Guide

25 Essentials for Exceptional Email Campaigns

Load and send? Batch and blast? Those direct marketing folder and won’t bother to tell you what you did wrong. Here
concepts are ancient history in the modern email environ- are some valuable tips for managing your sender reputation:
ment. Today’s email marketers must navigate their way
• Honor unsubscribe requests within the ten-day window
through a complicated landscape of shifting customer expec-
dictated by CAN-SPAM laws.
tations, challenging new technologies, evolving government
regulations and other issues old-school direct marketers never • Stay off blacklists by monitoring, resolving and learn-
had to face. ing from spam complaints. If you’re delivering relevant
content in formats that recipients want, you’ll minimize
To help you face these challenges head on, we’ve compiled a
those complaints.
handy list of 25 essentials you can employ that will greatly
improve your email marketing initiatives. While 25 may sound • Use a double opt-in process and unique IP address.
extensive, keep in mind that missing any one of these can
affect your ROI, secure your position on blacklists, or damage • Check out the free Lyris ContentChecker™ for Email and
your reputation with clients and prospects. And while many Deliverability Do’s and Don’ts Guide to help you with
of the essentials on this list seem obvious, the list itself serves your efforts.
as a good reminder of the many nuts and bolts mechanics that
3. Clean and analyze mailing lists
you should maintain in order to keep your email campaigns
performing at their highest levels. A “dirty” list – one with too many unsolicited, incorrect,
out-of-date or duplicated addresses – hurts your cam-
1. Permission is not optional
paign performance and your company’s delivery and sender
When you send unsolicited email, you hurt your brand, your reputation. “List hygiene” means cleaning out bad addresses,
campaign and your sender reputation. Don’t use “stealth” which reduces undeliverable emails and helps you spot prob-
methods to collect email addresses such as pre-checked box- lems fast. Review your list to see who hasn’t opened or clicked
es on site registration forms. Use a proper, two-stage opt-in for the last six months. Provide them with a compelling offer
process that requires confirmation before the address goes into to re-engage. If that doesn’t work, try changing the frequency
your database. Ask subscribers who have been on your list for with which you contact them to test if that makes an impact
more than 12 months if they want to continue receiving your in how they engage with you.
email and retain all the permission data on each subscriber.
4. Be prepared for churn
2. Manage your sender reputation
While good email marketing will keep your list engaged, the
Don’t get on an ISP’s bad side by sending too many emails reality is that you need to continually use opt-in strategies to
too often or by generating a high number of spam complaints. keep it viable. Not only should you have subscriber retention
ISPs will block your emails, shunt them to oblivion in the bulk programs in place, but you’ll also need acquisition programs

Lyris, Inc. | 5858 Horton Street, Suite 270 | Emeryville CA 94608 USA | www.lyris.com
Toll free 888.GO.LYRIS (465.9747) | International calls 510.844.1600 | Fax 510.844.1598 | Customer support 888.LYRIS.CS (597.4727) or 571.730.5259
2 Guide 25 Essentials for Exceptional Email Campaigns

since as many as 30% of email addresses churn each year. beyond what they opted-in for. Then segment your lists to
See the Bionic List Building Guide for more ideas. reflect those choices. It’s always more effective to contact
someone on their schedule and under their terms and get a
5. Focus on list quality over list size higher response rate than to try to force a schedule or terms on
Growing your mailing list is important, but don’t do it at the an unwilling recipient and risk their unsubscribe.
expense of quality. While it may look impressive to have a 9. Design for the Inbox
large list, quality names should be your highest priority. Make
sure your company has defined its target audience and focus Poor design and improper formatting frustrate users. If they
your efforts on adding names that fit this target. You may not can’t easily navigate your email or find the information they
have a large number of names in your database, but careful want at a glance, your messages will fall flat. Your email has
targeting will mean you have a list of high-value prospects and to stand out in a crowded Inbox. Here are some tips for
customers that result in higher response rates and greater success. designing for the inbox and optimizing deliverability:

