2. Table of Content
Knowledge known before getting started
Spam: Unsolicited email (usually bulk-mailed and untargeted).
Opt-in: A customer proactively agrees to receive further information.
Opt-out: A customer declines the offer to receive further information.
(Chaffy & Elis-Chadwick, 2016)
1. Legislation: Can-Spam
2. The Techniques
3. Metrics
4. Consumer Decision Making & the Role of Email
5. Making a List is Value-Worthy
3. 1. Legislation: Can-Spam
Declaimer: The knowledge and guidance of this section are summarized by the ProAd Agency, it is an useful
overview but not educational. Please consult your attorney for legal advice regarding email marketing.
4. Staying in Compliance with Can-Spam Legislation
When spam continues to become a great issue, governments all over the world
have put regulations adequate to protect their residents from uninvited email.
Most of email marketers are aware of local laws but imprudent about
international requirements. Therefore, finding out the location of your
subscribers and applying the local laws to the email. Local associations are the
handy sources to be knowledge about those information.(Specht, 2016) In
slides 6 to 10, they are given that where you can find anti-spam legislation in
many countries and consequences, and the rules you should follow to stay
compliance the alws.
5.
6. Who Are the People You Need to Ask For Opt-In For Receiving
Email From You?
7. If Your Subscribers Choose to Opt-Out, Please honor Unsubscribe Within
Legal Period
8. What Must be Included in the Email?
(The clear structure of an proper email is analyzed in the presentation… )
9. Consequence: If You Violated the Law
Some countries are not listed, you can related information in the following
China Regulations on Internet email Services
http://www.gov.cn/gongbao/content/2007/content_554185.htm (Chinese only)
Japan The Law on Regulation of Transmission of Specified Electronic Mail
https://www.dekyo.or.jp/soudan/contents/antispam/en/library.html
South Korea Act on Promotion of Information and Communication and Communications Network Utilization and
Information Protection of 2001
http://unpan1.un.org/intradoc/groups/public/documents/APCITY/UNPAN025694.pdf
India None, but can be under the section 67 of Information Technology Act, 2000
10. 7 Rules to Follow01
4. Tell recipients where your
company or organization is
located
3. Identify the message
as an ad
2. Do not use deceptive
subject lines
1. Do not use false or misleading
header information
7. Monitor what other
agencies are doing on your
behalf
6. Honor opt-out requests
promptly
5. Tell recipients how to opt-
out of receiving future email
from you
Regarding the rule 7, we would be
honored to tell you how we are
doing it if you choose ProAd as
your agency!
12. 2.1. How Emails Work
Email started as sample text messages between two people and gradually grew to include other
functionality, such as multiple receivers, blind copy, forwarding, inclusion of attachments, HTML and
images, and many other features. Although email has developed, most email exchanged between
individual are mostly text based weather with friends or colleagues. Whereas, the email marketers
use most often take advantage of web programming languages HTML and CSS to add graphics,
animations, action buttons, and other progressive formatting to attract reader’s attention and call to
action. To better understand the challenges an email designer faces, marketers need to know the
vocabulary and understand some of the technical aspects behind email progresses and design.
Our ProAd team understands best the techniques of how to build up your emails. Please contact
us if you are searching for the expertise or having difficulties to format your email. We would love
to help you!
13. 2.2. The Three Email Client Environment
Desktop email clients Webmail clients Mobile email apps
Outlook, Apple Mail, Thunderbird,
Lotus Notes, Postbox, etc.
Outlook.com, Gamil.com,
Yahoo.com, Hotmail.com,
iCloud.com, etc.
Android Gmail, Apple Mail,
Outlook, etc.
Although they have their own
special bells and whistles, they all
send and receive email and same
way and they provides the same
basic functionality.
Web programs that are accessed
through a web browser. These
webmail clients offers similar
functionality as the desktop clients,
but perhaps not all of the features.
The main benefit is that an
individual is not tied a single
computer to access their mail. One
can access email from any
computer with an internet
connection world-wild.
They are designed to specifically
work on mobile devices, and
although they handle the basic
functionality like their desktop
application, they are generally
stripped down of many of the
advanced features.
