90CHAPTER 5 8 Key Drivers of Your Email CAMPAIGN NUMBER

Reinforce from. Make sure to include your brand’s Name in the Subject line like

“[Company Name”April Newsletter.”

* Be honest. Make sure you set expectations that’s reasonable and condensed and clear. Make sure you are clear about your expectations.

Imagine yourself as a subscriber put yourself in the shoes of a subscriber, and consider the things that would cause you to think

take the time to read this article. Be true to the expectations you have set for yourself

Your page of registration.

* Stay sharp; remain current. As an industry , we hear frequently about relevance and

We’ll explore this mysterious sauce in the coming chapters. But if you’re

The list of purses being promoted is one which is mostly composed of men, and it’s not Valentine’s Day.

Day, Mother’s Day, or any other holiday the chances are that your target audience won’t be able to have the opportunity to

It is appropriate.


* Avoid using capital letters. Do not write your subject line with the capital letter.

Don’t employ symbols. Avoid symbols and exclamation marks which overhype your

message. The majority of punctuation characters boost the score for spam or “spaminess” quality of your message and be a signal to send it in the garbage folder.

* Avoid repetition. Do not use identical subject lines in repeated mailings. Keep

altering the way you use it. This is an example of once you have found something that works, you shouldn’t

Never stop sticking with the same method. Keep trying new versions.

Don’t mislead your customers. Do not mislead with the subject line of your email or information about headers. This is especially important since it is required within the federal CANSPAM rules, which are described further in the chapter. For instance the subject line which

It reads “Your Information About Your Order” for an email that’s nothing other than a promotional offer.

is deceitful and infringes on the law in its entirety.

The Spam Check

In the beginning in the 20th century spam, which was commercially-owned email that was not solicited, was at

at its highest. To fight spammers ISPs began to evaluate the content of messages

employing tools like SpamAssassin to scan the message and search for trigger words

These words were in line with spam messages they already identified. The trigger words

Included are the likes of Free, as well as Winner and other. If the program recognizes

Too many in a row, the system will consider the message as spam and alter the way it behaves, or

blocking the message or blocking it or blocking it or sending it to the junk. Many ESPs provide tools to scan your messages for these keywords and provide you with scores on the basis of similar technology the ISPs make use of.

Write This down: According 2007 statistics, 69 percent of people choose to click on the Report Spam link.

or Junk button, based on what’s in the subject or Junk button based on what is in the subject line. (Source: Email Sender and Provider Coalition)


# Key Driver 2. Creative/Copy

Furthermore, tools from companies such include Return Path, Pivotal Veracity, Lyris, and

Habeas goes further and evaluate your message in a range of other aspects, such as linking structure and the infrastructure you use to send messages. These tools are also useful for sending out emails.

We will provide you with information on the number of your messages made it to the main inbox.

Content-based scoring, though still crucial but is not the main tool.

which ISPs employ to determine that ISPs use to determine your “spaminess” aspect, since spammers have advanced.

Although we can’t offer you with the whole history of spam on this site but you’re aware

That is the tactic we should employ as legitimate marketing methods to ensure that our messages are not misinterpreted.

Correct rendering and reaching inboxes are essential due to the ever-growing demand

security measures that ISPs have to implement. Spammers are becoming more

better at ensuring that their emails are smarter about getting their emails delivered. They began to fool fi lters based on content with HTML tables, which put words such as Viagra to columns. or the V

in column 1 and the i in column 2 and for the rest of the column. In the event that this no longer works the column 1 was not working, they just

used images to bypass content-based lters. To stop this, ISPs

The company has started to turn off images automatically and this is certainly having a profound impact on us as marketers since, after all, who doesn’t like an attractive image?

We recommend you look into the most effective ways of staying clear of spam traps with

Your ESP is one or more of the mentioned services for delivery, since the subject matter is

A dynamic one is one that will likely change repeatedly as the market matures. Therefore, with the basics covered now you’re prepared to explore some new ideas.

Best practices that summarize the essence of the message.

How Wide is Your Email Template

While the majority of consumers have screens with resolutions that are 1024×768, mail readers

Most of the time, ads do not take up all of the screen. This is partly because of the vertical advertisements that

on the other side of the inbox of environments like Yahoo or in the way applications like

as Outlook is laid out in the Outlook screen. First factor to take into account when designing an

The length and width of the template. Think about the following factors when you are deciding

creating your template.

The latest version Yahoo Mail overlays a vertical ad that starts at 601 pixels.

on the left side of an email, so that the users have to scroll to view the right side of the email.

of the of the. Therefore, if your email is bigger by 600 pixels the people have to take an

additional step to view the contents.

So do you think a 600-pixel width is the best option? Perhaps, and certainly If Yahoo

Domains make up the bulk of your emails. If your email list is similar to the majority of marketers domains,

domains , such as AOL.com, Yahoo.com, MSN.com, Hotmail.com, and Gmail.com

is the majority of the. One simple option, but one that requires some more work is to separate your list according to domain and then format each template according for the correct domain. We do not suggest this as there is no guarantee of success.

those who are subscribers to these domains actually read the email on the web client


for example, Yahoo Mail. This means that all of webmail services let their users to access their

mail to an external application for email (for instance, Outlook or Thunderbird) or an

External device like an external device such as Treo as well as BlackBerry.

The best method of determining the width most suitable for your requirements is

To try to. Gary Bauman, former email marketing director with Red Envelope, suggests

splitting your file into three, two, or more groups and evaluating for example, 600 pixels

In contrast to 650 pixels, 700 pixels across multiple mailings and rotating the three groups

to ensure that every group receives one of the sizes. Look at the total results as well as determine the

results based on results based on email results by domain. The money you’ll lose by being on the wrong side of email

the ads featured that are ad-supported in Yahoo could be overshadowed by the presence of content that is above the top of the

in other email applications. If there’s a significant reduction in email volume when Yahoo users receive more emails, it could be because Yahoo

and a significant increase in the event that other domains receive larger email, then it could be worth it

to deliver separate creative for Yahoo subscribers. Let this return to you. test mailer

determine the best approach for the width of email templates.

