Teach Yourself

Email Marketing
Teach Yourself Email Marketing
A USEFUL COMPILATION OF HINTS & TIPS FOR ALL MARKETERS
WITH A REMIT FOR EMAIL MARKETING CAMPAIGNS

Email Marketing has been, and continues to be, one of the hot topics for all marketers,
unfortunately not always for the right reasons. Whilst in essence it should be relatively cheap and
easy to do, all too often people have failed miserably and have been left somewhat disillusioned.
However, email marketing is rising in the ranks of importance for marketers and should form an
element of an integrated and well-thought out marketing strategy.

According to Forrester Research, 88% of marketers are expecting email effectiveness to increase in the next three years.
To see the sort of returns that are always spoken of with email marketing, we encourage people to take control and
implement best practice. To help you achieve your campaign objectives, we have compiled some useful
pointers on the various elements you need to get right.

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2 Teach Yourself Email Marketing

Building Your Audience

YOU COULD HAVE THE BEST CREATIVE, MOST COMPELLING SUBJECT LINE AND IRRESISTIBLE
CALL TO ACTION, BUT IF YOU HAVEN’T THOUGHT ABOUT WHO YOU ARE SENDING IT TO, ALL
YOUR HARD WORK GOES DOWN THE PAN.

Data strategy is an integral part of email marketing campaign planning. Excellent creative can be undermined by a
failure to identify those contacts with a high propensity to respond. Invest time and budget in data collection and reap
the rewards. Opt-in data is increasingly difficult to buy or lease from data providers and data collected on your own
website is, by its very nature, of better quality (cheaper) and of more value to your business.

How many unique visitors a day do you get on your website? How many of them are you able to communicate with
again? Visitors to your website have taken the time to seek you out or have found their way to your website courtesy
of the marketing budget invested in SEO and PPC. Don’t let this expense be wasted – capture those visitors on your
homepage by offering something of interest, e.g. newsletter/industry hot topics subscription, whitepaper downloads,
event registrations or entry to a free draw for an iPod/bottle of champagne/book on relevant topic etc.

Keep it Simple

Don’t put off potential prospects by presenting them with a lengthy form asking for details ranging from mailing
address to inside leg measurement. Keep it simple; first name, last name, email address. You will be able to gather more
information about them and their interests from subsequent email campaigns. Tell them that by entering their details
they are subscribing to receive further information from you – this should help to keep the unsubscribe rate down as
they will be expecting/wanting to receive communication from you.

Technology

Using an email marketing package that includes web capture functionality streamlines this process. A web capture
form is created in the software and included on your website as an iframe. Results are fed directly back to the contact
database enabling automated triggered campaigns. For example, a person has subscribed to receive late availability
offers for holidays in Spain. In the web capture form they are able to tick their preferences, e.g. family holidays, tennis
holidays etc. A triggered email is sent on submission of their details to thank them for subscribing. The message is a
reassurance that their details have been successfully received; it communicates the framework for future emails and
gives them contact details/links to the website for reference. Capturing preferences in this way enables intelligent
marketing – campaigns promoting the type of holidays in which they have expressed an interest are targeted and
relevant.

© CommuniGator Ltd 3
 What Not to Do

Don’t go to the effort of capturing a prospect’s details on your website, feeding them into your contact database and
then let that contact sit there with no contact for 6 months. Chances are, when you do get round to sending them
an email campaign, they will have forgotten that they subscribed, will class the communication as SPAM and hit
unsubscribe.

Summary

IF YOU WANT A GOOD EMAIL LIST – BUILD ONE! AND THEN MAKE IMMEDIATE AND
INTELLIGENT USE OF IT.

4 Teach Yourself Email Marketing

Data Cleansing

DATA CLEANSING IS ONE OF THE MOST TEDIOUS, FAULT PRONE AND TIME CONSUMING TASKS
THAT COMES UNDER THE MARKETERS REMIT.

Customer and prospect information tends to degrade at rates as high as 4% - 6% per month, with companies going
out of business and employees changing jobs or titles. Compounding this, marketers often find employees
have entered data incorrectly, incompletely, or in the wrong field in CRM.

Gather Data Correctly in The First Place

When data is gathered via a form on your website keep it simple so that subscribers don’t get bored inputting
information. Use field validation rules – is the data in the telephone field a number? Does the email address contain an
@ symbol? If you have an in-house telesales team gathering data on outbound calls, have they had sufficient training
on the CRM system or database? If they are only able to garner the first name of a contact it needs to be entered in the
first name field and not last name otherwise emails will be addressed to Dear (blank space).

Use Email Marketing For Data Cleansing

Each campaign sent presents an opportunity to cleanse existing data and to add to it in terms of preferences and
interests. Use pre-populated fields in surveys and web capture (registrations for events etc) and allow the recipient to
update their details. With CommuniGator’s solution, the data can either be updated directly in the database or stored
for approval in a holding/reconciliation space. This method is the ‘safest’ to ensure that relevant data is not over written
by someone entering the wrong info to the wrong fields.

Having email marketing and CRM systems that don’t integrate not only prevents the effective measurement of ROI, but
hampers effective marketing – particularly in a multichannel scenario.

© CommuniGator Ltd 5
 Tips for data cleansing and using the data

• Don’t talk to your existing contacts like you have never met them
• Don’t send multiple campaigns with the same message/offer unnecessarily
• Try not to lose track of contacts who change jobs – nurture the relationship so they let you know when they’ve
moved on
• Don’t miss an opportunity to talk to the client at a personal level
• Select new prospects based on what you already know about your contacts
• Clean up profanity and nonsense text in data
• Check your original data capture form – will you use all the fields you ask subscribers to complete?
• Stop collecting data on your website that you don’t have the confidence/need to use in your marketing.
• Don’t try to do all the work yourself – encourage contacts to make use of ‘update your details/preferences’ forms.

Summary

USE OF ACCURATE PERSONALISATION IN EMAIL MARKETING CAMPAIGNS GENERATES

INCREASED RESPONSE RATES, IN ADDITION, THE DATA PROTECTION ACT OF 1998 STATES
THAT ‘PERSONAL DATA SHALL BE ACCURATE AND, WHERE NECESSARY, KEPT
UP TO DATE’.

6 Teach Yourself Email Marketing

Surveys

SURVEYS ARE A LITTLE-USED, BUT POWERFUL TOOL FOR MARKETERS; THEY ARE A QUICK AND
EASY MEANS OF GATHERING NEW INFORMATION (MARKET RESEARCH) AND OF CLEANSING
EXISTING DATA.

Traditionally, customer surveys and market research were carried out by direct mail or by telephone. However, by using
surveys as a call to action in your email marketing you are able to gather and analyse results in a matter of hours rather
than weeks. In addition to a fast response, surveys conducted by email are significantly cheaper than
DM – particularly if you have a large target group to reach.

What They’re Good For

CUSTOMER SATISFACTION
An effective way to find out what your customers think about you, as a company, and your products or services.
Surveys communicate the fact that you value the subscribers’ opinions. Critical feedback is a motivator to improving
the service/information/event you deliver.
EVENT FEEDBACK
Gain useful feedback on what was good/bad about an event you hosted in order to make the next one better.
DATA CLEANSING
Enable customers and prospects in your database to update their contact details and preferences, e.g. how often they
want to receive emails, what interests them, do they want to receive HTML or text emails etc. You can ‘fill in the gaps’
of useful data which will make subsequent communication more relevant and, therefore, more interesting to the
recipient.

Creating a Survey

Surveys can be set-up using page conditions to serve-up questions according to the preceding answer. In this way
you can avoid asking your recipient something that is irrelevant to them and save time. In campaigns where a survey
is used as a call to action in CommuniGator’s software the number of survey responses is reported on the results
overview page. On the survey tab we can easily see the number of surveys completed, yet to be completed and
also, very importantly, those abandoned. A high abandon rate can mean the survey is too long or that the line of
questioning is too intrusive.

Some email service providers have “in-email” survey capability, meaning recipients see and can complete the survey in
the email body. At CommuniGator, we don’t believe this is the best method. Outlook is different from gmail, which is
different from Lotus Notes; if the technology doesn’t work with all of them, you won’t get the results.

CommuniGator’s software builds surveys on a landing zone – this means you can set the scene and outline the
incentive in the email with a one-click through to the survey page.

