Handbook: Email Marketing Advanced Practices

HANDBOOK
Email Marketing
Advanced Practices
Proven processes for accelerating
email marketing performance
sponsored by
EXCERPT
MarketingSherpa 2011 Email Marketing Advanced Practices Handbook
Email Marketing
Advanced Practices Handbook
Proven processes for accelerating email marketing performance
Lead Author
W. Jeffrey Rice, Research Analyst
Contributing Authors
Sergio Balegno, Research Director
Jen Doyle, Senior Research Analyst
Kaci Bower, Research Analyst
Adam Sutton, Reporter
Production Editor
Brad Bortone, Associate Editor
Email Marketing Advanced Practices Handbook

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i
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TABLE OF CONTENTS
Table of Contents .................................................................................................................... ii
Introduction ............................................................................................................................. 1
Why email remains a killer app .............................................................................................. 1
Rising expectations ................................................................................................................ 1
Performance path .................................................................................................................... 2

Your insights ......................................................................................................................................... 2
Innovation and risk taking ..................................................................................................................... 2
Continuous improvement ...................................................................................................................... 2
Three phases of email marketing maturity ..................................................................................... 3
Chart: Half of all organizations stuck between trial phase and strategic phase of maturity............ 3
Chart: Objectives email marketing achieves most effectively, by maturity phase .......................... 4
Email marketing maturity assessment .................................................................................................. 4
Making leaps ............................................................................................................................ 5

MarketingSherpa’s LEAPS methodology .............................................................................................. 6
Chapter 1: Email’s sphere of influence ................................................................................. 9
Email is essential to your success ........................................................................................ 9

Permission-based ................................................................................................................................. 9
Engagement throughout the revenue pipeline ...................................................................................... 9
Meeting objectives .............................................................................................................................. 10
Chart: The effectiveness of email marketing at achieving objectives ........................................... 10
Chart: The effectiveness of email marketing ................................................................................ 11
Email is budget-friendly ....................................................................................................................... 11
Selling the C-Suite ....................................................................................................................... 12
Chart: Organizations increasing and decreasing marketing budgets - the impact on tactics ....... 12
Email plays a vital role in integrated marketing communications ........................................................ 13
Assess your marketing mix .......................................................................................................... 13
Case study: Combining email, search, social and PR for a content marketing campaign ........... 14
Section summary: Email’s sphere of influence ............................................................................ 18
Chapter 1 notes .................................................................................................................................. 19
Chapter 1 notes .................................................................................................................................. 20
Chapter 2: Integrate email into overall marketing strategy .............................................. 21

Chart: The effectiveness of email marketing at achieving objectives ........................................... 22
Social Media ........................................................................................................................... 22

Social Media’s positive influence on email .......................................................................................... 23
Audience growth .......................................................................................................................... 23
ii
Incorporating the customer’s voice .............................................................................................. 23

Clarity through competition .......................................................................................................... 23
Smart preparation ........................................................................................................................ 23
Leveraging the power of social media ................................................................................................. 23
Social sharing buttons ................................................................................................................. 24
Email subscription growth ............................................................................................................ 24
Helpful hints ................................................................................................................................. 25
How to: Growing email lists with social media: KFC's facebook tool adds subscribers ............... 26
How to: Email and social media Integration: 5 strategies to grow audiences .............................. 29
Mobile ..................................................................................................................................... 32
New challenges................................................................................................................................... 32
New opportunities ............................................................................................................................... 32
Helpful hints: ....................................................................................................................................... 33
Have a Mobile Web presence ...................................................................................................... 33
Research ..................................................................................................................................... 33
Ensure an excellent experience ................................................................................................... 34
Section summary: Integrate email into overall marketing strategy ............................................... 35
Chapter 2 notes .................................................................................................................................. 36
Chapter 3: Identify impact and purpose ............................................................................. 37
Setting objectives .................................................................................................................. 37

Chart: The importance of email marketing objectives .................................................................. 37
Selecting placement of email campaigns in the Marketing and Sales pipeline.............. 38

