9.Email Marketing By the Numbers_ How to Use the World's Greatest Marketing Tool to Take Any Organization to the Next Level ( PDFDrive )

Index A/B testing, 205–206, 210 Blacklisting, 260, 261 Accreditation, 275–277 Blogs, 151–152, 165, 168–169, 174, Acquisition costs, constituent, 6–7, 179 77–79 Book, Joel, 198–202 Age segments, 116–118 Bounces, 275, 281–282 Airline email, 41–43 Branding, 19–20 “Almost best” segment, 113 Bulleted lists, 37 Alternative text (ALT) tags, 58–59 Burkey, Scott, 136–138 Analytics, 185–203 Business cards, 95–96 Business-to-business registration, 87–89 case studies, 196–197 Buzz marketing, 171 other marketers’ views on, 198–202 what to measure, 186–195 Call to action, 160 Apple, 8, 20 Canada Personal Information Application Programming Interfaces Protection and Electronic (APIs), 194, 195, 243, 244–245, Documents Act (PIPEDA), 263 246–248, 249–251 CAN-SPAM Act ( U.S.), 262, 264, Associations, professional, 152, 169 284, 286 Atkins, Laura, 261, 269, 277 Click stream activity, 138 Australia SPAM ACT 2003, 263 Clickthrough rate, 190 –191 Automation, 241, 244, 249–250. See Click-to-open ratio, 191 also Triggered email Closed-loop opt-in, 265 Conf irmation email, 245–246 Baird, Deirdre, 280 –283 Conf irmed opt-in, 265 Baker, David, 92–95, 134 –136 Content, 143–170 Barnes & Noble, 97, 102–103, 104 case studies, 153–155 Batch and blast email tactics, 108–109 creating, 146–150 Behavioral data, 110, 138 customizing, 101–104 “Best” segment, 112–114, 126–127 e-newsletter, 34, 35–38, 166–169 Birth dates, 100–101 289

Index Content (continued) Deliverability rate, 187–189 and engagement, 72 Demographic data, 109, 138 f iltering, 259–260 Developer Communities, 247 importance of, 143–145 Direct marketing background material, minimizing legwork associated with, 150–153 162–163 in new member stream, 135 Discounts, 101 other marketers’ views on, 156–169 Disney, 9 syndicating, 244, 246, 248 DKIM, 267–268 Domain and URL f iltering, 260 –261 Content Management System (CMS), Domain Keys, 267, 268 155 Domain monitoring, 188 Double opt-in, 82–83, 91–92, 265, Conversions, 77–78, 139, 197 Copywriters, 152, 160 –161 284 – 285 Creativity, 54, 163 Dynamic Content, 137, 146–154 Crutchf ield, 101 Customer analytics, 199 Early stage leads, 63 Customer margins, 9–11 Eaton, Sarah, 31–33 Customer relationship management Eichner, Michelle, 257, 265, 269, 277 80/20 rule, 114 –116 (CRM) system, 21, 24 –25, Email: 87–88, 243, 249–251 activity segmentation, 139 Dalvi, Amol, 242–246 appending, 80 –81 Data: catch 22 of, 43–44 common mistakes, 37–38 actionable attributes, 223–224 effective content, 36–37 behavioral, 110, 138 universality of, 25 collection methods, 227–228 Email addresses: conversion, 139 acquiring, 79–81, 83–89 demographic, 109, 138 calculating value of, 92–95 preference and opinion, 109–110 Email marketing: using, 61, 225–226, 231 advantages of, 21–23, 28–30 Database, 77–106 disadvantages of, 46–49 case studies, 89–91 as equalizer, 23–28 email address acquisition, 79–81, fear of, 30 –31 Employees, involving, 87, 88–89 83–89 E-newsletters: importance of, 77–79 content, 34, 35–38, 166–169 opt-in types, 81–83, 91–92 and engagement, 63– 65 other marketers’ views on, 91–105 incentives for, 101 of record ( DoR), 244 Retail Email Subscription Deadlines, 56, 65 Delany, Colin, 47–49 Benchmark Study, 97–105 Deliverability, 56, 57, 58, 68– 69, value of, 84 261–277 290

