Essential Guide to E-mail Marketing - Haymarket

Editor’s Note
As savvy marketers know, reaching a consumer’s inbox is a privilege, not a right.
Effectively targeting consumers through e-mail has become at once easier due to
better targeting through technology, and harder due to 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-mail we have chosen to
receive, but typically don’t read immediately, if at all. This is
only a step away from spam, according to many marketers, yet
even the definition of the latter is constantly evolving.
Effective e-mail campaigns are those that harness the power
of the advancements in the medium as well as tapping into
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-mail efforts are integrated with
all other marketing output across multiple channels is a sure way to really make an
impact, and this subject, among many others, is addressed here.
In the following pages of this 2007 edition of the Essential Guide to E-mail Marketing,
you will see a broad range of advice from industry experts, from such fundamental subjects
as how to best organize your company’s e-mail output and getting the most from
e-mail service providers, to putting the cherry on the cake through use of rich media.
—Eleanor Trickett, Editor in Chief
Table of Contents
Features
4 Q&A with AOL Postmaster Charles Stiles
10 Victory lap: A personalized campaign takes
e-mail marketing for a ride in the fast lane
Fundamentals
12 The relevance factor, by Ashley Johnston
14 Five compelling reasons to centralize your
e-mail, by Tricia Robinson Pridemore
14 Getting to “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 to reach the inbox?, by Jared
Reitzin
18 Build your house list the right way, by Jere
Doyle
20 Why and how to switch e-mail service
providers, by Elie Ashery
20 Getting to the guts of great e-mail, by
George Le Pera
22 How to monetize e-mail marketing
programs, by Lana McGilvray
DM News • E-Mail Marketing Guide 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-mail authentication: It’s time, by Al
Iverson
28 How marketers can prevent spam
complaints, by Ben Chestnut
30 Keep your e-mail safe from legal challenges,
by Zafar Khan
30 Questions and answers about e-mail
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 to e-mail than e-mail, by
Bob Hale
34 Send. Analyze. Target. Resend, by Dan
Robbins
36 Benchmarketing e-mail response metrics,
by Liz Bross
EDITORIAL:
Editor in Chief Eleanor Trickett Managing Editor Cara Wood
Editorial Director Julia Hood
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Falcone Production Manager Michelle Chizmadia
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Chairman/CEO William Pecover
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37 Measuring e-mail results: Using the wrong
end of the Stick?, by Michael DesRochers
38 Understand and respond to your customers
through analytics, by Jack Felsheim
E-mail Campaigns
39 The elements of relevance, by John Rizzi
40 When e-mail design goes bad, by Julian
Scott
40 Keys to trigger-based e-mail marketing, by
Michael Thompson
41 The how and why of integrating e-mail
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-mail audiences, by
Stefan Pollard
45 E-mail marketing fuels social media, by
Janine Popick
45 Beat outbound telemarketers to the
punch, by Tim Daly and Clay Gillespie
46 Integrating e-mail with traditional
marketing methods, by Doug Marshall