Prospect .............................................................................................................................................. 38
Welcome messages .................................................................................................................... 39
Case study: New opt-in tactics and welcome series deliver big lift in subscribers ....................... 42
Nurture ................................................................................................................................................ 45
Lead qualification messages ....................................................................................................... 45
Interview: How to use social media and email for prospecting: 8 essentials ................................ 47
Activate ............................................................................................................................................... 53
First to see ................................................................................................................................... 53
Limited time discount ................................................................................................................... 53
eCoupon ...................................................................................................................................... 53
Behavior-based personalization .................................................................................................. 53
Geo-targeting ............................................................................................................................... 54
Win back ...................................................................................................................................... 54
Abandonment .............................................................................................................................. 54
Article: Email marketing: Triggered content for on-site searchers ............................................... 56
Post sale ............................................................................................................................................. 59
Transactional ............................................................................................................................... 59
Activation ..................................................................................................................................... 60
Renewals and reorders................................................................................................................ 60
iii
Special occasion .......................................................................................................................... 60

Pre- and post consumption .......................................................................................................... 60
Case study: Cross-sell in confirmation emails: 111% higher conversion rate .............................. 61
Everyday email campaigns ................................................................................................................. 64
Newsletter .................................................................................................................................... 64
Viral ............................................................................................................................................. 64
Public Relations ........................................................................................................................... 64
Market research ........................................................................................................................... 66
Case study: Email invite and Q&A format double survey completion rate: 4 steps ...................... 68
Case study: Marketing down the sales funnel ............................................................................. 72
MarketingSherpa email inventory worksheet ............................................................................... 77
Section summary: Identify impact and purpose ........................................................................... 78
Chapter 3 notes ........................................................................................................................... 79
Chapter 4: Produce relevant content .................................................................................. 80

Chart: Most significant challenges to email marketing effectiveness, by primary channel ........... 80
Creating contagious content ............................................................................................... 81

Brand journalist ................................................................................................................................... 81
Editorial calendar ................................................................................................................................ 81
Incorporating your evangelists’ voices ................................................................................................ 82
Systematically capture evangelist-generated feedback ............................................................... 82
Troll the Internet........................................................................................................................... 82
Record your evangelists on video ................................................................................................ 83
Conduct an inventory audit ................................................................................................................. 83
Repurposed content ............................................................................................................................ 83
User-generated content ...................................................................................................................... 84
Original content ................................................................................................................................... 84
Capitalize on the culture of gaming.............................................................................................. 84
Compliment existing content with add-on or bonus material ........................................................ 85
Practice the art of storytelling ...................................................................................................... 85
How to: Reformat, reuse, recycle: 5 strategies to stretch your marketing content ....................... 86
Case study: User-generated video contest: 6 steps to generate new marketing content ............ 89
Segmenting ............................................................................................................................ 93
Database driven .................................................................................................................................. 93
Endemic data ............................................................................................................................... 93
Transactional data ....................................................................................................................... 93
Behavioral .................................................................................................................................... 93
Computed data ............................................................................................................................ 94
Implementation strategies ................................................................................................................... 94
Sales cycle .................................................................................................................................. 94
Customer motivation .................................................................................................................... 94
Case study: One-two campaign punch grows email and mobile lists .......................................... 95
iv
Case study: 'Mind Type' segmenting lifts email donations 42.5%: 6 steps to find subscribers'
underlying motivations ................................................................................................................. 98
Shipping on time ................................................................................................................. 104

Real-Time Communications .............................................................................................................. 104
Trend jacking ............................................................................................................................. 104
Send times ........................................................................................................................................ 104
Registration time ........................................................................................................................ 105
Pre-work .................................................................................................................................... 105
Time zone .................................................................................................................................. 105
At-work vs. at-home ................................................................................................................... 105
Pick a time to own...................................................................................................................... 105
Strike while the iron is hot .......................................................................................................... 105
Frequency .................................................................................................................................. 106
Case study: Integrated SMS, social and email promo capitalizes on weather event ................. 107
Section summary: Produce relevant content ............................................................................. 110
Chapter 4 notes ......................................................................................................................... 111
Chapter 5: Developing and keeping quality lists ............................................................. 112

Chart: Email list growth continues positive trend during the past year ....................................... 112
Exclusivity is essential ....................................................................................................... 112
Relationship management.................................................................................................. 113

Preference center ............................................................................................................................. 113
Opt-down ................................................................................................................................... 113
Pause subscription .................................................................................................................... 114
Send re-permission requests ............................................................................................................ 114
Invite unsubsriptions ......................................................................................................................... 114
Respect your partners in business .................................................................................................... 115
Case study: How cutting a house list 95% helped double sales ................................................ 116
New subscribers.................................................................................................................. 120

