Email Marketing: An Hour a Day. Sybex

Jeanniey Mullen, David Daniels

Advance Praise

“ Email Marketing: An Hour a Day is one of the best overall guides I’ve seen for bringing
marketers quickly and painlessly to a place where email can be a truly strategic
marketing channel. It is, quite simply, the on-ramp for the next generation of sophisticated
email marketers.”
— Bill Nussey, CEO, Silverpop; author of The Quiet Revolution in Email
Marketing
“ David and Jeanniey have taken their years of knowledge of the email marketing
industry and stuffed them into a readable book jam-packed with little a-ha! nuggets
that are certain to improve any email effort. Written to contain layers of information
for all levels of email marketers, beginner to advanced, this book ensures that you
will take away from it what you put into it.”
— Jordan Ayan, chairman and founder of SubscriberMail; author of Aha!
10 Ways to Free Your Creative Spirit and Find Your Great Ideas and The
Practical Guide to Email Marketing: Strategies and Tactics for Inbox Success
“ There is so much unnecessary mystery around email marketing. David and Jeanniey
have put the myths to rest and given marketers a straightforward and actionable
primer on how to build a fantastic, customer-centric email marketing program. If
you read only one book on this topic, this should be it!”
— Dan Springer, CEO, Responsys; board of directors for ITI, E-LOAN, and
the Randall Museum
“ The world-renowned expertise of Daniels and Mullen is at its best here, because they
break down the mysteries of email marketing into digestible nuggets that make it
easy for every busy marketer to consume.”
— Alan Chapell, Esq., chairman and founder of Chapell and Associates
“ Email marketing is a powerful tool. It is also complicated. Just when you get your
strategy right, your reputation is challenged. When you fi x that, your creative formats
are not adhering to best practices. Email marketing could possibly be one of the
most challenging and complex marketing channels out there. Knowing where to go
and how to focus are key. Jeanniey Mullen and David Daniels have taken our collective
challenges head-on and provide you with the solutions you need to know in this
book. Read this book, and you will immediately have a better handle on your email
marketing efforts.”
—Matt Blumberg, CEO, Return Path
“ David and Jeanniey are tremendous advocates for the responsible and effective use
of email marketing. These impressive thought leaders understand that email marketing
is the backbone of all digital communications. When others predicted the demise
of email, both of these industry champions defended the medium and pointed out
its evolving value to marketers and subscribers alike. Their insights are thoughtprovoking,
are humorous, and always deliver value to marketers. I read every word
that both authors write.”
—Scott Dorsey, CEO, ExactTarget
“ Technology evangelists are a rare breed. They not only need to be the experts in
their fi elds—on top of every new innovation, thought, and trend—but they also need
to be able to express their knowledge with enthusiasm, passion, energy, clarity, and
excitement. It doesn’t hurt if they are entertaining as all get out as well. I’ve shared
more stages, rental cars, airplanes, and bar stools with David and Jeanniey than I
care to remember, and I can tell you these two are the best in the business. What the
heck…buy the book and fi nd out for yourself. You won’t be sorry, and you’ll be a
much smarter person on the last page than you were when you started on page one.”
— Bill McCloskey, chairman, cofounder, and chief evangelist, Email Data Source, Inc.
“ For any marketing channel to stay viable, it has to constantly improve. I am
impressed with the enthusiasm and fresh ideas that David and Jeanniey continue to
bring to the email industry. In Email Marketing: An Hour a Day, David and Jeanniey
do not disappoint, because this book offers compelling and proven tactics to advance
the effectiveness of email as well as practical guidance on how to prioritize and integrate
emerging channels such as social and mobile communications. It’s a must-have
for any marketer.”
—John Rizzi, CEO, e-Dialog
“ While there are many books on email marketing, few come with the credentials
and real-world breadth of exposure that David and Jeanniey bring to this research.
Balancing vast experiences in the email marketing space with a very broad analyst
reality of the dynamics in the channels, vendors, and market dynamics, they’ve developed
a book that provides a baseline understanding of the email channel in a very
logical fl ow and that provides the relevant context that helps marketers understand
how to improve this ever-evolving channel. As two of the leading thought leaders in
the email marketing space, this is a great contribution to our industry and a worthy
read for anyone doing email marketing in their business.”
—David Baker, vice president of Email Solutions, Razorfi sh

