Transcript email spam filter

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Email Marketing
Email Marketing
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In this webinar, we will cover:
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Fundamentals of email marketing
Creating and sending emails in LeadOutcome
Analyzing results (understanding what metrics matter and why)
How to act on these results
Email Marketing: Fundamentals
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List building do’s and don’ts
Using auto-responders
CAN-SPAM compliance and what that means
Optimizing emails for delivery
Persona building and how that affects your emails
Frequency and relevancy
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Email Marketing: Fundamentals
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LIST BUILDING DO’S AND DON’TS
DO:
• Use Tags to segment based on relevancy (use with forms or smart pixels)
• Use targeted lists when you’re sending emails
• Build lists naturally/organically
• Provide the offer with a link in your email vs on a Thank You Page
DON’T:
• Purchase lists!!
• Always send all emails to all leads
• Send irrelevant, untargeted information
Email Marketing - Fundamentals
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Ideas for building lists naturally:
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Blog
Whitepapers, eBooks, PowerPoints, infographics, free stock images
Share on social media (Twitter now indexing tweets!)
Using social media to create conversation and generate traffic
Go to tradeshows and networking events
Bid for targeted, long-tail keywords and track them for organic usage
Use video & video SEO
Email Marketing - Fundamentals
USING AUTORESPONDERS:
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Form length should be equal to the value of content offered
Understanding of cookies and how that affects submissions
Directing to a Thank You Page
Following up with nurturing campaigns
Employing Tags for segmentation
Tying in emails that require the recipient to take action
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Email Marketing - Fundamentals
CAN-SPAM COMPLIANCE
WHAT IS IT?
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Email Marketing - Fundamentals
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CAN-SPAM COMPLIANCE
• 2003 law setting the standard for commercial email sending
• Canadian CAN-SPAM law updated in 2014 with stricter standards
• Fines & potential imprisonment for abuse
So, what does this mean for most marketers?
Email Marketing
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“There are rules for going about an outbound marketing campaign. You cannot
amass a list of random email addresses and enter them into an auto-responder
list because not only is this against most auto-responders’ terms of service, but
individuals who do not choose to opt into the e-mail list can claim spamming,
and that is actually illegal.” – MarketingLand
http://marketingland.com/fundamentals-executing-profitable-outbound-email-marketing-campaigns-113231
Email Marketing - Fundamentals
OPTIMIZING YOUR EMAILS FOR DELIVERABILITY
Deliverability: the ability to get your emails delivered to the
intended destination.
• Understand DMARC and the impact it has on your emails.
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Email Marketing - Fundamentals
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QUESTION:
What things in your emails can trigger a spam filter to ding your
emails as spam?
Email Marketing - Fundamentals
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Email Marketing - Fundamentals
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Email Marketing - Fundamentals
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What things in your emails can trigger a spam filter to ding your
emails as spam?
• Attachments
• Excessive red font
• Excessive punctuation
• Excessive capitalization
• Excessive use of FREE
• Image-only emails / excessive images in emails
Email Marketing - Fundamentals
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PERSONA LIST BUILDING AND HOW THAT AFFECTS YOUR EMAILS
• Goes back to list building and sending targeted messages
• Use language that connects with your audience
(B2B, B2C, millennials, Gen Xers, etc.)
• State a reason for sending your emails
Email Marketing - Fundamentals
FREQUENCY & RELEVANCY
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Goes back to list building and sending targeted messages
Let your audiences know that you’ll be emailing them
Too many messages = bad
Too few messages = bad
Meaningless messages = bad
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Email Marketing – Create/Send
CREATE & SEND EMAILS IN LEADOUTCOME
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Email Marketing – Analyzing Results
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ANALYZING RESULTS: (understanding what metrics matter and why)
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Your send rate doesn’t matter, slightly.
Your open rate doesn’t matter.
Your open rate doesn’t matter.
Understand why it doesn’t matter.
Any guesses why it doesn’t matter?
Email Marketing – Analyzing Results
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ANALYZING RESULTS: (understanding what metrics matter and why)
So what does matter?
• Click rate
• Unsubscribe rate
• Spam complaint rate
Email Marketing – React on Results
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HOW TO REACT TO THE RESULTS THAT MATTER
• Refine messaging for existing messages and/or future messages
• Use SMART PIXELS to react (unsubscribe from a campaign, assign/unassign a tag, etc.)
• Don’t obsess over metrics too much (focus on trends)
Email Marketing – React on Results
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JUST BECAUSE YOU KNOW THEY WANT IT, DOESN’T MEAN THEY WANT IT
FROM YOU RIGHT NOW…
T&C 2015
Email Marketing - Conclusion
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Build lists organically.
Understand CAN-SPAM, DMARC and spam triggers.
Understand your personas.
Optimize your emails (ALWAYS be optimizing) for content,
frequency, and relevancy.
• Focus on the metrics that matter.
• Have a follow-up action in place for those metrics.
Email Marketing - Conclusion
QUESTIONS?
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Email Marketing - Conclusion
THANK YOU!
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