This document provides an overview of email marketing best practices. It discusses building an email platform versus partnering with an email provider, the CAN-SPAM Act regulations, capturing email addresses and growing mailing lists, developing an email marketing strategy, email anatomy including from names and subject lines, and measuring success through testing. The key topics covered include legal requirements, list building, content design, and analytics.

1. EMAIL MARKETING 101
DJ Waldow
David Eccles School of Business
University of Utah
March 9, 2011

2. What comes to mind when you hear...
EMAIL MARKETING

3. Flickr: janetgalore

8. Source: Email Marketing Reports

11. EMAIL MARKETING 101
1. Build own platform vs. partnering with an email provider
2. CAN-SPAM Act
3. Capturing email addresses and growing list
4. Email marketing strategy
5. Anatomy of an email
6. Measuring success & testing

12. Flickr: gsi-r
1. Build own platform vs. partnering with an email provider

13. Flickr: mroach

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2. CAN-SPAM Act

16. QUICK QUIZ
What does CAN-SPAM stand for?

17. Controlling the
Assault of
Non-
Solicited
Pornography
And
Marketing

18. CAN-SPAM ACT
True or False

19. CAN-SPAM ACT
True or False
Each separate email in violation of
the CAN-SPAM Act is subject to
penalties of up to $16,000.

20. True

21. CAN-SPAM ACT
True or False
There is no such thing
as an illegal subject line.

22. False

23. CAN-SPAM ACT
True or False
Every email must
include a physical address.

24. True

25. CAN-SPAM ACT
True or False
Marketers must honor unsubscribe
requests immediately.

26. False

27. CAN-SPAM ACT
Main Requirements
1. Don’t use false or misleading header information.
2. Don’t use deceptive subject lines.
3. Identify the message as an ad.
4. Tell recipients where you’re located.
5. Tell recipients how to opt out of receiving future email from you.
6. Honor opt-out requests promptly.
7. Monitor what others are doing on your behalf.
The CAN-SPAM Act: A Compliance Guide for Business

28. 3. Capturing email addresses and growing list

29. IN YOUR GROUPS...

30. List 5 companies off
the top of your head

31. Assign Roles:
1. Timekeeper
2. Notetaker
3. Searcher(s)
4. Form filler-outer

32. IN YOUR GROUPS...
1. Go to the websites of your 5 companies.
2. Find the email subscription form and sign up.
3. Record time to find, then complete form.
4. Capture process. User-friendly? Easy? Hard?
5. Go to your inbox.

34. Flickr: romainguy
4. Email marketing strategy

35. 6-Step Strategic Approach To Email Marketing
1. What problem are you trying to solve?
2. You decide that email marketing is the answer, which
email service provider (ESP) is best for you?
3. How will you start growing your list?
4. What will the content of the emails contain
(information-only, sales, order confirmations, etc)?
5. How often will you send email to customers/clients
(daily, weekly, monthly, as needed)?
6. How will you measure success (opens, click-throughs,
conversions, social sharing, etc)?

36. Flickr: patrlynch
5. Anatomy of an email

37. Anatomy of an Email !
6 Parts of the Human Body! 6 Parts of an Email!
1. Head (Hair)! 1. Preheader!
2. Face (Eyes, Nose, Mouth)! 2. From Name/Subject Line!
3. Neck & Upper Body! 3. Header, Navigation, Hook!
4. Abdomen (Guts)! 4. Main Call-to-Action!
5. Legs! 5. !Other Stuff"!
6. Feet & Toes! 6. Footer!
Flickr: patrlynch!

38. Bad From Names!
1. David Axelrod: Who is David? (also too long)!
2. concierge: Am I at a hotel?!
3. register.welcome: Lazy. Lazy. Lazy.!
4. data: Oops (see #3)!
5. tim.westergen: I don!t know who that is. Do you?!

39. Good From Names!
Perfect. Why? Simple. Company name.
!

40. ON YOUR OWN...

41. 1.Open your inbox.
2.Find an example of one good
& one bad From Name.
3.Email them to me.

42. Bad Subject Lines!
1. Don!t miss this: Spammy!!
2. A Message from…: I still don!t know who Tim Westergren is.!
3. Your upcoming…: Use the data you have.!
4. Your receipt…: See #1 and #3.!
5. TwitBacks Newsletter: Boooooring.!
6. EasyUpdate…: I have no idea what that is? Brand?!
7. djwaldow…: Be careful with first name personalization.!

43. Good Subject Lines!
1. WEEKEND CLOSEOUTS…: It works. Trust me (they test)!
2. 9 hours only!...: Sense of urgency.!
3. Save up to 87%: Random number is catchy.!
4. Miles or discount…: Intriguing. I have a choice?!
5. 3 Minutes, 52 Seconds: Interest piqued (think: video)!
6. REI Subscriber Exclusive…: Exclusivity.!

44. ON YOUR OWN...

45. 1.Open your inbox.
2.Find an example of one good
& one bad Subject Line.
3.Email them to me.

46. Flickr: seeveeaar
6. Measuring success & testing

48. Flickr: refractedmoments