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1 { { icontact for Salesforce: Marketing Best Practices Greenpaper I m green because I m saving trees.

2 Purpose: The purpose of this whitepaper is to provide you with permission-based marketing best practices, designed to help you build effective icontact for Salesforce campaigns that increase ROI by Engaging, Converting and Retaining your customers while minimizing their spam complaints. This Paper is Your Big Picture Plan to Engage, Convert and Retain Your Salesforce Contacts and Leads Table of Contents: I. Modern-day spam defined, the types of spam complaints submitted by recipients and the complaint levels you should maintain II. III. IV. Retain the trust of your Salesforce Contacts and Leads and maintain a low complaint rate opt-in types required to align with icontact s anti-spam policy Setting Expectations with quality Permission Statements at opt-in and restated in your messages V. Save time and use the Add to Campaign button on your Contact and Lead Reports or Custom views when building your icontact Campaigns VI. VII. VIII. IX. Develop relevant messages aligned with the data criterion filters used to build your Campaign members list Increase Opens with optimized Envelope Fields and Subject Lines Increase Click rates & Click to Open rates by Optimizing your message body Glossary of Permission-Based Marketing terms to help you digest this paper 2

3 I. Modern Day Spam Offenses & Types of Spam Complaints Definition of Modern-Day Spam Spam is unrecognized, unexpected or unwanted . The most important factor in determining spam is the person who labels the message as spam (which is the recipient). Your message can be a targeted, permission-based , but if a recipient thinks it is spam, then it will be reported as such. This can then damage your sender reputation and deliverability. These complaints can also negatively impact your ESP s reputation and deliverability. Key Points: Spam reporting is controlled 100% by your recipients, their ISP/Mail box providers, and abuse networks. Modern-Day Spam includes any unrecognized, unexpected or unwanted (even if the recipient provided explicit permission to receive the through an opt-in opportunity). Types of Spam Complaints (from low risk to high risk) Marked or flagged by the recipient as spam or junk Most recipients unfortunately, do not realize the impact they have on sender reputation when they click the spam or junk buttons. These actions absolutely impact deliverability and reputation because ISPs such as AOL, Microsoft and Yahoo document complaints submitted by your recipients. Many ISPs have established complaint-rate thresholds (number of complaints per number of recipients allowed before reputation is negatively affected). These thresholds can change and are rarely published by ISPs. A good rule of thumb is to keep the complaint ratio below 5 in If your complaint rate exceeds.5% from an ISP, you may be restricted by the ISP, or you may be required to re-confirm your -recipient addresses. Manual complaints submitted by recipients to ISP or ESP abuse departments Manual complaints are treated as major offenses by both ISPs and ESPs. This is due to the fact that it takes significant effort for a recipient to file a manual complaint. The recipient must take the 3

4 time to find the abuse address and then write the , which in most cases requires a detailed description of why the message has been classified as spam. If the recipient can prove he or she did not give the sender permission to send the message, an abuse@ complaint is sent to the ISP and may result in a blacklist of your sending domain and IP addresses. This type of complaint can also result in account disablement or possibly termination by your ESP if the recipient s can prove violation of set anti-spam policies. A quality ESP will have a strict policy. Complaint filed through 3rd-party abuse processing service Anti-abuse networks like MAAWG, SpamCop, Spamhaus, the ESPC, and others, have been created in the last decade to help recipients, ISPs, and law-abiding marketers combat spam. These networks aim to track known spammer gangs, hold senders of unsolicited bulk accountable and continue to build and improve anti-spam legislation. SpamCop, for example, allows any registered recipient to post a spam complaint through the SpamCop website. They empower a user who receives spoofed/unsolicited scams and spam to take action. Through SpamCop, users can report any they perceive to be unsolicited. When your ESP or ISP receives a recipient complaint from SpamCop, your ESP or ISP will certainly disable or sometimes terminate your account. Therefore, it is a good idea to use confirmed optin for all subscriptions in order to verify that the recipients are the legitimate owners of their addresses and that they provide explicit permission to receive s. Hitting Spam Traps and Honey Pots Some anti-abuse networks post secret addresses on websites in the attempt to catch known spammers. harvesting is a common spammer practice which utilizes computer-automated bots to scan and collect addresses across the internet. The spammers add any collected or harvested addresses to their lists. When spammers collect addresses from planted Spam Traps and Honey Pots (a member of the anti-abuse network), they later send unsolicited messages to those addresses without permission. When the owner of the Spam Trap or Honey Pot receives the unsolicited message, the owner is actually catching the spammer in the act of harvesting. The owner can then process the message, determine the source of the and take appropriate action by informing the ESP or ISP. When ISPs and ESPs receive complaints from Spam Traps or Honey Pots, the spammer s sending privileges are usually terminated. 4