Another method to optimize your email templates is to look for the delivery service providers mentioned above (DSPs) for example, Return Path, Pivotal Veracity or Lyris,

as they have software that allows you to render your email to different email clients.

Check out Appendix A for contact details for these vendors and others.

The length of your email template Make it Work above the Fold

For how long your template for email it is recommended to keep your email short and concise. We recommend doing what you can.

You can put all on one page, or two pages max. Make use of hyperlinks to cut down on

textual content to direct your customers to your site for more information.

Email is also the catalyst that can inspire the recipient to find out more about a subject or to begin with a

transaction. Imagine your email as your front-page newspaper with the headline

is the most important element of information. Do your best to work over the fold, making sure that you have your

The call to action should be clear and is at to the very top or, at a minimum be sure that the

Your primary focus should be on your imagination.

Best Practices in Email for Creative Email

Consider the rendering challenges that face today’s email inboxes

In the context of environmental protection, it is essential to observe the best practices listed below.

Multipart-MIME is an actual package of your message

Your HTML markup, and an equivalent text version. It is presumed that your subscriber’s

Write This down 700-pixel width is acceptable to Apple users, however that is just 5 percent of

The population.


#3: MAKING DATA work

The email client will decide the best one to render and display due to

It’s best to format it to be compatible with the email program. This is particularly useful in our current environment, given the growing number of users using smartphones (Treo,

BlackBerry or other devices) to connect to your primary account for emails. Although multipartMIME sounds incredibly complex to accomplish however, it actually is relatively simple to do because

The majority of ESPs and marketing apps for email will provide users with the ability to

Make a text version your message as well as create an HTML message. After you have input these

versions of the application the software and/or the service provider connects these versions into the application, and the software or provider stitches these

to produce a single to create a multi-part to make a single multipart. In the majority of cases and deployments, multi refers to two.

However, the language rules permit the writer to compose and formulate the best version.

Alt Tags: Ensure that all images include alt tags. These tags should contain action-oriented

Text that paraphrases offers is photographs. Also, do not use images to illustrate

essential elements, for example, important elements, such as the federally mandated CAN-SPAM text.

Write this down In 2007 less than one-quarter of internet users (21 percent) open images in

emails, resulting in problems with measuring and evaluating performance of mailers for marketers. (Source: JupiterResearch)

Click to view and add to Address Book Options . As we mentioned previously with the welcome campaign,

Make sure that your email design includes reminders to add recipients to the address book.

and includes a hyperlink in order that the entire email can be opened through a web browser.

Key Driver 3 The Data Work

The capability to separate and segment your list can help ensure that your mailings are more effective. In addition, you must make sure that your company is gathering data in a consistent manner across all points of contact throughout the company to ensure that you are able to normalize the information that is collected.

The data is being collected. Here are some guidelines to ensure your data strategy is efficient:

Make use of an unique customer identifier that is different then the email. Using a key to the customer record distinct from the client’s email address allows you to use a different customer identifier.

A unique number that can be used to aggregate a range of customer information. For instance,

in the event of linking to offline customer data or when enlisting address corrections or

Appending the services will provide an unique identifier that will be able to match the client

record in the event an email address of the subscriber differs to the

one that you have in your one you have on. Additionally, this will allow what is referred to as householding–rolling up a variety of email addresses in order to understand that

They represent the client or a group of customers at the

identical address. This is becoming increasingly important due to the fact that most customers

Have at minimum two at the very least two email addresses.


* Get exactly the same data from your customers and potential customers at

Every acquisition source. Making sure you collect the same quantity and type of data ensures that you’ll be capable of normalizing your segmentation strategies

across all the across all those.

* Recognize the what language is spoken and the location of the subscriber. More often, emails are being sent to addresses.

All over the world are included on email marketers’ mailing lists from all over the world. Make use of the

country domain information included inside the email address or request it.

which the language preference of the customer what the customer’s preferred language. This is especially important in cases where the customer has a preference for a particular language.

Launching localized versions of your site for use in countries outside of the US.

A language that is linked with this information will allow you to link it to the highest level of

The appropriate character set of foreign languages to be used when delivering your message.

* Use the behavior of customers as a segmentation factor whenever it is. While

The addition of clickstream behaviour in your segmentation of emails may be

Very useful, it’s important to at the very least utilize the behavior of email clicks as an attribute

to segment customers over time. It will be easy to discern patterns develop between those who keep clicking on your links, and those who aren’t. This will

show the degree of engagement . It can also be effective in creating groups of

Subscribers who are engaged and those who aren’t. Affiliating your message to the subscribers who aren’t engaged can be the best way to get them to join your

Subscribers to taking action. The most effective methods of bringing the attention of these subscribers is to

Send them contests, polls as well as other discount-laden messages. While contests may be fun, they are not.

And sweepstakes generally don’t produce excellent results, however they are effective with

Dormant subscribers can be used as a method to motivate them to take action. This

Approaches should be carefully evaluated to see if contests could be a driver for the direction of

a large number of valuable subscribers returning to action.

Your email provider and/or technology should provide a standard mapping scheme and other best practices to make sure that you’re collecting the correct information and properly formatted. But, make sure you’re working

with them to develop your segmentation strategy, as targeted email marketing campaigns regularly perform superior to broadcast (that is, sending one message for all) mailers.

Write this down According to an survey of email consumers 70% of consumers who use the internet

Two personal email addresses they use regularly. (Source: JupiterResearch)

Write This down Use for web analytics in order to tailor emails increases revenue by nine percent.

many times more than using broadcast mailers. Despite the additional costs associated with campaigns appropriate campaigns cost more than broadcast mailings.

increase profits on the net by an average 18 times higher than mailings from broadcast companies. (Source: JupiterResearch)



Key Driver 4: Multichannel Integration

As you’ve learned that there are a variety of methods to gather and verify the email address of the customer.

address at the time of the point of contact with the customer. However, several additional steps after

Acquisition can greatly attract your target audience if it is executed properly. The Internet

is a major factor in the infl uence of an individual because it is the main instrument that consumers use to

Make purchasing decisions regardless of the channel. Indeed, JupiterResearch reports that

in 2012, the amount of dollars that are actually used online is going to be drastically reduced by the amount of

offl ine dollars which are influenced by this research online.