© CommuniGator Ltd 7
 Question Types

TEXTBOX - SINGLE LINE

A single line textbox allows text to be entered in a single line for information such as “first name,” “last name,” or
“company name.”
TEXTBOX - MULTI LINE
A multi line text box allows more text to be entered for a question than a single line textbox. Typically, a multi line
textbox is used as a comment box for open ended questions.
RADIOBUTTON - SINGLE SELECT
A radio button allows the user to select a single option from a predefined list.
CHECKBOX - MULTI SELECT
Checkboxes, also commonly referred to as tick-boxes, allow a user to select more than one option from a predefined
list of answers.
DROPDOWN LIST - SINGLE SELECT
A dropdown list, allows the user to select one option from a predefined list.
LISTBOX - SINGLE SELECT
A listbox displays a list of items in a box, and a user would select one item from the list.
LISTBOX - MULTI SELECT
A listbox multi select allows the user to select multiple options from a predefined list. The user would hold the control
key on their keyboard when selecting more than one option.

Increase Response Rates

We live in an increasingly busy world and the majority of people are unlikely to take 5 minutes out of their day to
complete a survey without an incentive. This could take the form of a free whitepaper, voucher/discount code to spend
on your website, free registration at an event, 2 for 1 offer etc. However, make the incentive relevant to your business.

Always tell the recipient how many questions are in the survey and how long you expect it to take them to complete
it. This sets realistic expectations and reduces the abandonment rate (people that give up half-way through). Two
minutes or less to complete is a good rule of thumb.

Summary

SURVEYS ARE MOST USEFUL WHEN YOUR EMAIL MARKETING SOLUTION IS INTEGRATED
WITH YOUR CRM PACKAGE. THIS ENABLES ALL SURVEY ANSWERS AND/OR CONTACT DATA
FIELDS TO BE WRITTEN DIRECTLY BACK TO CRM TO UPDATE EXISTING DATA.

SURVEYS THAT ARE BRIEF, AVOID JARGON IN THE QUESTIONS AND OFFER A RELEVANT
INCENTIVE, ARE MOST EFFECTIVE.

8 Teach Yourself Email Marketing

Campaign Planning
What’s the Right Frequency for Email?

FREQUENCY AND RELEVANCE GO HAND IN HAND. ONLY TALK TO INDIVIDUALS IN YOUR

AUDIENCE WHEN YOU HAVE SOMETHING TO SAY.

The idea that “it’s Thursday and I’ve got to blast my email” is (or should be!) a thing of the past. Marketers have a few
opportunities to engage their customers & prospects. You can’t afford to waste that touch, so don’t. If you don’t have
something relevant to say to your audience, don’t say it. Some marketers say “twice a month is best.” Others say “every
Thursday.” Still more say “Ask your subscribers when they want to be mailed.” The reality is that frequency IS all about
relevance. Say something when you have something to say - and when you don’t, keep quiet.

One of the challenges marketers are facing in this area comes from the general economics of email - as sending email
is so cheap, marketers often don’t care if they’re sending to a group of people that don’t respond in order to get the 1
out of 1000 that does. It is shocking how pervasive this type of thinking is. Part of this thinking stems from marketers
who are often under pressure from management to generate max revenue per campaign, even when that comes at
the expense of the brand and customer relationships.

Often, there’s another issue to be solved: control of the house list. Everyone in the organisation wants to use the
email list to get their own message out, without considering how much email list members are receiving from other
departments.

HERE ARE SOME QUICK TIPS TO DETERMINE THE RIGHT EMAIL FREQUENCY FOR YOUR ORGANISATION:

Frequency

A single line textbox allows text to be entered in a single line for information such as “first name,” “last name,” or
“company name.”
MAIL AT LEAST ONCE A MONTH/QUARTER
Mail less often than this, and you risk being forgotten by recipients. Quarterly is the bare minimum if you want to
keep your brand or company name top of mind (a common email goal). If you do not communicate regularly, you risk
diluting the power of permission that you achieved when you acquired them as an opt-in email subscriber – if you
have signed up for various newsletters, updates and alerts from trusted websites and brands, but don’t hear from them
for five months, you may grow disinterested or -- worse -- forget that you granted them permission to send you email
communications in the first place.
NEVER MORE THAN ONCE WITHIN 72 HOURS
With regard to a general newsletter or promotional piece, you should abide by this rule or run the risk of generating
unsubscribes and low response rates. Exceptions to this are if the email is triggered based on breaking news (e.g. BBC
Breaking News) or other timely content.
LET CONTENT BE YOUR GUIDE
Look at what you provide readers and you’ll get a feel for proper frequency. Analyse how often the information
changes and how quickly readers must receive it to act on it.

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FREQUENCY SEGMENTATION
Some organisations offer daily email newsletters as well as weekly summaries of the same content to give readers
a choice. Ask customers directly what frequency they would prefer at the time of opt in. This will save time on
segmentation and ensure that your customers get exactly what they what. Many companies wisely use list
segmentation to determine the types of content and offers in order to send different customers, but you should also
use this technique to determine optimal frequency rates. While one group of customers’ responses may be higher with
mailings every week, another group may respond better with a monthly frequency. Marketers should adjust
frequencies for different types of customers based on list segmentation.
WORK WITHIN YOUR RESOURCES
A daily email requires many more resources than a monthly. Better a well-done monthly email than a shoddy weekly or
daily.
WATCH FOR TRENDS
Declining response, open, and click-through rates can be signs of list fatigue. Though some decrease is normal, watch
carefully and cut back frequency if you see a problem. Don’t assume if the unsubscribe rate is stable you’re OK. Many
people prefer to forward email directly to their delete folder rather than unsubscribe. These people have ‘emotionally
unsubscribed’.
USE YOUR METRICS
Frequency should not be as simple as “we don’t mail to our customers more than twice a month.” Just like any
marketing and sales program, email marketing campaigns should be adapted based on the responses to each
program. Email provides marketers with more info than almost any other marketing medium, and this data should be
used to evaluate and establish your frequency mix. Tailor future campaigns to those who have expressed an interest
in your product or service, test the creative and offer, and then send it about a week after their original click-through.
Keep a close eye on their response.
RULES SHOULD GUIDE, NOT RESTRICT
The key to establishing the right email frequency with your customers, as in every aspect of email marketing, is to
plan, test, adapt, analyse and refine. Each marketer will find that different rules apply for their customers. Establish
guidelines for your business, but always be flexible as customers’ desires and preferences are quick to change.

10 Teach Yourself Email Marketing

Improve & Maintain
Your Email Reputation

IF YOUR COMPELLING AND CREATIVE EMAIL CAMPAIGN THAT ADHERES TO ALL BEST PRACTICE
GUIDELINES IS GETTING FILTERED OUT BEFORE IT REACHES THE RECIPIENT, IT MIGHT NOT BE
THE CONTENT, BUT YOUR REPUTATION THAT NEEDS ATTENTION.

In the complex world of email marketing with an ever-increasing volume of SPAM circulating the networks, reputation
management with individual ISPs and email receivers remains a critical aspect to getting your commercial messages
delivered to your intended audience.

If your deliverability rate is low (you should be aiming for 90%-95%) it is not too late for
email marketers to improve their reputation.

Monitoring Your Reputation

Here is a list of resources that your IT department should be familiar with to help monitor your reputation:
FEEDBACK LOOPS
ISPs can put together lists of subscribers who complained by hitting the “report spam” button. Among the ISPs offering
feedback loops are Yahoo!, Hotmail, AOL, United Online, Road Runner and USA.net.
MICROSOFT’S SMART NETWORK DATA SERVICES
This service provides a summary of how each of your IP addresses looks to Hotmail.
FILTERING COMPANY REPUTATION SITES
such as Ironport’s Senderbase and Ciphertrust’s Trusted Source service.

Tips to Maintain a Good Reputation

1. AVOID CHANGING YOUR IP ADDRESS.

Brand-new IP addresses with no volume history are subject to limits, or throttling, and more stringent reputation
thresholds.
2. REGULARLY REVIEW YOUR REPUTATION DATA ACROSS A BROAD SET OF SOURCES
Monitor:
• Complaint rates (how often recipients identify your email as spam)
• Unknown user rates (how many bad email addresses you attempt to send to)
• Spam trap hits (how often your email is sent to an address set up to catch unrequested mail)
• Infrastructure issues (how your system is configured to send email)
3. TEST SIGNIFICANT CHANGES WITH A SMALL PORTION OF YOUR LIST
Before making any significant changes to your campaign, e.g. content sent or the frequency of sending, test the changes
with a small portion of the list and measure your complaint rate. If the new emails draw more complaints than usual for
your campaign, have a rethink. Something as simple as changing a “From” address can cause a spike in complaints.