Opt-in tactics ..................................................................................................................................... 120
Chart: Three dimensions of list growth tactics - effectiveness, difficulty and use ....................... 120
Online ........................................................................................................................................ 120
Case Study: Personalized audio/video Flash app grows list 10% ............................................. 124
Offline ........................................................................................................................................ 127
Motivation.......................................................................................................................................... 128
Incentives .......................................................................................................................................... 128
Case Study: Email list reactivation incentives: Gift cards vs. whitepaper vs. nothing ............... 130
How To: Monthly contest doubles email list size: 4 steps to attract names that convert ............ 133
Setting expectations .......................................................................................................................... 137
What .......................................................................................................................................... 137
Why ........................................................................................................................................... 137
When ......................................................................................................................................... 137
v
Privacy ....................................................................................................................................... 137

Page design ...................................................................................................................................... 137
Creative consistency.................................................................................................................. 137
Single mindedness .................................................................................................................... 138
Testimonials and more .............................................................................................................. 138
Registration fields ...................................................................................................................... 138
Chart: Data collected for email personalization goes beyond subscriber name ......................... 139
Thank you .................................................................................................................................. 139
Section summary: Developing and keeping quality lists ............................................................ 140
Chapter 5 notes ......................................................................................................................... 141
Chapter 6: Executing effective and engaging email campaigns .................................... 142
Creative style ....................................................................................................................... 142

Email design choices ........................................................................................................................ 142
ePostcards ................................................................................................................................. 143
eCoupons .................................................................................................................................. 143
Letter ......................................................................................................................................... 143
Newsletter .................................................................................................................................. 143
Novelty....................................................................................................................................... 144
How to: Less is more: 4 tactics to simplify newsletter design and get better results .................. 145
Email format for today and tomorrow ................................................................................................ 148
HTML ......................................................................................................................................... 148
Text............................................................................................................................................ 149
JavaScript and beyond .............................................................................................................. 149
PC preview panes...................................................................................................................... 149
Mobile ........................................................................................................................................ 150
How To: Create text-alert programs that connect with college students: 4 strategies................ 152
Elements of an email message ......................................................................................................... 155
From line .................................................................................................................................... 155
Subject line ................................................................................................................................ 155
Body .......................................................................................................................................... 156
Message amplifiers .................................................................................................................... 158
Legal requirements .................................................................................................................... 159
How To: Using an employee name in the 'From' line: 6 tactics to supplement HTML emails .... 160
How to: Personalized emails, website for sales agents boost response .................................... 163
Section summary: Executing effective and engaging email campaigns..................................... 167
Chapter 6 notes ......................................................................................................................... 168
Chapter 6 notes ......................................................................................................................... 169
Chapter 7: Deliverability and legal compliance ............................................................... 170

Chart: Deliverability improvements offset by continued challenges ........................................... 170
Reputation ............................................................................................................................ 171

List Hygiene ...................................................................................................................................... 171
Send welcome messages .......................................................................................................... 171
vi
Clean names ............................................................................................................................. 172

Reactivate and re-permission e-subscribers .............................................................................. 173
Remove dead wood ................................................................................................................... 174
Complaints ........................................................................................................................................ 174
Blacklists .................................................................................................................................... 174
Feedback Loop .......................................................................................................................... 175
Relevant content ............................................................................................................................... 175
The engagement effect .............................................................................................................. 175
The drive for digital dashboard dominance ................................................................................ 176
Sender permanence ......................................................................................................................... 176
Additional best practices.................................................................................................... 176

Whitelisting........................................................................................................................................ 176
Personal .................................................................................................................................... 176
ISP ............................................................................................................................................. 177
Certification ....................................................................................................................................... 177
Certification criteria .................................................................................................................... 178
Authentication ................................................................................................................................... 179
Monitor reputation metrics ................................................................................................. 180
Legal ..................................................................................................................................... 180

CAN-SPAM compliance .................................................................................................................... 181
Lists ........................................................................................................................................... 181
Copy .......................................................................................................................................... 181
Unsubscribe process ................................................................................................................. 181
Commercial vs. Transactional messages .................................................................................. 181
International laws .............................................................................................................................. 181
Canda’s FISA law ...................................................................................................................... 181
European Union directive .......................................................................................................... 182
Privacy policy .................................................................................................................................... 183
Section summary: Deliverability and legal compliance .............................................................. 184
Chapter 7 notes ......................................................................................................................... 185
Chapter 8: Measurement and results ................................................................................ 186
Measurement strategy ........................................................................................................ 186

