This was from Orbit's monthly "Wine & Web" event on May 22, 2012. The topic was email marketing and Andy Crestodina presented Orbit's best practices for design, content, sender name, list growth and metrics.

1. Email Marketing (2012 edition)
Orbit Media Studios
@orbiteers #wineweb

2. Email Marketing
1. The Email: Content & Design
2. The List: Growing & Managing
3. Sending: How & When
4. Results: Measure & Improve

3. The Email
Content & Design

4. Make a Magazine

5. Content & Design: Lots of Links
Source: HubSpot, Science of Email Marketing, February 2011

6. Content & Design: Lots of Links
Source: HubSpot, Science of Email Marketing, February 2011

7. Content & Design: Link Tracking

8. Content & Design: Mobile Friendly
1. Test
2. Left Align Content
3. Landing Page
4. Test

9. Subject Lines: BEST for open rates
1. Posts
2. Jobs
3. Survey
4. Week’s
5. E-newsletter
6. Issue
7. Digest
8. Bulletin
9. Edition
Source: HubSpot, Science of Email Marketing, February 2011

10. Subject Lines: WORST for deliverability
1. Confirm
2. Features
3. Upgrade
4. Magic
5. Raffle
6. Rewards
7. Requested
8. Follow Up
9. Coupon
Source: HubSpot, Science of Email Marketing, February 2011

11. Sender Name = Human

12. The List
Growing & Managing

13. Growing & Managing: Get Permission

14. Growing & Managing: Sign Up Form
Prominence, Promise, Privacy, Proof
Source:MarketingProfs.com

15. Growing & Managing: Keep In Touch
Connect, Reconnect
1. Watch your bounces
2. Reconnect on LinkedIn, Twitter
3. Start a conversation
4. Re-subscribe

16. Sending
How & When

17. How To Send: ESPs
Pick an Email Service Provider
1. Deliverability: ReachMail
2. Reporting: MailChimp
3. Price: Mad Mimi
4. Service: Emma

18. When To Send: Day of Week
Source: HubSpot, Science of Email Marketing, February 2011

19. When To Send: Day of Week
Source: HubSpot, Science of Email Marketing, February 2011

20. When To Send: Time of Day
Source: HubSpot, Science of Email Marketing, February 2011

21. When To Send: Frequency
Source: HubSpot, Science of Email Marketing, February 2011

22. Results
Measure & Improve

23. Measure & Improve: Iterative Changes
1. Watch the stats
2. Listen for feedback
3. Experiment: topics, timing, layout
4. Respect your list

24. Web Metrics

25. Measure & Improve: A/B Testing
Source: MailChimp

26. Measure & Improve: Sign-up form
Before…
After…

27. Measure & Improve: Sign-up form
Before and After…

28. Let’s Summarize
“Send timely, targeted,
relevant, valuable emails
to people who asked for them.”
DJ Waldow
Waldow Social
Source: Internet Marketing for Smart People Radio

29. Thanks!
@orbiteers #wineweb