5 There are few instances where hitting Spam Traps can be legitimately excused. In rare cases, competitors and disgruntled customers or employees can submit known Spam Traps into your opt-in sign up form. If confirmation messages are not used to verify the recipient s desire to join your list, then anti-abuse networks are forced to report the hit. Key Points: All spam complaints can negatively impact the sender s reputation. Manual spam complaints have an immediate and negative impact on your sending reputation, but you can avoid them by following a strict anti-spam policy ( Spam Traps and Honey Pots most severely impact your sending reputation. An isolated hit can cause you to lose your ability to send to ISPs and mailbox providers and your ESP may be forced to disable or close your account. 5

6 II. Retain The Trust of Your Salesforce Contacts and Leads and Maintain a Low Complaint Rate Understanding Acquisition as a Trust Relationship Due to privacy trust issues and the increased volume of spam delivered to inboxes, recipients must trust your organization if they are to continue opening your messages without marking them as spam or registering manual complaints. The first place to build this trust relationship is on your capture or opt-in page. An opt-in that builds trust requires that you answer the following subscriber questions: What will I receive from this organization in exchange for my address? What expectations should I have in terms of this organization abiding by the statements made on their capture/opt-in page? How does the organization ensure that my address will be kept private? Beyond the incentive offered, what value will I receive that instantly validates my decision to entrust this organization with my address? To overcome this lack of trust, it is important to clearly state the nature of your s, how frequently you will send them and what value your s provide. Living up to the promises made on your capture/opt-in page can build loyal client/customer relationships and help create engaged readers. This empowers your marketing to directly impact ROI. A final important statement on the trust relationship topic: A bird in the hand is worth two in the bush. With that said, treat your existing customers as you would all potential marketing opt-ins. New customers or potential customers should require direct opt-in before receiving your marketing s. Provide an unchecked opt-in box during your online checkout process with a succinct permission statement. It is best to receive direct consent from your recipient before sending them marketing s. Not doing so will lead to a high complaint rate which could harm your relationships with ISPs, ESPs and your valuable customers. 6

7 Complaint Levels Required to Use icontact and Maintain Your Trust Relationship with Salesforce Contacts and Leads You should maintain an overall complaint level below.1% (1 per 1000 recipients) to keep a trustful and quality relationship with your Salesforce Contacts and Leads. This will also ensure that you keep your leads and contacts engaged, converted and retained. Below are the different risk levels associated with complaints that exceed.1%, or in the event you receive a more serious manual complaint from a recipient or an abuse network. Following our permission based best practices should keep your company out of the following threat level categories. Low Threat:.1 -.3% (1 per 1000/3 per 1000) but zero manual complaints A low threat level indicates that the sender has had an issue with a specific ISP such as AOL or Yahoo, but has not received manual complaints. Medium Threat:.4 -.5% (4 per 1000/5 per 1000) or a manual complaint received Medium threat scores imply sender conflicts with several ISPs (AOL, Yahoo, Comcast, Microsoft, uol, USA.net, etc.), and indicate the sender may have received a small number of manual or SpamCop complaints. High Threat:.6 -.7% (6 per 1000/7 per 1000) or multiple manual complaints received A high threat indicates the sender has had issues with several ISPs (AOL, Yahoo, Comcast, Microsoft, uol, USA.net, etc.), and that at least a few manual or SpamCop complaints have been filed. Very High Threat: >.7% (greater than 7 per 1000 overall complaint rate) and frequent manual complaints received Very high threat means that the sender has had issues with several ISPs (AOL, Yahoo, Comcast, Microsoft, uol, USA.net, etc.), and has received multiple manual complaints and SpamCop complaints. This threat level requires immediate opt-in content changes. The sender will, most likely, be prohibited from using icontact until opt-in changes are agreed upon and made. 7

