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Email Marketing Boot Camp Vanessa Meincke
Sr. Email Marketing Manager
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Safe Harbor
Safe harbor statement under the Private Securities Litigation Reform Act of 1995: This presentation may contain forward-looking statements that involve risks, uncertainties, and assumptions. If any such uncertainties materialize or if any of the assumptions proves incorrect, the results of salesforce.com, inc. could differ materially from the results expressed or implied by the forward-looking statements we make. All statements other than statements of historical fact could be deemed forward-looking, including any projections of subscriber growth, earnings, revenues, or other �nancial items and any statements regarding strategies or plans of management for future operations, statements of belief, any statements concerning new, planned, or upgraded services or technology developments and customer contracts or use of our services. The risks and uncertainties referred to above include – but are not limited to – risks associated with developing and delivering new functionality for our service, our new business model, our past operating losses, possible �uctuations in our operating results and rate of growth, interruptions or delays in our Web hosting, breach of our security measures, the immature market in which we operate, our relatively limited operating history, our ability to expand, retain, and motivate our employees and manage our growth, new releases of our service and successful customer deployment, our limited history reselling non-salesforce.com products, and utilization and selling to larger enterprise customers. Further information on potential factors that could affect the �nancial results of salesforce.com, inc. is included in our annual report on Form 10-K for the �scal year ended January 31, 2009 and our other �lings. These documents are available on the SEC Filings section of the Investor Information section of our Web site. Any unreleased services or features referenced in this or other press releases or public statements are not currently available and may not be delivered on time or at all. Customers who purchase our services should make the purchase decisions based upon features that are currently available. Salesforce.com, inc. assumes no obligation and does not intend to update these forward-looking statements.
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Presenter: Vanessa Meincke
§ Has run all transactional and promotional emails for Connect members for the last 3.5 years
§ Formerly an Email Project Manager for Responsys
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Questions
Key Email Terms
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De�nitions
§ ESP
Email service provider
§ CTA
Call to action
§ CAN-SPAM
Controlling the Assault of Non-Solicited Pornography and Marketing Act of 2003
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De�nitions
§ Promotional Messages
Anything that promotes your business, ex. webinar invites, newsletters, special offers, coupons. These must include an unsubscribe link.
§ Spam Trap
An email address that was once valid, but can been co-opted by Spam watch organization. If you email this address, you'll end up on a spam block list. After 12 months of being abandoned, email addresses are subject to being co-opted by Spam monitoring organizations and turned into Spam traps. If you send to these addresses, you’ll be placed on a block or spam list.
§ Transactional Messages
Account related messages that aren’t for promotional purposes, ex. account con�rmation, forgotten password, receipts. These do not need to include an unsubscribe link.
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Questions
Traps to Avoid
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Traps to Avoid: CAN-SPAM Basics
1. Emails sent from a real email address
2. Accurate subject lines
3. Statement of type of email in message body
4. Opt-Outs/Unsubscribes a. Shouldn't have to:
Pay a fee, provide more info than an email address
b. Shouldn’t have to do more than: Send a reply email or visit a single web page
5. Physical mailing address
6. Warning of adult material
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Traps to Avoid: Fear of the Email Break-up
§ Don’t continue to mail to those who aren‘t opening or responding
§ ISPs looking at engagement
§ Spam traps
§ At a minimum, don’t sent to those who haven't opened or clicked on your emails in more than a year
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Traps to Avoid: Relevancy 101
§ SPAM: anything a recipient doesn't want to receive
§ Hitting “send” for the sake of hitting “send”
§ Some recipients with think it easier to hit the “spam” button than to unsubscribe
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Traps to Avoid: Ignoring the Numbers
§ Track what’s happening with your emails and use that to retool
§ Choose your key performance indicators and track them
§ Look at your unsubscribe rate
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Traps to Avoid: Failure to Test
§ What’s working? What’s not? What’s gotten stale?
§ Tests to try: color, copy, tone, images, time of day, time of week, call to action
§ Best way to get to know your audience
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Traps to Avoid: Design Disasters
§ Is it clear what you want your recipients to do?
§ Be sure recipients can easily recognize what’s expected of them AND easily act
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Traps to Avoid: Design Disasters
§ Does your email re�ect your brand?
§ Mirror site navigation and design in your emails
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Traps to Avoid: Have we met?
§ In a sea of emails, are you sure your recipients know who you are and what you have to offer?
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Traps to Avoid: GO, GO, GO!