Index Engagement, 51–75 Friction, 61, 84, 224, 230 –231 and analytics, 198–202 “From” side, 148–150, 153–154, case studies, 67–70 checklists, 54 –59 207–208, 210, 229 ExactTarget studies, 51–52 factors inf luencing, 53–54 Gap Inc., 101, 102 increasing, 59– 65 Geography-based messages, interpreting, 51, 66– 67 and list quality, 65– 66 241–242 other marketers’ views on, 71–74 Gibson, Richard, 46–47 Godin, Seth, 1, 179 European Union E-Privacy Directive, Golden Rule of Email, 279–280 262–263 Goodmail Certif ied Email service, Events, 63, 125–126, 228, 239, 241 276 ExactTarget: Handheld devices, 58–59, 189 email and web analytics, 194, 195 Headers, 285–286 open rate study, 189–190 Headlines, 36 reengagement email test, 212–219 HELO, 273–275 referral incentive, 175 Honeypots, 266 re-opt-in campaign, 65 Hotmail, 176 Explicit permission, 264 House, Chip, 44 –45, 95–96, Face-to-face interaction, 17–18, 227 256–278, 278–280 False Sense of Security ( FSS), HTML, 58–59 HTTP:Get, 153 280 – 283 Hubbard, Madeline, 284 –286 Feedback loops, 263–265 Hughes, Arthur, 131–134 Filters, 48, 258–261 5-second rule of thumb, 55–56 IDIC methodology, 120 Focus groups, 186 Images, 58–59, 146–148, 152, 189 Footers, 176, 285–286 Implicit permission, 264 Forms, 61– 62, 227–228, 248. See Incentives: also Surveys capping, 182 40, 40, 20 rule of database marketing, Dynamic Content experimentation 54, 143 ideas, 148 Forward to a friend ( FTAF), 175 employee, 87 Frequency: and engagement, 55–56 newsletter subscription, 101 control of, 4 off line registration, 87, 89–90 and engagement, 53–54, 71–72 online registration, 85, 87, 89–90 in new member stream, 135 referrals, 175, 177–178 Recency, Frequency, and survey participation, 140, 231 Integration, 193–195, 196–197, Monetary value ( RFM), 111, 122–125 242–252 testing, 208 291

Index Internet Service Providers ( ISPs): Multichannel analytics, 193–195, accreditation, 275–277 196–197 reverse DNS, 273 spam, 256, 257, 258–261, 265, 285 Multivariate testing, 206, 212–219 whitelisting and feedback loops, Musician’s Friend, 101, 102 263–265, 285 Negative conf irmation, 83 Interviews, 163 New constituents segment, 118–119 IP address, 260, 269, 272 New member communication Karr, Doug, 242–243, 246–249 streams, 134 –136 Keywords, 36–37, 169 No permission, 264 Krakoff, Patsi, 33–38, 166–169 Norris, Brian, 12 Kruger, Melinda, 161–164 “Notice” email, 164 Lamberson, Tara, 138–140, 181–184 Off line/location registration, 85–87 Lapsed constituents, 119 1-99 rule, 282 Lashback, 276 Online registration, 83–85 Leads, 14, 62– 63, 88, 249–250 Open rate, 57, 189–190 Legal compliance, 261–263 Opt-in/permission, 44, 55, 79–83, Length of email, 56, 62, 74 Lifecycle email, 242 91–92, 264 Lifetime Value ( LTV), 6–11 Opt-out, 264 List quality f iltering, 260 Lists: Packaging, 147–148 Palm, 103–104 buying, selling or renting, 79–80 Peppers & Rogers Group, 120 quality versus quantity, 65– 66, 74 Permission/opt-in, 44, 55, 79–83, size of, 68– 69, 129–130 Losers segment, 115–116 91–92, 264 Permission spam, 40 –43, 255, 279 Macro-conversion, 77 Personalization, 55, 67– 68, 182–183 Mailing addresses, 99–100 Phishing, 258, 259, 268 Marketing, goal of, 1– 6, 12–15 Phone interaction, 18–19, 227 Marketing analytics, 199–200 Phone numbers, 100 Market Segmentation (McDonald and Pirillo, Chris, 33–34 “Poetic copy,” 163 Dunbar), 121–125 Positive conf irmation, 82, 83 Mass marketing, 2, 19, 39–40 Pre-event reminders, 241 McCloskey, Bill, 156–157 Preference and opinion data, McDaniel, Ron, 178–180 McDonald’s, 8 109–110 Micro-conversion, 78 Preference center landing page, 192 Middle segments, 116 Preference email, 242 Monetary value, 111–112, 122–125 Privacy, 225, 235 Product marketing, 14 Prof itability, 7–8, 115 292