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Email Marketing: An Hour a Day


Acknowledgments
The email marketing is one of the most supportive and tight-knit marketing communities
there is. Every person in this fi eld truly works to ensure their own programs
are fantastic yet is quick to lend a hand (or a case study) to a fellow email marketer
in need. Being part of this industry gives you a sense of pride that is unmatched.
With that said, there are so many people we owe thanks to for making this book the
work of art that it has turned out to be. So, with no further ado, here they are.
First and foremost, a tremendous amount of thanks goes to our families
(Chris, Giovanna, Kristina, Cherry, Ashley, and Ethan) for putting up with us while
we took on this project. It truly has been a labor of love.

David would like to especially thank his parents and stepfather, authors and
educators alike, for instilling the passion of continuous improvement and the value of
authoring a published book. David is also grateful to his brother Marc who started
and shaped David’s direct marketing and online commerce journey back in the 1980s.
Jeanniey would like to extend a special thank you to her parents, whose provided
encouragement in whatever it was she set her mind out to do has helped build
her undying spirit and perseverance in every endeavor.

Also a special thanks to David Schatsky at JupiterResearch, a Forrester
Research Company, and the Email Experience Council for their generous offering
of the use of data and their support of our efforts in undertaking such a project.
Thanks to the entire Zinio and VIV teams for their continued support during the
completion of this book at a time when we were also undertaking the transformation
of the publishing world.

For those of you in the email world—a huge thanks to all of you. But a very
special thanks to those who helped make this book so powerful, including the
following:
Kathryn Waters, Stephanie Jackson, Andrea Allman, and Ali Swerdlow—not
only great friends but the bestest girls in email
Jared Blank, the best tech editor out there
Alan Chappell, of Chappell & Associates, our favorite privacy attorney
Dylan Boyd, Boba Fett, and the team at eROI
Lisa Harmon and Aaron Smith from Smith-Harmon
David Atlas, Charles Styles, and Jordan Cohen at Goodmail Systems
Des Cahill, Eric Mott, and Ray Everett-Church
Josh Baer, Quinn Jolie, Dave Hendricks, Lana McGilvray, and the entire Datran Media crew
Lizzie Maughn and her amazing team at Think Eyetracking, who knew where we really ever looked
Matt Blumberg and the knowledgeable Return Path team
Chip House, Morgan Stewart, Jeff Rohrs, and the entire crew at ExactTarget
David Baker, Chris Baggot, Bill McCloskey, Jeanne Jennings, Reggie Brady, and the entire
old-school team of email marketing experts that contributed to this whole phenomenon
Loren McDonald and the team at Silverpop
Craig Spiezle of Microsoft and of Authentication and Online Trust Alliance (AOTA) fame
Willem Knibbe, Jim Compton, Kim Wimpsett, Melissa Lopez, Pete Gaughan, and the
entire team at Wiley
And to MP for knowing how to inspire a great fi nal product
Lastly, we’d like to acknowledge you for taking the time to pick this book up and begin

the journey that we believe will make you a master of email marketing.

About the Authors
Jeanniey Mullen is executive vice president and chief marketing offi cer for Zinio, the global
leader for digital publishing products and services. She holds the same position for VIV Magazine,
the fi rst fully interactive and all-digital lifestyle magazine for women. An accomplished expert in
the email and online marketing world, Jeanniey is recognized as a pioneer and visionary, advocating
for and driving change that redefi nes the impact of various marketing channels. Prior to Zinio
and VIV, Jeanniey was the senior partner and global executive director of the Email Marketing
and Digital Dialogue Practice at OgilvyOne Worldwide. In 2005, Jeanniey founded the Email
Experience Council and currently maintains her role as its executive director.
A digital entrepreneur, Jeanniey founded and ran her own interactive agency as well as an
online entertainment marketing company from 2001 to 2004. Prior to that, Jeanniey started the
fi rst agency-run email marketing division at Grey Direct. Jeanniey also held a number of roles at
JCPenney, spanning an eight-year period.

