1. Effective Email Marketing Simon Hill Extravision www.extravision.com 23/05/2013 ontheedge@extravision.com 1

2. About Extravision Established 2001 Email Marketing Agency and ESP Based in Manchester Specialise in B2B email marketing Email strategy and design www.extravision.com 23/05/2013 ontheedge@extravision.com 2

3. About me Co-founder of Extravision Technical Director and email consultant DMA Email Council and Best practice hub Working in Email over 10 years uk.linkedin.com/in/simonphill/ @sphill10 23/05/2013 ontheedge@extravision.com 3

4. What we will cover How to improve your data acquisition and make sure you’re legal at the same time Ideas that can help your campaigns create more impact across all devices What can be done to help get your message into the users inbox Which stats are important and how successful has your campaign really been 23/05/2013 ontheedge@extravision.com 4

5. Email marketing is like parenting Everyone has advice on how to bring up your children and what is best for them. The same is true in email marketing Some things are just common sense No concrete rules about what will work for your email campaigns Your business is unique and so are its campaigns 23/05/2013 ontheedge@extravision.com 5

6. Why email marketing ? Number of email accounts will increase to over 3.8 billion by 2014 (The Radicati Group, Inc) 1.5 billion Twitter users 1.1 billion Facebook users 175 million LinkedIn users 23/05/2013 ontheedge@extravision.com 6

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8. Why email marketing ? 188 billion emails sent per day worldwide (excluding 106 billion spam messages) August 2011 140 million tweets – 0.74% 60 million Facebook updates – 0.03% http://blogs.smartertools.com/2011/08/29/the-value-of-email/ 23/05/2013 ontheedge@extravision.com 8

9. Why email marketing ? 23/05/2013 ontheedge@extravision.com 9 DMA National Client Email Report 2013

10. Why email marketing “Anyone without an email address is the digital equivalent of homeless “ Dela Quist - CEO Alchemy Worx 23/05/2013 ontheedge@extravision.com 10

11. How to improve your data acquisition and make sure you’re legal at the same time 23/05/2013 ontheedge@extravision.com 11

12. Data Collection Don’t waste time using outdated or junk data. Spamtraps and blacklisting Start at data collection and grow organically Only collect the data you need Record the data capture date 23/05/2013 ontheedge@extravision.com 12

13. Data Hygiene Double opt in – barrier to list growth – http://www.magillreport.com/Why-Fully-Confirmed-Opt-In-Sucks/ Welcome message Validate data input – leadspend.com Double entry email – waste of time CAPTCHA - annoying 23/05/2013 ontheedge@extravision.com 13

14. Spam traps 3 types – Honeypots – created by Blacklist providers – Zombie accounts – once active accounts – Typotraps – mistyped domains Very difficult to identify and remove once on your list. 23/05/2013 ontheedge@extravision.com 14

15. Data Hygiene Clean your lists regularly – avoid spamtraps – Remove bounces – Remove typo’s – Possible harvested addresses – Unsubscribes via other channels i.e. fbl’s – Inactive subscribers 23/05/2013 ontheedge@extravision.com 15

16. Data Hygiene 23/05/2013 ontheedge@extravision.com 16

17. Data collection Positive action opt-in (the checkbox is initially unchecked) required by EU law unless soft opt-in Include a link to your privacy policy Email syntax validation Send a welcome email 23/05/2013 ontheedge@extravision.com 17

18. Ideas that can help your campaigns create more impact across all devices 23/05/2013 ontheedge@extravision.com 18

19. How many images should we use ? Depends on your brand – fashion vs IT 2 schools of thought – no images, no sense, download images to see the content – Optimised for no images with alt tags, people can still read your message and click links 23/05/2013 ontheedge@extravision.com 19

20. Email Mosaics When people have images turned off HTML tables that impersonate images. Convey message without images Promote interest Can go viral 23/05/2013 ontheedge@extravision.com 20

21. Email Mosaics Easter egg http://en.wikipedia.org/wiki/Easter_egg_%28 media%29 http://en.wikipedia.org/wiki/Easter_egg_%28 media%29 Go to google.com Type “google gravity” and then select “I’m feeling lucky” 23/05/2013 ontheedge@extravision.com 21

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24. 23/05/2013 ontheedge@extravision.com 24 Sony campaign by Alchemy Worx (www.alchemyworx.com) Images turned on

25. 23/05/2013 ontheedge@extravision.com 25 Sony campaign by Alchemy Worx (www.alchemyworx.com) Images turned off

26. Pros/cons of mosaics Increase message size Use style alt tags instead 2 creative options in one email Look at our recipients www.emailonacid.com 23/05/2013 ontheedge@extravision.com 26

27. Pre-header The text at the top of an email before the content Usually online version, unsubscribe Super subject line 23/05/2013 ontheedge@extravision.com 27

28. Pre-headers 23/05/2013 ontheedge@extravision.com 28

29. Pre-headers 23/05/2013 ontheedge@extravision.com 29

30. Subject lines Grab attention – newspaper headline Arguments for both long and short Consider your audience Combination of subject line and message content is the key 23/05/2013 ontheedge@extravision.com 30