Write this down In 2007, according to an survey on the use of email for marketing almost half of emails

Subscribers make at least one purchase offline every year, which was affected by an email marketing promotion.

(Source: JupiterResearch)

The principal goal of Nine West’s online shoe store’s marketing campaign is

draw customers into the shops. Nine West has realized that its average value of orders

It is greater for those who shop at their physical stores. Return rates are higher for those who shop in physical stores. Return rates

Lower for customers who are members of the group. In this way, Nine West has had success with its email marketing, offering coupons redeemable only in its offline stores. Similar to Borders, Borders

Employs the same method to get customers to its stores on a weekly basis with coupons that

are larger in store.

As we’ve mentioned before it’s crucial with multichannel integration that you organize databases around specific record that is identifiable apart from email

addresses, so that other offline information can be linked with the subscriber, for example

as geography. One of the primary elements of data you’ll be using is the customer’s

geography. Remember this especially when selling online items that aren’t

that is appropriate for each region. For instance, a multichannel retailer recently mailed an

Emails promoting spring lawn maintenance products and lawnmowers for subscribers living

in Manhattan. Oops! This was definitely a wasted marketing expense and, further

It was clear how the retailer was out of touch demonstrated how out of touch the retailer with the requirements of that particular segment of customers.

Making the most of multichannel data is dependent in the abilities of applications which are in use. To connect offline and online ine data effectively it is necessary to have all of the above: a marketing platform that is able to automate the receipt of data.

and the storage of this and the storage of this data to allow it to be analysed and utilized in a unified manner rather than individually, a set of methods to make this possible efficient as an ongoing process and expert

People who have been through this who have been through this before and understand what the challenges and obstacles have to overcome. Expertise can

may be obtained through consultants or service providers, but you will need to change your process and platform

can make the biggest impact.


Think about the following factors when planning your multichannel strategy

Process What intervals can offline as well as online information be consolidated? The majority of marketers

They run these routines every day Some merchants also are able to run these routines in near-real-time.

this data actionable across channels. Find your competition go into their stores,

and observe what information they’re collecting from the buyer on the day of purchase, and how fast they are collecting it.

They are taking action upon the information. Office Depot, for example was astonished when, just moments after we signed to its loyalty program via email at the cash register, it sent us a welcome email to us.

before there was enough time to reach the vehicle and load its items into the trunk.

What data? Based on our acquisition rules There is no reason to consolidate and move the client’s data that you do not do not intend to utilize. Make sure you concentrate solely on the data you need to use.

information that is immediately available for you to take action.

Stop the Silos The integration of multichannels and coordination is hindered by the political issues of competing interests or groups within an organization. Communicate

with offline friends to understand the ways in which your email program can assist with offline peers. Understand how your email program can help. What can you do to help offline peers?

Would they really like to hear about your clients? It is often the case that they would like to know about your customers offline

marketers are searching for the results of surveys on their clients or are unable to analyze their offline

Marketing tests can be completed as quickly as they’d prefer. Testing and surveys are two of the most important areas.

where an email marketer could aid his offline partner. In both instances the outcomes

From an email marketing update is back and ready to be studied long before anything is accomplished from an offline shop.

Technology is an essential crucial element in ensuring the success of multichannel data, so important that

It is the fifth major driving force behind your email marketing’s success.

Key Driver 5 Key Driver 5: Technology (Delivery deployment, Delivery and Design)

In the previous chapters, we offered an abundance of information on how to select an email service

service provider or email marketing technology or email marketing. You should anticipate the evaluation stage of the vendor

It should take at minimum three months. For some organisations, it could be as long as six months

to make sure that the solution is in line with the requirements of your organization. Once you’ve

Choose an ESP chosen vendor (and particularly , if it’s hosted ESP-based) and the implementation

could be as short as a month. In certain instances dependent on your needs it could take as little as a month.

installed in just a couple of days. On-premise technology is hardware or software that can be put in place in just a few days.

work for your company. It can take between a month and a half to set up and to configure.

But, it is one of the most important factors which will assist in the selection and implementation of

Write this down Integrating customer information is the most difficult task for marketers, as per an

Survey of 2007 marketing industry executives’ databases/marketing service suppliers. (Source: Alterian)



the answer lies in the way you’ve designed your needs. Therefore, you should be sure to keep

these design requirements in mind:

User Rights and Privileges Decide the number of people who will use the app and

what their roles are how they will play a part. For example, you’ll probably want people to be to be aware of

Your senior management team will be able to access only reports your senior management team, while the other members

Of your staff, you will require users to access the entire members of your team will need access to the whole. Be sure that one of the criteria you choose is the ability to grant users with different rights and privileges depending on the duties that the user is accountable for.

Integration with Key Applications If you are a business-to-business marketing professional You probably are

currently using a customer relationship management software like Salesforce.com or

Microsoft Dynamics CRM. It is likely that you will need to incorporate the behavior

information from your website to your email marketing software and vice versa to aid in segmentation plans. Integration is an essential aspect of the deployment of technology

that marketers do not usually make enough of an impact when it comes to selecting. Study the

The integration history of the vendor in question as well as the amount of times it’s been able to deploy with the

the company you’re looking to join with.

Note This: 28 percent of marketers mention the capability of an ESP to provide out-of-the-box integration capabilities with other software as a key component of the selection of a vendor. (Source:


Data Storage. All companies offer the capability to keep your information and marketing

outcomes, and many eliminate this data at predetermined intervals. Make sure that your data is trends and that the time period is linked to your sales process or kind of data you are collecting.

of the historical analysis your company generally conducts.