§ Take time to plan your email strategy
§ Example below is of a lifecycle marketing program
§ Think about what stage your recipients are in
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Questions
Tips
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Tips: Growing Your List from Your Website
§ Easy to �nd, easy to sign up, and on every page
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Tips: Growing Your List from Your Website
§ Bene�t-based call-to-action, and explain what they’ll receive
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Tips: Growing Your List from Your Website
§ Keep it short- the less info you ask for the more likely they are to provide
§ You can send surveys or use click behavior to create pro�les down the line
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Tips: Growing Your List from Your Website
§ Protect their privacy
§ Often peace of mind for those signing up
§ If you don’t share email addresses, consider mentioning this
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Tips: Growing Your List from Your Website
§ Add sign-ups to your blog
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Tips: Growing Your List Beyond Your Website
§ Tablet-based email opt-in at trade shows and customer events
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Tips: Growing Your List Beyond Your Website
§ SMS text your email address to a short code to sign up (Feedburner, Sundrop Mobile)
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Tips: Growing Your List Beyond Your Website
§ Host or co-host an event or webinar
§ It’s all about the cross-registration
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Tips: Growing Your List Beyond Your Website
§ Add a signup form to your Facebook page
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Questions
Trends
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Trends: Mobile
§ Responsive Email Design
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Trends: Mobile
§ Design Tips – Email width: 500-600px
maximum
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Trends: Mobile
§ Design Tips – Email width: 500-600px
maximum
– Clickable areas: 22x44px minimum
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Trends: Mobile
§ Design Tips – Email width: 500-600px
maximum
– Clickable areas: 22x44px minimum
– Font size: 13px minimum
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Trends: Mobile
§ Design Tips – Email width: 500-600px
maximum
– Clickable areas: 22x44px minimum
– Font size: 13px minimum
– Subject Lines: 40 characters or less
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Trends: Mobile
§ Design Tips – Email width: 500-600px
maximum
– Clickable areas: 22x44px minimum
– Font size: 13px minimum
– Subject Lines: 40 characters or less
– Use the Pre-header
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Trends: Mobile
§ Design Tips – Email width: 500-600px
maximum
– Clickable areas: 22x44px minimum
– Font size: 13px minimum
– Subject Lines: 40 characters or less
– Use the Pre-header
– Single column design
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Trends: Mobile
§ Design Tips – Email width: 500-600px
maximum
– Clickable areas: 22x44px minimum
– Font size: 13px minimum
– Subject Lines: 40 characters or less
– Use the Pre-header
– Single column design
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Trends: Triggered Campaigns
§ Programs based on recipient activity – Welcome: recipients
given you their email
address, now what?
What value will you
provide?
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Trends: Triggered Campaigns
§ Programs based on recipient activity – Welcome
– Anniversary: great
way to show your
appreciation
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Triggered Campaigns
§ Programs based on recipient activity – Welcome
– Anniversary
– Birthday: stick to
asking for only birth
day and birth month
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Triggered Campaigns
§ Programs based on recipient activity – Welcome
– Anniversary
– Birthday
– Abandon Cart: try a
support tactic, “Do
you need assistance
completing your
order?”
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Triggered Campaigns
§ Programs based on recipient activity – Welcome
– Anniversary
– Birthday
– Abandon Cart
– Reengagement: plot
our your touch
points & test to see
what works best
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Triggered Campaigns
§ Programs based on recipient activity – Welcome
– Anniversary
– Birthday
– Abandon Cart
– Reengagement: vary
what you say & the
offer you use
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Trends: Social
§ Encourage interactions through social channels
§ Be sure to include your channel links in your emails
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Trends: Video
§ HTML5 has ways to integrate video in email and marketers are slowly beginning to use
§ Only works on iOS devices or in Hotmail
§ Use a placeholder image that links to an external player
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Trends: Decline of “the fold”
§ So many devices at our disposal, the fold is no longer the standard point it once was
§ Feeling that people are getting used to scrolling
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Trends: Special Characters
§ One of the biggest trends of the last year
§ Tends to be the domain of retailers, but worth testing
§ Make sure it makes sense for your message & don’t over do it
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Questions
Tools to Try
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Tools to Try: Scope
What it does: – Allows you to view the source code for an email you receive
What it costs: – Free
How it works: – Great for HTML inspiration for emails you love
– Comes as a “bookmarklet” that you drag and drop onto your toolbar
– Open the email you’d like to see, click the “bookmarklet”
– Works only with Gmail
http://litmus.com/scope/
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Tools to Try: Scope
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Tools to Try: Email Spam Test
What it does: – Tests your email against a Spam �lter
What it costs: – Free
How it works: – Copy and paste your email source code, subject line, and text
version into their UI to see results
http://www.emailspamtest.com/#
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Tools to Try: Email Spam Test
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Tools to Try: Litmus
What it does: – See how your email looks in 34 different inboxes (Gmail, Outlook,
Yahoo, etc.)
What it costs: – $49-299 a month
How it works: – Enter your HTML code and your email address, and Litmus will run
the tests and email you when the results are ready
https://litmus.com/email-testing
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Tools to Try: Litmus
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Tools to Try: Email on Acid
What it does: – Variety of tools including email rendering, mosaics, and analytics
What it costs: – Free for rendering in Outlook and Google
– $35 a month for Email Previews in 48 different inboxes, HTML Optimization, SPAM Testing, and Web Page Previews
– $60-70/month with Mozify & Analytics
How it works: – Mozify creates readable versions of your emails with images disabled
– Analytics allows you to track opens, clicks, forwards, deletes, subscriber engagement, geographical location, etc.
http://www.emailonacid.com/
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Tools to Try: Email on Acid- Mozify
Original email:
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Tools to Try: Email on Acid- Mozify
Image disabled:
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Tools to Try: Email on Acid- Mozify
Images disabled with Mozify:
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Tools to Try: Sender Score
What it does: – Provides information about how a sender's reputation compares to
other email senders
What it costs: – Free
How it works: – Enter your IP address to generate a score which indicates if you’re
having deliverability issues
https://www.senderscore.org/
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Tools to Try: Sender Score
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Tools to Try: Campaign Monitor
What it does: – Creates responsive-designed emails
What is costs: – Free
How it works: – Allows you to create simple to complex emails and newsletters with
a responsive design
https://templates.campaignmonitor.com/build
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Tools to Try: Campaign Monitor
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Questions
Thank You
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