Jeanniey is known as one of the most well-respected voices in the world of email, digital
publishing, and online consumer brand awareness. She is a columnist for ClickZ, has published
numerous white papers and best practices guides, and has been quoted in the Wall Street
Journal and New York Times numerous times. She is on the board of advisors for a number of
online marketing companies and events and is a frequent keynote speaker for various companies
and organizations including the Direct Marketing Association, Shop.org, OMMA, IBM,
NaturesMade, and the American Association of Publishing.

David Daniels is a tenured multichannel marketer, consultant, and researcher, and since 2000
he has been the leading analyst voice shaping the email marketing industry. David currently serves
as vice president and principal analyst at Forrester Research, which acquired JupiterResearch in July
2008. Prior to Forrester’s acquisition of JupiterResearch, David served as vice president and research
director of the company’s successful Operations and Industries product grouping where he authored
and collaborated on market research that informed, evaluated, and accurately forecast the future of
the broader online economy. David’s compass-setting research studies on email marketing are familiar
and cited throughout the industry. With 20 years of experience in direct-to-consumer marketing,
Daniels is recognized as a thought leader in his domain, is a frequent keynote speaker, and is often
quoted in the Wall Street Journal, the New York Times, and other major media outlets.

Outside of serving as the leading email marketing market analyst, David founded the
Email Measurement Accuracy Coalition in 2006, and in 2008 it became the Email Experience
Council’s Email Measurement Accuracy Roundtable, which David co-chairs. David is also a
board advisor to a variety of industry associations and events including the Authentication and
Online Trust Alliance (AOTA) and MediaPost’s Email Insider Summit.

Prior to joining JupiterResearch, David served as president of his own marketing and
operations consulting fi rm (1 World Design). Before striking out on his own, David held seniorlevel
positions at Apple Computer, Urban Outfi tters / Anthropologie, MicroWarehouse, Genesis
Direct / ProTeam, and CDA Computer Sales, which was one of the fi rst personal computer catalog
marketers and merchants on CompuServe.


Introduction
When you stop and think about it, the concept of email as a communication
vehicle is a revolutionary one. Long before email became a marketing tool,
it was a communication device. The impact that email has had on our culture
and our lives is tremendous. Yet, many people forget the vast change in
communication that email has produced and think of email marketing simply
as a cheap or fast way to sell a product. Email deserves a much higher level of respect.

This book is your guide to understanding the full marketing potential and impact that
email can offer to you or your company. It strives to broaden your mind about the opportunities
this amazing communication channel offers, and it provides ways to redefi ne the strategic uses
of email as an effective marketing vehicle. And it also, we hope, conveys some of the passion and
fervor that the two of us feel about our discipline and hope to share. We have dedicated more
than a decade of our lives to evangelizing the role that email currently plays and has the potential
to play in our personal and business worlds. Throughout this book, you will be presented with
a plethora of real-world and timely examples of what works and does not work, documents and
checklists to help you plan your strategy, and questions that will challenge and encourage you
to redefi ne and rethink your approach to leveraging email as a communication and marketing vehicle.