Plan with the end in mind .................................................................................................................. 186
Strive for effectiveness and efficiency ............................................................................................... 186
Emphasize Teamwork ...................................................................................................................... 187
Prioritize ............................................................................................................................................ 187
Swap shopper stories ....................................................................................................................... 187
Metric selection ................................................................................................................... 188

Chart: Email marketing metrics tracked, by maturity phase ....................................................... 188
Standard metrics ............................................................................................................................... 189
vii
Mature Metrics .................................................................................................................................. 190

New subscribers ........................................................................................................................ 190
Conversion Rates ...................................................................................................................... 190
Return on investment (ROI) ....................................................................................................... 191
Results.................................................................................................................................. 191
Benchmarks ...................................................................................................................................... 191
Chart: Email list growth trend, by primary channel .................................................................... 192
Section summary: Analysis, measurement and results ............................................................. 193
Chapter 8 notes ......................................................................................................................... 194
Chapter 9: Testing and optimization ................................................................................. 195

Chart: Minority of organizations routinely test email campaigns to optimize performance ......... 195
Make the time to test ........................................................................................................... 195

Create your own “lab” ....................................................................................................................... 196
Methodology for email testing and optimization ............................................................. 196

Optimization mindfulness .................................................................................................................. 197
Clarity trumps persuasion .......................................................................................................... 197
Structure a thought sequence .................................................................................................... 198
The Prospects Protest (A Problem) ........................................................................................... 198
The MarketingExperiments’ Creed (A Response) ..................................................................... 199
Test Prep .............................................................................................................................. 199

Triple check....................................................................................................................................... 199
Right analytics ........................................................................................................................... 199
Right segment ........................................................................................................................... 199
Right frequency ......................................................................................................................... 200
A/B Testing .......................................................................................................................... 200
Elements for change ........................................................................................................... 201

Chart: Campaign elements routinely tested to optimize performance........................................ 201
Subject lines...................................................................................................................................... 201
Messages.......................................................................................................................................... 202
Call-to-actions ................................................................................................................................... 202
Layouts and images .......................................................................................................................... 202
Send times ........................................................................................................................................ 203
Autoresponders................................................................................................................................. 203
Case study: Offer test: Discount tied to minimum order size boosts sales 25% ........................ 204
Case study: Behavior-based email send times lift opens, CTRs and referrals: Test and results207
Chapter 9 notes ......................................................................................................................... 211
Appendix: Email marketing glossary ................................................................................ 212
viii
ix
INTRODUCTION
Today, marketers are under more pressure to amplify brand awareness, deliver qualified leads, and
increase online transactions, even as the numbers of communication channels exponentially grow through
social media and mobile devices.
Our goal for this Handbook is to provide you with a trusted resource for advanced email practice. In the
recently published 2011 Email Marketing Benchmark Report, email marketers from Fortune 500 companies
to small "mom-and-pop" stores told us their most prevalent challenges. The most notable challenges were:
1. Targeting recipients with highly relevant content

2. Getting people to opt-in to email lists
3. Quantifying email ROI
4. Improving email deliverability
Additionally, we listened to marketers at MarketingSherpa Summits, workshops and various online media
discuss the latest trends regarding email, social media and mobile marketing.
WHY EMAIL REMAINS A KILLER APP Handbooks

