email marketing boot camp from @connectmembers #connectvip

#connectvip @connectmembers facebook.com/connectmembers

Email Marketing Boot Camp Vanessa Meincke

Sr. Email Marketing Manager

#connectvip @connectmembers facebook.com/connectmembers #connectvip @connectmembers facebook.com/connectmembers

Safe Harbor

Safe harbor statement under the Private Securities Litigation Reform Act of 1995: This presentation may contain forward-looking statements that involve risks, uncertainties, and assumptions. If any such uncertainties materialize or if any of the assumptions proves incorrect, the results of salesforce.com, inc. could differ materially from the results expressed or implied by the forward-looking statements we make. All statements other than statements of historical fact could be deemed forward-looking, including any projections of subscriber growth, earnings, revenues, or other �nancial items and any statements regarding strategies or plans of management for future operations, statements of belief, any statements concerning new, planned, or upgraded services or technology developments and customer contracts or use of our services. The risks and uncertainties referred to above include – but are not limited to – risks associated with developing and delivering new functionality for our service, our new business model, our past operating losses, possible �uctuations in our operating results and rate of growth, interruptions or delays in our Web hosting, breach of our security measures, the immature market in which we operate, our relatively limited operating history, our ability to expand, retain, and motivate our employees and manage our growth, new releases of our service and successful customer deployment, our limited history reselling non-salesforce.com products, and utilization and selling to larger enterprise customers. Further information on potential factors that could affect the �nancial results of salesforce.com, inc. is included in our annual report on Form 10-K for the �scal year ended January 31, 2009 and our other �lings. These documents are available on the SEC Filings section of the Investor Information section of our Web site. Any unreleased services or features referenced in this or other press releases or public statements are not currently available and may not be delivered on time or at all. Customers who purchase our services should make the purchase decisions based upon features that are currently available. Salesforce.com, inc. assumes no obligation and does not intend to update these forward-looking statements.


Presenter: Vanessa Meincke

§  Has run all transactional and promotional emails for Connect members for the last 3.5 years

§  Formerly an Email Project Manager for Responsys


Questions

Key Email Terms


De�nitions

§  ESP

Email service provider

§  CTA

Call to action

§  CAN-SPAM

Controlling the Assault of Non-Solicited Pornography and Marketing Act of 2003


De�nitions

§  Promotional Messages

Anything that promotes your business, ex. webinar invites, newsletters, special offers, coupons. These must include an unsubscribe link.

§  Spam Trap

An email address that was once valid, but can been co-opted by Spam watch organization. If you email this address, you'll end up on a spam block list. After 12 months of being abandoned, email addresses are subject to being co-opted by Spam monitoring organizations and turned into Spam traps. If you send to these addresses, you’ll be placed on a block or spam list.

§  Transactional Messages

Account related messages that aren’t for promotional purposes, ex. account con�rmation, forgotten password, receipts. These do not need to include an unsubscribe link.


Questions

Traps to Avoid


Traps to Avoid: CAN-SPAM Basics

1.  Emails sent from a real email address

2.  Accurate subject lines

3.  Statement of type of email in message body

4.  Opt-Outs/Unsubscribes a.  Shouldn't have to:

Pay a fee, provide more info than an email address

b.  Shouldn’t have to do more than: Send a reply email or visit a single web page

5.  Physical mailing address

6.  Warning of adult material


Traps to Avoid: Fear of the Email Break-up

§  Don’t continue to mail to those who aren‘t opening or responding

§  ISPs looking at engagement

§  Spam traps

§  At a minimum, don’t sent to those who haven't opened or clicked on your emails in more than a year


Traps to Avoid: Relevancy 101

§  SPAM: anything a recipient doesn't want to receive

§  Hitting “send” for the sake of hitting “send”

§  Some recipients with think it easier to hit the “spam” button than to unsubscribe


Traps to Avoid: Ignoring the Numbers

§  Track what’s happening with your emails and use that to retool

§  Choose your key performance indicators and track them

§  Look at your unsubscribe rate


Traps to Avoid: Failure to Test

§  What’s working? What’s not? What’s gotten stale?

§  Tests to try: color, copy, tone, images, time of day, time of week, call to action

§  Best way to get to know your audience


Traps to Avoid: Design Disasters

§  Is it clear what you want your recipients to do?

§  Be sure recipients can easily recognize what’s expected of them AND easily act


Traps to Avoid: Design Disasters

§  Does your email re�ect your brand?

§  Mirror site navigation and design in your emails


Traps to Avoid: Have we met?

§  In a sea of emails, are you sure your recipients know who you are and what you have to offer?


Traps to Avoid: GO, GO, GO!

