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The Good, the Bad, and the Best
Practices for a Post-Wild West Email Marketing World
Chad White
Principal of Marketing Research at ExactTarget
Author of Email Marketing Rules
Safe harbor
Safe harbor statement under the Private Securities Litigation Reform Act of 1995:
This presentation may contain forward-looking statements that involve risks, uncertainties, and assumptions. If any such uncertainties
materialize or if any of the assumptions proves incorrect, the results of salesforce.com, inc. could differ materially from the results
expressed or implied by the forward-looking statements we make. All statements other than statements of historical fact could be
deemed forward-looking, including any projections of product or service availability, subscriber growth, earnings, revenues, or other
financial items and any statements regarding strategies or plans of management for future operations, statements of belief, any
statements concerning new, planned, or upgraded services or technology developments and customer contracts or use of our services.
The risks and uncertainties referred to above include – but are not limited to – risks associated with developing and delivering new
functionality for our service, new products and services, our new business model, our past operating losses, possible fluctuations in our
operating results and rate of growth, interruptions or delays in our Web hosting, breach of our security measures, the outcome of any
litigation, risks associated with completed and any possible mergers and acquisitions, the immature market in which we operate, our
relatively limited operating history, our ability to expand, retain, and motivate our employees and manage our growth, new releases of
our service and successful customer deployment, our limited history reselling non-salesforce.com products, and utilization and selling to
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included in our annual report on Form 10-K for the most recent fiscal year and in our quarterly report on Form 10-Q for the most recent
fiscal quarter. These documents and others containing important disclosures are available on the SEC Filings section of the Investor
Information section of our Web site.
Any unreleased services or features referenced in this or other presentations, press releases or public statements are not currently
available and may not be delivered on time or at all. Customers who purchase our services should make the purchase decisions
based upon features that are currently available. Salesforce.com, inc. assumes no obligation and does not intend to update these
forward-looking statements.
Chad White
Principal of Marketing Research at ExactTarget
Author of Email Marketing Rules
Long-time blogger – 2,500 posts and counting
Email Insider columnist for MediaPost
Former journalist at Dow Jones and Condé Nast

@chadswhite
What are best practices?
Have you heard this?

“Best practices are old-school.
New-school marketing doesn’t
have best practices.”
Have you heard this?

“The best practice is the practice that
is best for your business.”
Have you heard this?

“If there’s one example of a
marketer successfully breaking
a best practice, then it’s no longer
a best practice.”
Have you heard this?

“The best practice is what most
companies do.”
Have you heard this?

“Best practices define mediocrity.”
“Best practices are
those practices that
generally produce
the best results or
minimize risk.”
@chadswhite
Adopting best
practices isn’t about
ticking boxes.
It’s about execution.
@chadswhite
@chadswhite
Let’s look at the GOOD,
the BAD, and the BEST of
8 email marketing practices…

@chadswhite
1.

Signup
Process
@chadswhite
@chadswhite
@chadswhite
@chadswhite
@chadswhite
@chadswhite
@chadswhite
2.

Signup
Confirmation
Pages
Signup Confirmation Pages…
• Confirm opt-in was successful
• Set expectations
• Collect more subscriber data
• Secure additional opt-ins
• Engage with offers or content
@chadswhite
@chadswhite
@chadswhite
@chadswhite
3.

Welcome
Emails
@chadswhite
@chadswhite
@chadswhite
@chadswhite
@chadswhite
@chadswhite
@chadswhite
@chadswhite
@chadswhite
@chadswhite
4.

Preheader
Text
@chadswhite
@chadswhite
@chadswhite
@chadswhite
5.

Defensive
Design
@chadswhite
@chadswhite
@chadswhite
@chadswhite
@chadswhite
@chadswhite
@chadswhite
@chadswhite
6.

MobileFriendliness
@chadswhite
@chadswhite
@chadswhite
@chadswhite
@chadswhite
@chadswhite
@chadswhite
7.

Personalization
@chadswhite
@chadswhite
Lenovo, welcome email — Chad, thank you for signing up.
Enjoy your exclusive Lenovo offer.
Michael’s, progressive profiling email — Chad, isn't it time we
got to know each other?
Olive Garden, birthday email — Chad, go celebrate your
birthday with a free app or dessert!
ThinkGeek, 5/17/13 — Chad, I am your father
@chadswhite
FragranceNet, 10/7/13 — Just for you, . $10 OFF + Free
Shipping*
Subway, 9/4/13 — Chad, it's time to celebrate! Any regular
FOOTLONG(TM) is a $5 FOOTLONG(TM) all SUBtember(R)
long. (At participating restaurants. Pricing details inside.)
Volkswagen, 2/22/13 — Chad, don't miss out on a limited-time
offer on the 2013 Passat
Chili’s, 7/21/13 — 2 Coupons for Chad

@chadswhite
@chadswhite
8.

Unsubscribe
Process
@chadswhite
@chadswhite
@chadswhite
@chadswhite
“Email marketing’s
impressive power
obscures
an unfortunate
truth…”
@chadswhite
“Poor practices
are blunting email
marketing’s
effectiveness and
keeping its ROI from
being truly awesome.”
@chadswhite
Has this session inspired you
to make an improvement to
your email program?
If so, please share it on DFChatter or Twitter.

@chadswhite
EmailMarketingRules.com
rules.ws

Design Track Resources
pages.exacttarget.com/etdesign
Don’t Forget Your
Complimentary
Copy of Email
Marketing Rules

@chadswhite
Dreamforce | ExactTarget Marketing Cloud: The Good, the Bad and the Best: Practices for a Post-Wild West Email Marketing World

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