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50 Ways To Get
            More From Your
            Email Marketing
                Program

© copyright 2011 tamara gielen bvba – all rights reserved – www.tamaragielen.com
It’s not because it’s legal
       that it’s a smart thing to do.
          Always ask per mission
       before you add someone to
               your email list!


© copyright 2011 tamara gielen bvba – all rights reserved – www.tamaragielen.com
Sell your newsletter program
       like you sell your products
        or ser vices. Make me feel
         like I’m missing out if I
              don’t subscribe.


© copyright 2011 tamara gielen bvba – all rights reserved – www.tamaragielen.com
Sweepstakes and competitions
        are ver y popular methods to
          capture email addresses,
       however addresses collect this
          way are usually not ver y
                  responsive.


© copyright 2011 tamara gielen bvba – all rights reserved – www.tamaragielen.com
Promote your email program
          prominently on your
        website. Put it above the
       fold and make it stand out!


© copyright 2011 tamara gielen bvba – all rights reserved – www.tamaragielen.com
Make it as easy as possible to
       sign up to your list. The fewer
      fields on your sign-up for m the
           better. Use progressive
      profiling to get more data once
             they’ve signed up.


© copyright 2011 tamara gielen bvba – all rights reserved – www.tamaragielen.com
Manage subscriber
       expectations: make it crystal
        clear what they are signing
         up for. State the benefits,
          content and frequency.


© copyright 2011 tamara gielen bvba – all rights reserved – www.tamaragielen.com
Show potential subscribers
      an example of what a typical
           email campaign or
      newsletter looks like so they
      can see what they are signing
                 up for.

© copyright 2011 tamara gielen bvba – all rights reserved – www.tamaragielen.com
Include mini sur veys, polls
        and competitions in emails
             to collect further
          infor mation about your
                subscribers.


© copyright 2011 tamara gielen bvba – all rights reserved – www.tamaragielen.com
Make the most of every
         touchpoint with customers
           and prospects by asking
           them to sign up to your
                 email list.


© copyright 2011 tamara gielen bvba – all rights reserved – www.tamaragielen.com
Ensure your emails are fully
       authenticated: add an SPF,
       Sender ID & DKIM record
       to the DNS settings of the
       domain you use for sending
                 emails.

© copyright 2011 tamara gielen bvba – all rights reserved – www.tamaragielen.com
Make sure your emails are
       readable and actionable, even
         when images are disabled.
       Over 70% of your readers will
          not download images by
                  default.


© copyright 2011 tamara gielen bvba – all rights reserved – www.tamaragielen.com
Reach out to people that
       don’t open or click, find out
        what they want and deliver
             that experience.


© copyright 2011 tamara gielen bvba – all rights reserved – www.tamaragielen.com
Include value added content
       in emails with links back to
         your site or social media
            channels to engage
        recipients and drive traffic.


© copyright 2011 tamara gielen bvba – all rights reserved – www.tamaragielen.com
Repurpose your newsletter
         content on your blog, your
          website, social media and
                 vice versa.


© copyright 2011 tamara gielen bvba – all rights reserved – www.tamaragielen.com
Always provide a highly visible
        unsubscribe link to all your
       email messages. If they want
      out, make it as easy as possible
       to leave or they’ll mark your
              emails as spam.


© copyright 2011 tamara gielen bvba – all rights reserved – www.tamaragielen.com
Ask why they are
         unsubscribing and use the
          learnings to adjust your
          email strateg y, content,
                frequency…


© copyright 2011 tamara gielen bvba – all rights reserved – www.tamaragielen.com
Create an editorial calendar
       for your email / newsletter
         program which includes
      launch dates and content for
        the next 3-6 months and
      share it with your colleagues.

© copyright 2011 tamara gielen bvba – all rights reserved – www.tamaragielen.com
Check your html code before
       you hit send to make sure
         your email doesn’t get
       blocked due to faulty html
                 code.


© copyright 2011 tamara gielen bvba – all rights reserved – www.tamaragielen.com
To increase conversion rates,
       start with the optimization
       of your landing page. Test
       headlines, copy, web for m
             length, images…


© copyright 2011 tamara gielen bvba – all rights reserved – www.tamaragielen.com
Provide value in each and
        every email campaign you
       send. Whether or not they
      open your email depends on
      the experience they had with
         your emails in the past.

© copyright 2011 tamara gielen bvba – all rights reserved – www.tamaragielen.com
Make sure your call-to-action
        is clear and stands out even
       when images are disabled. If I
       don’t know what you want me
       to do, I won’t take the action
            you want me to take.