6. With opt-ins, establish and build trust • Be sure to test sample messages to see what performs.

An opt-in is a statement of faith from your subscriber. • Put your company name in the “from” line for fast
Respect that by asking only for the most necessary information at recognition.
registration. If all you really need is a name and email address,
• Add a “grabber” subject line – 50 characters or less.
ask only for that. If you need a bit more – say city or state
if your product isn’t available everywhere or size of business • Use teaser text and HTML colors and layout rather than
for routing leads – ask for that as well. To keep from scaring an image so readers can get an immediate “preview” of
prospects away, keep the request for data to a minimum. You your email even if images are disabled.
can always use subsequent email campaigns to qualify and fill
in more detailed information. • Put the important content – the offer, call to action,
newsletter contents etc. – at the top of the email for
7. Respect recipients’ privacy immediate viewing. You only have seconds to make your
case, so make the most them.
Respecting the privacy of your email recipients and subscribers
is a good business practice and will also help you avoid legal Read our free Email Design No-No’s for Non-Designers
and ethical problems. Include a short, simple email privacy Guide for more ideas.
statement within your opt-in form and link it to the full policy
statement on your Website. Define your contact strategy, the 10. Check your email mechanics
format in which you’ll share content and if you can, give the
Don’t forget to check your email mechanics on a regular
subscriber options on format and frequency. Adhere to the
basis. Some of the best campaigns fail because simple items like
policy and make sure that if you change it, you give your sub-
response links, the unsubscribe process, co-registration or
scribers an opportunity to opt-in again.
images fail. It takes time, but each email execution is
8. Give recipients what they want and need valuable. Don’t frustrate your subscribers or waste your money
by sending out an email that doesn’t have its most basic items
Your subscribers expect control. If you don’t give them what working.
they want, they’ll go elsewhere. Let them decide the email
format (text or HTML), contact frequency and content One of the best and simplest methods for making sure that the
preferences, if they’d like to receive additional information mechanics of each and every email campaign are optimized is

Lyris, Inc. | 5858 Horton Street, Suite 270 | Emeryville CA 94608 USA | www.lyris.com
Toll free 888.GO.LYRIS (465.9747) | International calls 510.844.1600 | Fax 510.844.1598 | Customer support 888.LYRIS.CS (597.4727) or 571.730.5259
3 Guide 25 Essentials for Exceptional Email Campaigns

to create and consistently utilize an email development and analyze and determine the deliverability of your content. For
deployment checklist. To help you with this effort, reference starters, use the free Lyris ContentChecker™ for Email to help
the 10-Point Email Tune-Up Guide for further information. you determine if your content is going to cause your email
message to get hung up in spam filters.
11. Test for correct rendering of emails on all email clients
13. Provide administrative functions in each email
HTML emails – with pictures, colors and graphics – can look
or function very differently when viewed in different email Give subscribers the tools they need to manage their subscrip-
clients. Here are a few ways to test for the correct rendering of tions, contact you, forward information to others and get
your email messages across numerous clients before deploying more information, right in the email. Reputable email market-
your campaign: ers respect their customers’ time and include this information
in a clearly marked section, usually at the end of each email.
• Send a sample email to an account with each of the major Don’t make them hunt for it.
providers – such as AOL, Earthlink, Gmail and Yahoo!
– to spot bad links, poor rendering or other formatting 14. Test something every time
issues.
Testing is a classic way for direct marketers to refine their
• Do the same for any email client that allows the receiver efforts to get the best results. If each of your email campaigns
to use a preview pane or review without images – such as doesn’t include a testing component, you’re missing out on an
Outlook 2007. opportunity to improve your ROI. Some elements you may
want to test include:
• Use an email service provider that helps you see how your
email is rendered across clients. • Subject lines

• Design the header of your email to provide the • Offers

desired outcome regardless of email client. For instance,
• Deployment date or time
if you know that there’s a good chance your image-rich
header will not be viewable in most email clients, use an • A new list, or segment your existing list to compare one
Alt Tag that “sells” the idea or offer your image header is segment against another
conveying.
Your results will provide new ideas for more effective
See the Email Design No-No’s for Non-Designers Guide for campaigns and help you get rid of offers, lists or creative that
more information. aren’t working.
12. Test for delivery and spam filters 15. Define your email value proposition (EVP)
Emails that are well targeted with great creative and compel- Without a clear value proposition, your email won’t hit your
ling offers don’t do your company any good unless they’re recipient’s “internal Inbox” – the barometer in the mind of
actually delivered. Test your content against spam filters each recipient that tells them whether your email message is
and see how many of your emails are blocked. If you aren’t worth their time. Give your subscribers clear reasons to open
pleased with the results, optimize your email for Inbox deliv- your email messages every time by establishing and sticking to
ery by creating good headers (as above), writing content that your own EVP. An EVP should:
doesn’t look like spam and cultivating good ISP relations. If
your current email solution doesn’t have a component to help
you avoid spam filters, consider finding a solution that will

