1. Email Marketing Case Study
Reval Hotels: Friends & Lovers
Robin Gurney
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2. Estonian email
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3. Foreign Language Emails
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4. English Landing Page
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5. ‘Thank You’ Page
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6. ‘Closed’ Page
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7. Email Marketing Tips
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8. » Leave lots and lots of time for testing
» Always include a text version (an
alternative to HTML)
» Test with different web browsers (IE 6, IE
7, Opera, Firefox 2, Safari)
» Use an informative From name and
Subject line
» Limit subject lines to 50-60 characters
» Make sure your links work
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9. » Make sure your links don’t expire
» Put links to subscribe, unsubscribe, or
change settings in the fine print at the
very top or bottom of the email
» Keep your email width under 600 pixels
» Track your emails
» Identify qualitative goals
» Define the target audiences
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10. » Choose the type of email:
• Short-Form Editorial (ad free) e.g. Äripäev
top 5
• Long-Form Editorial (like a newsletter) e.g.
altex Newsletter
• Short-Form Promotional (e.g. e-postcard or
e-flyer) like Friends & Lovers or Eturundus!
Emails
• Long-Form Promotional e.g. sells multiple
products
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11. » Contract owners of targeted opt in
lists
» Segment your house lists
» Define content strategy, frequency
and send schedules
» Don’t forget that content is king
» Test, test, test
» Think about segmentation
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12. » Send out in batches
» Observe technical requirements of third
parties
» Avoid weekends
» Protect against spam bots
» AIDA
» Pre-fill forms if you can
» Keep it simple
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13. » Don’t SPAM
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