© copyright 2011 tamara gielen bvba – all rights reserved – www.tamaragielen.com
An open is only calculated
        when the reader decides to
        download the images. Use
        open rates only to look for
                  trends.


© copyright 2011 tamara gielen bvba – all rights reserved – www.tamaragielen.com
Use all the data that you
          collect during sign-up to
         personalize your emails. If
         you’re not going to use it,
               don’t ask for it.


© copyright 2011 tamara gielen bvba – all rights reserved – www.tamaragielen.com
Calculate the value of an
      opt-in email address to your
         company to effectively
      communicate your program’s
                 impact.


© copyright 2011 tamara gielen bvba – all rights reserved – www.tamaragielen.com
The best day of the week or
       the best time of the day to
          send emails, is like the
         monster of Loch Ness: it
          doesn’t really exist but
        people keep looking for it.

© copyright 2011 tamara gielen bvba – all rights reserved – www.tamaragielen.com
Your recipients don’t know
         that noreply@company.com
         doesn’t accept replies. Read
          what people reply to your
          email campaigns, you’ll be
        amazed with the insights they
                  give you!

© copyright 2011 tamara gielen bvba – all rights reserved – www.tamaragielen.com
Social media are a great way
         to grow your email list. I
       managed to double my list-
        size, just by publishing my
           newsletter to Twitter.


© copyright 2011 tamara gielen bvba – all rights reserved – www.tamaragielen.com
Don’t make changes to your
      email template or your email
       program before testing the
      changes to see if they have a
      positive impact on response.


© copyright 2011 tamara gielen bvba – all rights reserved – www.tamaragielen.com
At unsubscribe, allow
          subscribers to choose what
         content they get from you at
        the frequency of their choice.
           If you don’t they will just
        unsubscribe from ever ything.


© copyright 2011 tamara gielen bvba – all rights reserved – www.tamaragielen.com
A pretty design with a lousy
          offer won’t get you the
         response you hoped for.
         Focus on the content or
       offer first, then worry about
                   design.

© copyright 2011 tamara gielen bvba – all rights reserved – www.tamaragielen.com
What your subscribers say and
       what they do are two different
      things. Don’t base your content
      only on stated preferences, but
        make sure to include click-
            stream data as well.


© copyright 2011 tamara gielen bvba – all rights reserved – www.tamaragielen.com
Develop a test plan and
      make testing an integral part
       of your email strateg y. It’s
        the only way to increase
       response and conversions.


© copyright 2011 tamara gielen bvba – all rights reserved – www.tamaragielen.com
Your CEO doesn’t care
       about high open and click-
       through rates. Management
       only cares about what those
          numbers mean to the
                 business.

© copyright 2011 tamara gielen bvba – all rights reserved – www.tamaragielen.com
The top 300x400 pixels of
           your email is your most
       important real estate. Together
          with the sender name and
        subject it needs to work hard
        to get the reader to open and
                     read.

© copyright 2011 tamara gielen bvba – all rights reserved – www.tamaragielen.com
The first email you send to a
      new subscriber typically has
       the highest open and click-
        through rate, so make the
      most of that email and send
      it immediately after sign-up.

© copyright 2011 tamara gielen bvba – all rights reserved – www.tamaragielen.com
Introduce new subscribers
        to your brand and email
       program slowly by sending
       them a series of “welcome
      emails” before you add them
        to your regular program.

© copyright 2011 tamara gielen bvba – all rights reserved – www.tamaragielen.com
If you send me 3 emails that
       I don’t find interesting, do
      you really think I’ll open the
         4th email you send me?
        Don’t send everything to
          everybody: segment!

© copyright 2011 tamara gielen bvba – all rights reserved – www.tamaragielen.com
Set up an email marketing
      dashboard so that you have a
       good over view of campaign
       statistics over time. It helps
      to spot what works and what
                  doesn’t.

© copyright 2011 tamara gielen bvba – all rights reserved – www.tamaragielen.com
People don’t read emails, they
      scan them. Make sure that they
       know what you have to offer
        and what they need to do in
        under 5 seconds, even when
            images are disabled.


© copyright 2011 tamara gielen bvba – all rights reserved – www.tamaragielen.com
Drive new fans and
        followers to your sign-up
       page and convince them to
      opt in to your email program
      so you can talk to them in a
            personalized way.