© CommuniGator Ltd 11
QUARANTINE DATA
You can isolate email sent to newly acquired addresses from a separate server until you can determine its quality. If the
data shows higher than average hard bounces, draws a lot of spam complaints or generates spam-trap hits, don’t use it
or ask the source of the data to verify the addresses and opt-in status.
BE VIGILANT ABOUT YOUR UNSUBSCRIBE PROCESS
Getting opt-outs off the list as quickly as possible is key to minimizing complaints. Test the unsubscribe process before
each campaign send to ensure that it works.
REMOVE COMPLAINERS
Once you’ve signed up for the feedback loops, take any complainers off your list right away.
IT’S IMPORTANT TO MANAGE UNKNOWN USERS (ALSO KNOWN AS HARD BOUNCES)
Take regular looks at the percentage of messages sent that could not be delivered at receiving mail servers because
the user doesn’t exist. Make sure you are removing unknown users (many email marketing software packages will
automatically suppress against hard bounces).

Strategies to Fix a Bad Reputation

1. THIRD-PARTY ASSESSMENT
Consider running a third-party assessment that analyses your infrastructure, your practices, ESP/affiliate relationships
and external sources of information. Numerous third-party tools exist that can give you tasks to act on.
2. CLEAN YOUR LIST
If the data shows an unknown-user problem, clean your list. Make sure that your bounce classification rules can find
unknown users and pull them.
3. DON’T GET CAUGHT IN SPAM TRAPS
If the data shows you’re getting caught up in spam traps, here are three solutions:
• The quick, easy fix: Immediately stop mailing “inactives”
• Localise spam traps:
This takes more time and IT work, but localizing spam traps is altogether necessary for some emailers.
Segment your list by several dimensions (data source, click/open activity level and age of list seem to work
best). Send each combination of these dimensions -- starting with inactive addresses first -- through a unique
IP address to see which ones hit spam traps (by reviewing some of the data sources above).
• The painful fix: Re-permission your list:
Time consuming, but one thing that always works in eliminating spam traps is to repermission your list; send a
message that says: “If you want to keep receiving these messages, opt-in here.” Then, only email those
subscribers who click. While this foolproof method eliminates spam traps, it will obviously result in a loss of
subscribers, so it’s best used as a last resort.
4. LOOK AT YOUR CAMPAIGN FROM THE SUBSCRIBER POINT OF VIEW
The likeliest cause of a bad reputation is a high complaint rate, so inspect your email campaign to see where you might
be setting poor expectations. Make your offers clear and don’t use misleading subject lines. As an example, subscribers
sometimes don’t understand what they are signing up for. Or they think they are signing up for one type of email (e.g, a
newsletter), but get something different (like weekly sales announcements). This will result in complaints.

12 Teach Yourself Email Marketing

5. MAKE THE UNSUBSCRIBE PROCESS AS QUICK AND EASY AS POSSIBLE
For example, don’t make subscribers sign-in to unsubscribe. Give them multiple options to opt out: through email or by
phone. The easier you make the process, the less likely you are to generate complaints related to subscribers feeling like
they have no other choice but to get off your list.
6. CHECK YOUR ‘IDENTITY’
If you are getting blacklisted it could also be due to ‘identity’ issues that you can repair. Check for:
• Incorrect records
• Sender authentication configuration issues
• Basic DNS setup problems
7. GET REPAIRS CARRIED OUT QUICKLY
Make sure your automated repairs are at the top of the list; IT problems can be addressed quickly in comparison to
changes in people’s perceptions.

Checklist for Marketers New to Email Marketing

Email marketing has been around for years as part of the marketers toolset for lead generation and customer retention.
However, there are an incredible number of marketers still that are approaching the medium for the first time.

Here are some pointers:

STEP #1
Set up your system with all the current authentication methods, including SPF, and Sender ID.
STEP #2
Sign up for all available whitelists.
STEP #3
Sign up for all available feedback loops.
STEP #4
Use a seed-listing tool to regularly monitor where your mail is
delivered.
STEP #5
Start slowly. Some ISPs put throttles on the amount of mail a new
IP can send as a way to help fight spam. With the ISP not knowing
anything about a new IP, they are initially more cautious with the
amount of mail they let through.
STEP #6
Review your reports to see if there are any major issues before you
launch your next email campaign.
STEP #7
Test templates. Make sure your templates are still appearing the
way you expect them to, and that they aren’t affected by a new IP
address.
STEP #8
Ask your audience to add you to their safe sender list. If you
are changing your “From” address, make sure to send out a
notification to your customers before the change. This way, they
can add the new address to their address book, and you are more
likely to get into their inbox.

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Design & Copy
Best Practice Email Marketing Design

THERE ARE SOME DESIGN AGENCIES THAT WILL DESIGN A WEB PAGE AND DELIVER IT AS AN
EMAIL TEMPLATE; BE WARNED - THIS DOES NOT GIVE GOOD RESULTS.

Not for the Web

Forget HTML design for the web, designing an email template is totally different. Your message must display correctly
across dozens of clients and platforms, each with its own quirks and compatibility issues.

When designing within or importing designs into CommuniGator the best way to create templates is to take it back to
basics – using inline styling and not CSS. When published, all formatting is consistent across all email providers (due to
the inline styling). We advise against using images at the top of your email – the first 6 lines are visible in the preview
pane and have the most impact. Use these 6 lines to get your message across and increase open rates.

A well planned and cleverly designed email will reap the best results. When a poorly designed email goes bad, all
impact is lost.

Do’s and Don’ts

Do’s Don’ts
-

• Display correctly across multiple • Deliver a web page as an email

platforms & devices. template.
• Have a separate design for email • Use CSS. This will be ignored
and landing zone web page. or stripped by many email
• Include a well formatted plain text programmes.
version. • Use excessive HTML design. Keep
• Limit CTA’s to one or two and keep big images out of the header.
them clear. • Use text in images. If your key
• Keep it simple. Use a single column messages & CTAs are embedded,
layout where possible. they’ll lose impact when images are
• Use tables to create structure in disabled.
your email. • Rely on divs to manage your layout.

14 Teach Yourself Email Marketing

 Best Practice Checklist

1. MAKE SURE YOUR EMAIL RENDERS ACROSS EMAIL CLIENTS

With more people accessing their emails on their mobiles, it’s important you use a responsive email template. This
allows your design to render well across all clients and screen sizes, increasing the likelihood that they will read, engage
and click through your email.
2. CODE EMAILS BY HAND IF YOU CAN
Programs such as Word / FrontPage are not ideal for designing HTML emails, because these “WYSIWYG” (What You See
Is What You Get) editors typically add extra code that causes havoc with certain email clients. Although CommuniGator
cleans this code when pasted into your design, it is better to have an HTML programmer code your email template by
hand to keep it clean. Otherwise, use programs such as HomeSite or Dreamweaver and remove any unnecessary code
by hand.
3. DO NOT USE CANVAS BACKGROUND IMAGES
Background images have always been a problem within the likes of Lotus Notes. Now Office 2007 use Word to render
email, background images in tables or as a canvas background are now even more of a problem. Best to just avoid them
altogether.
4. AVOID PIXEL SPACER GIFS
Pixel spacer gifs are used to force widths in table data cells to aid formatting, spammers use them, so you shouldn’t.
5. AVOID USING CASCADING STYLE SHEETS.
CommuniGator does support CSS but, as far as best practice is concerned, inline styling is a better option. Your designs
will be delivered exactly as they should be. CSS on a website can simplify the coding process and ensure a consistent
style, but in HTML email, they can cause incorrect rendering in some email clients or simply get stripped out or
overwritten. CSS can still be used in all its glory on landing zones.
6. KEEP HTML EMAILS 500 TO 650 PIXELS WIDE
HTML messages that are wider force the recipient to scroll horizontally to see the whole message. Given that most users
simply scroll down quickly, you want to make sure the message is within the width of their screen to get all your key
information across.
7. VALIDATE AND CHECK YOUR HTML CONTENT
Using the Validate HTML button built into CommuniGator you can quickly validate your email design code ensuring its
conformance to W3C recommendations and other standards. CommuniGator has a spam checker allowing you to check
your content before you send your campaign.
8. AVOID SCRIPTING IN YOUR EMAILS
Do not use scripting in your email designs, take advantage of the built in functions of CommuniGator. Save any bespoke
scripting for your landing zones, including Java Script.
9. LINK TO A WEB VERSION OF YOUR EMAIL MESSAGE AND A TEXT VERSION
This benefits recipients whose email clients don’t render your email properly, no matter how carefully you format it. To
create a link to a copy of your email just simply link to landing zone ‘0’. As CommuniGator is capable of sending a 2 part
Mime message don’t forget to include a text version with your design.
8. AVOID SCRIPTING IN YOUR EMAILS
Do not use scripting in your email designs, take advantage of the built in functions of CommuniGator. Save any bespoke
scripting for your landing zones, including Java Script.
9. LINK TO A WEB VERSION OF YOUR EMAIL MESSAGE AND A TEXT VERSION
This benefits recipients whose email clients don’t render your email properly, no matter how carefully you format it. To
create a link to a copy of your email just simply link to landing zone ‘0’. As CommuniGator is capable of sending a 2 part
Mime message don’t forget to include a text version with your design.

