This presentation is packed with email marketing best practice advice. Find out the best ways to build a database, create successful email designs and maximise your deliverability. Delivered to you by one of the UK's leading email marketing companies NewZapp.

1. email marketing making the most of presented by Ian Creek copyright DesitNet 2009 www.newzapp.co.uk

2. who am I? www.newzapp.co.uk Ian Creek marketing manager - newz app my experience: degree in Marketing from Bristol Business School worked in both product and service based industry with newz app since 2005 worked with and advised thousands of businesses on their email marketing copyright DesitNet 2009 www.newzapp.co.uk

3. what is email marketing? “ The process of delivering relevant , engaging and timely marketing messages about your products and services to a pre-defined group of recipients via electronic mail.” email marketing copyright DesitNet 2009 www.newzapp.co.uk

4. what’s involved in email marketing? copyright DesitNet 2009 www.newzapp.co.uk design reporting data delivery

5. stage 1 - data the key areas of data: your current database building databases how much should you collect? segmentation copyright DesitNet 2009 www.newzapp.co.uk

6. BAD DATA your database if you haven’t cleaned it today - it’s out of date! every time you send you should clean focus on quality not quantity full data and clean can you group it in some way? we’ll come back to segmentation lose the bad data even if they’re customers bad data e.g bounces need to be deleted or corrected x copyright DesitNet 2009 www.newzapp.co.uk 1 3 2

8. collection and segmentation how much should you collect? segmentation enough but not too much … only what you’ll use or need greed causes drop outs – split your collection starting with “must have” ensure your data collection supports your segmentation 1 2 3 4 segmentation should lead to targeting you can segment based on… demographic, geography, behaviour, life cycle and more copyright DesitNet 2009 www.newzapp.co.uk

9. stage 2 - design subject line and ‘from’ coding text and image balance call to action spam filters expectation vs. experience above the fold types of email copyright DesitNet 2009 www.newzapp.co.uk

10. first impressions count subject line ‘ from’ details above the fold - fit the preview screen - most important info first - introduce content - engage the reader - avoid personalisation? - first thing they see on left - most recognisable - brand or person - check images on and off - easy to see who its from - call to action / Johnson box - ask to add you to safe list - link to online version first to be seen? copyright DesitNet 2009 www.newzapp.co.uk

12. coding in your email coding CSS (cascading style sheets) or ‘in-line’ styles test in all major clients – Hotmail, Yahoo!, Outlook 03/07, AOL, Lotus Notes, Google go to an email specialist or visit www.email-standards.org avoid – forms, javascript, high end CSS optimise for preview panes approx 600 pixels wide always include width and height on images to avoid suppression issues copyright DesitNet 2009 www.newzapp.co.uk

13. text to image balance how will your email look without images or in a text only format? normally you’ll want a 70% - 30% balance in favour of text too much text is boring, too many images risk being junked or deleted try to avoid over using images at the top of the email - remember the fold copyright DesitNet 2009 www.newzapp.co.uk

14. spam filters spam filters what they look for… - phrases - coding - header structure - phishing - image/text balance - reputation ISP filter corporate filter inbox filter some phrases, words and styles to watch out for … (visit spamassassin.apache.org ) ‘ FREE’ ‘ HOT’ ‘ CLICK HERE’ BOLD TEXT ‘ STOCK’ ‘ ENHANCED’ SHOUTING ( using all caps ) very large & very small text font colour copyright DesitNet 2009 www.newzapp.co.uk

15. call to action and expectations if you don’t ask you wont get! position in top, middle and bottom use both text and image based links is your call to action realistic and enticing? expectations vs. experiences call to action does the experience meet the expectation? no prizes for surprises! this runs from collection point, through delivery and into response take everyone on a journey copyright DesitNet 2009 www.newzapp.co.uk

16. an example from my inbox sign-up email landing page benefit opt-in easy / quick clear design clear message CTA no benefit? fits with email follows the flow takes me along journey

18. stage 3 – campaign delivery the key areas of delivery: when to deliver? how to deliver copyright DesitNet 2009 www.newzapp.co.uk

20. and finally…5 things you must remember be relevant : if it’s not, you won’t succeed you’re not Barry Scott : HI IM BARRY SCOTT… no you’re not email data goes out of date : clean regularly, use it or lose it don’t be afraid : try new things, don’t worry about unsub – test everything an email lives forever : once it’s out there, it’s out there shouting can get you junked ( try not to look spammy ) copyright DesitNet 2009 www.newzapp.co.uk