14. 2.3. Select Target Group and Send Emails Which Suit Their
Email Environment the best
People who own smartphones tablets, and computers, it is very likely that those people use all
three in a given day. What the three environments share in common is the process in which email
is sent across the Internet. However, both across and within the three environments, several of
the email clients have different mechanics that can cause the identical email to appear entirely
different. Especially, for the mail marketers who are sending emails with graphics or animation
with hyperlinks and other formatting, these three environments pose considerable display issues
that have to be considered.
While an expert design team or a third-party email agency, such as our ProAd team, handles or
has a work-around for many of the issues that can come up, it is important for marketers to know
a little about the mechanics of the email process and how emails appear in these email
environments to properly plan their marketing activities. We can help you with that!
15. 2.4. Launch All Emails
• Personalized your emails which offers you the opportunity to track
individual response
• Specialized software services can send out all emails to the recipients
in your list
• ProAd has customized software from our partner organization which
maximizes our ability to help our clients to make the best email
marketing strategy.
16. 2.5. Mobile vs. Computer
• Emails appear differently on a mobile device because of
the screen size
• Email marketers must design emails that simultaneously
work well on mobile and desktop devices
• Three approaches to consider when addressing how to
design for mobile versus desktop apps (Slide 17)
17. Three Approach: Choose Best for Your Strategy
Approaches Agnostic approach Fluid designs Responsive designs
Preference Mobile user ahead of others
Email automatically enlarge or
shrink to fit the screen size
Different look for different screen
size
How-To
Design your layout based on what
works on a mobile screen first
regardless screen size
The width is not fixed and instead it
is set by the percent of the screen
Designer set up conditions in the
code, a media query to detect the
screen size, that place elements of
the email in different places on the
screen depending on the screen
size
Upsides
i.e. Single column, large buttons,
short and concise copy
On smaller screen, the email shrinks
to fit, and on larger screen, the
email enlarges
Ideal. For a small , a call-to-action
button might in the middle of the
email, but on a larger screen that
button might shift to the right to
align with another element.
Downsides
The emails are deformed in other
devices, even might be unable to
display correctly
Text tends to wrap in the wrong
places and buttons can get
misaligned
Ideal yet complex. Everything is
built into code. Some mobile apps
do not support media queries
which can be problematic
19. 3.1. The Metrics of Email Marketing
One of the key benefits of email marketing is that it is highly measurable,
and it is possible to determine return on investment fairly accurately and
precisely. There are 8 of metrics (Slides 20) we are going to cover in our
service. Each metric stands for an important puzzle of the whole picture.
Combining more than one metric along with information about user
segments forms a more complete picture that can cover both campaign
performance and the health of an email list. We are also going to
recommend you the best practices to improve email marketing
performance on these metrics
20. Summary of Key Email Metrics02
Deliver Rate
Emails delivered
Total sent
Bounce Rate Open Rate
Click-Through Rate Click to open (COP) Conversion
Emails improperly
delivered
and returned
Total sent
Emails opened
Total sent
Time link clicked
Total delivered
Time link clicked
(by receipient)
Total opens
Purchased or Action
(at website)
Total delivered
A
B
C
D
E
F
G
H
The total value spent
for conversed actions)
The number of
conversed email
Average Order Value
Purchased or Action
(at website)
Total click−thru
Adjusted Conversion
21. 3.2. The Health of an Email List: Growth & Churn Rates
One way for an email marketing manager
to evaluate the effectiveness of their
emails and the health of their email list is
to track growth and churn rates. To do
so, the manager should generate a
report frequently (i.e. annually) with all
of the email addresses, the statues (i.e.
active, unconfirmed, unsubscribed,
bounced, etc.), and 2 key dates : the date
the email was added and the date the
email was lost.
If the manager observes decreasing rates of
growth, then the manager, then the manager
should investigate what is causing the shift and
perhaps implement new strategies for adding
addresses to the list. On the other hand,
increasing rates of churn over time should raise
red flags for a company. Are they offering value
with their emails? Are they sending too many?
Can the churn rate be associated with any
other activities in the marketplace or perhaps a
change in IT processes for the company?
