the scary episode: top issues in email that freak u out

Top Issues in Email Marketing

that Freak You Out

Your Presenter:

www.highroadsolution.com

Jenny Lassi has been affiliated with

HighRoad Solution for 8 years first as a

client and then as an employee. With

experience handling deployments and

deliverability for a wide range of clients

with optimized recipient engagement

top-of-mind, Jenny routinely trouble

shoots deliverability issues from ISP

level filtering to email client level

filtering (email Forensics as she refers

to them). She also consults with clients

on authentication, content, content

strategy, email preference center

management & other deliverability

optimization tactics.

Today’s Content


• Freaky

• Kinda Freaky

• Shouldn’t be Freaky

• Resources

“Email or do not email… there is no try.”

4

I’m sending to all subscribers

to invite them to our event and

got the worst deliverability

ever…OMG!

Improvement

Opportunities

• Adjust time period of campaigns

• Run full list through email validation tool

first to weed out bad email addresses

• Send in batched deployments versus in

one deployment

• Make sure your delivery config is up to

snuff like DKIM/SenderID


6

I think my list is correct and all

content in my email but having

Send Live Message button

anxiety! Mommy!

Improvement

Opportunities

• Relax… it’s just email

• If there is a mistake, you can use sent

message metrics to segment out engaged

subscribers and resent corrections

• You can verify your list prior to send by

comparing AMS data to Segment data


8

I know our Members put in

their correct email address

but they’re invalid now…pffft!

Improvement

Opportunities

• Spot check the email address for obvious

mistakes

• Use the system’s Invalid syntax report

during import process

• Review the bounce logs routinely to look

for ISP issues that may have invalidated

the record


10

People are on the opt-out

list that never went to our

epc…hmmmmm!

Improvement

Opportunities

• Include an unsubscribe link in the email

pre-header area too

• Make sure there is an easy to see way to

manage preferences or unsubscibe

• Always honor the unsubscribe when

launching emails


15

Why did my email say Dear

Olson when the first name

was Robert??? Grrrrr

Improvement

Opportunities

• Map first name and last name correctly but

spot check several records in HighRoad

• If importing multiple columns, save as .txt

file versus .csv in case any cell values

have a comma in them

• Make sure your email message body is

using the correct tag %%first%%


18

Ugh… my responsive

template isn’t being

responsive!!!

Improvement

Opportunities

• Proof the original HTML code to ensure

the tags are in the correct order

• Always use the correct workflow process

when adding your content to the template

Word>Notepad>Control C>control V

before you delete placeholder content


HTML Tag Correct

Order<HTML>

<HEAD>

<TITLE></TITLE>

<STYLE>Responsive CSS</STYLE>

<META></META>

</HEAD>

<BODY></BODY>

</HTML>


Correct Workflow Process

1. Messages>Create Message

2. Pull in responsive template

3. Paste all text into Notepad first, then highlight, then copy

4. Put cursor just before the placeholder text

5. Control V to paste Notepad content directly into template

6. Then hightlight/delete placeholder text


23

I don’t know who edited

and sent that

message…sheesh!

User Activity Log


25

I’m traveling and don’t see

the full navigation bar…ack!

Data Security

• Authorized locations security protocol

tracks IP address of login attempt

• Traveling? Beware of rotating IPs

• Using HotSpot? Beware of rotating IPs

• Go to WhatIsMyIP.com to get IP address

• Call/Email HighRoad Support



Logged into same account

simultaneously from

172.26.541.14 and

172.28.541.18?

Go to Doggie Jail!

28

I set up User Accounts and

they can’t log-in…eeeww!

User Account Set-Up

• When a new User Account is set up for

you or your password changed, you will

get an email notification with that

Temporary Password.

• DO NOT copy/paste password from that

email notification

• Type in or first paste into Notepad


30

No one is opening or

clicking on my email! What

gives?

Hard to say not knowin’

• Are your delivered emails reaching

inboxes?

• Is your email mostly graphics?

• If so, are you using Alt Text?

• Is the Call-to-Action CTA obvious?

• What story do the bounce logs tell?


32

It didn’t deploy, but I didn’t

know it wasn’t sent…eeek!

Trouble Shooting 101

• Was it a Live Message you hit send now?

If so, was there a subscriber count for the

Included segment? Was there a Excluded

segment? Did that wipe out the count?

• Was it a Scheduled Message? If so, was it

touched by any user?


36

My sent email had the

wrong image…ahhh!

Image Paths

• An image path is the URL to that image on

the server that hosts the graphic

• When importing an image, the system

uses the name in the path to that image

• If you delete that image and import a new

image of the same size with the same

name, the path would be the same and

served in the sent email.


39

My sent email had the

wrong link…gahhh!

Link Bad…Fire

Bad…ahhhh!• You can change a link after the email has

been sent by going to Reports>Sent Message, select the email and hit the Edit button

• Overwrite the new link over the old and hit save.

• Anyone who hasn’t opened the message will be served the correct link


42

Feeling eMoody?Perhaps you suffer from EMS

43

Need Campaign Help?

HighRoad has expanded their already

large pool of resources with content

developers who will work with you to craft

your campaigns for optimal engagement

success.

Email

[email protected]

om to learn more!

mailto:[email protected]

44

Thank you for participating in the

Top Issues in Email Marketing that Freak

You Out Webinar!

Did I Miss Anything

Freaky? Q&A Time!Note: Be sure to look for an email featuring a recording of today’s

webinar and a copy of the presentation.

Thank you!


Other questions for Jenny?

eMail =

[email protected]

Twitter = @highroadjenny

mailto:[email protected]