8 Key Points: A trust relationship between your organization and your current and future recipients is critical to permission-based marketing. Recipients must trust you before they will give you access to their address, and even more so after they give you access. Threat Level ratings are based on overall complaint rates, and the types of complaints received (marked as spam, manual, SpamCop, Spam Traps hit). Complaint Rate thresholds are subject to change based on ISP and anti-abuse network requirements. 8

9 III. Opt-In Types and Their Alignment With icontact s Anti-Spam Policy Types of Opt-ins What category do you fall into? (Please note: Opt-in types are listed in order of compliance. Explicit and Clear opt-ins are recommended for optimum marketing results, while Forced opt-in/outs and lower compliant methods are only acceptable if the sender s complaint rate is below.2% and no manual complaints have been processed). 1. Explicit Opt-in: This occurs when a recipient directly chooses to receive marketing s by checking a box or clicking a link that includes a confirmation message for receiving these marketing s. If a sender is high risk, icontact requires that the sender utilize this method. Sample of Explicit Opt-in below: 2. Clear Opt-in: This type of sign up form should clearly indicate the type of message the individual is choosing to regularly receive, include a permission statement, but does not require selecting a checkbox. icontact s policy requires this method if your recipients are submitting addresses for a newsletter or promotion. In this case, the specific nature and frequency of s the recipient will receive in exchange for submitting an address 9

10 must be made clear. If client does not agree to upgrade their permission statement to Clear Opt-in, and is a medium to high-threat level account, then client may be terminated by icontact. Sample of Clear Opt-in below: 3. Forced Opt-in/Opt-out (A): This opt-in type includes a permission statement near the field, but does not require user behavior. Unless individuals clearly read the permission statement on these sign up forms, they will likely be unaware that they are signing up to receive frequent marketing s. A Forced opt-in page does clearly identify the nature and frequency of the s the subscriber is opting in to receive. ***icontact requires that the sender upgrade to a Clear or Explicit Opt-in if the sender: 1. Has exceeded our complaint thresholds on multiple occasions with AOL (.5%), Yahoo (.3%), or Microsoft (.5%) 2. Has a complaint ratio of.2% or greater, or has received a manual or SpamCop complaint Sample of Forced Opt-in/Opt-out (A) below: 10

11 4. Forced Opt-in/Opt-out (B): This method does not include a permission statement and does not mention the nature or frequency of s sent. This method might utilize a pre-checked checkbox or auto-fill the address field. ***icontact requires that the sender upgrade to a Clear or Explicit opt-in if the sender: 1. Has exceeded our complaint thresholds on multiple occasions with AOL (.5%), Yahoo (.3%), or Microsoft (.5%) 2. Has a complaint ratio of.2% or greater, or has received a manual or SpamCop complaint Sample of Forced Opt-in/Opt-out (B) below: 5. Prior Business Relationship: This opt-in indicates that the recipient has purchased a product or service in the past, thus establishing a business relationship with the sender, but has never directly provided an address or granted permission to receive marketing s from your company. ***icontact requires that the sender upgrade to a Clear or Explicit opt-in if the sender: 1. Has exceeded our complaint thresholds on multiple occasions with AOL (.5%), Yahoo (.3%), or Microsoft (.5%) 2. Has a complaint ratio of.2% or greater, or has received a manual or SpamCop complaint 11

