performance

Lead Author

W. Jeffrey Rice, Research Analyst

Contributing Authors

Sergio Balegno, Research Director

Jen Doyle, Senior Research Analyst

Kaci Bower, Research Analyst

Adam Sutton, Reporter

Production Editor

Brad Bortone, Associate Editor

Email Marketing Advanced Practices HandbookCopywright © 2011 by MarketingSherpa LLC

All rights reserved. No part of this report may be reproduced or transmitted in any form or by any means,

electronic or mechanical, including photocopying, recording, faxing, emailing, posting online or by any

information storage and retrieval system, without written permission from the Publisher.

To purchase additional copies of this report, please visit

http://www.sherpastore.com

Yes, bulk discounts are available for multiple copies. Contact:

Customer Service

MarketingSherpa LLC

+1 (877) 895-1717 (outside US, call +401-247-7655)

[email protected]

499 Main Street, Warren, RI 02885




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TABLE OF CONTENTS

Table of Contents .................................................................................................................... ii

Introduction ............................................................................................................................. 1

Why email remains a killer app .............................................................................................. 1

Rising expectations ................................................................................................................ 1

Performance path .................................................................................................................... 2

Your insights ......................................................................................................................................... 2

Innovation and risk taking ..................................................................................................................... 2

Continuous improvement ...................................................................................................................... 2

Three phases of email marketing maturity ..................................................................................... 3

Chart: Half of all organizations stuck between trial phase and strategic phase of maturity............ 3

Chart: Objectives email marketing achieves most effectively, by maturity phase .......................... 4

Email marketing maturity assessment .................................................................................................. 4

Making leaps ............................................................................................................................ 5

MarketingSherpa’s LEAPS methodology .............................................................................................. 6

Chapter 1: Email’s sphere of influence ................................................................................. 9

Email is essential to your success ........................................................................................ 9

Permission-based ................................................................................................................................. 9

Engagement throughout the revenue pipeline ...................................................................................... 9

Meeting objectives .............................................................................................................................. 10

Chart: The effectiveness of email marketing at achieving objectives ........................................... 10

Chart: The effectiveness of email marketing ................................................................................ 11

Email is budget-friendly ....................................................................................................................... 11

Selling the C-Suite ....................................................................................................................... 12

Chart: Organizations increasing and decreasing marketing budgets - the impact on tactics ....... 12

Email plays a vital role in integrated marketing communications ........................................................ 13

Assess your marketing mix .......................................................................................................... 13

Case study: Combining email, search, social and PR for a content marketing campaign ........... 14

Section summary: Email’s sphere of influence ............................................................................ 18

Chapter 1 notes .................................................................................................................................. 19

Chapter 1 notes .................................................................................................................................. 20

Chapter 2: Integrate email into overall marketing strategy .............................................. 21

Chart: The effectiveness of email marketing at achieving objectives ........................................... 22

Social Media ........................................................................................................................... 22

Social Media’s positive influence on email .......................................................................................... 23

Audience growth .......................................................................................................................... 23




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Incorporating the customer’s voice .............................................................................................. 23

Clarity through competition .......................................................................................................... 23

Smart preparation ........................................................................................................................ 23

Leveraging the power of social media ................................................................................................. 23

Social sharing buttons ................................................................................................................. 24

Email subscription growth ............................................................................................................ 24 Helpful hints ................................................................................................................................. 25

How to: Growing email lists with social media: KFC's facebook tool adds subscribers ............... 26

How to: Email and social media Integration: 5 strategies to grow audiences .............................. 29

Mobile ..................................................................................................................................... 32

New challenges ................................................................................................................................... 32

New opportunities ............................................................................................................................... 32

Helpful hints: ....................................................................................................................................... 33

Have a Mobile Web presence ...................................................................................................... 33

Research ..................................................................................................................................... 33

Ensure an excellent experience ................................................................................................... 34

Section summary: Integrate email into overall marketing strategy ............................................... 35

Chapter 2 notes .................................................................................................................................. 36