© copyright 2011 tamara gielen bvba – all rights reserved – www.tamaragielen.com
Check your open and click-
         through rates per ISP to
       spot possible inbox delivery
                problems.


© copyright 2011 tamara gielen bvba – all rights reserved – www.tamaragielen.com
Build subscriber personas for
       your email program. Give your
        ideal subscriber a face and an
          identity. This will help you
           write copy that resonates
           better with your readers.


© copyright 2011 tamara gielen bvba – all rights reserved – www.tamaragielen.com
Keep your copy as short as
        possible. Use short sentences,
         short paragraphs, subtitles,
         bulleted lists, bolded words
          and links to break it into
              digestable pieces.


© copyright 2011 tamara gielen bvba – all rights reserved – www.tamaragielen.com
To avoid spam filters and to
       make emails more readable
        on mobile devices: always
        send out emails in MIME
           for mat (text + html
                 version).

© copyright 2011 tamara gielen bvba – all rights reserved – www.tamaragielen.com
In most cases, a hard bounce
       means: this email address does
                  not exist.
       If you continue to send emails
         to these addresses you risk
       getting caught in spam filters.


© copyright 2011 tamara gielen bvba – all rights reserved – www.tamaragielen.com
Sign up to the feedback
          loops of the major web
       email clients so that you can
       remove everyone that marks
         your email as spam from
                 your list.

© copyright 2011 tamara gielen bvba – all rights reserved – www.tamaragielen.com
Test one thing at a time. Don’t
          compromise your test by
       introducing multiple variables.
        Make sure a higher open rate,
           results in a higher click-
         through or conversion rate.


© copyright 2011 tamara gielen bvba – all rights reserved – www.tamaragielen.com
Don’t forget to mention
        your contact details in your
            email campaigns or
        newsletters: phone number,
         email address, website url,
             physical address.

© copyright 2011 tamara gielen bvba – all rights reserved – www.tamaragielen.com
Read my blog and subscribe to
       my email list to stay up to date
          on what works and what
                   doesn’t:

      www.b2bemailmarketing.com


© copyright 2011 tamara gielen bvba – all rights reserved – www.tamaragielen.com
Become a member of the
          Email Marketer’s Club, the
         largest and most active email
             marketing for um and
                  community:

        www.emailmarketersclub.com

© copyright 2011 tamara gielen bvba – all rights reserved – www.tamaragielen.com51
These tips were
      brought to you by:


      Tamara Gielen
      independent email marketing
      consultant, trainer & coach
      www.tamara gielen.com

© copyright 2011 tamara gielen bvba – all rights reserved – www.tamaragielen.com

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50 simple but highly effective email marketing tips