§  Take time to plan your email strategy

§  Example below is of a lifecycle marketing program

§  Think about what stage your recipients are in


Questions

Tips


Tips: Growing Your List from Your Website

§  Easy to �nd, easy to sign up, and on every page



§  Bene�t-based call-to-action, and explain what they’ll receive



§  Keep it short- the less info you ask for the more likely they are to provide

§  You can send surveys or use click behavior to create pro�les down the line



§  Protect their privacy

§  Often peace of mind for those signing up

§  If you don’t share email addresses, consider mentioning this



§  Add sign-ups to your blog


Tips: Growing Your List Beyond Your Website

§  Tablet-based email opt-in at trade shows and customer events



§  SMS text your email address to a short code to sign up (Feedburner, Sundrop Mobile)



§  Host or co-host an event or webinar

§  It’s all about the cross-registration



§  Add a signup form to your Facebook page


Questions

Trends


Trends: Mobile

§  Responsive Email Design


Trends: Mobile

§  Design Tips –  Email width: 500-600px

maximum


Trends: Mobile


maximum

–  Clickable areas: 22x44px minimum


Trends: Mobile


maximum


–  Font size: 13px minimum


Trends: Mobile


maximum



–  Subject Lines: 40 characters or less


Trends: Mobile


maximum




–  Use the Pre-header


Trends: Mobile


maximum




–  Use the Pre-header

–  Single column design


Trends: Triggered Campaigns

§  Programs based on recipient activity –  Welcome: recipients

given you their email

address, now what?

What value will you

provide?


Trends: Triggered Campaigns

§  Programs based on recipient activity –  Welcome

–  Anniversary: great

way to show your

appreciation


Triggered Campaigns


–  Anniversary

–  Birthday: stick to

asking for only birth

day and birth month


Triggered Campaigns


–  Anniversary

–  Birthday

–  Abandon Cart: try a

support tactic, “Do

you need assistance

completing your

order?”


Triggered Campaigns


–  Anniversary

–  Birthday

–  Abandon Cart

–  Reengagement: plot

our your touch

points & test to see

what works best


Triggered Campaigns


–  Anniversary

–  Birthday

–  Abandon Cart

–  Reengagement: vary

what you say & the

offer you use


Trends: Social

§  Encourage interactions through social channels

§  Be sure to include your channel links in your emails


Trends: Video

§  HTML5 has ways to integrate video in email and marketers are slowly beginning to use

§  Only works on iOS devices or in Hotmail

§  Use a placeholder image that links to an external player


Trends: Decline of “the fold”

§  So many devices at our disposal, the fold is no longer the standard point it once was

§  Feeling that people are getting used to scrolling


Trends: Special Characters

§  One of the biggest trends of the last year

§  Tends to be the domain of retailers, but worth testing

§  Make sure it makes sense for your message & don’t over do it


Questions

Tools to Try


Tools to Try: Scope

What it does: –  Allows you to view the source code for an email you receive

What it costs: –  Free

How it works: –  Great for HTML inspiration for emails you love

–  Comes as a “bookmarklet” that you drag and drop onto your toolbar

–  Open the email you’d like to see, click the “bookmarklet”

–  Works only with Gmail

http://litmus.com/scope/


Tools to Try: Scope


Tools to Try: Email Spam Test

What it does: –  Tests your email against a Spam �lter


How it works: –  Copy and paste your email source code, subject line, and text

version into their UI to see results

http://www.emailspamtest.com/#


Tools to Try: Email Spam Test


Tools to Try: Litmus

What it does: –  See how your email looks in 34 different inboxes (Gmail, Outlook,

Yahoo, etc.)

What it costs: –  $49-299 a month

How it works: –  Enter your HTML code and your email address, and Litmus will run

the tests and email you when the results are ready

https://litmus.com/email-testing


Tools to Try: Litmus


Tools to Try: Email on Acid

What it does: –  Variety of tools including email rendering, mosaics, and analytics

What it costs: –  Free for rendering in Outlook and Google

–  $35 a month for Email Previews in 48 different inboxes, HTML Optimization, SPAM Testing, and Web Page Previews

–  $60-70/month with Mozify & Analytics

How it works: –  Mozify creates readable versions of your emails with images disabled

–  Analytics allows you to track opens, clicks, forwards, deletes, subscriber engagement, geographical location, etc.

http://www.emailonacid.com/


Tools to Try: Email on Acid- Mozify

Original email:



Image disabled:



Images disabled with Mozify:


Tools to Try: Sender Score

What it does: –  Provides information about how a sender's reputation compares to

other email senders


How it works: –  Enter your IP address to generate a score which indicates if you’re

having deliverability issues

https://www.senderscore.org/


Tools to Try: Sender Score


Tools to Try: Campaign Monitor

What it does: –  Creates responsive-designed emails

What is costs: –  Free

How it works: –  Allows you to create simple to complex emails and newsletters with

a responsive design

https://templates.campaignmonitor.com/build


Tools to Try: Campaign Monitor


Questions

Thank You

email marketing boot camp from @connectmembers #connectvip

Business

connectmembers facebook

email addresses

reply email

email addressb

spam trapan email address

spam list

spam watchorganization

spam basics1