MarketingSherpa’s research showed that more than 89 percent of email
marketers find email to be an effective tactic for increasing sales MarketingSherpa handbooks
revenue, improving customer retention and driving website traffic. provide research-supported
best practices for improving the
We’ve come to expect this response as email is a mature marketing performance of marketing
tactic and the centerpiece of most marketing initiatives (alongside a programs, and to provide a
company’s website and SEO). Email complements and adds value to curriculum for self-instructed
other tactics, including direct mail, events and social media. and professional career
advancement training
The source of email’s success comes from its permission-based and programs. Handbooks include
subscriber-driven foundations. Email can be highly targeted, allowing case studies, methodologies,
the recipient to choose which news he or she receives. In some cases, best practices, worksheets and
email can be more private than social media, allowing for a deeper data to support recommended
conversation. practices.
RISING EXPECTATIONS
With the increased use of social media and location-based marketing, email recipients' expectations have
risen. Consumers are no longer willing to accept generic email blasts that show up in their inbox. Today,
customers and prospects demand relevant emails to help them solve a problem. They expect to be able to
respond to a person, not a no-reply@address.com, and are very selective in the type of emails they receive,
from coupons and new products, to communications from the CEO.
1
Adding to the challenge (or for some, the opportunity), inboxes are becoming more sophisticated, with
tools such as Google’s Gmail Priority Inbox, Microsoft’s Hotmail and Gist, all of which use algorithms and
behavior patterns to determine which messages are significant, which ones can be deleted, and what needs
immediate attention.
PERFORMANCE PATH
Consumers are overloaded with messages and may be experiencing email fatigue. Implementing advanced
email techniques to engage customers is a requirement for increasing relevancy and response rates. Proper
execution is determined by your insights, innovation and systematic dedication to continuous
improvement.
YOUR INSIGHTS
Every customer is an individual with unique preferences. Each of the marketing tactics in your arsenal has
distinct qualities, and as a marketer it is your job to tailor them to your audience. Best practices are a good
place to start, but do not discount the breadth of knowledge you already possess from your customers,
your products and the competition. Your company’s values and brand voice will also guide you in
manufacturing meaningful communications.
INNOVATION AND RISK TAKING

Email marketing is a mature and trusted tactic, as reflected in the MarketingSherpa 2011 Email Benchmark
Report - which notes that 68 percent of companies recognize that email either currently produces, or will
produce ROI, and are increasing their email budgets this upcoming year.
As marketers, we strive to become more aligned with the sales team, and on some days will need to
evangelize the latest marketing tactics to meet a customer’s preference. On other days we will defend the
current e-marketing strategy, urging colleagues not to add one more link, picture or offer in
communications by explaining there is a high price to pay for clutter.
These are the moment-to-moment judgments of knowing when to innovate and when to be risk-averse.
Only you know what is best for your company. Experimenting with different approaches to try to
outperform your current marketing initiatives is essential. When we actively seek out key performance
indicators and which areas need improvement, upholding our strategy will be easier.
CONTINUOUS IMPROVEMENT
Instituting formal and repeatable email processes has been a priority for marketers for some time. While
many companies have made progress, the following charts show there is more work to be done. Best
practices and sales and marketing intuition are not enough to achieve a level of email marketing maturity.
Instead it will take a measurable and repeatable methodology by which people, process and technology are
aligned to effectively engage customers from information to conversion.
First, look at the impact of an organization’s email marketing maturity on effectiveness. MarketingSherpa
defines email marketing maturity in three phases, Trial, Transition and Strategic.
2
Three phases of email marketing maturity
Trial Phase Transition Phase Strategic Phase
Organization does not have a Organization has an informal Organization has a formal process
process or guidelines for process with a few guidelines it with thorough guidelines it
performing email marketing. sporadically performs. routinely performs.
CHART: HALF OF ALL ORGANIZATIONS STUCK BETWEEN TRIAL PHASE AND STRATEGIC PHASE OF
MATURITY
We do not have a
process or
guidelines for
performing email We have a formal
marketing (Trial process with
phase) thorough
14% guidelines we
routinely perform
(Strategic phase)
37%
We have an
informal process
with a few
guidelines we
sporadically
perform
(Transition phase)
49%
Source: MarketingSherpa Email Marketing Benchmark Survey

Methodology: Fielded Sep 2010, N=1,115
MarketingSherpa’s 2011 Email Marketing Benchmark Report made a clear correlation between the phase of
an organization’s email marketing maturity and the effectiveness of its email programs. This is
demonstrated by the following chart.
3
CHART: OBJECTIVES EMAIL MARKETING ACHIEVES MOST EFFECTIVELY, BY MATURITY PHASE

50%
Increasing Web site
33%
traffic
36%
48%
Increasing sales
27%
revenue
22%
44%
Building brand
33%
awareness
33%
36%
Improving customer
23%
relations/retention
21%
35% Strategic phase

Increasing lead
33% Transition phase
generation
21% Trial phase
34%
Supporting offline
24%
marketing programs
9%
Source: MarketingSherpa Email Marketing Benchmark Survey

