Marketing 201. Con$nuing the Conversa$on

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1 Marketing 201 Con$nuing the Conversa$on

2 Summary from 101 Why marke,ng? Cost effec,ve, high ROI Easy to track, easy to manage Preferred delivery method Growing industry It complements other marke,ng strategies Easily incorporated into other marke,ng channels S,ll number one for online marke,ng budgets

3 is not dead is con,nually growing 107 trillion messages were sent in 2010 (19% higher than in 2009) h0p://royal.pingdom.com Projected that there will be 3.8 billion accounts worldwide by 2014 Radica$ Group, + Social Media = J Not a compe,,on, must work together drives traffic to social media, social media drives subscribers Conversa,on must con,nue through all online media to be effec,ve

4 marketing spending

5 What you have List Message Delivery method What kind of list is it? Who is on your list? How did they get there? What are you saying? How are you saying it? Are you listening? Who s in charge? What is really going on? Can it be be\er?

6 Importance of list quality Best names come from your own site Bought lists do not work Co- reg is very tricky Promo,ons need to be targeted Best growth is organic growth Rapid ar,ficial growth is difficult to manage New subscribers come in engaged and warm Organic growth let s you plan ahead accordingly

7 Capturing names Visitors on your site are interested in what you do Spent,me to find you Stayed on your site Looking for something! You must make the signup process easy and obvious Choose an eye- catching spot Keep it on your front page Don t try to collect too much

8 Claire Murray signup What I like is the fact that I can have mul$ple forms. As different customers have different shopping habits, I can place the forms strategically in line with promo$ons. For example: If I adver$se a large discount coupon code on the site, they ll sign up to get the coupon while they may not have any other $me. We pick up many new subscribers that way.

9 Double opt the gold standard Double op,ng in confirms you have the right address Only way to verify an Prevents typos and hard bounces You will get be\er deliverability It also allows you a chance to send a welcome message The first step in nurturing a rela.onship Gives you a chance to thank the subscriber Allows you to learn more about the subscriber

10 The welcome message Set expecta,ons upfront When will you mail? What will you mail? Where to unsubscribe? Establish relevancy and recogni,on From address and name Subject lines and styles Collect more informa,on

11 Claire Murray welcome

12 Sending Personalize and target Collect demographics Address your subscribers Not everyone needs every Be direct, no hooks Subscriber trust is violated Complaints and unsubs increase Not CAN- SPAM complaint

13 The code behind your content s are not a web page No page,tles No Header No external documents Avoid CSS (external, internal) Scripts (JavaScript) and Flash (.swf) A\achments

14 What not to do

15 Separate out Non- openers Hard bounces Soi bounces List management Nurture your ac,ve subscribers Develop a rela.onship Don t always try to sell Let them adver,se for you

16 Authen,ca,on rdns DKIM (not DK) SPF and SenderID Technical details Connec,on sejngs for ISP s Max requests Timeout Retry period

17 Watch bounces Deferrals Domain specific Block removal requests Troubleshooting Monitoring your reputa,on 3rd party services ISP feedback Blacklists

18 Takeaway on deliverability Deliverability can be a black box ISP s don t always publish preferred sejngs Standards are always evolving No unified body Best prac,ces give you the best chance Honor the unsubscribe Stay up to date with industry standards Don t send to people who don t want

19 What you have List Message Delivery method What kind of list is it? Who is on your list? How did they get there? What are you saying? How are you saying it? Are you listening? Who s in charge? What is really going on? Can it be be\er?

20 Topica Advantage Extensive knowledge base in marke,ng 12+ years of experience in the field Team devoted to helping clients reach their goals Online plalorm to help you create, send and manage your campaigns Start a 30 day free trial today! Import up to 1000 subscribers Send unlimited s FREE marke,ng consulta,on and evalua,on h\p://www.topica.com

21 Q & A

22 Thank you Topica, Inc. (415)

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