Bounce Handling Your mailings won’t get to all the people who is on the list. It could be that there is an unintentional

bounces when an inbox is filled or is a hard bounce signalling that the address is not in use anymore.

valid. Then you have to determine, with the help of your ESP the number of times you’ve used the code and whether it’s

in what time frame should you at what intervals to try soft bounces until they are hard bounces. This is a key element of

The considerations will differ greatly in business-to consumer and business-to-business

marketing, and it is contingent on the the list is composed of and regularity of mailers.

In the next chapter as we take you through the first few months of your

Email deployment. We will examine the actionable tactical aspects of this technology

Concepts of design.

Chapter 5 of 98: EIGHT key drivers of your email CAMPAIGN NUMBER

Key Driver 6 Key Driver 6: Analytical/Reporting

Analytics and reporting are the heartbeat of email marketing. The process of determining what’s

Working and not working, as well as the subsequent optimizations can be made

through your analytics and reporting capabilities for analytics and reporting. The reporting process is often complicated due to the inability to report.

of data that is integrated from different reports, and that’s the reason why creating multichannel data integration strategy and integration strategies is crucial.

When you first begin to look at the possibility of an company to use email marketing technology You will discover that

It is important to not just understand the analytical capabilities and tools of this system, but also study the capabilities of its tools and analytical capabilities.

metrics methodology. It appears that every ESP uses a different method to calculate

delivery of emails and all the metrics that go with it the delivery of emails, including the open and click through rates, as well as rate

and and so on. This allows you to compare your mailing performance against industry benchmarks

impossible because there is no way to determine industry benchmarks that are compiled over marketers is impossible, since any benchmarks reported across

using various vendors is a confusing using different vendors is a muddy. This is among the

Industry issues that we’ve identified and that’s the reason we’re working to create an

Standard metric framework that every manufacturer to use. This standard could require several years

to encourage the industry to adopt. So long as it takes then it is advised to use benchmarking for the sake of benchmarking.

with respect to your prior marketing performance, and do not worry you with your own past performance and not be concerned about

the open rates and click rate for the other as they are direct gauges of performance. However, it is essential to be aware of the way your vendor works and

Technology is analyzing your performance and you can find out by studying the performance of your

The metrics methodology of the vendor.

In addition to understanding the method Consider the following information

Analysis elements are essential when developing your email marketing plan:

* Make sure that you are able to dig deeper into the information. A majority of email marketing apps provide reports, which are an abstract view of what transpired, and highlighting the most common metrics, such as delivered, clicked and even converted.

A smaller percentage of email marketing software has real-time analysis capabilities This means that the

ability to dig deeper into the data and comprehend patterns that are unique from

Subsets of subscribers: women, men living in Chicago and so on. Then there are the

lastly, your marketing email application should display and report not just the

Subscribers who did exactly what you asked you to ask them (click to convert, click, and etc.) However,

and those who didn’t perform these even if they did not perform those. Access to readily accessible these

Subscribers are even more crucial to ensure that you are able to return to them with the same way.

send them a message or recognize them in period of time in a way who isn’t actively engaged.

Write this down: In the year 2007 over 1/3 (37 per cent) of marketers claimed they were extremely

Are you satisfied or happy with the drill-down analysis capabilities that allow to cross-check mail data points. (Source:



# Key Driver 6 Reporting/Analytics

• Identify your most important performance indicators. Design KPIs that describe the performance

over 3 distinct areas: barometers engagement, measures of engagement as well as

infrastructure/list measures. Barometer measures are the measures that are displayed how the infrastructure/list measures are being implemented.

In great detail, the results of a mailer in great detail the effectiveness of a mailer.

* Ggregate open rate (total the number of occasions that the message has been opened) A

* Ggregate Click-Through Rate A

* E-commerce revenue generated by subscribers R

* verage order value A

* C

* rofit margin per mailing P

Engagement measures are the ones that are specific to subscribers. They include


* Nique open rate (a subscription-oriented view on the open rate) U

* NICE click-through rate U

* nique conversion rate U

* Nsubscribe rate U

Rate of forwarding F

The measures of your list/infrastructure provide the effectiveness of your lists.

* pt-in rates O

* adios of email subscriber or address after a certain time V

* the ddress churn rate is A

* Omplaint rate C

* delivery rate D

*ounce rate B

*non-known user rate U

Combining these measures into one macro engagement-key-performance indicator can be helpful in trending the performance or mailing over time. As you

In the chapter 3 which we covered how to calculate an indicator, also known as an

engagement metric, also known as KPI is intended to be a straightforward number that can go up or down.

lower depending on the indexing of the above indicators.

* Use domain-level reporting. This is an important report since it can reveal delivery problems with particular ISPs and domains. For instance, if you are able to see your open rate rising

If your levels drop drastically, it could indicate that a large portion of your

the mailer failed to reach its destination. The report should be a list of those who were among the 20 most successful or

The domains you’ve listed can provide knowledge to identify the troublesome domains.

As we guide you into action over the next chapters, we’ll provide more

guidelines on which reports and information will be crucial to analyze.

100CHAPTER 5 8 Key Drivers of Your Email CAMPAIGN NUMBER

Key Driver 7 Key Driver 7: Privacy/Governmental Control

In the case of email marketing, this is the most crucial law that you must be concerned about

with it is the Federal CAN-SPAM Act from 2003, which was amended in 2008. (CAN-SPAM refers to

for “Controlling the Agression of non-solicited pornography as well as marketing.”) In the text, it is stated

in Chapter 2 of the law was adopted in response to a surge in spam. The law clarifies what

Unsolicited email messages can be used to perform. It is possible to find the entire legal text on www.ftc.

gov/bcp/conline/pubs/buspubs/canspam.shtm, and we recommend you read it all. Also,

We are not lawyers, and we would like to stress that the discussion in this article is not intended to be

As legal guidance.

The law prohibits fraudulent emails by prohibiting false headers and

Incorrect inaccurate information about the subject. There is no reason to be afoul of these requirements through

False, but genuine marketers must be aware of two additional important provisions:

* you must provide recipients an opt-out procedure that operates for at minimum 30 days. You

* Very commercial email messages must clearly identify itself as an ad and include the words “E

Include the valid postal address.

