Email marketing Best Practices with Chad White
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Transcript of Email marketing Best Practices with Chad White
Digital Marketing Priorities 2013 Brought to you by:
Email Marketing Rules
Chad WhitePrincipal of Marketing ResearchExactTarget, a salesforce.com company
The Good, the Bad, and the Best: Practices for a Post-Wild West Email Marketing World
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About SmartInsights.comActionable Marketing Advice
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About Chad White
Principal of Marketing Research at ExactTarget
Author of Email Marketing Rules and EmailMarketingRules.com
Email Insider Columnist Blogger for 7+ years (2,500+
posts) Former journalist at Dow Jones
and Condé Nast
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What are best practices?
There are many definitions out there.
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They are what the majority do.
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Innovators break best practices.
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They are “what’s best for you.”
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Best practices define mediocrity.
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Best practices define mediocrity.
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Best practices are those practices that generally produce the best results or minimize risk.
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Adopting best practices isn’t about ticking boxes.
It’s about execution.
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Let’s look at the GOOD, the BAD, and the BEST of 5 email marketing practices…
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1. Signup Process
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Survey…
On your homepage email signup form, what data fields do you require?
A. Only email address.
B. Email address plus 1 other field.
C. Email address plus 2 or more additional fields.
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2. Welcome Emails
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Survey…
Does your company send a welcome email?
A. No.
B. Yes, we send a single welcome email.
C. Yes, we send a series of welcome emails
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3. Defensive Design
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< On
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< On
Off>
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< On
Off>
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4. Mobile-Friendliness
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Survey…
How mobile-friendly are your company’s emails?
A. Our emails use responsive design.
B. Our emails are mobile-optimized.
C. Our email design is still desktop-centric.
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< Wide
Narrow>
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< Wide
Narrow>
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5. Unsubscribe Process
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Survey…
Which best describes your opt-out process?
A. We use a one-click unsubscribe.
B. Subscribers have to confirm their opt-out on our unsubscribe page.
C. Our unsubscribe page or preference center provides options other than unsubscribing, such as reducing frequency, changing topic selections, etc.
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Email marketing’s impressive power obscures an unfortunate truth…
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Poor practices are blunting email marketing’s effectiveness and keeping its ROI from being truly awesome.
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Thank You!Questions?
Email Marketing Rules available on Amazon.com worldwide
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