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Yesterday I attended a conference sponsored by Adhost in Seattle. The speaker was Terry Miller from CRMGROUP, the topic: Email Marketing.

Email Marketing list segregation

Terry suggested we send different messages to people who

1. open
2. click
3. forward
4. transact
5. open, did not transact

Also segment people who made a purchase vs signup only, by recency, by sales volume.

Design to Build bigger lists

• List signup on every page
• Special coupon promotion? Giveaways to get people to give email addresses.
• Refer a friend: get three entries in the contest if you refer a friend to the drawing via email.
• Have an email list signup sheet at the physical front desk.
• Have the direct paper mailer ask people to go to the webpage and provide an email address.
• Have our contact form add people to the email list.
• Click to forward to a friend links

Newsletters vs. Promotional Email Marketing

• A newsletter should have short blurbs with links to landing pages (blog entries)
• Promotional emails (not newsletters) shouldn’t require scrolling.

How to write great copy for your email marketing campaign

• Subject Lines
1. Less than 40 characters
2. promise to deliver benefits
3. beware spam filters: subject shouldn’t contain “advertisement”, “! and $”, “! and free”, “$$”, “order today”, “order now!”, “money back”.
• Write with a Sense of Urgency
• Instruct users on how to add you to their safe senders list
• CAN-SPAM Compliance
1. The list source should be permission-based
2. Opt out options should be provided by an Automatic Link, Email, Snail Mail options
3. From Address and subject line should not be deceptive
4. Physical Address should be included.

When to send email?

• Test different days to send email. (Tuesday might be best)
• Most people would like to recieve email Monthly.
• Try sending emails at 10:30am (Pacific)

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