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1 10-Step Marketing Guide rock your subscribers inboxes how to without breaking the law. 10-Step Marketing Guide 1

2 Your 10-Step Marketing Guide This 10 Step Marketing Guide will help you professionally set up and deliver s to send to your leads and customers. Marketing is an effective marketing strategy when used in conjunction with relevant content or information. Each you create needs to have a goal and a purpose, with the overarching goal of marketing being to deliver relevant content and information to a segment of your leads or customers. The 10 steps apply to both B2B and B2C businesses. Prep for Step 1: Optimize for Deliverability RESPECT THEIR PRIVACY: Let them know you will never sell their information or give their information to a third party. Create a privacy policy that your subscribers can read and print. By law, you must honour requests to be removed from your list within 10 business days (CAN-SPAM law and the Fighting Internet and Wireless Spam Act, CASL ). KAYAK s marketing and lead nurturing campaigns include our company name, address, and unsubscribe link in the footer of the . 2

3 SET EXPECTATIONS: Don t annoy your lists. Expectations you should set include: Why they should subscribe How many s will they receive When they will receive the s What the s will be about What address and brand/people are the s being sent from. Recommend that recipients add the sender s address to their safesender list. If you set the right expectations, you will lessen the chance someone will be surprised by your and unsubscribe from your list. SEGMENT YOUR LIST: Relevance is key. Segment your list into your target audiences and fashion the content to match. Don t try to sell; instead, allow recipients to digest and share your content. You may wish to have three or more segments labeled leads, customers and win-backs for B2C or sales managers, marketing managers and owners for B2B campaigns. Your segments will be specific to your target audiences. 10-Step Marketing Guide 3

4 1 Determine the Goal To have a successful campaign you need a goal. This will allow you to accurately measure its success. Here are some goals to consider: Announce an upcoming event and note how many people register for it. Alert customers of a new service or product, tally the response. Send an to get people to subscribe to your blog and see how many do so. From Name & Address The from name and address should be consistent. You should have the come from a person at the company or from a brand name, followed by a dash and the company name. For example, the from name could be setup like this: John Smith KAYAK Creative. You should then match the address with their from name, e.g. This will improve the chance that the doesn t get caught in a spam filter and is more personal. 2 You should not send the from an address like or similar addresses. Generic addresses commonly get picked up by spam filters, are far less personal than a real person and obviously lower engagement. It s the online equivalent of Dear Resident or To whom it may concern. 4

5 3 Subject Line Your subject line should be a call-to-action so the recipient knows what they need to do and why. Begin with the most important information in case the subject line gets cut off in their inbox. The subject line should be under 45 characters and to the point. The more complicated you make a subject line, the easier it will be to ignore. Body Most people read s in less than 10 seconds. Therefore, you need to put your most important and exciting information at the top. Many applications show the user the first few lines of an in a preview, without needing to open it. 4 LINKS Include a link in the first couple sentences. Good lead generating s have one goal (make someone act), so you should limit information that doesn t address that goal.include two or three links in the , but have each link go to the same web address. Bold every link in your to help increase clickthrough rate. Every link in your needs a tracking URL so you can monitor how many people clicked it to go to your website, and ultimately, who converted on your landing page. KAYAK s advanced tools automatically create a tracking URL for each link, which we can track through associated tools. 10-Step Marketing Guide 5

6 PLAIN TEXT Create a plain text version of your , as many recipients can only accept plaintext s (no HTML, no graphics, no attachments). KAYAK s marketing and lead nurturing applications allow you to create both HTML and plain text versions. PERSONALIZE Always personalize your s by adding the receipt s first name in the body or subject line; you can also try adding either their company name or your company name and the topic in the subject line, so they know where it came from. IMAGES Include less than five images in your to prevent it from getting filtered in a firewall or classified as spam. Create links for all the images that are associated with a call to action, so people can click on the image and go to your website. As a rule of thumb, we generally set the image to word count ratio to roughly 40:1 (40 words per image). Each image should include a descriptive alt text phrase, so if recipients don t accept images, the alt text will still tell them what the image is about. CAN-SPAM (US) By law, you must include your company name, address and an unsubscribe link in your to comply with laws. When someone unsubscribes, you must honour it! 6

7 CANADIAN ANTI-SPAM LEGISLATION (CASL) EFFECTIVE JULY 1, 2014 CASL alters the e-messaging marketing landscape, including messages sent via fax, text, and other electronic forms of contact. Previously, both US and Canadian law required an opt-out or unsubscribe option in each communication. While US law remains unchanged at the time of this writing, e-communications coming from, routed through, or sent to Canada are accountable under the new CASL legislation. communications sent with the purpose of commercial activity (even nonprofits can fall under this category), must obtain consent in one of three ways. 1. Express consent. All commercial activity related s are required to have an opt-in. The burden of proof is on the sender, so be sure that you have a clear opt-ins before you start sending out s. 2. An exception where consent can be implied. Consent is implied in the case of a long-standing business or non-business (charity to donor) relationship (time-frames apply). There is also implied consent if someone has provided their address and the message is relevant to his or her business or duties. 3. An exception where no consent is required. This would apply to anyone with personal or family relationship. Be sure you understand where each e-communication is going and if it meets one of the requirements above. If not, the maximum penalty for an individual is a fine of $1 million or $10 million for a corporation, per day. More: 5 Signature/Footer Your signature should be consistent with the from name in the . Sign the like you would any and include any other information you think the recipients could find useful, such as your company contact information. 10-Step Marketing Guide 7

8 The signature or your is a great place to include social media icons (KAYAK adds them automatically to our marketing s). Your blog address and announcements about upcoming events or products are great info to include as well. 6 Testing Your To ensure the best results, send a test to a limited number of people. Ask a co-worker, employee or friend to proof read the and click on every link to ensure they work. A fantastic way to proof read is to read it backwards. When we read forward, our eyes regularly scan ahead and our brains register word shapes more than letter shapes it s how we miss typos even when we read something many times. Fix any errors before sending to a larger group. Even with errors in most of the following words, you can still read the line: Fix amy errors befor sendiing to a group. Send the Double-check all of the links, the HTML and text based version are set up properly. And, check the to make sure all images and image alt tags are perfect. 7 8

9 8 Listen and Respond Sending is just the first step. Other than getting someone to act, the other goals of marketing are to build relationships and build up your list of subscribers. Someone in your company must be able to respond preferably the person that the came from. Address questions or comments in a timely manner. Every day that passes is an eternity in today s online world. Measure In order to understand how much a specific contributed to reaching your goal,you are wise to measure the click-through rate and unsubscribe rate. Watch for spikes in your website traffic the day of and the day after you sent the . If the s goal was to generate leads, you will need to analyze how many leads you received and the quality of them Follow Up! Your recipient took the time to respond, so follow it up. This person just became a new lead for your business. If your pushed people to a landing page, follow up to ensure they received the offer. Automate a custom lead nurturing campaign. Make sure your sales team gets that lead and follows through as well. 10-Step Marketing Guide 9

10 A KAYAK tips inspiration from HubSpot Software. 10

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