In addition, you’ll find additional information about these laws and the penalties for not adhering to

Find them on the FTC site for the legislation.

The additional rulemaking by the FTC has provided two important details of clarification and began to be implemented on July 7, 2008. The first part is the fact that the recipient has to

It is possible to identify the form of a mailer (such as an email) which may include multiple advertisers.

The advertiser identified as the sender’s From address will be the one who is accountable

to ensure to ensure compliance with to ensure that you are in full compliance with. The second aspect clarified the opt-out procedure,

which needs a functioning opt-out method, which could be via a link or an email address

and that unsubscribers should get removed within 10 days. A further clarification that the FTC offered the year 2008, was the unsubscribe process had to be completed within ten days

It should be “easy.” It implies that multistep or password-protected authentication, as well as password-protected subscriber

preference centers not valid anymore for fulfilling this requirement. So,

Think of it as easy as a single click. We recommend you do this think of it as one click, together with the corporate lawyer

and email marketing service provider and marketing company www.ftc.gov/spam for information on updates regarding the CANSPAM Act

and to make sure and ensure that the interpretation you give to law is in line with the advice of your legal counsel.

(You’ll also find a further details on how the CAN-SPAM provisions are interpreted as best practices for the industry in the next chapter and in subsequent chapters.)

Other laws to be aware of include laws that are specific in relation to other

Countries as well as countries and the European Union, which operates on an opt-in basis , and not on an opt-out basis. The U.S. the CAN-SPAM law does not oblige subscribers to sign up however, it is the best method we recommend you use. Other laws generally follow the same principles.

It is based on opt-in. This means you need to have the consent of the user prior to sending out mailers

them. For current information about the laws of other countries check out www.spamlaws.com,

that is an excellent source for keeping up-to-date with the legal requirements of different

foreign countries.


State Registries
The states of Utah and Michigan also operate registries that are designed to protect the
welfare of minors. If you are marketing a product that is illegal for minors to consume,
such as alcohol or tobacco, then you must, when marketing to recipients in these states,
scrub your list against this registry. These registries have been very controversial, and
there are continued legal challenges to the validly of their existence, but for now marketers must meet those states’ requirements.
Privacy Policy Best Practices
To provide you with the best insight on privacy, we sat down with Alan Chappell of
Chappell and Associates, a well-known strategic consulting fi rm that specializes in
privacy and marketing. Alan is a lawyer who has been working in the direct marketing
industry since the mid-1990s.
Jeanniey Mullen and David Daniels: Alan, what are the biggest privacy
concerns that marketers should be familiar with?
Alan Chappell: The fi rst area to look at if you’re an email marketer
is the CAN-SPAM Act. Given that CAN-SPAM is almost fi ve years
old, many of the standards outlined in the law should be old hat to
most email marketers. For example, I think most people reading this
book will know not to send marketing emails with false and deceptive
header information or deceptive subject lines (although I’ve certainly
seen my fair share of subject lines that come awfully close to deceptive). Similarly, most email marketers know to place a working opt-out
mechanism and a postal address within each message.
In May 2008, the Federal Trade Commission issued some additional
guidance on CAN-SPAM. The guidance focused on four specifi c rules:
“(1) an e-mail recipient cannot be required to pay a fee, provide information other than his or her e-mail address and opt-out preferences, or take
any steps other than sending a reply e-mail message or visiting a single
Internet Web page to opt out of receiving future e-mail from a sender;”
In other words, the FTC wanted to clarify that email marketers are not
only required to offer an opt-out within each email but that any opt-out
process offered should be relatively easy for consumers to use and must
be free of charge. For many email marketers, this guidance should not
be problematic. However, email marketers that require a consumer to
log on to an email marketer’s website in order to unsubscribe may need
to make wholesale changes to their unsubscribe process in order to be in

The second set of guidance focused on the defi nition of sender: “(2) the
defi nition of ‘sender’ was modifi ed to make it easier to determine which
of multiple parties advertising in a single e-mail message is responsible
for complying with the Act’s opt-out requirements;”
Here, in situations where an email marketing message is coming from
multiple senders, the guidance allows a single company to be designated
as the sole sender for purposes of CAN-SPAM. The good news is that
the sole sender, and not the other senders, would be solely responsible
for compliance with CAN-SPAM. The bad news is that if the sole sender
is deemed by the FTC as not qualifying to be the sole sender, then all
other advertisers would be expected to comply with CAN-SPAM. This
may be a case where the commission’s guidance has created as many
questions as it has answered. And if you’re advertising in an email marketing message with multiple other advertisers, you should be extremely
careful before assuming that the sole sender option is viable for those
email marketing messages.
The third set of guidance addresses the oft-asked question regarding
whether a P.O. box is a valid postal physical address for purposes of
“(3) a ‘sender’ of commercial e-mail can include an accurately-registered
post offi ce box or private mailbox established under United States
Postal Service regulations to satisfy the Act’s requirement that a commercial e-mail display a ‘valid physical postal address’;”
The answer here, per the guidance, is an emphatic yes. So long as you
include a functioning P.O. box (or a similar mail box from a private sector provider such as the UPS store) in the email, you’re compliant with
CAN-SPAM. A street address is no longer necessary.
Lastly, the FTC guidance addresses the defi nition of the term person
as it pertains to CAN-SPAM: “(4) a defi nition of the term ‘person’ was
added to clarify that CAN-SPAM’s obligations are not limited to natural
In other words, this makes it clear that business entities (corporations
and general partnerships) or groups (for example, unincorporated associations) as well as individual persons are responsible for complying
with CAN-SPAM. Many of the shadier email marketers often try to
avoid liability under the act (not to mention making it much harder to
fi nd them) by setting up multiple divisions, affi liates, and subsidiaries.
This provision seeks to make setting up such divisions less effective.

