The GOOD the BAD

and the BESTPractices for a Post-Wild West Email Marketing World

Elyse Dupré is a reporter at Direct Marketing News and covers ever-evolving trends in the marketing world. She joined Direct Marketing News in August 2012 after graduating from Boston University with a B.S. in journalism and a B.A. in psychology.

Moderator: Elyse Dupré

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• Principal of Marketing Research at ExactTarget

• Author of the bookEmail Marketing Rules

• Email Insider Columnist• Blogger for 7+ years

(2,500+ posts)

Speaker: Chad White

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What are best practices?

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“Best practices are those practices that generally produce the best results or minimize risk.”

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“Following best practices doesn’t make you mediocre, unimaginative or a conformist.”

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Adopting best practices isn’t about ticking boxes.

It’s about execution.

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Let’s look at the GOOD, the BAD, and the BEST of 8 email marketing practices…

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1.Signup Process

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2.Signup

ConfirmationPages

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Sign up confirmation pages…• Confirm opt-in was successful• Set expectations • Collect more subscriber data• Secure additional opt-ins• Engage with offers or content

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3.Welcome Emails

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4.Preheader Text

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Under Armour, 5/21/13 — Built To Tackle The Sun & Sand It's Always Sunny Somewhere — Shop Now | View Online.

Urban Outfitters, 5/20/13 — Are you ready to get the party started? Shop Summer Party Essentials

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Victoria’s Secret, 4/16/13 — This one's for you, Angels... You have asked to receive emails from Victoria's Secret. If you have received this email in error, please unsubscribe here.

Monterey Bay Aquarium, 5/21/13 — Bid Now for the Oceans: Last Chance! Having trouble reading this message? View it online.

Ann Taylor, 5/20/13 — FINAL HOURS! EXTRA 50% Off Sale Final Hours: Take An Extra 50% Off All Sale Styles!

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West Elm, 2/18/13 — Today only: free shipping (plus a Presidents Day surprise) Use promo code FREE4PRES at checkout, some exclusions apply

Threadless, 4/24/13 — Aerosoiled and 9 more new goofy designs by MADE artist Aaron Jay! Plus, hang out while we interview Aaron Jay at 11:30AM CST.

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5.Defensive Design

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< Images on

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< Images on

Images off>

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< Images on

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< Images on

Images off>

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< Images on

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< Images off

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6.Mobile-Friendly

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< Wide screen

Narrow screen >

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7.Personalization

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Lenovo, welcome email — Chad, thank you for signing up. Enjoy your exclusive Lenovo offer.

Michael’s, progressive profiling email — Chad, isn't it time we got to know each other?

Olive Garden, birthday email — Chad, go celebrate your birthday with a free app or dessert!

ThinkGeek, 5/17/13 — Chad, I am your father

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Subway, 9/4/13 — Chad, it's time to celebrate! Any regular FOOTLONG(TM) is a $5 FOOTLONG(TM) all SUBtember(R) long. (At participating restaurants. Pricing details inside.)

Volkswagen, 2/22/13 — Chad, don't miss out on a limited-time offer on the 2013 Passat

Chili’s, 7/21/13 — 2 Coupons for Chad

Chadwicks, 2/18/12 — , enjoy $4.99 shipping today!

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8.Unsubscribe

Process

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Email marketing’s impressive power obscures

an unfortunate truth…

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“Poor practices are blunting email marketing’s effectiveness and keeping its ROI from being truly awesome.”

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Thank You!

Please complete the survey for this session.

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Email Swipe Filepinterest.com/exacttarget/email-swipe-

file

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