Join eMarketer Principal Analyst David Hallerman as he spotlights today’s best practices for email and offers tips for making it an integral part of overall marketing success.

1. David Hallerman Principal Analyst J U L Y 1 4, 2 0 1 1 Best Practices for Email Marketing Sponsored by:

3. Email’s Not Dead (far from it)

4. Email volume and revenue both showed greater increases over the course of last year

5. Email is the big-time favorite channel for hearing about sales or other promotions

6. More people join email lists than become social network fans

7. However, most people are overwhelmed by the piles of email they get daily

8. Many marketers want a piece of “your” customer’s time and attention

10. Your customer is rarely your friend—they want from you just as certainly as you want from them

11. Getting and Keeping Customers (acquisition and retention)

12. Customer retention and acquisition are leading marketing priorities

14. Welcome is the customer “behavior” most used by marketers—and it can color much that follows

15. Customers rarely fall in love with the company (anyway, one kiss ain’t enough)

17. Email marketing’s central theme: improving long-term customer relationships

18. Customer relationships are more than a cliché—nurture them over time

19. Trust and loyalty go together in all relationships, even commercial ones—and especially with email

20. Marketing that people trust : Email always on top (and bottom)

21. Build and Maintain Effective Lists (more data, more complex)

23. Top metrics marketers use to gauge their interactive performance 55% in study cited building opt-in email lists as a top interactive marketing goal in 2011

24. Email list data quality reaches peak with full-scale opt-in (a committed audience) Single Opt-In Affiliate Network or Forward to Friend Purchased List or List Rentals Double or Confirmed Opt-In

25. Email marketing tactics that best build opt-in lists

26. Pre-populating sign-up check boxes undercuts opt-in’s vitality

27. Pre-checking opt-in boxes may sacrifice quality for quantity

28. Slow and steady—don’t ask for too much info at once. Get it over time instead

29. Multistep registration helps attract new subscribers

30. Maintaining good lists typically requires regular check-ups with customers

31. Main reasons internet users delete emails without ever opening them

32. Well-maintained email lists drive greater deliverability

33. Create Relevant Emails (segmentation and targeting)

34. How do you get people’s attention when so many are sick and tired of marketing messages?

36. Personalized email is still at a rudimentary stage for many—and so that’s a way to get a leg up on the competition

37. Effective targeting means less is more

38. Effective segmenting means more is more

39. Accurately segmented lists tend to increase relevance , which also encourages recipients to open the emails

40. However, targeting individuals with relevant content is the single most significant challenge to effective email marketing

41. Irrelevant messages are a main reason why people unsubscribe to permission email

42. Benefits of Automation (ESPs or in-house systems)

43. Automating email is required to make many moving parts fit together

45. But it’s not just press and send to implement robust automation

46. Marketers use ESPs for gauging email’s effects and increasing relevance–as well as for automation

49. With an ESP or without, technology is crucial for sending relevant (lifecycle) emails

50. Marketers who fully understand their needs will be more likely to engage an ESP that has product features they need

51. Test and Measure (rinse and repeat)

52. Infinite loop : Test and measure and test and measure and test and measure

54. Test types of welcomes , then layer offer/no-offer variables on top of that

56. Measuring test results is also an excellent way to segment customer lists

57. Metrics tracked varies, based on email marketer’s level of experience

58. Beyond the Email Silo (integrating social and mobile)

59. The best don’t do email marketing, but rather they include email as part of overall marketing campaigns

61. Brand relationships: A mix of email opt in and social network fandom

62. However, more people get opt-in email than follow brands on Facebook

63. The passalong —email’s original social element—still sways purchase decisions

64. Positive word of mouth is often email’s goal, amplified by social venues

65. Marketers who listen increase the odds that people will talk about them

66. Brand advocates and regular internet users talk about products primarily through three platforms

67. Email-generated word-of-mouth often occurs outside of the digital space

68. Email is a core channel that people use to discuss products and services

69. What is prime content for sharing —at least in the commercial space?

70. More pieces to mobile email marketing than just correct formatting

72. Mobile’s personal side leads to closer relationships and increased retention

73. Mobile email more likely to drive purchases than any other mobile channel, but social contributes strongly too

74. Mobile users by far prefer email for hearing from their favorite companies (text messages far less so)

75. Mobile and email together—a doubly personal environment for marketing

76. Conditions under which college students would accept smartphone ads

77. Conclusions

79. LYRIS OVERVIEW July 2011

80. Case Study: Joy the Store

83. Global Customers RETAIL MEDIA & ENTERTAINMENT FINANCIAL SERVICES TECHNOLOGY HOSPITALITY PUBLISHING NON-PROFIT AGENCIES EDUCATION

84. Best Practices for Email Marketing Questions & Answers Registrants will receive an email tomorrow that includes a link to view the deck and webinar recording. For more discussion, please join us after the webinar on LinkedIn. Search for the eMarketer Group and click on Discussions. To learn about eMarketer Total Access please visit www.emarketer.com/products or contact us: (800) 405-0844 or [email_address] Twitter Hashtag: #eMwebinar Sponsored by : Presented by: David Hallerman Principal Analyst, eMarketer, Inc.