Those, in a nutshell, are the new changes to CAN-SPAM. It’s unclear at
this time if and when the FTC will issue additional guidance.
Jeanniey Mullen and David Daniels: Beyond the federal CAN-SPAM
requirements and state registries in Utah and Michigan, are there other
regulations that email marketers should be familiar with?
Alan Chappell: I think it would behoove any email marketer to understand the Network Advertising Initiative (NAI) Principles for Online
Preference Marketing. Among other things, the NAI principles provide
standards around the merger of personally identifi able information with
non-personally identifi able information collected as people navigate
Many email marketers work with website analytics companies. And any
company collecting information about consumer visits to their own and/
or other websites and linking it to an email address or other personally
identifi able information such as street address or phone number should
take heed. I recommend any company engaging in these practices to
work with a privacy attorney to understand the NAI principles and
ensure that such consumers are provided with the right type of notice of
such practices and have the opportunity to consent to them.
Jeanniey Mullen and David Daniels: Alan, in your opinion, what are the
best resources that marketers should seek out to stay abreast of the latest
updates on privacy as it relates to email marketing?
Alan Chappell: The best resource for privacy is the International
Association of Privacy Professionals (IAPP). The IAPP has conferences, workshops, webinars, and newsletters covering all issues of consumer privacy. Other resources include the Email Sender and Provider
Coalition (ESPC), the Internet Advertising Bureau (IAB), the Direct
Marketing Association, and of course, the Email Experience Council.
Jeanniey Mullen and David Daniels: How much of a monetary impact
does implementing a good privacy policy have, and is there such a thing
as ROI on privacy policies?
Alan Chappell: A privacy policy is a component of a privacy program.
There are too many marketers who view the privacy policy as the beginning and end of their privacy programs. Customers often trust companies that dedicate the time and resources to have a robust privacy
program more. And recent studies have demonstrated an ROI for companies that execute robust privacy and permission programs.

Key Driver 8: Reactivation
There is one thing we can guarantee that will happen to your email list: some portion
of the addresses on your list are going to go bad—they will no longer be valid at some
point in the future.
Considerations for reactivation include the following:
Deliverability Many Internet service providers are now using dormant email accounts
as spam traps. If marketers hit enough dormant accounts, they will likely be branded
spammers. List health is typically the primary attribute that mires marketers in deliverability issues.
Business Purpose Even facing such deliverability issues, publishers often dislike the
notion of removing subscribers from their mailings because it would diminish cost per
thousand (CPM). Publishers that monetize their lists in this number-of-eyeballs manner must be mindful of shifting interest to emerging action- and performance-based
Email Address Value Understanding the value of email subscribers is necessary before contemplating reactivation tactics such as offline mailings and contact center use. Earlier
we spoke of using a contact center and offline store personnel in this manner to recapture email addresses, underscoring the importance of determining your email address
value. Once address value has been established, email change-of-address services from
FreshAddress and Return Path should also be explored.
A mistake frequently made by marketers is to continue mailing to their lists over
and over again without removing inactive addresses or taking any substantial action
to reactivate these addresses. Since it can be costly to acquire addresses, you must have
your reactivation strategy and tactics well laid out to ensure that at worst you are simply backfi lling dormant addresses on your list and at best are doing such a good job at
this that your list continues to grow even with this churn in mind. Use the following
tactics to spur dormant subscribers into action:
• Monitor subscriber behavior. Understand the unique click rate of your subscribers so that over time you can monitor whether your list is becoming more or less
• Target subscribers who are failing to click. Use discounts, surveys, and sweepstakes if it is appropriate for your brand to drive dormant subscribers to take
some action.
• Use other channels. As discussed earlier, a call center and other in-person interactions can be a valid means of re-engaging your dormant subscribers, but also
consider postal mail. Many retailers mail letters or postcards to subscribers asking them to reconfirm or update their email address.

• Purge addresses. Although this might seem like a nonsensical thing to do,
given the delivery effects that hitting a massive number of inactive subscribers
can have, you must at some point shed those addresses from your list. After you
have tried these reactivation tactics and the address shows no interaction for ten
to twelve months, you should consider removing them from your list altogether.
Now with these key drivers in hand, you are ready to move on to your fi rst week
and begin actually deploying your email. The coming chapters will take you through
the necessary steps in great detail.
Test Your Knowledge
Do you know the answers to these three questions pertaining to content from this
chapter? A score of 3 out of 3 will ensure you are on your way to email marketing
• hat is COPPA, and what does it require you to do as a marketer? W
• o accommodate the majority of email readers, what width should your email T
template be?
• rue or false? CAN-SPAM requires that all your subscribers opt in to receive T

Preparing Your Email
Marketing Strategy
Now is the time to kick off the most fun, frustrating, and rewarding experience you can have: creating your email campaign. This chapter and the
next three form a calendar, guiding you through
the details that will make you the best at your
newfound craft. In this fi rst month, you will lay
the foundation for your campaign efforts. These
are the most critical areas to build in the right way,
because they will drive the success of anything else
you do in your email campaign.
Chapter Contents
Week 1: Preparing Your Resource Arsenal
Week 2: Building the Blueprint for Success
Week 3: Counting Down to “Go Time”
Week 4: Testing Your Way to the First