12 Sample of Prior Business Relationship below: 6. Field with No Permission: This indicates that the sender provided an Opt-in field, but did not include a permission statement or a description of the nature/frequency of the sender s. icontact requires that these senders upgrade to a Clear or Explicit Opt-in if they meet the following criteria: 1. Has exceeded our complaint thresholds on multiple occasions with AOL (.5%), Yahoo (.3%), or Microsoft (.5%) 2. Has a complaint ratio of.2% or greater, or has received a manual or SpamCop complaint 3. Has hit a Spam Trap address Sample of Prior Field with No Permissions below: 12

13 Key Points: It s not always easy for businesses or individuals to maintain a healthy sending relationship with their recipients. Mindful senders must stay up to date with spam-compliance procedures and specific ISP and ESP spam policies. You can establish or re-establish a mutually beneficial relationship by upgrading your opt-in methods to Explicit or Clear Opt-n to avoid the spammer label, and continuously reap the incredible benefits of marketing. 13

14 IV. Set Expectations with a Quality Permission Statement At Opt-In, and Restate the Value in All of Your s Set clear expectations at the opt-in stage by using a permission statement that describes the nature, frequency and value of your s. This will ultimately improve your trust relationship with your subscribers. Keep in mind that the clarity of your permission statement is much more important than its persuasiveness. Restate the value, nature and frequency of your s in every message in order to lower recipient anxieties regarding . Restating these elements will help your recipients recall why or how they signed up to receive your s, thus mitigating complaints. Before creating permission statements for your opt-in -capture page, it is critical to have a strategic plan for your content. The content must live up to the value proposition proposed on your capture page, as it is imperative that you meet your subscribers expectations. To do so, you can create a succinct value proposition statement for your campaign and ensure that all of your content is aligned with the value proposition. Then, restate the value proposition in all of your messages, and provide a call to action for the recipient that helps them realize your proposed value. Overall, if you state that you will send s of a certain nature and frequency, be absolutely certain to deliver on those promises. Other core best practices to follow as it relates to setting and exceeding subscriber expectations: Be prepared for your readers to forget that they signed up for your Always restate your s value proposition Consistently identify your brand Make sure that the name of your company, or of someone well known from your company, is included in the envelope fields. Envelope fields include the from-name, from- address, subject line, and the preview pane (the top pixels of your message) - Instantly verify who you are Make sure your recipients understand why they are receiving your message Make it obvious to the recipient why you re sending them a specific message (provide a goal that elicits value to your subscriber) Key Points: Define and set marketing expectations at opt-in with a clear permission-based statement and then live up to the statement by providing messages that meet or exceed the value expectations set. 14

15 V. Save Time and Use the Add To Campaign Button On Your Contact and Lead Reports or Custom Views When Building Your icontact Campaigns When you have decided upon the target audience of your icontact for Salesforce campaign, you should consider using the Add to Campaign button to quickly add Contacts and Leads as Campaign members to your icontact campaign. Reports Step 1: Build your Report. Create a new report that meets the criterion of your target audience using Contacts, Leads, Contacts and Accounts report type (or do the same in the Contacts or Lead View section). Step 2: Click the Add to Campaign button at the top of the Report results. This button will add all results from your report without requiring the Salesforce user to select multiple Contacts or Leads. This is especially helpful if you are adding over 200 Contacts or Leads to an icontact campaign. Lead and Contact Tab View Step 1: Build your Contact or Lead View. Create a new Contact or Lead view by clicking the Contact or Lead tab and click new view, or use existing view. Step 2: Select the Contacts and Leads from your view that you wish to add as Campaign members to your icontact Campaign. Step 3: Click the Add to Campaign button. This button will add all results from your view which you selected in step 2 above. If you are adding over 200 Contacts or Leads, please use the Report method noted above. Key Points: Use the Add to Campaign button to quickly add your Contact and Lead Reports and Views as Campaign members to your icontact campaigns. 15