Methodology: Fielded Sep 2010, N=1,115
Effectiveness is a key difference between organizations in each phase of email marketing maturity. Email is
clearly more effective at achieving the objectives of organizations in the strategic phase than it is for
organizations in less mature phases. This disparity creates a sound business case for investing in the
necessary marketing education and training to advance from your current phase of email marketing
maturity to the next.
EMAIL MARKETING MATURITY ASSESSMENT

Before we begin to discuss refining email marketing processes, it may be helpful to conduct a quick
assessment to determine your current processes. This will enable you to identify the current strengths and
weaknesses in your execution.
To complete the worksheet, circle one number in each row that corresponds with the column heading that
best describes the process you use for each tactic. For example, circle 5 in the first row if your organization
has a formal, documented process with thorough guidelines that is routinely performed for overall
execution of list generation campaigns. If your organization has not begun to formulate a process for this
tactic, circle 1. After circling one number in each row, sub-total each column and combine columns for your
total score. Matching this score to the phase shown in the bottom row will determine where your
organization is now in the email marketing maturity lifecycle.
4
Email Marketing Organization does not have

Organization has an Organization has a
Maturity a process or guidelines for
informal process with a formal process with
Process Benchmark performing email
few guidelines it thorough guidelines it
marketing.
sporadically performs. routinely performs.
Executing a variety of
list building tactics
1 3 5
Creating relevant
content and shipping it 1 3 5
in a timely fashion
Monitoring your
deliverability
reputation and
routinely updating
1 3 5
email lists with
recipients preferences
Analyzing, testing and

continuously improving
the performance of 1 3 5
email marketing to
show ROI
Integrating email
marketing with both on 1 3 5
and off-line tactics
Sub-Totals
Total
B2B Marketing Trial Phase: 5 - 7 Transition Phase: 9-15 Strategic Phase: 17- 25
Maturity
MAKING LEAPS
Email is one of the hardest working tools in the marketing toolbox. Strategically, email plays an important
role in achieving a wide range of marketing objectives. Tactically, email appears to have unlimited potential
especially when integrated with a multitude of marketing including emerging channels like social media.
However as a mature tactic, performance improvements are no longer measured in quantum leaps but in
incremental steps. To accelerate email marketing performance marketers will need to combine a number of
success factors and have them work synergistically.
MarketingSherpa has created the LEAPS methodology for elevating email marketing effectiveness. This is
broken out into five key areas summarized on the next page.
5
MARKETINGSHERPA’S LEAPS METHODOLOGY
In this section, you’ll learn how to develop a strategy to build a quality list
of brand evangelists for your company based on your resources and
Leverage all target audience. First, examine your current subscribers. Discover if they
are engaged and receiving information they determine relevant. Design a
tactics to build robust preference page including opt-down options, and even ask
quality lists recipients to unsubscribe. Then turn your attention to adding new
subscribers with a mix of offline and online tactics right for your brand.
We’ll teach latest ways to systematically grow a core group of fervent
fans.
Marketers have identified their number one challenge as targeting

recipients with highly relevant content. In this segment, you’ll learn the
three keys to relevancy; contagious content, segmentation and real-time
Engage with communications. First, align your internal resources to churn out content
relevant content consistently and recognize opportunities to streamline processes. Next,
combine available data found in your CRM, social CRM and accounting
software with your email database to identify niches of opportunities to
help customers. Finally, establish processes that allow communications to
be sent at their peak of pertinence.
All of a marketers effort will be for not, if their messages do not reach the
recipient’s inbox. Understanding your relationship with ISPs and how
Act respectfully your reputation affects your deliverability success is the first step. Next,
to ensure take strategic action on your methods for handling complaints, list
hygiene, relevant content and sending permanence to protect your
deliverability reputation. Maintain best practices from diligent lead capture to legal
compliance. Implementing repeatable deliverability processes will give
you an edge in the ever changing email landscape. As new regulations roll
out and Web mail providers enhance their filters to prioritize emails in
their customers’ inboxes your team will keep pace.
Email provides instant feedback on campaigns success from open rates,