  • 1. 50 Ways To Get More From Your Email Marketing Program © copyright 2011 tamara gielen bvba – all rights reserved – www.tamaragielen.com
  • 2. It’s not because it’s legal that it’s a smart thing to do. Always ask per mission before you add someone to your email list! © copyright 2011 tamara gielen bvba – all rights reserved – www.tamaragielen.com
  • 3. Sell your newsletter program like you sell your products or ser vices. Make me feel like I’m missing out if I don’t subscribe. © copyright 2011 tamara gielen bvba – all rights reserved – www.tamaragielen.com
  • 4. Sweepstakes and competitions are ver y popular methods to capture email addresses, however addresses collect this way are usually not ver y responsive. © copyright 2011 tamara gielen bvba – all rights reserved – www.tamaragielen.com
  • 5. Promote your email program prominently on your website. Put it above the fold and make it stand out! © copyright 2011 tamara gielen bvba – all rights reserved – www.tamaragielen.com
  • 6. Make it as easy as possible to sign up to your list. The fewer fields on your sign-up for m the better. Use progressive profiling to get more data once they’ve signed up. © copyright 2011 tamara gielen bvba – all rights reserved – www.tamaragielen.com
  • 7. Manage subscriber expectations: make it crystal clear what they are signing up for. State the benefits, content and frequency. © copyright 2011 tamara gielen bvba – all rights reserved – www.tamaragielen.com
  • 8. Show potential subscribers an example of what a typical email campaign or newsletter looks like so they can see what they are signing up for. © copyright 2011 tamara gielen bvba – all rights reserved – www.tamaragielen.com
  • 9. Include mini sur veys, polls and competitions in emails to collect further infor mation about your subscribers. © copyright 2011 tamara gielen bvba – all rights reserved – www.tamaragielen.com
  • 10. Make the most of every touchpoint with customers and prospects by asking them to sign up to your email list. © copyright 2011 tamara gielen bvba – all rights reserved – www.tamaragielen.com
  • 11. Ensure your emails are fully authenticated: add an SPF, Sender ID & DKIM record to the DNS settings of the domain you use for sending emails. © copyright 2011 tamara gielen bvba – all rights reserved – www.tamaragielen.com
  • 12. Make sure your emails are readable and actionable, even when images are disabled. Over 70% of your readers will not download images by default. © copyright 2011 tamara gielen bvba – all rights reserved – www.tamaragielen.com
  • 13. Reach out to people that don’t open or click, find out what they want and deliver that experience. © copyright 2011 tamara gielen bvba – all rights reserved – www.tamaragielen.com
  • 14. Include value added content in emails with links back to your site or social media channels to engage recipients and drive traffic. © copyright 2011 tamara gielen bvba – all rights reserved – www.tamaragielen.com
  • 15. Repurpose your newsletter content on your blog, your website, social media and vice versa. © copyright 2011 tamara gielen bvba – all rights reserved – www.tamaragielen.com
  • 16. Always provide a highly visible unsubscribe link to all your email messages. If they want out, make it as easy as possible to leave or they’ll mark your emails as spam. © copyright 2011 tamara gielen bvba – all rights reserved – www.tamaragielen.com
  • 17. Ask why they are unsubscribing and use the learnings to adjust your email strateg y, content, frequency… © copyright 2011 tamara gielen bvba – all rights reserved – www.tamaragielen.com
  • 18. Create an editorial calendar for your email / newsletter program which includes launch dates and content for the next 3-6 months and share it with your colleagues. © copyright 2011 tamara gielen bvba – all rights reserved – www.tamaragielen.com
  • 19. Check your html code before you hit send to make sure your email doesn’t get blocked due to faulty html code. © copyright 2011 tamara gielen bvba – all rights reserved – www.tamaragielen.com
  • 20. To increase conversion rates, start with the optimization of your landing page. Test headlines, copy, web for m length, images… © copyright 2011 tamara gielen bvba – all rights reserved – www.tamaragielen.com
  • 21. Provide value in each and every email campaign you send. Whether or not they open your email depends on the experience they had with your emails in the past. © copyright 2011 tamara gielen bvba – all rights reserved – www.tamaragielen.com
  • 22. Make sure your call-to-action is clear and stands out even when images are disabled. If I don’t know what you want me to do, I won’t take the action you want me to take. © copyright 2011 tamara gielen bvba – all rights reserved – www.tamaragielen.com
  • 23. An open is only calculated when the reader decides to download the images. Use open rates only to look for trends. © copyright 2011 tamara gielen bvba – all rights reserved – www.tamaragielen.com
  • 24. Use all the data that you collect during sign-up to personalize your emails. If you’re not going to use it, don’t ask for it. © copyright 2011 tamara gielen bvba – all rights reserved – www.tamaragielen.com
  • 25. Calculate the value of an opt-in email address to your company to effectively communicate your program’s impact. © copyright 2011 tamara gielen bvba – all rights reserved – www.tamaragielen.com
  • 26. The best day of the week or the best time of the day to send emails, is like the monster of Loch Ness: it doesn’t really exist but people keep looking for it. © copyright 2011 tamara gielen bvba – all rights reserved – www.tamaragielen.com
  • 27. Your recipients don’t know that noreply@company.com doesn’t accept replies. Read what people reply to your email campaigns, you’ll be amazed with the insights they give you! © copyright 2011 tamara gielen bvba – all rights reserved – www.tamaragielen.com
