![Page 1: Email Marketing - NFIB...If you would like more information about email marketing or the services that HighRoad Solution provides, please contact Ron directly at ron@highroadsolution.com](https://reader033.vdocuments.us/reader033/viewer/2022060222/5f07a10f7e708231d41df046/html5/thumbnails/1.jpg)
Participate on Twitter: Follow @nfiblive and use hashtag #nfiblive
Download slides at: www.nfib.com/emailmarketingdeck
Ronald McGrathChief Technology Officer
HighRoad [email protected]
September 15, 2010
Email MarketingEmail Marketing
Seven Best Practices for Squeezing Out Maximum ValueSeven Best Practices for Squeezing Out Maximum Value
![Page 2: Email Marketing - NFIB...If you would like more information about email marketing or the services that HighRoad Solution provides, please contact Ron directly at ron@highroadsolution.com](https://reader033.vdocuments.us/reader033/viewer/2022060222/5f07a10f7e708231d41df046/html5/thumbnails/2.jpg)
Participate on Twitter: Follow @nfiblive and use hashtag #nfiblive
Download slides at: www.nfib.com/emailmarketingdeck
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.
![Page 3: Email Marketing - NFIB...If you would like more information about email marketing or the services that HighRoad Solution provides, please contact Ron directly at ron@highroadsolution.com](https://reader033.vdocuments.us/reader033/viewer/2022060222/5f07a10f7e708231d41df046/html5/thumbnails/3.jpg)
Participate on Twitter: Follow @nfiblive and use hashtag #nfiblive
Download slides at: www.nfib.com/emailmarketingdeck
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 non‐compliant (WC3) HTML code.
• Deliverability issues.
• Rendering issues.
• Formatting quirks.
![Page 4: Email Marketing - NFIB...If you would like more information about email marketing or the services that HighRoad Solution provides, please contact Ron directly at ron@highroadsolution.com](https://reader033.vdocuments.us/reader033/viewer/2022060222/5f07a10f7e708231d41df046/html5/thumbnails/4.jpg)
Participate on Twitter: Follow @nfiblive and use hashtag #nfiblive
Download slides at: www.nfib.com/emailmarketingdeck
Pain Points of Building Newsletters
• Easy to add broken links.
• Sending out copy with typos or inaccurate information.
![Page 5: Email Marketing - NFIB...If you would like more information about email marketing or the services that HighRoad Solution provides, please contact Ron directly at ron@highroadsolution.com](https://reader033.vdocuments.us/reader033/viewer/2022060222/5f07a10f7e708231d41df046/html5/thumbnails/5.jpg)
Participate on Twitter: Follow @nfiblive and use hashtag #nfiblive
Download slides at: www.nfib.com/emailmarketingdeck
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.
![Page 6: Email Marketing - NFIB...If you would like more information about email marketing or the services that HighRoad Solution provides, please contact Ron directly at ron@highroadsolution.com](https://reader033.vdocuments.us/reader033/viewer/2022060222/5f07a10f7e708231d41df046/html5/thumbnails/6.jpg)
Participate on Twitter: Follow @nfiblive and use hashtag #nfiblive
Download slides at: www.nfib.com/emailmarketingdeck
HTML for Email
There are no standards on how email clients render messages.