© CommuniGator Ltd 15
 Best Practice Checklist (cont’d)

10. USE IMAGE ALT TAGS

These show one or two words describing an image or an action when the image doesn’t display because of slow loading
time or default image blocking.
11. USE HORIZONTAL LAYOUT RATHER THAN VERTICAL
This allows readers who scroll down in the preview pane to see more content in the pane. You should also eliminate
story layouts and “skyscraper” ad formats that are more than the pixel equivalent of 4 inches deep.
12. DON’T OVERUSE HTML FUNCTIONS
Keep the use of HTML functions to a minimum, for example, layout items such as layers are a bad idea. Don’t use any
scripts in your emails other than the built in CommuniGator functions.
13. TEXT VERSION
Always include a text version of every email that you design, CommuniGator will automatically send a 2 part MIME
message, if the HTML version is blocked the text version will be delivered in its place.
14. GOOD SUBJECT LINES
Writing subject lines for promotional emails and newsletters is made much harder by the huge amount of spam sent on
a daily basis. More and more people are becoming less and less patient when it comes to scanning their inbox. You need
to write a subject line that appeals to your readers and immediately lets them know that your email is not another piece
of spam. Using CommuniGator’s ‘Custom links’ you can personalise your subject lines. For example ‘John, here is this
month’s Hints and Tips email from CommuniGator’

CommuniGator Recommend...

Taking it back to basics. We would suggest using inline styling rather than CSS. While it is best practice to use CSS, the
consequence is that many of the problems above appear. This is because CSS is often ignored or stripped out by most
email programmers.

Instead, use inline styling. Our built-in HTML editor makes it easy to format your HTML the way you want it to look. Then,
when published, all the formatting will remain the same due to the inline styling.

We would also recommend focusing on the text rather than images, particularly at the top of your email. The first 6
lines of your email are visible in the preview pane and have the most impact. You should be using these 6 lines to get a
personal message across to increase open and engagement rates.

This is why we promote Outlook-style emails rather than HTML design where possible. They are more impactful on email
metrics and are easier to keep responsive across email clients, without the large list of problems you see above.

16 Teach Yourself Email Marketing

Design & Copy
Eyetracking and Layout

WHEN IT COMES TO EMAIL DESIGN, MARKETERS

MIGHT BE BETTER OFF WORRYING ABOUT HOW THE
EMAIL DESIGN WORKS AS A WHOLE IN RELATION
From: Amy Johnson >
To: Lee Chadwick >
TO THE READER’S SCREEN, RATHER THAN IT BEING
‘CREATIVE’ OR PRETTY. improving your emails [GUIDE]
30th April 2016 16:30
Emails aren’t like print magazine ads where people like their eyes
to be entertained, email recipients assume there will be copy to
read and a decision presented that they need to consider acting YourLogo
on.

The audience has made an open decision based on your ‘from” Attention Grabbing Title
address and “subject” line. Now you’re on step two of the process.
Recipients want to know quickly that they’ve made the right
decision to view your email - that it’s relevant to them. Next they
want to know what the call to action is. Sometimes flashy design
can interfere with that.

Recipients are extremely fast at both processing their inboxes

Bold Subtitles
and reading email newsletters: the average time allocated to a
newsletter after opening it is just 51 seconds. To call it “reading” is
a stretch - as participants fully read only 19% of newsletters. The
predominant user behaviour is to scan emails. More often than not,
readers only skim a small part of the newsletter or glance at the
content before dismissing it as uninteresting or irrelevant to them.

Bold Subtitles
That’s why it is so important for your reader to be able to glance at
the top of your email and know immediately if it’s worth reading.
Eye tracking studies claim that email text intros are skipped.
However, if you insert links in the intro, we have found that these
get the highest number of clicks, so long as they are relevant.

An HTML email layout needs to be strategically thought out. Most,

if not all text should be in HTML, not contained in the images.
Think about your email with all images hidden. Better yet, take
a look at a version with all images removed from your creative.
Is there a header image that takes up a huge amount of vertical
space? This could push your text down far enough that it’s not
initially seen. Are the calls to action visible? If not, make sure they
are at least repeated in a text link format. Be sure to apply alt tags
to any images so there is at least some way of identifying them
with images turned off.

© CommuniGator Ltd 17
 Tips

1. MAKE THE MESSAGE EASY TO READ

Consider running a third-party assessment that analyses your infrastructure, your practices, ESP/affiliate relationships
and external sources of information. Numerous third-party tools exist that can give you tasks to act on.
2. RETAIN YOUR BRAND IMAGE IN THE CREATIVE
If the data shows an unknown-user problem, clean your list. Make sure that your bounce classification rules can find
unknown users and pull them.
3. HEADING AND SUB-HEADING COPY IS CRUCIAL
If the data shows you’re getting caught up in spam traps, here are three solutions:
4. FIRST TWO WORDS OF THE HEADLINE ARE IMPORTANT
The likeliest cause of a bad reputation is a high complaint rate, so inspect your email campaign to see where you might
be setting poor expectations.
5. READERS SCAN DOWN THE LEFT SIDE OF AN EMAIL
While this is dependent on the design of the email, the left column is often most important.
6. LARGE FONTS WORK WELL
to draw the eye
3. HEADING AND SUB-HEADING COPY IS CRUCIAL
If the data shows you’re getting caught up in spam traps, here are three solutions:
4. DON’T BE AFRAID OF USING SPACE
to separate your main points. Information in bite size chunks is easier to digest.

18 Teach Yourself Email Marketing

Design & Copy
Tips for Writing Email Copy

EMAIL IS A FAST, INEXPENSIVE, AND EFFECTIVE WAY TO COMMUNICATE WITH YOUR VARIOUS
AUDIENCES, ESPECIALLY WHEN COMPARED TO DIRECT MAIL, CALL CENTRES AND OTHER
TRADITIONAL MARKETING CHANNELS.

However, people are overwhelmed with the number of email messages they receive daily. In addition, they are
inundated with direct mail, telemarketing, print magazines, and TV ads and will only pay close attention to what is
immediately important.

Whether you’re preparing editorial or commercial content, make sure it is distinctive. Useful insights, product tips or
‘how to’s’ are examples of content that make an impact. Make your content so good that your readers pass it along.
Don’t just feature links to articles written by other people. This is helpful content, but doesn’t brand you as
strongly as if you create your own.

1. SUBJECT LINE
Write a succinct subject line – maximum 6 words. Your subject determines whether your email is read or not.
Misleading or clever headlines (not related to your message) don’t work.
2. GET TO THE POINT
Present your information in small packages. Recipients tend to scan through emails so use lists and bullet points
to help highlight your messages. Always have a link in your email that enables the recipient to view the email in a
browser. When it comes to informational and educational content, readers typically have a greater attention span.
3. USE THE PREVIEW PANE
The top of the email – preview pane - is by far the most important area. This is the first section recipients will look at.
Having your calls to action at the top of the email will help achieve better results. The objective or call to action should
be repeated at the bottom of the email so the reader doesn’t have to scroll back up.

4. TONE
To engage effectively with your readers think about who your
audience are and write accordingly. B2C emails promoting holidays
will have a more personal/friendly approach than perhaps a B2B
email offering a technical whitepaper. This will enable you to create
a closer bond with your reader and gain their trust. Develop your
own voice or distinctive
style. People like reading the words of other real people more than
plain “corporatespeak”. Use humour when appropriate; it humanises
the copy.
5. LENGTH
Choose an appropriate length for your message. It is best practice
to have a short email highlighting the main benefits followed by
additional detail on one or more landing zones.

© CommuniGator Ltd 19
6. RELEVANCE
Don’t regurgitate direct mail copy. No-one will spend time reading anything that has no relevance to their needs. Ensure
that the copy focuses on issues of interest to your target audience and send different emails to different segments
to achieve this. According to Marketing Sherpa’s Email Benchmarking Report 2007, agencies and marketers agree:
business people want information they can act on more than articles they can think about. Tactics outscore strategy by a
significant margin.
7. REALISM
Recipients get numerous offers in their inbox each day claiming to be the answer to all their problems. By the nature of
the world we live in consumers are becoming sceptical. There is no such thing as a free lunch. Set expectations of your
offering to a realistic level and they will be more receptive than if you call everything ‘Free’ or ‘The Best Ever’ (not to
mention the SPAM score you will incur by using these terms).
8. PERSONALISATION
Personalisation in your copy is essential if you want to develop the relationship with your customer. This goes beyond
‘Dear First name’ and should include something that is relevant to the recipient such as the name of their account
manager in the sign off.
7. CONSISTENCY
Be consistent with the ‘from’ and ‘reply to’ email address so the reader recognises who the communication is from and
knows what to expect. This will impact your open rates.
8. REPETITION
In email copy there is little space for you to repeat yourself. However it can help to repeat certain aspects of your copy in
key positions. For example, the subject line and information in the introduction should be re-enforced in any final calls-
to-action you have.

