Optimize Your E<strong>mail</strong> Potential, With A True Leader In Interactive <strong>Marketing</strong> MeritDirect’s Interactive Services Division delivers fully integrated solutions that address the complex needs of <strong>to</strong>day's online marketers. With our extensive roster of e<strong>mail</strong> lists, MeritDirect makes your e<strong>mail</strong> campaigns easy, fast, reliable and effective. As a leader in direct marketing with more experience in developing and managing successful e<strong>mail</strong> list launches than anyone else in our industry, MeritDirect is the logical management choice for your data. If you’re looking <strong>to</strong> gain maximum return from your valuable e<strong>mail</strong> list property, contact MeritDirect’s List Management Division. For additional information, please call Rob Sanchez at 914.368.1030 or e<strong>mail</strong> Rob at rsanchez@meritdirect.com. 333 Westchester Avenue • White Plains, NY 10604 • PH: 914.368.1000 FX: 914.368.1150 Branch locations: Chicago • Cleveland • Hil<strong>to</strong>n Head • San Francisco • www.meritdirect.com ®
Edi<strong>to</strong>r’s Note As savvy marketers know, reaching a consumer’s inbox is a privilege, not a right. Effectively targeting consumers through e-<strong>mail</strong> has become at once easier due <strong>to</strong> better targeting through technology, and harder due <strong>to</strong> deliverability issues such as spam, increasing reputation standards and overall inbox competition. Around every corner is a new issue the industry must grapple with — currently we are hearing about “bacn,” meaning the e-<strong>mail</strong> we have chosen <strong>to</strong> receive, but typically don’t read immediately, if at all. This is only a step away from spam, according <strong>to</strong> many marketers, yet even the definition of the latter is constantly evolving. Effective e-<strong>mail</strong> campaigns are those that harness the power of the advancements in the medium as well as tapping in<strong>to</strong> consumer insights, while maintaining the age-old tenets of effective direct marketing through any channel. Going the Eleanor Trickett extra step and ensuring that e-<strong>mail</strong> efforts are integrated with all other marketing output across multiple channels is a sure way <strong>to</strong> really make an impact, and this subject, among many others, is addressed here. In the following pages of this 2007 edition of the <strong>Essential</strong> <strong>Guide</strong> <strong>to</strong> E-<strong>mail</strong> <strong>Marketing</strong>, you will see a broad range of advice from industry experts, from such fundamental subjects as how <strong>to</strong> best organize your company’s e-<strong>mail</strong> output and getting the most from e-<strong>mail</strong> service providers, <strong>to</strong> putting the cherry on the cake through use of rich media. —Eleanor Trickett, Edi<strong>to</strong>r in Chief Table of Contents Features 4 Q&A with AOL Postmaster Charles Stiles 10 Vic<strong>to</strong>ry lap: A personalized campaign takes e-<strong>mail</strong> marketing for a ride in the fast lane Fundamentals 12 The relevance fac<strong>to</strong>r, by Ashley Johns<strong>to</strong>n 14 Five compelling reasons <strong>to</strong> centralize your e-<strong>mail</strong>, by Tricia Robinson Pridemore 14 Getting <strong>to</strong> “Yes! Yes!”: Double opt-in as a power practice, by Outi Tuomaala 16 Open up and say “Aaaah”, by Dave Dabbah 18 So you want <strong>to</strong> reach the inbox?, by Jared Reitzin 18 Build your house list the right way, by Jere Doyle 20 Why and how <strong>to</strong> switch e-<strong>mail</strong> service providers, by Elie Ashery 20 Getting <strong>to</strong> the guts of great e-<strong>mail</strong>, by George Le Pera 22 How <strong>to</strong> monetize e-<strong>mail</strong> marketing programs, by Lana McGilvray DM News • E-Mail <strong>Marketing</strong> <strong>Guide</strong> 2007 Infrastructure 24 It starts with reputation, by J.F. Sullivan 24 Thinking beyond deliverability, by Ellen Siegel 26 CAN-SPAM, four years on, by Jeremy Saibil 28 E-<strong>mail</strong> authentication: It’s time, by Al Iverson 28 How marketers can prevent spam complaints, by Ben Chestnut 30 Keep your e-<strong>mail</strong> safe from legal challenges, by Zafar Khan 30 Questions and answers about e-<strong>mail</strong> sending reputation, by George Bilbrey 32 Spam finally has a definition, by Jordan Cohen 32 Controlling messaging costs, by Barry Abel Analytics 34 There’s more <strong>to</strong> e-<strong>mail</strong> than e-<strong>mail</strong>, by Bob Hale 34 Send. Analyze. Target. Resend, by Dan Robbins 36 Benchmarketing e-<strong>mail</strong> response metrics, by Liz Bross EDITORIAL: Edi<strong>to</strong>r in Chief Eleanor Trickett Managing Edi<strong>to</strong>r Cara Wood Edi<strong>to</strong>rial Direc<strong>to</strong>r Julia Hood ART AND PRODUCTION: Design Direc<strong>to</strong>r Irasema Rivera Graphic Designer Robert Falcone Production Manager Michelle Chizmadia ADVERTISING: District Managers Jodie Solomon, Sammy Patel Classified & Source Direc<strong>to</strong>ry Account Manager Ralph Claudio Circulation Direc<strong>to</strong>r Ronald S. Moyer Group Sales Direc<strong>to</strong>r Steven Sottile HAYMARKET MEDIA: President/Publishing Direc<strong>to</strong>r Lisa Kirk Chairman/CEO William Pecover SUBSCRIPTIONS: (845) 268-3156 DM News (ISSN 0194-3588), incorporating i<strong>Marketing</strong> News 114 West 26th St., New York, NY 10001 Telephone (646) 638-6000 © 2007 <strong>Haymarket</strong> Media DM News is published weekly on Monday (49 times a year), except for the following: Jan. 1, April 30, July 2, and Dec. 31. Publisher: <strong>Haymarket</strong> Media Inc., 114 West 26th St., New York, NY 10001. Periodicals postage paid at New York and additional points of entry. Reproduction of any part of DM News or its trademarked or copyrighted supplements without express permission of the publisher is prohibited. Annual subscrip<strong>to</strong>n rate $49 US, $99 Canada & Mexico, $149 other international. Single copy $10 US, $16 international. Postmaster: Send address changes <strong>to</strong> DM News, Subscription Department, PO Box 316, Congers, NY 10920-0316 USPS 496530 37 Measuring e-<strong>mail</strong> results: Using the wrong end of the Stick?, by Michael DesRochers 38 Understand and respond <strong>to</strong> your cus<strong>to</strong>mers through analytics, by Jack Felsheim E-<strong>mail</strong> Campaigns 39 The elements of relevance, by John Rizzi 40 When e-<strong>mail</strong> design goes bad, by Julian Scott 40 Keys <strong>to</strong> trigger-based e-<strong>mail</strong> marketing, by Michael Thompson 41 The how and why of integrating e-<strong>mail</strong> across channels, by Michael Gorman 42 Mona Lisa’s eyes, by Anne Alden 42 Earn higher conversions using an A/B Split, by Michael Stebbin 43 Viral marketing — optimize your marketing mix, by Josh Perlstein 44 Design for your eight e-<strong>mail</strong> audiences, by Stefan Pollard 45 E-<strong>mail</strong> marketing fuels social media, by Janine Popick 45 Beat outbound telemarketers <strong>to</strong> the punch, by Tim Daly and Clay Gillespie 46 Integrating e-<strong>mail</strong> with traditional marketing methods, by Doug Marshall
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