Week 1: Preparing Your Resource Arsenal
An email campaign, like anything you do in life, is much easier when you are prepared.
To begin building your email campaign, you want to have at hand all the resources and
ingredients you will need. You should have a number of items ready to access as you
dive into the strategy and content creation.
Over the years, the best way we have found to manage this process effectively is
to create a comprehensive resource arsenal, which includes at a minimum the following
Checklists Many kinds of checklists exist: general, strategic, creative, technical, and
assessment. See Appendix B for some of our favorite checklists created by the Email
Experience Council.
Technology These include the hardware and software (onsite or via an ESP) for delivery,
database, analysis, and best practice validation. See Chapter 5 for details.
Research Make sure you are armed with historical and benchmarking statistics, trends,
compliance-related information and insights, and even competitive knowledge.
Creative Creative checklists include lists of what your competitors are doing, including
sending frequency, their creative design, best practices for templates (which are covered
in Chapter 7), and the best strategies for designing for people who are reading emails
on the go (these are discussed in Chapter 8).
Strategy Resource Sites and Blogs These can keep you up-to-date on the latest research,
give you fodder regarding a best practices debate, or even give you an outlet to ask an
expert a question or two. See Appendix A for some of our favorite sites.
Case Studies Throughout the book you’ll find case studies that enable you to learn firsthand from the experience of others about what works and what could be done better.
The focus of this week is to gather all the elements needed for your resource
arsenal and then build the argument to get those elements funded that have an associated cost. Each day, you can spend one hour on a critical initiative that will send you
on a trip to the bank Friday afternoon with that signed check:
Monday: Getting smart
Tuesday: Evaluating tools and resources
Wednesday: Budgeting
Thursday: Related marketing initiatives
Friday: Getting the boss to sign the check

Write This Down: It is estimated that more than 500,000 individuals per week access “self-help”
websites and online resources relating to email campaign design, development, and execution.
Googling email marketing help generates hundreds of results pertaining to where people can piece together guidance. The challenge with this is, Who has time to sort through all those entries?
Searching for help when you are in a panicked or rushed mode will make you frustrated. Many times, the authors
of this book have actually sifted through a number of these web pages only to find statistics that are undated, outdated, or even inaccurate. This is not the type of experience you need when beginning your emailing efforts.
Monday: Getting Smart (the Seven Essential Truths About Email Marketing)
Getting smart about email marketing doesn’t mean knowing all the answers. It means
knowing what makes email marketing work and what type of resources you need to
build something effective. A rule known as the chunking principle states that the mind
can retain no more than seven items of information without memory loss. Because we
want you to retain most of what you read, we have decided to condense what you need
to know about email marketing into seven key truths. These are facts you should post
on a wall somewhere. As you delve into email marketing, you will be challenged to
remember these truths. So please, use today’s hour wisely and keep this section handy.
Truth 1: Email Has Evolved into a Cornerstone of Our Lives
Omniture reports that more than 21 trillion emails were sent in the United States in
2007. These were, by no means, all marketing-based messages. One of the key truths
about email you need to retain is that email marketing is just one small facet of a standard person’s “email life”. People use email today for many purposes, both personal
and business. In many cases, the use of email is less about reading marketing messages
and more about the improved facilitation of life.
And let’s just put the argument to bed right now that only people of a certain
age use email—it is just not true. In 2007, eMarketer surveyed the use of online access
by various age ranges, and Table 6.1 shows the results.
Table 6.1 Selected Weekly Online Activities of U.S. Internet Users, by Age
Generation X
Baby Boomers
Watching and reading personal
content created by others
71% 56% 40% 36%
Reading and posting on message
51% 43% 29% 22%
Socializing 62% 41% 25% 18%
Participating in a discussion forum 34% 33% 24% 19%
Source: eMarketer
Although this table doesn’t specifi cally isolate email usage, it does demonstrate
that people, of any age, go online to communicate and connect about personal elements of their lives.
So when you think about email, you must not think about it in the context of a
campaign or a single effort, or even as marketing. You must think about it as an extension of personal and life-related communications. This will ensure that your design
efforts consistently create a strong brand impact and a sense of personalized loyalty
and interest among your readers.
Truth 2: Email Marketing Best Practices Change, All the Time
This is one truth that will help you maintain an edge over your competition. Think
about it: When email marketing fi rst started, the world was a different place. Email
marketing was new, list growth was simple, spam was a type of meat, and the best
practices written at the time did a great job of covering what to do in that environment. By about four years ago, the volume of spam changed best practices in our industry, and the CAN-SPAM legislation discussed in Chapter 5 was enacted in response to
email’s evolution. Best practices changed for creative, list growth, and delivery. Even
as recently as early 2008, changes in the way that email unsubscribes are handled were
introduced to ensure that the perception of email marketing remains positive.
What this means to you is that you must always look at the dates of research,
case studies, and best practices and hold them up to the standards of the current day’s
Truth 3: Any Type of Messaging Done Electronically Is Email Marketing
Even today, there is still a perception that email marketing is one channel, mobile marketing a second, RSS a third, and even social networking a fourth. In these instances,
many companies treat these as separate marketing channels. In today’s online world, it
is becoming increasingly diffi cult to keep these channels separate because they each act
as drivers to the other.
Well, we have news for you! Any message sent electronically is considered email
Why is this a truth you need to know? It’s because the lines among these types
of messaging channels will continue to blur as time goes on, and soon the world will
rely on “personal messaging” regardless of the location or the device. These media
are all driven through Internet channels and require permission and selection of message interests/types. This means everything you are thinking about for email will also
become critical to future messaging strategies for your company. As the famous philosopher Yoda once said, “Choose wisely you must.”

Truth 4: Email Addresses Mean Money; Don’t Ignore Your Non-responders
We recently heard a speaker at an email conference ask the audience this question:
“Who here invests in increasing the delivery rate of their emails?” Almost 90 percent
of the hands went up. He then asked another question: “Who here spends money to
acquire new customers?” Again, 90 percent of the hands went up. And then he asked
this: “Who here builds programs to monitor and target those people who provide you
their email address but never respond to an email you send versus just removing them
from your list after a certain time?”
After the crickets stopped chirping, he went on to explain that his company’s
research has indicated that less than 50 percent of a list will ever respond to email
campaigns. And research that Jeanniey has done shows that even if someone on your
list is not responsive, once they have provided an email address, they will purchase 150
percent more than those who shop at your company but do not opt in.
This means your list value has expanded. It is worth more than just the opens
and clicks it drives. You should always plan to evaluate the purchase or response power
that people on your list provide through all channels to identify their value.
Truth 5: This Is Not “The Farmer in the Dell”
Remember that grade-school song? The last line is, “The cheese stands alone.” That’s
not a smart attitude for email marketing. Many people in marketing assume that email
marketing is similar to the “cheese” in this song—a stand-alone messaging channel that drives revenue and strengthens relationships. The truth is, elements of email
marketing live in every aspect of our messaging world. Forms sit on websites, capture
points happen both online and offl ine, banners drive to landing pages with forms, and
searches drive to deep pages that encourage engagement.
If email stood alone, none of these would be relevant. But for successful email
marketing, you cannot afford not to think about all the touch points of your email
marketing campaign.
Truth 6: Technology Partners Often Act Like Military Members
In the Chapter 3 analysis of email marketing technology, you saw that vendors can be
tremendously helpful partners. That said, it has often been our experience that technology partners can easily slip into a “don’t ask, don’t tell” mentality. Many times, these
partners wait for you to ask for a service, feature, or support effort before they provide
it to you. The problem with that is that if you don’t know what you are missing, you
don’t know what to request. It is for this reason that we encourage you to read the case
studies on technology partners’ sites—not just your own technology partner but the
top ten technology partners. By doing so, you will be able to see, in context, what types
of services and features you should and could be getting out of your partner.

