1. Best Practices for E-mail NewslettersReport Email Workshop: Best Practices from Sign-Up to Delivery Follow OTOinsights on Twitter: http://twitter.com/OTOinsights

2. Established in 1997, One to One is the first global enterprise to assemble a complete solution for brands, agencies, and publishers executing one-to-one marketing strategies. The company employs over 150 professionals in 7 offices located in North America, Latin America, Europe, and Asia. One of the 20 “Hottest Independent Digital Firms” Globally AdAge, 2007 One of the Fastest Growing Private Companies Inc Magazine, 2008

3. Locations Global Coverage in Americas, Europe, Asia London Salt Lake City Boston Reno-Tahoe Baltimore Singapore São Paulo

4. Clients

5. Agenda

6. Dr. Philip Rhodes, Ph.D. Philip holds a Ph.D. in Information Design from the University of Portsmouth. He has extensive research and teaching experience in hypermedia design and information architecture. He speaks fluent Portuguese, having lived and worked in Brazil. Before joining One to One Insight, he worked with US solution providers Rare Medium and Sapient, as Director of Information Architecture. Specializing in offering user-centric online solutions within the banking, education, and telecommunications sectors. He also taught at several universities in Brazil and the UK, and has been widely published. Philip is both the Managing Director and the Director of Customer Experience Research & Design at One to One Insight, and a Fellow of the Royal Society of Arts. Managing Director & Director of Research Dr. Philip Rhodes:prhodes@onetooneinteractive.com

7. PART 1: Review of sites/ e-newsletters

9. Independently reviewed top 20 UK retail sites and e-newsletters

11. Information required to sign-up

12. Timeliness of email response

15. 2/20 had links on deeper pages

16. 12 sites sent immediate email confirmation

17. No newsletters received within 24 hours

19. Sign-up| Score 7 6 5 Criteria for analysis 4 3 2 1 0

20. Sign-up| Score 7 6 5 Criteria for analysis 4 3 2 1 0 3 0 1 2 Number of sign-up issues

22. Issues with unsubscribe: Users are informed that they can unsubscribe from a link in the confirmation email, but there is no unsubscribe link in the email.

23. Play.com gives users the worst sign-up experience

24. Only meets 1 key criteria – and included 3 sign-up issues.

25. Forces users to create an account before they can sign-up for newsletter.

26. Many retailers provide a good sign-up experience, but not excellent due to some minor sign-up issues. Typical issues found:

27. Unnecessary information required e.g. address and postcode

28. Asked to confirm their details via email

29. No confirmation email received

30. Confirmation message not clearly presented e.g. below the fold of the page

31. Link in the confirmation email not clickable20th

32. Location of the sign-up link Not on homepage Below the fold on 1024 x 1060 screen resolution

33. Engagement in sign-up link With content, Not personalised Simple With content, Personalised Image and with content With content, image and personalised

34. Sign-up | The Best

36. Combines newsletter preferences and email entry field in one step.

37. Step 2, a confirmation message is returned and it also tells the user that they will receive an email soon.

39. Step 3, clear ‘thank you’ page informing users they have signed up successfully.

40. Step 3b, confirmation email is received immediately (lack of branding).

41. Step 1, Newsletter sign up link is at foot of the page.

44. Step 2, Unnecessary information (town/city/postcode) are mandatory fields. Captcha verification can potentially annoy users