![Page 7: Email Marketing - NFIB...If you would like more information about email marketing or the services that HighRoad Solution provides, please contact Ron directly at ron@highroadsolution.com](https://reader033.vdocuments.us/reader033/viewer/2022060222/5f07a10f7e708231d41df046/html5/thumbnails/7.jpg)
Participate on Twitter: Follow @nfiblive and use hashtag #nfiblive
Download slides at: www.nfib.com/emailmarketingdeck
Email Rendering Engines
![Page 8: Email Marketing - NFIB...If you would like more information about email marketing or the services that HighRoad Solution provides, please contact Ron directly at ron@highroadsolution.com](https://reader033.vdocuments.us/reader033/viewer/2022060222/5f07a10f7e708231d41df046/html5/thumbnails/8.jpg)
Participate on Twitter: Follow @nfiblive and use hashtag #nfiblive
Download slides at: www.nfib.com/emailmarketingdeck
Use Tables
Use tables for layout
![Page 9: Email Marketing - NFIB...If you would like more information about email marketing or the services that HighRoad Solution provides, please contact Ron directly at ron@highroadsolution.com](https://reader033.vdocuments.us/reader033/viewer/2022060222/5f07a10f7e708231d41df046/html5/thumbnails/9.jpg)
Participate on Twitter: Follow @nfiblive and use hashtag #nfiblive
Download slides at: www.nfib.com/emailmarketingdeck
Using CSS
Using CSS can be rolling the dice on email rendering
![Page 10: Email Marketing - NFIB...If you would like more information about email marketing or the services that HighRoad Solution provides, please contact Ron directly at ron@highroadsolution.com](https://reader033.vdocuments.us/reader033/viewer/2022060222/5f07a10f7e708231d41df046/html5/thumbnails/10.jpg)
Participate on Twitter: Follow @nfiblive and use hashtag #nfiblive
Download slides at: www.nfib.com/emailmarketingdeck
Email is an Extension of Your Brand
Consistencyis
Important
![Page 11: Email Marketing - NFIB...If you would like more information about email marketing or the services that HighRoad Solution provides, please contact Ron directly at ron@highroadsolution.com](https://reader033.vdocuments.us/reader033/viewer/2022060222/5f07a10f7e708231d41df046/html5/thumbnails/11.jpg)
Participate on Twitter: Follow @nfiblive and use hashtag #nfiblive
Download slides at: www.nfib.com/emailmarketingdeck
“Above the Fold”
You have 800 x 600 pixels to capture your recipient’s attention
![Page 12: Email Marketing - NFIB...If you would like more information about email marketing or the services that HighRoad Solution provides, please contact Ron directly at ron@highroadsolution.com](https://reader033.vdocuments.us/reader033/viewer/2022060222/5f07a10f7e708231d41df046/html5/thumbnails/12.jpg)
Participate on Twitter: Follow @nfiblive and use hashtag #nfiblive
Download slides at: www.nfib.com/emailmarketingdeck
“60/40 Rule”
At least 60% of your message should be text
![Page 13: Email Marketing - NFIB...If you would like more information about email marketing or the services that HighRoad Solution provides, please contact Ron directly at ron@highroadsolution.com](https://reader033.vdocuments.us/reader033/viewer/2022060222/5f07a10f7e708231d41df046/html5/thumbnails/13.jpg)
Participate on Twitter: Follow @nfiblive and use hashtag #nfiblive
Download slides at: www.nfib.com/emailmarketingdeck
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
![Page 14: Email Marketing - NFIB...If you would like more information about email marketing or the services that HighRoad Solution provides, please contact Ron directly at ron@highroadsolution.com](https://reader033.vdocuments.us/reader033/viewer/2022060222/5f07a10f7e708231d41df046/html5/thumbnails/14.jpg)
Participate on Twitter: Follow @nfiblive and use hashtag #nfiblive
Download slides at: www.nfib.com/emailmarketingdeck
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.
![Page 15: Email Marketing - NFIB...If you would like more information about email marketing or the services that HighRoad Solution provides, please contact Ron directly at ron@highroadsolution.com](https://reader033.vdocuments.us/reader033/viewer/2022060222/5f07a10f7e708231d41df046/html5/thumbnails/15.jpg)
Participate on Twitter: Follow @nfiblive and use hashtag #nfiblive
Download slides at: www.nfib.com/emailmarketingdeck
Email Analytics
Understand how your audience is interacting with your emails
![Page 16: Email Marketing - NFIB...If you would like more information about email marketing or the services that HighRoad Solution provides, please contact Ron directly at ron@highroadsolution.com](https://reader033.vdocuments.us/reader033/viewer/2022060222/5f07a10f7e708231d41df046/html5/thumbnails/16.jpg)
Participate on Twitter: Follow @nfiblive and use hashtag #nfiblive
Download slides at: www.nfib.com/emailmarketingdeck
Email Analytics
Understand how your audience is interacting with your emails
![Page 17: Email Marketing - NFIB...If you would like more information about email marketing or the services that HighRoad Solution provides, please contact Ron directly at ron@highroadsolution.com](https://reader033.vdocuments.us/reader033/viewer/2022060222/5f07a10f7e708231d41df046/html5/thumbnails/17.jpg)