Lyris, Inc. | 5858 Horton Street, Suite 270 | Emeryville CA 94608 USA | www.lyris.com
Toll free 888.GO.LYRIS (465.9747) | International calls 510.844.1600 | Fax 510.844.1598 | Customer support 888.LYRIS.CS (597.4727) or 571.730.5259
4 Guide 25 Essentials for Exceptional Email Campaigns

• Be unique to your company and tie back to your accordingly. Or offer subscribers a mobile version. For infor-
company’s business and/or marketing objectives. mation on executing email on mobile devices, see the Mobile
Marketing How-to Guide, which was developed for email
• Clearly define the value your email message brings marketers.
to subscribers.
Social media is another powerful tool on the rise. On its
Define your EVP much like you would a positioning state- own, it can be used to message to your target much like email
ment and make sure that it concentrates on how it will directly marketing, but by combining social media and email market-
benefit your subscribers. Use your EVP as a measure when ing, you have the opportunity to gain exponential response and
you review your content, creative, frequency and segmenta- ROI. Define your social media strategy, determine your social
tion strategies. Most importantly, make sure that the content media vehicles (LinkedIn, Twitter etc.) and, as part of your
you offer to your subscribers is in keeping with the expectation execution plan, leverage your coverage in the social sphere to
you set with them when they opted-in and that the content feed your email initiatives. You’ll not only gain further reach,
continues to be relevant and valuable to that specific audience. but also engage prospects and customers in a more meaningful
16. Segment lists for better results dialog. For a practical guide to combining social media and
email, see the Social Media Marketing How-To Guide.
Use the information you collected when your subscribers
opted-in to divide your list into relevant segments, and then 19. Integrate email into your complete marketing mix
deliver distinct, targeted messages to each of those segments. Email marketing works best when part of an integrated
Beyond that, you may also want to segment your lists based on marketing plan. You’ll get a higher ROI when you incorpo-
email and Web behavior such as which links recipients clicked rate email into your complete marketing mix including PPC,
on or what actions they’ve taken on your Website. Doing so social media marketing, mobile, traditional direct mail,
will make your outgoing emails more meaningful to your sub- telemarketing and trade shows. For instance:
scribers, which results in improved response and conversion
rates. Segmenting also helps you understand results and trends • Design keyword-rich landing pages that will help with
based on demographics and other audience-specific factors. your SEO efforts, fulfill the offer within your email
campaign and provide deeper information into the
17. Personalize for greater relevance product or service you’re offering.
Personalization uses recipients’ own information to create • Promote newsletter content across multiple marketing
highly relevant and valuable email messages. This is more than touch points and post email information to your Website.
putting a recipient’s name on the top of the email – it’s about
creating content that specifically addresses the recipient’s • Use social media to increase opt-ins to your email list.
behavior and interests such as buying history, hobbies,
• Remember mobile marketing. Consider using your email
geographic location, format etc.
to promote a mobile campaign or offering your email to
18. Be prepared for mobile devices and social media those who are already subscribed to your mobile alerts.

The reality in today’s wired environment is that your email 20. Deliver value continuously
messages will be viewed on mobile devices – and your
Subscibers’ needs change over time. Your emails will compete
carefully designed HTML email will look like gibberish on
with new and changing sources of content or offers that will
most of them. This is particularly true in business-to-business
affect your value proposition. Survey your recipients occasionally
marketing. Be aware of this and design your email messages

Lyris, Inc. | 5858 Horton Street, Suite 270 | Emeryville CA 94608 USA | www.lyris.com
Toll free 888.GO.LYRIS (465.9747) | International calls 510.844.1600 | Fax 510.844.1598 | Customer support 888.LYRIS.CS (597.4727) or 571.730.5259
5 Guide 25 Essentials for Exceptional Email Campaigns