45. Users are not able to select their interests in order to customise the email newsletter.

46. Step 3, Confirmation page has a clear indication that their subscription was successful.

48. Users are not able to personalise newsletter by choosing area of interest.

49. Step 4, Clear confirmation screen.

50. There is no confirmation email received after signing up.

51. Step 1, No sign-up shown on homepage.

52. Users are not informed of the benefits of subscribing.

54. E-mail newsletter | Score 10 8 6 Total Score 4 2 0 0 2 3 4 1 Number of negative issues

55. E-mail newsletter | Score Only 8/20 newsletters received (27th September – 15th October)

57. E-mail newsletter | Content and Length Above the fold (1024 x 1060) Average Length

58. E-mail newsletter | Visibility of Social media links

59. E-mail newsletter | Ability to unsubscribe

60. E-mail newsletter | Consistency and provision of primary menu

61. Newsletter | The Best

63. Look and feel of the newsletter is consistent with the main website.

64. Social media links are displayed at the bottom of the page.

65. No logos are included, so the links could be easily overlooked by users

66. Contact information is clearly provided.

68. The newsletter is not personalised or customised to users’ tastes.

71. Newsletter appears outdated, as the website has another tab in main navigation: Christmas

72. Users can not personalise the newsletter, therefore may be too many types of products.

73. There are no social media links.

74. The unsubscribe link takes users to email, but there is no 'what to do next' guidance

77. Sign up should be located towards the top of the page (at least above the fold)

78. Should be accompanied by an image or icon e.g. an envelope to draw attention

79. Ensure sign-up requires minimal data entry e.g. name and email address

82. Provide a ‘select all’ tick box or ‘general newsletter’ opt in

83. Provide a link to the latest newsletter so that users know what to expect before subscribing

85. Ideally include a clear, separate confirmation page with different content

86. Include a clear thank you message on this page

88. User should not need to ‘reconfirm’ the subscription

89. Ensure consistency with site i.e. branding and logo, etc.

90. Include information about newsletters e.g. frequency and type of content

91. Include a link back to the website

92. Include a link to unsubscribe

94. Ensure consistency with the site in terms of branding e.g. logo, layout, etc.

95. Include links to the site and ensure that they are clear e.g. logo and url address

97. To share the e-newsletter

98. Links to the social network site e.g. Facebook page

99. Ensure that the e-mail is personalised – use of first name, etc.

100. There must be a clear option to ‘unsubscribe’

101. This must not be hidden within text

103. Do not include excessive amount of text

105. Paul Hedgeland Paul Hedgeland has over 15 years experience in sales, marketing and development of IT solutions. In the last 9 years Paul’s career has been focused on internet based marketing, advertising and email communication. Paul now runs the UK office for One to One Connect as part of the One to One group of companies specialising in targeted permission based one-to-one brand dialogues. Director, European Operations One to One Connect Paul Hedgeland phedgeland@onetooneinteractive.com

107. Drives deeper engagement by delivering measurable content and messages across a broad spectrum of permission marketing channels including email, social and branded apps (desktop, mobile and web)

108. Can integrate with existing CRM, content management, data mining and other proprietary systems empowering marketers to quickly and easily build sophisticated retention/acquisition campaigns

110. Universal contact management

111. Multi-channel metrics

112. Preference centers and subscription management

113. Engages users across a diverse network of social media sites

114. Delivers branded content directly to a users mobile device

115. Fully-hosted enterprise email marketing solution available either as full-service or self-service modes

116. Enables marketers to easily manage multiple content channels across a network of branded apps (Desktop, Mobile, “TV”)

117. Strategy: Crafting a smart approach to relationship marketing

118. E-Mail Program Management: Managing e-mail programs since 1998

119. Apps Development: Building branded applications since 1998

120. Creative Services: For e-mail, social, and branded applications

121. Data Integration: For e-mail, social, and branded applicationsSupporting Services

122. Ease of use Three initial steps of email marketing Get your data set [Groups and Lists, import data] Edit/Create email Report on success Demo 1

123. Some Advanced Features… Sharing is the new viral/refer a friend Twitter Facebook Feeds RSS Split testing Body content and subject line Segmentation Wizard makes it easy to set up and run

124. Socialise your emails Facebook share url http://www.facebook.com/sharer.php?u=http%3A%2F%2Fwww.otoinc.com%2Finteractive%2F&t=title Google “One to One Interactive” HTML page Title HTML meta tag description Demo 2

125. Feeds Using the BCC’s excellent RSS feed resource http://feeds.bbci.co.uk/news/uk/rss.xml Demo 3

126. Split Testing Demo 4

127. Conclusion Use share to have a conversation with your subscribers friends (3rd party engagement) and boost sales through viral content Use feeds to keep the information in your emails up to date – sales, offers, vouchers Use Split testing to verify you are sending your very best email

128. Questions? For copies of the presentation or further info on One to One services please email: joutlaw@onetooneinteractive.com