16 VI. Develop Relevant Messages Aligned with the Data Criterion Filters Used To Build Your Campaign Member List One of the core components of an effective marketing campaign is Relevancy. Relevancy, in terms of marketing, is the compatibility of an message to the message recipient s motivations. icontact for Salesforce is the perfect tool to build relevant campaigns. Salesforce provides you with all of the specific data captured about your contacts and leads without leaving Salesforce. You can quickly generate Contact/Lead reports, views or filters, and add them to campaigns. Finally, just build a custom or HTML Salesforce template that is aligned with the criterion filters you used to build your campaign member list. The alignment of your message goal(s) and filter criterion used to build your campaign member list will determine the effectiveness/relevancy of your icontact for Salesforce campaign. Key Points: Sending relevant campaigns with icontact for Salesforce is as easy as 1, 2, 3 1. Use your specific data criteria already captured in Salesforce to build a report, view, or filter on Contacts and Leads. 2. Add the filter, report, or view of Contacts and Leads to your campaign as members. 3. Build a Salesforce HTML or custom template aligned with the criteria used to build your campaign member list and send it to your campaign members. 16

17 VII. Increase Opens By Optimizing Your Envelope Fields, Subject Lines and Preview Pane (Above the Fold) Don t hide your identity. Build the trust of your recipients by making your identity obvious. Brand either your from name or subject line. Brand the top portion of your message. Include a text message above your image header that restates the nature and call to action of the . Seventy-three percent of recipients make the decision to click on the report as spam button or junk mail button based on the From line (From Name, From Address, and Subject Line). Jupiter Research found that 35% of users open messages because of what s contained in the subject line. Good From Name, From Address Should: Identify who you are Display an address with a domain related to your website Use a prefix (before that is related to the nature of your Good Subject Line Should: o Contain no more than characters o Create a sense of urgency o Clearly state the nature of your o Be informative and relevant o Invoke curiosity and interest o Highlight your s call to action and offer/value proposition o Speak to the needs/wants/expectations of your recipient 17

18 What Kinds of Subject Lines Most Attract Your Attention? o o o o o o o o o 55.2% - Clearly State the Offer 49.6% - Discount or free shipping 48.8% - Brand name or sender 33.8% - Curious 30.3% - Promise immediate answers (download or survey) 18.7% - Short 15.2% - Promise to solve a specific problem 14.1% - Funny 11.0% - Has my name in it *Return Path survey evaluating Holiday Subject Lines Key Points: The envelope fields (From Name, From Address, Subject Line, Preview Pane-above the fold) and the trust established by your brand drive your open rates. 18

19 VIII. Increase Click Rates & Click-To-Open Rates By Optimizing Your Message Body Providing Subscribers with Clear Value is the Key Value is the primary reason an ideal prospect would respond to you or click on a link in your message. The first step to designing a successful message body is to create a clear goal that creates value for your recipients. You should not send an unless the message has a clear goal for its recipient, and this should be expressed through a call to action for the recipient. Put yourself in your recipients shoes and ask yourself, Is the call to action clear, and is it worth my time to take action? Sample Call to Action Call a specific phone number Click a link to register for an event Click to purchase a product that meets your needs Click complete a survey to help improve your customer service After the goal and value are clear, you should then work on your message s look and feel. The message should have a similar look and feel as your website or the landing page of your message. The message should also be congruent with your landing page (the link or web address that your message drives users to). Congruence is having every element of the message body either state the unique value of the offer, or support the unique value of the offer that is on your landing page or website. The message body should support and strengthen the expression of the offer that was mentioned in the envelope fields. This will help achieve the click through. Use Incentives It is also recommended to create a strong incentive within your message body which is different that the offer itself. The goal of the incentive is to increase the likelihood that a user will click through to your website or perform the designated call to action. 19

