1. presented by Gina Nykerk Indie Arsenal, 2011 Email Marketing For Independent Creatives

2. Hi. I’m Gina. I’ve been in email marketing for nearly 6 years.

3. This is my inbox. (one of four, mind you)

5. Courtesy xkcd.com.

6. Why email?

8. What can I do with email? (Possibly a question asked a time or two by your clients)

9. Drive word of mouth & PR.

10. Drive sales.

11. Engage readers.

12. Increase site traffic

13. Retain customers.

14. Repurpose it as content for your social networks

15. Let your readers repurpose it as content for their social networks

16. Build a community.

17. Tweet a link to sign up for your emails.

18. Add your email signup form to your blog.

19. 4 things you should know about email,um,right now

21. You must provide an opt-out and a physical or mailing address on each email

22. Email is not a science. Our favorite answer is “it depends.” Expect to test, test, and test some more.

23. Audience segmentation is awesome. Try it.

25. Remember how video killed the radio star?* *It actually didn’t

26. We’ve heard the same hype about email

27. But alas, email, social + traditional marketing channels continue to live, breathe & coexist in harmony. They’re quite complimentary, in fact.

28. 3. Your creative? Oh SO important.

30. Grab readers’ attention

32. When designing for email keep in mind:

34. 600-700 pixels (320-520 for mobile devices)

35. RGB (not CMYK)

36. Use basic, old school HTML. Keep it simple, keep it clean

37. Tables ARE your friend. Inline styles are the way to code. No CSS, please

38. Link to videos. Do not try to embed

39. Don’t forget a plaintext version!

41. (How they were supposed to look)

42. 4. You are not alone*orHow to make this work for you * Cue Michael Jackson’s greatest hits

43. Find a vendor you like to work with. Client or not, you’re most likely going to be the one working in the interface while crafting or sending the email. Be comfortable in it.

44. There are a lot of vendors to choose from. Consider finding one to partner with. Emma, Exact Target and CampaignMonitor all offer agency specific platforms, each with their own strengths and weaknesses. All other US based email vendors typically stick to affiliate programs

45. Don’t be a tool.(Just use them) Image hosting Stationery Builder Split A/B Testing Response tracking Dynamic Content Document library Sign up Forms UYO HTML Google Analytics Variable Content Triggers/AutoResponders

46. Resources abound. Even if you’re not an expert, you can act like one.

47. My Favorites The Emma blog: www.myemma.com/blog (yes, I’m partial, but for what it’s worth it wasn’t always very good. Now it’s kicking a**)The Email Experience Council: http://www.emailexperience.org/ (A highly regarded source in the industry)The Email Stat Center: www.emailstatcenter.com (A great resource if you’re wondering how your email is performing)MarketingProfs: www.marketingprofs.com (A fantastic resource for all things online marketing)MediaPost Email Insider: www.mediapost.com (My daily read on the email industry) Emailium: www.emailium.com (Email inspiration at your fingertips)

48. thanks! Begin the brilliantly insightful Q&A now. No calculus questions, please. Gina Nykerk gina@myemma.com @ginanykerk www.myemma.com@emmaemail myemma.com/blog