The structure of this book was carefully designed to enable every reader, whether a newcomer
to the discipline or a veteran, to walk away feeling a sense of broader understanding and
appreciation for email marketing. Our biggest challenge was making sure that all the collective
intelligence and insights appropriately educate you in a way that also inspires you to take what
you read and build upon it. Just providing simple case studies, examples, and checklists would
have been a disservice. Those of you who have experience on the front lines of email marketing
know, all too well, how challenging of a craft it is. Email marketers need to understand the strategic

elements that drive results and how to avoid the technical faux pas, as well as how to design
creative, analyze results, and navigate trends. Email marketing is one of those rare trades that
requires specifi c expertise in many broad categories. Therefore, this book offers an organized
and unique approach to crafting a successful email program from start to fi nish. As you read,
you will fi nd yourself being challenged to question your current actions and compare them to our
recommendations. As you apply your skills, you will be able to quickly defi ne those areas that
will help you excel. This book was designed with the ultimate goal of making you, the reader,
successful in your efforts. We want to inspire you to be the best email marketer you can be

This book strives to provide you with information easily applicable to your specifi c needs.
If it takes you more than ten seconds to understand how this relates to your business or effort,
we have failed. There are success stories and failure stories in this book. We think you need to
understand both what to do and what to avoid. You should be able to learn as much from our
failures as our successes. We want you to walk away from reading this book completely fulfi lled.

Who Should Buy This Book
Anyone who wants to send or is currently sending an email marketing campaign should buy this
book. In fact, anyone who works for a company where email marketing is being used should buy
this book. It doesn’t matter which of these describes you:
• Familiar with the basics of email marketing
• Currently sending email marketing campaigns
• Working for a company with a small budget
• The only person doing any type of marketing
• Employed by a large or sophisticated company where email plays a small or insignificant role
• An experienced email marketer looking to take things to the next level
This book was written to allow the email marketer at any level to increase their level of
understanding. It will also expand the perception and increase the level of respect that email
marketing gets for any reader who may not currently be on the front lines of email.
If the authors could wish for one thing to happen once you fi nish reading this book, it
would be that you share this book with a friend or colleague who may not understand or respect
what you do. Those of you who work in the fi eld are all too familiar with the cocktail party situation
where someone asks you what your job is, and you say, “Email marketing.” The reply often
is, “Oh, so you send spam?” The next time you hear that, give them this book, and ask them to
email us. We understand there is so much more to email marketing, and we appreciate it as well.
We are here to help you share in our enthusiasm and help us grow this industry’s level of impact
even more by enabling better conversations using email.

What’s Inside
Here is a glance at what’s in each chapter:
Chapter 1: Understanding Email Marketing Today begins with a basic overview of the
email marketing industry: the origins of email and its uses, the evolution of the channel
into a marketing vehicle, and some of the basic elements of email marketing.
Chapter 2: The Five Critical Elements of Every Email You Create provides an overview
of the fi ve key roles that email marketing plays in the broader context of marketing and
advertising. In this chapter, there is a clear outline of how email marketing can and should
be used to achieve different goals.
Chapter 3: Getting Ready to Build Your Email Marketing Efforts enables you to start
at the beginning of the road of creating successful email marketing campaigns. It covers
everything from budgeting effectively to ensuring you have the right tools to the basics of
strategy design, and then carefully moves you into a comprehensive role of email marketing
mastery. This chapter ensures you effectively consider all critical aspects of campaign design.
Chapter 4: What Happens Once You Send Your Email is critical to read. It ensures you
know what can happen to derail your campaign but, more important, what you can do to
avoid it or deal with the sometimes inevitable. This chapter is one of our favorites!
Chapter 5: Eight Key Drivers of Your Email Campaign equips you with the tactics you
typically pick up in bits and pieces from industry trade publications. It provides you with
checklists and best practices you can literally rip out and save. You will refer to this chapter
over and over again to ensure you have the right elements in place and are following
the critical government and compliance requirements.
Chapter 6: Month 1: Preparing Your Email Marketing Strategy gets into the good stuff.
This chapter devotes a large amount of time to helping you build or optimize your email
marketing strategy. By leveraging many of the current email campaigns in the market right
now, you will be able to evaluate and apply those elements that will match your company’s
capabilities as well as defi ciencies.
Chapter 7: Month 2: Ensuring Success as You Launch Your Campaign dives deep into the
details of driving results. While Chapter 6 is built for creative and broad thinkers, Chapter
7 fi ts the cravings of those who love and want details. These details are often critical to
driving a campaign result that delivers a strong return on investment. This is not a chapter
to breeze over. It is a chapter to spend time with and fully digest.
Chapter 8: Month 3: Adding Bells and Whistles kicks it into high gear. Now that your
campaign is out the door and you have some results, this chapter persuades even the most
advanced email marketers to rethink their efforts and expand email into new areas. It
provides insight into the ways in which consumers have adapted technology into their lives
and the most important roles email plays as a personal management vehicle. This chapter
is one the bloggers will blog about for years to come.
Chapter 9: Getting Ready for Year 2 and Beyond brings us back to the realities of the real
world and sets expectations for what will come next. This chapter will keep you on the
right track to ensuring your email marketing efforts not only succeed but are suffi ciently
supported for continued growth.