Chapter 3: Identify impact and purpose ............................................................................. 37

Setting objectives .................................................................................................................. 37

Chart: The importance of email marketing objectives .................................................................. 37

Selecting placement of email campaigns in the Marketing and Sales pipeline .............. 38

Prospect .............................................................................................................................................. 38

Welcome messages .................................................................................................................... 39

Case study: New opt-in tactics and welcome series deliver big lift in subscribers ....................... 42

Nurture ................................................................................................................................................ 45

Lead qualification messages ....................................................................................................... 45

Interview: How to use social media and email for prospecting: 8 essentials ................................ 47

Activate ............................................................................................................................................... 53

First to see ................................................................................................................................... 53

Limited time discount ................................................................................................................... 53

eCoupon ...................................................................................................................................... 53

Behavior-based personalization .................................................................................................. 53

Geo-targeting ............................................................................................................................... 54

Win back ...................................................................................................................................... 54 Abandonment .............................................................................................................................. 54

Article: Email marketing: Triggered content for on-site searchers ............................................... 56

Post sale ............................................................................................................................................. 59

Transactional ............................................................................................................................... 59

Activation ..................................................................................................................................... 60

Renewals and reorders ................................................................................................................ 60




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Special occasion .......................................................................................................................... 60

Pre- and post consumption .......................................................................................................... 60

Case study: Cross-sell in confirmation emails: 111% higher conversion rate .............................. 61

Everyday email campaigns ................................................................................................................. 64

Newsletter .................................................................................................................................... 64

Viral ............................................................................................................................................. 64 Public Relations ........................................................................................................................... 64

Market research ........................................................................................................................... 66

Case study: Email invite and Q&A format double survey completion rate: 4 steps ...................... 68

Case study: Marketing down the sales funnel ............................................................................. 72

MarketingSherpa email inventory worksheet ............................................................................... 77

Section summary: Identify impact and purpose ........................................................................... 78

Chapter 3 notes ........................................................................................................................... 79

Chapter 4: Produce relevant content .................................................................................. 80

Chart: Most significant challenges to email marketing effectiveness, by primary channel ........... 80

Creating contagious content ............................................................................................... 81

Brand journalist ................................................................................................................................... 81

Editorial calendar ................................................................................................................................ 81

Incorporating your evangelists’ voices ................................................................................................ 82

Systematically capture evangelist-generated feedback ............................................................... 82

Troll the Internet........................................................................................................................... 82

Record your evangelists on video ................................................................................................ 83

Conduct an inventory audit ................................................................................................................. 83

Repurposed content ............................................................................................................................ 83

User-generated content ...................................................................................................................... 84

Original content ................................................................................................................................... 84

Capitalize on the culture of gaming.............................................................................................. 84

Compliment existing content with add-on or bonus material ........................................................ 85

Practice the art of storytelling ...................................................................................................... 85

How to: Reformat, reuse, recycle: 5 strategies to stretch your marketing content ....................... 86

Case study: User-generated video contest: 6 steps to generate new marketing content ............ 89

Segmenting ............................................................................................................................ 93

Database driven .................................................................................................................................. 93

Endemic data ............................................................................................................................... 93

Transactional data ....................................................................................................................... 93 Behavioral .................................................................................................................................... 93

Computed data ............................................................................................................................ 94

Implementation strategies ................................................................................................................... 94

Sales cycle .................................................................................................................................. 94

Customer motivation .................................................................................................................... 94

Case study: One-two campaign punch grows email and mobile lists .......................................... 95




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Case study: 'Mind Type' segmenting lifts email donations 42.5%: 6 steps to find subscribers'

underlying motivations ................................................................................................................. 98

Shipping on time ................................................................................................................. 104

Real-Time Communications .............................................................................................................. 104

Trend jacking ............................................................................................................................. 104

Send times ........................................................................................................................................ 104

Registration time ........................................................................................................................ 105

Pre-work .................................................................................................................................... 105

