Digital Marketing Priorities 2013 Brought to you by:

Email Marketing Rules

Chad WhitePrincipal of Marketing ResearchExactTarget, a salesforce.com company

The Good, the Bad, and the Best: Practices for a Post-Wild West Email Marketing World

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About SmartInsights.comActionable Marketing Advice

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About Chad White

Principal of Marketing Research at ExactTarget

Author of Email Marketing Rules and EmailMarketingRules.com

Email Insider Columnist Blogger for 7+ years (2,500+

posts) Former journalist at Dow Jones

and Condé Nast

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What are best practices?

There are many definitions out there.

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They are what the majority do.

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Innovators break best practices.

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They are “what’s best for you.”

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Best practices define mediocrity.

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Best practices define mediocrity.

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Best practices are those practices that generally produce the best results or minimize risk.

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Adopting best practices isn’t about ticking boxes.

It’s about execution.

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Let’s look at the GOOD, the BAD, and the BEST of 5 email marketing practices…

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1. Signup Process

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Survey…

On your homepage email signup form, what data fields do you require?

A. Only email address.

B. Email address plus 1 other field.

C. Email address plus 2 or more additional fields.

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2. Welcome Emails

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Survey…

Does your company send a welcome email?

A. No.

B. Yes, we send a single welcome email.

C. Yes, we send a series of welcome emails

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3. Defensive Design

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4. Mobile-Friendliness

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Survey…

How mobile-friendly are your company’s emails?

A. Our emails use responsive design.

B. Our emails are mobile-optimized.

C. Our email design is still desktop-centric.

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5. Unsubscribe Process

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Survey…

Which best describes your opt-out process?

A. We use a one-click unsubscribe.

B. Subscribers have to confirm their opt-out on our unsubscribe page.

C. Our unsubscribe page or preference center provides options other than unsubscribing, such as reducing frequency, changing topic selections, etc.

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Email marketing’s impressive power obscures an unfortunate truth…

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Poor practices are blunting email marketing’s effectiveness and keeping its ROI from being truly awesome.

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Thank You!Questions?

Email Marketing Rules available on Amazon.com worldwide

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