Index Prospects, 88 Salesforce.com, 87–88, 243, 250 Purchase patterns, 32–33 Sales representatives, 17–18 Sampling, 211–212 Questions: Satisfaction surveys, 175–176, answer already known, 61 asking within email, 61 231–232, 241 low-risk, 225, 230 Scripting engines, 249 online registration, 84, 99–101 Sears Roebuck, 133 referral, 175–176, 231–232 Seed list, 188 repeat, 230 Segmentation, 107–141 segmentation, 132–134 survey, 139–140, 232–234 behavior to look for, 110 –112 “best” segment, 112–114, 126–127 Raff le entries, 101, 102 building value, 116–119 Random samples, 212 case studies, 125–128 Reach and frequency campaigns, 39–44 described, 107–110 Reach marketing, 39 and engagement, 72–73 Recency, Frequency, and Monetary value methodologies, 119–125 other marketers’ views on, (RFM), 110–112, 119, 122–125 Reengagement campaigns, 68– 69, 129–140 subscriber base, 114 –116 212–219 Sender authentication, 266–269, Referrals, 175–176, 177–178, 182, 270–271, 283 231–232 Sender ID, 267 Relationship marketing, 1– 6 Sender initiated email, 129, 130 Relevance, 53, 55, 135, 210. See also Sender Policy Framework (SPF), 267 Sender Score Certif ied, 277 Content; Segmentation Sending domain or subdomain, 272 Re-opt-in campaign, 65– 66, 91–92 “Seven times three” rule, 13 Reputation score, 256–278 Shand, Duncan, 28–30 Request for Comments ( RFCs), 272 Simple Mail Transfer Protocol Retail Email Subscription Benchmark (SMTP), 258, 273 Study, 97–105 Simple opt-in, 264 Retention rate, 7, 9 Single opt-in, 81–82 Return on investment (ROI), 29, 195 Sirkin, Marc, 91–92 Reuse and recycle, of content, 151, Solution selling, 12–13 Spam, 255–287 153–154 Revenue, 195 being reported as, 79, 282–283 Reverse DNS (rDNS), 273–275 complaints, 192–193, 265 Reward points on credit cards, 101, 102 customers’ view of, 278–280 Rogers, Stewart, 12–13 differentiating email from, 44 –45, RSS ( Really Simple Syndication), 47–48 153, 165, 242 identifying, 284 –286 Rusk, Kelly, 71–74 myths, 280 –283 293

Index Spam (continued) surveys, 232 permission, 40 –43, 255, 279 what to test, 207–210 reputation equation, 256–278 Third-party content, 151 Time-sensitive content, 27–28 Spamtraps, 265–266, 285 Trade shows, 88, 169 Spell-checkers, 45 Transactional email, 59– 60, 228, Spoof ing, 258, 259, 268 Starbucks, 8, 20 240 – 242 Starwood Hotels, 231, 232, 235 Transactions, 239, 240 Stewart, Morgan, 129–130, Triggered email, 239–253 207–209 case studies, 249–253 Stream length, 135 experts’ views on, 242–249 Subject lines: Unsubscribes, 191–192, 261–263 Dynamic Content in, 137 email engagement checklist, 56 Viral and word-of-mouth marketing, personalizing, 182–183 171–184 sales email, 159 and spam, 285 best practices, 181–184 testing, 207–208, 216, 218 case study, 177–178 Subscriber initiated email, 129–130 components of, 172–177 SuretyMail, 277 def ined, 171–172 Surveys, 223–238 other marketers’ views on, case studies, 235–237 data collection, 228 178–184 developing, 229–232 principles of, 172 emails with, 61– 62 Volume f iltering, 260, 281 heads up and thank you, Waldrop, Sheri, 157–161 234 – 235 Wall, John, 14 –15, 30 –31, 164 –166, length of, 62 privacy, 225, 235 220 – 221 questions checklist, 232–234 Wallet share, 8–9 satisfaction, 175–176, 231–232, Web forms, 227–228, 248 Webinars, 165 241 Websites, 29, 151, 155, 197 and segmentation, 139–140 WebTrends, 194, 195, 243 Sutherland, Rory, 2 Welcome message, 73 White, Chad, 97–105 Testing, 205–221 Whitelisting, 263–265, 285 A/B, 205–206, 210 Word-of-mouth ( WOM) marketing. and engagement, 56, 74 getting started, 210 –212 See Viral and word-of-mouth multivariate, 206, 212–219 marketing other marketers’ views on, 220 – 221 Zip codes, 98 Zyman, Sergio, 15 294