  • 28. Social media are a great way to grow your email list. I managed to double my list- size, just by publishing my newsletter to Twitter. © copyright 2011 tamara gielen bvba – all rights reserved – www.tamaragielen.com
  • 29. Don’t make changes to your email template or your email program before testing the changes to see if they have a positive impact on response. © copyright 2011 tamara gielen bvba – all rights reserved – www.tamaragielen.com
  • 30. At unsubscribe, allow subscribers to choose what content they get from you at the frequency of their choice. If you don’t they will just unsubscribe from ever ything. © copyright 2011 tamara gielen bvba – all rights reserved – www.tamaragielen.com
  • 31. A pretty design with a lousy offer won’t get you the response you hoped for. Focus on the content or offer first, then worry about design. © copyright 2011 tamara gielen bvba – all rights reserved – www.tamaragielen.com
  • 32. What your subscribers say and what they do are two different things. Don’t base your content only on stated preferences, but make sure to include click- stream data as well. © copyright 2011 tamara gielen bvba – all rights reserved – www.tamaragielen.com
  • 33. Develop a test plan and make testing an integral part of your email strateg y. It’s the only way to increase response and conversions. © copyright 2011 tamara gielen bvba – all rights reserved – www.tamaragielen.com
  • 34. Your CEO doesn’t care about high open and click- through rates. Management only cares about what those numbers mean to the business. © copyright 2011 tamara gielen bvba – all rights reserved – www.tamaragielen.com
  • 35. The top 300x400 pixels of your email is your most important real estate. Together with the sender name and subject it needs to work hard to get the reader to open and read. © copyright 2011 tamara gielen bvba – all rights reserved – www.tamaragielen.com
  • 36. The first email you send to a new subscriber typically has the highest open and click- through rate, so make the most of that email and send it immediately after sign-up. © copyright 2011 tamara gielen bvba – all rights reserved – www.tamaragielen.com
  • 37. Introduce new subscribers to your brand and email program slowly by sending them a series of “welcome emails” before you add them to your regular program. © copyright 2011 tamara gielen bvba – all rights reserved – www.tamaragielen.com
  • 38. If you send me 3 emails that I don’t find interesting, do you really think I’ll open the 4th email you send me? Don’t send everything to everybody: segment! © copyright 2011 tamara gielen bvba – all rights reserved – www.tamaragielen.com
  • 39. Set up an email marketing dashboard so that you have a good over view of campaign statistics over time. It helps to spot what works and what doesn’t. © copyright 2011 tamara gielen bvba – all rights reserved – www.tamaragielen.com
  • 40. People don’t read emails, they scan them. Make sure that they know what you have to offer and what they need to do in under 5 seconds, even when images are disabled. © copyright 2011 tamara gielen bvba – all rights reserved – www.tamaragielen.com
  • 41. Drive new fans and followers to your sign-up page and convince them to opt in to your email program so you can talk to them in a personalized way. © copyright 2011 tamara gielen bvba – all rights reserved – www.tamaragielen.com
  • 42. Check your open and click- through rates per ISP to spot possible inbox delivery problems. © copyright 2011 tamara gielen bvba – all rights reserved – www.tamaragielen.com
  • 43. Build subscriber personas for your email program. Give your ideal subscriber a face and an identity. This will help you write copy that resonates better with your readers. © copyright 2011 tamara gielen bvba – all rights reserved – www.tamaragielen.com
  • 44. Keep your copy as short as possible. Use short sentences, short paragraphs, subtitles, bulleted lists, bolded words and links to break it into digestable pieces. © copyright 2011 tamara gielen bvba – all rights reserved – www.tamaragielen.com
  • 45. To avoid spam filters and to make emails more readable on mobile devices: always send out emails in MIME for mat (text + html version). © copyright 2011 tamara gielen bvba – all rights reserved – www.tamaragielen.com
  • 46. In most cases, a hard bounce means: this email address does not exist. If you continue to send emails to these addresses you risk getting caught in spam filters. © copyright 2011 tamara gielen bvba – all rights reserved – www.tamaragielen.com
  • 47. Sign up to the feedback loops of the major web email clients so that you can remove everyone that marks your email as spam from your list. © copyright 2011 tamara gielen bvba – all rights reserved – www.tamaragielen.com
  • 48. Test one thing at a time. Don’t compromise your test by introducing multiple variables. Make sure a higher open rate, results in a higher click- through or conversion rate. © copyright 2011 tamara gielen bvba – all rights reserved – www.tamaragielen.com
  • 49. Don’t forget to mention your contact details in your email campaigns or newsletters: phone number, email address, website url, physical address. © copyright 2011 tamara gielen bvba – all rights reserved – www.tamaragielen.com
  • 50. Read my blog and subscribe to my email list to stay up to date on what works and what doesn’t: www.b2bemailmarketing.com © copyright 2011 tamara gielen bvba – all rights reserved – www.tamaragielen.com
  • 51. Become a member of the Email Marketer’s Club, the largest and most active email marketing for um and community: www.emailmarketersclub.com © copyright 2011 tamara gielen bvba – all rights reserved – www.tamaragielen.com51
  • 52. These tips were brought to you by: Tamara Gielen independent email marketing consultant, trainer & coach www.tamara gielen.com © copyright 2011 tamara gielen bvba – all rights reserved – www.tamaragielen.com