5. Email Use Today
• Three-fourths of adults cite email as their
preferred method for commercial
communication
- Merkle: “View from the Digital Inbox 2011”
• “Search and email remain the two online
activities that are nearly universal among
adult internet users, as 92% of online adults
use search engines to find information on the
Web, and a similar number (92%) use email.”
- Pew Internet: “Search and email still top the list of most popular online activities”
6. Youth and Email
• “Email is similar to search (and many other
online activities) in that the youngest online
adults, the college-educated, and those in the
highest income categories are more likely than
others to engage in the activity.”
• In 18-29 age group 94% use email and 64%
use email at least once per day
- Pew Internet: “Search and email still top the list of most popular online activities”
16. Bounces
• Maintain low bounce
rate
Hard Bounce: an email message
• Accept inbound returned to sender by ISP indicating
bounces quickly the To address was invalid
• Remove bouncing
addresses
– Hard bounces Soft Bounce: an email message
immediately returned to sender by ISP for any
reason other than a hard bounce
– Soft bounces after three including temporary reasons such as
consecutive bounces a full inbox or a busy server
over a period greater
than 15 days
19. CAN-SPAM Major Provisions
• Pre-empts states’ private right of action
• Provides for enforcement by the FTC,
State Attorneys General, ISPs
• Prohibits fraudulent email practices
• Establishes fines up to $2MM and prison sentences up to 5
years
• Segments transactional & relationship email from commercial
email
• Prohibits sending additional commercial email more than 10
business days after opt-out is received.
Silverpop does not provide legal guidance. Silverpop presents this document as a discussion of general legislation issues and
not as legal advice. Please consult your attorney for legislation compliance guidance.
20. Categorize the Message
• Transactional:
– Post-transaction
– Warranty, safety, recall
– Change in subscription terms or account information
– Directly related to employment relationship
– Delivery updates or upgrades
• Commercial: primary purpose is to advertise or promote a
commercial product or service, not Transactional
• Non-commercial: Does not advertise or promote a commercial
product or service, not Transactional
Silverpop does not provide legal guidance. Silverpop presents this document as a discussion of general legislation issues and
not as legal advice. Please consult your attorney for legislation compliance guidance.
21. Sender Obligations
• Clear, conspicuous, Internet-based opt-out
mechanism that works for at least 30 days after the
send
• Comply with opt-out within 10 business days
• No deceptive subject lines
• Without Permission:
– Include notice that the message is an advertisement or
promotion
– Include a physical address
Silverpop does not provide legal guidance. Silverpop presents this document as a discussion of general legislation issues and
not as legal advice. Please consult your attorney for legislation compliance guidance.
22. CASL – Communication Channels
• Governs use of:
– Email
– SMS
– Instant Messaging
– Social Networks
• Commercial Email Messages (CEM):
Message with any commercial component
• Opt-In Required
• Opt-Out option must be offered
• No exception for transactional messages with
commercial content
Silverpop does not provide legal guidance. Silverpop presents this document as a discussion of general legislation issues and
not as legal advice. Please consult your attorney for legislation compliance guidance.
23. Utah & Michigan
Do Not Email to Minors Legislation
• Prohibits email marketing:
– Products or services that
are illegal to sell to minors
– Addresses that have been
listed on registry
• Provides criminal and civil penalties
• Private right to action – individuals can bring civil action and
recover penalties
• Addresses must be scrubbed against the ‘Do Not Send’ lists
prior to sending
34. Above the Fold
• 400 height x 500 width Outside
• Most important content 500
pixels
• Scanable
• Should encompass
• Offer
• Call To Action
• Urgency Indication
• Brand
Above Fold Copy
• Words: most 6 characters or less
• Sentences: 1.5 – 2 lines Outside
• Paragraphs: most no more than 4 lines 400 x 600 pixels
• Use bullets to reduce copy
• Keep overall design succinct
Keep as much of the text as possible “above
the fold” to avoid the need scroll
34
35. Above the Fold – Pre-Header
Pre-Header can be
displayed as “snippet
text” in the Inbox
35
41. Structure
•Provide Visual Structure With
•Color
•Borders
•White Space
•Color should agree with web
site
•Color variations can
dramatically affect response -
TEST
46. Design for Touch
Functional design, well
within 500 pixel width
Large links are easier to
finger-click
Provide adequate
spacing for
fingertips between
links
48. Offer/Call to Action
Inline text links in
beginning copy
Inline text link with
active call to action
wording
Button with active call to
action wording and
action encouraging
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62. Top Tools & Tips for List Growth
• Use Preference Center
• Use Welcome Series
• Track Source
• Optimize Web site subscription offer
63. Thank You
• Stephen Guerra
– Principal Consultant, Silverpop
– Twitter: @StephenGuerra
– sguerra@silverpop.com
As a recognized expert in the dynamic world of email marketing, Stephen
Guerra, brings over ten years of experience to bear when advising clients;
from small non-profits to multi-national, Fortune 500 companies; on best
practices and innovative techniques to reach their marketing goals. Stephen
has guided clients, in both B2C and B2B arenas, to email marketing success
in a variety of industries including retail, financial, entertainment, and
transportation.