Don’t allow the money you spend in this area to provide you with just the basics.
Push for ultimate service and support.
Truth 7: Ignore the Rules (Except the Law)
Someone once told us that you learn more from your mistakes in email than you
do from your successes. In most cases, the best mistakes you make are not planned.
When you don’t have productive mistakes to learn from, ignoring the rules and trying
something crazy to see how it fl ies can work pretty well, too. We certainly don’t mean
to imply that you should ignore the law. You defi nitely shouldn’t. But, you should
think of new ways to share emails and try them with a sample of your database.
Some of the most successful “rule-breaking campaigns” of the past have included the
• reating an email that scrolls sideways C
• haring an “unsubscribe” confirmation landing page that offers ways to opt S
back in
• osting a call to opt in at the end of a video on YouTube P
• ending an email with a blank subject line S
Now that you know the seven truths of email, you can use them to evaluate your
tools and resources.
Tuesday: Evaluating Tools and Resources
On this second day, we are going to continue having fun by getting all our tools and
resources together. Whether this is your fi rst time creating an email marketing plan or
you are a veteran, you have our guarantee that you will take away something useful
from this section.
A sound email strategy presents new opportunities for overall business improvement by putting into place tools and processes that can solve current performance
problems and open new avenues to bolster sales and customer satisfaction.
Before selecting or even evaluating new technology solutions, an organization
should start by determining the overall objective and scope of their email program,
then identifying current problems and obstacles to meeting this objective, and fi nally
creating an inventory of current resources. Once a company has a clear understanding
of what it wants to achieve, what’s keeping it from getting there, and what is already
in place, then it can develop an evaluation and selection plan to fi nd the solution and
defi ne the processes to fulfi ll its email strategy. You can use our handy quiz to help
determine what your areas of focus should be.

The Naked Truth About Email
This is a true story. For privacy reasons (and other reasons you will read about), the names have
all been left out or changed.
Company A called its email marketing vendor and requested that its account manager help them
create a very special video email. The video would be coming from the CEO of the global organization and share critical news and insights about recent changes.
Everything was moving along just fine. The CEO’s video was shot, edited, and uploaded into the
email shell. A subject line was suggested: “An Important Video Message from the CEO: Recent
Changes.” Both the vendor and Company A understood that this was a long subject line but
thought it would increase the open and viewership rates of the message.
Unfortunately, while the production of the email was happening, changes were taking place at
the vendor. One of the video producers had to be let go from his job.
Now, normally that wouldn’t be a big deal—but in this case, you won’t believe what happened.
The morning the CEO’s video email was being sent, the recently unemployed video producer
hacked into the web server and switched out the video that was supposed to play, replacing it
with a video of a naked, alternative lifestyle fashion show.
For the first ten minutes of the launch, whenever an employee clicked the “important video from
the CEO regarding recent changes,” they saw quite a show. The issue was corrected ten minutes
after launch, but it left a lasting impression.
Besides being a funny story for anyone in email (except the CEO), this error created something
else within the company: curiosity and an ongoing interest in seeing what was in every email
sent from the CEO.
For the next twelve months, every email sent from the CEO received almost 100 percent open
rates within two minutes of receiving the message. Everyone looked for the next mistake. Even
the company’s CEO learned how to use this mistake as a way to improve response and included
random video clips that looked like they would turn into something scandalous.
It was an awful mistake, it was a great response, and it was a new way to market inside a company that no one had thought of before.

Quiz: What the H^&* Am I Trying to Do with My Emails?
Understanding what to do with your emails can be challenging. You will fi nd that by
answering a few questions and thinking through a strategy, you can move light-years
ahead. This quiz should take only a few minutes of your time:
1. My job is solely email marketing to an existing house list.
a) Yes
b) No
c) I don’t know
2. I work for a company that has:
a) More than 100 employees
b) 15–99 employees
c) Fewer than 14 employees
3. The role of the emails I send needs to be:
a) To drive high open and click rates, and possibly purchases or leads.
b) Multipurpose: sell, retain, provide service, and more.
c) Every email I send needs to make money for my company.
4. I can build specific landing pages to support email or email address capture.
a) No, my company uses one landing page for all media.
b) Yep, sure—the more, the better.
c) If they are premade, or free, yes; otherwise, no.
5. My email database is the company database.
a) No, we have a CRM solution.
b) Yes.
c) You mean my email service provider can be my database?
6. How much of a budget do you have to invest in email technology or resources?
a) More than $100,000 annually (or $.01 per email sent on average)
b) $25,000–$100,000 (or $.005 per email sent on average)
c) As little as possible, but as much as is needed to make emails work
Answer key:
Give yourself 5 points for every “a” answer you selected.
Give yourself 2 points for every “b” answer you selected.
Give yourself 0 points for every “c” answer you selected.
0–11 points: “Down and Dirty”: You are a marketer with one focus: get it done profitably or else. In the list in the next section, you should look for technologies or services
with one asterisk (*) next to them.