Time zone .................................................................................................................................. 105

At-work vs. at-home ................................................................................................................... 105

Pick a time to own ...................................................................................................................... 105

Strike while the iron is hot .......................................................................................................... 105

Frequency .................................................................................................................................. 106

Case study: Integrated SMS, social and email promo capitalizes on weather event ................. 107

Section summary: Produce relevant content ............................................................................. 110

Chapter 4 notes ......................................................................................................................... 111

Chapter 5: Developing and keeping quality lists ............................................................. 112

Chart: Email list growth continues positive trend during the past year ....................................... 112

Exclusivity is essential ....................................................................................................... 112

Relationship management.................................................................................................. 113

Preference center ............................................................................................................................. 113

Opt-down ................................................................................................................................... 113

Pause subscription .................................................................................................................... 114

Send re-permission requests ............................................................................................................ 114

Invite unsubsriptions ......................................................................................................................... 114 Respect your partners in business .................................................................................................... 115

Case study: How cutting a house list 95% helped double sales ................................................ 116

New subscribers .................................................................................................................. 120

Opt-in tactics ..................................................................................................................................... 120

Chart: Three dimensions of list growth tactics - effectiveness, difficulty and use ....................... 120

Online ........................................................................................................................................ 120

Case Study: Personalized audio/video Flash app grows list 10% ............................................. 124

Offline ........................................................................................................................................ 127

Motivation.......................................................................................................................................... 128

Incentives .......................................................................................................................................... 128

Case Study: Email list reactivation incentives: Gift cards vs. whitepaper vs. nothing ............... 130

How To: Monthly contest doubles email list size: 4 steps to attract names that convert ............ 133

Setting expectations .......................................................................................................................... 137

What .......................................................................................................................................... 137

Why ........................................................................................................................................... 137

When ......................................................................................................................................... 137




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Privacy ....................................................................................................................................... 137

Page design ...................................................................................................................................... 137

Creative consistency .................................................................................................................. 137

Single mindedness .................................................................................................................... 138

Testimonials and more .............................................................................................................. 138

Registration fields ...................................................................................................................... 138 Chart: Data collected for email personalization goes beyond subscriber name ......................... 139

Thank you .................................................................................................................................. 139

Section summary: Developing and keeping quality lists ............................................................ 140

Chapter 5 notes ......................................................................................................................... 141

Chapter 6: Executing effective and engaging email campaigns .................................... 142

Creative style ....................................................................................................................... 142

Email design choices ........................................................................................................................ 142

ePostcards ................................................................................................................................. 143

eCoupons .................................................................................................................................. 143

Letter ......................................................................................................................................... 143

Newsletter .................................................................................................................................. 143

Novelty ....................................................................................................................................... 144

How to: Less is more: 4 tactics to simplify newsletter design and get better results .................. 145

Email format for today and tomorrow ................................................................................................ 148

HTML ......................................................................................................................................... 148

Text ............................................................................................................................................ 149

JavaScript and beyond .............................................................................................................. 149

PC preview panes ...................................................................................................................... 149

Mobile ........................................................................................................................................ 150

How To: Create text-alert programs that connect with college students: 4 strategies................ 152

Elements of an email message ......................................................................................................... 155

From line .................................................................................................................................... 155

Subject line ................................................................................................................................ 155

Body .......................................................................................................................................... 156

Message amplifiers .................................................................................................................... 158

Legal requirements .................................................................................................................... 159

How To: Using an employee name in the 'From' line: 6 tactics to supplement HTML emails .... 160

How to: Personalized emails, website for sales agents boost response .................................... 163

Section summary: Executing effective and engaging email campaigns..................................... 167

Chapter 6 notes ......................................................................................................................... 168

Chapter 6 notes ......................................................................................................................... 169

Chapter 7: Deliverability and legal compliance ............................................................... 170

Chart: Deliverability improvements offset by continued challenges ........................................... 170

Reputation ............................................................................................................................ 171

List Hygiene ...................................................................................................................................... 171

