1. Taking Your Email Marketing Program to the Next Level

2. Dylan Boyd VP of Sales & Marketing Twitter: Me: @dtboyd Better: @eROI

3. Established in 2002. eROI is a leading email and interactive agency, combining compelling design with innovative software. 2007/2008/2009 Inc. Magazine Inc. 500 + Inc. 5000 company of the year

4. Clients

6. Why we are here....

7. The ROI for email marketing is $57.25 for every dollar spent. The ROI of all non-email online marketing is $22.52. Less than half of email. - Direct Marketing Association

8. Email Marketing Landscape

11. 274: Average number of personal emails weekly. 304: Average number of business emails weekly. - JupiterResearch

12. More than one-quarter of the email that consumers received in their inboxes was marketing. - JupiterResearch

13. In a crowded Inbox, better email marketing wins.

15. Opt-In

17. Examples of Opt-in Questions Good Too Much

18. Get them in and start the relationship

19. Preference Center

21. Try to keep your permissions fresh. Don’t expect what someone told you a year ago hasn’t changed. Grow with your customers.

22. Preference Links in an Email Footer Example

23. People don’t always want to unsubscribe. Don’t make that their only option.

24. Preference Center Examples

25. Preference Center Examples

27. Preference Center Opt-out Survey

28. When you do Implement a Preference Center...

29. ...don’t ignore the preferences. They will spread the word. Like I am doing now.

30. No Preference Links in an Email Footer

32. How Are Mobile and Social Impacting Email?

33. Discovery and Audience Engagement Measurement

34. Social CRM Discovery and File Appending

35. Mobile Emails and Landing Pages

36. Where to Start And Examples

37. Start with Wireframing

44. Welcome Emails

45. A Welcome Email is the first email received after an opt-in and confirmation of subscription This will be your highest open rate ever. Make it count. Ask for the Sale!

46. Tips for a Successful Welcome Email 1. Immediate Arrival 2. Recognition (branded “from”, email address & subject line. “Thank you!”) 3. Tell them why you’re Awesome (benefits, exclusives, what to expect) 4. Frequency (how often emails will be arriving) 5. Preference Management & Unsubscribe Links 6. Strong Calls-to-Action Back to Website Content 7. Balanced use of Images vs. Text 8. Provide a “real” person’s information if they have feedback

47. Welcome Email Examples

49. Welcome Email Examples

50. Subject Lines

51. Subject Line Case Study

52. Subject Line Case Study

53. Subject Line Case Study

54. Test. Test. Test.

57. List Segmentation

58. 46% of Internet users say emails they receive are not targeted to their needs. - eMarketer

59. When asked why recipients stopped subscribing to opt-in emails, more than one-half said the content was no longer relevant. - JupiterResearch

60. Open rates for segmented versus non-segmented campaigns are as much as 20% higher on average for the first 30 days. - MarketingSherpa "Email Marketing Benchmark Guide 2008”

61. List Segmentation Opportunities 1. Customer vs. Lead 2. Length of Relationship 3. Demographics (male/female & business titles engage differently) 4. Geography (cater messaging to their environment) 5. Statistical Behavior (watch “what they do” on emails and at website) 6. Engaged vs. Un-Engaged (Different tone, different offers)

63. You need Data to do this...

64. Deliverability

65. Deliverability = Getting your email into the inbox.

66. EMAIL AUTHENTICATION Authentication is a means by which ISPs can identify who you are by your IP address and mailstreams. It's akin to your driver's license and plays a key role in email deliverability. What you can do about: Implement an SPF record, SenderID , & a Domain Key

67. MONITOR YOUR REPUTATION 83% of the time, sender reputation is the cause of email filtering. Most ISPs analyze your past sending activity to determine if you are a good sender or a bad one. Think of it as a credit score for your email program. In the end, a good email reputation becomes the critical factor dictating if your email reaches the inbox. What you can do about: Check your reputation at www.senderscore.org

71. Resources

72. eROI Resource Center - eROI.com BeRelevant! - emailmarketing.typepad.com Return on Subscriber - ReturnonSubscriber.com The Email Wars - TheEmailWars.com Email Experience Council - emailexperience.org Return Path - returnpath.com Sender Score - senderscore.org Sign up for other Email Lists. Find ideas, learn from others mistakes.

73. Thank You! [email_address]