22. Best Practices to Improve Email Performance03
2. Keep it visual – but have a backup plan. Content
is king
3. Call to action should stand out and needs
to link to an associated landing page.
4. The most critical element is the email subject
line. It needs to be relevant to the recipient,
and the length should fit the size of screen.
5. Mobile optimization. (As mentioned in section 2)
You
Help
Can
ProAd
1. Make your identity known and your purpose clear
23. Create
Awareness
Inform the
Market
Create Desire
Encourage Trail
and Purchase
Build Loyalty
4. Consumer Decision Making
and the Role of Email
Need
Recognition
Information
Search
Evaluation
of
alternatives
Purchase
Post
Purchase
Evaluation
Knowing the the consumer decision
model and the hierarchy of effects
model helps marketers to understand
when to send an email and what kind of
email to send that can maximize the
effect of the email
The consumer
decision model
The hierarchy
of effects
model
24. 5. Making a List that is Value-Worthy
• An organization's email list is a vital organizational assets. Building an email list
from the ground up, requires mapping out the all of the potential points of contact
or sources of contact with existing and potential customers. Our ProAd team has
grouped the most common sources of contact into four categories (slides 25) for
you.
• Some individuals maybe concern about sharing their email address because of
privacy. However, most these concerns can be overcome if the requestor is
offering something of value (such as in slides 26).
• Permission in the precondition, no forgiveness after.
25. Source of contact for building email lists04
Personal
Internet
Referral
Outgoing
• In-store-direct
• Phone
• Website or blog
• Emails (solicitations, newsletters)
• Paid search/ Search engine marketing
• Friends, customers, etc.
• Associations and partnerships
• Trade shows
• Speaking events
26. Examples of marketing inventory that a
company can exchange for an email address05
A
B
C
D
E
Loyalty Programs
E-receipts
Customers automatically receive e-receipts while also
maintaining a record of the purchase receipt, thus eliminating
the need for the customer to even worry about finding a receipt
should they need to return or exchange an item
White papers/ Webinars
Contests
Running a contest or giveaway not only provides value to
the customer but it also provides an opportunity to increase
engagement with the organization if the events is tied in
with social media. Some organizations can provides a free
ebook in exchange for an email and contact information.
Pay ($$)
In some case, it maybe simpler just to
pay money directly for email address.
27. 6. Optimizing Emails and A/B Testing
When is the right time to send an email? Is this the best subject line?
Should we use the green background or the blue one?
How do we know? Testing.
In email marketing, the most common type of testing is called an A/B
test. As the name suggests, the basic structure of an A/B test involves
sending out ”Version A” to one subsample of a list and ”Version B” to a
different subsample. Ideally, the versions differ in terms of a single
element (i.e. subject line).
28. Testing What?
Comparison of types of A/B tests conducted by companies from different countries
Global Average (%) USA (%) France (%) Germany (%)
Subject line 39 44 27 44
Email content areas 37 37 30 45
Sent dates/ times 36 33 38 37
Sender address 32 28 36 35
Images 30 19 36 36
Offers and promotions 28 31 25 30
Preheaders 23 21 30 18
MarketingSherpa surveyed 1,095 marketers and found that 81%
performed some form of testing or optimization of their commercial
emails. Of that 59% used data from past campaigns while 47% used
active testing. According to MarketingSherpa, of those marketers who
test email with some form of A/B testing, the three most commonly
tested elements were subject line (86%), calls-to-action (62%), and
messages (58%). According to Mailjet, an email service provider, U.S. and
German companies are more likely to test subject lines in emails than
companies from anywhere else around the worlds, as showed in the
table below (as cited in Hanna, Swain & Smith, 2016):
30. Reference List
David Chaffey, F. E.-C. (2012). Digital Marketing strategy
implementation and practice. Harlow, Edinburgh Gate, United Kingdom:
Pearson Education Limited.
Richard, Hanna, R. C., Swain, S. D., & Smith, J. (2016). Email Marketing
in a Digital World The Basics and Beyond. New York: Business Expert
Press.
Specht, B. (2016, August 24). The Ultimate Guide to International Email
Law [Infographic]. Retrieved from Litmus Software Inc.:
https://litmus.com/blog/the-ultimate-guide-to-international-email-
law-infographic