31. Subject lines 23/05/2013 ontheedge@extravision.com 31

32. 23/05/2013 ontheedge@extravision.com 32 litmus.com

33. 23/05/2013 ontheedge@extravision.com 33 litmus.com

34. Subject lines Special characters in subject lines http://en.wikipedia.org/wiki/Miscellaneous_Symbols Don’t be afraid to use – FREE, OFFER, Capitalisation etc. Hashtag in subject line ? 23/05/2013 ontheedge@extravision.com 34

35. The Obama email campaign $690 million in online donations 23/05/2013 ontheedge@extravision.com 35

36. The Obama email campaign Create 4 to 6 messages for every day. Send each message with 3 different subject line Large test cells of 50,000 contacts Goal metric – donations 23/05/2013 ontheedge@extravision.com 36

37. The Obama email campaign Test send around 7am and a winner picked about 60 to 90 minutes later The winner went to the remaining database, but some segments received slight variations on the winner depending on their donation history. 23/05/2013 ontheedge@extravision.com 37

38. Email design for mobile “80% of people will delete an email on a mobile device if it doesn’t look good” http://www.bluehornet.com/news/full/new-survey-reveals-shifting-consumer-views-on- email-marketing The question was ““If you get a mobile email that doesn’t look good then what do you do ?” 23/05/2013 ontheedge@extravision.com 38

39. Email design for mobile If you are sending html emails then you already have a mobile email strategy Concentrate efforts on your website Look at your own stats before optimising for mobile devices 23/05/2013 ontheedge@extravision.com 39

40. Optimising for mobile Mobile first design Responsive design 23/05/2013 ontheedge@extravision.com 40

41. Mobile first design Luke Wroblewski http://www.lukew.com/resources/mobile_first.asp Normally design for desktop and adapt for mobile Focus on what is important to the user Single design for all devices 23/05/2013 ontheedge@extravision.com 41

42. Mobile first design Design for touchscreen – Apple’s human interface guidelines state that the minimum size for a click-able area should be 22x44px Design for the screen size – Single column 320 px, full width images 23/05/2013 ontheedge@extravision.com 42

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46. Responsive Design Uses CSS3 @media to render different layouts Requires 2 designs Can be complex coding to implement Does work on all mobile devices 23/05/2013 ontheedge@extravision.com 46

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50. What can be done to help get your message into the users inbox 23/05/2013 ontheedge@extravision.com 50

51. What is deliverability ? “Reaching the inbox is the only way you can earn a response. You must maintain an on going reputation for being welcome in the inbox. Being relevant and earning a high sender reputation is not a box you can just check off. It’s an attitude.” Stephanie Miller 23/05/2013 ontheedge@extravision.com 51

52. What affects your deliverability ? Sender/IP reputation Blacklists Spam filters Feedback loops 23/05/2013 ontheedge@extravision.com 52

53. IP Reputation ESP’s normally have shared and dedicated IP addresses. A dedicated IP address is not for everyone Domain reputation www.senderscore.org 23/05/2013 ontheedge@extravision.com 53

54. IP Reputation Domain setup – Custom domain (sub domain) – Reverse DNS – SPF record Domain Authenticated – Domain keys / DKIM – DMARC 23/05/2013 ontheedge@extravision.com 54

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56. Complaint feedback loops Each ISP has its own FBL Setup by your ESP Generates an email when a message is reported as spam Process this reply accordingly – unsubscribe 23/05/2013 ontheedge@extravision.com 56

57. Which stats are important and how successful has your campaign really been 23/05/2013 ontheedge@extravision.com 57

58. The opens debate Einstein once said “Not everything that can be counted counts and not everything that counts can be counted” “open rates are as useful as your appendix“ Tim Watson - Zettasphere 23/05/2013 ontheedge@extravision.com 58

59. The opens debate Did the recipient receive the email ? Was it of interest ? Did they read it ? Did they follow any of the CTA’s ? 23/05/2013 ontheedge@extravision.com 59

60. The opens debate Read rate the holy grail of email stats Litmus provides a stat Consider your own inbox triage 23/05/2013 ontheedge@extravision.com 60

61. The opens debate Don’t get hung up on your open rate One small metric Set clear goals for your campaign 23/05/2013 ontheedge@extravision.com 61

62. Engagement – open reach What is engagement ? Open, click rate are campaign metrics Engagement is not your open rate Measured over time 23/05/2013 ontheedge@extravision.com 62

63. Engagement – open reach 23/05/2013 ontheedge@extravision.com 63

64. Email frequency “First time openers generate more revenue, first time openers are generally new subscribers hence grow your list or increase your frequency” Alchemy Worx http://www.alchemyworx.com/emailworx/2012/strategy/five-reasons-why-open-reach-will- revolutionise-your-email-marketing/ 23/05/2013 ontheedge@extravision.com 64

65. Conclusion Look after your data Smarter with your email Set clear goals and measure your success against your goals 23/05/2013 ontheedge@extravision.com 65

66. Thank you www.extravision.com ontheedge@extravision.com shill@extravision.com uk.linkedin.com/in/simonphill/ @sphill10 23/05/2013 ontheedge@extravision.com 66