Marketing. Seven Best Practices for Squeezing Out Maximum Value. Download slides at:
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1 Ronald McGrath Chief Technology Officer HighRoad Solution September 15, Marketing Seven Best Practices for Squeezing Out Maximum Value
2 Key Takeaways 1) Newsletter Creation Best Practices. 2) Leveraging your Demographics. 3) Providing a full service Preference Center. 4) Mining your Analytics. 5) Driving Dynamic Content. 6) Personalization. 7) Testing, testing and more testing.
3 Pain Points of Building Newsletters Creating s and newsletters is time consuming. The process lends itself to errors Copy and Paste technique from MS Word adds noncompliant (WC3) HTML code. Deliverability issues. Rendering issues. Formatting quirks.
4 Pain Points of Building Newsletters Easy to add broken links. Sending out copy with typos or inaccurate information.
5 Pain Points of Building Newsletters Complex templates (nested tables) can be difficult to manipulate. Implementing marketing best practices in your newsletter is based on the user s time and expertise.
6 HTML for There are no standards on how clients render messages.
7 Rendering Engines
8 Use Tables Use tables for layout
9 Using CSS Using CSS can be rolling the dice on rendering
10 is an Extension of Your Brand Consistency is Important
11 Above the Fold You have 800 x 600 pixels to capture your recipient s attention
12 60/40 Rule At least 60% of your message should be text
13 The Art of the Click Through Think of as your website on wheels. Don t give your recipients your articles for free. Give them teaser text. Use Read More links
14 The Art of the Click Through You want recipients interacting with your and website. Above the Fold valuable real estate. Use a TOC at the top of your s.
15 Analytics Understand how your audience is interacting with your s
16 Analytics Understand how your audience is interacting with your s
17 Analytics Understand how your audience is interacting with your s
18 Making Social
19 and Social Share
20 and Social Share
21 and Social Share
22 and Social Share
23 and Social Share
24 and Social Share
25 and Social Share
26 Marketing Services Ronald McGrath Chief Technology Officer HighRoad Solution If you would like more information about marketing or the services that HighRoad Solution provides, please contact Ron directly at
27 More Small Business Resources from NFIB marketing tips: Small Business Webinar Series: NFIB on Facebook:
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