WHEN PLANNING YOUR COMMUNICATION SCHEDULE, BEAR IN MIND INTEGRATING

YOUR EMAIL MARKETING EFFORTS INTO ALL OF YOUR CUSTOMER ACQUISITION AND
RETENTION PROGRAMS TO GET THE BEST RESULTS. WITH INTEGRATED CRM AND
EMAIL MARKETING SOLUTIONS YOU SHOULD ACTUALLY BE ABLE TO PREDICT WHAT
CONTENT YOUR CUSTOMERS WANT NEXT. THIS PROACTIVE APPROACH TO ANTICIPATING
CUSTOMERS’ NEEDS CAN ONLY HELP STRENGTHEN YOUR RELATIONSHIP WITH THEM.

20 Teach Yourself Email Marketing

Design & Copy
Personalisation and Relevance

WHAT DO WE KNOW ABOUT THE RECIPIENT AND HOW CAN WE USE THAT TO SEND THEM A
MORE ENGAGING EMAIL?

The use of personalisation in an email provides an opportunity to communicate with individuals at a more intimate
level. Most email marketing solutions allow personalisation to be included anywhere within the body of the email as
well as within the subject line. These days, recipients expect to be addressed by their name - especially if they have
subscribed to receive information from your organisation, even more so if they are a customer.

To maximise the benefits of personalisation it is important to review the type of information you would like from
individuals at their point of registration. As a minimum; aim to capture first and last name. Other data, such as previous
purchase history, enquiries or preferences, may be of equal importance depending on the nature of the business and
the use to which the data will be put, bearing in mind that any data must be relevant and used appropriately.

By referring to personal data/preferences within the email the marketer is able to increase the level of relevance to the
recipient. A relevant and engaging email should translate to higher conversion rates. At all times data is captured the
individual must be told of such data capture and given the opportunity to object.

Salutation is the obvious and most simple form of personalisation but there are many other methods:

The Content

Most email marketing solutions can also provide for the delivery of dynamic email content whereby the content and
images of an email are personalised to each individual’s specific profile. A newsletter can be personalised in terms
of different interest areas; using dynamic content rules you can include or hide topics in line with individual contact
profiles and preferences.

The Landing Page

The landing page can be tailored further, especially if you have used your email for targeting different segments.
Content can then be personalised according to customer preferences – but only if they are already a registered user
(for receiving info from you as a prospect or customer).

We recommend making good use of the data you are in possession of about your customers. By using an email
marketing application, businesses can track audience behaviour from every campaign they run to see which people
opened the email and what links were clicked. From this intelligence, future campaigns can be devised to achieve
the sought after goal of one-to-one marketing.

© CommuniGator Ltd 21
 Precautions

In some ways personalisation can work against you:

1. GARBAGE IN, GARBAGE OUT

If some records in your database have missing or mixed-up fields, you can end up with odd constructions, such as:
Dear ,
We hope you’ve been enjoying the copy of you purchased from us back in .
or:
Dear Brown,
As a valued customer...
2. THERE ARE DIFFERENT VIEWS ON USING PERSONALISATION IN THE SUBJECT LINE
In some cases it sounds artificial, or ‘SPAM like’. And if you use an informal Subject like “Hi, John!” the recipient will
expect to find a message from a personal friend. He or she will be annoyed when they instead find a commercial
message.
3. BE SENSITIVE TO PRIVACY CONCERNS
Don’t overdo it. An email with too much of the recipient’s personal information might seem like an abuse of privacy and
their data. Keep it personal, without sending a ‘Big Brother is watching you’ type of message.

WHETHER YOU PERSONALISE YOUR EMAIL MARKETING MESSAGES OR NOT, IT’S

IMPORTANT TO GET THE TONE OF VOICE CORRECT FOR YOUR AUDIENCE.

22 Teach Yourself Email Marketing

Design & Copy
The Importance of Subject Lines

AN IMPORTANT PART OF YOUR EMAIL IS THE SUBJECT LINE. IT’S WHAT PEOPLE LOOK AT AND A
WELL THOUGHT OUT, RELEVANT AND INTERESTING SUBJECT LINE WILL HELP PEOPLE DECIDE IF
THEY SHOULD OPEN YOUR EMAIL OR NOT.

UNLIKE A NEWSPAPER HEADLINE OR BROCHURE TITLE, THE SUBJECT LINE IS PRESENTED

OUT OF CONTEXT WITH YOUR EMAIL AND WEBSITE. USERS CANNOT SCAN THE
SURROUNDING INFORMATION TO HELP THEM GET AN UNDERSTANDING OF WHAT’S
COMING.

A good subject line explains what the email is about in terms that appeal to and motivate the reader. It is a micro
version of the email content.

Your subject line is also competing with other subject lines in an inbox. If it is dull or meaningless, it’s not going to be
opened. Unlike other marketing material, anything vague, cheesy or too clever is also liable to be dismissed.

Two basic principles to bear in mind with different types of email communications - one is meant as more of a
hard sell (general campaigns), the other is a soft sell and vehicle for strengthening your brand through information
(newsletters). Newsletter subject lines should be informational and general campaign subject lines should be to the
point without overselling.

10 Tips for Writing Subject Lines

1. BE TRUTHFUL
Don’t create a misleading subject line - this will only annoy the reader once they open your email and find that there is
something other than what they expected in the email. Don’t stretch the truth in the subject line or promise more than
the email can deliver. Readers will distrust you if your subject line doesn’t reflect the email content.
2. KEEP IT SHORT
With only 40-60 characters - that’s 6-10 words - to put across your message, any subject line needs to get straight to
the point. If you can provide a summary of the contents of the email in your subject line, you are, in effect, pre-selling
the reader about the contents of the email. Ensure that your subject instantly grabs the attention of your reader and
intrigues them enough to open up your mail. Make sure the cut-off doesn’t occur in a crucial word, such as a price or
date.

© CommuniGator Ltd 23
3. PERSONALISE
Include some form of personal motivation in the subject line – make it relevant –use subject lines based on users’
product or content preferences, interests, past purchases, Web visits or links clicked. Consider using powerful words for
example, discover, how to, find out. Remember, however, to avoid words commonly associated with SPAM such as
sex, free, ££, price, cost, etc. Create value in the phrasing by framing the email as an invitation.
4. THERE IS NO FORMULA
What works in one campaign might flop with the next. A discount offer should be worded differently from an up-
sell, and both are different from a breaking-news announcement. Even if you are sending out similar campaigns, you
shouldn’t recycle a subject line. You need to stand out each time, yet be familiar to the reader. Where appropriate,
urgency drives action. Set a deadline: “Book holiday by end Jan for discount;” “Last remaining places at email seminar.”
5. SUPPORT THE “FROM” LINE
The “from” line tells the recipient who sent the email, and the subject line sells the recipient on opening. If your “from”
line lists your company name, you don’t have to repeat it in the subject line, but do consider branding your subject line
for example, with the name of the newsletter, so that it will stand out in your recipients’ overflowing inboxes.
6. OPEN RATES DON’T ALWAYS MEASURE SUBJECT-LINE SUCCESS
Remember that your objective is not necessarily high open rates, but to have a high response rate to the call to action.
7. WATCH OUT FOR SPAM FILTERS
There’s a fine line between “catchy” and “spammy.” Don’t SHOUT (caps lock); it’s widely seen as a spammer/scammer
trick, can trigger spam filters and isn’t considered to be good email etiquette.
8. WRITE AND TEST EARLY
Writing the subject line is often the last and most hurried step in email campaign development. It should be the other
way around. As you plan the email campaign, start thinking about what will go into the subject line. That will help you
sharpen your campaign’s focus and may even change or tweak the offer or article focus. Ideally, you should test subject
lines on a segment of your list.
9. REVIEW SUBJECT-LINE PERFORMANCE
See which subject lines delivered the action you wanted – the most conversions, the highest average sale per order,
the highest click-through rate, etc. This analysis should drive content and product selection strategies, but it can also
show you what information is most relevant or useful. Subject lines that include action-oriented statements such as
“tips” or “how to...” perform well.
The use of [COMPANYNAME] as the first word can help achieve high open rates.
Example: CommuniGator Hints & Tips (consistently achieves open rates of 50+%)
However, just having a newsletter title and ju7date can be boring, using “artistic” subject lines confuses busy people
and a single item highlighted may not spark enough interest. An effective method is to ask a question, when reading
questions it’s very easy to subconsciously answer yes. Make sure the content of the email reflects the answer or
solution to the question posed. But be careful that your question does not appear ‘SPAMlike’.
10. CONTINUE THE CONVERSATION
Sending email more frequently than
monthly or quarterly helps you create
a conversation with your readers.
Your tracking reports should show
you what their hot topics are. Feature
those keywords or issues prominently
in the subject line where appropriate
to capture readers’ attention.