Send welcome messages .......................................................................................................... 171




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Clean names ............................................................................................................................. 172

Reactivate and re-permission e-subscribers .............................................................................. 173

Remove dead wood ................................................................................................................... 174

Complaints ........................................................................................................................................ 174

Blacklists .................................................................................................................................... 174

Feedback Loop .......................................................................................................................... 175 Relevant content ............................................................................................................................... 175

The engagement effect .............................................................................................................. 175

The drive for digital dashboard dominance ................................................................................ 176

Sender permanence ......................................................................................................................... 176

Additional best practices.................................................................................................... 176

Whitelisting ........................................................................................................................................ 176

Personal .................................................................................................................................... 176

ISP ............................................................................................................................................. 177

Certification ....................................................................................................................................... 177

Certification criteria .................................................................................................................... 178

Authentication ................................................................................................................................... 179

Monitor reputation metrics ................................................................................................. 180

Legal ..................................................................................................................................... 180

CAN-SPAM compliance .................................................................................................................... 181

Lists ........................................................................................................................................... 181

Copy .......................................................................................................................................... 181

Unsubscribe process ................................................................................................................. 181

Commercial vs. Transactional messages .................................................................................. 181

International laws .............................................................................................................................. 181 Canda’s FISA law ...................................................................................................................... 181

European Union directive .......................................................................................................... 182

Privacy policy .................................................................................................................................... 183

Section summary: Deliverability and legal compliance .............................................................. 184

Chapter 7 notes ......................................................................................................................... 185

Chapter 8: Measurement and results ................................................................................ 186

Measurement strategy ........................................................................................................ 186

Plan with the end in mind .................................................................................................................. 186

Strive for effectiveness and efficiency ............................................................................................... 186 Emphasize Teamwork ...................................................................................................................... 187

Prioritize ............................................................................................................................................ 187

Swap shopper stories ....................................................................................................................... 187

Metric selection ................................................................................................................... 188

Chart: Email marketing metrics tracked, by maturity phase ....................................................... 188

Standard metrics ............................................................................................................................... 189




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Mature Metrics .................................................................................................................................. 190

New subscribers ........................................................................................................................ 190

Conversion Rates ...................................................................................................................... 190

Return on investment (ROI) ....................................................................................................... 191

Results.................................................................................................................................. 191

Benchmarks ...................................................................................................................................... 191

Chart: Email list growth trend, by primary channel .................................................................... 192

Section summary: Analysis, measurement and results ............................................................. 193

Chapter 8 notes ......................................................................................................................... 194

Chapter 9: Testing and optimization ................................................................................. 195

Chart: Minority of organizations routinely test email campaigns to optimize performance ......... 195

Make the time to test ........................................................................................................... 195

Create your own “lab” ....................................................................................................................... 196

Methodology for email testing and optimization ............................................................. 196

Optimization mindfulness .................................................................................................................. 197

Clarity trumps persuasion .......................................................................................................... 197

Structure a thought sequence .................................................................................................... 198

The Prospects Protest (A Problem) ........................................................................................... 198

The MarketingExperiments’ Creed (A Response) ..................................................................... 199

Test Prep .............................................................................................................................. 199

Triple check ....................................................................................................................................... 199

Right analytics ........................................................................................................................... 199

Right segment ........................................................................................................................... 199

Right frequency ......................................................................................................................... 200

A/B Testing .......................................................................................................................... 200

Elements for change ........................................................................................................... 201

Chart: Campaign elements routinely tested to optimize performance........................................ 201

Subject lines...................................................................................................................................... 201

Messages.......................................................................................................................................... 202

Call-to-actions ................................................................................................................................... 202

Layouts and images .......................................................................................................................... 202

Send times ........................................................................................................................................ 203

Autoresponders ................................................................................................................................. 203

Case study: Offer test: Discount tied to minimum order size boosts sales 25% ........................ 204

Case study: Behavior-based email send times lift opens, CTRs and referrals: Test and results 207

Chapter 9 notes ......................................................................................................................... 211

Appendix: Email marketing glossary ................................................................................ 212




ix






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INTRODUCTION

Today, marketers are under more pressure to amplify brand awareness, deliver qualified leads, and

increase online transactions, even as the numbers of communication channels exponentially grow through

social media and mobile devices.