20 Sample Incentives Free shipping when you spend $20 or more Receive $15 off when you spend $50 or more Receive a free x when you order y today Call today and receive 25% off Components of a Successful Message Copy - clear, concise, easy on the eye Format, Design and Imagery - branded, audience & message relevance Call to Action - clear and concise Landing Page - link that recipients click within your Copy Clear, concise message; simple and to the point Make it personalized and feel 1-to-1 Make relevant to your audience Avoid scrollers Stick to less than three typefaces and colors Use a font size that can be easily read by all Keep your main message and call to action above the fold (above the top 200 pixels of your message) 62% of marketers test copy - MarketingSherpa 64% of marketers keep key points of content high up in the body of the message - Internet Retailer Format Design and Imagery Tips Host images on your web server or your ESP s servers; embedded images can cause filtering Keep pixels wide. Wider messages can force the recipient to scroll horizontally to see the entire message Since many clients are set by default to have images turned off, make sure to place your key messages in text at the top or upper left hand Absolutely NO JavaScript in Flash, audio and video in is not supported by most clients Security, filtering and firewalls prevent the proper rendering of rich media messages Best practice to overcome this issue is to send HTML with a clear call to action to view the rich media within a browser - use a screen shot of the media and make the image clickable to the video on your website 20

21 Call to Action Clear, concise and to the point Place your key call to action above the fold as often as you can Link both text and imagery to your call to action Conduct your own internal 5 second test - can your test group quickly tell what your campaign s key call to action is? Imagery Put your logo in the upper left-hand corner - this is where the eye goes first and will help with brand recognition Use relevant imagery for your audience and your message Lifestyle photos work best in B2C campaigns Link key imagery to your main call to action Keep in mind the disabling of images Balance your text and image Landing Pages An often neglected component of marketing is the landing page Your landing page should be: o closely tied to the creative o have a clear and concise call to action o be trackable (track your conversions such as purchases/registrations using a tool like Google Analytics or Omniture) Key Points: The message body is responsible for driving recipients to perform your call to action which is usually a click through to your website. You should know the goal of your message before you start designing it. Your call to action should provide a specific value in return for the recipient s action. The value in your message should be aligned with the goals of your recipients. Key components of an message include: copy, format-design-imagery, call to action, and a landing page. Include a strong incentive in your messages that motivates users to perform your call to action. 21

22 IX. Glossary Of Permission-Based Marketing Terms to Help You Digest This Paper Permission-Based Marketing: The practice of sending marketing only to recipients who have requested to receive the s. marketing that builds the value of a business brand, increases sales and strengthens the relationship with the business clients and subscribers. ROI: Return on Investment. The amount of return you receive per dollar spent on your investment. For example, marketing generated $43.62 for every dollar spent in The expected figure for 2010 is $ Engage or Engaging: Acting to draw favorable attention or interest. Convert or Converting: Altering for more effective utilization, or turning a prospective or trial customer into a paying customer. Retain or Retaining: To keep in one s pay or server, or to keep in mind or memory. Spam: Unrecognized, unexpected or unwanted . Recipient: Person to whom an message is sent, and the decision maker to label your message as spam. Spam Complaint: The act performed by an recipient in which they report your message as spam either to their ISP, your ESP s abuse department, or an anti-abuse network such as Spam Cop or Spamhaus. Complaint Rate: The percentage of recipients who mark or report your message as spam, divided by the total number of recipients who received your message. ISP Complaint Rate: Specific percentage of complaints for one ISP. For example, Yahoo complaint rate would be the total number of your Yahoo recipients who complained, divided by total number of your Yahoo recipients. Trust: Assurance or reliance on the character, ability, strength, or truth of someone or something. Opt-in: The act performed by the owner of an address in which they explicitly give their permission to a person or company to send them of a specific nature and frequency. 22

