MarketingSherpa – Best Practices in Email Marketing Handbook

Best Practices in Email Marketing Handbook

• 80 SherpaTips
• 150+ creative samples
• 86 email Case Studies
• Increase click rates by up to 55%
• Improve conversions by up to 158%
• 8 Email Marketing Audit Checklists

All-New, One-Stop-Shop For Email Marketing Best Practices

MarketingSherpa’s ‘Best Practices’ in Email Marketing Handbook is the one-stop-shop guide on building a ‘best in class’ email program, whether you’re managing an enterprise level marketing department or a small business.

Forget about searching the hundreds (maybe even thousands) of white papers, reports and blog posts about email. We’ve done that for you. Think of the ‘Best Practices in Email Marketing Handbook’ as your comprehensive information bank of practical tactics and instructions based on proven email marketing, including:

• 580 pages of research based email marketing information, tools and data
• 86 of MarketingSherpa’s best email Case Studies
• 80 SherpaTips
• 150+ creative samples
• 8 email marketing audit checklists

• Senior marketing management, who are looking for ways to develop strategies to maximize their email ROI
• Mid-level marketers who need practical and proven ways to implement and direct their email campaigns.
• Junior marketer who need guidance on the fundamentals of all aspects of email marketing
• Marketing departments so that you’ll have the go-to resource to best practices and training of new staff.

Here are 5 ways you’ll personally benefit from the Handbook:

1. Information – the basis for your email marketing decisions
2. Results – examples to emulate and inspire
3. Tools – checklists, worksheets, tables and spreadsheets to make your job easier
4. Confidence – tactics and strategies used successfully by other marketers
5. Power – the ability to think about email marketing differently

Practical How-tos from the Real World

Great email campaigns come from good planning, creativity, and respect for you list. This handbook is designed to help you accomplish this, not theoretically but by giving you the step-by-step how tos on almost every aspect of email marketing.

From Opt-ins to Results – 7 Chapters of Best Practices

Chapter 1: Opt-ins: How to Grow Your House List (80 pages) – Using the top B2B and Consumer opt-in tactics as a starting point, you’ll find out about:

• Single vs. double opt-in: Proven ways to increase quantity and improve deliverability
• List age: How it affects list growth and what you can do about it
• Opt-in motivators: 6 proven incentives to get your customers to interact with you right away
• The A-Z of list growth: From affiliates to viral marketing, tips and Case Studies to grow your opt-ins
• Co-registration: 7 tips and 8 lessons to maximize your co-registration deals
• Onsite and POS opt-ins: Generate opt-ins outside the virtual landscape
• Pop-ups: Design and segment them for high conversion rates
• Sweepstakes: Attract the highest quality opt-ins
• Your website: 10 (cheap) tactics to get more opt-ins

Chapter 2: Email Creative: Design Copy, Test (96 pages) – Great creative is measured by how well it works and maintains your brand integrity. Find out about:

• Brand and Email: Working together they make beautiful results
• Relevancy: Ways to make your email achieve the highest degree of relevance to your subscribers.
• HTML vs. Text: Answer your own questions about email structure and design
• Email send times: 5 test ideas to help you decide.
• Subject lines: 8 proven principles and 8 measurable test ideas

Chapter 3: Automated Emails: Welcomes, Triggers and Transactionals (186 pages) – When done right, automated email campaigns get opened, read, and acted on, more than any other type of most email campaigns. Find out about:

• Automated emails: How best to send them and how to use them to create lasting relationships
• Welcome Messages: Beyond lead nurturance
• Triggered emails: 7 ways to market with them
• Transactional email: Traditional and non-traditional ways to increase their ROI
• Database segmentation: Exploit for maximum relevance
• Great results: Set up your automated emails, and get great results while providing relief for your overworked marketing department
• Brand loyalty that’s hard for competitors to overcome

Chapter 4: List rental (40 pages) – Contrary to popular myth, list rental is not dead. In fact for many who have done their research, it works well. Find out about:

• Case Studies: Marketers that make list rental work
• Email lists: How to vet them
• List brokers: How to choose them
• List management: Better manage your lists (rentals and in-house)
• Improved ROI: Figure out how to budget for and justify list rentals (they cost real money)
• Advanced list rental techniques: When to use them
• Merge/Purge Protocol Checklist: Avoid duplication and opt-outs

Chapter 5: Deliverability (90 pages) – “How do I get my emails delivered? It’s the number one question because everything else is meaningless if you can’t get your emails delivered. Find out about:

• CAN-SPAM: Stay compliant (and use our CAN-SPAM checklist to make sure you do)
• More CAN-SPAM: Learn about operational requirements, prohibited tactics, copy and design requirements, and international Spam laws.
• Email Reputation: 7 primary contributors and 9 best practices that can affect your email reputation score.
• Improve Your Reputation: We give you 8 strategies to fix your reputation (if you need to)
• Avoid Blacklisting: Discover how ISP gets complaints and what you can do about it
• Whitelisting: Top methods to get whitelisted and the best practices for building whitelist landing page
• Certification: Discover the ROI of 3rd party certification
• Authentication: Find out how to authenticate your email
• B2B marketers: Tips to help you get over those deliverability hurdles that make reaching B2B customer so hard.

Chapter 6: Operations (58 pages) – Keeping your operations running smoothly is the key to effective email marketing. But what do you need to watch out for and keep on top of?

• Database integration: Send the right email to the right person, at the right time, in the right combination with your other marketing efforts
• Database growth: Proven ways to build and improve your database
• Collecting and organizing: Get help with your endemic, transactional, behavioral and computed data
• ESP: Find the right ESP for your operations
• ESP expectations: Learn what you can or can’t do with an ESP, what to expect from them, how to pick them
• Comprehensive RFP vendor questionnaire: Practical help during the process (it’s guaranteed to make an prospective ESP sweat)

Chapter 7: Measurement & Reporting (18 pages) Email is one of the most track-able and accountable forms of marketing out there. Find out about:

• Meaningful Measurement: Prove credibility, inform (and impress) management, and verify target audience involvement.
• Internal benchmarking: Use it to optimize your emails based on test results and determine where best to invest your money.
• Metric interpretation: Learn how to interpret your metrics correctly
• Open Data: 5 reasons it’s unreliable.
• Email ROI measurement: ‘Last Touch’ model vs. allocate-cost model

Email Marketing Audit Checklists

Use our set of email marketing checklists to build your marketing plan, audit your email operations, and continue to gain inspiration for your email marketing program. Modify them to conform to your business needs. The checklists are:

1. Annual Marketing Plan Checklist
2. Start-up Checklist
3. New Email Creative Checklist
4. Pre-Flight Checklist (Use prior to each email broadcast send)
5. Annual Checklist
6. Quarterly Checklist
7. Monthly Checklist
8. Weekly Checklist

Case Study Highlights

With 86 Case Studies it’s hard to pick a top ten. Instead, here are some highlights:

• A single test that increased opt-in confirmation by 10%
• A way to DOUBLE your ‘forward to a friend’ rates
• An email design test that rose click rates by 55%
• An email format test that increased revenue by 379%
• A ‘subject line’ test resulted in 100% increase in click rate
• Transactional email campaigns that helped increase purchases of accessories by 2000%
• An email welcome series strategy that doubled open rates
• A triggered campaign that increased conversion by 158%

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