Our goal for this Handbook is to provide you with a trusted resource for advanced email practice. In the

recently published 2011 Email Marketing Benchmark Report , email marketers from Fortune 500 companies

to small "mom-and-pop" stores told us their most prevalent challenges. The most notable challenges were:

1. Targeting recipients with highly relevant content

2. Getting people to opt-in to email lists

3. Quantifying email ROI

4. Improving email deliverability

Additionally, we listened to marketers at MarketingSherpa Summits, workshops and various online media

discuss the latest trends regarding email, social media and mobile marketing.

WHY EMAIL REMAINS A KILLER APP

MarketingSherpa’s research showed that more than 89 percent of email

marketers find email to be an effective tactic for increasing sales

revenue, improving customer retention and driving website traffic.

We’ve come to expect this response as email is a mature marketing

tactic and the centerpiece of most marketing initiatives (alongside a

company’s website and SEO). Email complements and adds value to

other tactics, including direct mail, events and social media.

The source of email’s success comes from its permission-based and

subscriber-driven foundations. Email can be highly targeted, allowing

the recipient to choose which news he or she receives. In some cases,

email can be more private than social media, allowing for a deeper

conversation.

RISING EXPECTATIONS

With the increased use of social media and location-based marketing, email recipients' expectations have

risen. Consumers are no longer willing to accept generic email blasts that show up in their inbox. Today,

customers and prospects demand relevant emails to help them solve a problem. They expect to be able to

respond to a person, not a [email protected], and are very selective in the type of emails they receive,

from coupons and new products, to communications from the CEO.

Handbooks

MarketingSherpa handbooks

provide research-supported

best practices for improving the performance of marketing

programs, and to provide a

curriculum for self-instructed

and professional career

advancement training

programs. Handbooks include

case studies, methodologies,

best practices, worksheets and

data to support recommended

practices.




2



Adding to the challenge (or for some, the opportunity ), inboxes are becoming more sophisticated, with

tools such as Google’s Gmail Priority Inbox, Microsoft’s Hotmail and Gist, all of which use algorithms and

behavior patterns to determine which messages are significant, which ones can be deleted, and what needs

immediate attention.

PERFORMANCE PATH Consumers are overloaded with messages and may be experiencing email fatigue. Implementing advanced

email techniques to engage customers is a requirement for increasing relevancy and response rates. Proper

execution is determined by your insights, innovation and systematic dedication to continuous

improvement.

YOUR INSIGHTS

Every customer is an individual with unique preferences. Each of the marketing tactics in your arsenal has

distinct qualities, and as a marketer it is your job to tailor them to your audience. Best practices are a good

place to start, but do not discount the breadth of knowledge you already possess from your customers,

your products and the competition. Your company’s values and brand voice will also guide you in

manufacturing meaningful communications.

INNOVATION AND RISK TAKING

Email marketing is a mature and trusted tactic, as reflected in the MarketingSherpa 2011 Email Benchmark

Report - which notes that 68 percent of companies recognize that email either currently produces, or will

produce ROI, and are increasing their email budgets this upcoming year.

As marketers, we strive to become more aligned with the sales team, and on some days will need to

evangelize the latest marketing tactics to meet a customer’s preference. On other days we will defend the

current e-marketing strategy, urging colleagues not to add one more link, picture or offer in

communications by explaining there is a high price to pay for clutter.

These are the moment-to-moment judgments of knowing when to innovate and when to be risk-averse.

Only you know what is best for your company. Experimenting with different approaches to try to

outperform your current marketing initiatives is essential. When we actively seek out key performance

indicators and which areas need improvement, upholding our strategy will be easier.