23 icontact s Anti-Spam Policy: icontact has a no tolerance spam policy. The strict measures we take to enforce our policy include, but are not limited to: We review and monitor large list imports. This includes a review of the list source, list age, collection methods, and confirmation practices. We utilize an MD5 hash record to screen for characteristics of commonly harvested lists. A member of our staff reviews each message sent to more than 5000 recipients and either will approve or reject it. This threshold is 500 recipients for clients that have been with us less than two months. We utilize a content-checking utility to screen and flag any message that contains words common to unsolicited s. We require a user to initial the following statement prior to each send: I certify with my initials that all recipients granted their permission to be sent this message. A record is saved of every that is sent through the system. Any customer found to be using icontact for spam will be immediately cut off from use of the product. We maintain the IP address and date subscribed for every new subscriber. Every , whether text or HTML, contains a mandatory unsubscribe/opt-out link at the bottom of the message. This unsubscribe link cannot be removed. Expectations: The description of the value offered to an recipient before an recipient subscribes to their program. Best practice is to set expectations that are either met or exceeded by the s that will be sent to the recipient. Permission Statement: A succinct, written sentence or paragraph that describes the nature and frequency of the content that a recipient will receive in exchange for their address. Best practice is to place this in close proximity of the address field. Deliverablity: The percentage of delivered by an ISP to an recipient that reaches the inbox. Relevant or Relevancy: message goals and content having a significant, logical connection with the recipient relating to the expectations set at opt-in. ESP - Service Provider: A company providing services such as marketing or bulk services. marketing and bulk services are not synonymous with spam. 23

24 Open: The act of an recipient opening your message. The open is counted when a 1-pixel image is downloaded by an recipient which requires a recipient to unblock images which most ISPs block by default. Recipients can also add a sender s from address to their trusted senders list, or the sender can use a service such a Goodmail for images to render automatically. Open Rate: Percentage of recipients who opened an message (measure using a 1-pixel image that must be unblocked by an recipient), or the number of recipient opens, divided by the total number of recipients that received a particular message. Typically identifies the effectiveness of your envelope fields (From Name, From Address, Subject Line, and top of fold (top 400 pixels) content to motivate a user to open your message. Click Rate: Percentage of recipients who clicked a link in an message, or the number of recipients who clicked a link in your message, divided by the total number of recipients that received a particular message. Typically identifies the effectiveness of your message content to motivate a user to perform a call to action. Click to Open Rate: Percentage of recipients who opened a particular message and proceeded to click a link in the same message, or the number of recipients who opened a particular message, divided by the number of recipients who clicked a link in the same message. Typically identifies the effectiveness of your message content to motivate a user to perform a call to action. Capture Opt-in Page: A web-based or paper-based form used to collect addresses from website visitors or store front visitors who wish to receive s related to product updates, special announcements or promotional offers exclusive to s. Sender Reputation: An anti-spam functionality used to measure the likelihood of a recipient s messages to be deemed as spam. This measurement is determined in many different ways by many different entities (mailbox providers, servers, filters, ISPs). Most common elements of measurement include data related to the senders complaint rates, Spam Trap hit rate, bounce rate, and open rate (engagement rate). Spam Traps: Usually addresses that are created to lure spammers and published in a way that only spammers using harvesting methods will find the address. Since no is solicited by the owner of this address, any messages sent to this Spam Trap are considered unsolicited. 24

25 Envelope Fields: The From Name, From Address, Subject Line, and preview pane (or top 400 pixes of an message) of an . The envelope fields are the first elements of an viewed by an recipient and most strongly influence whether or not the recipient will open the message. Subject Line: A key envelope field of an message that strongly influences the recipient to open an message. Offer: The value you promise in exchange for your recipient to perform your call to action (such as a purchase, registration or phone call). Incentive: An element, different than the offer, of a message that will increase the likelihood of a recipient to perform the call to action of your message. Value Proposition: What makes your business, service, product or offer unique and instantly credible to your recipient. Landing Page: A URL or link placed within your message that is directly related to the goal of your message. This page is where your recipient typically performs your message call to action (where they purchase, register or complete survey). Salesforce Add to Campaign Button: A standard Salesforce button available on Salesforce Contact, Account and Contact, and Lead Reports as well as Contact and Lead custom views that allows you to build a report or view using relevant criteria and to quickly add your Contacts or Leads as Campaign members to an icontact Campaign. 25