In addition, you’ll fi nd a remarkably thorough glossary, which will get you up to speed
on all the terminology you’ll encounter in this book and in other print and online discussions of
email marketing; and two appendixes, which list the URLs for every vendor and other resource
mentioned in the book and provide two checklists from a series created by the DMA/EEC’s
Email Design Roundtable.
Finally, from this book’s web page at www.emailmarketinganhouraday.com you can download
several Excel spreadsheets for calculations discussed in the book as well as a remarkable PDF
example of dynamically generated content discussed in Chapter 8.
Throughout the entire book we offer guidance that will hold true regardless of how the
technology, the economy, or even the industry changes. We are thrilled to be able to share our
passion with you and encourage you to share those areas of the book you enjoy with others. Oh
yeah, we love feedback. Good or bad, critical or supportive, we want to hear from you. Please
make sure to drop us a line when you can. Thanks, and enjoy your reading!


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Product details
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 Pages
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 ISBN
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 Copyright
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Table of Contents
Foreword xv
Introduction xvii
Chapter 1 Understanding Email Marketing Today
How We Got Here. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 2
What Email Means to Your Audience . . . . . . . . . . . . . . . . . . . . . . . . . . 5
The Five Types of Email . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 6
Awareness 8
Consideration 9
Conversion 10
Product Usage 10
Loyalty 12
Understanding the Economic Impact of Email . . . . . . . . . . . . . . . . . . 14
Test Your Knowledge. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 15
Chapter 2 The Five Critical Elements of Every Email You Create
Creating Brand Impact . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 18
Determining How Much Brand Equity Your Emails Carry 19
Adding Intelligence to Your Design. . . . . . . . . . . . . . . . . . . . . . . . . . . 22
Basic Elements of Intelligent Email 22
Using This Insight to Your Advantage 24
Driving the Purchase . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 26
Waging the War Against Email ADD 28
Beyond the Email Content: What You Need to Know 29
Creating Transactional/Service Messages . . . . . . . . . . . . . . . . . . . . . . 30
Adding Viral Marketing Elements. . . . . . . . . . . . . . . . . . . . . . . . . . . . 34
Two Ways to Define Success of Your Viral Marketing Efforts 35
Best Practices for Creating a Buzz Using Viral Efforts or Word of Mouth 36
Test Your Knowledge. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 37
Chapter 3 Getting Ready to Build Your Email Marketing Efforts
Aligning Your Strategy with Your Tools . . . . . . . . . . . . . . . . . . . . . . . 40
Determining Your Tools: A Ten-Point Strategy 40
Evaluating Vendors . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 44
A Checklist to Maximize Your Vendor Selection Process 45
Organizational Readiness: Resources Required for Success . . . . . . . . 49
Budgeting for the Future . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 52
Justification: Selling Your Boss on the Return on Investing in Email . 53
Test Your Knowledge. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 55
Chapter 4 What Happens Once You Send Your Email
Defining the Analytics Framework . . . . . . . . . . . . . . . . . . . . . . . . . . . 58
Start with Your Email Marketing Plan, and Expand It to Include
Your Company Growth Plan 59
What to Do If Something Goes Wrong . . . . . . . . . . . . . . . . . . . . . . . . 64
So, What Do You Do When It Happens to You? 67