CONTINUOUS IMPROVEMENT

Instituting formal and repeatable email processes has been a priority for marketers for some time. While

many companies have made progress, the following charts show there is more work to be done. Best

practices and sales and marketing intuition are not enough to achieve a level of email marketing maturity.Instead it will take a measurable and repeatable methodology by which people, process and technology are

aligned to effectively engage customers from information to conversion.

First, look at the impact of an organization’s email marketing maturity on effectiveness. MarketingSherpa

defines email marketing maturity in three phases, Trial, Transition and Strategic.




3



Three phases of email marketing maturity

Trial Phase Transition Phase Strategic Phase

Organization does not have a

process or guidelines for

performing email marketing.

Organization has an informal

process with a few guidelines it

sporadically performs.

Organization has a formal process

with thorough guidelines it

routinely performs.

CHART: HALF OF ALL ORGANIZATIONS STUCK BETWEEN TRIAL PHASE AND STRATEGIC PHASE OF

MATURITY

MarketingSherpa’s 2011 Email Marketing Benchmark Report made a clear correlation between the phase of

an organization’s email marketing maturity and the effectiveness of its email programs. This is

demonstrated by the following chart.

We have a formal

process with

thorough

guidelines we

routinely perform

(Strategic phase)

37%

We have an

informal processwith a few

guidelines we

sporadically

perform

(Transition phase)

49%

We do not have a

process or

guidelines for

performing email

marketing (Trial

phase)

14%

Source: MarketingSherpa Email Marketing Benchmark Survey

Methodology: Fielded Sep 2010, N=1,115




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CHART: OBJECTIVES EMAIL MARKETING ACHIEVES MOST EFFECTIVELY, BY MATURITY PHASE

Effectiveness is a key difference between organizations in each phase of email marketing maturity. Email is

clearly more effective at achieving the objectives of organizations in the strategic phase than it is for

organizations in less mature phases. This disparity creates a sound business case for investing in the

necessary marketing education and training to advance from your current phase of email marketing

maturity to the next.

EMAIL MARKETING MATURITY ASSESSMENT

Before we begin to discuss refining email marketing processes, it may be helpful to conduct a quick

assessment to determine your current processes. This will enable you to identify the current strengths and

weaknesses in your execution.

To complete the worksheet, circle one number in each row that corresponds with the column heading that

best describes the process you use for each tactic. For example, circle 5 in the first row if your organization

has a formal, documented process with thorough guidelines that is routinely performed for overall

execution of list generation campaigns. If your organization has not begun to formulate a process for this

tactic, circle 1. After circling one number in each row, sub-total each column and combine columns for your

total score. Matching this score to the phase shown in the bottom row will determine where your

organization is now in the email marketing maturity lifecycle.

9%

21%

21%

33%

22%

36%

24%

33%

23%

33%

27%

33%

34%

35%

36%

44%

48%

50%

Supporting offline

marketing programs

Increasing lead

generation

Improving customer

relations/retention

Building brand

awareness

Increasing sales

revenue

Increasing Web site

traffic

Strategic phase

Transition phase

Trial phase

Source: MarketingSherpa Email Marketing Benchmark Survey

Methodology: Fielded Sep 2010, N=1,115




5



Email Marketing

Maturity

Process Benchmark

Organization does not have

a process or guidelines for

performing email

marketing.

Organization has an

informal process with a

few guidelines it

sporadically performs.

Organization has a

formal process with

thorough guidelines it

routinely performs.

Executing a variety of list building tactics

1 3 5

Creating relevant

content and shipping it

in a timely fashion

1 3 5

Monitoring your

deliverability

reputation and

routinely updating

email lists withrecipients preferences

1 3 5

Analyzing, testing and

continuously improving

the performance of

email marketing to

show ROI

1 3 5

Integrating email

marketing with both on

and off-line tactics

1 3 5

Sub-Totals

Total

B2B Marketing

Maturity

Trial Phase: 5 - 7 Transition Phase: 9-15 Strategic Phase: 17- 25

MAKING LEAPS

Email is one of the hardest working tools in the marketing toolbox. Strategically, email plays an important

role in achieving a wide range of marketing objectives. Tactically, email appears to have unlimited potential

especially when integrated with a multitude of marketing including emerging channels like social media.