24 Teach Yourself Email Marketing

 Are There Any Legal Issues?

The EU states the sender must identify themselves clearly when sending marketing emails, so make sure you clearly
identify yourself in the ‘From’ field. Being upfront about who you are keeps you on the right side of the law. If you are
cryptic your email is more likely to be treated as SPAM. At present (January 2017), this is all you need to do. However,
if the GDPR goes into effect and PECR does not protect B2B marketers, you will also only be allowed to send to email
recipients who have double opted-in to your marketing communications. Our advice would be to look at the GDPR.
and PECR current rulings to see if this stance has changed..

Conclusion - Secret to Success

Email marketing subject lines are arguably the most important part of your entire campaign. Why? If your email was
not opened or read, your efforts were wasted, your message was not heard, and your products/services were not sold.
Recipients filter their inboxes faster than ever before, deciding whether to delete or read an email just half a second
after reading the subject line.

IT SEEMS LIKE A LOT OF FUSS OVER 50 LITTLE CHARACTERS. BUT THOSE 50 CHARACTERS
MAY HAVE THE GREATEST IMPACT ON YOUR EMAIL’S SUCCESS. IT PAYS TO GET THEM
RIGHT. IT’S AS SIMPLE AS THIS, YOUR SUBJECT LINE SHOULD DESCRIBE THE SUBJECT OF
YOUR EMAIL.

© CommuniGator Ltd 25
Design & Copy
The Power of Landing Zones

A LANDING ZONE IN THE WORLD OF EMAIL MARKETING IS: “SPECIFIC PAGE(S) FORMING AN
INTEGRAL PART OF AN EMAIL MARKETING CAMPAIGN WHICH ARE DESIGNED TO ACHIEVE A
MARKETING OUTCOME”.

A LANDING ZONE IS INTENDED TO MAXIMISE CONVERSION RATES

it is the element of the campaign where the recipient responds to the call to action, whether that’s a white paper/case
study/brochure download, registration for an event or simply data capture/cleanse where a visitor fills in an online
form. Landing zones are sometimes knows as a microsite, which is specifically set up for a campaign, typically with its
own campaign URL.

Define Landing Zone Objectives

ACHIEVE REGISTRATION typically to generate a lead which leads ultimately to sale.

PROFILE AND QUALIFY the visitor in order to deliver more relevant follow-up marketing communications.

EXPLAIN THE VALUE PROPOSITION offered by the company to differentiate from other vendors the visitor may visit
during the buying process i.e. ‘answer the visitor’s. questions’.

COMMUNICATE THE BRAND VALUES values of the organisation running the campaign.

PROVIDE CONTACT DETAILS. If the visitor doesn’t want to disclose their details at this time, the landing zone can
provide contact details for traditional sales channels such as a phone number, or give the visitor reasons to visit the
company website or engage them through other relevant content or offers.

26 Teach Yourself Email Marketing

 Tips to Improve Your Landing Zone Effectiveness

DEFINE YOUR CONVERSION

Before you start to design your landing zone, define the conversion activity. For a newsletter landing zone, the
conversion activity is entering an email address into a form and clicking “Accept.”
REPETITION OF EMAIL PROMOTION
45% of landing zones don’t repeat the email’s call to action. Repeating the email’s message on a dedicated landing
zone will help reinforce the conversion.
MATCH THE CREATIVE
This is another way of reinforcing the conversion goal - matching the look and feel of the email will reassure the
customer that they have arrived at the right place.
USE OF FORMS
If you have to ask for customer data on the landing zone, make it clear why you need this information. Distractions kill
conversions. Strip any unneeded elements from the page. Autofill fields where possible.
RESEARCH
Build a profile of your ideal visitor. Keep this person in mind when creating your landing zone and keep everything “on
target.” Your email campaign funnels traffic to your landing zone, so visitors are expecting a very targeted message.
STAY FOCUSSED
Avoid the urge to promote or link to other areas of your site. The point of the landing zone is to prevent your visitor from
wandering. You want them converting, not clicking around to other parts of your site.
PLACE YOUR CALL TO ACTION ABOVE THE “FOLD”
Notice the virtual fold (the bottom of the screen before scrolling). Do you have all your important information and CTA
above this point? You need to get to the point before the fold, so readers know what you are offering and can make a
quick, informed decision.
LEAD THE EYE
Use typography, colour and images to your advantage. You can be more creative on a landing zone than in an email.
Place the important stuff (whether it’s your copy or your image) close to the middle, and never distract
your user from that focal point
TEST, TEST, TEST 300%
After you have finished the landing
zone, test it with a small user group.
Go over a checklist:
Did you know a
high-quality landing
page can increase
1. IS THE LZ FOCUSSED? your conversions
by...
2. DOES THE MESSAGE
MATCH THE INITIAL
EMAIL?
3. HAVE YOU REDUCED
ALL DISTRACTIONS?
4. PLACE YOUR CALL
TO ACTION ABOVE THE
“FOLD”

© CommuniGator Ltd 27
Design & Copy
Trigger-Based Campaigns

ALL THE ELEMENTS MENTIONED GO A LONG WAY TOWARDS BUILDING A SUCCESSFUL EMAIL
CAMPAIGN, BUT CAMPAIGNS SHOULD NOT BE BUILT AS STAND-ALONE MODULES.

As every marketer continues on the quest for higher response and ROI, triggered campaigns as part of an overall
strategy are becoming more and more popular due to their high subscriber relevancy and response. Triggers are
a specific kind of auto responder that creates an up-sell or cross-sell email that marketers have crafted to be sent
automatically whenever a user initiates an event within a given campaign or on a website.

Effective triggers depend on assigning the most contextually relevant offers to the user’s already demonstrated
interest. It’s impossible to overstate how vital the relevance is to the effectiveness of any trigger effort. The recipient’s
interaction with your email creative is a window into what sort of offer he or she will respond to next. You have to be
ready to develop the right kind of creative to have available for any trigger offer. Triggers allow you to reach people the
moment they’re most likely to read and respond. However, in the whirlwind to implement such high impact programs,
it’s easy to lose focus on the subscriber experience. To truly optimise results, and foster your relationship with the
subscriber, keep these tips in mind:

PLAN TRIGGERED OR FOLLOW-UP CAMPAIGNS CAREFULLY.

It is easy to set-up a ‘Welcome’ or ‘Confirmation’ triggered email and forget about it, but it is advisable to re-visit your
emails every month and read them afresh – is the content still relevant? For example, pay attention to any seasonal
references or information on products which are no longer available. By sending an out-of-date or irrelevant email
when someone signs-up immediately gives the impression that you haven’t thought about what you are doing. All
benefits of using a triggered campaign could be lost in an instant.
REMEMBER TO SET FREQUENCY LIMITS.
Don’t bombard your audience. It is possible that they may sign-up to receive information on more than one topic/
event/product, thus generating a myriad of triggered emails. If they are swamped by emails from you they will quickly
lose interest and may miss reading the one that contains exactly the information they need. To avoid this, prioritise
campaigns and set frequency limits to keep your audience engaged, but not switched off.
DON’T FORGET ABOUT RECENCY.
Behaviour-based campaigns work well due to their timeliness and relevance. If a supermarket you use frequently for
your purchase of bulky items emails you a shopping list to remind you to reorder the goods again, you will likely
do so. However, if you have just bought a holiday for the summer you are unlikely to book another one until the
same time next year and by asking you to book a holiday say, a week later, will have a negative conditioning effect on
response.
ABANDONED SHOPPING CARTS.
An extremely smart tactic to bring back lost sales is to check-up on those people who never complete the checkout
process. If you have already captured the customers’ email address, you can easily send them a friendly message
informing them that you’re currently trying to improve your checkout process, and you
apologise if they found anything confusing. In addition, you might want to give them a coupon code as an additional
incentive for bringing them back.
ADD AN “EMAIL ME WHEN IN-STOCK” FEATURE.
Anytime a customer visits a product detail page that displays an “out of stock” notice, give them the option to be
emailed if the item becomes available again.