Participate on Twitter: Follow @nfiblive and use hashtag #nfiblive
Download slides at: www.nfib.com/emailmarketingdeck
Email Analytics
Understand how your audience is interacting with your emails
![Page 18: Email Marketing - NFIB...If you would like more information about email marketing or the services that HighRoad Solution provides, please contact Ron directly at ron@highroadsolution.com](https://reader033.vdocuments.us/reader033/viewer/2022060222/5f07a10f7e708231d41df046/html5/thumbnails/18.jpg)
Participate on Twitter: Follow @nfiblive and use hashtag #nfiblive
Download slides at: www.nfib.com/emailmarketingdeck
Making Email Social
![Page 19: Email Marketing - NFIB...If you would like more information about email marketing or the services that HighRoad Solution provides, please contact Ron directly at ron@highroadsolution.com](https://reader033.vdocuments.us/reader033/viewer/2022060222/5f07a10f7e708231d41df046/html5/thumbnails/19.jpg)
Participate on Twitter: Follow @nfiblive and use hashtag #nfiblive
Download slides at: www.nfib.com/emailmarketingdeck
Email and Social Share
![Page 20: Email Marketing - NFIB...If you would like more information about email marketing or the services that HighRoad Solution provides, please contact Ron directly at ron@highroadsolution.com](https://reader033.vdocuments.us/reader033/viewer/2022060222/5f07a10f7e708231d41df046/html5/thumbnails/20.jpg)
Participate on Twitter: Follow @nfiblive and use hashtag #nfiblive
Download slides at: www.nfib.com/emailmarketingdeck
Email and Social Share
![Page 21: Email Marketing - NFIB...If you would like more information about email marketing or the services that HighRoad Solution provides, please contact Ron directly at ron@highroadsolution.com](https://reader033.vdocuments.us/reader033/viewer/2022060222/5f07a10f7e708231d41df046/html5/thumbnails/21.jpg)
Participate on Twitter: Follow @nfiblive and use hashtag #nfiblive
Download slides at: www.nfib.com/emailmarketingdeck
Email and Social Share
![Page 22: Email Marketing - NFIB...If you would like more information about email marketing or the services that HighRoad Solution provides, please contact Ron directly at ron@highroadsolution.com](https://reader033.vdocuments.us/reader033/viewer/2022060222/5f07a10f7e708231d41df046/html5/thumbnails/22.jpg)
Participate on Twitter: Follow @nfiblive and use hashtag #nfiblive
Download slides at: www.nfib.com/emailmarketingdeck
Email and Social Share
![Page 23: Email Marketing - NFIB...If you would like more information about email marketing or the services that HighRoad Solution provides, please contact Ron directly at ron@highroadsolution.com](https://reader033.vdocuments.us/reader033/viewer/2022060222/5f07a10f7e708231d41df046/html5/thumbnails/23.jpg)
Participate on Twitter: Follow @nfiblive and use hashtag #nfiblive
Download slides at: www.nfib.com/emailmarketingdeck
Email and Social Share
![Page 24: Email Marketing - NFIB...If you would like more information about email marketing or the services that HighRoad Solution provides, please contact Ron directly at ron@highroadsolution.com](https://reader033.vdocuments.us/reader033/viewer/2022060222/5f07a10f7e708231d41df046/html5/thumbnails/24.jpg)
Participate on Twitter: Follow @nfiblive and use hashtag #nfiblive
Download slides at: www.nfib.com/emailmarketingdeck
Email and Social Share
![Page 25: Email Marketing - NFIB...If you would like more information about email marketing or the services that HighRoad Solution provides, please contact Ron directly at ron@highroadsolution.com](https://reader033.vdocuments.us/reader033/viewer/2022060222/5f07a10f7e708231d41df046/html5/thumbnails/25.jpg)
Participate on Twitter: Follow @nfiblive and use hashtag #nfiblive
Download slides at: www.nfib.com/emailmarketingdeck
Email and Social Share
![Page 26: Email Marketing - NFIB...If you would like more information about email marketing or the services that HighRoad Solution provides, please contact Ron directly at ron@highroadsolution.com](https://reader033.vdocuments.us/reader033/viewer/2022060222/5f07a10f7e708231d41df046/html5/thumbnails/26.jpg)
Participate on Twitter: Follow @nfiblive and use hashtag #nfiblive
Download slides at: www.nfib.com/emailmarketingdeck
Ronald McGrathChief Technology Officer
HighRoad [email protected]
If you would like more information about email marketing or the services that HighRoad Solution provides, please contact Ron directly at [email protected]
Email Marketing Services
![Page 27: Email Marketing - NFIB...If you would like more information about email marketing or the services that HighRoad Solution provides, please contact Ron directly at ron@highroadsolution.com](https://reader033.vdocuments.us/reader033/viewer/2022060222/5f07a10f7e708231d41df046/html5/thumbnails/27.jpg)
Participate on Twitter: Follow @nfiblive and use hashtag #nfiblive
Download slides at: www.nfib.com/emailmarketingdeck
Email marketing tips: http://NFIB.com/emailmarketing
Small Business Webinar Series: http://NFIB.com/webinars
NFIB on Facebook: http://NFIB.com/facebook
More Small Business Resources from NFIB