However as a mature tactic, performance improvements are no longer measured in quantum leaps but in

incremental steps. To accelerate email marketing performance marketers will need to combine a number of

success factors and have them work synergistically.

MarketingSherpa has created the LEAPS methodology for elevating email marketing effectiveness. This is

broken out into five key areas summarized on the next page.




6



MARKETINGSHERPA’S LEAPS METHODOLOGY

Leverage alltactics to build

quality lists

In this section, you’ll learn how to develop a strategy to build a quality list

of brand evangelists for your company based on your resources and

target audience. First, examine your current subscribers. Discover if theyare engaged and receiving information they determine relevant. Design a

robust preference page including opt-down options, and even ask

recipients to unsubscribe. Then turn your attention to adding new

subscribers with a mix of offline and online tactics right for your brand.

We’ll teach latest ways to systematically grow a core group of fervent

fans.

Engage with

relevant content

Marketers have identified their number one challenge as targeting

recipients with highly relevant content. In this segment, you’ll learn the

three keys to relevancy; contagious content, segmentation and real-time

communications. First, align your internal resources to churn out content

consistently and recognize opportunities to streamline processes. Next,

combine available data found in your CRM, social CRM and accountingsoftware with your email database to identify niches of opportunities to

help customers. Finally, establish processes that allow communications to

be sent at their peak of pertinence.

Act respectfully

to ensure

deliverability

All of a marketers effort will be for not, if their messages do not reach the

recipient’s inbox. Understanding your relationship with ISPs and how

your reputation affects your deliverability success is the first step. Next,

take strategic action on your methods for handling complaints, list

hygiene, relevant content and sending permanence to protect your

reputation. Maintain best practices from diligent lead capture to legal

compliance. Implementing repeatable deliverability processes will give

you an edge in the ever changing email landscape. As new regulations rollout and Web mail providers enhance their filters to prioritize emails in

their customers’ inboxes your team will keep pace.

Place email in

pipeline to quantify

ROI

Sync email with

social media and

smartphones

Email provides instant feedback on campaigns success from open rates,

and clickthroughs that marketers crave. True success is measured by the

movement of the customer towards conversion in the Sales and

Marketing pipeline. In this section you will learn steps to assess and

prioritize placement in the path to purchase where email can have the

most impact on your bottom line. You will better able to show the value

of your email marketing programs to C-Suite and marketing leaders.

The two most frequently discussed marketing topics are social media and

the fast adoption rates of smartphones. Like other tactics in yourmarketing toolkit, combining email can create positive synergy and

tangible benefits to your program. Learn the evolving best practices to

leverage the power of social media for sharing and list growth. Develop

email messages to meet the new requirements on smaller screens and a

mobile lifestyle.




7



The LEAPS methodology is interwoven throughout the handbook. Sections significant to the LEAPS

methodology will be highlighted for easy recognition. By focusing on the five factors you will be able to

prioritize your areas for improvement. As each of the five factors are interrelated, even small improvements

in one area will positively impact the others. For example, the steps taken to build a quality subscriber list

will pay dividends in your ability to create engaging content and ensure reliable delivery.

Overall, this book is designed for you to quickly select chapters that will help you execute effective email

communications. Each section is filled with research data, best practices and case studies. The idea is that

you will continuously experiment in small increments, moving from best practices, to customization and

testing, and then repeat the process. The goal is not perfection, but rather ongoing improvement – giving

you the freedom to try new tactics while meeting your ship dates.

As a community of marketers, we understand how quickly things change. As you read and experiment,

please feel free to share your findings on the MarketingSherpa LinkedIn group. There, we can continue this

conversation and share both our challenges and successes.



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2011 Email Marketing Advanced Practices Handbook - Excerpt