Revisiting Your Budget . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 68
The Email Marketing Database and Future Multichannel Efforts . . . 70
Phase 1: Awareness 71
Phase 2: Engagement 71
Phase 3: Consideration 71
Phase 4: The Buy 72
Making the Most of Your Email in a Multichannel Environment 72
What This Means When You Are Setting Up Your Initial Email Database 72
The Top Five Ways You Can Mess Things Up If You Are Not
Really Careful . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 74
Test Your Knowledge. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 75
Chapter 5 Eight Key Drivers of Your Email Campaign
Key Driver 1: Email Address Acquisition . . . . . . . . . . . . . . . . . . . . . . 78
Your Website 78
Other Channels 82
Third-Party Sources 84
Welcome to the Campaign! 87
Key Driver 2: Creative/Copy . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 88
The From Line 89
Subject Lines 89
The Spam Check 90
The Width of Your Email Template 91
The Length of Your Email Template: Work Above the Fold 92
Email Creative Best Practices 92
Key Driver 3: Making the Data Work . . . . . . . . . . . . . . . . . . . . . . . . . 93
Key Driver 4: Multichannel Integration. . . . . . . . . . . . . . . . . . . . . . . . 95
Key Driver 5: Technology (Delivery, Deployment, and Design). . . . . . 96
Key Driver 6: Reporting/Analytics . . . . . . . . . . . . . . . . . . . . . . . . . . . 98
Key Driver 7: Privacy/Governmental Control . . . . . . . . . . . . . . . . . . 100
State Registries 101
Privacy Policy Best Practices 101
Key Driver 8: Reactivation . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 104
Test Your Knowledge. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 105
Chapter 6 Preparing Your Email Marketing Strategy
Week 1: Preparing Your Resource Arsenal . . . . . . . . . . . . . . . . . . . . 108
Monday: Getting Smart (the Seven Essential Truths About Email Marketing) 109
Tuesday: Evaluating Tools and Resources 112
Wednesday: Budgeting 116
Thursday: Related Marketing Initiatives 119
Friday: Getting the Boss to Sign the Check 123
Week 2: Building the Blueprint for Success . . . . . . . . . . . . . . . . . . . . 124
Monday: Evaluating Your Current House File and File Size Needs 125
Tuesday: Creating the Acquisition Plans 126
Wednesday: Focusing on the Opt-in Process and Customer Preference Centers 128
Thursday: Reviewing the Opt-out Process 132
Friday: Making Sure Your Landing Pages Are a Good Place to Land 133
Week 3: Counting Down to “Go Time” . . . . . . . . . . . . . . . . . . . . . . 138
Monday: Mapping Out a Realistic Strategy 139
Tuesday: Defining Your Data Transfer Process 142
Wednesday: Making Sure Your Tracking Links Will Work 144
Thursday: Checking for the Deliverability Basics 147
Friday: Testing for Actionability 151
Week 4: Testing Your Way to the First Campaign. . . . . . . . . . . . . . . 152
Monday: Choosing the Subject Line Strategy 152
Tuesday: Making Sure Your Content Can Be Seen 153
Wednesday: Ensuring Personalization Is Accurate 156
Thursday: Remembering That Emails Get Forwarded and Saved 158
Friday: Going Through the Success Checklist One More Time 159
Test Your Knowledge. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 159
Chapter 7 Month 2: Ensuring Success as You Launch Your Campaign
Week 1: Sending Your First Campaign . . . . . . . . . . . . . . . . . . . . . . . 162
Monday: What to Do Once You Hit Send 162
Tuesday: Reading Reports 163
Wednesday: Managing Customer Service Replies 166
Thursday: Matching Your Response Rates to Your Forecast and Plan 167
Friday: Keeping Your Database Clean and Your Reputation Strong 169
Week 2: Creating a Plan to Optimize Your Results . . . . . . . . . . . . . . 171
Monday: What Your Reports Are Really Saying 171
Tuesday: Analyzing the Effectiveness of Your Creative 173
Wednesday: Pulling Together the Comprehensive Report 178
Thursday: Optimizing the Opt-in Points on Your Website 180
