Ronald McGrath Chief Technology Officer HighRoad Solution ron@highroadsolution.com September 15, 2010 Email Marketing Seven Best Practices for Squeezing Out Maximum Value
Key Takeaways 1) Newsletter Creation Best Practices. 2) Leveraging your Demographics. 3) Providing a full service Email Preference Center. 4) Mining your Email Analytics. 5) Driving Dynamic Content. 6) Personalization. 7) Testing, testing and more testing.
Pain Points of Building Newsletters Creating emails 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.
Pain Points of Building Newsletters Easy to add broken links. Sending out copy with typos or inaccurate information.
Pain Points of Building Newsletters Complex templates (nested tables) can be difficult to manipulate. Implementing email marketing best practices in your newsletter is based on the user s time and expertise.
HTML for Email There are no standards on how email clients render messages.
Email Rendering Engines
Use Tables Use tables for layout
Using CSS Using CSS can be rolling the dice on email rendering
Email is an Extension of Your Brand Consistency is Important
Above the Fold You have 800 x 600 pixels to capture your recipient s attention
60/40 Rule At least 60% of your message should be text
The Art of the Click Through Think of email as your website on wheels. Don t give your recipients your articles for free. Give them teaser text. Use Read More links
The Art of the Click Through You want recipients interacting with your email and website. Above the Fold valuable real estate. Use a TOC at the top of your emails.
Email Analytics Understand how your audience is interacting with your emails
Email Analytics Understand how your audience is interacting with your emails
Email Analytics Understand how your audience is interacting with your emails
Making Email Social
Email and Social Share
Email and Social Share
Email and Social Share
Email and Social Share
Email and Social Share
Email and Social Share
Email and Social Share
Email Marketing Services Ronald McGrath Chief Technology Officer HighRoad Solution ron@highroadsolution.com If you would like more information about email marketing or the services that HighRoad Solution provides, please contact Ron directly at ron@highroadsolution.com
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