28 Teach Yourself Email Marketing

 Summary

Trigger-based campaigns work best and are easiest to execute if you work out a plan or blueprint in the beginning.
Decide on a common behaviour that would be easy to trigger a message off, e.g. newsletter subscription via your
website, and create that ‘Welcome’ message.

ONCE YOU HAVE OPTIMISED THE RESULTS FROM A WELL-MANAGED CAMPAIGN,

TARGETED TO YOUR DATABASE, YOU’LL NEVER LOOK BACK AND WILL FIND THAT YOU’VE
CREATED A SEAMLESS RESPONSE-DRIVING, TRIGGER-BASED EMAIL PROGRAM.

© CommuniGator Ltd 29
Deliveribility
Avoiding Spam Filters

DID YOU KNOW THAT ‘VIAGRA’ SCORES THE SAME ON A SPAM FILTER AS THE PHRASE ‘CLICK
HERE’? THE MAJORITY OF ISPS NOW UTILISE STRINGENT FILTERS TO BLOCK OUT UNDESIRABLE
MAIL OFTEN REFERRED TO AS SPAM.

More and more legitimate email is being junked before it reaches its recipient, often because of perfectly innocent text
content, information in the email header, and even file size. The task for the email marketer is to keep one step ahead
of the spammers so that popular spam phrases and words are avoided. The trouble is, as soon as a spammer
spots that their tactics are being caught they change tack accordingly, so keeping up
with their game is difficult.

For many people, all email marketing is Spam. Without knowing the concept of permission based marketing, this is
often the case. Understanding Spam will help you avoid the risk of creating emails that are given that label. Reassuring
customers and prospects that what you are offering is not Spam and gaining a good reputation is hugely
important in getting your communication to reach them, both now and in the future.

The Point System

To determine whether an email is Spam or not, spam filters assign points to various elements of the campaign,
including content, subject line, html structure, unsubscribe text, creative and data. The occurrence of just one “spam
phrase” probably won’t trigger rejection - except some which the filter considers notorious. But even if you don’t
use notorious phrases, other Spam words can add up. Using more than one of the phrases on the list is not advisable.
For example, if you used the phrases “free quote” and “free access” you would score 5.5 points. Best practice is to
achieve a score under 5 to maximise the chance of getting through. Here are some to be aware of in your email
newsletters - and ads contained in your newsletters.

10 Spam Phrases to Avoid:

Spa
Consolidate debt No obligation m!
Over 18 Free trial
Click to remove This isn’t spam
Increase Sales Urgent
Sign up free today Lowest price

30 Teach Yourself Email Marketing

 The CommuniGator Solution

IN THE SAME WAY THE SPELLING AND GRAMMAR CHECK WORKS IN MICROSOFT WORD,
COMMUNIGATOR HAS DEVELOPED A SPAM CHECKER, WHICH ALLOWS YOU TO SCAN
YOUR EMAILS BEFORE YOU SEND THEM OUT, HELPING YOU TO CREATE AN EMAIL THAT
WILL NOT BE STOPPED BYSPAM FILTERS.

When the SPAM checker encounters a word as Spam, i.e. the word ‘free’ or finds a word which is suspicious, it will
highlight those words to you and ask you to change them, and in some instances suggest alternatives.

© CommuniGator Ltd 31
Deliverability
Bounce Management

AFTER SENDING THE LATEST NEWSLETTER, EVENT INVITATION OR PRODUCT ANNOUNCEMENT

TO YOUR AUDIENCE, YOU MAY HAVE RECEIVED NOTIFICATIONS FROM A RECIPIENT’S
MAILSERVER THAT YOUR MESSAGE COULD NOT BE DELIVERED. UNDELIVERABLE EMAILS,
“BOUNCEBACKS” OR “BOUNCES” ARE BECOMING MORE AND MORE OF A CHALLENGE FOR EMAIL
MARKETERS.

Depending on the size of your list and your emailing frequency, you may routinely receive hundreds of these
notifications after a broadcast! According to recent stats from the Email Marketing Council of the DMA, 8-9% can be
expected for hard bounces whilst soft bounces are between 2.8% for retention campaigns and 4.9% for customer
acquisition campaigns.

Removing each recipient from your list that no longer has a valid email address can spare you and your inbox from
subsequent onslaughts, but did you also know that, if you continue to send emails to invalid email addresses, you may
end up on some thirdparty “spam” or “black” lists and will then be unable to send your messages even to
those who have subscribed?

Why are bounces a concern for email marketers? Because customer acquisition is expensive, and email bouncebacks
could mean the loss of customers and prospects that cost you valuable marketing budget to acquire.

Bounce Glossary

A “SOFT BOUNCE”
is often a temporary problem. It happens when the mail server confirms the recipient’s email address, but even
so, cannot deliver the message. The recipient’s mailbox may be full or inactive, the recipient’s mail server may be
temporarily down or the connection may have been broken.
A “HARD BOUNCE”
is a message that’s permanently undeliverable because the address is non-existent or invalid, or because the recipient’s
mail server is blocking your mail server. It could indicate a mistyped email address.
“BLOCKED”
The recipient’s mail server is blocking you from sending email to them. This usually happens if your email has a high
SPAM score.
“AUTO REPLY”
An email auto-generated from the recipient, usually indicates that the recipient is out of the office for the time being.
“UNSUBSCRIBE”
Indicates that somebody wants to unsubscribe from your list.
“CHALLENGE-RESPONSE”
The recipient subscribes to an email service whose aim is to eliminate all unauthorized emails. The Challenge-Response
system works by requiring human intervention in order for emails to reach the intended recipient.
“MDN”
The message is a Message Disposition Notification, commonly known as a “read receipt”.

32 Teach Yourself Email Marketing

 Why So Many Bounces and What Can You Do About Them?

EMAIL ADDRESS CHURN IN YOUR HOUSE LIST

People change ISPs, jobs and email addresses regularly. Often you’ll be the last to know. Some email address churn is
normal, but the erosion of your house list can have a seriously negative impact on your bottom line.
WHAT CAN YOU DO?
Check with sales, support or someone on the front line in your company, and follow up by phone or by snail mail to
recapture valuable customers and prospects. In addition to your unsubscribe link in your email, consider adding a note
saying, “If you plan to change email addresses, or if you prefer to receive this newsletter at another address, please
email us.”

REMEMBER, IT IS 7 TIMES LESS EXPENSIVE TO MARKET TO AN EXISTING CUSTOMER THAN

IT IS TO ACQUIRE A NEW ONE. THE EFFORT WILL BE WELL WORTH YOUR TIME.

THE USE OF FREE EMAIL ACCOUNTS

Many people who use free email accounts do so as a secondary mailbox. As a result, they do not check their mailbox
often. Free email accounts, and some paid accounts, can hold only a limited amount of email, resulting in newsletters
and advertising email bouncing back as undeliverable.
WHAT CAN YOU DO?
You can try the same techniques as above and, assuming you have the recipient’s permission, you could use snail mail
to obtain their new email address. Try sending a postcard asking them to revisit your site to update their profile. The
postcard should include a URL leading to the profile update area of your site.
SPAM FILTERS AND BLOCKING
ISPs and corporations are paying close attention to incoming email in the effort to block spam, or unsolicited email.
Anti-spam filters scan email ‘From’ and subject lines as well as email body copy for certain language. They can also
detect mailing patterns, frequency and volume. Your legitimate, permission-based email could be bounced back
to you by a spam filter, or your mail server might be flagged as a potential spam source. In either case, your messages
won’t make it through.
WHAT CAN YOU DO?
Use an email marketing service with a strong permission policy and an active antiblocking team. Solid email marketing
companies develop relationships with ISPs to be sure their customers’ permission-based email gets through. A good
email marketing service gets more attention than you could ever get on your own. Ask your audience to help. If your
email is being blocked at a particular company or ISP, ask recipients to contact their postmaster and request to have
your email “un-blocked”, ask your audience to add your ‘From’ address to their safe sender list.

And Then...?

ANALYSE YOUR BOUNCEBACKS

You should be using an email marketing service that categorises bouncebacks and provides detailed reports that
allow you to view and manage bounced email addresses. Take the time to analyze your bouncebacks and remove hard
bounces from your list. It should also be easy to correct obvious typos in your list (e.g. “.con” instead of “.com”).
MONITOR YOUR “REPLY TO:” ADDRESS
Many recipients are fearful of using the unsubscribe function as it has been used by spammers to verify an address,
rather than as a legitimate unsubscribe function. So, be alert to unsubscribe requests coming to your “reply to:” address
and permanently remove those email addresses right away.