to learn their needs and interests and pay close attention to the 23. Tie into Web analytics
response metrics that indicate whether your emails are getting
You may think that your Web analytics aren’t related to your
stale. Analyze each deployment for revealing statistics on fac-
email campaigns, but think again. The truth is, tying the two
tors such as subject line, offer, links clicked, segmenting etc.
together can mean much more successful email initiatives.
By soliciting feedback, watching trends and staying in touch
For instance, when determining the best content to offer in
with the needs of your subscriber base you can re-tool your
your email message, take a look at the content most viewed
email campaigns to deliver consistent value while staying true
or downloaded on your Website. Check out landing pages
to your EVP and the expectations you established with your
or shopping cart abandonment stats to determine how to
subscribers.
overcome these issues with email. Make sure you don’t silo
21. Focus on goals, not process metrics analytics from other important areas when you’re working on
email campaigns. All of this information used together can
Email campaign success should not be measured by counting provide better and more robust ROI tracking, more effective
open and click-through rates alone. Instead, establish objec- targeting of prospects and much more. See the Web Analytics
tives before each campaign and then measure performance Wizard Guide for more information on this topic.
against them. Metrics like number of transactions, demos
initiated or white papers downloaded as a direct result of your 24. Allocate necessary resources
email campaign are generally better markers of success than
Many companies started using email marketing because
clicks or delivered emails. These measurable, goal-focused
it was more cost-effective than postal mail, but that’s all
metrics will tell you if your email program is successful or
different now. The landscape – from ISP relations to
needs refinement.
technological innovation and government regulations –
22. Use advanced automation is more complex than ever. Your organizations must allocate
adequate budgets, resources and know-how to do the job right
The simple “load and send” method of deploying emails and achieve your ROI goals. Educate your team and key
doesn’t work anymore. You need to employ a whole range of stakeholders about the resoures you need and make sure that
advanced technologies – behavioral segmentation, detailed your email solution provider has a full range of services in list
reporting, API database integration, dynamic content, management, content development, delivery and analytics.
triggers and more – to drive improved results and ROI of email
campaigns in today’s marketing environment. For example, 25. Know the laws affecting email marketing, and comply
use triggers to send specific content to recipients based on
their unique email actions. In the U.S., email marketers must follow email and privacy
statutes in 36 states and also comply with CAN-SPAM, the
Review every available report from your email marketing federal email law. In addition, the E.U., Asia and Australia
tool to gain the most robust picture possible. Choose an have their own anti-spam laws, as do most countries with
email marketing tool with strong analytics and a full suite of an email presence. Adhering to these laws is critical – the
services. Then learn how to use them and put them to good consequences of breaking them can be dire. At a minimum
use. be sure to:

• Have an attorney with appropriate expertise review your

email and privacy policies.

Lyris, Inc. | 5858 Horton Street, Suite 270 | Emeryville CA 94608 USA | www.lyris.com
Toll free 888.GO.LYRIS (465.9747) | International calls 510.844.1600 | Fax 510.844.1598 | Customer support 888.LYRIS.CS (597.4727) or 571.730.5259
6 Guide 25 Essentials for Exceptional Email Campaigns

• Audit your practices across all departments that manage

email (not just marketing) and train everyone to follow
correct procedures.

• Conduct regular audits of your privacy policies and email

practices to assure that you are in compliance with all cur-
rent laws and best practices.

Key Takeaways and Tools

It takes a commitment to develop strong, targeted email
campaigns that foster excellent customer relationships
and achieve high ROI. The 25 essentials in this guide are
cornerstones to delivering maximum ROI from your email
marketing efforts. You can also find a treasure chest of free
guides, tools, webcasts and best practices in the Lyris Resource
Center to help you navigate the complex world of email
marketing.

Lyris HQ™ can be your partner in email marketing and

integrated online marketing success. We’ve taken the online-
marketing tools you already rely upon – email marketing,
deliverability tools, content cration, Web analytics, search
marketing, social media marketing and mobile market-
ing – and combined them into a world-class integrated
marketing suite. For more information on Lyris solutions, visit
www.lyris.com.

About Lyris
Lyris HQ provides a single online marketing platform for
the integrated products today’s digital marketer needs: email
marketing deliverability tools, content creation, Web analyt-
ics, search marketing and mobile marketing.

Lyris, Inc. | 5858 Horton Street, Suite 270 | Emeryville CA 94608 USA | www.lyris.com
Toll free 888.GO.LYRIS (465.9747) | International calls 510.844.1600 | Fax 510.844.1598 | Customer support 888.LYRIS.CS (597.4727) or 571.730.5259