Friday: Creating Your Test 184
Week 3: Measuring Email’s Impact on Other Channels . . . . . . . . . . 187
Monday: Measuring the Role of Email in a Customer’s Purchase 188
Tuesday: Determining the Value of Your Email Addresses and Campaigns 193
Wednesday: Increasing Email Sending Costs to Improve Top-Line Results 196
Thursday: Exploring Web Analytics and Email Integration 198
Friday: Finding and Targeting Your Advocates 202
Week 4: Promoting Your Email Results Within Your Organization . 206
Monday: Affecting Email Used in Other Parts of Your Organization 206
Tuesday: Sharing Results with Your Online Peers 209
Wednesday: Sharing Results with Your Offline Peers 210
Thursday: Using Your Email Results for PR Purposes 211
Friday: Looking Ahead to Dynamic Content 213
Test Your Knowledge. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 214
Chapter 8 Month 3: Adding Bells and Whistles
Week 1: Using Email as a Feedback Tool. . . . . . . . . . . . . . . . . . . . . . 216
Monday: Leveraging Email Surveys 216
Tuesday: Designing an Email Survey 217
Wednesday: Polls in Emails 220
Thursday: Email Focus Groups 221
Friday: Email-Driven Testimonials 222
Week 2: Creating Video- and Audio-Enabled Emails . . . . . . . . . . . . 226
Monday: Deciding Whether Using Audio or Video Is Right for Your Emails 227
Tuesday: Building the Five Layered Emails 228
Wednesday: Making Your Video Email Viral 230
Thursday: Making Your Video Email an Integrated
Part of a Larger Campaign 232
Friday: Allowing Your Reader to Create Their Own Video Email 233
Week 3: Creating Mobile Email . . . . . . . . . . . . . . . . . . . . . . . . . . . . 234
Monday: Why Your Email Needs to be Mobile 235
Tuesday: The Mobile Email Creative 236
Wednesday: How Many Readers in Your Database
Are Reading “on the Run”? 239
Thursday: Defining Your Mobile Email Preference Center 240
Friday: Making Your Current Email Strategy Work in a Mobile World 241
Week 4: Creating Social Email . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 243
Monday: When Email Is Used on Social Networks 244
Tuesday: Response Guidelines for Social Email 245
Wednesday: Reviewing Results for Social Email 247
Thursday: Social Messaging: Thinking Inside the Box 249
Friday: Keeping the Use of Social Email in “Check” 251
Test Your Knowledge. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 252
Chapter 9 Getting Ready for Year 2 and Beyond
Iterative Financial Analysis: Analytics Over Time. . . . . . . . . . . . . . . 254
A Top-Down View of Annual Performance 254
Analyzing Individual Subscriber Segment Performance 255
List Health 255
Financial Performance/Budget to Plan Performance 255
The Necessity of Rebudgeting 256
ESP Refresh: Evaluating Your ESP and Technology Partners . . . . . . 257
Assessing Future Trends . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 260
Journey On . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 261
Appendix A Vendor Resource List 263
Associations, Events, and Publications . . . . . . . . . . . . . . . . . . . . . . . 264
Email Service Providers . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 264
Delivery Service Providers and Reputation and Accreditation
Management Services . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 265
Market Research, Agencies, and Consultants . . . . . . . . . . . . . . . . . . 265
Technology Vendors . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 266
Web Analytics Vendors . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 266
Appendix B Email Checklists 267
Email Design . . . . . . . . . . . . . . . . 268
Content 268
Subject Line 268
Preheader/Header 268
Preview Pane 268
Message Construct 269
Recovery Module 269
Footer 269
Code QA Testing . .  . . . . . . . . . . 269
Precheck HTML File 269
Precheck Text File 270
Conduct Rendering Testing 271
Glossary 273
Index 284

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