© CommuniGator Ltd 33
Deliverability
Seasonal Campaigns

THINK OF THE HOLIDAY SEASON AS AN OPPORTUNITY TO COMMUNICATE WITH YOUR

AUDIENCE. THIS IS ONE OF THE FEW TIMES OF YEAR THAT YOUR EMAIL HAS A GOOD CHANCE
OF BEING OPENED – EVERYONE ENJOYS RECEIVING CHRISTMAS GREETINGS.

Having gone to all that effort, do you really want them to receive something that anyone could have sent or which has
been signed off by someone they’ve never heard of? Like all communications, the best Christmas cards (hard copy or
email) are the ones which have a strong message - and Happy Christmas isn’t good enough. Use it to reinforce your
brand and say something positive about the company.

Like all good communications, the ones which manage to say something personal are the ones that work best. The use
of e-cards is increasing year on year; often they are accompanied by a (slightly apologetic) rationale which has
to do with saving trees or giving money to charity but this is no excuse for poor creativity. It’s an opportunity to show
your stuff.

Planning Your Campaign

1. GET THE CALENDAR OUT

Spend some time thinking about what you want to achieve from your email campaign. If you want to drive sales, look
at your customer’s buying habits and use them to inform your campaign. Put a timeplan in place with a strategy to
nurture those organised shoppers who will be buying gifts early, as well as the lastminute panic.

“THE TIMING OF YOUR HOLIDAY CAMPAIGN IS CRUCIAL. CONSIDER THAT DURING THE
HOLIDAY SEASON, WORKERS MIGHT TAKE MORE HALF DAYS. DO YOU THINK IT WOULD BE
BEST IF YOUR MAILING WAS DELIVERED FIRST THING IN THE MORNING? THINK
STRATEGICALLY.”

© CommuniGator Ltd 34
2. DESIGN
Christmas gives you the opportunity to be really creative with your design so that your email stands out and supports
the point of the email, rather than getting in the way of your message. Be careful with html design – it looks good, but
use the wrong code in your template and it will get caught in spam filters, resulting in the email not being delivered.
3. TARGET YOUR EMAILS
‘Tis the season to invest in targeting. Jupiter Research published findings earlier this year showing that targeted email
can produce a 500% increase in revenue, so get the most out of your Christmas campaign by segmenting customers
into groups and tailoring email content to suit.
FOCUS:
Everyone is busy this time of year. Make your campaign easy to remember by focusing on one offer over a longer
period rather than on multiple offers over shorter periods. One generous promotion will be remembered amongst the
multitude of competing offers sitting next to it in the inbox.
4. BE CONSIDERATE
Increasing the frequency of your mailings during the holiday season might irritate some of your recipients who are
accustomed to a regularly paced delivery cycle. They might even think that it’s the start of a more aggressive strategy
and request to opt-out. If you are going to increase the frequency of your mailing during the holidays, let your
recipients know in advance, and specify what they can expect to receive from you during the period.
5. TEST
Send variations of your email to different customer groups and compare the results - try sending different gift ideas to
male and female customers. The information you build up will prove valuable for future campaigns. Experiment with
every email you send so positive results increase with each email sent throughout the Christmas season.
6. SUBJECT LINE
Keep it short and sweet, and ensure it stands out so that your customers will be dying to open the email and find out
more. Aid deliverability by avoiding the use of CAPS, exclamation marks or words like ‘free’, ‘enormous’ and ‘exclusive’.
Include a call to action.
7. CALL TO ACTION
This is one of the key elements of every email you send. Make it as easy as you can for the customer to know what the
message is and what you want them to do - if you want them to buy something, display relevant information, images
and pricing for the product with links to a page where they can purchase it. Always drive customers to your website
as this is where they will spend their money.
8. BE COMPATIBLE
There are more and more email clients and hosts out there. Your email looks different across many of them. If you
haven’t already, open email accounts with as many different providers as possible so that you can test your message on
Hotmail, Yahoo, Gmail, Outlook Express, MSN and others. Also consider how your HTML will render in Firefox and IE. Do
what you can to ensure that the quality of your message holds firm across multiple platforms. Sometimes,
simplicity works wonders.
9. GO VIRAL
There is no greater marketing tool than word of mouth. Make it as easy as possible for your customers to pass
information on by adding a forward to a friend option. And, of course, make sure there’s something in the email that’s
worth shouting about!
10. CLEAR FOR LANDING
Driving customers to a website is pointless if they can’t fulfil the promises in the email. The landing page must be
relevant to the offer or call to action in the email and should complement the design of the email to reinforce brand
identity - if you’ve gone for a dancing Father Christmas and holly leaves in your email then your landing page needs to
match!

DON’T FORGET THE ULTIMATE GOAL OF YOUR CAMPAIGN - CONVERSIONS. MAKE YOUR
CALL-TO-ACTION CLEAR AND EASY TO TAKE ON YOUR LANDING PAGES. IF USING A
SHOPPING TROLLEY, ENSURE THAT IT IS WORKING PROPERLY.

35 Teach Yourself Email Marketing

Summary

FOLLOWING THE ADVICE ABOVE WILL HELP YOU TO CREATE BEST PRACTICE HTML EMAILS
AND BUILD AND DELIVER A TARGETED, PERSONALISED EMAIL MARKETING CAMPAIGN
PROGRAM THAT WILL PRODUCE RESULTS.
Using an email marketing solution streamlines the process and enables accurate
measurement of responses and further segmentation of your audience as a result of
expressed preferences.

CONTACT US FOR A CONSULTATION OR A PRODUCT DEMO:

TEL: 01483 411911

EMAIL: [email protected]
WEB: www.communigator.co.uk

© CommuniGator Ltd 36
Appendix

Useful URLs:

MARKETING SHERPA:
http://www.marketingsherpa.com/

E-CONSULTANCY:
http://www.e-consultancy.com/

EMAIL DELIVERABILITY BLOGS:

http://www.email-marketing-reports.com/deliverability/

LIST-UNSUBSCRIBE.COM:
http://www.list-unsubscribe.com/

AOL POSTMASTER SITE:

http://www.postmaster.aol.com/

AOL FEEDBACK LOOP:

http://postmaster.info.aol.com/fbl/index.html

UNITED ONLINE FEEDBACK LOOP:

http://www.unitedonline.net/postmaster/whitelisted.html

SPAMCOP:
http://www.spamcop.net/fom-serve/cache/94.html

ABUSE.NET:
http://www.abuse.net/addnew.html

CIPHERTRUST’S TRUSTED SOURCE SERVICE:

http://www.trustedsource.org

RETURN PATH’S SENDER SCORE:

http://www.senderscore.com/

SENDER SCORE REPUTATION NETWORK:

http://www.senderscore.org

WINDOWS LIVE/HOTMAIL POSTMASTER SITE:

http://postmaster.msn.com/

WINDOWS LIVE POSTMASTER SNDS PAGE:

https://postmaster.live.com/snds/

SUBJECT LINE CHECKER:

http://www.emaillabs.com/tools/from_subject_line_tool_popup.html

TESCO INSTRUCTIONS ON HOW TO ADD TO SAFE SENDER LIST:

http://images.tesco.com/images/htdocs/addressbook/tesco/

MICROSOFT GUIDE TO HTML & CSS RENDERING IN OUTLOOK 2007:

http://msdn2.microsoft.com/en-us/library/aa338201.aspx

37 Teach Yourself Email Marketing

We’re the ones that can help

If you’re looking at creating powerful email campaigns – we have the software, service and expertise you need. If you’re
looking at creating personalised, targeted email campaigns that seem too complex to execute – our team are on hand
to help.

If you want advice from email marketing experts, or you just want to do more with your email marketing, then please
get in touch. As email marketers ourselves, we know what it takes. Start creating email campaigns that push the
boundaries for B2B marketers and deliver the highest results.

GET IN TOUCH WITH COMMUNIGATOR

[email protected]
01483 411 911

© CommuniGator Ltd 38
About CommuniGator

CommuniGator is one of
the leading marketing
automation software
providers in the UK.
Established in 2005, we’ve gone
through a period of evolution as the
marketing landscape has changed.
The core platform functionality caters to email
marketing with automated welcome series, a HTML
editor for designing your emails, templates, responsive
design, dynamic groups based on behaviour,
integration with the leading CRM platforms, an event
management suite, robust reporting and so the list
goes on.

On the marketing automation side we’re able to track

prospect activity across the web pages they visit on
your website and the email content they consume
and take action against. This means you can build up a
really detailed profile of who has done what.

To read all the juicy details of what the platform offers

and how we can help your business jump on over to
our website: www.communigator.co.uk

Give us a call: +44 (0)1483 411 911

This document and it’s contents are proprietary to CommuniGator or

its licensors. No part of this document may be copied, reproduced or
transmitted to any third party in any form without CommuniGator’s
prior written consent.

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