Place email in and clickthroughs that marketers crave. True success is measured by the
pipeline to quantify movement of the customer towards conversion in the Sales and
Marketing pipeline. In this section you will learn steps to assess and
ROI prioritize placement in the path to purchase where email can have the
most impact on your bottom line. You will better able to show the value
of your email marketing programs to C-Suite and marketing leaders.
The two most frequently discussed marketing topics are social media and
the fast adoption rates of smartphones. Like other tactics in your
Sync email with marketing toolkit, combining email can create positive synergy and
social media and tangible benefits to your program. Learn the evolving best practices to
leverage the power of social media for sharing and list growth. Develop
smartphones email messages to meet the new requirements on smaller screens and a
mobile lifestyle.
6
The LEAPS methodology is interwoven throughout the handbook. Sections significant to the LEAPS
methodology will be highlighted for easy recognition. By focusing on the five factors you will be able to
prioritize your areas for improvement. As each of the five factors are interrelated, even small improvements
in one area will positively impact the others. For example, the steps taken to build a quality subscriber list
will pay dividends in your ability to create engaging content and ensure reliable delivery.
Overall, this book is designed for you to quickly select chapters that will help you execute effective email
communications. Each section is filled with research data, best practices and case studies. The idea is that
you will continuously experiment in small increments, moving from best practices, to customization and
testing, and then repeat the process. The goal is not perfection, but rather ongoing improvement – giving
you the freedom to try new tactics while meeting your ship dates.
As a community of marketers, we understand how quickly things change. As you read and experiment,
please feel free to share your findings on the MarketingSherpa LinkedIn group. There, we can continue this
conversation and share both our challenges and successes.
7
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Handbook: Email Marketing Advanced Practices

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Handbook: Email Marketing Advanced Practices

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HANDBOOK

Email Marketing Advanced Practices Handbook

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Why email remains a killer app .............................................................................................. 1

Rising expectations ................................................................................................................ 1

Performance path .................................................................................................................... 2

Making leaps ............................................................................................................................ 5

Chapter 1: Email’s sphere of influence ................................................................................. 9

Email is essential to your success ........................................................................................ 9

Chapter 2: Integrate email into overall marketing strategy .............................................. 21

Social Media ........................................................................................................................... 22

Incorporating the customer’s voice .............................................................................................. 23

Chapter 3: Identify impact and purpose ............................................................................. 37

Setting objectives .................................................................................................................. 37

Selecting placement of email campaigns in the Marketing and Sales pipeline.............. 38

Special occasion .......................................................................................................................... 60

Chapter 4: Produce relevant content .................................................................................. 80

Creating contagious content ............................................................................................... 81

Shipping on time ................................................................................................................. 104

Chapter 5: Developing and keeping quality lists ............................................................. 112

Exclusivity is essential ....................................................................................................... 112

Relationship management.................................................................................................. 113

New subscribers.................................................................................................................. 120

Privacy ....................................................................................................................................... 137

Chapter 6: Executing effective and engaging email campaigns .................................... 142

Creative style ....................................................................................................................... 142

Chapter 7: Deliverability and legal compliance ............................................................... 170

Reputation ............................................................................................................................ 171

Clean names ............................................................................................................................. 172

Additional best practices.................................................................................................... 176

Monitor reputation metrics ................................................................................................. 180

Legal ..................................................................................................................................... 180

Chapter 8: Measurement and results ................................................................................ 186

Measurement strategy ........................................................................................................ 186

Metric selection ................................................................................................................... 188

Mature Metrics .................................................................................................................................. 190

Chapter 9: Testing and optimization ................................................................................. 195

Make the time to test ........................................................................................................... 195

Methodology for email testing and optimization ............................................................. 196

Test Prep .............................................................................................................................. 199

A/B Testing .......................................................................................................................... 200

Elements for change ........................................................................................................... 201

Appendix: Email marketing glossary ................................................................................ 212

1. Targeting recipients with highly relevant content

WHY EMAIL REMAINS A KILLER APP Handbooks

INNOVATION AND RISK TAKING

Three phases of email marketing maturity

Trial Phase Transition Phase Strategic Phase

Source: MarketingSherpa Email Marketing Benchmark Survey

CHART: OBJECTIVES EMAIL MARKETING ACHIEVES MOST EFFECTIVELY, BY MATURITY PHASE

35% Strategic phase

Source: MarketingSherpa Email Marketing Benchmark Survey

EMAIL MARKETING MATURITY ASSESSMENT

Email Marketing Organization does not have

Analyzing, testing and

MARKETINGSHERPA’S LEAPS METHODOLOGY

Marketers have identified their number one challenge as targeting

Email provides instant feedback on campaigns success from open rates,

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